Ella - Daily Affirmations
Effective date: 29 September 2026
Ella is a daily affirmations app published by Magic Unicorn Inc. This policy explains, in plain English, what the app collects, what leaves your iPhone, who receives it, how long it is kept, and the choices you have.
What changed on 29 September 2026
Ella is developed and operated by Magic Unicorn Inc. ("we", "us", "our"). We decide how and why the data described here is used, so we are its "controller". For anything about this policy or your privacy, email support@magicunicorninc.com.
Ella has no sign-up, no password and no email address. The first time you open the app, it creates a random code — the install ID — and keeps it in your iPhone's keychain, so it survives deleting and reinstalling the app on that iPhone and is never copied to your other devices. It is not your advertising identifier and it contains nothing about you.
The app sends the install ID with plan requests, feedback and usage events, so that they can be connected to each other and to your plan. On our server it is stored next to the first name and goal in your plan (see below); apart from that, it is not connected to your name, email address or Apple ID. Delete my data replaces it with a new, unrelated one.
During setup Ella asks some questions so it can choose affirmations for you: your first name, your age range, your gender, the goals you pick from a list, your mood, whether you believe in manifestation, the topics you want, and the goal you want to manifest, in your own words. Earlier versions of the app also asked about your relationship status, your work, what weighs on your mood, what gets in your way, the life you picture, what you would like to let go of, what you have been avoiding, your zodiac sign, whether you are religious or spiritual, and a few preferences, such as what helps you keep a habit. Every question can be skipped.
Your answers are stored by the app on your iPhone and used there to choose your affirmations. Some of them also leave your device, in the specific ways described below: to write your plan, and as broad categories in analytics and ad measurement. Your zodiac sign, your answer about religion or spirituality and those older preferences never leave your device.
Your favourites, collections, the affirmations you write yourself, your history, streak, theme, widget setups and reminder times also stay on your device — some of them in storage the app shares with Ella's widgets and with your Apple Watch.
Nothing is sent for your plan while you answer the setup questions. Ella writes your plan right after you start a free trial or subscribe, if you typed a goal during setup, and again whenever you write a new goal in My plan. If you skip the goal question, no plan is written until you add a goal.
The app sends our server:
Our server — magicunicorninc.com, a virtual server we rent from Hostinger in France — sends your name, goal and answers, but not your install ID, together with our writing instructions, to OpenAI through its API. If OpenAI is unavailable, the same request goes to Kie.ai (NexusAI Services LLC), an API service that gives access to the same kind of AI model. The plan comes back to our server and then to your iPhone.
OpenAI states that it does not use data sent through its API to train its models, and that it keeps API data for up to 30 days to monitor abuse, unless the law requires longer. Kie.ai processes requests under its own terms.
Our server stores your plan request (first name, goal, answers and language) and the plan written from it, together with your install ID, so the app can collect weeks 2 to 4 as they are written and so we can apply the monthly limit on new plans.
Our plan service also logs each request — how long it took, which provider answered, whether it worked — identified only by a shortened one-way code (a hash) of your install ID. That log never contains your name, your goal or your answers.
Your goal and "Anything Ella should know?" are free text: write only what you are happy to send to us and to an AI provider, and please leave out details about other people. If something you write or choose reveals sensitive information — for example about your health — you are giving us your explicit consent to use it to write your plan. You can withdraw that consent at any time by deleting your data. The app shows a short notice about this where you type your goal.
Reframe turns a worry into three affirmations. When you use it, the app sends our server the sentence in the box and the app's language. The first time you open Reframe, the box is pre-filled with the goal you typed during setup; you can edit or clear it before sending. The request does not include your name, and it may include your install ID, which we use only to limit how many requests one device can make. Our server passes the sentence to OpenAI; if OpenAI is unavailable, to a Google Gemini model reached through Kie.ai. We don't store the sentence: it is not saved in any database or log on our server.
If you give Ella one to three stars when it asks for a rating, you can tell us what to improve. The app sends our server your rating, what you wrote, your install ID, the app version and your device's language and region setting. We keep it to read and act on it. Four or five stars open Apple's own review sheet instead.
Occasionally the app asks a one-question survey, such as what held you back. Your answer goes to PostHog, like other analytics.
To see which parts of Ella help and where people get stuck, the app records usage events — for example "setup finished", "affirmation shown", "plan created" or "paywall closed" — with simple details such as the screen, how long something took or which plan was chosen. They go to two places:
theella.app), which logs the same events with your install ID and the app version — without your IP address.Analytics never contain your name, the goal you typed, your Reframe sentence, your feedback text or the affirmations you write. We use them only to understand and improve Ella, never to show you ads.
We advertise Ella on other apps and websites (for example TikTok, Meta's apps and Apple Search Ads). To learn which ads work, the app includes the software development kit of AppsFlyer, which measures this for us. AppsFlyer receives:
RevenueCat also tells AppsFlyer when a trial or subscription starts, renews or ends, and the price, so that subscriptions can be linked to the campaign that brought them.
The tracking prompt. iOS asks whether Ella may track your activity across other companies' apps and websites.
If you installed Ella after tapping an Apple Search Ads ad, Apple provides a token that lets RevenueCat and AppsFlyer see which campaign it was. It does not identify you.
All payments are taken by Apple through your Apple ID. We never see your card, your billing address, your Apple ID or its email address.
RevenueCat manages subscriptions for us. It receives your App Store purchase and subscription records — what you bought, when, the price and currency, trials, renewals, cancellations and refunds — an anonymous customer ID it creates, and identifiers that link those records to our analytics and ad measurement (the AppsFlyer install ID and your install ID). We use this to know whether you have Premium, to restore purchases, and to count our revenue.
Affirmations can be read aloud. Recordings are downloaded from our servers (magicunicorninc.com, with theiam.day as a backup). The app asks for a recording by a code calculated from the affirmation's text (a hash) — never by the text itself. For lines that have no recording, such as your plan, the app downloads a voice model from our server once (about 90 MB) and then speaks them on your iPhone; nothing is uploaded. If neither is available, iOS's built-in voice is used, which also runs on your device.
Reminders are scheduled on your iPhone by iOS. We don't run a push server and we don't know when you open a reminder. Some reminders include your first name or a line from your plan; they are created on your device. Widgets read from storage on your device. If you use the Apple Watch app, your iPhone sends today's lines, your favourites and your theme directly to your watch through Apple's watch connection, and hearts you tap on the watch go back to your iPhone. We don't receive any of it.
When you save a share image or a wallpaper, iOS asks for permission to add photos to your library. The app can add the image but cannot see, read or upload your existing photos. When you share an affirmation to another app — such as Instagram, TikTok or Messages — the image or text goes to that app under its own privacy policy.
These providers process data for us under their terms with us. We don't sell your personal information to anyone, and we don't share it with data brokers.
Our server is in France, and PostHog stores our analytics in the EU. OpenAI, Kie.ai and RevenueCat are in the United States; AppsFlyer is based in Israel and also processes data in the United States. When personal data from the European Economic Area, the United Kingdom or Switzerland is transferred to a country without an adequacy decision, we rely on the safeguards in our providers' data processing terms, such as the European Commission's Standard Contractual Clauses (with the UK Addendum), or on a provider's certification under the EU–US Data Privacy Framework.
If you are in the European Economic Area, the United Kingdom or Switzerland, you have the right to access, correct and delete your personal data, to restrict or object to its use, to data portability, to withdraw consent at any time, and to complain to your local data protection authority. Our legal bases are:
If you live in California or another US state with a comprehensive privacy law, you have the right to know what personal information we collect and how we use it, to access, correct and delete it, to opt out of its sale or sharing for targeted advertising, to limit the use of sensitive personal information, and not to be discriminated against for using these rights. In the past 12 months Ella has collected: identifiers (install ID, AppsFlyer ID, IDFV, IP address, and the IDFA only if you allowed tracking); your first name; characteristics such as age range and gender; commercial information (purchases and subscriptions); internet or other electronic network activity (usage events and server logs); approximate location derived from IP addresses; and content you write (your goal, "Anything Ella should know?", Reframe sentences and feedback), which can include sensitive personal information such as information about your health, used only to provide the features you asked for.
We don't sell personal information for money. If you allow tracking, AppsFlyer may share your advertising identifier and in-app events with the advertising network that showed you our ad, which some US state laws treat as "sharing" for targeted advertising. You can opt out at any time by turning off tracking for Ella in iOS Settings → Privacy & Security → Tracking, or by emailing us. You may use an authorised agent, with proof of authorisation.
Ella is not directed to children under 13, and you must be at least 13 to use it. The youngest age range the app offers is "13 to 17", and people who choose it never see the tracking prompt. If you are under the age at which you can consent to data processing where you live (up to 16 in some countries), please use Ella only with a parent's or guardian's permission. If you believe a child under 13 has used Ella, email us and we will delete what we hold.
Data sent between the app and our servers is encrypted in transit (HTTPS). We limit what we collect and how long we keep it. 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, including your plan, 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 will update this policy when the app changes. When we do, we will change the effective date at the top and post the new version at this address, and we will explain significant changes in a "What changed" note like the one above.
Questions, requests or concerns about privacy? Email support@magicunicorninc.com. We are Magic Unicorn Inc., publisher of Ella - Daily Affirmations.