Privacy Policy

The Thought Counts turns a chat you share with someone into a keepsake. Chats are intimate, so this policy is written to be read, not skimmed. The short version: your chat is analysed on your device, the full chat is never uploaded to us, and we keep as little as possible for as short a time as possible.

Who we are

“The Thought Counts” is a trading name of Altum Valorem Limited, a company registered in England & Wales, company number 12413608 (the “data controller”). Contact for anything in this policy: hello@thethoughtcounts.com.

Your chat

• The chat export you choose is opened and analysed in your browser, on your device. The full chat is never uploaded to our servers and we cannot read it.
• To rank the funniest lines and suggest gifts, your browser sends us only a shortlist of up to 30 short excerpts (the lines that got the biggest reactions) and keyword tallies (e.g. “pizza: 103”). Our server passes these to our AI provider, Anthropic, to generate your keepsake content. Under our commercial terms with Anthropic, this data is not used to train AI models.
• Excerpts are processed to produce your keepsake and are not kept after your session ends, except as part of a keepsake you purchase (which is the product you asked us to make).
• The finished keepsake artwork (one image file, never the chat) is sent to us when you head to checkout, solely so we can print framed orders and re-send your file if you lose it. If you don’t complete the purchase it is deleted within 24 hours. If you do, it is kept for 90 days and then deleted. You can ask us to delete it sooner at any time.

What we collect, and why

• Your name and email, to deliver your preview and order, and (only if you tick the box) to send occasion reminders you can stop at any time.
• The occasion and its date, to get your order to you in time and, with your consent, remind you before the day.
• A photo, if you add one to a Licence, used solely to print your keepsake and deleted after your order is fulfilled.
• Order and payment details, payments are handled by Stripe; we never see or store card numbers. Delivery addresses go to our print partner, Gelato, solely to print and deliver your order.

We do not collect anything else. No advertising trackers, no data brokers, no selling or sharing of personal data for marketing.

Who we share data with

• Anthropic (AI processing of the shortlist, as above)
• Stripe (payments), Gelato (printing and delivery of framed orders, including the keepsake artwork being printed), Resend (sending our emails), Supabase and Vercel(hosting and storage)

Each processes data only on our instructions. Some providers process data outside the UK; where they do, transfers are protected by recognised safeguards such as the UK Addendum to Standard Contractual Clauses.

How long we keep things

• Chat excerpts: not retained beyond your session, except inside a purchased keepsake.
• Finished keepsake artwork: deleted within 24 hours if checkout isn’t completed; kept 90 days after purchase, then deleted. Sooner on request.
• Licence photos: deleted after fulfilment.
• Order records: kept 6 years, as UK tax law requires.
• Email address: until you unsubscribe or ask us to delete it.

Your rights

Under UK GDPR you can ask for a copy of your data, correction, deletion, or restriction of processing, and you can withdraw consent at any time. Email hello@thethoughtcounts.com with “Data request” in the subject and we will respond within one month. You can also complain to the ICO (ico.org.uk), though we’d appreciate the chance to fix things first.

Children

The Thought Counts is for adults, you must be 18 or over to use it. We do not knowingly collect data from children; if we learn we have, we delete it. A chat you upload may naturally mention others, including younger family members - that content stays on your device unless it appears in the small excerpt shortlist, and you are responsible for having the right to use the chat (see our Terms).

Changes

If this policy changes materially, the date above changes and significant changes are flagged on this page before they take effect.