BetterFly AI Ltd Privacy Policy

This Privacy Policy explains how BetterFly AI Ltd, doing business as BetterFly and Reel2Real ("BetterFly", "Reel2Real", "we", "us", or "our"), collects, uses, stores, and shares information when you use our website, web application, social media tools, and related services (together, the "Services").

By accessing or using the Services, you acknowledge that you have read and understood this Privacy Policy.

1. Who We Are and How To Contact Us

BetterFly AI Ltd is a company based in Tel Aviv, Israel that operates the Reel2Real and BetterFly Services, which help you turn social media content (such as Instagram reels) into real world experiences like trips, recipes, and product wishlists.

If you have questions or requests regarding this Privacy Policy or your personal data, you can contact us at:

For EU, UK, and US state law specific rights, see sections 13 and 14 below.

2. Scope of This Policy

This Privacy Policy applies to information we collect about you when you:

• Visit or use our website or web application
• Interact with our Services through social media platforms (for example, sending us reels via Instagram, or tagging us in a comment)
• Create an account, log in, or otherwise use any features we make available online that link to this Privacy Policy

It does not apply to websites, apps, or services that we do not own or control, even if they link to or integrate with our Services, such as Instagram, TikTok, Amazon, Agoda, or other partner sites.

3. Information We Collect

3.1 Information You Provide Directly

Depending on how you use the Services, we may collect:

• Account information: Name, email address, username, password (stored in hashed form), preferred language, and any profile details you choose to add.
• Social media related information:
  • Usernames or profile identifiers on platforms you connect or interact from, such as your Instagram handle.
  • Links and metadata of content you share with us (for example, links to reels, posts, stories, or videos).
  • Notes, tags, or preferences you add to that content within our Services.
• Content and preferences:
  • Trip preferences, itineraries, destinations you like or save, wishlists, saved products, and recipes.
  • Ratings, comments, feedback, and other user generated content you submit.
• Communications:
  • Messages you send to us by email or through in product chat and support channels.
  • Responses to surveys, feedback forms, or research questionnaires.

You are not required to provide all of this information, but if you choose not to, some features of the Services may not be available.

3.2 Information We Receive From Third Party Platforms

When you interact with us via third party platforms such as Instagram, or when you connect those platforms to your account (if available), we may receive:

• Your public profile information on that platform (for example, username and profile photo).
• Content and metadata of items you choose to send or authorize us to access, such as reels, posts, or saved items.
• Technical and interaction data made available by that platform according to their terms and your settings.

We only receive what the platform allows us to receive and what you choose to share or authorize.

We are not responsible for the privacy practices of those platforms. You should review their privacy policies to understand how they handle your data.

3.3 Information Collected Automatically

When you visit or use the Services, we may automatically collect:

• Device and usage information: IP address, Browser type and version, Operating system, Referring and exit pages, Dates and times of visits, Pages viewed, clicks, and interactions within the Service.
• Cookies and similar technologies: Cookies, local storage, and similar technologies used for:
  • Keeping you logged in
  • Remembering your preferences
  • Measuring usage and performance
  • Supporting affiliate link tracking and analytics
• Approximate location: General location based on your IP address (city or country level), used for things like language and content localization and detecting fraud or abuse.

We currently do not collect precise GPS location through our web application.

3.4 How We Measure the App

How we measure the app. We record how the Betterfly app and website are used, for example which screens are opened, how long a visit lasts, and whether saving a place worked, so we can find what is confusing and fix it. We collect this ourselves. We do not sell it or share it with advertisers or data brokers.

What we record. Screen and button events, app version, device type, language, and the country set on your device. Each event is linked to a random install identifier and, once you sign in, to a coded version of your account identifier. We do not record what you type (such as searches or notes), your precise location, or your IP address in these records.

Instagram. When you message @betterfly.ai, mention it in a comment, or open a link we sent you, we record that it happened and what kind of thing it was (for example "a reel was shared", "a reply was sent" or "a place was saved"), never the text of your message or comment. These records use the same coded identifier, so they are linked to your account once you connect Instagram, and they are kept and deleted under the same rules.

On the website. Before you accept cookies, the random identifier lasts only until you close the tab; after you accept, it is kept in your browser so a later visit counts as the same visitor. Pages are recorded by type (for example "a reel page" or "a shared map"), never by their address.

How long we keep it. 13 months, after which it is deleted. Totals that cannot identify anyone (such as "120 people opened the app on Monday") may be kept longer.

Deleting it. When you delete your account, your usage records are deleted with it.

Website cookies. On the website, Google Analytics is used only if you accept analytics cookies, to understand which campaigns bring visitors. It does not receive your account identifier.

3.5 Information We Do Not Intentionally Collect

We do not intentionally collect:

• Contact lists or your device address book
• Payment card numbers (these are processed by third party payment providers if and when payments are supported)
• Sensitive personal information such as health data, biometric identifiers, or political opinions

If you choose to share such information with us in free text fields or content, it will be processed only as part of that content and not for any special purpose.

