An inquiry initiated by a complaint from a Texas locksmith revealed an international fraud ring that sold tens of thousands of counterfeit business listings on Google Maps. The fraudsters seized control of legitimate business profiles and fabricated positive reviews to lure unsuspecting customers. Here’s how you can identify similar scams and safeguard yourself against them.

Google has uncovered more than 10,000 counterfeit business listings on its widely-used Google Maps application, available on nearly every smartphone, and has started legal proceedings against those behind the fraud. CBS Network reported these findings yesterday (Wednesday). The extensive investigation by the company showed that this fraud network was responsible for creating and selling fake business profiles on the platform.

**The Fraud Network and Its Strategies**
The scheme was first discovered when a licensed locksmith in Texas realized that an unlicensed locksmith was misusing his name on Google Maps. A local investigation uncovered a larger plot, prompting a widespread inquiry. Ultimately, Google opted to eliminate over 10,000 illegitimate listings of this nature from its maps.

These fraudulent listings included everything from entirely fabricated businesses to compromised profiles of legitimate companies that were altered to promote unauthorized services. Halima Dlayne Prado, Google’s legal advisor, noted that when the company receives a report of such fraud, they act swiftly to identify other fraudulent listings.

This issue is not a recent development. Google has been battling fake businesses offering services through Google Maps for several years. Fraudsters would create profiles for real companies that lacked an official presence or were not actively managed, often adding actual addresses, legitimate websites, or images, but replacing the genuine phone number with their own.

**How the Fraudsters Function**
Once these counterfeit profiles were established, Google Maps would frequently recommend the fraudulent businesses based on user searches. However, users would unwittingly connect with a scammer pretending to be a legitimate business. In some cases, it was even suggested that Google benefited from this, as fake businesses would pay to promote themselves, enhancing their visibility in relevant search results.

According to Google, most of these fake enterprises were locksmiths, towing services, and other emergency providers. In high-stakes situations, people typically search for local professionals via Google Maps, even if they have never used their services before. Sadly, instead of reaching a qualified expert, they often fell prey to an imposter.

**The Escalating Sophistication of Fraudsters**
Halima Dlayne Prado indicated that the perpetrators were becoming increasingly adept. They collaborated with agents globally and utilized social media to broaden their fraudulent operations. Google revealed that the scammers also sold fake positive reviews for businesses, effectively burying negative feedback on social media platforms. In one lawsuit, Google presented an example of a Facebook post containing “5-star reviews” for entirely fictitious businesses.

**Common Strategies Employed by Scammers**
The investigation by Google uncovered multiple tactics employed by these fraudsters. In some instances, customers would contact a legitimate company, but their call would be intercepted and redirected through a lead generation service to the scammers. More often than not, the fraudster who arrived to provide the service charged exorbitant rates, exploiting the urgency of the customer who needed immediate assistance. Given the pressure to receive the service, many customers felt compelled to agree to these inflated prices.

**How to Protect Yourself from These Scams**
Google advises caution even in urgent situations. Consumers should meticulously verify the website and phone number of the company they are reaching out to, ensuring it aligns with the Google Maps listing. A warning sign should be triggered if the company requests unnecessary information, such as an ID number, or insists on unconventional payment methods like gift cards or wire transfers.

To combat such fraud, Google has developed a range of tools, both automated and analyst-driven. The company claims it has removed or blocked approximately 12 million fake business profiles annually over the past two years. Additionally, Google announced it would donate any compensation obtained through legal actions related to this issue to organizations that combat fraud.

**Google’s Dedication to Tackling 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 enforcing measures to reduce the prevalence of fake business listings and reviews. The recent legal actions showcase its ongoing commitment to maintaining the integrity of its services and shielding users from fraudulent practices.

**Further Insights on Fake Business Listings**
Counterfeit business listings on platforms such as Google Maps not only deceive consumers by directing them to scams but also damage the reputation of genuine businesses. Fraudsters can distort the competitive environment by manipulating search results, giving fake enterprises an unfair edge while misleading customers. Google’s initiatives to eliminate fake listings are a crucial step toward protecting both consumers and legitimate businesses from these harmful activities.

As the use of online platforms and mapping services increases, so does the likelihood of fraud in these areas. It is vital for both businesses and consumers to remain vigilant and report any suspicious activities to platforms like Google to help prevent the spread of fake listings.