Privacy Policy

Last updated: March 27, 2026

Lulla ("we", "our", "the app") is built by Plainworks. Your family's privacy matters deeply to us. This policy explains what data we collect, how we use it, and how we protect it.

Data We Collect

Lulla collects only the data needed to provide sleep tracking and coaching:

• Baby profile information — name, birth date, and age (used to tailor sleep advice to your baby's developmental stage)
• Sleep logs — start/end times of sleep and nap sessions that you record
• App preferences — settings like notification preferences and selected sleep methods
• Anonymous product analytics — app opens, onboarding completion, feature usage, paywall and subscription events, app version/build, and an anonymous app identifier used to understand how Lulla is used and improve the product

How We Use Your Data

• Sleep tracking — to display your baby's sleep history, patterns, and trends
• AI coaching — sleep logs and baby profile data are sent to our backend API to generate personalized coaching advice. Data is processed in real-time and not stored on our servers beyond what is needed to generate a response.
• Wake window calculations — to provide timely alerts based on your baby's age and last sleep time
• Product analytics — to measure usage, improve the onboarding and subscription experience, understand which features are helpful, and monitor app health over time

iCloud Sync

If you enable Family Sync, your data is synced between devices using Apple's iCloud (CloudKit). This data is stored in your private iCloud container and is governed by Apple's Privacy Policy. We do not have access to your iCloud data.

AI Processing

When you use the AI Sleep Coach feature, relevant sleep data and baby profile information are sent to our backend API to generate personalized advice. We use this data solely to produce coaching responses. We do not use your data to train AI models, and we do not retain it beyond the immediate processing needed to respond to your query.

Analytics

We use PostHog for privacy-conscious product analytics. PostHog helps us understand aggregated usage patterns such as app opens, onboarding completion, feature adoption, paywall views, purchases, restores, and subscription lifecycle events.

These analytics are tied to an anonymous app identifier, not to your name, email address, contacts, photos, or advertising profiles. We use analytics to improve Lulla, not to serve ads or sell data. If available, we may also receive Apple Search Ads attribution metadata to understand which App Store campaigns led to installs.

Data We Do NOT Collect

• We do not collect your location, contacts, photos, or browsing history
• We do not use advertising trackers or build advertising profiles
• We do not track you across other companies' apps or websites for advertising

Data Sharing

We do not sell, rent, or share your personal data with third parties. Your data is used exclusively to provide the Lulla service. We do use service providers such as PostHog for anonymous product analytics, Apple for iCloud sync and App Store services, and our backend providers for AI response generation.

Data Storage & Security

Your sleep data is stored locally on your device and, if enabled, in your private iCloud container. We use industry-standard security measures to protect any data transmitted to our API for AI processing.

Children's Privacy

Lulla is designed for parents and caregivers. We do not knowingly collect data directly from children. All data entered is provided by the parent or caregiver.

Data Deletion

You can delete all your data at any time by removing the app from your device. If you use iCloud sync, you can also delete your data from iCloud through Apple's settings.

Changes to This Policy

We may update this policy from time to time. Any changes will be posted on this page with an updated date.

Contact

If you have questions about this privacy policy, contact us at [email protected].