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Are Data Broker Removal Services Worth It?
Personal data removal services scan data broker lists, people search sites, and sometimes even Google search results to help you find and remove your personal information from online sources.
But while this seems like a valuable way to protect your privacy, there are fundamental issues associated with this approach that most service providers fail to acknowledge:
- There are likely thousands of data brokers in the United States alone. No data removal service covers them all — plus, brokers regularly re-add your information, create duplicate profiles, and ignore opt-out requests.
- Many data broker removal services aren’t as effective as they claim to be. A 2024 Consumer Reports study found that seven of the most popular services (including DeleteMe, Optery, and Kanary) were less effective than sending manual opt-out requests.
- Your real sensitive data — such as your Social Security number (SSN) and passwords — could already be on the Dark Web. Last year alone, data breaches exposed the sensitive data of hundreds of millions of Americans and led to billions in losses from identity fraud. There is no tool that can effectively remove your information from the Dark Web.
This isn’t to say that it’s not worth it to pay for a data removal service. They can still help you remove personal data from publicly available websites and clean up your digital footprint. But with services charging anywhere from $8 – $67/month, you’ll want to ensure that you’re getting your money’s worth.
Features To Look for in a Data Removal Service
Most data removal services differentiate themselves by the number of data brokers and people search sites to which they send opt-out requests, or by offering massive numbers of “custom requests.” But these aren’t the only metrics that you should use to judge these services.
Here’s the most important criteria to consider before signing up for a data removal service:
- Scope of coverage. While the number of data brokers covered matters, it’s only a piece of the online privacy puzzle. Custom removal requests, search engine result removals, and data breach monitoring are just as important.
- Frequency of scans and takedown requests. Data brokers operate in a legal grey area and often require ongoing supervision to ensure that they don’t re-add your personal details. Removal tools should re-scan broker databases regularly.
- Effectiveness of service. Many brokers can’t actually tell you what (if any) data they removed. Proof of deletion (through in-depth reporting, screenshots, or other methods) is a bonus.
- Protection against broader online threats. Services that only focus on data broker removals ignore the bigger threat of how your data can be used to target you — through hacking, scams, and even identity theft. Additional identity monitoring, credit protection, and digital security tools ensure that these services are truly effective at keeping you safe online.
- Safe data privacy policies. Some data removal services have deep ties with the sites from which they claim to clean profiles. In other cases, they may include privacy policies that put your data at risk, rather than protecting it.
- Support availability. You should be able to reach a real human when you need help. Unfortunately, many services only offer support via chat and email, or charge extra for phone support.
- Value for price. Data removal services cost anywhere from $8 – $67+/month, but not all of them are worth the price they charge. This guide focuses on data removal services that balance features, effectiveness, and cost.
The 8 Best Data Broker Removal Services in 2025
- Aura — Best all-in-one data, privacy, and online safety tool
- Optery — Large number of data broker sites scanned
- Incogni — Affordable plan options and fast scanning
- DeleteMe — Extensive scanning and personalized support
- Cloaked — Additional online privacy tools
- Onerep — Focus on public-facing people search sites
- Kanary Copilot — Free privacy protection (with a little effort)
- EasyOptOuts — Simple and affordable annual plan
The manual data removal process on sites like Whitepages, Spokeo, BeenVerified, and others can be time-consuming and frustrating.
The best data removal services use automation to scan data broker databases on your behalf and send takedown requests — while also protecting you from how your data can be used against you, and limiting it from being leaked again in the future.
Here are our top picks for the services worth paying for right now:
1. Aura
Why we picked it: Aura is an all-in-one online privacy and safety platform that combines data removal services with powerful identity theft protection, device security, and financial account monitoring.
Aura received CNET’s 2025 “Editor’s Choice” award for best identity theft protection, as well as Security.org’s “Best Comprehensive Protection” award for data removal services.
Aura scans and sends automated removal requests to over 140 data brokers and people search sites and helps find and remove your personal details from Google search results. Aura rescans data broker databases daily to make sure your information is fully removed.
You’ll also get powerful tools to help keep your data private and protect you from scams, malware, and phishing attacks. Aura plans include a military-grade virtual private network (VPN) to anonymize your browsing data, an ad blocker, anti-tracking tools, antivirus software, and more.
But where Aura shines is in protecting you against how your public and leaked data can be used against you.
Aura monitors over 130 pieces of sensitive information across data breaches, the Dark Web, and public records. You’ll be alerted in near real-time if your data is leaked or shows up anywhere it shouldn’t.
Aura also monitors your linked bank accounts and credit files at all three major bureaus (Experian, Equifax, and TransUnion) for signs of fraud, and provides the industry’s proven fastest fraud alerts3. This means that if identity thieves try to use your personal data to take out loans or open accounts in your name, you’ll be warned faster — giving you time to shut them down.
How much does Aura cost?
