Privacy Policy

Last updated October 13, 2026

Wisely ("we", "our", the "app") is built by EthicsLab Limited, a company registered in England and Wales. This Privacy Policy explains what we collect, what we share and with whom, and how to export or delete it. Plain English, no ad-tech.

If anything here is unclear, email support@wisely.fit.

1. Who we are

"Wisely" is a trading name of EthicsLab Limited (company number 16870606), a company registered in England and Wales and acting as the data controller for the personal data described below. You can reach the data controller at support@wisely.fit.

2. What we collect

We try hard to collect the minimum we need to deliver the product.

Your account. Your email address and password (stored only as a one-way hash by our sign-in provider), or your Sign in with Apple identifier, and the name you give us.

Goals and preferences you set. Daily calorie target, health goal, goal weight and target date, eating mode, dietary preferences, and allergens. Your unit choice, macro and hydration targets, and reminder settings stay on your device.

What you log. Meal photos you choose to log, your text or spoken descriptions (Apple's speech recognition turns speech into text before it reaches us), the AI estimates of calories and macros, any corrections you make, and when each meal was eaten. Also the water, weight check-ins and exercise you log, saved recipes and meal templates, and Discover favourites. You can delete any of these from inside the app.

Apple Health data (only if you allow it). Wisely reads your steps, workouts, active energy burned, and water intake. Daily step totals and workouts (with their energy burned) are saved to your Wisely account so Today, Apple Watch, Sage and your weekly recap can use them. Water read from Apple Health is only used on your device to show your daily total. Wisely writes back the water you log and, if you choose, the weight you log. We never write meal calories or macros to Apple Health. Apple Health data is never used for advertising and never sold.

Subscription state. When you subscribe, RevenueCat reports the receipt and entitlement state to our backend. We store your subscription tier, renewal and expiry dates, trial status, product, and a RevenueCat customer id. We never receive your payment details; those stay with Apple.

Product analytics and crash reports. The app uses PostHog to see how Wisely is used and to catch crashes. It records app installs and opens, screens viewed, and a handful of key actions (such as logging your first meal, sending Sage a message, seeing or closing the paywall, starting a trial or purchase, and restoring purchases), plus crash and error reports. Each event carries your device model, iOS and app version, language, and an approximate location derived from your IP address, and is linked to your Wisely account id once you sign in. It does not record your screen, your taps, what you type, or the content of your meals or messages.

This website. wisely.fit is hosted on Vercel, which keeps standard server logs (IP address, browser, page requested, time) for security and abuse prevention. We count visits with Ahrefs Web Analytics, which records the page, referrer, browser, device type and country, uses no cookies, and doesn't follow you across other sites. We do not run Google Analytics, the Meta Pixel, or any advertising tag.

Launch waitlist. If you join the pre-launch waitlist on wisely.fit, we store the email address you submit and which page you submitted it from. We use it for one thing only, to email you when the app launches, and we delete the waitlist after launch or whenever you ask. To be removed sooner, email support@wisely.fit.

Support emails. If you email us, we keep the conversation so we can help you.

3. Why we use it, and our legal basis

Under UK GDPR (and EU GDPR where it applies), we rely on:

• Providing the service you signed up for (contract): your account, logging, estimates, trends, reminders, widgets and Apple Watch, syncing between your devices, and validating your subscription.
• Your explicit consent (UK GDPR Article 9(2)(a)): meal logs, weight, water, activity, allergens and dietary preferences are information about your health. We only process them because you choose to record them in Wisely, and we only send them to Google Gemini after you tap Allow on the "Sage uses AI to read your meals" screen (see section 4). You can withdraw consent at any time by turning off Settings → AI → Analyse meals with AI, deleting the data, or deleting your account.
• Our legitimate interests: product analytics, crash reports and website visit counts, so we can fix bugs and improve Wisely; preventing abuse; and answering your emails. You can object at any time by emailing us.
• Consent: the launch waitlist email.

We do not sell your data, share it with advertisers, or use it for advertising.

4. AI features and Google Gemini

Wisely's AI features run on Google Gemini, through Google's paid Gemini API. The app asks for your permission before it sends anything, and you can turn this off in Settings → AI. When you use a feature, Google receives only what that feature needs:

Google never receives your email address, password or payment details. Under the paid Gemini API terms, Google doesn't use these requests or the answers to improve its products. Estimates are produced by AI and can be wrong; Sage is not a doctor or dietitian, and nothing in Wisely is medical advice.

