Privacy policy

Last updated: 15 November 2026

This policy explains how Prakash Enterprises ("we", "us"), the maker of DressUp, handles personal data. It covers the DressUp try-on mirror in partner shops, the WhatsApp messages DressUp sends and receives for those shops, and the DressUp console used by shop staff.

Who is responsible

Each partner shop decides why it uses DressUp and is responsible for its relationship with its own customers. We process data on the shop's behalf to provide DressUp to it. For data about the shop owners and staff who use the DressUp console, we are responsible.

Contact: Prakash Enterprises, 5/61D, Vinayaganagar, Kovilpatti, Tamil Nadu 628503, India. Email [email protected], phone and WhatsApp +91 90804 00332.

What we collect

• Photos at the mirror. The customer's photo taken by the mirror, with their consent on screen, and the try-on images made from it.
• WhatsApp data, when a customer messages a shop's WhatsApp number that uses DressUp: their WhatsApp phone number and profile name, the messages exchanged with the shop, delivery and read receipts, and the answers they give (for example whether they want new arrivals and an optional wedding month).
• Shop and console data. For shop owners and staff: name, email, phone number, the shop's business details and the shop's WhatsApp Business account and phone number identifiers, and a log of actions in the console.
• Technical data. Kiosk health information (such as app version and connectivity) and server logs needed to run and secure the service.

We do not collect payment card details. Where a shop pays Meta for WhatsApp messages, that payment is handled by Meta.

How we use it

• To create try-on images and show them on the mirror.
• To send customers their try-on photos and the shop's offer code on WhatsApp, after the customer messages the shop first.
• To send new-arrival messages from the shop only to customers who opted in, using message templates approved by Meta. Customers can reply STOP at any time to stop them.
• To let shop staff read and reply to customer chats in the DressUp console.
• To operate, secure, troubleshoot and bill for the service.

We do not sell personal data, use WhatsApp data for advertising, or use customer photos, messages or any WhatsApp Business data to train general-purpose AI models.

WhatsApp Business Platform

DressUp connects to the WhatsApp Business Platform (Cloud API) operated by Meta Platforms. Each shop connects its own WhatsApp Business account, and DressUp sends and receives messages for that shop only. Data we receive through Meta's APIs for one shop is used only to provide DressUp to that shop and is never shared with other shops. Meta's own handling of WhatsApp messages is described in WhatsApp's privacy policy.

Who we share it with

• The shop the customer visited, which can see its own customers' chats and try-ons.
• Service providers that run DressUp for us, under contract and only as needed: cloud hosting and database (Render, Supabase), website hosting (Cloudflare), image AI processing (OpenAI and OpenRouter, used to create try-on images; not for training), and WhatsApp messaging (Meta).
• Authorities, only where Indian law requires it.

How long we keep it

• Customer photos taken at the mirror are deleted within 24 hours when the shop turns on automatic clean-up, and try-on images within 7 days, unless the shop keeps them longer to send them to the customer.
• WhatsApp chat data is kept while the shop uses DressUp so staff can serve the customer, and deleted when the shop stops using DressUp or the customer asks.
• Console account data is kept while the account is active.

Your choices and rights

• Reply STOP on WhatsApp to stop new-arrival messages; reply START to turn them back on.
• You can ask for a copy of your data, to correct it, or to delete it. See how to delete your data. We act on requests within 30 days.
• Under India's Digital Personal Data Protection Act, 2023 you may also raise a grievance with us using the contact details above.

Security

Data is encrypted in transit, access is limited to authorised staff and the shop concerned, WhatsApp webhooks are verified with Meta's signature, and kiosks and console users authenticate with their own credentials.

Children

DressUp is used in shops by adults or with a parent or guardian present. We do not knowingly collect data from children without such consent.

Changes

We will post any change to this policy on this page with a new date.