Incogni Review 2026: Is the Surfshark Service Worth $95.88/Year?
Incogni is Surfshark's data removal product. It sends legal letters to ~180 brokers using CCPA and GDPR authority. At $95.88/year it sits between EasyOptOuts ($19.99) and DeleteMe ($129). The main limitation: legal letters add 2–4 weeks of delay compared to direct opt-outs.
Incogni
Good for: users who need EU/UK/Canada coverage and want a mid-price subscription. Not ideal for urgent removal, US-only users looking for the cheapest option, or anyone uncomfortable storing data with a third party.
What Incogni does
Incogni is Surfshark's data removal service, launched in 2021. You create an account, provide your personal details, and sign a legal authorization. Incogni then sends formal deletion requests, citing CCPA (California), GDPR (EU), PIPEDA (Canada), or UK GDPR depending on your location, to approximately 180 data brokers.
The subscription includes ongoing monitoring: when brokers re-list your data (which happens frequently as they refresh from public records), Incogni automatically re-submits requests.
The middleman lag problem
Incogni's legal letter approach creates what we call "middleman lag", the time added to the opt-out process because a third-party intermediary must generate, send, and track a formal legal request rather than the individual contacting the broker directly.
- ·Processing time, brokers have 45 days under CCPA to respond to formal legal requests. Direct opt-out forms are often processed within days.
- ·Legal threshold, some brokers treat agent letters differently from individual requests; CCPA explicitly gives individuals the right to opt out directly without a third party.
- ·Verification delays, Incogni must verify your identity and authorization before sending. This adds days to the start of the process.
For most users this delay is acceptable. If you need your data removed urgently (say, before a job application or moving to a new address), the 2–4 week processing window matters.
Criterion-by-criterion breakdown
| Criterion | Score | Notes |
|---|---|---|
| Price | 7/10 | $95.88/yr Standard, cheaper than DeleteMe, more than EasyOptOuts |
| Coverage | 7/10 | ~180 brokers; includes EU, UK, Canada, unique among mainstream services |
| Success rate | 6/10 | Legal letters are effective; some brokers require direct contact that letters cannot force |
| Privacy during removal | 5/10 | Your profile stored on Surfshark servers; requires signed authorization |
| Speed | 5/10 | Legal letter processing adds 2–4 week "middleman lag" vs direct opt-outs |
| Method transparency | 7/10 | Publishes progress dashboard; clear about legal letter approach |
| Monitoring | 9/10 | Ongoing monitoring and automatic re-submission included in subscription |
Incogni vs alternatives
vs DeleteMe
DeleteMe covers 750+ brokers vs Incogni's ~180. DeleteMe costs $33 more per year. If you're US-only and want max coverage, DeleteMe wins. For EU/UK, Incogni is one of few options.
vs EasyOptOuts
EasyOptOuts ($19.99/yr) is 5× cheaper. Incogni's legal letter approach is likely more effective than EasyOptOuts bots for GDPR-protected users. US-only users get similar bot-vs-letter trade-off.
vs Optery
Optery has a free tier and tiered pricing. Incogni covers more brokers on its paid plan. Optery's screenshot documentation is unique. No EU coverage from Optery.
vs OfflistMe ($7 one-time)
OfflistMe is a one-time $7 with no middleman lag, you send opt-out emails directly from your inbox, citing CCPA/GDPR yourself. Incogni handles monitoring; OfflistMe does not re-scan automatically.
FAQ
Is Incogni legit?
Yes. Incogni is a legitimate service operated by Surfshark B.V., a company incorporated in the Netherlands and known for its VPN product. Incogni uses legal frameworks (CCPA, GDPR) to send formal deletion requests to data brokers. It is included in multiple independent privacy service reviews and has a verified Trustpilot presence.
How many brokers does Incogni cover?
Incogni covers approximately 180 data brokers as of early 2026, across the US, UK, EU, and Canada. This is less than DeleteMe (750+) but more than EasyOptOuts (~100). The exact number varies as Incogni adds brokers over time.
What is the best Incogni alternative?
For US-only removal: OfflistMe at $7 one-time is the cheapest option with no subscription. For broader automation: DeleteMe ($129/yr) has 4× more brokers. For the lowest subscription cost: EasyOptOuts ($19.99/yr), though success rates are lower. For EU/UK needs: Incogni remains the strongest option as most competitors focus only on US brokers.
What happens to your data when you cancel Incogni?
When you cancel Incogni, they stop submitting new removal requests and monitoring for re-listings. Data that was successfully removed may re-appear on broker sites after cancellation, as brokers periodically refresh their databases. Incogni's privacy policy governs how long they retain your personal profile after cancellation.
Related reading
Skip the middleman lag
OfflistMe generates CCPA and GDPR opt-out emails that you send directly, brokers respond within days, not weeks. One-time $7 vs $95.88/year.
Start free → $7 to unlock all 300+