Privacy Policy

Effective Date: April 16, 2025

1. Introduction

Welcome to unmess.io ("unmess", "we", "us", "our"). unmess.io is an AI-powered e-commerce search platform operated by Thursday Analytics Limited, a company registered in England and Wales (Company Number: 15378614) with its registered office at 124 City Road, London, England, EC1V 2NX .

This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our website unmess.io (the "Site") and use our services (the "Services"). We are committed to protecting your personal data and respecting your privacy rights under applicable data protection laws, including the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Please read this Privacy Policy carefully. By using the Site and Services, and specifically by providing consent where required (e.g., for cookies and tracking technologies), you acknowledge the practices described in this policy.

2. Who We Are & Contact Details

Data Controller: Thursday Analytics Limited
Registered Address: 124 City Road, London, England, EC1V 2NX
Contact Email for Privacy Queries: privacy@unmess.io
Designated Contact Point for Data Protection Matters: Anil Peri (You can reach our contact point via the email address above).

You have the right to make a complaint at any time to the Information Commissioner's Office (ICO), the UK supervisory authority for data protection issues (www.ico.org.uk). We would, however, appreciate the chance to deal with your concerns before you approach the ICO, so please contact us in the first instance using the details above.

3. What Information We Collect

We may collect and process the following types of personal data about you:

Identity Data: May include first name, last name, username or similar identifier if account features are implemented. Generally, use of the search function may not require this.
Contact Data: May include email address if you contact us directly or sign up for communications (if applicable).
Technical Data: Includes internet protocol (IP) address, browser type and version, time zone setting and location (country/city level derived from IP), browser plug-in types and versions, operating system and platform, and other technology on the devices you use to access this Site.
Usage Data: Includes information about how you use our Site and Services, such as search queries entered, pages visited, time spent on pages, links clicked, features used, interaction patterns, and the user journey through our Site.
Tracking Data: Collected via cookies and similar technologies (Pixels, Tags) as detailed below, subject to your consent where required. This includes data collected by TikTok Pixel, Meta/Instagram Pixel, Google Tag Manager (facilitating data to Google Analytics), Rudderstack, and Mixpanel regarding your interactions with our Site and potentially with subsequent advertising or content viewed on other platforms.
Marketing and Communications Data: Includes your preferences in receiving marketing from us (only where applicable and consented to) and your communication preferences.

We do not intentionally collect "sensitive personal data" (e.g., health, religion, ethnicity) unless required by law or under very specific circumstances with explicit consent. Our core service does not require this information.

4. How We Collect Your Information

We use different methods to collect data from and about you, including through:

Direct Interactions: You may give us your Contact Data by corresponding with us by email or other means (e.g., providing feedback).
Automated Technologies or Interactions: As you interact with our Site, we will automatically collect Technical Data, Usage Data, and Tracking Data about your equipment, browsing actions, and patterns. We collect this personal data primarily by using cookies, server logs, pixels (TikTok, Meta/Instagram), tags (Google Tag Manager), and other similar technologies facilitated by tools like Rudderstack and Mixpanel. Collection of data via non-essential technologies requires your prior consent.
Third Parties: We receive Technical, Usage, and Tracking data from the following types of third parties, based on your interaction and consent:
- Analytics Providers: Google Analytics (via GTM), Mixpanel.
- Data Management/Routing: Rudderstack (helps route event data to other tools).
- Advertising/Marketing Platforms: TikTok (via Pixel), Meta/Facebook/Instagram (via Pixel). These platforms may link your activity on our Site with your profile on their respective platforms if you are logged in there and have consented to tracking on our Site.

