Privacy Policy

Last updated: 14 September 2026

This policy explains how UAB “Yellow Forty Three” handles personal information in connection with the Yellow43 website, apps, digital products, and customer communications. It describes the information involved, why we use it, and the choices available to you.

1. Who is responsible for your information

UAB “Yellow Forty Three”, company code 308117827, is the controller of the personal information covered by this policy. Our registered office is at Manufaktūrų g. 7-175, LT-11342 Vilnius, Lithuania. In this policy, “Yellow43”, “we”, “us”, and “our” refer to that company.

You can contact us about privacy at hello@yellow43.com, by telephone at +1 (272) 359-8875, or by writing to our registered office.

2. How this policy applies

Our services may support movement, wellbeing, and learning. The information we handle depends on the product you use, the features you enable, and what you choose to share. References to accounts, payments, health integrations, analytics, marketing, or AI features apply where those features are offered. They do not mean that every Yellow43 product includes them.

The current yellow43.com website is a promotional site. It has no account registration, checkout, contact form, analytics, advertising trackers, or AI chat. Its pages do not set cookies or use browser storage. Delivering the website still involves technical connection information, and we receive any information you send us by email or telephone.

A product may provide an additional notice explaining its particular data flows, permissions, providers, or settings. We provide that information before the relevant collection or use. This policy should be read alongside our Terms & Conditions, but reading or accepting either document does not by itself give consent to optional processing.

“Personal information” means information relating to an identified or identifiable person, including device identifiers when they can be linked to someone. Information is anonymous only when a person can no longer reasonably be identified; removing a name alone does not necessarily make information anonymous.

3. Information we receive

Information you provide

• Account and profile details: information such as your name, email address, telephone number, age, gender, postal code, and other details relevant to a feature you choose to use.
• Communications and feedback: questions, support correspondence, survey answers, newsletter preferences, and other information you voluntarily send us.
• Purchase records: information needed to administer a purchase, such as its date, the cardholder’s name, and a payment or transaction identifier. The information received depends on the payment method and the provider handling the transaction.
• Activity and health-related information: steps and distance walked where you choose to connect a compatible health or activity service, together with information you voluntarily supply for a relevant wellbeing feature.

You do not have to provide optional information. If information is needed to create an account, deliver a requested feature, process a purchase, or answer a question, we explain that at the relevant point. Without it, we may be unable to carry out that request. Please avoid sending sensitive information that is unrelated to your enquiry.

Information received automatically or through integrations

When you access a service, technical information can include your IP address, device or browser identifiers, device and browser characteristics, request times, pages or features accessed, and diagnostic or usage information. Hosting and delivery providers process connection information to send content to your device and protect their systems. Optional app analytics, where offered, are explained within the relevant product.

When you authorise a health integration or use a payment service, we may receive the information needed for that connection or transaction from the relevant provider. Access to health information is limited by the permissions you grant. You can change supported integration permissions in the product or your device settings.

4. Why we use information and our legal grounds

Where European data protection law applies, each use of personal information must have an appropriate legal basis. Depending on the circumstances, we use information for the following purposes:

• Providing a requested service: creating and administering accounts, delivering features, processing purchases, billing, and providing necessary assistance. The basis is performance of our contract with you, or steps you ask us to take before entering one.
• Responding to enquiries: handling general questions and correspondence. We rely on our legitimate interest in communicating with people who contact us, or on contract-related grounds where the enquiry concerns a requested service.
• Operating and protecting services: website delivery, troubleshooting, security, abuse prevention, and strictly necessary fraud checks. We rely on our legitimate interests in maintaining safe, reliable services, balanced against your rights, or on a legal obligation where one applies.
• Improving products: understanding performance, conducting user-experience research, and developing useful features. We rely on legitimate interests where that is appropriate and does not override your rights. We seek consent where required, including for optional tracking technologies.
• Personalisation: using the preferences and information relevant to a feature to tailor the experience you request. This may be necessary to provide that feature; optional personalisation and uses requiring consent remain subject to your choice.
• Advertising and marketing: presenting relevant offers where an app includes advertising, and sending product news, feature announcements, or subscription offers. We obtain consent where required, including for optional advertising tracking, or rely on a lawful existing-customer exception for eligible messages. You may object to direct marketing or unsubscribe at any time.
• Legal responsibilities: meeting applicable recordkeeping and disclosure duties, handling privacy requests, and establishing, exercising, or defending legal claims. We rely on the relevant legal obligation or our legitimate interest in dealing with claims.

