← LocalWins

Privacy policy

Last updated: 22 October 2026

Who we are

LocalWins is operated by LocalWins Ltd, a company registered in England and Wales (company number 17242503), registered office 71-75 Shelton Street, London WC2H 9JQ. Contact: hello@localwins.co.uk. For the purposes of UK GDPR and the Data Protection Act 2018, LocalWins is the data controller for personal data you give us directly.

What we collect and why

If you visit the website:

• Pageviews + button clicks, only after you accept cookies. We use PostHog (hosted in the EU) for analytics and, with the same consent, the Meta Pixel and Google tag so we can measure our adverts and show them to people who have already shown an interest.
• Without cookies we still keep a basic count of page visits (page, referring site, device type, and a scrambled, non-reversible fingerprint of your connection) so we know which of our adverts and posts bring visitors.
• If you decline, no analytics or advertising cookies are set.

If you request a LocalWins Score:

• Your business name, postcode, business type, optionally website + phone, to build the report.
• Your email, to send you the full report.
• We may test-call your published business number once to measure its response time. Calls are zero-content (silent pause, hangup) and are NEVER recorded.

If you sign up as a paying customer:

• Business email, published phone, owner mobile, business name, website: required for the service to work.
• Payment is processed by Stripe; LocalWins never sees your card number.
• Every call + SMS that lands on your LocalWins line is logged so it appears in your dashboard inbox. The owner mobile is never published to your customers: only your LocalWins number is shown.
• Private feedback submitted via your QR code is retained until you mark it resolved + 30 days for compliance, then deleted.

If you call or text a business that uses LocalWins:

• When a business that uses LocalWins misses your call, we text you back on its behalf and keep a record of the conversation for that business: your number, your name if you give it, and what you need. The business decides how your details are used, and we act for it (it is the controller, we are its processor).
• If you leave a message after the greeting, it is recorded and turned into text for that business, and kept with your enquiry. The recording itself is deleted once it has been turned into text.
• A few days later we may text you once, in the business's name, to ask whether you still need help. If you do, we tell the business first.
• About once a month the business may text you, in its own name, to ask whether there is anything else it can help with. Reply STOP and it won't.
• If the business can't fit you in, we may ask whether you would like your job sent to up to three other local trades through LocalWins Jobs. We only send it if you say yes, and we only share what those trades need to contact you about that job.
• Reply STOP to any text to stop messages from that number.

If you post a job on LocalWins Jobs, or agree to have a job passed on:

• We keep your job details, postcode, first name and mobile number, and share them only with the local trades (up to three) who take your job. We send you updates about your job by WhatsApp or text (WhatsApp only if you agreed to it when you posted).
• If a trade has done work for you before, they may see your job first.
• Because you asked us to find you a trade, we may also text you once a month to ask whether you need any other work done. You can opt out when you post (tick "Don't send me check-ins"), or by replying STOP to any text.
• For this part of the service LocalWins is the data controller.

If you message or comment on the LocalWins Facebook Page or Instagram account:

• We read the messages and comments people send to the LocalWins Page and Instagram account, including comments on our adverts, so we can answer them. We receive your name as shown on Facebook or Instagram, your Page-scoped ID, and what you wrote.
• Replies are drafted by our assistant (an AI model from Anthropic) and sent from the LocalWins Page. Anything it is unsure about, and any complaint, goes to a person at LocalWins instead.
• If you ask about LocalWins we answer your question and may send you a link to sign up. If you go quiet we may send one follow-up within 24 hours of your last message, and never more than one.
• If you want work done, we ask whether you would like your job passed to up to three local trades through LocalWins Jobs. We only pass it on if you say yes and give us your postcode and mobile, and then the LocalWins Jobs section above applies.
• We only use these messages to reply to you. We never sell them or use them for anyone else's advertising. They are kept for 12 months and then deleted.

