About Wisely
Wisely is a camera-first food log for iPhone, iPad, and Apple Watch, built by EthicsLab Limited. It is designed to make meal logging faster while staying honest about what an estimate can—and cannot—tell you.
Who we are
Wisely is a trading name of EthicsLab Limited (company number 16870606), a company registered in England and Wales. EthicsLab Limited is also the data controller described in the Wisely Privacy Policy.
We do not publish staff biographies or credentials that cannot be independently verified. Company, product, privacy, or editorial questions can be sent to support@wisely.fit.
What Wisely is for
Wisely helps people record meals and understand estimated calories, protein, carbohydrates, and fat. A person can photograph a meal or describe it in text; an AI model identifies the food, reasons about portions and preparation, and returns an editable estimate. Wisely also brings daily totals, coaching, trends, widgets, Apple Watch features, and permitted Apple Health data into one experience.
Food composition and portion size vary, so Wisely's numbers are estimates rather than laboratory measurements. They are intended to support everyday decisions, not diagnose, treat, or prevent a medical condition. See how we evaluate accuracy and our editorial policy.
Why the product exists
Conventional food logs can require repeated database searches, barcode scans, or manual calculation. Wisely's purpose is to reduce that friction: capture the meal, review the estimate, correct anything that looks wrong, and move on. The product is built natively for Apple's platforms and is funded through subscriptions rather than advertising.
Our privacy stance
Wisely has no advertising SDKs and no behavioural tracking SDKs. We do not sell personal data or share it with advertisers. The service uses a limited set of processors to provide authentication, storage, meal-photo analysis, subscription validation, and website hosting; the current list and the data each processor handles are published in the Privacy Policy.
People can request a machine-readable export of their data and can permanently delete their account. The Privacy Policy explains what is collected, why it is needed, retention, deletion, export, Apple Health permissions, and how to contact the data controller.
How we try to earn trust
- Show the work. The accuracy benchmark publishes its 70 test inputs, reference values, first-pass estimates, category results, and scoring formula.
- Name limitations. Meal estimates vary with recipe, preparation, and portion information. A published benchmark is a defined test, not proof that every future meal will receive the same score.
- Keep claims checkable. Product and comparison pages should link to first-party product information or reputable data sources where a claim depends on them.
- Correct the record. Factual errors can be reported to support@wisely.fit. Our corrections standard explains how substantive changes are handled.