Privacy Policy
Last updated: 14 October 2026
SBS TELECOM Limited (“SBS TELECOM”, “SBS”, “we”, “us” or “our”) respects your privacy. This policy explains how we collect, use, store and share personal data when you visit our websites, contact us, apply for or use our messaging services, or receive a message sent through a service we provide.
This policy covers our business messaging services, which may include SMS, WhatsApp Business Platform / WhatsApp Cloud API, voice and related communications, as well as our customer, reseller and developer portals. It should be read together with any service agreement, data processing agreement or service-specific notice that applies to your account.
1. Who we are and how to contact us
The organisation responsible for personal data described in this policy is:
SBS TELECOM Limited
Company number: 14644742
Registered office: Office 17687, 182-184 High Street North, East Ham, London, England, E6 2JA, United Kingdom
Website: https://sbstelecom.co.uk
Privacy contact: privacy@sbstelecom.co.uk
ICO registration reference: ZC222291
You can contact us at the email address above about this policy or your personal data.
2. The personal data we collect
The data we collect depends on how you interact with us and which service is used. It may include:
| Category | Examples of personal data |
|---|---|
| Business and contact details | Name, job title, company, business address, email address, telephone number and communication preferences. |
| Account and onboarding information | Account identifiers, usernames, permissions, authentication and security records, business verification or KYC information, and information supplied by an account administrator. |
| Service and billing information | Service configuration, sender IDs, destinations, usage, rates, balances, invoices, payment records and support history. |
| Messaging information | Sender and recipient telephone numbers or WhatsApp identifiers, message content and attachments where handled by the service, message templates, timestamps, delivery status, replies, opt-in or suppression information, routing details and related logs. |
| Technical and security information | IP address, device and browser details, API and SMPP connection logs, authentication events, error reports and other diagnostic or security records. |
| Website and enquiry information | Information you submit in forms, emails, calls, consultations or other communications with us. |
Please do not send us personal data that is not needed for the service. If you provide information about another person, you must have the authority and legal basis to do so.
3. Where the data comes from
We collect information directly from you, from your employer or the business account that you represent, and through your use of our websites, portals and services. In connection with message delivery, our business customers, resellers, suppliers or messaging partners may provide recipient, sender, message and delivery information to us. We may also receive business contact or verification information from service providers, public business sources and other organisations involved in onboarding or delivering the service.
4. How we use personal data and our legal bases
We use personal data for the purposes below. The legal basis depends on the relationship and the particular processing:
| Purpose | Typical legal basis |
|---|---|
| Set up, administer and secure customer, reseller and supplier accounts; provide contracted services and support | Necessary to perform a contract, or steps requested before entering a contract |
| Route and deliver messages, process replies and provide delivery reports | For our business customer’s instructions, where we act as its processor; otherwise contract or legitimate interests, as applicable |
| Manage usage, billing, payments, credit and service records | Contract, legal obligation, or legitimate interests in operating and protecting our business |
| Respond to enquiries and communicate about service changes | Contract or legitimate interests in responding to business communications |
| Protect our services, investigate misuse, prevent fraud and troubleshoot faults | Legitimate interests in maintaining secure and reliable services, and legal obligations where applicable |
| Meet regulatory, tax, accounting and law-enforcement requirements | Legal obligation |
| Send business marketing | Consent where required by law, or legitimate interests where permitted; you can opt out at any time |
Where we rely on legitimate interests, these include operating, securing and improving our business messaging services, maintaining business relationships and preventing misuse. We consider the impact on individuals and their rights when relying on this basis.
5. Business messaging and controller / processor roles
When an SBS customer or reseller uses our messaging platform to contact its own customers, that business generally decides why the recipients’ personal data is used and what messages are sent. In those cases, the business customer may be the controller and SBS may process message and recipient data on that customer’s documented instructions as a processor. The customer is responsible for having an appropriate legal basis, providing its own privacy information, obtaining any required consent or opt-in, and complying with applicable messaging rules.
SBS acts as a controller for its own purposes, such as account administration, billing, security, business communications and legal compliance. Our role can differ depending on the service and processing activity. The relevant service agreement and, where applicable, data processing agreement describe the parties’ responsibilities. Individuals who receive messages should also refer to the privacy notice of the business that sent the message.
