Caveat emptor. Always. Face it: we're targets.
Rules I follow:
I never answer any calls unless I recognize the number. On those I don't, I assume that the caller will leave a VM if important enough. If they don't the number is immediately relegated to the spam bin and all future calls from that number are blocked.
I NEVER click on email links. If the email looks legit, I will look up the company online and call their Customer Service number to verify (or not) the legitimacy of the original email.
If it looks (sounds) too good to be true, it probably is.
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