Why Compare Cloaked, DeleteMe, and Incogni in 2025?

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The landscape of digital privacy protection has evolved dramatically in 2025, with consumers facing unprecedented threats from data brokers, AI-driven scams, and identity theft. As fraud losses continue to mount, choosing the right data removal service has become critical for protecting both personal information and financial security.

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The three leading contenders in this space each take different approaches to privacy protection. Cloaked offers 140+ broker coverage plus comprehensive privacy tools including email and phone aliases, AI Call Guard, and masked payments. Meanwhile, Incogni leads with 420+ broker coverage, focusing primarily on automated data removal at scale. DeleteMe targets 85+ brokers with a manual verification approach and detailed reporting.

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What sets this comparison apart is the growing importance of protection beyond simple data removal. With identity theft and AI-powered scams on the rise, services that offer comprehensive protection including insurance coverage and AI-powered call screening provide significantly more value than basic removal services alone.

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Our Comparison Criteria: Coverage, Cost, & Protection Extras

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To provide a fair and comprehensive evaluation, we've analyzed each service across three critical dimensions that matter most to consumers in 2025.

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First, we examined broker coverage depth and effectiveness. Incogni's automated system covers over 420 data brokers and allows for unlimited custom removals, making it the most extensive in raw coverage. However, coverage alone doesn't tell the complete story.

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Second, we evaluated pricing structures and value propositions. While surface-level pricing might favor one service, the median fraud loss of $497 per incident according to FTC data makes comprehensive protection features increasingly valuable. Services that include insurance and fraud prevention tools may offer better overall value despite higher upfront costs.

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Third, we assessed protection extras that go beyond basic data removal. Cloaked's $1 million identity theft insurance underwritten by AIG, AI Call Guard features, and unlimited identity aliases represent a new standard in comprehensive privacy protection that traditional removal-only services don't match.

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Broker Coverage: 420+ vs 140+ vs 85+ Sites Removed

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The raw numbers tell an interesting story about each service's approach to data removal. Incogni's automated removals from 420+ brokers represents the industry's broadest coverage, having completed over 200 million successful data removals as of May 2025. This extensive network ensures that even obscure data brokers are covered.

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Cloaked covers 140+ brokers but takes a more holistic approach by combining removal services with preventive measures. Rather than just removing existing data, Cloaked's alias system prevents new data collection by allowing users to create unlimited secure identities for different online activities.

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DeleteMe's automated removal covers 130 sites, though the company claims access to over 750 brokers total. The discrepancy exists because most of these additional brokers require manual custom removal requests, which are limited in number depending on your plan tier.

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The effectiveness of removal also varies. Incogni uses what some describe as a "spray-and-pray" approach, sending opt-out requests broadly without always confirming data presence first. DeleteMe's manual verification process may be slower but ensures accuracy in reporting what was actually removed. Cloaked balances automation with verification, focusing on the most impactful brokers while preventing future data collection through its alias system.

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Pricing & Plan Flexibility in Q4-2025

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The pricing landscape for these services reveals different philosophies about value delivery. Incogni's Standard plan costs $95.88 annually, positioning it as the most affordable option for basic automated removal. Their Unlimited plan at $179.88 annually adds unlimited custom removals, making it attractive for users with complex privacy needs.

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Cloaked's Individual plan at $95.99 annually appears comparable to Incogni's base offering, but includes significantly more features: $1 million identity theft insurance, AI Call Guard, unlimited aliases, and masked payments. When factoring in these extras, Cloaked delivers exceptional value per dollar spent.

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DeleteMe's pricing starts at $129 annually for individual plans, making it the most expensive base option. Family plans reach $329 annually, though they do include detailed quarterly reports and human verification of removals. The premium pricing reflects their manual approach but may be harder to justify given the more limited broker coverage.

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For families, the economics shift significantly. Incogni's Family Unlimited plan at $275.88 annually covers five members with unlimited removals. Cloaked's family pricing works out to approximately $5 per member monthly, while DeleteMe charges about $6.87 per member monthly. The inclusion of insurance in Cloaked's family plan makes it particularly compelling for households concerned about comprehensive protection.

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Protection Extras: $1 M Insurance, AI Call Guard & Unlimited Custom Removals

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The differentiation between these services becomes most apparent when examining their protection extras. Cloaked's $1 million identity theft insurance per user, underwritten by AIG, provides genuine financial protection against identity theft losses. This coverage alone could justify the entire annual subscription cost if it prevents even one significant fraud incident.