Aura’s plans range from $9.99 – $24.99/month (using this discount link), depending on the number of people you need to protect.
All plans include the same features, with family plans covering up to five adults and unlimited children along with family-specific features, such as parental controls and child identity theft protection.
Who should choose Aura?
Aura’s main selling point is that it protects its customers from many more privacy and safety online threats than merely those posed by data brokers.
Think of it like this: Paying for a service that only removes your data from data broker sites is like buying a lock for your front door while leaving the back window wide open.
While Aura can help keep your data private online, it’s most worth it for:
- Anyone whose data has been leaked online. If your data appears in a data breach, on the Dark Web, or even in Google search results, you could be targeted by scammers and identity thieves. Aura’s all-in-one approach keeps you safer than stand-alone data removal tools.
- Past victims of identity theft or online scams. Research from the Identity Theft Resource Center shows that 30% of all identity theft and scam victims are repeatedly targeted. If you’ve been a victim in the past, Aura can help keep you safe now and in the future.
- Families who want affordable online privacy and safety. Aura’s family plans cover up to five adult family members and unlimited children with the same advanced tools, making Aura one of the most cost-effective ways to keep your family safe and private online.
2. Optery
Why we picked it: Optery is a stand-alone service that claims to help remove personal data from Google search results as well as up to 645+ data broker and people search sites, boasting one of the highest removal numbers of any service listed here.
However, unlike many other data removal services, Optery employs a “feature gating” pricing strategy with lower-priced plans only supporting 120+ sites (or 370+ after submitting more personal information to enable the Expanded Reach feature).
Optery’s higher-priced plans also include the help of human Privacy Agents to ensure quality and help handle special removal requests. You’ll also get removal request reports about every three months, with before-and-after screenshots showing where your data was removed.
How much does Optery cost?
Optery offers a limited free plan with self-service tools only (no automated removals).
For paid plans, Optery’s costs range from $3.99 – $24.99/month:
- Core: $3.99/month. Covers 120 – 370+ sites. No Privacy Agents or screenshot reports.
- Extended: $14.99/month. Covers 290 – 535+ sites. Humans + Machines approach and screenshot reports.
- Ultimate: $24.99/month. Covers 400 – 645+ sites, plus custom removal requests from 1,360+ sites (after 30 days as a customer).
Who should choose Optery?
Optery is a good option for people most concerned with covering a high number of data broker sites and receiving screenshot proof that their data has been removed. But its high monthly cost to access its most attractive features — and lack of additional online privacy and safety tools — can be a downside for price-conscious buyers.
💡 Related: How To Remove Your Information From Data Broker Sites →
3. Incogni
Why we picked it: Incogni is a data removal tool owned by VPN company Surfshark. It operates in the United States, Canada, the United Kingdom, and Europe — taking advantage of different data protection laws to support its scanning and takedown requests.
Incogni offers two plan tiers — Standard and Unlimited — as well as family plans for both (including protection for up to five family members). The main difference between the two plans is that the Unlimited plan includes custom removals along with access to live phone support.
How much does Incogni cost?
Incogni’s plans range from $7.99 – $14.99/month for individuals and $15.99 – $22.99/month for families when you pay annually. Monthly plans are 50% higher.
Who should choose Incogni?
Incogni’s compliance-oriented approach is good for residents of territories that have strong privacy laws in place, like Europe, Canada, or California. However, it is another specialized service that lacks protection against how your data can be used. For protection beyond data removal requests, you’re better off with an Incogni alternative.
💡 Related: Incogni vs. DeleteMe: Which One Is Right For You? →
4. DeleteMe
Why we picked it: DeleteMe is one of the oldest services to focus exclusively on removing customer information from data broker websites and search engines and currently supports removals from up to ~850 sites on some plans (standard plans only cover 84 data brokers).
DeleteMe’s main differentiator is its use of humans to handle manual opt-out processes on its customers’ behalf. However, this means that DeleteMe is often slower than other competitors.
A 2024 Consumer Reports study found that DeleteMe only managed to remove 27% of data broker listings within three months of signing up.
One main upside is DeleteMe’s in-depth reporting. After a week as a customer, you’ll receive a report showing where your data appears, what kind of information is available, and the approximate removal timeline.
How much does DeleteMe cost?
DeleteMe’s Standard plans start at $10.75/month for one person with discounts for multiple people (or if you pay for two years upfront).
Who should choose DeleteMe?
DeleteMe advertises a large number of data broker sites covered, but its Standard U.S. plan is limited to just 84 data brokers. This makes it a more expensive option with fewer features than many other competitors.
5. Cloaked
Why we picked it: Cloaked is a relatively new data removal service with an interesting focus on hiding your true data and protecting your online presence. It does this through the use of “masking” technology, which essentially creates fake information that you can use to interact with online services — such as email and phone number aliases.
