Optery vs DeleteMe vs Incogni: which data removal service protects you best?
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Online privacy is becoming increasingly difficult to maintain. Keeping your browsing activity and personal data hidden online is nearly impossible, especially when data brokers continuously collect and distribute user information. Even tools like incognito or private browsing modes offer only limited protection.
This is where data removal services come in. However, choosing between Optery, DeleteMe, and Incogni is not always straightforward. These services can be expensive, so it is important to understand which one actually offers the best value.
At first glance, Incogni stands out with coverage of more than 420 data brokers. Optery, however, offers flexible pricing plans that may appeal to many users. Meanwhile, DeleteMe provides personalized privacy guidance, which adds another factor to consider. To make the decision easier, I worked with the Cybernews research team to compare all three services in detail and evaluate which one delivers the most value.
Optery vs DeleteMe vs Incogni overview
Before I get started on all the Incogni vs DeleteMe vs Optery comparison details, let’s take a moment to reflect on the key quirks of each:
| Feature | Incogni | DeleteMe | Optery |
| Rating | 4.8/5 | 4.4/5 | 4.3/5 |
| Overall rank | #1 out of 5 | #2 out of 5 | #4 out of 5 |
| Availability | US, UK, EU, Canada, Switzerland, Norway, Liechtenstein | US, Canada, UK, Australia, Singapore, EU (select countries only) | US, Canada |
| Coverage | 420+ data brokers, over 2000 sites with custom removals | More than 850 brokers with automated and custom requests | Automated removals from up to 630 data brokers (depends on the plan), total coverage of up to 1345 sites via Unlimited Custom removals |
| Support | 24/7 live chat, email, phone support in Unlimited plans | Email, live chat, phone support during business hours (human privacy advisors included) | Email, priority support for Ultimate plan users |
| Free version | ❌ No (free scan available) | ❌ No (free scan available) | ✅ Yes (Free Basic plan available) |
| Free trial | ❌ No (30-day money-back guarantee) | ❌ No (7-day money-back guarantee before the first report) | ❌ No (30-day money-back guarantee) |
| Credit monitoring | ❌ No (available to a certain extent via Surfshark bundles) | ❌ No | ❌ No |
| Price | From $15.98/month ($7.19 with an annual plan) | From $10.75/month, option to pay by service with pricing on demand | From $3.99/month ($3.25 with an annual plan) |
| Discounts | ✅ Yes (SurfShark One+ bundle, Student and Graduate discounts) | ✅ Yes (multi-year subscription discounts) | ✅ Yes (Coupon code discounts of up to 20%) |
About Incogni
Founded in 2022 by SurfShark, one of the most reputable VPN service providers out there, Incogni is available for customers from the US, the UK, Canada, and many EU nations.
Incogni automatically covers over 420 data broker websites, and it removes your information on demand. The service will send automatic data removal requests to data brokers on your behalf every 60 to 90 days. Along with this, it also allows you to submit custom data removal requests, targeting over 2000 other websites.
It is also aligned with data privacy laws like the GDPR, CCPA, and PIPEDA, which helps retrieve and delete your personal information from sites that are unlawfully keeping it. Plus, I felt reassured when I found out that the service is vetted by Deloitte, a globally recognized accounting, security, and consulting firm.
Additionally, I liked the fact that you can get it more affordably by bundling it with SurfShark VPN and other services offered by the same company.
About DeleteMe
As my second contender for the throne, I’ve got DeleteMe. It was established back in 2010 as a service dedicated to online privacy protection. Fast forward a bit, and it’s now among the best options for data removal on a budget.
It's earned an A+ rating from the Better Business Bureau (BBB), which is a testament to its value and fairness. Still, it can’t rival Incogni in terms of the sheer number of data brokers covered.
The number goes up to 850 websites via custom requests. The best thing is that you can pay just for the service you need, so you don’t have to go with a long-term plan if you don’t need one. If you do, you can get basic coverage for just $10.75/month.
With quarterly reports, compliance with the GDPR, CCPA, and other data privacy acts, and around-the-clock support, it’s more than a solid pick for keeping your online privacy level high.
