We built Pawternity because we believe your dog’s data belongs to you — not to advertisers, not to third parties, and not to us beyond what’s needed to make the app work. This policy explains what we collect, why, and what you can do about it.
1. Who we are
Pawternity is operated by Pawternity Ltd, a company registered in England and Wales (company number 17119150). The director is Shalini Gupta. Pawternity Ltd is the data controller for personal data collected through the Pawternity app (pawternity.app) and website (pawternity.uk).
We are registered with the Information Commissioner’s Office (ICO) under registration number ZC138544.
You can contact us about any data matter at: hello@pawternity.uk
2. What data we collect
Account information
- Your name and email address when you create an account
- Your password (stored encrypted — we cannot see it)
Dog profile information
- Your dog’s name, breed, age, and weight
- Any health notes or background you choose to share
- Photos you upload
Paw Pulse wellness data
- Daily check-in responses: appetite, digestion, energy, sleep, mood
- Wellness scores generated from your check-ins
- Patterns and trends derived from your data over time
Pax conversation data
- Messages you send to Pax, our AI companion
- Pax responses generated in reply
- To give you personalised guidance, Pax may also draw on patterns it observes in your Paw Pulse history and dog profile — for example, a downward trend in appetite over recent days. Any such observations are part of your Pax conversation and held on the same basis as the rest of this data.
- Note: Pax conversations are processed by Anthropic’s infrastructure. See Section 4 for details.
Payment information
- Payments are processed by Stripe. We do not store your card details.
- We receive confirmation of successful payments and your subscription status.
Usage data
- Pages and features you use within the app
- Device type and operating system (no advertising identifiers)
- Error logs to help us fix technical problems
Vetted directory enquiry data
- When you submit an enquiry to a vendor through the Vetted directory, we collect your name, email address, and the message you write, and forward these to the vendor via our email infrastructure so they can respond.
- We also record the fact that an enquiry or click occurred (the vendor, the action type, and a timestamp) so we can operate the directory and account properly with vendors. We do not retain the content of your message on our servers after it has been forwarded.
- If you only view a listing or click “Visit Website” without submitting an enquiry, no personal information about you is shared with the vendor.
Marketing attribution data
- When you arrive at pawternity.uk or pawternity.app from a marketing link — for example, a social media post, a newsletter, or a QR code — the link may carry parameters indicating the source (commonly known as UTM parameters, such as “source”, “campaign”, or “medium”).
- We capture these parameters in your browser’s local storage on first arrival and, if you go on to create an account, attach them to your account record. This helps us understand which of our marketing efforts are reaching people.
- These parameters describe the marketing source, not you personally. If you do not create an account, no link is made to you as an individual.
- You can clear this information at any time by clearing your browser’s site data for pawternity.uk and pawternity.app.
3. Why we collect it and our legal basis
To provide the service (contract)
We need your account and dog profile data to run Pawternity. Without it, the app cannot function. This processing is necessary to fulfil our contract with you.
To operate the Vetted directory (contract and legitimate interest)
When you submit an enquiry to a vendor through Vetted, we collect and forward your details so the vendor can respond — this is necessary to provide the service you have asked for. We also record the fact of clicks and enquiries on vendor listings to operate the directory and account properly with vendors; this is based on our legitimate interest in running a sustainable directory service.
To improve Pawternity (legitimate interest)
We use anonymised, aggregated usage data to understand how the app is used and where we can improve it. No individual is identifiable in this analysis. We also use marketing attribution data to understand which of our marketing efforts are reaching people, based on our legitimate interest in running a sustainable business.
To comply with legal obligations
We may process data where required by UK law.
With your consent
Where we process data beyond the above — for example, if we introduce marketing communications — we will ask for your explicit consent first.
4. Who we share data with
We do not sell your data. We do not share it with advertisers. We never will.
We share data only with the services that power Pawternity:
Anthropic
Pax is powered by Claude, built by Anthropic. When you use Pax, your messages — and any Pulse context Pax draws on — are processed by Anthropic’s infrastructure. Anthropic’s privacy policy applies to this processing: anthropic.com/privacy
Stripe
Payment processing for Vetted directory memberships and any future subscriptions. Stripe’s privacy policy: stripe.com/gb/privacy
Base44
Pawternity is built on the Base44 platform, which hosts the app and database. Your data is stored on Base44’s infrastructure under our data processing agreement with them.
