TradeLine Assist

Privacy policy

Last updated 5 November 2026.

This policy explains how TradeLine Assist ("we", "us") handles personal data. It covers visitors to this website, our customers (the tradespeople who use TradeLine Assist), and people who phone a customer's TradeLine Assist number.

1. Who we are

TradeLine Assist is a trading name of Alan Cox, a sole trader based in Gloucestershire, UK (). Contact: hello@tradelineassist.co.uk. ICO registration number .

2. Our two roles

  • Controller. For website enquiries, customer accounts and billing, we decide how and why personal data is used, so we are the controller.
  • Processor. For calls to a customer's number, the customer is the controller and we are their processor. We handle call data only on the customer's instructions, under a data processing agreement.

3. What we collect

  • Website enquiries: your name, email, phone number, business name, trade and message.
  • Customer accounts: your name, business name, email, phone numbers, plan, and portal login. Passwords are stored in hashed form by our login provider.
  • Payments: if you pay by card, Stripe handles the payment. We receive your plan, billing dates and payment status, never your full card number.
  • Calls (on a customer's behalf): the caller's phone number, a recording, a transcript, an AI-generated summary, the details the caller chooses to give (such as their name, address and a description of the job), and the time and length of the call.

4. Why we use it, and our legal basis

  • To reply to your enquiry and take steps before you sign up: our legitimate interests, and steps at your request before a contract.
  • To provide the service, run your portal and take payment: performance of our contract with you.
  • To keep accounting and tax records: legal obligation.
  • To answer and summarise calls for a customer: on the customer's instructions. The customer is responsible for their own lawful basis.

5. Who we share data with

These providers process data for us to run the service:

  • Retell AI (USA): answers calls, records them, and produces transcripts and summaries. Retell deletes call recordings and transcripts after 30 days. Retell may use de-identified or aggregated data to improve its services.
  • Telnyx: telephone numbers and connecting calls.
  • Supabase: our database and portal logins. Data is stored in London, UK.
  • Resend: sends call summaries and account emails.
  • Cloudflare: hosts this website.
  • Microsoft: our business email.
  • Stripe: card payments, if you pay by card.
  • Google Fonts: when you visit, your browser loads our fonts from Google's servers.

We do not sell personal data, and we don't use it for advertising.

6. Transfers outside the UK

Some of these providers process data outside the UK, including in the United States. Where they do, we rely on safeguards recognised under UK data protection law, such as the UK International Data Transfer Addendum to the EU Standard Contractual Clauses, or the UK Extension to the EU-US Data Privacy Framework.

7. How long we keep it

  • At our voice provider: call recordings and transcripts are deleted after 30 days.
  • In the customer portal: call records (summaries, details and transcripts) are deleted automatically 12 months after the call. Recording links in the portal work for 24 hours; we don't keep our own copy of call audio.
  • When a customer leaves: we delete their call records within 30 days, unless they ask us for a copy first.
  • Website enquiries: deleted after 12 months, unless you become a customer.
  • Account and billing records: kept for six years, as required for tax records.

8. Your rights

You can ask to see your personal data, correct it, delete it, restrict or object to its use, and receive a copy in a portable format. If you called a tradesperson's number, contact that tradesperson first, as they are the controller of your call data; you can also contact us and we'll pass your request on. To exercise your rights, email hello@tradelineassist.co.uk.

If you're unhappy with how your data has been handled, you can complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.

9. Cookies and similar technology

We don't use advertising or analytics cookies. The customer portal stores your login session and a few display settings (such as the time period you last viewed) in your browser. These are needed for the portal to work.

10. Security

Data is encrypted in transit. Each customer can see only their own calls and account, and this is enforced in the database itself. Access to call data is limited to what's needed to run and support the service.

11. Changes

We'll update this page when things change, and show the date at the top.