About Optery
Last but not least, I’ve got Optery as one of my top picks. This service was founded in 2020, and it aims to make data removal widely available. While not everyone can afford its pricey subscription plans, there’s a Free Basic choice with quarterly reports and automated data removal requests.
In total, Optery covers 1345 websites, including custom options and data brokers. Speaking of which, you can ensure automated coverage of up to 645 brokers, depending on the paid plan you choose.
One thing that stands out about this service is the before-and-after feature, which submits screenshots as confirmation of data removal. Plus, I liked the fact that it's got two US patents for data search technology, which makes it a safe and vetted option with the latest technological innovations in the field.
Incogni vs DeleteMe vs Optery: security measures and privacy policies
When it comes to the Incogni vs Optery vs DeleteMe debate, a lot of it comes down to security measures and compliance with major privacy policies. I’ve done some digging to help you make the right choice, and here’s how they stack up:
Incogni
- 256-bit AES encryption
- Vetted by the independent auditor Deloitte
- Compliance with GDPR, CCPA, and PIPEDA
- Two-factor authentication via authenticator apps
Incogni invests heavily in its robust security network, and that’s also clear when you consider the clearly outlined data collection and retention practices. I haven’t found any user feedback or information indicating any issues. Plus, it only collects the bare minimum of personal details for performing data removals.
DeleteMe
- 256-bit AES encryption
- 1.2 TLS encryption for data in transit
- Compliance with the GDPR, CCPA, and specific US state privacy laws
- Transparent data-sharing policy
DeleteMe is another solid pick in terms of data safety and security, and it runs a 24/7 Security Operations Center. You can use that to ensure the service is only monitoring the minimum data required for removals, and to maintain oversight of any removal attempts and collected data.
Optery
- 1.3 TLS for encrypting transit data
- 256-bit AES encryption
- AWS Key Management System
- SOC Type II certified
- Compliance with the CCPA, CPRA, and GDPR
Optery is completely transparent about the information it stores on users. It uses third-party services like Google, AWS, and Stripe, which makes it a safe and trustworthy option.
Incogni vs DeleteMe vs Optery: pricing and plans
In terms of pricing, these services offer a bit of something for everyone’s pocket. I didn’t like the lack of free trial options, though, but you can still get a free first check with all of them. Here’s how the pricing compares at a glance:
| Service | Incogni | DeleteMe | Optery |
| Pricing plan | Standard - $15.98/monthUnlimited - $29.98/monthFamily - $31.98/monthFamily Unlimited - $45.98/month | 1 Person Plan - $10.75/month2 People Plan - $19.08/monthFamily Plan - $27.42/month, On-demand pricing for individual and business services | Core - $3.99/monthExtended - $14.99/monthUltimate - $24.99/month(Free Basic plan is available) |
| Features | Standard - coverage of over 420 brokers, recurring removalsUnlimited - Standard features + 2000 additional sites, 24/7 phone supportFamily - Standard and Unlimited features + coverage for up to 5 family membersFamily Unlimited - Family account management, Unlimited custom removal requests | Individual link removal requests, custom removals, DeleteMe expert search, email submissions to breached companies | Free exposure reports and self-service removals, Core - Automated removals from 365+ sites, monthly automated scans and removalsExtended - Automated removals from 535+ sites, unlimited name variations and location removalsUltimate - Automated removals from 630+ sites, custom removals for up to 1345 sites |
Incogni vs DeleteMe vs Optery: availability
If you’re from the US, you’ll be able to use all of these services, but if you’re not, things can get complicated. They aren't equally widespread, and that also affects the compliance with data privacy laws across the globe.
Again, Incogni stands out as a great option with a wide coverage, as it’s available in 35 countries overall. The service can legally act on your behalf as long as you’re covered by the GDPR, the UK GDPR, CCPA, PIPEDA, and similar laws.
On the other hand, DeleteMe is available in countries like the US, Australia, Canada, Brazil, Singapore, select EU countries, and the UK. It’s not on Incogni’s level in terms of coverage, but it’s still a decent option aligned with data privacy laws like the GDPR and CCPA.
