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Dr. Lisa Marie Bobby is a licensed psychologist, licensed marriage and family therapist, board-certified coach, AAMFT clinical supervisor, host of the Love, Happiness, and Success Podcast and founder of Growing Self.
Let’s set the scene. It’s 2 a.m. You’re staring at the ceiling, emotionally exhausted, and finally decide it’s time to reach out for support. You grab your phone, Google “virtual counselor” and—bingo—you land on a sleek, award-winning website promising instant support such as seven cups therapy. The words “licensed therapist” are sprinkled all over the page. It looks legit. It sounds legit. But what if I told you that behind the curtain, what you’re actually getting isn’t therapy at all—but something much more dangerous?
In this episode of the Love, Happiness and Success podcast, I sat down with investigative journalists Rebecca Ruiz and Lauren Krouse to uncover the disturbing truth behind 7 Cups therapy and the rise of therapy fraud online.
We’re talking about virtual counselors who aren’t actually therapists, therapy platforms using deceptive marketing tactics, and even anonymous chatrooms that expose vulnerable users to abuse, trolling, and predation. I know. It’s a lot. But if you or someone you love has ever sought help online—or plans to—you need to hear this.
This is your crash course in how to protect yourself from shady platforms and confidently connect with ethical, qualified help. Because when you’re finally ready to make a change in your life, the last thing you need is to be misled by someone pretending to help.
When “Free Online Therapy” Is Really Therapy Fraud
If you Google “free therapy,” chances are high you’ll see 7 Cups therapy at the top. They’ve won awards, been labeled “best for teens,” and sound oh-so-legit. But here’s the twist: many of their so-called therapists? Not actually therapists. Many aren’t licensed, some aren’t licensed in your state (which matters), and some might not have any qualifications at all to be serving as a virtual counselor. Here’s a fantastic article that Abigail Rueger put together when she went down this rabbit hole, in her reporting for Choosing Therapy.
But aside what happens when you attempt to connect with a legitimate therapists and get connected to inappropriate providers, it is even dicier when you opt for one of the free or low cost options that are often being portrayed as the equivalent of therapy: Like chatrooms, and “volunteer listeners.” And the people you’re chatting with in the 7 Cups therapy anonymous support rooms? They’re often “listeners” who went through a 15-minute quiz (if that — no joke) and are now fielding deeply personal and sensitive emotional issues.
This isn’t just a red flag. It’s a full-blown red carpet rolled out for abuse, manipulation, and even predatory behavior. And yes, it’s already happened—to teens, to adults, to people just like you who were looking for real help and got something very, very different.
The Business of Looking Legit
One of the most disturbing pieces of this puzzle? The marketing.
Some companies—including 7 Cups Therapy amongst others—spend big bucks to win search engine rankings and secure glowing reviews. But here’s the kicker: many of those “best online therapy” badges and awards? They’re not always earned. They’re often paid for.
Yep. As in, “pay-to-play” style promotion. Some directories even reach out to practices like mine at Growing Self and say, “If you want to keep your award badge on our site, you’ll need to pay us.” (Spoiler alert: I declined).
So when you, in your most vulnerable moment, trust those shiny stars and endorsements from…who, exactly? Be on alert: You might be getting funneled into a business model that is not what it seems, and was never about your well-being—and definitely not about matching you with a qualified virtual counselor. Perhaps you’ve just encountered a convergence of for-profit business entities (online therapy companies and the media organizations taking their money to promote them).
Legitimate therapists have been losing their minds when they discover that they are being used to bait clients into these operations. What’s been going on? Well: If you surf around on 7 Cups, you will see a great-looking bio of a professional, legitimate local therapist on these sites (perhaps even mine!)
But what you don’t know is that this information was scraped off of therapist’s websites without their consent. And that when you click that inviting “get in touch” button that you *think* will connect you with the therapist you’re selecting… it actually just collects your info, and sends you into a marketing funnel where you might get connected with a totally different therapist who may or may not be qualified to help you, and may not even be licensed in your state.
This is not new. The same deceptive bait and switch practice was being used by Therapists are rallying, and there is now a class action lawsuit intended to create consequences for 7 Cups, and make them knock this off.
But it gets worse. (Really).
You’ll also start getting offers to participate in conversations with “virtual listeners” or access “peer support” either one-on-one, or in chatrooms. This is where things get very dark, very fast.
