What Happened to Devumi? The Rise and Fall of the Fake Follower Empire

Devumi was once the go-to service for anyone wanting to inflate their social media presence. Celebrities, athletes, politicians, and everyday users could buy thousands of Twitter followers for just a few hundred dollars. Then came a devastating New York Times investigation, lawsuits from multiple attorneys general, and an FTC enforcement action that made history.

So what happened to Devumi? The company shut down in mid-2018 after being exposed as the operator of one of the largest fake follower operations ever uncovered. Its CEO German Calas Jr. eventually paid $2.5 million to settle FTC charges, and the case established a legal precedent: selling fake social media engagement is illegal.

Here's the full story of how Devumi built a $15 million business selling lies, got caught, and brought down dozens of celebrities with it.

The Devumi Business Model: Selling Fake Influence at Scale

Devumi was founded in 2010 by German Calas Jr., operating out of a small office above a restaurant in Palm Beach, Florida. The business model was straightforward: customers could purchase fake followers, likes, retweets, and views across multiple social media platforms.

The company operated several websites including:

• Devumi.com
• TwitterBoost.co
• Buyview.co
• Buyplans.co

What Devumi Charged for Fake Followers

The economics were compelling for customers. For less than $4,000, someone could purchase 500,000 Twitter followers. Ryan Hurst, the "Sons of Anarchy" actor, reportedly bought 750,000 followers for under $4,000 - about three-quarters of his total following at the time.

The Scale of the Operation

At its peak, Devumi:

• Maintained a stock of at least 3.5 million bot accounts
• Served more than 200,000 customers
• Sold over 200 million fake followers
• Generated approximately $15 million in revenue
• Employed around 120 people globally
• Achieved 200-300% year-over-year revenue growth from 2012 to 2017

The company was, by any measure, a thriving business built entirely on deception.

The New York Times "Follower Factory" Investigation

Everything changed on January 27, 2018, when The New York Times published "The Follower Factory" - a devastating investigation by Nicholas Confessore, Gabriel J.X. Dance, Richard Harris, and Mark Hansen.

The investigation revealed that Devumi's fake accounts weren't just random bot profiles. At least 55,000 accounts used names, profile pictures, hometowns, and other personal details stolen from real Twitter users - including minors.

The Identity Theft Problem

One victim, a woman named Jessica Rychly, discovered her profile had been copied and sold by Devumi for more than three years. Her fake doppelganger had been used to follow and retweet content for celebrities like DJ Snake and Kathy Ireland, as well as some unsavory accounts. The experience was disturbing enough that Rychly withdrew from social media entirely.

This wasn't isolated. The Times data analysis found widespread identity theft at the core of Devumi's business model. Real people's photos and biographical details were scraped to create convincing fake accounts that could be sold repeatedly.

The Celebrity Customers Exposed

The Times investigation named names. Their analysis of Devumi's customer records revealed buyers across entertainment, sports, business, and politics:

Entertainment Industry:

• John Leguizamo (actor) - An associate reportedly purchased followers on his behalf
• Ryan Hurst (Sons of Anarchy actor) - Bought 750,000 followers for less than $4,000
• Justin Blau (DJ) - Management team purchased 50,000 followers without his permission

Athletes and Sports Figures:

• Ray Lewis (NFL Hall of Famer) - A quarter million followers were purchased using his assistant's email; Twitter Audit found about 32% of his following was fake

Business Leaders:

• Michael Dell (computer billionaire) - Named as having fake Devumi followers
• Kathy Ireland (entrepreneur/former model) - Jumped from 160,000 to over 1 million followers after employee purchases; the employee was suspended
• Lori Greiner (Shark Tank) - Brand strategist purchased followers starting in 2014

Politicians and Public Figures:

• Randy Bryce (Congressional candidate challenging Paul Ryan)
• Louise Linton (wife of Treasury Secretary Steven Mnuchin)
• Martha Lane Fox (British Parliament member and Twitter board member)

Media and Thought Leaders:

• Jason Schenker (economist) - Admitted buying over 250,000 followers, stating "No one will take you seriously if you don't have a noteworthy presence"
• Michael Symon (celebrity chef) - Admitted "I thought it would drive traffic... It's embarrassing"

The modeling agency Wilhelmina was also implicated, with their social media manager testifying that a supervisor instructed him to buy followers - a decision he felt coerced into making under threat of losing his job.

