Effective: 26 April 2026
Previous version: 12 December 2021
This Privacy Policy explains how Like Wrong LLP (“we”, “us”, “our”) handles personal data in connection with the Challenge Up mobile application (the “App” or “Service”). It applies to all users of the App worldwide and is written to comply with the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.

Change of data controller. Challenge Up was previously operated by an individual developer. With effect from the date above, Like Wrong LLP, a UK limited liability partnership, is the data controller for the App. The substance of how the App handles your data has not changed: your habits and content remain on your device and in your iCloud account, and we still do not operate a backend that collects your personal content.
1. Data Controller
Like Wrong LLP
Company number: OC459728 (registered in England and Wales)
Registered office: Stoney Works, 8 Stoney Lane, London, SE19 3BD, United Kingdom
Privacy contact: mail@likewrong.com
Like Wrong LLP is the controller of any personal data processed in connection with the App, except where this Policy states that another party is the controller (for example, Apple in respect of payment data).
2. Summary of How the App Handles Your Data
Challenge Up is designed to minimise data collection. In short:
  • Your habits, challenges, streaks, statistics and other content you create are stored locally on your device.
  • If you have iCloud sync enabled in your iOS settings, that content is also stored in your personal iCloud account, to which we have no access.
  • We do not operate any backend that collects or stores your habit content.
  • Anonymised diagnostic and crash data is processed by third-party services (Google Firebase) to keep the App working.
  • If you purchase a Plus subscription, the transaction is processed by Apple. We receive only limited transaction information, never your card details.
3. Personal Data We Process
The categories of data described below are the only personal data processed in connection with the App.
3.1 Content you create in the App
Habits, challenge names, streak history, reminders, statistics, settings and similar content. This data is stored locally on your device. If iCloud sync is enabled in your iOS system settings, Apple replicates this content to your iCloud account under Apple’s Privacy Policy. Like Wrong LLP does not receive, store or have access to this content.
3.3 Subscription and payment data
Challenge Up offers a free tier and a paid Plus subscription with monthly and annual billing options. All payments are processed by Apple via the In-App Purchase system. Like Wrong LLP does not receive or store your card number, billing address or full payment information.
When you purchase or renew a subscription, Apple may make available to us a limited set of transaction information:This information is collected in an anonymized manner and is used exclusively for analyzing and fixing app errors.
  • The fact that a purchase was completed;
  • The date of the transaction;
  • The product purchased (subscription type / billing period);
  • The status of the subscription (active, cancelled, in grace period, etc.).
This information is used solely to give you access to paid features and to provide technical support.
Subscription terms:
  • Auto-renewal. Subscriptions renew automatically 24 hours before the end of the current period unless cancelled in advance.
  • Cancellation. You can cancel at any time via the App Store: Settings → [Your Name] → Subscriptions, or following Apple’s instructions.
  • Refunds. Refund requests are handled by Apple in accordance with their refund policy.
3.4 Correspondence
If you contact us by email, we process the contents of your message and your email address in order to respond to your request and keep a record of the correspondence.
4. Legal Bases for Processing
Under the UK GDPR, every processing activity must rely on a lawful basis. Ours are as follows:
Activity
Providing the App and its core features (local storage of your content)
Legal basis (UK GDPR Article 6)
Performance of a contract — Art. 6(1)(b)
Activity
Providing access to the Plus subscription and managing it
Legal basis (UK GDPR Article 6)
Performance of a contract — Art. 6(1)(b)
Activity
Anonymised analytics and crash reporting
Legal basis (UK GDPR Article 6)
Legitimate interests — Art. 6(1)(f) — keeping the App stable and improving it. We have assessed that this does not override your rights and freedoms because the data is anonymised and used only at aggregate level
Activity
Responding to your requests and correspondence
Legal basis (UK GDPR Article 6)
Legitimate interests — Art. 6(1)(f)
Activity
Complying with legal obligations (e.g. responding to lawful requests)
Legal basis (UK GDPR Article 6)
Legal obligation — Art. 6(1)(c)
5. Cookies and Similar Technologies
The App itself does not use cookies. However, the third-party SDKs we rely on (Firebase) may use device identifiers and similar technologies to provide their services. You can opt out of analytics by disabling the relevant device-level setting (e.g. “Limit Ad Tracking” / App Tracking Transparency on iOS).
