Privacy policy
Updated on 16 September 2026
This policy explains how W.F.B. Srl handles the personal data of people who use Ubisia, the app for cataloguing and finding your belongings, and of people who visit this website.
In short
- Your archive lives on your phone. An account is optional: you need it for photo recognition and to get your archive back on another phone.
- With an account we keep your archive on our servers, in Europe, only to provide the service. Your photos, for now, stay on your phone.
- To recognise a new item, the photo is processed by an artificial intelligence service in the European Union, which does not keep it.
- We collect technical usage data, without content and linked to your account, to understand whether the app works. We don't sell your data and we don't show ads.
- You can ask us at any time to see, correct, export or delete your data by writing to privacy@ubisia.com.
1 · Who the controller is
The data controller is W.F.B. Srl, Via Romolo Gessi 13, 20146 Milano (MI), Italy, VAT no. 04724770237. For any question about your data, or to exercise your rights, write to privacy@ubisia.com.
2 · What data we process
Your account, if you choose to create one. You can sign in with Apple or Google: we receive the email address they allow us to see (with Apple it can be a forwarding address rather than your real one), your name the first time, and an identifier of your account with them. There is also an email-and-password sign-in, which is not open to the public: we use it for test accounts we create ourselves, for example for the people who review the app before it is published. Of those passwords we never keep the password itself, only a fingerprint from which it cannot be worked out. We also keep the dates of your sign-ins and how many photos you had recognised each month, for the free plan's limit.
Your archive. Your places (with their address, if you enter it), containers and items, with their notes and photos; the listings you prepare; who you lent something to, if you write it down; and a few dates the app records by itself, such as the last time you opened an item from a search. They always stay on your phone and work without a network and without an account. If you sign in, your archive — for now without the photos — is also saved on our servers and synced across your devices, so you get it back when you change phone.
Photos to recognise. When you ask the app to recognise an item, the photo is processed as described in section 3. Photograph things, not people: whatever is in the frame is processed together with the photo.
Technical usage data. We record events without content — for example: you opened the app or one of its sections, a search found or didn't find something and how long it took, how a recognition went, an error. They never contain the text of your searches, the names of your items or your photos. They are linked to your account and to a random identifier of the installation: besides looking at them as a whole, our technical staff can look at them person by person, for example to understand where the app got stuck. They only reach us if you have an account: those recorded before your first sign-in stay on the phone and reach us afterwards.
Server logs. Like every web server, ours record the requests they receive, when you visit this website and when the app talks to us: the IP address, the date and time, the address requested, the outcome and the type of browser or app. They help us protect the service from abuse and find faults.
If you write to us. We use your email address and your message to reply to you.
The app lock. Face ID and fingerprint are handled by your phone's operating system: we never receive biometric data. The app's unlock code stays on your phone only and is never stored in plain text.
What we don't process. Your phone's location, your contacts, advertising data. There are no third-party tracking tools in the app, and this website uses no cookies.
3 · Automatic photo recognition
When you photograph an item the app doesn't know yet, the photo goes through our servers to Amazon Bedrock, an artificial intelligence service by Amazon Web Services, which processes it in one of its data centres in the European Union (in Germany, Ireland, France, Italy, Spain or Sweden) and suggests a name and a category. It is only a suggestion: you confirm or correct it. For the model we use, Amazon Bedrock does not keep the photo after processing it and does not pass it on to the model's maker. Our servers don't keep it either: they only pass it on.
4 · Who processes data on our behalf
To run Ubisia we rely on a few providers, who process data only on our instructions:
| Provider | What it processes | Where |
|---|---|---|
| Hetzner Online GmbH | our servers and database: accounts, archive without photos, usage data, server logs | Helsinki, Finland |
| Amazon Web Services (Amazon Bedrock) | photos sent for recognition | European Union |
| PowerSync | syncing your archive across your devices, without photos | European Union |
| SiteGround | our email, if you write to us | Netherlands |
If you download the app or sign in with Apple or Google, they process your data as independent controllers, under their own privacy policies.
5 · Why we process it
- Account, archive, sync and photo recognition: to provide the service you ask for (performance of a contract, Art. 6(1)(b) GDPR).
- Technical usage data and server logs: our legitimate interest in keeping the app and the website working, protecting them from abuse, finding faults and improving them (Art. 6(1)(f) GDPR). You can object at any time by writing to us.
- Messages you send us: to reply to you and, if you are exercising one of your rights, to meet a legal obligation (Art. 6(1)(b), (c) or (f) GDPR, depending on what you ask).
- Future consent-based features, such as a shared, anonymous archive of recognitions across users: they are not active today, and when they are we will ask you first.
6 · How long
We keep your account data, your archive and your usage data for as long as you keep your account. You can delete it from the app, under Account → Delete account, or by writing to privacy@ubisia.com if you no longer have it installed (full instructions): either way we delete the account, the archive on our servers and the related usage data. Database backups are deleted automatically within 15 days, and so are server logs. Messages you send us stay in our mailbox for as long as needed to handle your request. What is only on your phone you delete yourself, by uninstalling the app.
7 · Your rights
You can ask us to access your data, correct it, delete it, restrict its processing, receive a copy in a readable format, and object to its processing (Articles 15–22 GDPR). Write to privacy@ubisia.com: we reply within one month. If you believe your data is not handled correctly, you can lodge a complaint with the Italian Data Protection Authority (Garante per la protezione dei dati personali) or with the authority of the EU country where you live.
8 · Security
Communication between the app and our servers is encrypted. From the outside your archive can only be reached with your account; inside our company only the technical staff who run the service can access it. If a breach were to affect your data, we will inform you as required by law.
9 · Children
Ubisia is not intended for people under 14, and we don't knowingly collect their data. If we find out, we delete it.
10 · Changes
If we change this policy in a meaningful way, we will let you know before the changes take effect. The date at the top says when it was last updated.