Privacy Policy
How we collect, use, and protect your personal data in line with UK GDPR.
Last updated: 3rd October 2026
1. Who we are
This website is operated by Applegate Business Services Ltd, trading as Applegate AI, a company incorporated in England and Wales. We are the data controller responsible for your personal data.
If you have any questions about this policy or how we handle your data, contact us at info@applegateai.com.
2. What data we collect
- Analytics data - anonymised usage data and your IP address, collected via Google Analytics (only with your consent).
- Booking data - your name, email address, and booking details if you request or schedule a call with us.
- Contact form submissions - your name, email address, and the content of any message you send us.
3. How we collect it
We collect data through:
- Cookies set by Google Analytics (GA4), which only run after you give consent via our cookie banner.
- Booking requests, when you arrange a call with us, handled through our own in-house systems.
- Our contact form, when you submit an enquiry.
4. Why we collect it
- Service improvement - we use analytics to understand how visitors use our site so we can improve it (our legitimate interest).
- Responding to you - we use the details you provide to respond to enquiries and manage bookings (to take steps and perform a contract at your request).
5. Legal basis
We rely on the following legal bases under UK GDPR:
- Article 6(1)(a) - Consent: for analytics cookies. You can withdraw consent at any time.
- Article 6(1)(b) - Contract: for responding to enquiries and managing bookings.
6. How long we keep it
- Analytics data: retained for 14 months, per the Google Analytics default.
- Contact enquiries: retained for 12 months.
- Booking data: retained for 12 months.
7. Third parties
We share data only with the service providers needed to run this website. We do not sell your personal data.
- Google Analytics (Google LLC) - website analytics.
- Cloudflare Inc. - website hosting and delivery.
- Resend - delivery of emails sent from our contact form.
7a. Data we process for our clients
When we build and run chatbots, voice agents and automations for a client, the client is the data controller for their customers’ data and we act as their data processor under a written data processing agreement. That data can include call recordings, call and chat transcripts, and the contact details and enquiry information people give.
Depending on the system, this data may be handled by the following providers on our client’s behalf:
- Vapi - voice agent platform (calls, recordings and transcripts).
- Twilio - phone numbers and call and message delivery.
- OpenAI and Anthropic - AI models that generate responses.
- Make.com - workflow automation.
- Supabase - databases.
- 360dialog - WhatsApp Business messaging.
Some of these providers may process data outside the UK. Where they do, we rely on safeguards recognised under UK GDPR, such as the UK International Data Transfer Addendum or UK adequacy regulations. How long recordings and transcripts are kept is agreed with each client. If you have spoken to a system we run for one of our clients, contact that business first about your data; you can also contact us at info@applegateai.com.
8. Your rights
Under UK GDPR you have the right to access, rectification, erasure, restriction, objection, and data portability in relation to your personal data.
To exercise any of these rights, email us at info@applegateai.com and we will respond within one month.
9. Cookies
We use two categories of cookies:
- Essential cookies - required for the site to function and to remember your cookie choice. These are always on.
- Analytics cookies - set by Google Analytics to measure usage. These only run if you accept them.
You can change your choice at any time. The button below clears your saved preference and shows the cookie banner again.
10. Contact & complaints
For any privacy questions or requests, contact info@applegateai.com.
If you are not satisfied with our response, you have the right to lodge a complaint with the UK's supervisory authority, the Information Commissioner's Office (ICO), at ico.org.uk.