Privacy Policy

This policy describes version 1.0.1 of the Little Waves iPhone and iPad app.

Last updated: 9 October 2026

1. Who we are

Little Waves ("Little Waves", "the App") is operated by Mimi Studio d.o.o., a limited liability company organized under the laws of the Republic of Slovenia, with its registered office at Ulica Gubčeve brigade 74, 1000 Ljubljana, Slovenia ("Mimi Studio", "we", "us").

This policy explains what Little Waves collects, why, who it is shared with, and what you can do about it. For the purposes of the General Data Protection Regulation (GDPR), Mimi Studio is the data controller. It covers the iOS and Android apps, the website at www.littlewavesapp.com, the operational web application at app.littlewavesapp.com, our emails, and support.

Little Waves is a baby development companion for the first two years. It is designed so that the whole core experience works from the due date alone: what you log about your baby only sharpens what you see, and refusing to log anything costs you nothing.

2. The short version

• What you log about your child stays on this device unless you choose to share that child with your family. Our product analytics learns the kinds of entries you save, never what you wrote (see the third point). You are asked for consent per child before any of it is saved, and you can withdraw at any time, which removes those records from the phone. Section 4.

• Family sharing is optional and per child. If you have a plan and decide to share a child with a partner or another caregiver you invite, that child's records are uploaded to our server in the European Union so that the people in your family who also accept can see them and add to them. Nothing is shared until you choose a child and agree, each invited person agrees for themselves, and you can stop at any time, which erases the shared copy. Photos, preferences and what the app works out from the records are never shared. Section 7.

• Our own product analytics receives some information about your child. When you use the app, our self-hosted analytics service receives your child's birth date and age in days, gender if you gave it, whether and by how many weeks your child was born early, how many children you have, and, when you save them, the kinds of days you log, your check-in answers, which tips you tried and whether they helped, which Firsts you tick and which activities you complete. It never receives your child's name, the due date, anything you type, or photos. We use it only to understand and improve the app. Advertising and attribution services never receive any of it. Sections 3.3 and 14.

• On iPhone and iPad, the app asks Apple's App Tracking Transparency question once, so that Singular, our attribution service, can tell us which advertisement, if any, led to the install. Saying no changes nothing in the app. Section 14.

• You do not need an account for local child history. An account is offered only after a confirmed purchase, for account-linked paid access, or to a person who accepts a family invitation. Signing in does not back up or recover child history; only a child you share with your family is held on our server, and only while it is shared.

• Little Waves sends no push notifications and holds no push token. Every reminder is scheduled by your own phone.

• Your diary, your history and the Book of Firsts are yours: readable and exportable from inside the app whatever your subscription status.

• You can request account deletion inside the app. Local child deletion is a separate action; neither cancels store billing. Section 12 explains both.

3. What we collect

3.1 About you, the parent

• Account details — your email address, if you create an account. We use a one-time confirmation code rather than an app password. An account can be created only after a purchase is confirmed, or by a person who has a family invitation (section 7); an invited person makes no purchase.

• Family membership — which family you belong to, whether you are the plan owner or an invited caregiver, and the relationship you choose to show (parent, grandparent, relative, caregiver or other). The plan owner can see the sign-in email address of each person in the family; other caregivers cannot see each other's. While an invitation is open we keep its expiry time and a one-way check value, never the code itself.

• Marketing preference — none in build 1: it sends no newsletter and asks for no marketing consent. If a newsletter is introduced it will be a separate, initially unticked choice, never bundled with anything else, and this policy changes first.

• Support correspondence, if you write to us.

3.2 About your child

These records and their derived history are stored locally. Your Little Waves account does not back them up or recover them. The one exception is a child you choose to share with your family: then the records listed at the end of this section are also held on our server, as section 7 explains. Copies you choose to export go to the destination you select; section 12 lists exclusions.

• Profile — a first name and gender if you choose to give it. Version 1 has no way to add a child photo: the app never opens the camera or the photo library, and it stores no image of your child.

• Due date and birth date — the one input the app cannot run without. Read together they tell the app whether your child was born early and by how much, which is why the early waves count from the due date. The birth date can be refused; the app then uses the due date for everything.

