The bulk of these booby-trapped promo messages are reportedly being received by users in the UAE and Singapore.
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To this end, they employ the best practices of social engineering in general and phishing in particular.
Such an alleged generosity is definitely a giveaway of this fraud, but still, some people fred's discount store corporate office fall for it and hit the embedded hyperlink, only to end up on a bogus ikea page asking for the visitors PII (personally identifiable information) so that the person can.