Legal

Privacy policy

Last updated 15 October 2026

Belline answers the telephone, website chat and WhatsApp messages for businesses. Doing that means handling the details of the people who contact those businesses. This page says what we collect, why, who helps us process it, how long we keep it and what you can ask us to do with it.

Who we are

Belline is operated by Belline Technologies Limited, IH-00-01-03-OF-05, Level 3, Innovation One, Dubai International Financial Centre, Dubai, United Arab Emirates. For anything on this page, write to hello@belline.ai.

Belline is established in the Dubai International Financial Centre, so the DIFC Data Protection Law (DIFC Law No. 5 of 2020) governs what we do with personal data, and the regulator is the DIFC Commissioner of Data Protection. We are appointing a data protection officer; until that is done, hello@belline.ai reaches the people who decide these things.

Two kinds of people, two roles

Businesses that use Belline — the owners and staff who sign in. For their account details we decide what is collected and why, so we are responsible for that data.

Their customers — people who ring, chat or message a business that uses Belline. Here the business decides why the data is used; we process it on its behalf and on its instructions. If you are one of those customers, the business you contacted is your first point of contact, and we will help it answer you.

What we collect

When somebody contacts a business through Belline

• The phone number they call from, the WhatsApp number they message from, or the chat they write in.
• What is said or written, kept as a text transcript, together with a short summary.
• The details of any request they make: their name and number, what they asked for, when they would like it, notes, and an email address where the business needs one.
• Messages taken for the business, and whether the call was put through to a person.

Call audio is not recorded, with one exception the caller chooses. The voice is turned into text as the call happens, and the audio itself is not kept. A voice note sent in website chat is turned into text the same way, and the recording is not kept.

Video calls on a business's website. A business can offer video calls on its website. In a video call, the visitor talks to an AI concierge shown as an AI-generated face, never a real person's. The visitor's voice is sent to Tavus, which turns it into text and gives the face its voice, over a live connection run by Daily. The visitor's camera is never used, and Belline does not record the call's audio or video. What is said is kept as a text transcript like any other call, and Tavus also holds a transcript of the conversation, which we can ask it to delete.

Which page a visitor has Belle open on. When a visitor talks to Belle on a business's website, in the chat, by voice or on video, the page's address, its title and its main headings are passed to Belle for her replies in that conversation, so she can answer about that page. Form entries, and anything else typed into the website, are never passed. Email addresses and long numbers are taken out first, the part of the address after the “?” is left out except a few words such as the language, and this page information is not stored. A business can switch it off.

Voicemail before a business goes live. A business can forward its calls to Belline before it has switched Belline on. Until it does, Belline does not answer; a caller hears a short message and can choose to leave a voicemail with their name and number. That voicemail is a recording. It is stored by Twilio, played only to the people at that business, not turned into text, and kept on the same terms as transcripts below. A caller who does not want to be recorded can hang up before the tone.

When a business signs up

• What the signup asks for: the business name, the country the business is in, and your email address. A business signing up on the Global plans, for a country without prices of its own, also sends its device's time zone, so that the business opens on its own clock. Where the signup asks for a password, it is stored only as a salted hash. If you sign up with Google instead, Google gives us the name and email address on your Google account.
• The address of the business's website, if you give one, so that Belline can read it and draft the business's information.
• The information the business gives Belline to answer with at setup: the kind of business, its address and phone number, opening hours, services, prices, staff, rules and common questions, the number urgent calls are put through to, and the email address new requests are sent to.
• Price lists or brochures uploaded at setup. They are read once to draft the business's information and are not stored. Only the information the owner saves is kept.
• Payments are handled by Stripe: the card, the billing address Stripe asks for to work out the tax that applies, and a tax number if you give one. We keep the plan, the billing period and Stripe's reference for the customer, never card numbers.
• If a Belline referral partner introduced the business, which partner it was and when. Belline pays that partner a share of what the business pays for its first year, so the partner's monthly statement shows the business's name, its plan and the amount paid, and nothing else. A partner never sees the business's conversations, bookings or customers.

When you visit belline.ai

If you talk to or write to Belline on this site, that conversation is handled like any other call or chat above. The dashboard at app.belline.ai uses one essential cookie to keep you signed in.

