Privacy Policy | Review Privacy Safeguards – Stay Secure

DS AI Ltd (“we”, “us”, or “our”) respects your privacy and is committed to protecting your personal data. This Privacy Policy explains how we collect, use, disclose, and safeguard your information when you visit our platform or use our software-as-a-service (SaaS) offering.

We are a company registered in England and Wales with company number 14808904 and registered office at 86-90 Paul Street, London, England, EC2A 4NE.

We are the data controller responsible for your personal data under the UK General Data Protection Regulation (UK GDPR).

We may collect and process the following types of personal data:

Information You Provide Directly

Account information (name, email address, password, billing details)
Contact details submitted via forms or support
Payment details (processed via third-party providers)

Information Collected Automatically

Usage data (log-in timestamps, features used, pages visited)
Device and browser information
IP address and location data

Information from Third Parties

Authentication or identity providers (e.g., Google, Microsoft)
Payment processors

We use your personal data for the following purposes:

To provide, operate, and maintain our platform
To process transactions and manage subscriptions
To provide customer support
To send administrative and marketing communications (with your consent where required)
To analyse usage and improve our services
To comply with legal obligations

We rely on the following legal bases under UK GDPR:

Contractual necessity – when processing is needed to perform our contract with you.
Legitimate interests – for business purposes that are not overridden by your rights.
Legal obligation – to comply with laws and regulations.
Consent – where you’ve given us permission (e.g., marketing).

We may share your data with:

Service providers and vendors (e.g., hosting, analytics, payment processors)
Professional advisers (e.g., lawyers, accountants)
Regulators or authorities, if required by law
Third parties in a business transfer, such as during a merger or acquisition

We ensure that all third parties respect the security of your personal data and comply with UK GDPR requirements.

Some of our third-party service providers may process your data outside the UK. We ensure appropriate safeguards are in place, including Standard Contractual Clauses or UK adequacy decisions, to protect your personal data.

We retain your personal data only as long as necessary to fulfil the purposes we collected it for, including to comply with legal, accounting, or reporting requirements.

Under UK GDPR, you have rights including:

The right to access your data
The right to correct inaccurate data
The right to erasure (“right to be forgotten”)
The right to object to processing
The right to restrict processing
The right to data portability
The right to withdraw consent at any time (where applicable)

You may exercise your rights by contacting us at dpo@senttr.com. If you are not satisfied with our response, you have the right to lodge a complaint with the Information Commissioner’s Office (ICO): https://ico.org.uk.

We implement appropriate technical and organisational security measures to protect your data from unauthorised access, alteration, disclosure, or destruction.

We may update this Privacy Policy from time to time. We will notify you of significant changes by email or by posting a prominent notice on our site.

If you have any questions about this Privacy Policy or wish to exercise your rights, please contact us at:

DS AI Ltd
86-90 Paul Street, London, England, EC2A 4NE
Email: dpo@senttr.com