Privacy Policy

Last updated: 5th October 2026

1. Who we are

Pro Care Websites Ltd is a company registered in England and Wales under company number 16243971.

Registered office:

17b Espace North
181 Wisbech Road
Ely
Cambridgeshire
England
CB6 1RA

Email: hello@procarewebsites.com

In this Privacy Policy, “Pro Care”, “we”, “us” and “our” refer to Pro Care Websites Ltd.

This Privacy Policy explains how we collect, use, store and protect personal information when you visit our website, contact us, become a customer, interact with our marketing or use services provided by us.

It also explains our role when we process personal information on behalf of care homes, care groups and other customers using our AI, CRM and communications services.

2. When we are the Controller and when we are a Processor

Pro Care acts as a Controller when we decide why and how personal information is used for our own business purposes.

This includes information relating to:

• visitors to our website;
• people who contact Pro Care directly;
• our customers and prospective customers;
• suppliers and business contacts;
• billing and account administration;
• our own marketing;
• security, fraud prevention and legal compliance.
  
  

For some services, particularly our AI Receptionist, AI Enquiry Follow-Up Assistant, CRM and automation services, we may process personal information on behalf of one of our customers.

In those circumstances, the customer will normally be the Controller and Pro Care will act as its Processor.

For example, if you telephone a care provider and your call is answered by an AI Receptionist supplied by Pro Care, the care provider normally determines why your information is being collected and how it should be used. Pro Care processes that information on its behalf in order to provide the service.

Where we act as a Processor, the customer's own privacy information should explain how and why your information is being used.

3. Personal information we may collect

The information we collect depends on how you interact with us and which services are being used.

This may include:

Contact information

Your name, email address, telephone number, postal address, job title and organisation.

Customer and account information

Information relating to services purchased, proposals, contracts, invoices, payments, account details and communications with us.

Enquiry information

Information you provide when asking us or one of our customers a question, requesting information or making an enquiry.

Website and technical information

IP address, browser and device information, pages visited, actions taken on our website, cookie identifiers and similar technical information.

Marketing information

Your communication preferences, marketing permissions and records of previous communications.

AI voice and communications information

Where an AI voice service is being used, this may include:

• telephone number;
• name and contact details;
• call recordings;
• call transcripts;
• AI-generated call summaries;
• information provided during the conversation;
• appointment or booking information;
• enquiry status;
• CRM records;
• call outcome;
• information required to route or escalate the conversation.
  
  

The exact information collected will depend on how the AI service has been configured.

4. Health, care and other sensitive information

Because some of our customers operate in health and social care, conversations may sometimes contain information about a person's health, disability, care needs or other sensitive circumstances.

This information may constitute special category personal data under UK data protection law.

Where Pro Care processes this information on behalf of a customer, the customer is responsible for determining the appropriate lawful basis and special category condition for collecting and using it.

We encourage customers to configure AI services so that they collect only the information genuinely required for the purpose of the conversation.

AI systems should not be configured to collect unnecessary medical, health, safeguarding or other sensitive information.

5. How we obtain personal information

We may receive personal information:

• directly from you;
• when you complete a form on our website;
• when you telephone, email or message us;
• when you book an appointment;
• when you purchase or use our services;
• from a customer for whom we are providing a service;
• from CRM systems or contact lists supplied by our customers;
• from advertising, networking or event activity;
• from publicly available business sources where lawful;
• from technology providers supporting our services;
• through cookies and similar technologies on our website.
  
  

Where an organisation supplies personal information to us for processing on its behalf, that organisation is responsible for ensuring it is entitled to collect and use that information for the intended purpose.

6. Why we use personal information

We use personal information only where we have an appropriate reason to do so.

This may include:

Providing our services

To provide, configure, maintain and support services purchased from us.

Our lawful basis will normally be performance of a contract or taking steps requested before entering into a contract.

Responding to enquiries

To respond when you contact us, request information or ask us to provide a quotation or consultation.

Depending on the circumstances, we may rely on steps before entering into a contract or our legitimate interests in responding to business enquiries.

Managing customer relationships

To manage accounts, invoices, support, service updates and our ongoing relationship with customers.

We may rely on contractual necessity, legal obligations and our legitimate interests in operating our business effectively.

Providing AI and automation services

Where we process information on behalf of a customer, we do so in accordance with that customer's documented instructions and our contract with them.

The customer determines the lawful basis for the underlying processing.

Operating and improving our business

We may use appropriate information to maintain our systems, understand service performance, investigate problems, improve our services and protect our business.

We rely on our legitimate interests where those interests are not overridden by the rights and interests of individuals.

Security and fraud prevention

We may process information to protect our systems, customers and business from misuse, fraud, cyber security incidents or other unlawful activity.

Legal and regulatory requirements

We may process information where necessary to comply with legislation, regulatory requirements, court orders or other legal obligations.

Marketing

We may use personal information to tell existing or prospective business customers about relevant Pro Care services where permitted by law.

Where consent is required, we will ask for it.

7. AI Receptionist

Our AI Receptionist service can answer incoming telephone calls on behalf of a customer.

Depending on how the customer configures the service, it may:

• answer routine questions;
• collect contact information;
• ask agreed qualification questions;
• identify the reason for a call;
• create or update CRM records;
• book appointments;
• transfer calls;
• notify members of staff;
• record and transcribe calls;
• create summaries of conversations.
  
  

The service uses artificial intelligence to interpret and respond to callers.

The customer determines what the agent is authorised to discuss, what information it should collect and when a human should take over.

8. AI Enquiry Follow-Up Assistant

Our AI Enquiry Follow-Up Assistant can make outbound calls on behalf of a customer using an agreed contact list or trigger.

For example, a care provider may use the service to follow up an existing care enquiry, contact somebody who has asked for further information, arrange a conversation or carry out another agreed follow-up activity.

Information used for outbound calls may include information supplied by the customer from its CRM, enquiry system or another lawful source.

Before providing an outbound service, we require the customer to identify the intended audience, purpose of the calls, source of the information and required call process.

Where calls constitute direct marketing, the customer is responsible for ensuring that the proposed activity complies with applicable data protection and electronic marketing rules.

We may decline or suspend an outbound activity where we reasonably believe that the information should not be used for the proposed purpose.

9. Call recording and transcription

AI voice services may record, transcribe and summarise telephone conversations where this functionality is enabled.

The organisation responsible for the call should provide appropriate information to callers about recording and the purposes for which their information will be used.

Call recordings and transcripts may contain personal information and, depending on the conversation, may include special category information.

Access to recordings and transcripts should therefore be limited to people who genuinely require access.

10. Artificial intelligence and automated processing

Our AI services automate parts of customer communication such as answering questions, gathering information, routing enquiries, creating records and booking appointments.

They are not intended to make solely automated decisions about a person's eligibility for care, treatment, safeguarding, employment or another matter producing legal or similarly significant effects.

Where a customer wishes to use technology for a more significant automated decision, this must be separately assessed and configured in accordance with applicable data protection law.

Human involvement should remain available wherever judgement, empathy, professional expertise or a significant decision is required.

11. Direct marketing

We may contact business customers and prospective customers about services we reasonably believe may be relevant to them where the law permits us to do so.

Depending on the communication and recipient, we may rely on consent or legitimate interests.

You can ask us to stop sending direct marketing at any time.

We will maintain appropriate suppression records so that we can respect requests not to receive further marketing.

Where we provide marketing or outbound calling technology on behalf of a customer, that customer remains responsible for determining whether the intended communication is lawful, including any consent, preference-service or suppression requirements that apply.

You have an absolute right to object to the use of your personal information for direct marketing.

If you ask us to stop, we will do so.

12. Who we share personal information with

We do not sell personal information.

We may share information where reasonably necessary with:

• customers on whose behalf we process information;
• specialist service delivery partners;
• CRM and customer management providers;
• AI and language-model technology providers;
• telecommunications and telephone providers;
• workflow and automation providers;
• cloud hosting and data storage providers;
• email, SMS and communications providers;
• payment and billing providers;
• analytics and advertising providers where appropriate consent has been obtained;
• professional advisers such as accountants, solicitors and insurers;
• regulators, courts, law enforcement bodies or public authorities where required;
• a purchaser or prospective purchaser where our business or assets are sold or reorganised.
  
  

Where another organisation processes personal information on our behalf, we require appropriate contractual and data protection arrangements.

A current list of relevant service providers or sub-processors used for a particular service is available on request.

13. International transfers

Some of the technology providers used to deliver our services may process personal information outside the United Kingdom.

