Primaly
Privacy Policy
Zero-Friction Labs ("we", "us"; see Section 16 for the operator's details) establishes this Privacy Policy regarding the handling of user information in the iOS application "Primaly" (the "App") and on this website. We comply with applicable data protection laws, including Japan's Act on the Protection of Personal Information (APPI).
1. Core principle: your entries live on your device and in your own iCloud
The App operates no content server of its own for the content you create (tasks, habits, journal entries, mood records, profile, avatar, and more). That content is stored on your device and in your own iCloud (your Apple account). Anything that goes to iCloud is encrypted on your device first, and the key exists only on your devices and in your iCloud Keychain. Neither we nor Apple can read it (Section 4).
Separately, the App uses an authentication provider for signing in (Section 2), an AI processing provider for the AI assistant (Section 5), and Apple's weather service for weather display (Section 3), each receiving only the data that feature needs. When you use an AI feature, the records and messages that are sent are handled by our AI processing provider. To improve the App, it also sends usage statistics (such as which features you use — never what you write) to a server we manage (Section 9). If you send feedback or a message from within the App, we receive what you send (Section 9). Below we explain what is sent, when, and where. Apart from these, the content you create is not transmitted to or stored on any server, including ours.
2. Account and sign-in
Using the App requires signing in. You may choose either Apple's "Sign in with Apple" or a Google account. Signing in creates an account with Supabase (Supabase, Inc.), our authentication provider, which stores the following to keep you signed in:
- An account identifier (the user ID issued by Apple or Google)
- Your email address (if you choose Apple's "Hide My Email", the private relay address Apple provides instead)
Only if you choose to sign in with Google does any exchange of authentication information occur with Google LLC. If you choose Apple, nothing is sent to Google.
This information is used solely to authenticate, maintain, and manage your account, to prevent abuse, and to respond to your inquiries. It is never used for advertising, profiling, or cross-service tracking. The journal entries, tasks, and other content you create are not stored on our servers linked to this account. You can delete your account at any time from "Settings › Account › Delete account" in the App (Section 11).
3. Information handled on your device
The App handles the following on your device to provide its features. Except for location used for weather and voice input on some screens, none of it is transmitted externally. What is sent when you use an AI feature is listed separately in Section 5.
- Profile information (nickname, bio, avatar)
- Tasks, habits, and projects, and their completion status
- Journal entries and records of emotion, body, state of mind, and sleep ratings. Paragraph formatting of your journal runs on your device and is not transmitted.
- Health data (HealthKit): handled only if you grant permission. It is never
used for advertising and never sold or shared with third parties.
- Sleep duration, sleep stages, step count, workouts (type and duration), time in daylight, mindful minutes, and states of mind that other apps logged in Health (including emotion labels and associated life events): read only, shown when you open a day's record. Never saved to the App's records, used on your device, and never sent to our servers or to the AI.
- State of mind (pleasant ⇄ unpleasant) and feelings: when you close out a day, if another app has already logged a daily mood for that day in Health, the App reads its value and feelings and uses them as the starting point. The state of mind you record and the feelings you choose (optional) are written to Health as that day's daily mood (including when you close out yesterday later). Associated life events are not written, and nothing is written on days another app has already logged a daily mood.
- Screen Time data (which apps you choose to block, and whether blocking is active): handled via Apple's Family Controls / Screen Time APIs. This data does not leave your device and is never sent to the AI. The only exception is usage statistics (Section 9), which record just two actions you take in the App's own screens — "created a block rule" and "started Quick Block (and from where)". Which apps you block, when or how long blocking was active, and your screen time are never sent.
- Calendar: only if you grant permission, calendar events are read read-only to display your day. Event contents never leave your device and are never sent to the AI.
- Location: used for two purposes, handled differently.
- Weather: an approximate location (coordinates rounded to roughly 1 km) is sent to Apple's weather service (WeatherKit). This happens when the day's weather is noted in that day's record and when today's and tomorrow's weather is shown in the App or its widgets ("While Using the App" only; if you decline, no weather is shown).