If you connect your calendar to LocalWins:

• You can connect a Google, Outlook or Microsoft 365, Apple iCloud or other CalDAV calendar, or a calendar link (.ics), on the Calendar tab of your dashboard. We only connect it when you ask us to.
• What we read: the start and end times of the events in the calendar you connect, so we know when you are busy. We do not use event titles, descriptions, attendees or locations for anything.
• What we write: when a caller books an appointment with you by text, we add that appointment to the calendar you chose, and we change or remove it if the booking is moved or cancelled. We do not change or delete any other event.
• Why: only to offer your callers times you are really free and to put the bookings they make in your diary. The AI that texts your callers is told which times are free, never what is in your diary.
• We never sell calendar data, never use it for advertising, never share it with anyone except the calendar provider itself, and never use it to train AI models. People at LocalWins do not read it unless you ask us to for support, it is needed for security, or the law requires it.
• The access key your calendar provider gives us is stored encrypted. Disconnect the calendar on the Calendar tab at any time and we delete the key straight away and stop reading it. You can also remove LocalWins from your Google or Microsoft account settings. Appointments already booked stay in your LocalWins bookings list until you delete them or close your account.
• LocalWins' use and transfer to any other app of information received from Google APIs will adhere to the Google API Services User Data Policy, including the Limited Use requirements.

LocalWins Repairs and tenants

LocalWins Repairs is a free service for landlords, letting agents and block managers. They give their tenants a LocalWins number to call or text to report a repair. This section is for tenants and other occupiers who use such a number. For this service it replaces what the section above says about who is the controller.

Who is responsible for your data.

• LocalWins Ltd is the data controller for the data we handle to run the Repairs service: taking your report, passing it to the trade who is instructed, keeping the records and keeping the service safe.
• Your landlord or letting agent is a separate controller for their own use of your data in connection with your tenancy. Their privacy information tells you how they use it.

What we collect from you:

• Your name and mobile number, and the number you call or text from.
• The address of the property, the repair you are reporting, how urgent it is, when someone can get in, and whether a tradesperson may contact you on this number to arrange access.
• The messages you send us and the replies you get, with the times they were sent.
• We do not ask for special category data, such as health information, and we ask you not to share it. If you do, tell us only what the repair needs.

What we do with it, and who receives it:

• We use it to log your repair, tell your landlord or agent, and, once they approve it or if it is an emergency, offer it to vetted trades through LocalWins. We share with the trade who accepts the job what they need to do it: the property, the repair and your name. We share your phone number with them only if you said a tradesperson may contact you. Otherwise your landlord's or agent's number is used.
• Your landlord or agent receives your report, your contact details and the conversation.
• We keep a record of past repairs at each property. The AI that talks to you is shown it, so that a problem reported before is recognised, and your landlord or agent is told when a repair looks like a repeat. We also remember who a phone number belongs to, so that you are recognised when you contact the same landlord or agent again. That is used only for that landlord or agent's number.
• Replies are generated by an AI model from Anthropic, which receives only the conversation it is replying to and does not use it to train its models. The service providers listed under "Who we share data with" handle it for us.
• When the work is finished the trade may send photos of it. We store them privately and show them to your landlord or agent.
• We never sell your data.

Our legal basis is legitimate interests, in getting your repair reported and done and in keeping a record of it, and performance of our contract with your landlord or agent, who uses the service to receive repair reports. You can object to our use of your data at any time.

How long we keep it. Messages and job records are kept for 6 years, and so are photos, as set out in the retention section below.

Your rights. You can ask us for a copy of your data, ask us to correct it, ask us to delete it, object to how we use it, or ask us to restrict it. Email hello@localwins.co.uk and tell us the mobile number you used and the property, so we can find your records. We will reply within 30 days. We may need to keep records we are required or entitled to keep, and if we cannot delete something we will tell you why. Your landlord or agent holds their own records, so ask them for those. You can also complain to the ICO (ico.org.uk).

