1. A computer readable storage medium that facilitates user profile management, comprising: a profile component that facilitates creation and storage of an electronic profile of a user based in part on user interaction via electronic-based tools; and a control component that dynamically controls access to portions of the profile as part of an information exchange session based on an active negotiation with a merchant requesting access thereto, the merchant providing an incentive based on an amount of the profile exposed to the merchant wherein a value of the incentive is negotiated based on quality of the user information exposed, the portions of the profile includes one or more spam rules of a spam filter associated with the user that when exposed enable the merchant to dynamically control the spam filter to facilitate transmission of content to the user through the spam filter.