Privacy Policy

Version 2.0. This version was published on 27 October 2026 and takes effect on 27 October 2026. It replaces the previous version from this date. A summary of what changed is in the Version history at the end of this page.

Margifi ("we", "us", "our") is operated by Margifi Private Limited, office: 230, Ayodhyapuram Residency, Nr Valak Patiya, Valak, Surat City, PO: Sarthana, Dist: Surat, Gujarat 395006, India.

Margifi is a software platform for Indian direct-to-consumer brands. This policy applies to Clients (businesses that subscribe to Margifi), their Users (people who use Margifi on a Client's behalf), visitors to margifi.com, and the Client's own customers (end customers) whose data Margifi processes for the Client. It is published under the Digital Personal Data Protection Act, 2023 (DPDP Act), the Digital Personal Data Protection Rules, 2025 (DPDP Rules), and the Information Technology Act, 2000 and its rules.

Questions about this policy? Email admin@margifi.com.

1. Products this policy covers

Margifi has five products. Each one processes different data.

2. Who is responsible for the data

The DPDP Act gives different duties to a Data Fiduciary and a Data Processor. Our roles are:

• The brand (Client) is the Data Fiduciary for its end customers' data. This includes orders, phone numbers, WhatsApp messages and consent records. The brand decides why and how this data is used.
• Margifi is the Data Processor for that data. We process it only on the brand's documented instructions, as set out in our Data Processing Agreement (DPA).
• Margifi is the Data Fiduciary only for its own account, billing, website (margifi.com visitors), support and sales lead data.

If you are a brand's customer, the brand is responsible for your data. Please contact the brand first. If you write to us, we forward your request to the brand within 3 business days and help the brand respond. See Section 13.

3. Data we collect about Clients and Users

3.1 Account data

• Name of the account holder and each User
• Business email address and phone number
• Company or brand name
• Subscription and billing details. Payments are processed by Razorpay. Margifi does not store card numbers or UPI credentials.

3.2 Integration data

When a Client connects its platforms, we collect:

• Meta Ads data: ad spend, impressions, reach, clicks, conversions, ROAS, and campaign and ad set names, through the Meta Marketing API.
• Google Ads data: ad spend, impressions, clicks, campaign and ad group performance and ROAS, through the Google Ads API.
• Shopify data: order IDs and amounts, line items, products, SKUs, inventory, payment gateway, fulfilment and tracking details, refunds, and order source and UTM data, through the Shopify Admin API. Orders also carry some end-customer data, described in Section 4. A Client connects Shopify in one of two ways: by installing the Margifi - Profit Analytics app from the Shopify App Store, which asks for read-only access to orders (including order history older than 60 days), products, customers and inventory and adds a small Margifi page inside the Shopify admin; or by creating a custom app in its own Shopify admin and entering its credentials in Margifi.
• Product catalogue data: product, variant and catalogue IDs from Meta Catalogue / Commerce Manager, used to link ad results to products.
• Courier data (Delhivery, Shiprocket, iThink Logistics, Bluedart, Shipmozo, Xpress Ship, ExpressFly, Shadowfax): shipment IDs, AWB numbers, delivery status, return and RTO outcomes, and NDR data.
• Web analytics data (Google Analytics 4, Google Search Console, Microsoft Clarity): aggregated session, traffic-source and search figures for the Client's own storefront, where the Client connects these accounts.
• WhatsApp Business account data: when a Client connects WhatsApp for Engage or Inbox, the WhatsApp Business account ID, phone number ID, display name, message templates and their status, quality rating and messaging limits. See Section 5.

3.3 Usage and technical data

• Pages and features used in the dashboard, clicks, navigation and session length
• Dashboard settings
• IP address, browser, operating system and device type
• Session identifiers in authentication cookies issued by Supabase Auth
• Application error logs and diagnostic data

3.4 Website, support and lead data

• Visits to margifi.com, measured as described in our Cookie Policy
• Details you give us in a contact, demo or sign-up form
• Emails and messages with Margifi support, and feedback you send us

4. End-customer data in Insights, and what we do not collect

To show delivery, RTO and repeat-customer analytics, and to match orders to ad conversions where the Client connects Meta, Margifi receives a limited set of end-customer data from Shopify. We process it as a Data Processor on the Client's instructions.

