Gogolook, the developer behind the anti-scam app Whoscall, is undergoing a sweeping transformation that shifts its identity from a scam-detection utility into a bona fide scam-prevention firm. The company has chosen Thailand as its global development hub to spearhead the rollout of new features that support this transition, expanding beyond mere caller ID services toward building a vibrant anti-scam community. The drive is powered by advances in artificial intelligence (AI) that enable more sophisticated detection and defense against increasingly complex scam schemes, according to Gogolook chief executive Jeff Kuo, who spoke with the Bangkok Post at a recent conference. The transformation also reflects a generational shift within the company, which calls for a revamped user interface featuring gamification and community elements to resonate with younger users. In this context, Gogolook positions itself as a trust tech company, shifting from simply providing tools to detect scams toward empowering individuals, businesses, and government bodies through technology to fight fraud.
Gogolook’s strategic transformation and the AI-driven prevention vision
Gogolook’s leadership has communicated a clear recalibration of the company’s mission and market positioning. Rather than remaining a toolset that helps users identify potential scammers, the firm intends to become a comprehensive trust technology platform focused on prevention. This entails a fundamental rethinking of product design, user experience, and engagement models, with an emphasis on proactive protection rather than reactive detection. The shift reflects an acknowledgment that the landscape of risk has evolved; threats are no longer confined to obvious phishing attempts but have grown into a complex ecosystem of social engineering, increasingly aided by AI-powered techniques.
A central pillar of this evolution is the broad deployment of artificial intelligence to counter more sophisticated scams. AI enables deeper analysis of user behavior, more accurate risk scoring, and faster response to emerging scam patterns. The aim is to empower a broad ecosystem—individuals, enterprises, and governments—to anticipate and prevent scams before harm occurs. This AI-centric approach also informs the user experience redesign, which seeks to engage younger audiences through interactive interfaces and social features that reward safe behavior. The leadership at Gogolook envisions a platform that integrates AI-driven defenses with community-sourced reporting and reinforcing incentives, creating a self-sustaining cycle of protection.
The transformation is anchored in a commitment to empower a wide range of actors. By positioning itself as a trust technology company, Gogolook intends to provide capabilities that extend beyond consumer protection to support organizational risk management, regulatory compliance, and public policy objectives. The company frames its mission as not only detecting scams after the fact but enabling a preventive culture across society. This broader mandate implies scalable solutions that can be deployed across different sectors—private businesses, public institutions, and intergovernmental collaborations—allowing a joint defense against evolving scam techniques.
Thailand’s role in this vision is central. The country is described as a “centre battlefield of anti-scam in Southeast Asia,” with Gogolook using Thailand as one of its two global headquarters, alongside Taiwan, to develop a regional and global innovation hub for anti-scam technologies. Thailand’s status as a development center aligns with the company’s strategy to localize development work, tailor features to regional fraud patterns, and test approaches in a high-need environment before exporting them more broadly across Southeast Asia and beyond. This approach also aligns with the broader regional trend in cybercrime where Southeast Asia has emerged as a critical battleground, prompting technology developers to invest in region-specific adaptations that can later be scaled internationally.
The company sees itself as well-positioned to respond to the intensifying cyber threat landscape. In the face of rising scam activity across Southeast Asia, Gogolook’s expansion into Thailand as a central development and testing ground is designed to accelerate the deployment of its anti-scam toolkit across the region. The expectation is that innovations created in Thailand will be transferable to other markets, enabling faster rollouts in Southeast Asia and potentially on a global scale if demonstrated to be effective. The strategic alignment with Thailand’s tech ecosystem also underpins the company’s broader aim of establishing a resilient, collaborative platform that unites individuals, businesses, and governments in a shared mission to prevent scams.
From a product and user experience perspective, the transformation entails upgrading the Whoscall app from a simple caller ID utility into a community-driven digital protection platform. The new iteration will feature AI-powered defense mechanisms, robust user reporting capabilities, gamified rewards systems, and a community-centric architecture that enables users to work together to prevent scams. The interface revamp aims to reduce friction for new and younger users while increasing engagement through interactive elements that reward safe behavior and proactive reporting. In pulling these elements together, Gogolook emphasizes a shift toward trust-building tools that not only help individuals recognize scams but also contribute to a broader societal defense against fraud.
The leadership’s longer-term ambition centers on building a platform that can function as a social space where people can “do good” and “prove impacts,” leveraging gamification and badge systems to track and recognize corporate social responsibility efforts, environmental initiatives, and governance contributions. In this framing, Whoscall becomes more than a security tool; it becomes a conduit through which communities and organizations can showcase their commitment to social impact while also reinforcing trust and safety standards. The strategic emphasis on community behavior and collective action aligns with broader trends in cybersecurity and digital safety, where a shared responsibility model is increasingly seen as essential to reducing risk.
In terms of rollout strategy, Gogolook’s leadership suggests that the technologies and products developed in Thailand are intended to be disseminated to other markets, with a particular focus on Southeast Asia and broader global opportunities. The scale and speed of this expansion depend on the platform’s ability to demonstrate measurable impact in reducing scam incidence, improving user trust, and delivering value to partners in both the private and public sectors. The underlying thinking is that a successful regional deployment can serve as a blueprint for global adoption, particularly in markets facing similar scam ecosystems and digital literacy gaps. As such, Thailand serves not only as a development hub but also as a proving ground for partnership models, product-market fit, and governance frameworks that support a robust, scalable anti-scam platform.
The transformation is further reinforced by a strategic emphasis on talent, flexible work arrangements, and a global recruitment posture designed to attract specialized AI and cybersecurity expertise. By embracing AI-driven capabilities and a broader, more inclusive work model, Gogolook aims to draw in diverse talent from around the world, aiding its mission to build globally deployable anti-scam solutions. This approach also supports the company’s objective to become a magnet for innovation in the region, fostering collaboration with local universities, research institutions, and industry partners that share an interest in preventing scams at scale.
In sum, Gogolook’s shift from scam detection to scam prevention represents a holistic repositioning that spans technology, user experience, governance, and regional strategy. The company’s move to Thailand as a central development hub signals a deliberate investment in regional strength to fuel global ambition. With AI at the core and a community-driven platform at the heart of its product vision, Gogolook seeks to redefine how individuals and organizations approach the problem of scams—moving from identifying fraud to actively preventing it through collaborative resilience and trust-building.
Thailand as the development hub and Southeast Asia’s anti-scam battlefield
The strategic selection of Thailand as the focal point for Gogolook’s global development efforts reflects a confluence of regional needs, market opportunities, and strategic advantages that the company views as essential to achieving its prevention-centered mission. Thailand has been identified as the center battlefield for anti-scam activity in Southeast Asia, with Gogolook leveraging the country’s position to develop and test innovative anti-scam technologies intended for scalable deployment across the region and beyond. This approach takes advantage of Thailand’s dynamic tech ecosystem, supportive policy environment, and the urgent demand for effective, accessible anti-scam solutions as cyber threats intensify.
A dual-headquarters arrangement anchors Gogolook’s global strategy, with Thailand and Taiwan serving as the company’s central bases of operation. The Thailand hub is tasked with accelerating product development, local testing, and region-specific adaptation, while Taiwan provides complementary capabilities, particularly in advanced technology development and broader regional operations. This bi-continental framework allows Gogolook to balance localized market insights with cross-border expertise, enabling a more agile and resilient approach to product development and market entry. The strategic purpose is to create a robust global innovation pipeline that can feed into a wider SEA and international footprint as products prove effective and scalable.
The Southeast Asia region has witnessed a marked escalation in scam operations, leading Gogolook to view Thailand as a critical launch pad for anti-scam solutions. The company’s strategy recognizes that regional demand for prevention-enabled platforms is high, driven by the growing sophistication of fraud schemes and the need for compliant, user-friendly tools that can be deployed at scale. By embedding its development efforts in Thailand, Gogolook can iterate rapidly against real-world fraud scenarios, refine its AI models with local data, and tailor the platform’s social features to resonate with regional user behavior and cultural preferences. The goal is to export the company’s anti-scam solutions to neighboring markets that share similar scam ecosystems, ultimately enabling a broader regional defense.
