Behind the headline is a lot of quiet, repetitive work by people who rarely get credit for it.

The format is simple, which is exactly why it spread. Anyone with a phone could join in within a minute.

The numbers

The best advice came from people who had already made the mistakes, and were happy to explain how to avoid them.

If you only remember one thing from this story, make it this: start small, check the details and do not let anyone rush you.

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A closer look

We spoke with people on every side of the issue: the ones who started it, the ones affected by it and a few who are still not convinced.

If you only remember one thing from this story, make it this: start small, check the details and do not let anyone rush you.

  1. Start with the cheapest option that solves the problem.
  2. Set a reminder to review it again in a month.
  3. Write down dates, amounts and reference numbers.
  4. Check the official source before you share or act.

Experts we spoke to were careful to say that conditions vary by region, by income and by season, so treat these as starting points.