Privacy policy
Last updated: 1 November 2026
Who we are
Matthew Avstreih, trading as EtiCall ("we", "us") runs EtiCall, an AI receptionist that answers calls and WhatsApp messages for small businesses. We are a sole trader based in England. Our address is Nene Enterprise Centre, Unit S6, Freehold Street, Northampton, NN2 6EF. You can contact us at hello@eticall.co.uk.
Two kinds of people we hold information about
1. Businesses that sign up to EtiCall (our customers).
2. People who call or message a customer's business and speak to Emma (our customers' callers).
Information about our customers
- What you give us on the sign-up form: business name, what the business does, your name, mobile number, email address, the number your customers ring, and your plan and WhatsApp choices.
- Payment details, which you give directly to Stripe. We never see or store your full card number.
- Details you send us later so we can set Emma up, such as your prices, services and areas covered.
We use this to set up and run the service, take payment, contact you about your account, and meet our legal duties. The legal basis is that we need it to provide the service you asked for (contract), and to meet legal obligations.
Information about our customers' callers
When someone speaks to Emma, we process what they say or write, their phone number, and the details Emma collects (for example name and postcode). We handle this on behalf of the business they contacted. That business decides why the information is collected, and we only use it to run the service for them. Callers should contact the business they called with any questions about their information.
Who else handles information
We use trusted providers to run the service. They only process information on our instructions.
- Stripe, for payments.
- GoHighLevel, for our customer records and follow-up.
- Twilio, for phone calls and WhatsApp messages.
- ElevenLabs, for Emma's voice.
- Anthropic, for the AI that powers Emma's conversations.
- Supabase, Vercel and Railway, for hosting and storage.
- Google Fonts, which loads the fonts on this website and may receive your IP address when you visit.
Some of these providers are based outside the UK. Where that happens, we rely on approved safeguards such as the UK addendum to standard contractual clauses or the UK data bridge.
How long we keep information
We keep customer account information while you are a customer and for up to six years afterwards for tax and legal reasons. We keep caller conversation records for as long as the customer business needs them, and delete them when that business asks us to or the account closes.
Your rights
You can ask to see the information we hold about you, correct it, delete it, restrict or object to how we use it, or receive a copy. To do any of this, email hello@eticall.co.uk. If you are unhappy with how we handle your information, you can complain to the Information Commissioner's Office at ico.org.uk.
Cookies
This website does not use advertising or tracking cookies. Stripe may set cookies on its payment page to process your payment securely.
Changes
We may update this policy. The date at the top shows when it last changed.