When your pet goes missing, it can be totally heartbreaking.

So hearing that they’ve been found is no doubt very welcome news. Even better to see a photo of them looking safe and well.

But while the photo may look exactly like your pet, that doesn’t mean the person who sent it has your pet or even ever saw it.

The BBC reports how criminals are sending owners AI-generated images of their missing pets, demanding money for their return, and sometimes threatening to harm the animals when owners refuse to pay.

The BBC interviewed two targets of this scam who were both contacted after posting a missing pet message on social media. The scammers sent them pictures of their beloved pets and demanded a ransom for their safe return.

Messages like these exploit two powerful emotions in quick succession: relief that a beloved pet has been found, followed by fear that something terrible will happen unless the owner acts immediately.

The scam typically follows this pattern:

  • A scammer finds a missing pet appeal, which is typically posted to social media or local sites with an accompanying photo and contact details.
  • The scammer contacts the owner and claims to have found the animal. An image fabricated with the help of AI makes the claim appear more convincing.
  • They ask for money which may be described as a reward or as payment for emergency treatment.
  • They add pressure. They might refuse to meet until payment arrives, or threaten to sell or harm the pet.

Our data backs this report up. Over the last month, people anonymously submitted three distinctive types of pet related scam attempts to Malwarebytes Scam Guard:

  • “We found your missing cat” message, with photos: Someone claimed to have found a user’s missing cat and had images of it.
  • Found pet callback lure: A voicemail claimed to have found a lost cat and supplied a callback number.
  • Humane Society impersonation and payment demand: A caller claimed a missing cat needed emergency surgery, and demanded successive Zelle payments.

How to stay safe

Sadly, while it can be very useful to use social media to retrieve lost pets, it also attracts scammers and other abuse.

You don’t have to stop asking for help online, but you can put some safeguards between an unexpected message and any payment.

  • Keep some identifying details private. Leave a distinctive feature out of the public description so you can ask a supposed finder about it later.
  • Do not pay in advance to secure a reunion. Be particularly wary of someone who insists that you send money before they will let you see the animal. Arrange any legitimate handover in a safe, public location, and verify that it is your pet before paying a reward.
  • Verify veterinary claims independently. If someone says your pet is at an animal hospital, find the hospital’s contact details yourself and call it directly. Do not rely on the number or payment link in the message.
  • A second pair of eyes can help you assess a demand without the same emotional pressure. Malwarebytes Scam Guard can help you identify whether a message might be a scam and how to proceed.
  • If someone is threatening your pet, remember that when they make threats to your pet, it is very likely they don’t have a clue where it is either, so don’t let them extort you.

Something feel off? Check it before you click.  

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About the author

Was a Microsoft MVP in consumer security for 12 years running. Can speak four languages. Smells of rich mahogany and leather-bound books.