A probe initiated by a complaint from a Texas locksmith exposed an international fraud operation that sold tens of thousands of counterfeit business listings via Google Maps. The perpetrators took over existing business profiles and created fake positive reviews to lure unsuspecting consumers. Here’s how to recognize similar scams and safeguard yourself against them.

Google has detected over 10,000 fraudulent business listings on its widely-used Google Maps application, found on nearly all smartphones, and has started legal proceedings against those behind the scam. This was disclosed by CBS Network yesterday (Wednesday). The extensive investigation by the company revealed that this fraud network was responsible for the creation and sale of phony business profiles on the platform.

### The Fraud Network and Its Methods
The scam was first uncovered when a licensed locksmith in Texas realized an unlicensed locksmith was using his name on Google Maps. A local investigation unveiled a larger scheme, resulting in an extensive inquiry. Ultimately, Google opted to eliminate over 10,000 such illegitimate listings from its maps.

These fraudulent entries included entirely fictitious businesses and hijacked profiles of legitimate companies, which were duplicated and modified to promote unauthorized entities. Halima Dlayne Prado, Google's legal advisor, stated that upon being alerted to such fraud, the company promptly works to identify similar fraudulent listings.

This issue is not new. Google has been battling fake businesses offering services through Google Maps for many years. The scammers would establish a profile for a legitimate company that either lacked an official profile or was not actively managed, adding a real address, genuine website, or images, but substituting their own phone number for the authentic one.

### How the Scammers Operate
After the fraudsters created these fake profiles, Google Maps frequently recommended these bogus companies based on user searches. Unfortunately, users would unknowingly reach out to a scammer masquerading as a legitimate business. In some instances, it was suggested that Google benefited from this situation, as the fake companies would pay to promote themselves, enhancing their visibility in relevant search results.

According to Google, the majority of these fraudulent enterprises were locksmiths, towing services, and other services that people seek in emergencies. In such high-pressure situations, individuals typically search for nearby professionals on Google Maps, even if they have never utilized their services before. Regrettably, instead of connecting with a genuine professional, they would end up victimized by an imposter.

### The Increasing Sophistication of Scammers
Halima Dlayne Prado noted that the scammers were becoming more sophisticated. They worked with agents globally and even utilized social media to broaden their fraudulent operations. According to Google, the fraudsters also peddled fake positive reviews for businesses, further hiding negative feedback on social media sites. In one lawsuit, Google presented an example of a Facebook post featuring "5-star reviews" for entirely fictitious businesses.

### Common Techniques Employed by Scammers
Google's investigation uncovered that these fraudsters employed various tactics. In certain cases, customers would call a legitimate business, but their call would be intercepted and rerouted through a lead generation service that connected them to the scammers. Often, the fraudster arriving to deliver the service would charge significantly more than necessary, exploiting the customer's urgency. Since many consumers are under pressure to receive the service, they end up paying these inflated fees.

### How to Protect Yourself from These Scams
Google advises caution, even in urgent situations. Consumers should meticulously verify the website address and phone number of the company they contact, ensuring they align with the Google Maps listing. A warning sign should be raised if a company requests more information than necessary, such as an ID number, or insists on payment through unconventional methods like gift cards or wire transfers.

To combat such fraud, Google has developed a range of tools, employing both automated and human-driven analysis. The company claims it has removed or blocked roughly 12 million fake business profiles annually over the past two years. Furthermore, Google announced its intention to donate any compensation it receives through legal actions related to this matter to organizations fighting fraud.

### Google’s Dedication to Fighting Fraud
Google is dedicated to making Google Maps a safer environment for both businesses and consumers. The company has been actively engaged in investigating fraudulent activities and enacting measures to limit the rise of fake business listings and reviews. The recent legal actions underscore its continuing commitment to safeguard the integrity of its services and protect users from deceitful practices.

### Additional Insights on Fake Business Listings
Counterfeit business listings on platforms like Google Maps not only mislead consumers into scams but also tarnish the reputation of legitimate businesses. Fraudsters can skew the competitive landscape by manipulating search results, giving fake businesses an unfair advantage that misleads customers. Google's efforts to eliminate fake listings are a crucial step in protecting both consumers and businesses from these nefarious activities.

As the use of online platforms and mapping services expands, so does the potential for fraud within these realms. Both businesses and consumers must remain vigilant and report any suspicious activities on platforms like Google to help prevent the spread of fake listings.