Where information qualifies as health data or another special category under applicable law, we also need a separate condition for that processing. For optional health features, we obtain your explicit consent before processing such information unless another condition permitted by law applies and has been explained to you. A general acceptance of these documents is not explicit health-data consent.

We identify consent-based choices at the point they are offered. You can withdraw consent through the relevant settings or by contacting us. Withdrawal does not change the lawfulness of earlier processing. Declining an optional use does not prevent access to unrelated features, although a feature that needs the information may no longer work.

5. Service messages and marketing choices

We may send messages needed to manage a service you use, including purchase confirmations, support replies, security alerts, and important changes to a service or its terms. An unsubscribe from marketing does not stop necessary operational or legal communications.

Optional promotional messages are separate. Creating an account or reading this policy does not automatically subscribe you to marketing. Use the unsubscribe option in a message or contact hello@yellow43.com to stop receiving marketing. We will respect that choice and retain only the information needed to record your preference where appropriate.

6. When information is shared

We may provide relevant information to service providers that help with hosting, technical infrastructure, payments, customer support, communications, security, research, analytics, advertising, and AI functionality. The categories involved depend on the product and the purpose. Providers acting on our behalf must handle information under appropriate instructions, confidentiality obligations, and data protection arrangements.

Where a product uses a research or personalisation arrangement with a trusted partner, that partner may combine information received from us with information it already holds to develop anonymous consumer insights. Such an arrangement must have an appropriate legal basis, be explained before it operates, and respect any consent or objection requirements. It does not permit use of health information or identifiable information for unrelated advertising.

Information may also be disclosed where required by law, to respond to a valid legal request, to enforce an agreement, or where necessary to protect people, our services, or legal rights. Fraud-prevention disclosures are limited to what is necessary for that purpose. Payment providers and other organisations may act as separate controllers for their own legal responsibilities; their own notices explain those activities.

We do not sell, lease, or rent your personal information. We do not sell or share it for cross-context behavioural advertising as those terms are defined by applicable California privacy law. Service-provider disclosures described here do not authorise an independent commercial use of your information.

7. International processing

Some services or providers may process information outside the country where you live. Where personal information is transferred outside the European Economic Area, we use a transfer mechanism permitted by applicable law, such as an adequacy decision or approved standard contractual clauses with additional safeguards where needed. A transfer does not remove the protections described in this policy.

You may contact us for information about the destinations and safeguards relevant to a service you use, and to request a copy of applicable safeguards, subject to necessary redactions. Product-specific notices provide further details where relevant.

8. Cookies and similar technologies

The current promotional website does not use cookies, tracking pixels, analytics scripts, or local browser storage. Its fonts and artwork are served with the website rather than loaded from external font or image services.

If a Yellow43 product uses cookies, device identifiers, or similar technologies, its notice explains their purposes and available controls. These technologies may support essential functionality, remember preferences, or support optional measurement and personalisation. Where consent is required, optional technologies are used only after you choose to allow them. You can change that choice later.

Browser or device settings may also let you block or remove stored information. Disabling a technology needed for a particular feature may affect that feature. External websites and services control their own technologies and privacy practices; review their notices when you use them.

Where an app includes advertising, its notice explains whether an offer is contextual or personalised and which choices are available. Optional advertising identifiers and tracking require consent where applicable, and the restrictions on sale and sharing in section 6 still apply. Third-party services you choose to visit separately may collect information for interest-based advertising under their own policies and offer their own opt-out controls. We do not control those independent practices.

9. AI-assisted features and support

Where offered, AI tools may help personalise app content or support responses. They may process the profile details, preferences, activity information, questions, and conversation content relevant to the feature or enquiry. This can include personal information you choose to provide. AI providers may receive the information necessary to power the function under appropriate data protection and confidentiality arrangements.

We use this processing to deliver the feature, improve its functionality and user experience, or provide assistance, subject to the legal grounds and permissions explained above. Contacting support does not itself give blanket consent for AI processing. We do not use the information for unrelated purposes without your consent.