• Signals — the days you log crying more than usual, holding on tight, broken sleep, feeding changes or big feelings, or "nothing unusual", with the date and which parent logged it.

• Firsts — the milestones you tick (first smile, first steps and so on), with the date you observed them, and any Firsts you add yourself.

• Measurements and diary logs — weight, length, head circumference, sleep and feeding logs, if you enter them.

• Diary entries — the stories and notes you write, which can themselves contain health information. Version 1 cannot attach a photo to an entry.

• What the app works out from all of this — which wave is open, whether a rough stretch has been detected and when it started, the answers Why today? gives you, and the recap after each wave. An inference about your child is health data as much as its inputs are, and it is treated the same way.

When a child is shared (section 7), the profile (first name, gender if given, due date and birth date), signals, Firsts, check-ins, completed activities and the diary entries a parent writes (stories, toys, sleep, feeding and measurements) are shared. What the app works out from them, photos, the diary entries the app writes for you, and your app settings are not.

3.3 Collected automatically

• Install and device identifiers — an analytics install identifier, your device's vendor identifier, and the advertising identifier only if you allow tracking when iOS asks. Section 14 explains what our attribution service, Singular, receives in each case.

• Install attribution — which advertising network, campaign and advertisement, if any, led to your install, and whether the install was organic. Singular works this out and the result is added to the same pseudonymous analytics profile described below.

• Usage — which screens you open, which cards you read, that a log was saved, which activities you completed.

• About your child, for product analytics — sent to our self-hosted analytics service together with the usage above and linked to the same pseudonymous analytics profile:

  • your child's birth date (each child's, if you have more than one), their age in days when each event happens and when the app was installed, and how many children the app holds;

  • gender, if you chose she or he for your child;

  • whether your child was born early, and by how many weeks, worked out on your phone from the due date and the birth date (the due date itself is not sent, although with the birth date the number of weeks early shows roughly when your child was due);

  • when you save a day's log: which kinds of day you logged (crying, holding on tight, sleep, feeding, big feelings), how many, or that it was a quiet day, together with which wave is open and the state the Today screen shows (for example calm, or a rough stretch); the Today state is also sent when you tap one of its cards;

  • your check-in answers (yes or not really) and the wave they belong to;

  • which tip you tried, for which concern, and whether you said it helped;

  • which Firsts you tick or untick, as an entry from our fixed list (a First you added yourself is counted, its name is not sent), and which activities you complete or undo.

  Never sent to analytics: your child's name, our internal identifier for your child, the due date, measurements, anything you type (diary stories, notes, names of your own Firsts), and photos. Section 14 explains why we collect this and how to stop it.

• Network connection, and the approximate location it implies — every service the app talks to necessarily receives the internet address used for that connection, and our own gateway keeps it in its request log with the country and city it resolves to. That is why the App Store label says coarse location: not because the app asks your phone where it is. It does not. Little Waves requests no location permission, never reads your device's location, and tells our analytics service not to keep your address (ip: false). Singular, like every service, receives your IP address as part of its network requests. Singular's documentation says conversion location is derived from that IP address, not from a location read inside the app. Little Waves' account-specific IP retention and location enrichment settings have not been verified.

• Diagnostics — crash and error reports, scrubbed of anything about your child before they leave the phone.

3.4 From third parties

• Subscription state from Apple, Google or Stripe through RevenueCat: the transaction identifier, which plan, whether it is active, and its dates. We never receive your card details, and we cannot see them.

4. Your child's data, and your consent

Signals, Firsts, measurements, the due and birth dates and everything the app infers from them are data concerning health under Article 9 of the GDPR. We treat them that way, and we ask for your explicit consent before the app saves any of them.

The records stay on your device unless you share that child with your family. The app never uploads a child's records to a backup. The only path for the records themselves off the phone is family sharing (section 7), which needs a second, separate choice for that child, on top of this consent. Separately, our product analytics receives the information about your child listed in section 3.3 — dates and ages, gender, early birth, and the kinds of entries you save, never their text — as section 14 explains.

How we ask. During setup, and at any time in Settings → Privacy & data, the app asks for each child separately: may we keep what you log about this child? The box is not ticked for you. One child's answer never decides another's.

