Disclaimer: The trademarks shown are for illustrative purposes only. NordVPN and Incogni are developed by related entities, both part of the same corporate group.
Incogni overview: Key features and how it works
Incogni, one of the most popular data removal services, efficiently handles automated removal requests. Backed by Surfshark, a company known for its cybersecurity tools, Incogni offers an affordable solution to protect your online privacy. Below, we explore Incogni’s key features and how it works.
Key features
Key features of Incogni include:
- Automated data removals. Once you sign up, Incogni automatically contacts data brokers to remove your personally identifiable information from the internet. You don’t need to lift a finger.
- Wide data broker coverage. Incogni works with more than 420 brokers, including both public and private ones, to remove your information.
- Credibility and trust. Incogni maintains high standards of transparency and performance. It holds an A+ rating from the Better Business Bureau, and its processes have been independently verified by Deloitte. Top tech publications like PCMag and PCWorld also recognize its quality with Editors’ Choice awards.
- Complete profile removal. Incogni uses data points like your name, address, and email to locate your records, but it removes the entire profile. It wipes out all information associated with your record, including financial history, employment details, and family connections.
- Monthly progress reports. Each month, Incogni provides clear reports showing which data broker websites have been contacted and the status of your data removal requests.
- Multi-tier plans. Incogni provides flexible plans to meet different needs, including Standard, Unlimited, Family, and Family Unlimited. For businesses and governments, Incogni powers a separate product called Ironwall. This comprehensive service uses a dedicated privacy agent to protect organizations beyond just data broker lists.
- Family protection plans. Family and Family Unlimited plans allow you to protect the personal information of up to five family members under one subscription.
- Unlimited custom removals. On its Unlimited plan, Incogni allows you to request custom data removal from brokers that are not included in its default list. Additionally, you can request unlimited removals from non-data-broker sites, such as social media, forums, and other websites outside public records.
- Global coverage. Incogni operates in the United States, Canada, the United Kingdom, across the European Union, and the Isle of Man, Switzerland, Norway, Iceland, and Liechtenstein.
The information about Incogni in this comparison was verified on its official website as of August 21, 2025. This information is subject to change.
How it works
Incogni data removal tool simplifies the process of protecting your personal information by managing every step of the data removal process with minimal effort from your side. It handles all communication with data brokers and ensures your sensitive information stays safe. The steps below explain how the service works from start to finish:
- 1.You sign up and give permission. To start using Incogni’s services, you need to create an account and allow Incogni to act on your behalf. This authorization allows it to legally contact specific data brokers and request the removal of your personal information.
- 2.Incogni scans for your data. After you have set up your account, Incogni conducts automated data discovery searches. It checks its network of over 420 data brokers to find where your personal information is stored.
- 3.Incogni requests data removal. Then, the data removal service sends requests to these brokers and follows up to ensure your data is deleted.
- 4.Incogni tracks new entries. Once requests have been sent, Incogni keeps checking for any new instances of your data on data broker websites and handles any updates or new entries.
- 5.Incogni sends you regular updates. Finally, Incogni sends you a clear report with details on progress and results each month.
DeleteMe overview: Key features and how it works
Since its founding in 2010, DeleteMe has been a leader in data privacy. Combining automation with human expertise, DeleteMe sets itself apart by offering a highly personalized data removal service.
It caters to users who value thorough manual processes and detailed reporting to protect their online privacy. Below, we explore its key features and how it works in more detail.
Key features
Key features of DeleteMe include:
- Manual plus automated data removal process. While automated systems handle standard removals, the DeleteMe data removal service employs teams of data privacy experts to remove your information from hard-to-reach data broker databases manually.
- Extensive data broker coverage. While DeleteMe advertises coverage of 850+ brokers (872 to be exact), the majority — 566 brokers — require manual custom data removal requests. Only about 80+ brokers are handled through automated removals.
- Removal of multiple types of data. Like Incogni, DeleteMe removes important sensitive data, including your name, address, phone number, and email.
- Quarterly privacy reports. Every three months, DeleteMe provides detailed reports, which highlight which data brokers the company has targeted and what information was removed.
- Family plan. Like Incogni, DeleteMe offers a family plan to ensure every family member’s privacy is covered.
- Limited custom removals. DeleteMe allows users to request manual removals for brokers not covered by its automated system. However, these custom removals are limited. You can submit only up to 10 custom removal requests per quarter.
- Global reach. DeleteMe serves users in the United States and offers coverage in several other countries, including Australia, Belgium, Brazil, Canada, France, Germany, Ireland, Italy, the Netherlands, Singapore, and the United Kingdom.
