Privacy Policy

Only Filaments Ltd, trading as WAItag ("WAItag", "we", "us", or "our"), is the data controller responsible for your personal information. We are committed to protecting your privacy and being transparent about how we collect, use, and share your personal data.

This Privacy Policy applies to all personal information collected through our website, owner portal, mobile application, and pet identification tag service (collectively, the "Service"). It should be read alongside our Terms of Service. By using the Service, you confirm that you have read and understood this Privacy Policy.

"Personal information" means any data that identifies or could reasonably identify you as an individual - including your name, email address, delivery address, and photographs. Device-level information such as IP addresses and browser identifiers may also constitute personal information. Information that has been genuinely anonymised, de-identified, or aggregated so that it can no longer be used to identify any individual is not considered personal information under this policy.

We process your personal information on the following legal grounds under UK GDPR: (a) performance of a contract - to provide the Service you have signed up for; (b) legitimate business interests - to improve the Service and protect our business, where those interests are not overridden by your rights; (c) legal compliance - where processing is necessary to comply with a legal obligation; and (d) consent - where you have given us specific permission to process your information for a particular purpose.

2a. Registration Information: When you create a WAItag account, we collect your name, email address, and login credentials. You may optionally provide additional profile information. You are responsible for keeping this information accurate and up to date.

2b. Pet Profile Information: When you set up a pet profile, you may provide your pet's name, breed, age, species, photograph, and any contact details or notes you choose to include (such as medical information or a reward message). You control what information is added to your pet's profile. Any photographs you upload are automatically screened by an automated content moderation system before being made publicly visible.

2c. Scan & Location Data: When your WAItag is scanned, we record the time and date of the scan. If the person scanning your tag grants location permission on their device, we may also receive an approximate geographic location at the time of the scan. This data is used to power scan analytics for Pro and Pro+ subscribers and to support the lost pet recovery features of the Service.

2d. Globe Sighting Information: If any person - with or without a WAItag account - submits a lost pet sighting via the WAItag Globe, we collect the information they provide (including any description and, if permitted, their approximate location at the time of submission). Any photographs submitted with a sighting are automatically screened by an automated content moderation system before being made publicly visible on the Globe map.

2e. Payment & Billing Information: We collect payment method details and billing address information when you pay postage for a tag or purchase a subscription. All payment processing is handled by Stripe. We do not store your card details at any time. We receive transaction confirmation and summary data from Stripe for accounting and dispute resolution purposes.

2f. Shipping Information: When you order a physical WAItag, we collect your name and delivery address (including street, city, county, and postcode) to fulfil your order via Royal Mail or equivalent courier.

2g. Communications: If you contact us by email or through any support channel, we retain those communications and any personal information they contain in order to handle your enquiry and improve our service.

2h. Cookie & Analytics Information: We use cookies and similar technologies to collect information about your device and how you use our website and portal. This may include your IP address, browser type, operating system, referring URL, pages visited, and time spent on the Service. See Section 8 for more detail.

2i. Transaction Information: We retain records of transactions - including postage payments and subscription purchases - for legal, tax, accounting, and dispute resolution purposes.

2j. Community & Social Information: If you use our community features, we collect the connections ("pet friends") you make between pet profiles, the posts you create (including any text, photographs, and - where you choose to add it - the approximate location of a check-in), and any walking spots you save (including a name, notes, and the geographic location of the spot, which you may mark as public or private). Photographs you post are automatically screened by an automated content moderation system before being made publicly visible.

2k. Phone Numbers & SMS Alerts: If you are a Pro or Pro+ subscriber, we use the mobile telephone number on your account - and, for Pro+, any additional contact numbers you choose to add and enable - to send you text-message (SMS) alerts about scans and sightings of your pet. Where you add another person's number as a contact, you confirm that you have their consent to receive these messages. We use SMS only for these transactional alerts; we do not send marketing by SMS (see Section 5).

