Privacy Policy

MPS Holdings LLC(“we,” “us,” “our”) operates NameMatch at name-match.com. This policy explains what data we collect, how we use it, and your rights regarding that data.

Account data. When you sign in (via Apple, Google, or email magic link), we receive your email address and authentication provider identifier.

Preferences. Gender filter, heritage preferences, popularity preference, and a taste profile derived from your swipe history.

Usage data. Swipe records (name, reaction, timestamp), session codes, matches, shortlist entries, notes, rankings, private First Weeks preparation answers, and shared First Weeks decisions.

Analytics and session recordings.We use PostHog to collect page views, product events (such as swipes, sign-ins, and purchases), errors, and session recordings for anonymous and signed-in visitors, with an approximate location derived from your IP address. In the UK, the European Economic Area (EEA) and Switzerland, cookies and anything that identifies you need your consent to “Analytics” in our consent banner (see section 5). A session recording replays how the page changed while you used it: clicks, taps, scrolling, and navigation. We record only visits that begin with a click on one of our ads or on another link carrying campaign tags; in the UK, the EEA and Switzerland, only visits that begin with a click on one of our ads, and only if you consent. Before a recording leaves your browser, all text on the page and everything typed into forms, including email addresses, is replaced with placeholder characters, and Match Sprint and First Weeks answers are left out entirely. Recordings do not include the contents of network requests, invite links are sanitized before capture, and recordings are deleted after 30 days. We also use Vercel Web Analytics, which counts page views without cookies.

Cookieless analytics.If you are in the UK, the EEA or Switzerland and haven't turned on “Analytics” (before you choose, or after you turn it off), PostHog runs without cookies: it stores nothing in your browser, the events carry nothing that identifies you, your partner, your account or a purchase, and no session is recorded. Each event is counted under an identifier that PostHog's servers compute from your IP address, your browser details and our site's address with a random value that changes every day and is then deleted, so your visits can't be linked from one day to the next or back to you. Your IP address is then discarded and no location is derived from it. Ad click identifiers are removed from these events. Purchases are reported separately (see Purchases below).

Google Ads tag.On every page except private invite links, we load the Google Ads tag (gtag.js). It measures our own ads: which ad clicks lead to visits, sign-ups, and purchases. It sends Google the page you are viewing, your IP address, and browser and device details, and, where allowed, sets advertising cookies. We show no ads on NameMatch. In the UK, the EEA and Switzerland the tag starts with Google Consent Mode set to “denied” for ad storage, ad user data, ad personalization and analytics storage. Turning on “Ad measurement” allows ad storage and ad user data, and turning on “Analytics” allows analytics storage; ad personalization stays denied. Without “Ad measurement” the tag sets no cookies and removes ad click identifiers from what it sends Google, which can then only estimate conversions.

Browser-stored personalization inputs.Your surname, avoid list, existing children's names, and random assignment identifier are stored in your browser's local storage. Discovery requests include your surname, avoided name IDs, and random assignment identifier so the server can rank or filter names and keep rollout assignment stable. We do not save those fields to your account or copy them into analytics event properties. Existing children's names stay on the device. A partner Match Sprint draft may also be stored on the device for up to 72 hours so authentication can resume across browser tabs.

Purchases. If you subscribe, Stripe processes the payment through Link, which sells the subscription as merchant of record and handles billing, taxes, and receipts; we never see or store your card details. We store your plan, its status and renewal dates, the amounts paid, the email you entered at checkout, your random browser identifier (and account ID if you are signed in), and Stripe reference IDs, so we can unlock your plan, restore it when you sign in, and handle cancellations, refunds, and disputes. If you bought a pass before, we keep the same details for it. Each start, renewal, cancellation, refund, and dispute is also reported to PostHog with the plan and amount, linked to your PostHog visitor ID if you have one and otherwise to your account ID or random browser identifier, so we can measure revenue. This happens whether or not you consent to analytics.

Ad attribution. If you arrive from a Google ad, the ad click identifier (gclid, gbraid, or wbraid) and campaign tags in the link are kept in your browser for up to 90 days. If you then subscribe, they are stored with the purchase and may be reported back to Google Ads as a conversion, without your name or email. In the UK, the EEA and Switzerland this happens only if you turn on “Ad measurement”; otherwise the identifier is never stored in your browser, sent to PostHog or sent with a purchase. For each visit that arrives from an ad we record one “paid landing” event, so we can count the ad clicks that reach our site: it says which kind of click identifier the link carried (never the identifier itself), the campaign's source, medium and name, and the page. Without “Analytics” it is sent without cookies or identifiers, as described under Cookieless analytics.

• Provide and operate the service (matching, recommendations, shortlist)
• Generate your taste profile and match you with your partner
• Let you and your partner create a shared preparation plan
• Produce anonymized community trends (name popularity, regional trends, taste tribes)
• Authenticate your account
• Improve the product
• Measure how our own ads perform (Google Ads)
• Ask for and record your consent where the law requires it

Legal bases (UK and EEA). We rely on your consent for analytics and advertising cookies, session recordings, and ad measurement; on our legitimate interests for cookieless analytics, counting visits from our ads, reporting purchases to measure revenue, and keeping the service secure; and on our contract with you to provide NameMatch and process purchases.

