You’ve probably never heard of Spokeo, BeenVerified, or Whitepages — but they’ve definitely heard of you. These companies are data brokers, and they know your home address, phone number, email, age, family members’ names, income estimate, and a lot more. They package all of it into a neat profile and sell it to anyone who’s willing to pay.
If you’ve ever wondered why you get so many spam calls, junk mail, or creepy targeted ads — data brokers are the reason. They’re the invisible industry that profits from selling your personal life.
This guide explains exactly what they are, how they got your data, and what you can do about it.
In this post:
- What data brokers are and how they work
- The types of personal information they collect
- Where data brokers get your data
- Who buys your information (and why)
- The real dangers of data broker exposure
- How to remove yourself from data broker sites
Want to see how exposed you are right now? Run a free Optery scan — it checks dozens of data broker sites in seconds and shows you exactly where your personal information is listed. No credit card required.
What Are Data Brokers?
Data brokers are companies that collect, package, and sell your personal information — usually without your knowledge or consent. They operate a multi-billion dollar industry that most people have never heard of, despite being directly affected by it every single day.
There are over 4,000 data brokers operating in the United States alone. Some of the most well-known include Whitepages, Spokeo, BeenVerified, TruePeopleSearch, Intelius, and MyLife — but there are hundreds more operating behind the scenes that you’ll never see.
These companies build detailed profiles about you by pulling information from dozens of sources, then make those profiles available to anyone who wants them — for free or for a small fee. That “anyone” includes legitimate businesses, but also scammers, stalkers, identity thieves, and just plain nosy people.
Think of data brokers as middlemen. They don’t create your information — they gather it from everywhere else and centralize it into one searchable profile. The result is that a complete stranger can type your name into Google and find your home address, phone number, and family members’ names within 30 seconds.
What Personal Information Do Data Brokers Collect?
The short answer: almost everything. Data brokers collect and sell a disturbingly comprehensive range of personal information, including:
Basic identity information: Full name, aliases, date of birth, age, gender
Contact information: Current and past home addresses, phone numbers (cell and landline), email addresses
Family and relationships: Names of spouse, parents, children, siblings, roommates, and associates — plus their contact information
Financial data: Estimated income, net worth estimates, credit score ranges, property values, mortgage information
Property records: Homes you own or have owned, purchase prices, property tax records
Legal records: Court filings, criminal records, bankruptcies, liens, judgments
Online activity: Shopping habits, browsing history, social media profiles, app usage data
Lifestyle data: Political affiliations, religious beliefs, hobbies, magazine subscriptions, charitable donations
All of this is compiled into a single profile about you that can be searched, purchased, and downloaded by anyone. And the scary part? Most people have no idea these profiles exist.
See what data brokers know about you → Optery’s free scan shows you exactly which sites have your information listed.
Where Do Data Brokers Get Your Information?
Data brokers don’t hack into your accounts or break any laws to get your data. They don’t need to — your information is available from a surprising number of legitimate sources:
Public government records. Property deeds, voter registration, marriage and divorce records, court filings, business registrations, vehicle registrations — all public, all digitized, all scraped by data brokers automatically and continuously.
Online activity. Every time you fill out a form online — whether it’s an order, a newsletter signup, a loyalty program, a survey, or a contest entry — that data can be collected and sold. Websites use tracking cookies, pixels, and third-party scripts to monitor your browsing behavior and share it with data aggregators.
Social media. If your Facebook, LinkedIn, Instagram, or other social media profiles have your phone number, email, employer, or location visible — data brokers have already scraped it. Even “private” profiles can leak data through connected apps and permissions you’ve granted.
Purchase history. Retailers, both online and offline, sell your transaction data to data brokers. Your grocery store loyalty card, your online shopping habits, your credit card spending patterns — all of this is valuable information that gets packaged and sold.
Data breaches. When companies get hacked, leaked databases often find their way into data broker systems. Your email, password, and other account details from a breach five years ago could still be feeding data broker profiles today.
Other data brokers. Data brokers buy and sell data from each other. Once your information enters one database, it multiplies across hundreds of others through these inter-broker transactions.
