Privacy Policy
Last updated: 28 September 2026. Version 1.0.
1. Who we are
Implausible Ltd ("Implausible", "we", "us") is the controller of your personal data. We are registered in England and Wales, company number 15081179. Registered office: 167–169 Great Portland Street, 5th Floor, London, W1W 5PF.
This policy covers every Implausible website, app, experiment, shop and event, including implausible.io, the Implausible app and shop.implausible.io.
Contact us about privacy at privacy@implausible.io or by post at the address above.
2. The short version
- We run experiments on human prediction. To do that, we collect your predictions, your results and how you felt before and after each session.
- Some of that data can reveal your wellbeing or beliefs. We only collect it with your explicit consent, and you can withdraw it at any time.
- Your experiment data is stored under a random ID, not your name or email. Our research team sees only keyed codes.
- We never sell your data. We never use it for advertising.
- We share only anonymised research data with approved research partners, under contract.
3. What we collect
| Category | Examples | Source |
|---|---|---|
| Account data | Name, email, password (hashed), date of birth (used to confirm you are 18 or over, and to derive your star sign, one of the conditions the Metamodel tests), country | You |
| Profile data | Display name, preferences, notification settings | You |
| Experiment data | Predictions, targets, trial results, scores, timestamps, session length, game interactions, impressions you record | You and the platform |
| State data | Mood, alertness, distraction, effort, confidence and "connection" ratings; optional free-text notes; breathing, focus and meditation session activity | You |
| Belief data | Self-rated belief in psi and in luck | You |
| Payment data | Plan, billing history, last four card digits. Stripe holds full card details; we never see them. | You and Stripe |
| Shop orders | Name, delivery address, order details | You, Shopify, Printful |
| Communications | Emails, support requests, complaints, feedback, survey answers, waitlist sign-ups | You |
| Technical data | Device and browser details (including your browser's user agent), screen size, app version, crash logs, and approximate location from your device if you allow it, stored to about 11 km. We do not store your IP address. | Your device |
| Usage data | Pages viewed and features used | Your device (see the Cookie Policy) |
| Partner and client data | Business contact details for researchers, consultancy clients and partners | You or your organisation |
Special category data. State data, belief data and free-text notes may reveal information about your mental health or philosophical beliefs. UK law gives this data extra protection. We treat all of it as special category data.
4. Why we use it, and our lawful basis
| Purpose | Data used | Lawful basis |
|---|---|---|
| Create and run your account | Account, profile, technical | Contract |
| Run experiments and show your results | Experiment, state, belief | Contract, plus explicit consent for state and belief data |
| Build your personal performance profile (the Metamodel) | Experiment, state, belief; date of birth (star sign only) | Explicit consent |
| Research into human prediction, including with research partners | De-identified experiment, state and belief data; partners receive anonymised data only | Explicit consent; research is also a compatible further purpose under UK GDPR as amended by the Data (Use and Access) Act 2025 |
| Take payment and manage subscriptions | Account, payment | Contract |
| Send service messages, renewal reminders and receipts | Account, payment | Contract and legal obligation |
| Fulfil shop orders | Shop orders | Contract |
| Send news and marketing | Email, preferences | Consent (you can unsubscribe at any time) |
| Keep the platform secure, prevent fraud and protect experiment integrity | Technical, usage, experiment | Legitimate interests |
| Improve the product and measure how it is used | Usage, technical | Legitimate interests |
| Manage research, consultancy and partner relationships | Partner and client data | Legitimate interests or contract |
| Meet legal, tax and accounting duties; handle legal claims | Any relevant data | Legal obligation; legitimate interests |
Where we rely on legitimate interests, we have weighed our interests against yours. Ask us for details.
Explicit consent is asked for at sign-up, in its own unticked box, separate from the Terms. Because experiments cannot run without state and belief data, this consent is needed to use the platform. You can withdraw it at any time in Settings → Privacy. Withdrawal stops future collection and pauses experiments. It does not affect processing already done. If consent stays off for 30 days, we delete your experiment data. See the Data Policy.
5. The Metamodel, profiling and automated decisions
The Metamodel is our statistical model. It uses your experiment and state data to estimate how your prediction performance varies with conditions such as mood, time of day or session type. This is profiling.
It is used to personalise feedback and suggest experiments. It is also used, on de-identified data, to study patterns across participants who have given consent.
Some ARV sessions use an AI model as a blind judge. It compares the impressions you recorded with the two candidate scenes. It receives your impressions only, never your name, email or account ID.
We do not make decisions about you based solely on automated processing that have legal or similarly significant effects. Invitations to advanced cohorts or research programmes are reviewed by a person. You can ask us to explain any result, and contest it.
6. Who we share it with
We share data only where needed:
- Service providers acting on our instructions: Lovable (app hosting, email delivery and AI gateway), Supabase (database and sign-in), Cloudflare (hosting network), Google (AI model used for blind judging, through Lovable's AI gateway), browser push services (to deliver notifications you switch on), Stripe (payments, when paid plans launch), Shopify and Printful (shop).
- Research partners: anonymised data only, under a data sharing agreement that bans any attempt at re-identification. See the Data Policy.
- Professional advisers: lawyers, accountants, auditors, insurers.
- Authorities: where the law requires it, or to protect someone's safety.
- A buyer or investor: if Implausible is sold, merged or restructured, under confidentiality.
We never sell personal data. We never share it with advertisers or data brokers. We never share identifiable data with the Implausible investment fund or any trading activity.
7. International transfers
Some of our providers store or access data outside the UK, including in the EU and the US. When data leaves the UK, we use a UK adequacy regulation, the UK International Data Transfer Agreement or Addendum, or the UK Extension to the EU-US Data Privacy Framework. Ask us for a copy of the safeguards.
8. How long we keep it
We keep data only as long as we need it. Accounts are deleted after 24 months of inactivity. The full retention schedule is in the Data Policy.
9. How we protect it
Data is encrypted in transit and at rest. Access is limited by role and logged. Research data holds no names or contact details, and research staff see only keyed codes, never account IDs. Experiment targets are sealed with cryptographic hashes before each session. We will tell you and the ICO about a serious breach as the law requires.
10. Your rights
You have the right to:
- access your data and get a copy
- correct inaccurate data
- delete your data
- restrict how we use it
- object to processing based on legitimate interests, and to direct marketing at any time
- port data you gave us to another service
- withdraw consent at any time
- not be subject to significant decisions made solely by automated means, and to contest them
Use Settings → Privacy in the app (download your data, change consent, request deletion) or email privacy@implausible.io. We reply within one month. We may extend this by two months for complex requests and will tell you why. We may ask you to confirm your identity.
Some rights are limited for research data where honouring them would seriously impair the research, as UK law allows. We will always tell you if this applies.
11. Complaints
Tell us first. Use the privacy complaint form in the app (Settings → Privacy → Make a privacy complaint), email privacy@implausible.io, or write to us. We will acknowledge your complaint within 30 days, keep you updated, and tell you the outcome without undue delay.
You can also complain to the Information Commissioner's Office: ico.org.uk/make-a-complaint, 0303 123 1113. If you are in the EU, you can complain to your local data protection authority.
12. Age
Implausible is for adults. You must be 18 or over. We do not knowingly collect data from anyone under 18. If we find we have, we delete it.
13. Changes
We will post any change here and update the date. If a change is significant, we will tell you by email or in the app before it takes effect.