The dark side of period tracking apps
Period tracking tools are incredibly diverse, with the Apple and Google app storefronts offering many such apps that have seen millions of user downloads. Basic apps are free and merely remember the user's menstrual cycle dates to estimate their future dates. Others offer premium features and advanced data processing so that users can share detailed health and fertility reports with their partner or a healthcare provider.
The more information users provide about their periods and health, the better the app gets. For this reason, period tracking app users are often encouraged to key in highly personal health information such as food cravings, bowel motions, vaginal discharge or cervical mucus, weight fluctuations, changes in breast texture, sexual activity, period flow, mental health issues, pregnancy status, and even daily facial pimples.
Needless to say, this information is a treasure trove for brands and unscrupulous third-parties who want to harvest such data in order to push ads at an opportune moment. For example, a company selling 'wellness' supplements that claim to reduce menstrual discomfort would want to market their ads in the Instagram feed of a young user with a history of painful period cramps, rather than to someone with a uterus. Having the data makes all the difference.
More worryingly, a period tracking app could be used as evidence by law enforcement authorities in regions where abortions have been criminalised. Period app data could also be misused by abusers to harass the user, discriminate against them, carry out acts of violence, or stop them from accessing abortions.
So, are period tracking apps meeting the mark when it comes to protecting their users' data? On the flip side, is it possible that people are relying on their period tracking apps a little too much?
Ads, ads, everywhere
The Google Play Store requires app developers to provide up-to-date information about their services, and explain to users how their personal data will be collected or shared.
The Clue Cycle & Period Tracker by BioWink with over 50 million downloads on the Google Play Store noted that it may share health and fitness info for app functionality and personalisation purposes. The app profile clarified that health/fitness information may be collected on an optional basis.
The Flo Period & Pregnancy Tracker by Flow Health Inc. with over 100 million downloads, meanwhile, noted that no data was shared with third parties. However, information such as the user's approximate location and their health/fitness information could be collected on a largely optional basis for app functionality purposes, developer communications, and personalisation. The user's approximate location could be collected for 'advertising or marketing.'
The Period Calendar Period Tracker by Simple Design Ltd. with over 100 million downloads noted that while it might collect health/fitness information for app functionality (on an optional basis), this would not be shared with other companies or organisations.
However, there are multiple apps that did not offer robust data protection measures.
For example, Wachanga's Clover—Period & Cycle Tracker app with over five million downloads on the Google Play Store noted that it may share data including users' approximate location and their email address for purposes that included 'advertising or marketing.' The app developer also did not provide information about how users could request data deletion.
Other period tracking apps seen by The Hindu perpetuated pseudo-scientific ideas such as syncing one's menstrual cycle with the moon' phases, or even comparing cycles with friends.
Privacy not always a given
A number of critical 1-star and 2-star app reviews for Clue, Flo, Period Calendar Period Tracker, and Clover all claimed that the apps themselves overused ads to push users into paying for premium features, or repeatedly nagged users to become paying subscribers, or made them view third-party ads in order to use the app. Many of these reviews outlined users' irritation with the intrusive ads, while others expressed frustration because months or years of health data had been logged into the app and transferring it to another service was a challenge.
More worryingly, those using period tracking apps should be aware that a Google Play developer notice is not a data privacy guarantee. In January 2021, the U.S. Federal Trade Commission (FTC) regulator reported that Flo Health Inc. had settled over allegations that it 'shared the health information of users with outside data analytics providers after promising that such information would be kept private.'
The company shared 'health data from millions of users' from the Flo Period & Ovulation Tracker app to firms including Facebook's analytics division, Google's analytics division, Google's Fabric service, AppsFlyer, and Flurry, per the FTC's complaint.
The Hindu reached out to Clue, Flo, Wachanga, and Simple Design for comment on the user privacy policies of each app. Only Clue and Simple Design responded.
Clue CEO Rhiannon White said that app users' health data was shared under very specific circumstances and under strict limitations and protocols, for user personalisation or research purposes.
'To be very clear, when it comes to third parties – we have never and will never sell or share sensitive health data with advertisers, insurers or data brokers. That is not our business model – our business model is direct to consumer subscriptions, ensuring that our users are our customers, and we serve only them,' White said.
She noted that some vetted third-party tools would process certain usage and tracked health data, with user consent, and that such tools complied with Europe's GDPR standard. Coming to research, White explained that health data was shared in a de-identified format to help correct a 'historical lack of data for research into female health.'
'It is up to each user whether they want to help to close that data gap by consenting to their de-identified data being used for this purpose, which is again why we offer granular consent options within the app,' White told The Hindu. 'By design, no tool we use processes sensitive user data in a way that could put our members' health information at risk. Ever.'
Meanwhile, Simple Design clarified that users' data was stored on their local device while opting for backup meant the encrypted file was stored only on the users' personal cloud.
'No one, including us, has the right to monitor, access, or share their data,' said Simple Design, adding that its app has been in operation for over 10 years and serves over 300 million users.
From medical apps to appointments
When used correctly, period tracking apps can help patients understand their bodies and receive better care from their doctors. However, there are risks when users overly rely on their period trackers, or do not download apps from trusted developers with strong privacy policies.
Dr. Batchu Sowdamini, Chief Consultant, Obstetrics & Gynaecologist, Apollo Hospitals, Health City in Arilova, Visakhapatnam, explained that a key advantage of period tracking apps was the precise identification of the fertility period, which is useful for people trying to conceive or avoid pregnancy naturally. At the same time, she noted that such apps were not a replacement for contraceptives.
'Tracking key elements like the length and duration of bleeding, as well as any intermenstrual spotting, helps collect useful data over time. This information, when reviewed over several months, can assist an OB-GYN in identifying patterns that may suggest underlying issues such as endometriosis, PCOS, fibroids, infertility, or even signs of cancer,' she said.
However, Dr. Batchu outlined some risks that period tracking apps may pose. These included clinical limitations, emotional or psychological impacts, and privacy concerns. She warned that these apps' predictive algorithms come with limitations and that they should not replace a medical diagnosis.
'The majority of apps employ algorithms based on calendar averages, which are unreliable for users with PCOS, irregular cycles, stress-related anovulation, or teenagers who are still developing regular menstruation,' Dr. Batchu stressed, adding that users with 'too much faith in the app' may ignore some symptoms and possibly delay the diagnosis of serious health conditions.
Multiple period tracking apps on the app storefront and those that come with smartwatches use highly reductive terms such as 'fertile' days and 'safe' days when tracking fertility levels. The wording implies that having unprotected sex during 'safe' days or during menstruation will not result in a pregnancy. This is not always true.
'Some users depend on these apps for natural family planning or to prevent pregnancy, which poses a serious risk if the app is not FDA-approved or medically validated,' said Dr. Batchu.
She further flagged that obsessive health tracking through period apps could trigger health anxiety and/or body dysmorphia: a condition where users fixate on perceived issues in their bodies and experience significant distress. Those with fertility conditions or eating disorders may also find it difficult to use period tracking apps, according to her.
'It can be emotionally upsetting to receive automated reminders like 'Your period is late' or 'You might be pregnant,'' Dr. Batchu acknowledged.
'It's important to emphasise that while apps can be helpful tools, the final diagnosis must always be made by a qualified OB-GYN after proper physical examination, investigations, and further clinical evaluation — not by the app itself.'
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