Terms of Use

These Terms of Use govern your use of bloomformums.com and the Bloom for Mums app (the “Service”) provided by Bloom for Mums Ltd (also referred to as “we” or “us”). We are registered in England and Wales under Company No. 17208397 and have our registered office at 8 Meurigs Croft, Haverfordwest, Wales, SA62 4NY.

The Service is made up of two separate features: (a) the AI companion (“Talk to Bloom”) — an AI-powered emotional support chat, together with supportive tools (including the mood journal, sleep stories, calm tools and daily check-in), in which responses are generated automatically by artificial intelligence; and (b) the 2am Club community rooms — anonymous peer-to-peer text chat rooms where mothers can post and reply to each other. These are separate features: in Talk to Bloom you are interacting with AI only, while in the 2am Club you are interacting with other real, anonymous users of the Service. These Terms apply to both features.

To contact us, please email hello@bloomformums.com.

By using the Service, you agree to these Terms and to comply with them.

If you do not agree to these Terms, you must not use our Service.

The AI companion (“Talk to Bloom”) is automated. Its responses are generated by artificial intelligence and are not reviewed by a person before you receive them — when you chat with Bloom, you are not speaking to a person. The 2am Club community rooms are peer-to-peer: posts there are written by other real, anonymous users of the Service, not by AI or by us. Messages you post there can be seen by other users, and you can see and reply to messages posted by others.

The content on our Service is provided for general information only and it is not intended to amount to advice on which you should rely. It is not a medical, clinical or emergency service. If you are in crisis or require advice, call 999 or Samaritans on 116 123. For clinical care, please speak to your GP, midwife or health visitor.

The 2am Club community rooms include information and materials uploaded by other users. Although we make reasonable efforts to moderate (including automated content identification and moderation technologies to help enforce our policies), the inclusion of content does not mean that we have verified its accuracy, legality or quality, nor does it constitute our endorsement of that content. We make no representations, warranties or guarantees, whether express or implied, that the content on our Service is accurate, complete or up to date.

The views expressed on our Service by users do not represent our views or values.

You must be 18 or over to use our Service, including the 2am Club community rooms. The Service is designed for users in the United Kingdom. We make no warranty that the Service is appropriate for use or available in other locations.

Bloom is anonymous by design. You do not create an account. You are given a randomly generated flower nickname (e.g. Wildflower-7a3b). You should not share your real name, email, phone number, address or other identifying details about you, your baby or any third parties in any post. You must not encourage other users to share identifying information about themselves either.

Our Privacy Notice explains how we collect, use and store your personal data when you access or use our Services.

We may update and change our Services from time to time.

We do not guarantee that our Service, or any content on it, will always be available or be uninterrupted. Posts on our 2am Club community rooms are not usually stored longer than 30 days. We may suspend or withdraw or restrict the availability of all or any part of our Service for business and operational reasons. We will try to give you reasonable notice of any suspension or withdrawal.

Whenever you make use of a feature that allows you to create content directly on our Service, including our 2am Club community rooms, you agree to comply with the standards set out in our Community Guidelines. You will not post content that is unlawful, abusive, hateful, that promotes self-harm or suicide as a solution, that identifies a third party without consent, or that infringes intellectual property rights.

You agree that any content you contribute complies with those standards, and you are liable to us and indemnify us for any loss we suffer as a result of content you post. This means you will be responsible for any loss or damage we suffer as a result of your breach of this agreement.

You are responsible for the condition of the information technology, computer programs and platform you use to access our Service. You should use your own virus protection software. We do not guarantee that our Service will be secure or free from bugs or viruses.

You must not do any of the following:

• Conduct, facilitate, authorise or permit any text or data mining or web scraping in relation to our Service.
• Misuse our Service by knowingly introducing viruses, trojans, worms, logic bombs or other material that is malicious or technologically harmful, or otherwise interacting harmfully with our Service or any part of it.
• Attempt to gain unauthorised access to our Service, the server on which our Service is stored or any server, computer or database connected to our Service or any other equipment or network connected with our Service.
• Interfere with, damage or disrupt any software used in the provision of our Service or any equipment or network or software owned or used by any third party on which this Service relies in any way.
• Attack our Service via a denial-of-service attack or a distributed denial-of-service attack.

If appropriate, we will report any such unlawful behaviour to the relevant law enforcement authorities and we will co-operate with those authorities. In the event of such a breach, your right to use our Service will cease immediately.

The Online Safety Act 2023 applies to the Service and the following terms are required under the law.

We minimise the length of time for which terrorism content is present on the Service by using content identification technologies and report buttons on every post. We will swiftly take down terrorism content when we find out about it.

We will minimise the length of time for which child sexual exploitation and abuse content is present on the Service by using content identification technologies and report buttons on every post. We will swiftly take down child sexual exploitation and abuse content when we find out about it.

We will minimise the length of time for which other content that amounts to an offence is present on the Service by using content identification technologies and report buttons on every post. This applies to content relating to assisting suicide, threats to kill, public order offences, harassment, stalking and fear or provocation of violence, drugs and psychoactive substances, firearms and other weapons, assisting illegal immigration, human trafficking, sexual exploitation, sexual images, proceeds of crime, fraud, financial services, foreign interference, animal welfare and offences relating to being involved in committing any of these offences (known as inchoate offences). We will swiftly take down such content when we find out about it.

8.1 Reporting content and behaviours

You can report or complain about the following content and behaviours:

• Content you consider to be illegal.
• When you think we are not dealing with illegal content or activity as we should.
• Where you think our content reporting systems and processes do not easily let users report content they believe to be illegal.
• When you think we have insufficiently considered the importance of protecting users’ rights to freedom of expression or privacy.
• Where your content has been taken down on the basis that it is illegal (and you disagree).
• Technology we use results in your content being taken down, access-restricted or deprioritised and you think the technology has been used in a way not set out in our Terms.

To report illegal content, please use the “Report” button available on every post. To appeal a moderation decision of content removal, please use the in-app Appeals page. Alternatively, and for any other reports or complaints, please contact us at hello@bloomformums.com.

We aim to review reports on illegal content within 24 hours, appeals within 10 working days and all other reports and complaints within 15 working days. For more information, please refer to our Complaints & Reporting page.

If we restrict access to any content you generate or upload to or share on our Service in a way that breaches these Terms, you have a right to bring a claim against us for breach of contract.

The 2am Club community rooms are a separate feature from the AI companion. Content in the community rooms is moderated before publication: posts are screened before they become visible to other users. Posts are hidden or removed if, in our opinion, they breach our Community Guidelines, which apply to all posts in the community rooms, or contain crisis content. You may appeal a moderation decision via the in-app Appeals page, as described in the section “Reporting content and behaviours” above.

We will consider any content you upload to our Service to be non-confidential and not protected by any trade mark, patent or copyright (“non-proprietary”), that is, in the public domain. You retain ownership of what you post. You grant us a non-exclusive, royalty-free licence to display the post within the Service for the 30-day posting period.

We are the owner of all intellectual property rights in our Service, in the material published on it and trade marks. Those works are protected by copyright laws and treaties around the world. All such rights are reserved. You acknowledge and agree that you shall not acquire any ownership rights whatsoever by downloading any content from our Service. You must not use any part of the content on our Service for commercial purposes without obtaining a licence to do so from us.

To the maximum extent permitted by law, we exclude all implied warranties. We do not exclude or limit in any way our liability to you where it would be unlawful to do so. This includes liability for death or personal injury caused by our negligence, or for fraud. Nothing in these Terms affects your statutory rights as a consumer.

We may transfer our rights and obligations under these Terms to another organisation. We will notify you, via an in-app banner and a notice on bloomformums.com, if this happens and we will ensure that the transfer does not affect your rights under the Terms.

We may update these Terms from time to time. If we make changes, we will post the revised Terms and update the Effective Date above. Material changes will be notified via an in-app banner and a notice on bloomformums.com. Continued use of the Services on or after the Effective Date constitutes acceptance of the revised Terms. If you do not agree to the revised Terms, you must stop using our Service before the changes become effective.

These Terms are governed by the laws of England and Wales. Disputes are subject to the exclusive jurisdiction of the courts of England and Wales, except that if you are a resident of Northern Ireland you may also bring proceedings in Northern Ireland, and if you are a resident of Scotland, you may also bring proceedings in Scotland.