- Habit location proof (only if you set one up): a more precise location is used to check whether you are at the place you registered. This check happens entirely on your device; the coordinates are never transmitted.
- Camera images: used for the "photo unlock" alarm challenge. Both the reference photo and the live camera frames are matched entirely on your device and never transmitted.
- Voice input: microphone audio is used only for transcription; we never store or transmit audio. Voice input for the journal and for Prima is locked to on-device speech recognition — if on-device recognition is unavailable, recording does not start at all. For voice input on the task entry and sleep rating screens, audio may be sent to Apple's speech recognition service on devices where on-device recognition is not available (processed by Apple). Text that you then send to an AI feature is handled as described in Section 5.
- NFC tag information: used to log habits and dismiss alarms.
OS permissions (Health, location, camera, microphone, calendar, and so on) can be changed or revoked at any time in the iOS Settings app.
4. iCloud sync and encryption
The App syncs your entries to your own iCloud so they survive a lost device or a new phone. This is your Apple account's storage, not our server. Sync is on by default and can be turned off at any time in "Settings › Data & backup › Sync with iCloud".
Only data encrypted on your device ever leaves for iCloud. Each record is encrypted as a whole, and encryption and decryption happen solely on your device. The key is stored in your iCloud Keychain (which Apple encrypts end to end); if you use an Apple Watch, the key is passed from your iPhone to the Watch and stored only there. We do not hold this key and have no means of obtaining it. What Apple stores is ciphertext: Apple can see housekeeping information such as the number, size, and modification dates of records, but not their contents.
The flip side is that if the key is lost, not even we can recover your data. Normally iCloud Keychain carries the key across your devices; as a safeguard you can save a copy from "Settings › Data & backup › Recovery key". Turning sync off does not remove what has already been synced to iCloud; to remove it all, delete your account (Section 11).
5. Data sent externally when using the AI assistant "Prima"
Using the AI assistant is optional; tasks, records, and alarms keep working without it. Using AI features requires signing in, and the sign-in screen displays a reference to this Policy. The recipient is Anthropic, PBC (Claude API), our AI processing provider. The App does not call Anthropic directly; requests pass through a relay server we manage (on Supabase). The relay forwards only what is needed to generate a response — it does not pass your account identifier, email address, or IP address to Anthropic, and it does not store or log the text you send or the responses. You may also have all transmission to the AI stopped for your account, without deleting your account — contact us at the address in Section 16.
Data is sent only when you actively use a feature that needs AI. Nothing is sent without an action from you.
Your journal text is treated separately from everything else. Journal sharing is off by default and becomes active only if you choose it after reviewing what is sent, in "Settings › Privacy & security › Journal & AI".
When you use a feature that needs AI, the following may be sent:
- "Next step", "First move" and "Readjust" on a task: that task's name, notes, due date and open subtask names, the current step and every step so far with its progress, and what you wrote about how far you got today. No other task's content is sent
Additionally, only if you turn on "Journal & AI", the following is sent. The amount differs by purpose, so we state it precisely:
- Evening chat with Prima: what you write to Prima and the AI's replies, the recent history of that conversation, the full text of that day's journal (up to roughly 20,000 characters), and that day's body rating, state of mind, and the feelings you chose. Sent only when you send a message
- Saving the chat to your journal: when you tap ✓ to keep the chat as a journal entry, the whole conversation (to write it up)
When you turn "Journal & AI" off, nothing further is sent under that setting. A request already in progress may complete.
Step, sleep, workout, time-in-daylight, and mindful-minute data read from HealthKit, the states of mind from Health shown on a day's record, Screen Time data, calendar events, location, and camera images are never sent to the AI. The sleep and body ratings (each 1–5) and the state of mind you record yourself in the App are separate records and may be included in the AI's context (for state of mind, this includes when you keep a starting value from Health).
To manage AI usage limits, our server records how many AI requests you made and how many characters you sent, per day and linked to your account (never the text itself). This record is erased together with your account. Separately, we keep per-feature processing totals as statistics that are not linked to any individual.
