Proper Answer is a sole trader business providing AI receptionist services to UK small businesses. We are the data controller for information collected about our website visitors and clients, and a data processor for caller data that passes through our systems on behalf of our clients.
Business address:
Proper Answer
Bradwell Mills Barn
West Down
Ilfracombe
EX34 8NS
Email: jacob@properanswer.co.uk
ICO Registration Number: CSN4803248
Vera is an artificial intelligence voice assistant operated by Proper Answer. When you call a business that uses our service, your call may be answered by Vera. Vera will always identify herself as an AI assistant at the start of any call. No call is answered by a human receptionist on our side.
Vera is provided to business clients (tradespeople, salons, clinics, and similar) to handle inbound calls when the business owner is unavailable. The business owner who has engaged Proper Answer remains responsible for their own customers' data.
When you contact us through our website or call our sales line, we may collect:
We use this information solely to respond to your enquiry and assess whether our service is a good fit for your business. This data is held for 30 days and then deleted.
When you sign up to Proper Answer, we collect and hold:
We do not take payment details at signup. This data is retained for the duration of your subscription and deleted within 30 days of your account being closed.
Whitelist numbers. If you choose to use the whitelist feature, we store the phone numbers you add so that those callers are put straight through to you instead of being answered by Vera. These numbers are used for no other purpose, are never used for marketing, and are deleted along with the rest of your account data when your account is closed. You are responsible for ensuring you have a legitimate reason to share the numbers of third parties (such as family members or suppliers) with us for this purpose. You can add or remove numbers at any time through the manage page linked at the bottom of your call summary emails.
When a member of the public calls a business number answered by Vera, the following data is generated and passes through our systems:
This data is processed on behalf of our client (the business owner), who is the data controller for their customers' information. We process this data to relay the message to the business owner, and to review and improve the quality and accuracy of the Service as described below.
Improving the Service. Call transcripts may be analysed, including by automated tools, to identify where Vera could handle calls better. This analysis produces general suggestions for improving how Vera responds — for example, spotting questions she answers poorly. The suggestions we keep contain no personal data and are not linked to any individual caller or call. The transcript itself is deleted once the analysis is complete.
We do not use caller data for marketing, and we never sell or share it with third parties for their own purposes.
Caller transcripts are retained within our systems for a maximum of 30 days before deletion, and are deleted sooner where analysis has already been completed.
We use a small number of carefully chosen third-party service providers to operate our business. Each acts as a data processor on our behalf and is subject to a Data Processing Agreement. These providers fall into the following categories:
A full, up-to-date list of the specific sub-processors we use is available on request — just contact us using the details above.
We do not sell, rent, or share personal data with any third party for marketing purposes.
Some of our third-party processors are based outside the UK. Where this is the case, we ensure appropriate safeguards are in place, such as the UK International Data Transfer Agreement (IDTA) or equivalent Standard Contractual Clauses, in line with UK GDPR requirements.
You have the right to:
To exercise any of these rights, contact us at jacob@properanswer.co.uk. We will respond within one calendar month.
If you are unhappy with how we handle your data, you have the right to complain to the Information Commissioner's Office (ICO) at ico.org.uk or by calling 0303 123 1113.
Our website uses only essential cookies required for basic functionality. We do not use tracking, advertising, or analytics cookies. No cookie consent banner is required as a result.
We may update this policy from time to time. The 'last updated' date at the top of this page will reflect any changes. We will notify active clients of any significant changes by email.
If you have any questions about this privacy policy or how we handle your data, please contact:
Jacob — Proper Answer
Email: jacob@properanswer.co.uk
Address: Bradwell Mills Barn, West Down, Ilfracombe, EX34 8NS