Privacy Policy
Effective date: 27 August 2026
Last updated: 27 August 2026
Equal Pixels ("Equal Pixels", "we", "us", "our") operates the website https://equalpixels.io and provides customer messaging services over the WhatsApp Business Platform, including live customer support, automated and AI-assisted chat assistants, and opt-in notifications and alerts.
This Privacy Policy explains what personal data we collect, how and why we process it, who we share it with, how long we keep it, and how you can access or delete it. It applies to our website, our WhatsApp Business account and any application, service or messaging assistant we operate on the WhatsApp Business Platform (our "Services").
If you do not agree with this Policy, please do not use our Services or message us on WhatsApp.
1. Who we are and how to contact us
Data controller: Equal Pixels
Website: https://equalpixels.io
Privacy contact: [email protected]
For any privacy question, access request, correction or deletion request, email [email protected] with the subject line "Privacy Request". We respond to all requests within 30 days.
2. Data we collect
2.1 Data you give us over WhatsApp
When you message our WhatsApp Business account, or when we message you after you have opted in, we process:
- Your WhatsApp phone number (WhatsApp ID)
- Your WhatsApp profile name, as you have set it
- The content of the messages you send and we send you — text, emoji, images, documents, audio notes, video, location pins, contact cards, and any files you attach
- Message metadata — timestamps, delivery, read and failure status, message IDs, the template or campaign a message belongs to, and the language of the conversation
- Any information you volunteer in the conversation — for example your name, email address, company, order or invoice number, delivery address, appointment preference, or a description of the issue you need help with
- Your consent and opt-out record — when and how you opted in to receive messages from us, and any opt-out you later send
We do not ask for and you should not send us passwords, full payment card numbers, bank account credentials, national identity numbers, or health information over WhatsApp. Where we become aware that such information has been sent to us, we remove it from our records.
2.2 Data our automated and AI assistants process
Some of our WhatsApp conversations are handled in whole or in part by automated flows and AI-assisted assistants rather than by a human agent. To answer you, these systems process the content of your messages and the recent history of your conversation with us.
- We tell you when you are speaking to an automated assistant, and you can ask to be transferred to a human agent at any time.
- We do not use your WhatsApp message content to train third-party general-purpose AI models.
- Automated processing is used to route, summarise and answer enquiries. It is not used to make any decision that has a legal or similarly significant effect on you without human review.
2.3 Data we collect on our website
- Contact form and enquiry data — the name, email address, phone number and message you submit.
- Technical and usage data — IP address, browser type and version, operating system, referring page, pages viewed and time of visit, collected through server logs and analytics.
- Cookies and similar technologies — see section 8.
2.4 Data from other sources
If you reach us through a Click-to-WhatsApp advertisement, a WhatsApp link or QR code, or a chat widget on our website, we may receive the referral information associated with that entry point (for example the ad or campaign reference) so we can understand the context of your enquiry.
3. Why we process your data, and our legal basis
| Purpose | Data used | Legal basis |
|---|---|---|
| Responding to your enquiries and providing customer support over WhatsApp | Phone number, profile name, message content and metadata | Performance of a contract, or your consent when you initiate the conversation |
| Operating automated and AI-assisted chat assistants to answer you | Message content, recent conversation history | Performance of a contract; legitimate interest in providing timely service |
| Sending you transactional notifications and alerts you asked for — order and delivery updates, appointment reminders, service notices, one-time passcodes | Phone number, order or appointment reference | Your prior opt-in consent; performance of a contract |
| Sending you marketing or promotional messages | Phone number, opt-in record | Your prior opt-in consent, withdrawable at any time |
| Keeping records of consent and opt-out, and complying with the WhatsApp Business Messaging Policy and Meta Platform Terms | Opt-in and opt-out record, message logs | Legal obligation; legitimate interest in demonstrating compliance |
| Quality assurance, agent training, and improving our own Services | Aggregated and, where practical, de-identified conversation data | Legitimate interest |
| Preventing spam, fraud and abuse, and securing our systems | Message metadata, IP address, device data | Legitimate interest; legal obligation |
| Complying with law, and establishing or defending legal claims | Any of the above, as strictly necessary | Legal obligation; legitimate interest |
We do not sell your personal data, and we do not share it with third parties for their own independent advertising purposes.
