Privacy Policy
Effective date: October 26, 2026
This policy explains what information Wiser Labs LLC, doing business as WIPE ("WIPE," "we," "us") collects, why, who we share it with, how long we keep it, and the choices and rights you have. It covers us.iw.pe, the WIPE app, and the websites built with WIPE.
1. Who this covers and who's in charge
- Beauty pros who use WIPE ("you," "Pros"). For your account and billing information, WIPE decides how it is used.
- Clients and visitors of a Pro's site ("Clients"). When you book, fill in a form, leave a review or chat on a Pro's site, you are giving your information to that Pro's business. The Pro decides how it is used. WIPE stores and processes it for the Pro as a service provider (a "processor"), only to run the Pro's site and tools. To ask about or change that information, contact the Pro first; you can also write to us and we'll pass your request on and help.
- Visitors to WIPE's own website (us.iw.pe and our landing pages).
2. What we collect
From Pros:
| What | Examples | Source |
|---|---|---|
| Account details | name, email, phone, password (stored hashed; nobody at WIPE can read it), Google/Apple sign-in name and email | you |
| Business details | business name, address or service area, hours, services, prices, policies, license number if you add it | you |
| Public Instagram data | your public profile name, bio, profile photo, public posts, captions, and public engagement counts | Instagram, at your request |
| Billing | plan, billing history, last 4 digits and expiry of your card, billing address. Full card numbers go to iCount, not to us | you and iCount |
| Messages with us | support chats and emails | you |
| Device and usage | IP address, browser, device, pages and actions in the dashboard and app, crash reports | automatically |
| Google connection (optional) | an encrypted access token, to list your site in Google and show you search data | Google, with your permission |
| Push notifications (app) | a device push token | your device, with your permission |
| Payments from your clients (optional) | your Stripe account ID and its status, and each client payment's amount, WIPE's fee and status. Your identity documents, Social Security number and bank details go to Stripe, not to us | you and Stripe |
From Clients (on a Pro's site, on the Pro's behalf):
| What | Examples |
|---|---|
| Booking requests | name, phone, email, the service, requested date and time, a message |
| Consent and intake forms | answers the Pro's form asks for. This may include health-related information (for example allergies, skin conditions, medications, pregnancy), your separate consent to collecting it, your e-signature, date and time of signing, IP address and device, and, only if you ask for a copy, your email address |
| Reviews | your name or initials, rating, and review text |
| Chats with the AI assistant | your questions and the replies |
| Client list | what the Pro records about visits and notes |
| Text-message consent | your phone number, when and how you agreed, and your STOP/HELP replies |
| Payments to a Pro (if the Pro takes them) | the amount, the service, the payment's status, and your email for the receipt. Card details go to Stripe, not to us |
| Usage of the site | pages viewed, where you came from (for example Instagram or Google), device type, button taps. See section 5 |
From visitors to WIPE's own website: what you type (for example an Instagram handle to see a preview), and cookie and pixel data described in section 5.
We do not knowingly collect Social Security numbers, full card numbers, or government IDs through Pro sites, and Pros may not ask for them in WIPE forms.
3. Public Instagram data
When a Pro asks us to build or refresh her site, we read public content from the Instagram profile she gives us. We use it only to build, show and update her site. We don't read private messages, private accounts, or anything that requires logging in to her Instagram. If you appear in a Pro's public photo or post and want it removed from her WIPE site, ask the Pro, or write to hello@iw.pe and we'll help.
4. How we use information
- To provide the Service: build and host sites, send booking requests to the Pro, store forms, show reviews, run the AI assistant, and send notifications.
- To bill subscriptions and prevent fraud.
- To support Pros and answer questions.
- To keep the Service secure, find bugs, and improve it (using aggregated or de-identified data where we can).
- To measure WIPE's own advertising (see section 5).
- To follow the law and enforce our Terms.
We do not sell personal information. We do not use Clients' information to advertise WIPE or anyone else, and we do not use Pros' client information for our own marketing.
5. Cookies, pixels, analytics and session replay
On WIPE's own website and dashboard:
- Essential cookies keep you signed in and secure. They can't be turned off.
- Analytics and session replay (PostHog). We use PostHog to understand how people use WIPE: pages viewed, clicks, and in some cases a replay of the session (mouse movements, taps and scrolling) so we can find what's confusing or broken. We mask password fields, payment fields and form inputs in replays. Pages where Clients fill in a consent or intake form, and the Pro's copy of a signed form, carry no analytics or advertising tags at all.