4. How We Use Your Information

We use your information only where we have a legal basis to do so. Common purposes include:

1. Providing and operating the Services: Creating and managing your account; Letting you send reels or other content and turning them into itineraries, recipes, product wishlists, and similar outputs; Saving and organizing your trips, recipes, and products in your personal dashboard; Synchronizing your interactions across devices.
2. Personalizing your experience: Learning your interests and preferences to suggest destinations, recipes, and products that fit your style; Ranking, filtering, and recommending content based on your past activity and saved items.
3. Using AI to analyze content and generate results: Extracting places, items, or recipes from reels or other content you send; Generating itineraries, checklists, and suggestions using third party AI models and tools; Improving the quality, relevance, and safety of AI generated outputs.
4. Analytics and product improvement: Understanding how users interact with features; Measuring performance and usage patterns; Debugging, preventing crashes, and improving reliability; Running tests and experiments to improve user experience.
5. Affiliate links and commercial relationships: Generating and managing affiliate or referral links for travel, products, or services; Tracking valid clicks or bookings to calculate commissions and performance; Ensuring that the correct partner is credited for a purchase or booking.
6. Communications with you: Sending service related emails, such as account verification, security alerts, or feature updates; Responding to your questions and support requests; With your consent where required, sending optional product updates, tips, or occasional marketing communications.
7. Security, fraud prevention, and legal compliance: Protecting the security and integrity of the Services; Detecting and preventing spam, abuse, and unauthorized access; Complying with legal obligations and responding to lawful requests from authorities.

Legal bases under GDPR and similar laws include performance of a contract, legitimate interests, compliance with legal obligations, and where applicable, your consent.

5. How We Share Information

We do not sell your personal information. We share it only in limited situations:

1. Service providers and processors: We work with trusted third parties that provide services such as cloud hosting, storage, infrastructure, analytics, crash reporting, email delivery, support tools, AI processing, and content analysis. These providers process data only on our behalf, under contracts that require them to protect your information and use it only for the specified purposes.
2. AI and analytics providers: When we send content (for example, frames from a reel, text, or other user input) to AI or analytics providers, they process it to return answers, suggestions, or metrics. We work to ensure that these providers protect your data and do not use it for unrelated advertising or cross service profiling. Their use of data is also governed by their own privacy policies.
3. Affiliate and partner platforms: When you click on certain links or choose to book or buy something, we may share the fact that an anonymous or pseudonymous user clicked a specific link, and a reference or identifier used to credit BetterFly or Reel2Real for a referral or booking. Partner platforms then process your data under their own terms and privacy policies.
4. Legal and safety reasons: We may disclose information if we believe in good faith that this is necessary to comply with a law, regulation, legal process, or government request; protect the rights, property, or safety of BetterFly, our users, or others; or detect and prevent fraud, security issues, or technical problems.
5. Corporate transactions: If we are involved in a merger, acquisition, sale of assets, or similar transaction, your information may be transferred as part of that transaction, subject to this Privacy Policy or an equivalent level of protection.

6. Cookies and Similar Technologies

We use cookies, local storage, and similar technologies for: authentication and keeping you signed in; remembering your preferences; measuring traffic and usage patterns; and supporting affiliate tracking and attribution.

You can usually configure your browser to refuse cookies or to alert you when cookies are being sent. Some features of the Services may not function properly if cookies are disabled.

Where required by law, we will present a cookie banner or similar tool and request your consent for non essential cookies.

7. International Data Transfers

We are based in Israel and work with service providers that may operate in the European Economic Area (EEA), the United Kingdom, the United States, and other countries.

If your personal data is transferred from the EEA, UK, or Switzerland to a country that does not provide an adequate level of data protection, we will rely on appropriate safeguards such as Standard Contractual Clauses or equivalent mechanisms, or another lawful basis for such transfers.

8. Data Retention

We keep your personal data for as long as necessary to provide the Services, fulfill the purposes described in this Privacy Policy, and comply with legal obligations.

In general:

• Account data is stored while your account is active. If you delete your account, we will delete or anonymize personal data within a reasonable period, subject to legal retention requirements.
• Content you have created (for example, itineraries, recipes, wishlists) may be retained in anonymized or aggregated form for analytics and product improvement.
• App and website usage records (see section 3.4) are kept for 13 months and then deleted; they are deleted earlier when you delete your account. Totals that cannot identify anyone may be kept longer.
• Other logs are retained for periods that are appropriate for security and diagnostics, then deleted or anonymized.

If you request deletion of your data, see sections 11 and 12 for more information about your rights.

9. Security

We use technical and organizational measures to protect your information, including: secure servers and encrypted connections (HTTPS); access controls and authentication for internal tools; hashing of passwords; and regular monitoring of systems and logs.

No system can be guaranteed to be perfectly secure. However, we work continuously to protect your data and to prevent unauthorized access, disclosure, or loss.

If you suspect any unauthorized access or security incident, please contact us immediately at zohar@betterflyai.com.

10. Children's Privacy

Our Services are intended for individuals who are at least 18 years old, or the age of majority in their jurisdiction.

