The hidden costs of free apps: Your personal information

Is there such a thing as free online apps, tools or services anymore? It may feel that way when so many apps ask for little more than an email address. But “free” often comes with a trade-off.

Data has become one of the most valuable resources on the internet. Companies use it for marketing, research, product development and targeted advertising. So when an app costs nothing upfront, your personal information may help pay the bill.

That does not mean every free app is dangerous. However, it does mean you should know what an app collects, who gets that data and whether you can delete it later.

“Free” apps may be costing you more

A recent study found that free apps share 7 times more data points than paid ones. So we’re actually paying a hidden and steep price for these free services with our data. Some apps also make it hard to delete the information they collect once it has been gathered.

What I found even more alarming is that free apps are twice as likely to use ad libraries. These third-party tools help developers serve ads and make money. However, they can also collect data through the app. In some cases, ad software development kits may run with the same permissions as the app itself. That can raise privacy concerns if the app has access to photos, videos, location data or other sensitive information.

Some apps also include more than one ad library. That means several outside companies may be involved in collecting or processing your information.

Why this should concern you

Many people adopt a “so what” attitude, especially millennials and Gen Z. They’re desensitized to data harvesting. But this goes beyond targeted ads. There are real risks involved. These can range from unwanted profiling to identity theft.

Where data is collected and shared or sold, it often ends up with data brokers. They may buy purchase history data here, and fitness and health data there, then compile them into detailed personal profiles. Those profiles may be sold to businesses, marketing agencies, insurance companies, individuals and other data brokers. That’s how your data starts circulating across the web.

The more places your data lives online, the higher the risk of data breaches. In 2021, a former Cash App Investing employee downloaded internal reports after leaving the company. Block later said it contacted about 8.2 million current and former customers about the incident. It’s happened to data brokers, too. I covered one of the biggest data breach instances I’ve come across myself, where National Public Data, a background check company, was tied to a massive breach that allegedly exposed up to 2.9 billion records.

So, what can you do to prevent misuse of your data?

The good news is that a few simple steps can reduce how much personal information apps collect, share and leave exposed online.

1) Delete apps you don’t need

Generally, the fewer apps you use, the safer your personal data will be. I know it’s a tough ask, but it’s better to go through your devices and purge them of any apps you don’t absolutely need. If you can use one app to perform more than one function, opt for those instead.

2) Switch to more privacy-friendly alternatives

Many apps collect and share data that doesn’t logically relate to their function. The same goes for permission. For example, there’s no reasonable explanation for why a calculator app would need to collect your location data or have permission to access your calendar.

Although most legitimate apps must disclose when they share personal information, it can be hard to catch. Carefully check the data safety section on Google Play and the app privacy section on the App Store for this information. Look for details about data collection, data sharing and whether the app links that data to you.

3) Optimize your privacy settings

Many apps allow you to adjust settings to limit how much of your data is collected or shared. If they don’t, think twice before keeping them on your phone. Take time to review these settings and lock down permissions wherever possible. You can also restrict permissions through your device settings.

4) Remove your data from people search sites and data brokers

Even if you limit the data you share directly, data brokers often compile public records or purchase your information from other sources. I recommend you take the time to periodically wipe your personal information from these sites.

Google your name, email, phone number, or address, and you’ll likely see a bunch of results containing your data pop up in the results. Go through them one by one and follow their opt-out processes. You can also use a data removal service to do this for you automatically.

 I recommend Incogni.

Incogni automatically sends removal requests to more than 420 data broker and people search websites on your behalf and keeps monitoring and resubmitting when your data reappears. Because it will reappear. That’s how these sites work.

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I recommend the family plan because it works out to only $2.64 per person per month (or $4.80 per person per month for the Family Unlimited plan) for powerful, year-round privacy protection. It’s an excellent service, and well worth trying to see exactly how much of your information is being exposed right now.

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Related Links: 

• Remove your data to protect your retirement from scammers
• Why widows and divorced women are targets for retirement scams
• Scams that aren’t illegal (but should be)

Kurt’s key takeaways

Free apps can be useful, but they often come with a hidden cost. Your personal data may help fund the service, especially when apps rely on ads or third-party tracking tools. That information can spread through data brokers, leak in breaches or get used in ways you never expected. Deleting apps you don’t need, checking permissions, using more privacy-friendly alternatives and removing your information from data broker sites can help you take back some control.

Do you check what data an app collects before you download it, or do you usually tap install and move on? Let us know in the comments below. 

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