4. How we obtain your consent for WhatsApp messages
We only send WhatsApp messages to people who have opted in. We obtain opt-in through a clear, affirmative action — for example a checkbox on our website, a form you submit, a WhatsApp link or QR code you use to start a conversation, or an explicit "yes" you send us in chat. When we ask for opt-in we identify ourselves as Equal Pixels and state what kind of messages you will receive.
You can opt out at any time. Reply STOP to any of our WhatsApp messages, tell our agent or assistant that you want to stop receiving messages, or email [email protected]. We action opt-outs promptly and keep only the minimum record needed to make sure we do not message you again. You can also block or report our number directly inside WhatsApp.
5. Who we share your data with
We share personal data only with the following categories of recipients, and only as far as needed:
- Meta Platforms, Inc. and WhatsApp LLC / WhatsApp Ireland Limited — as the operators of the WhatsApp Business Platform. We use the WhatsApp Cloud API, which means Meta hosts our business messaging on our behalf and transmits, delivers, stores and processes the messages between you and us as our service provider, acting on our instructions under the WhatsApp Business Solution Terms. Separately, WhatsApp processes your use of the WhatsApp app itself as described in the WhatsApp Privacy Policy.
- Our WhatsApp Business Solution Provider and messaging infrastructure providers — who host and route our WhatsApp traffic on our behalf under contract.
- Cloud hosting, storage and database providers — who store our conversation records and website data.
- CRM, helpdesk and ticketing providers — where a conversation becomes a support ticket or a customer record.
- AI and natural-language processing providers — who process message content strictly to generate a reply for us, under contractual terms that prohibit using your data for their own purposes or for training their general-purpose models.
- Analytics providers — for website usage statistics.
- Professional advisers, auditors and insurers — where necessary and under a duty of confidentiality.
- Law enforcement, regulators and courts — where we are legally required to disclose, or where disclosure is necessary to protect our rights, your safety or the safety of others.
- A buyer or successor — if we merge, restructure or sell all or part of our business, in which case we will notify you and this Policy will continue to apply until replaced.
All of our processors act on our documented instructions under written data processing agreements, and are not permitted to use your data for their own purposes. We will name our current processors on request — email [email protected].
6. International transfers
Equal Pixels operates from Pakistan. Meta, WhatsApp and several of our infrastructure providers process data in the United States, the European Union and other countries. Where personal data is transferred out of your country, we rely on the safeguards our providers offer — including Standard Contractual Clauses and equivalent contractual protections — and we require appropriate technical and organisational security measures in every case.
7. How long we keep your data
| Data | Retention period |
|---|---|
| WhatsApp conversation content and metadata | 24 months from the last message in the conversation, then deleted or de-identified |
| Customer and order records arising from a conversation | As long as the customer relationship lasts, plus the period required by tax and accounting law |
| Opt-in consent records | For as long as the opt-in is active, plus 24 months as proof of consent |
| Opt-out records | Retained indefinitely as a suppression record, so that we do not contact you again |
| Website contact form submissions | 24 months |
| Server logs and analytics data | 12 months |
| Data subject to a legal hold, dispute or investigation | Until the matter is resolved |
We delete or anonymise data once these periods expire, or earlier on a valid deletion request.
8. Cookies and website tracking
Our website uses cookies and similar technologies that are strictly necessary for the site to function, and — with your consent — cookies for analytics and performance measurement. You can accept or decline non-essential cookies through the consent banner shown on your first visit, and you can clear or block cookies in your browser settings at any time. Blocking essential cookies may prevent parts of the site from working.
