Baseline Privacy Policy

Last Updated: October 15, 2026

Baseline ("Baseline," "we," "us," or "our") collects, uses, and shares personal information through our websites, mobile applications (including the Peak Health iOS app, hereafter "the App"), dashboards, widgets, and APIs (collectively, the "Services"). This Privacy Policy explains what we collect, how we use it, who we share it with, and your rights and choices.

If you have questions, contact our Privacy Contact at privacy@askbaseline.com or by mail at: Baseline, Attn: Privacy, 251 Little Falls Drive, Wilmington, DE 19808.

1. Information We Collect

1.1 Information you provide

• Account & profile: name, email, phone number, username, password, photo, and bio.
• Health profile: height, weight, date of birth, biological sex, dietary preferences, sensitivities (e.g., dairy, gluten, seed oils), allergens, and health goals (e.g., sleep, energy, cardiovascular).
• Household members: you may add household members (e.g., partner, children, parents) with their own health profiles. You are responsible for the legal basis to enter household members' data and for obtaining any required consents.
• Scans & pantry: when you scan a product barcode or label, or search for a product, we process the barcode/label data and store your scan history to power features like your Pantry and personalized suggestions.
• Communications: messages you send to support and feedback you submit.

1.2 Information we collect automatically

• Device & usage: IP address, device type, operating system, browser, app version, language, timestamps, screens viewed, taps and scrolls, and crash diagnostics.
• Approximate location: country/city inferred from IP for content localization and fraud prevention.
• Location for the UV Index feature (optional): if you use the UV Index feature and allow location access, the App reads your device's location while you are using it to show the UV index where you are. Your location is rounded on your device to about 1 km (two decimal places) before it is sent; your precise GPS location never leaves your device. We use the rounded location only to fetch the forecast and to show the name of the nearest town or city. We do not save it to your account or send it to analytics, although our hosting provider's standard request logs and our weather provider's logs may record it for a limited time. You can instead choose a place by name, which needs no location permission.

1.3 Information from third parties

• Apple Sign-In / Google Sign-In: if you sign in with Apple or Google, we receive a unique identifier and (with your permission) your email. With Sign in with Apple, you may use Apple's email-relay address to keep your real email private.
• Apple Health (optional): if you connect Apple Health, the App reads a limited set of health metrics to personalize your experience. Your raw Apple Health samples are processed on your device and are never uploaded to our servers; only compact summaries of trends may be sent. You can revoke access at any time via iOS Settings > Privacy & Security > Health > Baseline.

2. How We Use Information

• To provide, maintain, and improve the Services (account creation, scanning, scoring, household profiles, personalized suggestions).
• To process subscription purchases through Apple's App Store and to manage entitlements via our subscription provider.
• To send transactional communications (account, security, billing) and, where you opt in, marketing communications.
• To monitor performance, detect and prevent fraud, abuse, and security incidents.
• To comply with legal obligations and enforce our Terms of Service.

3. Legal Bases (EU/UK/EEA Users)

Where the EU/UK GDPR applies, we rely on the following legal bases under Article 6:

• Contract performance: to provide the Services you request and to manage your account and subscription.
• Legitimate interests: to operate, secure, and improve the Services, and to prevent fraud and abuse.
• Consent: for optional features that involve sensitive data (see below) and for any non-essential analytics or marketing.
• Legal obligations: to comply with applicable laws, regulations, court orders, and lawful requests.

3.1 Special Category (Health) Data — Article 9 Explicit Consent

We process health-related data — including your dietary preferences, sensitivities, allergens, health goals, and any hormone, sleep, or energy data you provide during onboarding — on the basis of your explicit consent under GDPR Article 9(2)(a). You may withdraw your consent at any time by deleting your account in-app, disconnecting integrations in Settings, or contacting privacy@askbaseline.com. Withdrawal does not affect the lawfulness of processing before withdrawal.

4. Health Data — What We Don't Do

We do not use health data for advertising or marketing, to you or to anyone else. Health data is never shared with third parties for advertising, marketing, or any commercial purpose. This applies to all health profile data, wearable data, Apple Health data, scan history, and health goals. This is prohibited by Apple's App Store rules and is also our own policy.