We use the following third-party services that process your data:

• Supabase — database hosting and sign-in: it stores your account and NameMatch records and sets the cookies that keep you signed in
• PostHog— product analytics, error tracking, and session recordings (anonymous and identified usage; page text and form inputs masked; recordings deleted after 30 days; cookieless when you don't consent in the UK, the EEA or Switzerland)
• Vercel — hosting, content delivery, and cookieless page-view counts (Vercel Web Analytics)
• Stripe — subscriptions are sold through Link, a Stripe service that acts as merchant of record: it collects your payment details and the billing and tax information it needs, and handles them under its own privacy policy
• Google Ads — ad measurement: the Google Ads tag on our pages, plus ad click identifiers and purchase values reported as conversions
• Resend — sending our emails, such as Name of the Day, weekly recaps, and match and partner updates

Google uses data from its ad tags under its own policies; see how Google uses information from sites that use its services.

We do not sell your personal data to anyone.

We and the services above store the following in your browser:

• Sign-in. Supabase cookies that keep you signed in, set when you sign in, and a short-lived cookie that returns you to the right page after signing in.
• NameMatch.Your likes, preferences, progress, and the inputs described above, kept in local storage; a cookie that takes you straight back to your names when you return to the home page; a cookie that remembers your country for gear suggestions; and, in the UK, the EEA and Switzerland, a cookie (nm_consent_region) that only says consent rules apply to your visit. Our host sets it from the country of your IP address (or when it can't tell where you are), and it is deleted when you close your browser.
• Your consent choices.A cookie (nm_consent) records your choices in the consent banner and when you made them, for six months; then we ask again. When you turn “Analytics” on, and after you turn it off again, PostHog also keeps that choice in your browser's storage.
• Analytics.PostHog stores a random visitor ID and session ID in a cookie and in local storage on your first visit, so your visits and recordings can be linked. In the UK, the EEA and Switzerland, only with “Analytics” on.
• Advertising.The Google Ads tag sets cookies on our domain (such as _gcl_au) and on Google's domains to measure ad clicks and conversions and prevent fraud. Ad click identifiers are also kept in local storage for up to 90 days (see Ad attribution above). In the UK, the EEA and Switzerland, only with “Ad measurement” on.

Consent in the UK, the EEA and Switzerland.When you visit from these places (or we can't tell where you are), our consent banner asks first. “Reject all” and “Accept all” sit side by side, and “Manage choices” lets you turn on either of two categories, both off to start with: “Analytics” (PostHog with cookies, and recordings of visits that start from one of our ads) and “Ad measurement” (the Google Ads tag's cookies, and keeping the ad click for purchase attribution). Storage NameMatch needs to work (your names and progress, sign-in, and the record of your choices) is always on. Until you choose, nothing that needs consent runs: Google Consent Mode stays “denied”, the Google Ads tag sets no cookies, and PostHog runs cookieless. Saying no doesn't limit anything you can do on NameMatch. You can change your choices at any time with “Privacy and cookie settings”, at the bottom of our pages, in Settings, or here:

Your choices.You can block or delete cookies and site data for name-match.com in your browser settings. That clears the PostHog IDs and the Google cookies set on our domain, so PostHog can't recognize your browser from one visit to the next, but you will be signed out and lose progress that isn't saved to an account. Cookies that Google sets on its own domains are cleared separately in your browser. Content blockers and browser tracking protection can stop the Google Ads tag from loading. You can turn off personalized ads from Google in Google's Ads Settings. In the UK, the EEA and Switzerland you can also withdraw consent at any time with “Privacy and cookie settings”: turning “Analytics” off removes the PostHog IDs from your browser, and turning “Ad measurement” off removes the Google Ads cookies on our domain and the ad click we kept. To object to analytics or session recordings, or to have the records and recordings linked to you deleted, email us at the address below.

NameMatch is designed for adults choosing baby names. We do not knowingly collect personal information from children under 13. Baby names you interact with are not associated with actual children. If you believe a child has provided us personal information, please contact us and we will delete it.

We retain your data while your account is active. You can export all your data (JSON format) or delete your account at any time from Settings. In-app deletion removes your authentication account and NameMatch product records, resets the browser's identified analytics session, and anonymizes shared matches and shortlist state to preserve your partner's experience.

Historical analytics and error events in PostHog are not automatically erased by the in-app deletion action. They are retained for product reliability and improvement under our analytics retention settings and are no longer connected to an active NameMatch account. Session recordings are deleted automatically after 30 days. Contact us using the address below to request deletion of associated analytics records. Aggregated or de-identified statistics may be retained where permitted by law.

You have the right to:

• Access and export your personal data
• Request correction of inaccurate data
• Delete your account and associated data
• Object to processing of your data

These rights apply regardless of your location, including under the GDPR (EU) and CCPA (California). To exercise any right, contact us at the address below or use the in-app Settings.

We may update this policy from time to time. Changes will be posted on this page with an updated effective date.

Questions or requests? Email us at support@name-match.com.