Privacy Policy

Last updated: September 6, 2026

Little (“we,” “our,” “the app”) is built to be private by design. This policy explains what little data exists and how it's handled.

Scope of this policy

This policy covers the Little iPhone app and this website. It does not cover information collected offline or through any other channel, and it does not cover what you choose to send us directly, for example when you email us for support. If you email us, we will have whatever you put in that email, and we keep it only for as long as it takes to help you.

The short version

• All your content, including baby profiles, photos, memories and captions, stays on your device. We never see it, and it's never uploaded anywhere.
• There are no user accounts, no login, and no backend server.
• The app sends anonymous usage counts, so we can see which features parents use and which need work. They record that something happened, never what you made: no photos, no names, no birth dates, and nothing you write.
• We don't track you across other apps or websites, and we never share anything with advertisers.
• The only things that ever leave your device are those anonymous usage counts and anonymous purchase information handled by Apple and RevenueCat.

What we collect

Nothing personally identifying. Little has no account system, so we have no name, email, or profile tied to your usage.

Content you create(baby name, birth date, photos, memories, stickers, captions) is stored locally on your device using Apple's on-device storage (SwiftData). It is included in your iPhone's iCloud device backup if you have backups enabled (that's Apple's standard backup, not something Little controls or accesses).

Purchase data.When you subscribe or buy Lifetime access, purchase history is processed by Apple's App Store and by RevenueCat (our subscription infrastructure provider) to verify your entitlement. This is tied to an anonymous RevenueCat ID, not to your identity, and is used solely to unlock app functionality, never for tracking or advertising.

Anonymous usage data.So we can tell which parts of Little are used and which need work, the app sends anonymous usage counts to PostHog, our analytics provider, on servers in the European Union. These record actions, not content: a memory was created, an export was made, a screen was opened, a purchase screen appeared. They are identified only by a random ID generated on your device, which is not linked to your name, email, or Apple ID, and they contain no photos, no baby names, no birth dates, and nothing you have written. Where the app reports your baby's age it does so as a range, such as “3-6 months,” never as a date.

Photo Library access.Little requests “Add Photos Only” permission solely to save your exported memories back to your Photos app. Little cannot read, browse, or upload your existing photo library beyond the specific photos you pick inside the app's photo picker.

Photo processing.Automatic subject cutouts are generated on your device using Apple's built-in VisionKit. Your photos are never sent to us or to any third party for processing.

What we don't do

• No accounts, no Little-run servers, no third-party sync of your content
• No advertising and no ad SDKs in the app
• No tracking of you across other apps or websites, and nothing shared with advertisers or data brokers
• No analytics that can identify you, and nothing you create is ever included in them
• We never sell your data

Third-party services

• Apple (StoreKit)processes all payments and subscriptions per Apple's own privacy policy.
• RevenueCatmanages subscription status using an anonymous identifier. See RevenueCat's privacy policy at revenuecat.com/privacy.
• PostHogreceives the anonymous usage counts described above, stored on servers in the European Union. See PostHog's privacy policy at posthog.com/privacy.

This website

The app and the website are separate. Nothing you create in the app is ever sent to this site, and this site never has access to your photos or your baby's details.

Like most websites, this one uses cookies and similar technologies. We use PostHog and Microsoft Clarity to understand which pages people find useful and where the site is confusing, and Google AdSense shows ads on some pages. Google and its partners may use cookies to serve and measure those ads; you can review and change your Google ad settings at myadcenter.google.com, and opt out of personalised advertising at aboutads.info/choices. You can also block cookies in your browser settings; the site works without them.

Notifications

Little may send local reminders (e.g., “Emma turns 5 months today”) generated and delivered entirely on your device. These are not push notifications from a server. No message content ever leaves your phone.

Children's privacy

Little is a tool for parents to create keepsakes for their own children. It is not directed at children, does not knowingly collect data from children, and stores all baby-related content locally under the parent's control.

Your control over data

Since everything is stored locally, you're always in control:

• Delete a baby profile or memory any time from within the app
• Delete the app to permanently remove all app data from your device
• Purchases can be restored via Settings → Restore Purchases if you reinstall

Your rights. Laws such as the GDPR and CCPA give you rights to access, correct, or delete personal data held about you. Little holds nothing that identifies you: your content never leaves your device, and the usage counts and purchase records described above are tied only to random IDs. Deleting the app removes everything on your device and ends any further usage counts.

Because those records carry no name, email, or account, there is nothing in them we could connect back to you, and so nothing for us to retrieve or erase on request. If you have any question about your rights, email us and we will help.

Changes to this policy

If this policy changes, we'll update the “Last updated” date above. Continued use of the app after changes means you accept the updated policy.

Contact us

Questions about this policy? Email thelittlebabyapp@gmail.com.