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It’s not unusual for the data brokers behind people-search websites to use pseudonyms in their day-to-day lives (you would, too). Some of these personal data purveyors even try to reinvent their online identities in a bid to hide their conflicts of interest. But it’s not every day you run across a US-focused people-search network based in China whose principal owners all appear to be completely fabricated identities.

Responding to a reader inquiry concerning the trustworthiness of a site called TruePeopleSearch[.]net, KrebsOnSecurity began poking around. The site offers to sell reports containing photos, police records, background checks, civil judgments, contact information “and much more!” According to LinkedIn and numerous profiles on websites that accept paid article submissions, the founder of TruePeopleSearch is Marilyn Gaskell from Phoenix, Ariz.

Ms. Gaskell has been quoted in multiple “articles” about random subjects, such as this article at HRDailyAdvisor about the pros and cons of joining a company-led fantasy football team.

“Marilyn Gaskell, founder of TruePeopleSearch, agrees that not everyone in the office is likely to be a football fan and might feel intimidated by joining a company league or left out if they don’t join; however, her company looked for ways to make the activity more inclusive,” this paid story notes.

Also quoted in this article is Sally Stevens, who is cited as HR Manager at FastPeopleSearch[.]io.

“Fantasy football provides one way for employees to set aside work matters for some time and have fun,” Stevens contributed. “Employees can set a special league for themselves and regularly check and compare their scores against one another.”

Imagine that: Two different people-search companies mentioned in the same story about fantasy football. What are the odds?

Both TruePeopleSearch and FastPeopleSearch allow users to search for reports by first and last name, but proceeding to order a report prompts the visitor to purchase the file from one of several established people-finder services, including BeenVerified, Intelius, and Spokeo.

DomainTools.com shows that both TruePeopleSearch and FastPeopleSearch appeared around 2020 and were registered through Alibaba Cloud, in Beijing, China. No other information is available about these domains in their registration records, although both domains appear to use email servers based in China.

Sally Stevens’ LinkedIn profile photo is identical to a stock image titled “beautiful girl” from Adobe.com. Ms. Stevens is also quoted in a paid blog post at ecogreenequipment.com, as is Alina Clark, co-founder and marketing director of CocoDoc, an online service for editing and managing PDF documents.

Scouring multiple image search sites reveals Ms. Clark’s profile photo on LinkedIn is another stock image that is currently on more than 100 different websites, including Adobe.com. Cocodoc[.]com was registered in June 2020 via Alibaba Cloud Beijing in China.

The same Alina Clark and photo materialized in a paid article at the website Ceoblognation, which in 2021 included her at #11 in a piece called “30 Entrepreneurs Describe The Big Hairy Audacious Goals (BHAGs) for Their Business.” It’s also worth noting that Ms. Clark is currently listed as a “former Forbes Council member” at the media outlet Forbes.com.

Entrepreneur #6 is Stephen Curry, who is quoted as CEO of CocoSign[.]com, a website that claims to offer an “easier, quicker, safer eSignature solution for small and medium-sized businesses.” Incidentally, the same photo for Stephen Curry #6 is also used in this “article” for #22 Jake Smith, who is named as the owner of a different company.

Mr. Curry’s LinkedIn profile shows a young man seated at a table in front of a laptop, but an online image search shows this is another stock photo. Cocosign[.]com was registered in June 2020 via Alibaba Cloud Beijing. No ownership details are available in the domain registration records.

Listed at #13 in that 30 Entrepreneurs article is Eden Cheng, who is cited as co-founder of PeopleFinderFree[.]com. KrebsOnSecurity could not find a LinkedIn profile for Ms. Cheng, but a search on her profile image from that Entrepreneurs article shows the same photo for sale at Shutterstock and other stock photo sites.

DomainTools says PeopleFinderFree was registered through Alibaba Cloud, Beijing. Attempts to purchase reports through PeopleFinderFree produce a notice saying the full report is only available via Spokeo.com.

Lynda Fairly is Entrepreneur #24, and she is quoted as co-founder of Numlooker[.]com, a domain registered in April 2021 through Alibaba in China. Searches for people on Numlooker forward visitors to Spokeo.

The photo next to Ms. Fairly’s quote in Entrepreneurs matches that of a LinkedIn profile for Lynda Fairly. But a search on that photo shows this same portrait has been used by many other identities and names, including a woman from the United Kingdom who’s a cancer survivor and mother of five; a licensed marriage and family therapist in Canada; a software security engineer at Quora; a journalist on Twitter/X; and a marketing expert in Canada.

