Privacy

Updated October 11, 2026

SOHO is a personal shopping agent made by HSLA0001 Inc. (“we”). To shop for you it has to know a lot about you, including your body. This page says what it keeps, why, who else handles it, how long it stays, and how to get a copy or make it all go away. SOHO is new, and we’ll update this page as it changes.

Your account

You sign in with Apple. From Apple we get:

• An identifier for your Apple ID that’s unique to SOHO. It’s how we know it’s you next time.
• Your email address, if you choose to share it. You can give SOHO Apple’s private relay address instead, and Apple forwards our emails to you without showing us your real one.
• Your name, if you choose to share it. SOHO uses your first name to talk to you.

Apple doesn’t give us your password. We keep a token from Apple so that deleting your account also disconnects SOHO from your Apple ID. On your iPhone, SOHO stores a session token in the Keychain; on our side we keep only a hash of it, with when it was created and last used.

If you joined with an invite, we keep which invite it was, and so who sent it, to count how people find SOHO. Our product analytics get only the kind of invite, never the code or who sent it.

What you tell SOHO

• Your conversation: what you write, what SOHO writes back, and the photos you send.
• If you talk to SOHO instead of typing, the text of what you said. Apple’s speech recognition turns your voice into text, on your iPhone when your language supports it and otherwise on Apple’s servers, under Apple’s privacy policy. SOHO never receives the audio.
• Your profile: city if you give it, height, weight and other measurements, the sizes you wear in specific brands, how you like things to fit, your taste, things you’d never wear, and your budget.

What SOHO does for you

• The products it has shown you and your “mine” and “not me” answers, with your reasons.
• Prices and restocks it’s watching for you.
• Purchases you approved or declined, whether you placed the order, and later whether it fitted and whether you kept it. That’s how SOHO gets your size right next time.

Your measurements

Your measurements get extra protection. On SOHO’s servers they’re encrypted with a key that’s unique to you and kept separately from your data, so a copy of the database on its own can’t be read. In the app they’re locked behind Face ID or your passcode, and notifications never show them. SOHO’s AI reads them only to choose sizes for you. Brands and shops never get them: when you buy, they get the size you chose. You can delete just your measurements at any time.

If you measure yourself with your iPhone, SOHO uses the camera and, on iPhones that have it, the LiDAR sensor to estimate your height, shoulders, sleeve and inseam. All of it happens on your iPhone. The camera feed is never recorded, saved or sent, and only the numbers are kept, if you choose to use them.

Measurements you type into the chat are part of your conversation, which is protected as described below but isn’t sealed with your own key. The Measurements screen is the private place for them.

From your device

• Your country or region, from your iPhone’s settings, so SOHO shows prices and checks out in your currency.
• A push notification token, if you allow notifications, and whether you want message previews in them.
• How many messages you’ve sent today, to keep the service within a daily limit.
• Standard request data like your IP address, which our hosting provider handles to deliver the service and keep it secure.

The waitlist

If you join the waitlist on sohoai.app, we keep your email, when you joined, which page you joined from, and the country your request came from. We use it only to send you an invite and news about SOHO’s launch.

What we don’t collect

We don’t see your payment card or bank details. When you check out, you pay the brand directly in their own checkout. SOHO doesn’t access your contacts or precise location, doesn’t use advertising identifiers, and doesn’t track you across other apps or websites.

Why we use it

• To provide SOHO: finding things, working out your size, watching prices, and checking out. This is the service you asked for, and it’s the basis for almost everything above.
• To send you notifications and the Sunday drop, if you’ve turned them on. You can turn them off any time.
• To keep SOHO secure and working: preventing abuse, fixing problems, and enforcing the daily limit.

We also use usage analytics, described below under PostHog, to see which parts of SOHO work and where it’s slow.

People at HSLA0001 look at an individual conversation only to fix a problem you’ve reported, to investigate abuse, or when the law requires it. We don’t sell your data, show you ads, or share it with brands, and we don’t use it to train AI models.

