Why your family needs a “safe word” now more than ever (and no, it’s not weird)

Scammers are using AI to deepfake and clone voices and trick families into sending money. Here’s how a simple family “safe word” could protect you.

When we were kids, some of us had a rule: if someone other than Mum or Dad picked you up from school, they had to know the secret word.

It wasn’t because we were paranoid. It was just a way to feel safe and a simple check that everything was legit.

Fast forward to today, and those same kinds of simple checks could save your family from losing thousands.

We live in an age where someone could clone your voice using just a short video or voicemail. They could then ring your parents or grandparents pretending to be you, acting panicked, emotional, and asking for money.

And it’s working.

Scammers can now fake your voice

AI voice scams are no longer some sci-fi theory.

They’re happening right now, and they’re using it to steal big money:

• 28% of UK adults say a voice cloning scam has targeted them in the past year
• 77% of those who were targeted ended up losing money
• The average loss is £13,342!

Scammers use deep fake voices to pretend to be from your bank, HMRC, or the police, but they can even pretend to be someone you know.

In some cases, the voice sounds exactly like their child or partner. And all it takes is a few clips lifted from social media.

We’ve been getting used to the Hi Mum/Dad scam through WhatsApp, but this takes it to a whole new level.

These scams aren’t just fooling older people, but also catching out younger people who never thought they’d fall for something like this.

A family safe word can stop AI scams cold

This is where a safe word comes in.

A safe word is simply a simple phrase or word only you and your loved ones know.

If anyone rings up saying they’re someone you know and wants money, you should always ask:

“What’s the safe word?”

No safe word = no money transfer. No info. Nothing.

What happens during a call?

Scammers don’t need much. They can use a short voice clip from a video, voicemail, or something you’ve said on social media.

Once they’ve got it, here’s what can happen:

• They use AI to clone your voice, making it sound exactly like you
• They call your mum, dad, grandparent, or partner, and pretend to be you, often in a panic
• They might say you’re in trouble and urgently need money or personal details
• Some even send fake voice notes or videos that feel scarily real

Even switched-on people have been tricked by this because it sounds exactly like someone they trust.

How to set one up

AI tech is getting smarter by the day, setting a safe word now is one of the smartest things you can do to protect your money:

1. Choose something random – make it easy to remember like “banana toast” or “uncle ted’s socks”, and avoid picking something that might already be on social media like a pet’s name or birthday.
2. Say it out loud, in person – avoid writing it down so scammers know it
3. Everyone in the family agrees – if someone asks for the safe word, and they don’t know it, it’s a scam. End the call.

This isn’t over the top. It’s simply safe and smart.

People are losing thousands from a single fake phone call.

Your parents, grandparents, kids, or partner could all be targets.

What if someone does fall for it?

From 7 October 2024, new protections mean that if someone is tricked into sending money through a scam, like an AI voice call, their bank must refund up to £85,000 within five working days.

That’s a big win for consumers. But there are a few catches:

• It only applies to Authorised Push Payment (APP) scams where the victim willingly transfers the money (thinking it’s genuine)
• The scam must be reported quickly and meet certain conditions
• Some banks may argue whether you took “reasonable steps” to avoid being scammed.

You might get your money back, but it’s not guaranteed, and it’s still a stressful mess to go through.

That’s why a family safe word is such a smart move. It’s quick. It’s free. And it could stop the scam before any money leaves your account.

A safe word won’t cost you anything.

It takes two minutes to set up. And it could be the one thing that stops your family from falling for one of the fastest-growing scams in the UK.

If scammers can fake your voice, you need a way to prove it’s really you.