This Privacy Policy describes how the MyPlate: AI Calorie Counter application ("App", "we", "us", or "our") collects, uses, and shares information about you when you use our mobile application available on the Apple App Store. Sections 1 to 7 concern the App; section 8 covers this website.
By downloading or using our App, you agree to the collection and use of information in accordance with this policy. If you do not agree with the terms of this Privacy Policy, please do not use the App.
1. There Is No Account
MyPlate has no sign-up, no login, and no user accounts. We never ask for your name, your email address or a password, and we have no way to identify you as a person.
Instead, the App generates a random identifier the first time it runs. That identifier is not derived from your device's hardware and is not linked to your Apple ID; it exists so that a crash report, an analytics event and a subscription can be recognised as coming from the same installation. Deleting and reinstalling the App produces a new one.
2. Information We Collect
Stored on your device only — we never receive it:
- Your profile: age, height, weight, sex, activity level and goal
- Your food log — every meal, its calories and its macros
- Your weight entries and your weight goal
- Your calculated daily calorie and macronutrient targets
All of the above is held in a database inside the App on your iPhone. It is not uploaded to us, we hold no copy of it, and we cannot read it, restore it or transfer it to a new device.
Sent to us, and only while a scan is running:
- The photo, or the text description, of the meal you are logging
- The random installation identifier described above, and the App's bundle identifier
Collected automatically for diagnostics and measurement:
- Device model, operating system version and app version
- Crash reports and non-fatal error records, including the error, the screen it happened on and how long a request took
- Usage events: which screens you open, which features you use, whether a scan succeeded or failed, and whether a paywall was shown or purchased from
- Your subscription status, and the price and currency of a purchase
- Advertising and attribution data, described in section 6
Your meal descriptions, food photos, weights and calorie targets are deliberately excluded from all diagnostic and analytics reporting. Where a figure is needed to make a measurement meaningful — your age, or your calorie target — it is reduced to a broad band, such as "25–34" or "2000–2500", before it is recorded. The exact number never leaves your device.
3. How We Use It
- To identify the meal in your photo or description and return its calories and macros
- To find and fix crashes, failed scans and other faults
- To understand which features are used and where people get stuck, so the App can be improved
- To measure which advertising campaigns bring us new users (see section 6)
- To confirm whether your subscription is active
- To answer you when you email support
- To comply with our legal obligations
We do not sell, rent or trade your information, and we do not use it to build advertising profiles or to send you marketing email — we have no email address to send it to.
4. Food Photos and AI Processing
When you scan a meal, the photo — or the text you typed — is sent over an encrypted connection to our server, which passes it to OpenAI to be identified. The nutrition estimate comes back to your device and is saved there.
Neither we nor OpenAI keep your photo once the estimate has been produced. Our server stores nothing at all: it holds no food log, no history and no copy of any image. If the meal came from your photo library, the App records a reference to that photo in your own library so it can show the picture again — it does not make its own copy, and deleting the photo in Photos removes it from the App too.
5. Where Your Data Lives
Your food log, weights and profile are stored in the App's own storage on your iPhone, protected by iOS. They are not synchronised to a server of ours, which has two consequences worth stating plainly:
- We cannot see your data, disclose it, or hand it over in response to a request — we do not have it.
- We cannot recover it. If you delete the App, lose your phone, or restore a device without a backup, your history is gone permanently. There is no export and no cloud copy.
Everything that does reach us — scans in flight, crash reports, analytics and subscription records — travels over TLS. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.
6. Advertising, Tracking and the Permission Prompt
The App asks, through Apple's App Tracking Transparency prompt, for permission to track you across other companies' apps and websites. This is what that permission is used for:
- TikTok: we advertise MyPlate on TikTok, and the TikTok Business SDK is built into the App so that TikTok can tell us which of its ads led to an install, a subscription or a first scan. It records app installs, launches, when onboarding is finished, when a paywall is shown, and when a subscription starts. If you grant the tracking permission, your device's advertising identifier (IDFA) is included; if you decline, it is not, and the measurement falls back to Apple's privacy-preserving SKAdNetwork. Our random installation identifier is also sent, hashed, so that TikTok can match a conversion to a click. Governed by TikTok's Privacy Policy.
- Apple Search Ads: if you installed MyPlate after tapping an ad in the App Store, the App reads Apple's attribution token to learn which campaign that was. Governed by Apple's Privacy Policy.