Who Buys Your Information from Data Brokers?
Knowing what data brokers are is one thing. Knowing who’s buying your information is where it gets real:
Advertisers and marketers. This is the biggest revenue source for most data brokers. Companies purchase your demographic data, shopping habits, and interests to target you with personalized ads. That’s why you see ads for products you just talked about or searched for.
Background check companies. Employers, landlords, and loan providers use data broker information to screen applicants. What shows up in your data broker profile can directly affect whether you get a job, an apartment, or a loan.
Insurance companies. Some insurers use data broker information to assess risk and set premiums. Your health-related searches, purchase history, and lifestyle data can influence what you pay for insurance.
Law enforcement. Government agencies sometimes purchase data broker information instead of going through the warrant process. This creates a legal gray area that privacy advocates have been fighting for years.
Scammers and criminals. This is the most dangerous category. Identity thieves, phishing operators, and robocall scammers all use data broker information to target victims. The more personal details they have about you, the more convincing their scams become.
Stalkers and abusers. Domestic violence survivors, harassment victims, and anyone trying to stay hidden from a dangerous person faces real physical safety risks when their address and personal details are publicly available on people search sites.
Anyone with $1 and internet access. Many people search sites offer basic information for free and detailed reports for just a few dollars. There’s no verification of who’s searching or why.
The Real Dangers of Data Broker Exposure
Having your information on data broker sites isn’t just a privacy nuisance — it creates real, tangible risks:
Identity theft. Data brokers provide criminals with the exact information they need to impersonate you: your full name, date of birth, address history, and family members’ names. This information is used to answer security questions, open accounts in your name, and commit financial fraud.
Spam calls and robocalls. Your phone number, listed on hundreds of data broker sites, gets sold in bulk to telemarketing and robocall operations. That’s why you get so many spam calls — your number is quite literally for sale.
Targeted phishing attacks. When scammers know your name, employer, bank, recent purchases, and family members, they can craft extremely convincing phishing emails that are almost impossible to distinguish from legitimate communications.
Physical safety risks. Your home address being publicly listed creates risks ranging from unwanted visitors to stalking to “swatting” (fake emergency calls to your address).
Employment and housing discrimination. Background checks powered by data broker information can surface old arrests, past addresses, or other information that unfairly impacts your ability to get hired or find housing.
Higher insurance premiums. Data brokers sell health-related behavioral data that some insurers use to adjust your rates — often without your knowledge.
The bottom line: data brokers turn your personal information into a product, and the buyers of that product don’t always have your best interests in mind.
How to Remove Yourself from Data Broker Sites
The good news: you can fight back against data brokers. The bad news: it takes effort. Here are your options:
Option 1: Check Your Exposure First (Free)
Before you start removing anything, you need to know the scope of the problem. Run a free Optery scan to see exactly which data broker sites have your personal information listed. It checks dozens of brokers in seconds and gives you a clear picture of how exposed you are. No credit card, no commitment — just the facts.
Fair warning: the results are usually shocking. Most people are listed on 50-200+ data broker sites without knowing it.
Option 2: Manual Removal (Free but Brutal)
You can opt out of each data broker site one by one. Visit sites like Whitepages, Spokeo, BeenVerified, and TruePeopleSearch, find your listing, and submit a removal request. Each site has a different process — some require phone verification, others want a photo of your ID, and some make you jump through hoops for weeks.
The problem: there are 100+ major sites, the process takes an estimated 40-80 hours, and brokers re-list your data every 3-6 months. So you’d need to repeat the entire process several times a year. We have a full walkthrough if you want to try: How to Remove Your Personal Information from the Internet.
Option 3: Use an Automated Removal Service (Recommended)
Automated data removal services handle everything for you — scanning data broker sites, submitting opt-out requests, and continuously monitoring for re-listings so they can submit fresh removal requests automatically. This is the approach that actually works long-term because it addresses the re-listing problem.
