Intelius and the Dubious Art of “Post-Transaction Marketing”

It all started when Scott Bolsins found a lost schnauzer roaming around his suburban Dallas neighborhood. The dog's collar listed a cell-phone number, but when Bolsins called, no one answered. Bolsins, who once had a business selling homemade dog bones over the Internet, was perturbed. "I can't keep this dog, and I sure don't want to take him to the pound," he thought. So he went online to do a reverse lookup of the phone number in order to find the associated address.

He went to the Web site of the Bellevue company Intelius, which sells personal information obtained from public records and marketing databases, including addresses attached to cell-phone numbers. He plugged in the number, gave his credit card number to pay the small fee, and received an address in Grapevine, a neighboring city. He then delivered the schnauzer to its teary owners, who had thought their beloved pet was dead. "They're happy. We feel good. Everything's great," Bolsins recalls in a soft Texas drawl.

"Next thing I know," he continues, "I start getting these charges." Two of them, for $19.95 apiece, showed up on sequential credit-card bills beside unfamiliar names: "Privacy Matters" and "PMIdentity." Bolsins went back to the Web to investigate, and found one phone number for both names. He says he called and was told that he'd signed up for a "service" on the Intelius site. What service, and how did he sign up? It was never clear to Bolsins. All he knows is that Intelius forwarded his credit-card information to another company that ran this "service."

He got the charges reversed, but cancelled his credit card anyway to avoid any more mysterious charges. He then filed a complaint about Intelius with Washington State Attorney General Rob McKenna. Almost a year later, Bolsins—himself experienced at running an online business—still seethes about what he considers a blatant "scam."

The word comes up a lot in 121 complaints, filed with McKenna's office, against Intelius, many of which detail the same kind of thing that happened to Bolsins. Even during a time when his office is getting more consumer gripes than it has in years, McKenna says, "That's a lot of complaints about one company." Intelius has drawn even more—822 to date—at the Better Business Bureau. On the BBB site, the company is currently listed as unrated, due to "one or more serious complaints" that the bureau has not yet had time to assess.

Partly because of concerns about Intelius, McKenna requested legislation this session aimed at stopping what he calls "deceptive" Internet marketing—although the resulting bills didn't succeed in getting scheduled for a vote by last Thursday's deadline. It's the second time McKenna has gone to the legislature in an attempt to curb the company's practices.

Last year, Intelius started a service in which you could input a name and for a fee receive that person's cell-phone number. (Intelius declined to tell the Weekly where it gets all that information.) In response, McKenna pushed through a billthat prohibits companies from selling people's cell-phone numbers without their permission. Faced with negative publicity, Intelius eliminated the service before the law took effect last June. The law, however, does not require people's consent to include their cell numbers in reverse directories, which Intelius continues to offer. One reason for the exception is to allow people to identify phone stalkers, the AG says.

The company's troubles don't stop with state regulators. In 2006, the Federal Trade Commission launched an investigation of Intelius for possible violation of laws regulating how credit information is disseminated. FTC spokesperson Mitch Katz says the investigation is ongoing. Intelius has also become enmeshed in litigation over fractious business relationships, and has provoked the ire of numerous people who feel the company has violated their privacy or simply provided bad information.

In the process, Intelius has become a nexus of all the appeal—and the dangers—of Internet commerce. It provides easy desktop access to information that previously might have required visits to courthouses and state government offices. But some of its practices have reinforced people's worst fears about handing over their credit-card information online. And the sometimes-questionable accuracy of its data has heightened anxieties about the ready accessibility of personal data on the Web.

Founded in 2003, Intelius employs close to 200 people. In a filing with the U.S. Securities and Exchange Commission last year in preparation for a public stock offering, Intelius said it had revenue of $88 million and a profit of $11 million in 2007. (Amazon.com, in comparison, was still losing money four years after its launch, though it had nearly twice as much revenue.) The company's site was the 111th most-visited in January, according to Media Metrix. Its success has also been fueled over the years by an array of shifting partnerships, including ones with giants Microsoft, Yahoo, and AOL, all of which at one time used Intelius to provide directory searches on their own sites. Yahoo still does, as well as AT&T, Switchboard.com, and many others.

"I'm amazed," says Jon Staenberg, a Seattle venture capitalist. Staenberg was an early investor in InfoSpace, the previous start-up of Intelius founder and CEO Naveen Jain. "If the numbers are what Jain says they are, he's been able to build another large company," says Staenberg (who has not put money into Intelius). "Not many entrepreneurs can do that twice."