Privacy Policy

This policy covers the belli.ai website and the Belli mobile app (on Google Play and the App Store as “Belli Lion”). If you use the Belli platform through your airline or ground handler, your organisation’s agreement with us governs the shipment and operational data you work with. The providers behind the platform are listed on our Subprocessors page.

BELLI AI PTE. LTD. (“Belli”, “we”, “us”) is a company incorporated in Singapore, UEN 202406286W, with its registered office at 109 North Bridge Road, #07-22, Funan, Singapore 179097. We are responsible for the personal data described in this policy.

For any question or request about it, write to info@belli.ai. Our Data Protection Officer is reachable at the same address.

When you read the site

Before you answer the cookie banner or if you decline, Google Analytics and PostHog count visits without cookies and without storing anything on your device. They receive:

• the page you viewed and the page you came from;
• your browser, operating system and device type;
• your approximate location, worked out from your IP address;
• how quickly the page loaded;
• which links and buttons you click, such as the Demo button, a contact or careers email link, the Log in window, a FAQ question, a glossary search or a team profile.

Ploy, our hosting provider, also counts visits and clicks, whatever you choose in the banner. It receives the same information and keeps a random visitor ID in a cookie and in your browser’s storage so that it can tell a returning browser from a new one. If you are in the EEA, the UK or Switzerland, or Ploy cannot tell where you are, Ploy replaces your IP address with a one-way hash before storing it. Everywhere else it stores your full IP address with the visit, together with your approximate location (country, region and city) and your network provider. Ploy’s counting does not respond to Do Not Track or Global Privacy Control signals.

PostHog turns your IP address and browser details into a hash on its servers that changes every day. We can count visits, but we can’t link one day’s visit to the next or tell who you are. In this mode Google Analytics sets no cookies and doesn’t recognise you on a later visit.

If you accept cookies, Google Analytics and PostHog also set the cookies listed below. They can then recognise your browser when you come back. PostHog also records which links and buttons you click and how far down a page you scroll.

We use all of this to understand which parts of the site are useful and whether it works well. We don’t use it for advertising and we don’t sell it.

Identifying the companies that visit. If you are outside the EEA, the UK and Switzerland, Ploy sends your IP address to its identification partners, who try to match the visit to a company and, in some cases, to a person. We use this to see which airlines and businesses are interested in Belli. Visitors in the EEA, the UK and Switzerland are never identified this way.

Server logs. Ploy and the network that delivers the site, Cloudflare, keep standard technical logs (IP address, time, page requested) to deliver the site and protect it from abuse.

The customers globe. The map on the customers page loads its imagery and labels from MapTiler, which therefore receives your IP address and the part of the map you are looking at.

Log in. The Log in window asks which airline you work for and sends you to that airline’s Belli address. We record which airline address was chosen. We never see a password: you sign in on your airline’s own page.

When you contact us

When you email us or use a Demo or Contact link, we receive your name, email address, organisation and whatever you choose to tell us. We use it to reply. If you’re asking about Belli for your organisation, we also use it to follow up. We keep business contacts in our CRM and support conversations in Gorgias.

When you apply for a job

When you write to careers@belli.ai or fill in the associate application form, we receive your application, CV and anything else you send. We use it only to consider you for a role and share it only with the people involved in hiring. We keep it for 12 months after we’ve made a decision. If you’d like us to delete it sooner or keep it for future roles, just tell us.

When you use the Belli mobile app

The Belli mobile app lets airline and ground-handling staff accept, build up and break down cargo by scanning air waybills. You can only use it with an account linked to an airline or ground handler that works with Belli.

Your account. When you create an account or sign in, we receive:

• your email address and password, or your Google, Microsoft or Apple account if you sign in with one of those (we receive your name, email address and an account ID from that provider, never its password);
• your first and last name and a profile photo, if you add them;
• any extra email addresses you link to your account;
• the organisation, role and stations your employer assigns to you.

Each account has an account ID. Clerk runs sign-in for us. It also keeps a record of your sessions (IP address, device and time) to keep your account secure. We use your account data to sign you in, show your name in the app and the Belli platform, and give you access to the work your organisation has assigned to you.

Your work in the app. When you scan or search for an air waybill, accept or reject a shipment, build up a container or record what arrived, the app sends that information to the Belli platform, together with who did it and when. This includes weights, dimensions, container numbers and any remarks you type. It’s your organisation’s operational record. We process it for your organisation, and its agreement with us governs it.

Camera and photos. The app uses your camera to scan barcodes. Scanning happens on your phone. Camera images are never stored or sent to us. You can also take or choose photos of shipments, for example as acceptance evidence or to record damage. Those photos are uploaded to the Belli platform and are visible to your organisation. The app only sees the photos you pick. It can’t browse your gallery.

Analytics and performance. To see which parts of the app work well and where people get stuck, the app sends usage events to PostHog. These include:

• which screens you open, and when the app opens or closes;
• the tasks you complete, such as an air waybill scanned or a shipment accepted, with the details needed to count them (station, flight, number of pieces, whether it worked);
• your account ID, name, email address, role and stations, and your organisation, so that we can report usage per station and per team;
• a random ID that PostHog creates for your installation of the app, your device model, operating system and app version, and your approximate location worked out from your IP address.

The app doesn’t record your screen and doesn’t record individual taps. Remarks you type and photos you take are never sent to PostHog.

Expo Observe, from the company behind the framework the app is built on, measures how fast the app starts and how quickly screens load, and collects crash and error reports when something breaks. It receives your device model, operating system, app version, network type, battery level and the screen you were on. It doesn’t receive your name or email address. We remove typed air waybill numbers from what it receives.

We use analytics and performance data only to run and improve the app. We don’t use it for advertising and we don’t sell it.

