Avoid Fake Puppy Sellers and Protect Yourself from Online Fraud
If you’ve been looking for the perfect puppy online, you’re not alone—but neither are the scammers who are ready to take advantage. South Africa has seen a sharp rise in puppy scams, especially on platforms like Facebook Marketplace, WhatsApp groups, Gumtree, and even fraudulent websites pretending to be breeders.
In this guide, we’ll walk you through the red flags to watch for, tools to protect yourself, and how to safely connect with real, reputable breeders.
🔎 Why Are Puppy Scams So Common?
Scammers prey on your emotions—especially when it comes to adorable puppies. They know it’s hard to say no when you see that perfect little face at a bargain price. Add a little urgency, and they’ve got people paying upfront without verifying a single detail.
With the rise of online classifieds and pet delivery services, these scams are becoming more sophisticated and harder to spot—until it’s too late.
🚩 6 Warning Signs of a Puppy Scam
1. 💸 The Price Seems Too Good to Be True
A purebred puppy being sold for R1,000 or less? Major red flag. If the price is far below the market average, especially for popular breeds like Yorkies, Labradors, or French Bulldogs, be cautious.
2. 📵 No Video Call or In-Person Visit Allowed
Real breeders are proud of their pups and will gladly show you the puppies via video or allow you to visit. Scammers, on the other hand, make excuses:
“The puppies are in a different province,”
“My camera is broken,”
“We only deliver.”
Don’t fall for it—insist on seeing the puppy in real-time.
3. 🏠 No KUSA Number or Verified Address
Legit breeders are often registered with the Kennel Union of Southern Africa (KUSA). They’ll be able to provide a breeder number, registration paperwork, and a physical location.
If you’re only getting vague details or screenshots, be suspicious.
4. 📲 Pushy or Urgent Messaging
Scammers love to rush the sale.
“There’s one puppy left!”
“Another buyer is waiting—please pay today!”
Pressure tactics are a hallmark of fraud. Take your time and don’t rush into any payments.
5. 🖼️ Fake or Stolen Puppy Photos
Many scammers copy photos from real breeders’ websites or use stock images. Do a Google Reverse Image Search on any photo they send. If it shows up on multiple sites, it’s likely fake.
6. 💰 Strange or Unsecure Payment Methods
Scammers typically ask for:
- EFT to a personal bank account
- Instant Money transfers
- International payments (PayPal to foreign email addresses)
- Cash Send or vouchers
Reputable breeders prefer traceable, verifiable payment channels—and usually after signing an agreement.
🧰 How to Protect Yourself from a Puppy Scam
Here’s a quick checklist to keep you safe:
✅ Ask for a KUSA registration – and verify it directly on www.kusa.co.za
✅ Request a live video call to meet the puppy and its environment
✅ Get a contract – ask for proof of ownership, medical records, and ID
✅ Avoid EFTs to strangers – especially without paperwork or a visit
✅ Check reviews or breeder forums – get referrals from real pet communities
🔒 Need Help Finding Safe Breeders?
Skip the stress and use our Verified Breeders Directory. These breeders have submitted documents, KUSA numbers, and are reviewed for legitimacy. We help you connect safely and avoid scams.
📤 Already Been Scammed?
You’re not alone—and there are steps you can take right now:
- Report the scam to us via this form
- Notify your bank and request a fraud reversal
- Report to SAPS Cybercrime division (visit your local station or use the SAPS online portal)
Together, we can stop scammers in their tracks and protect others from falling victim.
Stay alert, adopt responsibly, and always verify before you buy.
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