6. Who we share personal data with
We share personal data only as needed for the purposes described in this policy, including with:
| Recipient | Who they are and why we share |
|---|---|
| Messaging and telecommunications partners | Mobile network operators, SMS aggregators, voice carriers and related providers needed to route communications. |
| Meta and WhatsApp | Where a customer uses WhatsApp services, relevant data is exchanged with Meta Platforms, Inc., WhatsApp and related entities under the applicable Meta and WhatsApp terms and privacy information. |
| Technology and infrastructure providers | Providers of hosting, cloud infrastructure, security, monitoring, software, customer support and communications tools that help us operate our services. |
| Payment, accounting and professional service providers | Banks, payment services, auditors, accountants, insurers, legal advisers and other professional advisers, where required. |
| Authorities and other parties | Regulators, courts, law-enforcement bodies or other organisations where disclosure is required by law or needed to protect rights, safety, services or property. |
| Business changes | A buyer, investor or successor organisation if we negotiate or complete a merger, restructuring, financing or sale of all or part of our business, subject to appropriate protections. |
Where a provider processes data for us, we require appropriate contractual protections. We do not sell personal data. We do not use one customer’s message data to provide another customer with access to it.
7. International transfers
Our services deliver communications across countries, and some technology or messaging providers may process data outside the United Kingdom. In particular, the SMS and voice providers we use to deliver messages and calls — including mobile network operators, SMS aggregators and voice carriers — may process recipient numbers, message content and delivery information outside the United Kingdom, typically in or near the destination country. Where a transfer is restricted under applicable data protection law, we will use a permitted transfer mechanism or other legally recognised safeguard, such as an applicable adequacy regulation, the UK International Data Transfer Agreement or the UK Addendum to the EU Standard Contractual Clauses. You can contact us at privacy@sbstelecom.co.uk for information about safeguards relevant to a particular service or transfer.
8. How long we keep personal data
We keep personal data only for as long as it is needed for the relevant purpose, taking account of the service, the customer’s instructions, security and troubleshooting needs, legal and accounting requirements, and the need to establish or defend legal claims.
Message content, attachments, delivery records and related logs may have different retention periods depending on the service and account configuration. Where SBS processes message data for a customer, the applicable service terms, data processing agreement or documented customer instructions govern retention and deletion. Account, billing and compliance records may be kept for the period required by law or for legitimate business recordkeeping. When data is no longer needed, we delete it or securely anonymise it, unless we are legally required to retain it.
9. Security
We use appropriate technical and organisational measures intended to protect personal data against unauthorised access, loss, misuse, alteration or disclosure. Measures may include access controls, authentication, staff confidentiality obligations, security monitoring and protected data transmission where supported. No method of transmission or storage can be guaranteed to be completely secure.
If we process data for a business customer and become aware of a personal data breach affecting that data, we will notify the customer as required by the applicable contract and law.
10. Your data protection rights
Depending on the circumstances and the legal basis, you may have the right to:
- request access to your personal data;
- ask us to correct inaccurate or incomplete data;
- ask us to erase data or restrict its use;
- object to processing, including direct marketing;
- request a copy of certain data in a portable format; and
- withdraw consent where processing is based on consent.
These rights are subject to legal conditions and exceptions. If SBS processes your data on behalf of one of our business customers, please contact that business first. We will assist the customer with your request where required.
To exercise a right, contact privacy@sbstelecom.co.uk. We may need to verify your identity and clarify your request.
11. Marketing preferences
You can ask us to stop sending direct marketing at any time by using an unsubscribe option where available or emailing privacy@sbstelecom.co.uk. This does not stop service, billing, security or other administrative communications that are necessary for your account.
12. Cookies and similar technologies
Our websites and portals may use cookies or similar technologies to operate, protect and improve the services. Where consent is required for non-essential cookies, we will request it and provide a way to change your preferences. You can also control cookies through your browser settings, although disabling necessary cookies may affect website or portal functions.
13. Children
Our services are business messaging services and are not designed for children to create SBS accounts. Business customers are responsible for deciding whether their communications involve children, ensuring they have a lawful basis, and providing any age-appropriate notices or protections required by law.
14. Automated decisions
We do not currently make decisions about individuals based solely on automated processing that produce legal or similarly significant effects. If this changes, we will update this policy and provide any additional information required by law.
15. Complaints
Please contact us first at privacy@sbstelecom.co.uk so we can try to resolve your concern. You also have the right to complain to the UK Information Commissioner’s Office (ICO):
Website: https://ico.org.uk/make-a-complaint/
Address: Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, United Kingdom.
16. Changes to this policy
We may update this policy when our services, data practices or legal requirements change. We will publish the latest version on our website and update the “Last updated” date. Where a change materially affects how we use personal data, we will take reasonable steps to bring it to the attention of affected people.