Privacy Policy | Mamilla

MAMILLA LIMITED

Company Number 15795330

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

Last Updated: July 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
Date of birth
Pregnancy date or stage
Your baby or child's age, used to filter session responses relevant to your baby's stage
Symptoms and physical experiences you share within the App (for example, breast pain, engorgement, nipple soreness, or feeding challenges)

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)

2.3 Information from Third Parties

We may receive information from:

Apple (sign-in, subscription status, payment confirmation)
Google (sign-in, subscription status, payment confirmation)
Analytics providers
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. We will always ask for your explicit consent before collecting this data. You can withdraw this consent at any time through the App settings or by contacting us.

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:

Cloud hosting and storage providers
Analytics providers
Customer support platforms
Crash reporting services

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

4.2 Platform Providers

Apple and Google receive information necessary to process in-app purchases and subscriptions. Their handling of your data is governed by their respective privacy policies.

4.3 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.

4.4 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.

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.

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

To exercise any of these rights, please contact us at info@mamillabreastfeeding.com or use the settings within the App. 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.

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

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. Anonymised, aggregated data that cannot identify you may be retained for analytics and improvement purposes.

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.

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.

10. THIRD-PARTY SERVICES

The App integrates with third-party services, including Apple and Google for authentication and payments, and analytics and infrastructure providers.

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.

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.

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

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.