ability shell

Privacy Policy

Last updated: 6 March 2026

Introduction

Ability Shell Ltd (“Ability Shell”, “we”, “us”, “our”) builds structured digital tools and experiences, including KREXILE (“the App”). This Privacy Policy explains how we collect, use, share, and protect information when you visit our website (including abilityshell.com and related domains) or use our mobile applications published by Ability Shell on the Apple App Store or Google Play Store.

We collect as little information as possible, and only what we need to operate, improve, and support our products. Some features involve third-party services, including advertising (Google AdMob / Google Mobile Ads SDK) and optional in-app purchases (processed by Apple or Google and managed by RevenueCat).

Who we are (data controller)

For the purposes of the UK GDPR, EU GDPR and similar laws, Ability Shell Ltd is the “controller” of personal data described in this policy. If you have any questions or would like to exercise your rights, contact us at privacy@abilityshell.com.

Ability Shell Ltd
Company number: 14765903
Registered office: 86-90 Paul Street, London, England, United Kingdom, EC2A 4NE

1. Information We Collect

1.1 Information you choose to provide

You may provide information to us when you contact us (for support, feedback, or bug reports), sign up for early-access or launch notifications, or otherwise communicate with us about an Ability Shell product. This information may include your email address, your name (if you include it), and the content of your message or feedback. We do not request or require special category (sensitive) personal data.

1.2 Information collected automatically (apps)

The App may process limited technical and usage information so we can understand performance and improve your experience. This may include device type and operating system version, app version, language/locale, region, crash logs, and performance diagnostics, as well as high-level in-app events (for example screens viewed and session length). This information may be processed via platform tools such as Apple App Analytics / App Store Connect and Google Play Console / Google Play services, and other operational tooling used to support the App.

Advertising data (Google AdMob / Google Mobile Ads SDK). The App displays advertisements using Google AdMob, an advertising service provided by Google LLC. AdMob uses the Google Mobile Ads SDK to request, deliver, and measure ads within the App. When ads are displayed, Google and its advertising partners may process certain information about your device and ad interactions, including:

In the current release, we aim to serve non-personalised ads by default. Non-personalised ads are based on contextual information (such as the content of the app or general device information) rather than a behavioural advertising profile built from your activity across apps or websites. Even when non-personalised ads are served, Google and its advertising partners may still process limited information for the purposes of ad delivery, frequency capping, fraud prevention, and aggregated advertising measurement.

If personalised advertising is introduced in a future version of the App, we will provide appropriate consent mechanisms where required by law, including App Tracking Transparency on iOS. If you decline, we will continue to serve non-personalised ads where available.

For more information about how Google processes data in connection with advertising, please see the Google Privacy Policy and Google Advertising Technologies.

Device advertising settings. You can control advertising identifiers and ad personalisation settings on your device. On Android, these controls are typically found under Settings → Privacy → Ads → Reset Advertising ID or Delete Advertising ID. On iOS, you can manage tracking permissions under Settings → Privacy & Security → Tracking. Disabling personalised ads or resetting your advertising identifier may make ads less relevant but will not stop the App from functioning normally.

In-app purchases (RevenueCat and Store providers). If you purchase a “Go Ad-Free” / “Premium” upgrade, this is a lifetime unlock (a non-consumable purchase) unless we clearly state otherwise at the point of purchase. Purchases are processed by Apple (App Store) or Google (Google Play). We use RevenueCat to manage entitlements (for example, removing ads and enabling premium features) and to support purchase restoration. RevenueCat may process purchase-related information such as product/entitlement identifiers, purchase status, and store receipt/transaction data (as provided by Apple/Google), together with app-scoped identifiers used to associate purchases with an app user session/device. We do not receive or store your full payment card details.

1.3 Website data and cookies

Our website is intentionally minimal and does not use cookies or third-party tracking scripts for behavioural advertising or profiling on the website itself. Our hosting, content delivery, and security providers may process standard server logs (for example IP address, browser/user agent, requested pages, and timestamps) for security, abuse prevention, and operational purposes. Where cookies or similar technologies are used for essential site operation or security, we treat them as strictly necessary.

2. How We Use Information

We use the information we collect to provide, maintain and improve our apps and website; respond to support requests and feedback; diagnose crashes and technical issues; prevent fraud and abuse; send early-access or launch emails if you have explicitly requested them; and comply with legal obligations such as tax or accounting rules. Where ads are shown, we also use information to deliver ads, measure effectiveness, and prevent fraud/abuse.

We do not sell your personal information and we do not share it with third parties for their own independent marketing.

