We may use your Personal Data for any of the following purposes:

• For the purposes for which you provided it;
• To enable you to use the Platform, including to allow you to register and maintain your account, to allow you to purchase our Products and Services, and to allow you to use our Basic Services and Paid Subscription, as applicable;
• To enable, develop, and improve our AI Technology (as defined below);
• To provide your Cradlewise crib with personalized or general over-the-air (OTA) updates (depending on your choices (see Section “Your Choices” below));
• To track fees and process billing and payments, including sharing with third-party payment gateways and payment vendors in connection with the Platform;
• For customer support and to respond to your inquiries;
• Provide sleep tips based on the baby’s sleep patterns;
• To improve and maintain the Platform and for product development;
• To administer surveys, sweepstakes, promotions, or contest;
• For internal record-keeping purposes;
• To market and advertise our Products and Services and Platform, including to send promotional emails regarding new Products and Services, special offers, or other information that may interest you;
• To improve our customer support, marketing and promotional efforts, to analyze Platform usage, improve the Platform’s content, layout and Services features;
• As permitted under applicable law, to contact you by text message or email regarding certain Products and Services you purchased, such as transaction-related and account-maintenance communications, including welcome emails and billing reminders, or information you have requested;
• As permitted under applicable law, to contact you by telephone or text message regarding Platform features, improvements, or other Products and Services that may interest you;
• For our market research purposes, including, but not limited to, the customization of the Platform according to your interests;
• To contact you with information about your use of the Platform;
• For other research and analytical purposes;
• To address fraud and safety concerns;
• To comply with applicable laws and regulations;
• To resolve disputes, to protect ourselves and other Users of the Platform, or third parties, including to protect individual or property safety; and to enforce any legal terms that govern your use of the Platform;
• To transfer the Personal Data and the rights associated therewith to a third party as part of reorganization or a sale of some or all our assets;
• For any purposes consistent with this Privacy Policy and to support Cradlewise’s legitimate business purposes; and
• For any other purpose, with your consent.

We may combine the information we collect (“aggregate”) or remove pieces of information (“de-identify”) to limit or prevent identification of any particular User or device. We may use or disclose this aggregated or de-identified information at our discretion.

We may offer sweepstakes, contests, and other promotions (collectively “Promotion”) through the Platform that may require providing Personal Data to register. By participating in a Promotion, you are agreeing to the official rules that govern that Promotion, which may contain specific requirements of you, including, allowing the sponsor of the Promotion to use your name, voice and/or likeness in advertising or marketing associated with the Promotion. Please read the official rules carefully. If you choose to enter a Promotion, Personal Data may be disclosed to third parties or the public in connection with the administration of such Promotion, including, in connection with winner selection, prize fulfillment, and as required by law or permitted by the Promotion's official rules, such as on a winners' list.

We keep the categories of Personal Data described above for as long as is necessary for the purposes described in this Policy or otherwise authorized by law. This generally means holding the information for as long as one of the following apply:

• Your Personal Data is reasonably necessary to manage our operations, to manage your relationship with us, or to satisfy another purpose for which we collected the information;
• Your Personal Data is reasonably necessary to carry out a disclosed purpose that is reasonably compatible with the context in which the personal information was collected; or
• The Personal Data is reasonably required to protect or defend our rights, health, safety, or property (which will generally relate to applicable laws that limit actions in a particular case).

Where Personal Data is collected and used for more than one purpose, we will retain it until the purpose with the latest period expires

The security and confidentiality of your Personal Data is important to us. We have implemented commercially reasonable technical, administrative, and physical security measures to protect your Personal Data from unauthorized access or disclosure and improper use. It is important for you to protect against unauthorized access to your account password and to your computer. Be sure to log out of your account or to close your browser after you have completed your visit to our Platform. Please note that despite our reasonable efforts, no security measure is perfect or impenetrable, therefore, we cannot guarantee the absolute security of your Personal Data. Cradlewise is not liable for the loss of Personal Data caused by Users actions or inactions.

