1. A computerized method for authenticating user service requests from a social networking site, comprising: monitoring, at a server, data representing messages posted at a social networking server; storing, by the server, data representing a selected message and an originator of the selected message; transmitting, from the server, data representing a reply to the originator of the selected message for posting at the social networking server, the reply including data that causes transmission of a service request to the server when actuated; receiving, at the server, data representing the service request and a sender of the service request; retrieving, by the server, data representing a user profile of the sender of the service request from the social networking server; comparing, by the server, one or more attributes of the user profile of the sender against one or more attributes of the stored data representing the originator of the selected message in order to verify the one or more attributes of the user profile; and processing, by the server, the service request from the sender if the one or more attributes of the user profile of the sender match the one or more attributes of the stored data representing the originator of the selected message.