Privacy Policy

1. Who we are

RxLine Ltd is a company registered in England and Wales. We provide an AI voice platform for UK healthcare businesses.

Registered address: 128 City Road, London, United Kingdom, EC1V 2NX

For any data protection queries contact us at: hello@rxline.co.uk

2. What data we collect

When patients call a pharmacy or healthcare business using our platform we may collect and process the following information.

• Caller phone number
• Caller name and date of birth where provided during a call
• The nature of the caller's query
• Call recordings and transcripts
• Appointment booking details including name, contact number, service requested, and preferred time
• Messages left for pharmacy staff

When visitors use our website we may collect.

• IP address
• Browser type and version
• Pages visited and time spent
• Cookie data where consent is given

When businesses enquire about RxLine we collect.

• Name and job title
• Business name and address
• Email address and phone number
• Any information provided in enquiry forms or email correspondence

3. How we use your data

• To provide the RxLine voice agent service on behalf of pharmacy and healthcare clients
• To handle patient queries, prescription status checks, appointment bookings, and call transfers
• To store call recordings and transcripts for the pharmacy client's operational records
• To respond to business enquiries and provide information about RxLine
• To improve the performance and accuracy of our voice agent technology
• To comply with our legal obligations

4. Our legal basis for processing

• Legitimate interests — for operating the voice agent service and handling routine patient queries on behalf of pharmacy clients
• Contract — for processing data necessary to deliver our service to business clients
• Legal obligation — where processing is required to comply with applicable law
• Consent — for any optional data collection such as non-essential cookies on our website

For special category health data we rely on Article 9(2)(h) — processing necessary for the provision of health or social care — when handling calls in a pharmacy or healthcare context.

5. Who we share your data with

We do not sell personal data to any third party under any circumstances.

We share data with the following categories of recipients only where necessary to deliver our service.

• The pharmacy or healthcare business whose phone line you called — they are the data controller for patient call data
• Our technology infrastructure providers including Retell AI for voice processing and cloud hosting providers for data storage — these providers are contractually bound to handle data securely and in accordance with UK GDPR
• Our development and technical support team where necessary for maintaining the platform

6. How long we keep your data

• Call recordings and transcripts — maximum 90 days unless a longer period is agreed with the pharmacy client
• Appointment and message records — 30 days after which they are deleted automatically
• Business enquiry data — 24 months
• Website analytics data — 12 months

7. Data security

We implement appropriate technical and organisational measures to protect personal data against unauthorised access, accidental loss, destruction, or damage. These include encrypted data transmission, access controls limiting who can view call data, secure cloud infrastructure, and regular security assessments.

8. Your rights

Under UK GDPR you have the following rights regarding your personal data.

• The right to access the personal data we hold about you
• The right to correct inaccurate data
• The right to request deletion of your data
• The right to restrict processing in certain circumstances
• The right to data portability
• The right to object to processing based on legitimate interests
• The right to withdraw consent where consent is the legal basis for processing

To exercise any of these rights contact us at hello@rxline.co.uk. We will respond within one calendar month.

If you are unhappy with how we have handled your data you have the right to lodge a complaint with the ICO at ico.org.uk.

9. Cookies

Our website uses strictly necessary cookies to function correctly. We do not use advertising or tracking cookies without your explicit consent. See our Cookie Policy for full details.

10. Changes to this policy

We may update this Privacy Policy from time to time. We will notify business clients of any material changes. The current version will always be published at rxline.co.uk/privacy.