The Global Anti-Scam Alliance’s assessment of scam activity in the region underscores the urgency of Gogolook’s mission. The alliance notes an unprecedented level of scam-related losses and incidents in Thailand and across Southeast Asia, highlighting the opportunity for technology-driven interventions. In this context, Thailand’s role is not only one of market presence but of strategic importance as a testing ground for defense mechanisms that combine AI-powered protection with community reporting and social engagement. Gogolook’s plan to use Thailand as a launch point aligns with the broader objective of exporting solutions to other Southeast Asian economies and, potentially, to a global audience that faces parallel scam threats.
Thailand’s scam crisis is quantified by alarming indicators reported by the Global Anti-Scam Alliance. The alliance estimates annual losses at roughly 115 billion baht, underscoring the scale of the problem and the urgent need for effective interventions. The alliance’s survey, which included 1,000 Thai adults, reveals that 72% have encountered scam attempts, with an average of 172 scam encounters per person per year—roughly one attempt every two days. The data show that 60% of Thai adults have fallen victim to at least one scam in the past year, with 14% of victims losing money, averaging 12,955 baht per incident. These figures illustrate the depth of risk faced by ordinary users and the broad societal impact of fraud.
The channels most commonly exploited by scammers in Thailand, as identified by the survey, highlight where anti-scam tools must focus their attention. Facebook and Gmail topped the list of reported fraudulent activity, accounting for 66% and 37% of encounters, respectively. TikTok emerged as another major channel at 32%, followed by Instagram (17%), X (formerly Twitter) at 16%, WhatsApp at 13%, and Outlook.com and Telegram tied at 11%. Tinder and WeChat trailed with 6% and 5%, respectively. These figures underscore the diversified threat landscape and the need for platform-aware defense mechanisms that can be integrated into a multi-channel protection strategy.
Gogolook’s decision to roll out a major milestone in Thailand—upgrading Whoscall from a caller ID tool into a community-driven digital protection platform—reflects a deliberate effort to address these local realities while creating a scalable model for other markets. The upgraded Whoscall platform will feature AI-powered defense capabilities, user-driven reporting, gamified rewards, and a community-based system designed to empower users to interactively prevent scams. The emphasis on community-driven safeguards aims to leverage collective vigilance, turning passive users into active participants who contribute to the broader defense network through timely reporting, verification, and collaboration with peers.
Beyond technical enhancements, the Thai rollout includes the integration of gamification and badges to encourage ongoing participation and to signal trust and achievement within the community. This approach aligns with the broader objective of transforming Whoscall into a social platform where people can contribute to social good and demonstrate tangible impacts. The gamified elements are designed not only to improve user engagement but also to cultivate a culture of accountability and cooperation that can amplify the effectiveness of anti-scam efforts. The ecosystem envisions a virtuous cycle in which user participation strengthens platform resilience, and platform resilience, in turn, sustains user trust and participation.
In addition to product and user experience considerations, Gogolook envisions the Thailand rollout as a stepping stone to broader regional and global expansion. The company intends to adapt the strategies and products developed in Thailand for rollout to other Southeast Asian markets and potentially across the globe, with careful tailoring to local fraud patterns, regulatory environments, and user expectations. This suggests a phased internationalization plan that prioritizes markets with comparable risk profiles and digital ecosystems, leveraging Thailand as a proven blueprint for more rapid deployment elsewhere. The emphasis on regional replication underscores Gogolook’s belief that prevention-centric platforms with community-driven models can be effective across markets facing similar scam challenges.
The Thailand-based development hub also aligns with the company’s ambitions to attract global talent through AI-focused and flexible work models. By adopting a talent strategy that emphasizes remote and hybrid work arrangements, Gogolook seeks to build a diverse team capable of advancing AI and cybersecurity capabilities while remaining agile and scalable. This approach is positioned as essential to supporting the company’s growth trajectory and its aim to deliver high-impact anti-scam solutions across borders. The Thai hub thus serves not only as a location for software development but also as a strategic center for talent acquisition, regional customization, and cross-market collaboration that strengthens Gogolook’s global competitive advantage.
In summary, Thailand’s role as Gogolook’s development hub and the broader Southeast Asia anti-scam battlefield constitute a strategic imperative for driving prevention-focused innovation. The country’s market dynamics, coupled with the urgent need to address pervasive scam activity, create a favorable environment for piloting and refining a social, AI-enhanced platform that can be scaled regionally and beyond. This approach positions Gogolook to leverage local insights and regional partnerships to build a resilient, globally relevant anti-scam platform while contributing to the broader ecosystem of digital safety and trust across Southeast Asia.