Data sent to the AI is never used to train or improve AI models. Anthropic does not use inputs received via the API for model training. However, for abuse prevention and safety purposes, inputs and outputs are retained by Anthropic for up to about 30 days before deletion (per their commercial terms of service). For details and disclaimers about AI features, see "Notes on AI".
6. Purpose of use
We use the information we obtain and process only for the following purposes:
- Authenticating, maintaining, and managing your account; providing the App's features (sync, alarms, task/habit management, journaling, weather display, displays based on health data, recording your state of mind in Health, and so on); and reflecting the status of your paid plan
- Providing the AI assistant features you choose to use, and managing their usage limits (Section 5)
- Responding to feedback, messages, and requests such as disclosure requests, fixing problems, and contacting you when necessary (Sections 9 and 12)
- Preventing abuse, keeping the service secure, and responding to outages
- Understanding how the App is used and improving it through usage statistics (Section 9)
If we change a purpose of use, we do so only within a scope reasonably related to the original purpose and publish the new purpose on this website. Any use beyond that scope requires your prior consent, except where permitted by law.
7. Disclosure to third parties / processing delegation
Except where required by law, we do not provide or sell user information to third parties without your consent. Transmission to the following is delegated processing, limited to what each App feature requires:
- Supabase, Inc. — authentication (Section 2), relaying AI requests and recording AI usage limits (Section 5), and storing usage statistics, feedback, and messages (Section 9)
- Anthropic, PBC — generating AI responses (Section 5; the input and context for the feature you use)
- Resend, Inc. — delivering feedback and messages to our support inbox by email (Section 9)
- Google LLC — identity verification, only if you sign in with Google (Section 2)
- Apple Inc. — iCloud storage (Section 4; contents are encrypted and unreadable to Apple), weather data via WeatherKit (Section 3; location rounded to roughly 1 km), and speech recognition on some screens (Section 3)
When we delegate the handling of personal data, we select providers appropriately and verify their handling through our agreements with them and their published data-handling policies. For services that Apple and Google provide to you directly — such as iCloud, Siri, and your Google account — please also review those companies' privacy information.
8. Cross-border data transfers
In connection with the above, your data may be processed outside Japan. Our database (account information, AI usage limit records, usage statistics, feedback, and messages) is hosted in Supabase's Tokyo region (Japan). The programs that relay AI requests, submit feedback, and delete accounts run on Supabase's global infrastructure and may therefore pass through locations outside Japan. Anthropic, PBC, Google LLC, Resend, Inc., and Apple Inc. are United States entities; where data in iCloud and other Apple services is located is determined by Apple.
For providers located outside Japan, we familiarize ourselves with that country's data-protection regime and confirm — through our agreements with them and their published data-handling policies — that they maintain, on an ongoing basis, systems ensuring protection equivalent to what Japan's Act on the Protection of Personal Information requires. If you would like information about the destination country's data-protection regime or the measures a provider takes, contact us at the address in Section 16. Where personal data of users in the EEA or the United Kingdom is transferred outside those regions, we rely on providers that offer lawful transfer mechanisms such as the European Commission's Standard Contractual Clauses (SCCs) (Section 13).
9. Usage statistics, feedback, and no tracking
The App uses no third-party analytics tools, no crash-reporting tools, and no advertising SDKs.
To improve the App, it sends the following usage statistics to a server we manage (on Supabase). This is on by default.
- What is sent: first launch, that the App was opened (and which widget types), tabs you open, how far you got in onboarding, the sign-in method (Apple or Google), how you heard about the App and the worries you tapped (if you answered), the fact that you used features such as steps, closing the day, the journal, tasks, habits, alarms, missions, and App Block, opening the plans screen and purchases or restores, the App and OS version, device type (iPhone, iPad, or Mac), display language, and whether you are on a paid plan
- What is never sent: anything you write (tasks, habits, journal, feelings, conversations with Prima), health data, location, calendar events, and the apps you block or your screen time
Usage statistics carry only a random number created for each device and are never linked to your account (email address or user ID). Because they are sent only while you are signed in, our server can tell which account sent them; this is used solely to limit how many submissions are accepted per day, the per-account count is deleted after about two days, and it is never attached to the statistics themselves. Statistics older than 13 months are deleted automatically.
