Likert Privacy Policy
Likert, Inc. (“Likert,” “we,” “us,” or “our”) operates Likert. This Privacy Policy explains how we collect, use, share, retain, and protect personal information for users in the United States.
Scope and the information we collect
This policy applies to Likert’s dating service, websites, apps, support, and related operations. The table below describes the categories we collect, examples, sources, purposes, recipients, and retention. We collect information you provide, information created through your use of Likert, information from your device and sign-in or payment providers, and inferences generated by our systems.
| Category and examples | Source | Purpose | Recipient categories | Retention |
|---|---|---|---|---|
| Account and identityName, birthdate, email, sign-in provider, account status, state of residence | You; Apple, Google, or Firebase sign-in | Create, authenticate, secure, and support the account; enforce the 18+ rule | Authentication, infrastructure, support, safety, and legal providers | Active account; deletion after the 30-day recovery period, except consent, security, billing, or legal records |
| Public dating profilePhotos, bio, interests, gender, pronouns, dating goals, relationship structure, faith, lifestyle and appearance fields you publish | You | Display your profile, discovery, matching, authenticity, and moderation | Other members; hosting/CDN, photo-moderation, support, and safety providers | Active account; deletion after the 30-day recovery period |
| Private compatibility and sensitive answersPersonality answers, intimacy and sex-life preferences, family or reproductive preferences, wellness or substance information, compatibility priorities | You | Compatibility, discovery, product operation, safety, and internal contextual placement selection | Restricted Likert systems and personnel; contracted infrastructure processors | Active account; deletion after the 30-day recovery period |
| LocationLatitude, longitude, accuracy, approximate area, location history and trust signals | Your device and you | Nearby discovery, availability, fraud prevention, and location trust | Location/infrastructure processors; authorized safety or legal recipients when required | Current location while active; history and trust samples for 90 days; deletion after account recovery period |
| Interactions and communicationsRatings, skips, matches, private messages, reports, blocks, message-derived context and safety flags | You, other members, and automated systems | Matching, messaging, safety, fraud prevention, support, enforcement, and internal contextual placements | Message recipients; restricted support/safety personnel and processors; legal recipients when required | Deleting member’s ordinary copy is deleted or anonymized after recovery; a recipient’s delivered conversation may retain a tombstoned copy; preserved evidence follows applicable exceptions |
| Cookies, device storage, and SDK dataAuthentication persistence, consent and preference choices, saved drafts, notification-routing state, app version, SDK identifiers, and device-local feature state | Your browser, device, app settings, and embedded SDKs | Authentication, feature continuity, consent handling, fraud prevention, analytics, advertising when permitted, push delivery, and diagnostics | Firebase, Google Analytics, AdMob/UMP, Expo, infrastructure providers, and Likert systems as applicable | Until the purpose expires, you clear storage, the app removes it, or the app is uninstalled; provider and legal retention may apply |
| Media and moderation evidenceProfile uploads, photo-review results, reports, evidence snapshots, enforcement records | You, other members, automated moderation, AWS Rekognition, and authorized staff | Publish permitted media; detect prohibited content; investigate and enforce safety rules | Object storage/CDN, AWS Rekognition, restricted safety staff, and legal recipients | Ordinary media follows the account; ordinary closed cases 2 years; longer for child safety, repeat abuse, legal hold, or preservation law |
| Device, security, and diagnosticsIP-derived security signals, device/app version, timestamps, request identifiers, logs, crash and performance events | Your browser, app, device, and Likert systems | Security, fraud prevention, debugging, service performance, and legal compliance | Infrastructure, telemetry, security, and support providers | Telemetry 30 days; security logs 12 months; request records according to their associated purpose |
| Analytics and advertisingAnalytics consent, advertising identifier when allowed, ad impressions/interactions, broad interests, age band, college status, internal contextual inferences | Your device, settings, profile, interactions, and Likert systems | Measure and improve Likert; select, deliver, secure, and measure placements | Google Analytics or AdMob when enabled and permitted; internal campaign systems | Raw Likert analytics and ad events 45 days; aggregated metrics 13 months; vendor retention follows the vendor’s terms |
| Purchases and subscriptionsProduct, status, transaction identifiers, store environment, renewal and entitlement state | Apple App Store or Google Play | Provide paid features, restore purchases, prevent fraud, accounting, disputes, and legal compliance | Apple, Google, payment/accounting, support, and legal providers | 7 years for transaction, tax, and accounting records |
| Support, consent, and rights recordsSupport messages, attachments, policy versions, consent choices, privacy requests, verification and appeals | You, authorized agents, support staff, and Likert systems | Respond to requests, document choices, resolve disputes, and demonstrate compliance | Restricted support/legal staff and contracted processors | Support tickets 2 years after closure; attachments 90 days after closure; consent and privacy-rights records 7 years |
Sensitive dating and consumer health data
Dating services necessarily process sensitive information. Depending on what you choose to provide, Likert may process sexual orientation or dating preferences, sex-life and intimacy preferences, relationship structure, religious beliefs, substance and wellness information, reproductive or family preferences, precise or approximate location, private messages, and compatibility or advertising inferences derived from those signals. Public profile fields are visible to other members as shown in the product. Private compatibility answers and private messages are not placed on your public profile. Likert uses sensitive information for matching, discovery, safety, fraud prevention, support, service operation, and internally selected contextual advertising as described below. We do not send raw messages, raw compatibility answers, precise location, or health-derived advertising categories to advertising vendors.