If you say no, the app still works. Waves are calculated from the due date alone, which is what Little Waves was designed to do; you simply get the typical picture rather than one drawn from your own logs. You can still write story entries in the Diary. Nothing about health is saved for that child, and you can say yes later.

If you say yes and later change your mind, Settings → Privacy & data withdraws that child's consent and removes, from this device: their Firsts, signals, check-ins, completed activities, sleep, feeding and measurement entries, and the personal detail in their recaps. Their profile and your story Diary entries stay on this device. Other children are untouched. If the child was never shared, the records themselves were never uploaded, so removing them on the device removes them completely. It does not remove what our analytics service already received about that child (section 3.3); section 14 explains how to have that deleted.

If the child is shared with your family, withdrawing also stops your sharing for that child and erases from our server everything you uploaded for that child under your sharing consent, including the written stories you shared. What other family members added themselves stays in the family's shared history. Your own written stories remain readable on this device. If your phone cannot reach our server, uploads stop at once and the app shows that the server erasure is still pending until it is confirmed. Copies a family member already downloaded to their phone, or exported, cannot be recalled by us.

Two further actions exist and do different things:

1. Personal insights, in Settings, pauses the selected child's personal interpretation. It leaves saved records, consent and subscription unchanged; logging still requires active consent for that child.

2. Delete child data from this device, under Settings → Baby profile, is a separately confirmed full local deletion, including the dates and the profile. It does not delete or cancel your account. For a shared child it also ends sharing: if you are the plan owner it erases the shared child for the whole family; if you are an invited caregiver it erases what you uploaded (section 7).

The due date is the one input the app cannot run without. Without it there is no timeline to place anything on, so setup cannot complete without one. It is the service you asked for rather than an optional extra, and the app tells you plainly at that step what it is for.

Your child is a data subject who is not a user. You, the parent or legal guardian, act for them, and you decide whether a child is shared and with whom. Account deletion leaves local child history on this device; what it does to a shared child is in section 12.

5. How we use your information

6. What the app does not do

• It does not send your child's data to any advertising or attribution company. The only analytics that receives information about your child is our own self-hosted service (sections 3.3 and 14); no analytics company receives it.

• It does not read or write Apple Health or Health Connect.

• It does not use a machine-learning model of any kind. Every answer the app gives is a rule applied to what you entered and to a fixed, authored catalogue of cards. No text you write is sent to any model.

• It does not request your location, contacts, microphone, camera or photo library. Version 1 has no photo feature, and the app declares no camera or photo-library permission.

• It does not show advertising.

• It does not sell personal data.

7. Family sharing

Family sharing lets the parents and other caregivers of a child keep one history of that child together. It is optional, it is off until you use it, and it works one child at a time.

Who can start it. The plan owner, the person who bought the plan and has an account, can invite people from Settings → Family sharing. Each invitation is a code that works once, expires after 24 hours and can be cancelled before it is used. The person you invite signs in with their own email address and a one-time code; they make no purchase (Terms of Use, section 6). Invite only people you trust with your child's information.

Nothing about a child is shared just because someone joined. Sharing needs two separate choices for each child:

1. The plan owner chooses the child, reviews what will be uploaded, and agrees. The app asks only after that child's health-data consent (section 4) is in place.

2. Each invited person who wants to see that child agrees for themselves, on their own phone. Until they do, they see nothing about the child.

What is shared, from the moment you agree: the child's profile (first name, gender if given, due and birth dates), signals, Firsts, check-ins, completed activities, and the diary entries a parent writes — stories, toys, sleep, feeding and measurements. Records already saved for that child are uploaded too, so the family starts from the same history. Every record is stored with which family member added it and when our server received it.

What is never shared: photos, the diary entries the app writes for you, the Swells, recaps and other things the app works out (each phone works these out for itself from the shared records), your notification and other settings, and any child you have not chosen to share.

Who can see it: only the people in your family who have accepted that child, on their own phones, where the records are then saved like their own. Each of them can add records; nobody can change or delete what another person added. If two people change the child's profile differently, the app asks which details to keep rather than choosing for you.

Where it is held: in our Supabase database in the European Union (eu-central-1, Frankfurt), encrypted at rest by the provider, behind access controls that let only the accepting members of that family read it. This shared copy is not used for analytics, advertising or anything other than showing it to your family. What each phone sends to our product analytics, shared child or not, is in section 3.3.

