Privacy Policy
Last updated: 9 October 2026
Message Every Lead ("MEL", "we", "us" or "our") is an Australian business that provides automatic missed-call messaging and related communications services for businesses. We respect privacy and aim to handle personal information carefully, transparently and only for legitimate business purposes.
This Privacy Policy explains how we collect, hold, use and disclose personal information when you visit our website, contact us, sign up for MEL, use the MEL service, or interact with communications processed through MEL.
Where the Privacy Act 1988 (Cth) and the Australian Privacy Principles apply to us, we will handle personal information in accordance with those requirements. We also use these principles as a practical privacy standard when an exemption may apply.
Information we may collect and hold
Depending on how you interact with MEL, we may collect or hold:
Contact and business details, such as your name, email address, business or trading name, business mobile number, trade/industry, team-size range and mobile provider.
Setup information, such as your current voicemail/call-forwarding/missed-call setup, preferred missed-call message and whether you are authorised to configure the business mobile number.
Optional marketing/attribution information, such as how you heard about MEL and any separate marketing consent you choose to provide.
Onboarding, account and support information, including communications with us and technical support history.
Payment and transaction information. Our payment provider may process card or bank details directly while MEL receives transaction status, billing details or limited payment identifiers rather than full payment-card details.
Service data needed to operate MEL, such as caller phone numbers, missed-call events, outbound SMS content, delivery/status information, timestamps and repeat-message history.
Technical and website information such as IP address, browser/device information, referral information, pages viewed, interactions, approximate location derived from IP, and security or diagnostic data.
Analytics, advertising and attribution information if relevant technologies are enabled, as described below.
We do not intentionally collect sensitive information unless it is genuinely necessary for a specific legal, regulatory or service purpose and the collection is permitted by law.
How we collect information
We may collect personal information:
Directly from you through our website, forms, email, messages, support interactions or service setup.
Automatically when MEL processes a missed call, outbound message or service event for a customer.
From our customers when they configure MEL or provide information needed to operate their service.
From telecommunications, hosting, payment, security, email, automation or other service providers.
Through cookies, tags, pixels and similar technologies if those technologies are enabled on our website.
Why we use personal information
We may use personal information to:
Provide, configure, operate and support MEL.
Route missed calls and send the configured missed-call SMS.
Verify that the customer controls the mobile number used as the SMS sender.
Administer subscriptions, billing and payments.
Communicate with customers about setup, service operation, security, support or changes to MEL.
Secure, troubleshoot, monitor and improve our website and service.
Understand website and product usage.
Measure advertising and marketing effectiveness and, where permitted, deliver or improve advertising.
Prevent misuse, fraud or security incidents.
Comply with legal and regulatory obligations and resolve disputes.
Conduct ordinary business administration, planning and recordkeeping.
We do not sell personal information.
We do not use caller information processed for a MEL customer as a general MEL marketing list.
Caller and communications information
MEL is designed to act when a customer's business call is genuinely missed.
To provide the service, MEL may process the caller's phone number and relevant call-routing metadata through Twilio, and outbound SMS content/status through Mobile Message.
The automatic SMS is sent using the customer's verified business mobile number. Replies to that SMS are intended to go directly to the customer's normal handset and usual SMS conversation rather than into a separate MEL inbox.
We use caller/service information only as reasonably necessary to provide, secure, troubleshoot and support the service, meet legal obligations, or as otherwise described in this policy.
Business and number verification
For normal MEL activation, we ask the customer to verify control of the business mobile number used as the SMS sender.
We do not currently require ABN/ACN, business structure, business address or identity documents as part of the standard public signup.
If a future product, provider or legal requirement genuinely requires additional verification information, we will request only what is reasonably necessary and explain why it is needed.
Cookies, analytics and advertising technologies
Our website may use cookies and similar technologies for essential site functions, security, performance and analytics.
We may also introduce analytics, advertising and attribution technologies such as Google Analytics, Google advertising tags, Meta Pixel or comparable services. Depending on how they are configured, these technologies may collect or receive information such as IP address, browser/device information, pages viewed, interactions, referral information, identifiers and advertising interactions.
