Lullu is an iOS bedtime-story app for families, published by Embova OÜ.
It is built to collect as little as it can, and nothing that identifies your child.
The short version
Lullu works without an account. There is no sign-in of any kind. Your child's
name stays on your device and never reaches us. We measure how the app is used so we can make it
better and understand which advertising works, using an identifier that belongs to this
installation and to nothing else. We run no third-party advertising and no third-party
analytics, we never sell or share your data, and we do not track you in the sense Apple
uses that word.
What stays on your device
Your child's name never leaves your device. Nor does your listening position,
your saved stories, or the order you like your library in.
What we collect
An installation identifier. When you first open Lullu, the app creates a
random identifier for that installation and keeps it in the device keychain. It is not derived
from anything about your phone, it is not the advertising identifier, and it is never shared
with anyone. Because it lives in the keychain it survives reinstalling the app, which is what
lets us tell a returning family from a new one. Everything below is attached to this identifier
and to no name.
Your child's age and the themes you choose. Set during setup. We use them
to understand who Lullu is for and which stories to make next. The name you enter alongside
them is not sent.
How the app is used. When the app is opened, when a story is opened,
started, reaches a point, or stops and where it stopped, and when a purchase is started,
completed or cancelled. We use this to see what works and what does not.
How the membership screen went. When it appeared and which story you
were reaching for, how long it stayed on screen, and how it ended — you closing it, or
Apple’s own purchase sheet opening over it. We also keep the price and the plans it
managed to show you, because a screen that offers nothing is a fault we would rather find
ourselves than hear about.
Your App Store country, your language, and which version you are on.
Apple tells us which country’s App Store you buy from when it gives us a price, and
the app tells us its own version, your iOS version and your language. It is how we know
whether a price reads sensibly where you live, and which version a problem belongs to.
Where an install came from. If you found Lullu through an advert on the
App Store, Apple can tell us which campaign it was. We ask Apple once, on first launch,
using a token Apple provides for that purpose, and keep the campaign, ad group, keyword and
country. Apple does not tell us who you are, and this does not require or use any tracking
permission.
Your subscription. Payments are handled entirely by Apple and we never see
your payment details. To unlock the library, the app sends Apple's signed receipt to our
server, and we keep the product, the status, the expiry and Apple's transaction
identifier.
Server logs. Our servers keep ordinary, short-lived access logs, including
IP address, for security and operations.
What we never collect
Your name or your child's name. Contact details. Your location. Contacts, photos, calendar,
or health or financial data. Browsing or search history from anywhere outside Lullu. We have no
chat, no social features and nothing another user could send you.
One honest note about location, because the two can sound alike. We do know
which country’s App Store you use — Apple tells us, so that a price can be
shown in your own currency. That is a shop, not a place. Lullu never asks for location
permission, and could not find you if it tried.
Children
Lullu's stories are for children, but the app is set up and paid for by an adult. We do not
knowingly collect personal data from children. The one thing you type about your child, their
name, stays on your device.
Where your data lives
Our servers are in the European Union (Germany). Story audio is delivered
from EU storage through short-lived signed links.
Your rights
We hold nothing that names you, so we cannot look you up by name or email. Under the GDPR you
can still ask us to access or delete what is attached to your installation. Write to
hello@embova.com and we will work out with you which
installation is yours before we act.
Deleting the app stops all collection immediately.
Changes
If this policy changes we will update this page and the date above, and say so in the app when
the change is material.