Privacy Notice

This Privacy Notice explains how we collect, use, share and protect your personal data when you use the HomeWagger website, app and related services (together, the “Platform”).

Please read this Notice carefully. By using HomeWagger, you acknowledge that your personal data will be handled in accordance with this Privacy Notice.

1. Who We Are

The HomeWagger Platform is operated by:

HomeWagger Tech Ltd
A private limited company registered in England and Wales.
Company Number: 16867025
Registered Office: 5 Brayford Square, London, E1 0SG

HomeWagger CIC
A Community Interest Company registered in England and Wales.
Company Number: 16875189
Registered Office: 5 Brayford Square, London, E1 0SG

For most platform, technical and account-related activities, HomeWagger Tech Ltd acts as the primary data controller.

HomeWagger CIC may act as a separate or joint data controller for welfare, safeguarding, moderation, verification, trust and community-interest activities.

The organisations work together under a formal data sharing agreement designed to support user privacy, animal welfare and responsible platform governance.

If you have questions about this Privacy Notice, you can contact us at:

Email: hello@homewagger.org.uk

2. Personal Data We Collect

The information we collect depends on how you use HomeWagger.

We may collect and process:

Account and Profile Data

  • Name;
  • Email address;
  • Login identifiers;
  • Profile information;
  • User role (adopter, rehomer, shelter, supporter or administrator); and
  • City, region or general location.

Adoption and Rehoming Information

  • Dog ownership experience;
  • Lifestyle information;
  • Household information;
  • Home environment details;
  • Adoption preferences;
  • Rehoming information; and
  • Suitability information voluntarily provided by users.

Listing Data

  • Dog profiles;
  • Descriptions;
  • Breed information;
  • Age and health details;
  • Photos and videos;
  • Suitability notes; and
  • Rehoming information.

Communication Data

  • Expressions of Interest (EOIs);
  • Platform messages;
  • Support enquiries;
  • Email communications; and
  • Notification preferences.

Verification Data

Where identity verification, organisation verification, profile approvals, trust indicators or similar safety features are used, we may collect and process information provided during those verification processes.

Safeguarding and Moderation Data

  • Welfare concerns;
  • Complaints;
  • Reports;
  • Moderation decisions;
  • Trust and safety investigations;
  • Fraud prevention records; and
  • Safeguarding records.

We collect this information where reasonably necessary to protect users, animals and the integrity of the Platform.

Usage and Technical Data

  • IP address;
  • Device type;
  • Browser information;
  • Operating system;
  • App version;
  • Log data;
  • Platform interactions; and
  • Performance and diagnostic information.

Subscription and Payment Data

  • Subscription status;
  • Billing history; and
  • Payment status.

Payment card information is processed securely by our payment providers and is not stored by HomeWagger.

Feedback Data

  • Surveys;
  • Reviews;
  • Testimonials;
  • Beta feedback; and
  • User suggestions.

3. How We Use Your Data

We use personal data to:

Provide and Manage Your Account

Including registration, authentication, account administration and support.

Operate the Platform

Including profiles, dog listings, matching, messaging, expressions of interest and related functionality.

Support Ethical, Welfare-First Rehoming

Helping adopters, rehomers and shelters make safer and better-informed decisions.

Verification, Trust and Safeguarding Activities

Including:

  • Identity verification;
  • Organisation verification;
  • Profile reviews;
  • Fraud prevention;
  • Safeguarding investigations; and
  • Trust and safety activities.

Maintain Safety and Integrity

To investigate concerns, enforce policies, prevent misuse and respond to reports.

Improve Our Services

To understand usage patterns, improve functionality, fix bugs and develop new features.

Manage Payments and Subscriptions

Where users purchase Pro memberships or other paid services.

Communicate With You

Including service updates, account notifications, security alerts and responses to enquiries.

Comply With Legal Obligations

Including legal, regulatory, financial and record-keeping requirements.

4. Legal Bases for Processing

Under UK GDPR and the Data Protection Act 2018, we rely on one or more of the following lawful bases:

Contract

Where processing is necessary to provide the services you request.

Legitimate Interests

To operate, improve and protect HomeWagger, support animal welfare, maintain safety and promote responsible rehoming.

Legal Obligation

Where processing is required by law or regulation.

Consent

For certain optional activities such as marketing communications or non-essential cookies.

