17/08/2026
7pm Friday. Millions of phones went off at once.
Reaction order, in most offices and living rooms:
Jump
"Is that real?"
Actually read it
Step two is the one worth talking about, because it is the same instinct we spend all year trying to build in staff training.
The alert was easy to check. Everyone got it at the same time. It asked for nothing. gov.uk/alerts confirmed it in seconds.
The messages that cost businesses money have none of those qualities. They arrive at one person, they ask for something, and they land at a moment when nobody is around to sense check them.
A prediction you can hold us to: fake heatwave texts, wildfire donation appeals and "emergency payment" messages will appear over the next fortnight. They always do after a national event.
Same three questions, whatever the message:
Was I expecting this?
Is it asking me to do something?
Can I verify it another way?
If you are near the fires, follow the official guidance and stay safe.