Privacy Policy

1. Information We Collect

1.1 Information You Provide

We collect information you provide directly when creating an account and using the Platform, including:

• Account information: Name, email address, phone number, and OAuth provider identifiers (Google, Apple, or Microsoft account IDs)
• Profile information: Profile photographs, location preferences, and other details you choose to share
• Booking information: Trip preferences, group size, dates, special requirements, and booking history
• Communications: Messages sent to Guides, inquiries, reviews, and support requests
• AI conversations: Messages and preferences shared with Barb, our AI concierge
• Referral information: Referral codes and Guild rewards program participation data

1.2 Financial Information

We facilitate payment processing through Stripe. We do not directly store your credit card numbers, bank account numbers, or other sensitive financial data. Stripe collects and processes this information in accordance with their privacy policy. We do store:

• Transaction records (amounts, dates, booking references)
• Payment status and refund history
• Wallet balance and Guild Token history
• Tip records

1.3 Location Data

We collect location information that you provide, such as preferred fishing or hunting locations. We use geolocation services (Mapbox) to display Guide locations on maps and to facilitate location-based search. We may determine your approximate location from your IP address (via Cloudflare) to provide localized search results. We do not track your real-time GPS location.

1.4 Calendar Data

When Guides connect an external calendar (Google Calendar or Microsoft Outlook), we access only the time blocks (busy/free status) to detect scheduling conflicts. We do not read or store the content, titles, descriptions, attendees, or other details of personal calendar events.

1.5 Device & Usage Information

We automatically collect certain technical information when you access the Platform, including:

• IP address and approximate geolocation (via Cloudflare)
• Browser type and version
• Device type and operating system
• Pages visited, features used, and actions taken on the Platform
• Search queries and filter selections
• Referring URL and search terms that led you to the Platform
• Date and time of access

2. How We Use Your Information

We use the information we collect for the following purposes:

• Service delivery: To provide, maintain, and improve the Platform, including search, booking, messaging, and review features
• Payment processing: To facilitate payments, refunds, tips, installments, and Wallet credit management through Stripe
• AI matching: To power Barb, our AI concierge, which uses your preferences, location, dates, and other factors to recommend Guides and Trips
• Communications: To send transactional notifications (booking confirmations, reminders, refund notices) via email and SMS
• Guild rewards: To track referrals, calculate Token earnings, and manage Wallet balances
• Search & discovery: To display relevant Guide profiles and Trip listings based on your location, preferences, and search criteria
• Analytics: To understand how the Platform is used and to improve features, performance, and user experience
• Security: To detect, prevent, and investigate fraud, abuse, security incidents, and violations of our Terms of Service
• Legal compliance: To comply with applicable laws, regulations, legal processes, and government requests
• Marketing: To send marketing communications about Platform features and updates (with your consent and with opt-out options)

We do not sell, rent, or share your personal information with third parties for their marketing purposes.

3. How We Share Your Information

We share your information only in the following circumstances:

3.1 Service Providers

We share information with third-party service providers who perform services on our behalf, subject to contractual obligations to protect your data:

• Stripe — Payment processing and financial compliance
• SendGrid — Transactional email delivery
• Twilio — SMS message delivery
• Mapbox — Map display and geolocation services
• Anthropic — AI language model services powering Barb (conversation data is sent to Anthropic's Claude API for processing)
• Cloudflare — Content delivery, DDoS protection, and security
• Cloud hosting providers — Infrastructure and data storage

3.2 Guides & Clients in Transactions

When a Booking is made or an inquiry is submitted, we share relevant information between the Guide and Client to facilitate the transaction. This includes names, contact information (after Booking confirmation), booking details, and payment status. Prior to Booking confirmation, communications may be routed through proxy contact methods to protect privacy.

3.3 Legal Requirements

We may disclose your information if required to do so by law, regulation, legal process, or government request, or if we believe in good faith that disclosure is necessary to protect the rights, property, or safety of Guidepole, our users, or the public.

3.4 Business Transfers

In the event of a merger, acquisition, reorganization, bankruptcy, or sale of all or a portion of our assets, your information may be transferred as part of that transaction. We will notify you via email and/or a prominent notice on the Platform of any change in ownership or use of your personal information.

3.5 With Your Consent

We may share your information with third parties when you have given us explicit consent to do so.

4. Cookie Policy

Hooks.ly uses a minimal set of cookies and similar technologies. We do not use third-party tracking cookies or advertising cookies.

4.1 What We Use

• Session tokens (localStorage): JWT authentication tokens stored in your browser's localStorage to maintain your login session. These are essential for Platform functionality.
• Cloudflare cookies: Cloudflare may set cookies for security purposes (bot detection, DDoS protection) and to determine your approximate geographic location for content delivery optimization.

4.2 Analytics

With your consent, we use Google Analytics (GA4) to understand how visitors use the Platform. Analytics cookies are only loaded after you opt in via our cookie consent banner. We configure Google Analytics with IP anonymization enabled and do not use GA data for advertising purposes.

4.3 What We Do Not Use

• We do not use third-party advertising or tracking cookies
• We do not sell data collected through cookies
• We do not participate in cross-site tracking

For complete cookie details, see our Cookie Policy.

5. SMS & Text Messaging Privacy

GDLN LLC (d/b/a Hooks.ly) values your privacy. We collect and use information through text messaging only to provide you with verification codes, booking confirmations, trip updates, and guide communications.

