Best Data Removal Services Compared (2026): DeleteMe vs Incogni vs Optery vs Locko.AI
Data removal services automate the tedious process of opting out of data brokers — the companies that collect and sell your personal information. But not all services work the same way, cover the same brokers, or provide the same level of proof that removals actually happened.
This comparison covers four leading services in 2026: DeleteMe (by Abine), Incogni (by Surfshark), Optery, and Locko.AI. We compare them on price, broker coverage, technology approach, evidence and verification, and guarantees. All information is based on publicly available data from each company's website and published materials as of early 2026.
Quick comparison table
| Feature | DeleteMe | Incogni | Optery | Locko.AI |
|---|---|---|---|---|
| Starting price | $10.75/mo (annual) | $6.99/mo (annual) | $9.99/mo (annual) | $8/mo (annual) |
| Monthly price | $12.99/mo | $12.99/mo | $14.99/mo | $10/mo |
| Broker coverage | 750+ | 180+ | 350+ | 723+ |
| Removal method | Human operators + automation | Automated requests | Automated + manual | Fully autonomous agents |
| Verification | Privacy reports (quarterly) | Dashboard status updates | Before/after screenshots | Before/after screenshots with timestamps |
| Monitoring frequency | Quarterly scans | Continuous | Continuous | Continuous |
| Family plans | Yes (2 people) | No | Yes (4 people) | No (planned) |
| Free tier | No | No | Free exposure report | Free risk score + exposure scan |
DeleteMe
Founded: 2011 (by Abine, a privacy software company) Approach: Hybrid human-and-software model
DeleteMe is the longest-running data removal service and the most widely known. It was the first consumer service to offer data broker removal at scale.
How it works
DeleteMe uses a combination of human privacy experts and software to submit opt-out requests on your behalf. After you sign up and provide your personal details, their team searches data broker sites, submits removal requests, and generates a privacy report showing what was found and removed.
Pricing
- Individual annual: $129/year ($10.75/month)
- Individual monthly: $12.99/month
- Two-person annual: $229/year
- Family plans available for 2 people
Strengths
- Largest broker coverage. DeleteMe claims coverage of 750+ data brokers, the highest count among established services.
- Longest track record. Over a decade of operation means they have established relationships and processes with many brokers.
- Human oversight. The hybrid model means a human reviews edge cases that automated systems might miss.
Limitations
- Quarterly reporting cadence. Privacy reports are generated quarterly, meaning there can be a lag between a removal happening and you learning about it.
- Limited real-time visibility. The dashboard is less interactive than some competitors.
- Higher price point for families. The two-person plan is $229/year, which is steep compared to alternatives.
Incogni
Founded: 2022 (by Surfshark, a VPN company) Approach: Fully automated request submission
Incogni takes a software-only approach to data broker removal. It is the most affordable option and integrates with Surfshark's broader privacy product suite.
How it works
After you provide your personal details, Incogni's automated system sends removal requests to data brokers on your behalf. The dashboard shows the status of each request (sent, in progress, completed). Incogni cites applicable privacy laws (CCPA, GDPR, etc.) in its requests.
Pricing
- Annual: $83.88/year ($6.99/month)
- Monthly: $12.99/month
- Bundled with Surfshark One+: Often available as part of Surfshark's VPN bundle
Strengths
- Most affordable. At $6.99/month on the annual plan, Incogni is the lowest-cost option.
- Clean dashboard. The interface clearly shows request status by broker, with progress indicators.
- VPN bundle. If you already use Surfshark, the combined value is strong.
Limitations
- Smaller broker coverage. Incogni covers 180+ brokers — significantly fewer than DeleteMe, Optery, or Locko.AI. Many people-search sites and marketing data brokers are not covered.
- Limited verification. The dashboard shows request status (sent, completed), but does not provide before/after screenshots or independent proof that data was actually removed. You are relying on the broker's response.
- No free tier. There is no way to see your exposure before committing to a paid plan.
Optery
Founded: 2021 Approach: Automated with before/after screenshots
Optery differentiates itself through transparency — specifically, by providing before-and-after screenshots that show your profile on a broker site before removal and the absence of your profile after.
How it works
Optery scans data broker sites for your profile, captures screenshots of found listings, submits removal requests, and then re-scans to capture post-removal screenshots. The dashboard shows this evidence for each broker.
Pricing
- Basic annual: $119.88/year ($9.99/month)
- Basic monthly: $14.99/month
- Ultimate tier: $24.99/month (more brokers, faster processing)
- Family plans: Up to 4 members
Strengths
- Before/after screenshots. Optery was one of the first services to provide visual evidence of removal. This is a significant trust advantage over services that only show status labels.
- Tiered broker coverage. The Ultimate tier covers more brokers than the Basic tier, giving users a choice between cost and comprehensiveness.
- Free exposure report. You can see which brokers have your data before paying, which is useful for evaluating the service.
Limitations
- Coverage splits across tiers. The Basic tier covers fewer brokers, so you may need the more expensive Ultimate tier for adequate coverage.
- Processing time. Some users report longer wait times for removals on certain brokers compared to competitors.
