Effective: September 8, 2026 · Operator: Mera · Contact: appsupportcontact@icloud.com
What changed on September 8, 2026: this policy now lists every category of data Mera collects, how it is collected, everyone who receives it — including the AI providers we may use for clothing photos — and how long each thing is kept.
Mera's styling runs in the cloud. When you ask for a style profile, an item identification, an audit, a pre-purchase verdict, a capsule plan or a generated look, the photo you took is sent over an encrypted connection to Mera's own servers and passed straight to the AI provider that produces that result. Your face photo and, if you add one, your full-body photo are used to read styling attributes — colouring, proportion, silhouette. Mera does not store any part of your photos after the result is produced: there is no photo column in Mera's database and no photo storage bucket. Your closet, your saved looks and your profile live on your iPhone and in your own private iCloud, not on Mera's servers.
You are asked to agree to this before your first photo is taken, and nothing is sent before you do. You can withdraw at any time in Profile → Settings.
| Data | How it's collected | Who receives it | Why | Kept for |
|---|---|---|---|---|
| Face photo and full-body photo — including a photo of a whole outfit you are wearing | You take or choose them during onboarding, when you re-run your profile, or when you photograph a whole outfit to add its pieces to your closet | Mera's servers (Cloudflare); Anthropic for the analysis and for reading the pieces out of an outfit photo; OpenAI's image model when you tap Generate on a look | To produce your style profile, to draw a generated look of you, and to list what you are wearing in an outfit photo | Not kept by Mera. Providers: up to 30 days (see below) |
| Photos of clothing — pieces you add one at a time, and items you are considering buying | You take or choose them in the app | Mera's servers (Cloudflare); Anthropic to identify and judge them; OpenAI to tidy and polish item images. May also be handled by Runware or OpenRouter (see below) | To name and categorise a piece, audit it against your profile, and answer buy / skip / conditional | Not kept by Mera. Providers: up to 30 days (see below) |
| Closet text and style profile — item names, categories, colours, your four style dimensions and your own edits to them | Typed by you or produced by the analysis, stored on your device; sent with a request when the request needs it | Mera's servers (Cloudflare); Anthropic for audits, capsules and pre-purchase checks, and for outfit suggestions on Premium; OpenAI for outfit suggestions on the Free plan | To suggest outfits, plan capsules and judge pieces against your own wardrobe | Not kept by Mera |
| City-level weather band and place label, derived from approximate location — only if you allow location | Read on your device at reduced accuracy, turned into today's weather by Apple WeatherKit; only the band and the city-level name leave your phone | Mera's servers (Cloudflare) and the model writing your suggestion (OpenAI on Free, Anthropic on Premium) | So today's look suits today's weather and reads in your own units | Not kept by Mera |
| Anonymous device identifier, plan, monthly allowance counters | Generated on your device at first launch; anchored to Apple DeviceCheck so a reinstall can't farm a fresh free allowance | Mera's servers (Cloudflare); Apple (DeviceCheck) | To meter the free and paid allowances and stop abuse. It is not linked to your name, email or Apple ID | Until you delete it in Profile → Settings, or ask us to. Deleting the app does not remove it: the identifier is stored in your device's Keychain and survives deletion and reinstall, which is also why your plan and remaining allowance come back with you |
| Invite codes you create or redeem, and who redeemed which code — by anonymous identifier only | When you open Invite friends, or open an invite link someone sent you | Mera's servers (Cloudflare) | To grant the referral bonus to both sides, and to stop a device redeeming its own code | With your device record: until you delete it in Profile → Settings, or ask us to |
| Purchase tier (monthly or annual) and Apple's transaction identifier | Automatically, from Apple's signed purchase receipt and App Store server notifications | Mera's servers (Cloudflare); Apple processes the payment | To unlock Premium on your device and to honour refunds and cancellations | While the subscription record is needed; refund and revocation records are kept as long as the law allows for fraud prevention |
| Usage events — which screens you reached, which surface hit a limit, which action failed — and a bucketed app launch time | Automatically, unless you turn off "Share anonymous usage data" in Profile → Settings | Mera's servers (Cloudflare). No analytics SDK, no third-party analytics company | To see where Mera loses people and what to fix. Event names and values come from a fixed list in the server code, so no photo, wardrobe text or place label can be sent even by a modified app | Per-day per-feature rows 90 days; funnel steps indefinitely; totals without any identifier indefinitely |
| Days your device was active — one dated row per anonymous identifier, with no event name and no other detail | Automatically, from the session token every request needs. This one is not covered by the "Share anonymous usage data" switch | Mera's servers (Cloudflare). No analytics SDK, no third-party analytics company | To know how many devices come back, month over month | 400 days |
| Push token, plus your locale, app version and time zone | Automatically, only if you turn notifications on | Mera's servers (Cloudflare); Apple (APNs) delivers the notification | To send your morning look at the right local hour and refresh your widget | Until you turn notifications off, the token dies, or you delete your device record |
| Request logs, including IP address, timestamp and status | Automatically, as part of serving a request | Cloudflare, on Mera's behalf | Security, abuse prevention and debugging failures like the ones behind a "That didn't go through" screen | A short period in Cloudflare's log store, under Cloudflare's Workers Logs retention for our plan. Mera does not copy them anywhere else |
Mera has no user accounts. We never ask for your name, email address, phone number or date of birth, and we do not buy or receive data about you from anyone else.
These are the third parties that receive data described above, and what each one does:
We may also use, for clothing photos only — never your face or body photo:
Each of these is engaged under written terms requiring confidentiality, appropriate security measures and no use of your content to train their models — the same or equal protection of your data as this policy states. We will update this list here before any new provider receives your data.
Mera asks for approximate location only to fetch today's weather through Apple WeatherKit; only the weather band and a city-level place name reach Mera and the suggestion model. Mera never asks for precise location, never tracks you in the background, and works fully without location — you just lose weather-aware styling.
Mera is not directed to children and we do not knowingly collect data from anyone under 13 (or the equivalent age in your country).
Legal basis: your consent, Art. 6(1)(a) GDPR, given on the screen shown before your first photo. You may withdraw it at any time in Profile → Settings; processing that already happened stays lawful. You have the right to access, correct, delete and export your data: deletion is immediate and self-serve in Profile → Settings → Delete my server data, and for anything else write to appsupportcontact@icloud.com. You may also lodge a complaint with your local data-protection supervisory authority.
We analyse your photos for styling attributes — colouring, proportion, silhouette. We do not use them for biometric identification and do not derive biometric identifiers from them.
Our providers process data in the United States and other countries; transfers rely on the European Commission's Standard Contractual Clauses in our agreements with them.
Subscriptions are processed by Apple. We never see your payment details — only whether a subscription is active, and on which tier.
If you follow a shopping link, the retailer receives standard web request data. Where Mera earns a commission we say so on the link.
If this policy changes materially, the app asks you to read and agree again before it sends another photo. Questions: appsupportcontact@icloud.com.