The evolving threat landscape: AI, deepfakes, and the need for regulation and education
The landscape of cyber threats has undergone a dramatic transformation, underscoring the necessity of Gogolook’s AI-enabled prevention strategy. The nature of cyber threats has shifted sharply since the pandemic, with scams and social engineering, which initially accounted for about 30% of cyber threat activity, rising to comprise roughly 90% by 2024. This dramatic rebalancing is driven in large part by the emergence of deepfake capabilities and other AI-powered manipulation techniques that enable more convincing and sophisticated fraudulent schemes. In this context, the company views AI not merely as a detection tool but as a core enabler of prevention, providing the defenses necessary to anticipate and disrupt scams before they can cause harm.
The shift in threat dynamics has important implications for the role of technology platforms in safeguarding users and organizations. With scams and social engineering now dominating cyber risk, the design priority for anti-scam platforms becomes one of proactive risk reduction, rapid incident reporting, and community-driven verification. The AI systems must be capable of analyzing a wide range of signals—from behavioral patterns and device-level anomalies to network interactions and user-reported activity—to identify suspicious activity in real time. This proactive stance requires robust data governance, privacy protection, and transparent decision-making to maintain user trust and ensure compliance with regulatory expectations across jurisdictions.
The broader ecosystem in which Gogolook operates also emphasizes the critical importance of governance and policy alignment. As the threat landscape evolves, so too does the need for stronger international laws and harmonized regulatory frameworks that support cross-border cooperation in fraud prevention. Gogolook’s strategic emphasis on policy advocacy and digital literacy aligns with a broader imperative to establish norms, standards, and enforcement mechanisms that deter scammers and empower legitimate actors to act decisively. Governments, international bodies, and industry players must collaborate to create environments conducive to innovation while safeguarding users’ rights and security.
Digital literacy emerges as a foundational pillar in the fight against scams. Gogolook’s approach encompasses education across age groups, recognizing that a broad swath of the population—including younger users—must be equipped with the knowledge and practices to recognize and mitigate fraud attempts. The platform’s gamified and community-based design elements can serve as practical channels for delivering safety education, turning learning into an engaging experience that reinforces prudent online behavior. By integrating education with real-world protections, the platform seeks to create a culture of skepticism toward suspicious online activity and to foster proactive reporting and collaboration among users.
From a talent perspective, Gogolook highlights the importance of flexible work models and a global talent pool to support ongoing AI development and product innovation. Attracting and retaining top-tier AI and cybersecurity expertise is essential to maintaining cutting-edge capabilities in fraud prevention. The company’s strategy reflects a broader industry trend toward geographically dispersed teams that combine specialized knowledge, diverse perspectives, and the ability to scale operations across markets. This approach also offers resilience against regional disruptions, enabling continuous product development and support for a global user base.
The financial dimension of the threat landscape cannot be overlooked. Global losses from scams in 2023 were substantial, with estimates suggesting that fraudulent activity represented a meaningful share of global economic activity. The scale of losses highlights both the societal costs of scams and the opportunity for regulatory intervention and technology-enabled mitigation. Gogolook’s response—combining AI-driven prevention with community engagement, education, and policy advocacy—positions the company to contribute to a comprehensive approach that reduces the financial and social harms caused by scams, while also creating sustainable business opportunities in an increasingly risk-aware market.
In this context, the company’s focus on expanding revenue streams beyond traditional advertising is notable. The shift toward premium and subscription-based models reflects a strategic adaptation to a more risk-aware user base and a market environment where advertisers may be less able to sustain growth in the face of scam-related disruption. By diversifying revenue streams, Gogolook can continue investing in AI, product development, and global expansion while building a more predictable financial base that supports long-term prevention initiatives. This transition also aligns with industry dynamics in cybersecurity and digital safety, where trusted, value-rich offerings are increasingly rewarded by customers and partners who prioritize protection, reliability, and policy-compliant service delivery.
