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It starts with a photo. A fluffy golden retriever puppy, tiny paws pressed against the glass, big brown eyes full of promise, and just like that, you’re in love. But behind that irresistible image could be a carefully crafted scam. In 2025, online puppy fraud is exploding, costing unsuspecting families millions of dollars and untold heartbreak. Scammers are setting up fake breeder sites, stealing photos, and vanishing the moment money changes hands.
This guide reveals real victim stories, the latest scammer tactics on platforms like Craigslist, and the exact red flags to watch for before you send a dime. Whether you’re looking to adopt your first dog or expand your fur family, knowing how to spot these scams could save you from devastating loss. By the end of this article, you’ll learn how to protect yourself from puppy scams, where to find trustworthy sellers, and how to adopt a pet with confidence, not regret.
Puppy Scam Stats You Need To Know
Puppy fraud is on the rise, especially during the pandemic or around the holidays when people are more vulnerable. Veterinarians.org analyzed data from the Better Business Bureau to determine which states had the most online puppy scams this year and other key info.
Key Findings:
- From January 1, 2023, to October 31, 2023, 1,121 U.S. puppy scams were reported.
- During the period from January through October 2023, a reported $1 million was lost due to puppy scams.
- California is the #1 state with the most reported puppy scams, resulting in $89,248 in total loss.
- Texas, Florida, and New York follow closely behind, with scam victims in these states, on average, losing more than $700.
- Massachusetts has the most money lost per fraud. Scam victims lost an average of $1,615 in this state.
- The term “puppies for sale” has more than 100,000 searches a month on Google.
- French Bulldogs and Yorkshire Terriers are among the most commonly scammed puppy breeds.
That’s not just sad, it’s devastating. Families, seniors, and even children are being targeted by fraudsters who know exactly how to tug at your heartstrings and empty your wallet.
And here’s the kicker. Staggeringly, experts estimate that up to 80% of sponsored pet ads showing up in online searches could be scams. These aren’t just shady listings. They’re often polished, professional-looking traps designed to steal your money and your trust.
Bottom Line: These statistics underscore the critical importance of vigilance and thorough research when considering online pet purchases.
Real Victim Stories: How Puppy Scams Really Happen
In July 2023, Katherine Smith, a grandmother from Henderson, North Carolina, fell victim to a puppy scam while attempting to purchase a Yorkshire Terrier for her grandson. She encountered a Facebook post advertising purebred Yorkies and contacted the seller via Facebook Messenger.
The seller claimed the puppy was registered with the American Kennel Club and instructed Smith to purchase $525 worth of gift cards as an initial payment. Subsequent demands included $500 for a shipping crate and $1,200 for insurance, totaling $5,000.
Despite receiving tracking information, the puppy never arrived, and the seller continued to request more money. Smith realized she had been scammed, losing her entire savings. Watch this short news video showing how devastating this was for her and her family.
Next up, I’ll show you exactly how to spot these scams before they break your heart and your bank account.
How To Spot A Puppy Scammer Straightaway: 4 Red Flags Most People Miss
Let’s get one thing straight: scammers are getting really good at this. They’re not using sloppy emails or sketchy photos anymore. Today’s puppy fraudsters run slick, polished operations that look trustworthy, until it’s too late. Nowadays, it’s not only puppy mills you need to avoid.
1. Perfect Photos, But No Proof
Scammers often steal pictures from real breeder websites or Instagram accounts. If every photo looks like it belongs in a magazine, ask for a real-time video of the puppy with a timestamp or your name on a piece of paper in the shot. Sometimes, they’ll simply reuse or steal photos from legit breeders.
Tip: Reverse image search the puppy photo. You’re likely dealing with a fraud if it shows up on multiple sites.
2. No Social Proof Or Reviews
Legit breeders usually have some digital footprint: reviews, Google listings, or social media engagement. If you can’t find anything outside their website, that’s a red flag. Do not trust reviews on their own website as they’re probably fabricated.
3. Too-Good-To-Be True Pricing
If that rare purebred puppy is being “discounted for a quick sale,” run. Scammers often bait victims with unusually low prices to create a sense of urgency. Or they state that the puppy is free if you pay for shipping. Often, once you have paid the fee, there are suddenly more expenses for things like shipping insurance, vet bills, crate fees, etc.
