Privacy Policy

Last updated: 7 October 2026

Wuurld is a dating app for meeting real people nearby. This policy explains what personal information we collect when you use the Wuurld app and wuurld.com, how we use it, who we share it with, and the choices and rights you have.

1. Who we are

Wuurld is run by Best360 Ltd, a company registered in England and Wales (company number 13286076) with its registered office at 167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom. Best360 Ltd is the controller of your personal information.

If you have a question about privacy or want to use your rights, email hello@wuurld.com.

2. Information you give us

Your account

Your email address and password. Passwords are handled by Firebase Authentication (provided by Google) and we never see them.

Your profile

Your first and last name, date of birth, gender, who you’re interested in, the age range you’re looking for, a short bio and a longer bio.

What other members see. Your first name and age, your photos, bios, bio video and anything you post to your profile, how long ago your photo and posts were taken, how many likes and posts you have, roughly how far away you are, whether you’re online now or were in the last 15 minutes, whether you have Premium or are using Travel mode, and whether you joined in the last week. If you like someone who has Premium, they can see that you liked them.

What other members’ apps can read. The rest of your public profile is stored with it, and the Wuurld app on other members’ phones can read it, although the app doesn’t show it to them. This includes your gender, who you’re interested in, the age range you’re looking for, your approximate location, when you were last online, your behaviour score and whether your account is suspended, when your Premium ends, and how often your videos have been watched.

What only you can see. Your last name, your full date of birth and the likes and interests picked out from your bio video (see below) are kept separately, where only you can read them in the app. We use your date of birth to work out your age, which is what other members see, and to make sure everyone on Wuurld is 18 or over.

Who you’re interested in can reveal your sexual orientation, which the law treats as especially sensitive. When you sign up, we ask for your explicit consent to use it, by ticking a box, and we record when you gave it. We use it only to choose who we show you. You can’t change it in the app yet; email hello@wuurld.com and we’ll change it for you.

Your photo and bio video

Your profile photo, your bio video and anything you post must be taken with the Wuurld camera inside the app; they can’t be uploaded from your camera roll. We record when your photo was taken and show other members how long ago that was.

Face checks on your phone. When you take your photo and record your bio video, your phone uses Apple’s on-device face detection to check that your face is clearly visible and that the person in your bio video looks like the person in your photo. This happens entirely on your device. We don’t receive or store any face data.

Transcription. Your phone also turns what you say in your bio video into text, using Apple’s on-device speech recognition. The text is sent to us with your video so we can check it meets our community guidelines. If there’s too little speech to check (for example if speech recognition is turned off), the video can’t be approved and you’ll be asked to record it again. We keep it until you delete your account, even if you replace your video. Your phone also picks out a few words and short phrases from it: things you like and dislike, your interests, how you describe yourself and what you’re looking for. We store them with your private details to help personalise Wuurld in future. Other members can’t see or read them.

What you share with other members

Likes you send to people you see; messages, video messages and gifts you send to your matches; photos and videos you post to your profile; and video call invites.

Reports, appeals and support

If you report someone, we keep your report, your reason, any details you add and a copy of the message you report (for a video message, a note that it was a video, not the video itself). If you appeal a decision or contact support, we keep your message and your first name, and for support requests your email address so we can reply.

3. Information we collect automatically

Location

With your permission, and only while you’re using the app, Wuurld uses your phone’s location to show you people nearby. Before we store it, we round it to the centre of a grid square about 1 km across, so we never store your exact location. We use it, together with who’s online and who was active most recently, to decide who appears near you and in what order. If there aren’t many people near you, we show people further away.

Other members can see roughly how far away you are, to the nearest kilometre. To work this out, their app reads your rounded location. They never see your exact location. If you turn location off, we keep your last rounded location, and you can still appear to people near it.

If you use Travel mode (a Premium feature), Apple looks up the place you choose, we store its rounded location, other members see you as being there, and they see a travel badge on your profile.

Activity in the app

Who you like and match with, when you message and how quickly you reply, when you open the app and when you were last online, and how long you watch each member’s bio video and posts. We add up how many times your bio video and posts are watched, and for how long.

Video calls

Calls connect directly between your phone and your match’s phone wherever possible, so the other person’s phone can see your IP address. To set up a call, the two phones swap network details, including IP addresses, through our servers. We usually delete these when the call ends, and always when you unmatch or delete your account. Google’s servers help the two phones find a route to each other. If a direct connection isn’t possible, the call is relayed through Cloudflare, which can see both phones’ IP addresses but can’t see or hear the call. We never record calls. We keep a record of your latest invite, when calls happen, how much of your daily call time and invites you’ve used, and who has invited you recently.

Your device and app usage

A notification token so we can send you push notifications. We also use Google Analytics for Firebase to understand how the app is used: for example app opens, screens viewed, your device model, iOS and app version and your approximate country or region. Analytics uses a random ID for your copy of the app, not your name or email. We don’t use your phone’s advertising identifier and we don’t track you across other companies’ apps or websites.

Purchases

Apple handles Wuurld Premium payments. We receive details of your subscription from Apple, such as the product, purchase and expiry dates, whether it will renew and transaction IDs, together with a code made from your Wuurld account ID that links the purchase to your account. We never receive your payment card details. Other members can see that you have Premium.

4. How we use your information

• To provide Wuurld (because it’s necessary for our contract with you): creating your account and profile, showing you to people nearby and them to you, matches, messages, video calls, daily call and invite limits, and Premium.
• To keep Wuurld real, safe and respectful (our legitimate interests, and yours): the in-app camera and on-device checks; automated checks, run on our own servers, of bio-video transcripts (for example for swearing, slurs or advertising other sites) and of your first messages (for explicit content, copied-and-pasted openers and contact details shared early on); keeping copies of your recent opening messages to spot copied openers; reviewing reports; the behaviour score described below; and stopping people re-joining to get round a suspension.
• To send notifications you’ve allowed, about matches, messages, video calls and requests for a video message. Notifications show the other person’s first name, never what a message says.
• To improve the app (our legitimate interests): understanding how Wuurld is used and fixing problems.
• To meet legal obligations, enforce our terms and respond to lawful requests.
• Who you’re interested in (your explicit consent, given when you sign up): only to choose who we show you.

5. The behaviour score and automated decisions

To encourage good behaviour, every account has a behaviour score from 0 to 100. New accounts start at 50; if you’ve had a Wuurld account with the same email in the last 12 months, you start with your old score. It’s mostly worked out automatically, but our team can also adjust it, for example when a photo breaks our rules.

• It goes up for how you treat other people: having real conversations, getting replies to your opening messages, answering most of the people who write to you, replying quickly, a month with no penalties or reports, and matches saying they’d recommend you. Apart from points given back or added by our team, it can go up by at most 5 points a week.
• It goes down for things that make Wuurld worse for others: explicit first messages, copied-and-pasted openers, sharing contact details in your first messages, not messaging people you’ve matched with, very slow replies, being unmatched or blocked by a match, being reported (each new person who reports you within 30 days costs more), matches saying they wouldn’t recommend you, and photos our team finds break our rules.
• Blocks, unmatches, reports and ‘wouldn’t recommend’ answers count for more when they come from members with a high score, and less when they come from members with a low one. Recommendations, replies and conversations only count when they come from members with a score of 40 or more.
• If 90 days pass without a new penalty, the points you lost to penalties are given back.
• Separately, we keep an activity score for how you use the app (opening it, matching, posting and Premium). It doesn’t change your behaviour score or who you see.

“Would you recommend them?” After you and a match have had a real conversation (at least 10 messages each) or a video call, the app may ask each of you whether you’d recommend the other. You can answer once. The app doesn’t show your answer to the other person. It only changes their behaviour score, as described above.

Who you see: the Discover screen shows people whose behaviour score is close to yours (within 15 points, widening to 25 if there aren’t enough people near you), with people within 10 points of your score given priority. If you have Premium, people who’ve liked you can also appear. Members with a score under 40 and members with a score over 70 never see or like each other, and members with a score under 25 only see members with a score under 40.

If it reaches 0, your account is suspended automatically. While suspended you can’t like, message or call anyone, and other members can’t find you, though people you’ve already matched with can still see your chat. Your score doesn’t change while you’re suspended. The suspension stays until a person at Wuurld approves your appeal; your account is then restored with a score of 25.

You have the right to ask a person to review an automated decision about you, to tell us your point of view and to challenge it. You can appeal from the suspension screen in the app or by emailing hello@wuurld.com. You can also ask us for your score history.

6. Who we share your information with

• Other Wuurld members, as described above. Your matches see the messages and video messages you send them. You can only video call a match after one of you sends an invite and the other accepts it. People you match with, message or call see your first name in their notifications.
• Google: Firebase for accounts, our database, photo and video storage, the servers that run Wuurld, push notifications and analytics; and Google Sheets, Google Analytics and Google Fonts for wuurld.com (see section 12). Google’s servers also help the two phones in a call find a route to each other.
• Cloudflare: relaying video calls when a direct connection isn’t possible.
• Apple: App Store payments, delivering notifications, on-device features, and looking up the place you choose for Travel mode.
• Krystal: hosting wuurld.com and our email.
• Law enforcement or other authorities, when the law requires it or to protect someone’s safety.
• A buyer or successor, if Wuurld or Best360 Ltd is ever sold or merged, under this policy.

