Privacy notice
Last updated 6 October 2026
This notice explains what personal data we collect when you visit metafor.ai, join our waitlist or receive our emails, why we collect it, and what rights you have. We keep it short because we collect very little.
Who is responsible
The data controller is Metaphorical Creations AB, Stockholm, Sweden ("Metafor", "we", "us").
For anything about privacy, contact us at support@metafor.ai.
What we collect and why
| When | What | Why | Legal basis (GDPR) |
|---|---|---|---|
| You join the waitlist | Your email address, the time you signed up and gave consent, and the page you signed up on | To offer you early access and email you about it | Your consent (Art. 6(1)(a)) |
| You subscribe to the newsletter | Your email address and the time and place you gave consent | To send you the Metafor newsletter | Your consent (Art. 6(1)(a)) |
| You receive our emails | Whether an email was delivered, bounced or marked as spam, and when you unsubscribe | To deliver emails reliably, honour unsubscribes and stop sending to addresses that don't work | Legitimate interest (Art. 6(1)(f)) and our legal obligation to respect unsubscribes |
| You email us | Your email address, name and whatever you write to us | To answer you | Legitimate interest (Art. 6(1)(f)) |
| You visit the website | Technical data your browser sends (IP address, browser type, the page requested) in short-lived server logs, and, only if you accept cookies, Google Analytics usage data | To run the website securely, stop abuse and understand which pages are useful | Legitimate interest (Art. 6(1)(f)) for server logs; your consent (Art. 6(1)(a)) for Google Analytics |
The waitlist and the newsletter are two separate lists with separate consent. Joining the waitlist does not subscribe you to the newsletter unless you tick that box too, and you can leave either one without leaving the other.
We do not sell personal data, and we do not use it for automated decision-making or profiling.
Cookies and analytics
We use Google Analytics 4 (Google Ireland Ltd.) to understand how many people visit the site, which pages they read and whether they join the waitlist. Google Analytics sets cookies (named _ga and _ga_*, kept for up to 14 months) and collects data such as pages viewed, approximate location, device and browser. IP addresses are not stored by Google Analytics 4.
Google Analytics only runs if you click "Accept" in the cookie banner. Before that, and if you click "Decline", no analytics cookies are set and nothing is sent to Google. You can change your choice at any time via "Cookie settings" at the bottom of every page. Your choice itself is stored in your browser so we don't ask again. The legal basis is your consent (Art. 6(1)(a) GDPR).
Who we share data with
We use a small number of service providers that process data on our behalf, under data processing agreements:
- KontentPlus (Sweden), our marketing agency, which builds and runs this website and our email newsletter.
- Amazon Web Services, which sends our emails and keeps the waitlist contact list, in its Stockholm (EU) region.
- Railway, which hosts this website.
- Google Workspace, our email provider for messages you send to us.
- Google (Google Analytics 4), only if you accept analytics cookies.
Some of these providers are based in, or have access from, the United States. Where personal data is transferred outside the EU/EEA, the transfer is covered by the EU–US Data Privacy Framework or the European Commission's Standard Contractual Clauses.
How long we keep it
- Waitlist and newsletter: each until you leave that list or ask us to delete your data. If you never become a customer, we delete your address no later than 24 months after your last interaction with our emails.
- Unsubscribes: we keep a record that an address has unsubscribed so we never email it again.
- Emails you send us: as long as needed to handle your question, and at most 24 months.
- Server logs: a maximum of 30 days.
Your rights
You have the right to:
- access the personal data we hold about you and get a copy of it,
- have incorrect data corrected,
- have your data deleted,
- restrict or object to how we use it,
- receive your data in a portable format,
- withdraw your consent at any time, without affecting what we did before you withdrew it.
The easiest way to stop our emails is the unsubscribe link at the bottom of every email. For anything else, write to support@metafor.ai and we'll respond within one month.
If you think we handle your data incorrectly, you can complain to the Swedish Authority for Privacy Protection (Integritetsskyddsmyndigheten, IMY) at imy.se, or to the data protection authority where you live.
Security
The website is served over HTTPS only, loads no third-party scripts except Google Analytics after your consent, and access to the waitlist is limited to the people who need it to run our emails.
Changes
If we change how we handle personal data, we'll update this page and the date at the top. If a change is significant, we'll tell people on the waitlist by email.