9. Your rights
Subject to applicable law, you have the right to:
- Be informed about how we use your data — this Policy
- Access a copy of the personal data we hold about you
- Rectify data that is inaccurate or incomplete
- Erase your data ("right to be forgotten") — see section 10
- Restrict or object to our processing, including any processing based on legitimate interest
- Withdraw consent at any time, including opting out of WhatsApp messages
- Data portability — receive your data in a structured, machine-readable format
- Not be subject to a decision based solely on automated processing that has a legal or similarly significant effect on you
- Complain to a competent data protection authority
To exercise any right, email [email protected] from the address associated with your account, or send us a WhatsApp message from the number you contacted us on, and tell us what you want. We may ask you to confirm your identity before acting. We do not charge for this and we do not discriminate against anyone who exercises their rights.
If you are in the European Economic Area or the United Kingdom, the GDPR/UK GDPR rights above apply to you. If you are a California resident, you have the rights to know, delete, correct and opt out of "sale" or "sharing" under the CCPA/CPRA — we do not sell or share personal information as those terms are defined.
10. How to request deletion of your data
You can have your data deleted at any time, by any of the following routes:
- Over WhatsApp — send the message DELETE MY DATA to the WhatsApp number you have been messaging with, or ask our agent or assistant to delete your data.
- By email — email [email protected] with the subject line "Data Deletion Request" and the phone number or email address you used with us.
- Through our website — submit a request through the contact form at https://equalpixels.io stating that you want your data deleted.
We verify the request, then delete your WhatsApp phone number, profile name, conversation content and associated records from our systems and instruct our processors to do the same, within 30 days. We will confirm to you in writing when this is done.
We may keep the minimum data we are legally required to retain — for example invoices for tax purposes — and a suppression record of your phone number so that we do not message you again. We will tell you if this applies to your request.
Deleting your data with us does not delete the copy of the conversation held in your own WhatsApp app, or any data WhatsApp and Meta hold independently as the operators of the platform; for that, see the WhatsApp Privacy Policy and your WhatsApp in-app settings.
11. Security
We protect your data with encryption in transit (TLS/HTTPS) and at rest, role-based access controls that limit conversation access to staff who need it, unique accounts and multi-factor authentication for our WhatsApp Business Manager and admin systems, audit logging, vetted processors under contract, and staff confidentiality obligations and privacy training.
A note on encryption, so there is no misunderstanding. WhatsApp's end-to-end encryption protects messages while they travel between devices. It does not mean that a message you send to a business is private from that business. We receive your messages in a business inbox, and because we use the WhatsApp Cloud API, Meta hosts and stores those messages on our behalf and is technically able to access them in order to provide the service to us. Once your message reaches our business systems, this Privacy Policy — not WhatsApp's end-to-end encryption — is what governs how it is handled.
No method of transmission or storage is completely secure. If a breach affects your personal data and is likely to cause you risk, we will notify you and the relevant authority without undue delay, as required by law.
12. Children
Our Services are aimed at businesses and adults, and are not directed at children. We do not knowingly collect personal data from anyone under 18 years of age. (WhatsApp itself sets a minimum age of 13, or higher where local law requires it; our own services require 18.) If you believe a child has sent us personal data, email [email protected] and we will delete it.
13. Compliance with WhatsApp and Meta requirements
We use the WhatsApp Business Platform in accordance with the Meta Platform Terms, the WhatsApp Business Solution Terms, the WhatsApp Business Messaging Policy and the WhatsApp Business Commerce Policy.
In particular: we only message users who have opted in; we honour opt-outs; we do not use WhatsApp data for advertising or ad targeting; we do not transfer WhatsApp data to any party except as described in section 5; and we do not use data obtained through the WhatsApp Business Platform to make decisions about eligibility for employment, housing, credit, insurance or any government benefit, to carry out surveillance, or to profile people on the basis of race, ethnicity, religion, sexual orientation, health, disability or political affiliation.
14. Changes to this Policy
We may update this Policy to reflect changes in our Services, our processors or the law. We will change the "Last updated" date at the top and, where the change is significant, notify you by WhatsApp or email or through a prominent notice on our website. The current version is always available at https://equalpixels.io/privacy-policy/.
15. Governing law
This Policy is governed by the laws of the Islamic Republic of Pakistan, without prejudice to any mandatory data protection rights you have under the law of your own country of residence.
Questions? Email us at [email protected].
See also our Terms of Service and Data Deletion Policy.