Data Processing and Lead Handling

HelpfulCo Innovations Ltd provides Amara and processes information needed to deliver the service for customer businesses.

Amara can capture and store customer enquiries on behalf of businesses. Where Amara AI Receptionist is enabled, lead handling may also include caller phone numbers, call metadata, call summaries, transcripts and recordings depending on the setup.

Lead records may include:

• Customer name
• Phone number
• Email address
• Message
• Preferred appointment time
• Service requested
• Pet or service details where relevant
• Urgency status where relevant
• Business/source sector

Access

Lead and CRM information should be available only to authorised users of the relevant customer workspace and to authorised HelpfulCo personnel or service providers where access is necessary to operate, secure or support the service.

Retention

There is no single retention period that is appropriate for every Amara customer or every record. Information must be kept only for as long as it is needed for the purpose for which it was collected, taking account of enquiry handling, customer service, account requirements, disputes, accounting and legal obligations.

Customer businesses remain responsible for applying retention periods appropriate to their own purposes and legal obligations. HelpfulCo may provide deletion, closure or retention controls as the service develops. Records that are no longer required should be deleted or anonymised where appropriate rather than retained indefinitely.

Use of captured information

Businesses should not use captured enquiry information for unrelated marketing unless they have an appropriate lawful basis and have met any consent or direct-marketing requirements that apply.

Information used for service testing, security or quality improvement should be limited to what is necessary and handled using appropriate safeguards.

Amara is a product of HelpfulCo Innovations Ltd, incorporated August 2026. Development of Amara began in April 2026.

For more detail about lawful bases, rights, recipients and international processing, read the Privacy Policy.

Last updated: 31 August 2026.