Privacy policy
Last updated: 30 September 2026
Saving a place is not the same as sharing your location. The choices you make in WagMate determine what you share. You can contact us about your information at support@wagmate.co.uk.
WagMate is provided by Bullion Apps Ltd ("we", "us"). We are responsible for the personal information we process to provide WagMate and respond to support requests. This policy covers the WagMate app, these public website pages and our support mailbox. The information involved depends on which features you use and which permissions you allow.
1. Information we use
Dog profiles and saved places. The app stores details you enter, such as your name, your dog's name, breed, description, photographs and named walking-place pins. Locally saved details remain on your device unless you choose a feature that sends or shares them. A dog's photograph or description can also reveal information about a person, so avoid including details you do not want to share.
Camera and photos. Taking a photograph uses your device's camera with permission. Choosing an existing image uses your device's photo-selection tools. Cancelling selection leaves the existing photo unchanged. We do not need access to your entire photo library to let you choose an image.
Account and community features. If you use an online account or community feature, the information needed for that feature includes your account email, profile details, sign-in and security records, subscription status where applicable, messages, recipient choices, posts, replies and reports you submit. Passwords are handled as protected hashes rather than readable passwords. We use this information to provide access, show the content you choose to share and handle safety reports.
Support. When you email us, we receive your email address, name if supplied, message and attachments. Please send only information needed to explain your request. Avoid passwords, payment-card details and other people's personal information.
Website connections. Our hosting service necessarily receives your IP address and request details to deliver pages. Technical and security records may include request times, browser/device information and errors. These public pages do not include advertising scripts, analytics tags, embedded maps, remote fonts or a registration form, and do not set optional cookies.
2. Walking places and live location
A walking-place pin represents a location you select. Saving it privately does not automatically publish it to other members. If you choose to share it, the recipient receives the place name and coordinates. Map links and messages sent through another app can be copied or forwarded. Deleting your saved copy cannot remove copies already received by somebody else.
Device location is separate from saved places. A feature that uses your current location needs the relevant permission on your device. Optional live-location sharing, where offered, starts only after you choose a recipient and confirm a sharing period. It is for that chosen recipient, not the public noticeboard. Use Stop sharing to end it early. If you allow location access while the app is in the background, it supports an active share rather than permission to publish your whereabouts automatically. You can revoke location permission in your device settings; doing so prevents further location fixes.
Live positions may be delayed by signal, battery settings or loss of connectivity. Treat them as approximate information, not an emergency or safety-monitoring service. A recipient may remember or copy a location already displayed. Stopping sharing prevents further authorised updates, not the recall of information they have already seen.
3. Who sees shared information
Content posted to a public community area can be read by the audience identified for that area, including free members. A private conversation is intended for its participants; it is not described as end-to-end encrypted. Authorised administration and necessary safety work may involve information held on our systems. Do not post private addresses, access codes or identifying information about children.
Where nearby-member updates are offered, they use profile information intended for discovery and the chosen general area, not a broadcast of a precise home address or a live GPS position. Profile photographs and names you make discoverable may appear in those updates. Automated suggestions help people find profiles; we do not use them to make decisions with legal or similarly significant effects on you.
4. Advertising and your choices
Where adverts are shown in the app, Google AdMob and the advertising partners identified in the consent options may process device and advertising identifiers, IP address (which can indicate a general area), interactions with the app or adverts, diagnostics and consent choices. These support delivering and measuring advertising and preventing fraud. We do not intentionally send the private live-location coordinates shared between members to AdMob as an advertising input.
Where required, you will be asked about optional device storage/access and personalised advertising before they are enabled. You may decline or manage choices. If you decline personalised advertising, this does not necessarily remove every advert: limited advertising and necessary security processing may still apply, subject to the applicable settings and rules. Where an advertising privacy-options control is provided, use it to revisit your choices. Your device also provides advertising-identifier controls. Contact support if you cannot find the control.
Read how Google uses information from apps that use its services and Google's privacy policy. The consent message identifies relevant advertising partners and purposes. These website pages themselves do not load AdMob or advertising trackers.
5. Maps, email and other providers
The newer WagMate map uses OpenFreeMap with OpenStreetMap data. Loading a map connects to the map provider: it receives your IP address and information about requested map areas and resources. This is not the same as sending your account password, messages or a chosen recipient's live-location feed. See OpenFreeMap's privacy information. Earlier versions using OpenStreetMap's tile service are also subject to the OpenStreetMap Foundation privacy policy.
Opening directions hands the selected destination to Google Maps, Apple Maps or the browser you choose. External profile/place sharing hands the message you approve to the chosen app. Those providers handle information under their own privacy terms.
We use GoDaddy hosting for our website/server infrastructure and GoDaddy's Microsoft 365 email service for support. Authorised suppliers may process information to provide those services. We may also disclose relevant information where legally required or needed to establish, exercise or defend legal claims. We do not sell private member conversations or private walking-place lists.
6. Why we process information
We use information needed to perform the service you request, including account access, profile storage, selected sharing and relevant support. We rely on legitimate interests for proportionate service security, preventing misuse, responding to enquiries and protecting members. We rely on consent for optional processing where required, including relevant advertising choices and optional location sharing, and on legal obligations where a law requires records or disclosure. You can withdraw consent without affecting earlier lawful processing.
You do not have to supply optional dog details, photographs or location permissions. A feature may be unavailable when information essential to that feature is missing. We do not require a precise home address merely to save a walking place.
7. Keeping and deleting information
Locally stored profiles, photographs, pins and drafts remain until you edit or remove them or clear the app's data. Any device/cloud backup you choose may retain a separate copy under your backup settings. We cannot remotely retrieve or erase a copy that is only on your device.
For information held by us, retention depends on its purpose: providing an active service, resolving a support request or dispute, investigating misuse and meeting relevant legal obligations. We keep information only for the period needed for those purposes. Account information may be retained while the account is active; records needed for legal or security reasons may be kept separately after closure. Backups follow their own retention cycle and are not used as an alternative active account. You can ask us about the retention applicable to your information.
Live sharing is intended to send an active position, not automatically create a permanent public route history. A saved named pin or location posted into a message is separate content and may remain with that message or pin. Removing a message or closing an account does not automatically erase copies already held by recipients or external services.
8. Security and international processing
We use access restrictions and encrypted network connections to protect information in transit. No system can guarantee absolute security. Use a unique password, keep your device secure and never send your password to support.
Some suppliers operate internationally and may process information outside the UK. Where we arrange a restricted international transfer, the applicable safeguard must be an adequacy arrangement or appropriate contractual protection recognised under UK data-protection law. Contact us for information about the safeguards relevant to your data. Providers also explain their international processing in their own privacy notices.
9. Your choices, requests and complaints
Depending on the circumstances, you can ask for access, correction, erasure, restriction, a portable copy of information, or object to processing based on legitimate interests. You can withdraw consent for optional processing. Rights are subject to the applicable legal conditions; we may need to verify your identity without asking for unnecessary documents.
Write to support@wagmate.co.uk for a privacy request or concern. We aim to respond promptly and within the applicable legal time limit. You may also complain to the UK's Information Commissioner's Office, or the relevant data-protection authority where you live. Contacting us first can help us put things right, but does not remove your right to complain.
10. Changes to this policy
We will update this page when our processing changes and provide additional notice or seek a new choice where required. The date at the top identifies this version. Permission for one purpose is not permission to use your information for an unrelated purpose.