4. There’s Almost Always A Sad Story Behind The Sale
Scammers almost always tell you a sad story about why the puppy is for sale, such as family hardship, relocation, or death. If the seller says something like, “We’re not breeders. Our dog just had puppies, so we’re trying to find them a good home,” that’s a red flag that it’s a potential scam.
Coming up next: I’ll walk you through the safe way to buy a puppy online, without losing your savings or your sanity.
Proven Ways To Buy A Puppy Online Without Getting Scammed
Buying a puppy online doesn’t have to feel like walking through a minefield. If you know what to look for and what to avoid, you can safely bring home your new best friend without falling into a scammer’s trap. What is the most obvious way to avoid a puppy scam? Don’t purchase a pet online. However, there are other steps you can take to make sure you don’t get scammed.
Wondering how to buy a dog online without getting scammed? If so, follow these proven steps to protect yourself:
1. Adopt From A Shelter
We’re strong advocates for adoption. There is no shortage of shelters and organizations you can adopt through, and if you need a recommendation, ask your vet, family, friends, and neighbors.
Just because a dog is in a shelter doesn’t mean they come with “baggage.” Many dogs wind up in shelters because their owners are moving and can’t take the dog with them. The dog was found and never claimed. Adopting a dog was too much responsibility for the owner. And there are other reasons that have nothing to do with the dog’s behavior.
If you desire a purebred or specific breed, don’t be deterred from adopting. Many dogs need adoption, and some rescue groups are dedicated to finding homes for specific breeds or purebreds. That’s how I found my first Cavalier King Charles Spaniel: through the Cavalier Rescue organization.
2. Never Buy A Dog From Craigslist
It’s okay to search Craigslist for dog listings from reputable organizations, but we don’t recommend buying off the site itself. If you think you’re getting a purebred dog that’s well-bred from Craigslist, you’re not. Good breeders don’t need to post on Craigslist. They often have waiting lists and don’t need to search for buyers.
You’ve probably heard of Craigslist puppy scams. Craigslist has become a breeding ground for pet scams, and it’s not by accident. The platform’s lack of user verification and anonymous messaging make it the perfect hideout for scammers looking to make a quick buck off your heartbreak.
Many Craigslist scammers create fake pet shipping services with phony tracking numbers and websites. It’s all designed to make you feel safe, while they drain your account. Craigslist even warns against paying for pets sight unseen, but scammers count on you not reading the fine print. So, if you part with your money, you won’t get it back.
3. Do a Deep Dive on the Seller
If you think you’ve found a potential breeder, search their name, phone number, and email across multiple platforms. Look for a consistent online presence, genuine reviews, and active engagement. Use reverse image search on puppy photos to check for duplicates on scam databases or breeder forums.
If you must purchase a dog online, search the seller’s name and contact information with the words scam and complaint (e.g., John Doe johndoe123@website.com scam) to see if they’re on a puppy scammer list. Canine con artists are good at what they do and are known for changing their names. So be aware that it can be just as bad if you search their name and come up with nothing.
Pro Tip: Use the “scam tracker” from the Better Business Bureau to see if the seller’s name or number has been flagged in recent reports.
4. Ask for Live Video Proof
Request a live video call with the puppy and the breeder. Legitimate sellers will gladly introduce you to the dog and show you the living environment. If they make excuses or delay, walk away.
5. Check for Red Flags in Communication
Scammers often communicate only by text or chat, avoid phone calls, and use poor grammar. Be wary of high-pressure tactics like “limited-time pricing” or claims that the puppy must be shipped immediately.
6. Don’t Wire Money Or Send Prepaid Cards
You may think you’re “securing” your claim for a dog by wiring a “deposit” or full payment in advance, but, really, you’re getting scammed. Wiring money is like paying in cash, and there’s no way to trace it back. A professional breeder won’t ask you to wire them money and then ship their valuable puppy off to someone they’ve never met.
Breeders care about their dogs and want them to go to good homes. It’s equally vital for you to find a dog that can mesh well in your life as it is for the breeder to find a comfortable home for each dog.
