In the internet world occupied by Google, Microsoft and other tech giants that provide their services for free, users data is a commodity.
To those who value their privacy, DuckDuckGo tries to fit in, as good as it can, by becoming a privacy-focused search engine. Unlike rivals, DuckDuckGo eschews ad trackers, making it tougher for websites to gather browsing data. In addition to its search engine, the company also offers a web browser and mobile apps.
This time, DuckDuckGo goes a step further, when it introduces Privacy Pro suite.
Offering it through a subscription model, it consists of a VPN, an information removal tool, and an identity theft restoration.
Doing so, means that the company is entering a crowded market, occupied by more-established rivals.
But by bundling the three tools together, DuckDuckGo wants it to help it become a one-stop solution for privacy.
First of, the VPN offering is simple.
The tool built for allowing anonymous browsing, is "built for speed, security, and simplicity."
Users can use it to secure their connection, with the VPN encrypting users' internet connection for all of their browsers and apps, "anytime, anywhere, on up to five devices simultaneously,"
Just like many other VPNs out there, DuckDuckGo's VPN encrypts users' internet connection by creating a 'tunnel', in order to hide their location and IP address from the sites they visit. Because connections are encrypted, users' Internet service provider (ISP) can’t see users' online traffic either.
The encryption it uses is the open-source WireGuard protocol.
The VPN also route users' DNS queries automatically through the VPN connection to its own DNS resolvers, which further hides users' browsing history from their ISP.
"And we have a strict no-logging policy; we don’t log or store data that can connect you to your online activity, or to any other DuckDuckGo services, such as search," the company said.
Subscribers of Privacy Pro can use the VPN right away, by installing the VPN right to their DuckDuckGo browser.
"We currently have VPN servers across the US, Europe, and Canada, and we’ll be adding more over time. To maximize speed and stability, you’ll connect to the closest available VPN server by default, but you can manually choose whichever location you prefer," DuckDuckGo added.
Next up, is Personal Information Removal, which does what it say it does.
This tool allows users to get their name address, and more off of people search sites.
On the web, where user data is a commodity, and is actively being traded by data brokers, web tracking protections are designed to defend against those traders. These tools prevent trackers from gathering users' personal information while they browse.
DuckDuckGo's Personal Information Removal simply goes a step further, by actually removing users' personal information, such as name and home address, from people search sites that store and sell it, helping to combat identity theft and spam.
The tool works by targeting data brokers, that collect people's personal information by scraping local and federal records, public forums like social media, and even other data brokers. DuckDuckGo's tool here scans "dozens of these sites for your info and, if found, request its removal, even handling back-and-forth confirmation emails for you automatically behind the scenes."
"Unlike other similar services, we only contact the data brokers once we confirm that you’re in their databases, and the info you enter for scanning is stored on your device — not on remote servers," the company explained.
And to minimize the risk of users' data reappearing, the tool proactively re-scans those websites regularly, using the data stored on users' device.
To know the progress, subscribers can keep tabs by visiting their personal dashboard within the DuckDuckGo browser.
DuckDuckGo's Personal Information Removal is meant to help reduce the chance of identity theft, but unfortunately, nothing can totally prevent it.
This is where its last tool, the Identity Theft Restoration, is designed to be.
The tool is meant to give users some peace of mind, if ever their identity is compromised.
"With more than 1 million cases a year reported in the U.S., identity theft is more common than you might think [...] So, let us give you some peace of mind: If your identity is stolen or compromised, Identity Theft Restoration will help you handle the stress and expense," said DuckDuckGo.
"If your identity is stolen, Iris will collect some details about your situation in order to provide assistance; no personal information is shared between Iris and DuckDuckGo. Once a case is established, Iris has several ways to help get you back on track," the company added.
In all, DuckDuckGo is entering a market that is already diluted.
But Privacy Pro is developed in a way to help DuckDuckGo users easily bolster privacy on supported devices.
While the tools in general aren't anything new, Privacy Pro is streamlines the process of regaining privacy, by putting them in one place.