Stored on your phone. The app keeps your sign-in session in your phone’s secure storage. It also keeps your settings, recent scans, unfinished work and photos that haven’t been sent yet, so that your work survives a lost connection. Signing out ends your session. The rest stays on your phone until it’s sent, you uninstall the app or you clear its data in your phone’s settings.

What the app doesn’t do. The app doesn’t use your location or contacts and doesn’t record audio. It doesn’t show ads, doesn’t use an advertising ID and doesn’t track you across other apps or websites.

To delete your app account, see Deleting your app account. To remove some of your data and keep your account, see Deleting some of your app data.

Forms and posts from other sites

The associate application is a Google Form, and some pages show posts from LinkedIn. Those sites set their own cookies when their content loads, so we only load it when you click to load that one form or post. After that, the site’s own privacy policy applies to what it collects.

Cookie set before you answer the banner, by Ploy’s visit counting:

Cookies, set only after you accept:

Changing your mind: use Cookie settings at the bottom of any page. From then on we stop setting analytics cookies. To remove cookies that were already set, clear them in your browser settings.

Stored on your device, never sent to us:

These are needed for the parts of the site you use and don’t track you. You can remove them in your browser settings at any time.

If you’re in the EU, the UK or a country with similar laws, these are the legal bases we rely on:

In Singapore, we collect, use and disclose personal data under the Personal Data Protection Act 2012, with your consent or where the Act otherwise allows it.

We use these providers to run the website, the mobile app and our correspondence. Each acts on our instructions under its own terms:

We may also disclose personal data:

• when the law requires it;
• to protect our rights or someone’s safety;
• to a successor if Belli’s business is merged or sold, in which case this policy continues to apply to your data.

We never sell personal data.

Some of these providers process data outside the country you’re in, including in the United States, where Ploy’s servers are. Where the law requires it, we rely on safeguards such as the European Commission’s standard contractual clauses or the provider’s certification under the EU–US Data Privacy Framework. For transfers out of Singapore, we make sure the recipient protects the data to a standard comparable to the PDPA.

You can ask us to:

• tell you what personal data we hold about you and give you a copy;
• correct it;
• delete it;
• stop or limit using it or object to how we use it;
• give it to you or to someone else in a common format.

You can also withdraw any consent you’ve given at any time. For cookies, that’s Cookie settings at the bottom of every page. Withdrawing doesn’t affect what happened before.

To make a request, write to info@belli.ai. We’ll reply within 30 days. We may need to confirm who you are first. For the mobile app, the two sections below explain how to delete your account or some of your data.

If you’re unhappy with how we’ve handled your data, please tell us first. You can also complain to Singapore’s Personal Data Protection Commission at pdpc.gov.sg. If you’re in the EU or UK, you can complain to your local data protection authority.

You can delete your account for the Belli Lion app, published by BELLI AI PTE. LTD., and the data tied to it.

How to ask

1. Email info@belli.ai from the email address you use to sign in, with the subject “Delete my Belli account”. Tell us the airline or ground handler you work for.
2. We reply to confirm it’s you. If you write from a different address, we’ll ask you to confirm from the address on your account.
3. We delete your account within 30 days and email you when it’s done.

You can also ask your organisation’s Belli administrator to remove you. Once they do, we delete your account in the same way.

What we delete

• your sign-in details: email addresses, password, and any linked Google, Microsoft or Apple account;
• your name and profile photo;
• your role and station assignments;
• the analytics data tied to you in PostHog, including your account ID, name and email address;
• your sessions, which signs you out of the app on every device.

What we keep, and for how long

• Records of work you did in the app, such as which shipments you accepted, scanned or recorded as arrived, with the photos and remarks attached to them. These are your organisation’s operational and audit records, and we keep them for as long as its agreement with us requires. Ask your organisation if you have questions about them.
• Backups of the Belli platform, which keep deleted data for up to 35 days before it’s gone.
• App performance and crash reports in Expo Observe. These don’t include your name or email address and are deleted after 90 days.
• Our emails with you about the request, for 2 years, as a record that we did what you asked.

Deleting your account doesn’t remove what the app has stored on your phone. To remove it, uninstall the app, or clear its storage in your phone’s settings (Settings → Apps → Belli Lion → Storage → Clear storage).

You can remove some of your data from the Belli Lion app and keep your account.

Things you can do yourself. Open the app and tap Profile:

• under Email addresses, remove any address other than your primary one. It’s deleted straight away;
• under Connected accounts, disconnect a linked Google, Microsoft or Apple account. We delete the link and the details we received from that provider;
• tap Edit profile to change your name at any time.

Things you can ask us to delete. Email info@belli.ai from the email address you use to sign in, with the subject “Delete my Belli app data”, and tell us what you’d like removed:

We confirm it’s you, then do it within 30 days and email you when it’s done. Deleted data stays in backups of the Belli platform for up to 35 days before it’s gone.

Recent scans, unfinished work and unsent photos are kept on your phone. To remove them, clear the app’s storage in your phone’s settings (Settings → Apps → Belli Lion → Storage → Clear storage). You’ll need to sign in again afterwards.

Your sign-in email address, your organisation, and your role and station assignments are needed for the app to work, and your organisation’s administrator manages your role and stations. To remove these, delete your account.

We protect personal data with access controls and encryption and by giving our providers only what they need. No system is perfectly secure. If a breach affects you, we’ll tell you and the authorities as the law requires. How the Belli platform is secured is on our Security page.

This website and the mobile app are meant for businesses and their staff. We don’t knowingly collect personal data from anyone under 18. If you think a child has sent us their data, write to us and we’ll delete it.

When this policy changes, the date at the top changes with it. If a change affects how we use data you’ve already given us, we’ll ask for your consent again where the law requires it.