Last updated: 24th February 2026

1. Who We Are

Sortful Ltd is a UK-based provider of AI-powered call handling and communication systems for small and medium-sized businesses.

If you have any questions about this policy or your data, you can contact:

Email: [email protected]

Website: https://sortful.co.uk

Sortful Ltd is the data controller for personal data collected directly through our website, forms, and business communications.

For AI call handling services provided to clients, Sortful Ltd typically acts as a data processor on behalf of the client business.

2. What Information We Collect

We may collect and process the following types of information:

A. Information You Provide Directly

- Name

- Business name

- Email address

- Telephone number

- Website address

- Information submitted via demo request forms

- Information provided in email or direct communication

B. AI Call Handling Data (For Demo and Live Systems)

Where our AI voice systems are used, we may process:

- Caller name (if provided)

- Caller phone number

- Information shared during the call

- AI-generated call summaries or transcripts

We do not record audio calls. Only AI-generated text transcripts and summaries may be created.

C. Technical Data

- IP address

- Browser type

- Device information

- Page visits and interaction data

3. How We Use Your Information

We use personal data to:

- Provide and deliver requested demos

- Set up and operate AI call handling services

- Respond to enquiries

- Communicate about services

- Improve system performance

- Monitor usage and prevent misuse

- Comply with legal obligations

We do not sell personal data to third parties.

4. Legal Basis for Processing

We process data under one or more of the following lawful bases:

- Legitimate interests (to provide and improve business services)

- Contract (where services are provided under agreement)

- Consent (where required for marketing communications)

- Legal obligation

5. Data Retention

We retain personal data only for as long as necessary for operational, contractual, and legal purposes.

AI-generated call transcripts and related operational data may be retained for a limited period and may be deleted periodically in line with business needs.

Where services are provided to client businesses, data retention is primarily governed by the agreement with that client.

6. Data Sharing

We may use trusted service providers to operate our systems, including:

- CRM and communications platforms

- Cloud hosting providers

- Email and messaging services

These providers process data under contract and in accordance with UK GDPR requirements.

We do not share personal data for advertising resale purposes.

7. International Transfers

Some of our service providers may process data outside the UK.

Where this occurs, we ensure appropriate safeguards are in place, including standard contractual clauses or equivalent mechanisms.

8. Data Security

We take reasonable technical and organisational measures to protect personal data from:

- Unauthorised access

- Loss

- Misuse

- Alteration

However, no internet-based system can be guaranteed fully secure.

9. Your Rights

Under UK GDPR, you have the right to:

- Request access to your personal data

- Request correction of inaccurate data

- Request erasure (where applicable)

- Restrict processing

- Object to processing

- Request data portability

To exercise your rights, contact us at the email listed above.

If you are not satisfied with how your data is handled, you may lodge a complaint with the Information Commissioner’s Office (ICO) in the UK.

10. Updates to This Policy

We may update this policy from time to time to reflect operational or legal changes.

The latest version will always be available on our website.