Who else handles it

• Anthropic runs Claude, the AI model behind SOHO. Your messages, photos and profile are sent to it so it can write SOHO’s replies, and your photos are stored with Anthropic so the model can refer back to them. Anthropic doesn’t train its models on this data.
• Cloudflare runs SOHO’s servers and stores your account, conversation, profile and photos.
• Apple provides Sign in with Apple, delivers notifications, and turns speech into text if you use the mic.
• ElevenLabs makes SOHO’s spoken voice. When SOHO reads a reply aloud, the text of that reply is sent to ElevenLabs to turn into speech. Nothing else is sent: not your messages, photos or profile. ElevenLabs doesn’t train its models on this data. The voice you hear is AI-generated, not a person.
• OpenAI made SOHO’s spoken voice before version 0.0.17, and still does in earlier versions of the app, in the same way: only the text of the reply being read aloud is sent, and OpenAI doesn’t train its models on it.
• Vercel hosts this website.
• PostHog helps us understand how SOHO is used and what people shop for. It gets events about what you do in the app (like “opened a product” or “saved measurements”, with counts and timings) and about your shopping: the searches SOHO runs for you, the products it shows you (brand, name, category, price, size), what you mark mine or not me and why, what you watch, buy and send back. These are tied to your SOHO account’s ID. In app versions up to 0.0.17, PostHog also works out your approximate location (city and country) from the IP address the events come from; later versions turn that off. It never gets your messages, photos, measurements, name or email. Turn it off in Settings → Share usage analytics. On this website it counts visits and waitlist sign-ups without cookies.
• Search providers. When SOHO searches the web, it sends a description of what it’s looking for, like “navy wool jacket under $900”. It doesn’t send your name or photos.
• Brands and their checkout providers, such as Shopify. When you approve a purchase, SOHO sends the brand the product and size and tags the link so the brand knows SOHO sent you. Anything you enter in their checkout, like your address and payment, goes to the brand and is covered by their privacy policy.

We may disclose information if the law requires it, or to a company that takes over SOHO, which would have to keep this policy’s promises.

Photos

Photos you send are private. They’re only shown back to you, through links that expire, and apart from the cases above, only SOHO’s model looks at them. If you send a full-length photo to help with fit, SOHO uses it to estimate proportions. It doesn’t create a face or body template that could identify you.

How long we keep it

Your account and everything in it stays until you delete it. Signing out doesn’t delete anything, so you can pick up where you left off. When you delete your account, it’s removed from our systems right away, including the photo copies held by Anthropic. Database backups that might still contain it expire within 30 days. Waitlist emails are kept until SOHO launches and you’ve been invited, or until you ask us to remove yours. Product images SOHO copies from brands so your cards keep their picture have nothing about you in them and may stay.

Your choices and rights

• See and correct it. Everything in your profile is on the You screen (the person icon, top left), where you can change any of it.
• Get a copy. Settings → Download my data gives you your account, profile, conversation, finds and purchases as one file. Email us for copies of the photos you’ve sent.
• Delete your measurements. Settings → Delete my measurements erases them and leaves the rest of your account.
• Delete it. Settings → Delete account erases your account and everything in it, and disconnects SOHO from your Apple ID. You can also stop using Sign in with Apple for SOHO from your iPhone’s Apple Account settings.
• Notifications. Turn them off in your iPhone’s settings, and the Sunday drop off in SOHO’s.

Depending on where you live, including the EU, the UK and California, you may also have the right to object to or restrict how we use your data, and to complain to your data protection authority. We don’t sell or share personal information as California law defines those terms. Email support@sohoai.app for any request, and we’ll answer within 30 days. We won’t treat you differently for using these rights.

Where it’s stored and how it’s protected

Our providers store and process data in the United States and other countries. Where the law requires it, transfers rely on safeguards such as the European Commission’s standard contractual clauses. Everything travels encrypted and is encrypted at rest. Each person’s conversation and profile live in a separate database, measurements are additionally sealed with a key of their own, session tokens are stored only as hashes, and photos sit behind signed links that expire.

Children

SOHO is for people 16 and over. We don’t knowingly collect data from anyone younger, and we’ll delete it if we find we have.

Changes

If this policy changes in a way that matters, we’ll tell you in the app before it takes effect.

Contact

HSLA0001 Inc. · New York, New York · support@sohoai.app