Counting visits, without cookies. Our own server counts how many people visit this website and the signup pages at app.belline.ai, whatever you choose in the cookie banner, because it uses no cookie and stores nothing in your browser. For each day it keeps only totals: page views, the number of different visitors, which pages were viewed and which page each visitor arrived on, the website that linked to us (its domain only, such as google.com) or the campaign named in the link, whether the device is a phone, tablet or computer, the country where our hosting provider tells us it, and how many visitors used the demo box, opened a chat or call with Belline, or opened the signup page, with the views, visitors, linking websites and those steps also counted by the country version of the site they were on (for example the UK or German pages). To tell visitors apart within one day, the server combines your IP address and browser description with a random key that changes every day and is kept only in its memory, and turns them into an anonymous code. The code is never stored, the key is thrown away at the end of each day, and no IP address or browser description is kept, so these counts cannot identify you or follow you from one day to the next. Nothing is shared with anyone else. Bots and the signed-in dashboard are not counted. We keep the daily totals for 13 months, to see how the website is doing, on the basis of our legitimate interest in running it (where the GDPR applies, Article 6(1)(f) GDPR).

Your cookie choice

The first time you visit, a banner at the bottom of the page asks whether we may use cookies to measure how the site is used and which advertisements bring people here. It has two buttons of the same size: Accept and Only necessary. Until you press Accept, none of the services described below is loaded: no Microsoft Clarity, no Meta pixel and no Google advertising tag. If you press Only necessary, or make no choice, they stay off.

We remember your answer, and nothing else, in your browser's storage and in one cookie, belline_consent, which holds only "all" or "necessary". It is shared with app.belline.ai so that the signup pages follow the same answer without asking again, and it lasts six months, after which the banner asks again. You can change your answer at any time with Cookie settings at the foot of every page. Changing it to Only necessary stops the services on this website from the next page, and removes the cookies they set on belline.ai; cookies kept on their own domains (clarity.ms, facebook.com, google.com) can be cleared in your browser.

Partner links. Some businesses come to Belline through a referral partner, such as the agency that built their website, whose link to this site ends in ?ref= and the partner's code. If you follow one, the code is carried in the links of the page you are reading, so that the partner is credited if you sign up in the same visit, and nothing is stored in your browser. Only if you press Accept do we also keep the code, and the time you followed the link, in one cookie, belline_ref, shared with app.belline.ai, for 90 days. Changing your answer to Only necessary removes it.

Session recording and heatmaps (Microsoft Clarity)

If you press Accept, we use Microsoft Clarity, a website analytics service from Microsoft, to see how people use this website and where a signup gets stuck. Clarity sets cookies of its own and records the visit: the pages viewed, mouse movement, scrolling, clicks and taps, the size of the window, the browser, the approximate location from the IP address, and where the visit came from. It replays that back to us as a session recording, and adds it to heatmaps showing which parts of a page are used. Microsoft is the recipient of this data and may use it in line with its own privacy statement.

• Where it runs. Only after you press Accept: the English pages of this website, and the signup pages at app.belline.ai: the checkout, the email-code screen, signing in, and the setup questions a new business answers. It is never loaded on the signed-in dashboard, so no conversation, request, booking, customer name or customer number belonging to a business or its customers is ever recorded. It is not loaded on the German-language pages at all, even if you press Accept there.
• What is hidden from the recording. Everything typed into a form, hidden in the browser before anything is sent: your email address, your password, your business name, the six-digit confirmation code, and the waitlist fields. Card details are entered in Stripe's own form, which sits in a separate frame that no recording of our pages can see, so no part of a card number, expiry date or security code exists in any recording. Alongside the recording we count five plain events with no values attached — that the card form was shown, that it was submitted, that an error was shown and which category of error it was, that the code screen was shown, and that the code was confirmed — so we can tell where people stop without recording anything they typed.
• How to opt out. Press Only necessary in the banner or in Cookie settings. Blocking cookies for clarity.ms in your browser, any tracking or ad blocker, or Global Privacy Control, which Clarity honours, stops the recording too. Microsoft explains the service and its privacy choices in the Microsoft privacy statement.

The Meta pixel. If you press Accept, this website also loads the Meta pixel, from Meta, so that we can tell which advertisements bring people here and what they then did. It counts a page view and three actions: opening a conversation with Belline, a demo built in the box on the home page, and a free trial started at app.belline.ai. It sets Meta's cookies. Only necessary keeps it off, and a tracking or ad blocker, or blocking cookies for facebook.com, stops it too. Meta explains what it collects in the Meta privacy policy.

