The small print
Privacy, terms & cookies.
Written to be read. Tap a heading to open it.
Your data, in plain English
What happens to your callers' details.
The short version. The full privacy policy is underneath.
The number of the person who rang you, the texts back and forth, and the job details they give. For our clients: your name, business, number and email.
You, because it's your enquiry. And the two of us, only to set things up or fix a problem. We never sell it or use it for our own marketing.
With the providers named in our privacy policy: Twilio for texts, Make for the automation, Airtable for records and OpenAI to help write replies. Each works under a data processing agreement, and OpenAI doesn't train its models on this data.
Conversations are deleted after 90 days. Client records are kept for the contract plus six years, because the law requires it.
Email ddeniz@instant-reply.co.uk and tell us what you'd like removed. We reply within 30 days, usually much sooner.
No badges we haven't earned. We're a small company, MFDD Torquay Limited, registered in England and Wales, company number 17486772.
Privacy Policy
Last updated: October 2026
1. Who we are
Instant Reply is a trading name of MFDD Torquay Limited (company number 17486772, registered in England and Wales) ("we", "us", "our"). We are the data controller for the personal data of our client businesses and of people who use this website, ask to be set up or book a call. For the enquiry data of people who call our clients, we act as a data processor on behalf of the client business they called, under our Data Processing Agreement. We are registering with the Information Commissioner's Office (ICO).
Contact: ddeniz@instant-reply.co.uk
2. What data we collect and why
Enquiry data from missed calls. When a caller's call to one of our client businesses goes unanswered, our system sends an automated text message to the caller's mobile number. We collect: the caller's phone number, the content of the text conversation (what they need, their location, urgency), and any contact details they provide. We process this data to perform the service our client has contracted us for — capturing and forwarding genuine business enquiries.
Client business data. Name, business name, phone number, email address, and billing details of businesses that sign up to use Instant.Reply. We process this to deliver and administer the service.
Website visitors. We don't use analytics cookies. If you choose "Allow" on our cookie banner, the Google Ads tag and the Meta Pixel (Facebook and Instagram) load and receive details of your visit, such as the pages you view, whether you ask to be set up or book a call, your device and browser, and your IP address, so we can measure which adverts lead to bookings. We don't use them to show you personalised adverts. If you choose "No thanks", or haven't chosen, they don't load. If you arrive from one of our adverts or links, the web address can carry a short source code (for example "src=google"), which we pass to the set-up form and booking page so we know where the enquiry came from. It is not stored on your device.
Set-up requests and bookings. When you fill in the set-up form or book a call, we collect what you enter, such as your name, business, phone number, email and trade, to set up your service and to contact you about it.
3. Lawful basis for processing
Callers (enquiry data): We process this on behalf of our client businesses, who rely on legitimate interests (Article 6(1)(f) UK GDPR). Our client businesses have a legitimate interest in capturing missed enquiries, and callers have a reasonable expectation that a business they tried to contact may respond. The text message identifies itself as an automated reply — it never pretends to be a person.
Client businesses: Performance of a contract (Article 6(1)(b) UK GDPR).
Set-up requests and bookings: Steps taken at your request before entering into a contract (Article 6(1)(b) UK GDPR).
Advertising cookies on this website: Your consent (Article 6(1)(a) UK GDPR and Regulation 6 PECR). You can withdraw it at any time with the "Cookie settings" link at the bottom of every page.
4. PECR compliance
Our automated text-back is a direct response to a call initiated by the caller. Under the Privacy and Electronic Communications Regulations 2003 (PECR), Regulation 19, this is not unsolicited direct marketing — it is a service message triggered by the caller's own action. Where a caller starts a conversation with us and then stops replying before we have captured what they need, we send one further message, approximately two days later, asking whether they still want the work doing. That message closes the same enquiry the caller opened. It is never sent to someone who has not already replied to us, never sent more than once, and never sent after a caller replies STOP. Beyond that we send no marketing messages and no promotional content, and we do not purchase, rent, or use third-party contact lists.
5. Who we share data with
We use the following processors to deliver the service. Each operates under a data processing agreement and processes data only on our instructions:
Twilio (USA, UK transfer safeguards in place) — telephony and SMS delivery.
Make.com (Celonis) (EU) — workflow automation.
Airtable (USA, UK transfer safeguards in place) — enquiry database.
OpenAI (USA, UK transfer safeguards in place) — AI-assisted conversation handling. API data is not used to train models.
Cal.com — booking your set-up call.
Netlify — website hosting and the set-up form.
Google and Meta — only if you accept advertising cookies on our website, to show us which adverts led to a booking. They act as separate controllers for this data under their own privacy policies.
Enquiry details go to the client business the caller was trying to reach, which is the controller of that data.
6. International transfers
Some of our processors are based in the United States. Where personal data is transferred outside the UK, we rely on the UK International Data Transfer Agreement, the UK Addendum to the EU Standard Contractual Clauses, or the UK-US Data Bridge where the recipient is certified under it.
7. How long we keep data
Enquiry conversations: 90 days from the date of the conversation, after which they are permanently deleted.
Client business data: For the duration of the contract plus 6 years (to meet legal and accounting obligations).
Billing records: 6 years as required by HMRC.
Set-up requests and bookings that don't become clients: up to 12 months after the request, then deleted.
8. Your rights
Under UK GDPR you have the right to: access your personal data; have inaccurate data corrected; have your data erased (in certain circumstances); restrict or object to processing; data portability; and lodge a complaint with the ICO.
To exercise any right, email ddeniz@instant-reply.co.uk. We will respond within 30 days.
9. Complaints
If you are unhappy with how we handle your data, you can complain to the Information Commissioner's Office: ico.org.uk/make-a-complaint or call 0303 123 1113.
