Customization Service Privacy Notice

Last updated: January 1, 2020

Samsung Electronics Co., Ltd., along with our affiliates and subsidiaries (collectively, “Samsung”), respect your concerns about privacy. We created this Privacy Notice to make sure you understand how we collect and use your personal information in connection with the Customization Service. This Privacy Notice does not apply to information collected by other apps, websites, or services provided by Samsung.

The Samsung Privacy Policy for the U.S. at (“Samsung Privacy Policy”) also applies to your use of the Customization Service. Our Samsung Privacy Policy contains more information about how we use and share your data, and the choices available to you regarding our use of the information. It also includes information about how to contact us. Please read our Samsung Privacy Policy in addition to this Privacy Notice. In the event of a conflict between the Samsung Privacy Policy and this Privacy Notice, this Privacy Notice shall prevail.


If you consent to the Customization Service, certain Samsung devices, apps, and services (each a “Service” and collectively, the “Services”) provide an enhanced experience, including customized content and recommendations, based on the information obtained about you and your use of the Services. For example, the Customization Service can improve your experience with the Services by offering hints and information customized for you when you use Samsung’s voice recognition service, or remembering music you used to listen to on rainy days and recommending it later. Furthermore, if you give the command, “Remind me to buy a bottle of water when I’m almost home,” the Customization Service can remember the command and remind you to purchase a bottle of water when you are almost home.


The more the Customization Service understands and learns about you, the faster and more accurately it can provide you with customized content and information. The Customization Service is designed to help understand your interests, preferences, and location, and collects and analyzes information about you in various ways The Customization Service may collect:

Device Information. The Customization Service may collect your device’s unique identification information (such as its IMEI and serial number), settings information (such as your language and lock settings), status information (such as connections with other devices), advertising identifiers (such as Google Advertising ID) and other information about your devices. The Customization Service also may check the applications installed or currently running on your device. In addition, the Customization Service may collect information about how, when and for how long you use the devices connected to your Samsung account, including your usage of the Services and third-party apps and services on the devices (such as a listing of apps on your devices, music played on your devices, the websites you visit, and the searches you conduct).

Information about Your Music and Photos. The Customization Service may collect and analyze information such as titles, genres, and artists on previously played or saved music and information about your photos, such as the times and locations at which your saved photos were taken.

Contacts and Communications Data. The Customization Service may access your contact list and will collect and analyze your incoming/outgoing call and text message history to provide you with certain services, such as to determine your relationships with others (e.g., your family and friends), who your most important contacts are, who contacts you most frequently and your preferred contact method, to display information about your important contacts (e.g., missed calls), and to find contacts you refer to while using Bixby Voice.

Calendar Information. The Customization Service may access your device’s calendar and will collect and analyze your calendar data to learn your preferences, record special occasions and identify your location.

Internet Browsing History. The Customization Service may access, collect and analyze your Internet browsing history (such as visited websites, search keywords and bookmarks) to learn your interests and preferences, to display more relevant search results and provide the most appropriate information in different contexts, and to provide you with other services, as described in this Privacy Notice. Your search history from Internet browsing done in Secret mode (Incognito or Private mode) will not be collected.

Location Information. The Customization Service may access, collect, and analyze your device’s precise geolocation and other information related to your location on a regular basis through Bluetooth and Wi-Fi signals, calendar entries, and other Services. In order for the Customization Service to collect geolocation information, Location settings must be enabled on your device. Therefore, in some cases, the Customization Service will request that you turn on Location settings.

Samsung account, My Profile, and Samsung Services Data. The Customization Service may collect and analyze information stored in or associated with your Samsung account (such as your Samsung account ID, contact information, name, date of birth, and gender) and information registered in your My Profile. The Customization Service also may collect and analyze information related to your use of the Services, such as your usage history of Samsung apps, your voice commands given via Bixby Voice, notifications set in Reminder, and weather data provided to you.