No Share Policy

Mobile information, opt-in data, and consent details collected for our text messaging program will not be shared, sold, or rented to any third parties, affiliates, or partners for marketing or promotional purposes under any circumstances. Phone numbers are not disclosed to any outside parties except Twilio, our SMS delivery provider, solely for the purpose of delivering messages on our behalf.

Opt-In / Opt-Out

Your interaction with our web forms signifies your consent to receive text messages. On our sign-in form, you must manually check an unchecked consent box to opt in. Message frequency varies, up to 5 messages per month. Message and data rates may apply.

You may opt out of receiving text messages at any time by replying STOP to any message you receive from us. For help, reply HELP or contact [email protected].

6. AI & Conversation Data

6.1 What We Collect

When you interact with Barb, our AI concierge, we collect and store your conversation messages, preferences expressed during conversations, and the AI-generated responses. This data is used to provide continuity across sessions, improve matching quality, and enhance the service.

6.2 How AI Data Is Processed

Your conversation messages are sent to Anthropic's Claude API for processing. Anthropic processes this data in accordance with their commercial API terms and does not use commercial API data to train their models. We do not share your AI conversation data with any other third parties.

6.3 AI Data Deletion

You may request deletion of your AI conversation history at any time by contacting [email protected]. Deletion will remove your stored conversation data from our systems. This will not affect any anonymized or aggregated data already derived from your conversations.

7. Data Retention

We retain your personal data in accordance with the following schedule:

• Active account data: Retained while your account is active and for 30 days after account deletion to allow for account recovery
• Financial records: Retained for seven (7) years after the transaction date, as required by IRS regulations and other applicable tax laws
• Communications: Retained while your account is active; anonymized upon account deletion
• AI conversations: Retained while your account is active; deletable on request; anonymized upon account deletion
• Calendar data: Synced data is refreshed regularly and deleted when the calendar is disconnected or the account is deleted
• Guild rewards data: Token earning and redemption history retained for seven (7) years for financial record-keeping
• Usage logs: Retained for twelve (12) months for security and analytics, then deleted or anonymized
• Anonymized data: Aggregated, de-identified data may be retained indefinitely for analytics and service improvement

For complete retention details, see our Data Retention Policy.

8. Your Rights

You have the following rights regarding your personal data:

• Access: You may request a copy of the personal data we hold about you
• Correction: You may request correction of inaccurate or incomplete personal data
• Deletion: You may request deletion of your personal data, subject to our legal retention obligations
• Data portability: You may request your personal data in a structured, commonly used, machine-readable format (JSON or CSV)
• Opt-out of marketing: You may opt out of marketing emails at any time via the unsubscribe link
• Opt-out of SMS: You may opt out of SMS messages at any time by replying STOP
• AI data deletion: You may request deletion of your AI conversation history at any time
• Withdraw consent: Where we process data based on your consent, you may withdraw consent at any time

To exercise these rights, contact us at [email protected]. We will respond to your request within thirty (30) days.

9. California Privacy Rights (CCPA)

If you are a California resident, you have additional rights under the California Consumer Privacy Act (CCPA) and the California Privacy Rights Act (CPRA):

• Right to know: You may request information about the categories and specific pieces of personal information we have collected, the sources of collection, the business purposes for collection, and the categories of third parties with whom we share information
• Right to delete: You may request deletion of your personal information, subject to legal exceptions
• Right to opt out of sale: We do not sell your personal information. We do not share your personal information for cross-context behavioral advertising
• Right to non-discrimination: We will not discriminate against you for exercising your privacy rights

To exercise your CCPA rights, contact us at [email protected].

9.1 Categories of Personal Information Collected

In the preceding 12 months, we have collected the following categories of personal information as defined by the CCPA:

• Identifiers (name, email, phone number, IP address)
• Commercial information (transaction records, booking history, Wallet balances)
• Internet/electronic activity (browsing history on our Platform, AI conversations, search queries)
• Geolocation data (approximate location from IP, location preferences)
• Inferences (preferences derived from AI interactions and search behavior)

9.2 Sale of Personal Information

We do not sell personal information as defined under the CCPA. We do not share personal information for cross-context behavioral advertising purposes.

10. Children's Privacy

The Platform is not intended for use by anyone under the age of eighteen (18). We do not knowingly collect personal information from children under 18. If we become aware that a child under 18 has provided us with personal information, we will take steps to delete that information promptly. If you believe a child under 18 has provided us with personal information, please contact us at [email protected].

11. International Data Transfers

The Platform is operated from the United States. If you are accessing the Platform from outside the United States, please be aware that your information may be transferred to, stored, and processed in the United States, where data protection laws may differ from those in your jurisdiction. By using the Platform, you consent to the transfer of your information to the United States.

12. Security

We implement industry-standard security measures to protect your personal information, including:

• TLS encryption for all data in transit
• Encryption of sensitive data at rest
• Passwordless authentication (eliminating password-related vulnerabilities)
• Secure session management with JWT tokens
• Audit logging of account access and administrative actions
• Cloudflare WAF and DDoS protection

While we strive to protect your information, no method of electronic transmission or storage is 100% secure. See our Security page for additional details.

13. Changes to This Policy

We may update this Privacy Policy from time to time. Material changes will be communicated via email and/or through a prominent notice on the Platform at least thirty (30) days before taking effect. The “Last updated” date at the top of this page indicates when the policy was last revised.

14. Contact Information

For questions about this Privacy Policy or to exercise your privacy rights, contact us at:

GDLN LLC (d/b/a Hooks.ly)
Seattle, WA
Privacy inquiries: [email protected]
General support: [email protected]