Looking ahead, Gogolook’s approach to AI adoption and workforce strategy aims to attract global talent, strengthen partnerships with businesses and governments, and advocate for stronger, cross-border legal frameworks that support robust digital protection. The company recognizes that a holistic strategy—combining technology, policy, education, and community engagement—is essential to tackling the deep-seated and rapidly evolving scam problem. This multi-faceted approach is designed to build durable resilience against fraud, enabling a safer online environment for users while unlocking sustainable growth for the business.
Whoscall’s new features: from caller ID to a community-driven digital protection platform
The upgrade of the Whoscall app represents a deliberate pivot toward a comprehensive, community-driven digital protection platform that integrates AI-powered defense, user reporting, gamified rewards, and a social, collaborative architecture. This transformation is designed to turn Whoscall into a central hub for anti-scam activity, enabling users to contribute to prevention in a proactive and interactive manner. The newly introduced features respond to the evolving threat landscape by combining automated, AI-driven detection with human judgment and community validation to create a robust, multi-layered defense system.
AI-powered defense mechanisms form the backbone of the updated platform. These capabilities analyze signals across a broad range of sources, enabling real-time risk assessment and proactive mitigation strategies. The AI components work in tandem with user reporting and crowd-sourced insights, leveraging the collective wisdom of the user community to identify emerging scams and adapt defenses quickly. This hybrid approach—where machine intelligence is complemented by human input—enhances detection accuracy and accelerates response times, reducing the window of opportunity for scammers.
User reporting is elevated as a central feature of the platform. By enabling users to report suspicious activity, share scam experiences, and verify claims through community input, Whoscall creates a living ecosystem of fraud intelligence. The reporting workflow is designed to be intuitive and efficient, encouraging active participation from a broad user base. Timely, high-quality user reports feed the AI systems and help identify patterns that might otherwise go unnoticed. The combination of reporting with AI-driven analytics enhances the platform’s ability to detect new scam variants and respond to evolving tactics at scale.
Gamified rewards and badges form a meaningful driver of engagement and behavior change. By introducing reward mechanisms for safe practices, timely reporting, and community contributions, Whoscall turns protection into a participatory achievement. Badges serve as visible signals of trust and expertise within the user community, motivating ongoing involvement and reinforcing positive safety norms. This gamified layer supports user retention and fosters a sense of belonging and shared purpose among participants, which is especially valuable when encouraging younger users to engage with the platform in a constructive way.
The platform’s community-driven system emphasizes collaboration and collective action. Users can interact with one another to verify information, discuss potential scams, and coordinate responses to suspected threats. The community-centric design helps democratize fraud prevention, empowering citizens to contribute to a safer digital environment and to feel a sense of ownership over their own safety and that of their communities. This collaborative model also strengthens trust among users and fosters a supportive ecosystem where individuals, small businesses, and larger organizations can participate in the protection effort.
Whoscall’s reimagined platform includes an explicit ambition to serve not only individual users but also corporate and government stakeholders. By offering trust-building tools that facilitate risk mitigation, Whoscall seeks to provide value to enterprises facing fraud-related losses, as well as to public sector entities responsible for safeguarding citizens and critical infrastructure. This multi-stakeholder approach aligns with Gogolook’s broader mission to empower a range of actors through technology, enabling more effective collaboration and stronger resilience against scams.
The strategic intention behind the Thailand rollout is to establish a scalable playbook that can be adapted to other markets. The tools and features developed in Thailand are intended for broader deployment, with the expectation that the same platform will support anti-scam initiatives in other Southeast Asian countries and potentially on a global scale. The intention is to translate local insights into transferable capabilities, creating a modular, interoperable set of components that can be customized to meet the specific needs of different regulatory regimes, languages, and user behaviors while preserving core functionality and data integrity.
In terms of monetization, the shift toward premium and subscription-based models is a deliberate response to the broader advertising market dynamics. As advertising revenue fluctuates due to shifts in consumer behavior and the regulatory environment surrounding online ads, Whoscall’s monetization strategy emphasizes delivering value through premium features, enhanced protection capabilities, and value-added services that justify ongoing subscriptions. This approach is designed to reduce vulnerability to advertising market volatility while enabling sustained investment in product development, research, and expansion into new markets. The combination of AI-driven protection, community engagement, and a diversified revenue model positions Whoscall to deliver a resilient and scalable platform that aligns with Gogolook’s prevention-centric mission.
Technology and talent considerations are integral to the platform’s evolution. The adoption of AI and flexible work models supports the recruitment of global talent with expertise in AI, cybersecurity, and user experience design. This talent strategy ensures that the platform remains at the forefront of anti-scam innovation, capable of adapting to evolving scam strategies and deploying new features rapidly. The combination of advanced technology, collaborative community dynamics, and a flexible workforce underpins the platform’s ongoing development and its ability to deliver high-value protections to users and organizations worldwide.
Taken together, the Whoscall upgrade signals a shift from a narrowly scoped caller ID service to a broader, community-driven digital protection platform that emphasizes prevention, collaboration, and social impact. By integrating AI defenses with user reporting, gamified engagement, and a platform-wide focus on trust, Gogolook envisions a layered defense mechanism that can scale across markets and deliver measurable reductions in scam incidence. The Thailand rollout is a critical step in this broader strategy, serving as both a proof of concept and a foundation for international expansion that aims to reshape how individuals and organizations think about digital safety and prevention.
The evolving threat landscape: AI, deepfakes, and the need for regulation and education (continued)
[Note: This section builds on the previous discussion to provide a deeper dive into the strategic and policy dimensions of the threat landscape, drawing on the same data points and themes while offering expanded analysis and practical implications for stakeholders.]
In addressing the AI-augmented fraud environment, Gogolook recognizes that prevention requires not only robust technology but also a comprehensive ecosystem that includes policy alignment, education, and cross-border collaboration. AI-driven systems must be designed to adapt to rapidly changing scam techniques while preserving user privacy and complying with diverse regulatory regimes. This balance is essential to maintain trust and ensure that the platform’s protective capabilities remain effective under real-world operating conditions.
The rise of deepfakes and AI-enabled manipulation intensifies the need for robust verification and trust-building mechanisms. Deepfake technology enables scammers to impersonate legitimate voices or entities with increasing realism, complicating the task of distinguishing authentic communications from fraudulent ones. As a result, anti-scam platforms must incorporate advanced authentication workflows, provenance checks, and multi-channel correlation to identify incongruities and flag suspicious activities. The platform’s multi-layer defense approach—combining AI-driven risk signals with community reporting and verification—offers a practical path forward to counter these sophisticated techniques.
Policy and regulatory considerations are central to enabling cross-border prevention efforts. Gogolook’s strategy acknowledges that stronger international laws can facilitate cooperative enforcement, information sharing, and coordinated responses to transnational fraud schemes. Engagement with policymakers, industry associations, and international forums is essential to shaping regulatory environments that support innovation while maintaining strong consumer protections. This includes discussions around data sharing, cross-border investigations, and interoperable standards for fraud detection and reporting. The company’s emphasis on policy advocacy reflects a recognition that technology alone cannot solve the problem; supportive governance frameworks are necessary to maximize the impact of prevention technologies.
Digital literacy is a strategic priority for reducing vulnerability to scams. Education initiatives across age groups can equip users with critical skills to identify red flags, resist social engineering tactics, and responsibly use digital channels. The platform’s design, with its gamified elements and community engagement, provides an opportunity to embed safe online practices into everyday behavior. Promoting digital literacy complements the platform’s protective features, creating a culture of vigilance and empowerment that transcends individual users to involve families, employers, and educational institutions.
A holistic talent strategy reinforces Gogolook’s capacity to sustain a prevention-focused platform over time. Attracting AI experts, cybersecurity professionals, and product designers requires flexible work arrangements, competitive compensation, and a supportive environment that values innovation and collaboration. The company’s plan to recruit globally aligns with the need to assemble diverse teams with broad perspectives and expertise, enabling more effective problem-solving and faster iteration of AI models and platform features. This approach also supports resilience against regional workforce fluctuations and helps ensure continuity of operations, maintenance, and ongoing product refinement.
Financially, the scam landscape underscores the importance of diversified revenue streams and a sustainable business model for anti-scam platforms. The global losses from scams in 2023, as highlighted by industry analyses, illustrate the scale of the problem and the potential societal and economic benefits of effective prevention tools. Gogolook’s pivot toward premium and subscription-based offerings reflects a strategic response to market dynamics that can help stabilize revenue and fund continued innovation. The opportunity to monetize trust and protection—through enterprise solutions, government partnerships, and consumer protections—creates a viable business case for ongoing investment in anti-scam technology and services.
