Fighting Smishing and Toll Text Scams: Why Customer Education is Critical
Toll operators around the U.S. are dealing with a growing cybersecurity threat: smishing and unpaid toll text scams. These fraudulent messages—disguised as legitimate toll notices—trick drivers into clicking malicious links and making unauthorized payments. However, this is not a security breach issue—tolling agencies’ systems are not being hacked. Instead, scammers are preying on the trust and habits of our customers. While operators partner with law enforcement and cybersecurity professionals to combat fraud, it’s the job of communicators to educate customers and ensure they don’t fall victim to these scams.
The Rising Threat of Smishing Scams
Smishing—SMS phishing—targets consumers through fraudulent text messages that appear to come from trusted organizations, including tolling agencies. The messages often warn of unpaid tolls, penalties, or account suspensions and urge recipients to click a link to make a payment. These scams are becoming more sophisticated, mimicking agency logos, official-sounding language, and even spoofing real phone numbers.
Unlike traditional phishing emails, text messages create a sense of urgency. Most people read texts immediately, increasing the likelihood of a knee-jerk response before verifying legitimacy. The impact is significant—customers lose money, toll agencies lose credibility, and trust in the tolling system erodes.
Communication: The First Line of Defense
While technology plays a crucial role in security, it alone cannot eliminate these scams. Even with advanced cybersecurity measures in place, scammers continue to adapt their tactics. That’s why customer education is essential in helping drivers recognize and avoid fraudulent messages.
Operators are doing all they can to combat scams, using clear customer alerts, social media warnings, website updates, and direct outreach. They work closely with law enforcement, consumer protection agencies, and the media to shut down fraudulent sites and warn customers in real time. They’re also strengthening digital tools—enhancing mobile apps, online portals, and two-factor authentication—to help customers verify toll notices securely.
IBTTA’s Role: Convening for Best Practices and Evolving Tactics
Even with strong individual efforts, industry-wide collaboration is essential. IBTTA brings toll operators together to share best practices, evolve tactics, and measure the effectiveness of our communication strategies to ensure we are protecting consumers. By continuously refining messaging, leveraging real-time data, and aligning on outreach strategies, we can stay ahead of scammers.
Fighting smishing isn’t just a cybersecurity challenge—it’s a communications challenge. By working together and staying proactive, we can better protect our customers and reinforce trust in our industry.
Join us at IBTTA’s Communications, HR, and Legal Workshop in Portland, where we’re bringing together tolling industry communicators to discuss strategies for getting ahead of these issues. This is our chance to collaborate, share insights, and develop stronger industry-wide approaches to protecting our customers.