Google Ads. When we advertise on Google, and only if you press Accept, this website and app.belline.ai, after a free trial is started, also load Google's advertising tag, from Google, to count which advertisements led to two actions: a demo built in the box on the home page, and a free trial started. It sets Google's advertising cookies, and Google receives the page address, the browser and the IP address with each count. It is not loaded on the German-language pages. Only necessary keeps it off, and a tracking or ad blocker stops it too. Google explains how it uses this information at policies.google.com/technologies/partner-sites.

The country suggestion. On the home page and the country pages, your browser compares the time zone your device reports with the countries we have a page for, and if they differ shows one line offering that country's page, or, where your country has no page of its own, our page for other countries (belline.ai/global). In the UAE, where the page is in English and in Arabic, it also reads the language your browser lists first and offers the page in that language. This happens in your browser: neither the time zone nor the language is sent to us or to anyone else, no cookie is set, and you are never redirected. The one time your time zone is sent to us is when you sign up a business on that page's Global plans: the checkout sends it with the country you choose, so that your business opens on your own clock, and you can change it in your settings. If you close the line, your browser remembers that in its own storage (belline_country_hint), so it does not ask again; clearing your browser's site data forgets it.

The waitlist on the country pages. If you join the waitlist on belline.ai/de-de, /de-at or /de-ch, on one of the English country pages (/en-gb, /en-ie, /en-us, /en-ca, /en-au, /en-nz, /en-sg) or on a location page for a country where Belline is not open, we store your name, email address, business name, country and, if you give one, type of business, so that we can contact you when Belline opens in your country. We send nothing when you join. The entry is kept until you ask us to delete it, which you can do at any time by writing to hello@belline.ai.

What we use it for

• To answer the call or message and do what was asked: answer a question, take a message or a booking request, put the caller through.
• To tell the customer about their booking. When Belline books an appointment and the customer has given an email address, it emails them the booking with a calendar file and a link to change or cancel it. A restaurant table gets no email. It sends no reminders, and nothing goes to a customer about a request: your team confirms those.
• To show the business what happened, so it can check every conversation and follow up every request.
• To recognise a returning customer by number, so they are greeted properly.
• To run, secure, fix and bill for the service.

We do not sell personal data, and we do not use it for advertising.

Who helps us

Belline is built on services from other companies, each of which processes data only to provide its part. The list follows what is switched on: a service a business cannot use is not named.

• Twilio — telephone lines, voicemail recordings left before a business goes live, and WhatsApp messages where a number is connected through Twilio.
• Deepgram — turning speech into text during a call, and voice notes sent in website chat.
• ElevenLabs — turning Belline's replies into speech.
• Anthropic — the language model that understands the request and decides what to say, and that reads the website, price lists and brochures a business gives it at setup.
• Tavus — only for video calls on a website: turning the visitor's speech into text, and the AI-generated face and voice that speak Belline's replies.
• Daily — the live audio and video connection for those video calls, on behalf of Tavus.
• Railway — hosting for the application, its data and this website.
• Cloudflare — storage for encrypted backups of the application's data.
• GitHub — runs the job that makes those encrypted backups.
• Stripe — card payments and subscription billing, and working out the tax that applies to a payment.
• Resend — the emails Belline sends: sign-in codes and links, a business's alerts about new requests, messages to account holders about their account, and, where Belline books an appointment and the customer gave an email address, the booking email to that customer.
• Meta (WhatsApp) — WhatsApp messages, through the WhatsApp Business Platform (Cloud API), where a business has registered a second WhatsApp number with Belline.
• Google (Maps) — finding a business's public Google listing at setup, when the owner searches for it by name and town.
• Google (sign-in) — signing up and signing in with a Google account, which gives Belline the account's name and email address.
• Slack — alerts to Belline's own team when something needs a person, such as a failed booking, which can include the business's name and what went wrong.
• Microsoft (email) — the mailbox behind hello@belline.ai, which receives whatever you write to us.
• Meta (advertising) — the advertising pixel on this website described above, only if you pressed Accept.
• Microsoft Clarity — session recordings and heatmaps of this website and of the signup pages, as described above, only if you pressed Accept.
• Google Ads — the advertising tag described above, only if you pressed Accept and only while we advertise on Google.
• Google Calendar — only if a business connects its own Google Calendar: Belline reads busy times and writes the bookings it takes.
• Microsoft Outlook — only if a business connects its own Outlook calendar, through Microsoft Graph: Belline reads busy times and writes the bookings it takes.
• Apple (iCloud Calendar) — only if a business connects its own iCloud calendar with an app-specific password: Belline reads busy times and writes the bookings it takes, over CalDAV.
• Calendly — only if a business connects its own Calendly account: Belline reads open times and books the customer's name, email address and chosen time into it.
• Slack (the business's own) — only if a business connects its own Slack workspace: Belline posts its new requests and messages there, with the customer's name, number and what they asked for.
• HubSpot — only if a business connects its own HubSpot account: Belline adds the customers who contact it, and a note of each conversation.