3. Legal Bases for Processing (UK / EU)

Where applicable under the UK GDPR and EU GDPR, we rely on one or more of the following legal bases:

You may withdraw consent at any time where processing is based on consent (for example by unsubscribing from emails or changing your in-app/device privacy choices). Withdrawal of consent does not affect processing already carried out.

4. Advertising, Consent, and Your Choices

4.1 EEA/UK/Switzerland consent (GDPR / ePrivacy)

If you are in the EEA, the UK or Switzerland, we may be required to show a consent message and obtain your choices for advertising and measurement using Google’s User Messaging Platform (UMP) and/or a Google-certified Consent Management Platform (CMP). If you do not consent to personalised ads (or if personalised ads are not enabled), we will aim to serve non-personalised ads instead (where available) and still perform limited measurement and fraud prevention as permitted.

4.2 iOS App Tracking Transparency (ATT) / IDFA

On iOS, if we (or our advertising partners) want to access the Identifier for Advertisers (IDFA) for purposes that Apple considers “tracking”, iOS will ask for your permission via Apple’s App Tracking Transparency prompt. In the current non-personalised ads configuration, we do not request ATT permission for advertising personalisation/tracking. If we introduce an opt-in personalised ads option in the future, you can choose whether to allow tracking; if you choose “Ask App Not to Track”, we will not access the IDFA for that purpose.

4.3 Managing ad personalisation and advertising identifiers

You can control ad personalisation and reset or delete your advertising identifier in your device settings. On Android, advertising controls are typically found under Privacy/Ads settings (exact wording varies by version). On iOS, you can manage app tracking permissions in Privacy & Security / Tracking and adjust Apple advertising settings.

4.4 Go Ad-Free (lifetime unlock)

If you buy the Go Ad-Free / Premium lifetime unlock, we will remove ads in the App (subject to technical limitations such as cached ad content already loaded). You can restore purchases using the App’s restore option and your Apple/Google account.

5. How We Share Information

We share information only as needed to run the App and provide ads/purchases:

6. Data Retention

We keep personal information only for as long as necessary to fulfil the purposes described in this policy, including providing support, maintaining App functionality, preventing fraud/abuse, and meeting legal and accounting obligations. Purchase-related records may be retained longer where needed to verify entitlements, handle refunds/chargebacks, and comply with legal requirements.

7. How We Store and Protect Information

We use reasonable technical and organisational measures to protect information, including encrypted connections (HTTPS/TLS), access controls, and minimising the amount of data we store and how long we keep it. No method of transmission or storage is 100% secure, but we work to reduce risk and limit access to those who need it.

8. Children’s Privacy

Our apps and website are not directed at children under 13, and we do not knowingly collect personal information from children under 13. If you believe that a child has provided us with personal information, please contact us and we will take appropriate steps to delete it. Where required by law, we may apply age-gating and/or consent mechanisms.

9. Do Not Track Signals

Some devices and browsers offer a "Do Not Track" (DNT) signal that requests websites and online services not to track the user. There is currently no universally accepted standard for how online services should respond to these signals. Our apps and website do not currently respond to Do Not Track signals. You can manage advertising identifiers and tracking preferences through your device settings as described in Section 4.3 of this policy.

10. Your Rights

Depending on your location, you may have rights over your personal data. For UK/EU/EEA residents, these may include the right to access, correct, delete, restrict processing, object to processing, and withdraw consent where processing is based on consent, as well as the right to data portability in certain circumstances. To exercise these rights, please contact us at privacy@abilityshell.com.

If you are in the UK, you also have the right to lodge a complaint with the Information Commissioner’s Office (ICO). If you are in the EEA, you can complain to your local data protection authority.

11. International Transfers

Some services we use may process data outside the UK or EEA. Where this occurs, we rely on appropriate safeguards such as Standard Contractual Clauses or equivalent mechanisms, as required by applicable law.

12. Third-Party Services

Our apps and website may interact with third-party services that have their own privacy policies and terms. Key services may include:

Where third-party services act as “controllers” of data they collect (for example, Google or Apple in certain contexts), their policies apply. We encourage you to review the relevant third-party privacy information.

13. Changes to This Policy

We may update this Privacy Policy from time to time. When we do, we will change the “Last updated” date at the top of the document. Significant changes may also be announced via our website or apps.

14. Contact Us

For any questions about this Privacy Policy or our data practices, please contact Ability Shell Ltd at privacy@abilityshell.com. For general enquiries, you can contact info@abilityshell.com.

Note: This policy is provided for transparency and to help you understand our practices. It is not legal advice. If you need advice tailored to your specific circumstances, consider obtaining advice from a qualified professional.