Privacy Policy for Cherry Dating

Agreement to installation of the App and processing of data

By downloading or using the app, you acknowledge that we will process your personal data as described in this policy. Where consent is required for a particular use of your information, we will ask for it separately and clearly. Please read this policy before using the app.

How you can withdraw consent

There are a number of different lawful bases upon which we may process your personal data. The relevant lawful bases we rely upon for our use of your personal data are explained below (see “How and why we use your information”). Where we seek your consent to process your personal data, you may change your mind and withdraw consent at any time by either contacting us using the ‘How to Contact Us’ section below or by deleting your account by accessing your account settings in the app, but that will not affect the lawfulness of any processing carried out before you withdraw your consent.

This privacy policy is divided into the following sections:

• •Important information about who we are
• •What this policy applies to
• •Information we collect about you
• •Location services/data
• •Use of the camera on your device
• •Use of the microphone on your device
• •How your information is collected
• •How and why we use your information
• •Marketing
• •Who we share your information with
• •How long your information will be kept
• •Transferring your information out of the UK
• •Automated quiz scoring and personalised results
• •Your rights
• •Keeping your information secure
• •How to complain
• •Changes to this privacy policy
• •How to contact us

Important information and who we are

We are the controller of your information obtained through the app, our website, and our online quizzes, scorecards and surveys. This means we are the organisation legally responsible for deciding how and for what purposes your information is used.

We have appointed a data protection officer (DPO). If you have any questions about this privacy policy, please contact them using the ‘How to contact us’ section below.

What this policy applies to

This privacy policy applies to your use of the Cherry Dating app, website, online quizzes, scorecards, surveys, landing pages and related services. It also applies when you communicate with us by email, telephone or social media.

Information we collect about you

The information we collect about you depends on the activities you carry out through our services. Most of the information we collect is provided directly by you. For further information, see ‘How your information is collected’ below.

Sometimes you can choose if you want to give us your information and let us use it. Where that is the case we will tell you and give you the choice before you give the information to us. We will also tell you whether declining to share the information will have any effect on your use of the app or our services.

We will collect and use the following information about you:

Special Categories of data

Certain personal data we collect is treated as a special category to which additional protections apply under data protection law:

• •data revealing racial or ethnic origin, political opinions, religious beliefs, philosophical beliefs
• •biometric data (when used to uniquely identify an individual)
• •data concerning health, sex life or sexual orientation

Where we process such special category personal data, we will also ensure we are permitted to do so under data protection laws.

We collect and use your information for the purposes described in the section ‘How and why we use your information’ below.

Location services/data

The app will request your consent to use location services to precisely identify your location each session. We require access to that data in order to identify real world locations near you to allow us to find other users in your geographical area.

If you do not provide your agreement, you may use the app but that will mean that we cannot find other users in your geographical area. To withdraw your consent at any time please contact us using the ‘How to contact us’ section below (that will not affect the lawfulness of our use of that data in reliance on the consent before it was withdrawn).

We will not process your location data other than as strictly required to allow us to find other users in your geographical area.

The location services in the app will not operate unless location services/data are generally enabled on your device. You may disable such functionality at any time by accessing the location data settings on your device and disabling them. When you allow your device to use location services/data, data will also be collected by the organisations providing the device operating system in accordance with their third party privacy policies.

Use of the camera and photo gallery on your device

Permission will be requested to use the camera on your device in order to take and upload pictures to your profile.

You may disable the app’s access to the camera on your device at any time by accessing the camera settings on your device and disabling them, although that will mean that the photo upload feature on the app is no longer available.

Data gathered by the camera for such purposes remains under your control on the device and we do not have access to it.

Use of the device microphone

Permission will be requested to use the microphone on your device in order to engage in live audio and video calls over the app.

You may disable the app’s access to the microphone on your device at any time by accessing the microphone settings on your device and disabling them, although that will mean that the live audio and video call feature on the app is no longer available.

Data gathered by the microphone for such purposes remains under your control on the device and we do not have access to it.

