Last Updated: February 21, 2026
1. INTRODUCTION
This Privacy Policy explains how M.Y.T.E (“we,” “us,” “our”, M.Y.T.E) collects, processes, uses, stores, shares, safeguards, and otherwise handles personal information in connection with the M.Y.T.E mobile application (the “App”), the M.Y.T.E website (the “Website”), subscription purchase and account management systems, and associated digital services, including any other feature available through or from our platform (collectively, the “Services”). This policy applies to parents, guardians, children, adolescents, educators, and any other authorized users who access or interact with our Services. The M.Y.T.E mobile application and associated Services are operated and provided by MYTE Mission Children and Adolescents Skills Development – FZCO, a company incorporated in the United Arab Emirates (the ‘Operator’). The Operator provides these Services under a strategic licensing agreement with M.Y.T.E Mission Ltd, a company incorporated in the United Kingdom (the ‘Licensor’). For the purposes of applicable data protection laws, including the UAE PDPL, UK/EU GDPR, and COPPA, the Operator is the Data Controller responsible for your personal information.
1.1. Scope and Application of This Policy
The Services are structured around a parent-primary account model. A parent or legal guardian creates and manages the subscription, establishes child profiles, controls privacy and sharing settings, and determines whether and how data may be shared with secondary guardians or approved third parties. Children access the App through credentials or invitation codes issued by the parent. This Privacy Policy is designed to comply with and reflect the principles and requirements of applicable data protection and consumer protection laws, including the Children’s Online Privacy Protection Act (COPPA), the California Consumer Privacy Act (CCPA/CPRA), the UK GDPR, the EU GDPR, and UAE Federal Decree-Law No. 45 of 2021 on the Protection of Personal Data (PDPL).
1.2. User Acknowledgement
By accessing or using the Services, parents and other authorized users acknowledge that they have read and understood this Privacy Policy. If you do not agree with the practices described in this policy, you should not use the Services.
1.3. Parental Acknowledgment
During account registration, the parent must provide the child’s date of birth. If the child is identified as under the applicable age threshold (e.g., under 13 in the U.S.), verifiable parental consent is required before the account is activated. Consent may be verified through payment verification, identity confirmation, or other legally compliant mechanisms.
2. COMPANY INFORMATION
M.Y.T.E is a digital platform operated by MYTE Mission Children and Adolescents Skills Development – FZCO (‘the Operator’). While the Operator manages the daily processing of data, the brand and technology are licensed from M.Y.T.E Mission Ltd. Our registered details are as follows:
- Legal Entity Name: MYTE MISSION CHILDREN AND ADOLESCENTS SKILLS DEVELOPMENT FZCO
- Physical Address: [Lawyer to insert registered UAE physical address]
- Contact Email: hello@mytemission.com
3. DIRECTION OF SERVICES AND SAFE PRIVACY PRACTICES
The M.Y.T.E App is intentionally designed for children and adolescents between the ages of 4 and 18. Because the Services are directed toward minors, we apply extra and heightened privacy, safeguarding, and parental control measures throughout the platform’s design. In the United States, children under the age of 13 may only use the Services after verifiable parental consent has been obtained. The App operates under a parent-primary account structure. Children cannot independently subscribe, manage billing, alter parental permissions, or override privacy controls established by the parent.
4. INFORMATION COLLECTION FOR M.Y.T.E’S SERVICES
We collect personal information that is reasonably necessary to provide, maintain, improve, and secure the M.Y.T.E Services.
4.1. Parent / Guardian Information
When a parent or legal guardian creates and manages a subscription account, we collect Name, Email address, Billing address, Subscription plan selection, Payment history (excluding full card numbers), and Account settings.
4.2. Child Profile Information
For each child profile created under a parent account, we may collect the Child’s name or nickname, Age/age range, Personalised goals, Practice completion history, and Profile Avatars (photos uploaded by the user to our secure cloud storage).
4.3. User-Generated Content, Audio, and Video Journaling
The App features robust journaling and interaction tools that utilize device hardware. With explicit parental permission, the App may request access to the device’s microphone, camera, and photo library strictly to enable the following features:
- Media Uploads: Users may upload photos for their profile avatars or share images (such as photos of drawings) within the “Lucy’s Lightbulb” chat interface.
- Audio and Video Journaling: Users may record their journal entries using audio and video formats.
- Secure Storage: All uploaded media, including avatar photos and audio/video journal recordings, are transmitted securely and stored within our secure cloud environment provided by Amazon Web Services (AWS S3).
- No Biometric Processing: We explicitly do not process photographs, audio recordings, or video recordings using facial recognition, voiceprint identification, or any other biometric technology to uniquely identify a child. Media files are stored strictly as content for the user’s journal and authorized App features.
4.4. Automatically Collected Information
When users access the App or Website, certain technical information may be collected automatically (IP address, device type, OS, usage analytics). We do not use behavioural advertising tracking technologies for children under the age of 13.
4.5. AI Interaction Data & Mental State Safeguarding
When users interact with AI-powered features within the App, including tools powered through Amazon Web Services Bedrock infrastructure, the automated systems process user-submitted prompts and AI-generated outputs.
