Privacy Policy

Besharah Inc. (“Company,” “we,” “us,” or “our”) operates the Cella mobile application (the “App”) and this website. This Privacy Policy explains what information we collect, how we use it, who helps us process it, and the choices you have.

You can use the App without creating an account. Most of what you add to Cella then stays on your device.

Account information (only if you create an account): Your email address and the name you give us, or, if you use Sign in with Apple, the identifier and email address Apple shares with us (which can be a private relay address if you choose to hide your email). Passwords are stored in hashed form. When you sign in, we record your IP address and device type as part of your session, for security.

Wine collection data: The bottles and cellars you add, purchase prices, tasting notes, ratings, the bottles you mark as consumed, and your preferences, such as your currency and the answers you give during setup. This is stored on your device. If you sign in, a copy is backed up to our servers so you can restore it or use another device.

Label photos: When you scan a wine label, the photo is sent through our server to our AI provider to identify the wine. We do not keep the photo on our servers once it has been processed. The label photo you keep with a bottle, and your profile photo if you add one, are stored on your device.

Wine lookups: To find a wine’s estimated value, critic scores, and producer details, the wine’s name, vintage, region, and bottle size, along with the country that matches your currency setting, are sent through our server to a search provider. These requests do not include your name, email address, or account.

Purchases: Subscriptions are bought through Apple. We never receive your payment details. Our subscription provider receives an anonymous app identifier and the history of your Cella purchases so the App can unlock what you have paid for.

Technical and usage information: When the App starts, the software framework it is built with may receive an anonymous installation identifier, the App version, and your iOS version. We also collect anonymous statistics about how the App is used, such as which screens are opened and which features are used, and the approximate country your connection comes from, to improve it. They are not linked to your account or your email address. You can turn this off in the App under More > Privacy & Security > Analytics.

This website: We count visits to this website with a privacy-friendly analytics service that does not use cookies and does not identify you.

Measuring our ads, only if you allow tracking: We advertise Cella on Facebook and Instagram. After you confirm your age, the App asks you once, with Apple’s “Allow tracking?” prompt, whether it may track you. If you choose Allow, software from Meta in the App tells Meta when the App is opened and about your App Store purchases in Cella, with technical information such as your device model, your iOS version and your device’s advertising identifier. Meta uses this to tell us which of our ads led people to the App and to show our ads to people who are more likely to be interested. Our subscription provider also receives Meta’s identifier for your installation, so that it can tell Meta which ads led to a subscription. If you choose Ask App Not to Track, the App sends Meta nothing. Apple may still tell Meta that one of its ads led to an install of Cella, without identifying you (Apple’s SKAdNetwork). You can change your choice at any time in your iPhone’s Settings, under Privacy & Security > Tracking.

What we do not collect: We do not collect your precise location or your contacts. The App shows no ads. Unless you allow tracking, as described above, the App does not collect your advertising identifier and does not track you across other apps or websites.

• Provide, maintain, and improve the App
• Back up your wine collection and sync it between your devices when you are signed in
• Identify the wines you scan and show information about them, such as drinking windows, estimated values, and food pairings
• Unlock Cella Premium when you subscribe through the App Store
• Measure how well our ads on Facebook and Instagram work, if you allow tracking
• Send you a password reset email when you ask for one
• Answer your questions and provide support
• Keep the App and your account secure

Your wine collection is stored on your device. If you create an account, a backup copy is kept on our servers. Our service providers are located in the United States and other countries, so your information may be processed outside the country where you live.

Information is encrypted while it travels between the App and our servers, and access to our systems is restricted. No method of storage or transmission is completely secure, so we cannot guarantee absolute security.

We never sell your personal data. We share information only in the following circumstances:

• With the service providers listed below, who process it on our behalf to operate the App
• With Meta, to measure our ads, if you allow tracking (see section 2)
• When required by law or to comply with legal obligations
• In connection with a merger, acquisition, or sale of assets, in which case this policy continues to apply to your information
• With your consent

We rely on the following companies to run the App and this website:

• Apple: App Store distribution, payments, and Sign in with Apple
• RevenueCat: subscription management
• OpenAI: reads the label photos you scan to identify the wine
• Perplexity: looks up wine prices, critic scores, and producer information
• Railway: hosts our servers and the backup of your collection
• Resend: sends password reset emails
• Expo: the App framework, which may receive anonymous technical information when the App starts
• PostHog: anonymous App usage statistics
• Meta: measures our ads on Facebook and Instagram, only for people who allow tracking
• Vercel: hosts this website and counts visits to it

The AI and search providers receive label photos and wine details only. They are not told who you are. Each provider handles information under its own terms and privacy policy.

• Export your data: More > Privacy & Security > Export Your Data saves a copy of your collection. It is available on every plan.
• Delete your account: More > Manage Account > Delete Account deletes your account and its backup from our servers. You can also email us and we will do it for you.
• Delete data on your device: More > Privacy & Security > Delete All Data.
• Turn off usage statistics: More > Privacy & Security > Analytics.
• Tracking: Allow or stop tracking at any time in your iPhone’s Settings, under Privacy & Security > Tracking.
• Permissions: You can change camera access at any time in your device settings. The App only receives the photos you choose.
• Notifications: The App asks before sending any: a reminder 2 days before a free trial ends and, now and then, a tip or an offer. They are scheduled on your iPhone itself, not sent from our servers, so we collect no notification token. Turn off tips and offers in More > Privacy & Security, or all of them in your iPhone’s Settings > Notifications > Cella.

Depending on where you live, you may also have the right to access or correct the personal information we hold about you, to object to how we use it, or to complain to your privacy regulator. Email us at the address below and we will respond within 30 days.

The App is not intended for anyone under the legal drinking age. We do not knowingly collect personal information from individuals under the legal drinking age where they live.

We keep your account and its backup for as long as your account exists. When you delete your account, they are removed from our active systems right away. Copies may remain in routine backups for up to 90 days before they are deleted.

Records of App Store purchases are kept by Apple and by our subscription provider under their own policies.

We may update this Privacy Policy from time to time. We will post the updated version on this page and change the date above.

For questions or requests about this Privacy Policy or your data, contact us at:

hello@cellasupport.com
Besharah Inc.