How to spot and avoid impersonation scams
Scammers will try to gain your trust by pretending to anything from your family to your financial services. Learn how to spot the warning signs and check before you act.
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Impersonation scams are one of the most common types of fraud. According to UK Finance £45.1 million was lost to impersonation scams in the first half of 2025.
Scammers often pose as trusted organisations to make their approach seem genuine. In the same six-month period, the Financial Conduct Authority (FCA) received 4,465 reports of scammers impersonating the regulator, with 480 people reporting that they had sent money to the scammers.
What is an impersonation scam?
An impersonation scam is when a fraudster pretends to be a trusted person or organisation to gain your confidence, then pressures you to share information or send money.
They may pose as your bank, an investment platform, the police, HMRC, or even a friend or family member. Their goal is to make their request seem urgent, legitimate, and difficult to question.
These scams lead to Authorised Push Payment (APP) fraud, where you’re tricked into sending money to the scammer yourself. Unlike unauthorised fraud, the payment is approved by you.
Common types of impersonation scams
Clone firm scams
A clone firm scam is a type of impersonation scam where the scammer will impersonate a legitimate, regulated financial services company. They can copy the names, registration details, and branding of real firms to appear genuine and trustworthy.
They may use a variety of different ways to contact investors including via phone, email, social media, messaging services/apps, and online. The opportunities they offer can seem credible because they appear to be coming from a real firm.
Their goal is to gain your trust and convince people into pay for something that is overpriced, worthless or even non-existent.
Look out for these warning signs →
Details that almost match
Names, registration numbers, contact details, or website addresses that look similar but don't match exactly.
Non-secure contact channels
Most legitimate firms today will only contact you about sensitive information through official verified channels rather than email or text.
Unfamiliar bank details
The account details are new, unfamiliar or you can’t verify them yourself through an official channel.
Safe account scams
Scammers can impersonate trusted organisations like one of your service providers, the police, or even the Financial Conduct Authority. They may tell you that your account has been compromised and your money is at risk then pressure you to transfer your money to a “safe account” under their control.
They may tell you that your service provider is under investigation to deter you from contacting them. They may even coach you on what to say if your actual provider tries to contact you.
These scams are particularly convincing when the scammers can make their call appear to come from the trusted organisation (number spoofing) making it even harder to spot.
Look out for these warning signs →
Unfamiliar accounts
No legitimate organisation will ever ask you to transfer your money to a “safe account”.
Urgent demands
You're asked to give up financial information or move your money urgently.
Secrecy
Pressure not to speak directly to your provider to avoid "tipping them off".
Requests for codes or passwords
You’re asked to share a code or password to “freeze your account” or “cancel a payment”. If you receive a code you weren’t expecting, treat it as suspicious and contact your provider using details you trust.
Friend or family emergency (“Hi Mum”) scams
These scams rely on your emotional connections by posing as a close family member or friend who’s in a crisis. These types of scams usually happen over messages.
They often start with a generic opening such as “Hi mum”, they’ll typically claim they’ve got a new number because they have lost their phone or it’s been stolen. Then they’ll ask for money for something urgent.
You might be asked to pay their rent directly to their landlord or some other urgent bill to an account that’s not theirs because they’re locked out of their account. The account will belong to the scammer or someone who is being used as a money mule.
Look out for these warning signs →
New numbers
They tell you to save their new number and delete the old one.
Generic greetings
Opening with uncharacteristically vague greetings that don’t sound like the person you know.
Urgent payment requests to a third party
Pressure for you to send money immediately “directly” to the third-party instead of to your friend or family member.
Can't prove who they are
They can’t answer questions only your real contact would know and make excuses about why they can't speak to you over the phone.
Romance scams
Romance scams happen when someone builds a fake relationship with you to gain your trust, then exploits that trust to ask for money.
They often start on dating apps, social media or messaging platforms. The scammer may spend weeks or even months getting to know you, making the relationship feel real before asking for help.
The request might be for bills, travel costs or an emergency. They may even claim the money is for you, such as a gift, trip or future together, but say their own money is temporarily tied up and ask you to cover the cost first. In some cases, they might try to encourage you to invest in something, presenting it as an opportunity you can benefit from together.
Look out for these warning signs →
Things moving very quickly
They become intensely affectionate or serious early on. This can include love bombing, a form of emotional manipulation where someone overloads you with attention, affection or promises of a future together to build trust quickly.
Always having a reason not to meet
Plans to meet keep falling through or they avoid video calls.
Keeping things secret
They ask you not to tell friends or family about the relationship or payments.
Stories that don’t quite add up
They struggle to keep their story straight, or details about their life or circumstances change without a clear explanation.
How to spot and avoid an impersonation scam
It pays to be prepared, keep these things in mind when something doesn’t seem right.
Signs of an impersonation scam
Unexpected calls or messages: Legitimate services will never contact you out of the blue and ask you to move your cash to a “safe account”
Altered website or contact details: Cloned websites will use slightly altered but similar URLs or contact details to the real organisation’s.
Friend or family contacting from a new number: You're told to save their new number and delete the old one.
Unexpected urgent charge: Real organisations would never demand immediate payment for a fine or a service without previously notifying you.
Pressure to act now: You’re being pressured to act now for something they claim is urgent.
Unusual payment methods: You’re asked to pay into unfamiliar, overseas or even multiple accounts.
Secrecy: You’re made to feel you can’t contact anyone to check.
How to protect yourself
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Keep your personal information private: The more the scammers know about you, the easier it is for them to build trust and manipulate you or scam those close to you. Only share personal information to organisations you can verify and are expecting to be contacted by.
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Take a beat: Scammers will use intimidation or emotional tactics to pressure you to act - give yourself the time to think. Don’t give into the pressure or threats, you can always hang up and check. Never blindly comply.
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Verify independently: Contact them back using a verified channel. If it’s a loved one, try their saved number or contact someone they know to check the situation. If it’s an organisation, contact them back through details on their official website. A legitimate organisation will never discourage you to do this.
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Ask questions: A legitimate organisation will never shy away from direct questions about the validity of their request. And if they’re claiming to be a family member, ask them something only they would know.
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Never send money to an account you don’t trust, especially in response to an unexpected call or message. You have legal rights even if you owe a debt, you’ll always have time to check.
- Get a second opinion: never feel pressured to keep quiet, especially if you’re suspicious. Speak to someone you trust.
More support to help you stay safe
Citizens advice
Think you’re being scammed? Citizens Advice offers an online tool to help you check if it’s is a scam. They can also give you advice on what to do next.
Take Five To Stop Fraud
Take Five to Stop Fraud offers straight-forward advice to help everyone in the UK protect themselves against financial fraud.
FCA Firm Checker
It’s hard to know if an investment or pension opportunity is legitimate. You can use the FCA Firm Checker to find out if the firm or person you’re dealing with is authorised.
Get Safe Online
Want to get on top of online safety? Get Safe Online is the UK’s leading internet safety website who provides unbiased, factual and easy-to-understand information about online safety.
Worried about a scam or suspicious contact?
If you’re worried your account may be compromised, let us know straight away. If you think you’ve been scammed, report it to Report Fraud on 0300 123 2040 or on their website.