Baby What?
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Privacy Policy

Last updated: 26 June 2026

App: Baby What? (“the App”, “we”, “us”, “our”)
Provider: Steady Labs
Effective date: 26 June 2026
Contact: hello@babywhat.app

This Privacy Policy explains what information Baby What? collects, how we use it, who we share it with, and the choices you have. By creating an account or using the App, you agree to the practices described here.

1. Information we collect

Information you provide

  • Account details. Your email address, and either a password or a sign-in from a third-party provider you choose (such as Google or Apple). If you sign in with a third-party provider, we receive basic profile information such as your email address and name from that provider. Passwords are stored only in hashed form by our authentication provider; we never store your plain password.
  • Profile details. Your first name (used to greet you and to personalise shareable cards), an optional baby surname and middle-name ideas, the region/country you select, and the name categories you are interested in (for example “girl”, “boy”, or “either”).
  • Names and lists you create. The names you keep (“loved”), pass on, search for, restore, and rank in tournaments, plus any preferences you set such as swipe filters.
  • Partner connections. If you choose to connect with a partner, we process the invite code you generate or enter, and the link between your two accounts.

Information collected automatically

  • Usage and analytics data. We use a third-party product analytics provider to understand how the App is used so we can improve it — for example which screens and features are used and how you interact with them (such as taps within the App). This may include a randomly generated identifier, device and app/version information, and approximate location inferred from your IP address. We do not use this data for third-party advertising.
  • Diagnostics. Limited technical logs and crash/error reports used to keep the service running and to fix problems.
  • Push notifications. If you enable notifications, we store a push token for your device so we can send the reminders and updates you opt into. You can turn notifications off at any time in the App or in your device settings.
  • Purchase data. If you buy the optional paid unlock, the payment is processed by the app store (Apple or Google), not by us. We receive confirmation of your purchase and a purchase identifier so we can unlock features for your account; we do not receive or store your full payment card details.

2. How we use your information

We use the information above to:

  • create and secure your account, and sign you in;
  • provide the core experience — showing names, saving your lists, generating insights about your taste, and running name tournaments;
  • enable partner features, including detecting when you and a connected partner have both loved the same name (a “match”);
  • personalise content such as full-name previews and shareable cards;
  • process the optional paid unlock and provide the features it includes;
  • send transactional messages you request, such as a password-reset code, and notifications you opt into;
  • understand usage, maintain, troubleshoot, and improve the App; and
  • comply with legal obligations and enforce our Terms of Service.

3. Sharing between connected partners

Partner features are optional. When you connect with a partner:

  • the partner you connect with can see your first name / display label; and
  • names that both of you have loved are revealed to each other as “matches”.

Names you love but your partner has not loved are not shown to your partner through the matching feature. You can disconnect a partner at any time in the App. Disconnecting stops future matching; please contact us if you want historical shared data addressed.

4. How we share information with third parties

We do not sell your personal information. We share information only with service providers that help us run the App, and only as needed, including:

  • our cloud backend, database, and authentication provider — to run the App, store your data, and sign you in;
  • a product analytics and diagnostics provider — to measure usage and diagnose problems;
  • an email delivery provider — to send transactional email such as password-reset codes;
  • sign-in providers you choose (such as Google or Apple) — to authenticate you if you use social sign-in; and
  • the app stores (Apple App Store and Google Play) and their payment systems — to deliver the App and process any purchases.

We may also disclose information if required by law, to protect our rights or users’ safety, or in connection with a merger, acquisition, or sale of assets.

5. Data retention and deletion

We keep your information for as long as your account is active. You can permanently delete your account and associated data from within the App (Settings → Account → Delete account). You may also email us at hello@babywhat.app to request deletion. Some records may be retained where required for legal, security, or fraud-prevention purposes.

6. Security

We use reasonable technical and organisational measures to protect your information, including hashed password storage and encrypted connections. No method of transmission or storage is 100% secure, so we cannot guarantee absolute security.

7. Children’s privacy

The App is intended for adults (for example, expecting or prospective parents) and is not directed to children. You must be at least 18 years old, or the age of majority where you live, to use the App. We do not knowingly collect personal information from children. If you believe a child has provided us information, contact us at hello@babywhat.app and we will delete it.

8. Your rights and choices

Depending on where you live, you may have rights to access, correct, export, or delete your personal information, and to object to or restrict certain processing. You can update most details directly in Settings, delete your account in-app, or contact us at hello@babywhat.app to exercise these rights. We will respond as required by applicable law (including the GDPR and CCPA/CPRA where they apply). We will not discriminate against you for exercising your rights.

9. International data transfers

We may process and store information in countries other than where you live. Where required, we use appropriate safeguards for such transfers.

10. Changes to this policy

We may update this Privacy Policy from time to time. When we make material changes, we will update the “Effective date” above and, where appropriate, notify you in the App. Your continued use of the App after changes take effect means you accept the updated policy.

11. Contact us

Questions about this policy or your data? Contact us at hello@babywhat.app.