Xeela DM Agent Privacy Policy

Effective date: August 20, 2026

1. About this policy

This privacy policy describes how Xeela Fitness ("Xeela," "we," "us") collects, uses, stores, and protects information in connection with the Xeela DM Agent, an internal tool we use to help our team respond to direct messages received on our official Instagram Business account, @xeelafitness.

This policy applies only to the Xeela DM Agent. For privacy information about the Xeela mobile app or website, please see the main Xeela privacy policy.

2. Who we are

Xeela Fitness is a fitness brand headquartered in the United States. If you have questions about this policy or your data, contact us at customercare@xeelafitness.com.

3. What information we collect

When you send a direct message to our Instagram Business account @xeelafitness, the Xeela DM Agent receives and stores:

• The text content of your direct message
• Your Instagram username and display name
• Your Instagram profile picture URL
• Whether your Instagram account is verified
• The timestamp of your message
• The Instagram-assigned identifier for the conversation

We do not collect your email address, phone number, physical address, payment information, or any information from your Instagram account beyond what is listed above.

4. How we use your information

We use the information above solely to:

• Understand what your message is about, using AI-assisted classification
• Send a helpful reply, either automatically (for common questions like how to get started, app support, or expressions of thanks) or personally from a Xeela team member (for business inquiries, partnership requests, and messages from verified accounts)
• Continuously improve our classification accuracy over time
• Maintain a record of our conversations for customer service continuity

5. Legal basis for processing (for users in the European Economic Area / UK)

If you are located in the EEA or UK, our legal basis for processing your data is your consent — by initiating a direct message to our Instagram Business account, you are consenting to us receiving, processing, and responding to that message. You may withdraw this consent at any time by ceasing to message us and by requesting deletion of your data (see Section 9).

6. Third parties

We use the following third-party service providers to operate the Xeela DM Agent:

• Anthropic (Claude API) — We send message content to Anthropic solely for the purpose of classifying the message and drafting a reply. Anthropic does not train its models on data sent via its API. See Anthropic's Privacy Policy.
• Vercel — Hosts the software that runs the Xeela DM Agent. See Vercel's Privacy Policy.
• Neon — Provides the encrypted PostgreSQL database where message data is stored. See Neon's Privacy Policy.

We do not sell, rent, or share your data with any advertising network, data broker, or third party for marketing purposes.

7. Where your data is stored

Message data is stored in an encrypted PostgreSQL database hosted by Neon in the United States (US-East region). Access is restricted to authorized Xeela employees via password-protected admin login.

8. How long we keep your data

We retain direct message data for 90 days from the date of the message, after which it is permanently deleted from our systems. Aggregated, non-identifying performance data (e.g., total number of messages classified per category) may be retained longer for internal analytics.

9. Your rights

You have the following rights regarding your data:

• Access — Request a copy of the data we hold about you
• Correction — Request correction of inaccurate data
• Deletion — Request permanent deletion of your data from our systems
• Objection — Object to our processing of your data
• Portability — Request your data in a machine-readable format

To exercise any of these rights, email customercare@xeelafitness.com with your Instagram username. We will respond within 30 days.

10. Security

We use industry-standard security measures including HTTPS/TLS for all data in transit, encryption at rest for our database, access controls, and password-protected administrative access. Despite our efforts, no method of internet transmission or electronic storage is 100% secure; we cannot guarantee absolute security.

11. Children

The Xeela DM Agent is not directed at children under 13. We do not knowingly collect information from anyone under 13. If you believe we have collected information from a child under 13, please contact us at customercare@xeelafitness.com and we will delete it.

12. International data transfers

Our servers are located in the United States. If you access our services from outside the United States, your information will be transferred to and processed in the United States. By initiating a message to us, you consent to this transfer.

13. Compliance with Meta Platform Terms

The Xeela DM Agent operates in accordance with the Meta Platform Terms and the Meta Developer Policies. We do not share Meta Platform Data with any third party except as described in Section 6.

14. Changes to this policy

We may update this policy from time to time. When we do, we will update the "Effective date" at the top of this page. Substantial changes will be announced via our Instagram account @xeelafitness.

15. Contact us

For any questions about this policy or how we handle your data, contact us at customercare@xeelafitness.com.