We do not knowingly collect personal data from children under 18. If we become aware that we have collected personal data from a child without appropriate consent, we will delete it.

If you believe a child has provided us with personal data, please contact us at zohar@betterflyai.com.

11. Your Rights and Choices (General)

Depending on where you live, you may have some or all of the following rights:

• Access: The right to request confirmation that we process your personal data and to receive a copy.
• Correction: The right to ask us to correct inaccurate or incomplete personal data.
• Deletion: The right to request that we delete your personal data in certain circumstances.
• Restriction: The right to ask us to restrict processing in certain situations.
• Portability: The right to receive personal data you have provided to us in a structured, commonly used format and to transmit it to another controller, where technically feasible.
• Objection: The right to object to certain processing, such as processing based on legitimate interests or for direct marketing.
• Withdrawal of consent: Where processing is based on your consent, the right to withdraw consent at any time, without affecting the lawfulness of processing before withdrawal.

To exercise any of these rights, please contact zohar@betterflyai.com. We may need to verify your identity before responding.

You can also:

• Unsubscribe from marketing emails using the link in those emails
• Adjust browser settings to control cookies

12. Additional Information for Users in Europe and the United Kingdom (GDPR)

If you are located in the European Economic Area or the United Kingdom, the following applies in addition to the rest of this Privacy Policy.

12.1 Data Controller

12.2 Legal Bases for Processing

We process personal data under the following legal bases:

• Performance of a contract: To provide the Services you requested, such as account creation, content processing, and access to your dashboard.
• Legitimate interests: To improve and protect our Services, to prevent fraud and misuse, for analytics, and for certain communications that are related to the Services and reasonably expected by you.
• Consent: For certain non essential cookies, for some marketing communications, and where required for specific data uses. You can withdraw consent at any time.
• Legal obligations: To comply with applicable laws and regulatory requirements.

12.3 Your GDPR Rights

You have the rights described in section 11, which reflect your GDPR rights of access, rectification, erasure, restriction, portability, and objection.

You also have the right to lodge a complaint with your local data protection authority if you believe our processing of your personal data infringes applicable law.

13. Additional Information for Residents of the United States

Depending on your state of residence, you may have additional rights under laws such as the California Consumer Privacy Act (CCPA) and similar state privacy laws.

In particular, you may have the right to:

• Request information about the categories and specific pieces of personal data we have collected about you.
• Request deletion of your personal data, subject to certain exceptions.
• Request correction of inaccurate personal data.
• Request information about the categories of personal data that we disclosed for a business purpose and the categories of recipients.
• Opt out of the sale or sharing of personal data where applicable.

At this time, we do not sell personal information, and we do not engage in cross context behavioral advertising that would qualify as selling or sharing personal data under these laws.

To exercise your rights, contact us at zohar@betterflyai.com.

We will verify your request by asking you for information that matches our records. You may also authorize another person to make a request on your behalf, in which case we may request proof of that authorization.

We do not discriminate against you for exercising your privacy rights.

14. Third Party Services and Links

Our Services may contain links to third party websites or services, such as booking platforms, ecommerce sites, or social media.

If you click those links or interact with those services, the third parties may collect data about you and will process it under their own terms and privacy policies, not ours.

We encourage you to review the privacy policies of any third party services you use.

15. Tagging @betterfly.ai in an Instagram comment

If you write a comment on Instagram that tags @betterfly.ai, Instagram notifies us of that comment through Meta's official API. We then read: the text of your comment, your Instagram username, and the public post you commented on (its caption, images or video, its preview image, and its link). We use them only to do what you asked: our AI analyses the post to find the place it shows, we save that place to your Betterfly map, and we reply publicly to your comment from @betterfly.ai to tell you what we found. We do not send you a private message because of a comment. If you want to open your map, you can message us "MAP" on Instagram and we answer with a link to it.

What we store:

• A record of the mention (the comment and post identifiers, your Instagram username, what we found and whether we replied). It is deleted automatically after 30 days.
• The saved place on your map. If you already use Betterfly, it goes to your existing map. If you do not, we create a map under your Instagram username and keep it until you message us, when it becomes your Betterfly map, or until you ask us to delete it.
• The analysed post in our reel library (its link, caption, a preview image, a copy of its video when available, and the places found), so the place can be shown on maps.

We do not store the text of your comment. We do not read other comments, your followers, or your private messages because of a tag.

How to delete: see https://reels.betterflyai.com/data-deletion, or email zohar@betterflyai.com with your Instagram username. Deleting your comment on Instagram does not remove a place that was already saved.

16. Changes To This Privacy Policy

We may update this Privacy Policy from time to time as our Services or legal requirements change.

When we make significant changes, we will:

• Update the "Last updated" date at the top, and
• Take reasonable steps to notify you, such as sending an email or displaying a notice in the Services.

Your continued use of the Services after an update means you accept the revised Privacy Policy.

17. Contact Information

If you have any questions, concerns, or requests regarding this Privacy Policy or your personal data, you can contact us at: