Online pet scams are still tricking buyers
A Nashville man explains how an online pet scam unfolded and the steps experts say can help buyers avoid fake breeders.
(InvestigateTV) — Online pet listings can look legitimate, but some are carefully crafted scams designed to take your money and disappear. Consumer advocates warn these fake breeders and rescues are still tricking buyers – often by exploiting emotion and urgency.
Nashville resident Jonathan King learned that lesson firsthand when he began searching online for a bull terrier.
King said the seller claimed to have a new litter and assured him the dogs were registered with the American Kennel Club.
“I’ve never purchased a dog on my own before. But I did see that they said they were AKC, American Kennel Club certified and everything like that,” King said.
At first, the seller was responsive and appeared professional. King said he was quoted a total cost of about $1,700 for the puppy and vaccinations, plus $300 for shipping from Colorado Springs to Tennessee.
“When he told me that it was only going to be like around $700 upfront, total of $1,700 for the purchase and vaccinations of the dog, and then 300 to ship,” King said.
Although the price seemed low, King paid the initial $700. He says the paperwork appeared legitimate – until new fees began piling up.
“It was just an estimate around like $7,000, $1,500 here, $1,200 here, $2,000 here. I’m like, what?” King said.
As the messages became more aggressive and urgent, King decided to verify the information he’d been sent. Using artificial intelligence tools and a reverse image search, he discovered the same puppy photo appeared elsewhere online – a major red flag.
King contacted the Better Business Bureau, where he learned his experience wasn’t unique.
“When I spoke with someone from the BBB, they were telling me that thousands of people are actually falling for this,” King said. “That’s when I went back to Facebook and saw that I was obviously blocked by that page.”
According to BBB spokesperson Melanie McGovern, reports of pet scams to the BBB Scam Tracker declined slightly in 2024 compared to 2023, and early 2025 data suggests another small drop – but scams are still happening.
“Most people are getting very savvy, though,” McGovern said. “They’re realizing midway through the transaction that this isn’t real.”
The BBB warns fake pet listings can appear through search results or social media ads and may look legitimate at first glance. One of the biggest warning signs is pressure – especially if a seller claims an animal will be harmed or given away unless payment is sent immediately.
If that happens, experts say stop and verify who you’re dealing with before sending any money.
In King’s case, he was able to recover about $700, though not without hassle.
“I was given the money back,” King said. “The only drawback from it was I had to go through this whole situation because I had to get a new card and everything.”
He said he’s grateful he trusted his instincts before sending more money and hopes sharing his experience helps others avoid the same trap.
The American Kennel Club also warned buyers to be cautious. In a statement, the AKC said reputable breeders and rescues should be willing to answer questions and allow buyers to verify who they are before payment. The organization advises avoiding wire transfers or gift cards and says credit cards or PayPal Goods and Services typically offer safer protection.
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