- Mental State Safeguarding Alert: Our AI processes user journal entries (including text, and authorized audio/video inputs) to identify if the user’s mental state indicates a potential need for an adult’s attention. If flagged, the system will notify the parent. This is a supplementary safety tool and does not constitute a medical, psychiatric, or professional psychological diagnostic service.
- Lucy’s Lightbulb Multimodal Chat: Users can interact with our AI chatbot, “Lucy’s Lightbulb,” using text and image uploads. Audio and video modalities for AI interactions are strictly locked and are only available if the parent explicitly opts-in and requests access. * We do not permit third-party AI providers to retain or use personal data submitted through the App for independent model training.
5. ARTIFICIAL INTELLIGENCE PROCESSING
Our App incorporates artificial intelligence technologies to support interactive features, guided responses, reflective prompts, and the “Lucy’s Lightbulb” chat. The App utilizes AI infrastructure made available through Amazon Web Services Bedrock (accessing models such as Claude, Amazon Nova, or Mistral).
- Outputs are generated dynamically based on algorithmic processing.
- We implement contractual safeguards with our service providers to restrict the use of personal information to authorized processing activities, prohibiting independent or secondary use of children’s data.
6. HOW WE USE INFORMATION
We use data to operate the Services, deliver personalised content, generate AI-powered responses, enable parent dashboards, process subscriptions, and implement safeguarding measures (including the AI-driven mental state alerts to parents). We do not sell children’s personal information or share it for cross-context behavioural advertising.
7. LEGAL BASES FOR PROCESSING (UAE, UK AND EEA)
We process personal data based on Parental Consent (where required for children), Performance of a Contract, Legitimate Interests (such as platform security and safeguarding), and Legal Obligations.
8. DATA RETENTION
We retain personal data only for as long as it is reasonably necessary.
- Upon account deletion initiated by a parent: Active account data will be deleted or irreversibly anonymised within approximately 30 days. Secure backup copies may be retained for up to 90 days before permanent deletion.
- Dormant Accounts: If an account remains inactive and the subscription has lapsed for a period of 24 consecutive months, we will automatically delete or irreversibly anonymize the account data and associated child profiles, unless longer retention is required by law.
9. SHARING OF INFORMATION
We share personal information only with carefully selected Service Providers (such as AWS for cloud hosting/AI processing, and Stripe for payments) who are contractually bound to protect the data. Parents may also initiate sharing with external third parties (teachers, therapists) via the Parent Dashboard. We may disclose data for legal and regulatory compliance or business transfers. We do not sell data.
10. PARENTAL RIGHTS UNDER COPPA
Parents of children under 13 have the right to review, delete, refuse further collection of, and revoke consent regarding their child’s personal information. Consent may be revoked at any time through the Parent Dashboard or by written request to hello@mytemission.com.
11. U.S. STATE PRIVACY RIGHTS & 12. UK, EEA, AND UAE DATA RIGHTS
Eligible residents have the right to access, rectify, request erasure, restrict processing, and obtain data portability under applicable laws (CCPA/CPRA, GDPR, UK GDPR, and UAE PDPL). Requests may be submitted to hello@mytemission.com.
13. RIGHT TO ACCESS AND DOWNLOAD
Parents may request access to download account data (journal entries, practice history, media files) via Settings > Account Management > Download My Data.
14. SAFEGUARDING AND CONTENT MONITORING
We use automated AI tools to identify potentially concerning content, including evaluating journal entries to notify parents if a child’s mental state requires attention. The App is not a crisis response service and should not be relied upon for emergency intervention.
15. SECURITY & 16. INTERNATIONAL TRANSFERS
We implement industry-standard encryption and secure cloud-based storage (AWS). Data may be transferred to the UK, EEA, US, or UAE, subject to Standard Contractual Clauses or other appropriate legal safeguards.
17. COOKIES AND TRACKING TECHNOLOGIES
We use Essential, Performance, and Payment cookies. We do not use behavioural advertising cookies for children under 13.
18. EMAIL COMMUNICATIONS & 19. DATA OF THIRD PARTIES
Users may unsubscribe from marketing emails at any time. Users must not upload third-party personal data without lawful authority.
20. APP STORE DATA TRANSPARENCY & KIDS CATEGORY COMPLIANCE
To comply with Apple App Store and Google Play Store guidelines for children’s apps:
- Parental Gate: All subscription purchases, account creation, account modifications, and external web links are protected by a parental gate or are restricted to the parent-facing Website to prevent children from inadvertently leaving the App, sharing personal information, or making unauthorized purchases.
- No Third-Party Advertising/Tracking: The App does not include third-party advertising SDKs, does not engage in behavioural advertising, and does not conduct cross-app tracking.
21. CHANGES TO THIS POLICY
We may update this Privacy Policy from time to time. Material changes will be notified via email or a prominent App notice.
22. CONTACT US
If you have questions, concerns, or requests related to this Privacy Policy or your personal data, you may contact us at:
- Email: hello@mytemission.com
- Mailing Address: MYTE Mission Children and Adolescents Skills Development FZCO,