1. Introduction

BPSG Private Limited (UEN 202535081R) (“Baby Planner SG”, “we”, “us”) respects your privacy and is committed to protecting your personal data in accordance with the Singapore Personal Data Protection Act 2012 (“PDPA”) and related regulations.

This Privacy Policy explains what personal data we collect, how we use it, who we share it with, how long we keep it, and what rights you have. It applies to your use of https://babyplannersg.com and its sub-domains, our services and products, and any communication with us via WhatsApp or other channels — both before and after the launch of Pocket Nanny.

By using our services or providing us with personal data, you confirm that you have read and understood this Privacy Policy. If you do not agree with how we handle personal data, please do not use the services.

 

2. Personal Data We Collect

2.1 Account, Booking, and Contact Information

When you contact us, book a service, or interact with our team, we collect:

  • Your name, email address, mobile number, address (for in-home services), and country of residence.
  • Payment information for paid services, processed via our payment provider.
  • Your pregnancy stage, expected due date, or your child(ren)’s age — information shared to enable us to tailor our services.
  • Booking history, service preferences, and operational notes related to your engagement with us.

2.2 Conversation Content (WhatsApp and Other Channels)

A significant portion of our work happens through ongoing conversations with our clients, primarily via WhatsApp at our official business number +65 88824484 (the “BPSG Business Number”). These conversations are personal, often sensitive, and central to how we provide service. We collect and retain on the messaging platform:

  • The full content of your WhatsApp conversations with us — including questions, situational updates, photos or other media you share, and our responses.
  • Conversations of a personal nature, which may include topics such as breastfeeding, lactation, sleep patterns, baby behaviour, postpartum experiences, family circumstances, and similar matters.
  • Group chat conversations that may include third parties (e.g. your partner, or another family member you have included), where you have invited that third party into the chat.
  • Conversation history that arises through escalations from Pocket Nanny, where Yi Ling is brought in to provide manual support — either privately with Pocket Nanny, or in a group chat with you.

We do not maintain separate notes or duplicate records of these conversations beyond the WhatsApp message history itself, unless a service requires it (e.g. compiled session summaries for sleep consults). Where we do create separate notes, they are described to you at the time and treated under this Privacy Policy.

Important — please be mindful of what you share:

Conversations with us often include personal information about you and your family. Please be thoughtful about sharing sensitive information, and do not share information about third parties (e.g. your partner, healthcare provider, or relatives) without their knowledge and consent, or where you do not have the right to disclose.

2.3 Pre-Pocket-Nanny Client History

Where you were a client of Baby Planner SG before the launch of Pocket Nanny, our existing WhatsApp message history with you remains covered by this Privacy Policy. This includes message history that may have arisen during enquiries, lactation consultations, sleep consultations, prenatal classes, or any other prior engagement.

2.4 Usage and Technical Data (Website Visitors)

When you visit babyplannersg.com, we automatically collect:

  • IP address, device type, browser, operating system, and approximate location.
  • Pages visited, time spent, and similar usage analytics.
  • Cookies and similar tracking technologies (see Section 9).

2.5 Marketing Preferences

If you opt in to marketing communications, we record that consent and your contact preferences.

 

3. How We Use Your Personal Data

We use your personal data for the following purposes:

Service delivery:

  • To provide our consulting, doula, lactation, sleep, classes, confinement nanny, and personal-shopper services to you.
  • To respond to your messages, support requests, and bookings.
  • To enable Yi Ling to provide manual support, including through escalations from Pocket Nanny (under Pocket Nanny Pte Ltd’s separate Privacy Policy).
  • To process payments and manage your account.

Improvement of practice and educational content:

  • Insights, themes, and lessons drawn from our work with clients may inform Yi Ling’s general practice, the educational content we publish, and future service design. Where we publish any case study, illustration, or example from our work, we do so only with explicit permission from the client involved, and information is anonymised unless the client expressly agrees otherwise.

Operational and legal:

  • To send service-related communications (booking confirmations, important updates, etc.). These are not marketing.
  • To comply with legal obligations, including tax records.
  • To prevent fraud, abuse, security incidents, and to enforce our Terms.
  • For our internal business administration.

Marketing (only with your separate opt-in consent):

  • To send newsletters, blog updates, promotional offers, and similar marketing content — only if you have ticked the marketing consent box at sign-up or in your account settings, or otherwise provided clear opt-in consent.
  • You can withdraw marketing consent at any time by clicking unsubscribe in any marketing email or by emailing dpo@babyplannersg.com.

 

4. Who We Share Your Personal Data With

We share your personal data only with the following categories of recipient, and only as needed:

Service providers and sub-processors:

  • WhatsApp / Meta or other third-party messaging providers, which carry our client conversations. These messaging providers operate under their own privacy practices, which we do not control.
  • Payment processors who handle your transactions under their own privacy policies.
  • Hosting, cloud storage, and analytics providers used to operate babyplannersg.com.
  • Email service providers used to send transactional and (where opted-in) marketing communications.

