The world of cryptocurrency is booming, offering investors unprecedented opportunities for financial growth. However, with great opportunity comes significant risk, as the decentralized and largely unregulated nature of crypto markets has created fertile ground for scams. Among these, one of the most alarming trends is the rise of “rug pulls,” a type of scam where project developers vanish with investors’ funds, leaving them with worthless tokens.

Rug pulls have become common in crypto. According to the 2022 Crypto Crime Report by Chainalysis, scamming revenue rose 82% in 2021 to $7.8 billion worth of cryptocurrency stolen from victims. Over $2.8 billion of this total came from rug pulls, a relatively new scam type in which developers build what appear to be legitimate cryptocurrency projects before taking investors’ money and disappearing. One high-profile example is the Squid Game Token rug pull, which saw developers abscond with approximately $3.38 million in investor funds.

However, the situation has improved in 2023 and 2024 due to greater scrutiny by regulators and the crypto community. Authorities worldwide have begun to enforce stricter measures to curb these scams:

The U.S. SEC increased its oversight of DeFi platforms by targeting fraudulent crypto projects and imposing penalties. For instance, in early 2024, the SEC charged several fraudulent token developers for failing to disclose risks and misappropriating funds.
The European Union's MiCA (Markets in Crypto-Assets Regulation) came into effect in late 2023, requiring crypto issuers to provide clear disclosures and proof of liquidity locks.
CoinEx and other major exchanges have failed to list hundreds of questionable tokens to ensure investor protection.
In South Korea, stricter enforcement of identity verification for crypto developers and exchanges has reduced the prevalence of anonymous rug pull projects.

While regulatory measures cannot entirely eliminate risk, they represent a significant step toward reducing the frequency of rug pulls and improving trust in the crypto ecosystem.

Below, we do a deep dive into the mechanics of rug pulls, how to identify red flags, and actionable strategies to protect yourself from falling victim to these scams.

What is a Rug Pull?

A “rug pull” is a term used in the cryptocurrency world to describe a type of scam where project developers create what appears to be a legitimate token or decentralized finance (DeFi) project, only to abandon it and disappear with investors’ funds. These scams exploit the decentralized and often pseudonymous nature of the blockchain ecosystem, making them difficult to trace or recover.

There are two main types of rug pulls:

Soft Rug Pulls: In this scenario, developers manipulate the tokenomics of a project to their advantage. For example, they might allocate an excessive amount of tokens to themselves and then sell off their holdings when the token price spikes, causing the value of the token to plummet. Although technically legal in some jurisdictions, this practice is ethically dubious and financially devastating for investors.
Hard Rug Pulls: These are outright scams. Developers set up a project, attract investors, and then drain the liquidity pool or shut down the platform entirely, leaving investors with worthless tokens. This is more common in the DeFi space, where users provide liquidity to trading pairs in decentralized exchanges (DEXs).

Rug pulls thrive on the promise of high returns, flashy marketing campaigns, and the exploitation of Fear of Missing Out (FOMO). They often target inexperienced investors eager to capitalize on the explosive growth of cryptocurrencies.

By understanding the mechanics of rug pulls and how they lure victims, investors can better prepare themselves to identify and avoid such schemes.

Case Studies of Infamous Rug Pulls

Examining real-world examples of rug pulls can reveal the recurring patterns and tactics scammers use to exploit unsuspecting investors. Below are some of the most notorious cases:.

Squid Game Token

The Squid Game Token scam, named after the popular Netflix series, is one of the most infamous rug pulls. Launched in late 2021, the token leveraged the global popularity of Squid Game to generate hype. Investors were promised high returns through an exclusive “play-to-earn” game. The token's price skyrocketed by over 45,000% in just a few days, attracting massive attention. However, when investors attempted to sell their tokens, they found they couldn’t, developers had implemented a mechanism preventing sales. Shortly afterward, the anonymous developers drained the liquidity pool and vanished with $3.38 million in investor funds.

BitConnect

BitConnect is one of the largest and most damaging scams in crypto history, which many categorize as a Ponzi scheme. Operating between 2016 and 2018, BitConnect promised guaranteed returns through a “lending program” that used a mysterious trading algorithm. Investors flocked to the platform, driving its market cap to over $2.5 billion at its peak. When regulatory scrutiny intensified, BitConnect abruptly shut down, leaving thousands of investors with significant losses. Several high-ranking individuals associated with BitConnect have since been arrested, and lawsuits are ongoing.

OneCoin

OneCoin was a global scam that operated as a fake cryptocurrency. Unlike most legitimate cryptocurrencies, OneCoin was not based on blockchain technology. Investors were promised massive returns, and the scheme attracted billions of dollars from participants worldwide. The scam's ringleader, Ruja Ignatova, known as the “Cryptoqueen,” disappeared in 2017 and remains a fugitive to this day. The scale and audacity of OneCoin’s operations continue to serve as a cautionary tale for investors.

