Privacy Policy

Effective date: May 28, 2026

Caliber Car Wash (“Caliber,” “we,” “us,” or “our”) respects your privacy. This Privacy Policy describes how we collect, use, share, and protect personal information across our website, our car wash locations, our Limitless membership program, and our SMS, email, and other communications channels.

This Privacy Policy applies to www.calibercarwash.com, all Caliber Car Wash locations, and any service that links to this Policy. By using the Caliber website or services, you acknowledge the practices described in this Policy.

1. Information We Collect

Caliber collects the categories of personal information listed below directly from you, automatically when you use the website or visit a Caliber location, and from service providers and business partners (for example, payment processors and analytics vendors). Categories collected:

• Identifiers: name, mailing address, email address, mobile phone number, vehicle license plate, and account login credentials.

• Payment information: billing address, credit or debit card details, and transaction history. Card data is processed by our payment processors and is not stored on our servers in plaintext form.

• Membership and service data: plan type, sign-up location, wash history, redemption history, and customer service interactions.

• Communications data: SMS messages you exchange with us, email opens and clicks, and call recordings for quality and training purposes (where notice is provided).

• Device and online data: IP address, browser type, device identifiers, referring URLs, and pages visited on our website.

• Location data: precise location only if you grant your device permission for Caliber location features. Otherwise, general region only.

• Sensitive personal information: account login credentials and, if collected, precise geolocation. Caliber does not use sensitive personal information to infer characteristics about you.

Caliber does not knowingly collect personal information from children under 13. If Caliber learns that a child under 13 has provided personal information, Caliber will delete that information promptly. A parent or guardian who believes a child under 13 has provided information can contact Caliber at info@calibercarwash.com to request deletion.

2. How We Use Your Information

Caliber uses the information collected for the purposes listed below. Caliber does not use personal information for any purpose that is materially different from these without providing notice.

• Operate Caliber Car Wash locations and the Limitless membership program.

• Process payments and manage billing, including recurring charges where you have authorized them.

• Send service messages such as receipts, password resets, billing alerts, and account changes.

• Send marketing messages — but only through channels for which you have provided the appropriate, separate consent (see SMS Messaging Privacy section below for mobile).

• Respond to customer service requests.

• Analyze and improve our services, including performance, quality, and customer experience.

• Detect and prevent fraud, abuse, and security incidents.

• Comply with legal obligations.

3. Sharing Information with Third Parties

Caliber does not sell personal information in exchange for money. Caliber does share certain personal information with advertising and analytics partners for measurement and remarketing, which may qualify as a “sale” or “share” under California and other state privacy laws. Caliber does not rent or trade personal information. Caliber shares personal information only as described in this section, and you can opt out as explained in Section 6 and Section 8.

We share information with the following categories of recipients:

• Service providers operating on our behalf, such as payment processors, hosting providers, email service providers, SMS platforms, analytics vendors, and customer relationship management systems. These providers are contractually limited to using your information solely to provide services to Caliber.

• Professional advisors such as auditors, accountants, and outside counsel.

• Government authorities or other parties where required by law, legal process, or in good faith to protect rights, property, safety, or to defend against legal claims.

• Advertising, measurement, and analytics partners, including Meta, Google, StackAdapt, and Nextdoor, which receive online identifiers and browsing activity through pixels and similar tags deployed on the Caliber website. These partners use the information to measure the performance of Caliber advertising and to deliver remarketing ads on third-party sites and platforms. This sharing may qualify as a “sale” or “share” under applicable state privacy laws. See Section 6 for opt-out information.

• A successor entity in connection with a merger, acquisition, financing, reorganization, or sale of assets, subject to confidentiality protections.

Mobile information carve-out: Notwithstanding any other provision of this Policy, mobile phone numbers, SMS opt-in consent, and any data collected through SMS interactions will not be shared, sold, rented, or transferred to any third party or affiliate for marketing, promotional, or any other purpose. This restriction applies even where the recipient would otherwise be permitted to receive personal information under the categories above. The only exceptions are (a) service providers operating the SMS platform on our behalf, which use the data solely to deliver our messages, and (b) disclosures required by law.