How we use and disclose information
We use information to create and secure accounts; operate discovery, compatibility, matching, messaging, subscriptions, and notifications; provide support; prevent fraud and abuse; review safety concerns; measure and improve the service; select and measure sponsored placements; comply with law; and establish, exercise, or defend legal claims. We disclose only what is reasonably necessary to other members, processors and service providers, sign-in and store providers, advertising or measurement partners, safety or legal recipients, a successor in a business transaction, or a person you direct us to contact. Service providers may process information only for contracted services and must protect it appropriately.
See the public Service Providers and SDKs catalog.
Sale, sharing, and targeted advertising
Likert has not sold personal information for money. During the preceding 12 months, Likert disclosed advertising identifiers, device and ad-event information, and broad non-sensitive targeting signals such as age band, college status, or interests to Google AdMob for advertising and measurement when permitted. Those disclosures may be considered “sale,” “sharing,” or targeted advertising under some state laws. Likert may use derived categories from compatibility answers or conversation context internally to select a relevant placement, but does not disclose the underlying message, answer, survey identifier, precise location, or health-derived category to AdMob. You can opt out in Settings or by using a recognized Global Privacy Control signal. An opt-out disables vendor personalization and Likert’s internal targeted-ad selection.
Automated systems and authorized access
Automated systems may analyze profiles, photos, reports, device or account signals, and messages to detect prohibited content, fraud, coercion, threats, spam, or other safety risks; perform photo moderation; calculate compatibility; and select contextual placements. For photo moderation, Likert uses AWS Rekognition only to detect moderation labels and retains labels, model version, and limited response metadata under the moderation schedule. Likert does not use face identification, comparison, search, liveness detection, or biometric templates. Any future biometric processing would require legal review, updated disclosure, and consent where required. Authorized Likert personnel and approved processors may review relevant profiles, photos, reports, messages, support records, and moderation evidence when needed for safety, fraud prevention, support, enforcement, legal compliance, or system quality. Access is role-limited, logged where appropriate, and not permitted for personal purposes. Likert does not use private messages, private compatibility answers, or private photos to train general-purpose artificial-intelligence models. If that changes, Likert will provide advance notice, publish a new policy version, and provide an opt-out before that processing begins.
Privacy governance and provider review
Likert performs privacy or data-protection assessments when required by law or appropriate for processing that may create heightened risk. We review material providers before onboarding and when their data handling, terms, security posture, subprocessors, or incident history changes materially. Reviews consider the data and purpose involved, access, security, retention and deletion, subprocessors, incident notice, and exit procedures. A review does not mean every risk can be eliminated, and our internal evidence inventory distinguishes completed review from production evidence or legal review that remains outstanding.
Your privacy rights
Likert provides U.S. users a consistent process to request access, correction, deletion, or a portable copy; opt out of sale, sharing, or targeted advertising; limit use of sensitive information; and appeal a denied request. We will not discriminate against you for exercising a privacy right. Some functionality may be unavailable when information is required to provide the feature you request.
Rights available through Likert’s U.S. process
- Access the personal information Likert holds about you.
- Correct inaccurate personal information.
- Delete personal information, subject to permitted exceptions.
- Receive a portable copy of eligible information.
- Opt out of sale, sharing, and targeted advertising.
- Limit optional uses of sensitive personal information.
- Appeal a privacy-request decision.
State-rights appendix
California
Residents may request access to categories and specific pieces of information, correction, deletion, opt-out, and limitation of certain sensitive-information uses. California also permits authorized-agent requests. If Likert denies a request, the response will identify the basis, any applicable exception, and how to appeal. California Privacy Protection Agency.
Colorado
Residents may request access, correction, deletion, portability, opt-out, and appeal. Likert recognizes qualifying universal opt-out mechanisms, including Global Privacy Control. If Likert denies a request, the response will identify the basis, any applicable exception, and how to appeal. Colorado Attorney General.
Connecticut, Oregon, Texas, and Virginia
Residents may have access, correction, deletion, portability, opt-out, and appeal rights, with state-specific scope, verification, and response rules. If Likert denies a request, the response will identify the basis, any applicable exception, and how to appeal. State attorney general directory.
Other U.S. states with applicable privacy laws
Available rights and deadlines depend on residency, the law’s scope, and permitted exceptions. Likert applies the nationally available rights above even when a state law does not require every right. If Likert denies a request, the response will identify the basis, any applicable exception, and how to appeal. State attorney general directory.
Permitted exceptions may include information needed for security, fraud prevention, legal obligations, claims, another person’s rights, or a service you requested. Response periods and permissible extensions vary by law. Authorized agents must provide signed authority or a qualifying power of attorney, and Likert may verify the request directly with the user.
Submitting and verifying a request
Submit a request through Privacy Settings or email privacy@likert.dating. Signed-in requests are verified through account authentication; email requests use a single-use verification challenge. We may request additional information only when reasonably necessary to verify the request. An authorized agent may submit a request with signed permission or a qualifying power of attorney, and we may verify authority directly with the user. We acknowledge requests and generally respond within 45 days. When reasonably necessary and legally permitted, we may extend that period once by 45 days and explain why. Appeals may be submitted through the same channels and are answered within 45 days. Requests are normally free, although we may decline or charge a reasonable fee for manifestly unfounded, excessive, or repetitive requests where law permits.
Global Privacy Control and sensitive-information choices
Likert treats a recognized Global Privacy Control signal as a request to opt out of sale, sharing, and targeted advertising for that browser or signed-in account. Device privacy controls, including iOS AppTrackingTransparency, remain separate. You may also ask Likert to limit sensitive-information processing that is not necessary to provide the service you requested. Washington residents should also read the Consumer Health Data Privacy Policy.
Washington residents can review the Consumer Health Data Privacy Policy.
Retention and deletion
Deleting an account hides it immediately and begins a 30-day recovery period. At the end of that period, Likert deletes or anonymizes the deleting member’s ordinary account, profile, media, private-survey, location, message, compatibility, and advertising data and sends applicable deletion instructions to processors and service providers. A message or conversation already delivered to another participant may remain in that participant’s conversation history as a limited tombstoned record without the deleted member’s active profile. Different operational and legal records follow the schedule below. Active legal holds, preservation duties, child-safety duties, fraud prevention, security needs, disputes, another participant’s rights, processor limitations, or legal claims may require limited records to be kept longer. Backup copies are isolated from ordinary use and overwritten within 90 days.
| Record | Standard period |
|---|---|
| Account and ordinary product content | 30-day recovery period after deletion request, then deleted or anonymized and applicable processor deletion instructions are sent |
| Delivered conversation copies | A limited tombstoned copy may remain for the other participant while their conversation exists; safety, dispute, preservation, and legal exceptions may apply |
| Precise-location history and trust samples | 90 days |
| Operational telemetry | 30 days |
| Raw analytics and advertising events | 45 days |
| Admin raw operational events | 90 days |
| Aggregated product metrics | 13 months |
| Support tickets and linked attachments | Tickets: 2 years after closure; attachments: 90 days after closure |
| Ordinary closed moderation cases and evidence | 2 years after closure |
| Security logs | 12 months |
| Billing, tax, consent, privacy-request, and appeal records | 7 years |
Government, emergency, and preservation requests
Likert may disclose information in response to verified and legally sufficient process or when we believe in good faith that a narrowly tailored emergency disclosure is necessary because of danger of death or serious physical injury. We review requests for validity and scope, may challenge requests that appear deficient or overbroad, and disclose only information reasonably necessary for the request or emergency. A preservation request preserves existing records while the requesting authority seeks appropriate legal process; preservation alone does not authorize disclosure. A qualifying U.S. preservation request ordinarily lasts 90 days and may be renewed once for another 90 days. Where legally permitted, Likert may notify an affected user, but notice is discretionary and may be delayed or omitted when prohibited by law or court order, during an emergency, to protect safety or another person’s rights, or when notice could harm an investigation.
Security
We use technical, organizational, and access-control measures designed to protect information, including encryption in transit, access restrictions, audit records for sensitive operations, and vendor controls. No service can guarantee perfect security. Likert limits access to legitimate product, safety, support, legal, and security purposes.
Breach notification
If a security breach requires notice, Likert will notify affected individuals, regulators, service providers, or other parties as required by applicable law, using legally permitted methods and timing. Notice may be delayed when a lawful investigative delay applies. Because requirements vary by jurisdiction and incident, this policy does not promise a universal fixed notification period.
Age limits
Likert is for adults 18 and older. We do not knowingly collect personal information from people under 18. If we learn that an underage person created an account, we may restrict or remove the account and related information while retaining evidence required for child safety or law enforcement obligations.
Changes to this policy
We may update this Privacy Policy as Likert changes. If an update materially changes how we handle personal information, we will provide notice through the service or another reasonable method and request a new agreement or acknowledgment when required.