1. Who We Are
Smart Phone Deals ("we," "us," or "our") is an independent third-party mobile plan comparison and referral service operating in the United Kingdom. We help UK residents compare mobile phone contracts, SIM-only deals, and broadband plans, primarily from leading UK mobile providers. We are not a telecommunications provider and are not part of
We are registered with the Information Commissioner's Office (ICO) as required under the UK GDPR and the Data Protection Act 2018.
If you have questions about this Privacy Policy, contact us at: privacy@smartphonedeals.co.uk or call +44 7973 055134.
2. Legal Basis for Processing (UK GDPR Article 6)
We process your personal data on the following lawful bases:
- Legitimate Interests (Article 6(1)(f)): Providing our comparison service, improving our website, and measuring advertising performance
- Consent (Article 6(1)(a)): Sending marketing communications; you may withdraw consent at any time
- Contract (Article 6(1)(b)): Processing necessary to refer you to your chosen provider
- Legal Obligation (Article 6(1)(c)): Complying with applicable UK law
3. Information We Collect
We may collect the following personal information when you interact with our website or call us:
- Contact information: Name, phone number, email address
- Location information: Region or postcode (to find plans in your area)
- Service preferences: Your current provider, desired services, budget
- Call recordings: Calls may be recorded for quality assurance and regulatory compliance. You will be informed before recording begins.
- Website usage data: IP address, browser type, pages visited, time on site (via cookies and Google Analytics)
- Google Ads data: Click and call conversion data tracked via Google Analytics and Google Ads
4. How We Use Your Information
- Match you with suitable mobile, SIM, or broadband plans in your area
- Refer you to our partner providers if you choose to proceed
- Improve our comparison service and customer experience
- Comply with legal obligations under UK GDPR and the Data Protection Act 2018
- Send follow-up communications you have requested (with your consent)
- Measure and improve our Google Ads campaigns via anonymised analytics data
5. Sharing Your Information
We do not sell your personal information to third parties. We may share your data with:
- Your chosen service provider: If you wish to proceed with a plan, we refer you to the relevant provider, who will collect their own information directly under their own privacy policy
- Google: Anonymised analytics and ad conversion data via Google Analytics 4 and Google Ads. See Google's Privacy Policy
- Legal and regulatory authorities: If required by law, court order, or a regulatory authority such as Ofcom or the ICO
6. Cookies & Tracking
Our website uses cookies and similar tracking technologies in accordance with the Privacy and Electronic Communications Regulations (PECR) 2003. We obtain your consent before placing non-essential cookies. You may withdraw consent or manage cookies at any time via your browser settings or our cookie preference centre.
We use Google Analytics 4 to collect anonymised data about site usage. You can opt out of Google Analytics tracking using the Google Analytics Opt-out Browser Add-on. For Google Ads, visit Google Ad Settings.
7. Your Rights Under UK GDPR
Under the UK General Data Protection Regulation (UK GDPR) and the Data Protection Act 2018, you have the following rights:
- Right of access (Article 15): Request a copy of the personal data we hold about you
- Right to rectification (Article 16): Request correction of inaccurate data
- Right to erasure (Article 17): Request deletion of your data ("right to be forgotten")
- Right to restrict processing (Article 18): Request that we limit how we use your data
- Right to data portability (Article 20): Receive your data in a structured, commonly used format
- Right to object (Article 21): Object to processing based on legitimate interests or for direct marketing
- Right to withdraw consent: Where processing is based on consent, withdraw it at any time without affecting prior processing
- Right to lodge a complaint: Complain to the Information Commissioner's Office (ICO) at ico.org.uk or call 0303 123 1113
To exercise any of these rights, contact us at privacy@smartphonedeals.co.uk. We will respond within one calendar month as required by UK GDPR.
8. Data Retention
We retain personal data only as long as necessary for the purposes described in this policy or as required by law. Call recordings are retained for up to 6 months. Website analytics data is retained in accordance with Google Analytics' standard data retention settings (default 14 months). Contact form submissions are retained for up to 2 years.
9. International Data Transfers
Your data is processed primarily within the UK and the European Economic Area (EEA). Where data is transferred outside the UK (for example, to Google servers in the United States), we ensure appropriate safeguards are in place in accordance with UK GDPR Chapter V, including Standard Contractual Clauses approved by the ICO.
10. Security
We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, or misuse, in line with Article 32 of the UK GDPR. However, no internet transmission is entirely secure and we cannot guarantee absolute security of data transmitted to our website.
11. Children's Privacy
Our service is intended for adults aged 18 and over. We do not knowingly collect personal information from individuals under 18. If you believe a child has provided us with personal data, please contact us immediately.
12. Changes to This Policy
We may update this Privacy Policy from time to time to reflect changes in law or our practices. Changes will be posted on this page with a revised "Last Updated" date. Continued use of our service after changes are posted constitutes your acknowledgement of the updated policy.
13. Contact & Data Controller Details
The data controller responsible for your personal information is Smart Phone Deals. For any privacy-related questions or to exercise your rights, please contact us:
- Email: privacy@smartphonedeals.co.uk
- Phone: +44 7973 055134
- ICO Registration: [ICO Registration Number]
- Website: smartphonedeals.co.uk