Service Privacy Notice
PriorityLine.ai AI Voice Assistant
Privacy Notice for Callers and Service Users
Who We Are
PriorityLine.ai provides AI voice assistant services to home care agencies ("your care provider"). When you call or email your care provider, our AI system may answer your call or process your message.
This notice explains how we handle your personal information when you interact with our AI voice assistant.
Our Contact Details:
- Email: privacy@priorityline.ai
- Address: PriorityLine (Trading name of: CS Platforms Ltd, 488 Upper Brentwood Road, RM2 6JA)
- Data Protection Officer: dpo@priorityline.ai
Your Care Provider's Contact Details:
- Name: [Care Agency Name]
- Email: [Care agency email]
- Phone: [Care agency phone]
- Address: [Care agency address]
Who Controls Your Information
Your Care Provider is the Data Controller
They decide what information is collected and how it's used. They are responsible for your care and compliance with data protection law.
PriorityLine.ai is the Data Processor
We process your information only on your care provider's instructions, using secure technology systems.
You should contact your care provider for questions about your care or to exercise your data rights. Contact us if you have specific questions about our AI technology.
What Information We Collect
When you interact with our AI voice assistant, we may collect:
Identity Information
- Your name
- Postcode
- Email address
- Telephone number
Care Information
- The reason for your call or email
- Details about your care visits
- Information about missed appointments
- Medical equipment needs (e.g., hoist)
- Any concerns or complaints you raise
Communication Records
- Call recordings: Every call is recorded for quality, safety, and regulatory compliance
- Transcripts: Written record of what was said
- Emails: Content of messages you send
- Incident reports: Notes about urgent or emergency situations
Special Category Data (Health Information)
Because you receive health or social care, some information collected is classified as "special category data" under UK data protection law. This includes details about:
- Your health conditions and care needs
- Falls, injuries, or medical emergencies
- Safeguarding concerns
Why We Collect Your Information (Legal Basis)
Your care provider processes your information under the following lawful bases:
| Purpose | Legal Basis (Article 6 UK GDPR) | Special Category Basis (Article 9 UK GDPR) |
|---|---|---|
| Providing care services | Contract (6(1)(b)) | Health/social care provision (9(2)(h)) |
| Safety and emergency response | Vital interests (6(1)(d)) | Vital interests (9(2)(c)) |
| Regulatory compliance (CQC) | Legal obligation (6(1)(c)) | Legal obligation (9(2)(b)) |
| Quality improvement | Legitimate interests (6(1)(f)) | Health/social care (9(2)(h)) |
| Safeguarding | Legal obligation (6(1)(c)) | Substantial public interest (9(2)(g)) |
You do not need to provide consent. Processing is based on legal and contractual obligations, safety requirements, and legitimate interests in providing quality care.
How We Use Your Information
1. Answering Your Calls and Emails
Our AI voice assistant:
- Greets you and asks how it can help
- Verifies your identity before sharing care information
- Answers routine questions about visit times and care schedules
- Takes messages and routes them to the care team
2. Classifying and Routing Urgent Matters
Our system classifies your message as:
- Routine: General inquiries (e.g., "What time is my carer coming?")
- Urgent: Care delivery issues (e.g., "My carer hasn't arrived")
- Emergency: Safety-critical situations (e.g., "My mum has fallen")
Emergency calls are immediately escalated to the care team and you are advised to call 999 if needed.
3. Recording and Quality Monitoring
All calls are recorded to:
- Ensure accurate information is passed to care staff
- Provide evidence for CQC inspections
- Improve service quality
- Investigate complaints
- Train staff
4. Generating Reports
Your care provider receives:
- Daily summaries of calls and incidents
- Weekly and monthly reports showing trends
- Alerts about missed visits, complaints, and emergencies
Personal details are included only where necessary for care continuity.
5. Service Quality Calls
We may call you to ask about your experience with the care service. These calls are:
- Short (2-3 minutes)
- Voluntary (you can decline)
- Recorded
- Used to improve care quality
Automated Decision-Making
Our AI voice assistant uses automated processing to:
- Understand your speech and respond appropriately
- Classify calls as Routine, Urgent, or Emergency
- Route messages to the right person
Humans always review urgent and emergency situations.
The AI does not make final decisions about your care. A qualified care professional will assess every important matter.
You have the right to:
- Request human review of any automated classification
- Object to automated processing
- Receive an explanation of how decisions are made
Contact your care provider if you want to discuss any automated classification.
Who We Share Your Information With
Your information may be shared with:
1. Your Care Provider's Staff
- Care managers and coordinators
- Care workers visiting your home
- On-call staff for urgent matters
2. Emergency Services
In emergencies, we may share information with:
- NHS ambulance services
- Police
- Fire service
3. Regulatory Bodies
When legally required:
- Care Quality Commission (CQC)
- Local Authority safeguarding teams
- Information Commissioner's Office (ICO)
- Courts and tribunals
4. Technology Partners
We use carefully selected partners to provide our service:
- Cloud hosting providers (UK/EU data centres)
- Speech recognition providers (convert voice to text)
- Secure storage providers (databases and backups)
All partners are bound by strict data protection agreements and security standards.
