1. Who We Are
Most privacy policies are written to obscure what a company actually does with your data. This one is written to show it. Every category of data we collect is listed below. Everything we don't collect is listed too. If something isn't on either list, email [email protected] and we'll answer directly.
Bad Breath Studios Inc. is a corporation incorporated under the laws of Ontario, Canada. We operate the LuvMe relationship training platform.
For any privacy-related inquiries, contact us at [email protected].
Privacy Officer: Legal Team, Bad Breath Studios Inc.
375 University Avenue, Suite 3310, Toronto, ON M5G 2J5, Canada
2. What Data We Collect
We collect the following categories of data. We store your conversations because the AI needs them to maintain memory and personality continuity. That is what makes the relationship feel real.
- Account data: email address, username, display name, date of birth, avatar selection, language preference, onboarding responses.
- Signup country: when you create your account we check your IP address once against an offline country database and keep the resulting two-letter country code, such as "DE" or "IN". We keep the country, not the address; we do not repeat the check afterwards; and nothing more precise than the country is worked out. We use it to apply the correct legal minimum age for your jurisdiction, and to honour country-level content restrictions where they apply.
- Conversation data: full text of conversations with AI companions, AI-extracted memories and facts, periodic conversation summaries, and voice call transcripts.
- Generated content: AI-generated images, video clips, and voice lines created during your use of the platform. These are stored temporarily and subject to tier-based expiry (24 hours to 7 days depending on your subscription).
- Relationship and activity data: companion selections, relationship stage progression, date history and outcomes, activity and game history, gift history, sticker and cosmetic unlocks.
- Progression data: XP events, achievement progress, milestone levels, coach skill profiles, leaderboard data (if you opt in).
- Payment data: transaction confirmations (amount, date, subscription tier) received from our payment processor. We never store credit card numbers, CVVs, or bank details on our servers.
- Session metadata: session timestamps and approximate session duration (tracked in temporary memory for wellness features such as break encouragement).
- Content reports: when you report a companion's message, we store the report (the reason and any details you add) together with a snapshot of the surrounding conversation from your own chat, so our team can review what happened and improve companion quality and safety.
- Diagnostic data: when the app hits an error or crashes, we collect technical diagnostics to fix it: the error type and message, the screen where it happened, the app version, and your device model and operating system version. This is coarse troubleshooting data, not a tracking fingerprint, and it is never used for advertising.
- Problem reports: when you use "Report a Problem" in Help & Support, we store the summary and description you write, along with the same basic diagnostic and in-app context, so our team can reproduce and fix the issue.
- App measurement (mobile apps only): our iOS and Android apps include Google Firebase Analytics so we can tell which of our own app adverts actually bring people who use LuvMe, rather than only which ones are cheapest. It records a small number of non-content events (that an account was created and how: email, Google, or Apple; and that a first message was sent), alongside a resettable app-instance identifier, your device model and operating system, your country, and, on Android, your Google advertising identifier. It never receives your messages, your companions, your email, your username, or your account number. It is switched off until you are signed in to a verified adult account, and it is off for every account paused under the previous age policy.
3. What We Do NOT Collect
We do not collect browsing history, IP address logs beyond temporary rate-limiting, device fingerprints, ongoing or precise location data, or any information from outside the app. The only location information we hold is the city you optionally set yourself and the one-time signup country described above. Your payment details are handled entirely by our payment processor. We never see or store card numbers or banking information.
The app-measurement identifiers described in section 2 are the one exception worth naming plainly. They are resettable device-level identifiers issued by the operating system or by Google, not a fingerprint we build from your behaviour, and you can reset or clear them from your device settings at any time. On iOS we deliberately ship the build of Google's measurement library that cannot read Apple's advertising identifier at all.