5. Who else sees your data

We rely on a small set of providers that process data on our behalf, each bound by a data processing agreement:

Meal photos are stored in Supabase Storage at a long, random web address that isn't listed or searchable. Anyone who has that exact address can open the photo, so avoid sharing it.

Dietitians. If you ask a dietitian to coach you through Wisely and they accept, they can see your profile, goals, meals (including photos) and weight logs, and can add notes and adjust meal entries. They can also generate an AI summary of your logs, which sends them to Google Gemini as described in section 4. Nobody gets this access unless you ask for it. To end it, ask your dietitian to remove you, or email support@wisely.fit and we will.

Apple handles Sign in with Apple, App Store payments, Apple Health and speech recognition under its own privacy policy.

We may also disclose data if the law requires it.

6. International transfers

Most of our providers are in the United States. When your data leaves the UK, the transfer is covered by the UK International Data Transfer Addendum to the EU Standard Contractual Clauses, or by the UK–US Data Bridge where the provider is certified under it.

7. How long we keep it

• Your account and everything you log: until you delete it, or delete your account (section 8).
• Backups: roll off within 30 days of deletion.
• Product analytics and crash reports: linked to a random account id, not your name or email. Email us and we'll delete yours.
• Launch waitlist: deleted after launch.
• Support emails: for as long as we need them to help you.

8. How to delete your account

You can delete your Wisely account at any time, end-to-end, from inside the app:

Settings (the gear icon) → Delete account

After you tap Delete account, Wisely shows a confirmation sheet that lists exactly what will be removed and asks you to slide to confirm. There is no email round-trip and no "soft delete": the moment you confirm, our delete-account server function runs and the deletion is permanent and irreversible.

What gets deleted

When you confirm, we delete:

• Your profile (name, email, goals, goal weight, dietary preferences, allergens).
• Every meal you've logged (names, descriptions, AI estimates, timestamps).
• Every meal photo you've uploaded, from our meal-photos storage.
• Every water log, weight log, steps log, and exercise log.
• Your meal templates and saved recipes.
• Your Discover favourites and the usage counters we keep for free daily limits.
• Your weekly recaps.
• Your subscription record, i.e. the row that tracks whether your Wisely Pro entitlement is active. (This does not cancel an active App Store subscription; see below.)
• Your sign-in credentials, removed from our sign-in provider.

After deletion, no Wisely service can recognise the account or recover any of the above. It cannot be undone.

Subscriptions are managed by Apple

Deleting your Wisely account does not cancel an active App Store subscription, because Apple controls App Store billing. To cancel auto-renewal, go to Settings → [your name] → Subscriptions → Wisely on your iPhone and tap Cancel Subscription.

RevenueCat keeps a customer record as required for Apple receipt validation, as described in RevenueCat's privacy policy.

If the in-app flow fails

If you can't reach the in-app flow (no internet, locked-out account, lost device), email support@wisely.fit from the address linked to your account with the subject "Delete account". We'll delete it within 14 days and reply once it's done.

9. Your rights

You can ask us to:

• Give you a copy of your data. Email support@wisely.fit with the subject "Data export" from the address linked to your account, and we'll reply within 14 days with a machine-readable JSON archive of your profile, meals, water, weight, steps, exercise, templates, recipes, favourites and subscription state, plus download links for your meal photos.
• Correct anything inaccurate (most of it you can edit in the app).
• Delete your data (section 8).
• Restrict or object to how we use it, including analytics.
• Withdraw consent, for example to AI features in Settings → AI, without affecting what we did before.

You can also complain to a supervisory authority; in the UK that's the Information Commissioner's Office.

10. Children

Wisely is for people aged 13 and over and is not directed at children. We do not knowingly collect personal data from anyone under 13. If you believe a child has signed up, email us and we will delete the account.

11. Security

Data is encrypted in transit, and our database enforces per-account access rules so one user can't read another's data. No system is perfectly secure; if we learn of a breach that affects you, we'll tell you and the ICO as the law requires.

12. Changes to this policy

If we change this policy in a way that matters, we'll update the Last updated date above and tell you in the app or by email before the change takes effect. The current version always lives at wisely.fit/privacy.

13. Contact

Questions, complaints, exports, deletions, anything else: email support@wisely.fit.