TrueFWD Labs

Privacy Policy

Effective 15 August 2026 · Version 1.3

This policy explains how TrueFWD Labs LLC ("TrueFWD Labs", "we", "us") handles information in our iOS apps and on this website. It is written to be read, not to be survived.

The short version. Everything you log in our apps is stored on your device. As of this version, no app we publish runs a server that holds your content, requires an account, uses analytics or tracking SDKs, or sends what you enter to an AI model. If any of that ever changes for a particular app, we will say so here — by name, and before that app ships; section 4 sets out the rules any AI feature has to follow. The one current exception is advertising in the free tier of some apps — described in full in section 6 — which never receives the content you log.

1. Who we are

TrueFWD Labs LLC is an independent software studio that develops and publishes applications for Apple platforms. For the purposes of the UK and EU General Data Protection Regulation, TrueFWD Labs LLC is the data controller for the limited processing described below.

You can reach us about anything in this policy at support@truefwdlabs.com.

2. What this policy covers

This policy applies to the truefwdlabs.com website and to every app we publish on the App Store, including Ruffly. Where a specific app behaves differently from the general rules here, that difference is called out by name.

Our apps are distributed in the United States, Canada, Australia, and New Zealand. The website is reachable worldwide, and section 10 covers it wherever you are reading from.

The apps we publish today are self-contained: they do not send the content you create to TrueFWD Labs, because we operate no backend infrastructure that could receive it. If that ever changes for a particular app, this policy will say so, by name, before that app ships.

3. Data you create in our apps

Entries you make — meals, calorie and macro figures, tags, dates, goals, settings, and anything comparable in our other apps — are written to local storage on your device using Apple's standard on-device frameworks.

This data:

  • is not transmitted to TrueFWD Labs;
  • is not transmitted to any advertising, analytics, or data-broker service;
  • is not transmitted to any AI or machine-learning service, ours or a third party's;
  • is not readable by us, because we never hold a copy;
  • is protected by your device passcode, Face ID or Touch ID, and iOS file protection.

Nothing in our apps requires an email address, a username, a password, or any other account credential.

4. AI and machine learning

Today, no app we publish uses AI. Nothing you enter is sent to a language model, a machine-learning service, or any comparable system, whether operated by us or by a third party. Nothing you enter is used to train a model.

We are not opposed to the technology, and we may build apps that use it. What we will not do is apply it to your data without asking. Any AI feature we ever ship will follow these rules, and we are stating them here in advance so that you can hold us to them:

  • Off by default. The feature will be switched off when you install or update the app. It becomes active only when you turn it on yourself. Continuing to use an app is not consent.
  • Per feature, not blanket. Turning on one AI feature does not enrol you in others. Each is a separate decision.
  • Never retroactive. Enabling a feature applies it only to what you submit from that point onward. Entries already in your log are not swept into it.
  • Never used for training. Your content will not be used to train or fine-tune any model, ours or anyone else's, and we will require the same in writing from any provider we use.
  • Labelled where it runs. The app will tell you whether processing happens on your device or on a server, and this policy will name the provider before the feature ships.
  • Revocable. You can switch it off at any time, and doing so stops any further processing.
  • Never combined with advertising. Content processed by an AI feature will not be passed to an advertising provider or used to target ads to you.

Before any such feature is released, we will update this policy, revise the effective date, note the change in the app's release notes, and update the app's App Store privacy label to match. You will not find out about it after the fact.

5. Syncing across devices

Our apps do not currently sync. What you log stays on the device you logged it on. There is no setting that sends it anywhere, and no copy of it in any account of ours.

Your data may still be included in a backup you choose to make — a standard encrypted iPhone backup, or a direct device-to-device transfer when you set up a new phone. That is Apple's mechanism operating on your own device and account; we are not involved and receive nothing from it.

Ruffly offers optional iCloud sync. It is off by default and begins only if you turn it on; it uses your personal iCloud (CloudKit) private database rather than any server of ours, and we have no access to its contents — Apple's handling of that data is governed by the Apple Privacy Policy. Turning sync off keeps your entries on the device but does not delete the copy already in your iCloud; remove that under Settings → [your name] → iCloud → Manage Account Storage.

6. Advertising

Some of our apps are free to download and supported by advertising, with a one-time in-app purchase that removes the ads permanently. This is the only part of our apps that communicates over the network.

Who provides the ads. Advertising is supplied by Google AdMob, configured to serve non-personalised ads only. Google processes that data as an independent controller under the Google Privacy Policy.

What Google AdMob may collect. To deliver and measure an ad, and to cap how often you see the same one, AdMob processes technical data such as your IP address, device model and OS version, coarse region derived from that IP address, and your interactions with the ads shown. None of it flows to TrueFWD Labs — we receive only aggregate earnings reports that identify no one.

What the ad provider never receives. The content you log — your meals, calories, macros, goals, notes, or any equivalent data in our other apps — is never passed to an advertising provider. There is no code path that does this.

We do not track you across apps, and we never ask to. The ads are non-personalised: they are not selected using a profile of you, your interests, or your behaviour in other apps. We do not request your device's advertising identifier (IDFA), and because we never ask, you will not see Apple's App Tracking Transparency prompt in our apps at all. An absent prompt here means there is nothing to consent to — not that consent was assumed.

Turning ads off entirely. Buying the ad-removal in-app purchase stops the advertising component from loading or making network requests at all.