The short version: We store your conversations, memories, and relationship data because that's what makes LuvMe work. We do not sell it, share it with advertisers, or use it for anything outside of running your experience. We do email you about LuvMe itself, and you can turn that off in one click; section 4 says exactly what we send. You can see everything we have on you in your Profile under Privacy & Data, export it, or delete it permanently at any time. The one thing that does leave the app for an advertising purpose is app measurement, and it carries none of the above: it is described in section 2 and section 6.
4. How Data Is Used
We use the data we collect strictly for the following purposes:
- Service delivery and maintaining your account
- Providing companion memory and conversation continuity
- Subscription billing and payment processing
- Platform abuse prevention and safety enforcement
- Reviewing reports you submit, including the conversation snapshot captured with them, to act on the report and improve companion quality
- Diagnosing and fixing crashes, errors, and problems you report (technical diagnostics are used only to improve stability, never for advertising or tracking)
- Aggregate, anonymised analytics to improve the platform
- Measuring our own app adverts: knowing which advert led to an install that became a real, active account, so we stop paying for the ones that do not
- Sending you email about LuvMe itself: a reminder when a conversation you started has gone quiet, and the occasional note about something new in the app
The email we send you. There are two kinds and we treat them differently. Service email is the mail your account cannot work without: verification and password codes, account-deletion confirmations, support ticket replies, billing notices such as a failed payment or a trial about to end, decisions on content you submitted for review, and anything we are legally required to tell you. Re-engagement and product email is everything else: a reminder that a conversation you started is still waiting for you, or a note about something new in the app. We send that second kind because you have an account with us, we keep it infrequent, and every one of those messages carries a one-click unsubscribe link that works immediately, with no login and no reply needed. You can also unsubscribe by emailing [email protected], or ask us anything about it at [email protected]. Unsubscribing stops the re-engagement and product email only; service email keeps working, because it is part of running your account.
Your email address is never sold or rented, and it is never shared with anyone so they can market to you. No third party emails you on our behalf beyond the delivery provider named in section 6, and the content of these emails is written by us, not generated from your conversations.
We track session duration in temporary memory only (not permanently stored) to enable our companion wellness features, such as break encouragement after extended sessions.
We track crisis detection events (severity category only, never message content) to monitor system effectiveness and ensure safety resources are provided when needed.
5. Data Retention
- Account data: Held while your account is active. Deleted immediately upon account deletion.
- Conversation data: Deleted immediately upon account deletion.
- Content reports: Reports you file and the conversation snapshot captured with them are deleted immediately upon account deletion.
- Diagnostic and problem-report data: Problem reports you submit are deleted immediately upon account deletion. Crash and error diagnostics are kept in a small, capped log that automatically purges older entries and holds no message content; on account deletion any link to your account is removed.
- Generated content: Automatically deleted according to your tier's retention period (24 hours to 7 days). All content deleted immediately upon account deletion.
- Billing records: Retained for 7 years as required by law.
Deleted data may persist in encrypted database backups for up to 30 days as part of our standard backup rotation schedule. These backups are encrypted at rest, access-controlled, and automatically purged on rotation. No deleted data is recoverable from backups after this retention window.
6. Third Parties
- Stripe: Payment processing for web/desktop purchases. Not used by the iOS or Android apps, where all purchases go through Apple or Google (see below). We never see or store card numbers.
- Apple App Store, Google Play, and RevenueCat: In-app purchase processing for subscriptions and token purchases in our mobile apps. Payments are handled by Apple or Google; RevenueCat manages your subscription status on our behalf. We never see or store card numbers.
- RunPod: GPU compute for AI chat, image, and video generation. No user-identifiable data is sent; only model prompts and parameters.
- Vast.ai: GPU compute for AI image generation. No user-identifiable data is sent.
- ElevenLabs: AI voice for companion voice calls, voice notes, and previews. Receives the text your companion is about to speak, which can reflect your conversation, and, during voice calls and the in-activity voice channel, your voice audio so it can be transcribed into text. Audio is sent only while you are speaking in a call, and LuvMe does not store it. These voice features run only with your AI processing permission, which you can change at any time in the app's Settings.