You can turn them off at any time in "Settings › Privacy & security › Share usage statistics"; doing so also deletes what that device has sent (turning it back on starts with a new number). Deleting your account deletes them too. Because the per-device number lives only inside the App, statistics sent under a previous number cannot be identified from that device after you reinstall the App or move to a new device; they are removed by the 13-month deletion.
What you send through the App's feedback (when you choose "Not great" in "How's Primaly working for you?") and Contact us (bug reports, feature suggestions, and other messages) is stored on a server we manage (on Supabase) together with the App and OS versions, device model, and display language, and the same content is delivered to our support inbox through the email delivery service Resend. We do not attach your account or a device number. An email address you choose to enter so we can reply is used only to reply to you. What is stored on the server is deleted automatically one year after we receive it (emails received in our support inbox may be kept as a record of our response).
Neither this website nor the App uses cookies, SDKs, or pixels for advertising or tracking, and we do not collect data for the purpose of tracking users. We do not track you across other companies' apps or websites (the activity governed by App Tracking Transparency).
10. Security measures
We take the following security measures for the personal data we handle:
- Organizational and personnel measures: we limit the scope of personal data handled and the people who handle it, and keep track of how it is handled. If we become aware of a breach, we have procedures in place to assess the impact, notify affected users, and report as required by law.
- Technical measures: access to server-side data is restricted by access controls, and all external communication uses encrypted transport (TLS/HTTPS). The API key used for AI processing is held only on our server side and is not contained in the App. The AI relay server does not store message contents (Section 5).
- Device and iCloud: data stored on your device is protected by iOS data protection. Data synced to iCloud is additionally encrypted on your device, with the key existing only in your iCloud Keychain (Section 4).
- Supervision of providers: we check the security standards of providers when selecting them (Section 7). Measures for handling outside Japan are described in Section 8.
No transmission over the internet or electronic storage is absolutely secure; we take security measures that are reasonable in scope. We will answer inquiries about our security measures without delay (Section 16), to the extent disclosure would not itself jeopardize security.
11. Data retention and deletion
Data on your device is retained until you delete it, and is erased when you delete the App (data already synced to iCloud remains if you only delete the App). Account information and AI usage limit records on Supabase are retained until you delete your account. Usage statistics are deleted automatically after 13 months (Section 9). Feedback and messages are deleted automatically one year after we receive them; because they are not linked to your account, deleting your account does not delete them. To have them deleted sooner, contact us at the address in Section 16 (Section 9).
Running "Settings › Account › Delete account" in the App performs the following in order:
- Deletes the usage statistics that device has sent (Section 9)
- Erases your data on the device (journal, emotions, conversations, records, and so on)
- Deletes the copy synced to iCloud
- Destroys the encryption key — so that even if the iCloud deletion did not complete, whatever remains cannot be decrypted by anyone
- Permanently deletes your account on Supabase (the AI usage limit record is erased at the same time)
If erasing the data on your device fails, the process stops there and shows an error. If only the server-side account deletion fails to complete (for example because of a network problem), the App tells you so and retries automatically the next time you open it while signed in to the same account.
Data sent to Anthropic for AI processing is not used for model training (Section 5) and is deleted after their retention period. Permissions for OS-managed data such as HealthKit can be changed or revoked at any time in the iOS Settings app. States of mind the App has written to Health become Health data, so they remain even if you delete your account or the App; you can view and delete them in the Health app at any time. Note that an active paid subscription (Primaly Pro) is managed by the App Store and is not automatically cancelled when you delete your account; cancel it from "Settings › Apple Account › Subscriptions" in iOS.
If the account holder passes away: the App's records (journal and so on) exist only on the account holder's device and in their own iCloud (encrypted on the device). Because we do not hold them in a readable form, we cannot disclose them or hand them over to family members or anyone else (Sections 1 and 4). How the records in iCloud are handled is subject to Apple's procedures. For the account information on our server (Section 2) and the AI usage limit record, a family member or other representative may contact us at the address in Section 16 with a document showing the death and information that identifies the account, such as the email address used to sign in; after verification, we will delete them (to verify, we notify the account's email address before deleting). If you would like to decide in advance whether these should be deleted or provided to a person you designate after your death, you may also contact us at the address in Section 16, and we will act on your instructions. Cancellation and refunds of Primaly Pro are handled through the App Store (Apple).
