Privacy Policy

Effective date: May 11, 2026

This Privacy Policy explains how BABYTURE LLC (d/b/a Belume, “Belume,” “we,” “us”) collects, uses, and shares information when you visit our website at belume.io, sign up for an account, or use the Belume platform (the “Service”).

Belume is software that ultrasound studios use to run their booking, customer communication, and media delivery. This policy applies to:

Studio owners and staff who sign up for and use Belume
Visitors to belume.io
Customers of Belume studios, whose information we receive from studios on their behalf

If you are a customer of a studio (for example, you booked a session at a 3D/4D ultrasound studio that uses Belume), the studio is the controller of your personal data and its own privacy policy applies. This policy describes what Belume does with information we receive from studios on their behalf.

1. Information we collect

From studio owners and staff

When you sign up for or use Belume as a studio:

Account information: name, email, password (handled by Clerk), business name, business address, phone number
Billing information: name, billing address, last four digits of card and card type (handled by Stripe; we never store full card numbers)
Subscription and usage data: plan tier, session counts, render counts, locations, staff seats
Communications: messages you send us through support@belume.io or any in-product messaging
Technical information: IP address, browser type, device information, log data

From studio customers (processed on the studio’s behalf)

When a studio uses Belume to manage its customers, we process information the studio collects, which may include:

Customer name, phone number, email
Booking details: appointment date, service selected, location
Pregnancy-related dates the customer provides to the studio (such as estimated due date)
Photos and videos captured during the studio session
Messages and consent records related to the studio’s communications with the customer

The studio decides what to collect and how to use it. Belume processes this information only on the studio’s instructions and to provide the Service.

From visitors to belume.io

Pages viewed and aggregated traffic data (no personal profiles)
IP address and browser metadata
We use Cloudflare Web Analytics, which is cookie-free and does not build cross-site profiles.

2. How we use information

We use information to:

Provide, operate, and maintain the Service
Process subscriptions, billing, and payments
Send transactional messages (account, billing, security)
Provide customer support
Improve and develop new features
Detect, prevent, and investigate fraud, abuse, or violations
Comply with legal obligations

We do not:

Sell personal information
Use studio-customer data (including ultrasound media) to train AI models or for any purpose outside delivering the Service
Share information with advertisers

Service providers (sub-processors)

We share information only with vendors that help us run the Service:

Amazon Web Services (AWS) — hosting, database (PostgreSQL), media storage (S3), AI rendering compute (Lambda)
Cloudflare — content delivery, DDoS protection, web analytics
Clerk — authentication and account management
Stripe — payment processing
Twilio — SMS delivery
SendGrid — transactional email

Each sub-processor is contractually bound to use information only to provide their service to Belume.

Legal compliance

We may share information to comply with a valid legal request, protect our rights, or investigate fraud or abuse.

Business transfers

If Belume is acquired, merged, or sold, your information may transfer as part of the transaction. We will notify you before that happens.

4. AI rendering

Belume includes an 8K photo rendering suite. AI rendering happens entirely within our AWS environment using AWS Lambda. Customer images are not sent to any third-party AI provider. We do not use customer images to train models.

5. Data retention

Studio account data: retained while your subscription is active and for 30 days after cancellation. After that, account data is deleted or anonymized except where retention is required by law (e.g., billing records).
Studio-customer data (including ultrasound media): retained per the studio’s settings while their subscription is active. On cancellation, studios may export this data within the 30-day grace period. After 30 days, data is deleted from active systems.
Backups: routine backups are retained for up to 90 days as part of disaster recovery.
Legal and tax records: retained per applicable retention requirements.

6. Security

We take reasonable measures to protect information:

Encryption in transit: TLS 1.2+ for all connections
Encryption at rest: AES-256 for stored data and media
Access controls: role-based access, principle of least privilege
Authentication: managed by Clerk with support for strong passwords and MFA
Audit logging: access to sensitive data is logged
Hosting: AWS infrastructure with industry-standard physical and network security

No system is perfectly secure. You are responsible for keeping your account credentials safe.

7. Your rights

Depending on where you live, you may have the right to:

Access the personal information we hold about you
Correct inaccurate information
Request deletion of your information
Export your information in a portable format
Opt out of certain processing activities

California residents (CCPA / CPRA)

California residents have additional rights, including the right to know, the right to delete, the right to correct, and the right to opt out of “sales” or “sharing” of personal information. We do not sell personal information. To exercise your rights, contact us at support@belume.io.

Studio customers

If you booked a session at a studio and want your information removed, contact the studio directly. The studio is responsible for handling your request and will instruct us to delete data we hold on their behalf.

8. Cookies and tracking

The Belume website uses minimal cookies:

Essential cookies: required for authentication and session management
No advertising cookies, no cross-site tracking pixels, no third-party advertising networks.

Cloudflare Web Analytics is used to measure aggregate site traffic. It does not use cookies or build user profiles. You can disable cookies in your browser settings, but parts of Belume may not work without essential cookies.

9. Children’s privacy

The Belume Service is intended for use by adults running ultrasound studios and adults booking sessions at those studios. We do not knowingly collect personal information from children under 13. If you believe a child’s information has been provided to us, contact support@belume.io and we will remove it.

10. International users

Belume is operated from the United States. If you access the Service from outside the United States, your information will be transferred to and processed in the United States. By using the Service, you consent to this transfer.

11. Changes to this policy

We may update this Privacy Policy from time to time. When we make material changes, we will notify you by email or by posting a notice on belume.io. The “Effective date” at the top of this page will be updated.

12. Contact

Questions, privacy requests, or concerns? Contact us at:

BABYTURE LLC (d/b/a Belume)
Email: support@belume.io
Mailing address: [BUSINESS MAILING ADDRESS]