Phishing attacks have changed a lot over the years. They used to be easy to spot: poorly written emails, obvious scams, generic messages. Now they’re sophisticated, personalized, and much harder to identify. Attackers use AI, social engineering, and detailed research to create convincing attacks.
We’ve seen businesses fall for phishing attacks that looked completely legitimate. Emails that appeared to come from trusted sources, with correct branding and professional language. Websites that looked identical to real ones. Phone calls from people who seemed to know everything about the business.
Understanding how phishing has evolved helps you protect your business. Here’s what’s changed, and what you need to know.
More Sophisticated Targeting
Attackers used to send mass emails to thousands of people, hoping a few would respond. Now they do research. They look at LinkedIn, company websites, social media. They learn about your business, your employees, your suppliers. Then they create targeted attacks that seem legitimate because they reference real information.
We’ve seen attacks that reference specific projects, recent events, or actual business relationships. The attacker researched the business and used that information to make the attack seem credible. This makes it much harder to identify as a scam.
Spear phishing targets specific individuals, usually people with access to important systems or data. The attacker learns about the target and creates a personalized attack. These are more likely to succeed because they’re tailored to the individual.
Whale phishing targets high-level executives or important people in the organisation. These attacks are highly sophisticated and well-researched. They’re designed to trick people who have significant authority and access.
Better Quality Content
Phishing emails used to be full of spelling mistakes and poor grammar. Now attackers use AI and professional writers to create polished, convincing content. The emails look professional, use correct grammar, and match the style of legitimate business communications.
Attackers also use better branding. They copy logos, email signatures, and formatting from real companies. The emails look like they came from Microsoft, your bank, or a trusted supplier. This makes them much harder to identify as scams.
Some attackers even create fake websites that look identical to real ones. They register similar domain names, copy the design, and make it look legitimate. If you’re not paying close attention, you might not notice the difference.
And they’re using more communication channels. Email is still common, but attackers also use text messages, phone calls, and social media. They adapt their approach based on what’s most likely to work for each target.
Social Engineering Tactics
Modern phishing attacks use psychological manipulation. They create urgency, fear, or curiosity to get people to act quickly without thinking. “Your account will be closed,” “Urgent action required,” “You’ve won a prize.” These tactics pressure people into responding before they can evaluate whether the request is legitimate.
Attackers also use authority. They pretend to be from IT support, management, or a trusted vendor. They use language that sounds official and urgent. This makes people more likely to comply without questioning the request.
Some attacks use familiarity. They reference things you might actually be dealing with. A fake invoice from a supplier you use. A password reset request when you’re having login problems. These seem plausible because they match your actual situation.
And attackers are patient. They might send a harmless email first, then follow up with a more serious request. They build trust gradually, making the final attack more likely to succeed.
Multi-Channel Attacks
Attackers don’t just use email anymore. They combine multiple channels to make attacks more convincing. An email might be followed by a phone call. A text message might direct you to a website. Social media messages might lead to email scams.
We’ve seen attacks where someone receives an email, then gets a phone call from someone claiming to be following up. The phone call makes the email seem more legitimate. This multi-channel approach is more effective than single-channel attacks.
Some attackers use compromised accounts to send emails from people you know. If your colleague’s email account is hacked, emails from that account seem completely legitimate. This is why multi-factor authentication is so important.
And attackers are using business communication platforms. Microsoft Teams, Slack, and similar platforms are being used for phishing. People are less suspicious of messages on these platforms, which makes them effective for attacks.
What You Can Do
Protecting against modern phishing requires a combination of technology and training. Technology can help, but it’s not enough on its own. People need to understand the risks and know how to identify attacks.
Use email security tools. Spam filters, anti-phishing software, and email authentication can block many attacks. But they’re not perfect, so you still need to be vigilant.
Enable multi-factor authentication everywhere. Even if someone falls for a phishing attack and reveals their password, multi-factor authentication prevents unauthorized access. This is one of the most important security measures.
Train your team regularly. Phishing attacks are constantly evolving, so training needs to be ongoing. Show examples of real attacks. Explain what to look for. Make it practical and relevant.
Create a culture where people can question requests. If something seems suspicious, people should feel comfortable asking questions or reporting it. Don’t create pressure that makes people afraid to verify requests.
Verify requests independently. If someone asks you to do something unusual, verify it through a different channel. Don’t use contact information from the email or message. Look up the real contact information and verify the request.
Staying Protected
Phishing attacks will continue to evolve. Attackers will find new tactics, new technologies, and new ways to trick people. The key is to stay informed, use proper security measures, and train your team to be vigilant.
If you’re concerned about phishing attacks, or if you want help implementing better email security and training, let’s discuss it. We’ve helped businesses improve their phishing protection and can help you develop a strategy that works for your situation.