The information about DeleteMe in this comparison was verified through its official website or customer support as of August 21, 2025. This information is subject to change.
How it works
DeleteMe’s step-by-step approach ensures thorough and consistent protection of your personal details:
- 1.You sign up and submit your information. After purchasing a subscription, you’ll create a personal profile and complete a data sheet with the information you want to remove, such as names, addresses, date of birth, and other identifiers.
- 2.DeleteMe experts search for your data. DeleteMe’s team finds your information on data broker sites and begins the removal process. They identify where your details are stored and prepare opt-out requests on your behalf.
- 3.You receive your first privacy report. Within seven business days of signing up, you’ll receive your first detailed privacy report. This report lists the data brokers that had your information, what was removed, and any ongoing removal progress.
- 4.DeleteMe monitors for data reappearance. After sending the requests, the data removal service routinely follows up and checks whether your information reappears on brokers’ sites.
- 5.You receive quarterly privacy reports. Every three months, members receive a comprehensive privacy report detailing which brokers deleted their data and pending removal requests.
Incogni vs. DeleteMe: A thorough comparison
Choosing the right data broker removal service can feel overwhelming. To make your decision easier, we’ve prepared an Incogni vs. DeleteMe comparison that looks at eight key aspects:
- 1.Data broker coverage and effectiveness
- 2.User experience and ease of use
- 3.Pricing and value for money
- 4.Custom removal requests
- 5.Reporting and transparency
- 6.Customer support
- 7.User reviews
- 8.Additional features
But before we go ahead, here’s a detailed view of their key differences:
| Feature | Incogni | DeleteMe |
|---|---|---|
| Automated removal coverage | 420+ data brokers | 80+ data brokers |
| Custom removal coverage | 2,000+ unique domains* | 565+ data brokers |
| Limit on custom removal requests | Unlimited (with premium plan) | Limited (up to 10 per quarter) |
| Data removal reports | Monthly progress reports | Quarterly detailed reports |
| Automation type | Fully automated | Hybrid (manual plus automated) |
| Privacy tools | None (standalone service) | Offers email masking features |
| Geographical coverage | US, UK, EU, Canada, the Isle of Man, Switzerland, Norway, Iceland, and Liechtenstein | US with coverage in Australia, Belgium, Brazil, Canada, France, Germany, Ireland, Italy, the Netherlands, Singapore, and the UK.** |
| Starting price | $7.99/month^ | $8.60/month^ |
*The figure represents the number of unique domains from which Incogni has successfully removed data. This number increases over time as the service adds new removals.
**Unlike Incogni, which covers all regions under one subscription, DeleteMe requires a separate plan for each region.
^Monthly price when billed annually.
The information about Incogni and DeleteMe in this comparison was verified on their official websites as of August 21, 2025. This information is subject to change.
Data broker coverage and effectiveness
Incogni auto-removes data from over 420 brokers, including people search sites, marketing data brokers, B2B lead generation data brokers, risk mitigation brokers, recruitment data brokers, and financial information brokers. This number does not include the 2,000 other unique domains where Incogni has successfully removed data through custom requests.
Unlike DeleteMe, Incogni also has its data broker coverage claims verified by an independent third-party auditor. On August 6, 2025, Deloitte provided an assurance report verifying that Incogni covers more than 420 data brokers with data deletion requests automatically, and has processed more than 245 million data removal requests on behalf of its customers.
Meanwhile, DeleteMe claims to cover 872 data brokers, including people search sites and marketing data brokers. However, this total includes custom removals, and the service does not cover risk mitigation, recruitment, financial information, or B2B lead generation data brokers.
566 of these data brokers require manual custom data removal requests, which can be tedious and frustrating. With a limit of 10 removals per quarter, it could take just over 14 years to clear all 566 brokers.
Winner: If you value speed and automation, Incogni’s data removal service stands out with its 420+ fully automated brokers and proven success in removing data from approximately 2,000 unique domains. This number far exceeds DeleteMe's total coverage of 872 brokers, the majority of which rely on manual custom requests.
User experience and ease of use
In our opinion, Incogni makes the setup process simple and quick. You start by creating an account and granting permission for Incogni to act on your behalf. From there, the platform automates the entire process, making it a low-maintenance solution.
Incogni’s dashboard is designed for ease of use. It allows users to track the data removal process, follow brokers’ progress, and see updates at a glance. The monthly reports are clear and easy to understand, and offer transparency about which brokers have been contacted, the status of data removal requests, and any follow-ups.