Netlify
Our marketing website (pawternity.uk) is hosted by Netlify.
Resend
We use Resend to deliver transactional emails — including forwarding enquiries you submit through the Vetted directory to the relevant vendor, and sending app notifications such as reminders. Enquiry content passes through Resend’s infrastructure in transit and is not retained by Resend beyond delivery. Resend is a US-based provider; data transfers are made under the EU Standard Contractual Clauses with UK Addendum, under our data processing agreement with Resend.
Vetted vendors
The Vetted directory is a curated list of dog professionals you can contact through Pawternity. When you submit an enquiry through a vendor’s listing, we share the information you provide — typically your name, email address, and message — with that vendor so they can respond. From that point on, the vendor is responsible for that data: they become the data controller for the information they have received, and their own privacy notice applies.
We require all Vetted vendors to handle your data lawfully under UK GDPR. How they handle your data after receiving your enquiry is between you and them.
If you view a listing or click “Visit Website” without submitting an enquiry, no personal data about you is shared with the vendor.
All third-party processors are bound by data processing agreements and are required to handle your data only as instructed by us.
5. How long we keep your data
We keep your data for as long as you have an active Pawternity account. If you delete your account, we will delete your personal data within 30 days, except where we are required by law to retain certain records.
Anonymised, aggregated wellness data (with no link to you or your dog) may be retained for product improvement purposes.
Records of enquiries and clicks made through the Vetted directory (the vendor, action type, timestamp, and a pseudonymised visitor fingerprint used for deduplication) are retained for 18 months to support billing, dispute resolution, and legal record-keeping. We do not retain the content of enquiry messages after they have been forwarded to the vendor.
6. Your rights under UK GDPR
You have the right to:
- Access — request a copy of the personal data we hold about you
- Rectification — ask us to correct inaccurate data
- Erasure — ask us to delete your data (“right to be forgotten”)
- Restriction — ask us to limit how we use your data
- Portability — receive your data in a machine-readable format
- Object — object to processing based on legitimate interest
- Withdraw consent — where processing is based on consent, you can withdraw it at any time
To exercise any of these rights, email us at hello@pawternity.uk. We will respond without undue delay and in any event within one month of receiving your request. If your request is complex or we receive several requests at once, we may extend this by up to two further months and will let you know within the first month if we need to do so.
Where a request is manifestly unfounded or excessive, we may charge a reasonable fee or decline to act on it, and will explain why if we do.
If you are unhappy with how we handle your data, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO): ico.org.uk
7. Cookies and tracking
The Pawternity app uses only strictly necessary cookies required for login and session management. The pawternity.uk website uses minimal cookies for basic site functionality. We do not use cookies for advertising or third-party analytics.
Because we use only strictly necessary cookies, we do not display a cookie consent banner. Strictly necessary cookies are exempt from consent requirements under the Privacy and Electronic Communications Regulations (PECR).
Two additional forms of tracking operate alongside cookies:
- Vetted directory click and enquiry logging. When you click any call-to-action on a vendor’s listing — Email, Book, or Visit Website — we log the action on our server. No cookies are set; no client-side storage is used. To deduplicate billable enquiries within a billing month, we derive a short pseudonymised fingerprint from your IP address and browser characteristics using a one-way hash with a secret salt. Your raw IP address is never written to storage. This processing is based on our legitimate interest in operating and billing the directory honestly.
- Marketing attribution. If you arrive at our site from a marketing link, we capture the UTM parameters from that link in your browser’s local storage so we can understand how people find us. If you create an account, those parameters are attached to your account record. You can clear this at any time by clearing your browser’s site data.
If we ever introduce non-essential cookies, we will add a consent banner and update this policy.
8. Children’s data
Pawternity is not intended for use by anyone under the age of 16. We do not knowingly collect data from children. If you believe a child has provided us with personal data, please contact us and we will delete it promptly.
9. Changes to this policy
We will update this policy if our data practices change. Where changes are material, we will notify you by email or in-app notice before they take effect. The date at the top of this page always reflects the most recent update.
10. Contact
For any privacy questions, data requests, or concerns:
hello@pawternity.uk
Pawternity Ltd, London, UK
ICO registration: ZC138544