Privacy Policy

The privacy of your data is a very important to us. This policy covers: what data we collect and why; how your data is handled; and your rights to your data.

This policy applies to all products built and maintained by 37 South LLC including Milkweed, Shooting Light, Grains, Patterns, and Vitals.

Our goal is to only collect only what we need. Here’s what that means in practice:

Identity & access

When you sign up for a 37 South product, we sometimes ask for identifying information such as your name or email address. This is so you can personalize your account, and for us to be able to send you invoices, updates, or other essential product information. We’ll never sell your personal info to third parties or use your name in marketing statements without your permission.

Billing information

All of our apps are purchased using Apple’s App Store or Google Play. You’re providing billing information to them – we never have access to that information, and cannot get access to it.

Geolocation data

Some of our products may track geolocation data for hunts, scouts, trail cameras, etc., but those are stored locally on your device or in your Apple iCloud account if applicable. They aren’t stored on our servers and we cannot access them.

We may occasionally ask if you’re interested in providing that data to us in order to do randomized reporting. In these cases, the data will be anonymized so it doesn’t represent the exact location, but a general municipality unit such as city or county.

Website interactions

When you browse our website marketing pages, your browser automatically shares certain information such as which operating system and browser version you are using. We track that information, along with the pages you are visiting, and which website referred you for statistical purposes like conversion rates and to test new designs. We use third-party web analytics software that has a strong focus on user privacy to track this data (Microanalytics).

App interactions

When you interact with our products, we may track specific interactions that you make. These interactions help us access our product design and allow us to improve flows within the products. These analytics also help us understand which features of a product are important to our users and make them better. These events are not tied to specific users, and they're anonymized so that we can't know who created the event.

Occasionally we track events that allow us to generate and publish generalized reports about our products. We also sometimes send events that have location data tied to them. However, the event is zoomed out from the actual geolocation you may have added. For example, if you track a specific point on a map, we wouldn't store that latitude/longitude; we would instead look up that point and store the county, state, etc. We do this to ensure that your geo data is kept private.

These events are tracked on our servers, and this information is never accessed by third parties or sold to third parties.

Voluntary correspondence

When you write 37 South with a question or to ask for help with a product or app, we keep that correspondence, including the email address, so that we have a history of past correspondences to reference if you reach out in the future.

We also store any information you volunteer like surveys. Sometimes when we do customer interviews, we may ask for your permission to record the conversation for future reference or use. We only do so if you give your express consent.

How we approach mobile app permissions

Our goal is to ask for the bare minimum of permissions from you to give you a great app experience with maximum privacy. By default, we have access to the network to ensure the app can connect to and communicate with the Internet. In most cases, we ask for permission just-in-time so that you can decide if you want to grant access to things like location, camera, and background services. A few exceptions:

We’ll ask for permission to use push notifications upon first sign-in. It’s impossible for our apps to try to use a sensitive OS feature without requesting access explicitly from you, so you’ll always know exactly when and what we’re requesting. You will never be required to grant any permission (although a given feature may not work or work well without it).

When we access or share your information

Generally we do not store or access your information. In fact, most of our apps store data on your phone or on Apple’s or Google's servers. That being said, the only times we’ll ever access or share your info are:

When required under applicable law.

If US law enforcement authorities have the necessary warrant, criminal subpoena, or court order requiring we share data, we have to comply. Otherwise, we flat-out reject requests from local and federal law enforcement when they seek data. And unless we’re legally prevented from it, we’ll always inform you when such requests are made. In the event a government authority outside the US approaches 37 South with a request, our default stance is to refuse unless the US government compels us to comply through procedures outlined in a mutual legal assistance treaty or agreement. We have never received a National Security Letter or Foreign Intelligence Surveillance Act (FISA) order.

If we are audited by a tax authority, we may be required to share billing-related information. If that happens, we only share the bare minimum needed such as billing addresses and tax exemption information.

If 37 South, LLC is acquired by or merged with another company — we don’t plan on that, but if it happens — we’ll notify you well before any info about you is transferred and becomes subject to a different privacy policy.

Your rights with respect to your information

Right to Know. You have the right to know what personal information is collected, used, shared or sold. We outline both the categories and specific bits of data we collect, as well as how they are used, in this privacy policy.

Right of Access. This includes your right to access the personal information we gather about you, and your right to obtain information about the sharing, storage, security and processing of that information.

Right to Correction. You have the right to request correction of your personal information.

Right to Erasure / “To be Forgotten”. This is your right to request, subject to certain limitations under applicable law, that your personal information be erased from our possession and, by extension, all of our service providers. Fulfillment of some data deletion requests may prevent you from using 37 South services because our applications may then no longer work. In such cases, a data deletion request may result in closing your account.

Right to Complain. You have the right to make a complaint regarding our handling of your personal information with the appropriate supervisory authority.

Right to Restrict Processing. This is your right to request restriction of how and why your personal information is used or processed, including opting out of sale of personal information. (We never have and never will sell your personal data.)

Right to Object. You have the right, in certain situations, to object to how or why your personal information is processed.

Right to Portability. You have the right to receive the personal information we have about you and the right to transmit it to another party.

Right to not be subject to Automated Decision-Making. You have the right to object and prevent any decision that could have a legal, or similarly significant, effect on you from being made solely based on automated processes. This right is limited, however, if the decision is necessary for performance of any contract between you and us, is allowed by applicable law, or is based on your explicit consent.

Right to Non-Discrimination. This right stems from the CCPA. We do not and will not charge you a different amount to use our products, offer you different discounts, or give you a lower level of customer service because you have exercised your data privacy rights. However, the exercise of certain rights (such as the right “to be forgotten”) may, by virtue of your exercising those rights, prevent you from using our Services.

Many of these rights can be exercised by signing in and directly updating your account information.

If you have questions about exercising these rights or need assistance, please contact us at For requests to delete personal information or know what personal information has been collected, we will first verify your identity using a combination of at least two pieces of information already collected including your user email address.

How we secure your data

We currently do not store any identifiable data on our servers. Apple servers may host data if iCloud is enabled, otherwise all of your data lives on your device. This may change as we introduce new applications, if it does we’ll update this privacy policy to reflect those changes.

What happens when you delete data in our apps

As stated above, application data is stored either in iCloud or on your device. Once it is removed, it is removed for good. There are no backups other than your own and nothing is stored on our servers.

Changes and questions

We may update this policy as to comply with relevant regulations and reflect any new practices. Whenever we make a significant change to our policies, we will also announce them on our company blog.

If you have any questions, comments, or concerns about this privacy policy, your data, or your rights with respect to your information, please reach out by emailing us at