Cocofinder[.]com is a people-search service that launched in Sept. 2019, through Alibaba in China. Cocofinder lists its market officer as Harriet Chan, but Ms. Chan’s LinkedIn profile is just as sparse on work history as the other people-search owners mentioned already. An image search online shows that outside of LinkedIn, the profile photo for Ms. Chan has only ever appeared in articles at pay-to-play media sites, like this one from outbackteambuilding.com.

Perhaps because Cocodoc and Cocosign both sell software services, they are actually tied to a physical presence in the real world — in Singapore (15 Scotts Rd. #03-12 15, Singapore). But it’s difficult to discern much from this address alone.

Who’s behind all this people-search chicanery? A January 2024 review of various people-search services at the website techjury.com states that Cocofinder is a wholly-owned subsidiary of a Chinese company called Shenzhen Duiyun Technology Co.

“Though it only finds results from the United States, users can choose between four main search methods,” Techjury explains. Those include people search, phone, address and email lookup. This claim is supported by a Reddit post from three years ago, wherein the Reddit user “ProtectionAdvanced” named the same Chinese company.

Is Shenzhen Duiyun Technology Co. responsible for all these phony profiles? How many more fake companies and profiles are connected to this scheme? KrebsOnSecurity found other examples that didn’t appear directly tied to other fake executives listed here, but which nevertheless are registered through Alibaba and seek to drive traffic to Spokeo and other data brokers. For example, there’s the winsome Daniela Sawyer, founder of FindPeopleFast[.]net, whose profile is flogged in paid stories at entrepreneur.org.

Google currently turns up nothing else for in a search for Shenzhen Duiyun Technology Co. Please feel free to sound off in the comments if you have any more information about this entity, such as how to contact it. Or reach out directly at krebsonsecurity @ gmail.com.

ANALYSIS

It appears the purpose of this network is to conceal the location of people in China who are seeking to generate affiliate commissions when someone visits one of their sites and purchases a people-search report at Spokeo, for example. And it is clear that Spokeo and others have created incentives wherein anyone can effectively white-label their reports, and thereby make money brokering access to peoples’ personal information.

Spokeo’s Wikipedia page says the company was founded in 2006 by four graduates from Stanford University. Spokeo co-founder and current CEO Harrison Tang has not yet responded to requests for comment.

Intelius is owned by San Diego based PeopleConnect Inc., which also owns Classmates.com, USSearch, TruthFinder and Instant Checkmate. PeopleConnect Inc. in turn is owned by H.I.G. Capital, a $60 billion private equity firm. Requests for comment were sent to H.I.G. Capital. This story will be updated if they respond.

BeenVerified is owned by a New York City based holding company called The Lifetime Value Co., a marketing and advertising firm whose brands include PeopleLooker, NeighborWho, Ownerly, PeopleSmart, NumberGuru, and Bumper, a car history site.

Ross Cohen, chief operating officer at The Lifetime Value Co., said it’s likely the network of suspicious people-finder sites was set up by an affiliate. Cohen said Lifetime Value would investigate to determine if this particular affiliate was driving them any sign-ups.

All of the above people-search services operate similarly. When you find the person you’re looking for, you are put through a lengthy (often 10-20 minute) series of splash screens that require you to agree that these reports won’t be used for employment screening or in evaluating new tenant applications. Still more prompts ask if you are okay with seeing “potentially shocking” details about the subject of the report, including arrest histories and photos.

Only at the end of this process does the site disclose that viewing the report in question requires signing up for a monthly subscription, which is typically priced around $35. Exactly how and from where these major people-search websites are getting their consumer data — and customers — will be the subject of further reporting here.

The main reason these various people-search sites require you to affirm that you won’t use their reports for hiring or vetting potential tenants is that selling reports for those purposes would classify these firms as consumer reporting agencies (CRAs) and expose them to regulations under the Fair Credit Reporting Act (FCRA).

These data brokers do not want to be treated as CRAs, and for this reason their people search reports typically don’t include detailed credit histories, financial information, or full Social Security Numbers (Radaris reports include the first six digits of one’s SSN).

But in September 2023, the U.S. Federal Trade Commission found that TruthFinder and Instant Checkmate were trying to have it both ways. The FTC levied a $5.8 million penalty against the companies for allegedly acting as CRAs because they assembled and compiled information on consumers into background reports that were marketed and sold for employment and tenant screening purposes.

