Privacy notice

Last updated: 18 October 2026 · Version 1.1

This notice explains how Bednal Limited ("we", "us"), trading as Pet Persona, collects and uses personal data when you use Pet Persona at getpetpersona.com. We are the controller of your personal data under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018. If you are in the European Economic Area, the EU GDPR also applies; if you are in California, see "California residents" below.

The short version: we use your pet's details and photos to create your pet's character, pictures, clips and horoscopes. To do that, the photos and details are sent to AI providers that work for us. We don't sell your data, we don't use your photos to train AI models, and you can download or delete your data at any time.

Who we are

Bednal Limited, registered office Unit 4 Clifford Court, Cooper Way, Carlisle, CA3 0JG. Registered in England and Wales, company number 12582198. ICO registration number CONFIRM ZA000000.

For anything about your data, email privacy@getpetpersona.com. For anything else, support@getpetpersona.com.

What we collect

Account details: your name, the name you would like us to call you, and your email address; how you sign in (a passkey, or your Google or Apple account, which tells us your name and email address); two-factor settings. We don't ask for a phone number or keep an address book.
Your pet's details: name, species, breed, birthday (which gives your pet's star sign), personality, habits and energy level, and any quirks you write in yourself.
Your pet's photos: the photos you upload, and what our photo check finds in them (for example coat colour, markings and a breed guess).
What we make for you: your pet's portrait, reveal clip, companion clips and daily horoscopes.
Payments: what you bought, the amount, currency and status, and the billing address you give at checkout (it decides the tax). Your card is entered into and held by our payment processor, Stripe. We never see or store your full card number. If you tick "Save this card for next time", Stripe keeps the card and its billing address for your next purchase; we show its brand, last four digits, expiry and billing country and postcode in your settings, where you can remove it.
Your pet's day: the time zone of your device (to know when your pet's day starts and when to send a reminder), and your beans, streak, shop items, walks and care activity (when you last fed, played with, walked or visited your pet). They are kept with your account.
Notifications: your notification choices, and if you turn on push notifications, the push address your browser gives us.
Messages: emails and feedback you send us, and the service emails we send you.
Security and technical data: your sessions, your browser's user agent, a one-way hash of your IP address (we don't keep the IP address itself), the country your connection comes from (to show prices in your currency), and a log of security-relevant actions.
Usage analytics, only if you agree: which pages you view and which buttons you press, through PostHog and Google Analytics 4. See the cookie policy.

Please only upload photos of your own pet, and no photos with people in them (see "Photos of people" below).

How we use AI

Creating your pet's character is done by AI models from other companies. We reach them through Vercel AI Gateway, a service from our hosting provider that passes our requests to the model provider:

Google (Gemini) checks each photo you upload (is there exactly one animal, of the right species, and no people?) and creates your pet's portrait and pictures.
ByteDance (Seedance) turns your pet's portrait into short video clips.
Anthropic (Claude) writes your pet's daily horoscope from its name, star sign, personality and habits.

What we send: your pet's photos or portrait, and the pet details needed for the job (species, breed, looks, personality, habits, and a cleaned-up version of the quirks you write). We do not send your name, email address or payment details to AI providers.

We do not use your photos, your pet's details or the media we make to train AI models, and we choose providers whose terms for business use say they don't train their models on our requests. Each provider may keep requests for a short time under its own terms (for example to detect abuse) before deleting them. Our files are kept in our own storage, not by the AI providers.

AI is not used to make decisions about you that have legal or similarly significant effects. The photo check only decides whether a photo can be used for your pet.

Photos of people

Pet Persona is about pets. Every photo is checked before we store it. If a photo shows a person, or more than one animal, it is rejected and not stored; it is used only for that check. Please crop people out before uploading. Each photo should show one animal: your pet.

Why we use your data, and our lawful basis

To provide the service you asked for (contract): your account and sign-in, creating your pet and its media and horoscopes, taking payment, sending receipts, and service emails and notifications you have turned on (for example the morning horoscope reminder).
To keep the service safe and working (legitimate interests): checking photos, stopping abuse and fraud (including rate limits and bot checks), keeping an audit log of security-relevant actions, and fixing errors.
To meet legal obligations (legal obligation): keeping financial and tax records.
Marketing emails and product updates (the "soft opt-in" for existing customers under the Privacy and Electronic Communications Regulations): we may email you news, offers and product updates about Pet Persona unless you say no. You can say no when you create your account (the "Don't send me marketing emails" box), at any time in Account > Privacy, or with the unsubscribe link in any of these emails.
Analytics (consent): only if you opt in. You can withdraw at any time in Account > Privacy, or with "Cookie settings" at the bottom of every page.

