Spam vs. Phishing

Spam and phishing are both forms of unwanted electronic communication. Their primary differences are in their intent and the entities typically behind them.

Spam refers to unsolicited communications, often promotional emails advertising products or services.

Phishing is a deceptive practice malicious actors like cybercriminals or hackers use to steal money or personal information.

Both spam and phishing use social engineering tactics — psychological manipulation techniques designed to influence people’s behavior. But phishing relies more heavily on these techniques.

Spam social engineering tactics may involve persuasive language encouraging purchases or creating a false sense of urgency.

Phishing tends to exploit human psychology on a more sophisticated level. Attackers often impersonate trusted entities, such as banks or government agencies, and create scenarios that evoke fear, curiosity, or urgency, prompting immediate action.

• Spam refers to unsolicited communications, often promotional in nature, while phishing is a malicious attempt by cybercriminals to steal personal information through deceptive messages.
• Phishing is more dangerous than spam, employing sophisticated social engineering tactics to trick individuals into revealing sensitive data or making fraudulent transactions.
• Detecting and preventing phishing requires vigilance and specialized security measures, while spam is generally easier to manage with filters and user awareness.

Spam refers to unsolicited and often irrelevant messages sent in bulk — primarily via email, social media, instant messaging, and other digital platforms. These emails typically come from companies or marketers and aim to promote products, services, or offers, often employing aggressive marketing tactics. 

While some spam originates from legitimate businesses, it may rely on deceptive or misleading content to convert recipients into paying customers. Occasionally, companies use networks of computers called botnets to send high-volume spam campaigns meant to inundate end users. 

While spam emails aren’t inherently harmful, these campaigns clutter inboxes and waste time and resources. They could also lead to potential security risks if users inadvertently engage with malicious links or attachments. 

Types of spam

• Email spam: Email spam refers to unsolicited and bulk emails sent to promote products, services, or scams. They sometimes carry malicious content. For example, a spam email might say, “We notice you’ve bought this toaster. Act NOW to get $10 off the matching breadmaker.” In addition to being spam, cybercriminals could use this link to send users to a phishing website or trick them into downloading malware.
• Spam over instant messaging (SPIM): SPIM involves unwanted messages sent through instant messaging platforms, typically promoting dubious products or services. An example of this is receiving a message on WhatsApp that says, "Get a free website SEO or UX audit! Click this link to sign up now!" Such messages could also lead to phishing sites or malware downloads.
• Social media spam: Social media spam includes unsolicited messages, comments, or posts on platforms like Facebook, Twitter, Instagram, or other popular platforms. It’s usually legitimate content aimed at promoting products or scams. For instance, a user might encounter a post on Facebook stating, "Win a free vacation! Share this post and click the link to enter." However, posts like these could just as easily take users to phishing sites or collect personal data.
• Search engine spam: Search engine spam involves techniques used to artificially inflate a website's ranking in search engine results. Typically, this is done for a business to get more clicks and, hopefully, more sales. But sometimes, these inflated links can lead users to irrelevant or malicious sites. For example, when searching for “cheap flights,” a user might find a top result that appears legitimate but actually directs them to a scam site designed to steal credit card information.
• Blog/vlog comment spam: Blog or vlog comment spam consists of irrelevant or promotional comments posted on blogs or video platforms to drive traffic to other sites. For example, a blog post about cooking might receive a comment saying, "Great recipe! Check out this amazing weight loss product," complete with a link to an unrelated website. Some business owners may do this to get clicks and artificially improve their website’s performance, but this can also be done as a ruse to lure users to more dangerous links. 
• SMS spam: SMS spam consists of unsolicited text messages promoting products or services. A typical example might be routine text messages offering you $5 off your next car wash. Although somewhat frustrating, the link may actually be for a legitimate business. However, hackers occasionally use these links to lead someone to a phishing site or attempt to collect personal information.
• Call spam (robocalls): Robocalls are automated phone calls delivering prerecorded messages. Legitimate businesses use these to advertise promotions or sales, but they can sometimes be used to promote scams or fraudulent schemes. A common example is a robocall that says, "Discover how to use Medicare to its full potential. Press 1 to speak with an agent." If the call seems urgent or scary, then it may be a scam. These may appear to come from threatening agencies like the IRS or even local police.

Phishing is a cybercrime that involves tricking internet users into revealing sensitive information through deceptive communications, typically via email, text messages, or fake websites.

The primary purpose of a phishing campaign is to obtain personal data such as login credentials, financial information, or other confidential details that can be used for identity theft, financial fraud, or unauthorized access to systems. This tactic is commonly employed by cybercriminals, hackers, and other malicious actors who often pose as legitimate institutions or trusted entities.

Phishing attacks range from broad, untargeted campaigns to highly sophisticated, personalized attempts known as spear phishing. Phishing relies on social engineering techniques to exploit human psychology and bypass technical security measures.

Types of phishing attacks

• Email phishing: Email phishing involves sending fraudulent emails that appear to be from legitimate sources to trick recipients into revealing sensitive information. For example, an email claiming to be from a bank may ask users to “verify” their account details by clicking a link and entering their login credentials on a fake website.
• Spear phishing: Spear phishing is a more targeted form of phishing that uses personalized information to attack specific individuals or organizations. An attacker might email a company's finance department, impersonating the CEO and requesting an urgent wire transfer to a specific account.
• Whaling: Whaling is a type of spear phishing that specifically targets high-profile individuals, such as C-level executives or other senior management. For instance, a fraudster might email a company's chief financial officer (CFO), pretending to be the chief executive officer (CEO) and requesting confidential financial reports or authorization of a large payment.
• Angler phishing: Angler phishing uses social media platforms to trick users into revealing sensitive information or clicking on malicious links. For example, a scammer might create a fake customer service account on X, respond to complaints about a popular brand, and direct users to a phishing site to “resolve” their issues.
• Smishing: Smishing, or SMS phishing, involves sending fraudulent text messages to deceive recipients into revealing personal information or downloading malware. A typical example would be a text message claiming the recipient has won a prize and asking them to click a link and enter their credit card details to claim it.
• Vishing: Vishing, or voice phishing, uses phone calls to deceive victims into revealing sensitive information or making payments. For instance, a caller might pretend to be from the IRS and claim the victim owes back taxes. They might try to pressure the victim into providing their Social Security number and credit card details immediately to avoid arrest.

We’ve already seen that phishing has a more overtly malicious intent than spam. However, there are other key differences between the two. 

Purpose

Phishing messages are malicious attempts to deceive recipients into revealing sensitive information like passwords, financial details, or personal data. Their purpose is to steal information for identity theft or financial fraud. 

By contrast, spam is primarily for commercial purposes, promoting products, services, or ideas. While annoying, spam is often not designed to steal information directly.

Content

Phishing messages often contain urgent requests, alarming messages about account issues, or too-good-to-be-true offers. They typically include links or attachments leading to fake websites or malware. 

Spam messages, on the other hand, usually contain promotional content, advertisements, or marketing offers. They rarely request personal information and don't typically use threatening language.

Targeting

Phishing attacks can be broadly distributed or highly targeted. Spear phishing and whaling are examples of targeted phishing that focus on specific individuals or organizations using personalized information. 

Spam is generally sent in bulk to many recipients without specific targeting.

Consequences

The consequences of a phishing attack can be severe, potentially resulting in identity theft, financial loss, or unauthorized access to sensitive systems. 

While annoying and potentially resource-consuming, spam usually doesn’t pose a direct threat to personal or financial security unless it contains malicious links or attachments.

Detection/prevention

Detecting phishing requires vigilance and awareness of common tactics. Check sender addresses carefully, be wary of urgent requests, and verify suspicious emails through alternate channels. Prevention often involves user education, anti-phishing software, and robust email filtering systems. 

Spam is generally easier to detect and filter, with most email providers having built-in spam filters. Users can often manage spam by using unsubscribe links or reporting mechanisms.

Spotting spam and phishing attacks can be tricky. Traditionally, end users could often identify spam or phishing emails by oddly structured email addresses or spelling and grammar mistakes. Unfortunately, that’s no longer the case. Bad actors are becoming much more sophisticated in their cyberattack attempts.

To prevent one of today’s attacks, keep a watchful eye out for the following signals:

Sophisticated sender addresses

• Modern phishers use domain spoofing techniques to create email addresses that appear legitimate at first glance.
• It’s still good practice to look for subtle misspellings or additional characters in the domain name (e.g., "microsoft-support.com" instead of "microsoft.com").
• Phishers now research their targets extensively, incorporating personal details to make emails more convincing.
• They may reference recent transactions, use company lingo, or mention colleagues' names to appear authentic.
• Be cautious of emails that create a strong emotional response, whether positive (excitement over a prize) or negative (fear of account closure).

Sophisticated link manipulation

• Hover over links to check the actual URL but be aware that some phishers use URL shorteners or cloaking techniques to hide the true destination.
• Some phishing emails contain legitimate links mixed with malicious ones to appear more credible.
• Be wary of URLs that use HTTPS but have unfamiliar domain names — the presence of HTTPS alone doesn't guarantee legitimacy.

Context-aware phishing

• Phishers may time their attacks to coincide with expected communications, such as during tax season or after a major purchase.
• They might reference current events or trending topics to seem more relevant and timely

Multichannel attacks

• Some sophisticated phishing attempts use multiple channels. For example, they might follow up an email with a phone call to add legitimacy.
• Be cautious of unsolicited communications across different platforms that ask for sensitive information.

Improved visual design

• Modern phishing emails often feature high-quality graphics, logos, and formatting that closely mimic legitimate communications.
• Don't rely solely on visual cues to determine an email's authenticity.

Exploiting trust in cloud services

• Phishers may use legitimate cloud services like Google Workspace or Dropbox to host malicious content, making it harder for email filters to detect.
• Be cautious of unexpected shared documents or files, even if they appear to come from a trusted source.

