Ella - Daily Affirmations
Effective date: August 13, 2026
Ella (listed on the App Store as "Ella - Daily Affirmations") is a daily affirmations app published by Magic Unicorn Inc. This policy explains, in plain language, exactly what the app handles, what leaves your device, and the choices you have. The app is built to keep your personal details on your phone: almost everything you tell it never reaches us at all.
Ella is developed and operated by Magic Unicorn Inc. ("we," "us," "our"), the data controller for the limited processing described below. If you have any question about this policy or your privacy, write to us at support@magicunicorninc.com.
Ella does not have user accounts. There is no registration, no password, no Sign in with Apple, and no email address to give us. We cannot look you up, because there is nothing to look up. The consequence is worth knowing: because your content lives only on your device, it is not backed up to us, and deleting the app deletes it.
When you first open Ella, it asks a series of questions so the affirmations it shows you feel relevant rather than generic. Depending on which questions you answer, this can include:
All of these answers are written into the app's own storage on your iPhone. They are used on the device, by the app itself, to choose which affirmations appear in your feed and to personalise their wording. They are never uploaded to us, and we have no copy of them. You can change or clear them in the app, and "Delete my data" removes them.
Why we ask. A large part of the affirmation catalogue is faith-based or spiritually framed, and a large part is not. Knowing whether you consider yourself religious, spiritual, or neither is what lets the app show you the right one and keep the other out of your feed.
It is optional. You can skip the question entirely, and the app works fully without it.
It never leaves your phone. The answer is stored on your device with your other setup answers. We do not receive it, we do not store it on any server, and it is not shared with anyone — not with AppsFlyer, not with RevenueCat, not with our AI providers.
Consent. Information about religious or philosophical beliefs is a special category of personal data under the GDPR and UK GDPR, and sensitive personal information under California law. By choosing to answer this optional question, you give your explicit consent (GDPR Article 9(2)(a)) for the app to use that answer on your device to personalise your affirmations. You can withdraw it at any time by changing or clearing the answer, or by using "Delete my data".
Your favourites, your collections, the affirmations you write yourself, your reading history, your streak, the topics you follow, your chosen theme, your widget setups and your reminder times are all stored on your device — some of it in the container the app shares with the Ella widget, so the widget can show your affirmations and your heart taps can work from the Home Screen. None of it is transmitted to us.
The Reframe feature turns a worry or a self-critical thought into three affirmations. When you tap the button, the app makes a single request to our server at https://magicunicorninc.com/iam-api/reframe containing only the sentence you typed. That is the entire contents of the request, and our server uses at most its first 250 characters. It carries no name, no setup answers, no device identifier, no advertising identifier and no account, because there is no account.
Our server passes your sentence, together with our fixed writing instructions, to a third-party AI provider so a response can be generated, then returns the three affirmations to your phone.
What happens to the sentence. We do not save it. Our server holds it in memory only for the seconds it takes to generate a reply; there is no database, no file and no log in which the text of your request is recorded. Our web server keeps ordinary technical logs of the request itself — your IP address, the date and time, which address was called and the response status — and those logs contain no part of what you typed. They are rotated and deleted automatically within 14 days.
Our AI providers process your sentence on our behalf in order to return the generated text, under their own API terms and privacy practices. They may retain the request briefly for abuse monitoring in line with those terms.
Because the sentence is written by you, please avoid typing information you would not want processed by a third-party AI service — full names of other people, contact details, health records or financial details. The feature works best with a single plain sentence about how you feel.
Ella offers optional premium access: a yearly plan with a 3-day free trial, a monthly plan, and a one-time lifetime purchase. All payments are taken by Apple through your Apple ID. We never see or receive your card details, billing address, Apple ID or the email address attached to it.
To know whether your device is entitled to premium features and to restore purchases on a new device, we use RevenueCat as our subscription-management processor. RevenueCat receives the App Store purchase receipt for the transaction and an anonymous app-user identifier that it generates itself. It does not receive your name, your email address or any of your setup answers. RevenueCat processes this data on our behalf so we can validate entitlements and produce aggregate revenue figures.
So we can tell which marketing brings people to Ella, the app includes the AppsFlyer mobile attribution SDK. AppsFlyer acts as our processor and measures installs and a small set of in-app milestones — which onboarding step you moved past or skipped, onboarding finished, paywall shown, trial started, purchase made, an affirmation shared, the Reframe feature used. These are event names and counts only — the text you type, the affirmations you read and your setup answers are never included.
AppsFlyer also receives basic device and install signals such as device model, OS version, country, IP address and an AppsFlyer-generated install identifier.
The App Tracking Transparency prompt. Apple requires your permission before an app may use your device's advertising identifier (IDFA) or link your activity to data from other companies. Ella does show the standard iOS "Allow Ella to track your activity across other companies' apps and websites?" prompt, and the app waits for your answer before AppsFlyer's first report.
