Privacy Policy

Last updated: 13 October 2026

Ups & Downs (“we”, “us”, or “our”) respects your privacy and is committed to protecting your personal information.

This Privacy Policy explains how we collect, use, store, and protect personal information when you use Ups & Downs, a digital platform designed to help people build and maintain meaningful friendships.

This policy applies to:

• Our website: https://upsanddowns.life/
• Our web application: https://app.upsanddowns.life/
• Our iOS application, available through the Apple App Store
• Our Android application, available through Google Play
• Related services, communications, and support

By using our Services, you acknowledge that your personal information will be processed as described in this Privacy Policy.

If you have questions, please contact hello@upsanddowns.life.

1. What information do we collect?

We collect the information necessary to provide and improve Ups & Downs.

Account information

When you create an account, we may collect:

• Your name or display name
• Email address
• User account identifier
• Authentication information required to manage secure access
• Account preferences and settings

We use Firebase Authentication to manage registration, login, and authentication. Passwords are handled through the authentication service rather than stored as readable passwords in our application database.

Friendship information and user-generated content

Ups & Downs allows you to create and manage information about your friendships.

Depending on how you use the Services, we may process:

• Names and other details you provide about friends
• Friendship goals and preferences
• Contact history and planned activities
• Appointments and reminders
• Personal notes and reflections
• Progress through friendship-building activities
• Other information you choose to enter

This content is stored to provide the features you request.

Your notes and reflections may include personal or sensitive information about you or other individuals. We encourage you to share only information that is necessary and appropriate.

We do not intentionally request special categories of personal data, such as health information or religious beliefs, but such information may be included in content you voluntarily create.

You are responsible for ensuring that information you enter about other people is appropriate and does not unnecessarily infringe their privacy.

Subscription and purchase information

If you subscribe to Ups & Downs Premium, we process information necessary to activate and manage your subscription.

This may include:

• Subscription type and status
• Purchase and renewal dates
• Subscription expiration dates
• Transaction and subscription identifiers
• The platform through which the subscription was purchased
• Information about cancellations, refunds, and subscription changes

For purchases made through our iOS and Android applications, payments are processed by Apple or Google, as applicable. We use RevenueCat to manage subscriptions, verify purchase entitlements, and determine access to Premium features.

For purchases made through our website, we use Stripe to process payments and manage subscriptions.

We do not directly collect or store complete payment card numbers or payment card security codes for these transactions.

Payment providers process payment information according to their own privacy policies.

Technical and usage information

When you use our Services, we and our service providers may process certain technical information, such as:

• IP address
• Device type and operating system
• Browser or application version
• Language and regional settings
• Application activity and feature usage
• Error reports and technical diagnostics
• Information necessary to maintain account and application security

We use this information to operate, secure, troubleshoot, and improve the Services.

We do not require access to your device’s precise GPS location to provide the core friendship features.

2. How do we use your information?

We process personal information for the following purposes:

Providing the Services: To create and maintain accounts, save friendship information, display reminders, manage reflections, and deliver other features.

Managing subscriptions: To process subscription information, verify payment status, and provide access to Premium features.

Improving the platform: To understand how our Services are used, identify problems, and improve functionality and user experience.

Communicating with you: To respond to support requests and send important messages about your account, subscriptions, and the Services.

Security and fraud prevention: To protect accounts, investigate technical problems, prevent misuse, and maintain platform security.

Legal compliance: To meet applicable legal, tax, accounting, and regulatory obligations.

We may send marketing communications where permitted by applicable law and your preferences. You can unsubscribe from marketing emails at any time.

3. Our legal basis for processing personal information

Where the General Data Protection Regulation (GDPR) or UK GDPR applies, we rely on the following legal bases:

Performance of a contract: Processing necessary to provide your account, friendship features, subscriptions, and other requested Services.

Legitimate interests: Processing necessary to maintain security, prevent misuse, provide support, and improve our Services, where these interests are not overridden by your rights and freedoms.

Consent: Processing for activities requiring consent, such as certain marketing communications or non-essential tracking technologies. You may withdraw consent at any time.

Legal obligations: Processing required to comply with applicable accounting, tax, consumer protection, and other legal requirements.

Where user-generated content includes special categories of personal data, additional requirements under applicable data protection law may apply.

4. Which third-party services do we use?

We use selected third-party providers to operate our platform.

Google Firebase

We use Google Firebase services, including:

• Firebase Authentication: Account creation, authentication, and login
• Cloud Firestore: Storage of account information, friendship data, reflections, notes, goals, reminders, and other application content
• Cloud Functions for Firebase: Backend application functionality, including account and subscription management

Firebase processes information necessary to provide these services.

Privacy information: https://firebase.google.com/support/privacy

RevenueCat

We use RevenueCat to manage in-app subscriptions on supported mobile platforms.

RevenueCat processes subscription-related information, including transaction identifiers, purchase history, subscription status, and application user identifiers.

This allows us to verify purchases, manage subscription access, and synchronize Premium entitlements.

Privacy information: https://www.revenuecat.com/privacy

Apple App Store and Google Play

When you purchase a subscription through our mobile applications, Apple or Google handles the payment transaction.

These providers may collect payment and account information according to their own policies.

We receive subscription and entitlement information necessary to provide purchased features.

Stripe

We use Stripe to process payments and manage subscriptions purchased through our web application.

Stripe handles payment details according to its own privacy policy.

Privacy information: https://stripe.com/en-dk/privacy

Matomo Analytics

We use Matomo for analytics on the parts of our Services where it is implemented.

