Privacy Policy

[LEGAL NAME OF THE COMPANY OR INDIVIDUAL OPERATING AWAE], trading as Awae ("Awae", "we", "us" or "our"), is the controller of the personal information described in this policy. This means we decide why and how it is used.

Contact us about privacy: hello@awae.ai
Website: awae.ai

Our trusted domains are awae.ai and notifications.awae.ai. If you are unsure whether a message claiming to be from Awae is genuine, contact hello@awae.ai.

We receive information directly from you when you submit the form, choose your preferences or contact us. Our website, analytics, advertising and email providers also receive information generated by visits, interactions, registration, delivery and the tracking described in section 7.

Registration information: your email address, any name or other information you choose to provide, and the date and status of your registration.

Your choices: the notification you requested, the wording and policy versions shown to you, website analytics and advertising choices, any separate marketing or email-tracking consent, and changes or withdrawals of those choices.

Communications: the contents of messages, feedback and attachments you send us, together with our responses.

Technical and delivery information: information needed to deliver and protect the website and emails, such as IP address, browser information, request times, error records, verification status, email delivery or bounce records and unsubscribe events. Cookies and any additional tracking are addressed in section 7.

Email-open information: where open measurement is enabled, whether and when an email appears to have been opened, associated with the recipient and message. Loading a tracking image can also disclose an IP address and basic device or email-software information to our email provider. Section 7 explains the purpose and your choices.

Website analytics and advertising information: page and referral URLs, visit and event times, interactions and signup events, cookie or advertising identifiers, browser and device details, and approximate location. Tracking requests can disclose an IP address. Meta may connect website events with information it already holds about you. Collection depends on the tool, events configured and your choices.

Providing an email address is voluntary, but we need it to register your request and send your invitation. You do not have to subscribe to optional news to join the waitlist. Please do not send passwords, payment card details, identity documents or sensitive personal information through the signup form.

UK data protection law requires a lawful basis for each use of personal information. The purposes and bases for the activities covered by this policy are set out below.

Where we rely on legitimate interests, we consider whether the processing is necessary and whether your interests and rights outweigh ours. You may object to those uses. We do not use legitimate interests to continue sending consent-based emails after you withdraw permission.

We rely on consent to use GA4 for website analytics, Meta Pixel for advertising measurement and related advertising purposes, and optional email-open measurement. Analytics and advertising choices are separate, and email-open tracking needs permission covering that purpose. These uses and controls are explained in section 7.

When you submit a signup form that clearly asks for a launch or access notification, you ask us to email you when Awae is ready for you to join, including an invitation or link to create an account. We may also send a neutral registration confirmation or verification email.

Your notification request is separate from subscribing to occasional Awae news and product updates. Leaving the optional marketing box unticked does not stop you receiving the invitation you requested. We will not treat accepting the early access terms or acknowledging this policy as permission for unrelated marketing.

You can withdraw your notification request, leave the waitlist or withdraw optional marketing consent at any time using an available unsubscribe link or by emailing hello@awae.ai. You do not need to create an account to unsubscribe. Withdrawing consent does not affect processing that was lawful before withdrawal.

If you unsubscribe from all Awae emails, we stop promotional emails, including any outstanding launch invitation. We may still respond to a message or rights request you send us, or send a communication required by law. We keep only the limited records needed to respect your choices and meet our legal responsibilities.

We use service providers for website hosting, database storage, email delivery and email-open reporting. They handle the registration details, communications, technical records and measurement information needed for their services. Where they act as our processors, they handle personal information under our instructions and appropriate contractual protections. Access is limited to what is needed for the relevant service.

Google receives GA4 analytics information to provide website usage reporting. Meta receives Pixel events for advertising measurement and improvement and may associate them with other information it holds to personalise advertising, subject to its policies and your choices.

