Privacy Policy

Last updated: 25 August 2026 · Effective date: 27 July 2026

This Privacy Policy explains how Sherbet Agency (Pty) Ltd ("Sherbet Agency", "we", "us") collects, uses, shares, and protects your personal information when you use the Bump Match mobile application (the "App").

We are the data controller for the personal information described here.

• Contact / privacy requests: ai@sherbetagency.com
• Registered address: 15E Riley Rd, Bedfordview, Johannesburg, 2007, South Africa

If you do not agree with this policy, please do not use the App.

1. Summary (the important part)

• We collect information you give us and information about how you use the App so we can run the service.
• We can sell or share some of your personal information (your name and contact details) with third-party partners — including companies that sell baby and parenting products — but ONLY if you actively opt in. This is switched off by default. You can turn it on or off at any time in Settings → Privacy → Partner Offers, and you can use the entire App whether or not you opt in.
• We also generate aggregated, anonymised statistics (e.g. "X% of our users are in their second trimester") that cannot identify you. We may share or sell these aggregated insights with partners. Because this data cannot identify you, it is not covered by the opt-in above.
• We never require you to consent to data selling as a condition of using the App.
• We advertise on Meta, and share app milestones (install, sign-up, first swipe, partner connected, match) plus a scrambled version of your email and name so Meta can measure our adverts and find similar people. We never send Meta — or Google — your pregnancy stage, due date, or the names you swipe on. See Section 7.
• You have rights to access, correct, delete, and export your data, and to opt out of any sale of your information — see Section 10.

2. Who this policy applies to

Bump Match is intended for adults (18+) who are expecting or new parents. The App is not directed at children, and we do not knowingly collect personal information from anyone under 18. We do not collect personal information about your baby or child. If you believe a child has provided us data, contact us and we will delete it.

3. Information we collect

a. Information you give us

• Account details: name, email address, and/or phone number.
• Profile details you choose to add, which may include pregnancy stage or due date. Providing pregnancy information is optional and used only to run matching and app features.
• Cultural heritage (optional, multiple choice) — used only to suggest names from the language and cultural traditions you pick. Depending on where you live this may reveal ethnic origin, so we treat it as special-category information: it is never used for advertising, never shared with Google or Meta, and never sold.
• Your role (mom / dad / partner), age, expected baby gender, and country or region, all optional beyond what account creation requires.

b. Information collected automatically

• Device and technical data: device type, OS version, app version, IP address, crash logs.
• Usage data: features used, screens viewed, interactions, and general app activity.
• Push notification tokens (if you enable notifications).
• Analytics and advertising identifiers, including an app-instance identifier and — only where you have permitted it — your device's advertising identifier (Section 7).

c. Information we do NOT sell

• We do not sell your pregnancy stage, due date, cultural heritage, health information, or any special-category data to third parties. Any data sale is limited to name and contact details, and only with your opt-in (Section 5).

4. How we use your information

We use personal information to:

• Create and manage your account and provide the App's core features (including matching).
• Maintain security, prevent fraud, and debug problems.
• Communicate with you about the service.
• Produce aggregated, anonymised analytics and insights.
• Measure and improve our advertising, and reach people who resemble our users (Section 7). This never includes your pregnancy information.
• Where you have opted in, share your name and contact details with partners (Section 5).

Legal bases (GDPR/UK GDPR):

• Contract — to provide the App you signed up for.
• Legitimate interests — security, analytics, and improving the App.
• Consent — for the optional partner data-sharing/sale, for push notifications, and for advertising identifiers and audience building (Section 7). You may withdraw consent at any time.

5. Selling and sharing data with partners (opt-in only)

What this means. If — and only if — you switch on Partner Offers, we may disclose, share, or sell your name and contact details (email and/or phone) to third-party partners, including companies that market and sell baby, pregnancy, and parenting products. Those partners may contact you with offers and may use the data for their own marketing.

Please note: because Bump Match is a pregnancy/parenting app, receiving your details from us may allow a partner to infer that you are an expecting or new parent. We want you to understand this before you opt in.

This is entirely optional:

• It is OFF by default.
• You can use every feature of the App without turning it on.
• You can turn it on or off at any time in Settings → Privacy → Partner Offers.
• Turning it off stops future sharing. To ask partners to delete data already shared, contact us and we will pass on your request.

We provide the list of current partner categories (and, on request, named partners) on request via ai@sherbetagency.com.

6. Aggregated and anonymised data

We may create statistics and insights that are aggregated and anonymised so that they cannot reasonably be used to identify you (for example, trends by trimester, region, or age band). We may share or sell these insights to partners and advertisers. This data is not "personal information" and is not subject to the opt-in in Section 5.

7. Advertising and measurement

We use two third-party measurement tools inside the App and on our website.

a. Analytics — Google Analytics for Firebase

We use Google Analytics (via Firebase) to understand how the App is used: which screens people visit, which features they use, whether they complete sign-up, and how many people return. This tells us what to fix and what to build next.

