Domain Due Diligence
Report for Serve.com
Why we think so?
serve.com is associated with American Express Serve prepaid debit cards, offering various card options and benefits like cash back and free reloads. The site demonstrates solid domain technology and attracts substantial traffic mainly from the United States, with around 356,000 monthly visits. However, serve.com has multiple reports of customer dissatisfaction, including unresolved fraud claims and account access issues, which have led to legal actions and a poor rating with consumer protection agencies. While the site is technically sound and secure with valid SSL, critical reputation concerns warrant caution.
Risk Insights
Significant Consumer Complaints Reported
- Multiple unresolved complaints about frozen funds and poor customer service.
- Class action lawsuits allege fraud and poor transaction dispute handling.
- Better Business Bureau rating is F, indicating serious issues.
Secure and Professional Website Infrastructure
- Valid SSL with reputable certificate authority.
- Uses industry-leading analytics and content management technologies.
- Traffic data shows genuine user engagement mainly in the US market.
Contradictory Signals
While the brand infrastructure and domain technology are professional and appropriately secured, serious reputation and legal issues strongly impact trustworthiness.
Signal A: High consumer complaints and legal disputes
Signal B: Robust domain security and active legitimate trademarks
Category Scores
Red Flags & Warnings
- Multiple consumer complaints report inability to access funds and unresolved fraud claims on serve.com.
- Active class action lawsuits allege Serve's violation of consumer protection laws relating to unauthorized transactions.
- Poor consumer ratings including an F grade from BBB due to failure to resolve dozens of complaints.
🔎 Detailed Checks & Analysis
Domain and Technical Security Checks
Score: 80/100
Domain and Technical Security Checks
"The domain's technical infrastructure is robust, with no signs of compromise or insecurity. Services like Adobe Experience Manager and hCaptcha are used, which are reputable and widely adopted."
Reason: serve.com uses industry-standard SSL certificates issued by GlobalSign, valid until August 2026, and employs advanced analytics and content management technologies indicating professional website maintenance.
Traffic and User Engagement
Score: 75/100
Traffic and User Engagement
"Traffic metrics suggest genuine user interest and engagement, rather than artificially inflated numbers."
Reason: Monthly visits of approximately 356,000 visitors with a 31% bounce rate and average session length close to 4 minutes indicate a healthy user base. Traffic is predominantly from the United States, matching the brand's market.
Reputation and Consumer Feedback
Score: 25/100
Reputation and Consumer Feedback
"An F rating from the Better Business Bureau and multiple class action lawsuits highlight serious trust and customer service issues."
Reason: The site has numerous negative reviews and legal complaints regarding frozen funds, unresolved disputes, poor customer service, and fraud allegations.
Legal and Trademark Status
Score: 40/100
Legal and Trademark Status
"Trademark records confirm genuine brand use; however, active lawsuits undermine trust and suggest consumer risk."
Reason: Though several trademarks are registered and maintained legitimately, multiple legal disputes and class actions reveal ongoing challenges managing consumer complaints and regulatory compliance.
Blacklist and Safety Scans
Score: 90/100
Blacklist and Safety Scans
"No evidence of technical or domain-based threats detected that would typically indicate fraudulent or malicious intent."
Reason: The domain is not listed on any known crypto scam blacklists or Google Safe Browsing phishing/malware databases.
Your Next Steps
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1
Avoid loading significant funds onto serve.com prepaid cards without thorough risk assessment.
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2
Check for recent user reviews and legal updates before engaging with Serve services.
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3
Report any unauthorized transactions or unresolved disputes to consumer protection agencies.
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4
Consider alternative prepaid card providers or financial services with stronger reputations and customer protections.
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5
Use secure communication channels when contacting Serve customer support and keep records of all interactions.
Evidence & Citations
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Consumer complaints and lawsuit over Serve prepaid card fraud and lost funds
Documents multiple customer complaints and legal disputes against Serve.com
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Class action lawsuit against American Express Serve over unauthorized transactions
Legal filing alleging violation of Electronic Funds Transfer Act by Serve
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Better Business Bureau profile for Serve.com
BBB rates Serve.com F due to unresolved complaints and poor customer service
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Site technology report for serve.com showing Adobe Experience Manager, Analytics, and HTTPS use
Describes technical setup and technological sophistication of the site
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Website traffic and user engagement metrics for serve.com
Indicates real visitor base mainly from the US and decent site engagement
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Crypto scam blacklist status for serve.com
No blacklisting found
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Google Safe Browsing status for serve.com
No phishing or malware warnings present
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USPTO Trademark registrations for 'Serve' owned by American Express and others
Active trademark registrations confirming legitimate brand use
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