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Privacy Policy

Last updated: 24 September 2026

ReplyRig is a service operated by 7 Red Stags. 7 Red Stags is the trading name of Ray Browne, a sole trader based at 3 Mayburn Vale, Loanhead, EH20 9HQ, Scotland ("ReplyRig", "we", "us"). This policy explains how we handle personal data in plain English.

If you have any questions about this policy or how your data is handled, contact us at hello@replyrig.co.uk.

1. The two roles ReplyRig plays

Depending on the situation, ReplyRig acts in one of two different roles under UK data-protection law. It's important to understand which one applies, because it changes who is responsible for the data.

A. Where ReplyRig is the controller

We act as controller - meaning we decide why and how the data is used - for information relating to our own business, including:

• enquiries made through the ReplyRig website;
• prospective business customers considering ReplyRig;
• ReplyRig's own trade-business clients (account and contact details);
• billing and subscription information;
• support requests sent to us; and
• our own sales and business administration.

B. Where ReplyRig is the processor

When ReplyRig handles information about a caller as part of the missed-call service we provide to a trade business (for example, a plumber), it is normally that business - not ReplyRig - which decides why the caller's information is being collected and used. In that situation:

• the trade business is the controller of the caller's information; and
• ReplyRig is the processor, acting on that business's instructions.

The types of caller information ReplyRig may process on a client's behalf can include: the caller's telephone number; their name, if supplied; the date, time and status of the call; the SMS conversation that follows; a description of the job or problem; a postcode or location; and any timing or urgency information the caller chooses to share. ReplyRig is designed to collect only the information reasonably needed to help the business respond to the enquiry. The terms of this processing relationship are set out in our Data Processing Agreement.

2. Payment information

Payments are processed through Stripe, using HighLevel's payment infrastructure. ReplyRig may receive payment status, customer identity, subscription and transaction information necessary to administer your account. ReplyRig does not store your full card number or security code - these are handled directly by Stripe's secure systems.

3. Automated and AI-assisted processing

ReplyRig uses automated and AI-assisted systems to help interpret SMS replies from callers, ask relevant follow-up questions, and summarise the resulting enquiry information for the business. This automated processing is not intended to make solely automated decisions that produce legal or similarly significant effects on any individual - a human at the trade business follows up on every enquiry.

4. Suppliers and sub-processors

We rely on a number of service providers to run ReplyRig, covering areas such as CRM and workflow technology, telephony and SMS delivery, cloud hosting, AI processing, and payment processing. HighLevel and Stripe are examples of providers we use. Because the specific suppliers we use may change over time, we don't maintain an exhaustive list here; where relevant, further detail is set out in our Data Processing Agreement.

5. International processing

Some of our service providers, or their own sub-processors, may process data outside the UK. Where this happens, we rely on appropriate safeguards and transfer mechanisms recognised under UK data-protection law.

6. Our lawful bases for processing

Depending on the activity, we rely on one or more of the following lawful bases: performance of a contract with you or your business; our legitimate interests (for example, in running and improving ReplyRig); compliance with a legal obligation; and, where required, your consent. Not every activity relies on consent - most of what ReplyRig does is necessary to provide the service you've signed up for.

7. Marketing

We may carry out lawful business-to-business marketing about ReplyRig. We respect opt-out requests and applicable direct-marketing rules. If you'd like to stop receiving marketing from us, email hello@replyrig.co.uk and we'll action it.

8. How long we keep information

We keep information only for as long as reasonably necessary for the purpose it was collected for - including ongoing service provision, legal and accounting obligations, or a client's own instructions to us as processor. We don't apply an arbitrary fixed deletion date across the board; retention is based on what's proportionate to each purpose.

9. Your rights

Depending on the circumstances, UK data-protection law gives you rights to access, correct, delete or restrict the use of your personal data, to object to certain processing, and to ask for your data in a portable format. To exercise any of these rights, contact hello@replyrig.co.uk. If a request relates to a call made to one of our trade-business clients, we may need to direct you to that business, since they are usually the controller of that information.

You also have the right to complain to the UK's data-protection regulator, the Information Commissioner's Office (ICO), at ico.org.uk.

We take steps designed to meet our obligations under applicable UK data-protection law.

10. Changes to this policy

We may update this policy from time to time, for example as ReplyRig's services or suppliers change. The "Last updated" date at the top of this page shows when it was last revised.