Who We Are
msg2ai is operated by Rethink Labs LLC, a company based in North Carolina, United States. Rethink Labs LLC is responsible for the personal data described in this policy, except where we handle data on behalf of a business customer (see "Whose data this policy covers" below).
Whose Data This Policy Covers
- • Website visitors. People who visit our website. We decide how that data is used.
- • Customers. Businesses that hold a msg2ai account, and their staff. We decide how account data is used.
- • People our customers message. Guests, attendees and contacts who exchange messages with a business using msg2ai. Here the business decides what happens to that data and we act on its instructions. If you are one of those people, contact the business first; we will help it respond.
What We Collect
From website visitors
- • IP address, browser and device type, pages viewed.
- • Anything you send us through a form, including your name, email address and message.
- • Cookie and analytics identifiers (see Cookies below).
From customers
- • Account and sign-in details, name, work email, phone number and company details.
- • Billing details, handled by our payment provider; we do not store full card numbers.
- • Assistant settings, content and support correspondence.
From messaging
- • Phone numbers, message content sent and received, delivery status and timestamps.
- • Opt-in and opt-out records, including unsubscribe requests.
- • Details a person shares in a conversation, such as booking or attendance information, and the replies our AI assistants generate.
Why We Use It
- • To provide the service our customers have signed up for.
- • To deliver, receive and log messages, and to answer them.
- • To take payment and keep account records.
- • To provide support and to keep the service secure.
- • To understand how our website is used, and to send marketing where we are allowed to.
- • To meet our legal obligations.
Where UK or EU data protection law applies, we rely on the performance of a contract, our legitimate interests in running and securing the service, your consent for marketing and non-essential cookies, and compliance with legal obligations.
Who We Share Data With
We do not sell personal data. We do share it with the providers we need to run the service, each acting under contract and only for the purposes we set:
- • Messaging. Twilio and Vonage for SMS, RCS and WhatsApp delivery, and Meta for the WhatsApp Business Platform.
- • Hosting and storage. Google Cloud for application hosting, file storage, logging and secret storage, MongoDB Atlas for our database, and Vercel for website hosting.
- • AI models. Google (Gemini on Vertex AI), OpenAI, Groq and Anthropic, used to generate and classify message content.
- • Accounts and payments. Clerk for sign-in and Stripe for payments.
- • Email, support and analytics. Resend for email, Intercom for support chat, and Google Analytics for website analytics.
- • Property management systems such as Guesty, Hostaway and Hospitable, where a customer connects one.
We also share data where the law requires it, or to establish or defend legal claims. A current list of our providers is available on request at info@msg2.ai.
Where Data Is Processed
We are a United States company and our systems run in the United States. If you are in the United Kingdom, the European Economic Area or elsewhere outside the United States, your personal data is transferred to the United States and processed there. Some of our providers process data in other countries as well.
For transfers of personal data out of the United Kingdom or the European Economic Area, we put in place the safeguards required by data protection law. To ask which safeguard applies to your data, or for a copy of it, email info@msg2.ai.
Text Messages and WhatsApp
If you opt in to messages from a business using msg2ai:
- • Your phone number is used to send you the messages you asked for.
- • You can stop them at any time by replying STOP, or by using the instructions in the message. We record the opt-out and stop sending.
- • Message and data charges from your own network may apply.
How Long We Keep Data
- • Account and billing records are kept while the account is open and afterwards for as long as the law requires.
- • Messages and conversation logs are kept so customers can see their message history. They are deleted when the customer deletes them or asks us to, and when an account is closed.
- • Website analytics data is kept according to the settings of the analytics tool above.
Customers can ask us to delete conversation data at any time by emailing info@msg2.ai.
How We Protect Data
Data is encrypted in transit and at rest. Credentials that customers give us, such as their own messaging provider tokens, are encrypted and held in a managed secrets service, and are never shown back in the browser. Access is limited to staff who need it. No service can promise perfect security, and we do not.
Your Rights
Depending on where you live, you can ask us to:
- • Give you a copy of the personal data we hold about you.
- • Correct it, or delete it.
- • Stop or limit how we use it, including for marketing.
- • Withdraw consent you have given.
- • Receive it in a portable format, where that right applies.
Email info@msg2.ai to make a request. We will not charge you or treat you differently for asking.
If you are in the United Kingdom you can complain to the Information Commissioner's Office at ico.org.uk. In the European Economic Area you can complain to your national data protection authority. We would rather hear from you first.
Children
msg2ai is a service for businesses and is not directed at children. We do not knowingly collect data from children.
Changes to This Policy
We update this policy when our service or our providers change. The date at the top shows when it was last changed.