2l. Mobile Application & Device Permissions: When you use our mobile application, we may - only with your permission, and only for the stated purpose - access your device's camera (to scan a WAItag or take a pet photograph), your photo library (to select images for your pet's profile, a post, or a lost report), and your device location (to record where a pet was last seen, to attach a location to a sighting or walking spot, and to sort nearby content). You can review or withdraw these permissions at any time in your device settings. To deliver alerts to your device, we also collect a push notification token - a unique identifier issued by Apple or Google that allows us to send notifications to your device - which you can disable at any time in your device settings.

Providing personal information to us is voluntary in most cases, but certain information is necessary for us to provide the Service. Where we require specific information, we will make this clear at the point of collection.

We use the personal information we collect for the following purposes:

(a) To create, manage, and maintain your account and pet profiles; (b) To display your pet's profile to anyone who scans your WAItag, in accordance with the core purpose of the Service; (c) To dispatch your physical WAItag to your specified delivery address; (d) To process subscription payments and postage fees via Stripe; (e) To provide scan analytics and lost mode features to Pro and Pro+ subscribers; (f) To operate the WAItag Globe community lost pet sighting map; (g) To send essential service communications, including order confirmations, dispatch notifications, payment receipts, and subscription renewal reminders; (h) To send promotional or marketing communications where you have consented to receive them, or where we have a legitimate interest in doing so (see Section 5); (i) To analyse usage patterns and improve the functionality and performance of the Service; (j) To detect, investigate, and prevent fraud, abuse, or violations of our Terms of Service; (k) To comply with our legal and regulatory obligations; (l) To enforce our Terms of Service and protect our legal rights; (m) To operate our community features, including pet friendships, the activity feed, and shared walking spots; (n) To send you push notifications and SMS alerts about activity relevant to you and your pet, such as scans, sightings, and lost pet alerts; (o) During an active lost pet report, to identify and contact nearby veterinary practices, animal shelters, and rescue organisations that may be able to assist in the safe recovery of your pet.

A core function of the WAItag Service is that your pet's profile is publicly accessible to any person who scans your tag - no account or login is required to view it. This is by design and is essential to the lost pet recovery purpose of the Service.

You are solely responsible for deciding what information to include on your pet's profile. We strongly advise against including sensitive personal data such as your full home address or financial information. Only include information you are comfortable sharing with any member of the public.

You may update, edit, or remove information from your pet's profile at any time through your owner portal. If you delete a pet profile, the associated public profile page will no longer be accessible.

5a. Promotional Emails: Where you have consented to receive marketing communications, or where we have a legitimate interest in contacting you about relevant products and services, we may send you occasional emails about WAItag features, offers, or updates. You may unsubscribe from marketing emails at any time by clicking the "unsubscribe" link in any such email, or by contacting us at privacy@waitag.com. Unsubscribing from marketing emails does not affect essential service communications such as order confirmations and payment receipts.

5b. We do not currently engage in SMS marketing or interest-based advertising. We do not share your personal information with third-party advertising networks or use it to display targeted advertisements. We do not sell your personal information for monetary consideration.

We do not sell your personal information to third parties. We share your information only in the following circumstances:

6a. Third-Party Service Providers (Data Processors): We share personal information with carefully selected third-party providers who process data on our behalf under contract and are not permitted to use it for any other purpose. We use providers in the following categories: • Cloud database, hosting, and user authentication (data hosted within the EU/UK) • Payment processing and subscription management - provided by Stripe, a PCI DSS compliant processor; we never store your card details • Transactional email delivery (order confirmations, receipts, and alerts) • SMS delivery, to send the text-message alerts described in this policy • Automated image content moderation, which screens uploaded photographs transiently and does not retain them for that purpose • Mapping and location services, used to identify nearby organisations during a lost pet report • Postal and courier services, for physical tag delivery A current list of the specific named sub-processors we use is available on request by contacting privacy@waitag.com.

6b. Public Individuals: Subject to the nature of the Service, your pet's profile information is accessible to any member of the public who scans your WAItag. You consent to this disclosure by registering a pet profile and attaching a WAItag to your pet.

6c. Law Enforcement & Regulatory Authorities: We may disclose personal information to statutory bodies, law enforcement agencies, regulators, or courts where required to do so by law, or where we reasonably believe disclosure is necessary to comply with a legal obligation, to prevent or detect crime, or to protect the rights, property, or safety of WAItag, our users, or the public.

