Privacy Policy

Last updated: October 9, 2026

1. Introduction

Welcome to Clothi (“we,” “our,” or “us”). We are committed to protecting your privacy and ensuring the security of your personal information. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use our mobile application and related services (collectively, the “Service”).

2. Information We Collect

2.1 Information You Provide

  • Account Information: Email address, username, and password when you create an account
  • Profile Information: Profile photo, display name, bio, and phone number (optional)
  • Style Profile: Age range, body type, gender preference, style goals, and preferred colors
  • Photos: Outfit photos you upload for evaluation and closet item photos
  • Payment Information: Payment details processed securely through Google Play Billing (Android) and Apple In-App Purchases (iOS)

2.2 Information Collected Automatically

  • Device Information: Device type, operating system, and unique device identifiers
  • Usage Data: Features used, screens viewed, evaluation history, and interaction patterns (see Section 5)
  • Session Replays: For some sessions, a replay of screen layouts, taps, and navigation, with every photo and all text masked on your device (see Section 5)
  • Location Data: Approximate location for weather-based outfit recommendations (only when you enable this feature)
  • Log and Diagnostic Data: Access times, pages viewed, crash reports, and app performance data

2.3 Optional Feedback

If you answer Clothi's occasional in-app feedback questions, we store your answers, including any text you type under “Other”, with your account. Only the Clothi team can see them. We use them to improve Clothi, and they are not used for advertising. If you delete your account in anonymize mode, we redact the text you typed. If you permanently erase your account, we delete the answers.

3. How We Use Your Information

We use the information we collect to:

  • Provide, maintain, and improve our Service
  • Process outfit evaluations using Ai technology
  • Personalize your experience based on your style profile
  • Process payments and manage subscriptions
  • Send you notifications and updates (with your consent)
  • Analyze usage patterns to improve our features
  • Train and improve our Ai models (using anonymized data)
  • Detect and prevent fraud or abuse

4. Ai Processing and Data

Clothi uses Google Gemini Ai (operated by Google LLC) to analyze your outfit photos and provide style feedback. Before your first photo upload, the app shows an explicit consent screen disclosing this third-party Ai processing. You can revoke at any time by permanently deleting your account.

When you submit an outfit for evaluation:

  • Your photos are sent to Google Gemini for analysis and scoring
  • We do not share your photos with third parties for marketing purposes
  • De-identified outfit data may be used to improve our Ai models (only if you choose anonymized deletion — see Section 8)
  • We retain evaluation history according to your subscription tier

Outfit scoring is advisory only. It produces no legal or significant effect on you. You remain in full control of your style choices, and you can ignore, delete, or re-run any evaluation at any time. We have classified this system as low-risk under CCPA ADMT rules and limited-risk under the EU AI Act. Internal compliance documentation is available on request to support@clothiapp.com.

5. Analytics, Session Replay, and Advertising Measurement

We use analytics to understand how Clothi is used, so we can fix what is confusing and improve what works.

5.1 Product analytics (PostHog)

  • Provider: PostHog Inc., using PostHog's EU Cloud, hosted in Frankfurt, Germany
  • What the app sends: the actions you take in the app (for example screens viewed, onboarding steps reached, outfits Clothified, closet items added, and subscription screens opened); device and app information (device model, operating system, app version, language); your IP address, which PostHog uses to estimate your approximate location (country and city); and your Clothi account ID
  • Also sent: your multiple-choice onboarding answers (for example what you wear and your age range), your plan, and how you found Clothi
  • What our servers send: your subscription events (trials, purchases, renewals, cancellations, refunds, and the price charged by the App Store or Google Play)
  • Never sent: your email, name, phone number, photos, or anything you type

5.2 Session replay (PostHog)

  • When we turn it on, PostHog may record a replay of a sample of sessions: screen layouts, taps, and navigation
  • Every photo and all text are masked on your device before anything is sent, so they cannot be seen in a replay
  • Recording never runs on camera screens; sign-in, sign-up and account screens; profile editing and the questions about you (what you wear, your age, your style profile); or account-suspension and appeal screens
  • Recording never runs for anyone under 18 or anyone who has turned off Share usage analytics

5.3 Advertising measurement (Google Ads, Meta, and AdMob)

  • Providers: Google (Firebase/Google Analytics, linked to Google Ads, and Google AdMob) and Meta (Facebook and Instagram, via the Meta App Events SDK)
  • Why: to measure which ads bring people to Clothi, to improve our ad campaigns, and — for AdMob — to show you more relevant ads inside the free version of the app
  • Who counts as an adult here: anyone who tells us they are 18 or over and has never told us they are under 18 on that account, and any onboarded account with no age on record — both are treated as adults for this section
  • Who counts as under 18 here: anyone who has told us they are under 18, on any age question, now or earlier. If we cannot read your age record, you are treated as under 18 until we can.
  • Before you answer the age question: Google's and Meta's SDKs automatically measure your app install and app opens, including for people who later tell us they are under 18. This happens before we know your age, so it cannot be held back. Meta does not receive your advertising ID at this stage. Meta's automatic measurement does not run on a device where someone has already told us they are under 18, or while Share usage analytics is off; in the EEA/UK it runs only with your consent (see “EEA/UK users” below), except that on the very first launch it can start before Google's consent check has run.
  • If you're an adult: once that's on record, we share further events with Google and Meta for advertising — reaching the subscription screen (Google only), starting a free trial, starting a paid subscription (with the price charged), and converting a trial into a paid subscription on iPhone. Each trial or purchase is reported once; later renewals are not reported.
  • Meta app events (adults only): Meta also receives signing up, completing an outfit evaluation, and viewing or skipping the subscription screen
  • Advertising identifiers used: Meta gets your Android advertising ID (adults only, and in the EEA/UK only with your consent). On iPhone, Meta gets Apple's advertising identifier (IDFA) only if you tap “Allow” on Apple's App Tracking Transparency prompt, which is shown only to adults: right after the age question, or once when you open the app if you answered it earlier. Google may also use your device's advertising ID (on iPhone, only with that same “Allow”) for this measurement while Firebase's ad consent signal is granted, and AdMob may use it to show you more relevant ads.
  • Never sent: your name, email, phone number, photos, or anything you type
  • If you tell us you are under 18 (including on a different account that already told us so on this device — see “Shared devices” below): after that answer, nothing more is sent to Meta (its automatic measurement is switched off too), no Google Ads conversion events are sent for you, Firebase's ad consent signal is set to denied, and you are never shown the App Tracking Transparency prompt. The free app may still show you Google AdMob ads, but we tell AdMob you are under the age of consent and limit you to teen-rated ad content, so your ads are not personalised. AdMob (Google) may still use device identifiers, such as the advertising ID, to serve, cap, and measure those non-personalised ads.
  • Shared devices: once anyone on a device has told us they are under 18, or an account that told us so has signed in on it, every account on that device is treated as under 18 for everything in this section, permanently — including an account that says it is 18 or over
  • EEA/UK users: Google's consent message, shown by AdMob, covers this advertising measurement too. Your choices there decide whether Firebase's ad consent signal is granted, and whether Meta receives your advertising ID, its automatic measurement, and any of the events above: Meta needs your consent to storing information on your device, personalised advertising, and ad measurement, and, apart from the first-launch case above, receives none of these until you have answered. Where the law requires it, Settings → Privacy & Legal → Ad privacy choices lets you change your choices; the entry is shown only where such a choice is required.
  • Opt out: turn off Share usage analytics (Section 5.5); on iPhone, decline the tracking prompt, or change your answer later in Settings → Privacy & Security → Tracking; on Android, open your device's Settings → Privacy (or Ads) menu and delete or reset your advertising ID

5.4 Other analytics and diagnostics

  • Google Firebase Analytics: app usage events and device information, linked to your account ID, to measure usage and to power the Google Ads measurement described in Section 5.3
  • Google Firebase Crashlytics and Performance Monitoring: crash reports and performance data (device, operating system, app version, and technical logs) to fix bugs

5.5 Your choice: Settings → Share usage analytics

  • Turning it off stops the app sending usage events and session recordings to PostHog, and stops Firebase Analytics on that device. Our servers also stop sending anything linked to your account.
  • Your subscription purchases, renewals, cancellations and refunds are still recorded in PostHog, but without your account ID or a profile: each record gets a random ID and is linked only by a coded subscription number, made with a secret key kept on Clothi's servers, so it cannot be traced back to you without our database.
  • Turning it off on one device also turns it off on your other devices signed in to the same account: the most restrictive choice wins. Turning it back on applies to the device you are using and to what our servers send.
  • Turning analytics off does not delete what was already sent. To have it deleted, see 5.8.
  • This switch also stops every Google Ads conversion event and every Meta app event described in Section 5.3 from being sent, turns off Meta's automatic measurement of installs and app opens, sets Firebase's ad consent signal to denied, and turns off Meta's use of your advertising ID; the tracking prompt is not shown while it is off. It does not change your iPhone App Tracking Transparency answer, your Android advertising ID setting, or the ads shown in the free app — those stay controlled separately, as described in Section 5.3.

5.6 Users under 18

  • If you tell us you are under 18, you never exist as a person in PostHog: no profile, no usage events, and no session recordings, whatever the switch says.
  • Only your subscription events (trials, purchases, renewals, cancellations, refunds, and the price) are sent, without your account ID or a profile, each with a random ID and linked only by the same coded subscription number.
  • If you first told us you were 18 or over and later change your age to under 18, we stop collecting from that moment. Events recorded before stay under your account ID until they are deleted (see 5.8).
  • Firebase Analytics is not covered by this: for accounts under 18, Share usage analytics turns Firebase Analytics on or off.
  • Once you tell us you are under 18, the advertising measurement in Section 5.3 excludes you by design, whatever this switch says: Meta receives nothing and never collects your advertising ID for you, and no Google Ads conversion events are sent for you. Only the install and app-open measurement from before your answer happened before we knew your age. The free app's AdMob ads may still use device identifiers, such as the advertising ID, to serve, cap, and measure non-personalised, teen-rated ads for you.

5.7 Retention

  • PostHog keeps analytics events for as long as our PostHog plan does (up to 7 years). That period cannot be shortened, so deletion works through the options in 5.8.
  • Session replays are kept for no more than 90 days.

5.8 Deletion

  • To have your PostHog data deleted, contact support@clothiapp.com.
  • Records that were never linked to your account (under-18 and opted-out subscription records) cannot be traced to you and are not affected.
  • Anonymized deletion does not delete past PostHog data: events already recorded stay under your account ID, and nothing new is sent under it.

6. Data Sharing and Disclosure

We may share your information with:

  • Service Providers: Firebase (authentication, database, storage), Google Firebase Analytics, Crashlytics and Performance Monitoring (usage measurement and app stability), Google Ads (advertising measurement via Firebase/Google Analytics — see Section 5.3), PostHog (product analytics and session replay, EU Cloud in Frankfurt), Meta App Events SDK (advertising measurement — see Section 5.3), Google AdMob (ads for free users), Google Play Billing (Android payments), Apple (iOS payments), Google (Ai processing)
  • Legal Requirements: When required by law or to protect our rights
  • Business Transfers: In connection with a merger, acquisition, or sale of assets

We do not sell your personal information to third parties.

7. Data Retention

We retain your personal information for as long as your account is active. Evaluation history retention varies by subscription tier:

  • Free: Unlimited history visibility (up to 10 saved evaluations)
  • Plus/Pro: Unlimited history retention and unlimited saved evaluations

You may delete your account and all associated data at any time using one of two modes — see Section 8.

8. Account Deletion (Two Modes)

Open the app and go to Settings → Delete Account. You will be offered two deletion modes:

8.1 Anonymized Deletion (default)

  • Personal identifiers (email, username, display name, profile photo, phone, bio) are removed
  • Clothing and outfit photos are retained in fully de-identified form
  • De-identified data may be used to improve our Ai models
  • You cannot be re-identified from the retained content
  • Past PostHog analytics are not deleted by this mode (see Section 5.8)

8.2 Permanent Deletion (irreversible)

  • All your data is erased — clothing photos, evaluations, generated outfits, style profile, and your account itself
  • Nothing is retained for Ai training. Analytics data is handled as described in Section 5.8
  • Your authentication record is deleted; signing in with the same email creates a brand new account
  • This satisfies Article 17 GDPR “right to erasure” in full

Both options are available at any time. Permanent deletion is irreversible.

9. Your Rights

Depending on your location, you may have the right to:

  • Access the personal information we hold about you
  • Request correction of inaccurate data
  • Request deletion of your personal data — including the right to permanent erasure of all data (see Section 8.2)
  • Object to or restrict certain processing — including turning off usage analytics and session replay in the app (Settings → Share usage analytics)
  • Data portability
  • Withdraw consent at any time (Gemini Ai processing consent is revoked by choosing Permanent Deletion)
  • EU users (GDPR): right to lodge a complaint with your supervisory authority
  • California users (CCPA/CPRA): right to know, right to delete, right to opt out of sale or sharing of personal information (we do not sell or share)
  • Automated decision-making: outfit scoring is advisory only and produces no legal or significant effect. You may request our internal CCPA ADMT risk assessment and EU AI Act classification documents by writing to support@clothiapp.com.

To exercise these rights, please contact us at support@clothiapp.com.

10. Security

We implement appropriate technical and organizational measures to protect your personal information, including encryption in transit and at rest, secure authentication, and regular security assessments. However, no method of transmission over the Internet is 100% secure.

11. Children's Privacy

Our Service is not directed to children under 13 years of age. We do not knowingly collect personal information from children under 13. If we learn we have collected such information, we will delete it promptly.

Users who tell us they are under 18 never exist as a person in PostHog: no profile, usage events or session recordings. Only their subscription events are sent, without an account ID or a profile. They are also never sent to Google Ads as a conversion, and after their answer Meta receives nothing for them (see Section 5.6). The free app may still show them AdMob ads, limited to non-personalised, teen-rated content; AdMob may still use device identifiers, such as the advertising ID, to serve, cap, and measure those ads.

12. Changes to This Policy

We may update this Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page and updating the “Last updated” date. Your continued use of the Service after any changes constitutes acceptance of the new Privacy Policy.

13. Contact Us

If you have any questions about this Privacy Policy, please contact us at:

  • Email: support@clothiapp.com
  • Website: clothiapp.com