Privacy Policy

Last updated: July 11, 2026

1. Who we are

Telltale ("Telltale", "we", "us") is a retention-intelligence application for direct-to-consumer merchants, operated by Telltale AI Ltd. Co. (a Utah, USA limited company), c/o Registered Agents Inc, 7533 S Center View Ct Ste R, West Jordan, UT 84084, USA. Telltale analyzes a merchant's commerce data to surface retention insights and generate retention campaigns that the merchant sends through their own email/SMS service provider. Telltale does not send marketing messages to your customers itself — it pushes campaign audiences to the merchant's connected provider, which delivers them.

This policy explains what personal data we process, why, and the rights available to merchants and their customers. For questions or to exercise a right, contact owl@telltale.pro.

2. Our role (controller vs. processor)

  • For merchant account data (the store owner / staff who sign in to Telltale), we are a data controller.
  • For a merchant's customer data that we ingest from the merchant's Shopify store (and other connected platforms), we act as a data processor / service provider on the merchant's behalf and instructions. The merchant is the controller of that data. Our processing of customer data is governed by our Data Processing Agreement (DPA).

3. What data we process

From the connected Shopify store (and equivalent commerce platforms):

  • Customer records — name, email address, phone number, and shipping address (city, state/region, ZIP/postal code).
  • Orders — order totals, line items, currency, dates, fulfillment and shipping/delivery events, refunds and cancellations.
  • Abandoned checkouts — the cart and the associated email.
  • Products — product names and attributes (for recommendations).
  • Returns, discounts, inventory, and store media — return reasons (product- quality signals), the store's discount codes (offer recommendations), stock status (so we never recommend out-of-stock products), and store images (for campaign content the merchant approves).
  • On-site behavioral events (optional Web Pixel) — when the merchant enables Telltale's Shopify Web Pixel, we collect consent-gated on-site browsing on the merchant's storefront: pages and products viewed, on-site searches, cart events, and dwell time, tied to a first-party visitor identifier (and, where the visitor is a known customer, to that customer). These are collected only when the storefront's consent mechanism signals analytics consent; non-consented events are dropped server-side (fail-closed). We do not store raw IP addresses, and we do not track visitors across other websites.

We request only the minimum Shopify scopes required for this functionality: read_customers, read_orders, read_all_orders, read_products, read_fulfillments, read_returns, read_inventory, read_discounts, read_files, write_pixels, read_customer_events. (read_all_orders lets our retention models use more than the last 60 days of a store's order history.)

Account data (merchant users): name, email, authentication identifiers, and basic usage/audit information.

From other providers the merchant connects (at the merchant's direction): email/SMS engagement events (opens, clicks, sends, unsubscribes) from providers such as Klaviyo, Omnisend, Mailchimp, and Postscript; support-ticket events and satisfaction scores from helpdesk providers (e.g. Gorgias, Zendesk, Intercom); product reviews (e.g. Judge.me); and subscription lifecycle events (e.g. Recharge) — used to measure and improve retention performance.

We do not collect payment card numbers, government IDs, or special-category data.

4. Why we process it (purposes)

Solely to provide the service to the merchant:

  • compute retention analytics (cohorts, lifetime value, churn risk, reorder timing);
  • build and recommend retention campaign audiences;
  • push those audiences to the merchant's connected email/SMS provider for delivery;
  • measure campaign performance and attribute recovered revenue (a 7-day post-send attribution window);
  • operate, secure, and support the service.

We limit processing to these stated purposes (purpose limitation) and do not sell personal data or use it for our own marketing.

5. Automated decision-making

Telltale uses machine-learning models to estimate churn risk and reorder timing in order to suggest which customers a retention campaign should target. These are marketing-optimization decisions; they do not produce legal or similarly significant effects on customers. A customer who opts out of marketing (via the merchant's ESP unsubscribe / suppression) is excluded from Telltale-generated campaigns, and merchants can exclude customers from automated targeting.

6. How we share data (sub-processors)

We share data only with vetted sub-processors that help us run the service, under contract and confidentiality, and with the merchant's connected email/SMS providers at the merchant's direction. Our current sub-processors are listed at telltale.pro/pages/subprocessors. We do not otherwise disclose personal data except to comply with law or protect rights, with notice where permitted.

7. International transfers

Data is hosted in the United States (AWS, us-east-1). Where we transfer personal data internationally, we rely on appropriate safeguards (e.g. Standard Contractual Clauses) as described in our DPA.

8. Security

We apply technical and organizational measures appropriate to the risk, including: encryption in transit (TLS) and at rest; field-level encryption of stored customer email and phone (AES); salted SHA-256 hashing of emails used for matching; least-privilege staff access with audit logging; separation of test and production data; encrypted backups; and a documented security incident-response process. See §11 for breach notification.

9. Data retention and deletion

We retain a merchant's customer data only while needed to provide the service:

  • Per-customer deletion: on a Shopify customers/redact request we erase that customer's data, including any orphaned records (e.g. guest abandoned checkouts matched by hashed email).
  • Full deletion: when a merchant uninstalls, Shopify sends shop/redact ~48 hours later and we erase the merchant's data across our systems. (The 48h window is a grace period so an accidental uninstall/reinstall doesn't lose analytics.)
  • Raw webhook payloads are pruned on a rolling 90-day schedule.
  • On-site behavioral events (Web Pixel) are retained in raw form for up to 90 days; only derived, aggregated browsing signals persist on the customer's profile thereafter. They are erased with the customer on customers/redact.
  • Merchant account data is retained for the life of the account and a limited period afterward as required for legal/operational purposes.

10. Rights

Customers of a merchant may exercise their privacy rights (access, deletion, opt-out of sale/sharing, etc.) through the merchant, who is the controller; we support these requests via Shopify's customers/data_request and customers/redact flows and our DPA. Merchant users may access, correct, or delete their account data by contacting owl@telltale.pro. We honor customer consent and opt-out decisions communicated to us.

11. Breach notification

If we become aware of a personal-data breach affecting a merchant's data, we will notify the affected merchant(s) without undue delay and provide the information needed to meet their notification obligations, consistent with our DPA and applicable law.

12. Children

Telltale is a B2B service and is not directed to children. We do not knowingly process children's personal data.

13. Changes

We may update this policy; material changes will be posted here with a new "last updated" date and, where appropriate, communicated to merchants.

14. Contact

Telltale AI Ltd. Co. · 7533 S Center View Ct Ste R, West Jordan, UT 84084, USA · owl@telltale.pro Governing law: State of Utah, United States.