Privacy Policy

LAST UPDATED: JANUARY 2026

1. Introduction

1.1 Worth AI Ltd ("we", "us", "our") is committed to protecting the privacy and personal data of individuals who interact with our business, including website visitors, clients, prospective clients, partners, and their representatives.

1.2 This Privacy Policy explains how we collect, use, disclose, and safeguard personal data in accordance with the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and applicable UK privacy and electronic communications laws.

1.3 For the purposes of data protection law, Worth AI Ltd acts as the data controller, meaning we determine how and why personal data is processed.

2. Who We Are (Data Controller Details)

3. Scope of This Policy

3.1 This policy applies to personal data collected through:

• Our website and online forms
• Training workshops and events
• Discovery calls and enquiries
• AI-powered voice assistants and chat systems that respond to inbound enquiries
• Email, phone, and SMS communications
• Client and supplier relationships

4. Personal Data We Collect

4.1 We may collect and process the following categories of personal data:

a. Identity and Contact Data

Name, job title, company name, email address, telephone number, postal address, and social media identifiers.

b. Enquiry and Communications Data

Details of enquiries, call records, call summaries, voicemail messages, email correspondence, SMS messages, and chat interactions.

c. Account and Service Data

Information relating to services provided, workshop attendance, account notes, preferences, and interaction history.

d. Technical and Usage Data

IP address, browser type, device information, and website usage data collected via cookies or similar technologies.

5. How We Use Personal Data (Purposes)

5.1 We process personal data for the following purposes:

• Responding to enquiries and requests
• Delivering training, workshops, and consulting services
• Operating AI voice assistants and automated workflows
• Managing client relationships and accounts
• Sending service-related communications
• Improving our services and internal processes
• Complying with legal and regulatory obligations

6. Lawful Bases for Processing

6.1 We rely on one or more of the following lawful bases under UK GDPR:

• Contract: Where processing is necessary to perform a contract or take steps prior to entering into a contract.
• Legitimate Interests: Where processing is necessary for our legitimate business interests, provided those interests are not overridden by your rights.
• Consent: Where required by law (e.g. certain marketing communications), and where consent has been freely given.
• Legal Obligation: Where processing is necessary to comply with a legal obligation.

7. Phone Calls, SMS, and Voice Communications

7.1 We may communicate with individuals by telephone or SMS in response to enquiries, workshop registrations, service requests, or ongoing client relationships.

7.2 Service Communications: We may contact you by phone or SMS where it is necessary to:

• Respond to an enquiry or request
• Provide information relating to a service or workshop
• Confirm bookings, appointments, or attendance

7.3 Marketing Communications: Where we send marketing communications by SMS or other electronic means, we will do so only where:

• You have provided explicit consent; or
• The communication falls within the UK "soft opt-in" rules and you are given a clear opportunity to opt out.

7.4 Opt-Out: You may opt out of marketing communications at any time by:

• Using the unsubscribe or STOP instructions provided; or
• Contacting us using the details in Section 2.

7.5 SMS Messaging and Consent (A2P Compliance)

• We send SMS messages only to individuals who have initiated contact with Worth AI Ltd and have explicitly agreed to receive a follow-up.
• SMS messages are sent for service-related purposes only, such as responding to enquiries, confirming requests, or providing follow-up information.
• We do not send unsolicited marketing messages and do not use purchased, rented, or third-party contact lists.
• Message frequency varies depending on the nature of the enquiry.
• Message and data rates may apply.
• You can opt out of SMS messages at any time by replying STOP.
• We do not sell or share mobile phone numbers with third parties for marketing purposes.

8. AI Voice Assistants and Automation

8.1 We use AI-powered voice assistants and automations to:

• Answer inbound calls
• Provide information
• Capture enquiry details
• Route messages or requests appropriately

8.2 Callers may interact with an AI voice assistant rather than a human operator. Where this occurs, the purpose and function of the AI system is limited to supporting enquiry handling and service delivery.

8.3 We do not make solely automated decisions that produce legal or similarly significant effects on individuals.

9. Call Recording and Transcripts

9.1 Calls may be recorded or summarised for purposes including:

• Service delivery
• Quality assurance
• Training and improvement

9.2 Where call recording is enabled, callers will be informed at the point of interaction.

9.3 Call recordings, transcripts, or summaries are retained only for as long as necessary and in line with Section 12 of this policy.

10. Service Providers and Data Processors

10.1 We use trusted third-party service providers to support our operations, including:

• Customer relationship management and communications platforms (e.g. GoHighLevel / LeadConnector)
• Telephony and messaging providers
• Email and cloud service providers
• Analytics and website service providers

10.2 These providers process personal data on our behalf under contractual obligations and are required to implement appropriate security measures.

11. International Data Transfers

11.1 Some of our service providers may process personal data outside the United Kingdom.

11.2 Where personal data is transferred internationally, we ensure appropriate safeguards are in place, such as:

• UK International Data Transfer Agreements (IDTAs)
• Standard contractual clauses or equivalent safeguards

12. Data Retention

12.1 We retain personal data only for as long as necessary for the purposes for which it was collected.

12.2 Typical retention periods may include:

12.3 Data is securely deleted, anonymised, or archived once retention periods expire.

13. Your Data Protection Rights

13.1 Under UK GDPR, you have rights including:

• The right to access your personal data
• The right to rectification
• The right to erasure
• The right to restrict or object to processing
• The right to data portability

13.2 To exercise your rights, please contact us using the details in Section 2.

13.3 You also have the right to lodge a complaint with the Information Commissioner's Office (ICO): ico.org.uk

14. Cookies

14.1 We use cookies and similar technologies to operate and improve our website.

14.2 Non-essential cookies are used only with your consent. Further details are provided in our cookie notice.

15. Data Protection Officer

15.1 Our Data Protection Officer is:

16. Changes to This Policy

16.1 We may update this Privacy Policy from time to time. Any significant changes will be communicated via our website or other appropriate means.

17. Contact Us

17.1 If you have questions about this Privacy Policy or how we handle personal data, please contact us using the details in Section 2.