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What exactly is Phishing? It smells fishy, sounds like fishing, and it is exactly fishing. Knowing how social Filipinos are, almost everyone doesn't like being late in knowing who's an item in the office or who likes who, or what successful neighbors are doing to be successful. And so, we non-chalantly fish for information about it. That is exactly the core function of Phishing. It is to gather Personally Identifiable Information (PII) or information which can be used to identify individuals.