For this we send Google an app-instance identifier, your account identifier, device and technical data, and coarse attributes such as an age band (not your exact age), your general country, and whether you have connected a partner.

We do not send Google your pregnancy stage, due date, expected baby gender, cultural heritage, the names you swipe on, or your matches.

b. Advertising — Meta (Facebook and Instagram)

We advertise Bump Match on Meta's platforms. To measure whether those adverts work, and to reach people who resemble our existing users, the App tells Meta when certain milestones happen — that you installed the App, created an account, started swiping, connected a partner, or reached a match.

To help Meta recognise you as an existing user, we also send a cryptographically hashed (scrambled, one-way) version of your email address and name. This is called advanced matching. Hashing is a safeguard, not anonymisation — please treat this as sharing personal information with Meta.

We do not send Meta your pregnancy stage, due date, expected baby gender, cultural heritage, the names you swipe on, or your matches. This is enforced in the App's code, not only by policy.

What Meta does with it. Meta uses these signals to report on our adverts and to build lookalike audiences — groups of people who resemble our users, so we can advertise to them. Meta acts as an independent controller for its own advertising purposes; see Meta's own privacy policy for how it handles data it receives.

c. Advertising identifiers

On iOS we ask for permission before accessing your device's advertising identifier, via Apple's App Tracking Transparency prompt. If you decline, we do not use it, and the App continues to work exactly the same. On Android the equivalent identifier is controlled by your device settings (Settings → Google → Ads).

d. Our website

bumpmatch.app uses Google Analytics and the Meta Pixel to measure visits and how many people tap through to the app stores.

e. Legal bases

• Consent — for advertising identifiers, advanced matching, and building advertising audiences. On iOS your ATT choice is that consent.
• Legitimate interests — for basic product analytics that do not use advertising identifiers, so that we can keep the App working and improve it.

f. How to opt out

• iOS: Settings → Privacy & Security → Tracking, or the Bump Match entry in iOS Settings.
• Android: Settings → Google → Ads → Delete advertising ID.
• Any platform: email ai@sherbetagency.com and we will exclude your account from advertising audiences.

8. Who we share personal information with

• Service providers who help us run the App (e.g. hosting/backend Convex, transactional email Resend, push notifications Expo, analytics and crash reporting) under contracts that restrict their use of your data.
• Google (Google Analytics for Firebase) — product analytics, as described in Section 7a.
• Meta Platforms — advertising measurement and audience building, as described in Section 7b.
• Opt-in partners — only as described in Section 5, and only if you opted in.
• Legal / safety — where required by law or to protect rights and safety.
• Business transfers — in a merger, acquisition, or sale of assets.

We do not sell your data to anyone except as described in Section 5 (opt-in) and Section 6 (aggregated/anonymised).

9. International transfers

Your information may be processed in countries outside your own, including the United States. Where we transfer personal data internationally, we use appropriate safeguards such as Standard Contractual Clauses.

10. Your rights and choices

Depending on where you live, you have some or all of these rights:

• Access a copy of your data.
• Correct inaccurate data.
• Delete your data ("right to be forgotten").
• Port your data to another service.
• Object to / restrict certain processing.
• Withdraw consent at any time (including turning off Partner Offers, and turning off ad tracking — see Section 7f).

Opt out of sale/sharing (CCPA/CPRA and US state laws). You have the right to opt out of the sale or sharing of your personal information. Because our data sale is opt-in, simply leaving Partner Offers off means we do not sell your personal information. You may also submit a request at ai@sherbetagency.com or use the "Do Not Sell or Share My Personal Information" link in Settings → Privacy. We honor Global Privacy Control (GPC) browser/device signals where required.

To exercise any right, contact ai@sherbetagency.com. We will respond within the timeframe required by law (generally 30–45 days). You also have the right to complain to your data protection authority (in the UK, the ICO; in the EU, your local authority).

11. Data retention

We keep personal information only as long as needed to provide the App and for legitimate legal, security, and business purposes. When you delete your account, we delete or anonymise your personal data within 30 days, except where we must retain it by law.

12. Security

We use technical and organizational measures to protect your data (encryption in transit, access controls). No system is perfectly secure, but we work to protect your information and will notify you and regulators of breaches where required.

13. Children

The App is for users 18 and older. We do not knowingly collect data from anyone under 18 and never sell data relating to a child.

14. Changes to this policy

We may update this policy. If we make material changes — especially to how we share or sell data — we will notify you in the App and ask for fresh consent where required by law. Continued use after non-material changes means you accept the updated policy.

15. Contact us

Sherbet Agency (Pty) Ltd 15E Riley Rd, Bedfordview, Johannesburg, 2007, South Africa Email: ai@sherbetagency.com