- Advertising measurement (Meta Pixel and Conversions API). On WIPE's own pages (not on Pros' sites), we use the Meta Pixel in your browser, and the Meta Conversions API from our servers, to measure whether WIPE's ads lead to sign-ups. We send Meta events such as page views, "preview created," "signed up," and "subscribed." With both the Pixel and the Conversions API we may send a hashed (scrambled) version of your email or phone, and a hashed id of your account, so Meta can match the event to an ad; we never send site content, forms or Clients' information. Meta may combine this with what it knows about you under its own policy. Under some state laws this counts as "sharing" for targeted advertising; you can opt out at any time (see above and section 10).
Analytics and advertising measurement are on by default on WIPE's own pages, and you can turn them off at any time with "Your Privacy Choices / Do Not Sell or Share My Personal Information", a link at the bottom of our legal pages and a button on every WIPE page. Your choice is saved in a cookie ("wipe_consent"). We also treat the Global Privacy Control (GPC) signal from your browser as a request to opt out of the sale and sharing of your information, and we turn off the Meta Pixel and the Conversions API for that browser, with no need to do anything else. Turning advertising off does not affect the essential cookies or your account.
On Pros' sites: Pros' sites built on WIPE don't use advertising pixels or third-party tracking cookies. We collect basic, privacy-friendly usage statistics for the Pro (page views, source, device type, button taps) using a temporary identifier that lasts only for the browser tab. A map from a third party appears only if the Pro has a public address.
6. AI processing
WIPE uses AI models from OpenAI to:
- write and suggest text for Pros' sites and articles;
- power the AI assistant that answers Clients' questions from the Pro's site information;
- help Pros in the dashboard.
What's sent to the AI model is only what's needed to produce the answer (for example the Pro's business info and the Client's question). Under OpenAI's policy for its API, data sent through the API is not used to train its models, and may keep it only for a short time for abuse monitoring as their terms allow. We don't use AI to make decisions about people that have legal or similarly significant effects.
Clients: the assistant is an automated system, not the Pro and not a medical professional. Don't share sensitive health details in the chat; use the Pro's forms or contact her directly.
7. Who we share information with
We share information only as described here:
| Recipient | Why |
|---|---|
| The Pro | Clients' booking requests, forms, reviews, chats and messages go to the Pro whose site you used |
| Cloudflare | hosting, servers, database, file storage, security |
| Cloudflare Email Service and Resend | sending emails (confirmations, notifications, receipts) |
| iCount | processing subscription payments, taxes, fraud prevention. |
| Stripe | processing the deposits and payments Clients make to Pros who turn on payments, and setting up and verifying those Pros' own Stripe accounts |
| OpenAI | AI features (section 6) |
| PostHog | product analytics and session replay on WIPE's own pages |
| Meta | ad measurement on WIPE's own pages (section 5) |
| Google, Apple, Expo | sign-in, push notifications, and the Google connection if a Pro turns it on |
| Professional advisers | lawyers, accountants and auditors, under confidentiality |
| Authorities | when the law requires, or to protect someone's safety or our rights |
| A buyer or successor | if WIPE is involved in a merger, acquisition or sale of assets; this policy keeps applying to your information |
Our service providers may use the information only to provide their services to us.
8. Text messages (SMS)
WIPE does not send text messages today. When a Pro texts a client from WIPE, the message goes from the Pro's own phone, as the Pro's own message. If WIPE starts sending texts itself, we will ask for consent first and update this policy before we do.
9. How long we keep information
| Information | How long |
|---|---|
| Pro account, sites and content | while the account exists. If a subscription ends, the site goes offline but is kept so the Pro can come back, until she deletes it |
| Clients' bookings, forms, reviews, chats, client list | as long as the Pro keeps them in her account; deleted when she deletes them or her account. Signed forms are deleted automatically 10 years after signing at the latest. Pros may need to keep signed forms for a period their state requires; that's their decision |
| Billing records | as long as tax and accounting law requires (generally up to 7 years) |
| Analytics and session replays | up to 13 months |
| Backups | deleted data may remain in backups up to 30 days |
| Support messages | up to 3 years |
Pros can delete a site or the whole account any time in Settings or in the app (profile picture → Delete account).
10. Your privacy rights
Everyone can ask us to:
- tell you what personal information we have about you and give you a copy;
- correct it;
- delete it;
- stop using it for advertising measurement.
Pros can do most of this themselves in the dashboard. Clients should contact the Pro first (she controls that information); you can also email hello@iw.pe and we'll forward your request to the Pro and help her respond.