4.1 What we receive from Shopify

• The customer's email address and phone number on the order
• The shipping city, state and PIN code
• The order note

Insights does not request or store end customers' names or street address lines. (Engage and Inbox may receive a customer's WhatsApp profile name. See Section 5.)

4.2 How we use and protect it

• Email address: never stored in raw form. We store only a SHA-256 hash. Where the Client has connected Meta, that hash is sent to Meta's Conversions API to match the order to an ad conversion.
• Phone number: where the Client has connected Meta, a SHA-256 hash is sent to Meta's Conversions API for the same matching. The number is also stored encrypted (AES-256) so the Client's authorised Users can see their own delivery follow-up list. Every time a User reveals a number, the access is logged. A keyed HMAC-SHA-256 hash of the number is used for the Client's own repeat-customer analytics.
• City, state and PIN code: used for delivery and RTO breakdowns by location. Where the Client has connected Meta, SHA-256 hashes of the city and state are included in the Conversions API match.
• Order note: read because merchants sometimes record a delivery or return outcome there.

4.3 What we do not do

• We do not collect end customers' payment card numbers or store their raw email addresses.
• We do not build profiles of end customers for Margifi's own purposes.
• We do not use Client data for ad targeting, retargeting or audience building on any platform.
• We do not sell, rent or trade any Client data or personal data.

5. WhatsApp messaging for brands (Engage and Inbox)

5.1 How WhatsApp is connected

Each brand connects its own WhatsApp Business account and phone number through Meta's Embedded Signup. Margifi is a Meta Tech Provider. The brand owns the account and the number. Meta provides the WhatsApp Business Platform.

5.2 Data we process

• End-customer phone number
• WhatsApp username or business-scoped user ID, and WhatsApp profile name
• Message content and media, sent and received
• Delivery and read status, and button and link clicks
• Consent (opt-in) and opt-out records
• Order and delivery status used in messages
• Inbox agent replies and internal notes

5.3 Where it comes from

• The brand's Shopify store and other platforms the brand connects
• The brand's customers, when they message the brand on WhatsApp
• Meta, through WhatsApp Business Platform webhooks (message, status and account events)

5.4 Why we use it

We use this data only to send the brand's messages and replies, run the brand's automation flows and broadcasts, show chats to the brand's team, and report results to the brand. We do not sell it. We do not use it for advertising. We do not use one brand's messaging data for another brand.

5.5 The brand's duties

As Data Fiduciary and WhatsApp account owner, the brand must:

• accept the WhatsApp Business Terms and the WhatsApp Business Messaging Policy;
• collect and keep a record of each customer's opt-in;
• honour opt-outs;
• use approved message templates outside the 24-hour customer service window;
• not use bought, rented or scraped contact lists; and
• tell its customers when automated replies are used.

Full rules are in our Messaging Policy.

5.6 Protections built into Engage

• Opt-outs: a customer who replies STOP (or a similar opt-out word) is suppressed within 1 minute.
• Quiet hours: marketing messages are sent only between 09:00 and 21:00 IST. No marketing sends from 21:00 to 09:00 IST.
• Frequency cap: by default, no more than 1 marketing message per contact per 24 hours. The brand can set this lower or higher within Meta's limits.

5.7 Meta's role and message charges

Meta decides template approval, quality ratings, messaging limits, and any restriction or ban on a number. Margifi may pause sends to protect the brand's account and Margifi's standing as a Tech Provider.

Meta bills WhatsApp message charges directly to the brand's own payment method in Meta's WhatsApp Manager. Margifi adds 0% markup and never collects or holds message charges. Engage shows Meta's cost for information only. If the brand has no valid payment method with Meta, Meta will not deliver its messages.

WhatsApp messages pass through Meta's servers, which are outside India, under Meta's own terms.

6. Meta Platform Data

Margifi uses these Meta products when a Client connects them:

• Meta Marketing API: read-only access to the Client's ad account performance (Insights).
• Meta Catalogue / Commerce Manager: product and catalogue IDs (Insights).
• Meta Conversions API: we send hashed order events to the Client's own Meta pixel or dataset, on the Client's instruction, as described in Section 4.
• WhatsApp Business Platform (Cloud API, Embedded Signup and webhooks): to send and receive the brand's WhatsApp messages and manage its templates (Engage and Inbox).

We follow the Meta Platform Terms, Meta's Developer Policies, the WhatsApp Business Terms and the WhatsApp Business Messaging Policy. Data we receive from Meta is used only to provide Margifi to the Client that connected it. We do not sell it, share it with data brokers, or use it to build profiles or audiences.

Removing Meta data: a Client can disconnect Meta in Margifi settings, or remove the Margifi app in Meta Business settings. When a brand disconnects its WhatsApp number and we receive Meta's partner-removed event, we delete its WhatsApp messages and media within 30 days. To delete everything else, see Section 14 and our Data deletion guide.

7. Google User Data

When a Client connects Google, Margifi uses the Google Ads API, the Google Analytics Data API (GA4) and the Google Search Console API with read-only access. We read campaign performance, storefront traffic and search performance for the accounts and properties the Client chooses.

Margifi's use and transfer of information received from Google APIs adheres to the Google API Services User Data Policy, including the Limited Use requirements.

• We use Google data only to provide and improve the reporting features the Client has connected.
• We never sell it or transfer it to third parties for advertising or any other purpose.
• We never use it to serve advertisements.
• We do not use it to train AI models.
• No person at Margifi reads it except with the Client's explicit permission, to resolve a support issue the Client has raised, for security purposes, or where the law requires.

A Client can remove Margifi's access at any time under Third-party apps & services at myaccount.google.com/connections, or by disconnecting Google in Margifi settings.

8. AI features

These features use AI:

• Intelligence: answers to questions a User asks about the brand's data.
• Report narratives: short written summaries in reports.
• Engage reply suggestions: where offered, suggested replies to a customer chat.

Providers. We send AI requests through OpenRouter, which routes them to model providers. The current providers are named on our Sub-processors page.

What we send. Only what the feature needs. For Intelligence, that is the question and the brand figures needed to answer it. For report narratives, it is aggregated business figures. For reply suggestions, it is the conversation text needed to suggest a reply.

No training. Brand data is not used to train AI models.

Check before you act. AI answers are estimates. They depend on Shopify, ad, courier and Meta data and can be wrong. They are not financial, tax or legal advice. The brand should check AI output before acting on it. If a brand uses automated replies with its customers, the brand must tell them.

9. Margifi ID: cross-brand COD risk network

Margifi ID gives brands a COD and RTO risk tier for a phone number (see COD Intelligence).

• Consent first. A brand's courier and order outcome signals join the network only if the brand gives explicit consent with the toggle when it connects a courier. The brand can turn this off. This consent is the brand's documented instruction to us as Data Processor.
• Shopify App Store installs are excluded. Shopify order data from stores that installed Margifi from the Shopify App Store never joins the network.
• What is stored. Each end customer is identified only by a keyed HMAC-SHA-256 hash of the phone number. The record holds order outcomes such as delivered or returned, payment method, a hashed PIN code, an order-value band, a risk flag and a count of brands ordered from. No plaintext phone number is shared.
• What other brands see. Only a risk tier for a phone number. Never raw data, never order details, and never which brand the data came from.

10. Why we process data

11. Sub-processors and international transfers

We use trusted service providers to run Margifi. Each receives only the data it needs for its job. They fall into these groups:

• Platforms the Client connects: Meta (Marketing API, Conversions API, WhatsApp Business Platform), Google (Ads API, GA4, Search Console), Shopify, and couriers
• Hosting and database: Supabase (database and login, India, Mumbai region), DigitalOcean, Vercel
• Payments: Razorpay
• AI: OpenRouter and the model providers it routes to
• Analytics, email and error monitoring: PostHog, Microsoft Clarity, Resend, Sentry

The full list, with each provider's purpose and location and the date of each change, is on our Sub-processors page. We give Clients 14 days' notice of a new sub-processor on that page and by email. Rights to object are set out in the DPA.

International transfers. Our main database is in India. Some providers, including Meta (for WhatsApp messages), Google, Shopify, Vercel, DigitalOcean, OpenRouter and its model providers, PostHog, Microsoft Clarity, Resend and Sentry, process data outside India. We transfer personal data only to countries not restricted by the Central Government under Section 16 of the DPDP Act, and under contractual data protection safeguards.

12. Security, retention and breach notice

12.1 Security

• Encryption in transit: TLS 1.2 or higher.
• Encryption at rest: database data is encrypted at rest.
• Encrypted credentials and phone numbers: platform access tokens and end-customer phone numbers are encrypted with AES-256, with the key held in Supabase Vault, not in code.
• Audited access to phone numbers: only the Client's own Users can reveal a number, and every reveal is logged.
• Two-factor login: Margifi dashboard Users sign in with a time-based one-time code (required for app.margifi.com accounts).
• Tenant isolation: row-level security in the database keeps each Client's data separate.
• Access controls: only authorised Margifi staff can reach production data, on a need-to-know basis.
• Monitoring and patching: we monitor errors and logs, and apply security patches to our software dependencies.

No system is completely secure. We cannot guarantee absolute security of data sent over the internet.

12.2 Retention

When a retention period ends, we delete the data or anonymise it so it can no longer be linked to the Client or any person.

12.3 Breach notice

If we become aware of a personal data breach affecting a Client's data, we will:

1. send the affected Client an initial notice within 48 hours of becoming aware;
2. send full details within 72 hours of becoming aware: what happened, which data was affected, and what we are doing about it; and
3. notify the Data Protection Board of India as the DPDP Rules require.

A Client must tell us within 24 hours at admin@margifi.com if a breach on its side affects Margifi systems or credentials.

13. Your rights and how we respond

Under the DPDP Act, you have the right to:

• Access: know whether we process your personal data and get a summary of it.
• Correction: have inaccurate or incomplete data corrected or updated.
• Erasure: have your data deleted when it is no longer needed. See Section 14.
• Withdraw consent: where we rely on consent, withdraw it as easily as you gave it.
• Grievance redressal: complain to us and get an answer. See Section 16.
• Nominate: name someone to use your rights if you die or cannot act.

How to ask. Email admin@margifi.com, from your registered account email if you are a Client or User. We may need to verify who you are. We may keep data where the law requires us to keep it. If so, we will tell you what we keep and why.

Response times. We acknowledge every request within 7 business days and complete it within 30 days.

If you are a brand's customer. The brand is the Data Fiduciary for your data, so please send your request to the brand. If you send it to us, we forward it to the brand within 3 business days and help the brand respond.

14. Data deletion

You can ask us to delete your data at any time. Our Data deletion guide has step-by-step instructions, including for Meta and Google connections.

How to request deletion

Email admin@margifi.com from your registered account email with the subject "Data deletion request". Say whether you want your whole account deleted, or only the data from one connected platform. You can also delete your whole account yourself in Settings.

What gets deleted

• Account data: your name, business email, brand name and dashboard settings.
• Integration data: all ad, order, catalogue and delivery data from your connected platforms, and the analytics built from it.
• WhatsApp data: messages, media and contacts in Engage and Inbox. Consent and opt-out records are kept for the period in Section 12 so you can prove consent.
• Stored credentials: the encrypted API keys and tokens for every platform you connected. This ends our access.
• Usage and technical data linked to your account.

