First published 30 August 2026. Covers calls made from March 2026 onward.
Prime Directive AI Ltd, a company registered in England and Wales, company number 16551401, registered office 71-75 Shelton Street, Covent Garden, London, WC2H 9JQ, is the data controller. Contact privacy@guinndex.co.uk.
The Guinndex publishes the price of a pint of Guinness at licensed premises across the United Kingdom. To collect prices we telephone premises at the business number in their public listing and ask one question: what a pint costs. The caller is an AI voice agent. We are not making price calls at present; any future call will open with the agent saying it is an AI. Calls last under a minute, are made within listed opening hours, and nothing is sold, offered or promoted on any call. We do not use anything learned on a call to market anything to the premises we called.
The price is a fact about a business and is published. The voice and words of the person who answers are their personal data, and where a premises is run by a sole trader, so is the phone number. We keep the price, the date, whether a person answered, how confident we are in the price, and the outcome of the call. We do not publish the words of the person who answered.
Calls are recorded and transcribed so that the price can be checked and the agent's conduct can be audited. We keep the recordings and transcripts for that purpose. We do not publish them, or the words of the person who answered, and you can ask us to delete the recording of a call to your premises.
Our lawful basis is legitimate interests (UK GDPR Article 6(1)(f)): a free, accurate, national price index that no official body publishes, balanced against a sub-minute call to a business line asking a question any customer could ask, which can be refused. These are consumer price research calls, not marketing calls, so the marketing call rules (PECR regulation 21) do not apply. We honour every request not to be called regardless.
Any future call will open with the agent saying it is an AI, and the agent is instructed never to claim to be a person. The short verification call made when someone claims a pub page is also made by the AI agent, which introduces itself as Rachel from The Guinndex.
ElevenLabs (voice agent, recording and transcription), Twilio (telephony), Anthropic (price extraction from transcripts) and Supabase (storage). We do not sell or share call data.
If you run or work at a pub and do not want to be called, email privacy@guinndex.co.uk with the pub's name and number, or say so on the call. The number goes on our permanent do-not-call list within one working day, applies to every project we run, and our calling systems refuse it from then on.
You can ask what we hold about a call, ask us to correct or delete it, and object to the processing, by emailing privacy@guinndex.co.uk. You can complain to the Information Commissioner's Office at ico.org.uk. Our full privacy policy covers the rest of the site.