Privacy Policy

This Privacy Policy explains how SignalLine AI(“we”, “us”) processes personal data in connection with our website (https://signalline.io) and our AI voice agent services. It applies to visitors to our website, people who contact us, businesses we contact first, our customers, and individuals whose calls are handled by AI agents we operate on behalf of our customers.

We follow the UK General Data Protection Regulation (“UK GDPR”), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations 2003 (“PECR”), as amended by the Data (Use and Access) Act 2025.

1. Who we are (data controller)

For data we collect through this website and from people who contact us directly, the data controller is Sparkline Consulting Ltd (trading as SignalLine AI), a company registered in England under company number 16269648, with its registered office at 78 Prospect House, Sun Passage, London SE16 4AF.

We are registered with the UK Information Commissioner’s Office (ICO) as a data controller under registration number ZC143411.

For personal data processed during AI voice calls placed or received on behalf of our customers, the customer business is the data controller and Sparkline Consulting Ltd acts as a data processor under their instructions.

Our own demo and enquiry line is different. When you call the number published on this site, or send a WhatsApp message to it, you are contacting us, not a customer of ours — so for that call or chat Sparkline Consulting Ltd is the data controller and this notice is the notice that applies.

For privacy questions or to exercise your rights, contact us at dmitri.dolgorukov@signalline.io.

2. What personal data we collect

2.1 Website visitors

• Analytics — our own visit log (only with your consent): IP address, user-agent, page visited, referring page. Used to understand site usage. Retained for up to 30 days.
• Analytics — third-party page-view measurement (runs on every page, regardless of your cookie choice): page visited, referring page, and the technical details your browser sends with any web request. Handled by the analytics processor named in our sub-processor register.
• Chat widget (when you start a chat): the messages you send and the responses generated by our AI. We show an in-chat disclosure on first open before any message is sent. Stored for up to 90 days for support and quality purposes.
• Strictly necessary cookies: a small cookie that records your cookie-banner choice so we can respect it on future visits.

2.2 People who contact us

• Name, work email, company, phone number (optional), use case, and the content of your message — provided through our contact form or by email.
• WhatsApp messages to our number: your WhatsApp number, the messages you send, and the replies from our AI assistant, which tells you it is an AI in its first reply. We also keep a short AI-written summary of each conversation.

2.3 People whose calls are handled by our AI agents

• Phone number, and any name, company, callback number or message you provide during the call. The conversation is processed in real time and a written transcript is kept. On AI receptionist calls the audio is not recorded or stored. On survey campaign calls, where the business that commissioned the survey has turned recording on, your side of the conversation is recorded to an audio file, and short extracts of it may be included in the report we produce for that business.
• On our own phone line and WhatsApp number, if you’ve contacted us before, our AI assistant may be given a short note of what we last discussed — never your contact details — so you don’t have to repeat yourself. On WhatsApp it may mention this briefly. Caller ID can be faked, so on a phone call it won’t bring up an earlier conversation unless you do, and it never reads back details from your record.
• On the lines we run for our customers, returning callers may be recognised by phone number for that business only. That is separate from our own client records (section 2.4).

2.4 Our client records

We keep one record for each person we deal with directly: people who contact us, people we contact first, and our customers. It holds your name and company, the phone numbers and email addresses you have used with us, where things stand (new enquiry, in conversation, on a trial, customer, or closed), a short AI-written summary, a one- or two-sentence note of each contact — calls to our line, WhatsApp conversations, contact-form enquiries, emails, and emails we send you first — and any notes we add. For customers it also shows your plan, billing status and the minutes you have used. Our AI suggests the summary and the stage after each contact; we check them and correct them. Full call transcripts and message text are not part of the record; they are deleted on their own, shorter timetable (section 7). People who call the lines we run for our customers are not included.

2.5 Businesses we contact first

If we email you before you have contacted us, we use your work email address, your name where it is published, and your business’s name, taken from your business’s website or public business listings. Every such email tells you how to opt out; if you do, we keep your address on a do-not-contact list so we never email you again.

3. Why we process this data and our legal basis

• Running the website: legitimate interest in operating, securing, and improving the site.
• Analytics: your consent under UK GDPR Art 6(1)(a). You can withdraw consent at any time using the cookie settings.
• Chat widget: our legitimate interest in providing support and pre-sales information when you choose to start a chat. We show an in-chat disclosure on first open so you know your messages will be processed by a US-based AI sub-processor under UK Standard Contractual Clauses.
• Replying to your enquiry: your consent and our legitimate interest in responding to people who contact us.
• Marketing communications: your separate consent. We do not send marketing emails unless you have ticked the marketing-opt-in box.
• AI voice calls handled for customers: we process this data on the customer’s instructions. The customer is responsible for the legal basis (typically prior consent for outbound and legitimate interest for inbound).
• Calls to our own demo line: our legitimate interest in answering enquiries about our service and in following up where you have asked us to. We are the controller for these calls and we do not hand them to a customer of ours. The same applies to WhatsApp messages you send to our number.
• Client records, and recognising people who contact us again: our legitimate interest in keeping an accurate record of our dealings with prospective and existing customers, so we can follow up properly and you don’t have to repeat yourself. For our customers it is also necessary to perform our contract with you. You can object at any time — we will delete your record, or just stop our assistant recognising you.
• Emailing businesses first: our legitimate interest in offering our service to businesses, using work contact details. You can opt out at any time.

