Privacy Policy

Little Wilds is committed to protecting your privacy. This policy explains what information we collect, how we use it, and the choices you have. We aim to keep everything clear, respectful, and easy to understand.

Little Wilds is operated by Sheena Andrews trading as Little Wilds, based in the United Kingdom. Sheena Andrews acts as the data controller for your personal data.

2.1 Information you provide

• Account details (such as your email address)
• Memories you choose to save (text and photos)
• Any messages you send to us
• Gift code purchases (purchaser email address and Stripe payment reference, used solely to process and confirm your gift purchase)
• Your email address for service communications (such as account updates, subscription confirmations, and onboarding guidance). With your consent, we may also send you occasional updates about Little Wilds — you can unsubscribe at any time using the link in any email.

2.2 Information collected automatically

• Basic app and website usage data
• Device type and operating system
• Log data for performance and security

We do not collect unnecessary personal data.

We use your information to:

• Operate and improve the Little Wilds app and website
• Save and display your Memories
• Display your saved memories in your own Season Book — your content is private to your account and is never used to profile or target you
• Let you share your Season Book with others, if and only if you choose to (see Section 6)
• Process payments securely via Stripe
• Provide customer support
• Send service emails (such as subscription confirmations and onboarding guidance)
• Send occasional updates or newsletters, where you have consented to receive them
• Maintain security and prevent misuse

We never sell your data. We never use your Memories for advertising or marketing.

We process your data under the following lawful bases:

• Contract: to provide the Little Wilds service you signed up for
• Consent: for optional features (e.g., email updates)
• Legitimate interests: to improve the app, maintain security, and understand usage
• Legal obligation: where required by law

We keep your data only as long as necessary:

• Account information: kept while your account is active
• Memories (text + photos): kept until you delete them or delete your account. When you delete your account, the photo files are removed straight away; when you delete an individual memory, its photo files are removed within 30 days.
• Backups: removed within 60 days of account or memory deletion
• Support messages: retained for up to 12 months

You can request deletion at any time.

Sharing you choose: Season Book links

If you choose to share your Season Book, we create a private link. Anyone who has that link can view the contents of that Season Book — including text and photos — without needing a Little Wilds account. Please share links thoughtfully. You can stop sharing at any time by revoking the link in the app, after which it no longer works. We never share your Memories this way ourselves — sharing only ever happens because you chose it.

Service providers

We may share data with trusted third-party providers who help us run Little Wilds, such as:

• Secure cloud storage
• Analytics (Base44 built-in analytics — see Section 7 for Base44's data processing details)
• Customer support tools
• Email delivery services
• Stripe — our payment processor. When you subscribe, your payment details are handled directly and securely by Stripe. Little Wilds does not store your card information. Stripe's privacy policy applies to payment data.

They only receive the minimum data needed to perform their function and must keep it secure.

Beyond the sharing you choose and the service providers above, we do not share your Memories with anyone unless required by law.

Little Wilds uses two infrastructure providers:

• Cloudflare R2 (Cloudflare, Inc.) for photo and memory storage. Data is stored in the European Union.
• Base44 (Base44, Inc.) for app platform and database. App data (such as account information, memory notes, and usage data) is stored in the United States. Base44 is SOC 2 Type II and ISO 27001 certified, and GDPR and UK GDPR compliant, with a Data Processing Agreement in place. Cross-border transfers of UK and EU users' data are covered by the EU-US Data Privacy Framework and its applicable extensions, and Standard Contractual Clauses with applicable UK and EU modifications. Full details at base44.com/dpa.

We have ensured appropriate safeguards are in place for any international data transfers in accordance with applicable UK and EU data protection law.

If you have concerns, contact us at privacy@littlewilds.app.

We use industry-standard measures to protect your information, including:

• Encrypted connections
• Secure storage
• Access controls
• Regular monitoring

No system is perfect, but we work hard to keep your data safe.

You have the right to:

• Access your personal data
• Correct inaccurate information
• Delete your data
• Restrict or object to processing
• Request data portability
• Withdraw consent at any time

To exercise any of these rights, contact us at privacy@littlewilds.app. We will respond within one month.