Finally, the broader implications for the anti-scam sector include increased collaboration among technology providers, regulators, law enforcement, and civil society. Gogolook’s Thailand-focused initiative demonstrates how regional hubs can serve as catalysts for scalable, globally relevant solutions. The combination of AI-powered protection, community participation, education, and policy engagement can produce a more interconnected and effective defense against scams. This multi-stakeholder approach is essential to addressing a problem of this magnitude and complexity, ensuring that prevention remains a shared responsibility across borders and sectors.
Revenue model, talent, and global expansion strategies
Gogolook’s strategic pivot toward a prevention-first model is accompanied by deliberate shifts in revenue generation, talent acquisition, and geographic expansion. The company is moving away from heavy reliance on advertising revenue, which has become more vulnerable to market fluctuations and changes in user behavior in an environment where scam prevention takes center stage. Instead, it is prioritizing premium and subscription-based monetization strategies that align more closely with the value delivered by advanced protective features, AI-driven insights, and community-driven reporting. This shift aims to create more predictable revenue streams while enabling sustained investment in product innovation, employee development, and regional expansion.
The Thailand rollout plays a pivotal role in testing and validating the business model in a high-need market. By demonstrating the scalability and effectiveness of AI-powered prevention, community engagement, and gamified protections, Gogolook seeks to establish a compelling value proposition for enterprises and government clients across Southeast Asia and beyond. The project’s success in delivering measurable reductions in scam incidence and improving user trust will be a key driver in attracting business partnerships and public sector contracts in other markets. The Thailand model is intended to serve as a blueprint, with clear lessons about user adoption, local adaptation, and governance that can inform future deployments in diverse regulatory contexts.
Global expansion is framed as a phased process, beginning with Southeast Asia and potentially extending to other regions where scam ecosystems exhibit similar patterns and where regulatory environments support trusted platforms. This approach involves tailoring product features to local languages, cultural norms, and platform preferences while preserving core capabilities such as AI-driven protection, user reporting, and community engagement. A core element of the expansion strategy is to partner with local governments, regulatory bodies, and enterprises to co-create solutions that address jurisdiction-specific fraud dynamics and compliance requirements. Strategic collaborations can enable faster deployment, greater legitimacy, and broader adoption of preventative technologies.
Talent strategy is central to sustaining the platform’s growth and effectiveness. Gogolook emphasizes attracting global talent by embracing flexible work models that enable skilled professionals from around the world to contribute to AI and cybersecurity initiatives. The company recognizes that a diverse workforce fosters innovation and resilience in the face of evolving threats. Building a strong talent pipeline requires a combination of competitive compensation, professional development opportunities, a supportive culture that values collaboration, and access to cutting-edge research and data resources for refining AI models and defense mechanisms.
In terms of product and go-to-market strategy, Gogolook intends to leverage Thailand as a regional base for customer acquisition and pilot programs while using other markets to validate and refine the product mix. The phased approach aims to demonstrate the value of the platform for end users, corporate partners, and public sector clients, building a compelling business case for international expansion. The company’s strategy also anticipates evolving regulatory norms and the need to adapt privacy protections, data governance, and security standards to local requirements, ensuring that the platform remains compliant across markets while preserving user trust.
The anticipated outcome of these strategies is a broader, more resilient revenue profile—one that combines consumer subscriptions, enterprise solutions, and government partnerships with selective revenue-sharing models and potential licensing arrangements. The anticipated profitability trajectory is anchored in sustainable growth, with ongoing investments in AI, product development, and regional expansion designed to deliver long-term value to users, partners, and stakeholders. The company’s approach acknowledges that the scale of the scam problem creates opportunities for anti-scam companies to grow by delivering meaningful protection and measurable impact, even amidst broader macroeconomic challenges.
Economic impact and public-private collaboration: laying the groundwork for scalable prevention
The economic dimensions of scam risk—both globally and within Southeast Asia—underscore the importance of robust, scalable anti-scam solutions. Global losses from scams in 2023 are cited as a reminder of the scale of the problem and the potential for regulatory and policy interventions to complement technology-driven prevention. Gogolook’s strategy to build a prevention-focused platform aligns with the broader imperative to reduce the economic and social harms of fraud, while simultaneously creating opportunities to shift business models toward sustainable, value-driven offerings.
