Privacy policy
Last updated 8 October 2026.
Who we are
FrontDeskOwl is a product of Novexa LLC, a New Mexico limited liability company: 1209 Mountain Road Pl NE, Ste 6489, Albuquerque, NM 87110, United States. Contact: [email protected], +1 (954) 248-0730 or +1 (505) 528-3577.
FrontDeskOwl replies to enquiries on behalf of the businesses that use it (our "clients"). For the people who contact a client, the client is the controller of their personal data and Novexa LLC is its processor, acting only on the client's instructions under a data processing agreement. For our clients' own account details (owner names, phone numbers, login emails), Novexa LLC is the controller.
What we process
- People who contact a client:
- name and phone number, and WhatsApp profile name;
- the messages, photos and voicemails they send;
- the postcode or address and job details they give, and the appointment times they choose;
- whether they opted in or out;
- call details: time, duration, and whether they pressed 1.
- Client users: name, phone number, email, and the approvals and replies they make in FrontDeskOwl.
Why
To answer the enquiry the person started, ask the client's questions, offer free appointment times and book the one the client approves, and keep a record of the conversation for the client. We do not sell personal data or use it for advertising. If a client turns on our Growth add-on, we send that client's past customers and enquirers occasional reminders about similar work (for example an annual boiler service). We send these only where there is a legal basis, at most one a month, and every message lets the person stop.
WhatsApp messages and opting out
- We only message someone on WhatsApp after they have contacted the client: either they messaged first, or they called and pressed 1 to ask for a WhatsApp message.
- Replying STOP ends all messages from that client's FrontDeskOwl service.
- If asked, the assistant says it is automated.
Automated replies and AI
- Scripted questions come from the client's own settings.
- An AI model (Anthropic's Claude) is used only to understand unclear replies and to answer common questions from facts the client has provided.
- Phone numbers, email addresses and street addresses are removed before any text is sent to the model.
- Prices, dates and bookings are never committed automatically. The client approves each one.
Where data is stored and processed
Data is stored in the United Kingdom (Supabase and Fly.io, London). Some providers process data outside the UK while delivering the service:
| Provider | What for | Where |
|---|---|---|
| Supabase Inc. | Database and backups | UK (London) |
| Fly.io Inc. | Runs the FrontDeskOwl service | UK (London) |
| Meta Platforms (WhatsApp Business Platform) | Delivering WhatsApp messages | USA and other Meta locations |
| Twilio Inc. | Answering forwarded calls and recording voicemail | USA |
| Anthropic PBC | AI model, with contact details removed | USA |
| Cloudflare Inc. | Hosting this website | Global network |
- Novexa LLC's support team in Lahore, Pakistan, can view client data to provide support. Personal data is masked by default, and each time it is revealed, that is logged.
- Transfers outside the UK are protected by the UK's approved transfer mechanisms (the UK–US data bridge where the recipient is certified, or the ICO's International Data Transfer Agreement).
- When a client connects their own Google Sheet or job software (for example ServiceM8), FrontDeskOwl writes lead details there on the client's instruction, under the client's own agreement with that provider.
How long we keep it
Conversations and leads are kept for the period the client sets (12 months by default) and then deleted. Raw incoming message data is deleted after 30 days. Opt-out records are kept for as long as they are needed to honour the opt-out. When a client leaves, their data is returned or deleted within 30 days.
Security
- Data is encrypted in transit and at rest, and phone numbers and names are also encrypted in our application.
- Each client's data is separated in the database.
- Access is logged in an append-only audit log.
Your rights
If you contacted a business that uses FrontDeskOwl, contact that business first. They decide how your data is used, and we will help them respond. You can also email [email protected] and we will pass your request to them within 5 working days.
In the UK you have the right to access, correct or delete your data and to object to its use. You can complain to the Information Commissioner's Office (ico.org.uk, 0303 123 1113).
Deleting your data
If you contacted a business that uses FrontDeskOwl: reply STOP to stop all messages. To have your details deleted, ask that business, or email [email protected] with the phone number you used. We delete your conversation and contact details within 30 days, keep only the record needed to honour your opt-out, and confirm by email.
If your business connected its WhatsApp or Facebook account to FrontDeskOwl: email [email protected] from the account owner's address, or disconnect FrontDeskOwl in your Meta Business settings and tell us. We revoke and delete the access tokens and account identifiers we received from Meta, and delete or return your business's data within 30 days, as set out in our data processing agreement.
Changes
We will update this page when our providers or practices change, and tell clients 30 days before adding a new sub-processor.