SMA v. Salesforce

CourtDistrict Court, N.D. Texas
DecidedMarch 21, 2025
Docket3:23-cv-00915
StatusUnknown

This text of SMA v. Salesforce (SMA v. Salesforce) is published on Counsel Stack Legal Research, covering District Court, N.D. Texas primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
SMA v. Salesforce, (N.D. Tex. 2025).

Opinion

UNITED STATES DISTRICT COURT NORTHERN DISTRICT OF TEXAS DALLAS DIVISION

JANE DOE (S.M.A.),1 § § Plaintiff, § § v. § CIVIL ACTION NO. 3:23-CV-0915-B § SALESFORCE, INC., BACKPAGE.COM, § LLC, and CARL FERRER, § § Defendants. §

MEMORANDUM OPINION AND ORDER Before the Court is Defendant Salesforce, Inc.’s (“Salesforce”) Motion to Dismiss (Doc. 58). For the following reasons, the Court GRANTS IN PART and DENIES IN PART the Motion. I. BACKGROUND Plaintiffs are sex-trafficking victims. Plaintiffs claim that their individual traffickers advertised and sold them for sex on Defendant Backpage.com, LLC (“Backpage”)’s online platform. Doc. 51, Am. Compl., ¶ 94. They further claim that Salesforce provided Backpage with the technology and services needed to expand Backpage’s illicit business and evade detection from law enforcement. Id. ¶¶ 13–14.

1 On June 20, 2023, the Court consolidated the following cases: 3:23-cv-915, 3:23-cv-918, 3:23-cv- 919, 3:23-cv-920, 3:23-cv-921, 3:23-cv-923, 3:23-cv-924, 3:23-cv-925, 3:23-cv-927, 3:23-cv-928, 3:23-cv-929, 3:23-cv-930, 3:23-cv-931, 3:23-cv-932, 3:23-cv-933, 3:23-cv-935, 3:23-cv-936, 3:23-cv-937, 3:23-cv-939, 3:23-cv- 940, 3:23-cv-941, 3:23-cv-943, 3:23-cv-944, 3:23-cv-1322, 3:23-cv-1324, and 3:23-cv-1325. See Doc. 23, Mem. Op. & Order, 5–6. On August 22, 2023, the Court consolidated four additional cases: 3:23-cv-1712, 3:23-cv- 1713, 3:23-cv-1714, 3:23-cv-1715. Doc. 38, Order. This case was designated as the lead case. Doc. 23, Mem. Op. & Order, 6. Backpage was an online marketplace used by sex traffickers to advertise and sell individuals, including Plaintiffs, for sex acts. Doc. 51, Am. Compl., ¶¶ 7, 61–62, 94. From 2013 to 2015, “Backpage earned over 99% of its revenue from adult ads, a substantial percentage of which came

directly from on-line prostitution and sex trafficking.” Id. ¶ 11. Specifically, sex traffickers used Backpage to “post” particular victims for sale, which enabled traffickers to “reach entirely new audiences[] [and] evade law enforcement.” Id. ¶¶ 59, 82. Since 2008, “Backpage . . . had been publicly identified by law enforcement, [the] United States Attorneys General, and every United States Governor as the biggest and most notorious sex trafficking and prostitution promoting website in the United States.” Id. ¶ 61.

Backpage could not scale its operations “without operational support, marketing innovation, and guidance.” Id. ¶ 79. Backpage sought out a partner that could “assist the vision of its growth as the leader in online sex sales as well as concealing such activity including the moving of its operations offshore to evade law enforcement.” Id. Backpage allegedly found such a partner in Salesforce. Id. ¶ 78. Salesforce sells cloud-based Customer Relationship Management (“CRM”) software to businesses throughout the United States. Id. ¶¶ 13, 153.

Plaintiffs allege that Salesforce representatives worked with Backpage to build out Backpage’s CRM software in order “to promote, develop, and grow its internet based online selling of sex, sex trafficking, and compelled prostitution.” Id. ¶ 113. Although the platform was created for Backpage’s benefit, “Salesforce ultimately retained control . . . actively serviced the platform, and accessed Backpage’s data.” Id. ¶ 111. Aside from the CRM platform, Salesforce also provided Backpage with access to Pardot, “a marketing automation solution,” which employs a “specialized algorithmic formula, [and] creates meaningful connections, generate[s] more pipeline, and empower[s] sales to close more deals.” Id. ¶¶ 107, 162. Salesforce allegedly “provided and paid for implementation and build-out of Pardot for Backpage.” Id.