Access through one plan. People you invite get the paid features through your plan, and only while your plan is active. If it ends, sharing pauses: no one can upload or download shared records, but everything already on each phone stays readable and exportable, and sharing resumes when the plan is active again. The shared copy remains until a sharing or deletion action removes it, including if the plan is never renewed.

Stopping, leaving and removing

Copies we cannot recall. Records a family member has already downloaded to their phone, or exported, are under their control. Erasing the shared copy stops it from reaching anyone again; it cannot take it back from a phone.

For the people you invite. If you join someone's family, this policy applies to you as it does to them: your email address, your membership and the records you add are your personal data, and you have the rights in section

1. The plan owner can see your sign-in email and the relationship you chose.

8. Legal bases (GDPR Article 6, and Article 9 where noted)

• Explicit consent (Article 9) — the due and birth dates, signals, Firsts, measurements and diary health logs, and everything inferred from them. Separate, refusable, withdrawable; withdrawal erases.

• Explicit consent (Article 9), given per child and per person — sharing a child's records with your family (section 7): uploading them, holding them on our server and showing them to the family members who accepted. The plan owner's agreement to share the child, and each family member's own acceptance, are separate from the consent above and from each other, and each can be withdrawn on its own; withdrawal erases what that person uploaded.

• Contract — account details, the child's profile, diary text, family membership and invitations, subscription state, and the plan access we extend to the people in your family. We cannot provide the service without them.

• Consent — access to your device's advertising identifier for install attribution, which happens only if you allow tracking when iOS asks (App Tracking Transparency). You can withdraw it at any time (section 14). A newsletter, if introduced, is added here first.

• Product analytics about your child (section 3.3). Most of what analytics receives about your child is data concerning health: the kinds of days you log, check-in and tip answers, Firsts, activities, the state the app works out, the birth date, age and early birth. The app asks for explicit consent to keep optional health records on your device (section 4); that question does not mention analytics, and the app does not ask a separate analytics question. Profile dates, ages, gender and early-birth details reach analytics regardless of that local choice; observation events follow consent-gated saves, as section 14 describes. This states the current behavior without assigning a different lawful basis. Gender and the number of children are ordinary personal data about your child, which we process for product analytics on the basis of legitimate interests.

• Legitimate interests — product analytics about how the app is used (your usage and identifiers), crash diagnostics and fraud prevention, balanced against your rights. You may object (section 14).

• Legal obligation — transaction records we must keep for tax and accounting purposes.

9. Who we share it with

We share personal data with the following processors and services. Agreement and operating-entity details that have not been verified are identified below. No advertising or attribution service ever receives your child's data. In the second table, only our self-hosted analytics service receives information about your child, and only what section 3.3 lists.

The people in your family. When you share a child, the family members who accept that child receive its shared records on their phones, and the plan owner sees each member's sign-in email address (section 7). They are people you chose, not our processors.

DeepL translates our authored product copy and receives no personal data. FunnelFox (web purchase recovery), Klaviyo (email), Help Scout (support) and Meta are not active in this version and are not processors for it. If we add a processor, this list changes before the processing does.

10. International transfers

Account and family membership records, and the records of a child you share with your family, use Supabase's European Union eu-central-1 region. Supabase documents AES-256 encryption for its database and backups, per-project keys protected by hardware security modules, and TLS 1.2 in transit. These are documented platform safeguards, not an independent infrastructure audit. Mimi Studio's signed DPA and applicable subprocessor agreement have not been verified. The history of a child you have not shared stays on the device and is not uploaded.

Several processors in section 9 are in the United States. Those transfers are made under the Standard Contractual Clauses approved by the European Commission, or under the EU–US Data Privacy Framework where the processor is certified, together with the additional safeguards their agreements require. Contact us for the transfer-safeguard details that apply to a particular provider, including Singular.

11. How long we keep it

There is no photo storage to retain: version 1 has no way to add a child photo. Your local records can still be lost if you remove the app, clear its local data or lose the device; section 12 shows how to save a copy you keep yourself.

12. Your rights, and the buttons that exercise them

Under the GDPR you may: access your data; correct it; have it deleted; restrict or object to processing; receive it in a portable form; and withdraw consent at any time without affecting what was done before.