4. SMS Messaging Privacy

This section governs the collection, use, and protection of information you provide in connection with our SMS programs.
Consent to Receive Text Messages.
By providing your mobile phone number to Caliber Car Wash and opting in (whether through our website form, in-tunnel signup, at the point of sale, or through a short code or long code keyword opt-in), you agree to receive recurring automated marketing and informational text messages from us at the number provided.

These messages may include:
• Promotions, discounts, and special offers on Limitless memberships and other services.

• Member-exclusive offers, new location openings, and seasonal promotions.

• Account-related notifications such as receipts, password resets, billing alerts, and service updates.

• Customer care responses to questions or service issues you initiate.

Consent to receive marketing messages is not a condition of purchase. Message frequency varies; you can expect up to ten marketing messages per month, with transactional and account messages sent as needed. Message and data rates may apply. By opting in, you confirm that you are at least 18 years of age (or have the consent of a parent or guardian) and that you are the account holder or an authorized user of the mobile phone number you provide.
How to Get Help or Opt Out.

Reply HELP to any message for assistance, or contact us at info@calibercarwash.com. Reply STOP to any message to opt out of further messages. After you opt out, you will receive a single confirmation message and no further marketing messages will be sent unless you opt back in. To rejoin, reply START.
Mobile Information Sharing.

We do not share consumer opt-in consent with any third parties. Mobile data consent and any data you provide through our SMS channel will not be shared with any third parties or affiliates for any purpose other than (a) service providers who operate our SMS platform on our behalf and (b) disclosures required by law.
SMS Data Retention.

We retain SMS opt-in records, message content, and related data for as long as necessary to operate the SMS program, maintain consent records, comply with legal requirements, and resolve disputes.

5. Email Communications

Caliber may contact you by email with announcements, promotional offers, alerts, confirmations, surveys, and service messages. Caliber follows applicable commercial email laws. You can opt out of marketing emails at any time by clicking the unsubscribe link in any email; we will honor unsubscribe requests within ten business days. Transactional emails (receipts, account changes, billing alerts) are sent regardless of marketing-email preferences.

6. Cookies and Online Tracking

The Caliber website uses cookies, pixels, software development kits, and similar technologies to remember your preferences, analyze traffic, deliver advertising, and measure marketing effectiveness. These technologies include first-party cookies set by Caliber and third-party pixels and tags from advertising and measurement partners, currently Meta, Google, StackAdapt, and Nextdoor. These partners receive online identifiers and information about your interactions with the Caliber website and use that information to measure the performance of Caliber advertising and to deliver remarketing on third-party sites and platforms. This activity may qualify as a “sale” or “share” of personal information, or as “targeted advertising” or “cross-context behavioral advertising,” under California, Colorado, Connecticut, Virginia, Texas, and other state privacy laws.

You can opt out of this activity in any of the following ways: (a) adjust cookie and tracking settings in your browser, including by enabling Global Privacy Control, which Caliber honors as a request to opt out of sale and sharing where applicable law requires; (b) use the opt-out tools offered by each advertising partner, including the Meta off-Facebook activity controls, Google Ads Settings, and the Network Advertising Initiative and Digital Advertising Alliance industry opt-out pages; and (c) use any cookie preference or consent management tool that Caliber makes available on the Caliber website. Caliber may add or change these opt-out tools, including a consent management platform, from time to time. Disabling cookies and tracking technologies may limit some features of the Caliber website.

7. Data Security

Caliber uses commercially reasonable administrative, technical, and physical safeguards to protect personal information against unauthorized access, loss, misuse, or disclosure. Payment card data is transmitted under SSL/TLS encryption. No method of transmission or storage is 100% secure, and Caliber cannot guarantee absolute security. If a security incident affects your personal information, Caliber will notify you as required by applicable law.

8. Your Privacy Rights

Depending on where you live, you may have the right to:

• Know what personal information we have collected about you and how it is used.

• Request a copy of your personal information in a portable format.

• Correct inaccurate personal information.

