Privacy Policy

Last Updated: October 2, 2026

Rooster, LLC ("Rooster," "we," "us," or "our") respects your privacy and is committed to protecting Personal Data collected through our websites (including but not limited to rooster.com and app.rooster.com), applications (including but not limited to Rooster Tracking Mobile App), products (including but not limited to Rooster Hardware and Rooster Software), and services (Cloud/Platform Services, APIs/Integrations, and Community Functionality), (collectively, the "Services"). This Privacy Policy describes how we collect, use, disclose, retain, and protect Personal Data in connection with the Services.

This Privacy Policy applies to visitors to our websites, customers and users of our Services, and users of the Rooster Tracking mobile application. Capitalized terms not defined in this Privacy Policy may have the meanings given in our Terms of Use or applicable customer agreement.

This Privacy Policy does not replace or modify the terms of any agreement between Rooster and a customer. Where a customer agreement contains specific requirements concerning Customer Data, that agreement will govern to the extent applicable. Our Terms of Use are available at https://rooster.com/pages/terms.

1.  Information we collect

1.1 Information You Provide

We may collect Personal Data that you provide directly to us, including:
  • Name, email address, telephone number, company or organization, job title, and other business contact information.
  • Account credentials and information needed to create and administer an account.
  • Information provided when you contact us, request support, submit a form, participate in a survey, or otherwise communicate with us.
  • Information you provide when requesting a demonstration, purchasing products or Services, or otherwise engaging with Rooster.
  • Information you voluntarily submit through our community, feedback, feature-request, bug-reporting, or similar functionality.

1.2 Rooster Tracking Mobile App

This section describes how Rooster collects, uses, shares, and retains information through the Rooster Tracking mobile application for Android and iOS (the "Mobile App"). The rest of this Privacy Policy applies to both the Services and the Mobile App.

The Mobile App may collect or access the following information, depending on the features you use and the permissions you grant:
InformationWhen it's collectedWhy we use it
Account information: name, email address, organization, and sign-in detailsWhen you sign inTo authenticate you and show the assets and devices your organization has authorized you to access
Precise and approximate location of your mobile deviceOnly while the Mobile App is open and in use, and only if you grant location permission. The Mobile App does not collect location in the background.To show your current position on the map and center the map on it
Photos you take with the camera or select from your photo libraryOnly when you choose to take or select a photo. The Mobile App receives the selected image(s), not broader access to your photo library.To attach images to assets and devices in your organization's Rooster account. Photos are uploaded to Rooster's cloud environment and are associated with the asset/device record.
NFC tag data from Rooster tracking devicesOnly when you scan a deviceTo identify, activate, pair, manage, or configure Rooster tracking devices
Motion sensor data from your mobile deviceOnly during an NFC scanTo detect movement while scanning. This information is processed locally on the mobile device and discarded; it is not retained or transmitted by Rooster.
Asset and device data: tracker location, activity, status, and related informationWhen you view or manage assets in the Mobile AppTo provide Rooster's asset tracking Services
Operating system crash and diagnostic data: error details, device model, operating system version, app version, IP address, and your user ID and email addressWhen the Mobile App encounters an error or otherwise generates diagnostic informationTo diagnose and fix problems, improve reliability, and follow up on problems affecting your account

Photos uploaded through the Mobile App are associated with the applicable asset or device record rather than with the individual user. Authorized users within the customer's organization who have Manage Assets privileges, as determined by the organization's administrator, may view photos associated with asset/device records.

The Mobile App does not:
  • record audio or access your microphone;
  • access your contacts, call logs, or text messages;
  • collect your location in the background;
  • use an advertising identifier;
  • include advertising or ad-tracking software.
You can turn off location, camera, photo, or NFC access at any time in your device settings. If you do, features that rely on those permissions may not work.

Rooster does not sell information collected through the Mobile App and does not use Mobile App information for advertising. Information may be shared with your organization, service providers that support the Mobile App and Services, and other recipients described in Section 7. Information sent between the Mobile App and Rooster's servers is encrypted in transit.

