How SwrlSite handles your information.

1. Who we are

SwrlSite is the public brand of Swrl LLC ("SwrlSite," "we," "us," or "our"). This Privacy Policy explains how we handle information when you visit our website, request the free Growth Scorecard, request a call, sign up for email updates, or otherwise interact with us. It applies to the SwrlSite marketing site and scorecard service, and not to any separate client website we build and hand off to a business owner.

2. Information we collect

Information you provide directly.

• Review requests: your selected review type, business name, industry, market or service area, offer, customers served, desired improvement, optional current-tool or process context, contact details, form entry point, and any website or public business-profile URL you provide. Marketing email consent is collected separately.
• Call requests: your name, email, optional WhatsApp/phone, business name, the type of call requested, and any notes you add.
• Email and marketing signups: your email address and optional first name, with your separate consent.
• Project reviews and edit requests: if you are a client, the approval, edit notes, and corrections you submit through a private review link.
• Direct messages: anything you choose to send us by email or other contact.

Information collected automatically. When you browse the site we record limited, privacy-respecting analytics: the pages viewed, the date and time, and the referring website's domain (not the full URL). To count repeat visits without identifying you, we generate a one-way, salted hash that rotates every day; we do not store your IP address, full user-agent string, or any cookie-based identifier in our analytics. Our hosting and security infrastructure may keep short-lived server logs for reliability and abuse prevention, and we record limited rate-limiting signals (such as a truncated network identifier) to protect our forms from abuse.

What we do not want. Please do not submit passwords, payment card data, government identifiers, private customer records, medical information, legal records, or other sensitive personal information through our forms. We do not request or need it.

3. How we use information

• To generate, deliver, and explain your private scorecard.
• To respond to your requests, schedule calls, and prepare a founder-reviewed proposal when you ask for one.
• To send transactional messages about a scorecard or request you submitted (these are not marketing).
• To contact you about your request: by email, and, if you provide a number, by phone call, text message, or WhatsApp. Standard message and data rates may apply; you can reply STOP to opt out of texts, and we do not send automated or marketing text messages without your separate, express opt-in.
• To send occasional marketing email only if you separately opted in, with an unsubscribe link in every message.
• To operate, secure, debug, and improve the site, including aggregate analytics about how the site is used.
• To prevent fraud and abuse and to comply with legal obligations.

4. Automated audits and AI processing

Existing-site scorecards use automated software that visits the public website you submit, captures desktop and mobile screenshots, and extracts visible content such as headings, navigation, calls-to-action, and metadata. Existing- and new-site reviews may also use the business name, industry, market or service area, offer, customers served, desired improvement, optional public profile, optional current-tool or process context, and public market research. This evidence is sent to a third-party AI provider (currently OpenAI) to produce structured observations and recommendations. Your contact name, email address, and phone number are deliberately excluded from the AI analysis prompt.

Scorecard ratings, market ranges, competitor observations, and recommendations are automated, strategic estimates based on public information. They are not guarantees, appraisals, or final quotes, and AI-generated output can be incomplete or wrong. A human reviews scope before any proposal is sent. Our use of third-party AI is subject to that provider's terms; we do not authorize the use of submitted content to train third-party public models beyond what the provider's standard business terms permit.

Website chat assistant. Our site offers an optional chat assistant. When you use it, the messages you type and the recent conversation are sent to our third-party AI provider (currently OpenAI) to generate replies, and the conversation is logged so we can maintain quality, prevent abuse, and improve the assistant. Conversation logs are deleted when no longer needed, generally within about 90 days. The assistant is scoped to questions about SwrlSite and does not require an account. Its answers are AI-generated, can be incomplete or wrong, and are not a quote, contract, or guarantee. Please do not enter passwords, payment details, or other sensitive personal information into the chat.

AI phone and text agent. Our business phone line is answered around the clock by an AI agent that can also reply by text message. When you call, the greeting tells you up front that you are speaking with an AI assistant and that the call is recorded and transcribed; if you prefer not to be recorded, you can hang up and reach us by email instead. For each call or text conversation we keep the recording, a transcript, your phone number, and the details you choose to share, such as your name, your business, and what you need. The conversation is sent to our third-party AI provider (currently OpenAI) during the call to generate the agent's replies, and afterward to write a short summary for our team, so anything you say or text, including contact details you share out loud, is part of what the AI provider processes. Contact details you share are saved in our customer records so we can follow up on your request. Call recordings, transcripts, and summaries are kept like the lead and contact records described below: while you are a prospect or client and for a reasonable period afterward, then deleted when no longer needed. You can ask us to delete them at any time. Text messaging from this line follows the texting rules in this policy: reply STOP at any time to opt out of texts.

5. Website screenshots and third-party content

Website reviews capture screenshots and extracted text from the public URL you submit. New-site reviews may use your business description and an optional public business-profile link for market research. By submitting information you confirm you own it or are authorized to request the review. We do not bypass logins, paywalls, or technical access controls.