5. We Do NOT Share Your Information With:
- Marketing companies
- Social media platforms
- Insurance companies
- Any party for purposes unrelated to your care
Where Your Information Is Stored
Primary storage: United Kingdom and European Economic Area data centres.
Some service providers may process data in the United States under strict safeguards:
- Standard Contractual Clauses (approved by the ICO)
- Encryption and security measures
- Limited to technical processing only
Your care provider ensures all transfers comply with UK GDPR.
How Long We Keep Your Information
| Type of Information | Retention Period | Reason |
|---|---|---|
| Call recordings and transcripts | 7 years from last interaction | CQC requirements; potential legal claims |
| Incident and safeguarding logs | 7 years | Regulatory compliance; Care Act 2014 |
| Routine call logs | 2 years | Operational needs; quality assurance |
| Emergency records | 7 years | Legal requirements; duty of care |
After retention periods expire, information is securely deleted using industry-standard erasure methods.
Exception: If there is an ongoing complaint, investigation, or legal case, we retain information until the matter is resolved.
Your Data Protection Rights
Under UK GDPR, you have the following rights:
1. Right of Access (Article 15)
You can request:
- Confirmation that we process your data
- A copy of your personal information
- Details about how we use it
How to request: Contact your care provider in writing. They will respond within 1 month (free of charge for the first request).
2. Right to Rectification (Article 16)
If information is inaccurate or incomplete, you can ask for it to be corrected.
3. Right to Erasure / "Right to be Forgotten" (Article 17)
You can request deletion of your information if:
- It's no longer needed for care purposes
- You withdraw consent (where applicable)
- You object to processing and there are no overriding legitimate grounds
Exceptions: We cannot delete information if retention is legally required (e.g., CQC compliance, safeguarding).
4. Right to Restrict Processing (Article 18)
You can ask us to limit how we use your information in specific situations, such as:
- While we verify accuracy after you challenge it
- When processing is unlawful but you don't want deletion
5. Right to Data Portability (Article 20)
You can request your personal information in a commonly used electronic format (e.g., CSV) to transfer to another provider.
6. Right to Object (Article 21)
You can object to processing based on legitimate interests. Your care provider will stop processing unless there are compelling legitimate grounds (e.g., legal compliance, safety).
7. Rights Related to Automated Decision-Making (Article 22)
You have the right to:
- Not be subject to solely automated decisions with legal or significant effects
- Request human review of AI classifications
- Receive an explanation of automated processing
How to Exercise Your Rights
Contact your care provider:
- Email: [Care agency email]
- Phone: [Care agency phone]
- Post: [Care agency address]
They will respond within 1 month. If your request is complex, they may extend this by 2 months and will explain why.
Complaints and Concerns
If you're unhappy with how your information is handled:
Step 1: Contact Your Care Provider
- Raise your concern with [Care Agency Name]
- They have a formal complaints procedure
Step 2: Contact PriorityLine.ai (for technology-specific issues)
Email: privacy@priorityline.ai
We will investigate and respond within 30 days
Step 3: Contact the Information Commissioner's Office (ICO)
If you remain unsatisfied:
- Website: ico.org.uk
- Phone: 0303 123 1113
- Post: Information Commissioner's Office, Wycliffe House, Water Lane, Wilmslow, Cheshire SK9 5AF
You have the right to lodge a complaint with the ICO at any time.
Call Recording Notice
"This call is being recorded for training, quality assurance, and regulatory compliance purposes."
By continuing the call after hearing this notice, you consent to recording.
If you do not want to be recorded:
- You may decline to continue the call
- You may request to speak to a human team member instead (subject to availability)
Your care provider has a responsibility to keep accurate records, so some recording may still be necessary for safety and compliance.
Children and Vulnerable Adults
If you are under 18 or a vulnerable adult, your care provider ensures:
- Information is shared appropriately with parents, guardians, or advocates
- Your best interests are considered in all decisions
- Safeguarding procedures are followed
If you have concerns about how information about a child or vulnerable adult is handled, contact the care provider or local authority safeguarding team.
Changes to This Notice
We review this notice annually and when there are significant changes to:
- Data protection laws
- Our AI technology
- How we process information
Current version: 30 October 2025
When we update this notice:
- The new version is posted at priorityline.ai/privacy
- Your care provider will inform you of material changes
- Continued use of the service means you accept the updated notice
Questions?
For Care-Related Questions
Contact [Your Care Agency]
For AI Technology Questions
Contact PriorityLine.ai at privacy@priorityline.ai
For Data Protection Concerns
Contact the Data Protection Officer at dpo@priorityline.ai
PriorityLine.ai AI Voice Assistant
Last Updated: 30 October 2025