• Delete your personal information, subject to legal exceptions.

• Opt out of the sale or sharing of personal information and of targeted advertising or cross-context behavioral advertising. Caliber shares personal information with advertising and measurement partners as described in Section 3 and Section 6, and you can opt out using the methods described in Section 6, by enabling Global Privacy Control in your browser, or by emailing Caliber at info@calibercarwash.com.

• Limit the use of sensitive personal information.

• Not be discriminated against for exercising your rights.

To exercise these rights, email Caliber at info@calibercarwash.com or write to the address in Section 11. Caliber will verify your identity using information already on file, such as your account email, mobile number, or recent transaction history, before processing the request. Caliber will respond within 45 days of receipt and may extend the response period by an additional 45 days where reasonably necessary, with notice to you.

You may designate an authorized agent to submit a request on your behalf. Caliber may require written authorization from you and proof of the agent’s identity before responding.

California, Virginia, Colorado, Connecticut, Texas, and other state residents may have additional rights under their respective state privacy laws. If Caliber denies your request, you may appeal that decision by replying to the denial email.

9. Data Retention

Caliber retains personal information for as long as needed to provide services, comply with legal obligations, resolve disputes, and enforce agreements. Retention is determined by the category of information and the purpose for which it is held. For example, account and membership records are retained for the life of the account plus seven years for tax and audit purposes. Payment records are retained as required by card network rules and applicable tax law. Marketing opt-in records are retained for the duration of the opt-in plus the period required to demonstrate compliance with applicable communications laws. SMS opt-in and message records are retained as described in the SMS Data Retention section. When personal information is no longer needed, Caliber deletes or de-identifies it.

10. Changes to This Policy

Caliber may update this Privacy Policy from time to time. Caliber will post the updated Policy with a new Effective Date at the top of this page. For material changes, Caliber will also provide notice by email to account holders, by SMS where you have opted in to SMS, or by another reasonable means before the change takes effect. Continued use of the Caliber website or services after the Effective Date constitutes acknowledgement of the updated Policy.

11. Contact Us

Caliber Car Wash
3625 Cumberland Blvd, Suite 1150
Atlanta, Georgia 30339
Email: info@calibercarwash.com

Marketing and Promotional Messages

When you opt in to the Caliber Car Wash marketing SMS program — by texting our shortcode 225423, entering your mobile number on a Caliber web form with the SMS opt-in box checked, or signing up at one of our locations — we will send you a confirmation message. You will then receive recurring automated marketing and promotional text messages, including discounts on Limitless memberships, new location openings, seasonal promotions, and member-exclusive offers.

Message frequency varies; expect up to ten messages per month. Message and data rates may apply. Reply HELP for help. Reply STOP to cancel. Consent to receive messages is not a condition of purchase. You must be at least 18 years old (or have parent/guardian consent) and be the account holder or authorized user of the mobile phone number provided.

Account Notifications

When you provide your mobile number in connection with a Caliber account (such as a Limitless membership), we may send you account notifications from a 10-digit long code. These include receipts, password resets, payment failure alerts, plan changes, and similar service messages. Message and data rates may apply. Reply HELP for help. Reply STOP to opt out. If you opt out of account notifications, Caliber will not be able to send you receipts, password reset links, or billing alerts by text message, and Caliber will deliver these to you by email instead.

Customer Care Messages

If you contact Caliber Car Wash by text message with a question or service issue, we will respond by text from a 10-digit long code. Customer care messages are sent only in response to a question or request you have initiated. Standard message and data rates may apply. Reply STOP to end the conversation.

Carrier and Delivery

Wireless carriers are not liable for delayed or undelivered messages. Delivery of SMS messages is subject to effective transmission from your wireless service provider.

SMS Privacy Policy

We do not share consumer opt-in consent with any third parties. Mobile information and SMS data will not be shared with any third parties or affiliates for marketing, promotional, or any other purpose, other than (a) service providers operating our SMS platform on our behalf and (b) disclosures required by law. For full details, see the SMS Messaging Privacy section of our Privacy Policy at calibercarwash.com/privacy-policy/.