In a country where most people are still learning how the digital world truly works, scams have quietly become part of daily life. From fake online stores that disappear after taking payments, to job postings that demand registration fees, to investment apps that promise double returns overnight, Pakistan’s internet users have been scammed in every possible way. Each time people begin to catch on, the fraudsters evolve. They find a new platform, a new promise, and a new way to exploit trust.

But what happens when the very people who built their fame on trust, the ones millions look up to, follow, and admire, become the messengers for these scams? When social media influencers, content creators, and digital celebrities begin promoting betting apps, fake trading platforms, or “earn-with-one-click” schemes that sound too good to be true?

That is what’s happening across Pakistan today. The new wave of online deception doesn’t come from shady pop-ups or anonymous emails, it arrives through verified profiles, sponsored posts, and smiling faces that people feel they already know. In recent months, betting apps like World 777, along with unlicensed crypto and forex platforms, have reportedly poured millions into influencer marketing campaigns, convincing unsuspecting users to download, register, and invest. Many thought they were following an easy side hustle. Instead, they walked straight into a digital trap.

What began as flashy endorsements for “fun challenges” and “quick cash” has now grown into what investigators describe as a nationwide scam, one that is draining billions of rupees, fuelling gambling addiction among youth, and raising uncomfortable questions about responsibility in Pakistan’s influencer economy. In a space built on credibility and connection, the line between influence and manipulation has never been thinner.

The pattern of scams

Pakistan’s digital transformation has brought both opportunity and vulnerability. As internet access widens and online payments become routine, scammers have found newer, smarter ways to exploit people’s growing dependence on digital platf