Privacy policy

Last updated: 10 October 2026

This policy explains what personal information byChapters™ collects, why we use it, who we share it with and the choices you have. We've tried to keep it clear and short. If anything isn't clear, email us at hello@bychapters.co.uk.

Who we are

byChapters™ is a trading name of Bored Group Ltd, a company registered in England and Wales (company number 16396586), registered office 167–169 Great Portland Street, 5th Floor, London W1W 5PF, United Kingdom. Bored Group Ltd is the controller of your personal information under UK data protection law (the UK GDPR and the Data Protection Act 2018).

What we collect and why

We only collect what we need. The table below shows what we use, what for, and the legal basis we rely on.

What	Why	Legal basis
Your name, email address, delivery and billing addresses, and phone number if you give one at checkout, plus what you order	To take and deliver your order, send order and delivery updates, and handle returns, refunds and missing parts	Contract
Payment details	To take payment. Card details are handled by our payment providers; we never see your full card number	Contract
Order and payment records	To keep the accounting and tax records the law requires	Legal obligation
Your account details and order history	To run your byChapters account and My Shelf	Contract
Chapter Points activity: points earned and spent, rewards, referrals and your birthday if you choose to give it	To run our Chapter Points rewards programme	Contract
Your email address and sign-up choices	To send marketing emails about new kits, pre-orders and offers, and back-in-stock emails you ask for	Consent (you can unsubscribe at any time)
Reviews, star ratings, build photos and build notes you send us	To publish your review, and to ask for a review after you've bought	Consent to publish; legitimate interests for review requests
Messages you send us by email, the contact form or chat, and any photos you attach	To answer your questions and help with orders, builds and missing parts	Legitimate interests, and contract where it's about an order
Calls to our phone line: the number you call from, what you tell our virtual assistant, and a written transcript and summary of the call	To answer your questions and help with orders, builds and missing parts (see "Phone calls and our virtual assistant" below)	Legitimate interests, and contract where it's about an order
Device and browsing information, such as pages viewed and your IP address	To run the website securely and prevent fraud; with your consent, to understand how the site is used and improve it	Legitimate interests; consent for analytics cookies

If you buy from us through a marketplace such as eBay, Amazon or Etsy, we receive your order details from that marketplace so that we can send your order.

Chat and our AI assistant

Our website chat is provided by Shopify Inbox. An AI assistant answers straight away, and our team reads and replies to conversations when a person is needed. Please don't share card details or other sensitive information in the chat. The assistant doesn't make any decision about you that has legal or similarly significant effects.

Phone calls and our virtual assistant

When you call us on 0333 015 6933, your call is answered by our virtual assistant, an automated phone assistant that uses artificial intelligence (AI). It tells you at the start of the call that it's automated and that the call is transcribed. It turns what you say into text and asks a few questions so our team can help, and a person on our team then deals with your enquiry. The assistant doesn't make any decision about you that has legal or similarly significant effects. Please don't give card details over the phone.

We keep a written transcript and a summary of the call, with the details you give us (such as your name, phone number, email address and order number) and the number you called from. We don't record the audio. We use this to deal with your enquiry (our legitimate interests, and our contract with you where it's about an order). If a call can't be completed, we may send one text message to the UK mobile number you called from, with a link to message us on WhatsApp instead.

Twilio carries the call and converts speech to text and text to speech, and Anthropic provides the AI that holds the conversation and writes the summary. Both are based in the United States and act on our instructions under data processing terms that protect international transfers. We keep transcripts for 90 days and enquiry details for 730 days after an enquiry is closed, then delete them. If you'd rather not speak to the assistant, contact us through the website, WhatsApp or email.

Who we share it with

We don't sell your personal information. We share it only with service providers who help us run the shop, under contracts that require them to protect it, and only as much as they need:

• Shopify: our e-commerce platform. It hosts the website, checkout, customer accounts, chat (Shopify Inbox), sign-up forms and our marketing emails (Shopify Messaging), and helps us detect fraud.
• Payment providers: Shopify Payments, and Shop Pay, PayPal, Klarna, Apple Pay or Google Pay if you choose them. Some of these are also responsible for your data under their own privacy policies.
• Royal Mail: to deliver your order and send tracking updates.
• Judge.me: to collect and publish product reviews and send review requests.
• Appstle: to run Chapter Points. Its rewards panel loads code from Google's hosted libraries, so Google receives your IP address when the panel loads.
• Cloudflare: processes myChapters idea submissions in transit (see the myChapters section below), and hosts the system where we keep phone enquiries and call transcripts.
• Twilio: carries calls to our phone line and converts speech to text and text to speech for our virtual assistant.
• Anthropic: provides the AI that answers calls to our phone line and writes a summary of each call.
• Accounting and finance: our bookkeeping software, our accountants and, where needed, finance providers who review our sales records.
• IT and AI tools that help us run the business, for example to back up store data or draft replies to customer messages.
• WhatsApp (Meta): carries the messages you choose to send us on WhatsApp; your number and message content are processed by Meta under its own terms, including outside the UK.
• Authorities, such as HMRC or the police, where the law requires it.

