The buyer of Life360 tiles reportedly sells accurate user location data to almost everyone

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The buyer of Life360 tiles, which calls itself a “platform for family safety”, is selling accurate data on the location of its millions of users, according to a new report.

It is stated that Life360 sells location data for both adults and children to a dozen different data intermediaries, who then provide information to other third parties, Markup reports Monday, citing former Life360 employees and a data broker.

Additionally, two former Life360 staff members said the company is one of the largest providers of location data, adding that Life360 is not taking the necessary precautions to ensure user privacy is preserved.

In a statement to Markup, Life360 CEO Chris Hulls said the company “has no means to confirm or dispute the accuracy” of whether Life360 is a great source of location data for the industry.

“We see data as an important part of our business model that allows us to keep core Life360 services free for most of our users, including features that have improved driver safety and saved many lives,” Hulls said.

Although Life360 removes the most obvious personal information, it does not take steps to aggregate or reduce location accuracy, former employees said.

An engineer who worked for the X-Mode location data provider said the raw Life360 location data was one of his “most valuable offers,” due to the sheer volume and accuracy of the information.

Life360 reportedly sold the data to brokers such as Cuebiq, X-Mode, Safegraph and Arity. Although the company lists its data sharing practices in its privacy policy, it does not have a complete list of brokers with whom it shares data.

The company’s CEO said that partners are also mentioned when they ask for transparency or if there is a reason for mentioning them. Hulls confirmed that X-Mode was among the “roughly a dozen data partners” the company works with.

Hulls said Markup that the company will support laws that require the listing of its data partners.

Life360 is an application used to track family location, such as tracking teenagers by their parents. The company acknowledges that location data is sold in its privacy policy, but notes that it does not share the location of users under the age of 13.

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Naveen Kumar

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