A phishing email used to give itself away with a strange sender or a link that looked wrong, and the standard advice was not to click. Many scams now play out across several messages, profiles, websites and social platforms, so a single suspicious link is no longer the only thing to look for.
What has changed about online scams?
A modern scam often reaches its request only after a series of believable steps. It may start with a delivery notice, a security warning or a message from “customer support” that looks harmless. A second message adds context, and a fake account, review, screenshot or website seems to confirm it. The request for money or personal details comes last.
People rarely judge each of these steps on its own, so once the early messages seem credible, the request reads as the next logical step rather than a warning sign.
The FBI, the US federal law-enforcement agency, received more than one million internet-crime complaints in 2025, with reported losses of nearly $21 billion. Phishing, spoofing, extortion and investment schemes were among the most frequently reported crimes.
Scammers build credibility before they ask for anything
Story-based scams work by creating a reason to trust the next message. An impersonator may claim to work for a bank, a government agency, an employer or a support team, then add names, case numbers, copied branding or references to recent news to make that role believable.
The FBI warned in September 2026 that government impersonation schemes use spoofed contact details and fake credentials, and in some cases staged settings made to look official.
FTC data also show that imposter scams were the most reported fraud category in 2025. The Federal Trade Commission, the US consumer-protection agency, recorded $3.5 billion in losses to these scams, with messages reaching people by phone, email, social media, search results and other channels.
Social media gives scams room to develop
On social platforms, scammers can build context around a claim before sending people anywhere else. A fake investment story may start with a public post, gather supportive comments and continue in a private message, before moving to another app or site where the scammer controls more of the conversation.
FTC data show that almost a third of people reporting scam losses in 2025 said contact started on social media, and reported losses from these scams reached $2.1 billion. The agency also documented fake testimonials and groups filled with supposedly successful investors, which can make a fraudulent request look more credible than the link attached to it.
Scammers borrow trusted brand names
A known brand gives a scammer a ready-made identity, a recognizable look and a plausible reason to get in touch. This is where the brand protection vs narrative protection question becomes practical: removing a fake logo or fraudulent page takes down one asset, while the accounts, claims and channels telling the same story can keep running.
A fake customer-support scam, for example, may appear in search results, social posts and direct messages at the same time, each repeating that the victim has a problem and this account can fix it. For the brand, the risk goes past trademark misuse to its name being used as evidence in someone else’s fraud.
How can people spot a scam that looks coherent?
Even a convincing story contains claims people can check independently. Instead of asking only whether a link looks suspicious, look at the situation around it:
● Verify the claim through a contact method you found yourself.
● Check for unusual urgency, secrecy or pressure to act.
● Treat screenshots, testimonials and comment threads as claims, not proof.
● Question sudden moves to another app, account or payment method.
The FBI advises people to verify unexpected government contacts using official public information, not contact details supplied by the person making the claim.
When removing a fake page may not be enough
A fraudulent link may still be part of the attack, but the messages around it often reveal more, especially when each one raises the urgency or pushes the conversation to a new channel. Because these scams run across several accounts and platforms, taking down one fake page may not stop them. Before paying or sharing personal details, contact the organization through a phone number or website you found yourself.