In a recent revelation from the 2025 App Privacy Index, a concerning trend has emerged regarding the data collection practices of popular applications. Among the most invasive are Messenger, Pinterest, Lyft, Amazon Shopping, DoorDash, Duolingo, Google Maps, WhatsApp, and Expedia. The findings indicate that the extent of personal data collection by these platforms is far more extensive than many users may realize.
Leading the charge is Messenger, which has garnered a perfect privacy risk score of 100/100, marking it as the most invasive app globally. Following closely are Pinterest, Lyft, and Amazon Shopping, each raising significant concerns about user privacy. Interestingly, even food delivery and educational apps like DoorDash and Duolingo rank high on the list, demonstrating that the appetite for data isn’t confined to social media. Google Maps and WhatsApp also feature prominently, underscoring the pervasive nature of data collection across various app categories.
Instagram’s Privacy Score and the Maps Controversy
Instagram, with a privacy score of 57/100, is not far behind in the conversation about invasive data practices. The platform has recently faced backlash over its new Maps feature, which has reignited discussions about user data collection. Tenscope’s research indicates that Instagram has long been a collector of extensive user data, and the introduction of real-time location tracking has only intensified user concerns. Jovan Babovic, Creative Director at Tenscope, noted that the outrage surrounding this feature was predictable, as users were already wary of the platform’s data practices.
Meta’s Widespread Data Collection Practices
Instagram is just one facet of Meta’s broader ecosystem of data collection. Messenger’s top ranking for privacy risk is complemented by WhatsApp and Facebook, which also feature prominently on the list. This pattern suggests a deliberate design strategy prioritizing corporate data needs over user privacy, making it increasingly challenging for individuals to escape Meta’s extensive reach.
The Top 10 Most Invasive Apps of 2025
The top ten most invasive apps reveal a troubling landscape for user privacy. Messenger leads with a score of 100/100, followed by Pinterest at 72/100, Lyft at 69/100, and Amazon Shopping at 68/100. DoorDash appears twice, with its consumer app ranking 5th at 66/100 and its driver app at 9th with a score of 58/100. Duolingo, Google Maps, WhatsApp, and Expedia round out the top ten, illustrating that privacy risks extend beyond social media into various sectors, including transportation, shopping, and education.
Privacy-Invasive Design Patterns
Tenscope’s analysis identifies several design patterns that facilitate extensive data collection. The “All or Nothing” consent model forces users to accept multiple permissions to access basic functionalities. The “Just-in-Time” request often misleads users into granting ongoing access under the pretense of a one-time need. Lastly, the “Hidden Settings Maze” complicates the process of revoking permissions, leaving users vulnerable. Instagram’s Maps feature exemplifies the latter, as it encourages users to enable continuous location tracking without clear communication.
Why This Matters for the Travel and Tourism Sector
For the travel and tourism industry, the implications of these findings are significant. Apps like Google Maps, which scores 60/100, are indispensable for travelers but also engage in extensive data collection. Expedia, ranking 10th, compiles detailed datasets from travel itineraries and personal preferences, raising concerns about privacy for frequent travelers. As users rely on multiple apps for navigation and bookings, they inadvertently expose their personal and location histories to corporate entities.
The Apps Leading in Privacy-Conscious Design
Amidst the sea of invasive apps, some platforms stand out for their commitment to user privacy. TeaOnHer, with a score of 0/100, and ParentSquare at 4/100, exemplify services that prioritize user data protection. Other notable mentions include PowerSchool Mobile, Tea, and Sleeper, which demonstrate that it is indeed possible to provide exceptional user experiences while minimizing data collection. This approach could serve as a competitive advantage for developers in the travel sector, where trust is paramount.
How Users Can Protect Themselves
To safeguard their privacy, users are encouraged to review permissions for the top invasive apps, including Messenger, Pinterest, Lyft, Amazon Shopping, and DoorDash. Employing the “Necessity Test” can help determine whether an app genuinely requires specific data to function. Regular privacy checkups, especially for social media and delivery platforms, are advisable. Additionally, opting for privacy-friendly alternatives, such as Microsoft Edge, which scores 11/100, can help users maintain greater control over their personal information.
A Growing Demand for Transparency
The backlash against Instagram’s Maps feature signals a shift in user expectations regarding data transparency. Consumers are increasingly interested in understanding what information is collected, the reasons behind it, and its intended use. For companies in both the tech and travel sectors, embracing transparency could become a pivotal differentiator. Brands that communicate their data practices clearly and offer straightforward opt-out options may cultivate long-term loyalty among users.
The Bigger Picture – Regulation and Industry Change
As global governments tighten data protection regulations, the findings from this research could catalyze calls for stricter enforcement. With frameworks like the EU’s GDPR and California’s CCPA already in place, the travel sector has an opportunity to learn from the backlash experienced by social media platforms. By embedding privacy considerations into their design from the outset, companies can not only comply with legal requirements but also align with the evolving expectations of users.