How to make a request: email hello@iw.pe or use "Your privacy choices" at the bottom of WIPE's website. We'll verify your identity (usually by confirming your email or phone) before acting. You can use an authorized agent; we may ask for proof they're authorized. We respond within 45 days (we may extend once by another 45 days and tell you why). We won't discriminate against you for using your rights.
Appeals. If we deny your request, you can appeal by replying to our decision or emailing hello@iw.pe with "Appeal" in the subject. We'll answer within the time your state's law requires (usually 45–60 days). If you're unhappy with the result, you can contact your state attorney general.
California (CCPA/CPRA)
In the last 12 months we collected these categories: identifiers (name, email, phone, IP); customer records (billing); commercial information (subscription history); internet activity (usage, analytics, session replay); geolocation (approximate, from IP; precise only if a Pro enters a business address); audio/visual (photos from Instagram or uploads); professional information (business details, licenses); inferences (none used to profile individuals); and sensitive personal information: account login credentials, and health information in Client forms (processed only for the Pro, not to infer characteristics about anyone).
- Sources: you, Clients via Pro sites, public Instagram, your devices, and our providers.
- Purposes: listed in section 4.
- Disclosed for a business purpose to: the service providers in section 7.
- Sold: we do not sell personal information for money.
- "Shared" for cross-context behavioral advertising: identifiers and internet activity from visitors to WIPE's own website may be shared with Meta through the Pixel and Conversions API. You can opt out with "Do Not Sell or Share My Personal Information" on WIPE's legal pages and in the button on every WIPE page, or with GPC.
- Sensitive personal information: we use it only for purposes the law permits (providing the Service, security), so the "limit use" right doesn't apply.
- We don't knowingly sell or share the information of anyone under 16.
California residents also have the right to know, delete, correct, and not be discriminated against, as described above. California's "Shine the Light" law: we don't share personal information with third parties for their own direct marketing.
Other states
Residents of states with comprehensive privacy laws, including Colorado, Connecticut, Virginia, Utah, Texas, Oregon, Montana, Iowa, Delaware, New Hampshire, New Jersey, Nebraska, Tennessee, Minnesota, Maryland, Indiana, Kentucky and Rhode Island, have rights similar to those above: to access, correct, delete, get a portable copy, and opt out of targeted advertising, sale and profiling. Use the same methods to exercise them. We treat GPC as a valid opt-out where required.
Consumer health data (Washington, Nevada, and similar laws). Health information in Client forms is collected and controlled by the Pro. Clients are asked for a separate, explicit consent before it is collected, and can ask the Pro to see or delete it. WIPE processes it only to store and show it to that Pro, keeps the answers encrypted, never uses it for advertising, never sells it, and never sends it by email (a Client's emailed copy leaves the health answers out).
11. Children
WIPE is for business owners who are 18 or older. We don't knowingly collect personal information from children under 13, and Pros may not use WIPE to collect it from children under 13. If a Pro serves minors, a parent or guardian should book and fill in forms for them. If you believe a child under 13 gave us information, email hello@iw.pe and we'll delete it.
12. Security
We protect information with encryption in transit (HTTPS), encryption at rest for the answers in Client forms (with a key of their own), encrypted secrets and access tokens, hashed passwords, access limited to the Pro who owns the data and the small number of WIPE staff who need it for support, and monitoring of our systems. No system is perfectly secure. If a breach affects your personal information, we will notify you and the authorities as the law requires.
13. Where information is processed
WIPE and its providers may process information in the United States and other countries. Where we transfer information, we use contracts and safeguards that protect it as described in this policy.
14. Changes
If we change this policy in a material way, we'll post the new version here with a new date and email Pros at least 30 days before it applies, unless the law requires otherwise.
15. Contact
Wiser Labs LLC, doing business as WIPE
30 N Gould St Ste N, Sheridan, WY 82801
Privacy: hello@iw.pe · Support: hello@iw.pe
Default privacy notice for a Pro's site (template the Pro can edit)
Privacy at [Business name]
When you book, fill in a form, leave a review, or chat here, your information goes to [Business name] so we can respond, schedule and serve you safely. We use it only for that, keep forms confidential, and don't sell it. The chat is an AI assistant that answers from our site's information; it can make mistakes and isn't medical advice. This site is hosted by WIPE, which stores the information for us as our service provider (WIPE Privacy Policy). Questions or requests to see or delete your information: [Pro's email/phone].