6d. Business Transfers: If Only Filaments Ltd is involved in a merger, acquisition, sale of assets, or other business transfer, your personal information may be transferred to the successor entity as part of that transaction. We will notify you by email or prominent notice on our website before your information becomes subject to a materially different privacy policy.

6e. Third Parties with Your Consent: We may share your information with other third parties where you have given us your express consent to do so, or where you have clearly directed us to act on your behalf in a way that involves such sharing.

6f. Lost Pet Recovery Partners: When you activate lost mode for your pet, we may share your pet's profile information - including their name, photograph, description, and a link to their profile - with veterinary practices, animal shelters, and rescue organisations located near the pet's last known location, so that they can help identify and reunite your pet if it is brought to them. This sharing occurs only during an active lost pet report and is limited to information relevant to recovery.

6g. Other WAItag Users (Community Features): If you use our community features, certain information is shared with other users according to the settings you choose. Posts and walking spots you mark as public are visible to other WAItag users; content you mark as friends-only is visible to the owners of pets you are connected with. Your pet's name and photograph are visible to users you send or accept friend requests from. You control what you share and can delete your posts and walking spots at any time.

We take the security of your personal information seriously and implement appropriate technical and organisational measures to protect it against unauthorised access, loss, misuse, alteration, or disclosure. Personal information is stored in secure facilities with access restricted to authorised personnel only.

All payment information transmitted through the Service is encrypted using SSL (Secure Sockets Layer) or equivalent industry-standard encryption. We use Stripe for all payment processing, which is PCI DSS compliant.

While we take all reasonable steps to protect your personal information, no method of transmission over the internet or electronic storage is completely secure. We cannot guarantee absolute security, and you transmit information to us at your own risk. If you become aware of any security vulnerability or breach in connection with our Service, please notify us immediately at privacy@waitag.com.

WAItag uses cookies and similar technologies to operate and improve the Service. Cookies are small text files stored on your device when you visit our website or portal.

Essential Cookies: We use essential cookies that are strictly necessary to operate the Service - primarily session tokens that keep you logged in to your account. These cannot be disabled without preventing you from using the Service.

Analytics: We may use analytics tools to collect anonymised, aggregated data about how users interact with our website and portal (such as pages visited and feature usage). This information does not identify you personally and is used solely to improve the Service.

We do not use advertising cookies, tracking pixels, or third-party marketing trackers. We do not share cookie data with advertising networks.

You can control cookies through your browser settings. Please note that disabling essential cookies will affect the functionality of the Service, including your ability to remain logged in.

We retain your personal information only for as long as necessary for the purposes set out in this Privacy Policy, or as required by applicable law.

Account & Profile Data: We retain your account data and pet profile information for as long as your account is active. If you request account deletion, we will remove your personal information within 30 days, except where retention is required by law.

Financial & Transaction Records: Payment records, invoices, and transaction histories are retained for a minimum of 7 years from the date of transaction to comply with UK tax and accounting obligations.

Communications: Support communications and correspondence are retained for up to 3 years unless a longer period is required for legal purposes.

Analytics Data: Anonymised and aggregated analytics data that cannot be used to identify any individual may be retained indefinitely for the purpose of improving the Service.

Following the applicable retention period, personal information is securely deleted or anonymised.

Only Filaments Ltd is based in the United Kingdom and we process data primarily within the UK and European Economic Area (EEA). Where we transfer personal information outside the UK or EEA - for example, to third-party service providers whose infrastructure is located in other countries - we take steps to ensure that appropriate safeguards are in place.

These safeguards may include: adequacy decisions by the UK Secretary of State or the European Commission recognising that the destination country provides an adequate level of data protection; UK International Data Transfer Agreements (IDTAs) or EU Standard Contractual Clauses (SCCs) governing the transfer; or other legally recognised transfer mechanisms.

You may request further information about the specific safeguards we have in place for any international transfer by contacting us at privacy@waitag.com.