Terms of Service
Last updated: October 2026
1. The service
Instant Reply (a trading name of MFDD Torquay Limited, company number 17486772) provides an automated missed-call text-back and enquiry capture service for UK businesses ("Client"). We send an automated SMS to callers whose calls go unanswered, qualify the enquiry through a short text conversation, and forward the details to the Client.
2. Setup and fees
Fees are as quoted during the sales call or in writing. Where the chosen plan includes a one-time setup fee, it is payable before activation and includes the first month of service; the monthly fee then starts on day 31. Monthly service fees are invoiced monthly in advance. All prices are in GBP. We are not registered for VAT, so no VAT is added to our prices. We reserve the right to adjust monthly fees on 30 days' written notice.
Founders offer
The Founders plan (£299 a month, no setup fee, three-month minimum then monthly) is a founders offer, open to our first 20 clients in roofing, building, electrical and heating work. Once 20 founding clients have signed, it closes to new clients. Founding clients keep it for their full term.
Starting the service
We set the service up with the Client on a short call. The first payment (the first month on the Founders plan, or the setup fee on the Growth package) is taken when the service is switched on, and the fees in section 2 apply from then. The 60-day guarantee below applies.
3. What we do
We will: configure the text-back system on the Client's existing phone number; respond to missed calls with an automated text within seconds; capture enquiry details (job type, location, urgency) and forward them to the Client; flag urgent enquiries for immediate attention; and provide a monthly summary of enquiries captured.
4. What we don't do
We do not: answer live calls; quote prices or commit to appointments on the Client's behalf; provide legal, medical, or financial advice to callers; guarantee any specific number of leads or any revenue, other than under the 60-day guarantee in section 10; or store caller data beyond the retention period stated in our Privacy Policy.
5. Client responsibilities
The Client will: provide accurate business information during setup; respond to forwarded enquiries in a timely manner; not use the service to send unsolicited marketing; comply with all applicable UK laws including GDPR and PECR; and pay invoices within 14 days of issue.
6. Data processing
We act as a data processor on behalf of the Client for caller enquiry data. A separate Data Processing Agreement is available on request and forms part of these terms. Our Privacy Policy sets out how we handle personal data.
7. Availability
We aim for 99.5% uptime but do not guarantee uninterrupted service. Downtime caused by third-party providers (telephony networks, hosting) is outside our control. We will notify the Client of planned maintenance where possible.
8. Liability
Our total liability under these terms is limited to the fees paid by the Client in the 3 months preceding the claim. We are not liable for: lost revenue, lost business, or indirect or consequential losses; the Client's failure to follow up on forwarded enquiries; or any act or omission of the caller.
9. Term and cancellation
On the Growth package there is no minimum contract term. On the Founders plan the minimum term is three months from activation, after which it continues monthly. Either party may cancel with 30 days' written notice by email. On cancellation, we will deactivate the service and delete caller data in accordance with our Privacy Policy. The setup fee is non-refundable after activation, except where Instant Reply fails to activate the service on the Client’s number within seven working days of receiving all required information. Our 60-day guarantee is set out in section 10. Referral credits of one month per referred business that signs are applied to the Client’s account; three in any twelve-month period waives the monthly fee for that period.
10. Our 60-day guarantee
If the service catches fewer than 3 enquiries in the Client’s first 60 days as a paying client, we will refund every monthly fee the Client has paid, and the Client may end the agreement straight away with no further fees, including on the Founders plan.
What counts as an enquiry. A call to the Client’s number that went unanswered and was forwarded to us, where the caller received our text and replied with details of a job or request, so that we sent the Client a job card. Our system records each one, and they are listed in the Client’s monthly summary. Several calls or messages from the same person about the same job count once. Calls from numbers on the Client’s safe list, and messages that are spam or clearly not genuine enquiries, do not count.
When it applies. The 60 days start on the day the service is switched on. The guarantee applies only if call forwarding to our number stayed switched on as set up and the service was not paused at the Client’s request during those 60 days. It applies once per business. It does not cover the setup fee, which is covered separately in section 9.
How to claim. Email ddeniz@instant-reply.co.uk within 14 days after the 60 days end. We check our records and, if the guarantee applies, refund the monthly fees to the original payment method within 14 days of the claim.
11. Governing law
These terms are governed by the laws of England and Wales. Disputes are subject to the exclusive jurisdiction of the courts of England and Wales.
Cookie Policy
Last updated: October 2026
This website only puts cookies or similar technology on your device if you agree, with two exceptions that are strictly necessary: once you answer our cookie question, your answer is stored in your browser so we don't ask again; and if you're a client and log in to your dashboard, a login key is stored so you stay logged in.
Advertising cookies (only with your consent). When we run adverts on Google or Meta (Facebook and Instagram), we ask on your first visit whether they may set advertising cookies. If you choose "Allow", the Google Ads tag and the Meta Pixel load, set their cookies (such as Google's _gcl_au and Meta's _fbp), and tell us when a visit from an advert leads to a set-up request or a booked call. We use this only to measure our adverts, not to show you personalised adverts. If you choose "No thanks", or haven't chosen, they don't load and nothing is tracked.
Your answer. Stored in your browser's local storage under the name "ir-cookies" until you change it or clear your browser data.
Client login. If you log in to your dashboard, a random login key is stored in your browser's local storage under the name "ir-portal". It stops working after 30 days, and it's removed when you tap "Log out" or clear your browser data. It isn't used for anything else.
Changing your mind. Use the "Cookie settings" link at the bottom of any page. If you withdraw consent, we tell Google and Meta to stop using advertising cookies for your visit.
We don't use analytics cookies. If that changes, we will update this policy and ask for your consent where the law requires it.