Not medical / not HIPAA: Baseline is not a HIPAA covered entity or business associate. Health data is used for consumer wellness features only. The App is for educational purposes and is not a medical device.

5. Sub-Processors and Third-Party Services

We rely on the following sub-processors and service providers to operate the App. Each is contractually bound to protect your data and process it only as we instruct:

We may use additional vetted third-party providers for limited tasks such as customer support, anti-fraud, and AI-assisted features. Where any such provider would receive personal information, we will list them in this Privacy Policy or otherwise notify you.

6. Analytics

We use PostHog to understand how the App is used so we can improve it. The data we send to PostHog is limited to anonymous usage events (for example, which screens you view, what you tap, when you complete onboarding steps, and when you scan a product) and an account identifier so we can correlate sessions for a single user.

We do not send your health profile data, dietary preferences, sensitivities, allergens, health goals, hormone/sleep/energy answers, or any other health-related data to PostHog or any other third-party analytics provider. Health data stays inside our own infrastructure (Firebase) for the purpose of providing the Services to you.

Advertising measurement

We advertise the App on platforms such as Meta (Facebook and Instagram). To see which ads lead to installs and subscriptions, the App uses AppsFlyer, a mobile measurement provider. AppsFlyer receives App install and launch events; when you finish onboarding, complete your first scan, and start a trial or subscription (subscription events are sent by RevenueCat on our behalf); and your device's identifier for vendor (IDFV), IP address, device model, and OS and app version. If you allow tracking when the iOS app asks, AppsFlyer also receives your device's advertising identifier (IDFA).

AppsFlyer passes these install and event results to the advertising platforms we use, such as Meta, so they can measure and improve our ads. Meta handles this data under its own privacy policy. We do not send your health profile, dietary preferences, allergens, health goals, scanned products, name, or email address to AppsFlyer or to any advertising platform.

Your choices: on iOS, choose "Ask App Not to Track" when the App asks, or turn tracking off at any time in Settings › Privacy & Security › Tracking. If you do, we do not collect your advertising identifier, and AppsFlyer passes your choice on to ad platforms. Every feature of the App works the same either way.

7. International Transfers

Baseline is based in the United States, and our sub-processors are primarily located in the United States. If you are located in the European Economic Area, the United Kingdom, Switzerland, or another jurisdiction with cross-border transfer requirements, your personal information may be transferred to and processed in the United States and other countries that may have different privacy laws than your region.

For these transfers we rely, where applicable, on the European Commission's Standard Contractual Clauses (SCCs), the UK International Data Transfer Addendum, and equivalent safeguards. Our key sub-processors (including Firebase, RevenueCat, PostHog, and Sentry) are bound by SCCs or operate under recognized adequacy decisions. You may request a copy of the relevant safeguards by contacting privacy@askbaseline.com.

8. Data Retention

We retain personal information for as long as necessary to provide the Services, comply with legal obligations, resolve disputes, enforce our agreements, and pursue legitimate business needs. Retention varies by data type and context:

• Account & profile data: retained while your account is active, and for up to 30 days after account deletion (in backups) before purge.
• Scan history & pantry: retained while your account is active.
• Health wearable data: retained only while the connection is active. Disconnecting stops syncing; you may request deletion of historical data at any time.
• Analytics events: retained for up to 24 months on a rolling basis.
• Crash logs: retained for up to 90 days.
• Billing records: retained for up to 7 years to meet tax and accounting obligations.

9. Your Choices & Rights

You can:

• Access & update your account information in your Profile.
• Disconnect integrations (Apple Health, Google) in Settings.
• Opt out of marketing emails using the unsubscribe link in any marketing email.
• Delete your account in-app: Settings > Manage Account > Delete Account. Deletion removes your account, profile, household members, and scan history from our active systems within 30 days. Certain information may be retained where required by law, for security/fraud prevention, or for legitimate business needs.

Depending on your jurisdiction, you may also have the right to: access, correction, deletion, restriction, objection, portability, and withdrawal of consent. To exercise any of these rights, email privacy@askbaseline.com. We honor browser-based Global Privacy Control (GPC) signals where required.