Where a transfer of personal information outside the UK is restricted by data protection law, we will ensure that an appropriate transfer mechanism is used.

This may include:

• UK adequacy regulations; or
• appropriate contractual safeguards such as the UK International Data Transfer Agreement or applicable UK Addendum.
  
  

We may also carry out any assessment required to ensure that the information continues to receive an appropriate level of protection.

14. How long we keep personal information

We keep personal information only for as long as reasonably necessary for the purpose for which it was collected and to meet any legal, accounting, contractual or regulatory requirements.

The retention period depends on the nature of the information and why we hold it.

For example:

Customer, contract and billing information may need to be retained after a customer relationship ends in order to deal with legal, tax, accounting or contractual obligations.

Marketing information is retained while it remains relevant, together with suppression information required to ensure we respect opt-outs.

Website and technical information is retained according to the purpose of the technology and the applicable provider settings.

Where we process AI call information, transcripts, CRM data or other personal information on behalf of a customer, retention will normally be determined by that customer's instructions and the configuration of the service.

When a service ends, information processed solely on behalf of a customer will be returned or deleted in accordance with our agreement with the customer, subject to legitimate backup and legal retention requirements.

15. Keeping personal information secure

We use appropriate technical and organisational measures designed to protect personal information against unauthorised access, loss, alteration, disclosure or destruction.

Measures may include access controls, authentication, encryption where appropriate, secure cloud infrastructure, restricted administrative access and contractual safeguards with technology providers.

No internet-connected system can be guaranteed to be completely secure, but we regularly review the measures appropriate to the services we provide and the information involved.

16. Cookies and similar technologies

Our website may use cookies and similar technologies.

Some cookies are necessary for the website to function correctly and can be used without asking for consent.

Other technologies may be used for purposes such as:

• website analytics;
• functionality and preferences;
• advertising;
• remarketing;
• measuring advertising performance;
• social media functionality.
  
  

Where consent is required, these technologies will not be activated until you have made an appropriate choice through our cookie consent mechanism.

You can change your non-essential cookie preferences through our consent settings.

Rejecting non-essential cookies will not prevent you from using the main functions of our website.

17. Your data protection rights

Depending on the circumstances and the lawful basis being used, you may have the right to:

• ask for access to personal information held about you;
• ask us to correct inaccurate or incomplete information;
• ask for personal information to be deleted;
• ask us to restrict how information is used;
• object to certain processing;
• receive certain information in a portable format;
• withdraw consent where processing is based on consent;
• object to direct marketing at any time;
• raise concerns about certain automated decisions where applicable.
  
  

These rights are not absolute and may depend on the circumstances.

We may need to verify your identity before responding to a request.

There is normally no charge for exercising your rights.

18. Requests relating to one of our customers

If your information has been processed by Pro Care solely because you interacted with one of our customers, that customer will normally be the Controller responsible for responding to your data protection request.

For example, if you called a care home and spoke to an AI Receptionist supplied by us, you should normally contact the care home about access, deletion or other rights relating to that conversation.

If you contact us instead, we will take reasonable steps to identify the relevant Controller and assist them in responding to your request.

19. Complaints

If you have concerns about how Pro Care has used your personal information, please contact us first so we can investigate.

You also have the right to complain to the Information Commissioner's Office (ICO), the UK's independent data protection regulator.

20. Children

Our website and marketing services are primarily intended for businesses and are not directed towards children.

Some services supplied to our customers may involve information relating to children or young people where this is appropriate to the customer's activities.

Where this occurs, the customer is responsible for ensuring that the information is collected and used lawfully and that any additional protections required for children are in place.

21. Business transfers

If Pro Care Websites Ltd is sold, merged, reorganised or transfers part of its business, relevant personal information may be transferred as part of that transaction.

Any recipient will be required to handle the information in accordance with applicable data protection law.

22. Changes to this Privacy Policy

We may update this Privacy Policy when our services, technology or legal obligations change.

The latest version will always be published on our website together with the date it was last updated.

Where a change materially affects how we use personal information, we will take reasonable steps to bring that change to the attention of affected individuals where required.

23. Contact us

If you have a question about this Privacy Policy, how we use personal information or your data protection rights, contact:

Pro Care Websites Ltd
Company number: 16243971

17b Espace North
181 Wisbech Road
Ely
Cambridgeshire
England
CB6 1RA

Email: hello@procarewebsites.com