Who we share it with

We do not sell your personal data or share it for targeted advertising. We use these service providers (processors), who act only on our instructions:

Vercel (USA): hosting, file storage (Vercel Blob) and the AI Gateway. Our servers run in London; files are stored in a London region where Vercel offers one.
Neon (USA): our database, hosted in London.
Upstash (USA): rate limiting, to stop abuse.
Google, ByteDance and Anthropic: AI models, through Vercel AI Gateway (see "How we use AI").
Stripe (Ireland / USA): payments and fraud prevention. Stripe is also a controller for some payment data; see Stripe's privacy policy.
Resend (USA): sending emails.
Cloudflare (USA): bot protection (Turnstile) on some forms, and our domain's DNS.
PostHog (EU) and Google LLC (Google Analytics 4, using Consent Mode v2): usage analytics, only with your consent. Google acts as our processor for this and may transfer the data to the USA.
Google and Apple: if you choose to sign in with them.

We may also share data if the law requires it, to protect our rights or users' safety, or with a buyer if our business is sold (you would be told).

International transfers

Some of these providers are based in, or reach data from, countries outside the UK and EEA, such as the USA. Where they do, we rely on UK adequacy regulations (including the UK-US data bridge for certified companies), the EU-US Data Privacy Framework, or the UK International Data Transfer Agreement (IDTA) and the EU standard contractual clauses (SCCs) with the UK Addendum. Google Analytics data sent to Google LLC in the USA is covered by the IDTA / SCCs. You can ask us for details at privacy@getpetpersona.com.

How long we keep it

Your account, pets, photos and media: while your account is open. You can delete a pet that you haven't paid for at any time, which removes its photos and media.
Rejected photos: not stored at all.
When you delete your account: you have 30 days to change your mind (sign in to cancel). After that we delete your pets, every stored photo, picture and clip, your horoscopes, your beans, streak and care activity, and your personal details. We keep payment and tax records, without your contact details, for as long as tax law requires (normally 6 years). We also keep cost records of AI requests, which contain no personal data.
Security logs: for a limited time, to investigate abuse.
Analytics: under the retention settings of PostHog and Google Analytics 4, linked only to a random id or an internal account number.

AI providers keep requests only as their own terms allow (see "How we use AI").

Your rights

You can ask to access, correct or delete your data, to restrict or object to how we use it, and to receive it in a portable format. Where we rely on consent you can withdraw it at any time.

Download your data: Account > Privacy > export. It includes your account, your pets and their details, photo details, horoscopes and generation history. Ask us at privacy@getpetpersona.com if you also want copies of the photos, pictures and clips themselves.
Delete your account: Account > Privacy.
Anything else: email privacy@getpetpersona.com. We reply within one month.

If you are unhappy with how we handle your data, you can complain to the UK Information Commissioner's Office at ico.org.uk, or to the data protection authority where you live in the EEA. We would appreciate the chance to help first.

Children

Pet Persona is not for children under 13. If you are in a country where the age of digital consent is higher (up to 16 in some EEA countries), you need to be at least that age, or have a parent's permission where the law allows it. Paying needs an adult or a parent's card used with their permission. If you think a child has given us personal data, email privacy@getpetpersona.com and we will delete it.

California residents

If the California Consumer Privacy Act (CCPA) applies, you have the right to know what personal information we collect (listed above), to ask us to delete or correct it, and not to be treated differently for using these rights. We do not sell or "share" personal information for cross-context behavioural advertising, and we do not use sensitive personal information to infer characteristics about you. To make a request, email privacy@getpetpersona.com.

Security

Your files are kept in private storage and shown to you only through short-lived links. Data is encrypted in transit and at rest by our providers. Sign-in uses passkeys or Google or Apple, so we never hold a password for you.

Changes

We will post changes here and update the date above. If a change is significant, we will tell you by email or in the app before it takes effect.