Incogni vs DeleteMe vs Optery
A side-by-side comparison of the three most popular data removal services. Pricing, coverage, and honest recommendations.
Last updated: February 2026
Our Approach
PrivacyFix helps people protect their privacy for free. But paid services are legitimate tools for many people. This guide is an honest comparison — we explain when each service makes sense and when the DIY approach is better. See our Paid vs DIY guide for that full breakdown.
Quick Comparison
Here is how Incogni, DeleteMe, and Optery stack up at a glance:
| Factor | Incogni | DeleteMe | Optery |
|---|---|---|---|
| Annual Price | From $86/yr | $129/yr | From $39/yr |
| Brokers Covered | 420+ | 85+ auto, 850+ listed | 85 to 600+ (by tier) |
| Free Tier | Free scan only | None | Yes (exposure reports) |
| Removal Frequency | Every 60-90 days | Quarterly | Monthly (paid plans) |
| Best For | Best overall value | Most established | Most flexible tiers |
Pricing Breakdown
All three services offer annual billing at a discount. Here is what you actually pay:
Incogni Pricing
| Plan | Monthly | Annual (per month) | Annual Total |
|---|---|---|---|
| Individual | $15.98/mo | $7.19/mo | ~$86/yr |
| Unlimited | $29.98/mo | $13.49/mo | ~$162/yr |
| Family | $31.98/mo | $14.39/mo | ~$173/yr |
| Family Unlimited | $45.98/mo | $20.69/mo | ~$248/yr |
DeleteMe Pricing
| Plan | 1-Year | 2-Year | Per Month (1-yr) |
|---|---|---|---|
| 1 Person | $129/yr | $167/2yr | $10.75/mo |
| 2 People | $229/yr | $349/2yr | $19.08/mo |
| 4 People | $329/yr | $499/2yr | $27.42/mo |
Optery Pricing
| Plan | Monthly | Annual (per month) | Brokers |
|---|---|---|---|
| Free Basic | Free | Free | Scan only |
| Core | $3.99/mo | $3.25/mo | 85+ |
| Extended | $14.99/mo | $12.42/mo | 275+ |
| Ultimate | $24.99/mo | $20.79/mo | 600+ |
Note: Prices change frequently. We verify these regularly, but always check the official website before purchasing. Prices shown are for individual plans unless noted.
Broker Coverage: The Numbers Behind the Marketing
Every service advertises impressive broker numbers. Here is what they actually mean:
Incogni: 420+ Brokers
Incogni automatically submits removal requests to over 420 data brokers on its standard plan. A Deloitte audit verified this count. The Unlimited plan adds custom removal requests for brokers not in their standard database, expanding potential reach to 1,400+ sites.
Covers US, UK, EU, and Canadian brokers — the broadest geographic scope of the three.
DeleteMe: 85+ Auto, 850+ Listed
DeleteMe advertises "850+ brokers" but this requires context. Approximately 85 brokers are removed automatically. The remaining 765+ require manual "custom removal requests," and most plans limit you to 40-60 custom requests per year. Higher-tier plans (Gold, Diamond, Platinum, VIP) expand automated coverage but cost more.
Focused primarily on US people-search and marketing data brokers.
Optery: 85 to 600+ (Tiered)
Optery is transparent about tiered coverage. The $39/year Core plan covers 85+ brokers — comparable to DeleteMe's automatic coverage. The Extended plan ($149/yr) covers 275+ brokers with a dedicated human Privacy Agent. The Ultimate plan ($249/yr) covers 600+ brokers with unlimited custom removals.
Free Basic tier provides quarterly exposure reports and DIY opt-out guides for 200+ brokers.