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Literally Any Random Person Can Be a “Listener”
In my interview with Rebecca Ruiz and Lauren Krouse, we discussed the most disturbing and potentially dangerous aspect of this entire situation: Literally any random person can be a “listener” in about 10 minutes or less.
Lauren shared her experience of applying to be a “listener” on the 7 Cups site and that it consisted of a short questionnaire with no follow up or efforts to confirm information provided, and that when she responded to open ended questions like “tell us about your experience as a helper” with literal gibberish (“a;ldkja;fkjgalgalfjaj”) the system responded with a green light and she was anointed as a “listener…”
… And then she had immediate access to connect with vulnerable people, some of whom were in significant emotional distress, reaching out through the site. To communicate with, at her discretion. Was Lauren a sexual predator, intent on connecting with a young teenager seeking support? No. But it has absolutely happened before, as described in this article by Rebecca Ruiz, and without a serious crackdown is highly likely to happen again.
And since Lauren first went through the laughably flimsy “listener application process” as part of her original reporting, this has gotten even worse. She shared that she recently did this again and the “test chat” is no longer even required: The streamlined version of this “application” can be completed in three minutes.
But wait, there’s more. To test out the other side of this, Lauren also signed up for 7 Cups as a client seeking “free services” and engaged with listeners and groups on the platform. She reported personally experiencing efforts of listeners to connect with her outside the platform, ask for her private information, and attempt to engage in sexualized / inappropriate conversations with her.
Lauren, of course, knew exactly what was up. But consider the fact that many unsuspecting consumers, particularly young and vulnerable people with no previous experience in therapy, and a thirst for connection and guidance may be easy prey.
On the platform that was awarded “best online therapy for teens.” The same one that was, for a time, contracted by the state of California to provide peer support services to its residents. This plug has been pulled, thankfully, but the fact that this company is still conducting business and linking people reaching out with a sincere interest in getting therapy with unvetted, completely unqualified, and potentially dangerous “listeners” is horrifying. Objectively horrifying.
This must stop, and the first line of defense is developing a healthy scepticism for what is being termed “online therapy” and becoming an informed consumer.
How to Protect Yourself From Therapy Fraud
Here are a few things to keep in mind:
- Always verify credentials. You can check state licensing boards to confirm someone is a licensed therapist or certified virtual counselor. (Pro tip: ChatGPT and Claude have been recently caught fabricating professional credentials when users ask for qualifications. Be highly suspicious of AI.)
- Be skeptical of glowing reviews. Ethical therapists don’t ask clients for public testimonials.
- Avoid platforms that won’t let you talk to a provider before paying. A legit therapist or virtual counselor will always offer a consultation.
- If you see anonymous chat rooms or “listeners,” run. That’s not therapy.
- Clarify their scope. Make sure your virtual counselor is clear about what they can and cannot do—and has the proper training to back it up.
Want more on this? Check out our resources:
- Guide to Online Therapy
- How to Get a Therapist
- Do I Need Therapy or Life Coaching?
- What to Know About Evidence-Based Therapy
You Deserve Real Help
There are amazing, ethical, skilled therapists and coaches out there who want nothing more than to support you in your healing and growth. If you need clinical mental health treatment, your best bet is to get a referral from your doctor, or your health insurance company. Be sure to look for a qualified therapist licensed in your state who specializes in the treatment of the condition you’re dealing with, and who practices evidence-based forms of psychotherapy.
Also, know what you want, and educate yourself about what type of provider to look for based on your goals for this. For example: If you do not have a psychiatric condition that requires treatment, but rather are seeking to develop yourself, get clarity about your direction in life, create positive changes in your relationship, craft a satisfying career path, or feel more in control of your ability to create your desired outcomes, evidence based coaching (delivered by a licensed therapist!) may be a more direct and effective approach for you. In either situation—you deserve real support, not marketing funnels and untrained, potentially dangerous strangers posing as virtual counselors.
If you’re ready to start getting to work on your growth and goals, we’re here for you. You can schedule a free consultation with us and chat with a therapist on my team who specializes in coaching, and excels in exactly what you’re looking for.
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And if this episode struck a nerve, or opened your eyes, or made you go “WAIT, WHAT?!”—come join me on Instagram or YouTube. I break down big topics like this every week. You’ll get expert insights, practical tools, and compassionate advice to help you create love, happiness and success in your life.
Xoxo
Dr. Lisa Marie Bobby
PS: If you know someone who’s been struggling and might be thinking about online therapy, do them a kindness and share this post. You could be saving them from a whole lot of hurt—and helping them get on the path to real healing. ❤️
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