Privacy Policy

1. Introduction

Welcome to MemoryTrap ("we," "our," or "us"). This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you use the MemoryTrap mobile application (the "App"), including iOS version 1.4 and later. Please read this Privacy Policy carefully. If you do not agree with the terms of this Privacy Policy, please do not access the App.

MemoryTrap is an AI-powered flashcard app that turns screenshots and images into flashcards and helps you study them using spaced repetition.

2. Information We Collect

2.1 Account and Profile Information

When you create an account, we collect your email address and, if you provide it, a display name. If you sign in with Apple or Google, we receive basic account identifiers from those providers. Passwords are hashed and managed by Firebase Authentication — we do not store plaintext passwords. You may also use the App as a guest before creating an account.

2.2 User Content

We collect the content you create in the App, including flashcards, decks, study progress, images you select or capture for flashcard creation, and any feedback you submit. This content is synced using Cloud Firestore.

2.3 Usage and Analytics Data

We use PostHog to understand how the App is used and to improve it. In plain English, we record events such as when the App is opened, screens you view, onboarding steps, sign-in and account creation, study sessions, flashcard activity, paywall views, and subscription events. These events may include properties such as whether you are a guest, an analytics identifier, and product IDs for purchases. Guest activity is merged with your account identifier when you sign in and reset when you log out.

2.4 Device and Technical Information

We automatically collect technical information including device type, operating system version, and app version, along with crash and performance data where available. Before you create an account, we store an anonymous guest identifier (in the format guest_*) in your device's Secure Store.

2.5 Advertising and Attribution Data

To measure the performance of our advertising, we use AppsFlyer and Apple's privacy frameworks. If you authorize tracking through App Tracking Transparency (ATT), we may access your device's advertising identifier (IDFA). If you do not authorize tracking, we rely on Apple's SKAdNetwork (SKAN) for aggregated, privacy-preserving attribution. We also process campaign metadata and in-app event information related to installs, onboarding, purchases, and subscriptions.

2.6 Camera and Photo Library

MemoryTrap requests access to your device's camera and photo library so you can capture and select images for flashcard creation. We only access photos that you explicitly select or capture within the App.

2.7 Notifications

With your permission, we send optional push notifications for study reminders. You can enable or disable notifications at any time in your device settings.

3. How We Use Your Information

We use the information we collect for the following purposes:

• App Functionality: To provide core features including OCR/AI flashcard creation, syncing, and spaced repetition study
• Account Management: To create and manage your account (email/password, Apple, Google, or guest) and sync data across devices
• Product Analytics and Improvement: To understand usage and improve the App (PostHog)
• Advertising Measurement and Optimization: To measure and optimize advertising campaigns (AppsFlyer and ad partners)
• Subscription Management: To process and manage subscriptions (RevenueCat and Apple)
• AI/OCR Processing: To extract text from images and generate flashcards
• Support: To respond to your inquiries and provide customer support
• Legal Compliance: To comply with applicable laws and regulations

4. Legal Bases for Processing (GDPR)

If you are in the European Economic Area or the UK, we rely on the following legal bases: your consent (for App Tracking Transparency and notifications), performance of a contract (to provide your account and the App's services), and our legitimate interests (for analytics, security, and improving the App).

5. Third-Party Service Providers

We work with the following service providers, each of which has its own privacy policy governing its use of information:

Apple also processes payments for in-app purchases through the App Store. In addition, when we run paid advertising campaigns, our advertising partners — including Apple Search Ads, Meta (Facebook/Instagram), and TikTok — may receive in-app event data through AppsFlyer to measure campaign performance.

6. Advertising and Your Choices

• When we ask: We show the App Tracking Transparency prompt only after your first completed study session — not on first launch.
• How to change it: You can change your choice anytime in iOS Settings → Privacy & Security → Tracking.
• Declining is fine: If you deny tracking, the App remains fully functional and we use Apple's SKAdNetwork for aggregated attribution instead.
• No sale of personal information: We do not sell your personal information.
• California residents: Because we do not sell personal information, there is no sale to opt out of. You may still request access to or deletion of your data (see Section 9).

7. Data Sharing and Disclosure

We do not sell your personal information. We share information only in the following circumstances:

• With the service providers listed above who help us operate the App
• With advertising partners through AppsFlyer for measurement, as described above
• When required by law or to protect our rights
• In connection with a business transfer or acquisition
• With your consent

8. Data Storage and Security

We use Firebase services provided by Google to store and sync your flashcards, decks, and learning progress. Your data is encrypted in transit and at rest using industry-standard security measures. Local identifiers, such as your guest analytics ID, are stored in your device's Secure Store. Images you capture or select may be transmitted to our servers for text extraction and flashcard creation when cloud OCR/AI (Google Cloud Vision, via Firebase Cloud Functions) is used because on-device processing is unavailable.

9. Data Retention and Deletion

We retain your personal information for as long as your account is active. When you request account deletion, we will delete your personal information within 30 days, except where retention is required by law. To request access to or deletion of your data, email privacy@memorytrap.com. Note that guest data may not persist across a reinstall if it was not linked to an account.

10. Children's Privacy

Our App is not intended for children under 13 years of age. We do not knowingly collect personal information from children under 13. If you are a parent or guardian and believe your child has provided us with personal information, please contact us.

11. International Data Transfers

Your information is processed in the United States, including by PostHog (US region), Google/Firebase, AppsFlyer, RevenueCat, and Apple. Where information is transferred internationally, we rely on appropriate safeguards, such as standard contractual clauses, to protect it in accordance with this Privacy Policy.

12. California Privacy Rights (CCPA/CPRA)

If you are a California resident, you have the following rights under the CCPA/CPRA:

• Right to know what personal information is collected and how it is used
• Right to request deletion of your personal information
• Right to correct inaccurate personal information
• Right to non-discrimination for exercising your rights

We do not sell your personal information. Our current processors include Google/Firebase, Apple, PostHog, AppsFlyer, and RevenueCat, as described in Section 5. To exercise your rights, contact privacy@memorytrap.com.

13. European Privacy Rights (GDPR)

If you are in the European Economic Area or the UK, you have rights to access, correct, delete, restrict, and port your personal information, as well as to object to certain processing. Our legal bases are described in Section 4, and our processors are described in Section 5. To exercise these rights, contact privacy@memorytrap.com.

14. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy in the App and on our website and updating the "Effective Date" above. Your continued use of the App after any changes constitutes acceptance of the new Privacy Policy.

15. Contact Us

If you have any questions about this Privacy Policy or our privacy practices, please contact us at: