Privacy notice. What we hold, and for how long.
Nothing you type is stored until you press Send on the Build page. After that your brief is kept for 30 days so a call can carry it, a booked call is written into our calendar, and you can delete the brief or cancel the call yourself. No advertising cookies, and no AI model reads what you send.
At a glance
The short version, in four numbers.
0
Things stored before you press Send on the Build page.
30 days
How long your brief is kept. One link deletes it sooner.
3
Services that handle it, each for one job: Vercel, Neon and Apple.
0
Advertising cookies. And no AI model reads what you send.
What we collect
What we collect, and when.
Before you press Send, nothing. After that, only what you gave us, for the thing you asked for.
- 01
Before you press SendNothing stored
The form on the Build page is filled in inside your browser. Your answers are not sent anywhere until the form is complete and you press Send. Closing the tab before that leaves nothing behind.
- 02
When you press SendStored 30 days
What you entered is sent to us once: the service you want, your idea, a business name or website if you gave one, your name, your email address, a phone number if you added one, and how you heard about us if you chose to say. Put together, that is your brief: your own words, as you typed them. With it goes one thing you did not type: which page of this site your visit started on, so we know which pages bring enquiries. It is emailed to our own inbox so that we can read it and reply, a copy is emailed to you, and it is stored under a random identifier so that a call you book can carry it. No AI model reads or rewrites it. So that this site cannot be used to send email to one address over and over, it also keeps a count of the emails sent to yours that day, filed under a scrambled form of the address that cannot be turned back into it. That count is deleted within 2 days.
- 03
When you book a callIn our calendar
Your name, your email address, the time you chose, any note you added, whether you chose to meet online or in person, which page of this site your visit started on, and, if you sent a brief first, that brief and the service you picked in it, are written into the calendar event for that call. The brief you submitted also stays in our database for its 30 days: booking does not move it or delete it. While the booking is being written, the site briefly marks that date as busy in our database so two people cannot take overlapping times. That mark holds a date and a random code, nothing about you, and is removed within seconds.
- 04
When you email usIn our inbox
The email box on the site’s pages sends your message, the address you give for the reply and which page of this site your visit started on to our inbox, once, so that we can answer. The site does not store any of it, and sends nothing to the address you give: our reply comes from a person. You can also write to us from your own mail app, and then nothing about it passes through this site.
To send a brief we need the service, your idea, your name and your email address: without them there is nothing to reply to. A business name or website, and a phone number, are optional.
The form is on the Build page, and nothing on it is sent until you press Send.
On every visit
What an ordinary visit leaves. A count, and nothing with your name on it.
Your arrival
Your country, city and language are read from the request so the page can greet you in your language. They are shown to you and are not stored on their own. If you send a brief, the language is stored with it.
Your IP address
It arrives with every request, as it does on any website. The site uses it for one thing: limiting how often the same address can send a brief, send a message from the email box, book a call or try the owner’s sign-in. For that it is held in the memory of the server that answered, to count requests over an hour. It is not written to our database. The host also records it in its request logs.
Counts, not people
We count, each day: visits; forms started on the Build page; each of its first four answers being filled in, and answers a check turned back (the step, never what you typed); forms sent, briefs received and bookings; which of the site’s five main pages was opened and from which; how many times each page was viewed, which page visits started on, how often one page led to another, and how often each link or main button on a page was pressed; and, when a visit arrived from a link in an AI assistant’s answer, which assistant, by name. Links that carry a booking or brief code are counted without the code.
What a count is
A number in a table, split by whether the visit came from a link we sent, a search engine, or elsewhere. No visitor is identified in it, and it cannot be traced back to you.
Turning the counts off
There is no banner, because the counts are statistics about the site and hold nothing about you. You can still say no, here, at no cost. With counting off, this browser sends none of the counts above and writes none of the three entries they use. If your browser sends Global Privacy Control, counting is already off and stays off while it does.
Visit counts in this browser: Visit counts are sent by the page’s script. Without it, nothing is counted.
Cookies and storage
No cookies on an ordinary visit. Two exist. Neither is set unless asked for.
The site also keeps a few small entries in your browser’s own storage. Every one is listed here, by the name your browser shows for it.
| Name | Set | What it holds | How long |
|---|---|---|---|
mz-viewCookie | Only when a link carries ?view=. | Which of two page views to show. Nothing about you. | One year |
sbw-adminCookie | Only when the site’s owner signs in. | That the owner is signed in. | 30 days, or until sign-out |
sbw_bookingTab storage | Once you send a brief. | Your name, email address, brief and its identifier, and the service you picked, so booking a call does not ask for them again. | Until the booking is made, or the tab closes |
sbw_srcTab storage | On the first page you open. | Where this visit came from: a link we sent, a search engine, or elsewhere. | Until the tab closes |
sbw_visitedTab storage | On the first page you open. | Whether this visit has been counted. | Until the tab closes |
sbw:openingTab storage | When the home page’s opening has played. | That you have seen the opening, so it is not replayed in this tab. | Until the tab closes |
sbw_pageTab storage | On every page. | The page this tab is on, so the next page can be counted as a step from it. Overwritten on every page. | Until the tab closes |
sbw_entryTab storage | On the first page you open. | Which page of this site your visit started on, so a brief or a booking can say which page brought you. Sent only as part of a brief or a booking. | Until the tab closes |
sbw:no-countBrowser storage | Only if you turn the visit counts off on this page. | That choice, and nothing else, so it can be kept. | Until you turn counting back on, or clear it |
sbw:readoutBrowser storage | Only in the site’s second view (a ?view= link), when its panel is moved. | Where that panel sits on screen. | Until you clear it |
None of the storage entries is sent to us on its own. sbw_page is only ever sent as part of a count, and sbw_entry only as part of a brief or a booking. Nothing here sets an advertising identifier.
Who processes it
Three services. Each for one job.
Three services see some of the above. None of them is given more than its job needs.
Hosting
Vercel
Hosts the site and runs its code. Every request passes through it, and it is what reads your country, city and language from the connection. It keeps request logs, which include IP addresses. When sending an email fails, the error is logged with the address removed.
Database
Neon
Holds the database: your stored brief, the daily counts, the short-lived tally of emails sent, and the settings for when calls can be booked (which hold nothing about you). It keeps a restore history, so deleted data stays recoverable there for a limited period.
Email and calendar
Apple (iCloud)
Carries the email we send you, from our own address, including the calendar invitation for a booked call, receives the copy of your brief, a message written in the site’s email box and the note of each booked, moved or cancelled call that are sent to our inbox, and holds the calendar a booking is written into. Our mailbox may keep a copy of what it sends.
Where it is processed
All three are companies based in the United States, so what they handle for us may be processed outside the UK. Which legal safeguard covers each transfer has not yet been confirmed for the plans this site runs on. This notice will name them when it has.
How long it is kept
How long each thing is kept. And how to remove it sooner.
| What | How long | What happens to it |
|---|---|---|
| Your brief | 30 days | From the day you send it. After that the site can no longer read or use it, and a scheduled daily clean-up deletes it from the database, normally within a day of expiring. The link beside your brief on screen, and the one in the email that carries it, delete it from the database sooner. Deleting it does not reach the copies outside the database: the email in your inbox, the copy that reached our inbox, a booked call’s calendar event, or the database’s restore history for the period it keeps one. |
| A booking | 30 days after the call | In our calendar. The confirmation email has the link that moves or cancels it. Moving it changes the time on the same event. Cancelling removes the event, with your name, address, note, brief and the service you picked with it. If we have to move or cancel your call ourselves, we email you to say so. After the call has happened the event stays in the calendar as the record of the call. 30 days after the call, we remove your name, email address, note, brief, the service you picked and the call’s links from it by hand, and keep only that a call took place and its date and time. You can ask for it to be deleted, sooner or entirely, at any time. |
| Six months, unless you become a client | Email you send us, the emails we send you, and the copy of your brief that reaches our inbox are kept in our mailbox as ordinary correspondence. If you do not become a client, we delete them by hand after six months. If you do, they are kept as part of the work. You can ask for them to be deleted sooner. | |
| Host logs and restore history | Set by the providers | The host’s request logs and the database’s restore history are kept by those providers for periods set by their own service terms, which we have not yet confirmed for the plans this site runs on. This notice will name them when we have. |
| The counts | Indefinitely | They contain nothing about you. |
Your rights
Your rights. Most need no request.
