1. Who we are
Sondable is a trade name of ViewVision, registered with the Dutch Chamber of Commerce (KVK) under number 74861743, located at De Pinguin 32, 7609 TM Almelo, the Netherlands. VAT number: NL002420052B82.
Questions about privacy: privacy@sondable.com. We answer within five working days.
2. Who this policy applies to
- Visitors to sondable.com.
- Users with an account in the app: agencies, their team members, and creators who work with their agency.
- Owners of a connected Instagram or TikTok account: the professional Instagram account connected to a workspace in Sondable through Instagram Login, or the TikTok account connected through TikTok's consent screen.
- Followers and leads: people who comment on or send a message to a connected account, or who appear in a workspace as a lead, appointment or payment.
3. Two roles, and why the difference matters
For visitors, accounts, billing and support we decide ourselves what happens to data. We are then the controller within the meaning of the GDPR.
For everything a client collects in its workspace (data from Instagram and TikTok, comments, messages, leads, appointments, payments, connections to its own systems) the client decides the purpose. The client is then the controller and Sondable is the processor. We record that in a data processing agreement with every client. We use that data only to deliver the service to that client, and for nothing else.
Are you a follower or lead and do you want to know what Sondable holds about you, or have it deleted? Contact the agency or creator you were in touch with. If that does not work, email us: we pass the request on and help handle it. See also sondable.com/en/delete.
4. What we collect ourselves
4.1 Visiting sondable.com
The site sets no cookies and uses no analytics or tracking services. Our web server keeps a technical log (IP address, time, requested page, browser type) to recognise abuse and fix outages. Legal basis: legitimate interest (security). Retention: at most 30 days.
4.2 Waiting list
If you join the waiting list, we keep your email address and the moment you signed up, to inform you about the launch and about access. Legal basis: consent. You can unsubscribe at any time through the link in the email or by emailing us. Retention: until you unsubscribe, and at most twelve months after the launch.
4.3 Your account
For an account we keep your name, email address, password (as a hash, never readable), your role and the agency or workspace you belong to, and the moments you log in. The app keeps a log of actions (who did what, when) so an agency can account for what happened in a workspace and so we can recognise abuse. Legal basis: performance of the contract, and legitimate interest (security and accountability). Retention: as long as your account exists, plus 30 days.
We also measure how the app is used: which screens you open, which features you use, and whether errors occur. We do that with PostHog, without cookies, only in the app and not on sondable.com. We do not record screen sessions and do not read input fields. Legal basis: legitimate interest (improving the app). Retention: at most 12 months.
Error reports from the app go to Better Stack, so we see an outage before you report it. An error report can contain your user id or email address; we filter out access tokens and keys. Retention: at most 30 days.
4.4 Billing
For a paid subscription we keep company name, billing address, VAT number, the chosen plan, and the payments. Payments run through Stripe; we never see full card details. Invoices and the bookkeeping are in Moneybird. Legal basis: performance of the contract and the statutory retention obligation. Retention: seven years (tax retention obligation).
4.5 Support and contact
If you email us or send a report from the app, we keep that correspondence to help you and to recognise recurring problems. Email arrives in Google Workspace; the support desk in the app runs on our own server. Legal basis: legitimate interest. Retention: at most two years after handling.
4.6 Emails we send you
Forgotten password, payment received, an invitation to your agency, a report you send from the app: those emails go through Resend. For that Resend sees your email address, your name and the content of the email. A report you send therefore contains workspace data; only send it to people who may see it. We send no newsletters or marketing email without your consent. Legal basis: performance of the contract. Retention of the sending log at Resend: at most 30 days.
4.7 Feedback in the app
If we ask you for feedback in the app (a short question after a feature, a rating), we keep your answer together with your user id, so we can follow up. That happens on our own server; no third party is involved. Taking part is voluntary. Legal basis: consent. Retention: at most two years.
4.8 Client relationship and sales
If you are a client, or have shown interest in Sondable (a call, a demo, the waiting list), we keep your name, company, email address, phone number and our correspondence in our CRM (HighLevel), to help you get started, to keep appointments and to stay in touch. We only email you on business matters and about Sondable; you can always unsubscribe through the link in the email or by emailing us. Legal basis: performance of the contract (clients) and legitimate interest (prospects). Retention: as long as you are a client plus two years; for prospects two years after the last contact.
4.9 Cookies in the app
The app sets three cookies, all functional and our own:
| Cookie | Purpose | Duration |
|---|---|---|
hooklab_sessie | staying logged in | 30 days |
| preference cookie for level of detail | remembering how much detail you want to see on screens | 365 days |
| preference cookie for view | remembering which view you chose | 365 days |
There are no third-party cookies and no advertising or tracking cookies. The usage measurement in 4.3 works without cookies. That is why we do not ask for cookie consent.
