They say your reputation takes years to build and seconds to lose—but on Google Maps, it only takes one scammer with a keyboard.
Small business owners across the U.S. are facing a new wave of extortion: scammers flood their Google listings with fake 1-star reviews and then demand payment to take them down. What used to be the digital version of word-of-mouth is now being weaponized against roofers, movers, contractors, and more.
Here’s how it works:
Scammers unleash a batch of phony, low-star reviews that tank a business’s rating overnight. Once the damage is done, they reach out—often via WhatsApp—demanding money in exchange for removing the reviews. If the victim pays, the cycle rarely ends. AI-generated text makes these reviews convincing, with elaborate (and fake) stories of broken items, bad service, or rude employees.
Contractors, home-service providers, and other review-driven businesses are the biggest targets. In Los Angeles, contractor Natalia Piper watched her 5-star rating sink to 3.6 after receiving a WhatsApp threat. She paid $250 before realizing it wouldn’t stop the attacks. “It took me eight years to get my reputation in the market, and one guy can damage it in one day,” she said. Similarly, a Georgia moving company owner received threats from a man openly admitting he sells negative reviews in bulk.
Why does this matter?
Because online ratings are the lifeblood of many small businesses. A sudden drop not only scares off potential customers but also slashes income. And with Google’s moderation tools struggling to keep up, scammers know they hold the power.
Protecting yourself starts with vigilance:
- Monitor your ratings daily: Sudden drops are a red flag.
- Scrutinize reviewer profiles: Many fake reviewers lack real photos or post in random industries.
- Document everything: Take screenshots of reviews and extortion messages.
- Report to Google: Use the “Report review” option with detailed explanations.
- Never pay scammers: Payment encourages more attacks, not fewer.
Quick Tip: Did you know the FTC now bans buying fake positive reviews—but there’s still no law protecting you from fake negative reviews used for extortion?
Pro Tip: Consider removing personal contact info like a cell number from online listings to cut off direct harassment channels.
Stay safe, stay informed, and remember: in the digital marketplace, your star rating is worth protecting like your bank account.
Keyword Definitions
- Extortion Scam: A fraud tactic where criminals demand money in exchange for stopping or preventing harm.
- Fake Review: A fabricated online review created to mislead consumers or damage a business.
- PII (Personally Identifiable Information): Data like names, phone numbers, or addresses that scammers may use to contact victims.
- AI-Generated Content: Text created by artificial intelligence tools, often used to make fake reviews look authentic.
- Moderation: The process platforms use to review and remove inappropriate or fraudulent content.
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