- OpenAI: Converts text into numerical embeddings so your companion can search their memories by meaning. Only the text being indexed is sent, with no name, email, or account identifier attached.
- Anthropic: Anthropic's Claude models power several AI features, and receive the following to do so:
- Your messages in AI support chat, to write the answer.
- Your chat conversations with your companion, used to generate the daily, weekly, and monthly summaries behind their long-term memory.
- A short extract of your recent conversations and saved memories, used to draft your companion's opening message after a match and the occasional check-in message they send when you have been away. Your companion's replies inside a conversation are not drafted this way: those are generated by LuvMe's own AI model.
- Your messages during in-chat activities and games, to save notes from them.
- Your onboarding questionnaire answers, to write your personalized reflection.
- The text of your saved memories, to detect when a new memory contradicts an older one.
- Your drafts in the proposal and vow writing helper, together with the memories it draws on.
- The text you write when creating a Custom Companion, including its automated safety review.
- The description you type when you ask for a picture, used to check it is safe to generate and to render it in English, which is what our image tools read. This runs on every picture description, in any language, and is not covered by the AI processing setting: it is a safety check rather than a feature. The picture itself is generated on our own infrastructure.
- The photo you add of yourself, used to describe how you look so your companion can refer to it. The photo itself is stored only on our own servers and is never shown to anyone else, and every picture of you and your companion together is generated on our own infrastructure, so no image leaves it.
Anthropic also generates official companion profiles and content on our side, which involves no user data. Before your first AI support message we show an in-app notice and ask you to continue; email and support tickets never use AI.
- Google (Firebase Analytics and Google Ads): App measurement for our iOS and Android apps. Receives the non-content events and device identifiers listed in section 2, and nothing else: no messages, no companions, no email, no username, no account number. We use it for one purpose: to see which of our own app adverts brought people who actually use LuvMe. Off entirely until you are signed in to a verified adult account.
- Resend: Email delivery. Sends both kinds of email described in section 4: the service email your account needs (verification codes, support ticket replies, billing and account notices) and the re-engagement and product email you can unsubscribe from at any time. Receives your email address and the text of the message being sent, so it can deliver it, and nothing else. It never receives your conversations, your companions, your memories, or your generated content, and it never uses your address for its own purposes.
Each third party listed above acts as a data processor for us, under its data processing terms. Those terms require them to protect your data to a standard equal to the one described in this policy: to process it only for the purpose stated above, to keep it confidential and secure, and not to sell it or use it for their own purposes. The API terms of our AI providers state that data sent through their APIs is not used to train their models. International transfers are covered in section 8 below.
We never sell your data, and we show no adverts inside LuvMe. Your conversations, your companions, your images and your account details are never used for advertising by us or by anyone else, and no advertiser ever receives them.
One thing does leave the app for an advertising purpose, and we would rather say so plainly than bury it: because we advertise LuvMe itself on the App Store and Google Play, the two events in section 2 (an account was created, a first message was sent) and the device identifiers listed there are shared with Google so we can measure our own adverts. That tells us which advert brought someone who actually uses LuvMe. It does not tell Google anything about what you say, who you talk to, or what you generate, and it is never used to target you with adverts from anyone else.
7. Legal Basis for Processing (GDPR Article 6)
We process personal data under the following legal bases:
- Contract performance: Processing necessary to deliver the service you signed up for (account, chat, content generation).
- Consent: You consent to data processing by creating an account and accepting our Terms of Service.
- Legitimate interest: Platform security, fraud prevention, service improvement through anonymised analytics, and keeping in touch with people who already hold an account about the service they signed up for, including the re-engagement and product email described in section 4. You can withdraw from that last one at any time using the unsubscribe link in any such email, without affecting your account.
- Legal obligation: Retention of billing records as required by applicable tax and financial regulations.