Where we rely on consent, you may withdraw it at any time.

5. Who We Share Your Data With

HomeWagger CIC

Where necessary to support welfare, safeguarding, moderation, verification and community-interest activities.

Other Users

Where necessary to facilitate legitimate adoption, rehoming or shelter-related interactions in accordance with Platform functionality and your settings.

Service Providers

Trusted third parties who help us operate the Platform.

These may include:

  • Hosting providers;
  • Analytics providers;
  • Monitoring services;
  • Communication platforms;
  • Authentication providers;
  • Payment processors; and
  • Customer support providers.

Examples may include providers used for hosting, analytics (including Google Analytics), monitoring, notifications, authentication and payment processing.

Welfare Organisations and Authorities

Where reasonably necessary and lawful, information may be shared with relevant welfare organisations, safeguarding bodies, law enforcement agencies or authorities to:

  • Protect animal welfare;
  • Prevent harm;
  • Investigate fraud;
  • Address serious safety concerns; and
  • Comply with legal obligations.

Professional Advisers

Including lawyers, accountants, auditors and other professional advisers where required for governance or compliance purposes.

Regulators and Public Authorities

Where required by law or where lawful requests are received.

We Do Not Sell Personal Data

HomeWagger does not sell personal data to third parties.

6. International Data Transfers

Some service providers may process data outside the United Kingdom.

Where international transfers occur, we ensure appropriate safeguards are in place, including:

  • Adequacy regulations;
  • Standard contractual clauses; or
  • Other recognised lawful transfer mechanisms.

7. Data Retention

We retain personal data only for as long as reasonably necessary.

Retention periods depend on the nature of the data and the purposes for which it was collected.

Further information regarding how long we retain different categories of information is available in our Data Retention Policy.

Account Data

Retained while your account remains active and for a reasonable period afterwards, which may be up to six years where required for legal, financial or compliance purposes.

Platform Activity

Listings, messages, moderation records and activity logs may be retained in accordance with our operational, security and safeguarding requirements.

Payment Records

Retained in accordance with financial and tax obligations.

Safeguarding and Fraud Prevention Records

Certain records may be retained for longer where reasonably necessary for:

  • Safeguarding;
  • Fraud prevention;
  • Dispute resolution;
  • Legal claims; and
  • Regulatory compliance.

We may also anonymise information so it can no longer identify individuals and use it for research, analytics and service improvement.

8. Your Rights

You have rights regarding your personal data, including:

Right of Access

To request a copy of personal data we hold about you.

Right to Rectification

To request correction of inaccurate or incomplete information.

Right to Erasure

To request deletion of personal data in certain circumstances.

Right to Restrict Processing

To request limitations on how we use your information.

Right to Object

To object to processing based on legitimate interests.

Right to Data Portability

To receive certain information in a structured and commonly used format.

Certain rights may be limited where overriding legal, safeguarding, fraud prevention or public-interest considerations apply.

To exercise your rights, contact:

hello@homewagger.org.uk

Automated Decision-Making

HomeWagger does not currently make solely automated decisions that produce legal or similarly significant effects on users.

Any matching systems, recommendations, trust indicators or verification processes are intended to support human decision-making and do not replace individual judgement.

9. Cookies and Similar Technologies

We use cookies and similar technologies to:

  • Remember preferences;
  • Maintain secure sessions;
  • Improve functionality;
  • Understand how the Platform is used; and
  • Measure performance.

Where required by law, we will obtain consent before placing non-essential cookies.

For more information, please see our Cookie Policy.

10. Security

We take reasonable technical and organisational measures to protect personal data.

Measures may include:

  • Encryption;
  • Access controls;
  • Secure authentication;
  • Monitoring systems;
  • Audit logging; and
  • Security reviews.

No online service can guarantee absolute security, but we continually work to protect the information entrusted to us.

11. Contact and Complaints

If you have questions about this Privacy Notice or how your personal data is handled, please contact:

Email: hello@homewagger.org.uk

If you are dissatisfied with our response, you have the right to complain to the Information Commissioner’s Office (ICO).

Website:
https://ico.org.uk

12. Changes to This Privacy Notice

We may update this Privacy Notice from time to time.

The latest version will always be published on this page together with the updated revision date.

Where changes are significant, we may also notify users by email or through the Platform.

Last Updated: 5 June 2026

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