Last updated: 31 October 2026
This policy explains, in plain English, how MsgButler ("we", "us") handles personal data. MsgButler is run by Jiashu Liao.
When we provide the MsgButler SMS app, the merchant using it is the data controller for their customers' messages, and we act as a data processor on the merchant's behalf. For enquiries sent to us directly, we are the controller.
Incoming texts may be processed by AI tools on the merchant's behalf to choose or draft an appropriate reply from the merchant's templates, answer common questions or handle booking requests. Replies are only sent to people who have texted the merchant first. We never use message content for marketing, and we do not sell personal data.
We collect only what is needed to provide the service and keep it no longer than necessary. Merchants can ask us to delete their data, and their customers' data, at any time.
We rely on contract (to provide services to merchants), legitimate interests (to answer enquiries and run our business) and legal obligation where applicable.
We share data only with trusted service providers (for example hosting or AI providers) who process it under our instructions with appropriate safeguards, or where the law requires it.
You have the right to access, correct, delete or restrict the use of your data, to object to processing, and to data portability. If you are a merchant's customer, you may contact the merchant or us. You can also complain to the Information Commissioner's Office (ico.org.uk).
Email jiashu@msgbutler.com with any privacy questions or requests.