If the seller refuses refunds, that’s another red flag. Legitimate breeders will offer to help if a problem arises, which often includes taking a dog back or finding it a new home.
7. Verify Health Certifications
Ask for vaccination records, a bill of sale, and a health guarantee. Reputable breeders should also provide documentation of vet visits and registration papers, especially for purebred dogs.
8. Read Reviews Outside Their Website
Search the breeder’s name on the Better Business Bureau, Reddit, and pet forums. Genuine breeders will have a reputation that spans beyond their personal site or social media page.
9. Meet & Pick Up The Dog Yourself
You should be able to meet the seller and dog in person, visit their place of business, collect all vet papers, and obtain documentation for proof of your purchase. If the seller doesn’t want you to see the dog’s housing, that’s a red flag. You should also always meet a dog in advance to make sure they are a good fit for your lifestyle. Choosing a dog based on their photo alone is like buying a house and never stepping foot inside.
Debunking The ‘Purebred = Well-Bred’ Myth
If you have your heart set on a purebred dog but you aren’t finding one through a shelter, you want to make sure you’re buying from a legitimate breeder. (Take a look at this PDF from the Humane Society about finding a responsible dog breeder.) Legitimate dog breeders provide quality vet care for the animals, food, and sanitary kenneling.
Many unprofessional breeders are trying to make extra cash but are unwilling to put in the time and money to breed good purebreds. It’s expensive to raise well-bred purebreds, so they cost more to buy. Ask for references from previously homed puppies from those breeders.
For our second Cavalier, I reached out to every breeder in the state of Virginia from AKC’s list and was pleasantly surprised by how willing and forthcoming the breeders were to give contact info for references, which gave me peace of mind to know our puppy would not be a scam.
2 Safe Online Marketplaces: Where Can You Actually Trust Listings?
Not every pet listing online is a scam, but finding the real ones? That’s the tricky part.
After seeing how slick and convincing fake ads can be, you might feel like you can’t trust anyone online. But the good news is, there are reputable places to find your future best friend. You just need to know where to look.
Here’s where the good breeders and rescues actually hang out, but you still need to do your own due diligence.
1. AKC Marketplace
Looking for a purebred puppy? The American Kennel Club Marketplace lists AKC-registered breeders who follow strict ethical breeding standards. You’ll still want to do your homework, but it’s a much safer starting point.
2. Breed-Specific Rescues
Want a Frenchie or a Golden Retriever? Almost every breed has a dedicated rescue organization. These nonprofits are often run by true dog lovers, not profit-driven sellers.
Pro Tip: Always check for reviews, physical addresses, and adoption requirements. Reputable sources want you to ask questions as they’re looking out for the dog, not just the deal.
Next up: Scammers aren’t just hiding on sketchy websites, they’re sliding into your social media feeds, too. Here’s how they use Instagram and Facebook to hook you in.
How Scammers Use Social Media To Trap Buyers
Think scams only happen on sketchy websites? Think again. These days, puppy scammers are running full-blown operations on platforms like Instagram, Facebook, and even TikTok. And they’re good at blending in.
Here’s how it usually goes down:
They Set Up “Breeder” Pages That Look Legit
You’ll see cute puppy videos, glowing fake reviews in the comments, and a “DM to adopt” bio. But dig a little deeper, and things stop adding up. No website, no contact info, and no transparency.
They Use DMs To Rush The Sale
Scammers will pressure you to “act fast” before the puppy is “adopted by someone else.” Instead, they’ll avoid making phone calls and messaging rapidly to build fake trust, often mimicking breeder lingo to sound authentic.
Payment Comes Fast, Too Fast
Once you’ve fallen for the pup, they ask for a deposit via Cash App, Zelle, or PayPal Friends & Family. These are untraceable and unrecoverable. Victims often say that the account goes silent as soon as the money goes through, or worse, it vanishes. No puppy, no refund, and no recourse.
Warning Sign: If a “breeder” can’t provide live video proof, doesn’t have a business page, or dodges basic questions, it’s a scam. Legitimate breeders are proud to talk to you.
