
Both Incogni and Deleteme promise to scrub your personal information from the internet, but which one truly delivers on that promise? Data brokers have made it incredibly easy for anyone to find sensitive information about you with just a few clicks, and that comes with concerns about privacy, identity theft, and targeted marketing.
DeleteMe

DeleteMe has been in the data removal game since 2010, giving it a significant edge in terms of experience and industry knowledge. Here's what you need to know about DeleteMe:
Pricing and Plans
- Standard Solo Plan: Approximately $10.75 per month (billed annually)
- Two-person Plan: About $19 per month (billed annually)
- Two Year Plan: About $8.71 per month (billed bi-annually)
- Two Year Plan for Two people About $14.54 per month (billed bi-annually)
- No monthly plan option
- Full refund available if you cancel before receiving your first privacy report
- Pro-rated refunds for cancellations after the first report
Sign-up Process
DeleteMe requires a significant amount of personal information during the sign-up process, including:
- Email address
- Home address
- Phone number
- Full name
- Date of birth
- Gender
- Alternative email addresses and phone numbers
- Short versions of your name
- Previous addresses
- Employer information
- Relative information
- Photo ID (driver's license or passport, with the option to mask your photo)
While this extensive information gathering might seem counterintuitive for a privacy service, it actually allows DeleteMe to be more thorough in identifying and removing your data from various sources.
Key Features
- Comprehensive data removal: DeleteMe claims to scan 750 websites and remove your personal information from them.
- Quarterly privacy reports: Detailed PDF reports outlining the actions taken on your behalf.
- Custom removal requests: Users can manually flag search results for the DeleteMe team to remove.
- Email masking tool: Generates randomized email aliases to reduce spam when signing up for new accounts.
Effectiveness
In tests, DeleteMe often proves to be highly effective at removing personal information from online sources. After using the service, it became significantly more difficult to find public URLs containing personal information about the test subject.
Incogni

Incogni is a relatively new player in the data removal space, launched by Nord Security (the company behind NordVPN and NordPass). While it may lack the long-standing reputation of DeleteMe, it offers some unique features that make it an attractive option for many users.
Pricing and Plans
- Monthly Plan: $13 per month
- Annual Plan: Approximately $6.49 per month ($77.88 per year)
- Family plans available at a lower per-person rate
Sign-up Process
Incogni's sign-up process is notably simpler than DeleteMe's, requiring less personal information:
- Full name
- Date of birth
- Email address
- Phone number
- Current address
This streamlined approach may appeal to users who are hesitant to share extensive personal details, but it could potentially limit the service's effectiveness in some cases.
Key Features
- Real-time updates: Incogni provides ongoing updates on data removal progress, unlike DeleteMe's quarterly reports.
- Broader international availability: Available to residents of the US, UK, EU, Switzerland, and Canada (DeleteMe is US-only).
- Dynamic dashboard: Features filters to sort and view data removal requests by various criteria.
- Context on data brokers: Provides information about each site it's removing your data from, including potential risks.
Effectiveness
While Incogni showed noticeable results in reducing the amount of personal information available online, it wasn't quite as thorough as DeleteMe in tests. Some public listings remained findable, particularly when searching for alternate email addresses or phone numbers not provided during sign-up.
Head-to-Head Comparison
This table provides a quick, at-a-glance comparison of the key features and differences between DeleteMe and Incogni.
