Privacy Policy

Last updated: August 2026

1. Who we are

This policy applies to Apelix Pty Ltd (ABN 89 697 295 248) trading as Apelix ("Apelix", "we", "us"). We provide lead capture, call answering and follow-up automation to Australian businesses.

We are committed to handling personal information in accordance with the Privacy Act 1988 (Cth) and the Australian Privacy Principles.

2. What this policy covers

This policy explains how we handle personal information collected through our website, when you enquire about our services, and when we operate lead capture systems for our clients.

3. Two kinds of information we handle

This distinction matters, because our obligations differ.

Information about you, as our client or enquirer

When you enquire about Apelix, book a demo or become a client, we collect and control your information directly. This policy governs how we treat it.

Information about your customers, handled on your behalf

When we run lead capture for a client, we process personal information belonging to that client's customers — names, phone numbers, email addresses, enquiry details, call recordings and message history. We handle that information as a service provider, on the client's instructions and for the client's purposes. We do not sell it, and we do not use it to market our own services.

If you are a customer of a business that uses Apelix and you want your information accessed, corrected or deleted, contact that business directly. If you contact us instead, we will pass your request on and assist them in responding.

4. What we collect

• Contact details — name, business name, phone number, email address.
• Enquiry details — the industry you selected, what you told us you need, and any figures you generated using the calculator on our site.
• Call recordings and transcripts — where our AI receptionist answers calls.
• Message content — SMS, web chat and email exchanges handled by our systems.
• Booking details — appointment times, addresses and job details supplied by a caller so a booking can be made.
• Technical information — IP address, browser type, pages viewed and how you arrived at our site.

We do not knowingly collect personal information from anyone under 16. If you believe we hold information about a child, contact us and we will delete it.

We do not deliberately collect sensitive information as defined in the Privacy Act. If a caller volunteers such information during a call or message, it is stored as part of that conversation record and treated with the same protections as everything else.

5. How we collect it

• Directly from you, through our website forms, chat widget, phone or email.
• Automatically, through cookies and analytics when you visit our site.
• From callers and enquirers who contact a business that uses our systems.
• From our clients, when they provide contact lists or customer records for us to configure.

6. Why we use it

• To respond to your enquiry and arrange a demonstration.
• To provide, configure, support and improve our services.
• To answer calls, qualify enquiries, book appointments and send follow-up messages on behalf of our clients.
• To request reviews after a completed job, where a client has enabled that.
• To send you information about our services, where you have consented — see section 10.
• To meet our legal and record-keeping obligations.

7. Calls, messages and AI

Calls may be recorded and transcribed. Where our AI receptionist answers a call, that call is recorded and converted to text so the conversation can be understood, a booking made, and a summary sent to the business owner. Callers are notified at the start of the call.

Conversations are processed by automated systems. Calls, SMS and chat messages are processed by artificial intelligence in order to understand what the person needs and respond. This means the content of those conversations is sent to third-party AI providers for processing — see section 8.

Automated decisions. Our systems decide how to reply, what to ask next, whether an enquiry looks urgent, and whether to escalate to a person. These decisions affect how quickly someone is contacted, not whether they receive a service. A person can always take over, and anyone can ask to speak to a human.

We do not use your conversations to train AI models. Call recordings, transcripts and message content are used to deliver the service — understanding a caller, booking a job, sending a summary. They are not used to train or fine-tune any AI model, ours or a third party's.

We do not pretend to be human. Where a conversation is handled by AI, we identify it as such.

8. Who we share it with

We share personal information with service providers who help us deliver our services. We do not sell personal information to anyone.

• Our client — where the information relates to an enquiry made to their business.
• CRM and automation platform — to store contacts, run pipelines and send messages.
• Telephony and SMS providers — to carry calls and text messages.
• Artificial intelligence providers — to transcribe calls and generate replies.
• Email and calendar providers — to send notifications and create bookings.
• Website hosting and analytics providers.
• Professional advisers and anyone we are required to disclose to by law.

9. Overseas storage

Several of the platforms we rely on are based outside Australia, principally in the United States. This means personal information we handle — including call recordings, transcripts and message content — is likely to be stored on or accessed from servers overseas.

We take reasonable steps to ensure those providers handle information consistently with the Australian Privacy Principles, but by using our services you acknowledge that information may be processed outside Australia and that overseas providers may be subject to foreign laws.

10. Marketing and how to opt out

We only send marketing messages where we have your consent, or where you have enquired about our services and would reasonably expect to hear from us. Every message identifies who sent it and includes a way to opt out.

To stop marketing messages, reply STOP to any SMS, use the unsubscribe link in any email, or contact us at hello@apelix.com.au. We action opt-out requests promptly and within five working days.

Messages sent on behalf of our clients follow the same rules. Operational messages — such as an appointment confirmation or a reply to an enquiry someone made — are not marketing and may still be sent.

11. Security

We take reasonable steps to protect personal information from misuse, loss, unauthorised access, modification and disclosure. These include access controls, multi-factor authentication on the platforms we use, and limiting access to those who need it.

No system is completely secure. If a data breach occurs that is likely to result in serious harm, we will notify affected individuals and the Office of the Australian Information Commissioner as required under the Notifiable Data Breaches scheme.

12. How long we keep it

We keep personal information for as long as needed for the purpose it was collected, and for as long as our client relationship continues. Where we hold information on behalf of a client, we keep it while their agreement is on foot, and delete or return it on request after it ends.

We may retain some records longer where required by law, or where needed to resolve a dispute.

13. Access, correction and deletion

You can ask us what personal information we hold about you, ask us to correct it, or ask us to delete it. Contact us using the details in section 17. We will respond within a reasonable period, normally 30 days.

We may need to verify your identity first. If we refuse a request, we will tell you why in writing.

14. Cookies and analytics

Our website uses cookies to make the site work and to understand how visitors use it. Our chat widget and review widget are provided by third parties and may set their own cookies.

You can block or delete cookies in your browser settings. Some parts of the site may not work properly if you do.

15. Complaints

If you think we have mishandled your personal information, contact us first at hello@apelix.com.au. We will acknowledge your complaint and aim to resolve it within 30 days.

If you are not satisfied with our response, you can complain to the Office of the Australian Information Commissioner at oaic.gov.au or on 1300 363 992.

16. Changes to this policy

We may update this policy from time to time. The current version is always available on this page, with the date it was last updated shown at the top.

17. Contact us

Apelix Pty Ltd
ABN 89 697 295 248 · ACN 697 295 248
New South Wales, Australia
Email: hello@apelix.com.au