Here are the services we recommend after testing the major options:
Optery — Best free starting point and our top recommendation. Start with their free scan to see where you’re exposed. Their paid plans ($39-$249/year) automate removal across 350+ data broker sites with continuous monitoring. Optery was ranked #1 most effective by Consumer Reports and named PCMag Editors’ Choice four years running.
Incogni — Best budget option for full automation. Covers 180+ data brokers with continuous monitoring for $6.49/month billed annually ($77.88/year). Best balance of price and coverage if you want hands-off protection at the lowest cost. Read our full Incogni review →
DeleteMe — Most established brand. Operating since 2011 with human researchers plus automation. $129/year. A solid choice if you want the most experienced team in the industry. Read our full DeleteMe review →
For a detailed side-by-side comparison of all services: Best Data Removal Services of 2026 (Compared).
Are Data Brokers Legal?
Unfortunately, yes — most of what data brokers do is currently legal in the United States. There’s no comprehensive federal privacy law that regulates the data broker industry. They primarily collect information from public records and commercially available data, which is legal to aggregate and sell.
However, momentum is building for stronger regulation:
California (CCPA/CPRA) gives residents the right to know what data is collected about them and to request deletion. California also launched the DELETE Act and the DROP platform, which allows residents to send a single deletion request to over 500 registered data brokers.
Vermont requires data brokers to register with the state, creating at least some transparency about who’s operating in this space.
Several other states have passed or are considering data privacy laws, but enforcement is inconsistent and most laws still put the burden on consumers to opt out rather than requiring brokers to get consent before collecting data.
The legal landscape is evolving, but for now, the most effective way to protect yourself is to actively remove your data from broker sites rather than waiting for legislation to catch up.
Take Control of Your Data Today
Now you know what data brokers are, how they get your information, and what they do with it. The question is: what are you going to do about it?
Here’s your action plan:
- Run a free Optery scan — see exactly which data broker sites have your personal information. It takes 30 seconds and costs nothing.
- Review your exposure report — you’ll likely be listed on 50-200+ sites. Now you know the scope of the problem.
- Take action — either remove yourself manually using our step-by-step guide or let Incogni handle it automatically for less than $7/month.
Your personal information is being bought and sold right now, as you read this. Every day you wait is another day your data is available to anyone with a few dollars and an internet connection.
Frequently Asked Questions About Data Brokers
What is a data broker in simple terms?
A data broker is a company that collects your personal information from public records, online activity, and other sources, then sells that information to businesses, advertisers, and other buyers. Think of them as middlemen who profit from trading your data.
How do I know if data brokers have my information?
They almost certainly do. If you’ve ever had a phone number, lived at an address, or used the internet, your information is on data broker sites. Run a free Optery scan to see exactly where you’re listed.
Is it legal for data brokers to sell my information?
In most of the United States, yes. Data brokers primarily collect information from public records and commercially available sources, which is currently legal to aggregate and sell. Some states like California have passed laws giving residents more control, but comprehensive federal regulation doesn’t exist yet.
Can I remove myself from data broker sites?
Yes. You can manually opt out of each data broker site individually, though the process is time-consuming (40-80 hours across 100+ sites). Automated services like Optery and Incogni handle the entire process for you. See our full removal guide.
Why do I keep getting spam calls?
Data brokers sell your phone number to telemarketing and robocall operations in bulk. As long as your number is listed on data broker sites, new callers will keep buying it. Removing your number from these sites is the only way to reduce spam calls at the source.
What do data brokers do with my information?
They sell it. Buyers include advertisers targeting you with personalized ads, background check companies screening you for jobs and housing, insurance companies assessing your risk, and unfortunately, scammers and identity thieves looking for their next target.
How many data brokers have my information?
The average American’s personal information is listed on 200-600+ data broker and people search sites. The exact number depends on your digital footprint and how long you’ve been online.
What’s the difference between a data broker and a people search site?
People search sites (like Whitepages and Spokeo) are the consumer-facing side of the data broker industry. They let anyone search for and view your personal information. Traditional data brokers operate more behind the scenes, selling data in bulk to businesses. Both types have your information and both allow you to opt out.
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