What the law allows.

Last updated 11 September 2026

A phone that answers, calls, texts and records puts you in the world of calling and messaging rules, in the UK and the US. Here is the short version, so you know what we can build for you and what we will not.

Answering calls people make to you

No problem anywhere.

Someone rang your business and wants to talk. Tell them at the start that the call is answered by an automated assistant and may be recorded. Our receptionist says this itself, once, and then gets on with it.

Reminding a customer about a booking they made

Fine in both countries.

This is a service message, not marketing. Keep it to the appointment. The moment you add "and ask about our servicing deals", it becomes marketing and different rules apply.

Following up someone you have met or quoted

Fine, provided they gave you the number themselves.

Keep a note of when and how you got it. Our tools keep that note for you.

Making outbound calls with the Dialler

You dial the call, and you are on it.

The Dialler is a desk for a person making calls, not a machine making calls on its own. You choose who to ring, you press the button, you are on the line for the whole call, and the person you reach can talk to you at any moment. The one-button opening line and the cue cards play recordings of your own voice while you are there, which is a person calling with a script, not an automated call. That is why it is legal in the UK.

What it does not change: who you may ring. In the UK, businesses making marketing calls must screen against the Telephone Preference Service and its corporate equivalent, and stop when asked. A business that has opted out must not be called. In the US, prior consent rules for sales calls are strict and the penalties per call are serious.

Calling someone who has never contacted you, with an automated or cloned voice on its own

We will not build this. In the UK you would need to screen against TPS and CTPS first, and an automated call needs consent. In the US an automated or AI voice calling a number for sales needs prior written consent. This is the one that gets small businesses fined, so we do not make it easy for you to slip into it.

Recording

Tell people at the start of every call.

In the UK you also need to say why and store the recordings securely. In the US around a dozen states require every party to consent, so announcing it up front keeps you right everywhere. Our receptionist announces it. On the Dialler, you announce it.

A cloned voice

Your voice, with your consent, never pretending to be you in person.

We only clone the voice of the person who asks us to, with their permission on record. The clone always says it is a clone when asked, and never claims to have personally done something the real person did. The line you ring from our page is Robert's own clone, built exactly this way.

Saying it is AI

If a caller asks whether they are speaking to a person, the answer is no.

Several US states now require automated callers to disclose this anyway, and it is the honest answer regardless. Everything we build answers that question truthfully.

Stopping

If someone says stop, or texts STOP, that is the end of it across every channel.

We log it and never contact them again. Our tools do this for you.

Texting in the US

You must register your business and your message templates before you can send business texts in the US. Your provider walks you through it. Expect a few days.

Your data

You are responsible for your customers' data. We process it on your behalf.

Do not enter anything you would not be comfortable explaining to a customer. Our privacy notice says what we hold and for how long.

These are general guidelines, not legal advice. If you are unsure about a particular campaign, ask a solicitor or attorney. We are happy to talk it through first: ring 01423 227770.

The abbreviations, spelled out

PECR: Privacy and Electronic Communications Regulations 2003 (UK). Governs marketing by phone, text and email.
UK GDPR: United Kingdom General Data Protection Regulation. Governs how you store and use personal data.
DPA 2018: Data Protection Act 2018 (UK). The Act that sits alongside UK GDPR.
ICO: Information Commissioner's Office. The UK regulator that enforces the above.
TPS: Telephone Preference Service (UK). The opt-out register for personal numbers.
CTPS: Corporate Telephone Preference Service (UK). The equivalent for business numbers.
TCPA: Telephone Consumer Protection Act 1991 (US federal). Governs automated calls and texts.
FCC: Federal Communications Commission. The US regulator that enforces TCPA.
FTC: Federal Trade Commission (US). Enforces the Telemarketing Sales Rule.
TSR: Telemarketing Sales Rule (US). Sits alongside TCPA and covers sales calls.
DNC: Do Not Call Registry (US federal opt-out list).
EBR: Established Business Relationship. The exemption that lets you contact an existing customer.
A2P 10DLC: Application-to-Person, 10-Digit Long Code. The US registration scheme for business SMS.