Nooma
Waitlist
The formal version

Privacy Policy

Effective August 1, 2026. Applies to the Nooma iOS app and this website. 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. 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 set of anonymized summary figures from your log (for example, average feeds per day) are sent to our server, which forwards them to Google's Gemini API to generate the answer. Names are removed on your device before sending, and you should avoid typing information in a question that could identify your family. We do not store your questions or answers on our servers; we keep only anonymous daily counters used to enforce fair-use limits. 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, 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: we receive an account identifier and — if you choose Apple's relay — a private relay email address, never a password. While sharing is on, the shared child's log records pass through our sharing service (hosted on Supabase) so they can be delivered to the people you invited; only your household's members can read them. Deleting your account in Settings removes your account and your sharing data from our service.

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

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 enable household sharing, and it is removed when you delete your account. 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 persists while your household exists and is deleted with your account. 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 architecture above means the most sensitive data — your family's log — never sits with us at all.

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.