Plaintiffs claim that they were trafficked through Backpage with the help of Salesforce’s technology and services. According to Plaintiffs, Backpage used Salesforce’s software to analyze “traffickers’ and pimps’ data across multiple sources and channels,” in order “to help Backpage understand the traffickers better and predict[] how they will feel and act so Backpage could prepare the most effective outreach.” Id. ¶ 153. In turn, Backpage used this information to generate targeted “campaigns to advertise and promote illegal prostitution.” Id. Thus, when “trafficker[s] paid money

to Backpage to post ads selling” Plaintiffs for sex, Backpage used Salesforce’s software to target specific consumers with those ads, which allegedly facilitated Plaintiffs’ trafficking. See id. ¶¶ 139– 40. The Court previously dismissed Plaintiffs’ claims against Salesforce without prejudice. Doc. 48, Mem. Op. & Order, 39. Plaintiffs filed an Amended Complaint and added the following new allegations.2 Many advertisements on Backpage’s website included symbols associated with prostitution. Doc. 51, Am. Compl., ¶ 67. For example, the advertisements included different “[c]ode

words for intercourse” or used a term like “roses” instead of dollars. Id. The advertisements often included pictures of the women being offered for commercial sex. Id. ¶ 68.

2 Salesforce argues that only S.M.A. filed an Amended Complaint, which means the plaintiffs in the cases that were consolidated with this case have abandoned their claims. Doc. 59, Br. Mot., 4–5. This would be an absurdly unfair result. In the interest of drawing all reasonable inferences in favor of the Plaintiffs, the Court will construe most of the allegations in the Amended Complaint to apply to each Plaintiff in the consolidated cases. S.M.A. was advertised for commercial sex on Backpage. Id. ¶ 94. After seeing S.M.A.’s advertisements on Backpage’s website, a police detective investigating human trafficking determined that S.M.A. was being trafficked because her advertisements had “[t]he indicia of sex trafficking.” Id.

¶ 143. The detective subsequently helped S.M.A. escape her trafficker. Id. The United States Senate released a report in 2017 called “Backpage.com’s Knowing Facilitation of Online Sex Trafficking.” Id. ¶ 97. There, Backpage employees admitted that the company would sanitize illegal transactions and “coach[] its customers on how to post ‘clean’-looking advertisements for illegal transactions.” Id. This report was “covered by every major news network across the country.” Id. “Salesforce employees even discussed the impact of developing sex trafficking

regulations on Backpage’s business model.” Id. ¶ 89. S.M.A. initiated the present litigation against Defendants on May 1, 2023. See generally Doc. 1, Compl. Plaintiffs assert a claim under 18 U.S.C. § 1595 and a claim under Chapter 98 of the Texas Civil Practice and Remedies Code. Doc. 51, Am. Compl., ¶¶ 150–63. As relevant to this Order, Plaintiffs allege that Salesforce is liable under § 1595(a) because it knowingly benefited from its participation in a venture with Backpage that violated sex trafficking laws as to Plaintiffs. Id.

¶¶ 150–53. They further allege that Salesforce’s conduct also violated the Texas law against human trafficking. Id. ¶¶ 154–63. Salesforce moves to dismiss Plaintiffs’ claims against Salesforce, arguing that Plaintiffs have failed to state a claim. See generally Doc. 59, Br. Mot. The Court considers the Motion below. II. LEGAL STANDARD Under Federal Rule of Civil Procedure 8(a)(2), a complaint must contain “a short and plain

statement of the claim showing that the pleader is entitled to relief.” Rule 12(b)(6) authorizes a court to dismiss a plaintiff’s complaint for “failure to state a claim upon which relief can be granted.” FED. R. CIV. P. 12(b)(6). In considering a Rule 12(b)(6) motion to dismiss, “the Court must accept all well- pleaded facts as true, and view them in the light most favorable to the plaintiff.” Walker v. Beaumont Indep. Sch.

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