Incogni vs. Cloaked: Which Data Removal Service Actually Delivers?

Data brokers and people-search sites make a business out of collecting and reselling your personal information, your name, address, phone number, even relatives and daily habits, to anyone willing to pay. That exposure is what fuels everything from spam calls to more serious risks like identity theft and stalking. A growing number of services now promise to get your information back offline, and Incogni and Cloaked are two of the bigger names in that space. But they’re built around different ideas of what a privacy service should be: one is a focused data removal tool, the other is a broader privacy suite that happens to include data removal as one feature among many.

We put them side by side on price, coverage, and how each one backs up its claims, so you can figure out which is actually worth your money if data broker exposure is the problem you’re trying to solve.

>> Learn More: Best Data Removal Services of 2026

Quick Comparison

Our Methodology

We tested Incogni hands-on over several weeks, building a real profile, submitting real removal requests, and tracking the dashboard’s reported progress against what we could independently verify. For Cloaked, we researched its published coverage claims, pricing, and policies directly from the company’s own site rather than running a parallel test, so treat the Cloaked figures here as reported rather than independently confirmed.

Price Comparison

On paper, Cloaked’s entry-level monthly price looks close to Incogni’s, and its annual plans aren’t far off either. But that price buys two very different things. Incogni’s Standard plan is built around one job: finding and removing your data from data broker sites. Cloaked’s Individual plan bundles data removal in with masked phone and email aliases, a VPN, a password manager, spam call blocking, and identity theft insurance.

If a privacy suite is what you’re after, that bundle might be worth the few extra dollars a month. But if data removal is the actual problem you’re trying to solve, and it’s the reason most people land on either of these services in the first place, Incogni gets you there for less, without paying for features you may not use.

Multi-user pricing tells a similar story. Incogni’s Family plan covers five people for $15.99 a month, while Cloaked’s comparable multi-user tier only covers two people at nearly the same price. You’d need Cloaked’s top Family plan, which covers four, to get close to what Incogni offers for five at a lower monthly cost. Run the math per person and the gap widens further: Incogni’s Family plan works out to a little over $3 per person each month, while Cloaked’s Family plan lands closer to $6 per person for one fewer household member covered.

Winner: Incogni. It costs less on every comparable tier, and its Family plan covers more people per dollar than Cloaked’s.

Data Removal Coverage

Incogni advertises automated removal from 420+ data brokers. Cloaked advertises 1,000+. On the surface, that makes Cloaked look like the bigger number by a wide margin, but there’s more to the story once you look at what’s actually behind each figure.

Cloaked advertises continuous automated removal from 1,000+ sites. That sounds like the bigger number compared to Incogni’s 420+. However, we checked Cloaked’s list of monitored sites and found that only 350+ of those are actual data brokers. The over 700 sites remaining are general company websites like retailers and airlines rather than the people-search and data-broker sites most likely to expose you to spam, scams, or identity theft. Incogni’s 420+ figure already covers more genuine data brokers than Cloaked’s entire broker count, and that’s even before we consider the 3,000+ sites Incogni has removed real customers’ data from through Custom Removals.

That figure comes from a feature worth understanding on its own. Custom Removals is user-submitted: customers flag a specific site outside Incogni’s standard 420+ broker list, and Incogni’s privacy team works that removal by hand rather than through automation. Cloaked doesn’t offer an equivalent. If you find your data on a site outside its standard list, you’re on your own for the opt-out.

>> Related Reading: How to Remove Your Personal Information From the Internet

Winner: Incogni. Its 420+ figure is entirely data brokers, and it beats Cloaked’s actual data-broker count before Custom Removals adds another 3,000+ sites on top.

Verification and Transparency

Anyone can publish a number on their own website. What matters is whether that number holds up when someone outside the company checks it, and that’s the real difference between how Incogni and Cloaked back up their claims.

Incogni’s data removal claims, including its broker coverage, the volume of requests it’s processed, and how often it resubmits requests to keep data from reappearing, have been independently verified by Deloitte, one of the largest audit firms in the world. That’s a meaningful step in an industry where most companies simply ask you to take their numbers at face value. Deloitte’s review covered whether Incogni actually receives confirmation from brokers when data is removed, not just whether requests go out, which is a more rigorous bar than most competitors are held to.

We didn’t find anything comparable for Cloaked. That doesn’t necessarily mean its removals don’t work, but it does mean you’re relying entirely on the company’s own reporting, with no outside check on whether the numbers hold up. For a service you’re trusting with your name, address, and phone number, that’s a real difference, and it’s the kind of thing worth weighing alongside price and feature counts rather than after them.

9. It’s the only one of the two with an independent audit backing its numbers.

What Else Each Service Offers

Neither of these tools is a one-trick pony, so it’s worth a quick look at what else you’re getting.

Cloaked leans into being a broader privacy suite:

• Masked phone number and email aliases
• Built-in VPN
• Password manager with AI-powered password changing
• Spam and robocall call blocking
• Identity theft insurance up to $1 million
• Dark web and SSN exposure monitoring

Incogni stays narrowly focused on data removal:

• Automated removal requests to 420+ data brokers
• Recurring re-scans and suppression to keep removed data from reappearing
• Custom Removals for sites outside its standard list (Unlimited plan)
• A dashboard that shows request-by-request status and average resolution times

If you want one app to handle your whole privacy setup, Cloaked’s bundle has more moving parts. But that breadth comes at the cost of focus, and Incogni’s narrower scope is exactly what let it commission a third-party audit specific to data removal in the first place. It’s a lot easier to verify one job done well than a dozen features done adequately.

That’s not a knock on bundling as a concept. Plenty of people would rather manage one subscription than five. But it does mean that when you’re evaluating Cloaked, you’re evaluating a company that has to build and maintain a VPN, a password manager, call blocking, and insurance underwriting alongside its data removal engine, all under one price tag. Incogni’s team only has one job to get right, and the Deloitte audit suggests they’re spending real resources making sure they get it right.

Winner: Cloaked, on feature count. It bundles more tools into one subscription. But if data removal is the reason you’re comparing these two in the first place, that breadth doesn’t outweigh Incogni’s narrower, audited focus.

Who Each One Is Better For

For most people whose main concern is spam calls, people-search listings, and data broker exposure, which is the problem both of these services are ultimately selling a fix for, Incogni is the stronger, better-verified choice overall. Cloaked isn’t a bad product, but its data removal claims ask for more trust than Incogni’s do, at a higher price for the removal-focused plan tier.

Choose Incogni if you want the most verified, cost-effective option specifically for getting your data off broker sites, and you’d rather add other privacy tools separately if you need them. This is also the better pick if you want a clear, auditable picture of exactly what’s being covered and how well it’s working.

Choose Cloaked if you’re looking to consolidate several privacy tools into one subscription, don’t mind paying a bit more for the convenience, and are comfortable with a data removal claim that hasn’t been independently audited.

For the full breakdown of our hands-on testing, including how Incogni performed over two weeks of real removal requests, read our complete Incogni review.

Bottom Line

Cloaked packs more features into its subscription, but Incogni does the one thing both services are fundamentally selling, removing your personal information from data broker sites, more cheaply and with independent verification Cloaked hasn’t matched. Cloaked’s bundle might make sense for someone who specifically wants a VPN and password manager alongside their data removal, but for the core job both companies are built around, Incogni is the better bet, and the numbers behind that recommendation are the kind you can actually check.