You can ask what we hold about you, ask for it to be corrected or deleted, ask us to stop using it, or object to it being held at all. For the stored brief and a booking you do not need to ask, but you can, and we will.
- See what we hold about you, and have a copy of it.
- Have anything that is wrong corrected.
- Have it deleted.
- Have us stop using it while a question is settled, or object to it being held at all.
- Have it in a form you can take elsewhere. Your brief already is: the copy in your inbox.
Without asking anyone
If you are in the UK you can also complain to the Information Commissioner’s Office. If you are elsewhere in Europe, to your national data-protection authority.
Why we hold it
Why we are allowed to. Because you asked us to.
Receiving your brief and booking your call are things you asked for: holding your details long enough to do them is necessary to carry out that request. Limiting how often one address can use the forms, and counting visits as totals, are in our legitimate interest in keeping the site working and knowing whether it is used.
It is used to
- Read your brief and reply to it.
- Email you a copy of your brief, which is what the line beside Send says will happen.
- Hold your call in the calendar, and tell you if we have to move or cancel it.
- Call you back about that brief, if you added a phone number.
It is not used for
- Marketing. We do not add you to a list or send a follow-up sequence.
- Advertising. It is not sold, and it is not passed to advertisers.
- AI. No model reads it or rewrites it, and we do not use it to train one.
- Decisions made by a machine. The checks on the Build page are rules in code that can ask you to enter an answer again, and nothing else.
Questions
Privacy questions, answered.
Does SBW Labs use cookies?
Not on an ordinary visit. Two cookies exist and neither is set unless asked for: one remembers which of two page views a link chose, and one is set only when the site’s owner signs in. Nothing on this site sets an advertising or tracking identifier.
Is what I type on the Build page stored?
Not until you press Send. The form is filled in inside your browser, and your answers are sent once, when the form is complete and you press Send. Close the tab before that and nothing is left behind.
How long does SBW Labs keep my brief?
30 days from the day you send it. After that the site can no longer read or use it. You can delete it sooner with the link beside your brief on screen, or the one in the email that carries it.
How do I delete my data?
The link beside your brief, and in the email that carries it, deletes the stored brief. The link in a booking’s confirmation email cancels the call and removes its calendar event. For anything else, email hello@sbwlabs.com and a person will do it.
Does an AI model read the brief I send?
No. Your brief is your own words, as you typed them. It is emailed to our inbox and to you, and stored for 30 days so a call can carry it. No AI model reads it or rewrites it, and we do not use it to train one.
Does SBW Labs sell or share my data?
No. Three services handle it so the site can work: Vercel hosts the site, Neon holds the database, and Apple’s iCloud carries our email and calendar. It is not sold, not passed to advertisers and not used for marketing.
Who is the data controller for SBW Labs?
Steven Bowei Wu, trading as SBW Labs, is the data controller. Any question about this notice, and any request under it, goes to hello@sbwlabs.com, which a person reads.
Changes
This notice describes the site as built on 23 October 2026.
If what the site collects changes, this page changes in the same release.
What happens to what you type, step by step, is on how this website was built.
A question about your data? A person answers.
Write to hello@sbwlabs.com. The same inbox handles every request under this notice.