Declining the prompt does not restrict any feature of the App. You can change your answer at any time in Settings → Privacy & Security → Tracking on your iPhone.
7. Third-Party Services
These are every third party the App sends data to, and what each one receives:
- OpenAI: the photo or text description of the meal you are scanning, to identify it. Governed by OpenAI's Privacy Policy.
- Google Firebase (Analytics, Crashlytics and Remote Config): usage events, crash and error reports, and the App's configuration. Governed by Google's Privacy Policy.
- Adapty: manages your subscription status and receives our random installation identifier along with the product you bought. Governed by Adapty's Privacy Policy.
- TikTok and Apple Search Ads: advertising attribution, as described in section 6.
- Apple: app distribution, and all payment processing. Governed by Apple's Privacy Policy.
We may also disclose information if required by law, court order or a governmental authority, and information we hold may be transferred as part of a merger, acquisition or sale of assets.
8. This Website
Everything above concerns the App. This section covers myplate.site itself, which is a separate thing: a set of static pages with no account, no login and no form that sends us anything. Nothing you do here reaches your phone, and nothing in the App is affected by it.
We use Google Analytics 4 to understand how the site is found and used. It records which pages you visit, which site or search brought you here, an approximate location worked out from your IP address, and your browser and device type. To recognise a returning browser it stores cookies beginning _ga. We also record when someone taps a link through to the App Store and which part of the page it was on, so we know which pages are useful. This is aggregate measurement — we do not build a profile of you, and there is no account for any of it to attach to.
Our blog pages carry Google's preferred sources button, which loads a script from news.google.com. It lets you tell Google Search to show MyPlate more often in your own results. Nothing happens until you click it. We count how many people tap it, with nothing attached that identifies them and no way of knowing whether they went through with it, and the choice itself lives in your Google account rather than here — remove it from Google's preferred sources settings at any time.
The calorie calculator runs entirely in your browser. The age, height and weight you type are used to draw the numbers on screen and are never sent to us or to anyone else. We record only that the calculator produced a result, along with your goal, activity level, sex and whether you chose metric or imperial units.
To opt out, install Google's Analytics Opt-out Browser Add-on or block cookies for this site in your browser. The site works exactly the same either way. Analytics data is handled by Google under Google's Privacy Policy. The site sets no advertising cookies and no third-party cookies of its own.
9. Retention and Deleting Your Data
Your food log, weights and profile: kept on your device until you delete them or delete the App. Deleting the App erases them immediately and permanently. Nothing needs to be requested from us, and nothing can be recovered afterwards.
Scans: not retained. A photo or description exists only for the seconds it takes to produce the estimate.
Diagnostics, analytics and subscription records: retained by the services listed in section 7 under their own retention schedules. To have the records tied to your installation deleted, email support@myplate.site with the subject line "Delete My Data". We will action it within 30 days, except where we are legally required to keep something.
10. Your Rights
Depending on where you live, you may have the right to access, correct, delete or export your personal data, and to object to certain processing.
For everything in your food log, these rights are already satisfied by the App itself: the data is on your device, you can read and change it there, and deleting the App deletes it. For the diagnostic and subscription records we do hold, contact support@myplate.site. Because we hold no name, email address or account, we have no way to look you up, and we may be unable to connect a request to a particular installation. Tell us as much as you can — the date you installed the App and the device you used — and we will tell you honestly what we can and cannot action.
11. Children's Privacy
The App is rated 12+ on the App Store and is not intended for children under 13. We do not knowingly collect personal information from children under 13. If you believe a child under 13 has provided us with information, please contact us at support@myplate.site and we will delete it.
Calorie tracking is not appropriate for everyone. If you are under 18, pregnant or breastfeeding, or have any history of disordered eating, please speak to a doctor before using MyPlate — see our health sources page.
12. Subscription and Billing
All subscription purchases and billing are handled exclusively by Apple through the App Store. We never see or store your payment card details. Subscription management (including cancellation) is done through your Apple ID account settings. Please review Apple's terms for details on their billing and refund policies.
13. International Data Transfers
The services listed in section 7 process data in countries other than your own, including the United States. We ensure appropriate safeguards are in place for such transfers in compliance with applicable data protection laws.
14. Changes to This Privacy Policy
We may update this Privacy Policy from time to time. We will notify you of any material changes by updating the "Last updated" date at the top of this page. We encourage you to review this Privacy Policy periodically to stay informed about how we protect your information.
15. Contact Us
If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact us:
- Email: support@myplate.site
- Website: myplate.site/support/