Peter Pan case study

Peter Pan (피터팬의 좋은 방 구하기) is South Korea’s leading peer-to-peer real estate platform, connecting over 3 million users through direct rentals with no agents required. What began as a community forum in 2002 has grown into a robust web and mobile experience and remains the top real estate community on Naver. With high-value transactions and no middlemen, trust and safety are non-negotiable.

The challenge: Combating phishing and ensuring user safety on a growing real estate chat community

As Peter Pan scaled, so did malicious activity. In 2023, phishing scams surged. Users were targeted with fake links and fraudulent payment requests, threatening the integrity of the platform. With only three human moderators, Peter Pan relied on a fully manual process to catch violations, which was an increasingly unsustainable approach.

The solution: Implementing Sendbird's Advanced Chat Moderation for enhanced security and operational efficiency

By choosing Sendbird, Peter Pan aimed to improve real-time chat moderation and build a more secure environment. Their goals:

• Automatically detect and block phishing attempts
  

• Reduce manual moderation workload
  

• Manage flagged users with greater speed and accuracy

Key features adopted:

• Profanity filter-based moderation: Utilizing Sendbird's sophisticated profanity filters to detect and block harmful language and suspicious keywords often used in phishing scams. The granularity of these filters allowed Peter Pan to block variations of words and phrases, effectively mitigating attempts to bypass the system.

• Automated chat moderation: Automating the process of identifying and taking action against policy violations, reducing the manual workload on the moderation team. The aim was to achieve 100% immediate blocking of abnormal user behavior, especially during off-hours, through efficient moderation automation.

• "My tickets" system: Sendbird's chat moderation ticketing system streamlined the management of flagged users and content by creating individual ticket lists per moderator. This allowed the team to collect, analyze, and act upon reported incidents, including banning or muting malicious users. The system facilitated the collection of phishing sentence examples for further analysis and rule refinement, enhancing the effectiveness of their content moderation strategy.

The results: Significant improvements in efficiency, user safety, and moderator satisfaction with Sendbird

The implementation of Sendbird's advanced moderation yielded remarkable results for Peter Pan:

• Increased operational efficiency: Peter Pan experienced an 80% reduction in manual moderation efforts, allowing a single moderator to manage flagged content checks effectively once a day.

• Enhanced user safety: While aiming for 100% prevention, Peter Pan successfully prevented approximately 70% of bad user behaviors through Sendbird's moderation. This was achieved despite the evolving tactics of malicious users attempting to circumvent filters. 63 phishing cases were identified and blocked in the 6 months after implementing Sendbird.

• Improved moderator satisfaction: The moderation team expressed high satisfaction with Sendbird, particularly appreciating the automation of tasks and the reduction in manual workload. The "My Tickets" system was also highly valued for its effectiveness in managing and analyzing flagged content, enabling more informed decisions on banning or muting users. While initial adaptation to the new system required some time and rule-setting adjustments, the team benefited from Sendbird's responsive support in resolving any challenges. Peter Pan's moderation team found the automated system helped them focus on responding to normal users more efficiently.

Looking ahead: Future collaboration with Sendbird for AI-powered moderation

Peter Pan continues to explore further opportunities with Sendbird to enhance its platform. There is keen interest in the potential of Sendbird's AI Agent for improving customer service interactions, recognizing its potential to further refine filtering capabilities beyond basic profanity detection and address more sophisticated scam attempts. This exploration includes combining AI with moderation to filter out seemingly normal conversations that might be phishing attempts. As Peter Pan continues to scale and evolve, their collaboration with Sendbird will undoubtedly play a vital role in maintaining its position as the leading platform in the South Korean direct real estate market.