Privacy Policy

Effective: May 11, 2026 · Last updated: May 11, 2026

Morning Anchor is built by WilWell Company LLC ("WilWell," "we," "us," or "our"). This Privacy Policy explains what information we collect when you use the Morning Anchor app or its companion LifeText text-message check-in service (together, the "Service"), how we use it, and the choices you have.

We wrote this in plain language. If anything here is unclear, email us at privacy@morning-anchor.com.

Who We Are

The Service is provided by WilWell Company LLC, a Missouri limited liability company.

• Mailing address: 133 Lyle Curtis Circle, Waynesville, Missouri,
• Email: privacy@morning-anchor.com
• Website: morning-anchor.com

What We Collect

Information you give us

When you use Morning Anchor, you may provide:

• Your first name, used to personalize affirmations, reflections, and check-ins.
• Your age group (adult, teen, parent/guardian), used to deliver age-appropriate content.
• Your content preference (secular, faith-integrated, blended).
• Your support focus (general wellness, alcohol, drugs, sexual behavior, food, gambling, gaming, shopping, self-harm, avoidance, anger, codependency).
• Daily check-in entries: mood, stress, urge intensity, and optional triggers.
• Safety plan content you choose to fill in: support contacts, coping activities, safe places, warning signs, and reasons for living.
• Body awareness session data (which regions you noted, session length).
• Anchor and coping activity choices.

If you turn on LifeText (our optional SMS check-in), you also provide:

• Your mobile phone number, used to send your daily check-in text.
• Your time window, used to determine when to send.
• Consent to receive automated wellness messages, with a timestamp recorded for legal compliance under the Telephone Consumer Protection Act (TCPA).
• SMS replies (emoji, snooze/skip choices, optional short text), used to drive the same-day follow-up and then deleted within 24 hours.

Information collected automatically

• Device information: device type, operating system, app version. Used to diagnose crashes and improve compatibility.
• App usage: which screens were opened, how long a session lasted, in aggregate. Used to improve the product.
• Crash diagnostics: anonymized error reports.

We do not collect your precise location, contact list, photos, microphone or camera input, or browsing activity outside the app.

Information from third parties

We do not buy or import data about you from third parties.

How We Use What We Collect

• Deliver your daily check-in inside the app and, if enabled, over text.
• Generate personalized affirmations, reflections, and prompts.
• Trigger your safety plan when criteria you and the app have agreed upon are met.
• Track streaks, progress, and badges you've earned.
• Improve the Service through aggregate, de-identified analytics.
• Comply with legal obligations.
• Respond to crisis signals appropriately.

We do not use your data to train any third-party AI model. We do not use it for advertising. We do not profile you for any commercial purpose outside of providing the Service.

How We Share What We Collect

Service providers

We use a small number of service providers ("processors") who handle data on our behalf under contracts that limit them to providing services to us:

• Twilio — sends and receives LifeText SMS messages. Message metadata and content are retained in Twilio's logs under their standard terms. We are working toward enrollment in Twilio's HIPAA-eligible program and a signed Business Associate Agreement before broader rollout beyond the closed pilot.
• Railway — hosts the LifeText backend application and the Postgres database that stores account information.
• GitHub — hosts our application source code. GitHub does not process end-user data.
• Analytics provider — receives only de-identified, aggregate metrics.

We do not sell your data to any of these providers.

Future partnerships

If WilWell enters partnerships with healthcare, military, or counseling organizations in the future (for example, the Military and Family Life Counseling program or similar), we may share only aggregate, de-identified statistics about app usage. We will never share identifiable information with such partners without your explicit consent.

Legal requirements

We may disclose information when we are legally required to (subpoena, court order), or when we believe in good faith that disclosure is necessary to:

• Protect the safety of an individual, yours or someone else's.
• Protect WilWell's legal rights.
• Comply with applicable law or law-enforcement requests.