These providers only use your information to provide their services to us. We don’t sell your personal information.

7. Where your information is stored

Our main database is in London. Photos and videos are stored, and the servers that run Wuurld operate, in the United States. Analytics data is also processed in the United States. When your information is transferred outside the UK we rely on appropriate safeguards, such as the UK–US data bridge and the UK International Data Transfer Addendum.

8. How long we keep it

• We keep your account and profile until you delete your account.
• Bio videos that don’t pass our checks are deleted within about 30 hours.
• You can unsend a message within 5 minutes of sending it. Your match will see that a message was deleted. The first video you send to meet a match’s request for a video message can’t be unsent.
• When you or a match unmatch or block, your conversation and call details with that person, including the video messages either of you sent, are deleted for both of you. We keep a record that you matched, unmatched or blocked, for safety.
• When you delete your account, we delete your profile, photos, videos, posts, likes, matches and conversations (for both people, including the video messages either of you sent), call records, the reports you made, recommendations made by you or about you, and your score history.

After you delete your account, we keep a small amount of information for 12 months to prevent abuse: a code made from your email address (not the address itself, although anyone who already knows your email could recreate it), stored with your last behaviour score, your points totals, how many times you’ve been reported or flagged, whether your account was suspended, how many times that email has signed up and when, and your old account ID. We also keep, for 12 months, reports other members made about you and blocks they placed on you, so that rejoining doesn’t let someone reach people who blocked them or escape reports. This stops people getting round a suspension or resetting their score by deleting their account and joining again. We also keep the reason you gave for leaving with your old account ID for 12 months, and records of past Premium periods with your account ID removed (they keep Apple’s subscription ID). Our providers keep system logs for a limited time.

If you join the waitlist on wuurld.com, we keep your details until we’ve told you about the launch and given you your early-bird offer, or sooner if you ask us to remove them.

9. Keeping your information secure

Information is encrypted in transit between the app and our servers. Access rules make sure private information, such as your messages, reports, appeals and support requests, can only be reached by the people it belongs to. Your profile can be read by other signed-in members, as described in section 2, except anyone you’ve blocked. Video calls are encrypted between the two phones. No system is perfectly secure, but we work to protect your information and will tell you and the regulator if a breach affects you where the law requires it.

10. Your rights

Under UK data protection law you have the right to:

• get a copy of your personal information;
• correct it (you can edit most of your profile in the app);
• delete it (Profile → Delete Account in the app, or email us if your account is suspended);
• restrict or object to how we use it, including the behaviour score and analytics;
• receive it in a portable format;
• withdraw your consent at any time, for example by turning off location or notifications in your iPhone’s Settings, or by asking us to change who you’re interested in;
• ask a person to review automated decisions, as described in section 5.

To use any of these rights, email hello@wuurld.com. We’ll reply within one month. If you’re unhappy with how we’ve handled your information, you can complain to the Information Commissioner’s Office at ico.org.uk or on 0303 123 1113.

11. Age

Wuurld is for adults only. You must be 18 or over to use it. If we learn that someone under 18 has an account we will delete it, and you can report a profile you think belongs to someone under 18 from inside the app.

12. wuurld.com

The waitlist

If you join the waitlist, we collect your first name, last name and email address, when you signed up and which form you used. They’re stored in Google Sheets. We use them to tell you when Wuurld launches and to give you your early-bird offer: a free year of Wuurld Premium and VIP access to Wuurld events. We use your details because you asked to join (your consent), and you can ask us to remove them at any time by emailing hello@wuurld.com.

Cookies and analytics

With your permission, our website uses Google Analytics to measure visits and see how the site is used, including when someone joins the waitlist. Google Analytics sets cookies and sends information about your visit to Google, such as the pages you view, your device and browser, and your approximate location. It only loads if you click Accept on our cookie banner. If you click Decline, no analytics cookies are set. You can change your choice at any time using Cookie settings at the bottom of our homepage.

We save your cookie choice in your browser so we don’t ask you again on every visit.

Fonts

Our website uses the Inter font from Google Fonts. To show it, your browser connects to Google’s servers, which receive your IP address and basic details about your browser.

13. Changes to this policy

We’ll update this policy when the way we handle your information changes, and change the date at the top. If a change is significant, we’ll tell you in the app before it takes effect.

14. Contact us

Best360 Ltd, 167-169 Great Portland Street, 5th Floor, London, W1W 5PF, United Kingdom
Email: hello@wuurld.com