Seeking.com Uses AI to Combat Scams, Boosts User Trust

Romance scams continue to drain billions from unsuspecting victims, creating an urgent need for more effective prevention measures on dating platforms. Seeking.com is responding to this challenge with an AI-powered verification system and a controversial decision to publicly expose suspected scammer accounts. The approach represents a new frontier in balancing user safety with transparency in online dating.

The Growing Crisis of Romance Scams

Romance scams remain a persistent problem for dating platforms, with the Federal Trade Commission reporting more than $1.16 billion in reported losses during the first nine months of 2025. These figures represent only reported cases, suggesting the true financial impact may be significantly higher. The emotional toll on victims extends far beyond monetary losses, often leaving lasting psychological damage.

Dating platforms have traditionally handled fraud prevention behind the scenes, quietly removing suspicious accounts without public disclosure. This approach protected user privacy but provided little transparency about the scale of the problem. The shift toward more visible enforcement represents a significant departure from industry norms.

Scammers have grown increasingly sophisticated in their tactics, using stolen photos and carefully crafted personas to build trust with potential victims. Many operate as part of organized networks, sharing strategies and target lists across multiple platforms. The professionalization of romance fraud has made detection more challenging for both users and platforms.

AI-Powered Detection and Prevention

According to the company, the system identifies more than 90% of attempted scammers before they send a message. This proactive approach aims to stop fraud before victims can be contacted, rather than relying solely on user reports after damage has occurred. The AI analyzes multiple data points including profile information, photos, behavior patterns, and communication attempts.

The system identifies more than 90% of attempted scammers before they send a message, marking a significant advancement in proactive fraud prevention.

Machine learning algorithms continuously evolve as new scam tactics emerge, adapting to changing patterns in fraudulent behavior. The technology can flag inconsistencies in profile details, recognize previously banned users attempting to return, and identify suspicious photo usage. This multilayered approach creates numerous barriers for potential scammers to overcome.

The Controversial Public Exposure Strategy

Seeking has also chosen to publicly display images of accounts it says were identified as fraudulent, rather than keeping those cases entirely within its trust and safety systems. This transparency initiative aims to demonstrate the platform's commitment to user safety while potentially deterring future scammers. However, the practice raises questions about false positives and the rights of individuals whose images may have been stolen by scammers.

The public display of suspected fraudulent accounts differs significantly from traditional content moderation practices in the online dating industry. Critics argue this approach could inadvertently harm innocent people whose photos were used without permission by scammers. Supporters counter that increased transparency helps users understand the threats they face and builds confidence in the platform's security measures.

Public disclosure of suspected fraudulent accounts represents a bold departure from traditional behind-the-scenes moderation practices in online dating.

The strategy also serves as a warning to potential bad actors that their attempts will be documented and exposed. Whether this deterrent effect outweighs the potential risks remains a subject of debate among privacy advocates and security experts. The long-term impact of this transparency approach will likely influence how other platforms handle similar situations.

Industry Implications and Future Directions

The billion-dollar scale of romance scam losses has prompted increased scrutiny from regulators and lawmakers. Dating platforms face growing pressure to implement more robust verification systems and share information about fraud trends. Industry-wide collaboration may become necessary to effectively combat scammers who operate across multiple platforms simultaneously.

Technology continues to advance on both sides of the security equation, with scammers adopting AI tools to create more convincing fake profiles and communications. This arms race between fraud prevention and fraud execution will likely intensify as artificial intelligence becomes more accessible and sophisticated. Platforms must continuously update their detection methods to stay ahead of evolving threats.

User education remains a critical component of fraud prevention that technology alone cannot address. Many victims ignore red flags or override their suspicions when emotionally invested in a connection. Combining technical safeguards with clear communication about common scam tactics offers the most comprehensive protection strategy.

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