Deleting one platform's data

You do not have to close your account to remove one platform's data. Name the platform in your email. We will revoke the stored credentials, stop collecting from it, and delete the data already collected, within 30 days. You can also remove Margifi's access from the platform itself at any time: remove the Margifi app in Shopify or Meta Business settings, or remove Margifi under Third-party apps & services at myaccount.google.com/connections. This stops collection at once. Email us if you also want the data already collected deleted.

Shopify App Store installs: uninstalling and Shopify privacy requests

• Uninstall: when a Client uninstalls the Margifi app from its Shopify admin, we stop accessing the store and delete its stored access tokens.
• Customer redaction: when Shopify asks us to redact a customer, we delete that customer's contact data (hashed email, encrypted and hashed phone number, and order note) from the affected orders. We act on it immediately and always within 30 days, as Shopify requires.
• Store redaction: when Shopify asks us to redact a store (48 hours after the app is uninstalled), we delete the same contact data for all of that store's orders and remove the install record, within 30 days. Non-personal order figures, such as order amounts, follow the retention periods in Section 12 unless the Client asks for earlier deletion.
• Customer data requests: when Shopify forwards a customer's request to see their data, we give the store owner the data we hold about that customer within 30 days.

Timeline

We acknowledge every deletion request within 7 business days and complete it within 30 days. Copies in encrypted backups are cleared by day 90. We confirm by email when it is done.

What we must keep

Billing and invoice records are kept as required by Indian tax and company law, currently up to 8 years, and cannot be deleted on request. They contain your business name, billing address and transaction amounts, and no integration data. We may also keep data where the law requires it or to resolve a live dispute. If so, we will tell you which data and why.

15. Cookies, children and changes to this policy

Cookies

We use cookies that are needed to log you in and keep Margifi secure, and analytics tools to understand how margifi.com and the dashboard are used. Our Cookie Policy lists each cookie, its purpose and how to manage it.

Children

Margifi is a business service and is not meant for anyone under 18. We do not knowingly collect personal data from children. If we learn that we have, we will delete it promptly.

Changes to this policy

We may update this policy. For material changes, we notify Clients by email and dashboard notice at least 14 days before the change takes effect. Using Margifi after the effective date means you accept the updated policy. The current version is always at margifi.com/privacy-policy. Changes to the sub-processor list are made on the Sub-processors page.

16. Contact and Grievance Officer

Grievance Officer: Dwarkesh Savaliya
Designation: Grievance Officer (Data Protection)
Company: Margifi Private Limited
Email: admin@margifi.com
Address: 230, Ayodhyapuram Residency, Nr Valak Patiya, Valak, Surat City, PO: Sarthana, Dist: Surat, Gujarat 395006, India
Hours: Monday to Friday, 10:00 to 18:00 IST, except Indian public holidays

Response times. We acknowledge a grievance within 24 hours (on working days). We resolve privacy and data grievances within 15 days, and other grievances within 30 days. If you are not satisfied after that, you may escalate to the Data Protection Board of India as the DPDP Rules provide. Full details are in our Grievance Policy.

Related legal documents

Terms of Service · Data Processing Agreement · Messaging Policy · Sub-processors · Grievance Policy · Cookie Policy · Refund Policy · Data deletion · All legal documents

Version history

• Version 2.0, 27 October 2026 (effective 27 October 2026): covers Engage, Inbox and Intelligence; adds a section on our role as Data Processor and the brand's role as Data Fiduciary; new sections on WhatsApp messaging, Meta Platform Data, Google User Data and AI; Margifi ID now joins only with the brand's consent at courier connect; full sub-processor list moved to the Sub-processors page; new retention periods for WhatsApp data, consent records and logs, and deletion by day 90 after an account ends; billing records kept up to 8 years; new response times for requests, grievances and breach notices; Grievance Officer details added.
• Previous version, last updated 21 October 2026.