Bluum — Terms and Conditions
Version 1.1 · Effective date: 12 September 2026 Operator: MB Upular, a small partnership (mažoji bendrija) established under the laws of the Republic of Lithuania, company code 308114012, registered address Pamėnkalnio g. 1-26, LT-01116 Vilnius, Lithuania ("Bluum", "we", "us", "our") Contact: jp@upularstudio.com The current version of these Terms is always available at https://legal.dailybluum.com/terms and from the App's Settings.
1. Agreement
1.1. These Terms and Conditions ("Terms") are a legally binding agreement between you and MB Upular. They govern your use of the Bluum mobile application, its widgets, its content library, the account and synchronisation service behind it, and the website https://dailybluum.com (together, the "App"). 1.2. By creating an account or using the App you agree to these Terms. If you do not agree, do not use the App. 1.3. Our Privacy Policy (https://legal.dailybluum.com/privacy) explains how the App handles your data. It is part of these Terms. 1.4. The App is intended for adults. You must be at least 16 years old to use it. If you are 16 or 17, you confirm that a parent or legal guardian has read these Terms and agrees to them on your behalf; any subscription for a person under 18 must be bought by the parent or guardian through their own Apple Account or Family Sharing. 1.5. The App is distributed through Apple's App Store. Apple's Licensed Application End User License Agreement applies only to the extent these Terms are silent; where the two conflict, these Terms prevail as between you and us.
2. The Service
2.1. Bluum is a self-care app. It offers daily affirmations, a spoken or touch-based practice ritual, a personal mantra, and a visual garden that reflects your practice over time. 2.2. Account. Using the App requires a Bluum account, created with Sign in with Apple or Google Sign-In. We never ask for a password. You must be the holder of the sign-in identity you use and keep it secure, and you may not share your account or use another person's. You are responsible for activity under your account. We may suspend or close an account that breaches these Terms (section 11). You may delete your account at any time in Settings → Account. 2.3. Your data. Your garden history, mantras, favorites, followed topics, display name, and settings are kept on your device and synced to your account so they can be restored on another device. Sensitive setup answers stay on your device only and are never uploaded. Deleting the App removes its local copy; deleting your account removes the synced copy. Details, retention periods, and your rights are in the Privacy Policy. 2.4. Availability. The App's core practice works offline. Synchronisation and sign-in depend on internet connectivity and on third-party services (section 7) and may occasionally be unavailable for maintenance or for reasons outside our control. We will restore service as quickly as we reasonably can, but we do not guarantee uninterrupted availability. 2.5. Changes to the App. We continuously improve the App and may add, change, or remove features, content, and supported devices, and we may require you to install updates to keep using it. Where a change materially reduces functionality you have paid for, we will tell you in advance and you may end your subscription and receive a proportionate refund for the unused period, in addition to any other remedy consumer law gives you. 2.6. Conformity (EU consumers). If you are a consumer in the EU/EEA, the App must conform to the contract as required by Directive (EU) 2019/770 on digital content and digital services as implemented in your country of residence. We will supply the updates, including security updates, needed to keep the App in conformity for as long as you are entitled to use it under these Terms. If the App does not conform, you are entitled to the remedies provided by that law (bringing the App into conformity, a price reduction, or termination), and nothing in these Terms limits them.
3. Not medical or mental-health advice
3.1. The App provides motivational and self-care content for general wellbeing. It is not medical care, psychotherapy, counselling, coaching, or mental-health treatment, and using it does not create any practitioner–patient or other professional relationship. 3.2. The App is not intended to diagnose, treat, cure, or prevent any physical or mental condition, and it is not a substitute for professional advice. Never disregard or delay seeking professional advice because of something in the App. 3.3. If you are experiencing a mental-health crisis or thoughts of self-harm, contact your local emergency services or a crisis helpline immediately. The App is not designed for emergencies and is not monitored. 3.4. Questions the App asks during setup (for example about mood or therapy) are used only to choose which affirmations to show you. Your answers are not reviewed by any person and no one will contact you because of them.