Export: Settings → Export everything opens Diary and its Book of Firsts export. Settings → Save a copy of your history offers text and JSON copies for the selected child. The JSON snapshot includes the profile/dates, Firsts, signals, check-ins, diary sections, Swell episodes and saved recaps. These exports are available regardless of subscription state. They exclude photo files, activity-completion history, account/billing data, consent records and app settings; they are not a complete account-data access response or an automatic backup. Signing in does not restore them. Keep copies you need in a destination you control, and contact support for other personal-data requests.

Account deletion: Settings → Account → Delete account deletes the account, its family membership and its subscription mapping on our servers, and asks our analytics service to delete the analytics profile and events linked to your account. Events recorded before you signed in on this phone are linked to the same profile and are deleted with it, including the install attribution added to it. The analytics deletion runs after the account is gone and is retried until it is confirmed; the app tells you if it is still finishing. The analytics profile includes the information about your child listed in section 3.3, so that is deleted with it. The button does not delete the attribution records Singular itself holds. To ask for that, write to support@littlewavesapp.com with the subject Delete my attribution data. We may need to verify the request, and we will explain any records that must remain and why. Local child records remain on this device.

If you share children with your family, account deletion also does the following on our server:

• If you are the plan owner, the family is deleted: every shared child, all records any member added to it, and all invitations are erased. Each other member is moved to an empty family of their own and loses access through your plan. What is already on their phones stays there.

• If you are an invited family member, your membership ends and everything you uploaded for any shared child is erased. What others added stays with the family.

Local child deletion: Settings → Baby profile → Delete child data from this device asks you to confirm the selected child. A successful deletion removes that child's profile, dates, Firsts, logs, check-ins, activity completions, diary and recaps locally; siblings and the subscription are unchanged. For a shared child it also erases the shared copy as section 7 describes: all of it if you are the plan owner, your own uploads if you are not. If the device cannot write the change, the deletion fails and nothing is removed. Do not treat failure as success. Previously exported copies are unaffected, and local deletion does not prove remote erasure or clear outstanding remote deletion requests.

Two things deletion does not do, and both are outside our control:

1. It does not cancel your subscription. Only Apple or Google can do that, and you must cancel in your store account or you will continue to be charged.

2. It does not delete transaction records we are legally required to keep.

For anything else, write to support@littlewavesapp.com. You may also complain to your national supervisory authority; in Slovenia that is the Information Commissioner (Informacijski pooblaščenec).

Settings → Contact support opens Help and support, where you can compose a mail draft containing only the subject and message you enter; the app attaches no child records, account metadata or diagnostics. You choose whether to send it in your email app. Staffing, replies and execution of rights requests remain to be confirmed.

13. Children

Little Waves is for parents. You must be at least 16 to use it. The app is not designed for children and is never presented to them; your child is the subject of the records, not a user. A family member you invite must also be at least 16. If you believe someone under 16 has created an account, write to us and we will delete it.

A child's records reach anyone other than you only if you share that child with your family (section 7), and then only the people who accepted it. They never reach advertising or attribution services. Our own product analytics receives the information about your child listed in section 3.3, never the records' text, the child's name or the due date.

14. Analytics, tracking, and what never leaves the app

Little Waves shows no advertising.

What analytics receives is the fact that a screen was opened, a card read, a log saved or an activity completed, together with the identifiers in section 3.3, and the information about your child that section 3.3 lists: birth dates and ages in days, gender if given, whether and by how many weeks your child was born early, the number of children, and, when you save them, the kinds of days you log, check-in and tip answers, Firsts from our list, activities, and the open wave and Today state at that moment. We use it to understand how the app is used at different ages and stages, and whether its waves, tips and activities help, so that we can improve them. We do not use it for advertising, and it is not shared with any advertising or attribution service.

What it never receives: your child's name, our internal identifier for your child, the due date, measurements, any text you typed anywhere (diary stories, notes, the names of your own Firsts), and photos. The app sends only dates, numbers and values from fixed lists, so free text has no path to analytics.

Our self-hosted PostHog service is used for this first-party product analytics. Automatic capture of taps and session recordings are turned off. Each event is linked to the same pseudonymous analytics profile, and, once you sign in, to your account identifier.

