Broker profile

NumberGuru

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The reverse-phone brand of LTVCO (The Lifetime Value Co.) - built and launched by BeenVerified in 2011 as a free caller-ID app, now a paid lookup service claiming 113 million+ numbers searched and 3 million user-submitted spam comments. A number search upsells into the family's people-search reports with names, ages, addresses, and social profiles. Removal runs through NumberGuru's own opt-out form, which its do-not-sell link points at - and which FreePhoneTracer borrows, having none of its own.

Manual removal guide Visit numberguru.com

NumberGuru overview

At a glance

Quick facts

Privacy Risk

LimitedModerateSubstantialExtensive

Data published: Substantial
Re-listing frequency: Occasional
Complaint record: Pattern of complaints
Opt-out friction: Moderate
Operator opacity: Fully disclosed
Prior data incidents: None documented

Each broker is scored 1 to 4 across the six dimensions above; higher means more exposure, and the overall gauge is their average.

What each dimension means

Data published: how much and how sensitive the personal data they put out.
Re-listing frequency: how quickly you reappear after opting out.
Complaint record: the volume and pattern of complaints across BBB, Trustpilot, and Sitejabber. No listing, or a listing with no reviews, counts against the broker.
Opt-out friction: how hard the removal process is to complete.
Operator opacity: how hidden the operating company and its principals are.
Prior data incidents: history of breaches or leaks of the data they hold.

Category: Reverse phone lookup · caller ID · spam reports
Operating entity: The Lifetime Value Co. LLC / The NumberGuru, LLC
Parent family: LTVCO · BeenVerified
Headquarters: 48 W 38th St, 8th Floor New York, NY 10018
Launched: May 2011, by BeenVerified
Pricing: Subscription $29.99 · app bundle $24.99
Opt-out: Its own form at numberguru.com/svc/optout/search/optouts
FCRA covered?: No · disclaims consumer-reporting-agency status

Background

LTVCO's phone brand

NumberGuru started as BeenVerified's free reverse-phone app in May 2011 - handling a reported 864,000 lookups a day soon after launch - and grew into the family's phone-lookup storefront. Type in a number and you get location, carrier, spam score, and caller type; the paid tier attaches the person behind it: name, age, address, and social profiles, pulled from the same data backbone as BeenVerified's reports.

Controller (privacy policy): "The Lifetime Value Co. LLC acting through The NumberGuru LLC"
LLC formed: New York · Sep 4, 2018
Claimed searches: 113,736,257+
User spam comments: 3 million+
Support: 1 (866) 673-9048

The ownership trail is fully documented: the privacy policy names The Lifetime Value Co. LLC as controller, LTVCO's brand page lists NumberGuru alongside BeenVerified, PeopleLooker, NeighborWho, and Ownerly, and California's data-broker registry covers numberguru.com under the family's umbrella filing. The community layer is what makes NumberGuru distinctive - millions of user-submitted comments flagging telemarketers and scammers - but the underlying service data reaches far beyond phone records. The privacy policy's own inventory spans court and criminal records, property, employment, vehicle records, and social media profiles.

Your number is the index key. A reverse-phone site inverts the usual exposure. Someone who only has your number - a missed call, a marketplace listing, a dating app - can pull your name, age, address, and social profiles from it. That's why suppressing the family's records matters even if you've never heard of NumberGuru.

Data Published

Data types

Phone + people

Sensitive: elevated identity-theft, doxxing, or safety riskStandard public-record field

Free and preview tiers:

Phone number location, carrier, and line type
Spam score and user-submitted caller comments

Paid reports attach the person behind the number:

Name and age of the number's owner
Current and past addressesSensitive
Social media profiles
Aliases, relatives, and associated records from the family backboneSensitive

Sources per its own about page: carrier and telecommunications records, reverse-directory data, public records linked to phone numbers, Do Not Call registry data, and robocall-flagging feeds - US numbers only.