How your information is collected

Information you give us

This is information you give us by filling in forms in the app or on our website, completing a quiz, scorecard or survey, or corresponding with us (for example, by email, telephone, chat or social media). It includes:

• •Information you provide when you register to use the app. In order to register to use the app you will need to provide us with your name, phone number, email address, date of birth and gender.
• •Information you chose to provide when you create a profile on the app, such as sexual orientation, ethnicity, religious beliefs, political beliefs, personal and professional interests. You may also choose to share additional information such as photos, voice notes and videos (in order to upload this additional information you may allow us access to your camera and microphone as detailed in the section above).
• •If you contact us via email or social media we will collect certain information from you, such as Communications, Content, Profile and Contact Data.
• •Information you share with us about other users and the direct messages you share.
• •Information you share with us about other users in relation to dating preferences.

Quiz, scorecard and survey information you provide

When you complete a Cherry quiz, scorecard or survey, we may collect your name, email address, answers, preferences, feedback, calculated score, result category and related engagement information. We may use third-party platforms, including ScoreApp and Typeform, to collect and process this information on our behalf.

Information we collect about you and your device

Each time you use our app, website, quizzes, scorecards or surveys, we may automatically collect Device Data and Usage Data. We collect this data using cookies and similar technologies. Please see our Cookie Policy for further details.

Location Data

We also use GPS technology to determine your current location. Some of our location-enabled services require your personal data for the feature to work. If you wish to use the particular feature, you will be asked to consent to your data being used for this purpose. You can withdraw your consent at any time by disabling Location Data in your settings.

Information we receive from other sources, including third parties

We may receive personal data about you from third-party service providers that help us operate our app, website, quizzes, scorecards, surveys and related services, as set out below:

• •Device Data from the following parties: analytics providers such as Google based outside the UK and Firebase based outside the UK
• •Contact, Financial and Transaction Data from providers of technical, payment and delivery services.
• •Identity, Contact and Communications Data from other users when they interact with you or if they report you to us.
• •Identity, Contact and Profile Data from your other Social Media accounts should you choose to integrate your Instagram account with our app.

How and why we use your information

Under data protection law, we can only use your information if we have a proper reason, eg:

• •where you have given consent
• •to comply with our legal and regulatory obligations
• •for the performance of a contract with you or to take steps at your request before entering into a contract, or
• •for our legitimate interests or those of a third party

A legitimate interest is when we have a business or commercial reason to use your information, so long as this is not overridden by your own rights and interests. We will carry out an assessment when relying on legitimate interests, to balance our interests against your own. You can obtain details of this assessment by contacting us (see ‘How to contact us’ below).

The table below explains what we use your information for and why.

Note that the particular lawful basis on which we process your personal data will depend on the specific purpose for which we are using your data. Please contact us if you need more details about the particular legal basis we are relying on where more than one ground has been set out in the table below.

Marketing

We may send you service messages needed to provide a quiz result, survey follow-up or other service you have requested. These are not marketing messages.

If you are not already a Cherry customer, we will send you marketing by email or text message only where you have actively opted in. Any marketing consent request will be separate, clear and optional. For existing or former customers, we may send marketing where permitted by applicable law and where our legitimate interests are not overridden by your rights.

You have the right to opt out of receiving marketing communications at any time by:

• •contacting us using the details at the ‘How to contact us’ section
• •using the ‘unsubscribe’ link in emails

We will always treat your information with respect. We do not sell your personal information or share it with other organisations for their own direct marketing purposes.

For more information on your right to object at any time to your information being used for marketing purposes, see ‘Your rights’ below.

Who we share your information with

We routinely share your information with:

• •other users when you disclose information on the service (including your public profile).
• •service providers we use to help us run our business or provide the app, website, quizzes, scorecards, surveys and related services, such as data hosting and maintenance, analytics, payment processing, identity verification, survey and quiz hosting, marketing and advertising.
• •Apple and Google app stores, where relevant.

We only allow the companies referred to above to handle your information if we are satisfied they take appropriate measures to protect your information. We also impose contractual obligations on service providers to ensure they can only use your information to provide services to us and to you.

We or the third parties mentioned above occasionally also need to share your information with:

• •our or their external auditors — the recipient of the information will be bound by confidentiality obligations
• •our or their professional advisors (such as lawyers and other advisors) — the recipient of the information will be bound by confidentiality obligations
• •law enforcement agencies, courts or tribunals and regulatory bodies to comply with legal and regulatory obligations
• •other parties that have or may acquire control or ownership of our business (and our or their professional advisers) in connection with a significant corporate transaction or restructuring, including a merger, acquisition, asset sale, initial public offering or in the event of our insolvency — usually, information will be anonymised but this may not always be possible. The recipient of any of your information will be bound by confidentiality obligations.

