A probe that started with a complaint from a Texas locksmith has revealed an international fraud operation that sold tens of thousands of counterfeit business listings via Google Maps. The fraudsters usurped existing business profiles and concocted positive reviews to lure unsuspecting clients. Here’s how to identify similar scams and safeguard yourself against them.

Google has flagged over 10,000 fraudulent business listings on its widely used Google Maps app, available on nearly every smartphone, and has begun pursuing legal action against the perpetrators. This information was disclosed by CBS Network on Wednesday. Findings from a thorough investigation by the company showed that this fraud ring created and marketed fake business profiles on the platform.

The Fraud Network and Its Techniques
The deception was first detected when a licensed locksmith in Texas observed that an unlicensed locksmith was misusing his name on Google Maps. A local investigation unveiled a more extensive scheme, prompting a sizable inquiry. Ultimately, Google opted to eliminate more than 10,000 illegitimate listings from its maps.

These fraudulent entries included entirely fictional businesses and hijacked profiles from legitimate companies, which were duplicated and modified to promote unauthorized enterprises. Halima Dlayne Prado, Google’s legal advisor, stated that the company acts swiftly to identify similar fraudulent listings once alerted to such fraud.

This issue is not a novel occurrence. Google has been combating fake businesses advertising services through Google Maps for years. The fraudsters would establish a profile for a genuine company that either lacked an official profile or wasn't actively managed, inserting a real address, an actual website, and photos, but substituting their own phone number for the authentic one.

How the Fraudsters Function
After creating these counterfeit profiles, Google Maps frequently recommended these fake businesses based on user searches. Unwittingly, users would reach out to a fraudster posing as a legitimate, licensed company. In some instances, it was even suggested that Google benefited financially, as the counterfeit companies paid to advertise themselves, enhancing their visibility in relevant search results.

According to Google, the majority of these bogus enterprises comprised locksmiths, towing services, and other types of aid that people seek during emergencies. In these high-stress situations, individuals often search for local professionals on Google Maps, even if they had never previously utilized their services. Regrettably, rather than connecting with a genuine professional, they would end up being victimized by an impersonator.

The Increasing Sophistication of Fraudsters
Halima Dlayne Prado indicated that the fraudsters were becoming progressively more adept. They collaborated with agents globally and leveraged social media to extend their fraudulent networks. Google also reported that the scammers sold fake positive reviews for businesses, further masking negative feedback on social media platforms. In a legal case, Google cited an example of a Facebook post showcasing "5-star reviews" for entirely fictitious businesses.

Common Scam Tactics
The investigation by Google revealed that these fraudsters employed a variety of tactics. In some instances, customers who called a legitimate business would have their call intercepted and routed through a lead generation service that would then direct it to the scammers. More often than not, the fraudster providing the service would charge significantly inflated rates, exploiting the customer's urgency to complete the job. Due to the pressure on customers to obtain the service, they often ended up paying these exorbitant fees.

How to Protect Yourself from These Scams
Google advises exercising caution, even in high-pressure scenarios. Consumers should meticulously verify the website address and phone number of the company they intend to contact, ensuring it aligns with the Google Maps listing. Red flags should be raised if the company requests excessive information, such as an ID number, or insists on payment via unconventional methods like gift cards or wire transfers.

To combat such fraud, Google has developed various tools, combining automated systems and human analysis. The company asserts that it has removed or blocked approximately 12 million fake business profiles annually over the last two years. Additionally, Google announced it would donate any compensation received through legal proceedings related to this matter to organizations fighting fraud.

Google’s Pledge to Combat Fraud
Google is dedicated to making Google Maps a safer environment for both businesses and consumers. The company has actively engaged in investigating fraudulent activities and implementing measures to reduce the prevalence of fake business listings and reviews. The recent legal actions underscore its ongoing commitment to maintaining the integrity of its services and shielding users from fraudulent practices.

Additional Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only mislead consumers into scams but also damage the reputation of legitimate businesses. Fraudsters can disrupt the competitive landscape by manipulating search results, granting unfair advantages to fake businesses that deceive customers. Google’s actions to eliminate fake listings are a crucial step towards safeguarding both consumers and businesses from these harmful activities.

As online platforms and mapping services gain popularity, the potential for fraud in these areas also escalates. Both businesses and consumers must remain vigilant and report any suspicious activity to platforms like Google to help prevent the spread of fake listings.