6. How we share information

We do not sell your personal information, and we do not share it for cross-context behavioral advertising. We share information only:

• With service providers that operate the service under our instructions, for example, cloud hosting and database infrastructure, our AI analysis provider, our transactional/marketing email provider, and our payment processor (Stripe). They may process your information only to provide services to us. We do not receive or store your full payment-card details; payments and subscriptions are handled by Stripe.
• For legal reasons, to comply with applicable law, lawful requests, or to protect the rights, safety, and property of SwrlSite, our users, or the public.
• In a business transfer, if Swrl LLC is involved in a merger, acquisition, or sale of assets, subject to this policy.
• With your direction or consent.

Text messaging. Mobile phone numbers and text-message opt-in consent are never sold, and never shared with third parties or affiliates for marketing or promotional purposes. We use your number only to send the messages you asked for (for example, replies to your texts or a booking link you requested on a call) through our messaging provider acting on our instructions. Reply STOP at any time to opt out of texts.

7. How long we keep information

• Scorecard screenshots and generated scorecard/proposal files are stored privately for up to about one year and then deleted when no longer needed, unless deleted sooner or unless we need to keep them for a legitimate, documented business or legal reason.
• Lead and contact records (scorecard, call, and project information) are kept while you are a prospect or client and for a reasonable period afterward for follow-up and recordkeeping.
• Marketing subscribers are kept until you unsubscribe, after which we retain a minimal suppression record so we do not email you again.
• Analytics records are retained for a limited period (by default about 13 months) and contain no direct identifiers.
• Chat assistant conversations are retained for about 90 days for quality and abuse prevention, then deleted when no longer needed.
• Billing and subscription records (plan, status, and payment history from our payment processor) are kept while a support plan is active and for a reasonable period afterward to meet tax, accounting, and legal obligations. Full payment-card details are held by Stripe, not by SwrlSite.

Private report and proposal links use long, unguessable tokens and are set to not be indexed by search engines. Treat these links as confidential and do not post them publicly.

8. Your choices and rights

• Access, correction, deletion: you can ask us to confirm what information we hold about you, correct it, or delete it.
• Marketing opt-out: click unsubscribe in any marketing email, or contact us. Opting out of marketing does not stop transactional messages about a request you made.
• Scorecard deletion: ask us to delete your scorecard, its screenshots, and generated files at any time.
• Your project and subscription data: after a project or support plan ends you keep your website, files, domain, and accounts. We will provide a copy of your data and access credentials on request, and we retain our own records only as long as needed for legitimate business, tax, or legal purposes.

To exercise any of these, email us at the address in the Contact section. We will verify your request and respond within the time required by applicable law. We will not discriminate against you for exercising your rights.

9. U.S. state privacy rights

Depending on your state of residence (for example, California, and other states with comprehensive privacy laws), you may have the right to know or access the personal information we collect, to request correction or deletion, to obtain a portable copy, and to opt out of the "sale" or "sharing" of personal information or targeted advertising. SwrlSite does not sell personal information and does not share it for cross-context behavioral advertising or targeted advertising. We do not use your information to make decisions that produce legal or similarly significant effects about you. To exercise a state privacy right, contact us as described below; you may use an authorized agent where the law allows.

10. Cookies and analytics

We use only essential, first-party cookies required for the site to function and to keep web forms secure (for example, session and anti-forgery cookies). We do not use third-party advertising or social-media tracking cookies. Our usage analytics are first-party and cookieless: they rely on a daily-rotating, non-identifying hash rather than persistent identifiers, so we can understand traffic trends without building a profile of you. Because we do not use cross-site tracking, we honor browser "Do Not Track" / Global Privacy Control signals by design.

11. International users

SwrlSite is operated from the United States and is intended primarily for U.S. small businesses. If you access the service from outside the United States, you understand that your information will be processed in the United States, where data-protection laws may differ from those in your country. Where the EU/UK GDPR applies, our legal bases for processing are: performance of a request or contract (delivering the scorecard you asked for), your consent (marketing email), and our legitimate interests (operating, securing, and improving the service), and you may have additional rights of access, rectification, erasure, restriction, portability, and objection.

12. Children's privacy

The service is intended for business owners and is not directed to children. We do not knowingly collect personal information from anyone under 16. If you believe a child has provided us information, contact us and we will delete it.

13. Security

We use reasonable administrative and technical safeguards, including transport encryption (HTTPS), access controls, unguessable private links, and short data-retention windows for generated artifacts. No method of transmission or storage is completely secure, and we cannot guarantee absolute security.

14. Changes to this policy

We may update this policy as the service evolves or the law changes. When we do, we will revise the "Last updated" date above and, for material changes, take additional steps where required by law. Continued use of the service after an update means you accept the revised policy.

15. Contact us

Questions or privacy requests? Email contact@swrlsite.com.

Swrl LLC · 6339 Charlotte Pike, Unit #C341, Nashville, TN 37209

This page describes our current practices in plain language. It is provided for transparency and is not legal advice. Please have it reviewed by a licensed attorney before relying on it for compliance.