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How will I know that the alert is genuine and not a scam to get me to do something (i.e. leave my house for my own 'personal safety')?
FAQ - Emergency Alerts - Q&A-30
Summary
The alert has a unique set of characteristics that cannot be replicated by an SMS message. The message originates from the emergency services and cannot be sent by members of the public.
Your phone will emit a loud siren-like sound and vibrate extensively with the alert itself showing up as a pop-up on your screen. The message will include a link to gov.uk/alerts, where people can verify that an alert has been issued. Every alert issued will be listed on gov.uk/alerts. If you receive an alert but are still in doubt to the origins of the message go to gov.uk/alerts or check with neighbours, or friends and family in the nearby area to check whether they too have received it.