Privacy Policy

HelpfulCo Innovations Ltd provides Amara and related AI, booking, receptionist and business software services. Amara is a product of HelpfulCo Innovations Ltd.

Who is responsible for your information

When Amara is used on behalf of a customer business to handle that business's enquiries, the customer business will normally decide why the enquiry information is needed and will normally act as the data controller. HelpfulCo Innovations Ltd processes that information to provide the Amara service and will normally act as a processor for that activity.

HelpfulCo Innovations Ltd may act as a controller for information used for our own account administration, security, billing, support, website enquiries, service management and other purposes where we decide why and how the information is processed.

Information we may process

When a website visitor uses an Amara assistant, information may include name, phone number, email address, enquiry details, preferred appointment time, service details and information typed into the assistant.

Where Amara AI Receptionist is enabled, information may also include caller phone numbers, call metadata, call summaries, transcripts and recordings depending on the customer's setup and the features enabled.

Account and business users may also provide login, organisation, billing, support, booking, CRM and configuration information needed to operate their Amara workspace.

Why we use information

• To record, route and manage enquiries and bookings.
• To provide customer workspaces, CRM, receptionist and related Amara features.
• To help the relevant business respond to customers.
• To provide support, service administration and billing.
• To maintain security, reliability, fraud prevention and misuse protection.
• To test and improve the safety, accuracy and usefulness of the service using appropriate safeguards.

Lawful bases

The lawful basis depends on the activity. It may include performing a contract or taking steps requested before entering one, legitimate interests in operating and securing the service and responding to enquiries, compliance with a legal obligation, or consent where the law requires consent. Customer businesses are responsible for identifying the appropriate lawful basis for their own use of enquiry information.

AI processing

Where AI is used to generate a response, information entered by the visitor may be processed to understand the request, produce a useful reply and prepare an enquiry or lead record. Amara is designed as an assistance and workflow service rather than a system for making decisions that produce legal or similarly significant effects about individuals solely by automated processing.

Who information may be shared with

Information may be made available to the business that owns the relevant Amara assistant and to authorised users of that business. We also use service providers where necessary to provide hosting and databases, AI processing, communications and telephony, email delivery, payments, security and technical support. Providers receive only the information needed for the service they supply and are subject to appropriate contractual and security requirements.

We do not sell personal information.

International processing

Some technology suppliers may process information outside the United Kingdom. Where this amounts to a restricted transfer under UK data-protection law, an applicable transfer safeguard must be used, such as UK adequacy regulations or an approved contractual transfer mechanism. Further information about relevant suppliers and safeguards can be requested through our Contact page.

How long information is kept

We keep personal information only for as long as it is reasonably needed for the purpose for which it was collected, including enquiry handling, customer service, account administration, security, dispute handling, accounting and legal obligations. Customer businesses may set or apply their own retention periods for enquiry and CRM information. Information that is no longer required should be deleted or anonymised where appropriate.

Your rights

Depending on the circumstances, UK data-protection law may give you rights to request access to your information, correction, erasure, restriction, objection and data portability, and to withdraw consent where processing relies on consent. If the information was collected through a customer business's Amara assistant, contacting that business is often the quickest route. You may also contact HelpfulCo Innovations Ltd through the Contact page.

If you are unhappy with how personal information has been handled, you also have the right to complain to the UK Information Commissioner's Office.

Sensitive information

Visitors should not enter highly sensitive, special-category or children's information unless it is genuinely necessary for the enquiry and the receiving business has an appropriate reason and lawful basis to collect it. For urgent, medical, legal, financial, safeguarding or emergency matters, visitors should contact the relevant professional, business or emergency service directly where appropriate.

Security

Amara uses technical and organisational safeguards intended to protect information, including restricted access controls, encrypted connections, authenticated customer workspaces and service monitoring. No online service can guarantee absolute security, and safeguards are reviewed as the service develops.

Learn more about the company behind Amara on the HelpfulCo Innovations Ltd page.

Last updated: 31 August 2026. This notice describes the current Amara service and may be updated as features, suppliers or legal requirements change.