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Domain Due Diligence
Report for Serve.com

Report Date November 15, 2025
Recommendation
Avoid
Overall Summary
Scam
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.

Confidence Score
55%

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

Identity 60/100
Reputation 25/100
Technical 80/100
Content 50/100
Legal 35/100
Business Validity 75/100

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
Passed

"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
Passed

"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
Failed

"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
Failed

"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
Passed

"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

  • 1
    Avoid loading significant funds onto serve.com prepaid cards without thorough risk assessment.
  • 2
    Check for recent user reviews and legal updates before engaging with Serve services.
  • 3
    Report any unauthorized transactions or unresolved disputes to consumer protection agencies.
  • 4
    Consider alternative prepaid card providers or financial services with stronger reputations and customer protections.
  • 5
    Use secure communication channels when contacting Serve customer support and keep records of all interactions.

Evidence & Citations

🕵🏻 Keep investigating

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