The Platform (e.g., our Blog ) may contain links to third-party websites or resources over which Cradlewise does not have any control; please review such other websites’ privacy policies as to their use of personal information. Such links do not constitute an endorsement by Cradlewise of those third-party websites. You acknowledge that Cradlewise is providing these links to you only as a convenience, and further agree that Cradlewise is not responsible in any way for such third-party websites, including without limitation for their content or how they treat information you provide to them.

You may contact us at support@cradlewise.com to correct, update, or delete your Personal Data. If you are a User in Canada, you also have the right to view the Personal Data we have about you. Upon your request, we will close your account and remove your profile information from view as soon as reasonably possible. We may retain information from closed accounts in order to comply with the law, prevent fraud, collect any fees owed, resolve disputes, troubleshoot problems, assist with any investigations of any User, enforce our Terms of Service, and/or for any other purposes otherwise permitted by law that we deem necessary in our sole discretion. You should understand, however, that once you transmit User Content through the Platform, it may be acquired by others who may not be required to delete or modify such User Content. Once we have deactivated or removed your account, you agree that Cradlewise will not be responsible for retaining information related to your account.

We may monitor, record, and transcribe our telephone and chatbot conversations with you for training and quality assurance purposes. You will be provided with a notice at the beginning of any call or chat session that is being recorded and/or transcribed.

AI Technology and OTA Updates. The Services and Cradlewise’s software, text, graphics, images, video or audio data, and other technology and materials made available to you through the Services (collectively referred to as the “Content”) include proprietary technologies and other intellectual property owned by Cradlewise, such as artificial intelligence, algorithms, machine learning systems and models, deep-learning AI vision and audio models, and similar technology and features (together, “AI Technology”). Cradlewise may use AI Technology to provide you with the Services, including periodically adjusting the crib’s response to your baby’s specific sleep pattern and needs, as AI Technology learns more about your baby over time.

Unless you opt out in the Cradlewise App’s “Allow Data Uploads” Setting, event-based audio-less video-clips and images from the area inside the crib, event-based audio spectrograms for cry detection and depth sensor point clouds collected through your use of the Cradlewise crib, Apps, and any other Cradlewise Products or Services shall be accessed, used, and stored by Cradlewise in accordance with the Terms and this Policy. Cradlewise uses data obtained from your crib for various purposes, as set forth above, including to train our AI model to maintain and create software and firmware updates specific to your baby’s needs. We provide periodic over-the-air (“OTA”) software updates to all of the cribs that are active on the Platform. If you opt out of the use of AI features, the periodic OTA updates that will be made available to your crib will not be individualized to your baby and may not provide the optimal experience. Cradlewise maintains strict internal controls for access to the various categories of Personal Data and restricts it to personnel on a need-to-know basis.

If you are a resident of certain states, you may have certain rights regarding your information.

• Residents of the states of California and Texas: See our Supplemental Privacy Notice for California and Texas Consumers below.
• Other U.S. States’ Consumers. Cradlewise is not in scope for the application of state privacy laws of the states of Colorado, Connecticut, Delaware, Iowa, Montana, Oregon, Tennessee, Utah, or Virginia and, therefore, does not comply with these laws.

If you wish to exercise any of the privacy rights or have any questions or concerns regarding the processing of your Personal Data, please contact us at support@cradlewise.com. We will respond to your request consistent with applicable law.

This Policy is current as of the effective date set forth above. Cradlewise may, in its sole and absolute discretion, change this Policy at any time. Cradlewise will post its updated Policy on the Platform. Cradlewise encourages you to review this Policy regularly for any changes. Your continued access to or use of the Platform will be subject to the terms of the then-current Policy.

If you have any questions about this Policy or the Platform, email us at support@cradlewise.com or send us a letter to Cradlewise Inc., 40087 Mission Blvd, #391 Fremont, CA 94539, USA.

If you are a California or Texas consumer (as defined by the CCPA and TDPSA, respectively), you may exercise your consumer privacy rights by submitting a verifiable consumer request to us at support@cradlewise.com.

If you are a California resident, you may ask for a list of third parties that have received your information for direct marketing purposes during the previous calendar year. If we have disclosed your information, this list will contain the types of information disclosed, and we will provide this list at no cost. To make such a request, email us at support@cradlewise.com or send us a letter to Cradlewise Inc., 40087 Mission Blvd, #391 Fremont, CA 94539, USA.