The short version
CallRescue texts back people who call plumbing and heating firms and miss them. To do that, we handle names, phone numbers and job details. Most of the time we handle that data on behalf of the firm you called, and they stay in charge of it. We keep only what the job needs, we never sell data, and you can ask us about your data at any time at hello@callrescue.co.uk.
Who we are
CallRescue is operated by CallRescue Ltd, a company registered in England and Wales (company number 17339092), whose registered office is 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ. We are based in North London. We provide an AI receptionist service for UK plumbing and heating firms: when a firm misses a call, our system texts the caller back, holds an SMS conversation to understand the job, and books an appointment into the firm's calendar.
Contact for anything in this policy: hello@callrescue.co.uk.
We are registered with the UK Information Commissioner's Office (ICO), registration reference ZC193634.
Two hats: when we act for a firm, and when we act for ourselves
Data protection law splits responsibility between a controller (who decides why and how data is used) and a processor (who handles data on the controller's instructions). We wear both hats, and it matters for who you should contact.
When you text or call one of our client firms
If you called a plumbing or heating firm and got a text back from CallRescue on their behalf, that firm is the controller of your data and we are their processor. We only use your details to handle your enquiry and book your job for that firm. We do not use your details for our own marketing, and we do not contact you about anything else. If you want your data corrected or deleted, you can ask the firm you contacted, or ask us and we will pass it on and help them action it.
When we act for ourselves
We are the controller for: our own marketing to plumbing and heating firms, our demo line, our website, our client accounts and billing, and our own record keeping.
What we collect when handling a missed call
When our system texts a caller back on behalf of a client firm, the conversation typically collects:
- Your name
- Your phone number
- What the job is, in your own words (for example "boiler not firing, no hot water")
- Your postcode or area, so the firm knows where the job is
- The appointment you choose, if you book one
The conversation is recorded in the firm's lead log, and message records are retained by our SMS provider, so the firm can review what was said and we can check the system behaved correctly.
How the AI part works
The replies you receive are drafted by an AI language model (currently provided by OpenAI). The AI reads the conversation, suggests the next reply and extracts the job details in a structured way; our automation then sends the message and makes the booking. A few things we want to be clear about:
- Messages are sent to OpenAI's API to generate replies. Under OpenAI's API terms, that data is not used to train their models.
- The AI does not make any decision with legal or similarly significant effects about you. It qualifies a job enquiry and offers appointment slots, nothing more.
- Safety comes first: if the conversation suggests a possible gas emergency (a gas smell, a carbon monoxide alarm, or symptoms like dizziness), the system immediately sends the official National Gas Emergency Service guidance (0800 111 999) and alerts the firm.
- The firm you contacted can review the conversation and can step in personally at any time.
Where your data is stored
We use a small number of established providers to run the service:
| Provider | What it does |
|---|---|
| Twilio | Sends and receives the SMS messages |
| Make (EU region) | Runs the automation that connects everything |
| OpenAI | Generates the AI replies, as described above |
| Google Workspace and Google Sheets | Email, and the lead log where enquiries and bookings are recorded |
| Cal.com (EU instance) | Holds the calendar bookings |
| Netlify | Hosts this website |
Some of these providers are based in, or route data through, the United States. Where personal data leaves the UK, it is protected by recognised safeguards such as the UK Extension to the EU-US Data Privacy Framework or UK-approved standard contractual clauses, depending on the provider.
How long we keep data
- Missed-call conversations and bookings (handled for a client firm): kept while the firm remains a CallRescue client, then deleted or returned to the firm within 30 days of the service ending.
- Demo line conversations: if you text our public demo number, the conversation is used only to demonstrate the product and is deleted within 30 days.
- Prospect contact details (firms we approach): kept while relevant, and removed promptly if you ask us to stop contacting you.
- Client account, billing and tax records: kept for 6 years, as UK tax law requires.
Our own marketing to trade firms
We contact plumbing and heating firms about CallRescue by email and phone. We use publicly available business contact details (for example from a firm's own website), and we rely on legitimate interests as our lawful basis: we offer a service built specifically for these firms, we contact a small number of them, and we keep messages relevant and infrequent. We follow the Privacy and Electronic Communications Regulations (PECR) in doing so.
Opting out is one step and always honoured. Reply "unsubscribe" to any email, or tell us on a call, or email hello@callrescue.co.uk. We will stop contacting you and add you to our suppression list so you are not contacted again.
Cookies and this website
This website does not set cookies and does not run advertising trackers. We measure how the site is used with Plausible, a privacy-focused analytics service: it uses no cookies, stores no personal data, does not follow you to other websites, and shows us only aggregate numbers such as page views and which button was clicked. Netlify (our host) and Google (whose fonts the site uses) may log basic technical data such as your IP address in order to serve the pages, as any web host does.
Your rights
Under UK GDPR you have the right to access the personal data we hold about you, to have it corrected or deleted, to restrict or object to how it is used, and to receive a copy in a portable format. To exercise any of these, email hello@callrescue.co.uk. If your data relates to an enquiry you made to one of our client firms, we will coordinate with that firm as the controller, and we will always help rather than bounce you between parties.
If you are unhappy with how we have handled your data, you can complain to the Information Commissioner's Office (ICO) at ico.org.uk or on 0303 123 1113. We would appreciate the chance to put things right first.
Changes to this policy
If we change this policy in any meaningful way, we will update this page and the date at the top. This version: 15 July 2026 (updated to CallRescue Ltd company details).
CallRescue is operated by CallRescue Ltd, registered in England and Wales, company number 17339092. Registered office: 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ.