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PRIVACY POLICY


MAMILLA LIMITED

Company Number 15795330

167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom

​Last Updated: September 2026

1. INTRODUCTION AND WHO WE ARE

Mamilla Limited ("Mamilla", "we", "us", or "our"), Company Number 15795330, registered at 167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom, is the data controller for personal data collected through the Mamilla mobile application (the "App"). This Privacy Policy explains how we collect, use, store, share, and protect your personal information when you use our App. Please read it carefully before using the App. The App is intended for adults who are pregnant, breastfeeding, or supporting someone who is. You must be at least 16 years old to use the App. We do not knowingly collect personal data directly from children under the age of 16. If you believe someone under 16 has provided us with their personal data, please contact us at info@mamillabreastfeeding.com and we will delete it promptly.

2. INFORMATION WE COLLECT

2.1 Information You Provide Directly

When you create an account or use the App, you may provide:

  • Name and email address

  • Country

  • Due date or your baby's date of birth

  • Whether you are a first-time mother

  • Your baby or child's age, used to filter session responses relevant to your baby's stage

  • Your answers to onboarding check-ins

  • An optional profile photo

  • Symptoms and physical experiences you share within the App (for example, breast pain, engorgement, nipple soreness, or feeding challenges)

  • Feedback and support messages, including screenshots or other attachments you choose to send


2.2 Information Collected Automatically

When you use the App, we automatically collect:

  • Which learning sessions, troubleshooting sessions, and Signs That sessions you access

  • Your responses to in-app questions used to personalise your content

  • App performance and crash data

  • Device information (device type, operating system version, unique device identifiers)

  • Session duration and activity logs

  • IP address and approximate location (country/region level)

  • Analytics events that show how the App is used: the screens you view, the sessions you open and how far you get through them, how long you spend reading, the search terms you use, content you save or unsave, the cards and recommendations you tap, and whether an image or screen failed to load

  • Your answers as you move through the breast pain quiz, and the condition it suggests at the end (see section 2.4)

  • Whether you submit feedback or a support request, and its topic. The message and any attachments you send are stored with your feedback and are not included in our analytics

  • A pseudonymous identifier (your account ID), your pregnancy or postpartum stage, and whether you are using a test or release version of the App, which are attached to analytics events instead of your name or email address​

2.3 Information from Third Parties

We may receive information from:

  • Apple (sign-in)

  • Google (sign-in)

  • Analytics providers (Google Firebase Analytics)

  • Crash reporting services

2.4 A Note on Health Data

Some information you share, such as physical symptoms related to breastfeeding, is classified as special category health data under UK GDPR.

We collect this solely to personalise your in-app experience across our learning sessions, troubleshooting sessions, and Signs That sessions. Before collecting health information, we ask for your explicit consent during sign-up or onboarding. We will not collect this health information unless you give that consent. You can withdraw this consent at any time through Settings → Legal in the App or by contacting us.

​Your answers in the breast pain quiz, and the condition it suggests, and the search terms you use, can reveal information about your health. We only

include these in our analytics if you have agreed to analytics (see section 8). They are linked to a pseudonymous identifier rather than your name or email address, and we use them in aggregate to understand which content is helpful, not to make decisions about you individually.

Mamilla is an educational and support tool. Nothing in the App constitutes medical advice or a clinical diagnosis. If you have concerns about your health or your baby's health, please consult a qualified healthcare professional.


3. HOW WE USE YOUR INFORMATION

We use the information we collect to:

  • Create and manage your account

  • Personalise your home screen, learning sessions, troubleshooting sessions, and Signs That sessions based on your pregnancy stage, your baby's age and symptoms, and personalise tips based on your stage of motherhood

  • Provide, maintain, and improve the App and its features

  • Send you push notifications and reminders you have requested

  • Process and manage your subscription

  • Respond to your enquiries and provide support

  • Analyse usage patterns to improve the App

  • Detect and prevent fraud, abuse, or security incidents

  • Comply with our legal obligations

  • Send you service-related communications

Our legal bases for processing your personal data are: performance of a contract (providing the App services), legitimate interests (improving our services, preventing fraud), legal obligation (compliance with applicable law), and where required, your explicit consent, in particular for special category health data under Article 9(2)(a) UK GDPR.

We may also aggregate and anonymise your data so that it cannot be used to identify you. This anonymised data may be used for analytics and improvement purposes and cannot be linked back to you.


4. HOW WE SHARE YOUR INFORMATION

We do not sell your personal data. We may share your information in the following circumstances:​

4.1 Service Providers

We share data with trusted third-party service providers who assist us in operating the App, including:

  • Google Firebase (analytics and related infrastructure)

  • Cloudinary (images and profile photos)

  • Sentry (crash reports; EU)

  • Expo (push notifications)

  • Slack (feedback and session requests, including what you write, and notices when an account is created or deleted; account notices contain country only)

All service providers are contractually required to process your data only as instructed and in accordance with applicable data protection law.​

4.2 Legal Requirements

We may disclose your information if required by law, regulation, legal process, or governmental authority, or if we believe disclosure is necessary to protect the rights, property, or safety of Mamilla Limited, our users, or others.

4.3 Business Transfers

In the event of a merger, acquisition, reorganisation, or sale of assets, your personal data may be transferred to the acquiring entity, subject to the same privacy protections described in this Policy.

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5. DATA SECURITY

We implement appropriate technical and organisational measures to protect your personal data against unauthorised access, loss, destruction, or alteration. These measures include:

  • Encryption of data in transit and at rest

  • Access controls and authentication requirements

  • Regular security assessments

  • Co-founders training on data protection

No method of transmission over the internet or electronic storage is completely secure. While we take reasonable precautions, we cannot guarantee absolute security. You are responsible for maintaining the security of your account credentials.​

In the event of a security breach that affects your personal data, we will notify you by email or via an in-app notification as soon as reasonably practicable, and will report to the Information Commissioner's Office (ICO) within 72 hours as required by law.

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6. YOUR RIGHTS

Depending on your location, you may have the following rights regarding your personal data:

  • Right of access: to request a copy of the personal data we hold about you

  • Right to rectification: to request correction of inaccurate or incomplete data

  • Right to erasure: to request deletion of your personal data in certain circumstances

  • Right to restriction: to request that we limit processing of your data

  • Right to data portability: to receive your data in a structured, machine-readable format

  • Right to object: to object to our processing of your data in certain circumstances

  • Right to withdraw consent: where processing is based on consent, including health data, you can withdraw it at any time via the App settings or by contacting us

  • Rights related to automated decision-making: we do not make decisions about you based solely on automated processing that have legal or similarly significant effects. Content is personalised using the information you provide, which you can change in the App at any time

To exercise any of these rights, please contact us at info@mamillabreastfeeding.com or use Settings → Account within the App for account deletion and the relevant settings under Settings → Legal for privacy and analytics choices. We will respond within 30 days. You also have the right to lodge a complaint with the Information Commissioner's Office (ICO) at ico.org.uk.

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7. DATA RETENTION AND DELETION

We retain your personal data for as long as your account is active or as needed to provide you with our services. When you delete your account:

  • Your profile, settings, and account information are permanently deleted

  • Your session history and usage data are permanently deleted

  • Your health and symptom data are permanently deleted

  • Analytics events linked to your account ID are deleted or disconnected from you

We will process your deletion request within 30 days. In some cases, it may take up to 90 days to completely erase your personal data from our backup systems.​

​If you delete the App or your account becomes inactive, we will retain your personal data for up to three years in case you choose to return, after which it will be permanently deleted. You can request earlier deletion at any time by contacting us


Some data may be retained for a limited period where required by law or for legitimate business purposes such as fraud prevention, dispute resolution, or regulatory compliance. This may include feedback or session-request messages stored in Slack and crash reports stored in Sentry; deleting your Mamilla account does not immediately remove these records from those systems, and they are retained only for a limited period consistent with the applicable provider's retention settings and our operational needs. Anonymised, aggregated data that cannot identify you may be retained for analytics and improvement purposes.

Analytics data is kept for a maximum of 2 months and is then deleted automatically.​
 

8. COOKIES AND TRACKING TECHNOLOGIES

The App may use cookies, analytics SDKs, and similar tracking technologies to understand how users interact with the App, improve performance, and diagnose issues. You can manage certain tracking preferences through your device settings. Note that disabling certain tracking may affect App functionality.​

8.1 Analytics and your choices

We use Google Firebase Analytics to understand how the App is used and to improve it. It is switched on only if you agree when you first open the App. You can change your choice at any time in Settings → Legal in the App. If you decline or later withdraw your consent, we stop collecting analytics events from your device.

Google processes analytics data on our behalf under a data processing agreement. We do not use analytics for advertising and we do not share it with advertisers. We do not record the messages or free text you send to us as feedback or support requests in our analytics.

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9. INTERNATIONAL DATA TRANSFERS

Mamilla Limited is based in the United Kingdom. Your personal data may be transferred to and processed in countries outside the UK or European Economic Area. Where such transfers occur, we ensure appropriate safeguards are in place, such as Standard Contractual Clauses or adequacy decisions, to protect your data in accordance with applicable law. This may include transfers to Google, Cloudinary, Expo, and Slack. Slack is based in the United States; where data is transferred to the United States, we use an applicable lawful transfer mechanism and appropriate safeguards as required by UK data protection law.

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10. THIRD-PARTY SERVICES

The App integrates with third-party services, including Apple and Google for authentication, Google Firebase, Cloudinary, Sentry, Expo, and Slack for analytics, infrastructure, notifications, crash reporting, feedback, and session-request support.

These services have their own privacy policies, and we encourage you to review them. We are not responsible for the privacy practices of third-party services.

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11. CHANGES TO THIS POLICY

We may update this Privacy Policy from time to time. We will notify you of material changes by posting the updated Policy in the App, sending an email notification to your registered email address, or displaying an in-app notification. The "Last Updated" date at the top of this Policy indicates when it was last revised. Your continued use of the App after changes are posted constitutes your acceptance of the updated Policy.

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12. CONTACT US

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:


Mamilla Limited​

167-169 Great Portland Street, 5th Floor

London, W1W 5PF

United Kingdom

 

Email: info@mamillabreastfeeding.com

Company Number: 15795330

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For data protection matters, you may also contact the Information Commissioner's Office (ICO), the UK supervisory authority for data protection, at ico.org.uk or 0303 123 1113.