Privacy Policy

1. Who we are

RootLink Software is a South African technology company that builds and operates the LeedLoop platform — a WhatsApp-based customer routing and analytics service used by retail businesses and their digital marketing partners.

We operate in accordance with the Protection of Personal Information Act (POPIA) of South Africa.

2. What information we collect

When you interact with a WhatsApp number powered by LeedLoop, we may collect the following information:

• WhatsApp phone number — the number you message from
• Display name — the name shown on your WhatsApp profile, if provided by WhatsApp
• Message timestamps — when you sent messages and when we responded
• Conversation content — specifically, which store you selected or requested
• Ad referral data — if you clicked a Facebook or Instagram advertisement to start the conversation, we may receive limited attribution data from Meta (such as which ad or campaign you clicked)
• Session metadata — how long the interaction took, how many messages were exchanged, and the outcome of your session

We do not collect payment information, identity documents, or any sensitive personal information through our WhatsApp services.

3. How we use your information

We use the information we collect for the following purposes:

• To route you to the correct retail store on your behalf
• To generate aggregated analytics reports for retail businesses and their marketing partners (e.g. how many leads were received, what percentage were completed, time saved)
• To improve the accuracy and performance of our store-matching service
• To track unmet demand — if you request a store we don't currently service, we log that to help businesses understand where to expand

We do not use your personal information for advertising, profiling, or sell it to any third parties.

4. How we share your information

Your information may be shared in the following limited circumstances:

• With the retail business you are routed to — when you select a store and receive a WhatsApp link, that store may see your phone number when you initiate a conversation with them directly
• With the retail business's digital marketing agency — aggregated, non-identifiable statistics (total leads, completion rates, time saved) are shared with the agency managing the business's advertising. Individual phone numbers are not shared in these reports.
• With Meta Platforms — as required to operate the WhatsApp Business API. Meta's own privacy policy applies to data processed through their infrastructure.

5. Data storage and security

Your data is stored on servers located in South Africa. We implement appropriate technical and organisational measures to protect your personal information against unauthorised access, loss, or misuse, including:

• Encrypted connections (HTTPS/TLS) for all data in transit
• Access controls limiting who can query the database
• Regular encrypted backups stored in multiple locations

6. Data retention

We retain session data for a minimum of 12 months to provide historical reporting to our business clients. After this period, data may be anonymised or deleted. If you would like your data removed sooner, please contact us using the details below.

7. Your rights under POPIA

As a data subject under South African law, you have the right to:

• Request access to personal information we hold about you
• Request correction of inaccurate personal information
• Request deletion of your personal information
• Object to the processing of your personal information
• Lodge a complaint with the Information Regulator of South Africa

To exercise any of these rights, please contact us at the details below.

8. WhatsApp and Meta

Our services operate on the WhatsApp Business Platform, provided by Meta Platforms Inc. By messaging a WhatsApp number powered by LeedLoop, you acknowledge that your messages are also subject to WhatsApp's Privacy Policy and Meta's Privacy Policy.

9. Changes to this policy

We may update this privacy policy from time to time. The date at the top of this page reflects when it was last updated. Continued use of our services after any changes constitutes acceptance of the updated policy.