Privacy Policy

Last updated: 28 August 2026

This Privacy Policy explains how TKH Global Group, Singapore ("appsg.ai", "we", "us") collects, uses, discloses and protects personal data in connection with the appsg.ai platform (the "Service"). We are committed to handling personal data in accordance with Singapore's Personal Data Protection Act 2012 ("PDPA").

appsg.ai is a multi-tenant platform that lets businesses ("Customers") build AI agents grounded in their own knowledge base and deploy them across WhatsApp, Telegram, email and a web widget. In doing so, two different relationships arise, and this policy addresses both:

• When you are our Customer (you sign up, subscribe and administer a workspace) — we act as the data controller of your account data.
• When you are an end-customer of one of our Customers (you message a Customer's AI agent) — the Customer is the data controller and appsg.ai is the data processor acting on that Customer's instructions. For those interactions, the Customer's own privacy notice governs, and our Data Processing Addendum sets out our obligations.

1. Personal data we collect

a. Account and billing data (we are the controller)

• Account data — name, work email, password (stored only as a salted hash), organisation name, role and workspace settings.
• Billing data — plan, subscription status, GST details and billing contact. Card details are collected and stored by Stripe, our payment processor; we do not store full card numbers.
• Usage and technical data — log-in events, IP address, device/browser information, audit logs, feature usage and token/consumption metering used to operate and secure the Service.
• Support and communications — messages you send us and records of our correspondence.

b. End-customer data (we are the processor, on the Customer's behalf)

• End-customer personal data (PII) that flows through the channels a Customer connects — for example a person's name, phone number, WhatsApp/Telegram identifier, email address, and the content of messages they exchange with the Customer's AI agent, including anything they voluntarily disclose in a conversation.
• Knowledge-base content that the Customer uploads to ground its agents, which may contain personal data the Customer chooses to include.

The Customer decides what data is collected through its agents and is responsible for having a lawful basis and appropriate notice/consent for that collection under the PDPA.

2. How we use personal data

We use account and billing data to: provide, maintain and secure the Service; authenticate users; process subscriptions, payments and GST; meter usage and enforce plan limits; provide support; send service and administrative notices; detect and prevent fraud, abuse and security incidents; and comply with legal obligations.

We process end-customer data only to provide the Service to the relevant Customer — routing messages, generating AI responses, maintaining conversation context, and producing the Customer's own analytics. We do not use end-customer data for our own independent purposes and we do not sell personal data.

3. Sub-processors and disclosure to third parties

To operate the Service we rely on the third-party sub-processors below. Personal data — including, where applicable, end-customer PII and message content — is transmitted to these providers strictly to deliver the functionality described.

We may also disclose personal data to professional advisers, or where required to comply with law, a court order or a lawful request by a public authority, or to protect our rights, users or the security of the Service. A current sub-processor list is maintained and Customers are notified of material changes as described in the Data Processing Addendum.

4. AI processing and cross-border transfers

Under the API terms on which we access these providers, Customer and end-customer data submitted through the API is not used to train the providers' models. The AI providers process the data to return a response and for limited abuse-monitoring and service-operation purposes permitted by their terms.

Where we transfer personal data outside Singapore, we take steps required by the PDPA to ensure a comparable standard of protection, including contractual data-protection commitments with our sub-processors. By using the Service and connecting AI-powered channels, Customers acknowledge and instruct these transfers.

5. Retention

We retain account and billing data for as long as your account is active and thereafter as needed to meet legal, tax and accounting obligations. End-customer data processed on a Customer's behalf is retained for as long as the Customer's workspace requires it, subject to the Customer's configured retention settings and our Data Processing Addendum. On termination, data is deleted or returned as described in the DPA and our Refund & Cancellation Policy. We may retain minimal records where the law requires.

6. Security

We apply administrative, technical and physical safeguards appropriate to the risk, including encryption of data in transit (TLS), hashed passwords, tenant isolation, role-based access controls, session hardening, audit logging, and least-privilege access to production systems. No method of transmission or storage is completely secure, but we work to protect personal data and to notify affected parties of data breaches as required by the PDPA.

7. Your PDPA rights

Subject to the PDPA, you may:

• Access the personal data we hold about you and information about how it has been used or disclosed;
• Correct personal data that is inaccurate or incomplete;
• Withdraw consent to our collection, use or disclosure of your personal data, on reasonable notice (this may affect our ability to provide the Service).

To exercise these rights, use our Data Rights Request page or contact our Data Protection Officer below. If you are an end-customer of one of our Customers, please direct your request to that Customer as the controller; we will support them in responding.

8. Data Protection Officer & complaints

You can reach our Data Protection Officer at dpo@appsg.ai or by writing to appsg.ai, 8 Burn Road, #15-11 Trivex, Singapore 369977. We aim to respond to requests within the timeframes set by the PDPA.

9. Changes to this policy

We may update this Privacy Policy from time to time. When we make material changes we will update the "Last updated" date and, where appropriate, notify Customers. Your continued use of the Service after an update constitutes acceptance of the revised policy.

10. Cookies and website analytics

This section is about visitors to our website. It is separate from the processing described above, which concerns data inside the Service.

We use Google Analytics 4 to understand how our public website and sign-up pages are used, so that we can improve them. Google Analytics sets identifiers in your browser and collects your IP address, device and browser type, approximate location derived from that IP address, the pages you view, and how you arrived at the site. We use this only in aggregate, to see which pages are read and where visitors come from. We do not use it to identify you personally, and we do not combine it with your account data.

Google acts as our processor for this, and the data may be processed outside Singapore, including in the United States, under Google's own terms and safeguards.

How to opt out. You can decline or delete these cookies in your browser settings, use Google's own opt-out add-on at tools.google.com/dlpage/gaoptout, or turn on a "Do Not Track" or equivalent privacy setting. Declining analytics does not affect your use of the Service.

Questions about any of this? Talk to us. To ask for a copy of your data, a correction or an erasure, use the data rights request form.