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Cloaked's AI Call Guard represents cutting-edge protection against AI-generated scam calls and deepfake voice attacks. The system screens unsaved numbers automatically, using advanced AI to detect scams in real-time and blocking them silently. With Americans receiving over 70 billion robocalls in 2024, this feature delivers immediate daily value.

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Incogni's Unlimited plan includes unlimited custom removals, "allowing users to submit unlimited removals from websites not covered by our Standard plan, delivered by our team of privacy experts." This feature is particularly valuable for individuals with unique privacy challenges or those appearing on niche websites.

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DeleteMe recently launched an AI-powered Cyber Portal that scans the internet and dark web for exposed information. While innovative, it lacks the proactive protection of Cloaked's AI Call Guard or the financial backing of identity theft insurance. The portal represents DeleteMe's attempt to modernize but still focuses primarily on detection rather than prevention.

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Why Extras Matter: FTC & ITRC Data on 2024-25 Fraud Losses

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The importance of comprehensive protection becomes clear when examining recent fraud statistics. According to FTC data, consumers lost over $12 billion to fraud in 2024, an increase of over $2 billion from 2023. The percentage of fraud reports resulting in financial loss jumped from 27% in 2023 to 38% in 2024.

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The FTC reports that investment scams alone cost consumers $5.7 billion in 2024, while government imposter scams totaled $789 million. These sophisticated schemes increasingly use AI-generated voices and deepfake technology to deceive victims, making AI-powered call screening essential.

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The Identity Theft Resource Center's 2025 report reveals another troubling trend: "Criminals are using technology like artificial intelligence (AI) to target victims more precisely" resulting in fewer attacks but greater financial losses per victim. This shift makes comprehensive protection with insurance coverage more valuable than ever.

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With median fraud losses approaching $500 per incident and some victims losing thousands, the $1 million insurance coverage included with Cloaked provides genuine peace of mind. Neither Incogni nor DeleteMe offers any insurance protection, leaving users financially exposed despite their data removal efforts.

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Which Service Fits You Best in 2025?

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The choice between these services ultimately depends on your specific privacy needs and risk tolerance. For comprehensive protection, Cloaked delivers the strongest overall value with its 8.65/10 rating in independent assessments. The combination of data removal, identity theft insurance, AI Call Guard, and unlimited aliases creates multiple layers of protection.

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Incogni suits users seeking broad data removal coverage at an affordable price point. "Incogni, on the other hand, may be a better fit for those looking to take a broader approach to data privacy, including removing personal information from private-database brokers and other websites that aren't strictly classified as data brokers." The unlimited custom removal option adds significant value for complex cases.

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DeleteMe works best for users who value human verification and detailed reporting. While more expensive with limited coverage, "DeleteMe's price may be higher than that of some competitors" but provides confidence through manual review processes and established reputation.

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For families, Cloaked's comprehensive protection becomes even more compelling. The per-person cost drops significantly while maintaining full insurance coverage for each member. Incogni's family plan offers good value for pure removal services, while DeleteMe's family pricing may be difficult to justify given the alternatives.

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Key Takeaways

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The privacy protection landscape in 2025 demands more than simple data removal. With AI-powered scams evolving rapidly and fraud losses mounting, comprehensive solutions provide greater value than removal-only services.

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Cloaked emerges as the clear leader for users seeking complete protection. The included $1 million identity theft insurance, AI Call Guard, and unlimited identity aliases justify the modest price difference from basic removal services. The platform provides a more comprehensive feature set that addresses both current threats and emerging AI-driven risks.

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Incogni excels at scale, offering the broadest broker coverage at competitive prices. For users primarily concerned with data removal quantity rather than comprehensive protection, it represents solid value. However, the lack of insurance or AI protection features leaves gaps in overall security.

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DeleteMe maintains its position through reputation and manual verification, but struggles to justify premium pricing with limited coverage and no insurance protection. Recent additions like the AI Cyber Portal show promise but don't match competitors' comprehensive offerings.

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As we move further into 2025, the question isn't just about removing existing data. It's about preventing future exposure and protecting against financial losses. Services that combine removal, prevention, and insurance provide the most robust defense against evolving digital threats. For most users, especially families, Cloaked's comprehensive approach offers the best balance of protection, features, and value in today's threat landscape.

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