More details about who we share your information with and why are set out below:

We do not sell your personal information. We share it only as described in this policy, where you ask us to do so, or where the law permits or requires it.

If you would like more information about who we share your information with and why, please contact us (see ‘How to contact us’ below).

How long your information will be kept

Different retention periods apply to different types of information. We keep personal information only for as long as we need it for a legitimate business purpose, to provide a requested service, or as required or permitted by law. In some circumstances you can ask us to delete your information; see ‘Your rights’ below.

Unless a different period is stated when information is collected, we normally retain identifiable quiz, scorecard and survey responses for up to 24 months after your most recent interaction with us. We may retain anonymised or aggregated research findings for longer because they no longer identify you.

Where you have consented to marketing, we retain your contact details and consent record until you unsubscribe or withdraw consent. We may then keep the minimum information needed on a suppression list so that we can honour your request not to receive further marketing.

Account Deletion

If you decide to stop using our App, you can close your account and your profile will stop being visible to other users.

In order to delete your account, please follow these steps:

• •Under your profile setting – select “Account Settings” – you can chose from 2 options - delete or de-activate your account.

If you choose to delete your account, you may do so at any time through the account settings within the app. Upon initiating account deletion, the following terms apply:

Data Retention During Deletion Process

• •Once a deletion request is submitted, your account will be scheduled for deletion and permanently removed from our systems within 30 days, unless otherwise required by law.
• •During this period, your data will no longer be accessible or used for any purpose.

Immediate Effects of Deletion

• •Upon deletion, your profile, settings, and associated data, including any content shared within the app, will be permanently erased.
• •Any connections, interactions, or messages exchanged with other users may remain visible to them but will be anonymised, as applicable.

Backup and Legal Compliance

• •Some data may be retained in backups or logs for a limited period (up to 90 days) to comply with legal requirements, prevent fraud, or resolve disputes.
• •Any retained data will be securely stored and deleted once no longer required.

Third-Party Services

• •If you used third-party logins (e.g., Meta, Google) or connected accounts, we recommend reviewing and updating permissions within those platforms as account deletion on our app does not automatically revoke such permissions.

Reactivation Policy

• •Once the deletion process is completed, your account and data cannot be recovered. You may create a new account but will not have access to any previous data or settings.

For assistance with account deletion or if you encounter any issues during the process, please contact our support team at customerservices@cherrydating.co.uk.

If you completed a quiz, scorecard or survey without creating an app account, you can request deletion of your identifiable responses by emailing customerservices@cherrydating.co.uk with the subject line ‘Quiz or Survey Data Deletion Request’ and identifying the email address you used.

Transferring your information out of the UK

The UK and other countries outside the UK have differing data protection laws, some of which may provide lower levels of protection of privacy.

It is sometimes necessary for us to transfer your personal data to countries outside the UK. In those cases, we will only do this where we have appropriate measures in place to protect your personal data.

Your information may be processed outside the UK by service providers that help us operate the app, website, quizzes, scorecards, surveys, hosting, analytics, communications and customer support. App profile information may also be visible to other users who access the service while outside the UK.

Under data protection laws, we can only transfer your personal data to a country outside the UK where:

• •in the case of transfers subject to UK data protection law, the UK government has decided the particular country ensures an adequate level of protection of personal data (known as an ‘adequacy regulation’) further to Article 45 of the UK GDPR. A list of countries the UK currently has adequacy regulations in relation to is available at https://ico.org.uk/for-organisations/uk-gdpr-guidance-and-resources/international-transfers/international-transfers-a-guide/#adequacy.
• •there are appropriate safeguards in place, together with enforceable rights and effective legal remedies for you, or
• •a specific exception applies under relevant data protection law

Where we transfer your personal data outside the UK we do so on the basis of an adequacy regulation or (where this is not available) legally-approved standard data protection clauses recognised or issued further to Article 46(2) of the UK GDPR. In the event we cannot or choose not to continue to rely on either of those mechanisms at any time we will not transfer your personal data outside the UK unless we can do so on the basis of an alternative mechanism or exception provided by UK data protection law and reflected in an update to this policy.

