privacy policy
Wag Collective
Last updated: 4 September 2026
In the event of any discrepancy between language versions, the Portuguese version of this Privacy Policy shall prevail.
---
This Privacy Policy describes how SEVEN PAWS, UNIPESSOAL, LDA, trading as Wag Collective, with registered office at Calçada de Santo Amaro, 42, RC, 1300-515 Lisbon, Portugal, corporate tax number 519070321, collects, uses, stores and protects the personal data of users of www.wagcollective.com and clients of our grooming, transport and retail services.
We are committed to protecting your privacy and processing your personal data in accordance with Regulation (EU) 2016/679 (GDPR) and applicable Portuguese law.
For any questions about this policy or to exercise your rights, contact us at filipa@wagcollective.com or +351 931 916 031.
---
1. DATA WE COLLECT AND WHY
1.1 Booking data
When you make a grooming appointment we collect your name, email address, phone number, and information about your dog including breed, coat type, health conditions, behavioural notes and vaccination status. We use this to manage your appointment, communicate with you about it, and provide the best possible care for your dog. Legal basis: performance of a contract.
1.2 Payment data
Payments are processed by Stripe, Apple Pay and Google Pay. We do not store card details. These providers process your payment data under their own privacy policies: Stripe (stripe.com/privacy), Apple (apple.com/legal/privacy), Google (policies.google.com/privacy).
1.3 Contact and communication data
When you contact us via email, WhatsApp or our contact form, we collect your name, contact details and the content of your message. We use this to respond to your enquiry. Legal basis: legitimate interest.
1.4 Newsletter and marketing data
If you subscribe to our newsletter we collect your email address and, optionally, your name. We use this to send you grooming tips, news about Wag and promotional communications. Legal basis: consent. You can unsubscribe at any time using the link in any email or by contacting us directly.
1.5 Website usage data
We use Google Analytics 4 to collect anonymised data about how visitors use our website, including pages visited, time spent, device type and approximate location. This helps us understand how the site is performing and improve it. We also use Google Ads to measure the performance of our advertising campaigns. Legal basis: consent (via cookie banner). You can withdraw consent at any time by adjusting your cookie preferences.
1.6 Store purchase data
When you purchase a product online or in store, we collect your name, email address, delivery address and order details. We use this to process and fulfil your order and handle any returns. Legal basis: performance of a contract.
1.7 Dog and appointment photos
Wag Collective may photograph or film dogs during or after grooming for use on our website and Instagram account (@wag_collective). We operate on an opt-out basis — by booking a service and not objecting at check-in, you accept that photos of your dog may be used for these purposes. We will never publish photos that identify you as the owner without your explicit consent. You may object to photography at any time — at booking, at check-in, or after the fact by contacting filipa@wagcollective.com. We will remove any published photos promptly upon request. Legal basis: legitimate interest, subject to your right to object.
---
2. TOOLS AND THIRD PARTIES WE USE
We use the following tools to operate our business, each of which may process your personal data:
Acuity Scheduling — appointment booking and management (acuityscheduling.com/privacy)
Mailchimp — newsletter management (mailchimp.com/legal/privacy)
Airtable — client database (airtable.com/privacy)
Stripe — payment processing (stripe.com/privacy)
Google Analytics 4 — website analytics (policies.google.com/privacy)
Google Ads — advertising performance measurement (policies.google.com/privacy)
Weglot — website translation (weglot.com/privacy)
Cloudinary — image hosting and delivery (cloudinary.com/privacy)
All third-party providers are required to process your data only on our instructions and in accordance with GDPR.
---
3. HOW LONG WE KEEP YOUR DATA
Booking and client data: retained for 3 years after your last appointment to allow us to serve you better on future visits and comply with legal obligations.
Newsletter data: retained for as long as your subscription is active. Deleted within 30 days of unsubscribing.
Payment records: retained for 10 years in accordance with Portuguese tax law.
Contact and enquiry data: retained for 12 months after your last contact.
Website analytics data: retained for 26 months as per Google Analytics default settings.
Dog photos: retained until you request removal.
---
4. YOUR RIGHTS
Under GDPR you have the right to:
Access — request a copy of the personal data we hold about you.
Rectification — ask us to correct inaccurate or incomplete data.
Erasure — ask us to delete your data, subject to legal retention requirements.
Restriction — ask us to limit how we use your data in certain circumstances.
Portability — receive your data in a structured, machine-readable format.
Objection — object to processing based on legitimate interest or for direct marketing, including objecting to photography of your dog.
Withdraw consent — where processing is based on consent, withdraw it at any time without affecting the lawfulness of prior processing.
To exercise any of these rights, contact us at filipa@wagcollective.com. We will respond within 30 days. If you believe your rights have not been respected, you may file a complaint with the Comissão Nacional de Proteção de Dados (CNPD) at www.cnpd.pt.
---
5. COOKIES
Our website uses cookies to enable core functionality, analyse traffic and measure advertising performance. A cookie consent banner is shown on your first visit, allowing you to accept or decline non-essential cookies. You can change your preferences at any time via the cookie settings link in the footer.
Essential cookies (always active): required for the website to function correctly.
Analytics cookies (consent required): Google Analytics 4, used to understand how visitors use the site.
Advertising cookies (consent required): Google Ads, used to measure the effectiveness of our campaigns.
Translation cookies (consent required): Weglot, used to remember your language preference.
---
6. DATA SECURITY
We take appropriate technical and organisational measures to protect your personal data against unauthorised access, loss or destruction. All data transmissions on our website are encrypted via HTTPS. Access to client data is restricted to those who need it to carry out their responsibilities.
---
7. INTERNATIONAL TRANSFERS
Some of our third-party tools (including Google, Mailchimp and Cloudinary) may transfer data outside the European Economic Area. Where this occurs, it is subject to appropriate safeguards including Standard Contractual Clauses approved by the European Commission.
---
8. CHILDREN
Our services are not directed at children under 16. We do not knowingly collect personal data from children. If you believe a child has provided us with personal data, please contact us and we will delete it promptly.
---
9. CHANGES TO THIS POLICY
We may update this policy from time to time to reflect changes in our services or legal requirements. The most recent version will always be available at wagcollective.com/privacy. We will notify you of significant changes by email where we hold your contact details.
---
10. CONTACT
For any questions about this policy, to exercise your rights, or to raise a concern:
Wag Collective
SEVEN PAWS, UNIPESSOAL, LDA
Rua Acácio de Paiva 7B, Alvalade, 1700-005 Lisbon
+351 931 916 031
---
For questions about this policy, contact filipa@wagcollective.com