International transfers

Some of our providers store or process data outside the UK, for example in Canada, the European Economic Area or the United States. When they do, the transfer is protected by UK adequacy regulations or by approved safeguards such as the UK International Data Transfer Agreement or Addendum.

How long we keep it

• Order and payment records: six years after the end of the financial year they relate to, as UK tax law requires.
• Your account and Chapter Points: for as long as your account is open. You can ask us to close it at any time.
• Marketing: until you unsubscribe. We keep a note of your email address after that so we don't email you again.
• Reviews: while they're published. You can ask us to remove yours at any time.
• Messages and chats: for as long as we need them to help you and deal with any follow-up.
• Phone calls: written transcripts for 90 days, and enquiry details for 730 days after the enquiry is closed. We don't record the audio.
• myChapters ideas: three years after the idea's last activity; the idea itself may stay in our demand counts without any personal details.
• Cookies: see our Cookie Policy.

Cookies

We use essential cookies to run the shop, and analytics or marketing cookies only if you agree. You can change your choice at any time using Cookie settings at the bottom of every page. Our Cookie Policy has the details.

Your rights

You have the right to:

• ask for a copy of the personal information we hold about you;
• ask us to correct information that's wrong or incomplete;
• ask us to delete your information, or to limit how we use it;
• object to our use of it, including for direct marketing at any time;
• ask for the information you gave us in a portable format;
• withdraw your consent at any time, where we rely on it.

To use any of these rights, email hello@bychapters.co.uk. We'll reply within one month. Some rights have exceptions, for example we must keep order records for tax purposes.

Complaints

If you're unhappy with how we've handled your information, please tell us first so we can put it right. You also have the right to complain to the Information Commissioner's Office (ICO), the UK's data protection regulator, at ico.org.uk/make-a-complaint. If you live in the European Economic Area, you can also contact your local data protection authority.

Children

Our shop isn't aimed at children, and we don't knowingly collect personal information from anyone under 13.

Shopify and Shop Pay

Shopify also processes some information for its own purposes, for example if you use Shop Pay or the Shop app, or across Shopify stores to prevent fraud. Shopify is responsible for that processing under its Consumer Privacy Policy, and you can use your rights with Shopify through its privacy portal.

If you live in the United States

Some US state laws give you the right to opt out of the "sale" or "sharing" of personal information for targeted advertising. We don't sell personal information. You can still record your choice on our Your Privacy Choices page, and we honour Global Privacy Control signals from your browser.

myChapters: ideas and suggestions

When you share an idea through myChapters, we collect the idea and the details you choose to add (such as the kind of world, lighting, size and difficulty), an optional reference image or link and, if you choose to give them, your first name and email address. If you're signed in, we link the idea to your account so you can follow it in My Shelf, and we note how many orders you've placed with us so we can weigh demand. When you tap "I'd build this", we record that your account supports that idea; the site shows only the total number of supporters, never who they are.

We use this information to understand what our customers would like us to make, to plan and develop future products and, if you ask us to, to tell you when your idea moves forward. We rely on our legitimate interest in developing products our customers want, and on your consent where you ask us to email you about your idea or subscribe to our news. You can withdraw that consent at any time.

We never publish your name or email address. We may describe an idea in our own words on our website without identifying you, and we'll ask your permission before using your own words or image publicly. Reference images are resized and stripped of photo metadata on your device before they're sent. Ideas are stored in our Shopify account and are processed by Cloudflare when you submit them. We keep ideas for three years after their last activity, then delete the personal details attached to them; you can ask us to change or delete your idea or your details at any time by emailing hello@bychapters.co.uk.

Gift reminders

If you ask us to remind you about a date on our gift ideas page, we keep the email address, date and occasion you give us and use them to send that one reminder email. We only do this with your consent (the tick-box on the form), every email we send has a one-click unsubscribe, and we remove the date from your record once the reminder has gone — or as soon as you unsubscribe.

Changes to this policy

We'll update this policy when our services or the law change, and show the date of the latest version at the top.

Contact

Bored Group Ltd (trading as byChapters), 167–169 Great Portland Street, 5th Floor, London W1W 5PF, United Kingdom. Email: hello@bychapters.co.uk. Phone: 0333 015 6933.