What To Do If You Think You’ve Been Scammed
Realizing you’ve been scammed is gut-wrenching, but you’re not powerless. Acting quickly can help you recover your money, warn others, and prevent the scammer from targeting more victims. If you’ve been scammed, follow these steps immediately:
1. Stop All Communication
If you suspect fraud, cut off contact with the seller right away. Do not send additional money, even if they claim it’s needed for shipping, insurance, or medical fees.
2. Save All Evidence
Take screenshots of texts, emails, payment confirmations, and the original puppy listing. This documentation will support your report and can help law enforcement investigate.
3. Report The Scam To Authorities
File a report with the following organizations:
- Federal Trade Commission
- Better Business Bureau Scam Tracker
- Internet Crime Complaint Center
- Local law enforcement, especially if you provided personal or financial information
- Your state attorney general’s office
These reports help track scam patterns and build cases against repeat offenders.
4. Contact Your Bank Or Payment Provider
If you paid with a credit card, call your bank immediately and dispute the charge. If you used a wire service or digital wallet (like Zelle or Cash App), report the transaction and ask if a reversal is possible.
5. Warn Others
Post about your experience in relevant pet adoption forums, Facebook groups, or consumer review sites. The more awareness you spread, the fewer victims these scammers can reach.
Important Reminder: You are not alone. Thousands of people fall victim to puppy scams each year. Reporting what happened doesn’t just help you, it helps protect others, too.
Now let’s learn why early pet insurance might be your smartest move after adoption, especially when dealing with unknown medical histories.
Puppyhood Is The Best Time To Consider Pet Insurance
Even if you’ve done your homework, some scams involve selling sick or neglected puppies. Getting coverage early protects you from unexpected vet bills that result from undisclosed conditions. Since pet insurance companies do not cover pre-existing conditions, the younger your dog is when you sign up, the better coverage you will likely receive throughout their lifetime.
Further, pet insurance can help support you financially during the unpredictable puppy years when dogs are more likely to chew on things they shouldn’t and run into dangerous situations. Check out our pet insurance 101 guide to learn more and determine whether pet insurance is worth it for your puppy. Use the quote form below to see what a policy would cost you.
Coming up next: Want to confirm your puppy’s breed? Here’s how dog DNA testing can reveal the truth and why it matters more than you think.
Dog DNA Tests Can Confirm Dog Breed
If you’re concerned about the breed of makeup you want to buy, you could conduct a DNA test on the dog. Many breeders will even do this ahead of time to validate their claims so that you can see the results for yourself. We’ve reviewed the best dog DNA tests, including the pros, cons, and more for each test. Another more detailed and scientific option to verify the history provided by a breeder is to get a parentage test from EasyDNA, which promises to show the pedigree of a dog with 99.99% accuracy.
You’ve Got Your Puppy, Now What? The Ultimate New Puppy Checklist
Protecting yourself from a scam is the first step. Giving your puppy the best start in life? That’s the next. Be sure to check out our puppy checklist for all the essentials. Choose a high-quality puppy food formulated for their size and age to support strong development from the start. Puppy-proof your space and set up a cozy sleeping area. Early obedience training is essential to build communication and trust and avoid bad puppy behavior. Gradually expose your pup to new people, places, and sounds to support healthy socialization. And avoid these common puppy mistakes! With care, patience, and consistency, you’re not just raising a dog, you’re shaping a loyal, confident companion for life.
Have you ever encountered a puppy scam or adopted a furry friend online? Share your story in the comments below to help others stay safe and informed.
Why Trust Canine Journal
Sadie Cornelius has more than two decades of dog care and ownership experience, specializing in the care and companionship of her beloved Cavalier King Charles Spaniels, including a rescue. She volunteers with the local chapter of Cavalier Rescue and regularly attends dog meet-ups in DC, where she currently lives. Sadie regularly dog sits and understands the personalities of various dogs and dog breeds. She uses positive reinforcement training to build a strong bond with her dogs, emphasizing encouragement and rewards for good behavior. She loves traveling with her dog and taking her beloved fur baby to dog parks, outdoor patios, and other dog-friendly bars and hangout spots.