Maps and Third-Party App Services
On Android, maps in the Mobile App are provided by Google Maps Platform; on iOS, maps are provided by Apple Maps. When you view a map, the applicable map provider may receive your device's IP address and information about the map area displayed. Rooster does not send your device's location coordinates to the map provider. If you choose to show your position on the map, your location is shown by the map component on your device. The applicable provider's use of information is governed by its own privacy policy.

1.3 Customer and Account Information
We may collect information needed to establish, administer, authenticate, and support customer and user accounts, including contact information, organization information, account credentials, user roles and permissions, subscription information, and related administrative information.

1.4 Asset Data
Rooster collects information about tracked assets and devices in connection with the Services. Depending on the products, devices, configuration, and Services used, Asset Data may include:

  • GPS location information, including location breadcrumbs and associated timestamps.
  • Utilization and activity information.
  • Telemetry delivered from a host engine or other connected equipment.
  • Information about asset status, movement, operation, and other activity.
Asset Data may constitute Personal Data where it is reasonably capable of being associated with an identified or identifiable individual.

1.5 Device Data
Rooster may collect technical and operational information from Rooster hardware and connected devices, including:

  • Operating temperature.
  • Operating voltage.
  • Accelerometer, tilt, ignition, or other activity information.
  • Battery status.
  • Device status, diagnostic, connectivity, and technical information.
The specific information collected depends on the device, configuration, communications technology, and Services used.

1.6 Vehicle and Equipment Data
Where supported by the applicable vehicle or equipment, Rooster may collect telemetry and meter information, such as engine hours, odometer, fuel level, idle time, and other information made available by the vehicle or equipment diagnostic system. Availability varies by make, model, year, engine, configuration, and diagnostic system.

1.7 Automatically Collected Information
When you use our websites or Services, we may automatically collect information such as IP address, browser and device type, operating system, referring URLs, pages or screens viewed, dates and times of access, interactions with the Services, device and application identifiers where applicable, and other technical information.

We may use cookies, pixels, local storage, software development kits, session replay, heatmaps, web beacons, and similar technologies for necessary operation, security, analytics, measurement, functionality, understanding use of our websites and Services, and marketing or advertising where applicable and permitted by law. We may engage third parties to provide these technologies or related analytics, measurement, or advertising services.

Alone or in combination with other information, automatically collected information may constitute Personal Data.

1.8 Information from Third Parties
We may receive information from customers, administrators, business partners, integrations, service providers, public sources, and other third parties where permitted by law and applicable agreements.

We may also receive business contact information or other information from third-party platforms and service providers, including information associated with social-media profiles or handles, where such information is made available to us or provided through our business and marketing processes.

2.  how we use information

We may use Personal Data, Customer Data, Asset Data, Device Data, and other information for purposes including:
  • Provide and improve the Services, including asset tracking, Asset Intelligence, analytics, support, security, and product development.
  • Manage accounts and customer relationships, including authentication, permissions, subscriptions, transactions, and communications.
  • Protect our Services and users, including preventing fraud, abuse, security incidents, and unauthorized activity.
  • Meet legal and business requirements, including complying with applicable law and fulfilling other purposes disclosed at the time of collection or otherwise permitted by law.

3.  customer data and rooster's role

For purposes of this Privacy Policy, "Customer Data" generally means information submitted to, collected through, or generated by the Services on behalf of a Rooster customer, including Asset Data, Device Data, telemetry, location information, utilization information, operational information, and related records. Customer Data may or may not constitute Personal Data.


Where Rooster processes Customer Data on behalf of a customer, Rooster generally processes that information at the customer's direction and in accordance with the applicable customer agreement. The customer is responsible for determining what information is collected through the Services and for obtaining any permissions, notices, consents, or other authorizations required by applicable law.


If a customer places or authorizes a Rooster Product on equipment, vehicles, property, or other assets that may be used by or associated with other individuals, the customer is responsible for ensuring that Rooster's collection and processing of the resulting information is authorized and lawful. The customer represents and warrants that it has the right to provide such information to Rooster and to authorize Rooster to collect, use, process, and disclose it as necessary to provide the Services.