Finally, Optery comes in as a fairly limited choice, only serving users from the US and Canada. Its business plan does allow for international coverage, but only for those with high volume thresholds and spending.
Incogni vs DeleteMe vs Optery: automated data removal
Incogni submits automated removal requests on your behalf to over 420 data brokers compliant with the GDPR or CCPA. The service scans for matching profiles according to your data, and as soon as it flags a data broker site, it sends a removal request. It then follows up every 60 to 90 days and conveniently stores all the data for you to check and compare.
Plus, Deloitte has confirmed the audit frequency, so you can rest assured that the process will be appropriate.
On the flip side, DeleteMe uses a combination of an automated and a manual process. You’ll be required to fill in a comprehensive data sheet, which the tool will use for automated data removal requests. It covers more than 850 data brokers and other websites, according to the service you’ve selected.
Optery handles automated requests quarterly and gives you regular updates on the status of your personal info on websites that have already received removal requests. The service covers over 600 sites with monthly data removal requests via the Ultimate option.
Incogni vs DeleteMe vs Optery: customer support
Customer support options also vary greatly from one service to another. Starting with Incogni, you can rely on around-the-clock help via multiple channels, including:
- Live chat
- Phone support
- Help center
Still, bear in mind that only Unlimited Plan users can get in touch with the service representatives via phone calls.
As for DeleteMe, you can use the following options:
- Direct phone lines
- Live chat
- Email support
One significant advantage of this tool is that you can access phone support lines during business hours every day, regardless of your plan/paid service. Plus, I liked the option to chat with real human advisors and receive personalized attention that’s simply not available with any other data removal tool.
Finally, Optery offers the following:
- Email support
- Help center
- FAQ
Still, it doesn't feature a live chat channel or phone lines, but it compensates with impressively detailed documentation and visual reports on each data removal request.
How we tested these tools
To make sure we’re giving you fact-checked and unbiased takes on these tools, my team of Cybernews experts and I have come up with a unique ranking methodology:
- Functionality (30%). First, I looked at the data removal coverage in terms of data broker websites scanned. Plus, I checked for automated removal requests, their frequency, and overall monitoring capabilities.
- Pricing and value (20%). In terms of pricing, I searched for both affordable options for everyday users and high-end features for advanced and custom lookups. I also compared the subscription plans to see if you truly get extra value with higher trims.
- Privacy policy (20%). Moving on, I checked the transparency of data collection and storage, as well as compliance with major data privacy regulations.
- Ease of use (15%). Here, I mainly looked at the simplicity of the setup in general, as well as of the dashboards and user guides.
- Reputation and feedback (15%). Finally, I verified online reviews and feedback from existing users.
Incogni vs DeleteMe vs Optery: which one should you choose?
In the end, all of the mentioned services do their job quite effectively. The choice is up to your preference in terms of how automated you want the process to be, but I’d still highlight Incogni as my top pick. It’s perfect for sending automated removal requests without an excessive learning curve or hefty subscription plans.
On the other hand, DeleteMe ticks a lot of boxes, especially for those looking for consistent manual verification. I’d also recommend Optery for those looking for flexibility and extensive free functions.
Other reviews from Cybernews:
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Incogni vs Onerep: which data removal tool protects your privacy better?
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FAQ
How do data removal services like DeleteMe, Optery, and Incogni work?
Data removal services like DeleteMe, Optery, and Incogni all work by scanning for your provided information and reaching out to data brokers with automated removal requests.
Which one removes your personal data the fastest?
Incogni is the fastest data removal tool with the capacity to eliminate your information from data brokers within 30 to 45 days.
Are these services compliant with the GDPR and CCPA?
Yes, services like DeleteMe, Incogni, and Optery are all compliant with the GDPR and CCPA, as well as with some international data privacy regulations.
Can I use more than one data removal service at the same time?
Yes, you can use multiple data removal services simultaneously, which may improve data coverage but also increase costs.
How often should I renew my data removal subscription?
You should renew your data removal subscription continuously for long-term results. These services send recurring removal requests on specified periods, so it’s important to have an active subscription.
