Privacy Policy

Effective September 19, 2026 (first published August 1, 2026). Applies to the Nooma iOS app and this website, both made by Sen Studios LLC. The short version lives at /privacy/ — this page is the complete one.

The design, in one paragraph

Nooma works without an account. What you log about your baby is stored on your own device and synced through your own Apple iCloud account — infrastructure we cannot read. We operate no database of families unless you turn on caregiver sharing; then the shared child's entries are kept on our sharing service so both phones stay up to date. The features below that do involve our servers are each optional, each described here, and each sends the minimum the feature needs.

Information stored on your device and in your iCloud

Your logs — feeds, sleep, diapers, growth, health notes, milestones, photos-free child profiles — live in the app's storage on your device and in your personal iCloud (Apple's CloudKit), which syncs them between your own devices. Apple acts as your storage provider under Apple's privacy terms; we have no server-side access to this data. You can export everything as a file from Settings at any time, and deleting the app's data or your child's profile deletes it from this storage.

Information we receive, and why

Ask Nooma (AI questions)

When you ask the AI a question, your question and a summary of your recent logs (such as your baby's age, feeds, sleep, growth, and any allergies or conditions you've noted) are sent to our server, which forwards them to Google's Gemini API to generate the answer. Names you've added in the app, and any email address, phone number or street address, are removed on your device before sending; please avoid typing other details that could identify your family. Gemini never receives your account. Our server sees an app ID only to check your plan and daily limit, keeps daily counts for fair-use limits, and does not store your questions or answers. Your questions are not used to train AI models.

Usage analytics (your choice)

The app can send us anonymous feature-usage counts — for example, "the sleep view was opened on this day" — attached to a random install identifier along with the app version, iOS version and your plan, never to your name, email, or anything about your child. No ages, no percentiles, no health details, no free text, no timestamps beyond the calendar day. In the European Economic Area, the United Kingdom, and Switzerland this is off unless you turn it on; elsewhere it is on unless you turn it off; either way the app asks you during setup and the switch stays in Settings.

Household sharing (optional account)

Sharing a child with a partner or caregiver is the one feature that requires signing in, because two people's iClouds cannot see each other. It uses Sign in with Apple, which gives us an account identifier, not your email address or a password. While you share, our sharing service (hosted on Supabase) stores your caregiver name and that child's profile and entries so every phone stays in sync. Only members of your household can see them in the app, and access on our side is limited to running and supporting the service. We never sell this data or use it for advertising. You can delete your household account in the app's Settings: that removes your sign-in and profile, and if you were the household's only member, everything it shared is deleted too. If others remain, the child's profile and entries stay with them.

Purchases

Subscriptions are processed by Apple; we never see your payment details. Our subscription partner RevenueCat processes your purchase receipt and an anonymous app-user identifier so the app knows which features you've unlocked, under RevenueCat's privacy policy.

Feedback and the waitlist

If you send a bug report or a product request, we receive what you wrote, plus the app version and device model if sent from the app, and your email only if you include it for a reply. If you join the waitlist on this site, we store your email address and use it solely to tell you about Nooma's launch. Ask us to remove it at any time.

What we never do

• No selling or renting of personal information — to anyone, ever.
• No advertising networks, no cross-app tracking, no third-party analytics SDKs.
• No collection of your baby's identity: our analytics are barred by design from carrying any attribute of a child.
• No tracking cookies on this website, and nothing on this site loads from other companies' servers.

Children

Nooma is made for parents and caregivers — adults. It is not directed to children under 13, and we do not knowingly collect personal information from children under 13. The information you record about your baby is entered by you and stored in your own device and iCloud as described above; it reaches our sharing service only if you turn on caregiver sharing, and it is deleted from that service as described under Household sharing. If you believe a child has provided us personal information directly, email us and we will delete it.

Retention

Your device and iCloud data is yours and is never held by us. Sharing-service data is kept while your household exists. It is deleted when the household's last member deletes their account, and an entry you delete is removed right away. Fair-use counters are deleted on their own schedule (at most a few months). Feedback is kept while we work on it. Waitlist emails are kept until launch communications finish or you ask us to remove yours.

Your rights

Depending on where you live (including the EEA/UK under GDPR and California under the CCPA), you may have rights to access, correct, delete, or receive a copy of your personal information, and to object to or restrict certain processing. Most of this you can do directly — export is in Settings, account deletion is in Settings, the analytics switch is in Settings. For anything else, email us and we will honor your request; we do not "sell" or "share" personal information as those terms are defined in the CCPA, and we treat requests from all regions the same way.

Security

Data in transit is protected with TLS. Data at rest sits in Apple's, Cloudflare's, or Supabase's infrastructure under their respective security programs; sign-in tokens are kept in the iOS Keychain on your device. No method of storage or transmission is perfectly secure, but the design above means the most sensitive data — your family's log — never sits with us at all unless you turn on caregiver sharing.

Where processing happens

We operate from the United States, and the providers named above process data in the United States and other countries. Where your local law requires safeguards for international transfers (such as in the EEA and the UK), our providers offer them through their standard contractual protections, and we honor the rights described here regardless of where you live.

Changes

If this policy changes in a way that matters, the app and this page will say so before the change takes effect, and the date at the top always reflects the current version.

Contact

Privacy questions and requests: support@noomababy.com. Nooma is made by Sen Studios LLC, 2389 Main St, Ste 100, Glastonbury, CT 06033, USA.