Last updated: April 2026 · Applies to heykeel.com and the Keel service
We built Keel for people who want to think more clearly about their lives. That means you’ll share things that matter. We take that seriously.
Plain summary
We store a hash of your phone number (never the number itself), your conversations, and a memory file that gives Keel context across sessions. We don’t sell your data. We don’t use it for advertising. You can delete everything, any time, by messaging Keel.
01 WHO WE ARE
Keel is a trading name of Adam Norbury, a sole trader operating in England and Wales. Contact address: Makespace Studios, Newnham Terrace, London, SE1 7DR
Email: hello@heykeel.com
Adam Norbury is registered with the Information Commissioner’s Office (ICO) as a data controller. ICO registration number: 00013784940.
02 WHAT WE COLLECT
Your phone number (as a hash)
We don’t store your phone number in any readable form. The moment you message Keel, it’s converted into a scrambled code, a salted SHA-256 hash, and only the code is kept. That code is how we recognise you next time. Your actual number isn’t there to be read, shared, or stolen.
Your conversations
Everything you send to Keel and everything Keel sends back is anonymously stored in our database. This is necessary for the service to work.
Your memory file
Keel maintains a memory file for each user, a compressed summary of themes, goals, and patterns that have emerged across your conversations. It is updated automatically as you use the service.
Usage signals
We collect anonymised signals about how the service is used. These are stored in a separate table with no link back to your identity.
Subscription information
If you subscribe to Keel Plus or Pro, billing is managed by Stripe. We do not store card details.
03 HOW WE USE IT
We use your data for one purpose: providing the Keel service.
· Generating responses to your messages
· Maintaining context and memory across your sessions
· Routing your messages to the appropriate part of the service
· Detecting and responding to crisis signals
· Improving the service using anonymised patterns
· Administering your subscription if applicable
Lawful basis (UK GDPR)
Our lawful basis for processing is legitimate interest and explicit consent.
04 CRISIS SIGNALS
Keel is designed to recognise when someone may need urgent support. A record that a crisis signal was detected is retained and cannot be switched off. It is the one piece of data we do not delete on request.
Keel does not automatically notify third parties or emergency services. If you are in immediate danger, call 999.
Crisis signal records are retained for 3 years from the date detected, after which they are anonymised.
05 DATA RETENTION
We keep your data for as long as your account is active. If dormant for 90 days, your memory file is compressed and archived.
If you request deletion, all your data is removed: conversations, memory file, user record, and subscription history.
06 YOUR RIGHTS
Right to deletion
Message Keel: “Delete my data” and confirm. Everything associated with your account will be permanently deleted.
Right to access
Message Keel: “Send me my data” — provide your email and we’ll send a complete export within 30 days.
Right to complain
If you believe we have handled your data unlawfully, you have the right to complain to the ICO at ico.org.uk.
07 THIRD PARTIES
· Anthropic – AI model provider. Messages not used for model training.
· Meta Platforms Ireland Ltd (WhatsApp Business API) – Message delivery, governed by WhatsApp Business Solution Terms.
· Supabase – Database hosting, EU.
· Vercel – Application hosting.
· Stripe – Payment processing, subscribers only.
Where data is transferred outside the UK (e.g. to Anthropic in the US), we rely on the UK International Data Transfer Addendum to the EU Standard Contractual Clauses.
08 NOT THERAPY
Keel is a reflective thinking tool. It is not a therapist, counsellor, or clinical service. Nothing in your conversations constitutes medical advice or a clinical intervention.
09 CONTACT
Questions: hello@heykeel.com