Anyone exploring the topic of moving to Italy has probably come across them: posts on Instagram in which people claim to have built a free lifestyle with their smartphone . Working on the beach, cappuccino in hand, a few hours on social media, and the income supposedly flows in almost on its own. Particularly over the past few months, offers like these have crossed our path more than once.
Making contact through comments and direct messages
The first contact usually begins quite inconspicuously. A comment under one of our Reels, a like on several posts, a new follow. Shortly afterward comes a private message. The question is often phrased in a similar way: whether we had ever looked into an online business. Or whether we might also be interested in earning serious money remotely, from anywhere in the world.
In one case, it did not stop at text messages. The person in question also sent voice messages and talked about their supposedly very successful digital business model. The pitch sounded enticing: all it takes is a smartphone and one to two hours a day. That, apparently, is enough to build a steady income. No matter where one lives.
Invitations to calls and presentations
Another pattern stands out: concrete information about the actual business model is initially withheld. Instead, the conversation is frequently steered toward further steps. On multiple occasions, we were offered the chance to join a call, via Zoom for example, or to watch a presentation or a video in which the system is supposedly explained in detail.
The wording tends to follow a familiar script: one could "just go through the whole thing in peace," or simply "let someone explain the system for a moment," or "just watch the video and everything will become clear." A direct answer to the question of what exactly is being offered, however, is rarely forthcoming. Instead, much remains vague at first.
Lots of promises, few concrete answers
Only when one engages with these conversations for a while does it gradually become clearer where things are heading. As a rule, the first step is to purchase a paid program. This is typically an online course or a digital marketing system. Prices frequently range from several hundred to over 1,000 euros. Curiously, installment payment options are often presented alongside these price tags without hesitation.
The income is then supposed to come from reselling that same program. In other words, the interested party becomes a salesperson.
The promise of easy income
This is precisely where a critical question arises: how realistic is the promise of building a stable income with just a few hours of smartphone use per day? Because in reality, an online business , of any kind, typically requires considerable effort.
An audience has to be built, content has to be produced, potential customers have to be approached. We know this from firsthand experience. Anyone selling something is ultimately doing sales work. Against this backdrop, the image of automated income with minimal time investment seems, at the very least, heavily oversimplified.
Why people considering a move abroad are specifically targeted
It is also worth noting that accounts like these tend to target people who are engaged with life abroad. Expat communities or pages about life in Italy are of particular interest to them.
The reason is straightforward: those who are moving to Italy, or anywhere else, or are thinking about it, are often looking for ways to work independently of location. These promises tap directly into that desire. The combination of Italy, freedom, and digital income creates a very powerful image.
Instagram promises: a closer look is always worthwhile
Our own experiences point to one thing above all: when an offer promises seemingly effortless income, it is always worth taking a closer look and asking critical questions. A legitimate business model can generally be explained clearly and concisely. When many questions remain open and concrete information is only promised through additional conversations, calls, or presentations, that closer look becomes especially important.
The dream of life in Italy is a genuine goal for many people. When it comes to income , however, a simple rule applies here as well: sustainable work rarely comes from a smartphone alone. And certainly not overnight.
Inconspicuous profiles make contact and keep coming back
It is also interesting that many of these profiles do not appear at first glance to be representatives of such a business model can be identified. In several cases, the accounts in question appeared to be entirely ordinary accounts on Instagram belonging to women sharing their life in Italy: small everyday moments, short reels about beauty or lifestyle, impressions from cafés or walks. It is only through direct contact that it becomes clear that a commercial interest frequently lies behind these profiles. The actual offers initially remain in the background and are only brought up in the course of private messages.
It was also notable that some contacts were renewed even after a longer period of time. Even after it had been made clear that there was no interest, individual accounts reached out again weeks or months later, often with seemingly casual questions on Instagram such as "How are you doing?" or "How's the weather where you are in Italy?" Such messages initially seem harmless, but they reveal that the initiation of contact is often carried out very patiently and over an extended period of time. The apparent goal is to keep the connection alive and, at a later point, to bring up the supposed online business again.