NZ scam-text reports rose 1,240%, helped by easier reporting

TL;DR

DIA's 2025 figures show a sharp rise in SMS scam reports, driven by easier reporting on supported Apple devices. The increase tells us more about what investigators can see. It does not show that scam activity itself grew at the same rate.

Key details

In its 16 September announcement, DIA reported:

• More than 1.39 million SMS scam reports in 2025, compared with just over 103,000 in 2024.
• A reporting increase driven by the introduction of one-click reporting on supported Apple devices at the end of 2024.
• More than 760,000 web links and phone numbers referred for blocking through work with industry partners during 2025.

The 2025 Digital Messaging Transparency Report provides the wider context. Reporting totals help describe what people flag and what investigators can see. They do not, on their own, measure unique victims or financial losses.

What to do with a suspicious text

New Zealand's Own Your Online guidance describes a familiar pattern: a believable hook, pressure to act and a link asking for information or a download. A parcel problem or an account warning can be the opening line.

• Pause before following an unexpected link or sharing information.
• Check the request by opening the organisation's app or finding its website independently.
• Report the message. DIA says you can forward scam texts free to 7726, or use the Report Junk feature on supported devices.

Our take

For businesses, the reporting change is a useful reminder that easier feedback can change the numbers you see. When complaints rise, check whether the reporting process changed before drawing conclusions about the cause.

We also recommend giving customers a clear place to report messages impersonating your business. Publish examples of the messages you send, explain how to verify them and make the reporting route easy to find. Customer reports can help your team notice an impersonation campaign sooner.