Complaints

If you're unhappy with how we've handled your personal data, please tell us first — email privacy@littlewilds.app. We take every data protection complaint seriously: we'll acknowledge your complaint within 30 days, look into it properly, keep you updated on progress, and let you know the outcome without undue delay.

You also have the right to complain to a supervisory authority. UK users can contact the Information Commissioner's Office (ICO) at ico.org.uk. EU users may contact their national data protection authority.

You are in control of your data.

Deleting Memories

You can delete any memory at any time. When you delete a memory it is hidden from your app immediately, and its photo files are permanently removed from our storage within 30 days.

Deleting Your Account

You may request full account deletion by emailing privacy@littlewilds.app. We will process your request within one month. When your account is deleted:

• Your profile information is removed
• All memories (text + photos) are permanently deleted and the photo files are removed straight away
• Backups are removed within 60 days

Once deleted, your data cannot be recovered.

Little Wilds uses a small amount of local storage in your browser (rather than traditional cookies) to make the app work and, only with your permission, to help us understand how people find and use it.

Strictly necessary

Some storage is essential for the app to work and doesn't need your consent. This includes your login session token, a note of your cookie preference, and small settings the app needs to function, such as your memory reminder preferences. These are always on.

Optional — only with your permission

With your consent ("Allow all"), we also use:

• Signup attribution — a one-time note of how you arrived (such as a referrer or campaign link), so we can understand what brings families to Little Wilds. This is read once when you sign up and then cleared.
• Usage analytics — event counts and visit information (such as how long a visit lasts) through our platform provider, Base44, so we can see which activities and pages are enjoyed. This is never used to profile or target you.

If you choose "Necessary only", neither of these is used.

Platform features that run for everyone

Little Wilds is built on Base44, the platform that hosts our app. Two of its features run for everyone who uses the app, whatever you choose in the cookie banner:

• An anonymous visitor identifier. When you use Little Wilds without being logged in, the platform stores a random identifier in your browser's local storage (called base44_analytics_session_id) and sends it with your requests. This lets the platform recognise and handle requests from visitors who aren't signed in.
• Page-view records. The platform records which pages of the app are visited. Base44 has told us this doesn't store anything on your device.

We use these only to run the app and to understand, overall, how many people visit and which pages are used. They're not used for advertising, and we never sell this information. Because they're built into the platform, we can't switch them off for individual visitors. If you have any questions, contact us at privacy@littlewilds.app.

No advertising cookies. No cross-site tracking. We do not use advertising networks, retargeting pixels, or third-party tracking cookies.

Your choice: On your first visit you'll see a small cookie banner where you can choose "Necessary only" or "Allow all". You can change your choice at any time using the "Cookie preferences" link in the site footer or in Account → Settings — no need to dig through browser settings.

Little Wilds is designed for parents and caregivers — accounts can only be held by adults, and children cannot use the service directly.

However, we know that the Memories you save will often include your children: their photos, their names, the things you did together. That means we process children's personal data on your behalf, and we treat it with our highest level of care:

• Children's photos and memories are private to your account by default, and are only ever visible to others if you choose to share your Season Book
• We never use children's photos or information for marketing, advertising, profiling, or any purpose other than showing your Memories back to you
• Photos are stored securely in the European Union
• You can delete any memory, or your whole account, at any time — deletion is permanent, with photo files removed straight away on account deletion and within 30 days of deleting an individual memory

As the parent or caregiver, you are responsible for deciding what to save and share. If you believe a child's information has been uploaded without appropriate consent (for example, by someone without parental responsibility), contact us at privacy@littlewilds.app and we will investigate and remove it where appropriate.

We may update this policy from time to time. If we make significant changes, we will notify you on our website or in the app. The "Last updated" date will always show the most recent version.

If you have questions, concerns, or requests about your data, you can contact us at:

privacy@littlewilds.app

Little Wilds
Third floor
3 Hill Street, New Town
Edinburgh
EH2 3JP
GB