It’s often hard to know which text messages you can trust. We’re asking businesses to adopt our SMS best practice guide to help consumers spot scam texts and have more trust in business messaging.
It’s important that businesses protect their customers from scams. We’re continuing to engage with lots of businesses and sectors on adopting our SMS best practice guide, including supermarkets, energy companies and PayPal amongst others.
Thank you to supporters who have been sharing examples of businesses that are frequently spoofed by scammers or have poor SMS practice. You can continue to share examples of business messages by emailing email@example.com, or share scam text messages with us via our Scam Sharer tool.
14/09/21: Our Best Practice Guide
We all know that text message scams, known as ‘smishing‘, are a big problem for consumers. The cyber security company Proofpoint has seen nearly a 700% growth in reports of smishing in the UK in the first six months of 2021 compared with the second half of 2020.
This is driven in large by more businesses using SMS to reach their customers – and more scammers mimicking their tactics.
At Which?, we often share warnings about the smishing texts circulating and try to help people spot these so you can protect yourself. You’ve probably noticed that lots of scam texts try to get you to follow a URL, call back a phone number or reply to the message.
They can also include language that makes you feel panicked into taking a certain action. While scammers use these techniques, unfortunately some legitimate businesses do as well. As a result, some genuine texts end up looking suspicious.
Here are a couple of examples of legitimate text messages that could be mistaken by consumers for scams:
On the left, this legitimate text from a bank uses language that sounds urgent and requests that the receiver calls back a number included in the text: techniques that can be easily imitated and adapted by scammers.
To the right, a legitimate delivery text has come from a mobile number rather than a company name, and has instead included the company in the text itself. It includes not one but two URLs to follow. Again, these are common tactics of scammers.
Our tips for SMS best practice
We want businesses to use SMS in a way that helps protect consumers from SMS scams, so we’ve developed a best practice guide (PDF) for them.
📱 Be clear and consistent – this is so customers can become familiar with the types of messages a company sends and know what to expect.
📱 Don’t use hyperlinks unless absolutely necessary – scammers rely on getting people to click on links so it’s best if companies don’t use them at all. However, in some situations, including links can be more convenient for consumers, so in these cases businesses must use easily verifiable URLs so consumers can check they are legitimate.
📱 Don’t include phone numbers to call back – businesses should instead ask consumers to look up the number independently to call back.
📱 Be careful with personal information – businesses should address you by name if possible as scammers usually use generic greetings, but any other personal information (such as email addresses, account numbers, postcodes) should be at least partially redacted so that your data is not at risk if anyone else sees the message.
📱 Be careful with tone and language – it’s important that businesses don’t use language and tone that creates a sense of urgency or panic as this is what scammers do as well.
The businesses joining our call
The most common scam texts that get reported to us are pretending to be delivery companies or banks, so we’re pleased to say the following businesses from these sectors have already committed to following the points in our guide:
“We are signing up to the Which? SMS guide because we are firmly committed to tackling fraud together and to sharing industry expertise and advice to help people spot these scams. Fraud is the big consumer issue of the day, which is why we launched the UK’s only Fraud Refund Guarantee – to return our customers’ money should they ever innocently fall victim to bank fraud.
This guide provides a helpful framework for all businesses to rely on when developing customer communications and we hope it will drive continuous improvement across sectors”
“SMS messages are a valuable channel to contact customers and provide great customer service. However, scammers will use any means possible to exploit the trust between a business and their customer and SMS messages are often used as a tool to do just this. It’s important that businesses across industries work to take these tools away from scammers by taking actions to distinguish between their SMS messages, from those of scammers, as much as possible.
We see this guide as a checklist of manageable steps businesses can take to help protect customers from being tricked by scammers, while maintaining what is a preferred method of contact for many. If all businesses followed the recommendations proposed in the guide, it would be much easier for customers to spot scam SMS messages and keep themselves safe, making SMS messages much safer as a whole”
“DPD is committed to tackling scams and working with other like-minded organisations to protect customers. As a result, we are very happy to support this Which? SMS initiative, which provides straightforward guidance for consumers and businesses.
Our long-term focus is on providing parcel recipients with a safe alternative to text and email notifications via the DPD app, which already means over 10 million users receive push notifications about their parcel, rather than texts. But we continue to raise awareness of best practice and safe links, where we still need to use traditional notifications.
With texts, we advise consumers to double check the links within the notifications to confirm that they are legitimate. These links should only be for www.dpd.co.uk/ or www.dpdlocal.co.uk/”
“We always advise consumers to be vigilant online and we’re committed to protecting the privacy and security of consumers and website visitors. Staying safe online can be tricky, which is why these handy guides are so important”
💬📱#Scam text messages also known as 'smishing' affect #consumers on a daily basis.— Consumers International (@Consumers_Int) September 14, 2021
Today, @WhichUK launched an SMS guide on how consumers can be supported when spotting messages that they can trust or are fraudulent❗️
Find out more👇: https://t.co/RSNdOxxeBb pic.twitter.com/HV0iBZbGie
More work to be done
We want to see all UK banks and delivery companies adopting this guide, so there’s work for us to do yet.
Unfortunately, we know that scammers will keep sending fake texts out to the public. But as more businesses start following our guide, it will make it much easier for consumers to know what they can expect from legitimate messages and make the scams easier to spot.
Have you received good or bad examples of text messages from banks and delivery companies, or any other businesses?
What other sectors do you think we should target next? Let us know in the comments to help us apply pressure and get businesses to change their SMS practices.