Any changes to the destinations to which we send your information or in the transfer mechanisms we use to transfer your information internationally will be notified to you in accordance with the section on ‘Changes to this privacy policy’ below.

Automated quiz scoring and personalised results

Some Cherry quizzes and scorecards automatically assign points to your answers, calculate a score and place you into a result category. We use this information to provide general, personalised guidance and to understand how people engage with our services.

These results are not a professional psychological, medical or clinical assessment. They do not make decisions that produce legal or similarly significant effects. If you believe a result is inaccurate or would like more information about how it was calculated, please contact us.

Your rights

You generally have the following rights, which you can usually exercise free of charge:

• •Request access to your personal data (commonly known as a "data subject access request"). This enables you to receive a copy of the personal data we hold about you and to check that we are lawfully processing it.
• •Request correction of the personal data that we hold about you. This enables you to have any incomplete or inaccurate data we hold about you corrected, though we may need to verify the accuracy of the new data you provide to us.
• •Request erasure of your personal data. This enables you to ask us to delete or remove personal data where there is no good reason for us continuing to process it. You also have the right to ask us to delete or remove your personal data where you have successfully exercised your right to object to processing (see below), where we may have processed your information unlawfully or where we are required to erase your personal data to comply with local law. Note, however, that we may not always be able to comply with your request of erasure for specific legal reasons which will be notified to you, if applicable, at the time of your request.
• •Object to processing of your personal data where we are relying on a legitimate interest (or those of a third party) and there is something about your particular situation which makes you want to object to processing on this ground as you feel it impacts on your fundamental rights and freedoms. You also have the right to object where we are processing your personal data for direct marketing purposes. In some cases, we may demonstrate that we have compelling legitimate grounds to process your information which override your rights and freedoms.
• •Request restriction of processing of your personal data. This enables you to ask us to suspend the processing of your personal data in the following scenarios: if you want us to establish the data’s accuracy; where our use of the data is unlawful but you do not want us to erase it; where you need us to hold the data even if we no longer require it as you need it to establish, exercise or defend legal claims; or you have objected to our use of your data but we need to verify whether we have overriding legitimate grounds to use it.
• •Request the transfer of your personal data to you or to a third party. We will provide to you, or a third party you have chosen, your personal data in a structured, commonly used, machine-readable format. Note that this right only applies to automated information which you initially provided consent for us to use or where we used the information to perform a contract with you.
• •Withdraw consent at any time where we are relying on consent to process your personal data. However, this will not affect the lawfulness of any processing carried out before you withdraw your consent. If you withdraw your consent, we may not be able to provide certain products or services to you. We will advise you if this is the case at the time you withdraw your consent.

You also have the right to ask us not to continue to process your personal data for marketing purposes.

For further information on each of those rights, including the circumstances in which they do and do not apply, please contact us (see ‘How to contact us’ below). You may also find it helpful to refer to the guidance from the UK’s Information Commissioner on your rights under the UK GDPR.

If you would like to exercise any of those rights, please email or write to us — see below: ‘How to contact us’. When contacting us please:

• •provide enough information to identify yourself (eg your full name, date of birth and username) and any additional identity information we may reasonably request from you, and
• •let us know which right(s) you want to exercise and the information to which your request relates

Keeping your information secure

We have appropriate security measures to prevent your information from being accidentally lost, or used or accessed unlawfully. We limit access to your information to those who have a genuine business need to access it.

We also have procedures in place to deal with any suspected data security breach. We will notify you and any applicable regulator of a suspected data security breach where we are legally required to do so.

How to complain

Please contact us if you have any queries or concerns about our use of your information (see below ‘How to contact us’). We hope we will be able to resolve any issues you may have.

You also have the right to lodge a complaint with the Information Commissioner in the UK.

The Information Commissioner can be contacted using the details at https://ico.org.uk/make-a-complaint or telephone: 0303 123 1113.

Changes to this privacy policy

We may change this privacy policy from time to time. When we make significant changes, we will take reasonable steps to inform you, for example through the app, on our website or by email.

How to contact us

You can contact us and/or our Data Protection Officer by post, email or telephone if you have any questions about this privacy policy or the information we hold about you, to exercise a right under data protection law or to make a complaint.

Our contact details are shown below: