"Is it a scam because they kept saying "pet" instead of "dog"? And that they asked about a cage? It does sound like a generic message, but why would someone mass-mail posters of pet adoption ads, what would it accomplish?
That was the only email I saved, unfortunately and it doesn't really tell the scam clearly, but other emails said they would have a pet transportation service come to my house for a fee of x amount of dollars through a cashier's check. After I caught on, I replied to two or three and all used the same tactic of a 'pet transportation service'.
Some of them were pretty blunt about it too, they said they'd like my pet and want to know of the nearest airport.
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