Last updated: 22 March 2026
LinkWright is a trading name operated from Baldock, Hertfordshire, United Kingdom. We provide an AI-assisted call handling service for UK trade businesses.
For all privacy and data protection queries, contact us at: privacy@linkwright.co.uk
We collect and process the following categories of personal data:
Caller data — When a call is made to one of our client businesses, we may collect the caller's phone number, name (if provided during the call), postcode or service area, and details of the enquiry they make.
Call recordings and transcripts — Calls handled by our AI system (Aiva) may be recorded and transcribed. Callers are informed of this at the start of each call. Recordings are used to verify call quality, resolve disputes, and improve service delivery.
Client business data — We collect business contact information, notification preferences, and configuration settings from our client businesses.
Dashboard user data — We collect email addresses and authentication credentials for users who access the LinkWright client dashboard.
Payment data — Subscription payments are processed by Stripe. We do not store full payment card details. Stripe's privacy policy applies to payment processing.
We use personal data for the following purposes:
Service delivery — To answer inbound calls, capture enquiries, and deliver those enquiries to the relevant trade business. This is the core purpose for which caller data is collected.
Notifications — To send SMS and email notifications to client businesses when a new enquiry is received.
Dashboard and reporting — To display call and enquiry data to authorised users of each client's dashboard.
Service improvement — To review call transcripts and recordings for quality assurance purposes.
Billing — To manage subscriptions and process payments via Stripe.
Under UK GDPR, we rely on the following lawful bases:
Legitimate interests — Processing caller enquiry data to connect callers with the trade business they are trying to reach. This is in the legitimate interests of both the caller (who wants their enquiry handled) and the client business.
Contract — Processing client business data to fulfil our service agreement.
Legal obligation — Retaining certain records as required by law.
Calls handled by our AI system are processed using Retell AI, a third-party AI voice platform. Call audio is transmitted to Retell AI for real-time processing. Transcripts and call summaries are generated automatically and stored in our systems.
Callers are informed that their call is being handled by an AI system at the start of each call.
Call recordings are retained for a maximum of 90 days unless a longer retention period is required for a specific dispute or legal matter.
We share personal data with the following categories of recipients:
Client businesses — Enquiry data captured during calls is shared with the relevant client business whose number was called. This is the primary purpose of the service.
Retell AI — Call audio and conversation data is processed by Retell AI to power our AI receptionist.
Twilio — Telephony services are provided by Twilio, which processes call metadata and routing information.
Supabase — We use Supabase to store business records, enquiry data, and user authentication data.
Stripe — Payment processing is handled by Stripe.
Resend — Email notifications are sent via Resend.
We do not sell personal data to third parties. We do not share personal data for marketing purposes.
We retain personal data for the following periods:
Caller enquiry data — Retained for 12 months from the date of the call, after which it is deleted or anonymised.
Call recordings — Retained for 90 days.
Call transcripts and summaries — Retained for 12 months.
Client business data — Retained for the duration of the service agreement plus 6 years for legal and accounting purposes.
Dashboard user accounts — Retained while the account is active. Deleted within 30 days of account closure on request.
Under UK GDPR, you have the following rights:
Right of access — You can request a copy of the personal data we hold about you.
Right to rectification — You can ask us to correct inaccurate data.
Right to erasure — You can ask us to delete your personal data in certain circumstances.
Right to object — You can object to processing based on legitimate interests.
Right to data portability — You can request your data in a portable format.
To exercise any of these rights, contact us at privacy@linkwright.co.uk. We will respond within 30 days.
If you have concerns about how we handle your personal data, you can contact the Information Commissioner's Office (ICO) at ico.org.uk or by calling 0303 123 1113.
We may update this privacy policy from time to time. The date at the top of this page shows when it was last updated. Continued use of our service after any changes constitutes acceptance of the updated policy.