4. Subscriptions, trials, and payments
4.1. Free and paid features. The App may be offered free of charge, in whole or in part, and we may at any time offer paid features through an auto-renewing subscription called "Bluum Premium" (available as a yearly or monthly plan). If we later make features that were free subject to a subscription, we will tell you in the App before the change and you will never be charged without an explicit purchase confirmed through your Apple Account. Current prices, plan lengths, and what each plan includes are always shown in the App and on the App Store before you buy. 4.2. Apple is the seller. All purchases are made through Apple's App Store under Apple's terms and processed by Apple (for EU customers, Apple Distribution International Ltd). We do not receive or store your payment details. Apple's terms, including its refund and withdrawal rules, apply to every purchase in addition to this section. 4.3. Free trials. Where a free trial is offered, it converts into a paid subscription automatically at the price shown when you started it, unless you cancel at least 24 hours before the trial ends. Each person is eligible for one trial unless the App Store offer says otherwise. 4.4. Renewal and cancellation. Subscriptions renew automatically for the same period at the then-current price unless cancelled at least 24 hours before the end of the current period. Cancel at any time in your device's Settings → [your name] → Subscriptions or in the App under Settings → Manage subscription; access continues until the end of the period already paid. Deleting the App or your Bluum account does not cancel a subscription. 4.5. Refunds. Refunds for App Store purchases are handled by Apple under the App Store terms; request one at https://reportaproblem.apple.com. Nothing in this section limits your statutory rights. 4.6. Right of withdrawal (EU/EEA consumers). You have a 14-day right to withdraw from a subscription contract without giving a reason. Because Apple is the seller, you exercise it through Apple's refund process at the address in 4.5. By starting a subscription or trial you ask us to begin providing the service immediately; if you withdraw after that, you may be asked to pay a proportionate amount for the service provided until withdrawal, as permitted by law. 4.7. Price changes. We may change subscription prices. Changes for existing subscribers take effect only through Apple's subscription price-change process, which gives you advance notice and, where required, asks for your consent; if you do not agree, cancel before the new price applies. 4.8. Restoring purchases. Purchases are linked to your Apple Account, not to your Bluum account. Use "Restore purchases" in the App on any device signed into the same Apple Account. 4.9. Taxes. Prices shown in the App Store include applicable VAT or sales tax as determined by Apple for your country.
5. Licence and acceptable use
5.1. We grant you a personal, non-exclusive, non-transferable, revocable licence to install and use the App on Apple-branded devices that you own or control, for personal, non-commercial purposes, in accordance with these Terms and the App Store usage rules. 5.2. You must not: (a) copy, resell, sublicense, rent, or redistribute the App or its content library; (b) reverse engineer, decompile, or extract source code except where the law expressly permits it; (c) scrape, bulk-export, or reproduce the affirmation library, artwork, or animations; (d) use the App or its content to train or improve an artificial-intelligence model; (e) circumvent sign-in, subscription, or security measures; (f) interfere with the App's operation, its servers, or other users' data; (g) use the App for any unlawful purpose or in breach of Apple's terms; or (h) misrepresent your identity or age. 5.3. The affirmation library, flower artwork, animations, sounds, names, logos, and all other App content are our property or that of our licensors and are protected by copyright, trademark, and other intellectual-property laws. Except for the licence in 5.1 and the rights in section 6, no rights are granted.