For Pixel data collection and transmission covered by the applicable UK joint-controller terms, Awae and Meta share responsibility. Awae is responsible for the lawful use of the Pixel on this website, including appropriate notice and consent. Meta has responsibilities under those terms and for its subsequent processing. You can exercise applicable rights against either controller.

Further information: Google Privacy Policy, Meta Privacy Policy and Meta UK Controller Addendum.

Where necessary, we may also share relevant information with professional advisers, courts, regulators or public authorities to meet legal duties or establish, exercise or defend legal rights. A disclosure must have a lawful basis and be limited to what is needed.

If Awae undergoes a genuine sale, investment, merger or restructuring, relevant information may be shared with advisers or a prospective successor where lawful and necessary, with confidentiality and data protection safeguards. We will explain any change of controller as required. A transfer does not create new marketing permission.

Signing up does not give other organisations permission to market their own products to you.

Our email, analytics and advertising providers may store or access personal information outside the UK, including in the United States. This includes Google and Meta processing. Support teams and subprocessors may also operate in other countries, which may have different data protection laws from the UK.

For eligible transfers to our US email provider, its data processing terms provide for the UK Extension to the EU-US Data Privacy Framework. Where that route does not cover a transfer, those terms provide for the European Commission's Standard Contractual Clauses with the UK Addendum. Any other restricted transfer must be covered by applicable UK adequacy regulations or appropriate safeguards, with the required assessment and additional protections where necessary.

Contact hello@awae.ai for information about the safeguards relevant to your information or a copy of applicable safeguards, with necessary confidential information removed.

Essential website technologies support functions such as operating and securing the signup form or remembering privacy choices. Their related personal information is handled for the operational and security purposes in section 3. Optional analytics and advertising tracking are treated separately.

We use Google Analytics 4 (GA4) to understand visits, interactions and signup activity and improve our website. We use Meta Pixel to measure and improve Facebook and Instagram advertising. Meta may associate Pixel events with information it holds about you for advertising personalisation and measurement. We will activate GA4 only after analytics consent and Meta Pixel only after advertising consent. Refusing either will not prevent early access registration.

Our website consent controls allow you to accept, reject or choose analytics and advertising separately, with optional choices off initially. You can reopen those controls and withdraw permission as easily as you gave it. Withdrawal stops further tracking on that basis and is passed to relevant providers where required. Website tracking choices do not subscribe you to marketing emails or provide email-open tracking consent.

Cookie details and website tracking choices are explained in our Cookie Policy. Continuing to browse or accepting our terms is not tracking consent.

Email-open measurement: our emails may contain a small invisible image, called a tracking pixel, that records when the image loads. This indicates whether and when a particular email appears to have been opened. We use this information to understand engagement with our emails and improve our communications. Results are estimates: email software can load images automatically or block them, so an apparent open does not always mean you read the message.

We will use optional email-open tracking only with your prior consent. Requesting an invitation, agreeing to our terms or opting into news does not by itself give that tracking consent. You can refuse tracking and still receive the emails you requested. To withdraw tracking consent, use any tracking-preference control provided or email hello@awae.ai. We will stop including tracking in future emails to you. Unsubscribing also stops future promotional emails. Blocking remote images in your email app can limit tracking in emails already received.

Our email measurement is limited to opens; we do not use link-click tracking for these messages. Delivery, bounce and unsubscribe records are separate operational records used to manage email delivery and respect your choices.

We keep personal information only while it is needed for a purpose explained in this policy. Different records have different retention needs. We use the following criteria to decide when information should be deleted or anonymised:

Active waitlist details: while your notification request remains outstanding. We remove you from the active list when you withdraw, the requested invitation has been sent, or the registration programme ends. A delayed launch does not justify keeping stale registrations indefinitely; we review whether the original request still supports retention.

Optional marketing details: while your consent remains valid and relevant, ending when you withdraw or when the elapsed time and circumstances mean we can no longer reasonably rely on it.

Support correspondence: until the enquiry is resolved, with further retention only where needed for a related follow-up, complaint or dispute.