Contact

Contacts & links

Documented channels

Operating entity: The NumberGuru, LLC (The Lifetime Value Co.)
Legal notices: NumberGuru, Attn: Legal Department 48 W 38th St, 8th Floor New York, NY 10018
Support: support@numberguru.com · 1 (866) 673-9048
Privacy contact: privacy@numberguru.com
Opt-out: numberguru.com/svc/optout/search/optouts · verification email is slow
Website: https://www.numberguru.com/

Network

Sister brands

The LTVCO family

NumberGuru is one of nine LTVCO brands sharing one data backbone. They do not share one opt-out, though the family's California filing is often read that way - each brand serves its own copy of the form on its own domain, and clearing one is not evidence the others cleared. The family members Redact profiles are below.

NumberGuru's opt-out is on NumberGuru's own domain. Every LTVCO brand serves its own copy of the same form rather than sharing one address, so use numberguru.com's. FreePhoneTracer is the exception - it hosts none, and points here instead, so this one request clears both.

Whether a single submission reaches the wider family is not something we can confirm, so spot-check the siblings you actually appear on.

Owned or operated by The Lifetime Value Co.16 entities in this network · 9-brand data backboneExplore the full map

Reputation

Trust signals

Poor reviews, pattern alert

NumberGuru's direct reviews are sparse but harsh, and the family's shared BBB profile carries an unresolved pattern-of-complaints alert about billing.

Trustpilot28 reviews1.9 / 5As of 2026-08View reviews ↗

Better Business BureauUnder BeenVerified, LLC · pattern-of-complaints alertB+As of 2026-08View profile ↗

App StoreNumberGuru: Spam & Caller ID~2 / 5As of 2026-08View app ↗

Charges continuing after cancellation attempts
Long "searching" animations that end at a paywall
Inaccurate or stale owner information on lookups

Litigation

Litigation history

Named in two lawsuits

Two lawsuits have named NumberGuru's own company, The NumberGuru, LLC, along with its parent and sister brands. A New Jersey Daniel's Law case that the defendants moved to federal court went back to state court in November 2024, and a class action in federal court in New York over listing cell numbers without consent added The NumberGuru, LLC in April 2026, then was dropped that August.

Atlas Data Privacy Corp. v. The Lifetime Value Co. LLC

Sent back to state court Nov 20, 2024

D. New Jersey · 1:24-cv-04850 · Removed to federal court April 11, 2024 · Remanded November 20, 2024

Statute: New Jersey Daniel's Law
Defendants: The Lifetime Value Co. LLC; BeenVerified, Inc.; BeenVerified, LLC; NeighborWho LLC; The NumberGuru, LLC; PeopleLooker LLC; PeopleSmart LLC; Ownerly, LLC
State case: Superior Court, Mercer County · MER-L-000272-24
Federal judge: Harvey Bartle III

Atlas Data Privacy Corporation filed this suit in the Superior Court in Mercer County on February 7, 2024, under Daniel's Law, which lets New Jersey judges, prosecutors, police officers and their families require a site to stop publishing their home address and unlisted phone number. Atlas sued as assignee for roughly 19,400 covered people who, it says, asked the LTVCO sites to stop showing their details and were still listed ten business days later. The NumberGuru, LLC was a defendant from the first complaint.

The defendants moved the case to federal court on April 11, 2024. Judge Harvey Bartle III sent it back on November 20, 2024, in one order that returned 39 Atlas suits to the state courts, the cases against Spokeo and Whitepages among them. That ruling was about jurisdiction and didn't touch the merits. The LTVCO defendants asked the Third Circuit for permission to appeal, with The NumberGuru, LLC among the petitioners, and were turned down on March 18, 2025.

Atlas still counted it among 111 pending state cases in November 2025, when it asked New Jersey's Supreme Court to put them before a single judge, and the defendants' lawyers listed it as pending in a January 2026 letter opposing that request. The court said no on May 1, 2026, so the case stays in Mercer County. We haven't found a public record of a ruling or settlement since.