6. Your content
6.1. Affirmations and mantras you write yourself, your display name, and other content you create in the App ("Your Content") remain yours. It is stored on your device and, so that it can be restored on other devices, in your account. You grant us a non-exclusive, worldwide, royalty-free licence to host, store, copy, and transmit Your Content only as needed to provide the App to you; this licence ends when you delete the content or your account, subject to the retention periods in the Privacy Policy. 6.2. You are responsible for Your Content. Where the App lets you export or share content (for example, share images of an affirmation or your garden), you are responsible for what you share and with whom. Your Content is private and is never shown to other users by us. 6.3. If you send us feedback, ideas, or suggestions, you grant us a perpetual, irrevocable, royalty-free right to use them for any purpose without obligation to you. 6.4. Communications. We send service messages about your account, purchases, and these Terms. We do not currently send marketing emails or marketing push notifications; if we start, we will ask for your consent first and every marketing message will include a way to opt out. 6.5. Advertising and measurement. We advertise Bluum on third-party platforms and measure that advertising as described in section 8 of the Privacy Policy. On iPhone, personalised measurement and retargeting happen only if you allow tracking when the App asks; you can change that choice at any time in Settings. The App never shows third-party advertisements to you. 6.6. Offers and promotions. We may run promotions, discounts, referral rewards, and free-trial or offer-code campaigns at our discretion. Each has its own terms shown when offered; unless stated otherwise, offers are personal, non-transferable, may be limited in time or number, and may be withdrawn or changed for future purchases at any time. Abuse of an offer (for example creating multiple accounts) may lead to the offer being cancelled.
7. Third-party services
7.1. The App relies on services operated by third parties: Apple (distribution, payments, Sign in with Apple, on-device speech recognition, notifications, Apple Search Ads attribution), Google (Google Sign-In, if you choose it, and Google Ads measurement), Supabase (account and data hosting in the EU), RevenueCat (subscription management and forwarding of subscription events to advertising platforms), TelemetryDeck (anonymous usage statistics), Sentry (crash reports), ElevenLabs (turning the text of a mantra you save into a spoken recording, only if you switch this on), and the advertising platforms we use or may use — TikTok, Meta, Google, Apple Search Ads, Snapchat, Pinterest, X, and Reddit — for campaign measurement and audiences, only with your tracking permission. Their own terms and privacy policies govern their services; the Privacy Policy lists what each receives. 7.2. We are not responsible for third-party services we do not control, but we remain responsible to you for the App as a whole, and for our processors as the GDPR requires.
8. Apple App Store terms
This section applies because the App is distributed through Apple's App Store: 8.1. These Terms are between you and us only, not with Apple. Apple is not responsible for the App or its content. 8.2. The licence in section 5 is limited to use on Apple-branded products that you own or control, as permitted by the usage rules in the App Store Terms of Service, except that the App may be accessed and used by other accounts associated with you via Family Sharing or volume purchasing. 8.3. Apple has no obligation to provide maintenance or support for the App; we are solely responsible for it (see section 15 for how to reach us). 8.4. In the event of a failure of the App to conform to an applicable warranty, you may notify Apple and Apple will refund the purchase price (if any) to you; to the maximum extent permitted by law, Apple has no other warranty obligation for the App, and any other claim, loss, liability, damage, cost, or expense attributable to a failure to conform to a warranty is our responsibility. 8.5. We, not Apple, are responsible for addressing any claims by you or a third party relating to the App or your possession or use of it, including product-liability claims, claims that the App fails to conform to legal or regulatory requirements, and consumer-protection, privacy, or similar claims. 8.6. In the event of a third-party claim that the App or your use of it infringes that party's intellectual-property rights, we, not Apple, are responsible for the investigation, defence, settlement, and discharge of the claim to the extent required by these Terms. 8.7. You represent that you are not located in a country subject to a U.S. Government embargo or designated by the U.S. Government as a "terrorist supporting" country, and that you are not on any U.S. Government list of prohibited or restricted parties. 8.8. You must comply with applicable third-party terms (for example, your wireless data agreement) when using the App. 8.9. Apple and its subsidiaries are third-party beneficiaries of these Terms and may enforce them against you as such.
9. Disclaimers
9.1. To the maximum extent permitted by law, and without prejudice to section 2.6, the App is provided "as is" and "as available", without warranties of any kind, express or implied, including fitness for a particular purpose. 9.2. We do not promise any particular outcome from using the App, including changes in mood, confidence, habits, or wellbeing. Personal results vary. Statistics or descriptions of affirmation practice in the App or on the Website are general information, not a guarantee. 9.3. Nothing in these Terms excludes or limits rights that consumers have under mandatory provisions of Lithuanian law, EU law, or the law of your country of residence.
