NumbersUSA is a brand that is committed to a civil and informed discussion about immigration policies in the United States. Founded by Roy Beck in 1996, NumbersUSA urges concerned Americans to focus their frustration on government officials rather than immigrants themselves. The brand emphasizes that their concerns lie in the sheer numbers of immigrants and the resulting problems that arise.

They believe that the difficulties America faces are not due to the identity of immigrants but rather the quantity of immigration. NumbersUSA encourages respectful treatment of legal immigrants, as they followed the proper procedures to avail themselves of opportunities offered by the government. However, the brand acknowledges that illegal immigration is a separate matter and those who have crossed the borders illegally or overstayed their visas have done something wrong.

While supporting humane treatment of illegal aliens, NumbersUSA recognizes the need for a discussion on the effects of immigration numbers without targeting individual immigrants