Cloaked also markets itself as an all-in-one service and provides Dark Web and SSN monitoring, identity theft insurance, and an AI-powered Call Guard to block spam and robocalls. However, its identity and credit protection features are much more limited than those offered by Aura. (Note that Aura plans also include easy-to-use email aliases).
How much does Cloaked cost?
Cloaked plans range from $9.99 for individuals to $24.99/month for families (one individual plus three more members).
Who should choose Cloaked?
Cloaked’s use of aliases and online profiles is an interesting approach to helping keep your data private in the first place — but it’s much more limited than a more robust service like Aura. Most people will also need to supplement its services with a dedicated data removal service providing more coverage.
6. Onerep
Why we picked it: Onerep focuses on public people-finder sites that promote your personal data to customers and anyone searching your name in a search engine. It covers over 230 people search sites and public data brokers, with Pro plan members also getting access to custom removals from data brokers that aren’t automatically covered.
However, potential customers should be aware that a Krebs on Security investigation claims that Onerep founder, Dimitri Shelest, started his career in the space by running multiple data brokers and still maintains an ownership stake in the data broker Nuwber. This fact is confirmed on Onerep’s own website.
How much does Onerep cost?
Onerep’s plans range from $8.33 – $15.95/month for individuals and $15 – $29.95/month for families, when paid annually. Plan options are split between standard and Pro versions, with the Pro-level plans adding custom removal requests and human oversight.
Who should choose Onerep?
Onerep’s focus on public-facing people search sites means that it tackles one of the main privacy issues most people are concerned with: that anyone can find their details in an online search. However, the company’s limited scope, lack of additional features, and its founder’s questionable business ties may make you want to look elsewhere.
💡 Related: How To Remove Your Personal Information From the Internet →
7. Kanary Copilot
Why we picked it: Kanary’s original data removal service was launched in 2020. With Copilot, the Kanary team has moved away from solely offering data broker removal and is now marketing its services toward preventing online threats such as doxxing and digital stalking.
These services — which are currently only available for iOS and Android devices — provide scanning tools and automated actions to continually improve your online privacy. For example, Kanary could scan your LinkedIn and other social media profiles and help you update privacy settings.
While the basic tool is free, a premium version provides “deeper coverage of unlimited locations, names, accounts, emails, and phone numbers.”
How much does Kanary Copilot cost?
Kanary Copilot is free for access to most of its features, but you can choose to pay $9.99/month for “deeper coverage of unlimited locations, names, accounts, emails, and phone numbers.”
Who should choose Kanary Copilot?
Kanary Copilot takes a unique approach to online privacy, requiring manual work that some people may not be willing or able to keep up with. That being said, its free tool is a great addition to a more robust all-in-one solution, like Aura.
8. EasyOptOuts
Why we picked it: EasyOptOuts is a no-frills data removal service that sends automatic opt-out requests to roughly 100 data brokers and people search sites for less than $20/year. After the initial removal requests are sent out, EasyOptOuts rescans broker sites every four months to ensure that your data hasn’t been added back again.
How much does EasyOptOuts cost?
EasyOptOuts only offers one plan at $19.99/year.
Who should choose EasyOptOuts?
With so many options on the market, EasyOptOuts is a great budget option for anyone just beginning their online privacy journey. With an easy cancellation policy, you can start with EasyOptOuts and then upgrade to another service down the road.
Can You Get All of Your Personal Information Off of the Internet?
If you’ve spent time online, it’s extremely unlikely that you’ll be able to completely delete your digital identity. But while data removal services can help in the clean-up process, the best thing you can do moving forward is to limit the information about you that gets online in the first place.
Here are some tips to keep your data safe:
- Use guest accounts and fake information. Sign up for online accounts by using fake information whenever possible. You should also check out of online stores by using the “guest” option to ensure that your credit card details aren’t being stored.
- Use a temporary email address to register for new apps. You don’t have to use one email address for every account. Use a temporary email service when you sign up for a new account, or create a secondary email that automatically forwards messages to your main inbox. Aura provides easy-to-use email aliases with every account.
- Activate your browser’s anti-tracking tools. Modern web browsers come with some anti-tracking tools, but you can enhance your security even more by using a VPN. Don’t confuse your browser’s anti-tracking tools with incognito mode, though — this only protects your device from people who physically use it, like friends and family members.
- Archive or delete old social media content. By default, most social media profiles reveal too much information about you. Review your privacy settings and take down content that advertisers and scammers could use against you.
- Check to see if your email address and other data have been leaked. Use a free digital footprint checker to find out how much of your information is leaked online or for sale on secret Dark Web marketplaces.
If data brokers gain access to your information, you may find yourself targeted by ads, scams, and hacking attempts far more often than usual. But preventing your data from ending up in these databases is just one part of practicing effective cyber hygiene.
Aura provides you with powerful online identity and privacy protection — combining data broker removal services with identity theft protection, 24/7 Dark Web monitoring, advanced digital security tools, round-the-clock U.S.-based support, and more.
