How Allure Security Cracked the Platform Partnership Code That Most Brands Can’t

How Allure Security Cracked the Platform Partnership Code That Most Brands Can’t

Every day for eight years, the complaints arrived like clockwork. Impersonators pretending to be executives. Fake profiles offering fraudulent job opportunities. Scammers seeking investment under the company’s name. The process was always the same: report to Facebook, report to LinkedIn, report to Twitter. Then wait. And wait.

“Absolutely nothing happens,” one founder described. “They rarely ever get taken down and even if they do get taken down they just pop right back up again.”

This is the universal brand protection problem. The platforms have the power to remove fraudulent content—they just won’t exercise it for you.

In a recent episode of Category Visionaries, Josh Shaul, CEO of Allure Security, explained how his company solved what most brands can’t: getting social media platforms to actually respond to takedown requests. The answer wasn’t better reporting tools or louder complaints. It was understanding that platform enforcement operates as a trust economy, not a ticket system.

The First Failure

When Allure Security started building their brand protection platform, they assumed the hard part would be detection—finding the fraudulent profiles, fake websites, and impersonation scams. They built sophisticated scanning systems that could identify violations almost as they were created.

Then they tried to get platforms to take action.

“The first time we reported things to Twitter and to Facebook and to LinkedIn and to some of the others, we didn’t get any responses either and we didn’t have any luck,” Josh admitted.

Most companies stop here. They conclude the platforms don’t care, or that you need expensive lawyers, or that nothing works. Allure Security kept digging until they understood why their reports disappeared into the void.

The System Nobody Explains

The breakthrough came from reverse-engineering platform reporting infrastructure. What looked like apathy was actually system design.

“These companies have they all have abuse policies, they all have reporting systems. And those reporting systems are often disjointed and very complex,” Josh explained. “And if you don’t use them exactly correctly for the right circumstance, then you get ignored.”

The platforms aren’t ignoring reports—they’re routing them. Each violation type flows through different channels to different teams with different mandates. Report a copyright issue through a trademark pathway and it hits a dead end. Report fraud to a team focused on intellectual property violations and nobody responds.

“If you’re reporting, for example, a copyright issue to something that’s interested in trademark issues, you’re not going to get any satisfaction,” Josh said. “If you’re reporting fraud to someone who’s looking for trademark, you’re not going to get any satisfaction.”

This is the first filter most companies never pass. They use whichever reporting form is easiest to find, describe the violation in their own terms, and wonder why nothing happens. Allure Security learned to map every platform’s internal structure—understanding which violation types existed, which teams owned them, and which reporting pathways reached the right desk.

For founders building products that depend on platform cooperation, this principle extends beyond abuse reporting. Platform APIs, partnership programs, and support systems all operate with similar internal complexity. The companies that succeed are the ones who invest time understanding the organizational structure behind the interface.

The Trust Problem

But even perfect routing wasn’t enough. “You still don’t get that greater responsiveness when you’re just following the process the way it was designed to be followed,” Josh revealed.

Platform trust and safety teams operate in a high-noise environment. They receive thousands of reports daily. Many are low-quality—users who don’t understand policies, competitors making false claims, automated spam. The signal-to-noise ratio is terrible.

In this context, every reporter has a reputation, whether they know it or not. Most companies have a reputation of “makes requests we usually reject.” Allure Security needed to build a different one.

“The only way we found it to deal with that was to build relationships, was to actually find the people in these organizations that are responsible for the programs that deal with abuse, to build relationships with them, to establish a reputation where we proved ourselves over hundreds and hundreds of submissions that our submissions were supremely high quality,” Josh explained.

This wasn’t about knowing someone’s personal email address. It was about establishing organizational credibility through volume and accuracy. When Allure Security submits a takedown request today, platform teams know several things before they even review it: the violation has been verified, it’s correctly categorized, it represents a genuine policy breach, and acting on it won’t create blowback.

“Between the relationship and the trust, you can start to get much better results and responsiveness,” Josh said.

The Patience to Know When to Walk Away

The third piece of Allure Security’s platform strategy is the hardest for most brands to accept: knowing when platforms legitimately won’t act.

Not every impersonator violates platform policies. Push for removals that fall outside policy boundaries and you destroy the trust you’ve built. Josh provided a specific example that illustrates the nuance:

“I couldn’t set up a social media profile that pretended to be like some well known bank and purported to be that bank in all ways. Social media company would take that down and say, you’re a fake bank. But if I created the same exact profile with that same profile that I created, I call myself a fan. They would never take it down because that’s an acceptable use. It’s allowed.”

Understanding these boundaries requires deep knowledge of each platform’s acceptable use policies—documents that run dozens of pages and contain subtle distinctions most legal teams miss. A profile impersonating a brand violates policy. An identical profile that claims to be a “fan page” doesn’t, even if the intent is clearly fraudulent.

The strategic response isn’t accepting defeat. “You got to monitor those accounts and then you got to wait for them to do something that is violating and deal with it at that time,” Josh explained. “We’re kind of waiting for a violation to occur, and then we’ll deal with it as soon as we actually are going to get some results.”

This requires sophisticated monitoring infrastructure and patience. Allure Security tracks profiles that haven’t yet crossed policy lines, watching for the moment they do. Then they act immediately—with the right report, to the right team, backed by established credibility.

The Whack-A-Mole Economics

The obvious objection: even if you remove fraudulent content, can’t bad actors just recreate it?

Josh’s answer focuses on time and economics rather than permanent elimination. “You can’t stop them from popping up again. The key is finding them as soon as they pop up so that you can do something about it.”

Allure Security’s detection systems scan continuously, identifying new violations “almost as they’re being constructed very early in the lifecycle.” Combined with fast takedown execution through established platform relationships, this minimizes the operational window where scams can succeed.

The goal isn’t making fraud impossible—it’s making it unprofitable. By forcing constant recreation of accounts, rebuilding of followings, and restarting of operations, Allure Security increases fraudster costs while decreasing returns. “We just want to make their life miserable. We want to break the business model,” Josh said.

Pattern Recognition as Compound Advantage

Operating at scale creates additional leverage. “We find a lot of patterns in what we’re doing and often can associate activities to not necessarily named groups or anything like that, but clearly patterns of activity, and we use that to help facilitate our takedowns and to help facilitate our response process,” Josh shared.

Recognizing that a cluster of profiles originates from the same operation enables coordinated takedown requests. Understanding technical signatures helps predict where new violations will emerge. Each successful takedown teaches the system something about attacker behavior.

The Relationship Investment Timeline

For founders wondering how long this takes: there are no shortcuts. Allure Security invested months understanding each platform’s systems, submitting high-quality reports, proving reliability, and building trust with the humans who make enforcement decisions.

It’s unglamorous work with no viral moment. But for companies whose products depend on platform cooperation—whether for content moderation, API access, partnership benefits, or enforcement support—Josh’s approach offers the only proven path.

The platforms will respond to your requests. You just need to speak their language, prove your credibility through volume and accuracy, and demonstrate you understand where policy boundaries actually lie.

Most brands try once, get ignored, and give up. Allure Security built it as core infrastructure. That difference explains why their customers’ fraudulent profiles disappear while everyone else’s remain active.