Feature | DeleteMe | Incogni |
---|---|---|
Pricing (Individual Annual Plan) | $129/year ($10.75/month) | $89.88/year ($7.49/month) |
Monthly Plan Option | No | Yes ($14.98/month) |
Websites Scanned | 750+ | 159+ |
International Availability | US only | US, UK, EU, Switzerland, Canada |
Personal Info Required at Sign-up | Extensive (including optional fields) | Basic (name, DOB, email, phone, address) |
ID Verification Required | Yes (photo ID) | No |
Update Frequency | Quarterly | Real-time / Monthly |
Custom Removal Requests | Yes | No |
Email Masking | Yes | No |
Phone Number Masking | Coming soon | No |
Credit Card Masking | Coming soon | No |
Dashboard Style | Premium feel, detailed PDF reports | Modern, real-time updates, dynamic filters |
Context on Data Brokers | Limited | Detailed information provided |
Years in Operation | Since 2010 | Recent (launched by Nord Security) |
Effectiveness (based on tests) | Very high | Good, but less thorough |
Family Plan Pricing | $27.42/month (billed annually) | $16.49/month (billed annually) or $32.98/month (billed monthly) |
Refund Policy | Full refund before first report, pro-rated after | Not specified in provided information |
Let's compare them directly across several important factors in detail
1. Coverage and Effectiveness
DeleteMe: With its claim of scanning 750 websites and its more comprehensive data collection during sign-up, DeleteMe appears to have an edge in overall coverage and effectiveness. The ability to provide alternate contact information and previous addresses allows for more thorough data removal.
Incogni: While Incogni's coverage is improving, it currently scans fewer sites (around 159 at the time of writing). Its effectiveness may be limited by the smaller amount of personal information collected during sign-up.
Winner: DeleteMe
2. User Interface and Reporting
DeleteMe: Offers a polished, premium-feeling dashboard with detailed PDF reports. The custom removal request feature is a significant advantage.
Incogni: Provides a clean, modern interface with real-time updates and dynamic filters. The context provided about data brokers is a nice touch.
Winner: Tie (depends on personal preference for detailed reports vs. real-time updates)
3. Pricing and Flexibility
DeleteMe: More expensive, with only annual billing options. However, it offers a pro-rated refund policy.
Incogni: More affordable, with both monthly and annual billing options. The ability to try the service month-to-month is a significant advantage for hesitant users.
Winner: Incogni
4. International Availability
DeleteMe: Limited to US residents only.
Incogni: Available in the US, UK, EU, Switzerland, and Canada.
Winner: Incogni
5. Additional Features
DeleteMe: Offers email masking and upcoming support for masked phone numbers and credit cards.
Incogni: Focuses primarily on data removal without additional privacy tools.
Winner: DeleteMe
6. Trust and Experience
DeleteMe: In operation since 2010, with a long track record in the data removal industry.
Incogni: A newer service backed by a reputable cybersecurity company (Nord Security).
Winner: DeleteMe (based on longevity, though Incogni's backing by Nord Security is noteworthy)
The Verdict: Which Service Should You Choose?
DeleteMe emerges as the superior choice for most users, particularly those residing in the United States. Its more comprehensive approach to data collection during sign-up, coupled with its broader coverage of data broker websites, makes it more effective at removing personal information from the internet.
The additional features offered by DeleteMe, such as email masking and custom removal requests, provide added value that justifies its higher price point. For users who are serious about minimizing their online footprint, the extra $50 per year for DeleteMe over Incogni is likely worth the investment.
However, Incogni remains a solid option, especially for users outside the United States or those who prefer a more budget-friendly solution with flexible billing options. Its real-time updates and user-friendly interface are commendable, and as a newer service, it has the potential to improve and expand its offerings over time.
Final Thoughts and Recommendations
- For US residents: If budget allows, choose DeleteMe for its more thorough approach and additional privacy features.
- For international users: Incogni is currently your best option among these two services, offering a good balance of effectiveness and affordability.
- For budget-conscious users: Start with Incogni's monthly plan to test the waters of data removal services. You can always switch to DeleteMe later if you feel you need more comprehensive coverage.
- For privacy enthusiasts: Consider using both services in tandem for maximum coverage, as there may be some non-overlap in the sites they target.
Remember, while these services can significantly reduce your online footprint, they can't completely erase your presence from the internet. Public records and government databases will always contain some level of personal information. However, by making it more difficult for data brokers and casual searchers to find your information, you're taking a significant step towards protecting your privacy in the digital age.
Whichever service you choose, the most important thing is to take action. In today's data-driven world, being proactive about your online privacy is not just a luxury – it's a necessity.
Disclaimer: The information provided in this article is based on research and testing conducted at the time of writing. Services may evolve and change over time, so it's always a good idea to check the latest offerings and reviews before making a decision.