5. How We Use Your Information & Legal Basis

We will only use your personal data when the law allows us to. Most commonly, we will use your personal data based on the following legal bases:

Purpose/Activity	Type of Data	Lawful Basis for Processing
To provide and operate the core Service (e.g., process search queries)	Technical, Usage	Legitimate Interest (to operate and provide our fundamental service)
To improve and optimize the Service performance and functionality	Technical, Usage	Legitimate Interest (to improve user experience and service efficiency)
To understand user behaviour, build user journeys & improve product	Technical, Usage, Tracking	Legitimate Interest (for aggregated, anonymized, or essential analytics); Consent (for detailed, identifiable user journey tracking using non-essential cookies/pixels via Mixpanel, Rudderstack etc.)
To manage our relationship with you (e.g., respond to inquiries)	Contact, Communications	Legitimate Interest (to respond to inquiries and manage user relationships)
To administer and protect our business and this Site (Security, Logs)	Technical, Usage	Legitimate Interest (for running our business, IT services, network security); Legal Obligation (in some cases)
To use data analytics for insights (Mixpanel, Google Analytics)	Technical, Usage, Tracking	Legitimate Interest (for basic site traffic/usage patterns); Consent (for more detailed analytics, user segmentation, non-essential tracking)
To measure ad campaign effectiveness & deliver relevant ads (TikTok, Meta)	Technical, Usage, Tracking	Consent (for placing tracking pixels, collecting data for ad measurement, retargeting, and building advertising audiences)
To comply with legal or regulatory obligations	Identity, Contact, Technical, Usage	Legal Obligation

Consent: Where we rely on consent (primarily for non-essential cookies and tracking technologies like analytics and marketing pixels), you provide this through our cookie consent mechanism. You have the right to withdraw your consent at any time via our cookie management tool https://unmess.io/cookies or by contacting us. Withdrawing consent will not affect the lawfulness of processing based on consent before its withdrawal.

6. Cookies and Tracking Technologies

Our Site uses cookies and similar technologies (like pixels and tags managed via tools like Google Tag Manager) to distinguish you from other users, provide functionality, understand usage, and for analytics and advertising purposes.

What are Cookies? Small text files placed on your device.
What are Pixels/Tags? Snippets of code embedded on our Site that allow us and third parties (like Meta, TikTok, Google) to collect information about your interaction with the Site, subject to your consent for non-essential tracking.

We use the following categories of cookies/technologies:

Essential/Strictly Necessary: Required for the Site to function properly (e.g., security, load balancing, basic navigation). These do not require consent but are explained in our cookie information.
Performance/Analytics: Help us understand how visitors interact with our Site by collecting usage data (e.g., via Google Analytics, Mixpanel). Requires your consent.
Functionality: Allow the Site to remember choices you make to enhance user experience (e.g., language preferences, if implemented). May require consent depending on specifics.
Targeting/Advertising: Used by us and third parties (TikTok, Meta) to track your activity on our Site and potentially across other websites to build a profile of your interests, measure ad effectiveness, and show you relevant adverts on other platforms. Requires your explicit consent.

Specific Tools We Use Involving Cookies/Tracking (Subject to Consent where Non-Essential):

Google Tag Manager (GTM): Manages the deployment of other tags/scripts (like Google Analytics, Meta Pixel, TikTok Pixel). GTM itself doesn't store extensive data but facilitates data flow.
Google Analytics: Collects website usage data for analysis. Requires consent for non-essential tracking features.
Meta Pixel / Instagram Pixel: Collects data to help measure, optimize, and build audiences for advertising campaigns on Facebook and Instagram. Requires consent.
TikTok Pixel: Collects data to help measure, optimize, and build audiences for advertising campaigns on TikTok. Requires consent.
Rudderstack: A customer data platform infrastructure tool helping us collect and route event data from our Site to analytics and other tools (like Mixpanel). Requires consent for collecting/routing non-essential data.
Mixpanel: A product analytics tool used to track user interactions and journeys within our Site to understand usage patterns and improve the product. Requires consent for detailed, identifiable tracking.

Managing Your Preferences: You can manage your cookie preferences and grant or withdraw consent at any time through our cookie consent banner or management tool available here: https://unmess.io/cookies. You can also typically block or delete cookies through your browser settings, though this may affect Site functionality.

7. Data Sharing and Disclosure

We do not sell your personal data. We may share your personal data with the parties set out below only for the purposes described in section 5 and where legally permitted:

Service Providers: Companies providing IT, system administration, hosting, data storage, analytics platforms (Google, Mixpanel), data management/routing tools (Rudderstack), advertising and marketing platforms (Meta/Facebook, TikTok), and related support services. These providers act as data processors on our behalf.
Professional Advisers: Lawyers, bankers, auditors, and insurers based in the UK who provide consultancy, banking, legal, insurance, and accounting services, where necessary.
Regulators and Authorities: HM Revenue & Customs, regulators, law enforcement, and other authorities based in the UK who require reporting of processing activities or disclosure of data in certain circumstances under law.
Third Parties in Business Transfers: In the event of a merger, acquisition, reorganization, asset sale, or bankruptcy, your information may be transferred as part of that transaction, subject to confidentiality agreements and legal requirements.

