Privacy policy. No surprises.

Last updated: 19 August 2026

Who we are

Dr Hi Ltd, trading as SmileOS, is a UK company founded and run by a GDC-registered clinical director. For the personal data collected through this website (www.smileos.co.uk), Dr Hi Ltd is the data controller. Dr Hi Ltd is registered with the Information Commissioner's Office (ICO) as a data controller, registration reference ZC221978.

Dr Hi Ltd is registered in Scotland, company number SC728925. Registered office: Cornerstone House, Station Road, Selkirk, Scotland, TD7 5DJ.

Contact for anything in this policy: our contact form, or by post to Dr Hi Ltd, Cornerstone House, Station Road, Selkirk, Scotland, TD7 5DJ.

What this policy covers

This policy covers this marketing website only. The SmileOS product itself is governed by a separate subscription agreement and a signed Data Processing Agreement (DPA) with each practice: your practice remains the data controller of its patient data, and SmileOS acts as a processor under that DPA.

What we collect

• Founder access enquiries. When you submit the form we collect your name, email address, practice name, and - if you provide them - your team make-up and average monthly consultation volume, along with the plan you were interested in, the page you came from, and your browser's technical identifier (user agent).
• Correspondence. If you email us, we keep the correspondence.
• Hosting logs. Our hosting provider processes standard request logs (such as IP address and pages requested) to run and secure the site.

Why we use it, and our lawful basis

• To respond to your enquiry and arrange founder access - steps taken at your request prior to entering a contract (UK GDPR Article 6(1)(b)).
• To run, secure, and improve this website and to follow up on genuine interest in SmileOS - our legitimate interests (Article 6(1)(f)).

We do not sell your data, and we do not send marketing emails you haven't asked for.

Cookies and analytics

This website sets no cookies and runs no analytics or tracking scripts. One caveat worth being honest about: our fonts load from Google Fonts, which means your browser sends your IP address to Google when the page loads. If we add analytics in future, this policy will be updated first.

Where your data lives and who processes it

• Supabase - form submissions are stored in our database, hosted in London, United Kingdom.
• Vercel - hosts and serves this website, including standard request logs.
• Google - provides our fonts and the email service we use for correspondence.
• Resend - our transactional email provider, used when we email you about your enquiry.

Transfers outside the UK

Form submissions are stored by Supabase in London and are not transferred outside the UK. Some of our other providers are US-headquartered and may process data outside the UK - Vercel (hosting and request logs), Resend (transactional email), and Google (fonts and our correspondence email). Where that happens, we rely on the transfer safeguards in each provider's standard data processing terms, which incorporate the UK International Data Transfer Addendum or the EU Standard Contractual Clauses.

Automated decision-making

We do not use your enquiry data for automated decision-making or profiling that produces legal or similarly significant effects.

How long we keep it

Enquiries and related correspondence are kept for up to 24 months after our last contact, then deleted. If you become a SmileOS customer, your data is then handled under the subscription agreement and DPA instead. You can ask us to delete your enquiry at any time - see your rights below.

Your rights

Under UK GDPR you have the right to:

• access the personal data we hold about you;
• have inaccurate data corrected;
• have your data erased;
• restrict or object to our processing;
• receive your data in a portable format.

To exercise any of these, send us a request or write to us at the postal address above. You don't have to use a particular form of words or a particular channel - any clear request counts, and we'll respond within one month. You also have the right to complain to the ICO at ico.org.uk or on 0303 123 1113 - though we'd appreciate the chance to sort it out directly first.

Changes to this policy

If we change this policy, we'll update this page and the date at the top. Material changes that affect how we handle existing enquiries will be flagged to the people affected.