An inquiry that started with a complaint from a Texas locksmith unveiled an international fraud scheme that peddled tens of thousands of counterfeit business listings through Google Maps. The perpetrators seized control of existing business profiles and fabricated positive reviews to lure unsuspecting customers. Here’s how to identify similar scams and safeguard yourself against them.

Google has discovered over 10,000 fraudulent business listings on its widely-used Google Maps application, available on nearly every smartphone, and has initiated legal proceedings against those involved in this deception. This was disclosed by CBS Network yesterday (Wednesday). The thorough investigation carried out by the company revealed that this fraud network was responsible for the creation and sale of sham business profiles on the platform.

The Fraud Network and Its Methods
The fraud was first detected when a licensed locksmith in Texas observed that an unlicensed locksmith was using his name on Google Maps. A localized investigation unveiled a larger scheme, resulting in an extensive inquiry. Ultimately, Google chose to eliminate over 10,000 spurious listings of this nature from its maps.

These deceptive listings ranged from entirely fabricated businesses to hijacked profiles of legitimate enterprises, which were duplicated and modified to promote unauthorized companies. As noted by Google’s legal advisor, Halima Dlayne Prado, the company promptly investigates similar fraudulent listings upon receiving notifications of such fraud.

This is not a recent issue. Google has been battling fake businesses utilizing Google Maps to provide services for years. The fraudsters would establish a profile for an existing company that lacked an official profile or management, input a genuine address, website, or images, but instead of a valid phone number, they would insert their own.

How the Fraudsters Function
After creating these bogus profiles, Google Maps would frequently recommend the fraudulent company based on user searches. However, users would unknowingly contact a con artist pretending to operate a legitimate business with a valid license. In some instances, it has been claimed that Google benefitted from this arrangement, as fake businesses would pay to promote themselves, enhancing their visibility in relevant search results.

Google reported that the predominant types of these counterfeit businesses were locksmiths, towing services, and other services people often seek in emergency situations. In such high-stress scenarios, individuals typically search for local professionals on Google Maps, even if they have never utilized their services before. Regrettably, instead of reaching a legitimate expert, they would end up victimized by a fraudster.

The Increasing Sophistication of Fraudsters
Halima Dlayne Prado noted that fraudsters are becoming progressively more sophisticated. They collaborate with agents globally and even harness social media to broaden their fraudulent networks. Google reported that scammers also marketed fake positive reviews for businesses, further masking negative feedback on social media platforms. In one lawsuit, Google showcased an example of a Facebook post featuring "5-star reviews" for completely fictitious businesses.

Typical Tactics Employed by Scammers
Google's investigation revealed a variety of tactics used by these fraudsters. In certain instances, customers might contact a legitimate business, only for the number to be intercepted and rerouted through a lead generation service that would connect the call to the scammers. Frequently, the fraudster who arrived to provide the service would charge a significantly inflated price, exploiting the customer's urgency. With many clients feeling pressured to receive service quickly, they had little choice but to pay these excessive costs.

How to Avoid Being Duped by These Scams
Google advises exercising caution, even in urgent situations. Consumers should diligently verify the website address and phone number of the company they engage with, ensuring it corresponds to the Google Maps listing. A warning sign should be raised if the company requests excessive information, such as an ID number, or insists on receiving payment through unconventional methods like gift cards or wire transfers.

To combat such fraud, Google has devised an array of tools, both automated and analyst-driven. The company states it has removed or blocked roughly 12 million fake business profiles each year over the past two years. Additionally, Google announced that it would donate any compensation obtained through legal actions related to this issue to organizations combating fraud.

Google’s Dedication to Fighting Fraud
Google is committed to enhancing the safety of Google Maps for both businesses and consumers. The company has been actively engaged in investigating fraudulent activities and implementing strategies to diminish the prevalence of fake business listings and reviews. The recent legal initiatives underscore its ongoing commitment to preserving the integrity of its services and shielding users from fraudulent practices.

Further Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only mislead consumers to scams but also damage the reputation of legitimate businesses. Fraudsters can distort the competitive landscape by manipulating search results, giving undue advantage to fake businesses that mislead customers. Google's actions to remove fraudulent listings represent a crucial effort towards protecting both consumers and businesses from these harmful activities.

As the use of online platforms and mapping services increases, so too does the potential for fraud in these areas. Both businesses and consumers must remain vigilant and report any suspicious activity to platforms like Google to prevent the spread of fake listings.