The short version
- We collect only what's needed to design and run your wedding app.
- We never sell or share personal data for advertising.
- Selfies for the Selfie Photo Finder are used only with explicit consent, only to match, then discarded.
- Guest content is deleted 12 months after the wedding, or sooner on request.
- You can access, correct, export or delete your data at any time.
1. Who we are
LIT VOW is operated by Memorylane Digital LLP, New Delhi, India ("LIT VOW", "we", "us"). This policy covers litvow.com and the wedding apps we design and host.
Our roles. For enquiries and our business relationship with couples, we are the controller (under the GDPR) and data fiduciary (under India's Digital Personal Data Protection Act, 2023). For the content inside a couple's wedding app — guest RSVPs, photos and messages — we process data to provide the service the couple has ordered, and act on the couple's instructions about what the app collects.
Privacy questions and grievances: Privacy & Grievance Officer, designmyapp@litvow.com.
2. What we collect
On litvow.com
- Enquiries — your name, email, wedding date, location, languages and message, when you contact us by form, email or WhatsApp.
- Technical logs — our host records standard server logs (such as IP address, browser and pages requested) for security and reliability.
Analytics and ad measurement — only if you accept. With your consent, we use Google Analytics 4 to understand which pages are useful, and (if enabled) the Meta Pixel to measure our ads. Until you choose, no analytics or advertising cookies are set. See Cookies.
For couples
- Names, contact details, wedding details, photos, text and design preferences you give us to build your app, and order and payment records.
From guests, inside a wedding app
- RSVP details — names, attendance, plus-ones, event choices and dietary notes.
- Uploads — photos and videos shared to the wedding gallery.
- Messages — video, voice or written messages for the couple.
- Selfies — only if a guest chooses to use the Selfie Photo Finder (see below).
3. Selfie matching and biometric data
The Selfie Photo Finder compares a guest's selfie with the photos shared in that one wedding's gallery, to show the guest the photos they appear in. Because this involves facial geometry, we treat it as biometric / sensitive data and apply the strictest rules that apply to our users worldwide (including GDPR Article 9, the DPDP Act, PIPEDA and Quebec's Law 25, and US biometric laws such as Illinois BIPA, Texas CUBI and Washington's biometric law).
- Explicit, opt-in consent is requested every time, before any selfie is processed. Not using the feature has no effect on the rest of the app.
- One purpose only: finding that guest in that wedding's gallery. Never for identification elsewhere, advertising, profiling or training models.
- Discarded immediately: the selfie and any face template made from it are deleted as soon as matching is complete. We do not keep a face database of guests.
- Never sold, leased, traded or shared for anyone else's purposes.
- Children: the feature is not for use by children. A parent or guardian may use it on a child's behalf.
4. Why we use data, and our legal bases
| Purpose | Legal basis (GDPR) |
|---|---|
| Reply to enquiries | Your request / legitimate interests |
| Design, host and support a wedding app | Contract with the couple |
| RSVPs, galleries and messages inside an app | Legitimate interests of the couple and guests in sharing the celebration; consent where required |
| Selfie Photo Finder | Explicit consent (Art. 9(2)(a)) |
| Security, fraud prevention and logs | Legitimate interests |
| Accounting and legal obligations | Legal obligation |
Under India's DPDP Act we process personal data on the basis of your consent or for legitimate uses permitted by the Act, and we give notice in clear language before collection. Under PIPEDA we collect only with meaningful consent and for purposes a reasonable person would consider appropriate.
We do not sell personal information or use sensitive data to infer characteristics. Ad-measurement cookies on litvow.com (Google and, if enabled, Meta) may count as “sharing” for cross-context behavioural advertising under the California CCPA/CPRA and similar US state laws — so they only run if you click Accept, you can turn them off at any time with Cookie settings, and we honour Global Privacy Control signals by keeping advertising signals off. Guest content inside wedding apps is never used for advertising.
6. International transfers
We serve couples in Canada, the USA and worldwide, and our providers may process data in the USA and other countries. Where required, we protect transfers with appropriate safeguards such as the European Commission's Standard Contractual Clauses, and we transfer data out of India only to countries not restricted by the Government of India.
7. How long we keep data
| Data | Kept for |
|---|---|
| Selfies and face templates | Deleted immediately after matching |
| Guest photos, messages and RSVPs | 12 months after the wedding date, then deleted (sooner at the couple's or guest's request) |
| Enquiries | 24 months after our last contact |
| Order and invoice records | As long as tax law requires |
| Backups | Rolling, up to 30 days |
8. Your rights
Wherever you live, you can ask us to:
- access your data or get a summary of how it is processed;
- correct or complete it;
- delete it;
- export it in a portable format;
- object to or restrict certain processing;
- withdraw consent at any time — as easily as you gave it;
- nominate someone to exercise your rights if you die or become incapacitated (DPDP Act).
Write to designmyapp@litvow.com with the subject "Privacy request". We'll confirm receipt, may need to verify your identity, and will respond within the time the law allows you (for example, one month under the GDPR, 30 days under PIPEDA, 45 days under the CCPA). We will never treat you differently for exercising your rights.
If you're not satisfied, you may complain to your data protection authority — for example, an EU/UK supervisory authority, the Office of the Privacy Commissioner of Canada, the Commission d'accès à l'information du Québec, your US state attorney general, or the Data Protection Board of India after using our grievance process.
9. Children
LIT VOW is for couples planning their wedding and is not directed at children. We don't knowingly collect children's personal data directly from them. Photos of children are sometimes shared by their families in a wedding gallery; parents or guardians can ask us to remove them at any time. The Selfie Photo Finder may only be used for a child by a parent or guardian.
10. Security
We use HTTPS everywhere, PIN-protected wedding apps, access limited to the people who need it, and reputable infrastructure providers. If a personal data breach occurs that affects you, we will notify you and the relevant authorities as the law requires.
12. Contact and changes
Memorylane Digital LLP, New Delhi, India. Privacy & Grievance Officer: designmyapp@litvow.com. If we change this policy materially, we'll update the date above and tell couples with active apps.