- Price of comprehensive coverage. The Ultimate tier at $24.99/month is among the more expensive options.
Locko.AI
Founded: 2026 Approach: Autonomous agent architecture with evidence-first verification
Locko.AI is the newest entrant in this comparison. It uses an autonomous agent architecture — three specialized AI agents (Scout, Executioner, Auditor) that handle discovery, removal, and verification respectively.
Full disclosure: this blog is published by Locko.AI. We will present the same factual framework used for the other services and let readers make their own comparisons.
How it works
Locko.AI's Scout agent scans 723+ data broker sites for your profile using fuzzy matching and confidence scoring. When profiles are found, the Executioner agent submits removal requests — handling web forms, email opt-outs, CAPTCHAs, and verification links automatically. The Auditor agent then re-scans each broker after 30-90 days to verify removal and captures timestamped before-and-after screenshots as evidence.
Pricing
- Free tier: Privacy risk score and exposure scan (no removal)
- Core annual: $96/year ($8/month)
- Core monthly: $10/month
- Pro annual: $288/year ($24/month)
- Pro monthly: $29/month
Strengths
- Evidence-first approach. Every removal includes before-and-after screenshots with timestamps, chain-of-custody metadata, and verification scans. This evidence is designed to be usable in legal proceedings if needed.
- Autonomous agents. The three-agent architecture (Scout, Executioner, Auditor) specializes each stage of the pipeline, which is designed to improve accuracy and reliability versus monolithic automation.
- Free exposure scan. You can see your risk score and which brokers have your data before committing to a paid plan.
- Competitive pricing. At $8/month (annual), the Core tier is priced below DeleteMe and Optery's standard tiers while covering 723+ brokers.
Limitations
- New to market. Locko.AI launched in 2026 and does not have the multi-year track record of DeleteMe or Optery. Long-term reliability is unproven.
- No family plans yet. Multi-person plans are on the roadmap but not available at launch.
- Smaller team. As a newer company, the support team and operational scale are smaller than established competitors.
How to evaluate a data removal service
Beyond the specific services compared here, these are the factors that matter most when choosing any data removal service:
Broker coverage
More is generally better, but the composition matters too. A service that covers 200 people-search sites but no marketing data brokers is solving a different problem than one that covers both. Ask specifically which categories of brokers are included.
Verification and evidence
This is the most important differentiator. A service that tells you "removal complete" without evidence is asking you to trust their claim — which means trusting both the service and the broker. Services that provide screenshots or other verifiable proof (Optery, Locko.AI) give you something to check.
Consumer Reports found in a 2024 study that only about 35% of data broker removals persisted after six months. Without verification, you may believe you are protected when your data has already reappeared.
Monitoring and re-removal
Data brokers continuously re-collect data from public records and other sources. Any service worth paying for should include ongoing monitoring and automatic re-submission of removal requests when data reappears. One-time removal is not sufficient.
Legal basis
Effective removal requests cite the applicable legal authority — CCPA, GDPR, state privacy laws. Some brokers will ignore requests that do not reference a legal basis. Ask whether the service tailors its requests to the relevant jurisdiction.
Data handling
You are giving the service your personal information to submit removal requests on your behalf. Ask how they protect your data, whether they share it with third parties, how long they retain it, and what happens if you cancel.
Our recommendation
There is no single best service for everyone. The right choice depends on your priorities:
- Tightest budget: Incogni at $6.99/month, but understand the trade-off in broker coverage.
- Longest track record: DeleteMe has been doing this since 2011 and covers the most brokers.
- Best evidence: Optery and Locko.AI both provide before/after screenshot evidence. Locko.AI adds timestamps and chain-of-custody metadata designed for legal use.
- Best value with evidence: Locko.AI's Core tier at $8/month covers 723+ brokers with full evidence, which is a strong combination of coverage, verification, and price.
- Need to see exposure first: Optery and Locko.AI both offer free exposure scans before you commit.
Whatever you choose, using any reputable data removal service is dramatically better than doing nothing. The data broker industry profits from your inaction. Taking any step to reclaim your information is worthwhile.
Frequently asked questions
Are data removal services worth the money?
For most people, yes. Manual removal across 200+ people-search sites alone takes 100-300 hours, and data reappears within months. At $8-13/month, automated services save hundreds of hours annually. The key is choosing a service that verifies removals — not just submits requests.
Can I use multiple data removal services at the same time?
Technically yes, but it is usually unnecessary and wasteful. Most services cover overlapping sets of brokers. A better approach is choosing one service with broad coverage and good verification, then supplementing with manual opt-outs for any specific brokers not covered.
What happens to my data if I cancel a data removal service?
Your existing removals remain in effect, but monitoring and re-submission stop. Over time — typically 3-12 months — data brokers may re-add your information from ongoing collection. Some services (including Locko.AI) provide an export of your removal evidence when you cancel.
See which data brokers have your information right now. Locko.AI's free privacy risk score scans 700+ broker databases in 30 seconds.
Take back control of your data
Take the privacy risk assessment to see which brokers have your personal information — then let Locko handle the removals automatically.