Information we are required to display under the Companies Act 2006, the Company, Limited Liability Partnership and Business (Names and Trading Disclosures) Regulations 2015 and the Electronic Commerce (EC Directive) Regulations 2002.
| Trading name | Askerly |
|---|---|
| Legal entity | ARC Investment Group Holdings Ltd |
| Company registration | Registered in England and Wales, company number 17078109 |
| Registered office | 17 Plumbers Row, Unit D, Upper Ground Floor, London E1 1EQ |
| VAT status | Not currently VAT registered. Prices are quoted exclusive of VAT; VAT will be added at the prevailing rate if and when we become VAT registered. |
| ICO registration | [ICO REGISTRATION NUMBER — registration pending] |
| hello@askerly.ai | |
| Telephone | +44 7886 079994 |
| Privacy lead | Jeffrey Ali, Director — hello@askerly.ai |
How Askerly collects, uses, shares and protects personal data, and your rights under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018.
ARC Investment Group Holdings Ltd (trading as Askerly, "we", "us", "our") provides AI-enhanced customer communication services — voice agents, chat and messaging agents, and related tools — to businesses in the United Kingdom.
We act in two different roles, and which one applies determines how your data is handled:
We do not intentionally collect special category data (such as health, religious or biometric data) about website visitors or Clients. Voice recordings are not used for biometric identification.
| Purpose | Lawful basis (UK GDPR Art. 6) |
|---|---|
| Responding to enquiries, arranging demonstrations and call-backs | Legitimate interests (responding to a request you made); steps prior to entering a contract |
| Providing the demonstration line, including recording and transcribing calls to evaluate and improve the agent | Legitimate interests (operating and improving our service); you are informed before the recording begins |
| Setting up, providing, supporting and billing the Askerly service to Clients | Performance of a contract |
| Building and training a Client's agent from the information the Client supplies | Performance of a contract |
| Improving our products, monitoring quality, fixing faults, security monitoring and fraud prevention | Legitimate interests |
| Sending marketing about our services to business contacts | Legitimate interests, or consent where required — see Marketing |
| Complying with law, accounting, tax and regulatory obligations; handling disputes and complaints | Legal obligation; legitimate interests |
Where we rely on legitimate interests we have balanced those interests against your rights and freedoms. You can ask us for details of that assessment.
Our agents use artificial intelligence to understand and respond to conversations, capture details, and carry out tasks such as recording a booking request. They do not make decisions that produce legal effects or similarly significant effects on you without human involvement. In particular, Askerly agents capture information and provide summaries; they do not make hiring, credit, admission or eligibility decisions — those remain with the organisation deploying the agent and its people. Where an agent cannot resolve a matter, it flags it for a person. You can ask to speak to a person at any time during an interaction with an Askerly-powered agent. For more on how our AI works and what callers are told, see the Call Recording & AI Disclosure Notice.
We do not use the content of Client or End User conversations to train general-purpose AI models available to other customers. Conversation content is used only to operate, evaluate and improve the specific service provided to that Client, and in de-identified aggregate form for quality monitoring, unless the Client agrees otherwise in writing.
We share personal data only where necessary, with:
We do not sell personal data.
Some of our service providers are located, or store data, outside the United Kingdom, including in the European Economic Area and the United States. Where personal data leaves the UK we rely on one or more of the following safeguards: a UK adequacy regulation (including for the EEA, and for US organisations certified under the UK Extension to the EU–US Data Privacy Framework); the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses, together with a transfer risk assessment; or, exceptionally, a derogation permitted by law. You may request a copy of the relevant safeguard by contacting us.
| Data | Retention |
|---|---|
| Enquiry and demo-request details (no contract follows) | Up to 24 months from last contact, then deleted |
| Demonstration line recordings and transcripts | Up to 12 months, then deleted, unless needed for a complaint or legal claim |
| Client account, contract and billing records | Duration of the contract plus 6 years (limitation and tax rules) |
| Client conversation data (recordings, transcripts, messages) held as processor | As instructed by the Client in the service settings; default [DEFAULT RETENTION PERIOD, e.g. 90 days] then deleted; deleted or returned within 30 days of contract end |
| Platform security and access logs | Up to 12 months |
| Marketing suppression records (your opt-outs) | Kept indefinitely so we can honour them |
We use encryption in transit (TLS) and at rest with our providers, role-based access controls, multi-factor authentication for administrative access, logging and monitoring, least-privilege staff access, vetting of sub-processors, and regular review of our security measures. No system is perfectly secure; if we become aware of a personal data breach that is likely to result in a risk to you, we will notify the Information Commissioner's Office within 72 hours where required and inform affected individuals without undue delay where the risk is high.
