Privacy Policy

Last updated: 26 September 2026. Written for a UK-based operator under UK GDPR / the Data Protection Act 2018.

Who we are. Altograph ("we", "us") provides a WordPress plugin and a hosted API that generate image alt text and SEO metadata. The data controller is The Really Useful App Company Ltd (company no. 17088198), Chandos House, School Lane, Buckingham, England, MK18 1HD. For data-protection queries contact privacy@thereallyusefulappcompany.com.

What we process and why

When the Altograph plugin generates alt text or a meta description for you, it sends the following to the Altograph API. That happens when you ask for it (for example with a Generate button or the bulk action in your Media library), and when automation you have switched on runs for you:

Data	Purpose	Lawful basis (UK GDPR)
Image URL and filename	Generate alt text	Contract (Art. 6(1)(b)): providing the service you installed
Post title and content	Generate a meta description	Contract
Site ID (a hash of your site URL)	Count usage against your plan, and understand how the plugin is used so we can improve it	Legitimate interests (Art. 6(1)(f)): billing integrity, abuse prevention, and improving the plugin
Pro licence key, billing details	Manage your subscription	Contract; legal obligation (tax)

We do not ask for or require names, emails of your site visitors, or other personal data to generate metadata. Image and post content may incidentally contain personal data if you have placed it there; we process it only to return the requested text and do not use it to train models.

Sub-processors

Anthropic provides the AI that generates the text. Image URLs / post content are sent to Anthropic to produce a result and are not used by them to train models under their commercial terms.
Render hosts the Altograph API.
Freemius is our merchant of record for Pro subscriptions; it processes your billing details and is the seller of record for tax purposes.

Where any sub-processor processes data outside the UK, we rely on appropriate safeguards (UK International Data Transfer Agreement / Addendum).

Retention

Generated text is returned and not stored beyond what's needed to serve the request and logs.
Usage counts are kept per site per month for billing, abuse prevention, and improving the plugin.
Operational logs are kept for a limited period (e.g. 30 days) and then deleted.

Your rights

Under UK GDPR you may request access to, correction of, or deletion of your personal data, object to processing, or complain to the Information Commissioner's Office (ICO) at ico.org.uk. To exercise any right, contact privacy@thereallyusefulappcompany.com.

Security

Data is sent over HTTPS. Access to the Altograph API and its data is restricted. The plugin sends a hashed site ID rather than identifying your site directly.

Changes

We'll update this policy as the service evolves and post the new version here with a revised date.