Legal basis

• Performance of a contract: for everything required to deliver the service you bought.
• Legitimate interests: for limited analytics on aggregated funnel performance (gated on your consent).
• Legitimate interests: to measure which of our adverts lead to sign-ups, and to stop showing our adverts to people who have already signed up (see Meta below). You can object at any time by emailing us.
• Consent: for analytics and advertising cookies (revocable at any time by clearing cookies for this site or asking us).
• Letters about a planning application: when a trade asks us to post a letter to a property from the council's public planning register, the trade is the controller and relies on legitimate interests; we act for them. We keep the address, the letter, when it went and whether the QR code on it was scanned. If you ask us to stop (the link is on every letter), we keep only the address, so that no LocalWins trade posts to it again.
• Providing the service you asked for: when you post a job, or say yes to a job being passed on, to send it to local trades and keep you updated.
• Legitimate interests: for occasional check-ins to people who have asked us to find them a trade, about the same free service, within the PECR rules on similar services. You can opt out at any time.

Who we share data with

• Twilio: to send/receive SMS and route calls.
• Stripe: to process payments.
• Resend: to send transactional email (welcome, feedback notifications).
• Supabase: primary database, hosted in the EU.
• Vercel: application hosting.
• PostHog (EU): product analytics, only if you accepted the cookie.
• Anthropic: the AI model that drafts replies to texts and to messages sent to our Facebook Page and Instagram account. It receives only the conversation it is replying to and does not use it to train its models.
• Google, Microsoft, Apple or your calendar provider: only if you connect your calendar, to read your busy times and add the bookings your callers make (see "If you connect your calendar" above).
• Stannp (UK print and post): only when a trade asks us to post a letter for them: the recipient address and the letter, to print and post it. For those letters the trade is the controller and we act for them.
• Google Places API: to look up your Google Business Profile at signup. We pass only your business name + town.
• Meta (Facebook and Instagram): when you sign up or go live we tell Meta that the event happened, with your email address, mobile number and postcode in scrambled (hashed) form, plus the ad click identifier if you came from one of our adverts. Meta uses this to tell us which adverts work and so we can stop showing adverts to existing customers. Meta does not receive the contents of your calls or messages.

We never sell your data, and we never give your details to other advertisers.

Your rights

• Access, correct, or delete any data we hold on you. Email hello@localwins.co.uk and we'll action within 30 days.
• Withdraw analytics consent at any time. Clear cookies for localwins.co.uk and the banner reappears.
• Complain to the ICO (ico.org.uk) if we've mishandled your data.

How to delete your data

To have your data deleted, including anything we hold from messages or comments you sent to LocalWins on Facebook or Instagram:

1. Email hello@localwins.co.uk with the subject "Delete my data".
2. Tell us the name on your Facebook or Instagram account, or the mobile number or email you used with us, so we can find your records.
3. We delete your messages, comments, job details and contact details within 30 days and confirm by the same route. Anything we must keep by law (for example invoices for paying customers) is kept only as long as the law requires.

If you stop messaging or commenting on the LocalWins Page and Instagram account, we receive nothing new about you from Facebook or Instagram.

Cookies

The cookies we use:

• lw_consent: your consent choice (essential, set without prompt).
• PostHog session cookies: only set if you accept. Used to stitch pageviews into a session.
• Meta Pixel (_fbp, _fbc) and Google tag cookies: only set if you accept. Used to measure and target our adverts.
• lw_attr: remembers which advert or link first brought you to the site, so we can credit it if you sign up (first party, 90 days).

Nothing else. Advertising cookies are never set without your consent.

Retention

• Account data: until you delete your account, plus 30 days for compliance.
• Call + SMS logs: 12 months, then automatically purged.
• LocalWins Jobs: job details are deleted 90 days after the job closes. Check-in contacts are removed after 24 months without a reply, or straight away when you opt out.
• Analytics events: 12 months in PostHog, then purged.
• LocalWins Repairs: messages and job records are kept for 6 years, because a landlord or agent may need them as evidence of how quickly they responded to a repair. Photos of finished work are kept for 6 years. This applies to tenants' reports as well as to the landlord or agent's account, and it takes the place of the 12 month period for call and SMS logs for these reports.

Updates

If we materially change this policy we'll email active customers and update the "Last updated" date above.

Questions? hello@localwins.co.uk.