5. Data from Instagram and TikTok
Sondable connects two platforms: Instagram and TikTok. For both, the owner of the account connects it personally, through the platform's consent screen. That screen shows which access you grant. Without that connection we fetch nothing.
- Instagram: Sondable uses Meta's Instagram API. The owner of a professional Instagram account (Business or Creator) connects the account through "Instagram Login".
- TikTok: Sondable uses TikTok's Login Kit and Display API. The owner of a TikTok account connects the account through TikTok's consent screen. That screen also appears if you granted consent before, so you see which account you are connecting.
If other platforms are added (such as LinkedIn or Facebook), we will extend this chapter before that connection can be switched on, and announce it as described in chapter 13.
5.1 Which access we ask for and what we do with it
| Permission | What we fetch | What for |
|---|---|---|
instagram_business_basic | Account id, username, follower count. The media list: per Reel or carousel the id, caption, media type, link, publish time, the cover image, and the video file or the slides if Instagram provides them. | Showing your content in Sondable, and following your account's growth. |
instagram_business_manage_insights | The performance figures Instagram returns per Reel: views, reach, likes, comments, shares, saves, total interactions, average watch time, total watch time and skip rate. | Measuring which Reels work, and why. |
instagram_business_manage_comments | Comments on your posts: text, username and name of the sender, time, and which post the comment belongs to. | Showing comments next to the Reel that caused them, and sending replies you approve in Sondable. |
instagram_business_manage_messages | Messages (DMs) to your account: text, sender id, time. | Seeing which Reel produced a conversation, and sending replies you approve in Sondable. |
instagram_business_content_publish | Nothing. With this permission we send something to Instagram; we fetch nothing with it. We only ask for it if you deliberately connect the account to let Sondable publish. | Publishing videos a person approved in Sondable (5.8). |
TikTok
| Permission | What we fetch | What for |
|---|---|---|
user.info.basic | The id TikTok gives Sondable for your account (open_id). | Knowing which account is connected, and matching a notice from TikTok to the right account. |
user.info.profile | The username. | Checking that you connect the account that belongs to this profile in Sondable. If it is a different account, we do not connect. |
user.info.stats | The follower count. | Following your account's growth. |
video.list | Your videos: per video the id, caption or title, publish time, duration, link and the cover image, and the counts TikTok returns: views, likes, comments and shares. | Showing your content in Sondable, and measuring which videos work. |
If you switch off the username or the videos on TikTok's consent screen, we do not create a connection, we store nothing, and we immediately revoke the access at TikTok again. If you only switch off the follower count, the connection works without a follower count.
From TikTok we do not fetch: your profile photo, your display name and your bio (we do not request them), the video file (the Display API does not provide it), and the text of comments or your messages. Reach, watch time and saves are not provided by this connection either; in Sondable those figures say that TikTok does not supply them.
5.2 How often we fetch
Reels and TikTok videos younger than 72 hours are measured every three hours. Between 72 hours and seven days once a day. After that, not at all. The follower count is fetched every round. Comments and messages on Instagram arrive the moment Instagram notifies us (webhook).
When a TikTok account is first connected, we read in the videos that are already there, up to five hundred. Apart from that, the only thing TikTok sends us is a notice when access has been revoked (5.7).
5.3 Why we keep measurements over time
Instagram and TikTok only return the figures of this moment for each video. There is no way to ask afterwards how a Reel grew in its first hours or days. Sondable therefore keeps every measurement with its time, and builds the course from it: the curve, with checkpoints at 24 and 72 hours. That course is the core of the product. We keep those measurements as long as the workspace exists, also after a Reel is older than seven days and is no longer measured. A Reel you delete on Instagram, or a TikTok video you delete or make private, is marked as gone; the row and the measurements stay until you delete them or cancel your workspace.
5.4 Media files
If Instagram provides a video file or cover image, we keep it in your workspace's media vault. We use it to show the Reel in the app, to make a transcript of it and to run AI analyses (see chapter 8). For Reels with music from the Instagram library, Instagram provides no video file; then we only keep the cover image, or the file you upload yourself.
TikTok never provides a video file through this connection. For a TikTok video we therefore only keep the cover image in the media vault; the link TikTok gives for it expires within a day. We only make a transcript of a TikTok video from a file you upload to Sondable yourself. We do not keep your TikTok profile photo.
5.5 The access tokens
The access token Instagram issues when you connect is stored encrypted. We renew it automatically while the connection is active, so you do not have to reconnect every sixty days. If you switch off the connection, we delete the token immediately.
TikTok issues two tokens: an access token valid for one day, and a refresh token valid for one year. We store both encrypted, with a key of their own for TikTok, and renew the access token during the measuring round. Once the refresh token has expired, the account has to be connected again. If you switch off the connection, we delete both tokens immediately and also revoke the access at TikTok.
5.6 What we do not do with data from Instagram and TikTok
- We do not sell it and do not share it with other clients.
- We do not use it for advertising or profiling outside your workspace.
- We do not use it to train AI models, and under their business terms our AI providers do not either.
- We write nothing to Instagram or TikTok except what a person approves in Sondable: replies to comments and messages on Instagram, and the posts you let Sondable publish (5.8). Through TikTok we send no replies and no messages.
- Only the users of your agency or workspace see the data. We only look when that is needed for support or to fix an outage, and we record that in the log.
5.7 Stopping the connection and having data deleted
Disconnecting Instagram in Sondable: Settings → Platforms → Instagram → Disconnect. The token disappears immediately and nothing new comes in. The measurements, comments and messages already there stay in your workspace until you delete them or cancel your workspace.
Removing Sondable in Instagram: Settings → Website permissions → Apps and websites → Sondable → Remove. Instagram notifies us. We stop fetching at once and delete all data for that account within 30 days, unless the agency reconnects the account within those 30 days.
Disconnecting TikTok in Sondable: Settings → Platforms → TikTok → Disconnect. Both tokens disappear immediately, we also revoke the access at TikTok, and nothing new comes in. If revoking at TikTok fails, Sondable says so; you can then remove Sondable in TikTok yourself, as described below. The videos and measurements already there stay in your workspace until you delete them or cancel your workspace.
Removing Sondable in TikTok: in the TikTok app, Settings and privacy → Security and permissions → Apps and services → Sondable → Remove. TikTok notifies us. We stop fetching at once and delete all data for that account within 30 days, unless the agency reconnects the account within those 30 days. The same happens when TikTok tells us that access ended for another reason, for example because the account was deleted or banned.
Sending a request: see sondable.com/en/delete. That page also explains how to follow the status of a request.
5.8 If you let Sondable publish
Sondable can publish a post for you: a Reel, photo or carousel on Instagram, a video on TikTok. That is off by default. It only happens if you switch it on for a client and connect the account with an extra permission for it: instagram_business_content_publish for Instagram, video.publish for TikTok. Anyone who only wants to measure does not grant that permission, and then Sondable publishes nothing.
What goes to the platform: the files from Sondable (an edit you made in Sondable, or videos and photos you uploaded yourself), the caption, and the choices you made for the post. For Instagram, Instagram fetches each file from us itself, through a temporary link that cannot be guessed, only works while the publication is in progress, and is valid for at most two hours. After that the link returns nothing. If you prepare a first comment for an Instagram post, Sondable posts it right after the post, and only if the account granted permission for comments. For TikTok, the file goes to TikTok with the choices TikTok asks for with every post: who may see the video, whether comments, duet and stitch are on, and whether it is advertising. You make those choices yourself; Sondable fills in nothing for you.
A person decides. Nothing goes to a platform without a person deciding it. For Instagram, someone at the agency presses publish or approves the video, or deliberately switches on standing permission for that client: then videos from an approved weekly plan go out by themselves as trial Reels. That standing permission is off by default too. For TikTok you confirm every post separately. For every publication we record who let it go.
What we keep: per publication the time, the caption, who approved it, and the id the platform gave the post, so the measurements of that post are added to it. That stays in your workspace as long as it exists.
6. Data from connected systems
A client can connect its own systems to a workspace: a CRM (HubSpot, Pipedrive, HighLevel), a calendar (Calendly, Cal.com) and a payment provider (Mollie, Stripe). Three rules apply to all those connections:
- A connection is off by default. As long as it is off, not a single request goes to that system.
- We only read. We write nothing back to the CRM, the calendar or the payment provider.
- The key is stored encrypted, with a separate key per type of connection.
What comes in per system: contacts and deals with stage and amount (CRM); bookings with attendee, cancellation and no-show (calendar); payments, refunds and fees (payment provider). Purpose: linking those outcomes to the Reel that caused them. Retention: as long as the workspace exists. Which fields are fetched per system, and which deliberately not, is shown in the app on the connection screen.
8. AI processing
Sondable uses AI for a number of features. Which ones, what we send for them, and to whom. Where "Reel" is written below, the same applies to a TikTok video; for a TikTok video there is only a transcript if you uploaded the file yourself (5.4).
| Feature | What goes to the AI service | Service |
|---|---|---|
| Classification of Reels (hook type, content type, call to action, video form) | caption, transcript, the cover image | Anthropic |
| Transcription | the video file or the audio of a Reel | Deepgram (EU endpoint), or ElevenLabs if that is set up |
| Insights per Reel (structure, idea, hook) | transcript and caption | Anthropic |
| Reply suggestions for comments and messages | the text of the comment or message, the Reel it belongs to, and the context you wrote yourself about your client | Anthropic |
| Ideas and scripts | your formats, earlier winners, the client context | Anthropic |
| Sondable AI (chat about your workspace) | your question plus the workspace data needed to answer it | Anthropic |
Three rules:
- We only send what the feature needs. No complete databases, no data from other workspaces.
- Not for training. Under their business terms, Anthropic, Deepgram and ElevenLabs do not use the data we send to train their models.
- A person decides. AI output in Sondable is a proposal: a tag, a draft, a suggestion. A reply only goes to a follower once a user approves it. Sondable makes no automated decisions with legal effects for anyone.
We keep track per workspace of how much AI processing takes place (number of calls, costs), so usage can be shown and capped.
10. Where data is stored and how it is secured
All data is stored on Hetzner servers in Falkenstein, Germany. An encrypted copy of the backups is stored with Backblaze in Amsterdam. Furthermore:
- Traffic between you and Sondable, and between Sondable and the parties above, is encrypted (TLS). Traffic to the app passes through Cloudflare, which stops attacks and overload.
- The servers sit behind a firewall that only lets through the traffic the app needs.
- Access tokens and API keys are stored encrypted, with a separate derived key per type.
- Passwords are only stored as a hash.
- Access is separated per agency and per workspace; users only see what belongs to their role.
- The app keeps a log of actions.
- We make backups and periodically test that they can be restored.
- Access to the servers is limited to those who need it, with two-factor authentication.
In case of a data breach that poses a risk to the people involved, we report it within 72 hours to the Dutch Data Protection Authority (Autoriteit Persoonsgegevens), and inform the clients concerned without undue delay.
11. Retention periods
| Data | Retention period |
|---|---|
| Server log of the site | at most 30 days |
| Waiting list | until unsubscribing, at most 12 months after launch |
| Account and log of actions | as long as the account exists, plus 30 days |
| Workspace data: data from Instagram and TikTok, publications, connected systems, comments, messages, leads, AI output, media vault | as long as the agreement runs. After termination 30 days to export, then deleted within 30 days |
| Data of an Instagram or TikTok account after revocation in the platform or a deletion request | deleted within 30 days; from backups within 90 days |
| Invoices and payments | 7 years |
| Support and contact | at most 2 years after handling |
| Client and prospect data in our CRM | clients: duration of the agreement plus 2 years; prospects: 2 years after last contact |
| Feedback in the app | at most 2 years |
| Usage measurement in the app (PostHog) | at most 12 months |
| Error reports and server logs (Better Stack) | at most 30 days |
| Email sending log (Resend) | at most 30 days |
| Data sent to Anthropic | deleted by Anthropic within 30 days |
| Backups (Hetzner and Backblaze) | rotate within 90 days |
Deleted means: gone from the database and the media vault. Backups rotate automatically; within 90 days a deleted item is no longer in them either, neither at Hetzner nor at Backblaze.
12. Your rights
You have the right to know which data we hold about you (access), to have it corrected, to have it deleted, to have the processing restricted, to object, to receive your data in a common file format (portability), and to withdraw consent you gave.
Email your request to privacy@sondable.com. We may ask you to prove your identity. We answer within 30 days.
If your request concerns data a client processes in its workspace (chapters 5 to 7), we pass it on to that client and help handle it.
Not happy with how we handle your data? You can file a complaint with the Dutch Data Protection Authority through autoriteitpersoonsgegevens.nl.
13. Changes
If something material changes in this policy, we notify account holders at least 30 days in advance by email or in the app. The version and date are at the top. Older versions are available on request.
14. Contact
ViewVision, trading as Sondable
De Pinguin 32, 7609 TM Almelo, the Netherlands
KVK 74861743
privacy@sondable.com
7. Comments, messages and leads: data of followers and customers of our clients
A connected Instagram account receives comments and messages from other people. We store them, linked to the Reel that caused them. In addition, a client keeps its pipeline in Sondable: leads (name, email address, phone number, Instagram id, and a Sondable id), appointments, contracts, payments with amounts, notes, and which Reel caused the lead.
The client is responsible for the legal basis on which it processes that data. Sondable helps with that: per lead the client can record which consent someone gave, for what, and what shows it.
Replies to comments and messages only go out if a user approves them in Sondable. What was sent is recorded as it was sent, with the ground on which it was allowed.
Are you such a follower or lead? Your rights from chapter 12 apply to you too. Address your request to the agency or creator; we help where needed.