Mobile network O2 has issued an urgent security alert to its millions of UK customers, warning of a significant rise in text message scams timed to exploit the Black Friday shopping rush.
The Black Friday Threat
With Black Friday 2025 officially starting on Friday, November 28, cybercriminals are preparing to capitalise on the billions of pounds spent by British shoppers. The frenzy of online purchases creates a perfect opportunity for fraudsters, who send out convincing fake delivery notifications.
O2 highlights that a key vulnerability is how easily shoppers forget their orders. The company revealed that a quarter of Brits (25%) admit they often forget what they’ve purchased until it arrives. Scammers exploit this memory gap by sending fraudulent "missed delivery" messages that appear highly believable.
How O2 is Fighting Back
To combat this threat, Virgin Media O2 is using advanced AI and firewall technology to block malicious communications. The telecoms giant reports a staggering success rate, having already blocked hundreds of millions of scam messages this year alone, including millions of fake delivery alerts.
James Harwood, Fraud Prevention Strategy Lead at Virgin Media O2, emphasised the severity of the situation: "Black Friday should be about landing great deals – not becoming victim to fraud. But unfortunately, sophisticated scammers know busy shopping periods are a perfect time for them to act."
Five Essential Tips to Stay Safe
O2 has shared five crucial tips to help customers avoid falling victim to these scams during the busy shopping period:
1. Keep a Record of Your Orders
With 6 in 10 Brits shopping more over the Black Friday and Cyber Monday weekend, it's easy to lose track. Making a simple list of your purchases can help you instantly identify a fake confirmation message.
2. Scrutinise Suspicious Links
Always double-check a link before clicking. Be wary of URLs that look odd, are unusually long, or use shortening services like bit.ly. This is especially important for messages claiming to be from major couriers like DPD, Evri, Royal Mail, or Yodel.
3. Ignore Urgent Payment Demands
Fraudsters often create a false sense of urgency. If a message claims your parcel is stuck and demands an immediate payment for release, it is almost certainly a scam. Legitimate delivery companies do not operate in this manner.
4. Check the Sender's Details
Most modern smartphones display trusted sender names. If a message supposedly from a known courier arrives from a random mobile number or a non-UK number, treat it with extreme caution.
5. Be Wary of Vague Messages
Scammers cast a wide net by keeping messages generic. If a delivery notification lacks specific details about your order or the retailer, it is a major red flag.
Harwood concluded with a clear call to action: "Don’t get stung this Black Fraud-day. If something looks suspicious, don’t click. Instead, report it to 7726 so we can investigate."
