Why remove metadata before sharing?
A photo can reveal far more than what is in the frame. If location services were on when it was taken, the file contains GPS coordinates accurate to a few metres: a picture of your new sofa can reveal your home address, and a photo of your child at the playground can reveal their school. EXIF data also records the exact time, the phone or camera model and sometimes its serial number, and the software used to edit the image.
When you post to a major social network, that data is usually stripped from the public copy. But photos are shared in many other ways: as email attachments, in messaging apps that send “original quality” files, on classified ad and marketplace sites, on forums, through cloud storage links, or in documents. In those cases the metadata often travels with the image to everyone who receives it.
How this tool works
Each file is read on your device and its structure parsed. For JPG files, the tool walks through the file’s segments and drops the APP1 (EXIF and XMP), APP13 (IPTC) and comment segments, along with camera maker blocks, while keeping the colour profile and the compressed image data exactly as they were. If the photo relied on an orientation tag to appear upright, a tiny new EXIF block containing only that tag is added back. PNG files have their text, time and EXIF chunks removed, and WebP files have their EXIF and XMP chunks removed with the header flags updated. iPhone HEIC photos and AVIF images store EXIF and XMP as separate items inside the file; the tool blanks those items in place, so the compressed photo, its colour profile and the HDR data are untouched and the file keeps its format and size. Their rotation is stored outside EXIF, so photos stay upright.
Because the pixel data is never decoded or re-encoded for these formats, there is zero quality loss and the process is very fast. The results list shows what was found in each file, so you can see exactly what you have avoided sharing.
Other ways metadata is removed
Converting or compressing an image on PixFoundry also removes all metadata, because only the pixels are written to the new file. If you need a smaller file anyway, the image compressor cleans and shrinks in one step.