Privacy Policy

Who is collecting your data

Luvvy is operated by Couples Lab B.V., registered in the Netherlands, which acts as the data controller and decides what personal data is collected and how it is used.

Our services may contain links to expert sites and social platforms that have their own privacy policies. Couples Lab accepts no responsibility for the privacy practices of those third parties.

How we collect and use your personal data

Depending on how you use Luvvy, we may collect: identity information (such as your name, user code, device ID and email); activity information (such as your in-app responses, pairing details, course completion and any photos or videos you add); demographic information (such as age, gender and preferences, including sensitive data where you have given consent); and usage information (such as survey responses, time spent in the app, IP address and device ID).

We also collect support information (contact and device details when you reach out), subscription and registration information, marketing information (such as the email address you give us for offers and promotions), and technology information (such as cookies, pixels and device identifiers).

Anonymised activity and demographic data may be shared with academic partners for relationship research.

Our lawful bases for the use of your personal data

We rely on three primary lawful bases to process your personal data: the performance of our contractual obligations to you; our legitimate business interests in developing our product and improving the customer experience; and your explicit consent, in particular for any sensitive information. Usage analytics in the app relies on our legitimate interest in improving it; advertising measurement relies on your consent alone (see “Analytics and advertising measurement” below).

Information sharing you control

You control the data you share with your partner through the app's pairing functionality. When you are paired, your shared conversations remain visible until you end the pairing or delete your account.

Subscriptions and payments

Luvvy offers auto-renewable subscriptions. Purchases are made and billed through the Apple App Store or Google Play, and those stores process the payment. We never receive or store your card details.

We use RevenueCat to record which subscription you hold and to keep your access in step across your devices. For that purpose RevenueCat receives your Luvvy user identifier, the purchase receipt issued by the store and basic device information. Managing, changing or cancelling a subscription is done in your App Store or Google Play account settings.

Sharing personal data with service providers and other organisations

We work with service providers for technology, payment processing, data storage, analytics and support, and share only the data necessary for them to perform those functions on our behalf.

We may also disclose personal data where legally required, to establish or defend legal rights, or in connection with a business transfer.

Sharing with our academic partners

We share anonymised user data with academic institutions to advance the scientific understanding of how our service affects relationships, including through published research.

The services we rely on

Luvvy runs on Google Firebase and Google Cloud. We use Firebase Authentication for sign-in (including Sign in with Google and Sign in with Apple), Firebase Realtime Database and Cloud Storage to hold your account and the content you create, Firebase Cloud Messaging to deliver push notifications, Firebase Crashlytics for crash diagnostics, Firebase Analytics to measure in-app usage, and Firebase Remote Config to configure the app. Our own content, dailies and notification services run on Google Cloud.

On this website we use Google Analytics 4 to understand how the site is used. It runs under Google Consent Mode with advertising storage denied, so it is not used to build advertising audiences or to follow you across other sites.

How we protect your information and where we store it

Luvvy has physical, electronic and procedural safeguards that comply with applicable regulations to protect your personal information. Employee access is limited to those who need it to deliver the service.

No transmission of data over the internet can be guaranteed to be 100% secure. Your data may be stored outside the EEA or the UK, in which case we put adequate contractual protections in place.

Deleting your account

You can delete your Luvvy account at any time using the “Delete account” button on your profile page in the app. Deleting removes your personally identifiable information and the connection between you and the account you signed in with; anything we retain afterwards is no longer linked to you. Our support page has the full instructions.

How long we use personal data for

We consider the purpose for which the data was collected, its age, any legal requirements and whether it is needed to protect our users or the service. We retain personal data for as long as necessary to comply with legal obligations, resolve disputes and enforce our agreements.

Your data protection rights — UK and EEA residents

If you are in the UK or EEA, the GDPR gives you the right to access the personal data we hold about you, to have inaccurate data corrected, to object to or restrict our processing, and to have your data deleted.

You also have the right to lodge a complaint with your data protection regulator (for example, the ICO in the UK at ico.org.uk, or the Autoriteit Persoonsgegevens in the Netherlands).

Children’s data

Luvvy does not knowingly collect personal data from children under the age of 18. Those under 18 should not submit personal information without the permission of a parent or guardian. If we become aware that we have collected a child's data, we delete it promptly.

International privacy laws

This policy complements the data protection laws that apply to you. Where those laws impose stronger requirements, they take precedence over this policy.

Analytics and advertising measurement

Luvvy asks you once whether you allow advertising measurement. The app works exactly the same whatever you answer, and nothing is shared for advertising measurement unless you allow it.

Usage analytics. The app records which screens you open and which steps you complete (for example finishing a quiz or linking with your partner), together with your Luvvy account identifier, an app instance identifier, basic device information and a few properties of your account (such as whether you are linked with a partner, when you signed up, your app language and your subscription status), using Google Firebase Analytics. We use it to understand what helps couples and to fix what does not. RevenueCat also reports your subscription purchases and renewals to Firebase Analytics against the same app identifier.

Advertising measurement. We advertise Luvvy on Google and on the Apple App Store. If you allow advertising measurement, the app shares events such as installing, first opening and signing up, together with the app instance identifier and your device’s advertising identifier, with Google Ads, so we can tell which of our ads bring people to Luvvy. On iPhone, Apple also asks you to confirm this. We never use it to show you personalised ads or to build advertising audiences, we do not sell your personal data, and we do not share it with data brokers. Luvvy shows no third-party advertising.

On iPhone, if you allow advertising measurement, the app also gives the email address of your Luvvy account to Google’s on-device conversion measurement. It is hashed (turned into a one-way code that cannot be read back) on your phone, so your email address itself never leaves the device; Google uses the code only to tell whether you saw one of our ads. Separately, Apple’s SKAdNetwork may tell Google that an install came from one of our ads. Apple sends that report without anything that identifies you or your device, whatever you choose.

You can allow or withdraw advertising measurement at any time in the app under Profile → Privacy; on iPhone you can also turn tracking off in the Settings app. Withdrawing consent stops further collection; it does not affect processing that took place before. Crash reports (Firebase Crashlytics) are collected regardless of this choice, because we need them to keep the app working.

U.S. state data privacy

Residents of California, Colorado, Connecticut, Utah and Virginia have state-specific rights, including the right to access, correct, delete and port their data, and to opt out of targeted advertising and data sales. We do not sell personal data for money, and we do not knowingly sell or share the data of California residents under the age of 16. Sharing with Google Ads for advertising measurement happens only if you allow it in the app, and you can opt out at any time under Profile → Privacy.

How to contact us

If you have any questions about this policy or wish to exercise your rights, contact us at contact@couples-lab.com.

Your use of Luvvy is also governed by our Terms of Service and, for subscriptions bought on the App Store, by Apple’s standard licence agreement, the Licensed Application End User Licence Agreement.