Crisis situations

If your responses indicate an imminent safety concern, the app will surface emergency resources — 988 Suicide and Crisis Lifeline and the Military Crisis Line (988, press 1). In rare cases involving an immediate threat to life, we may contact emergency services. Our default is always to show you the resources rather than to contact others on your behalf.

Business transfers

If WilWell is ever sold, merged, or transfers assets, your information may be transferred to the successor entity. We will notify you of any such transfer and your rights regarding it.

Data Retention

• LifeText SMS responses: 24 hours, then deleted. Aggregate counts of "X check-ins today" are retained without identifying you.
• In-app entries (mood, stress, urge, triggers, anchors, body awareness): stored only on your device. You can delete any entry or all entries at any time from inside the app.
• Safety plan content: stored only on your device unless you explicitly opt to back it up.
• Account information (phone, first name, time window, consent record): retained while LifeText is enabled. When you disable LifeText, your phone number and time window are deleted within 30 days; the consent record is retained for compliance purposes only.
• Analytics and crash data: retained for up to 12 months in de-identified form.

Your Rights and Choices

You have the right to:

• Access your information by viewing it in the app, or by emailing us.
• Delete your information at any time by clearing data in the app's settings or by emailing us. We will complete deletion requests within 30 days.
• Correct information by editing it in the app or emailing us.
• Opt out of LifeText at any time by replying STOP to any text, by toggling LifeText off in the app, or by emailing us.
• Opt out of analytics by disabling analytics in the app's settings, where available.

Residents of California, Colorado, Connecticut, Virginia, Utah, Washington, and other states with comprehensive privacy laws have additional rights, including the right to know what data is processed, the right to data portability, and the right to non-discrimination for exercising these rights. To exercise any of these, email privacy@morning-anchor.com.

Residents of Washington State have specific rights under the My Health My Data Act, including the right to a clear list of all third parties with whom consumer health data has been shared. Email us and we will provide that list.

SMS / TCPA Notice (LifeText Only)

By enabling LifeText, you consent to receive automated text messages from Morning Anchor at the phone number you provided. Up to one message per day during your selected window, plus a possible follow-up message in response to your reply. Message and data rates may apply.

• Opt out at any time by replying STOP to any message, or by toggling LifeText off in the app.
• For help, reply HELP.
• Carriers are not liable for delayed or undelivered messages.

We do not share your phone number with marketers. We do not send marketing messages.

Children

Morning Anchor offers a teen mode for users aged 13–17. We do not knowingly collect personal information from children under 13. If we learn we have inadvertently collected information from a child under 13, we will delete it.

For teens aged 13–17, we encourage parents and guardians to be involved in app use. Teen users can use the app without sharing identifying information beyond first name. Enabling LifeText for a teen user requires the teen to confirm they have parental permission.

Security

• Encryption in transit using TLS 1.2 or higher.
• Encryption at rest for any data stored on our servers.
• Access controls on production systems.
• Regular security review.

No method of transmission or storage is 100% secure. If you suspect a security issue, email security@morning-anchor.com.

Health Information

Morning Anchor is a wellness product, not a medical device. It does not provide diagnosis, treatment, or therapy. Information you share with the app is not part of any clinical record and is not shared with your healthcare provider, employer, insurance, or military medical system unless you choose to share it yourself.

If WilWell enters partnerships with HIPAA-covered entities in the future, those partnerships will be governed by separate Business Associate Agreements, and you will be notified before any identifiable data is shared with them.

International Users

Morning Anchor is operated from the United States. If you use the Service from outside the U.S., your information will be transferred to and processed in the United States. By using the Service, you consent to this transfer.

Changes to This Policy

We will update this Privacy Policy as the Service evolves. When we make material changes, we will notify you through the app and update the "Last updated" date at the top. Material changes affecting your rights will require renewed consent where the law requires it.

Governing Law

This Privacy Policy is governed by the laws of the State of Missouri, without regard to its conflict of laws principles.

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