The Government Response and Devumi Lawsuit

The reaction to the Times investigation was swift. Within days:

1. Twitter took action - Blocked Devumi's accounts and stripped fake followers from users' counts
2. New York Attorney General Eric Schneiderman announced an investigation
3. Senators Jerry Moran (R-KS) and Richard Blumenthal (D-CT) demanded the FTC investigate

New York and Florida Attorney General Settlements

In January 2019, New York Attorney General Letitia James announced what her office called a "groundbreaking settlement" with Devumi. The settlement:

• Found that Devumi engaged in illegal deception and impersonation
• Prohibited Devumi from engaging in similar misconduct
• Required a $50,000 fine
• Marked the first finding by any law enforcement agency that selling fake social media engagement and using stolen identities online is illegal

Florida Attorney General Ashley Moody reached a similar settlement, resulting in:

• A $50,000 fine
• A permanent ban on selling fake Twitter followers
• Prohibition on future violations of Florida's Deceptive and Unfair Trade Practices Act

The FTC Enforcement Action

The federal hammer dropped on October 21, 2019, when the FTC announced its first-ever complaint against a company for selling fake social media influence.

The FTC found that Devumi:

• Filled more than 58,000 orders for fake Twitter followers
• Processed over 4,000 orders for fake YouTube subscribers
• Made over 32,000 sales of fake YouTube views
• Sold more than 800 fake LinkedIn followers

The settlement terms:

• $2.5 million total judgment against Devumi and CEO German Calas Jr.
• $250,000 required upfront payment
• Remaining $2.25 million suspended unless Calas misrepresented his financial situation
• Unanimous 5-0 FTC commissioner vote

As FTC Bureau of Consumer Protection Director Andrew Smith stated: "Posting fake reviews on shopping websites or buying and selling fake followers is illegal. It undermines the marketplace, and the FTC will not tolerate it."

Why Devumi Shut Down

Devumi ceased operations in mid-2018, just months after the Times investigation published. Several factors contributed to the shutdown:

1. Platform Response Twitter immediately blocked Devumi's accounts and stripped followers, making their product worthless overnight. Without platform access, Devumi couldn't deliver what customers paid for.

2. Customer Flight Once exposed, customers fled. No celebrity or business wanted their name associated with buying fake followers. The reputational risk exceeded any benefit from inflated metrics.

3. Legal Pressure Investigations from the New York and Florida attorneys general, plus the pending FTC action, made continued operation legally risky and practically impossible.

4. Domain Expiration The Devumi.com domain expired in late 2018 and was purchased by a third party. The company made no effort to maintain its digital presence.

German Calas initially denied everything. In response to the Times investigation, he claimed: "The allegations are false, and we do not have knowledge of any such activity." This denial would later factor into his legal troubles.

Timeline: The Complete History of Devumi

The Broader Legal Impact

The Devumi case established precedents that continue to shape social media marketing law:

FTC Authority Expansion

The FTC's 2019 settlement was the first of its kind, but it laid groundwork for broader enforcement. In August 2024, the FTC announced a final rule banning fake reviews and testimonials, which explicitly covers:

• Buying or selling fake indicators of social media influence
• Followers, likes, or engagement generated by bots
• Accounts created with stolen identities
• Any fake engagement used for commercial purposes

Penalties under the 2024 rule: Up to $51,745 per violation.

State-Level Enforcement

New York and Florida's actions against Devumi demonstrated that state attorneys general could successfully pursue social media fraud cases. This created a template other states have followed.

Platform Policy Changes

Twitter (now X) and other platforms significantly increased their efforts to detect and remove fake accounts following the Devumi scandal. The company had essentially exposed weaknesses in Twitter's bot detection that the platform was forced to address.

Devumi vs. Legitimate Social Media Services: A Comparison

What Happened to German Calas After Devumi?

Despite the legal troubles, German Calas didn't disappear from the business world. According to his public profiles, after Devumi he:

• Built Miolay from $1.2 million to $19 million annual revenue in 3 years, leading to an 8-figure exit
• Launched ViralTactic, reaching $3 million ARR in 18 months
• Now positions himself as a "GTM Engineer" and growth consultant

His LinkedIn and personal website make no prominent mention of Devumi or the FTC settlement. The scandal hasn't prevented him from continuing to work in growth marketing and digital business.

Lessons From the Devumi Fake Followers Scandal

The Devumi case offers several lessons for anyone considering shortcuts on social media:

1. Fake Metrics Have Real Consequences

What seemed like a victimless shortcut led to:

• Federal investigation and settlements
• Public embarrassment for hundreds of public figures
• Career damage for marketing professionals who bought followers
• Financial penalties exceeding $2.6 million total

2. Identity Theft Compounds Legal Risk

Devumi didn't just sell fake followers - they stole real people's identities to create them. This transformed a deceptive marketing practice into something more serious with broader legal implications.

