Privacy notice

Privacy information

Updated 1 November 2026. This notice explains our own processing and the different role we have when providing services on an agency’s instructions. It does not make an agency, another family company or a customer’s chosen provider part of the same controller.

1. Who we are and when this notice applies

ModelProp Ltd, company 15018178, registered in England and Wales, is responsible for the processing described here that we determine ourselves. Our registered office is Suite 3 The Palace Theatre, 156 High Street, Swansea, Wales, SA1 1NE. Contact support@modelprop.ai for a privacy question, rights request or complaint.

This notice covers ModelProp websites, business accounts, enquiries and our own processing across current and future ModelProp products, including VoiceProp, ChatProp, VirtualProp, ContentProp, AvatarProp, ClipProp, OmniProp and the Console. MyPorta and MyHome identify their separate operator and privacy information. Shared branding does not give every business in the family access to your information.

Where an agency determines why your enquiry, recording, message or client information is processed and we act only on its instructions, that agency is the controller and we are its processor. Its privacy notice explains its purposes. We assist it with requests about its processing and remain responsible for our own legal obligations.

2. Information and purposes we control

We use business contact, account and order details to respond to enquiries, manage customer relationships and supply agreed services. For an individual contracting with us, necessary processing may be based on the contract or requested pre-contract steps. For an agency’s employees or representatives, we normally assess legitimate interests in administering the business relationship rather than treating them as parties to the agency’s contract.

We use necessary payment, invoice and transaction information for billing and applicable accounting/legal obligations. Payment providers handle their own payment functions under the arrangement explained at checkout; we identify the provider and do not claim to hold no payment-related information merely because card entry happens elsewhere.

We use necessary access, device, security and support information to keep services working, investigate faults and prevent abuse, based on proportionate legitimate interests and legal obligations where applicable. We assess our interests against people’s rights. Optional marketing and device tracking follow the choices and legal requirements described below.

We may receive information from your agency, its approved systems, authorised content providers or other lawful sources. We explain relevant categories and sources where information is not collected directly from you. Do not send information about another person unless necessary and lawfully disclosed.

3. What product use may involve

VoiceProp may process the calling number, agreed callback details, audio, transcript, message, property context, timing, delivery and booking information. ChatProp may process chat, email or messaging content, contact details and selected agency/CRM information. The interaction explains the agency, AI involvement, actual recording and the privacy route. Recording/transcription and callback permission are different choices and purposes.

VirtualProp processes submitted property images, staging instructions and outputs. ContentProp and ClipProp process approved property facts, scripts, photographs, audio/video, publication instructions and output approvals. AvatarProp processes authorised source face/voice material, verification/permission records, derived presenter assets and generated output. Extra permission information is given to each real presenter before capture or creation.

OmniProp and the Console can coordinate information only across the products, agency scopes and connections selected for the service. A common account does not make private data available to another agency or permit unrelated use. We explain additional purposes or higher-risk uses before introducing them and obtain consent where required.

4. Service providers and other recipients

We use approved providers for hosting, identity, storage, AI, telephony, communications, payment and media functions as needed for the selected service. Relevant information may be processed by those providers to produce the result; this is not necessarily anonymous. For agency processing, the customer’s completed processing record identifies the approved suppliers and arrangements. Contact support@modelprop.ai for recipient and safeguard information relevant to your data.

We use commercial technology suppliers under their applicable standard terms and data-use policies. Depending on the service, these permit storage, security review and improvement of their services or models, including use of de-identified or aggregated information. We explain material supplier processing and available choices for the selected feature, including a real person’s likeness or voice before creation. We remain responsible for choosing and using suppliers lawfully, protecting confidential information and respecting your rights. Our commitments about training our own models do not imply identical data-use or retention practices at every supplier.

Agency messages and bookings are routed to its authorised recipients under its instructions and privacy information. Independent agencies and other businesses are responsible for their own handling. We may disclose information to professional advisers, regulators or authorities where necessary and lawful, or in a protected business transfer with required notices and safeguards. We do not treat a general family brand as a lawful basis for sharing.

Restricted transfers outside the UK require an applicable legal mechanism and safeguards. Depending on the recipient these may include adequacy, an executed UK IDTA or UK Addendum and the required assessment/additional measures. Ask us how to obtain relevant safeguards; supplier headquarters alone does not establish where your data is processed.

5. AI improvement, rights and decisions

We may use lawfully available public business information, business content we are authorised to use, and genuinely anonymised information to develop, train, test and improve our AI, products and services across our product family as technology and methods evolve. We do not use identifiable personal data about you, your team or your clients to train or improve our own wider AI models. Public staff profiles and property information can contain personal data and are not automatically eligible for training.

