We may collect and store information about you in connection with your use of the Service, including any information you transmit to or through the Service. We use that information to provide the Service’s functionality, fulfill your requests, improve the Service’s quality, engage in research and analysis relating to the Service, personalize your experience, track usage of the Service, provide feedback to third party businesses that are listed on the Service, display relevant advertising, market the Service, provide customer support, message you, back up our systems, allow for disaster recovery, enhance the security of the Service, and comply with legal obligations. Even when we do not retain such information, it still must be transmitted to our servers initially and stored long enough to process.

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Account Information:  If you purchase through our Service, we may store and use the information you provide during that process, such as your full name, email address, zip code, physical address, and other information you may provide with your accounts, such as your age, gender, phone number, and birth date.

 Public Content:   Your contributions and reviews as provided by third parties such as Yelp, Trip Advisor and Facebook are intended for public consumption and are therefore viewable by the public, including your photos, ratings, reviews, tips, lists, collections, compliments. Your associated account profiles (e.g., first name, last initial, city, neighborhood, month joined, profile photos, and friends) are also intended for public consumption, as is some of your other activities provided by those third parties. This activity could as a result appear on this Site. This interaction can be limited in accordance with the account settings related to those third parties.

 Communications:   When you sign up or purchase through this Site, you are opting to receive messages from us and companies associated directly with us. You can request to be removed from our lists in each email sent to you, but note that you cannot opt-out of receiving certain administrative, transactional, or legal messages from us. For example, if you make a reservation, ask us a question about our services, we may send you messages about your transaction using the contact information you provide, including through automated SMS text messages to your phone number. We may also track your actions in response to the messages you receive from us or through the Service, such as whether you deleted, opened, or forwarded such messages. If you exchange messages with others through the Service, we may store them in order to process and deliver them, allow you to manage them, and we may review and disclose them in connection with investigations related to use of the Service, as well as our efforts to improve the Service. We may not deliver messages that we believe are objectionable, such as spam messages, fraudulent solicitations, or requests to exchange reviews for compensation. If you send or receive messages through the Service via SMS text message, forms, or chat fields, we may log information such as phone numbers, phone carriers, and the date and time that the messages were processed. Carriers may charge recipients for texts that they receive. We may also store information that you provide through communications to us, including phone calls, letters, emails, and other electronic messages, or in person.

 Transactions:   If you initiate a transaction through the Service, such as a reservation or purchase, we may collect and store information about you, such as your name, phone number, address, email, and payment information (such as a credit card number and expiration date), as well as any other information you provide to us, in order to process your transaction, send communications about them to you, and populate forms for future transactions. This information may be shared with third parties, and third parties may share such information with us, for the same purposes. When you submit credit card numbers, we encrypt that information using industry-standard technology.

 Activity:   We may store information about your use of the Service, such as your search activity, the pages you view, the date and time of your visit, businesses you call using our mobile applications, and reservations and purchases you make through the Service. We also may store information that your computer or mobile device may provide to us in connection with your use of the Service, such as your browser type, type of computer or mobile device, browser language, IP address, WiFi information such as SSID, mobile carrier, phone number, unique device identifier, advertising identifier, location (including geolocation, beacon-based location, and GPS location), and requested and referring URLs. We may also receive and store your location whenever our mobile applications are running, including when running in the background, if you enable our mobile apps to access such information in the course of using the Service. You may be able to limit or disallow our use of certain location data through your device or browser settings, for example by adjusting the "Location Services" settings for our browser, or device settings.

 Different Devices:   You may access the Service through different devices (e.g., your mobile phone or desktop computer) and different platforms. The information that we collect and store through those different uses may be cross-referenced and combined.