The FTC also found TruthFinder and Instant Checkmate deceived users about background report accuracy. The FTC alleges these companies made millions from their monthly subscriptions using push notifications and marketing emails that claimed that the subject of a background report had a criminal or arrest record, when the record was merely a traffic ticket.

The FTC said both companies deceived customers by providing “Remove” and “Flag as Inaccurate” buttons that did not work as advertised. Rather, the “Remove” button removed the disputed information only from the report as displayed to that customer; however, the same item of information remained visible to other customers who searched for the same person.

The FTC also said that when a customer flagged an item in the background report as inaccurate, the companies never took any steps to investigate those claims, to modify the reports, or to flag to other customers that the information had been disputed.

There are a growing number of online reputation management companies that offer to help customers remove their personal information from people-search sites and data broker databases. There are, no doubt, plenty of honest and well-meaning companies operating in this space, but it has been my experience that a great many people involved in that industry have a background in marketing or advertising — not privacy.

Also, some so-called data privacy companies may be wolves in sheep’s clothing. On March 14, KrebsOnSecurity published an abundance of evidence indicating that the CEO and founder of the data privacy company OneRep.com was responsible for launching dozens of people-search services over the years.

Finally, some of the more popular people-search websites are notorious for ignoring requests from consumers seeking to remove their information, regardless of which reputation or removal service you use. Some force you to create an account and provide more information before you can remove your data. Even then, the information you worked hard to remove may simply reappear a few months later.

This aptly describes countless complaints lodged against the data broker and people search giant Radaris. On March 8, KrebsOnSecurity profiled the co-founders of Radaris, two Russian brothers in Massachusetts who also operate multiple Russian-language dating services and affiliate programs.

The truth is that these people-search companies will continue to thrive unless and until Congress begins to realize it’s time for some consumer privacy and data protection laws that are relevant to life in the 21st century. Duke University adjunct professor Justin Sherman says virtually all state privacy laws exempt records that might be considered “public” or “government” documents, including voting registries, property filings, marriage certificates, motor vehicle records, criminal records, court documents, death records, professional licenses, bankruptcy filings, and more.

“Consumer privacy laws in California, Colorado, Connecticut, Delaware, Indiana, Iowa, Montana, Oregon, Tennessee, Texas, Utah, and Virginia all contain highly similar or completely identical carve-outs for ‘publicly available information’ or government records,” Sherman said.

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CEO of Data Privacy Company Onerep.com Founded Dozens of People-Search Firms

The data privacy company Onerep.com bills itself as a Virginia-based service for helping people remove their personal information from almost 200 people-search websites. However, an investigation into the history of onerep.com finds this company is operating out of Belarus and Cyprus, and that its founder has launched dozens of people-search services over the years.

Onerep’s “Protect” service starts at $8.33 per month for individuals and $15/mo for families, and promises to remove your personal information from nearly 200 people-search sites. Onerep also markets its service to companies seeking to offer their employees the ability to have their data continuously removed from people-search sites.

Customer case studies published on onerep.com state that it struck a deal to offer the service to employees of Permanente Medicine, which represents the doctors within the health insurance giant Kaiser Permanente. Onerep also says it has made inroads among police departments in the United States.

But a review of Onerep’s domain registration records and that of its founder reveal a different side to this company. Onerep.com says its founder and CEO is Dimitri Shelest from Minsk, Belarus, as does Shelest’s profile on LinkedIn. Historic registration records indexed by DomainTools.com say Mr. Shelest was a registrant of onerep.com who used the email address dmitrcox2@gmail.com.

A search in the data breach tracking service Constella Intelligence for the name Dimitri Shelest brings up the email address dimitri.shelest@onerep.com. Constella also finds that Dimitri Shelest from Belarus used the email address d.sh@nuwber.com, and the Belarus phone number +375-292-702786.

Nuwber.com is a people search service whose employees all appear to be from Belarus, and it is one of dozens of people-search companies that Onerep claims to target with its data-removal service. Onerep.com’s website disavows any relationship to Nuwber.com, stating quite clearly, “Please note that OneRep is not associated with Nuwber.com.”

However, there is an abundance of evidence suggesting Mr. Shelest is in fact the founder of Nuwber. Constella found that Minsk telephone number (375-292-702786) has been used multiple times in connection with the email address dmitrcox@gmail.com. Recall that Onerep.com’s domain registration records in 2018 list the email address dmitrcox2@gmail.com.

