# Incidents

When something goes wrong — from phishing attempts to system outages — how we communicate defines trust.

Tabs: [Principles](/content/content.principles.md) · [Generative AI](/content/content.generative-ai.md) · [Incidents](/content/content.incidents.md)

Pleo’s brand promise is **clarity, control, and confidence** — and incident comms are the ultimate test of those values.

## Our goals

- **Inform quickly and clearly:** Prioritise facts over filler.
- **Stay human and calm:** Avoid panic-inducing phrasing.
- **Be accessible:** Simple language, short sentences, scannable structure.
- **Stay consistent:** Use the same tone, structure, and terminology across channels.
- **Empower and reassure** Always tell them what to do next, and what Pleo is doing for them.

## Voice reminders

- Confident, not defensive
- Clear, not corporate
- Empathetic, not emotional
- Human, not chatty

## In-app banner template + Status page banner (all users)

**Purpose:** Immediate visibility for all users — short, actionable, trustworthy.

### Format

```plain
[One-sentence explanation (what’s happening, who’s affected, what to do)]
[Optional link: Check details → {status page / help article}]
```

### Example

### Example (phishing)

### Tone checklist

- Lead with the issue, not apology.
- Stay factual, avoid speculation.
- End with reassurance or clear next step.
- Do not use emojis.

## SMS template (affected users only)

**Purpose:** Fast, direct communication when users are personally impacted.

### Format

```plain
[Intro – who’s writing]
[Brief summary of what happened]
[How it affects them]
[Next steps / action needed]
[Pleo reassurance + link to more info]
```

### Example (security case)

```javascript
Pleo: We’ve spotted suspicious activity linked to your account.

Please reset your passcode immediately via the Pleo app.

Your funds remain safe. Details here: pleo.io/security-update
```

### Tips

- Always identify the sender as **Pleo** in the first line.
- Make sure the message is sent from Pleo.
- Stay under 480 characters.
- Link only to **pleo.io** or trusted Pleo domains.
- Avoid using emojis or links (these could be mistaken for phishing).

***

## Email template (affected users)

### Subject line

Keep it short, neutral, and factual.

- Do: “Update on your Pleo account security”
- Don’t: “We’re sorry about what happened” or “Important notice!!!”

### Structure

```plain
Hi [First name],

We want to make you aware of [brief description of the issue].
[Explain impact: who’s affected, what we know, what we’re doing.]

If this affects you, here’s what to do:
1. [Step/action 1]
2. [Step/action 2]

We’re monitoring the situation closely and will share updates here: [status link].

Thank you for your patience and understanding,
The Pleo Team

If you have questions, please respond to this email.
```

### Example (phishing attempt)

```javascript
Hi Alex,

We’ve seen fraudulent SMS messages pretending to be from Pleo. Some direct users to fake login pages and ask for passcodes or forwarded emails.

Please:

1. Ignore and delete any messages that look suspicious.
2. Never forward Pleo login emails or share your passcode.

We’re working with our partners to block these messages. Updates here: [help.pleo.io/security]

We’re doing our best to keep you safe,

The Pleo Team

If you have questions, please respond to this email.
```

## General tips and best practices

### Writing

- Follow a rough **“what happened / what it means / what to do”** structure.
- Use **plain language** and **short paragraphs**.
- Avoid technical jargon — e.g., “temporary issue” instead of “latency in authentication layer.”
- Limit adjectives; avoid words like *critical*, *urgent*, or *severe* unless truly warranted.
- Avoid emojis.

### Accessibility

- Use **clear headings** and **logical order** (helps screen readers).
- Avoid abbreviations without context (e.g., write “Two-factor authentication (2FA)”).
- Never rely on color or icons alone to convey meaning.
- Keep messages within their proposed character limits.

### Tone under pressure

- Default to **calm confidence** (”We’re on it”)
- Acknowledge impact without over-apologizing. (“We know this is frustrating” is better than “We deeply regret…”).
- Always balance **transparency + reassurance**.

### Resources

- [Pleo Content Design Helper GPT](https://gemini.google.com/gem/1gIKTvvJYbmRZjyLBI6106zs2cNr0f5tD?usp=sharing) – Can be used for drafting and refining incident messages.
- [Pleo Content Design Glossary](https://docs.google.com/spreadsheets/d/1rz3qif12vIIzclEv3apDxqJ7KQDtaxhjuhIYl9Bwqlk/edit?gid=2007131364#gid=2007131364) – Standard terms.
- [Status Page: status.pleo.io](https://status.pleo.io/)
- [Help Center: help.pleo.io/security](https://help.pleo.io/security)