Privacy policy

a·mm·a (ask me, mama) is operated by Oyoma Consulting FZ-LLC, a company registered in the Ras Al Khaimah Economic Zone, United Arab Emirates (licence RAKEZ20254215), with its registered address at FDAM0524 Compass Building, Al Shohada Road, Al Hamra Industrial Zone-FZ, Ras Al Khaimah, UAE.

For the purposes of this policy, Oyoma Consulting FZ-LLC is the data controller: we decide how and why your personal data is used. You can reach us, including our data protection contact, at hey@askmemama.com.

This policy applies to the closed beta of the a·mm·a app and to this website. The beta:

• is by individual invitation only, with no public sign-up;
• runs for approximately four weeks with around 100 participants;
• includes women who are pregnant or in the postnatal period, and registered clinicians;
• is open to adults (18 and over) located in the United Kingdom, the United Arab Emirates, Nigeria or the United States.

You will be asked to accept this policy, the Beta Terms and the Beta Participant Consent Form before you receive your sign-in link. Where this policy and the Consent Form differ, this policy is the more recent statement of how we handle data.

• Invitation and eligibility

  Examples

  Name, email address, country, whether you are a mother or a clinician, short screener answers, and for clinicians your professional registration body

  When

  When you apply or are invited

• Account

  Examples

  Email address, used to send passwordless one-time sign-in links

  When

  Sign-in

• Consent record

  Examples

  That you accepted the Consent Form, Beta Terms and this policy, with a timestamp

  When

  Before access is granted

• Profile (health information)

  Examples

  Age band, country, preferred language, pregnancy stage, obstetric history, health conditions, medications, allergies, surgical history and, if you choose, family medical history

  When

  Onboarding, only if you switch on personal data

• Conversations

  Examples

  The questions you ask and the answers a·mm·a gives, including the sources it cites

  When

  Whenever you use the app

• Feedback and research

  Examples

  Feedback you send through the in-app button, the short check-in and exit survey, and, if you book one, notes from an optional 20-minute research conversation

  When

  During and at the end of the beta

• Anonymous usage events

  Examples

  For example that onboarding was completed, a source was opened or a safety prompt was shown. These never include your name, email, or the words of your questions or answers

  When

  Only if you switch on anonymous analytics

Health information is a special category of personal data under the laws that apply to us. We only collect it with your explicit consent and only to provide and evaluate the service.

We do not collect payment details. There is no charge to take part in the beta.

At the start of onboarding you will see two separate switches on one screen. Both start switched off, and you can change either at any time in Settings.

1. Personal data

Allows us to store your profile and conversation history against your account so that a·mm·a can personalise its answers to your pregnancy. Without it, you can still ask general questions in anonymous mode, but onboarding and personalised features are not available. Switching it off later deletes your stored personal data (see section 10).

2. Anonymous analytics

Allows the app to record anonymous usage events that help us see which features work. These events carry no user ID and cannot be linked back to you. Switching it off stops new events from being recorded; events already recorded cannot be identified or retrieved.

At the end of the beta, we will ask separately whether you would like early access at launch and whether you are willing to take part in future research. Each is its own choice, and saying no has no effect on anything else.

• to send your sign-in links and run your account;
• to answer your questions and, if you allow it, personalise answers to your stage and history;
• to show safety prompts: if you describe something that may need urgent care, a·mm·a will direct you to emergency services. This is built in and cannot be switched off;
• to review the quality and safety of answers, including questions a·mm·a declined to answer;
• to understand what is and is not working, and improve the product before wider launch;
• to contact you about the beta, for example the check-in, the optional research conversation, the exit survey and the date access ends.

Legal basis. We rely on your explicit consent for health information and analytics. For account administration and beta communications we rely on the steps needed to provide the service you asked to join. You can withdraw consent at any time; this does not affect processing that took place before you withdrew.

We do not use your data for advertising, and we do not make automated decisions about you that have legal or similarly significant effects.

a·mm·a uses a large language model provided by Anthropic PBC (United States) to write answers, grounded in named clinical sources such as NHS, RCOG, NICE and ACOG guidance.