6. International Transfers
Our processors (Google) are based in or transfer data to the United States. When personal data is transferred outside the United Kingdom, we rely on appropriate safeguards under UK GDPR Article 46, including the UK International Data Transfer Agreement (IDTA), the UK Addendum to the EU Standard Contractual Clauses, or recognised adequacy decisions, as applicable.
7. Service Providers
We use the following third parties to deliver the App. They process data only on our instructions and under appropriate contractual safeguards:
  • Apple Inc. — App distribution, In-App Purchases, iCloud sync (where enabled by you).
  • Google LLC — Firebase Analytics and Crashlytics (anonymised diagnostics and crash reporting).
If you click a link inside the App that takes you to a third-party site, that site will have its own privacy policy. We have no control over and accept no responsibility for the privacy practices of third-party sites or services.
8. Data Retention
Category
Content you create in the App
Retention
Stored on your device until you delete the data, the App, or your iCloud copy. We do not hold a copy.
Category
Anonymised analytics
Retention
Retained by Firebase in line with the retention period set in our Firebase configuration (default: up to 14 months).
Category
Crash reports
Retention
Retained by Crashlytics for up to 90 days from the date of the crash.
Category
Subscription transaction records
Retention
Retained for as long as required to provide the service and to meet our legal and accounting obligations (typically up to 6 years from the date of the transaction).
Category
Email correspondence
Retention
Retained for up to 24 months after the matter is closed, unless a longer period is required by law.
9. Security
We use commercially reasonable technical and organisational measures to protect personal data from unauthorised access, alteration, disclosure or destruction. However, no method of transmission over the internet or method of electronic storage is completely secure, and we cannot guarantee absolute security.
10. Children
The App is not directed at children under the age of 13. We do not knowingly collect personal data from children under 13. If you are a parent or guardian and believe that a child under 13 has provided personal data through the App, please contact us at mail@likewrong.com and we will take appropriate steps to delete that information.
11. Your Rights
Under the UK GDPR you have the following rights in respect of your personal data:
  • Right to be informed — about how your data is processed (this Policy).
  • Right of access — to obtain a copy of the personal data we hold about you.
  • Right to rectification — to have inaccurate data corrected.
  • Right to erasure — to request deletion of your data, where applicable.
  • Right to restrict processing — to ask us to limit how we use your data.
  • Right to data portability — to receive your data in a structured, machine-readable format.
  • Right to object — to processing carried out on the basis of legitimate interests.
  • Rights in relation to automated decision-making and profiling — we do not carry out automated decision-making that produces legal or similarly significant effects.
Because the App does not collect personal content directly (your habits and statistics are stored locally and in your iCloud account), most of your data is already under your direct control. You can delete the App at any time to remove all local data; iCloud copies can be removed via your Apple ID settings.
To exercise any of these rights, contact us at mail@likewrong.com. We will respond within one month of receiving your request, in line with UK GDPR.
12. Right to Lodge a Complaint
If you are unhappy with how we have handled your personal data, you have the right to lodge a complaint with the UK Information Commissioner’s Office (ICO):
We would, however, appreciate the chance to address your concerns first — please contact us before approaching the ICO.
13. Changes to This Privacy Policy
We may update this Privacy Policy from time to time. The current version will always be available at challengeup.ru/privacy, with the “Effective” date updated accordingly. Material changes will be communicated through the App or by another reasonable means.
14. Contact Us
If you have any questions about this Privacy Policy or how we handle your personal data, please contact:
Like Wrong LLP
Stoney Works, 8 Stoney Lane, London, SE19 3BD, United Kingdom
Email: mail@likewrong.com
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