Collins v. BeenVerified, LLC

Dropped by the plaintiff Aug 11, 2026

S.D. New York · 1:25-cv-02577 · Filed March 28, 2025 · Voluntarily dismissed August 11, 2026

Statute: Colorado Prevention of Telemarketing Fraud Act
Defendants: BeenVerified, LLC and The Lifetime Value Co. LLC, joined in April 2026 by The NumberGuru, LLC and five more LTVCO companies
Judge: Analisa Torres

A putative class action from Bursor & Fisher, first brought for Colorado residents whose cell numbers were listed on beenverified.com. It rested on a 2005 Colorado law that makes it an unlawful telemarketing practice to knowingly list someone's cell number in a directory for a commercial purpose without their consent. An amended complaint in April 2026 added The NumberGuru, LLC, ReversePhone's company and four more family LLCs. On August 11, 2026 the plaintiff dismissed the case against all eight defendants without prejudice, which leaves it free to be filed again. No court ruled on the claim, and the docket doesn't say why it was dropped.

Beyond these two cases, we haven't found an FTC action, a state attorney general action or another lawsuit naming NumberGuru or The NumberGuru, LLC as of the last-updated date below.

FAQ

Q & A

Common questions

Is NumberGuru a data broker?

Yes. NumberGuru publishes reverse-phone lookups that connect numbers to names, ages, addresses, and social profiles, drawing on the LTVCO family's people-search backbone. It's covered by the California data-broker registration for BeenVerified and its affiliates, and by the family's Vermont registration.

Who owns NumberGuru?

The Lifetime Value Co. (LTVCO), operating through The NumberGuru, LLC of New York. BeenVerified built and launched NumberGuru itself in May 2011 as a free caller-ID app - it was never an acquisition - and the parent later renamed to LTVCO.

How do I remove my information from NumberGuru?

Go to numberguru.com/svc/optout/search/optouts, or click Do Not Sell My Personal Information in NumberGuru's footer to reach the same page. Search your name and state, select your record, enter your email, and click the verification link they send. Our NumberGuru removal guide has the walkthrough.

Does removing myself from BeenVerified also clear NumberGuru?

No. Every LTVCO brand serves its own copy of the opt-out form on its own domain and keeps its own suppression list, so a BeenVerified submission suppresses BeenVerified. Use NumberGuru's own form at numberguru.com/svc/optout/search/optouts, which also covers FreePhoneTracer, because that site runs no opt-out of its own and points its removal link here. After it processes, search your number and name on NumberGuru to confirm, and contact privacy@numberguru.com if anything lingers.

Why was I charged $29.99 by NumberGuru?

That's the subscription price behind the lookup paywall, billed on a recurring basis. Cancel through your account, support@numberguru.com, or 1 (866) 673-9048, and dispute with your card issuer if charges continue after cancellation - the most common complaint in its reviews.

Is NumberGuru covered by FCRA?

No. Every page footer disclaims consumer-reporting-agency status, and its terms prohibit using lookups for employment, tenant, credit, or insurance decisions. Its California registration likewise answers No to FCRA regulation.

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Last updated:

September 22, 2026 · Litigation rechecked against the federal dockets and New Jersey court filings, and the FTC and attorney general searches rerun. The Atlas case names The NumberGuru, LLC itself and went back to state court in November 2024, and a class action in New York added it in April 2026 before being dropped in August. Opt-out corrected August 7, 2026. This profile described removal as running through BeenVerified's shared suppression, which was wrong - numberguru.com serves its own form at /svc/optout/search/optouts, as does every LTVCO brand except FreePhoneTracer. ⚠️ A same-day revision then called that form broken over a missing verification email; on the identical FamFinder form the email arrived hours later, so it's recorded as a delay. Otherwise sourced from the CPPA registry and a direct review of the site.