We have a popular article explaining that you should complete your ESTA before booking your holiday, but we get asked regularly about if it's a good idea to let third party companies complete your ESTA on your behalf.
Filling out your ESTA can be intimidating, but it really isn't difficult. Some people resort to paying extra and using a third party company to complete an ESTA on your behalf. We would never recommend such action. No matter how reputable a company might be, you are entering very sensitive information into your ESTA. Would you want that data going through another company? I know I wouldn't.
ESTA's are straight forward forms, they supply guides to help you along the process if you get stuck. It tells you within minutes whether you're accepted or denied, so you don't need to worry too much if you think you're doing it wrong. As long as your personal information is correct, and you've been accepted, you're good to go.
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