It appears Mr. Shelest sought to reinvent his online identity in 2015 by adding a “2” to his email address. The Belarus phone number tied to Nuwber.com shows up in the domain records for comversus.com, and DomainTools says this domain is tied to both dmitrcox@gmail.com and dmitrcox2@gmail.com. Other domains that mention both email addresses in their WHOIS records include careon.me, docvsdoc.com, dotcomsvdot.com, namevname.com, okanyway.com and tapanyapp.com.

A search in DomainTools for the email address dmitrcox@gmail.com shows it is associated with the registration of at least 179 domain names, including dozens of mostly now-defunct people-search companies targeting citizens of Argentina, Brazil, Canada, Denmark, France, Germany, Hong Kong, Israel, Italy, Japan, Latvia and Mexico, among others.

Those include nuwber.fr, a site registered in 2016 which was identical to the homepage of Nuwber.com at the time. DomainTools shows the same email and Belarus phone number are in historic registration records for nuwber.at, nuwber.ch, and nuwber.dk (all domains linked here are to their cached copies at archive.org, where available).

Update, March 21, 11:15 a.m. ET: Mr. Shelest has provided a lengthy response to the findings in this story. In summary, Shelest acknowledged maintaining an ownership stake in Nuwber, but said there was “zero cross-over or information-sharing with OneRep.” Mr. Shelest said any other old domains that may be found and associated with his name are no longer being operated by him.

“I get it,” Shelest wrote. “My affiliation with a people search business may look odd from the outside. In truth, if I hadn’t taken that initial path with a deep dive into how people search sites work, Onerep wouldn’t have the best tech and team in the space. Still, I now appreciate that we did not make this more clear in the past and I’m aiming to do better in the future.” The full statement is available here (PDF).

Original story:

Historic WHOIS records for onerep.com show it was registered for many years to a resident of Sioux Falls, SD for a completely unrelated site. But around Sept. 2015 the domain switched from the registrar GoDaddy.com to eNom, and the registration records were hidden behind privacy protection services. DomainTools indicates around this time onerep.com started using domain name servers from DNS provider constellix.com. Likewise, Nuwber.com first appeared in late 2015, was also registered through eNom, and also started using constellix.com for DNS at nearly the same time.

Listed on LinkedIn as a former product manager at OneRep.com between 2015 and 2018 is Dimitri Bukuyazau, who says their hometown is Warsaw, Poland. While this LinkedIn profile (linkedin.com/in/dzmitrybukuyazau) does not mention Nuwber, a search on this name in Google turns up a 2017 blog post from privacyduck.com, which laid out a number of reasons to support a conclusion that OneRep and Nuwber.com were the same company.

“Any people search profiles containing your Personally Identifiable Information that were on Nuwber.com were also mirrored identically on OneRep.com, down to the relatives’ names and address histories,” Privacyduck.com wrote. The post continued:

“Both sites offered the same immediate opt-out process. Both sites had the same generic contact and support structure. They were – and remain – the same company (even PissedConsumer.com advocates this fact: https://nuwber.pissedconsumer.com/nuwber-and-onerep-20160707878520.html).”

“Things changed in early 2016 when OneRep.com began offering privacy removal services right alongside their own open displays of your personal information. At this point when you found yourself on Nuwber.com OR OneRep.com, you would be provided with the option of opting-out your data on their site for free – but also be highly encouraged to pay them to remove it from a slew of other sites (and part of that payment was removing you from their own site, Nuwber.com, as a benefit of their service).”

Reached via LinkedIn, Mr. Bukuyazau declined to answer questions, such as whether he ever worked at Nuwber.com. However, Constella Intelligence finds two interesting email addresses for employees at nuwber.com: d.bu@nuwber.com, and d.bu+figure-eight.com@nuwber.com, which was registered under the name “Dzmitry.”

PrivacyDuck’s claims about how onerep.com appeared and behaved in the early days are not readily verifiable because the domain onerep.com has been completely excluded from the Wayback Machine at archive.org. The Wayback Machine will honor such requests if they come directly from the owner of the domain in question.

Still, Mr. Shelest’s name, phone number and email also appear in the domain registration records for a truly dizzying number of country-specific people-search services, including pplcrwlr.in, pplcrwlr.fr, pplcrwlr.dk, pplcrwlr.jp, peeepl.br.com, peeepl.in, peeepl.it and peeepl.co.uk.