10. Limitation of liability
10.1. To the maximum extent permitted by law, our total aggregate liability arising out of or relating to the App is limited to the greater of (a) the amounts you paid for the App in the twelve (12) months preceding the event giving rise to the claim and (b) EUR 50. 10.2. To the same extent, we are not liable for indirect, incidental, special, or consequential damages, loss of profit, or loss of data caused by factors within your control (such as losing a device without having signed in, or deleting your account). 10.3. Nothing in these Terms limits or excludes liability for intent or gross negligence, for death or personal injury caused by our fault, for breach of the conformity obligations in section 2.6, or for any liability that cannot be limited under applicable law.
11. Suspension and termination
11.1. You may stop using the App at any time by deleting your account (Settings → Account) and the App. Remember to cancel any active subscription per section 4.4; deletion alone does not cancel it. 11.2. We may suspend or terminate your access if you materially breach these Terms, if we are required to by law, or if we discontinue the App. Except where a breach is serious or the law requires otherwise, we will give you reasonable prior notice and an opportunity to remedy the breach. If we discontinue the App, we will give paying subscribers at least 30 days' notice and a proportionate refund for any unused prepaid period, and we will give every user a chance to export their data before accounts are closed. 11.3. Sections that by their nature should survive (including 5.2, 5.3, 6.3, 9, 10, 12, and 14) survive termination.
12. Governing law and disputes
12.1. These Terms are governed by the laws of the Republic of Lithuania. If you are a consumer residing in another EU/EEA country, you also enjoy the protection of the mandatory provisions of the law of your country of residence, and nothing in this section deprives you of it. 12.2. Disputes will be resolved by the competent courts of the Republic of Lithuania, except that consumers may bring or defend proceedings in the courts of their country of residence where the law so provides. 12.3. Out-of-court resolution. If you are a consumer in Lithuania or elsewhere in the EU, you may refer a dispute you could not resolve with us to the Lithuanian State Consumer Rights Protection Authority (Valstybinė vartotojų teisių apsaugos tarnyba, Vilniaus g. 25, LT-01402 Vilnius, https://www.vvtat.lt) or to the consumer dispute-resolution body in your own country. Before doing so, please write to jp@upularstudio.com so that we can try to resolve the matter first; we aim to respond within 14 days.
13. Changes to these Terms
13.1. We may change these Terms for good reason, for example to reflect changes in the law, in the App, or in our providers. When we do, we will update the version number and effective date at the top of this document. 13.2. Material changes will be announced inside the App at least 30 days before they take effect, unless a shorter period is required by law or to address a security or legal issue. If you do not agree to a material change, you may end your subscription before the effective date and delete your account; continued use after the effective date constitutes acceptance. Minor clarifications may be posted without in-app notice. Changes never apply retroactively to disputes that arose before them.
14. Miscellaneous
14.1. If any provision of these Terms is held invalid or unenforceable, it will be applied to the fullest extent permitted and the remaining provisions remain in force. 14.2. These Terms, together with the Privacy Policy, are the entire agreement between you and us regarding the App and replace any earlier agreement. 14.3. We may assign or transfer these Terms in connection with a merger, acquisition, reorganisation, or sale of assets, provided your rights are not reduced; we will tell you in the App. You may not assign them. 14.4. Our failure to enforce a provision is not a waiver of it. 14.5. We may send notices to you inside the App or to the email address linked to your account. You may send notices to us at the address in section 15. 14.6. These Terms are written in English. Where mandatory law requires a version in your local language, that version prevails for the consumers it protects; in every other case the English version prevails.
15. Contact and legal information
MB Upular (mažoji bendrija) Company code: 308114012 Registered address: Pamėnkalnio g. 1-26, LT-01116 Vilnius, Lithuania VAT: not VAT-registered Email: jp@upularstudio.com Website: https://dailybluum.com