Last updated: 13 August 2026
Alf answers telephone calls and messages on behalf of restaurant and hospitality venues, takes bookings and orders, and sends confirmations. To do this it necessarily processes some personal data about the venue's customers and staff.
Depending on how a venue uses the service, this can include: caller phone numbers, names given during a call, booking and order details (date, time, party size, items ordered, dietary notes), call audio and transcripts generated to fulfil the call, SMS confirmation content and delivery status, and, for venue account holders, business contact details and billing information. Website visitors: standard server logs and any details you submit through the site.
To provide the service a venue has contracted for (performance of a contract, and our and the venue's legitimate interests in operating the booking process); to secure and improve the service (legitimate interests); to meet legal obligations such as accounting rules; and, where required, with consent.
Calls handled by Alf are processed by automated speech and language systems to understand the request and complete the booking or order. Where audio or transcripts are retained, they are kept only as long as needed to deliver and quality-assure the service, and venues can request shorter retention. We do not use call content to market to callers, and we do not sell personal data.
Service providers who help us run Alf, under contract: telephony and messaging carriers (including Twilio Inc.), cloud hosting and database providers, speech and AI model providers, and payment processors for account billing. The venue you interact with receives the booking or order details — that is the point of the service. We may also disclose data where the law requires.
Some providers process data outside the UK. Where that happens we use safeguards recognised under UK GDPR, such as adequacy regulations or the appropriate standard contractual clauses with the UK addendum.
We keep personal data only as long as needed for the purposes above: booking and order records for the period agreed with the venue, account and billing records for as long as legally required, and call audio/transcripts for the shortest period consistent with delivering and quality-assuring the service.
Under UK GDPR you can ask for access to your data, correction, erasure, restriction, portability, and to object to certain processing. If your data reached us through a venue, we may direct your request to that venue where it is the controller, or help them respond. You can also complain to the Information Commissioner's Office (ico.org.uk).
We use technical and organisational measures appropriate to the data we handle, including encryption in transit, access controls, and isolation of each venue's data.
The alfrom.us website uses only the cookies necessary for it to function. If we introduce analytics or other non-essential cookies we will ask for consent first.
We will post any changes to this policy on this page with an updated date.
Longfort Pro Ltd, 3 Advent Way, Unit 2A, London N18 3AH, United Kingdom.
Email: huseyin.sanli@longfortpro.com