Period App Privacy: Separating Fact from Fiction

By: Sue Khan , VP of Privacy and Data Protection Officer at Flo

This week, our privacy and security teams wrapped an intensive, two-week-long ISO certification audit during which independent auditors vigorously assessed and validated our internal privacy practices. Simultaneously, I’m reading countless headlines about a research study on “The High Stakes of Tracking Menstruation,” which could make women and people who menstruate feel unsafe about the privacy of period tracking applications they rely on every day. This irony is not lost on me.

We support all efforts and research to ensure women feel as safe as possible when using their period tracking apps, and believe the highest standards of data protection must be applied by femtech services in order to protect the rights and freedoms of users. It is essential, however, to scrutinise and report on actual practices responsibly, to avoid alarmist headlines that create a sense of fear.

The solution to protecting women is not to turn back the clock to pen and paper cycle tracking, nor is it to rely solely on already overburdened public institutions. This isn’t a public vs private issue — regardless of who provides it, safe and trusted technologies that protect data are the answer.

While we were not consulted on this study, Flo would have welcomed the opportunity to contribute to this critical conversation and the important work conducted by Cambridge researchers. We are keen to share our expertise, especially given our ongoing work and extensive investment in privacy and security. We believe meaningful change will only happen when all stakeholders have a seat at the table and the femtech industry is being talked directly to, instead of about. 

We wholeheartedly agree that the stakes are indeed high if period tracking is not safe or if data is being harvested for sale. With this in mind, I believe it’s important to clarify some of the issues raised and speak directly about where Flo stands and how we can create real change together. 

To do this, I will break down some of the key concerns and themes highlighted, and the truth — straight from Flo.

• Myth: Period Trackers Are Only Focused on Commercialisation - one of the issues Flo is most passionate about is improving health literacy and outcomes around the world, specifically in countries where access to safe and credible health information is limited. With our Pass It On Project, Flo offers free premium subscriptions to 22.5 million around the world in 66 different countries, and the outcomes of this have been astounding. After 3+ months of access to Flo, health knowledge was 18.7% higher than before. Other impacts include higher menstrual awareness (+9%), increased communication confidence (+4.2%) and lower menstrual stigma (-8.1%).
• Myth: Private Apps Could Change Their Position on Selling Data - At Flo, implementing and advocating for best-in-class privacy practices so women’s health data can be treated with the utmost respect and care is our priority, and that will never change. We have never - and will never - monetize or sell user data. We do not see personal data as a commodity, and categorically reject the notion that women’s health data should be treated as a goldmine for advertising. Our business model is solely subscription-based and does not depend on the exploitation of reproductive information. 
• Myth: Users Have No Control of How Their Data is Shared on Private Apps - We firmly believe it’s “your body, your data”. In 2022, Flo created Anonymous Mode, a first-of-its-kind, award-winning technology that gives users the option to access the Flo app without name, email address, or any technical identifiers being associated with their health information. This means that no one — not Flo, not authorities, no one — can identify the user upon request. We also open-sourced our Anonymous Mode, meaning that any femtech or health tech company could use this technology if they wish. Because safeguarding women’s rights isn’t a competitive advantage—it’s a collective responsibility.
• Myth: Current Menstruation Trackers Lack Medical Credibility - It is not only public institutions that can further women’s health research. Flo works with research institutions with anonymous data sets, and has led critical studies on under-researched issues ranging from conception to perimenopause that have been published in independent journals. Flo also works with a medical team of more than 120 doctors and health experts, and is the #1 OB-GYN recommended cycle tracking app.
• Myth: Women’s Needs are Dehumanized by Private Apps - the only reason we’ve been able to build and grow Flo is by listening to our users directly. We conduct extensive user research to listen to their feedback, understand their concerns, what is most helpful for them, and more.  

As the #1 women’s health app, we recognise our unique responsibility in this space. We’ve been continuously vocal and proactive with our users, regulators and interest groups in setting out what we believe should be the standard for strong data governance in women’s health technology.

Everyone in this space should be held to a high standard. If you have a shared objective with Flo to advocate for privacy and digital rights for those who consume female health services, let’s talk. Include us, and include our femtech peers in this vital conversation. 

All stakeholders—policymakers, technologists, healthcare professionals, advocacy groups, and most importantly those who use and benefit from period tracking apps—must come together. We will always remain open and committed to collaborating with others to ensure women’s rights are upheld.