10. U.S. State Privacy Rights

California, Colorado, Connecticut, Virginia, Utah, Oregon, Texas, and other state residents: you may have the right to access, correct, delete, port, and restrict use of your personal information, and to opt out of targeted advertising and "sales" or "sharing" of personal information.

We do not sell personal information. We share limited App activity and device data with AppsFlyer and the advertising platforms we use, such as Meta, to measure and improve our ads (see "Advertising measurement" in Section 6). Under some U.S. state privacy laws this may count as "sharing" for cross-context behavioral advertising. To opt out, choose "Ask App Not to Track" in the iOS app, turn tracking off in Settings › Privacy & Security › Tracking, or email privacy@askbaseline.com. We never share health data for advertising.

Consumer health data (Washington, Nevada, Connecticut and similar state laws): synced wellness metrics and your health profile data may qualify as "consumer health data" under state law. We process this data only for the purposes you enable, do not sell it, do not use geofencing to target healthcare facilities, and do not share it for advertising or marketing.

Appeals. If we deny a privacy rights request, you may appeal by emailing privacy@askbaseline.com with "Appeal" in the subject line.

11. Children

The Baseline App account is intended for individuals aged 13 and older. Children under 13 cannot create their own Baseline accounts.

A parent or legal guardian may add a child under 13 as a household member within their own Baseline account, providing verifiable parental consent through their authenticated parent account, consistent with the U.S. Children's Online Privacy Protection Act (COPPA) and EU GDPR-K. The parent controls all data associated with that household member.

If you believe a child under 13 has created an independent account, contact us at privacy@askbaseline.com and we will take appropriate steps to delete the account and associated data.

12. Security

We use administrative, technical, and physical safeguards to protect your information, including encryption in transit (TLS) and at rest, role-based access controls, secure secret storage on-device (iOS Keychain via Apple-provided APIs), and audit logging. No method of transmission or storage is 100% secure; we cannot guarantee absolute security.

13. Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Last Updated" date at the top. If changes are material, we will notify you in-app or by email before they take effect.

14. Contact Us

Privacy Contact: privacy@askbaseline.com
Support: support@askbaseline.com
Mail: Baseline, Attn: Privacy, 251 Little Falls Drive, Wilmington, DE 19808

Ask Baseline iOS App — Additional Notice

This section supplements the Privacy Policy above and applies specifically to the Ask Baseline iOS application. Where this section conflicts with the general PeakLink Privacy Policy above, this section controls for users of the Ask Baseline iOS app.

Ask Baseline is a consumer app that lets you scan barcodes and product labels on food, supplements, and personal-care products. The app analyzes ingredients and returns a healthfulness score based on your household preferences. Ask Baseline is an educational tool. It is not a medical device, does not provide medical advice, and does not diagnose, treat, or prevent any disease.

Information the Ask Baseline app collects

• Account: email address, Firebase user ID, sign-in provider (email, Apple, or Google)
• Profile & preferences: household composition, dietary preferences, allergens, health goals, additives you wish to avoid
• Scan activity: products you scan (UPC, name), images you capture of product labels, scan timestamps, score results
• Subscription: purchase events, trial status, subscription tier, anonymous App User ID
• Diagnostics & usage: screen views, button taps, onboarding completion events, app version, device platform, anonymous distinct ID
• Advertising measurement: install, onboarding, first-scan and subscription events with your identifier for vendor (IDFV), IP address and device details, sent to AppsFlyer; your advertising identifier (IDFA) only if you allow tracking
• Optional photo: profile photo you choose to upload
• Optional location: your location, rounded on your device to about 1 km, if you use the UV Index feature with location access; place names you search for in that feature

We do not access your Apple Health data, contacts, or microphone in the Ask Baseline iOS app, and we read your advertising identifier (IDFA) only if you allow tracking. Location is used only by the optional UV Index feature, as described under Permissions below.

