Little-known companies are amassing your data — like food orders and Airbnb messages — and selling the analysis to clients. Here’s how to get a copy of what they have on you.
As consumers, we all have “secret scores”: hidden ratings that determine how long each of us waits on hold when calling a business, whether we can return items at a store, and what type of service we receive. A low score sends you to the back of the queue; high scores get you elite treatment.
Every so often, journalists lament these systems’ inaccessibility. They’re “largely invisible to the public,” The New York Times wrote in 2012. “Most people have no inkling they even exist,” The Wall Street Journal said in 2018. Most recently, in April, The Journal’s Christopher Mims looked at a company called Sift, whose proprietary scoring system tracks 16,000 factors for companies like Airbnb and OkCupid. “Sift judges whether or not you can be trusted,” he wrote, “yet there’s no file with your name that it can produce upon request.”
As of this summer, though, Sift does have a file on you, which it can produce upon request. I got mine, and I found it shocking: More than 400 pages long, it contained all the messages I’d ever sent to hosts on Airbnb; years of (…)