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Congratulations! Through an unexpected email or phone call, you learn you’ve been tapped to be listed in a prestigious who’s who–type directory. But after patting yourself on the back, be prepared to reach for your wallet.
Some types of fraud exploit our fears; others entice us with the promise of easy money. Who’s who scams and related cons play on our egos, dangling the prospect of gratifying personal or business recognition.
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Scammers spin multiple variations on this ploy, usually reaching out by email (although some send out old-fashioned letters) and invariably claiming to provide cachet and exposure for you or your business. Some impersonate legitimate biographical publishers such as Marquis Who’s Who. Others create phony business directories or fictitious awards.
But they’re all after the same thing: your money. They’ll try to convince you to pay for the recognition or listing, often by purchasing a commemorative book or plaque. In a worst-case scenario, they use your payment information to siphon more cash from your bank account.
“I get them on my personal email, from people who think I want to celebrate myself and be part of a directory that doesn’t exist,” says Josh Planos, vice president of communications and public relations for the Better Business Bureau (BBB).
“The angles and the approaches have changed over time,” he adds, “but the sell is still very much of the same, which is that they need your personal and payment information.”
Economic anxiety can make the pitch more potent, warns John Breyault, vice president of the National Consumers League and director of the organization’s Fraud.org website.
“Anytime you have economic uncertainty as we have now, with inflation and news about a recession that may be coming, people are going to be worried about how they’re going to make ends meet,” he says. “If you’re worried about losing your job or you’re a small-businessperson struggling to stay afloat, people who come out and offer to help raise your profile may be an attractive proposition.”
These “vanity scams” fall into three basic categories.
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