Feature Comparison
| Feature | Incogni | DeleteMe | Optery |
|---|---|---|---|
| Free Scan/Tier | Free scan | No | Free Basic plan |
| Removal Frequency | Every 60-90 days | Quarterly | Monthly scans |
| Real-Time Dashboard | Yes | Reports only | Yes |
| Custom Removals | Unlimited (Unlimited plan) | 40-60/year | Unlimited (Ultimate plan) |
| Email/Phone Masking | No | Yes | No |
| Card Masking | No | Yes | No |
| Human Privacy Agent | No | No | Yes (Extended+) |
| Exposure Score | No | No | Yes |
| International Coverage | US, UK, EU, CA (34 countries) | US primarily | US primarily |
| Family Plans | Yes (multi-user) | Yes (2 or 4 people) | Yes (30% off per member) |
| Money-Back Guarantee | 30 days | 30 days | 30 days |
| Third-Party Audit | Yes (Deloitte) | No | No |
Incogni: Pros & Cons
Incogni is made by Surfshark, the VPN company. It launched in 2022 and has grown quickly thanks to competitive pricing and verified broker coverage. It is the only service with a Deloitte-audited broker count.
Pros
- + 420+ brokers verified by Deloitte audit
- + Lowest entry price (~$86/yr individual annual)
- + International coverage (34 countries)
- + Real-time dashboard with removal progress
- + Unlimited custom removals on premium tier
- + 24/7 live chat support
Cons
- - No free tier (only a free scan)
- - No email/phone masking tools
- - Newer company (less track record than DeleteMe)
- - No human Privacy Agent option
- - Monthly billing is expensive ($15.98/mo)
DeleteMe: Pros & Cons
DeleteMe by Abine is the oldest data removal service, operating since 2011. It is the most established brand in the space and includes unique identity masking features that the others lack.
Pros
- + Most established (since 2011, 14+ years)
- + Email, phone, and card masking included
- + Detailed quarterly removal reports
- + Good multi-year discount ($6.97/mo for 2 years)
- + Family plans for 2 or 4 people
Cons
- - Only ~85 brokers are removed automatically
- - "850+ brokers" claim is misleading (custom requests capped)
- - No free tier or free scan
- - No real-time dashboard (reports only)
- - US-focused only
- - Higher starting price than Incogni and Optery
Optery: Pros & Cons
Optery differentiates itself with a free tier, transparent tiered pricing, and a unique exposure score that quantifies your online data footprint. It is the most flexible option if you are unsure how much protection you need.
Pros
- + Free Basic plan with exposure reports
- + Cheapest paid tier ($39/yr Core plan)
- + Exposure score quantifies your data footprint
- + Dedicated human Privacy Agent (Extended+)
- + Most brokers on Ultimate (600+)
- + Transparent tier-based pricing
Cons
- - Core plan covers only 85 brokers (same as DeleteMe base)
- - Ultimate plan is expensive (~$249/yr)
- - Core limits you to one name and location
- - No third-party audit of broker coverage
- - US-focused primarily
- - No email/phone masking tools
Who Should Choose Which
The right service depends on your priorities. Here is our honest recommendation for each situation:
Best Overall Value
Incogni
Choose Incogni if you want the most brokers covered per dollar spent. At ~$86/year for 420+ verified brokers, it offers the best ratio. Especially strong for people outside the US (34 countries).
- Best for: Budget-conscious users who want broad coverage
- Best for: Non-US residents
- Best for: People who want verified claims
Most Established
DeleteMe
Choose DeleteMe if you value track record and want bonus features like email/phone masking. It has been doing this longer than anyone. The 2-year plan brings the price down significantly.
- Best for: People who trust established brands
- Best for: Those who want identity masking tools
- Best for: Families (clear 2- and 4-person plans)
Most Flexible
Optery
Choose Optery if you want to start free and scale up. The exposure score helps you understand your risk before paying. The Core plan at $39/year is the cheapest paid option anywhere.