If you provide Rooster with Personal Data relating to another person, including information about users, employees, contractors, or other individuals within your organization, you warrant that you have the authority to provide that information to Rooster and to permit Rooster to collect, use, disclose, and otherwise process it as described in this Privacy Policy and as necessary to provide the Services.
Rooster may act as a controller or business for Personal Data it collects directly for its own purposes, including website, account, billing, sales, support, security, analytics, product improvement, and administrative purposes.

4.  use of customer data to provide and improve asset intelligence

Rooster's Services are designed to collect, process, and synthesize connected asset and device information into useful Asset Intelligence. This may include location and activity information, utilization metrics, reporting, analytics, operational insights, inventory visibility, and other information that helps customers understand and manage their assets.

To the extent permitted by applicable law and the customer's agreement, Rooster may use Customer Data to operate, support, maintain, improve, develop, and provide the Services, including developing and improving data processing, analytics, and Asset Intelligence capabilities.

5.  aggregated data

Rooster may create or receive information that has been aggregated, anonymized, de-identified, or otherwise processed so that it is not reasonably capable of being associated with an identified or identifiable individual, customer, or specific organization ("Aggregated Data").

To the extent permitted by applicable law, Rooster may use Aggregated Data for legitimate business purposes, including product and Service development, performance and functionality analysis, asset and equipment analytics, benchmarking, research and statistical analysis, development of new products and Services, analysis of industry or equipment trends, security and fraud prevention, and other legitimate business purposes.

Rooster may retain and use Aggregated Data for as long as reasonably necessary, including after a customer relationship ends, provided the information remains appropriately aggregated, anonymized, or de-identified and is not used to identify a customer or individual except as permitted by law.

6.  artificial intelligence and automated processing

Rooster may use artificial intelligence, machine learning, statistical models, rules-based processing, and other automated technologies in connection with the Services. These technologies may process Asset Data, Device Data, telemetry, location information, utilization information, and other information to identify patterns, classify or enrich asset information, generate insights, improve inventory visibility and utilization analysis, and develop, maintain, or improve the Services.

Rooster may also use automated processing in software and product development, support, analytics, research, security, and business operations. Such processing will be conducted in accordance with applicable law and contractual requirements.

7.  how we share information

7.1 Service Providers
We may disclose Personal Data and Customer Data to service providers and other third parties that perform services on our behalf or support our business operations. Depending on the Services used, these providers may include categories such as:
  • Cloud hosting, infrastructure, storage, and computing providers.
  • Telecommunications, connectivity, and communications providers.
  • Data processing, analytics, business intelligence, and reporting providers.
  • Customer relationship management, support, and communications providers.
  • Payment processing and e-commerce providers.
  • Community, feedback, feature-request, and bug-reporting providers.
  • Operating system crash reporting, diagnostics, monitoring, and security providers.
  • Mapping, location, and geospatial service providers.
  • Fraud prevention, identity verification, and security providers.
These providers may process information as necessary to perform services for Rooster and are subject to contractual or other appropriate restrictions regarding their use of information.

7.2 Customer-Authorized Disclosures and Integrations
We may disclose information through integrations, APIs, or other connections authorized or configured by a customer or user. Information shared through such integrations may be governed by the recipient's privacy practices and the customer's agreement or configuration.

7.3 Affiliates
We may share information with our affiliates as reasonably necessary to operate our business, provide the Services, support customers, and perform the purposes described in this Privacy Policy.

7.4 Business Transactions
We may disclose or transfer information in connection with a merger, acquisition, financing, reorganization, sale of assets, bankruptcy, or other corporate transaction, subject to applicable law.

7.5 Legal, Safety, and Compliance
We may disclose information when we reasonably believe disclosure is necessary to comply with applicable law, regulation, legal process, or governmental request; enforce agreements; investigate or prevent fraud, security incidents, or unlawful activity; or protect the rights, property, safety, or security of Rooster, our customers, users, or others.