We may use this information to understand website performance, measure campaigns, attribute enquiries, improve MEL and, where permitted, create or measure advertising audiences.
Where non-essential advertising or third-party tracking technologies are enabled, we will take reasonable steps to provide appropriate notice and controls. We aim not to deploy advertising pixels on pages intended to collect identity documents or similarly sensitive compliance information.
You may also be able to control cookies or advertising through your browser, device or the relevant platform's privacy settings. Blocking some technologies may affect website functionality or measurement.
Direct marketing
We may send MEL customers or prospective customers information about MEL where we have consent or are otherwise permitted to do so.
Marketing emails or messages will identify the sender and provide a practical way to opt out where required. We will honour valid unsubscribe requests within the period required by applicable law.
Service, security, billing and support communications may still be sent where they are necessary to provide or administer MEL.
We aim to keep factual/service communications separate from promotional content.
Service providers and disclosure
We may disclose or make personal information available to service providers where reasonably necessary to operate MEL.
These may include telecommunications and SMS providers, website/cloud hosting providers, payment providers, email providers, automation/integration services, databases, security providers, analytics providers, advertising platforms, professional advisers and support/infrastructure providers.
MEL currently uses Twilio for call-routing/telecommunications infrastructure and Mobile Message for outbound SMS delivery from verified customer mobile numbers.
Information handled by these providers may include phone numbers, call/message metadata, configured outbound message content and delivery/status information needed to operate the service.
MEL also uses third-party services for website hosting/forms, subscription payment, email delivery, workflow automation and operational data storage.
We may also disclose information where required or authorised by law, to protect our legal rights or users, to respond to security incidents, or as part of a genuine business sale/restructure subject to appropriate confidentiality and legal requirements.
Overseas processing
Some of our service providers operate outside Australia. This means personal information may be processed, stored or accessed overseas.
Twilio states that personal data may be transferred to the United States, where its primary processing facilities are located, and potentially to other countries where Twilio or its service providers operate.
Other providers we use in future, including analytics, advertising, cloud or payment providers, may also process information overseas.
Where it is practicable to identify likely countries and required by applicable law, we will update this policy or relevant collection notice as our provider stack becomes established.
Data minimisation and retention
We aim to collect only information reasonably necessary for the purposes described in this policy.
We retain personal information only for as long as reasonably necessary to provide and support MEL, meet telecommunications or regulatory requirements, maintain appropriate business and tax records, resolve disputes, prevent fraud or comply with law.
Different categories of information may have different retention periods.
When information is no longer required, we aim to securely delete or de-identify it where reasonably practicable and legally permitted.
Security
We take reasonable technical and organisational steps to protect personal information against misuse, interference, loss, unauthorised access, modification and disclosure.
Measures may include access controls, secure communications, vendor controls, logging, data minimisation and appropriate deletion or de-identification practices.
No internet, cloud or telecommunications service can be guaranteed to be completely secure.
If a data breach occurs, we will assess and respond to it in accordance with applicable legal obligations, including the Notifiable Data Breaches scheme where it applies.
Automated processing
MEL uses automated systems to detect service events such as missed calls, apply configured rules and trigger outbound messages.
These automations are used to operate the service and are not currently intended to make decisions that could reasonably be expected to significantly affect an individual's legal or similarly significant rights or interests.
If our use of automated decision-making materially changes, we will review this policy and any applicable notice requirements.
Access and correction
You may contact us to request access to personal information we hold about you or to ask us to correct information that is inaccurate, incomplete or out of date.
We may need to verify your identity before providing access or making certain changes.
Email: hello@messageeverylead.com.au
Privacy questions and complaints
If you have a privacy question or complaint, contact:
Privacy Contact — Message Every Lead
Email: hello@messageeverylead.com.au
Australia
We will review privacy concerns and aim to respond within a reasonable period.
Where the Privacy Act applies and a complaint is not resolved, an individual may also be able to contact the Office of the Australian Information Commissioner (OAIC).
Changes to this policy
We may update this Privacy Policy as MEL, our service providers, technology, data practices or legal requirements change.
The current version will be published on our website with its latest update date.
We will review the policy when there is a material change to the way we collect, use or disclose personal information, rather than relying only on a fixed annual review.