DeleteMe also offers an intuitive sign-up and dashboard experience, though it requires more user input compared to Incogni. After registration, you’ll be asked to provide the personal details you want removed.
DeleteMe’s dashboard is straightforward, but users may need to engage with the platform more frequently, especially for custom removal requests. The quarterly reports are highly detailed and provide transparency about removals, including which brokers were contacted and what information was removed. However, in our opinion, these reports may feel overwhelming for users looking for simpler updates.
Winner: In our opinion, Incogni is quicker and easier to set up, and offers a low-effort, highly automated solution with accessible reporting. While DeleteMe provides detailed and transparent reports, its process requires more user involvement.
Pricing and value for money
When it comes to pricing, Incogni and DeleteMe take very different approaches. Incogni offers several plans with added flexibility, including premium options that provide extra features for those who need them.
DeleteMe lists only its Standard plan on its website, available for one person, two people, or a family. While it offers advanced tiers like Diamond and VIP with expanded coverage, these plans are not part of the standard checkout process and often require contacting the service directly. Additionally, they come at a significantly higher price point.
Your choice will depend on whether you prefer flexible online pricing or specialized coverage.
| | Incogni | DeleteMe |
|---|---|---|
| Monthly price | $7.99* - $31.98 | $8.60* - $34.40 |
| Annual price | $95.88 - $275.88 | $129.00 - $516.00 |
| Family plans | Up to 5 members | Up to 4 members |
| Custom requests | Unlimited on premium plans | Capped (up to 10/quarter) |
*Monthly price when billed annually.
All prices are accurate as of August 21, 2025, based on information published on Incogni’s and DeleteMe’s official websites. Higher prices apply to family plans. Pricing reflects the Standard plan tier for both services unless otherwise noted.
In terms of pricing, Incogni takes the lead with its flexible payment options and competitive starting price of just $7.99/month. It offers excellent value, especially for individual users. Its lower cost and streamlined structure make it perfect for users looking to get started without breaking the bank.
On the other hand, DeleteMe tends to be pricier, particularly for family plans. However, it offers features like masked email, which may justify the higher cost for users who prioritize added privacy tools.
Winner: If you want an affordable, automation-first service with unlimited flexibility, Incogni is the clear choice. But if you’re willing to pay a higher price for extra privacy tools like email masking, DeleteMe might better suit your needs.
Custom removal requests
Sometimes your personal information ends up on databases or websites not included in a service’s automated scans. When this happens, custom removal requests become essential. Here’s how Incogni and DeleteMe handle this feature, and why it matters.
Incogni makes custom removals simple and stress free. On its Unlimited plan, users can request data removal from any public or private database and other sites that aren’t strictly classified as data brokers and are not included in Incogni’s standard list of over 420 brokers.
These requests are handled with the same efficiency as automated removals and require no additional effort from the user. This flexibility allows you to target hard-to-reach brokers or niche websites where your personal information might appear. Whether it’s on corporate databases or lesser-known people search sites, Incogni handles all removal tasks without imposing any limits.
DeleteMe, on the other hand, limits custom removal requests. Depending on the plan, you can submit up to 10 custom requests per quarter, which is significantly fewer than Incogni’s unlimited approach.
While DeleteMe’s team of privacy experts manually handles these requests, the cap can become a challenge if your data appears on many websites or brokers outside its automated coverage. For users dealing with high exposure or a broad digital footprint, these limits may fall short.
Winner: Incogni wins this category with its unlimited custom removals. DeleteMe’s restrictive limits make it less ideal for users who want comprehensive protection.
Reporting and transparency
How a service reports its progress can make all the difference when it comes to staying informed about your data removal. Both Incogni and DeleteMe provide updates, but they approach reporting in very different ways.
Incogni focuses on simplicity and accessibility. It sends you monthly updates that are clear and easy to read. The reports outline which brokers have been contacted, what data has been removed, and what requests are still ongoing.
The information is presented in a clean, straightforward list format, meaning you won’t have to sift through complex or lengthy documents. Incogni’s approach is ideal for users who want quick, digestible updates without diving into unnecessary details.
DeleteMe, on the other hand, prioritizes depth and thoroughness in its reporting. It provides quarterly reports that dive deep into the removal process.
These detailed PDFs specify exactly which websites held your private data, what was removed, and where follow-ups may be necessary. For users who appreciate complete transparency and granular insights, DeleteMe’s reports offer a comprehensive view of privacy progress.
Winner: The winner in this category depends on personal preference. Incogni stands out for its ease of use and straightforward reports, making it ideal for users who value efficiency. On the other hand, DeleteMe appeals to those who want detailed, in-depth insights into their data removal progress, even if these reports take more time to review.