Personalisation may involve evaluating the information you provide to suggest content or activities. Suggestions can be inaccurate and should not be treated as professional advice. If a feature involves solely automated decisions with legal or similarly significant effects, we explain the decision process, its significance, and the applicable safeguards before that processing takes place.

AI support does not make final decisions about subscription-management requests or the exercise of privacy rights. Contact a member of our team at hello@yellow43.com for those matters or to request human assistance.

10. Security and retention

We use reasonable technical and organisational measures to protect personal information against loss, misuse, interference, and unauthorised access, alteration, or disclosure. These include encryption of stored personal information, including when third-party storage is used, restricted access, and appropriate administrative and physical safeguards. Information may be held electronically or, where necessary, on paper. No system or transmission method can guarantee absolute security.

Where a service uses an account, keep your credentials confidential and tell us if you suspect unauthorised access. Consider carefully what you disclose publicly or send to other people. Those choices do not remove our responsibility to protect information within our control.

We keep information only for as long as it is needed for the purpose for which it was collected. The following maximum periods apply, unless a lawful exception below requires otherwise:

• Account data: no more than five years after your last account update.
• Service data: no more than five years after the relevant service ends.
• Messaging data: no more than two years after consent was given, or, for communications maintaining an existing customer relationship, two years after the relevant service ends. Earlier withdrawal of consent or an objection is respected where applicable.
• Technical and device data: only as long as necessary for the relevant delivery, diagnostic, or security purpose, assessed by the type of record and the need to investigate an issue.

For enquiries outside an account or service relationship, we assess retention by whether the question is resolved, any follow-up reasonably needed, and applicable legal duties. We do not retain correspondence indefinitely merely because it was sent to us.

When the applicable period ends, or when a valid erasure request requires deletion, we securely delete the information, including by overwriting or physical destruction where appropriate. We may retain information where necessary to comply with a legal obligation or protect a person’s vital interests. Any such exception is limited to its purpose and duration.

11. Your privacy rights

Depending on the law that applies and the basis for processing, you may ask to access your personal information, receive a copy, correct inaccurate information, erase information, restrict processing, or receive eligible information in a portable format. You may also object to processing based on legitimate interests and always object to direct marketing. Where processing relies on consent, you may withdraw it.

You also have rights concerning certain decisions made solely by automated processing, including applicable rights to human intervention and to contest a decision. These rights are subject to the conditions and exceptions set out in law.

Send a request to hello@yellow43.com or our registered office. We may ask for proportionate information to verify your identity and protect your data. Where the GDPR applies, we normally respond within one month. If a permitted extension is necessary, we explain the reason and additional time within that first month. Requests are normally free; any legally permitted refusal or fee will be explained.

You may complain to the State Data Protection Inspectorate in Lithuania, or to the competent supervisory authority where you live or work or where an alleged infringement occurred. You do not need to contact us first to exercise that right.

California residents

Where California privacy law applies to our processing, eligible residents may request to know and access the personal information collected about them, correct inaccuracies, request deletion, and exercise applicable rights to limit the use or disclosure of sensitive personal information. They may also opt out of any sale or sharing covered by that law. As stated above, we do not sell or share personal information for cross-context behavioural advertising.

We do not discriminate against you for exercising a privacy right. You or an authorised agent may contact us using the details above; we may need to verify identity or authority as permitted by law. Not every right applies to every record or circumstance.

12. Children and young people

The services covered by our general Terms & Conditions are intended for adults aged 18 or over. We do not permit accounts for children under those terms. If we learn that a child has provided information through an account that is not permitted, we take steps to remove that information, subject to any legal requirement to retain it. Please contact us if you believe this has happened.

If we introduce a product designed for younger users, it will require its own age-appropriate terms, privacy information, and any parental-consent arrangements required by law before use. This policy does not by itself authorise a child’s account.

13. Updates and questions

We may update this policy as products and legal requirements change. The date above identifies the current version. We give appropriate notice of material changes before they take effect, using the website, the relevant product, or a direct message where appropriate. If a new use requires consent, we ask for it separately.

For questions about this policy, privacy requests, or human support, contact UAB “Yellow Forty Three” at hello@yellow43.com, +1 (272) 359-8875, or Manufaktūrų g. 7-175, LT-11342 Vilnius, Lithuania.