We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We only permit them to process your personal data for specified purposes and in accordance with our instructions and contractual agreements ensuring data protection.

8. International Transfers

Some of our key third-party service providers (including Meta, Google, TikTok, Mixpanel, Rudderstack) are based outside the UK, primarily in the United States. Therefore, their processing of your personal data (collected based on your interaction and consent) will involve a transfer of data outside the UK.

Whenever we transfer your personal data out of the UK, we ensure a similar degree of protection is afforded to it by implementing appropriate safeguards as required by UK GDPR. This typically includes:

Ensuring the country has been deemed to provide an adequate level of protection by the UK authorities; or
Using specific contracts approved for use in the UK which give personal data the same protection it has in the UK, such as the UK's International Data Transfer Agreement (IDTA) or Addendum to the EU Standard Contractual Clauses (SCCs), often alongside supplementary measures to assess and mitigate risks associated with the transfer.

Please contact us at privacy@unmess.io if you want further information on the specific mechanisms used for international transfers.

9. Data Security

We have implemented appropriate technical and organizational security measures designed to protect the personal information we process against accidental or unlawful destruction, loss, alteration, unauthorized disclosure, or access. These include measures like access controls, encryption (where appropriate), and staff training. We limit access to your personal data to those employees, agents, contractors, and other third parties who have a legitimate business need to know. They are subject to a duty of confidentiality.

However, no electronic transmission over the internet or information storage technology can be guaranteed to be 100% secure. While we strive to protect your personal data, we cannot guarantee its absolute security.

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

10. Data Retention

We will only retain your personal data for as long as reasonably necessary to fulfil the purposes we collected it for (as outlined in Section 5), including for the purposes of satisfying any legal, regulatory, tax, accounting, or reporting requirements. We may retain data for longer if required for potential litigation or complaints.

To determine the appropriate retention period, we consider the amount, nature, and sensitivity of the data, the potential risk of harm from unauthorised use or disclosure, the purposes for processing, whether we can achieve those purposes through other means, and applicable legal requirements. Data collected via cookies/pixels is often retained according to the settings of those third-party tools and your browser, alongside our policies. Anonymized data may be kept for longer periods for statistical purposes.

11. Your Legal Rights

Under UK data protection law, you have rights regarding your personal data:

Right of Access: Request a copy of the personal data we hold about you.
Right to Rectification: Request correction of inaccurate or incomplete data.
Right to Erasure ('Right to be Forgotten'): Request deletion of your personal data where there's no overriding legal reason for us to keep it.
Right to Restrict Processing: Request suspension of processing under certain conditions.
Right to Data Portability: Request transfer of your data to you or a third party in a structured, commonly used, machine-readable format (where processing is based on consent or contract and automated).
Right to Object: Object to processing based on legitimate interests (we must stop unless we have compelling legitimate grounds) or for direct marketing (we must stop).
Right to Withdraw Consent: Withdraw consent at any time where we rely on it (e.g., for non-essential cookies/tracking).

To exercise any of these rights, please contact us at privacy@unmess.io.

We may need to request specific information from you to help us confirm your identity. This is a security measure. We try to respond to all legitimate requests within one month. You will not usually have to pay a fee, unless your request is clearly unfounded, repetitive, or excessive.

12. Children's Privacy

Our Service is not intended for children under the age of 18, and we do not knowingly collect personal data relating to children under 18. If you believe we might have collected information from a child under 18, please contact us immediately at privacy@unmess.io so we can take appropriate steps.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or for other operational, legal, or regulatory reasons. The updated version will be indicated by an updated "Effective Date" at the top and will be effective as soon as it is accessible on the Site. We encourage you to review this Privacy Policy frequently. For material changes, we may notify you more prominently (e.g., via a notice on the Site).