12. Your rights and how to make a request
You may request the following regarding your information. The App's data lives on your device and in your own iCloud, and most of it you can view, edit, and delete yourself within the App.
- Access: data on your device is viewable in the App at any time. Contact us if you would like disclosure of the account information we hold (including any records of provision to third parties, where they exist) or notification of the purposes of use.
- Correction, addition, and deletion: your profile and records can be edited in the App at any time. Contact us to correct account information.
- Deletion: deleting your account (Section 11) erases your server account, your on-device data, and the copy in iCloud.
- Suspension and withdrawal of consent: journal sharing with AI, iCloud sync, and usage statistics can each be turned off in Settings at any time (turning off usage statistics also deletes what that device has sent). All other transmission to the AI happens only when you use a feature that needs it. You may also have all transmission to the AI stopped for your account — contact us at the address in Section 16 and we will do so without deleting your account. Permissions for HealthKit, location, camera, microphone, and calendar can be revoked in the iOS Settings app.
- We also respond to other requests available under applicable law (suspension of use, erasure, suspension of provision to third parties, and so on).
Please send such requests by email to the contact in Section 16. We will verify, to the extent necessary and against the information we hold, that the request comes from you (or an authorized representative), and then respond without delay in accordance with the law. We may contact you about what is needed for verification and how we will respond. We charge no fee for disclosure or for notification of purposes of use. Note that records on your device and in your iCloud are not held by us in readable form and are therefore outside the scope of disclosure or correction by us.
13. For users outside Japan (GDPR, U.S. state laws, and similar)
The App is also provided outside Japan. The controller of your personal data is the operator identified in Section 16.
If you live in the EEA or the United Kingdom (GDPR / UK GDPR): our legal bases for processing your personal data are:
- Performance of a contract: sign-in, iCloud sync, management of the paid plan (Sections 2, 4, and 11), and providing the AI features you asked to use (Section 5)
- Consent: sharing journal text with the AI, and each permission such as location and HealthKit (Sections 3 and 5). Because your state of mind, body rating, sleep rating, and HealthKit data may constitute health data (special category data), the features that send them to the AI and the Health integration operate only on your explicit consent (turning the setting on and granting the permission). You can withdraw consent at any time
- Legitimate interests: preventing abuse and keeping the service secure (Section 10), and improving the App through usage statistics (Section 9; never linked to your account, and you can turn them off in Settings at any time)
In addition to the rights in Section 12, you have the right to request restriction of processing and data portability, and the right to lodge a complaint with the supervisory authority (data protection authority) in your country. Cross-border transfers are handled as described in Section 8.
If you live in the United States (California and other state privacy laws): we do not sell your personal information and do not share it for targeted advertising (Section 9). Sensitive personal information (such as health data and precise location) is handled only to the extent needed for features you have enabled. To exercise rights of access, deletion, or correction, contact us as described in Section 16. We will not treat you adversely for exercising your rights.
14. Children's privacy
The App is intended for users aged 16 or older, and we do not knowingly collect personal information from users under 16. If we learn that we have collected personal information from a user under 16, we will delete it promptly. Parents and guardians may contact us as described in Section 16.
15. Changes to this policy
We may revise this policy in response to legal changes or new features. When we do, we will set an effective date and announce the change on this website, and for significant changes that materially affect how your data is handled, we will ask for your renewed consent within the App.
16. Operator and contact
- Business operator handling personal information: 中島 康晴 (trading as Zero-Friction Labs)
- Address: provided without delay on request
- Inquiries, complaints, and requests (such as disclosure) regarding personal information: support@primalyapp.com (you can also write to us from "Settings › Contact us" in the App; Section 9)
Operator: Zero-Friction Labs / Responsible person: 中島 康晴