3. Platforms Can Turn Off the Tap Instantly

Devumi's product became worthless overnight when Twitter blocked their accounts. Anyone buying followers today faces the same risk: platforms are increasingly sophisticated at detecting and removing fake engagement.

4. The FTC Takes Social Media Fraud Seriously

The Devumi case wasn't a one-off. The FTC has expanded its enforcement and now has explicit rules banning fake engagement. The penalties have increased significantly - $51,745 per violation under the 2024 rule.

Current State of Fake Follower Services

Despite Devumi's fall, the fake follower industry hasn't disappeared. However, it operates under increased legal risk:

What's Changed:

• FTC rules explicitly ban buying/selling fake followers for commercial gain
• Platforms use AI to detect and remove fake accounts more quickly
• State attorneys general have templates for prosecution
• Public awareness has increased, making fake followers more easily detected

What Remains the Same:

• Services still exist, often operating offshore
• Prices remain relatively low
• Demand persists from those seeking shortcuts

The legal situation is clear: buying fake followers, particularly for commercial purposes, is now explicitly illegal under federal law with significant per-violation penalties.

FAQ: What Happened to Devumi?

When did Devumi shut down?

Devumi shut down in mid-2018, approximately six months after The New York Times published "The Follower Factory" investigation in January 2018. The company's domain expired in late 2018 and was purchased by a third party.

How much did the FTC fine Devumi?

The FTC reached a $2.5 million settlement with Devumi and CEO German Calas Jr. in October 2019. Of this amount, $250,000 was required to be paid upfront, with the remaining $2.25 million suspended unless Calas was found to have misrepresented his financial situation.

Who bought fake followers from Devumi?

The New York Times investigation identified numerous high-profile customers including actor John Leguizamo, NFL Hall of Famer Ray Lewis, Shark Tank's Lori Greiner, entrepreneur Kathy Ireland, actor Ryan Hurst, celebrity chef Michael Symon, and computer billionaire Michael Dell. Politicians Randy Bryce and Martha Lane Fox were also named.

Is buying fake followers illegal?

Yes. The FTC's 2024 rule explicitly bans buying or selling fake indicators of social media influence when used for commercial purposes. Penalties can reach $51,745 per violation. The Devumi case in 2019 established the legal precedent that selling fake engagement constitutes a deceptive trade practice.

How many fake followers did Devumi sell?

According to the FTC complaint and news reports, Devumi sold over 200 million fake followers across platforms including Twitter, YouTube, LinkedIn, Pinterest, Vine, and SoundCloud. The company maintained a stock of at least 3.5 million bot accounts and served more than 200,000 customers.

Did Devumi steal people's identities?

Yes. The New York Times investigation found that at least 55,000 Devumi accounts used names, profile pictures, hometowns, and other personal details stolen from real Twitter users, including minors. This identity theft was a key factor in the legal actions against the company.

What happened to Devumi's CEO German Calas?

German Calas Jr. settled with the FTC for $2.5 million ($250,000 paid upfront). He has since launched other business ventures including Miolay and ViralTactic, continuing to work in growth marketing and digital business development.

Can I still use Devumi?

No. Devumi is permanently defunct. The company shut down in 2018, its domain expired, and its CEO is banned from operating similar businesses. Any website claiming to be Devumi is fraudulent.

Conclusion

The Devumi fake followers scandal remains one of the most significant enforcement actions in social media history. What started as a small Florida company selling fake Twitter followers grew into a $15 million operation that served 200,000 customers - and then collapsed spectacularly when exposed.

The case established that selling fake social media engagement is illegal, a precedent the FTC has since codified into formal rules with substantial penalties. For anyone considering buying followers or other fake engagement today, Devumi's fate is a clear warning: the short-term gains aren't worth the legal, financial, and reputational risks.

The fake follower industry hasn't disappeared, but it now operates under increased scrutiny from regulators, platforms, and the public. Devumi may be gone, but the lessons from its rise and fall continue to shape how we think about authenticity and influence on social media.

Last updated: January 2025

Sources:

• FTC Press Release: Devumi Settlement
• NY Attorney General Settlement Announcement
• TechCrunch: FTC Devumi Settlement
• Newsweek: 55 Celebrities with Fake Followers
• FTC Final Rule on Fake Reviews (2024)
• Wikipedia: Devumi