Ping! A sudden message appears: “Please pay for Toll Road usage on [insert random day here].” Instantly, you find yourself wondering, Where did I go that day? Did I forget to pay for Toll Road? If you are someone who relies on walking or biking to get around, this can be easy to dismiss. However, for the frequent driver, that message triggers an immediate concern. Toll road charges can add up, and the last thing anyone wants is an unexpected bill. So, in a rush, you click the link, enter your driver’s license number, then your credit card information, and boom, problem solved…right? WRONG! Congratulations, you’ve just been smished! While this type of scam involves digital deception, its true power lies in psychological manipulation. By preying on human instincts and emotions, malicious actors exploit our trust, making smishing an effective tool for fraud. Understanding the psychological tactics behind these incidents is imperative to protect ourselves from becoming victims.
Dissecting Toll Road Smishing Scam
As shown in the diagram, each element of the message is curated to exploit various psychological factors. This pushes recipients into acting impulsively without considering the potential consequences. When presented with a text from an unfamiliar number, cognitive disruption occurs. The suddenness of the message catches individuals off guard and disrupts the thinking process, where one would question the authenticity of the number. Authority Bias plays a role through brand recognition; using familiar names like E-ZPass or FasTrak creates a false sense of legitimacy, making the message appear credible. Time-sensitive scare tactics then evoke urgency by threatening consequences if immediate action is not taken. The malicious link design exploits trust heuristic, a mental shortcut where at first glance the link initially appears genuine. Additionally, the request to reply with “Y” presents a perception of autonomy. This illusion of control makes recipients feel that their action is voluntary. Finally, the cherry on top, the polite request that is subtly laced with urgency, reduces resistance. It makes the act feel less like a demand and more like a considerate request, thereby lowering skepticism. Together, these tactics prey on human perception, transforming a simple text into a highly effective scam.
How Individuals React
To further illustrate how common and widespread these scams are, I conducted a poll. Of the 86 participants, 90% reported receiving toll road smishing messages. This impressive statistic reveals how consistently occurring these scams are. Their reactions varied greatly, and through their responses, we can better understand how people process these incidents and why some fall victim.
Immediate Panic: Some people’s first reaction was fear
- Micheal E, 47: “I was scared and thought that my reckless driving had caught up to me”
- Jackie C, 28: “My immediate response was panic because I thought I had accidentally gotten into a toll road and not paid.”
Skepticism and Logical Thinking: Others questions the legitimacy of the message before acting
- Mario A, 35: “ I first wondered if I had driven through a toll road. Then I thought no, I should’ve received a paper bill for it. This is a scam”
- Elizabeth S, 36: “My first thought was, we don’t have tolls in Vegas. I had gotten two that week with different dates, and the message looked off.”
Caught in the Trap: An unfortunate few unknowingly entered personal information
- Victoria B, 53: “I use the toll road all the time, and I have forgotten to pay in the past. When I got the message I thought how convenient that they reminded me.”
- Sam D, 42 : “ FastTrak is what I go on to get home after work. I didn’t even think twice before I started to pay for it.”
Warnings from Companies and Regulators
Toll road companies, including FastTrak and E-ZPass, along with the Federal Trade Commission, have all issued urgent warnings regarding the rise of these scams. E-ZPass has urged customers to disregard any text messages containing payment links. Recommending that users verify charges directly through their official website. In their press release, they reported that there have been over 2,000 complaints to the FBI’s Internet Crime Complaint Center (IC3). They advise customers to contact their financial institutions if they’ve interacted with these fraudulent messages. Similarly, FasTrak has warned customers not to engage with any text messages requesting payments, clarifying that they never send such requests. They encourage users to visit their official website or contact their customer service center for any toll-related payments or issues. Additionally, The Federal Trade Commission emphasizes the importance of reporting these scams. If you receive a text, the FTC advises forwarding it to 7726 (SPAM) to alert your mobile carrier and help prevent further incidents. Once reported, they instruct you to delete the message from your device to avoid accidental clicks. All three organizations stress the importance of staying vigilant, using official channels and regularly monitoring accounts to ensure personal and financial security.
Staying One Step Ahead
Humans will always be the most vulnerable link in cybersecurity, making awareness and education the strongest defense against scams. Staying informed and sharing knowledge are effective tools to reduce the likelihood of these threats. Malicious actors rely on uncertainty and exploit impulsive reactions, preying on cognitive blind spots to bypass our defenses. By pausing, thinking critically and verifying sources we can outsmart these deceptive tactics. Protecting ourselves from becoming victims starts with our actions. By taking a mental step back, we stay one step ahead!
Sources:
https://consumer.ftc.gov/consumer-alerts/2025/01/got-text-about-unpaid-tolls-its-probably-scam
https://www.e-zpassiag.com/images/News/E-ZPass%20Smishing%20Press%20Release.pdf
Sintov, N. D., & Hurst, K. F. (2022). Experimental support for a trust heuristic. Journal of Risk Research, 26(1), 37–63. https://doi.org/10.1080/13669877.2022.2091002
About The Author
Angela Apolinar is a Cyber Defense Magazine Reporter and Women in Cybersecurity scholarship winner. This recognition not only supports my ongoing master’s studies in Cybersecurity and Information Assurance at Western Governors University, but it also strengthens my resolve to make meaningful contributions to the cybersecurity field. With this opportunity, I am more driven than ever to help safeguard digital infrastructure and inspire more women to enter and excel in this vital industry. I look forward to using this platform to continue expanding my knowledge and skills!
Angela Apolinar is a first-generation college graduate with a Bachelor’s degree in psychology from Cal State Fullerton. With a growing fascination for technology, she transitioned to the study of cybersecurity. Since then, she has earned certifications in Information Technology, Cyber Defense, Cybersecurity, and Cisco Networking from CompTIA, Cisco, and Cypress College. She is advancing her expertise by pursuing a Master’s in Cybersecurity and Information Assurance at Western Governors University.
Angela has demonstrated exceptional leadership throughout her academic career, notably as her college’s first female Computer Science and Cybersecurity Club president. In this role, she organized workshops and events that featured speakers from prominent organizations such as the FBI and AWS. Her commitment to mentorship and education is further exemplified by her position as a Cyber Mentor and Professor’s Assistant at Cypress College.
Currently a NASA Aerospace Scholar, she is diving into the world of space exploration and technology. Through this program, Angela is gaining invaluable insights into NASA’s cutting-edge technologies, space exploration strategies, and the role of cybersecurity in protecting critical systems that support these missions.
Her dedication to cybersecurity, leadership, and mentorship roles reflect her commitment to shaping a more secure and inclusive tech landscape. As she continues to grow in her field, Angela remains passionate about empowering the next generation of women and underrepresented groups in STEM, proving that with determination and vision, the sky is truly not the limit—it’s just the beginning! Reach her online at [email protected].
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