Privacy Policy

How we collect, use and protect your personal data, and your privacy rights.

This Privacy Policy explains how Smile Bus LLC ("Smile Bus", "we", "us") collects, uses, shares and protects the personal information of users of our website, mobile applications, customer service channels, and any related services (collectively, the "Services").

1. Data Controller

The party responsible for the processing of your personal data is Smile Bus LLC, with operating address at 4501 Airline Dr, Houston, TX 77022, Harris County, United States.

For any question about this Privacy Policy or to exercise your privacy rights, contact us:

2. How to Contact Us

You can contact us in writing (English or Spanish accepted) by email or postal mail to the addresses above. We respond to all privacy requests within 30 days of receipt.

3. Personal Information We Collect

We collect personal information that you provide directly to us through our website (smilebususa.com and ride.smilebususa.com), mobile applications, social media, customer service channels, telephone, email, or in person at our boarding points.

The information we collect includes:

From individual passengers

  • Full name
  • Email address and phone number
  • Postal address
  • Date of birth (when required by law for age verification)
  • Government-issued ID information (when required at boarding)
  • Photograph (only for promotional events you opt into)
  • Account credentials (when you create a Smile Bus account)
  • Payment information (processed by our payment provider — see Section 7)
  • Trip information (origin, destination, dates, passengers)
  • Communications with our support team

From business customers

  • Company name and tax ID
  • Legal representative's name, ID, signature, email and phone
  • Billing address and payment information

Collected automatically

  • IP address, browser type, operating system, device identifiers
  • Pages visited, time spent, referring URLs
  • Cookies and similar tracking technologies (see Section 9)

Sensitive personal data

We do not knowingly collect or process sensitive personal data (such as health, biometric, racial or religious information).

4. Information About Third Parties and Minors

When you book a trip on behalf of another person (a family member, friend, or colleague), you may provide their name, email and phone number. By submitting that information, you confirm that you have informed those individuals and obtained their consent for Smile Bus to process their data for the purpose of the booking.

Smile Bus does not knowingly collect personal information from individuals under the age of 18. Minors must be accompanied by a parent or legal guardian when traveling, and any data provided about a minor must be supplied by the accompanying adult. If we learn that we have collected personal information from a minor without proper consent, we will delete it promptly.

5. How We Use Your Personal Information

Primary purposes (necessary for the service)

  • Identify and contact you
  • Process, confirm and manage your ticket purchase
  • Create and maintain your user account
  • Respond to questions, complaints, comments and requests
  • Verify your identity at boarding
  • Validate payments and detect fraud
  • Issue invoices and tax receipts
  • Comply with legal obligations (federal, state, regulatory)
  • Record on-premises video/photography for safety and security purposes; recordings are retained for ten (10) days and then deleted unless required for an active investigation

Secondary purposes (with your consent)

  • Service quality surveys and consumer research
  • Sweepstakes, contests, events and promotions
  • Marketing communications about Smile Bus products and offers
  • Audience analytics and personalization

You may opt out of secondary purposes at any time. See Section 8.

6. How We Share Your Information

We do not sell your personal information.

We may share your information with:

  • Service providers who help us operate the Services (booking platform, payment processors, email delivery, analytics, customer support tools). These providers are contractually obligated to protect your data.
  • Affiliates — companies within the Smile Bus / Reservamos / Reserhub corporate group, under common control and operating under shared privacy practices.
  • Legal authorities — when required by law, subpoena, court order, or to protect the rights, safety or property of Smile Bus, our customers or the public.
  • Business transfers — in connection with a merger, acquisition, sale of assets or similar transaction, your information may be transferred to the acquirer.

International transfers

Some of our service providers may process your data outside the United States (including in Mexico, where Smile Bus has its parent operation). Where data is transferred internationally, we put appropriate safeguards in place.

7. Payment Information

Smile Bus does not store full payment card numbers. Card data is transmitted directly to our payment provider and processed under their own security standards (PCI-DSS compliant).

8. Your Privacy Rights

Depending on your state of residence, you may have specific privacy rights:

All users

  • Access the personal information we hold about you
  • Correct inaccurate information
  • Delete your information (subject to legal retention requirements)
  • Object to processing for marketing purposes
  • Opt out of marketing emails at any time using the unsubscribe link

California residents (CCPA / CPRA)

In addition to the above, California residents have the right to:

  • Know the categories of personal information we collect and the purposes
  • Request a copy of the specific pieces of information we hold
  • Opt out of the "sale" or "sharing" of personal information (we do not sell)
  • Limit the use of sensitive personal information (we do not process sensitive data)
  • Non-discrimination for exercising your privacy rights

How to exercise your rights

Send a request to operationsmanager@smilebususa.com including: 

  • Your full name
  • The email or phone number associated with your Smile Bus account
  • A copy of valid ID (to verify your identity)
  • A clear description of the right you wish to exercise

We will respond within 30 days (extendable by another 30 days for complex requests, with notice).

9. Cookies and Tracking Technologies

We use cookies and similar technologies on our website to:

  • Keep you logged in
  • Remember your preferences
  • Measure how our site is used (analytics)
  • Show relevant marketing on third-party platforms

You can control cookies through your browser settings. Disabling cookies may affect some functionality of the site.

10. Data Retention

We retain your personal information only as long as needed for the purposes described in this Policy, or as required by law. After that, we securely delete or anonymize it.

If you request deletion of your data, we may need to retain certain information to comply with legal obligations (tax records, fraud prevention, regulatory requirements). In that case, your data will be blocked from further use until it can be fully deleted.

11. Security

We implement administrative, technical and physical safeguards designed to protect your personal information against unauthorized access, alteration, disclosure or destruction. However, no method of transmission over the Internet is 100% secure, and we cannot guarantee absolute security.

If we become aware of a security breach affecting your personal information, we will notify you and the appropriate authorities as required by law.

12. Third-Party Links

Our website may contain links to third-party sites (payment processors, social media, partner sites). This Privacy Policy does not apply to those sites. We are not responsible for the privacy practices of third parties. Please review their policies before sharing personal information.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time to reflect changes in our practices or for legal reasons. The updated version will be posted on our website with a new "Last updated" date.

If we make material changes, we will notify you via email (if we have your address) or by a prominent notice on our website before the changes take effect.

14. Contact

Questions about this Privacy Policy or how we handle your personal information?

Last updated: May 2026

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