Permissions we request

• Camera — required to scan product barcodes and capture label photos for scoring. You can decline; the in-app Search tab works without camera access.
• Photo Library — optional; used only if you choose to set a profile photo.
• Notifications — optional; used for trial reminders and important account updates. You can change this at any time in iOS Settings.
• Location (while using the app) — optional; used only by the UV Index feature to show the UV index where you are. Your location is rounded on your device to about 1 km before it is sent, is not saved to your account, and is not sent to analytics. You can decline and choose a place by name instead, or change this at any time in iOS Settings.
• Tracking (App Tracking Transparency) — optional; asked when you first open the app. If you allow it, AppsFlyer can read your advertising identifier (IDFA) so we can measure which of our ads led you to the app. You can decline, or change this at any time in Settings › Privacy & Security › Tracking. Every feature works either way.

Sub-processors for the Ask Baseline iOS App

The iOS app uses the following service providers. Each receives only the data necessary to perform its role.

Google LLC (Firebase & Google Cloud)

• Services: Firebase Authentication, Cloud Firestore, Firebase Storage, Firebase Cloud Messaging, Google Cloud Run + App Hosting (backend), Google Sign-In OAuth
• Data received: Email, Firebase user ID, household composition, dietary preferences, allergens, scan history, profile photos, scanned label images, push notification tokens, server request logs
• Purpose: Account authentication, primary data storage, file storage, transactional notifications, backend compute
• Location: United States (multi-region)
• Transfer mechanism (EU users): EU Standard Contractual Clauses + Google’s Data Processing Addendum
• Policy: policies.google.com/privacy

Apple Inc.

• Services: Sign in with Apple, Apple StoreKit (subscription receipts), Apple Push Notification service, Apple place search (geocoding) in the UV Index feature
• Data received: Apple ID (or relay email if you hide your email), subscription purchase receipts, anonymous device push tokens, and, if you use the UV Index feature, place names you search for and your rounded location (about 1 km) to look up the nearest town or city
• Purpose: Authentication, subscription billing, push delivery, place search
• Location: United States
• Policy: apple.com/legal/privacy

RevenueCat, Inc.

• Services: Subscription lifecycle management, receipt validation, entitlement state
• Data received: Anonymous App User ID (mapped to your Firebase UID), purchase events, subscription status, device platform, app version
• Purpose: Manage your subscription, validate trial and renewal state, prevent purchase fraud
• Location: United States (AWS)
• Transfer mechanism (EU users): EU Standard Contractual Clauses
• Policy: revenuecat.com/privacy

PostHog, Inc.

• Services: First-party product analytics — event capture, conversion funnels
• Data received: Anonymous distinct ID, screen views, button taps, onboarding completion events
• Purpose: Understand which onboarding paths convert and where users drop off. Aggregate analytics only — never sold, never used for advertising.
• Location: United States (PostHog US Cloud)
• Policy: posthog.com/privacy

Anthropic, PBC (Claude AI)

• Services: Large language model API (Claude) used to generate ingredient explanations, product-score rationales, and personalized product recommendations inside the app
• How data flows: Calls to Anthropic happen server-to-server from our backend, not from your device. When the app needs an ingredient explanation or a personalized recommendation, our backend forwards a minimal request to Anthropic over HTTPS and returns the response to your app.
• Data sent: Your question text or scanned ingredient list, relevant product context (name, UPC, ingredients), and a minimum-necessary slice of your stored preferences used to personalize the response — typically your dietary preferences, allergens, household composition, additives to avoid, and recent scan history. We do not send your email address, Firebase user ID, real name, profile photo, or payment information.
• Purpose: Generate ingredient analysis, score rationales, and personalized product recommendations
• Location: United States
• Training: Anthropic does not train its general models on data submitted through its API. Inputs and outputs may be retained for up to 30 days for trust and safety review, then deleted.
• Transfer mechanism (EU users): EU Standard Contractual Clauses + Anthropic’s Data Processing Addendum
• Policy: anthropic.com/legal/privacy
• Commercial terms: anthropic.com/legal/commercial-terms

Google LLC (Gemini AI via Google AI / Vertex AI)

• Services: Large language and vision model API (Gemini) used for ingredient analysis, label image understanding, score rationales, and personalized product recommendations inside the app
• How data flows: Calls to Gemini happen server-to-server from our backend, not from your device. When the app needs an ingredient explanation, a label parsed from an image, or a personalized recommendation, our backend forwards a minimal request to Google’s Gemini API over HTTPS and returns the response to your app.
• Data sent: Your question text or scanned ingredient list, images of product labels you capture, relevant product context (name, UPC, ingredients), and a minimum-necessary slice of your stored preferences used to personalize the response — typically your dietary preferences, allergens, household composition, additives to avoid, and recent scan history. We do not send your email address, Firebase user ID, real name, profile photo, or payment information.
• Purpose: Ingredient analysis, label image understanding, score rationales, and personalized product recommendations
• Location: United States (multi-region)
• Training: Google does not train its foundation models on data submitted through the paid Gemini API or Vertex AI. Data is processed transiently and is not retained beyond what is necessary to return a response, except for abuse-monitoring purposes consistent with Google’s policies.
• Transfer mechanism (EU users): EU Standard Contractual Clauses + Google’s Data Processing Addendum
• Policy: cloud.google.com/terms/data-processing-addendum
• Gemini API terms: ai.google.dev/terms

AppsFlyer Ltd.

• Services: Mobile advertising measurement (install and in-app event attribution, including Apple's SKAdNetwork reports)
• Data received: App install and launch events, onboarding completion, first scan, and subscription events (subscription events come from RevenueCat); identifier for vendor (IDFV), an app user ID, IP address, device model, OS and app version; advertising identifier (IDFA) only if you allow tracking. We do not send health data, scanned products, your name, or your email address.
• Purpose: Measure which of our ads lead to installs and subscriptions, and pass those results to the ad platforms we use (such as Meta) so they can measure and improve our ads
• Location: Israel (AppsFlyer Ltd.)
• Transfer mechanism (EU users): Israel has an EU adequacy decision
• Policy: appsflyer.com/legal/privacy-policy

Meta Platforms, Inc. (advertising)

• Services: Advertising platform we use to promote the app (Facebook and Instagram ads)
• Data received: Install and in-app event results passed on by AppsFlyer, with device identifiers (the advertising identifier only if you allow tracking). No health data, scanned products, name, or email.
• Purpose: Measure and improve our ads
• Location: United States
• Policy: facebook.com/privacy/policy

OpenMeteo GmbH (Open-Meteo)

• Services: Weather and UV forecast API used by the UV Index feature
• How data flows: Calls to Open-Meteo happen server-to-server from our backend, not from your device.
• Data sent: Rounded coordinates (about 1 km) and time zone. We do not send your name, email address, Firebase user ID, or any other identifier.
• Purpose: Show the UV index, sunrise and sunset times, temperature, and cloud cover in the UV Index feature
• Retention: Open-Meteo keeps request logs, which include the rounded coordinates, for up to 90 days
• Location: Switzerland (OpenMeteo GmbH)
• Transfer mechanism (EU users): Switzerland has an EU adequacy decision
• Policy: open-meteo.com/en/terms

Tracking

The Ask Baseline iOS app uses PostHog for first-party product analytics, which is never used for advertising. Separately, the app uses AppsFlyer to measure which of our ads lead to installs and subscriptions, and AppsFlyer shares those results with the ad platforms we use, such as Meta. Apple treats this as “tracking”, so the app asks your permission through Apple’s App Tracking Transparency prompt. If you choose “Ask App Not to Track”, we do not read your advertising identifier (IDFA), and AppsFlyer passes your choice on to ad platforms. Every feature of the app works the same either way. App versions released before this update do not show the prompt and never read the IDFA. We do not sell your data, share it with data brokers, or use health data for advertising.

How to delete your account

You can permanently delete your Ask Baseline account, including all associated data, from inside the app: open the app, go to your account settings, and tap Delete Account. Deletion removes your data from our Firebase database, RevenueCat subscription records, and PostHog analytics. We may retain limited records as required by law (e.g., transaction records for tax compliance).

Children

The Ask Baseline iOS app is intended for users 13 years of age or older. We do not knowingly collect personal information from children under 13. If you believe a child under 13 has provided us personal information through the iOS app, please contact support@askbaseline.com and we will delete it promptly.

Contact

For Ask Baseline iOS app privacy questions, email support@askbaseline.com.

Last updated for the Ask Baseline iOS app: 15 October 2026.