Mozilla Drops Onerep After CEO Admits to Running People-Search Networks

The nonprofit organization that supports the Firefox web browser said today it is winding down its new partnership with Onerep, an identity protection service recently bundled with Firefox that offers to remove users from hundreds of people-search sites. The move comes just days after a report by KrebsOnSecurity forced Onerep’s CEO to admit that he has founded dozens of people-search networks over the years.

Mozilla only began bundling Onerep in Firefox last month, when it announced the reputation service would be offered on a subscription basis as part of Mozilla Monitor Plus. Launched in 2018 under the name Firefox Monitor, Mozilla Monitor also checks data from the website Have I Been Pwned? to let users know when their email addresses or password are leaked in data breaches.

On March 14, KrebsOnSecurity published a story showing that Onerep’s Belarusian CEO and founder Dimitiri Shelest launched dozens of people-search services since 2010, including a still-active data broker called Nuwber that sells background reports on people. Onerep and Shelest did not respond to requests for comment on that story.

But on March 21, Shelest released a lengthy statement wherein he admitted to maintaining an ownership stake in Nuwber, a consumer data broker he founded in 2015 — around the same time he launched Onerep.

Shelest maintained that Nuwber has “zero cross-over or information-sharing with Onerep,” and 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).

In a statement released today, a spokesperson for Mozilla said it was moving away from Onerep as a service provider in its Monitor Plus product.

“Though customer data was never at risk, the outside financial interests and activities of Onerep’s CEO do not align with our values,” Mozilla wrote. “We’re working now to solidify a transition plan that will provide customers with a seamless experience and will continue to put their interests first.”

KrebsOnSecurity also reported that Shelest’s email address was used circa 2010 by an affiliate of Spamit, a Russian-language organization that paid people to aggressively promote websites hawking male enhancement drugs and generic pharmaceuticals. As noted in the March 14 story, this connection was confirmed by research from multiple graduate students at my alma mater George Mason University.

Shelest denied ever being associated with Spamit. “Between 2010 and 2014, we put up some web pages and optimize them — a widely used SEO practice — and then ran AdSense banners on them,” Shelest said, presumably referring to the dozens of people-search domains KrebsOnSecurity found were connected to his email addresses (dmitrcox@gmail.com and dmitrcox2@gmail.com). “As we progressed and learned more, we saw that a lot of the inquiries coming in were for people.”

Shelest also acknowledged that Onerep pays to run ads on “on a handful of data broker sites in very specific circumstances.”

“Our ad is served once someone has manually completed an opt-out form on their own,” Shelest wrote. “The goal is to let them know that if they were exposed on that site, there may be others, and bring awareness to there being a more automated opt-out option, such as Onerep.”

Reached via Twitter/X, HaveIBeenPwned founder Troy Hunt said he knew Mozilla was considering a partnership with Onerep, but that he was previously unaware of the Onerep CEO’s many conflicts of interest.

“I knew Mozilla had this in the works and we’d casually discussed it when talking about Firefox monitor,” Hunt told KrebsOnSecurity. “The point I made to them was the same as I’ve made to various companies wanting to put data broker removal ads on HIBP: removing your data from legally operating services has minimal impact, and you can’t remove it from the outright illegal ones who are doing the genuine damage.”

Playing both sides — creating and spreading the same digital disease that your medicine is designed to treat — may be highly unethical and wrong. But in the United States it’s not against the law. Nor is collecting and selling data on Americans. Privacy experts say the problem is that data brokers, people-search services like Nuwber and Onerep, and online reputation management firms exist because virtually all U.S. states exempt so-called “public” or “government” records from consumer privacy laws.

Those include voting registries, property filings, marriage certificates, motor vehicle records, criminal records, court documents, death records, professional licenses, and bankruptcy filings. Data brokers also can enrich consumer records with additional information, by adding social media data and known associates.

The March 14 story on Onerep was the second in a series of three investigative reports published here this month that examined the data broker and people-search industries, and highlighted the need for more congressional oversight — if not regulation — on consumer data protection and privacy.

On March 8, KrebsOnSecurity published A Close Up Look at the Consumer Data Broker Radaris, which showed that the co-founders of Radaris operate multiple Russian-language dating services and affiliate programs. It also appears many of their businesses have ties to a California marketing firm that works with a Russian state-run media conglomerate currently sanctioned by the U.S. government.

On March 20, KrebsOnSecurity published The Not-So-True People-Search Network from China, which revealed an elaborate web of phony people-search companies and executives designed to conceal the location of people-search affiliates in China who are earning money promoting U.S. based data brokers that sell personal information on Americans.

The Not-so-True People-Search Network from China

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.

The Security Pros and Cons of Using Email Aliases

One way to tame your email inbox is to get in the habit of using unique email aliases when signing up for new accounts online. Adding a “+” character after the username portion of your email address — followed by a notation specific to the site you’re signing up at — lets you create an infinite number of unique email addresses tied to the same account. Aliases can help users detect breaches and fight spam. But not all websites allow aliases, and they can complicate account recovery. Here’s a look at the pros and cons of adopting a unique alias for each website.

What is an email alias? When you sign up at a site that requires an email address, think of a word or phrase that represents that site for you, and then add that prefaced by a “+” sign just to the left of the “@” sign in your email address. For instance, if I were signing up at example.com, I might give my email address as krebsonsecurity+example@gmail.com. Then, I simply go back to my inbox and create a corresponding folder called “Example,” along with a new filter that sends any email addressed to that alias to the Example folder.

Importantly, you don’t ever use this alias anywhere else. That way, if anyone other than example.com starts sending email to it, it is reasonable to assume that example.com either shared your address with others or that it got hacked and relieved of that information. Indeed, security-minded readers have often alerted KrebsOnSecurity about spam to specific aliases that suggested a breach at some website, and usually they were right, even if the company that got hacked didn’t realize it at the time.

Alex Holden, founder of the Milwaukee-based cybersecurity consultancy Hold Security, said many threat actors will scrub their distribution lists of any aliases because there is a perception that these users are more security- and privacy-focused than normal users, and are thus more likely to report spam to their aliased addresses.

Holden said freshly-hacked databases also are often scrubbed of aliases before being sold in the underground, meaning the hackers will simply remove the aliased portion of the email address.

“I can tell you that certain threat groups have rules on ‘+*@’ email address deletion,” Holden said. “We just got the largest credentials cache ever — 1 billion new credentials to us — and most of that data is altered, with aliases removed. Modifying credential data for some threat groups is normal. They spend time trying to understand the database structure and removing any red flags.”

According to the breach tracking site HaveIBeenPwned.com, only about .03 percent of the breached records in circulation today include an alias.

Email aliases are rare enough that seeing just a few email addresses with the same alias in a breached database can make it trivial to identify which company likely got hacked and leaked said database. That’s because the most common aliases are simply the name of the website where the signup takes place, or some abbreviation or shorthand for it.

Hence, for a given database, if there are more than a handful of email addresses that have the same alias, the chances are good that whatever company or website corresponds to that alias has been hacked.

That might explain the actions of Allekabels, a large Dutch electronics web shop that suffered a data breach in 2021. Allekabels said a former employee had stolen data on 5,000 customers, and that those customers were then informed about the data breach by Allekabels.

But Dutch publication RTL Nieuws said it obtained a copy of the Allekabels user database from a hacker who was selling information on 3.6 million customers at the time, and found that the 5,000 number cited by the retailer corresponded to the number of customers who’d signed up using an alias. In essence, RTL argued, the company had notified only those most likely to notice and complain that their aliased addresses were suddenly receiving spam.

“RTL Nieuws has called more than thirty people from the database to check the leaked data,” the publication explained. “The customers with such a unique email address have all received a message from Allekabels that their data has been leaked – according to Allekabels they all happened to be among the 5000 data that this ex-employee had stolen.”

HaveIBeenPwned’s Hunt arrived at the conclusion that aliases account for about .03 percent of registered email addresses by studying the data leaked in the 2013 breach at Adobe, which affected at least 38 million users. Allekabels’s ratio of aliased users was considerably higher than Adobe’s — .14 percent — but then again European Internet users tend to be more privacy-conscious.

While overall adoption of email aliases is still quite low, that may be changing. Apple customers who use iCloud to sign up for new accounts online automatically are prompted to use Apple’s Hide My Email feature, which creates the account using a unique email address that automatically forwards to a personal inbox.

What are the downsides to using email aliases, apart from the hassle of setting them up? The biggest downer is that many sites won’t let you use a “+” sign in your email address, even though this functionality is clearly spelled out in the email standard.

Also, if you use aliases, it helps to have a reliable mnemonic to remember the alias used for each account (this is a non-issue if you create a new folder or rule for each alias). That’s because knowing the email address for an account is generally a prerequisite for resetting the account’s password, and if you can’t remember the alias you added way back when you signed up, you may have limited options for recovering access to that account if you at some point forget your password.

What about you, Dear Reader? Do you rely on email aliases? If so, have they been useful? Did I neglect to mention any pros or cons? Feel free to sound off in the comments below.