The global regulatory landscape is undergoing a profound transformation. The long-standing era of "consumer beware," where the burden of avoiding scams fell primarily on the individual, is rapidly ending. Across the world, from the FTC in the United States to the Payment Systems Regulator (PSR) in the UK, new regulations are directly holding organizations accountable for brand impersonation scams that target their customers.

In 2025, mobile phishing is no longer a fringe threat,it has become central to modern fraud economies. Yet many customer-facing brands remain underprepared, underinvested, and dangerously exposed. Banks, retailers, payment companies: if you believe mobile phishing is someone else’s problem, you’re betting against a growing (and costly) fraud vector. It’s time to face the reality: smishing and vishing are not just rising,they are increasingly effective, and the cost of inaction is high.