8. cookies and similar technologies

Our websites and Services may use cookies, pixels, local storage, software development kits, session replay, heatmaps, web beacons, and similar technologies. Depending on the context, these technologies may be used for:
  • Necessary operation, security, authentication, and functionality.
  • Analytics and measurement.
  • Remembering preferences and settings.
  • Understanding use of our websites and Services, including through session replay, heatmaps, or similar tools.
  • Marketing or advertising, where applicable and permitted by law.
Where required by law, we will obtain consent before using non-essential cookies or similar technologies. You may be able to control certain technologies through your browser or device settings.

9.  Data retention

We retain information for as long as reasonably necessary to provide the Services, fulfill the purposes described in this Privacy Policy, comply with legal and contractual obligations, resolve disputes, enforce agreements, maintain security, and protect our rights and the rights of others.

Retention of Customer Data is generally governed by the applicable customer agreement, account configuration, and customer instructions. Following termination or closure of a customer relationship, Rooster may retain limited information for legal, accounting, security, fraud prevention, backup, dispute resolution, or other legitimate business purposes.

Aggregated Data may be retained and used as described in Section 5.

Specific retention periods may vary by information type and Service. Where a third-party provider retains information on Rooster's behalf, retention may also be governed by the provider's contractual terms and configuration.

10.  data security

Rooster uses reasonable administrative, technical, and organizational safeguards designed to protect information against unauthorized access, use, alteration, disclosure, or destruction. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

11.  international data transfers

Rooster and our service providers may process information in countries other than the country in which you reside. Where required by applicable law, we use appropriate safeguards for international transfers of Personal Data.

12. Your Privacy Rights and choices

Depending on where you live and subject to applicable law, you may have rights regarding your Personal Data, including rights to access, correct, delete, obtain a copy of, or restrict certain uses of your Personal Data, and rights to object to or withdraw consent for certain processing.

You may also manage certain communications preferences by using available unsubscribe mechanisms or contacting us. Promotional emails may be stopped by using the unsubscribe link included in the message or by contacting privacy@rooster.com. Transactional, account, security, maintenance, and service-related communications may continue as necessary to provide the Services.

To exercise applicable privacy rights, contact us using the information in Section 18. We may need to verify your identity before completing certain requests.

13. california and other u.s. state privacy rights

Depending on the state in which you reside and subject to applicable law, you may have additional privacy rights concerning Personal Data, including rights to know or access, correct, delete, obtain a portable copy of, or opt out of certain processing or disclosures.

Where applicable, we will provide information and mechanisms required by state privacy laws for exercising these rights. We do not sell Personal Data as defined by applicable state privacy laws. We do not use Personal Data for targeted advertising through the Rooster Tracking mobile application.

To exercise applicable rights, contact us using the information in Section 18. We may verify your request as permitted or required by law.

14. Children's privacy

The Services are intended for business and professional use and are not directed to children under 13. We do not knowingly collect Personal Data from children under 13. If you believe a child has provided Personal Data to Rooster, please contact us so that we can take appropriate action.

15. third-party websites, services, and integrations

The Services may contain links to or integrate with third-party websites, applications, products, or services. Third parties may collect, use, or disclose information according to their own privacy policies. Rooster is not responsible for the privacy practices of third parties except as required by applicable law.

16. community and user-submitted content

Rooster may provide Community features through which users voluntarily submit posts, comments, questions, feedback, feature requests, bug reports, or other content. Information you voluntarily submit through these features may be visible to other users or otherwise used by Rooster to operate, moderate, support, improve, and develop the Services.

Do not submit Personal Data or confidential information through a public or community feature unless you intend it to be shared in that context.

17. changes to this privacy policy

We may update this Privacy Policy from time to time to reflect changes in our Services, practices, legal requirements, or other circumstances. When we make changes, we will update the Last Updated date above. If required by law, we will provide additional notice or obtain consent.

18. contact us

If you have questions about this Privacy Policy or wish to exercise applicable privacy rights, please contact:

Rooster, LLC
7500 College Blvd., Suite 775
Overland Park, KS 66210

privacy@rooster.com