Under UK GDPR you have the right to: access your personal data; have inaccurate data rectified; have data erased in certain circumstances; restrict processing; object to processing based on legitimate interests and to direct marketing at any time; data portability for data you provided to us under contract or consent; withdraw consent at any time where consent is our basis; and not to be subject to solely automated decisions with legal or similarly significant effects.
To exercise any right, email hello@askerly.ai. We will respond within one month (extendable by two months for complex requests, in which case we will tell you). We may need to verify your identity. There is normally no fee.
You also have the right to complain to the Information Commissioner's Office (ico.org.uk, helpline 0303 123 1113). We would welcome the chance to address your concern first.
Our websites and services are directed at businesses and adults. We do not knowingly collect personal data from anyone under 18 as a Client or website user. Where a Client's End Users may include children, the Client is responsible for ensuring its use of Askerly is appropriate and lawful.
We may update this Policy. Material changes will be signposted on our website and, for Clients, by email. The effective date at the top shows when it was last changed.
What callers and messagers are told, why we record, and the legal framework: UK GDPR, the Privacy and Electronic Communications Regulations 2003 (PECR), and the Telecommunications (Lawful Business Practice) (Interception of Communications) Regulations 2000.
Calls to +44 7886 079994 are answered by an AI agent. At the start of every call the agent states, in substance, that you are speaking to Askerly's AI assistant and that the call is recorded and transcribed for quality, training and service improvement. If you do not wish to be recorded, please end the call and contact us by email instead.
These purposes are among those permitted under the Lawful Business Practice Regulations. Our lawful basis under UK GDPR is legitimate interests, and the recording announcement ensures fairness and transparency.
Each Client's agent is configured to announce, at the beginning of each call, that the caller is speaking to an AI assistant acting for the Client and, where recording is enabled, that the call is recorded. Clients are contractually required to keep this announcement enabled, to publish their own privacy notice covering calls and messages, and not to use the service in a way that misleads callers into believing they are speaking to a human. If a caller asks whether they are speaking to a person or a machine, the agent will answer truthfully.
For WhatsApp, website chat and social messaging, the agent identifies itself as an AI assistant in its first message or in the persistent chat header. WhatsApp business messaging is initiated only to individuals who have opted in in accordance with WhatsApp's business messaging policies and PECR.
You may ask an Askerly agent to be transferred to, or called back by, a person, and you may ask the business you contacted to delete a recording, subject to that business's legal obligations. Requests about our own demonstration line can be sent to hello@askerly.ai.
Cookies and similar technologies used on askerly.ai and its subdomains, in accordance with PECR and UK GDPR.
| Category | Name / provider | Purpose | Duration | Consent |
|---|---|---|---|---|
| Strictly necessary | Platform session cookies — app.askerly.ai | Keep you signed in and secure your session | Session / up to 30 days | Not required |
| Strictly necessary | Consent preference — askerly.ai | Remember your cookie choices | 12 months | Not required |
| Functional | Google Fonts (Google LLC) | Loads the Inter typeface. Your IP address is sent to Google when the font is fetched. No cookie is set. | — | Not required (no storage); disclosed for transparency |
| Analytics | [e.g. Google Analytics 4 — _ga, _ga_*] | Understand how visitors use the site | [Up to 24 months] | Required — off until you accept |
| Advertising | [e.g. Meta Pixel — _fbp, _fbc] | Measure the results of our advertising on Meta platforms and show relevant ads | [Up to 90 days] | Required — off until you accept |
You can change your choices at any time using the cookie settings link in the website footer (where available), or by deleting cookies in your browser settings. Blocking strictly necessary cookies may stop parts of the platform from working.
Our website is hosted by Netlify, Inc., which keeps standard server logs for security. Email we send may contain a small image that tells us whether it was opened; you can block images in your email client to prevent this.
Terms that apply to anyone visiting askerly.ai and its subdomains. Use of the Askerly platform itself is governed by the Terms of Service.
The agreement between ARC Investment Group Holdings Ltd trading as Askerly ("Askerly", "we") and the business that subscribes to the Askerly services ("Client", "you"). These Terms, the order confirmation, the Acceptable Use Policy and the Data Processing Agreement together form the "Agreement". They are business-to-business terms; the services are not offered to consumers.
Askerly provides AI-powered communication agents that can answer and place telephone calls, respond to WhatsApp, website chat and social messages, capture enquiries and booking requests, and log conversations to a dashboard at app.askerly.ai (the "Services"). The scope, channels, usage allowance and price of your Services are set out in your order confirmation ("Order").
AI agents generate responses probabilistically. Although configured, tested and monitored with care, an agent may occasionally misunderstand a request, give an incomplete answer, or fail to capture a detail. You acknowledge this inherent characteristic, agree that the Services are provided to assist and not replace your judgement, and agree to maintain reasonable checks (such as reviewing booking requests and flagged conversations). We do not warrant that the agent's outputs will be error-free or will achieve any particular commercial result.
Each party will keep the other's confidential information confidential, use it only for the purposes of the Agreement, and protect it with at least reasonable care, for the term of the Agreement and five years afterwards. This does not apply to information that is public, already known, independently developed, or required to be disclosed by law.
The Data Processing Agreement applies to all personal data we process on your behalf and forms part of this Agreement.
Each party warrants that it has authority to enter the Agreement. Except as expressly stated, all warranties, conditions and terms implied by law are excluded to the fullest extent permitted, including any implied terms of satisfactory quality or fitness for purpose.
You will indemnify us against claims, fines and losses arising from your breach of the Acceptable Use Policy, your failure to comply with data protection or telecoms law in your use of the Services, or content or instructions you provide.
We may suspend the Services immediately if we reasonably believe your use breaches the Acceptable Use Policy or the law, creates a security risk, or is the subject of a complaint from a carrier, platform or regulator, and will tell you as soon as practicable.
Enterprise customers are governed by a separate written agreement, which takes precedence over these Terms where the two differ. A data processing agreement is available on request, and data retention, security measures and support commitments are set out in that agreement.
Rules for using Askerly agents, numbers and messaging channels. Breach may lead to suspension or termination.
You must not use, and must not allow anyone else to use, the Services to:
We may investigate suspected breaches, monitor usage patterns for abuse, and cooperate with carriers, platforms and regulators. Report abuse to hello@askerly.ai.
The terms required by Article 28 UK GDPR governing personal data we process on behalf of a Client. Forms part of the Terms of Service.
| Subject matter | Operation of AI communication agents (voice, chat, messaging) for the Client. |
|---|---|
| Duration | The term of the Agreement plus the deletion period in 8.8. |
| Nature and purpose | Receiving and placing calls and messages; speech recognition and synthesis; natural-language understanding and generation; recording and transcription; extraction of enquiry and booking details; logging to the Client's dashboard; notifications to the Client; analytics for the Client. |
| Categories of data subjects | The Client's customers, prospective customers, callers, messagers, suppliers and staff who interact with the agent; the Client's authorised users. |
| Categories of personal data | Names; telephone numbers; email addresses; message and call content (audio, transcripts, text); booking and enquiry details; preferences; call metadata (time, duration, CLI); dashboard user account details. Special category data only where the Client's configuration necessarily involves it and the Client has a lawful basis. |
The Client warrants that it has a lawful basis for the processing, has provided all necessary notices (including recording and AI disclosures) and obtained any necessary consents, and that its instructions comply with the law.
We will: process personal data only on the Client's documented instructions (including those given through the platform settings), unless required by law, in which case we will inform the Client unless prohibited; ensure staff are bound by confidentiality; implement the technical and organisational measures in 8.6; assist the Client with data subject requests, DPIAs and consultation with the ICO, taking into account the nature of the processing; make available information necessary to demonstrate compliance and allow audits under 8.7; and inform the Client if we believe an instruction infringes data protection law.
The Client gives general authorisation for us to appoint the sub-processors listed in Sub-processors. We will give at least 30 days' notice of any intended addition or replacement by updating that list and notifying Client account contacts by email. The Client may object on reasonable data-protection grounds within that period; if we cannot resolve the objection the Client may terminate the affected Services without penalty. We impose on each sub-processor written terms materially equivalent to this DPA and remain liable for their performance.
We will not transfer personal data outside the UK without ensuring an appropriate safeguard under Chapter V UK GDPR (adequacy regulations, the IDTA, or the UK Addendum to the EU SCCs, with a transfer risk assessment).
