Last updated: 25 September 2026
Gratitude Attitude is provided by Purple Clouds Holistics.
Your privacy matters to us. This Privacy Policy explains what personal information is collected when you use Gratitude Attitude, why it is needed, where it is stored, who may process it and the choices you have about your information.
Gratitude Attitude is a personal wellbeing and self-reflection app. We do not sell your personal information and do not use your journal entries, reflections or affirmations for advertising or marketing.
When you create an account, information used to manage your account may include your email address, your name where provided, authentication information required to securely access your account, and basic profile information supplied through Google if you choose to sign in using Google, or through Apple if you choose to sign in using your Apple Account.
If you use email and password registration, your password is handled securely by our authentication provider. Purple Clouds Holistics cannot view your password.
When you use Gratitude Attitude, you may choose to save:
Because journal and reflection fields allow you to enter your own words, please remember that you control what personal information you choose to include in them.
We use your information to provide the features of Gratitude Attitude, including creating and securing your account, saving your journal entries and affirmations, displaying your journal history, and allowing you to access and manage your information.
We do not use the contents of your private journal entries, reflections or personal affirmations for advertising or marketing.
Gratitude Attitude does not currently contain advertising and we do not sell your personal information.
Where personal information is necessary to create your account and provide the Gratitude Attitude features you request, including saving and displaying your journal entries, history and affirmations, our lawful basis under UK data protection law is performance of a contract. This means the processing is necessary to provide the Gratitude Attitude service you have chosen to use.
Some areas of the app allow you to enter free text. You decide what information you include. You may choose to enter particularly sensitive information, such as information about your health, beliefs or other personal circumstances.
Gratitude Attitude does not analyse your private journal content to diagnose health conditions, create health profiles, make automated decisions about you, or use that content for advertising or marketing.
Your gratitude entries, reflections, moods and personal affirmations are associated with your account so that the app can save and display them to you.
Access controls are applied so that users can only read, update and delete journal and affirmation records belonging to their own account.
Other Gratitude Attitude users cannot access your private journal entries, reflections or affirmations.
Gratitude Attitude contains a library of daily messages built into the app.
The scheduled daily message is selected according to the date and does not require personal information to select it.
If you choose Another message, that temporary selection is not stored as personal account data unless a message subsequently forms part of a journal entry you save.
Gratitude Attitude is built and hosted using Base44.
Base44 provides built-in app analytics which may record information such as app visits, app-load events, page traffic and session duration. Gratitude Attitude does not currently send custom analytics events.
Base44 may also process technical and security information required to operate, secure and troubleshoot its platform. Base44's public documentation does not specify every category of technical information collected or the precise retention period for all technical and security logs.
We do not use this information for advertising.
You may create an account using email and password or, where available, sign in using Google or Sign in with Apple.
When Google sign-in is used, the standard authentication process requests basic identity permissions such as your email address and profile information. Gratitude Attitude does not request access to your Google Drive, Gmail, contacts or other unrelated Google services as part of the standard sign-in process.
When you choose Sign in with Apple, Apple may provide Gratitude Attitude with information such as your name and email address to create and manage your account. If you choose Apple's Hide My Email feature, Apple may provide a private relay email address instead of your personal email address; emails sent to that relay address are forwarded to you by Apple. This information is used only to create and manage your Gratitude Attitude account and to provide you with access to the app.
Google, Apple and Base44 may process information necessary to provide authentication services in accordance with their own privacy terms.
Account-related emails, such as email verification and password-reset messages, may be delivered using Base44's email infrastructure, which uses SendGrid.
This means information necessary to deliver the email, including your email address and the content of the account-related message, may be processed by that provider.
Gratitude Attitude currently uses Base44 to provide its database, authentication and hosting infrastructure.
On the current service used by Gratitude Attitude, app data is hosted in the United States. This means your personal information may be processed outside the United Kingdom.
International processing and transfers are handled through the relevant service providers and their applicable data-protection arrangements.
Your journal entries, affirmations and account information are kept while your account remains active unless you choose to delete them or your account.
When app records are deleted, Base44 currently retains deleted records in its Recently Deleted system for up to 30 days, after which they are permanently deleted from that system.
Some limited technical, security, backup or legal records may be retained where necessary. Base44 does not currently publicly document precise retention periods for every category of platform log or backup information.
Analytics data available under the Base44 service currently used by Gratitude Attitude is retained for up to 30 days.
You can request permanent deletion of your Gratitude Attitude account from within the app by going to:
Settings → Delete Account
You will be asked to confirm before deletion proceeds.
When you confirm account deletion, Gratitude Attitude requests deletion of the journal entries and personal affirmations associated with your account and then deletes your app user account.
Deleted app records may remain in Base44's Recently Deleted system for up to 30 days before permanent deletion from that system. Some limited information may be retained where required for security, legal or operational purposes.
After deletion, you may create a new account using the same email address. A new account will not restore your previously deleted journal information.
To operate Gratitude Attitude, relevant information may be processed by:
These organisations process relevant information according to their respective services, contractual arrangements and privacy obligations.
We do not sell your personal information to these organisations.
The iOS version of Gratitude Attitude may display a system request asking for permission to send notifications. Gratitude Attitude does not currently send push notifications or use notification permission. Notification reminders may be introduced in a future version of the app.
Gratitude Attitude does not currently contain third-party advertising.
Your journal entries, reflections, moods and affirmations are not used by Purple Clouds Holistics for targeted advertising or direct marketing.
Gratitude Attitude is intended for people aged 18 and over.
The app is not intended for children under 18, and Purple Clouds Holistics does not knowingly offer Gratitude Attitude accounts to children.
If we become aware that personal information has been provided by a person under 18, we will take appropriate steps to delete the account and associated information.
Depending on the circumstances, UK data-protection law may give you rights over your personal information, including rights to ask for access to personal information held about you, ask for inaccurate information to be corrected, ask for information to be erased, ask for processing to be restricted, object to certain uses of your information, and request transfer of certain information where applicable.
Some rights depend on the circumstances and the lawful basis on which information is processed.
You can also delete your Gratitude Attitude account and associated app content using the Delete Account option within Settings.
We may update this Privacy Policy if Gratitude Attitude changes, if new features are introduced, or if our legal or service-provider requirements change.
Where appropriate, significant changes will be brought to users' attention.
The date at the top of this policy shows when it was last updated.
Gratitude Attitude is provided by:
Purple Clouds Holistics
St Helens, United Kingdom
Email: purplecloudsholistics@gmail.com
If you have a question about this Privacy Policy or how your personal information is handled, please contact us using the email address above.
You also have the right to raise a concern with the Information Commissioner's Office (ICO), the UK's data-protection regulator.