Under UK GDPR and the Data Protection Act 2018, you have the following rights in relation to your personal information. We will respond to all requests within one month of receipt. There is no charge for exercising your rights, except in cases of manifestly unfounded or excessive requests, where we may charge a reasonable fee or decline to act. We may ask you to verify your identity before fulfilling any request.

11a. Right to Access: You have the right to request a copy of the personal information we hold about you and to confirm that we are processing it lawfully. Contact us at privacy@waitag.com to submit an access request.

11b. Right to Correction: You have the right to request that we correct any inaccurate or incomplete personal information we hold about you. You can update much of your information directly through your account portal. Where you cannot do so, contact us at privacy@waitag.com.

11c. Right to Erasure ("Right to be Forgotten"): You have the right to request that we delete your personal information in certain circumstances - for example, where the information is no longer necessary for the purpose for which it was collected, or where you withdraw consent and there is no other legal basis for processing. Requests are subject to our retention obligations described in Section 9. You may request account deletion via your portal settings or by contacting privacy@waitag.com.

11d. Right to Restrict Processing: You have the right to request that we restrict the processing of your personal information in certain circumstances - for example, while you contest the accuracy of information we hold, or where you have objected to processing and we are verifying whether our legitimate grounds override your interests.

11e. Right to Data Portability: Where we process your personal information on the basis of your consent or for the performance of a contract, and the processing is carried out by automated means, you have the right to receive your personal information in a structured, commonly used, machine-readable format, and to have it transmitted to another controller where technically feasible.

11f. Right to Withdraw Consent: Where we rely on your consent as the legal basis for processing, you have the right to withdraw that consent at any time. Withdrawal of consent does not affect the lawfulness of any processing carried out before withdrawal. In some cases, withdrawal of consent may mean we can no longer provide certain aspects of the Service.

11g. Right to Object: You have the right to object to processing of your personal information where we rely on legitimate interests as our legal basis, where your particular situation impacts your fundamental rights and freedoms. You also have the right to object to direct marketing at any time, with no exceptions. We will cease processing for marketing purposes immediately upon receipt of an objection.

11h. Right to Lodge a Complaint: If you are unhappy with how we handle your personal information, you have the right to lodge a complaint with the Information Commissioner's Office (ICO), the UK supervisory authority for data protection: ico.org.uk | 0303 123 1113. We would, however, appreciate the opportunity to address your concerns directly before you contact the ICO - please reach out to us at privacy@waitag.com in the first instance.

To exercise any of the above rights, please contact us at privacy@waitag.com.

Some browsers transmit "Do Not Track" (DNT) signals to websites. There is currently no universally agreed standard for how websites should respond to such signals. At present, our website does not alter its data collection or use practices in response to DNT signals. If an industry-wide standard is established, we will review our approach accordingly.

The WAItag Service is intended for use by adults only. We do not knowingly collect personal information from individuals under the age of 18. If you are under 18, you must not use the Service.

If we become aware that we have inadvertently collected personal information from a person under the age of 18, we will take immediate steps to delete that information from our systems. If you believe we may have collected information from a minor, please contact us immediately at privacy@waitag.com.

Our website and portal may contain links to third-party websites or services for your convenience. These third-party sites have their own separate and independent privacy policies, and we have no control over, and accept no responsibility for, how they collect or handle your personal information.

We expressly disclaim all liability for any personal information you provide to any third-party website accessed through a link on our Service. We encourage you to read the privacy policy of any third-party website you visit before providing any personal information.

We may update this Privacy Policy from time to time to reflect changes in applicable law, our data practices, or the features of the Service. When we make material changes that affect your rights, we will notify you by email to your registered address and update the "Last updated" date at the top of this page. Changes will not apply retrospectively, and we will provide reasonable advance notice before material changes take effect, except where immediate implementation is required by law.

If you do not accept the updated Privacy Policy, you should stop using the Service. Your continued use of the Service following the posting of changes constitutes your acceptance of those changes.

For any questions, concerns, or requests relating to this Privacy Policy or how we handle your personal information, please contact our privacy team:

Email: privacy@waitag.com Only Filaments Ltd United Kingdom Company registered in England and Wales

We aim to respond to all privacy-related enquiries within 5 business days, and to all formal rights requests within one calendar month.