Information used for anonymous learning must first be processed so that individuals cannot reasonably be identified, including by combining it with other available information. Removing names or encrypting data alone is not anonymisation. Any processing needed to anonymise personal data must itself be lawful and, where we act as a processor, covered by documented customer instructions. This agreement does not authorise unrestricted access to private records.

Your products can use authorised agency, team and property information to provide accurate answers and deliver your agreed services. This is separate from wider model training. Creating a requested personal avatar or synthetic voice remains subject to that individual’s separate, informed authorisation for the specified service; it does not give us permission for wider model training or other uses of their identity.

We assess any personal-data processing needed for anonymisation against its purpose and an appropriate lawful basis, normally proportionate legitimate interests for processing we control, with required notices and rights. Where we act on an agency’s behalf, its documented lawful instructions govern. General terms acceptance is not blanket data-protection consent. Our Data Use and AI Improvement terms explain the permitted business-content use; confidential records and third-party rights remain protected.

We assess biometric identification and any decision producing legal or similarly significant effects before introducing it, and provide the information and safeguards required by law. A face or voice is not automatically special-category biometric data in every use.

6. Retention and security

We keep information only while needed for the stated purpose, required legal records or proportionate legal/security matters. Relevant criteria include the active account or service, the nature of an enquiry, recording or output, the agreed agency instruction, permission expiry, and the period during which a claim may reasonably arise. For agency processing, the agreed processing particulars specify the applicable periods. For our own records, we review whether the information remains needed for the purpose, any required legal record and proportionate evidence of permission, an unresolved complaint, security incident or legal claim. Ask us for the period or criteria applicable to your information.

Different rules apply to recordings, transcripts, source images, presenter models, final outputs, permissions and financial records. Deleting an active record may not immediately remove a restricted backup; backup copies expire under the applicable schedule and must not be restored for renewed unauthorised use. A recipient’s already delivered copy is under that recipient’s responsibilities. We explain lawful retention exceptions when handling a request.

We apply security measures appropriate to the risk, including encryption and access controls to protect personal data in transit and storage. Encryption is a security measure, not anonymisation, and authorised processing may require decryption. No service can promise absolute security. We investigate incidents and notify regulators and affected people where the law requires.

7. Marketing, cookies and device choices

Service communications are distinct from optional marketing. Where consent is required for marketing, we ask separately for the stated purpose and channel. You can withdraw consent and object to direct marketing at any time using the message’s unsubscribe route or our contact. Where law permits business marketing without prior consent, we still identify ourselves, apply the appropriate lawful basis and provide an effective opt-out.

Our cookie and device information at https://www.modelprop.ai/cookies describes website storage and external services. Non-exempt technologies require the appropriate prior consent. Where a legal exception is used, we meet its conditions, including information and a simple free objection where required. Browser microphone/camera permissions are separate. Rejecting optional choices does not block necessary account or purchased service functions.

We use Vercel Web Analytics to understand readership of our public website, based on our legitimate interests in improving our information and services. It estimates visitors using request/device information and a daily changing identifier, without analytics cookies. We exclude administration, previews and embedded service pages, strip query strings and fragments from page URLs, and do not send enquiry content or custom interaction events. Our authorised team can view reports for up to 12 months. See our cookie and device information or contact support@modelprop.ai for details or to object.

8. Your rights and complaints

Depending on the processing and applicable law, you may request access, correction, erasure, restriction or a portable copy, object, and withdraw consent without affecting earlier lawful processing. We normally respond to a rights request without undue delay and within one calendar month, subject to permitted extensions or adjustments, which we explain. We request identity information only where reasonably necessary.

For our processing, raise a privacy complaint with support@modelprop.ai, by post to our registered office, or using the complaint form at https://www.modelprop.ai/privacy-requests. The form can be sent by email or post; you do not need to use it or quote legal language. We acknowledge complaints within 30 days, investigate appropriately, keep you informed and communicate the outcome without undue delay. You may complain to the Information Commissioner’s Office at https://ico.org.uk/make-a-complaint/ and exercise other legal remedies. If the agency is controller, we direct or forward the relevant request appropriately without obstructing rights.

Our business accounts are intended for authorised adults. We assess and handle children’s information lawfully if it reaches a service; an age statement does not replace that assessment. Material changes to purposes or practices are explained before they begin, with consent where required. Merely continuing to use a site is not consent to optional new processing.