The FTC filed a complaint against Iconic Hearts Holdings, Inc., operator of the Sendit anonymous messaging app, for unlawfully collecting personal data from children in violation of COPPA, misleading users by sending messages from fake personas, and tricking consumers into paid subscriptions by falsely promising to reveal anonymous senders.
The FTC seeks a permanent injunction and monetary penalties against Iconic Hearts Holdings, Inc. and its CEO, Hunter Rice.
In-house legal teams should review all customer-facing agreements (Terms of Service, Privacy Policies) and vendor/data processing agreements for the Sendit app or similar services. Specifically examine clauses governing data collection from minors (requiring verifiable parental consent under COPPA), disclosures about automated or fake sender personas, subscription and payment terms (including auto-renewal, cancellation, and clear pricing), and data retention/deletion policies for children's personal information. Required changes likely include implementing robust age-screening and parental consent workflows, explicitly disclosing that messages may originate from non-human or fake accounts, ensuring subscription terms are transparent with easy cancellation, and establishing strict data retention limits for users identified as under 13.
Entity
Iconic Hearts Holdings, Inc.
Also known as: Iconic Hearts Holdings
Industry
TechnologyOfficial Press Release
https://www.ftc.gov/legal-library/browse/cases-proceedings/232-3029-iconic-hearts-holdings-inc-us-v
IconicHeartsComplaint
https://www.ftc.gov/system/files/ftc_gov/pdf/IconicHeartsComplaint.pdf
ftc alleges sendit app its ceo unlawfully collected personal
https://www.ftc.gov/news-events/news/press-releases/2025/09/ftc-alleges-sendit-app-its-ceo-unlawfully-collected-personal-data-children-deceived-users-about
Federal Trade Commission Enforcement Page
https://www.ftc.gov/enforcement
"ICONIC HEARTS HOLDINGS, INC."
"Children's Online Privacy Protection Act (COPPA)"
"unlawfully collecting personal data from children"
$930K
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$4.0M
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