GM Rides Privacy Notice

This notice applies to visitors and customers who use gmrides.co.uk to obtain quotes, make bookings, manage account details, and contact us. Separate sections below also describe processing related to the GM Rides Driver App where applicable.

• Booking and trip details: pickup and drop-off locations, dates, times, vehicle selection, passenger and luggage counts, flight numbers, and return journey information.
• Account and contact details: name, email address, phone number, and account credentials when you register or sign in.
• Payment information: bookings are processed through PayPal. We do not store full card details on our servers.
• Support and communication data: messages you send through contact forms or customer support channels.
• Technical and usage data: IP address, browser type, device information, pages viewed, and booking funnel interactions. We use analytics tools such as Google Analytics and Microsoft Clarity to understand how the website is used and improve the booking experience.
• Cookie preferences: your choices about marketing cookies.

We use website data to:

• Provide quotes and complete bookings.
• Create and manage customer accounts.
• Process payments and send booking confirmations, invoices, and service updates.
• Provide customer support and resolve complaints.
• Improve website performance, booking usability, and security.
• Measure marketing effectiveness where you have consented to marketing cookies.
• Comply with legal, tax, and regulatory obligations.

• Google Tag Manager and Google Analytics 4 — aggregated usage and conversion measurement.
• Microsoft Clarity — session recordings and heatmaps.
• PayPal, Trustpilot, and Cloudflare Turnstile — operate when you use payments, reviews, or security features on the site.

We use analytics and session replay tools to understand how visitors move through our booking flow and where they encounter difficulty. Form fields containing personal information are masked in recordings where technically possible.

Analytics cookies are essential to how we operate and improve the website and do not require consent. Marketing cookies are optional and controlled through our cookie banner. For more detail on the cookies and tools we use, see our Cookie Policy at gmrides.co.uk/cookies.

• Identity and licence data: name, address, date of birth, driver's licence number, PHV licence number (TfL or Wolverhampton), and copies of licences.
• Contact data: email address, phone number.
• Financial data: bank account details (for weekly payments), transaction history, cashout requests.
• Vehicle data: vehicle registration, make, model, colour, insurance certificate, MOT, Logbook (V5), taxi licence details.
• Location data: real-time GPS location when logged into the Driver App (required to receive ride requests and for safety).
• Usage data: app login history, ride acceptance/cancellation history, ratings, complaints, support tickets.
• Background check data: where required by law, information from licensing authorities or third-party checking services.

We use Driver App data to:

• Verify eligibility to drive (licences, insurance, right to work).
• Operate the app (show ride requests, calculate fares, process payments).
• Pay drivers (weekly payments and instant cashouts).
• Communicate about support, updates, and policy changes.
• Investigate complaints or disputes.
• Comply with legal and regulatory obligations (including reporting to TfL or Wolverhampton where required).
• Improve the app and our services (anonymised analytics where possible).

Depending on the activity, we rely on:

• Contract — to provide bookings, accounts, app services, and payments.
• Legal obligation — to comply with transport, tax, licensing, and insurance requirements.
• Legitimate interests — to prevent fraud, maintain security, and improve our services.
• Consent — for marketing cookies on the website.

We may share your data with:

• Payment providers such as PayPal to process transactions.
• Analytics providers such as Google and Microsoft to measure and improve website usage.
• IT and hosting providers that support our website, apps, and databases (data remains under our control).
• Drivers and riders — limited information needed to perform a booked journey.
• Licensing authorities (TfL, Wolverhampton) — as required by operator licence conditions.
• Insurance providers — to verify cover or process claims.
• Law enforcement or regulators — if required by law or court order.

We do not sell your personal data to third parties.

We retain booking and account records for as long as needed to provide our services and meet legal, tax, and insurance obligations (typically up to 6 years after the relevant transaction or account closure where required).

Analytics data retention periods are set by each provider and described in our Cookie Policy.

Under UK data protection law (UK GDPR), you have the right to:

• Access your data (subject access request).
• Correct inaccurate data.
• Request deletion of your data (subject to legal retention obligations).
• Restrict or object to processing in certain circumstances.
• Data portability (receive your data in a structured format).
• Withdraw consent for marketing cookies at any time via our cookie settings.

To exercise any right, contact us at info@gmrides.co.uk or write to our registered address.

The Driver App collects real-time GPS location when you are logged in. This is required for the app to function (to match you with nearby ride requests and to show riders your location). You cannot use the Driver App if you disable location permissions.

Location data is not shared with riders after the ride ends.

We may update this Privacy Notice from time to time. Material changes will be posted on this page with an updated date.

If you are unhappy with how we handle your data, please contact us first. You also have the right to complain to the Information Commissioner's Office (ICO) – www.ico.org.uk.