Customer support
Good customer support can make or break your experience with any service. Both Incogni and DeleteMe offer multiple ways to contact help, but Incogni has an edge when it comes to availability.
Incogni provides 24/7 live chat support, so you can get help anytime, whether it’s a quick question or a more complex issue. It also offers email assistance and a detailed FAQ section. Unlimited plan users also get access to phone support.
DeleteMe also delivers solid customer support with live chat and email options, but it’s only available during business hours, specifically Monday through Friday, 9 am to 8 pm ET. While this coverage is sufficient for most users, it may become a limitation for those needing support outside these hours.
Winner: For users who value flexibility and the ability to get assistance at any time, Incogni is the better choice.
User reviews
Both Incogni and DeleteMe receive overwhelmingly positive feedback, but they excel in different areas based on user needs and expectations.
Incogni holds a 4.4/5 rating on Trustpilot from 2,029 reviews*, with users consistently praising its effectiveness in reducing spam and enhancing personal cybersecurity. Many report a significant decrease in unwanted calls and emails, with the added reassurance that their personal information is being actively removed from numerous databases.
However, some reviewers note concerns about customer support, mentioning mixed experiences with the level of assistance provided. While most users find the service effective, a few express doubts about its overall impact on spam activity, citing that the results varied in certain cases. Still, the general sentiment leans positive, with many consumers seeing Incogni as a worthwhile investment for managing their digital footprint.
DeleteMe has a 4.3/5 rating on Trustpilot based on 178 reviews*, and reviewers frequently commend its effectiveness in removing personal data from various websites. Many users highlight feeling safer after using the service, noting a noticeable reduction in spam emails and unsolicited calls.
Despite its strengths, some users express frustration when their information remains accessible in certain databases, even after DeleteMe’s removal efforts. Additionally, a few report issues with customer service responsiveness, particularly over weekends. Some users also mention technical issues with certain features, such as masked emails and custom removal requests, which impacted their experience.
Winner: Incogni wins this category with its higher volume of feedback, broader popularity, and hands-off, automated approach. And while Incogni has a slightly higher customer review score, both services receive high customer satisfaction.
*This data was taken from Trustpilot on August 21, 2025, and is subject to change.
Additional features
DeleteMe stands out with its additional privacy feature, email masking, which safeguards your inbox from spam and phishing. Like Incogni, DeleteMe ensures ongoing data protection by sending repeat removal requests to brokers, which makes it harder for your personal information to resurface. These extra features make DeleteMe a great option for users who want more than just data removal.
While focusing on simplicity, Incogni offers a different take on privacy. It can be bundled with cybersecurity tools like Surfshark VPN for a more comprehensive protection package. This bundle includes a VPN for secure browsing, ad blockers, and antivirus protection. Though it doesn’t offer email masking, Incogni emphasizes automation, flexibility, and affordability, catering to users who want a service that takes care of data removal with little effort.
Winner: No clear winner in the additional features category. Both services deliver unique benefits, but your choice will depend on whether you prioritize an additional privacy tool like a masking feature or prefer an integrated cybersecurity approach with Incogni’s bundle options.
Incogni vs. DeleteMe: Pros and cons of each
Both Incogni and DeleteMe are excellent tools for removing personal data from the internet, but, in our opinion, they cater to different priorities.
Incogni pros and cons
Pros:
Affordable and automated data removal
Covers over 420 data brokers, including private data broker databases
Unlimited custom data removal requests
Monthly progress reports
24/7 customer support
Multi-tier plans
Lowest price point across all tiers
Data broker coverage is not tied to pricing tiers
Family protection
Cons:
Reporting isn’t as detailed
Lacks additional privacy features like email masking
DeleteMe pros and cons
Pros:
Manual plus automated data removal
Detailed quarterly reports
Extra privacy features (such as email masking)
Flexible plans
Family protection
Cons:
Limited custom removals
Limited plan options
Custom broker requests require manual user involvement
Higher price point compared to alternatives
TL;DR: How to choose between Incogni and DeleteMe
If you want automation, affordability, and broad data broker coverage, Incogni is the better choice. It’s perfect for hands-off users looking for fast, reliable data removal.
On the other hand, if you prefer detailed human oversight, additional privacy features like email masking, and in-depth custom reporting, DeleteMe is worth considering.
Ultimately, both services excel at what they do — improving your digital privacy. Whichever data removal service you choose, you’ll take an important step toward protecting your personal information and regaining control of your online presence.
To help you make the best decision, we encourage you to explore other reviews for any additional insights.