These companies process data outside the United Arab Emirates, mainly in the United States. Where each one processes data, as far as we have recorded it, and how transfers are protected are set out in our data processing agreement, which also covers how we process a business's customers' data on its behalf.

Google Calendar data

Connecting a Google Calendar is optional. Only if a business chooses to connect one, this is how Belline treats the information it receives from Google:

• What Belline asks Google for. Two permissions, and no others: calendar.events, to see and change events on the calendars the business picks, and calendar.calendarlist.readonly, to read the names of its calendars so it can pick them. Belline does not ask for the wider calendar permission, so it can never change a calendar's settings or who it is shared with.
• What Belline does with it. Two things only: it reads the times already taken on the calendars the business picked, so it never offers a customer a time that is busy; and it creates, updates and cancels the calendar events for bookings the business's customers ask for. Nothing else.
• What Belline never does with it. Belline does not sell this information, does not use it for advertising or to build a profile of anyone, and does not use it to train AI models — not its own, and not anyone else's. It is not transferred to any other person or company except as needed to provide the two things above, or where the law requires it.
• What Belline keeps. The business's Google refresh token, stored encrypted, so Belline can keep working without asking the business to sign in again; the id and name of each calendar the business picked; and, on each booking, which calendar it was written to. Belline does not copy the contents of the business's other calendar events into its own records: it reads busy times when it needs them, uses them to answer that one question, and does not keep them.
• Who at Belline can see it. Nobody, unless the business asks us to help with a problem, it is needed for security, or the law requires it.
• How to disconnect, and what happens then. The business can disconnect Google Calendar on its Calendars screen at any time. Belline asks Google to revoke the access straight away and deletes the stored token, and from that moment Belline cannot reach the calendar at all. The events Belline has already created stay in the business's own calendar, because those are its own bookings; the business can delete them in Google. A business can also remove Belline from its Google account at myaccount.google.com/permissions.

Belline's 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.

Outlook calendar data

Connecting an Outlook calendar is optional. Only if a business chooses to connect one, this is how Belline treats the information it receives from Microsoft:

• Belline asks Microsoft for three permissions: to see and edit events on the business's calendars, to sign in with the account and read its basic profile, and to keep that access until the business disconnects. It uses them only to find the times already taken on the calendars the business picks, and to add, move and cancel the bookings Belline takes for that business. It reads the calendars through Microsoft Graph.
• Belline does not sell this information, does not use it for advertising, and does not use it to train AI models.
• Nobody at Belline reads it, unless the business asks us to help with a problem, it is needed for security, or the law requires it.
• The connection is stored encrypted. The business can disconnect it in Belline at any time, which deletes Belline's access. To remove Belline from the Microsoft account as well, the account holder (or, for a work account, the organisation's IT admin) removes it from the account's app permissions.

How long we keep it

The daily totals of website visits described above are kept for 13 months and then deleted. Transcripts, requests, messages and voicemail recordings are kept for as long as the business's account is open, so the business can look back at what happened. When an account is closed, we delete its data within 90 days, except records we must keep by law, such as invoices. A business can ask us to delete specific records sooner.

How we protect it

Data travels encrypted. Passwords are stored as salted hashes. Each person signed in to a business account sees only the locations they are given, and what they can change depends on their role. Credentials for connected services are stored encrypted.

What you can ask for

You can ask to see the personal data held about you, to have it corrected, or to have it deleted, and you can object to how it is used. If you contacted a business that uses Belline, ask that business, or write to us and we will pass it on and help. Account holders can write to us directly. We answer within 30 days. If you are not satisfied, you can complain to the DIFC Commissioner of Data Protection.

A business that leaves Belline can have all of its data handed over.

Changes

If this policy changes in a way that matters, we will say so here and tell account holders by email before it takes effect.

Contact

hello@belline.ai