Pocket Nanny Pte Ltd:

  • Where you are also a Pocket Nanny customer, Yi Ling may share relevant context between the two services to ensure consistent care, where the activities of one inform the other (e.g., an escalation from Pocket Nanny brings Yi Ling into the conversation, where the resulting interaction is also material to your BPSG history).
  • Pocket Nanny Pte Ltd handles such data under its own Privacy Policy and is bound by the same PDPA obligations as BPSG.

Other situations:

  • Where required by law, regulator request, or court order.
  • Where necessary to protect your safety or the safety of others.
  • In connection with a corporate transaction (such as a sale of the business), where the recipient is bound to maintain at least the same level of data protection.

We do not sell your personal data to third parties for their independent marketing purposes.

 

5. International Transfer of Personal Data

Some of our service providers — particularly WhatsApp/Meta — process personal data outside Singapore.

Where we transfer your personal data outside Singapore, we take reasonable steps to ensure the recipient is bound to protection standards comparable to PDPA, including through contractual data-protection clauses with our processors. By using our services, you consent to such transfers as necessary for service delivery.

You may request more information about the safeguards in place by contacting our Data Protection Officer (Section 11).

 

6. How Long We Keep Your Personal Data

We retain your personal data in accordance with the following principles:

  • Client and conversation data is retained for as long as you remain a client or our relationship is ongoing. If at any point you request to close your account or end our relationship, we will retain your personal data for a further 3 years after the date of such request, after which it is securely deleted or anonymised — subject to legal record-keeping obligations.
  • Payment and transaction records are retained for 7 years to comply with Singapore tax and accounting requirements.
  • Marketing consent records and unsubscribe records are retained for as long as required to evidence compliance with marketing law.
  • Where required by law, we may retain personal data for longer periods to comply with legal obligations or to defend legal claims.

If you wish to actively request that we end our relationship and apply the 3-year retention period thereafter, please email dpo@babyplannersg.com. We will confirm receipt of your request.

 

7. Children’s Data

Our services are intended for adults (18+) acting as parents or guardians. We do not knowingly collect personal data directly from minors.

As parents and caregivers, you share information about your children with us in the course of our work (e.g., baby’s age, behaviour, feeding patterns, sleep). We treat this child-related information as personal data of the parent who shared it (acting as the child’s parent or guardian) and apply the same protections as we do to other personal data.

If you become aware that a minor has used our website or contacted us without your consent, please contact us at hello@babyplannersg.com and we will take appropriate action.

 

8. Your Rights Under PDPA

As a data subject under the Singapore PDPA, you have the following rights:

  • To request access to the personal data we hold about you.
  • To request correction of personal data that is inaccurate, incomplete, misleading, or out of date.
  • To withdraw consent for our processing of your personal data, including consent for marketing.
  • To raise a complaint about how we handle your personal data, both with us and with the Personal Data Protection Commission (PDPC).

To exercise any of these rights, please contact our Data Protection Officer at hello@babyplannersg.com. We will respond to verified requests within the timeframes required by PDPA (generally 30 days, with extensions where reasonably needed).

If you remain dissatisfied with how we handle your request, you may file a complaint with the PDPC at www.pdpc.gov.sg.

 

9. Cookies and Tracking Technologies

Our website uses cookies and similar tracking technologies to:

  • Operate the website and maintain your session.
  • Remember your preferences.
  • Analyse usage via Google Analytics or similar tools — including anonymous usage statistics.
  • Where applicable, track conversions and campaign performance for marketing purposes.

You may control or disable cookies through your browser settings.

 

10. How We Protect Your Personal Data

We take reasonable security measures to protect your personal data against unauthorised access, modification, disclosure, or loss, including:

  • Access controls for our team.
  • Use of reputable service providers with security commitments comparable to PDPA standards.
  • Periodic review of our practices.

No method of electronic transmission or storage is fully secure. While we strive to protect your personal data, we cannot guarantee absolute security. In the event of a data breach affecting your personal data, we will comply with the notification obligations under PDPA.

 

11. Contact Us — Data Protection Officer

If you have any questions about this Privacy Policy or wish to exercise your rights, please contact our Data Protection Officer:

Data Protection Officer, BPSG Private Limited

Yi Ling Teng

Email: hello@babyplannersg.com

Singapore UEN: 202535081R

 

12. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. Material changes will be notified to existing clients by email at least 14 days before they take effect. The current Policy is always available at babyplannersg.com/privacy-policy.

We keep our privacy policy under regular review. If we change our privacy policy we will post the changes on this page, and place notices on other pages of the Site, so that you may be aware of the information we collect and how we use it at all times. This privacy policy was last updated on 19th day of June 2026.

 

13. HOW TO CONTACT US

We welcome your views about our Site and our privacy policy. If you would like to contact us with any queries or comments please email us using the webform on this page.