The same details appear in the WHOIS registration records for the now-defunct people-search sites waatpp.de, waatp1.fr, azersab.com, and ahavoila.com, a people-search service for French citizens.

A search on the email address dmitrcox@gmail.com suggests Mr. Shelest was previously involved in rather aggressive email marketing campaigns. In 2010, an anonymous source leaked to KrebsOnSecurity the financial and organizational records of Spamit, which at the time was easily the largest Russian-language pharmacy spam affiliate program in the world.

Spamit paid spammers a hefty commission every time someone bought male enhancement drugs from any of their spam-advertised websites. Mr. Shelest’s email address stood out because immediately after the Spamit database was leaked, KrebsOnSecurity searched all of the Spamit affiliate email addresses to determine if any of them corresponded to social media accounts at Facebook.com (at the time, Facebook allowed users to search profiles by email address).

That mapping, which was done mainly by generous graduate students at my alma mater George Mason University, revealed that dmitrcox@gmail.com was used by a Spamit affiliate, albeit not a very profitable one. That same Facebook profile for Mr. Shelest is still active, and it says he is married and living in Minsk [Update, Mar. 16: Mr. Shelest’s Facebook account is no longer active].

Scrolling down Mr. Shelest’s Facebook page to posts made more than ten years ago show him liking the Facebook profile pages for a large number of other people-search sites, including findita.com, findmedo.com, folkscan.com, huntize.com, ifindy.com, jupery.com, look2man.com, lookerun.com, manyp.com, peepull.com, perserch.com, persuer.com, pervent.com, piplenter.com, piplfind.com, piplscan.com, popopke.com, pplsorce.com, qimeo.com, scoutu2.com, search64.com, searchay.com, seekmi.com, selfabc.com, socsee.com, srching.com, toolooks.com, upearch.com, webmeek.com, and many country-code variations of viadin.ca (e.g. viadin.hk, viadin.com and viadin.de).

Domaintools.com finds that all of the domains mentioned in the last paragraph were registered to the email address dmitrcox@gmail.com.

Mr. Shelest has not responded to multiple requests for comment. KrebsOnSecurity also sought comment from onerep.com, which likewise has not responded to inquiries about its founder’s many apparent conflicts of interest. In any event, these practices would seem to contradict the goal Onerep has stated on its site: “We believe that no one should compromise personal online security and get a profit from it.”

Max Anderson is chief growth officer at 360 Privacy, a legitimate privacy company that works to keep its clients’ data off of more than 400 data broker and people-search sites. Anderson said it is concerning to see a direct link between between a data removal service and data broker websites.

“I would consider it unethical to run a company that sells people’s information, and then charge those same people to have their information removed,” Anderson said.

Last week, KrebsOnSecurity published an analysis of the people-search data broker giant Radaris, whose consumer profiles are deep enough to rival those of far more guarded data broker resources available to U.S. police departments and other law enforcement personnel.

That story revealed that the co-founders of Radaris are two native Russian brothers who operate multiple Russian-language dating services and affiliate programs. It also appears many of the Radaris founders’ businesses have ties to a California marketing firm that works with a Russian state-run media conglomerate currently sanctioned by the U.S. government.

KrebsOnSecurity will continue investigating the history of various consumer data brokers and people-search providers. If any readers have inside knowledge of this industry or key players within it, please consider reaching out to krebsonsecurity at gmail.com.

Update, March 15, 11:35 a.m. ET: Many readers have pointed out something that was somehow overlooked amid all this research: The Mozilla Foundation, the company that runs the Firefox Web browser, has launched a data removal service called Mozilla Monitor that bundles OneRep. That notice says Mozilla Monitor is offered as a free or paid subscription service.

“The free data breach notification service is a partnership with Have I Been Pwned (“HIBP”),” the Mozilla Foundation explains. “The automated data deletion service is a partnership with OneRep to remove personal information published on publicly available online directories and other aggregators of information about individuals (“Data Broker Sites”).”

In a statement shared with KrebsOnSecurity.com, Mozilla said they did assess OneRep’s data removal service to confirm it acts according to privacy principles advocated at Mozilla.

“We were aware of the past affiliations with the entities named in the article and were assured they had ended prior to our work together,” the statement reads. “We’re now looking into this further. We will always put the privacy and security of our customers first and will provide updates as needed.”

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