Privacy notice
If you have any questions about this notice, email privacy@installerline.co.uk.
Last updated: 20 October 2026
1. Who we are
InstallerLine is a trading name of InstallerLine Ltd, a company registered in England and Wales (company no. 17531636). Our registered office is 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ. Information Commissioner's Office (ICO) registration: ICO registration pending.
In this notice, "we", "us" and "our" mean InstallerLine Ltd. You can contact us about privacy at privacy@installerline.co.uk or by writing to our registered office.
We provide an AI telephone answering and missed-call text-back service to heating, plumbing and renewables businesses (our "clients").
2. Two different roles
- Controller. We decide how and why we use personal data about our website visitors, prospective clients, clients' staff and contacts, and suppliers. This notice mainly covers that data.
- Processor. When we answer calls or send texts on behalf of a client, we process callers' data only on that client's instructions. The client is the controller of callers' data. If you called one of our clients, see section 8 and that business's own privacy notice.
3. What we collect and why
| Who | Data | Purpose | Lawful basis (UK GDPR Art. 6) |
|---|---|---|---|
| Website visitors | Information you send us through the contact form or email (name, business, email, phone, message). Basic technical logs kept by our hosting provider | Reply to enquiries, keep the site secure | Legitimate interests (responding to enquiries, security) |
| Prospective clients (business contacts at limited companies and LLPs) | Name, job title, business email or phone, company name and number, public website details, and our record of contact and any opt-out | B2B marketing about our service | Legitimate interests (promoting our service to relevant businesses). We only email limited companies and LLPs without prior consent, as PECR allows, and we always give you an easy way to opt out |
| Clients and their staff | Contact details, billing details, account settings, call-handling instructions, support correspondence | Providing the service, billing, support, account management | Contract. Legal obligation (tax and accounting records) |
| Demo line callers | Call recording, transcript, any details you give | Showing how the service works, improving our scripts | Legitimate interests. You are told at the start that the call is recorded and that it is a demo |
| Suppliers | Business contact details | Managing the relationship | Legitimate interests / contract |
We do not sell personal data. We do not use your data for automated decisions that have legal or similarly significant effects on you.
4. Where we get data from
Directly from you, from our clients (about their staff), and from public sources such as the Companies House register and businesses' own websites (for prospective clients).
5. Who we share it with
We use trusted service providers who act on our instructions:
- Retell AI, Inc. (USA): voice AI platform that answers calls, records and transcribes them, and produces call summaries.
- Twilio Inc. (USA): telephone numbers, call routing and SMS (including missed-call text-backs and summary texts).
- OpenAI (USA), used through Retell: the AI language model that decides what the assistant says. OpenAI is engaged by Retell as its sub-processor.
- Cloudflare, Inc. (USA, global network): website hosting, email routing for our @installerline.co.uk addresses, and the small automation service that sends text-backs and summaries.
- Google (Google Workspace / Gmail): our business email.
- Stripe: card and Direct Debit payments and billing.
- Our accountant, and professional advisers where needed.
We may also share data where the law requires it, or to protect our rights.
6. International transfers
Some of these providers are based in, or process data in, the United States or other countries outside the UK. When we transfer personal data outside the UK, we use one of the safeguards allowed by UK data protection law:
- UK adequacy regulations, including the UK Extension to the EU–US Data Privacy Framework (the "UK–US data bridge"), for providers certified under it. Twilio, Cloudflare, Google and Stripe are certified.
- The ICO's International Data Transfer Agreement, or the International Data Transfer Addendum to the EU Standard Contractual Clauses, where a provider is not certified (Retell AI) or as a fallback if a certification lapses. This includes onward transfers to the AI language-model provider used by Retell.
You can ask us for more details, or for a copy of the relevant safeguards, at privacy@installerline.co.uk.
7. How long we keep it
- Enquiries that don't lead to business: 12 months after last contact.
- Prospect records: until you opt out or 24 months after last contact. Opt-out (suppression) records are kept indefinitely so we don't contact you again.
- Client account and billing records: for the contract term, then 6 years for tax and legal purposes.
- Demo line recordings: 30 days. Transcripts: 12 months.
8. If you called one of our clients
If your call was answered by our AI assistant on behalf of a business, that business is responsible for your data and decides how long it is kept. By default we keep recordings for 30 days and transcripts and summaries for 12 months on their behalf, then delete them, unless the client tells us otherwise. Please contact the business you called to exercise your rights. If you contact us, we will pass your request to them promptly.
9. Your rights
You have the right to access your data, to have it corrected, to have it erased, to restrict or object to our use of it (including an absolute right to object to direct marketing), and to data portability where it applies. Email privacy@installerline.co.uk. We will respond within one month.
10. Complaints
Please tell us first, so we can try to put things right. You can also complain to the Information Commissioner's Office: https://ico.org.uk/make-a-complaint/ or 0303 123 1113.
11. Cookies
We do not currently use analytics cookies.
12. Changes
We will post any changes on this page with a new "last updated" date.