Technical and delivery records: for the period needed to diagnose faults, verify delivery, investigate misuse or resolve a specific security incident. Records connected to an open incident may need to be retained until it is resolved.

Email-open records: only while needed to assess the relevant emails and improve communications. We periodically review and delete or anonymise records that are no longer needed. If you withdraw tracking consent, we stop using identifiable open records for that purpose, subject to any specific legal reason to retain limited evidence.

Website analytics and advertising records: only for the period needed to understand website use, assess campaign performance or carry out the advertising purposes for which permission was given. We review retention settings and remove or anonymise records that are no longer needed. Withdrawal ends our use of identifiable records for the consent-based purpose, subject to any specific lawful need to retain limited evidence. Google and Meta explain retention for processing they control in their own notices.

Evidence of requests, consent and compliance: while needed to show how information was lawfully handled and for any applicable complaint, investigation or legal claim period. This does not justify retaining every part of the original registration.

Suppression records: the minimum information needed to honour an unsubscribe or objection for as long as there is a realistic risk that you could otherwise be contacted again.

Where a legal obligation or active legal claim requires longer retention, we limit the retained information to that purpose. Deleted information may remain in restricted backups until those backups expire through the normal deletion cycle; it must not be returned to active use without applying relevant deletion and opt-out requests.

We take appropriate technical and organisational measures to protect personal information against unauthorised access, loss, misuse and disclosure. These include restricting access to people who need it, managing permissions and using appropriate arrangements with service providers.

No online system can be guaranteed completely secure. If a personal data breach occurs, we assess it and notify the regulator and affected individuals where the law requires. Contact hello@awae.ai if you believe your information has been compromised.

Depending on the circumstances and legal basis, you may have the right to:

• Ask for access to your personal information and a copy of it.
• Have inaccurate information corrected and incomplete information completed.
• Ask for deletion or restriction of information where the relevant conditions apply.
• Object to processing based on legitimate interests. We will assess the objection against the applicable legal requirements.
• Object to direct marketing at any time. We must stop using your information for that marketing.
• Withdraw consent at any time for a use that relies on it.
• Receive certain information in a portable format, or have it sent to another provider where feasible, when the processing is automated and based on consent or contract.

To exercise a right, email hello@awae.ai. We may request only the additional information reasonably needed to verify your identity or understand the request. We ordinarily respond within one calendar month. If the law permits extra time or a pause, we will explain this and keep you informed. Requests are normally free; any lawful refusal or charge will be explained.

The waitlist does not involve decisions based solely on automated processing that have legal or similarly significant effects on you. If this changes for a future feature, we will explain the processing, its significance and the applicable safeguards and rights before it begins.

The early access form does not require information about children or other people. Where we process a child's information, we apply protections appropriate to their age and meet any applicable parental-authorisation requirements. Our approach must take account of children's best interests and their ability to understand how information is used.

If you believe a child has submitted information inappropriately, contact hello@awae.ai so we can investigate and take suitable action, including deletion or restriction where required.

If you have a concern about our handling of personal information, email hello@awae.ai with enough detail for us to understand it. You do not need to use a particular form or legal terminology. We will acknowledge a data protection complaint within 30 days, investigate without undue delay, keep you informed and explain the outcome without undue delay.

You also have the right to complain to the Information Commissioner's Office, the UK data protection regulator. The ICO normally expects you to raise the issue with us first. Its guidance explains how and when to escalate a complaint: Make a complaint to the ICO.

Where another country's data protection law applies, you may also have the right to contact the relevant local supervisory authority.

This policy applies only to the activities it describes. Before new features involve additional information or new uses of existing information, we will explain those uses, establish a lawful basis and obtain any further permission required.

Registering for early access does not create an app account or authorise unrelated uses of your information. If you later create an account, we will explain its data handling at that stage. Your email preferences remain in place unless you change them.

We will update the date above and highlight material changes. Continued website use does not, by itself, give consent to a new use of your information.