- Best for: People unsure how much protection they need
- Best for: Those who want to try before committing
- Best for: High-risk individuals (Ultimate plan)
Decision Matrix
| Your Priority | Our Pick |
|---|---|
| Lowest cost for most coverage | Incogni Individual ($86/yr, 420+ brokers) |
| Cheapest possible paid option | Optery Core ($39/yr, 85 brokers) |
| Maximum broker coverage | Optery Ultimate ($249/yr, 600+ brokers) |
| Identity masking tools | DeleteMe (only one with email/phone masking) |
| Family coverage (4+ people) | DeleteMe Family ($329/yr for 4 people) |
| Outside the US | Incogni (34 countries covered) |
| Try before you buy | Optery Free Basic (free exposure scan) |
| Not sure / want to save money | DIY it for free |
Affiliate Disclosure
We may earn a commission if you sign up through our links in the future. This does not affect our recommendations — we only include services we have researched thoroughly. You can always go directly to their websites instead.
The Free DIY Alternative
Before spending money, consider that you can do everything these services do — for free. It takes more time, but it works just as well. PrivacyFix exists specifically to help you do this:
Privacy Audit
Get a personalized action plan based on your risk level. 2 minutes, free.
Opt-Out Tracker
Track your broker removal progress with 45-day follow-up reminders.
Broker Opt-Out Guide
Step-by-step instructions for 12+ major brokers with direct links.
State Rights Lookup
Check what privacy protections apply in your state.
If you live in California, the free DROP portal launches August 2026 and will handle removal from 500+ registered brokers automatically — no subscription required.
Frequently Asked Questions
Is paying for a data removal service worth it?
It depends on your time and risk level. If your hourly rate exceeds $10-15, a paid service often makes economic sense — manual opt-outs take 4-8 hours initially plus quarterly maintenance. If you are a public figure, stalking target, or someone with high exposure, paid services provide peace of mind through continuous monitoring. For most people, starting with DIY and upgrading only if needed is the smartest approach.
Can these services remove all my data from the internet?
No. No service — paid or free — can completely erase you from the internet. Data removal services only target data brokers (companies that collect and sell your info). They cannot remove government records, social media profiles, news articles, content you have posted yourself, or data held by companies you have a direct relationship with (banks, employers, doctors).
Will my data come back after removal?
Often, yes. Data brokers continuously collect information from public records, social media, and other sources. Your data can reappear within weeks to months. This is why all three services offer recurring removal — they scan and re-submit requests on a regular schedule. It is also why annual subscriptions are the norm.
Which service removes data the fastest?
All three submit requests similarly quickly, but actual removal speed depends on the broker, not the service. Most brokers process removals within 7-45 days. Incogni and Optery provide real-time dashboards so you can see progress. DeleteMe sends periodic reports instead.
Can I switch between services?
Yes. There is no lock-in. You can cancel one service and sign up for another at any renewal period. Previous removals remain in effect — switching services does not undo past work. All three offer 30-day money-back guarantees, so you can try one risk-free.
Do I need a data removal service if I live in California?
After August 2026, probably not for basic protection. California's DROP portal will provide free deletion from all registered brokers. However, a paid service may still be useful for ongoing monitoring, faster re-removal, and coverage of brokers not registered in California.
What is the difference between automatic and custom removals?
Automatic removals are handled by the service's software — it detects your data and submits removal requests without human intervention. Custom removals are for brokers not in the service's automated system — a human agent manually processes these. Custom removals are typically limited (DeleteMe caps at 40-60/year on its standard plan) unless you pay for premium tiers.
Are data removal services safe to use?
Yes, but you are sharing personal information with another company. All three services (Incogni, DeleteMe, Optery) need your name, addresses, email, and phone number to search for and remove your data. Review each service's privacy policy. Incogni is backed by Surfshark (a major VPN provider), DeleteMe by Abine (privacy company since 2011), and Optery is an independent privacy startup.
Still Not Sure?
Start with our free Privacy Audit to understand your actual risk level. Most people are surprised how much data is already out there. Then decide whether to tackle it yourself or invest in a service.