4. How calls are handled and disclosed

On the AI receptionist lines we operate for a business customer, the greeting is written by that customer, and before it is spoken our system adds a short sentence telling you that you are speaking with an AI assistant. Our acceptable use policy also requires the customer to identify the business the call is for. On those lines the assistant is instructed that if you ask whether you are speaking to a person, it must say plainly that it is an AI. On outbound survey calls the assistant is not instructed to tell you that it is an AI, and on some configurations it is instructed not to raise the subject; responsibility for telling you rests with the business that commissioned the campaign. We regard that as a defect on our side and are changing it.

On AI receptionist calls the audio of the call is not recorded. The conversation is processed in real time and only a written transcript is kept. Survey campaign calls work differently: where the business that commissioned the campaign has turned recording on, your side of the call is recorded to an audio file, and short extracts of it may be included in the report produced for that business.

Written transcripts of AI receptionist calls are deleted after 90 days. Survey campaign recordings are automatically deleted from our call servers once they are 7 days old, on a nightly schedule – so an individual recording can persist for up to roughly 8 days, regardless of whether a report has been produced yet. Extracts included in a report are a separate copy, kept for as long as the report exists, and the business that commissioned it can delete it at any time. Callers can ask to be transferred to a human at any point during the call.

On our own line and WhatsApp number, if you would rather our assistant didn’t recognise you (section 2.3), tell it, or email us, and we will switch that off.

5. Who we share data with (sub-processors)

We use a small number of vetted sub-processors covering AI language and speech services, SIP trunking and telephony media, transactional email, and EU/UK-based hosting. Each sub-processor is engaged under a written data-processing agreement, or under data-processing terms incorporated into its service agreement. Where transfers leave the UK we rely on the UK Addendum to the EU Standard Contractual Clauses or an equivalent approved transfer mechanism, and we maintain a transfer impact assessment. Where a supplier’s coverage is still being completed we will say so on request.

The current named sub-processor list, including the categories of data each one receives, the jurisdiction it operates in, and the transfer mechanism relied on, is published at signalline.io/privacy/sub-processors. That page is incorporated by reference into our customer Data Processing Agreement.

6. International transfers

Some sub-processors are located in the United States. We use UK Addendum to the EU Standard Contractual Clauses (or equivalent approved mechanism) for these transfers and maintain a transfer impact assessment. Where a supplier’s transfer mechanism is still being documented we will say so on request. You can request a summary of these safeguards at dmitri.dolgorukov@signalline.io.

7. How long we keep data

• Website analytics: 30 days.
• Chat-widget conversations: 90 days.
• Contact-form enquiries: the email we receive is kept for the duration of the related conversation plus 12 months. A short note of the enquiry stays in your client record (below).
• Client records (section 2.4): deleted 2 years after our last contact with you. While you are a paying customer we keep your record; the 2 years then run from the later of our last contact and the end of your subscription.
• WhatsApp messages to our number: message text and AI summaries deleted after 90 days; the record that a conversation took place (your number and the times) after 12 months.
• Call transcripts: on AI receptionist calls, deleted after 90 days. On survey campaigns, kept until the customer’s campaign data is deleted.
• Call audio: AI receptionist calls are not recorded. Survey campaign calls are recorded only where the commissioning business has turned recording on; the recording is automatically deleted from our call servers once it is 7 days old, on a nightly schedule (so up to roughly 8 days in practice), independent of whether a report has been produced yet. Any extracts inside a report are a separate copy, kept until that report is deleted.
• Captured contact details (name, callback number, email, reason for the call, where you provide them): up to 24 months from the call, then automatically deleted.
• Call-log metadata (phone numbers dialled, timestamps, duration, outcome): up to 12 months, then automatically deleted.

8. Your rights

Under UK GDPR you have the right to:

• Be informed about how we use your data (this policy).
• Request a copy of the data we hold about you (access).
• Have inaccurate data corrected (rectification).
• Have your data deleted (erasure / right to be forgotten).
• Restrict or object to processing.
• Receive your data in a portable format (portability).
• Withdraw consent at any time, where processing relies on consent.
• Not be subject to a decision based solely on automated processing that has a legal or similarly significant effect. Where this applies, you can ask for human review.

To exercise any of these rights, email dmitri.dolgorukov@signalline.io. We will respond within one calendar month. You can also ask us to stop our assistant recognising you without deleting your record.

If your request relates to a call handled on behalf of a customer, we will pass the request to the customer (the controller) and assist them in responding.

9. Complaints

If you are unhappy with how we have handled your data you can complain to the UK Information Commissioner’s Office:

• Website: ico.org.uk/make-a-complaint
• Helpline: 0303 123 1113

We would appreciate the chance to address your concerns first — please contact us before raising a formal complaint.

10. Cookies

See our Cookie Policy for details of every cookie set by this site, its purpose, and how long it lasts. You can change your cookie choices at any time using the cookie settings link in the footer.

11. Changes to this policy

We may update this policy from time to time. The date at the top reflects the most recent change. Material changes will be announced on the website.

12. Contact

Sparkline Consulting Ltd (trading as SignalLine AI)
78 Prospect House, Sun Passage, London SE16 4AF
Registered in England · Company No. 16269648
dmitri.dolgorukov@signalline.io

About this policy. This policy is provided in good faith and reflects our current processing. It is not a substitute for legal advice. We recommend reviewing it periodically and contact us if anything is unclear.