Awaken is a product of Pureplay Studios Ltd and Creating LLC ("Awaken", "we", "us"). This policy explains what we collect when you use the Awaken website and apps (the "Service"), why, who we share it with, how long we keep it, and the choices you have. If anything is unclear, write to support@awaken.is.

Pureplay Studios Ltd, Suite LP7356, 20-22 Wenlock Road, London N1 7GU, United Kingdom, is responsible for your data. For U.S. users, our U.S. contact is Creating LLC, 131 Continental Drive, Suite 305, Newark, DE 19713, USA.

1What we collect

• Account details: your name, email address and sign-in details (Apple, Google or an email code).
• What you create: your messages, voice messages and talks with your coaches, your coaches' spoken replies, journal entries, reflections, the moments you keep, call summaries, the notes your coach keeps about you (section 3), the patterns you ask Awaken to notice, and your settings.
• Listening, when you turn it on: see section 3.
• Voice ID, if you choose it: see section 4.
• Purchases: your plan, Essence balance and purchase history. Card details are handled by Stripe or Apple, never by us.
• Device and usage data: device type, app version, IP address, time zone, and how you use the Service (for example which screens you open and which features you use). On listening pages we never record the screen, and we don't collect any text you see or type.
• Cookies and similar tools: to keep you signed in, remember preferences and measure use of our website. Where allowed, Meta's pixel sets its own cookies, such as _fbp. Wherever you are, we keep a record of the ad you arrived from (its click identifier, your IP address and browser details, and a hashed email address), and use it only where allowed (section 7).

2Why we use it

• To provide the Service you ask for: your coach conversations, listening, moments, journal and plans. (Legal basis in the UK and EU: performance of our contract with you.)
• To learn your voice, only if you choose Learn my voice. (Basis: your explicit consent.)
• To keep the Service secure, prevent abuse and fix problems. (Basis: our legitimate interests.)
• To understand how the Service is used so we can improve it, using product analytics. (Basis: our legitimate interests.)
• To send you messages about your account and, if you allow it, follow-up emails and notifications from your coach. You can turn notifications off in the iPhone app's Settings, and write to us to stop follow-up emails.
• To measure our advertising with Meta and Google, where you allow it (see section 7).
• To meet legal obligations, such as tax and accounting records.

We do not sell your personal data. We do not use your conversations, recordings or voice to train AI models.

3Listening

Listening is optional and only runs when you turn it on. While it's on:

• Sound from your microphone, including other people nearby, is sent live to our audio provider (LiveKit) and a transcription provider (Speechmatics or Deepgram), so Awaken can notice the patterns you chose and hear when you speak to your coach.
• What you say, with the last few lines heard before it, is sent through OpenRouter to an AI model that checks it for the patterns you chose and whether you are speaking to your coach.
• In test builds of the Mac app, where it is an experiment, if you turn on Hear call audio, Awaken also takes the sound your Mac plays during a call (not Awaken's own), so it can tell what others on the call said. It is transcribed live and given to your coach as context when you speak to it; it is not checked for your patterns.
• We do not store listening audio.
• We do not keep a transcript of the room. What is heard is held only in memory for the length of your session and shown on your screen until you close it.
• When you speak to your coach, what you say and the last few minutes heard around you are sent to the coach's AI provider so it can reply, and its reply is turned into speech by a voice provider.
• We keep what you say to your coach and its replies in your chat history, the moments Awaken catches (a short passage and your answer), and summaries you choose to save.
• After a call in which you and your coach both spoke, or that lasted 5 minutes or more, Awaken writes a summary of it and keeps it with the call; a call of 5 minutes or more also adds its summary to your chat history. Your coach keeps notes about you, updated from your conversations and calls, so it remembers what matters to you.
• Moments you don't keep are deleted shortly after the next 2am in your time zone (UTC if Awaken doesn't know your time zone).

Awaken does not identify other people, learn their voices, or keep what they say, except where their words are part of a moment's short passage or the few minutes of context given to your coach when you speak to it. The one exception is a research version of listening that only testers we invite can use. It explains on its own screen what it keeps: a voice profile of the tester and, with their permission, the voices of people the tester chooses to remember, and the conversation text for 30 minutes after a session. The voices are stored encrypted until the tester removes them with Forget voice on that screen or deletes their account; Delete my voice and the 3-year rule in section 4 don't apply to them. You are responsible for letting people around you know that Awaken is listening (see our Terms).

4Voice ID

If you choose Learn my voice, you read a few sentences aloud and Speechmatics creates voice identifiers: a code made from your voice that lets Awaken tell when you are the one speaking. While Voice ID is on, Awaken adds to them from what you say and when you mark a line as yours, so it keeps knowing your voice. Voice identifiers may be biometric information under laws such as the Illinois Biometric Information Privacy Act, Texas and Washington law, and UK and EU data protection law. So:

• We only create or add to them with your explicit consent: you choose Learn my voice, separately from turning on listening. If you don't, Awaken learns nothing from your voice. If you tap Delete my voice during a session, that session may keep using your voice until it ends. After you delete your voice, Awaken learns nothing from it unless you choose Learn my voice again.
• We use them only to tell your voice apart from other voices in Awaken. We never sell, lease, trade or share them for any other purpose, and never use them to identify anyone else.
• They are sealed and stored encrypted with your account, and only our systems, and Speechmatics while recognising your voice during a session, use them.
• We delete every copy we hold when you tap Delete my voice, when you delete your account (within 30 days), or once 3 years pass without you using listening or calling your coach from Home, whichever comes first.
• Outside the research version in section 3, we don't learn or keep anyone else's voice.

5Who we share data with

We share data only with service providers who process it for us under contract, and only as needed to run the Service:

• Audio and transcription: LiveKit, Vapi, Speechmatics, Deepgram.
• AI models: OpenRouter, Google, OpenAI and Anthropic, and Morph, which applies changes to the notes your coach keeps about you.
• Voices: ElevenLabs, Cartesia and Google, and Unreal Speech for the audio of guided practices.
• Hosting and storage: Fly.io, Turso and Google Cloud, including Google Cloud Storage for voice messages and your coaches' spoken replies, and a cloud storage provider for recorded test calls.
• Coaching programme records: Airtable, which holds the awakenings, practices, commitments and notes shown on the integration page, linked to your account ID.
• App install measurement: LinkTrace, which receives your account ID from our servers when you use the iOS app, so we can tell which link led to an install.
• Coach owners: messages in your direct thread with a coach's human owner are emailed to that person.
• Payments: Stripe and Apple.
• Email and notifications: Postmark and Expo.
• Product analytics and error reports: PostHog and Sentry. On listening pages they don't record the screen or collect text you see or type.

We may also disclose data if the law requires it, to protect people's safety, or as part of a merger or sale of our business, in which case we will tell you first.

6How long we keep data

• Audio: listening audio is never stored. Voice messages you send in chat and your coaches' spoken replies are stored with your messages until you delete your account. Coaching calls made from the few team and partner accounts we test with are recorded.
• The room's transcript: only for the length of your listening session.
• Moments you don't keep: until shortly after the next 2am in your time zone.
• Kept moments and journal entries: until you delete them or your account.
• Conversations and call summaries: until you delete your account.
• The notes your coach keeps about you: until you delete your account.
• Voice identifiers: as in section 4.
• Purchase records: as long as tax and accounting law requires.
• Device and usage data (such as which screens and features you use): as long as we need it to run and improve the Service, then deleted or made anonymous.

When you delete your account, we delete your data from our database and stored files within 30 days, except what we must keep by law. Copies in backups are removed as the backups expire. Recordings of test calls, coaching programme records in Airtable, referral records and product analytics in PostHog are not removed automatically.

7Cookies and advertising

On our website we use cookies to keep you signed in and to understand how the site is used. Where allowed, we use Meta's tools to measure whether our ads lead to visits, sign-ups and purchases, and when you arrive from a Google ad, we tell Google when you sign up or buy, including in the app. These events are sent by Meta's pixel in your browser, from our servers and, for Meta, from the iOS app; Google events are sent only from our servers. To Meta they include a hashed email address, a hashed account ID, a browser identifier, the Meta ad-click identifier, your IP address and browser details, the page you arrived on with its campaign parameters and, for a purchase, the plan, its value and currency (and, from the iOS app, the product, order and transaction IDs). To Google they include a hashed email address, the identifier of the Google ad you clicked, the time of the conversion, an order ID and, for a purchase, its value and currency. The iOS app uses your device's advertising identifier only if you allow tracking when Apple's App Tracking Transparency prompt asks. We never load these tools when you open a listening page, and never send what you say or write. Where you are is judged from your device's time zone. We use Meta and Google in the U.S. unless you opt out via Privacy Choices or send a Global Privacy Control signal, in Europe (including the UK) only if you agree to it, and not elsewhere. When you are signed in, an opt-out or Global Privacy Control signal is saved to your account, so it also covers purchases.

8Security

Data is encrypted in transit and at rest, and your messages, journal entries, moments and the notes your coach keeps about you are encrypted in our database. Access is limited to the people who need it to run the Service. If a breach affects your data, we will tell you as the law requires.

9Your rights

Depending on where you live, you can ask to access, correct, export or delete your data, object to or restrict some uses, and withdraw consent (for example for Voice ID) at any time. You can delete moments, forget your voice and delete your account in the app. For anything else, write to support@awaken.is and we will reply within a month. In the UK you can complain to the Information Commissioner's Office, and in the EU to your local data protection authority. California residents have the rights in the CCPA; we do not sell personal information.

10Children

Awaken accounts are not for people under 16 (under 13 in the U.S.). Listening may pick up children's voices nearby, for example at home with your family. Beyond what section 3 describes, Awaken does not identify them, learn their voices or keep what they say. If you think a child has given us data, write to us and we will delete it.

11International transfers

Our providers may process data outside your country, including in the U.S. Where data leaves the UK or EU, we rely on the UK International Data Transfer Agreement, the EU Standard Contractual Clauses or an adequacy decision.

12AI notice

Awaken's coaches are AI. What they say may be wrong or incomplete. They are not a substitute for professional medical, mental health, legal or financial advice.

13Changes to this policy

We will post any changes here, and tell you in the app or by email before a significant change takes effect.

14Contact

support@awaken.is · Pureplay Studios Ltd, Suite LP7356, 20-22 Wenlock Road, London N1 7GU, UK · Creating LLC, 131 Continental Drive, Suite 305, Newark, DE 19713, USA