We do not use this data to build a profile of you, we do not use it to target advertising inside the app (there are no ads in Ella), and we do not sell it. Apart from AppsFlyer and RevenueCat, the app contains no third-party analytics or advertising SDKs.
If you turn on reminders, they are scheduled locally on your device by iOS. We do not operate a push server for Ella, we do not send remote notifications, and we do not know whether or when you open one. The affirmation shown in a reminder is picked on your device from the catalogue that ships inside the app. Reminders can be turned off in the app or in iOS Settings.
Affirmations can be read aloud. The recordings are ordinary audio files hosted on our server, and the app downloads and caches the ones it needs, exactly as a browser downloads an image. Nothing about you is uploaded — the request identifies only which audio file is wanted. As with any web request, our server sees your IP address in its technical logs, which are deleted within 14 days. If a recording is unavailable, your device falls back to the iOS built-in speech voice, which runs entirely on the device.
When you save a share image or a wallpaper, iOS asks for permission to add photos to your library. This is add-only access: the app cannot read, browse or upload your existing photos. The image is created on your device and saved there.
Our servers and our providers (OpenAI, Kie.ai, AppsFlyer, RevenueCat, Apple) may process the limited data described above in the United States and other countries. Where personal data of users in the European Economic Area or the United Kingdom is transferred outside those areas, we rely on appropriate safeguards, such as the European Commission's Standard Contractual Clauses (and the UK Addendum) in our agreements with those providers.
Most of what people usually ask for — a copy of my data, delete my data, correct my data — you can do yourself, instantly, because the data is on your phone:
If you are in the European Economic Area, the United Kingdom or Switzerland, you have the right to access, correct, delete, restrict and object to processing of your personal data, the right to data portability, the right to withdraw consent at any time, and the right to complain to your local supervisory authority. Our legal bases are:
To exercise a right, email support@magicunicorninc.com. Because there are no accounts, we may not be able to connect a request to any data we hold; in that case we will tell you honestly what we do and do not have, rather than ask you for extra identifying information we do not need.
If you are a California resident — and, where equivalent laws apply, a resident of Colorado, Connecticut, Virginia, Utah, Texas or another US state with a comprehensive privacy law — you have the right to know what personal information is collected and how it is used, to request deletion, to request correction, to opt out of the sale or sharing of personal information and of targeted advertising, to limit the use of sensitive personal information, and not to be discriminated against for exercising any of these rights.
In the past 12 months, the categories of personal information involved in Ella have been: identifiers (an anonymous app-user identifier, an attribution identifier, IP address, and the advertising identifier only if you allowed tracking); commercial information (that a subscription or lifetime purchase was made); internet or network activity (app install and the in-app milestone events listed above, plus server technical logs); and user-provided content limited to the sentence you type into Reframe. These are used only to run the app, process purchases, and measure marketing. They are disclosed only to the service providers named in this policy for those purposes.
We do not sell personal information for money, and we do not use personal information for cross-context behavioural advertising inside the app. If you allowed tracking, your advertising identifier may be used to match your install to an ad, which some readings of California law treat as "sharing"; you can opt out at any time in iOS Settings → Privacy & Security → Tracking. The sensitive answers the app asks for — religion or spirituality — are never transmitted to us or to anyone else, so there is nothing for us to limit; you can clear the answer in the app. To make a request or to ask about this, email support@magicunicorninc.com. We will not treat you differently for asking. You may use an authorised agent, with proof of authorisation.
Ella is rated 4+ on the App Store, but it is a general-audience app not directed to children under 13, and we do not knowingly collect personal information from children under 13. The app has no accounts, no chat, no user-to-user contact and no advertising. The youngest age range offered during setup is "13 to 17", and that answer stays on the device. If you are a parent or guardian and believe a child under 13 has provided information through the app, contact support@magicunicorninc.com and we will take appropriate steps; you can also clear everything immediately with Profile → Delete my data. If you are between 13 and 18, please use the app with the involvement of a parent or guardian.
Traffic between the app and our servers uses HTTPS. Because your personal answers never leave your device, the strongest protection they have is your device itself — keep your passcode, Face ID and iOS up to date. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.
Ella is provided for self-reflection and motivation. Its content is not medical, psychological, therapeutic, legal or financial advice, and is not a substitute for care from a qualified professional. See our Terms of Use.
We may update this Privacy Policy as the app changes. When we do, we will revise the effective date at the top and post the updated policy at this address. If a change materially affects how your information is handled, we will make that clear in the app. Your continued use of the app after an update means you accept the revised policy.
Questions, requests or concerns about privacy? Email support@magicunicorninc.com. We are Magic Unicorn Inc., publisher of Ella - Daily Affirmations.