Mobile-specific phishing

• With increased mobile usage, phishers design attacks specifically for smaller screens where it's harder to spot visual cues of phishing.
• Be extra vigilant when checking emails on mobile devices and consider verifying suspicious emails on a larger screen.

AI-generated content

• Advanced phishing attacks may use AI to generate convincing text, making traditional signs like poor grammar or spelling less reliable indicators.
• Focus on the content and intent of the message rather than just its linguistic quality.

Targeted spear phishing

• High-value targets may receive highly personalized attacks referencing specific projects, recent communications, or personal interests.
• Verify unexpected requests through a different channel, even if they seem to come from a known contact.

Exploiting current events

• Be wary of emails that exploit current events, disasters, or public health crises to create urgency or appeal to emotions.

Verify charity appeals or crisis-related communications through official websites.

If you've received or potentially fallen for a spam or phishing attack, it's crucial to act quickly to minimize potential damage. Here's a step-by-step guide on what to do:

1. Don't panic but act swiftly. Remaining calm will help you think clearly and take appropriate actions.
2. Disconnect your device from the internet immediately to prevent any further data transmission or potential malware spread.
3. Change your passwords for all potentially affected accounts, especially if you entered login credentials. Use strong, unique passwords for each account.
4. Enable multifactor authentication on all your accounts that offer this feature. This adds an extra layer of security.
5. If you provided financial information:
   • Contact your bank or credit card company immediately.
   • Place a fraud alert on your credit reports with the major credit bureaus.
   • Monitor your accounts closely for any suspicious activity.
6. If you shared personal information like your Social Security number, visit IdentityTheft.gov for specific steps to protect yourself from identity theft.
7. Run a full system scan using up-to-date antivirus software to detect and remove any potential malware.
8. Report the phishing attempt:
   • Forward phishing emails to your organization's IT security team.
   • Forward phishing text messages to SPAM (7726).
   • Report the incident to the Federal Trade Commission (FTC) or the Internet Crime Complaint Center (IC3).
9. If it's a work-related account, notify your IT department immediately. They may need to take additional steps to secure the organization's network.
10. Be vigilant for follow-up attacks. Scammers may use information gained from the first attempt for more-targeted attacks.
11. Educate yourself on how to recognize future phishing attempts. Look for signs like urgent calls to action, requests for personal information, or suspicious sender addresses.

To prevent future attacks and enhance your cybersecurity knowledge, consider these five strategies:

• Email security best practices: Use strong, unique passwords for email accounts, enable multifactor authentication (MFA), and be cautious about opening attachments or clicking links from unknown sources. Regularly update your email client, and use encryption for sensitive communications.
• Anti-spam and anti-phishing tools: Implement robust spam filters and anti-phishing software. Keep these tools updated and use email authentication protocols like SPF, DKIM, and DMARC. Consider advanced solutions that use AI and machine learning to improve detection rates over time. Additionally, implement multilayered security approaches that combine email filtering with endpoint protection and network security.
• Employee training and awareness programs: Conduct regular cybersecurity training sessions on phishing recognition, safe browsing habits, and management of sensitive information. Use simulated phishing exercises to test and improve awareness.
• Stay informed: Subscribe to cybersecurity newsletters, follow reputable security blogs, and participate in online forums to stay updated on the latest threats and prevention techniques.
• Regular security audits: Perform periodic assessments of your digital footprint, review privacy settings on social media, and update software and operating systems promptly to patch vulnerabilities.

Spam and phishing attacks are poised to become increasingly sophisticated, leveraging cutting-edge technologies and evolving tactics. AI and machine learning will likely play a pivotal role, enabling highly personalized and automated attacks that can adapt in real time. Deepfake technology is expected to enhance the authenticity of phishing attempts through voice and video manipulation.

As organizations continue to migrate to cloud environments, attackers will likely exploit vulnerabilities in cloud infrastructure and impersonate popular cloud services. The proliferation of IoT devices and mobile applications will open new avenues for phishing, targeting smart home systems and creating convincing fake apps. Social engineering techniques will become more refined, with hyper-targeted spear phishing attacks aimed at high-value individuals.

The rise of phishing-as-a-service platforms will lower the barrier to entry for less skilled attackers. To combat these threats, organizations and individuals will need to adopt multilayered security approaches, combining advanced technological solutions with ongoing human vigilance and training. The future of anti-phishing efforts will require constant innovation to stay ahead of these increasingly complex and diverse attack vectors.

Related terms

Barracuda to add any related glossary terms here. Suggestions:

• Spam
• Phishing
• Smishing
• Spear phishing
• Vishing

Further reading

After our in-depth look at spam vs. phishing, you can see how it’s imperative to protect your digital infrastructure against both types of attacks, since either can act as a gateway to social engineering attacks that account for the most prevalent causes of cybercrimes.

Barracuda is here to help you establish or strengthen your spam and phishing protection plan. Schedule a demo today and try Barracuda Email Protection free for your own business. You can also talk with our team of expert cybersecurity professionals. Have questions or want more information about spam or phishing? Get in touch now using the contact information below.