Public-private collaboration emerges as a central pillar of Gogolook’s approach. The platform’s expansion strategy envisions working closely with governments and enterprises to co-create protection solutions, share threat intelligence, and harmonize standards for trust-building technologies. Such collaboration can enhance the effectiveness of anti-scam efforts by aligning incentives, resources, and regulatory expectations across stakeholders. The involvement of governments in digital literacy campaigns and policy initiatives can amplify the impact of technology-based protections, ensuring that the benefits of prevention reach a wider audience and help close digital safety gaps across demographics.
The company’s emphasis on digital literacy and education complements its technology-driven defense. By integrating education programs with platform capabilities, Gogolook aims to equip users of all ages with the knowledge and skills required to navigate digital environments safely. This holistic approach not only reduces susceptibility to scams but also strengthens the social contract around digital safety, building trust in online platforms and fostering a culture of proactive protection. The long-term social benefits of such an approach include improved consumer confidence, greater trust in digital ecosystems, and a more resilient economy less hampered by fraud losses.
Gogolook also recognizes that the transition to premium and subscription models requires careful management of user expectations and value delivery. The company’s leadership emphasizes that the new revenue model is designed to align with the platform’s mission by focusing on features that deliver tangible protection and community value. The shift away from advertising-dependent revenue helps insulate the business from market fluctuations and aligns incentives toward long-term user protection and platform stability. This financial resilience is critical for sustaining ongoing investment in AI innovation, product development, and expansion into new markets, ensuring that prevention remains at the center of the company’s strategic trajectory.
In the broader market context, financial losses from scams—and the potential for regulatory ex ante interventions—highlight the role that anti-scam platforms can play in shaping safer digital economies. Gogolook’s strategy positions it as a key contributor to an ecosystem in which technology-enabled prevention, education, and governance collectively reduce exposure to fraud, create safer online environments, and support sustainable growth for both the private and public sectors. The company’s Thailand-based initiatives and regional expansion plans reflect a recognition that scalable, collaborative approaches are essential to addressing fraud at scale, and that such approaches can have meaningful macroeconomic benefits for the regions in which they are deployed.
Conclusion
Gogolook’s metamorphosis from a scam-detection tool to a comprehensive scam-prevention firm marks a significant shift in strategy, product design, and regional emphasis. By positioning Thailand as a global development hub and leveraging AI-powered defenses, community-driven reporting, and gamified engagement, the company aims to transform Whoscall into a trusted social platform for protection that can be rolled out across Southeast Asia and beyond. The move responds to a rapidly evolving threat landscape in which scams and social engineering have become predominant, driven by AI-enabled techniques and deepfake capabilities. The Thai rollout serves as both a proving ground and a blueprint for broader deployment, with a strong emphasis on digital literacy, policy collaboration, and adaptive talent models to sustain innovation and growth.
The broader market context reinforces the urgency of Gogolook’s mission. With an estimated 115 billion baht in annual scam losses in Thailand and striking crime-channel data that highlights Facebook and Gmail as predominant vectors, the need for a regional, scalable, and user-centric prevention platform is clear. By combining AI-powered protections with user reporting and community engagement, Gogolook intends to reduce scam incidence, empower users, and establish a sustainable revenue path through premium offerings and government partnerships. The company’s focus on global expansion, talent acquisition, and flexible work models further strengthens its potential to attract the best minds in AI and cybersecurity, enabling continuous improvement of anti-scam capabilities and broader adoption of prevention technologies across markets.
In this context, Gogolook’s journey reflects a broader industry trend toward trust tech—where the emphasis shifts from merely detecting fraud to actively preventing it through intelligent systems, community participation, and policy-supported ecosystems. The company’s Thailand-centric strategy illustrates how regional hubs can drive global impact by delivering scalable, protection-focused platforms that address urgent local needs while providing a scalable template for international deployment. If successful, Gogolook’s approach could catalyze a broader shift in how societies combat scams, foster digital literacy, and build resilient digital economies that are safer for individuals, businesses, and governments alike.