Red Flags to Spot Rug Pulls

Recognizing the warning signs of a potential rug pull is crucial for anyone investing in cryptocurrencies. Scammers often rely on a combination of anonymity, hype, and technical loopholes to lure victims. Here are the key red flags to watch for, supported by real-world examples:

1. Anonymous or Unverified Teams

While anonymity can often raise concerns, it’s important to distinguish between teams prioritizing privacy and those with malicious intent. Many legitimate projects, such as Bitcoin (created by the pseudonymous Satoshi Nakamoto) have succeeded despite their creators remaining anonymous. Teams may choose to stay anonymous to avoid regulatory harassment or protect their personal safety in the rapidly evolving crypto space.

However, scammers also exploit anonymity to hide their identities and avoid accountability. It’s vital to look for signs of transparency and accountability despite anonymity:

Regular Updates: Legitimate anonymous teams often maintain active communication with their community via blogs, forums, or social media.
Independent Audits: Projects should provide audit reports from reputable firms like CertiK or Hacken to demonstrate their commitment to security.
Reputation Building: Even anonymous teams can establish trust through a history of delivering on promises and engaging authentically with their community.

How to Protect Yourself: While anonymity alone is not a definitive red flag, it should be considered in combination with other factors. If a team is both anonymous and lacks audits, liquidity locks, or a clear roadmap, investors should proceed cautiously..

2. Unrealistic Promises of High Returns

If a project promises guaranteed returns or extremely high yields with little to no risk, it’s likely too good to be true. Scammers exploit FOMO (fear of missing out) by creating an illusion of easy wealth.

Example: BitConnect lured investors with a “guaranteed” daily return of up to 1%, which turned out to be unsustainable.

How to Protect Yourself: Be wary of projects that use aggressive marketing or exaggerated claims. Diversify your portfolio to avoid placing all your funds in one high-risk venture.

3. No Clear Roadmap or Whitepaper

Legitimate projects have detailed roadmaps and whitepapers outlining their purpose, goals, and implementation strategy. Scams, on the other hand, often lack meaningful documentation or offer vague, plagiarized materials.

How to Spot This: If a whitepaper is overly technical without clear explanations or uses buzzwords without substance, it’s a red flag.

4. Lack of Liquidity Locks and Smart Contract Audits

Scammers often create tokens with no liquidity locks, meaning they can withdraw funds from the liquidity pool at any time. Similarly, projects without third-party audits leave users vulnerable to exploits.

Example: Several DeFi rug pulls in 2023 exploited unaudited smart contracts to siphon off funds from investors.

How to Protect Yourself:

Check platforms like RugDoc or CertiK for audit reports.
Verify whether the project has implemented a liquidity lock, which can usually be tracked on blockchain explorers like Etherscan.

5. Over-Hyped Marketing

Scams often rely on celebrity endorsements, paid influencer promotions, and aggressive marketing tactics. They create urgency to pressure investors into making hasty decisions.

Example: OneCoin’s success hinged on its global marketing campaigns and high-profile events, masking the fact that it wasn’t based on blockchain technology.

How to Protect Yourself: Avoid projects that seem overly polished or rely heavily on influencer hype rather than clear, demonstrable utility.

6. Unusual Tokenomics

Projects with high developer token allocations or centralized token control are red flags. These setups give scammers disproportionate power to manipulate the token’s price.

How to Spot This: Review the token distribution. If developers hold an unusually high percentage of tokens, they can dump them at any time, crashing the price.

How to Investigate a Crypto Project

Research the Team: Transparent teams inspire confidence, whether anonymous or not.
Analyze the Whitepaper: Look for clear goals and execution plans.
Check Tokenomics: Avoid projects with high developer allocations or unbalanced liquidity.
Use Audit Tools: Platforms like CertiK can highlight vulnerabilities.

How to Protect Yourself from Rug Pulls

Diversify Investments: Spread funds across multiple projects to minimize risk.
Avoid FOMO: Take time to research before investing.
Use Trusted Platforms: Exchanges like CoinEx list vetted tokens for added security.
Verify Audits: Projects with third-party audits reduce risk.
Stay Educated: Regularly update your knowledge of crypto scams and safety practices.

Rug pulls are a sobering reminder of the risks in crypto investing. By combining vigilance, education, and due diligence, investors can protect themselves and foster a more secure ecosystem. Platforms like CoinEx play a crucial role by prioritizing transparency and security for their users.

The Rise of Crypto Scams: How to Identify and Avoid Rug Pulls