"MadTaxi" is a trademark and commercial name used by SIA "Selado" — for the purposes of this Policy, the data controller is SIA "Selado".
1. General information
This Privacy Policy describes what personal data MadTaxi (a Latvian taxi platform, "MadTaxi", "we") collects, uses and protects when You use the MadTaxi mobile application ("the App") as a client, driver, dispatcher, or administrator. By using the App, You confirm that You have read this Policy.
2. What data we collect
From all users:
- Account data: first and last name, email address, phone number, password (stored encrypted, we never see it as plain text).
- App language preference and other app settings.
- Device push notification token (to send notifications about orders and account status).
Additionally from clients:
- Location data (GPS): to request rides and display the map, as well as during the ride so the driver and the App can locate You and track the ride.
- Photos of an identity document and a selfie — for profile verification. These images are evaluated by artificial intelligence (Google Gemini) and stored securely, with access limited to You and the system performing the check.
- Saved addresses (e.g., "Home", "Work"), profile photo or chosen avatar appearance.
- Ride history, prices, payment method, tips, reviews and ratings left about the driver.
- Payment data: card payments are processed by our payment provider Stripe — we do not see or store Your full card number, only a secure identifier issued by Stripe for future payments, and Your MadTaxi Wallet (pre-payable) balance.
- With Your separate, voluntary consent — ambient sound recorded and analysed on Your device during an active ride to automatically recognise potentially dangerous situations; an audio recording is sent to us ONLY if a dangerous sound is recognised (see Section 5).
- Content of conversations with the AI support assistant (processed using Google Gemini to provide responses).
- Voice ordering: speech is converted to text by Your device's speech recognition service (Google or Apple), and the resulting text is sent to Google Gemini to recognise the address and time. We do not receive or store the audio.
- Optional ride details You provide: a note for the driver, flight number, ride preferences (pet, large luggage, wheelchair), business trip purpose.
- Chat messages with the driver (including "Lost items" conversations after the ride) and their automatic translations.
- Date of birth (optional — for the birthday discount), consent to personalised offers, loyalty points, discount and invitation codes, favourite and blocked drivers, MadTaxi Wallet auto top-up settings.
- Fare splitting: Your name and Your share are shown to the other participants You invite (or who invite You) by phone number or email.
Additionally from drivers:
- Vehicle data: make, model, license plate number, vehicle photo.
- Photos of a driver's license and a selfie — for profile verification (evaluated by artificial intelligence, same as for clients).
- Location data (GPS) — continuously while You are "on shift", so the App can offer You nearby ride requests and show Your location to the client and dispatcher.
- Earnings data, client reviews and ratings about You, and problem reports submitted to support.
- Vehicle documents and their expiry dates (motor third-party liability insurance (OCTA), taxi permit/licence, roadworthiness inspection), and vehicle photos checked by artificial intelligence.
- Payout data: the bank account connection and payouts are handled by Stripe (Stripe Connect); we only store the Stripe account identifier and status. Cash ride settlement (commission debt) data.
- Earnings level and commission percentage (including an individual percentage set by MadTaxi), quest progress, invitation codes.
- In "Going home" mode — the approximate location of Your home, to offer rides in that direction.
- Quality indicators: ratings, review tags, cancellations and complaints (see Section 5).
- Chat messages with clients and their automatic translations.
For business accounts (see the Business Account Terms):
- Company details and the contact person's name, email and phone number.
- Invited employees' names and phone numbers, and the monthly limit set by the company.
3. Why we collect this data
- To provide the core service — requesting rides, connecting drivers and clients, calculating prices and processing payments.
- To verify user identity and maintain a safe environment for all users (profile verification).
- To provide client and driver support (AI assistant and problem reporting).
- To fulfil legal obligations (e.g., accounting and tax requirements related to completed rides).
- To let clients and drivers communicate in their own language (automatic translation of chat and notes).
- To apply discounts, loyalty points and invitation bonuses and — with Your consent — to send personalised offers.
- To calculate and pay out drivers' earnings and monitor service quality and the validity of drivers' documents.
4. Legal basis for processing
In accordance with Article 6 of the General Data Protection Regulation (GDPR), we process Your data based on:
- performance of a contract — to fulfil these Terms and provide ride ordering, fulfilment and settlement;
- compliance with a legal obligation — e.g., accounting and tax law requirements;
- legitimate interests — to maintain a safe environment, prevent fraud, and improve the service;
- Your explicit consent — for specific, optional types of processing, such as the sound-detection feature mentioned in Section 5, personalised offers and providing Your date of birth. You can withdraw consent at any time in the App settings, without affecting the availability of the core service.
The "wheelchair" ride preference may indirectly reveal information about Your health. You choose whether to provide it, and we use it ONLY to offer the ride to a driver who can accommodate it (Article 9(2)(a) GDPR — Your explicit consent, given by selecting this preference for a specific ride).
5. Artificial intelligence and automated data processing
We use the Google Gemini artificial intelligence service, called from our own servers, for the following purposes:
- profile verification (comparing a document with a selfie, including a liveness check with a head turn) and checking drivers' documents and vehicle photos;
- AI support assistant answers and voice ordering (recognising the address and time from text);
- automatic translation of client–driver chat messages and the note for the driver into the other party's language. The translation is machine-generated and may be inaccurate; the original text is always available.
- a weekly feedback summary for drivers - clients' ratings, tags and review texts (without client names) are summarised into a short overview that only the driver can see.
Images and texts sent are not used to train Google's models in any way that would violate Google Cloud's data processing terms. To prevent fraud, we compute a digital fingerprint (hash) of verification images to detect if the same image is submitted from another account.
AI results and automatic quality indicators (e.g., a low rating, frequent cancellations or safety complaints) are supporting tools — decisions to reject, suspend or block an account are made or reviewed by MadTaxi staff, and You have the right to request human review by writing to support@madtaxi.lv.
With Your separate consent, during an active ride the App may analyse ambient sound locally (on Your device) to automatically recognise potentially dangerous situations. This analysis happens on-device only — audio data is sent to our servers ONLY if a dangerous sound is recognised, and only so that staff can assess the situation and provide assistance. This feature can be turned off at any time and does not affect the availability of the core service.
6. Who we share data with
We store and process Your data using Google Firebase (authentication, database, file storage, notifications, servers), Google Gemini (AI verification, support and translation), Google Maps Platform (address search, routes and maps), Stripe (payment and driver payout processing) and Zoho ZeptoMail (sending invoice and notification emails). These service providers act as our data processors and do not use Your data for their own purposes. We do not sell or share Your personal data with third parties for advertising purposes.
Basic client and driver information (name, rating, vehicle, approximate location) is disclosed to each other during a ride so You can contact and recognize one another.
If You ride on Your employer's business account, the company sees ONLY those rides: Your name, the date and time of the ride, pick-up and destination address, the stated trip purpose and the amount. Rides paid by other means are not visible to the company.
7. International data transfers
Some of the service providers we use (Google, Stripe) may process data outside the European Union/European Economic Area. In such cases, the data transfer is based on standard contractual clauses approved by the European Commission or another safeguard mechanism provided for by the GDPR, ensuring a level of data protection consistent with GDPR requirements.
8. Data retention period
We retain account and ride data while Your account is active, plus an additional period after account deletion if required by accounting or legal obligations. Verification document images are retained for as long as necessary for identity confirmation and security purposes. Chat messages and their translations are retained together with the ride data. We do not store conversations with the AI support assistant — they disappear when the conversation is closed.
9. Your rights
Under the General Data Protection Regulation (GDPR), You have the right to:
- Request access to the data we hold about You.
- Request correction of inaccurate data (You can also do this yourself in the "Edit data" section).
- Request deletion of Your data, subject to legal retention obligations — You can also do this yourself in the App (Profile → Delete profile) or without the App on this page.
- Object to data processing or request its restriction.
- Request portability of Your data in a machine-readable format, where processing is based on a contract or consent.
- Withdraw any consent You have given (e.g., for the sound-detection feature in Section 5) at any time, without affecting the lawfulness of processing carried out before withdrawal.
- Lodge a complaint with the Data State Inspectorate of Latvia: Elijas iela 17, Riga, LV-1050, tel. +371 67223131, email: pasts@dvi.gov.lv, www.dvi.gov.lv, if You believe Your data is being processed unlawfully.
To exercise these rights, write to us: support@madtaxi.lv. We will respond without undue delay and no later than one month from receipt of Your request, as provided by Article 12(3) of the GDPR.
10. Data security
We use industry-standard security measures (encryption, access control, database and file storage level security rules) to protect Your data from unauthorized access, loss, or misuse.
12. Changes
We may update this Privacy Policy from time to time. We will notify You in the App of material changes. By continuing to use the App after changes take effect, You confirm Your acceptance of the updated Policy.
13. Contact
SIA "Selado", reg. No. 52103092291, Nākotnes iela 4, Jumurda, Jumurdas
pagasts, Madonas novads, LV-4844, Latvia.
For questions or complaints, write to:
support@madtaxi.lv