When you ask a question, the relevant context (your question, recent conversation and, if you have allowed personal data, the parts of your profile needed to answer) is sent to Anthropic to generate a reply. It is processed to produce that answer and is not used to train AI models. The authoritative copy of your data stays on our UAE infrastructure.

AI can make mistakes. a·mm·a is an information tool, not a medical device, and does not diagnose or prescribe. See the Beta Terms for more.

Your account, profile, conversations, feedback and consent records are stored on infrastructure located in the United Arab Emirates. To keep the app fast, a copy of your profile is also held on your own device and is removed when you sign out or delete your account.

International transfers

Two things leave the UAE:

• AI processing: the context needed to answer each question is sent to Anthropic in the United States, as described in section 6;
• Sign-in emails: your email address is passed to our email delivery provider to send your sign-in link, which may be processed outside the UAE.

We only make these transfers under a written agreement that requires the provider to protect your data, use it only on our instructions, and not use it for its own purposes, with safeguards appropriate under UAE, UK, Nigerian and US law.

We do not sell your data. During the beta, your health information and conversations are not shared with any clinic, hospital, clinical partner, employer, insurer, NGO or researcher.

We use a small number of service providers who process data on our behalf, under contract:

• Hosting and database provider

  Purpose

  Stores the app and your data

  Location

  UAE

• Anthropic PBC

  Purpose

  Generates answers

  Location

  United States

• Email delivery provider

  Purpose

  Sends sign-in links and beta emails

  Location

  May be outside the UAE

Anonymous analytics run on infrastructure we control and are not shared with third-party analytics or advertising companies.

Clinician participants test the clinician tools in a sandbox that uses synthetic, made-up patient records only. No clinician can see any mother's real data during the beta.

We may disclose information if required by law or to protect someone's life or safety, and we will tell you where the law allows.

• Personal data (account, profile, conversations, feedback, research notes): kept for the beta period plus 30 days, then permanently deleted, unless you delete it sooner or opt in to launch access or future research, in which case we keep only your name and email for that purpose.
• Anonymous usage events: kept for up to 24 months, then reduced to aggregate totals only. Because they cannot be linked to you, they are not deleted when you delete your account.
• Anonymous consent audit log: kept for as long as we need to show that consent was handled properly.

If you tell a·mm·a about a pregnancy loss, we switch to a paused mode and do not record your gestational week in any analytics from that point.

Depending on where you live, you have some or all of these rights, and we extend them to every beta participant:

• Access a copy of the personal data we hold about you;
• Correct anything inaccurate, including your profile in Settings;
• Delete your data;
• Restrict or object to certain uses;
• Portability: receive your data in a common, machine-readable format;
• Withdraw consent and leave the beta at any time, with no need to give a reason.

Deleting your data

Use Settings › Delete my data in the app. Deletion is a hard delete: your account and everything linked to it are removed immediately and cannot be restored. If you only ever used anonymous mode, there is nothing personal to delete. You can also email hey@askmemama.com and we will respond within 30 days.

We use technical and organisational safeguards appropriate to health information, and access to identifiable data is limited to the few people who need it to run the beta. Before the beta opened, the app's authentication, database access rules and handling of secrets were reviewed by a developer.

a·mm·a is pre-launch software and no system is perfectly secure. If we become aware of a breach affecting your personal data, we will notify you and the relevant regulator as the law requires.

The app uses storage on your device only to keep you signed in and to cache your profile. We do not use advertising or cross-site tracking cookies. If you add a·mm·a to your home screen, the same applies.

The beta is for adults aged 18 or over. We do not knowingly collect data from anyone under 18, and we will delete it if we find we have.

This is a beta draft and will be updated after legal review and again before public launch. The version and date are shown at the top of this page. We will tell you about material changes in the app or by email before they apply to you.

Questions, requests or concerns: hey@askmemama.com. We would like the chance to put things right first.

You also have the right to complain to a data protection authority, for example:

• UAE: the UAE Data Office;
• United Kingdom: the Information Commissioner's Office (ICO);
• Nigeria: the Nigeria Data Protection Commission (NDPC);
• United States: your state attorney general or consumer protection authority.