Information Related to Third-Party Apps and Services. By letting Customization Service connect to third-party apps or services, you allow Customization Service to gather data about your usage of these third-party apps and services and to provide you with customized features.

Through the Customization Service, we may collect personal information about your online activities on Customization Service-enabled devices over time. We will also collect information made available through third-party platforms and apps (such as online social media platforms), through online databases or directories, and that is otherwise legitimately obtained. This information will be governed by the privacy notices provided by the third parties at the time of collection. Examples of information we receive include your purchase and/or usage status (e.g., active/inactive) of third party services and how you use third-party services.

The Customization Service provides you with choices regarding how the Customization Service uses and analyzes certain types of personal information, such as your call and text message history, geolocation data, or internet browsing history.


The Customization Service may combine and analyze the information specified above and provide the analyzed data to the Services and third-party apps you authorized for the following purposes:

• To provide you with customized content and information;
• To analyze methods of providing you with better Services;
• To improve and develop the Services;
• To display customized advertisements about products and services that may be of interest to you;
• With your separate consent, to communicate with you via email and push notification about products and services offered by Samsung and third parties that are tailored to your interests;
• To provide software updates, maintenance services, and support for the Customization Service;
• To comply with the law and legal processes; and
• To protect the rights, property, or safety of Samsung, or any of our affiliates, business partners, or customers.

If you delete collected information, the accuracy and/or quality of the customized content delivered to you by the Customization Service may decrease. Moreover, some customization features may require information that you have deleted or to which you have denied the Customization Service access, and it may only be possible to resume receiving those features by allowing the Customization Service to collect and use the relevant information again.

Customized Advertising and Direct Marketing

The Customization Service may collect, analyze and share information about your use of the Services and online activities, over time and across third-party websites and apps, as well as across devices, to provide you with advertising and direct marketing communications (collectively, “Ads”) about products and services offered by Samsung and third parties that are tailored to your interests. We will obtain your consent for the processing of your personal information for direct marketing purposes. Once you give us your consent, you may opt out of the Customization Service’s use of this information for customized Ads via the Privacy > Customization Service menu in your Samsung account, by turning off “Customized ads and direct marketing.”

Please note that disabling this option may not stop all of the ads (including customized ads) provided by Samsung. You may continue to receive ads from Samsung if you have consented to receiving them from other Services. Please visit the Settings menu in the applicable Service for more information on how to opt out of such ads from other Services.


You may, at any time, disable the Customization Service via the Customization Service option in the Settings menu of your Samsung account, in which case Samsung will suspend the provision of customized content and information, as well as the Customization Service’s collection, combination and analysis of your information. In addition, if you change the settings described in the Customized Advertising and Direct Marketing section, above, information collected and analyzed by the Customization Service will no longer be utilized for advertisement purposes.

Furthermore, you can specify the categories of information that the Customization Service may collect and analyze, as well as the Customization Service’s support for certain Services. However, any subsequent decisions will not affect the information already collected, combined and analyzed by the Customization Service, and disabling the Customization Service will not cause information previously collected, combined and analyzed by the Customization Service to be deleted. Even if you disable the Customization Service, you can still use the default features provided by each of the Services. You can select a variety of options, outlined below:

• To change the Customization Service’s settings of your Samsung account, please perform the following:
- Smartphones/Tablets: Settings > Accounts and backup > Accounts > Samsung account > Privacy > Customization Service
- Wearable devices: Settings > Account > Customization Service

The specific settings above may change with updates or new device models supporting the Customization Service. Please note that your customized experience may change as a result of disabling the Customization Service.


If you are a California consumer, for more information about your privacy rights, please see the section of the Samsung Privacy Policy called “California Consumer Privacy Statement” available at


This Privacy Notice may be updated to let you know about changes in how we collect and process your personal information in the Customization Service to reflect material changes in our information practices. The date when the document was last updated is shown at the top of this Privacy Notice.