Analytics information helps us understand usage patterns, identify technical issues, and improve the user experience.

Where consent is legally required for analytics cookies or similar technologies, we seek that consent.

Website and hosting providers

We use hosting and infrastructure services, including Simply.com and website publishing services, to operate our website and related services.

We share personal information with service providers only as necessary for their respective services, subject to applicable data protection requirements.

5. Do we use personal information for tracking or advertising?

We do not sell your personal information.

We do not use information about your friendships, personal notes, reflections, or subscription purchases to track you across third-party applications and websites for targeted advertising.

We may collect aggregated or usage-related information to understand and improve our Services.

Our website may use cookies and similar technologies for essential functionality, analytics, and other purposes disclosed through applicable cookie notices or consent controls.

We distinguish between analytics used to understand our own Services and tracking across third-party applications or websites for advertising purposes.

6. Where is your information stored?

Ups & Downs uses cloud infrastructure, including Google Firebase, to store and process application data.

We aim to use appropriate regional infrastructure and safeguards when processing personal information.

Depending on the service provider and the processing activity, certain information may be processed outside the European Economic Area (EEA).

Where personal information is transferred internationally, we rely on applicable transfer mechanisms and safeguards as required by data protection law, such as adequacy decisions or Standard Contractual Clauses where appropriate.

7. How long do we retain your information?

We retain personal information for as long as necessary to provide the Services and fulfill the purposes described in this policy.

Account information and user-generated friendship content are generally retained while your account remains active.

When you delete your account or submit a valid deletion request, we delete or anonymize associated personal information unless retention is necessary for a legitimate reason permitted or required by law.

Certain information may need to be retained for longer periods, including records required for accounting, tax, fraud prevention, dispute resolution, or regulatory compliance.

Payment and subscription providers may retain transaction records according to their own legal obligations and retention policies.

Information contained in technical backups may remain temporarily until those backups are replaced or deleted according to applicable retention procedures.

We do not retain personal information longer than reasonably necessary for its intended purpose or applicable legal obligations.

8. How do we protect your information?

We implement technical and organizational measures designed to protect personal information against unauthorized access, disclosure, alteration, and loss.

These include:

• Authentication and account access controls
• Database security rules restricting access to user-specific information
• Encrypted communication with supported services
• Restricted access to backend systems
• Security controls for subscription and account management

While we take reasonable measures to protect your information, no internet-based service can guarantee absolute security.

9. Account deletion and your data

You can request deletion of your Ups & Downs account and associated personal information.

Deleting your account in the app

Account deletion is available within the Ups & Downs application through its account or settings functionality.

When you delete your account, we initiate the deletion of your account and associated application data, including friendship information, notes, reflections, and related content, subject to any applicable legal retention requirements.

Requesting deletion online

You may also request deletion or exercise other privacy rights through:

Data Request

Alternatively, contact hello@upsanddowns.life.

You can submit a deletion request through our website without needing to reinstall the mobile application.

Important information about subscriptions

Deleting your Ups & Downs account does not automatically cancel an active subscription managed by Apple or Google.

To prevent future subscription charges, you must separately cancel the subscription through the relevant platform’s subscription settings.

For subscriptions purchased through the web, contact us or use the available subscription management functionality.

10. What are your privacy rights?

Depending on your location and applicable law, you may have the right to:

• Request access to your personal information
• Correct inaccurate or incomplete information
• Request deletion of your personal information
• Restrict certain processing activities
• Object to processing based on legitimate interests
• Receive a copy of certain information in a portable format
• Withdraw consent where processing is based on consent

To exercise these rights, visit:

Data Request

Or email hello@upsanddowns.life.

We will respond in accordance with applicable data protection law.

If you are located in the EEA, you also have the right to complain to your relevant national data protection authority, including the Danish Data Protection Agency (Datatilsynet) where applicable.

11. Children’s privacy

Ups & Downs is intended for adults aged 18 and older.

We do not knowingly collect personal information directly from children under 18 or encourage children to create accounts.

If we become aware that a child has created an account or that we have improperly collected personal information from a child, we will take appropriate steps to investigate and delete the information as required by law.

Please contact hello@upsanddowns.life if you believe we have collected information from a child.

12. Cookies and analytics

Our website and web application may use cookies and similar technologies for authentication, session management, remembering preferences, analytics, and other disclosed purposes.

Essential technologies are used where necessary to operate the Services.

Non-essential cookies and similar technologies are subject to applicable consent requirements.

Native mobile applications may use device-based identifiers or software development kits that support authentication, purchase validation, analytics, and essential application functionality.

You can manage applicable cookie preferences through the controls provided on our website.

13. International users

Ups & Downs may be accessed by users in different countries.

We process personal information in accordance with applicable data protection laws, including GDPR where relevant.

Users outside the EEA may have additional privacy rights under their local laws.

We will consider requests relating to those rights in accordance with applicable legal requirements.

14. Changes to this Privacy Policy

We may update this Privacy Policy to reflect changes to our Services, technology, legal requirements, or data processing practices.

When we make changes, we will update the date at the top of this policy.

Where required by law, we will notify users of significant changes or request additional consent.

We encourage you to review this policy periodically.

15. Contact us

If you have questions about this Privacy Policy, your personal information, or your privacy rights, please contact:

Ups & Downs

Email: hello@upsanddowns.life

Website: https://upsanddowns.life/

Privacy and data requests: https://upsanddowns.life/data-request/