On reasonable written notice, no more than once per year unless required by a regulator or following a breach, the Client may audit our compliance with this DPA. We may first satisfy the request with our written responses, third-party certifications or audit reports from us or our sub-processors. On-site audits will be conducted during business hours, with minimal disruption and subject to confidentiality.
We will notify the Client without undue delay, and in any event within 48 hours, after becoming aware of a personal data breach affecting the Client's data, providing the information reasonably required to enable the Client to meet its 72-hour notification obligation, and will cooperate in investigation, mitigation and remediation.
During the Agreement, the Client may configure retention periods and delete data via the platform. Within 30 days after the end of the Agreement we will, at the Client's choice, return the personal data in a commonly used format and/or delete it, and delete existing copies unless law requires retention, in which case we will isolate and protect it and delete when the requirement ends. Backups are overwritten in the ordinary cycle within [e.g. 90] days.
Liability under this DPA is subject to the limitations in the Terms of Service, save that nothing limits either party's liability to data subjects or regulators where the law does not permit it.
Third parties that process personal data on our behalf in delivering the Services. Confirm each entry with the provider's own documentation before publishing.
| Provider | Service | Location of processing | Transfer safeguard |
|---|---|---|---|
| Autocalls [legal entity name] | Voice and messaging agent platform, call handling, recording, transcription, campaign tooling, dashboard hosting | [confirm — EU / UK / US] | [Adequacy / IDTA / UK Addendum to SCCs] |
| [Telephony carrier, e.g. Twilio Inc.] | Telephone numbers, call routing, SMS | [confirm] | [confirm] |
| Meta Platforms Ireland Limited | WhatsApp Business messaging (where the Client uses WhatsApp) | EEA / US | Adequacy (EEA); Data Privacy Framework / SCCs (US) |
| [AI model provider(s), e.g. OpenAI / Anthropic / ElevenLabs] | Speech recognition, language generation, speech synthesis | [confirm] | [confirm] |
| Google Ireland Limited / Google LLC (Google Workspace) | Email, calendar, document and spreadsheet storage, lead records | EEA / US | Adequacy (EEA); Data Privacy Framework and SCCs (US) |
| Netlify, Inc. | Website hosting (askerly.ai subdomains), server logs | US / global CDN | Data Privacy Framework / SCCs |
| Stripe Payments UK Ltd / Stripe, Inc. | Billing, card payments and invoicing | UK / EEA / US | Adequacy (EEA); Data Privacy Framework and SCCs (US) |
| [Analytics / advertising, if used] | Website analytics and advertising measurement | [confirm] | [confirm] |
Last updated: 1 September 2026. To receive notice of changes, email hello@askerly.ai with the subject "Sub-processor updates".
How we market our own services, and the standards we apply to outbound activity run through Askerly.
We may contact business contacts about Askerly services by email or telephone where we have a legitimate interest to do so and, for individual subscribers (sole traders and partnerships), where you have consented or where the "soft opt-in" applies. We screen outbound marketing calls against the Telephone Preference Service and Corporate Telephone Preference Service. Every marketing email includes an unsubscribe link, and you can opt out at any time by emailing hello@askerly.ai. Opting out will not affect service communications about your account.
If you enter your number in a "call me back" form, we (or an Askerly agent acting for us) will call you once to arrange your demonstration. This is a solicited call made at your request. Your number is retained under the Privacy Policy retention periods.
Where a Client uses Askerly for outbound calls or messages, the Client is responsible for the lawfulness of the campaign, including consent, TPS/CTPS screening, calling-hours restrictions, presentation of a valid caller number, and honouring opt-outs. We provide tools to support compliance (for example blacklists and disclosure announcements) and may suspend campaigns that appear to breach the Acceptable Use Policy.
We want as many people as possible to be able to use our websites and services. Our sites are designed to be usable on mobile devices, with readable text sizes, sufficient colour contrast, keyboard-operable controls, labelled form fields and reduced-motion support for users who have that preference set. We aim to conform with the Web Content Accessibility Guidelines (WCAG) 2.2 at level AA and continue to improve. Our AI voice agents offer callers the option to reach a person, and our messaging channels provide a text alternative to telephone contact.
If you experience difficulty accessing any part of our website or services, or need information in an alternative format, contact hello@askerly.ai and we will do our best to help.
We take complaints seriously and aim to resolve them quickly and fairly.
All privacy requests and general enquiries: hello@askerly.ai