Ruffly has not yet been released and is currently serving no ads to anyone. This section describes how advertising will work at release. If we change provider or configuration before then, we will update this section and the app's App Store privacy label together, so that the two always agree.

7. Purchases

In-app purchases are processed entirely by Apple. Payment is handled through your Apple Account: we never see your card number, billing address, or full name. What we receive from Apple is aggregated, anonymised sales and payout reporting that cannot be traced back to an individual buyer.

Purchase status — for example, whether ads have been removed — is validated against your Apple Account and stored on your device.

8. Analytics & diagnostics

We embed no third-party analytics, attribution, crash-reporting, or product-telemetry SDKs. There is no Firebase, Mixpanel, Amplitude, Sentry, or similar library in our apps.

If you have opted in to share analytics with developers in Settings → Privacy & Security → Analytics & Improvements, Apple may provide us with anonymised, aggregated crash logs and App Store statistics. This is an Apple feature, controlled by you, and it does not identify individual users. We use it only to fix crashes.

9. Health data & HealthKit

Nutrition information can be sensitive, and we treat it that way. Calorie and macro entries you make in Ruffly are health-adjacent data that never leaves your device.

Ruffly does not currently read from or write to Apple HealthKit. We intend to add optional HealthKit support in a future version. If and when we do:

  • the app will ask for your explicit permission, per data type, before any access;
  • HealthKit data will be used solely to provide the feature you enabled;
  • HealthKit data will never be used for advertising, marketing, or any similar service, and will never be shared with an advertising provider;
  • HealthKit data will never be sold, rented, or disclosed to data brokers;
  • you can revoke access at any time in the Health app.

This policy will be updated before any such feature ships.

10. This website

truefwdlabs.com sets no cookies, runs no analytics, and loads no third-party fonts, scripts, or content delivery networks. Every asset on this site is served from our own server, so visiting it does not disclose your visit to anyone else.

Our web server keeps standard access logs — IP address, timestamp, requested URL, referrer and user agent — which exist to keep the site running and to detect abuse. They are retained for a short period and then discarded, and are never used to build a profile of you or combined with app data.

11. When you contact us

If you email support, we receive your email address and whatever you choose to include. We use it to answer you and nothing else — no mailing list, no marketing, no onward sharing. Support correspondence is kept only as long as needed to resolve the matter and keep a reasonable record of it.

12. Children

Our apps are not directed at children under 13 (or the equivalent minimum age in your country), and we do not knowingly collect personal information from them. Because our apps have no accounts and collect no personal data on our side, we hold no children's data. If you believe a child has provided us information through support correspondence, contact us and we will delete it.

13. Your rights

Depending on where you live, you may have rights to access, correct, delete, restrict, port, or object to the processing of your personal data, and to withdraw consent.

In practice, for data created in our apps, you hold and control it directly: it is on your device, you can edit or delete any entry inside the app, and deleting the app removes the local store. Because we never receive that data, there is nothing for us to produce or erase on request — but you are welcome to ask, and we will explain exactly what we do and do not hold.

EU/UK users. Our apps are not currently distributed in the EU or the UK, so the advertising described in section 6 does not reach you. This website, however, is reachable from anywhere. Where we process personal data from EU or UK visitors — support email and website server logs — our legal bases are legitimate interests (keeping the site running and secure, and answering the message you sent us) and compliance with legal obligations. You have the right to lodge a complaint with your local supervisory authority.

California users. We do not sell your personal information, and we have not disclosed personal information to a third party for money in the preceding twelve months. We also do not share it for cross-context behavioural advertising, as the CCPA and CPRA use that term: the advertising described in section 6 is non-personalised, we do not request or transmit your advertising identifier, and no profile of you is built or used to select the ads you see. Because no such sharing takes place, there is nothing for you to opt out of — but if we ever change that, we will say so here first, publish a Your Privacy Choices control before the change takes effect, and honour the Global Privacy Control (GPC) signal as a valid opt-out request.

To exercise any right, email support@truefwdlabs.com. We respond within 30 days and will not discriminate against you for asking.

14. Retention & deletion

  • App data: kept on your device until you delete it. Deleting the app removes its local data.
  • Your own backups: if the device backup you made included app data, that copy lives in your Apple Account until you remove it — see Settings → [your name] → iCloud → Manage Account Storage.
  • Support email: retained while the issue is open and for a reasonable period afterwards.
  • Server logs: retained briefly for security and operations, then discarded.

15. International users

TrueFWD Labs LLC is based in the United States. Because our apps keep your content on your own device, using them does not involve us transferring your app data across borders. The limited data described in sections 6, 10, and 11 may be processed in the United States or wherever the relevant provider operates.

16. Changes

If our practices change — a new app, a new feature, or a named advertising provider — we will update this page and revise the effective date at the top. Material changes affecting how your data is handled will also be noted in the affected app's release notes.

Changes are not applied retroactively. If we introduce a feature that processes your data in a way this policy does not currently describe, that feature will be off until you turn it on, and data already on your device will not be swept into it. We will not reinterpret a permission you gave under an older version of this policy as consent to something new.

17. Contact

TrueFWD Labs LLC
1530 Key Blvd #723
Arlington, VA 22209
United States

Privacy enquiries: support@truefwdlabs.com
Web: truefwdlabs.com

We answer privacy mail ourselves. There is no ticket queue and no bot.