Analytics receives this information whether or not you gave health-data consent for that child (section 4): the birth date, ages, gender and early-birth details are kept up to date on your analytics profile and the age is sent with every event, while the kinds of days, answers, Firsts and activities are sent only when you save them, which needs that consent. Withdrawing consent means no new entries are saved or sent, but the dates, ages, gender and early-birth details keep being sent.

Install attribution, and what iOS asks you. We advertise Little Waves, and we want to know which advertisements lead to installs. For that, the iPhone and iPad app uses Singular, our attribution service. On first launch, the app asks Apple's App Tracking Transparency question and waits for your answer before starting Singular. It does not start Singular while the question is still unanswered.

• If you allow tracking, Singular may use your device's advertising identifier to match your install with an advertisement you saw or tapped in another company's app or website.

• If you decline, or iOS restricts tracking, the advertising identifier is unavailable, but Singular still starts: it receives the analytics identifier, your device's vendor identifier and app-open information, and uses Apple's SKAdNetwork, which reports installs to advertising networks in aggregate without identifying you. Declining therefore does not turn off all communication with Singular. It does not change anything you can do in the app.

In both cases the only identifier the app itself hands Singular is our pseudonymous analytics identifier — after you sign in, your account identifier, never your email address. Singular reports back which network, campaign and advertisement, if any, led to the install, and whether it was organic; our group's attribution relay adds that to your analytics profile. Analytics also records which answer you gave the iOS question. Purchases are not sent to Singular.

Nothing about your child is shared with Singular: no signal, First, measurement, date, wave, answer, name or text you typed. The attribution result Singular reports is added to the same analytics profile that holds the information about your child, but nothing travels the other way: neither Singular nor any advertising network receives anything from that profile. Little Waves shows no advertising, and the attribution described here is the only tracking in the sense of Apple's rules.

You can change your answer at any time in iOS Settings → Privacy & Security → Tracking; from then on Singular no longer receives the advertising identifier. Turning off "Allow Apps to Request to Track" there declines for every app.

The app has no in-app switch that stops product analytics or attribution, and neither turning personal insights off, withdrawing health-data consent nor resetting the analytics identity is one. If you want your usage, attribution or child analytics records stopped or removed, write to support@littlewavesapp.com and we will act on it. If you have an account, deleting it also deletes your analytics profile, including the information about your child (section 12). Without an account, writing to us is the way to have it deleted.

15. The website

www.littlewavesapp.com is a public legal and support site. These legal pages have no forms, executable scripts, analytics pixels or browser storage. The hosting security layer may set Cloudflare's __cf_bm cookie to distinguish legitimate requests from automated or malicious traffic. The cookie is specific to this website and expires after 30 minutes of continuous inactivity, as Cloudflare documents. It is not used by us for advertising or analytics. The complete website cookie and storage inventory has not been independently verified. The public site does not sell in-app digital goods or handle account data.

16. Email

• Account email in build 1 is one thing: the six-digit sign-in code you request. Supabase initiates it and Resend delivers it. It cannot be turned off while you use an account, because it is the sign-in method.

• Build 1 sends no weekly digest and no newsletter. When a digest is introduced it will be a service email with a one-click unsubscribe that stops only the digest, carrying generic content keyed to your child's age band and never your child's own logs, Firsts, measurements or wave state; this policy changes before it starts.

17. Notifications

Little Waves sends no push notifications and holds no push token. Every notification — in build 1, the notice that a wave may be opening — is computed on your phone from the due date and scheduled by your phone. Your baby's name is off in notification text by default and appears only if you turn it on in Settings. If you deny notification permission, the app works normally; you will just not be told.

18. Security

Shared child records on our server can be read only through checks that confirm a signed-in account belongs to that family and has accepted that child; an invitation code alone grants nothing, and only a one-way check value of it is stored. Server access controls do not protect what is stored on a phone: keep your device locked. No system is perfectly secure, and we do not claim otherwise.

19. Changes

We will post any change here and update the date at the top. If a change is significant, we will tell you in the app or by email before it takes effect.

20. Contact

Mimi Studio d.o.o.
Ulica Gubčeve brigade 74
1000 Ljubljana, Slovenia

support@littlewavesapp.com