8. International Data Transfers
Your data may be processed on servers located in Canada and the United States. GPU compute tasks (image/video generation) may be processed on cloud infrastructure in various regions.
No user-identifiable data is transmitted to GPU compute providers. Only AI model prompts and parameters are sent, which contain no personal information.
For users in the European Economic Area (EEA), transfers to Canada are covered by the European Commission's adequacy decision. For transfers to the United States, we rely on standard contractual clauses where applicable.
9. Your Rights (GDPR + PIPEDA)
Regardless of where you reside, we extend the following rights to all users:
- Access: Request a copy of the personal data we hold about you.
- Correction: Request corrections to inaccurate data.
- Deletion: Exercise your "right to be forgotten" and have your data permanently removed.
- Data portability: Receive your data in a structured, commonly used format.
- Withdraw consent: Withdraw your consent to data processing at any time.
To exercise any of these rights, contact [email protected].
You don't need to file a formal request to exercise most of these rights. Data access, export, and deletion are all available directly in the app under Profile → Privacy & Data. For anything that requires manual processing, email [email protected] and you'll hear back from a real person within 5 business days.
For detailed instructions on deleting your account or specific data, see our Account & Data Deletion page.
10. Cookies & Local Storage
We use one session cookie for media authentication. We do not use tracking cookies, advertising cookies, or any third-party analytics cookies. This section is about browser storage; the app-measurement SDK described in section 2 uses no cookies and does not run on this website.
The desktop app uses browser local storage to remember your login session, theme preference, and UI state (such as dismissed banners). This data stays on your device and is never sent to our servers. You can clear it at any time via the app settings. For full details, see our Cookie & Local Storage Policy.
11. Data Breach Notification
In the event of a data breach that poses a risk to your rights and freedoms, we will notify affected users within 72 hours of becoming aware of the breach, in accordance with GDPR Article 33 and applicable Canadian privacy laws. Notification will be sent via the email address associated with your account.
12. Children's Privacy & Age Requirements
LuvMe is an adults-only service for users 18 and older (or older where local law sets a higher age of majority). We do not knowingly collect personal information from anyone under the minimum age for their jurisdiction.
If we discover that an account belongs to a user under the minimum age, we will terminate the account and delete all associated data within 14 days.
COPPA Compliance (United States)
LuvMe is not directed at children under 13. We do not knowingly collect personal information from children under the age of 13. If a parent or guardian believes their child has provided personal information to LuvMe, they should contact us at [email protected]. We will terminate the account and delete all associated data within 24 hours of a verified request.
GDPR-K Compliance (European Union / EEA / United Kingdom)
The LuvMe minimum age is 18 in every jurisdiction, which meets or exceeds the digital age of consent everywhere, including EU member states and the United Kingdom. Users under 18 are blocked from registration.
Accounts Created Under the Previous Age Policy
LuvMe became an adults-only service on August 14, 2026. Accounts created before that date by users aged 16-17 are paused: they cannot use the service, their data is retained unchanged, and access returns automatically on the account holder's 18th birthday. A paused account holder may instead permanently delete their account and all associated data at any time from within the app. No third-party analytics identifiers are shared for any user under 18.
Date of Birth
We collect your date of birth during account creation to verify age eligibility. Your date of birth is stored in encrypted form and is never displayed to other users or shared with third parties. It is used for age verification and age-class routing, and the day and month alone are used to show your star sign and how it matches a companion's. The year is never used for that feature, and your date of birth itself is never shown to anyone.
Parental Contact
Parents or guardians who believe their minor child has created an account may contact [email protected]. Upon verification, we will:
- Immediately suspend the account
- Delete all associated data within 24 hours
- Confirm deletion via email
13. Changes to This Policy
If we make material changes to this Privacy Policy, we will provide at least 30 days' notice via email before the changes take effect. Continued use of the platform after the notice period constitutes acceptance of the updated policy.