The short version (not a substitute for the full policy):
We collect what we need to run TailWag — your account and dog details, the things you post, walk and location data, and basic usage and device data. Your core data is hosted in Australia; some service providers process data overseas (mostly the US). We don't sell your data or use it for targeted advertising. You can access, correct, download, or delete your data at any time, and complain to the OAIC. Activating a QR safety tag makes a limited public dog profile visible to anyone who scans it (your suburb, never your exact address).
This Privacy Policy explains how Peter Warden, trading as TailWag (ABN 91 360 554 740), of Victoria, Australia ("TailWag", "we", "us") collects, uses, discloses, and protects personal information. We handle personal information in accordance with the Privacy Act 1988 (Cth), the 13 Australian Privacy Principles (APPs), and the Notifiable Data Breaches (NDB) scheme. Where the EU/UK GDPR applies to a user, we also seek to comply with it.
Business structure: TailWag is currently operated by Peter Warden, trading as TailWag. We are incorporating a company (TailWag Pty Ltd, ACN to be notified) expected to take over operation of TailWag on or around 1 July 2026. From that date the new company becomes the entity responsible for your personal information (the data controller). Your personal information will transfer to it on the same terms, and we will notify you (in-app and/or by email) at or before the change.
| Category | Examples | Purpose |
|---|---|---|
| Account data | Email, Apple ID token, nickname/username | Authentication, account management, support |
| Date of birth | Your date of birth, collected once at signup | Verifying you are 18 or older (TailWag is 18+ only); kept while your account exists and deleted with it |
| Dog profile | Name, breed, age, size, temperament, photos, owner-reported vaccination/health badges | Discovery, matching, boards, safety identification |
| Location (coarse) | Suburb / area bucket (not exact address) | Proximity discovery, leaderboards, parks |
| Location (precise) | GPS coordinates during an active walk | Walk tracking and stats (in-session) |
| Messages & posts | Chat content, board posts, comments, reactions | Community and messaging features |
| Activity data | Walk distance/duration/route, check-ins, XP, challenges, Wag Wars | Stats, progression, leaderboards |
| Purchase data | Membership/order status, transaction IDs, shipping address (for physical orders) | Billing, fulfilment, support (we do not store card numbers) |
| Device & push token | Apple Push Notification (APNs) token, device/OS/app version | Delivering enabled notifications; diagnostics |
| Hashed device ID | SHA-256 of a vendor identifier | Anonymous grouping, anti-abuse |
| Usage & analytics | Feature interactions, sessions, screens | Product analytics (no cross-app tracking) |
| Crash & diagnostic data | Error reports, app/OS/device info | Finding and fixing problems |
| Found-dog reports | Finder's message, finder's phone number (required on an urgent "I found this dog" report so the owner can call), optional name, the found area (a place description, or — if the finder chooses "use my current location" — their device's precise GPS coordinates), hashed device ID | Reuniting lost dogs — collected from non-users who scan a tag (see section 9) |
| Support & comms | Emails/messages you send us | Responding to and recording enquiries |
We do not intentionally collect sensitive information about you (such as health, racial, political, or biometric information) beyond what you voluntarily include in your profile or messages. We do not collect payment card numbers — payments are processed by Apple In-App Purchase (iOS) or Stripe (web). Dog vaccination/health details are owner-reported and not verified by us.
Where it is lawful and practicable, you may interact with parts of the Service using a nickname rather than your real name (APP 2).
We use information only for the purpose it was collected, a directly related purpose you would reasonably expect, or another purpose you have consented to (APP 6). We do not sell your personal information and do not use it for targeted advertising.
We send essential service messages (security, billing, account, order and safety notices) while you hold an account — you cannot opt out of these. We only send marketing (news/offers) where you have consented, either expressly or where consent can reasonably be inferred from your existing relationship with us. Every marketing message identifies TailWag as the sender and includes a functional unsubscribe option, and we action unsubscribe requests within 5 business days. You can also turn off analytics and notification categories in the app's Privacy Settings or your device settings. We handle marketing consistently with the APPs and the Spam Act 2003 (Cth).
We disclose personal information only as needed to run the Service, to the following categories of recipients (our service providers / sub-processors), each bound to handle it securely and only as instructed:
Our website uses only essential cookies/local storage needed for the site and the found-dog flow to function (for example, a randomly generated identifier used to rate-limit abuse). We do not use third-party advertising cookies on the website. You can clear or block cookies in your browser, though some features may not work.
Your core data is stored on servers in Sydney, Australia (AWS ap-southeast-2). Several service providers are based in, or process data in, the United States, including Supabase Inc. (HQ), Apple, Stripe, Inc., Vercel, Resend, PostHog, Sentry, Anthropic and Telegram. Where personal information is processed or stored overseas, we take reasonable steps under APP 8 to ensure it is handled consistently with the APPs, relying on those providers' published privacy commitments and contractual protections (such as Standard Contractual Clauses) where applicable.
We take reasonable steps to protect personal information, including:
No system is completely secure; we cannot guarantee absolute security, but we work to protect your information and to destroy or de-identify it when no longer needed.
If you activate a TailWag QR safety tag for your dog: anyone who scans it (no app or account needed) sees a public page showing your dog's name, breed, size and photo, your approximate area (suburb only — never your exact address), and whether the dog is currently marked lost. We show this so a member of the public can help reunite you with your dog. Deactivating or replacing a tag removes this public profile.
If you scan a tag and contact the owner: you are a member of the public, and we still handle your information under this policy. If you submit an urgent "I found this dog" report, your phone number is required and is shared with the dog's owner so they can call you. If you choose "use my current location", your device's precise GPS coordinates are also collected and passed to the owner to help them reach the dog; otherwise we collect only the place description you type. For a casual "just send a message", your phone is optional. In all cases we also collect your message, your name (optional), and a hashed identifier of your device (used only to prevent spam and abuse). We never share your email, and we do not share any contact detail you do not provide yourself. You can ask us to delete a report you submitted by emailing privacy@tailwag.app.
Coarse location (suburb/area) is used for discovery, parks and leaderboards and is stored against your profile. Precise GPS is accessed only during an active walk, to record that walk; you can delete walk history in Privacy Settings. You can withdraw location permission at any time in iOS Settings → TailWag → Location.
We use automated tools to rank feeds, surface matches, and assist content moderation. These do not produce legal or similarly significant effects on you without human involvement, and you can contact us to query a moderation decision.
Under the Privacy Act (and, where applicable, the GDPR) you can:
To exercise a right, use in-app Privacy Settings or email privacy@tailwag.app. We aim to respond within 30 days.
TailWag is for users 18 and over only. We do not knowingly collect information from anyone under 18. If we learn that someone under 18 has created an account, we will terminate it and delete their data promptly.
If we suspect a data breach, we will take all reasonable steps to complete our assessment within 30 days (the NDB scheme's assessment timeframe), contain the breach, and document our assessment in all cases. Where a breach is likely to result in serious harm and the NDB scheme requires it, we will notify affected individuals and the OAIC as soon as practicable.
The Service may link to third-party sites or services (for example, partner cafes or carriers). We are not responsible for their privacy practices; review their policies before providing information.
We may update this policy from time to time. We will change the "Last updated" date above and, for material changes, notify you in-app or by email. Continued use after the effective date constitutes acceptance.
Privacy enquiries and complaints: privacy@tailwag.app
Peter Warden (trading as TailWag) · ABN 91 360 554 740 · Victoria, Australia
If you are not satisfied with our response, you may contact the OAIC at oaic.gov.au.