Coinbase
Coinbase is the biggest crypto on-ramp in the U.S., and also the most impersonated brand in crypto scams, which is exactly why millions of people are Googling it every day.
Coinbase was founded in 2012 and went public on Nasdaq in April 2021 (ticker: COIN), making it the first major U.S. cryptocurrency exchange to list on a stock exchange. It serves tens of millions of verified users across more than 100 countries and holds a BitLicense in New York, one of the hardest crypto licenses to obtain. It is, by almost any measure, the dominant retail gateway to Bitcoin, Ethereum, and hundreds of other digital assets in the United States.
That legitimacy, however, makes Coinbase the single most-spoofed brand in the crypto space. The FTC and FBI have both flagged Coinbase-impersonation scams as a top consumer threat, fake texts, fake emails, fake support agents, all designed to steal credentials or push users into sending crypto to fraudsters. When people search “Is Coinbase safe?” or “Is that text real?”, they are usually one bad click away from losing real money.
The platform is not without its own controversies. In 2023, the U.S. Securities and Exchange Commission (SEC) sued Coinbase, alleging it operated as an unregistered securities exchange, a case that sent shockwaves through the industry. Coinbase fought back hard, arguing its listings don’t constitute securities, and the legal battle reshaped the entire regulatory conversation around crypto in America.
Fees are the other flashpoint. Coinbase’s consumer app is notoriously expensive compared to its own advanced trading interface (formerly Coinbase Pro, now folded into “Advanced Trade”), and many users don’t realize they’re paying a premium until they’ve already traded. That gap between what Coinbase charges casual users versus savvy ones is a deliberate product decision, and the brand absolutely will not volunteer that information upfront.