In an age where online privacy is becoming a growing concern for many users, DuckDuckGo, the renowned privacy-focused search engine and web browser, is amplifying its efforts to protect user data. Leveraging over a decade's worth of experience in advocating against extensive online tracking—primarily by tech giants like Google—the company is setting its sights on the sprawling network of data brokers that continually collect and sell personal information without user consent.
Recently, DuckDuckGo introduced a new subscription service named Privacy Pro, which encapsulates several privacy-centric tools, including a virtual private network (VPN), personal information removal service, and identity theft restoration. For a monthly fee of $9.99 or an annual payment of $99.99, users can acquire this enhanced package. DuckDuckGo’s Chief Executive Officer, Gabriel Weinberg, states that this initiative arises from a desire to bolster their existing privacy features within their browser and search engine.
Data brokers thrive in an industry that rakes in over $200 billion annually, trading an array of information—ranging from names and addresses to sensitive data like GPS coordinates. The lack of stringent privacy regulations in the United States has allowed these brokers to operate with relative impunity. In response, DuckDuckGo's new personal information removal tool automatically scans various data broker websites for user data, submits requests for its removal, and continuously monitors these platforms for additional listings.
This tool, which can be accessed through DuckDuckGo's browser, requires users to input key personal details without submitting sensitive information to DuckDuckGo's servers. Instead, everything remains on the user's device, adding an additional layer of confidentiality. "We’ve been doing it to automate it completely end-to-end, so you don't have to do anything," says Weinberg, emphasizing the convenience offered by this new technology.
The VPN included in the Privacy Pro subscription is built on the open-source WireGuard protocol, renowned for its speed and simplicity. Unlike many traditional VPNs, which often retain logs of user activity, DuckDuckGo’s VPN claims not to keep any records of browsing activity or IP addresses, providing users with secure and anonymous internet access. The VPN service is functional across various devices and aims to shield all internet traffic, which is crucial for those concerned about ISP surveillance.
Moreover, the Privacy Pro subscription also addresses the looming threat of identity theft. In collaboration with Iris, a well-known identity protection service, DuckDuckGo plans to offer a 24/7 concierge service in the unfortunate event of identity theft cases. This partnership allows users to receive assistance with crucial matters such as canceling fraudulent documents, checking for unauthorized financial activities, and freezing credit reports.
While DuckDuckGo has overwhelmingly provided free privacy tools over the years—like their browser and search engine—Privacy Pro marks a significant shift in its business model towards a paid subscription service. Weinberg justifies this move as necessitated by the “significantly more bandwidth and resources” required to run a full-scale VPN service effectively. However, it’s worth noting that numerous standalone VPN services available on the market charge less than $5 per month.
This newly launched service aims to meet the demands of the most privacy-conscious users who are willing to invest financially in securing their online presence. DuckDuckGo's personal information removal service is particularly remarkable, as it addresses growing concerns related to data brokers continually collecting sensitive user data without explicit consent.
As part of the subscription, users will experience full automation of the data removal requests. DuckDuckGo has built its system on technology acquired from a company called Removaly in 2022. The company emphasizes that this service effectively operates without collecting user data. According to Weinberg, these enhancements are part of a broader goal to support users in managing their digital privacy outside the browsing environment.
The ongoing disturbance caused by data brokers has caught the attention of regulators, and a proposed law—the American Privacy Rights Act—seeks to bring about necessary reforms. If enacted, it would create a registry of data brokers and grant individuals privacy rights akin to those enjoyed under European legislation, a move many privacy advocates hope for.
The release of the Privacy Pro service urges users to reevaluate their online privacy. DuckDuckGo advocates that online privacy is linked not merely to browser activity but extends into all facets of how people's data is handled across various platforms. “There’s things happening outside of that, and a big one is data brokers, selling information scraped from different places,” Weinberg explains, reinforcing the need for comprehensive strategies to ensure user privacy.
As DuckDuckGo embarks on this new venture, the marketplace observes closely, balancing user expectations against comprehensive data privacy practices. The announcement has stirred interest not just among the company’s loyal user base but also in broader dialogues surrounding digital privacy and protection against data exploitation.