Privacy Policy

Apex Labs AI ("Apex Pulse," "we," "us," or "our") operates the apexpulse.apexlabs-ai.com website and the Apex Pulse service (the "Service"). This page informs you of our policies regarding the collection, use, and disclosure of personal information we receive from users of the Service.

We use your personal information only for providing and improving the Service. By using the Service, you agree to the collection and use of information in accordance with this policy.

Who we are

Apex Pulse is an automated text-back service for dental practices. We are owned and operated by Apex Labs AI, a sole-proprietor business registered in Colorado, United States.

• Business name: Apex Labs AI
• Address: 5626 Big Paw Heights, Colorado Springs, CO 80919, United States
• EIN: 41-5382380
• Contact email: [email protected]

Information we collect

Information our customers provide

Our customers are dental practices. When a dental practice signs up for Apex Pulse, we collect the following information about the practice and its authorized users:

• Business name, address, and phone number
• Owner or office manager name, email, and phone
• Practice logistics including hours of operation, services offered, insurance accepted, and knowledge base content for AI responses
• Billing information processed through Stripe (we do not store full credit card numbers on our servers)

Information about patients (end users of a dental practice using Apex Pulse)

When a patient calls a participating dental practice and the call goes unanswered, our Service may receive the following patient information to fulfill the missed-call text-back workflow:

• The patient's phone number (captured from caller ID)
• SMS message content exchanged between the patient and the practice's automated assistant
• Appointment booking details, including name, date and time of requested appointment, and service type, if the patient provides them
• Opt-out preferences if the patient replies STOP or related keywords

Information we collect automatically

When you use the Service, we may automatically collect:

• Log data including IP address, browser type, pages visited, and time spent
• Usage analytics including button clicks and feature engagement
• Cookies and similar tracking technologies, solely to maintain authenticated sessions

How we use information

We use collected information for the following purposes:

• To provide and maintain the Service
• To enable dental practices to communicate with patients via automated SMS
• To process billing and subscription payments through our payment processor
• To send transactional emails such as receipts, alerts, and weekly performance reports
• To respond to customer support requests and improve the Service
• To detect, prevent, and address technical issues, fraud, and abuse

We do not sell, rent, or trade personal information to third parties for marketing purposes.

How information is shared

We share information only in the following limited circumstances:

• With dental practices (our customers). When a patient interacts with a dental practice via Apex Pulse, the patient's phone number and message content are shared with that specific dental practice. Practices do not see data from other practices.
• With service providers. We use third-party services that process data on our behalf, including Twilio (SMS delivery), Stripe (payment processing), Anthropic (AI model inference), OpenAI (AI model failover), and Google Cloud (email delivery). These providers are contractually obligated to protect your data.
• For legal reasons. We may disclose information if required by law, subpoena, or to protect the rights, property, or safety of Apex Labs AI, our customers, or the public.
• In the event of a business transfer. If Apex Labs AI is acquired or merged, customer data may be transferred as part of the transaction. Customers will be notified in advance.

SMS Communications

This section consolidates Apex Pulse's role and disclosures for the SMS program operated on behalf of participating dental practices. It is provided in addition to the broader information collection and sharing terms above.

Apex Pulse's role

Apex Pulse is the technical operator of the SMS program for participating dental practices. Each dental practice is the responsible party for its own patient communications. Apex Labs AI provides the underlying SMS automation, AI conversation, and analytics on the practice's behalf.

Data collected during SMS interactions

• The patient's mobile phone number, captured from caller ID when the patient calls the participating dental practice
• The full content of SMS messages exchanged between the patient and the AI assistant
• Timestamps and delivery metadata for each message
• Conversation context such as appointment requests, service inquiries, insurance mentions, and stated urgency, used to assist the AI in helping the patient

How SMS data is used

• To enable the missed-call text-back service that responds to unanswered calls
• To assist patients with appointment booking and service questions
• To provide service analytics to the dental practice, including conversation outcomes and response time

Third-party SMS infrastructure

Apex Pulse uses Twilio for SMS message delivery. Twilio handles transmission and may retain message content in transit per its own data policies. Twilio is the registered carrier for Apex Pulse's A2P 10DLC campaign with the major US wireless carriers.

Patient consent

Patients consent to receive SMS responses from a participating dental practice by calling the practice's publicly published business phone number. When the call goes unanswered, the AI assistant initiates a two-way SMS conversation on behalf of the practice.

"You've reached [Practice Name]. Sorry we missed your call. By staying on the line or hanging up, you consent to receive one text message from us at this number to help book an appointment or answer questions, plus follow-up messages as needed. Message and data rates may apply. Reply STOP to opt out, HELP for help."

Patient rights for SMS

• Opt out at any time by replying STOP, OPTOUT, UNSUBSCRIBE, CANCEL, END, QUIT, or REVOKE to any SMS message. Opt-out is processed immediately and is permanent.
• Reply HELP to receive contact information for the participating dental practice.
• Request data deletion by contacting the dental practice directly, or by emailing [email protected]. Requests will be coordinated with the relevant practice and processed within a reasonable timeframe.

SMS data retention

SMS conversation data is retained for 2 years from the date of the most recent message in the conversation. Retention supports the dental practice's recordkeeping needs and the patient's ability to reference prior interactions. After 2 years the data is permanently deleted unless the dental practice or the patient requests earlier deletion.

Data retention

• Customer account data is retained for the life of the account plus 90 days after cancellation for billing reconciliation
• Patient conversation data is retained for 2 years by default to support dental practice legal and operational needs, after which it is permanently deleted. Customers may request earlier deletion on a per-conversation or per-patient basis.
• Aggregated, anonymized analytics data may be retained indefinitely

Patient rights (end users)

If you are a patient who received an SMS from a dental practice using Apex Pulse, you have the right to:

• Opt out of further SMS by replying STOP, UNSUBSCRIBE, CANCEL, END, or QUIT to any message. Your opt-out is processed immediately.
• Request information about what data is held about you by emailing [email protected]. We will coordinate with the relevant dental practice to fulfill the request.
• Request deletion of your data by emailing the same address.

Customer rights

Dental practices using Apex Pulse may at any time:

• Access, correct, or delete their account data through the client dashboard
• Export conversation data
• Cancel their subscription. Account deletion occurs 90 days after cancellation.
• Contact us to request immediate data deletion if required

Security

We take commercially reasonable steps to protect customer and patient data, including encrypted data transmission over TLS, access controls, and regular security audits. However, no method of transmission or storage is 100% secure, and we cannot guarantee absolute security.

International users

Apex Pulse is operated from the United States. If you access the Service from outside the United States, your information will be transferred to and processed in the United States.

Children's privacy

The Service is not directed to children under 13. We do not knowingly collect information from children under 13. If you believe we have collected information from a child under 13, please contact us and we will delete it.

HIPAA note

Apex Pulse is designed to facilitate patient communications for dental practices. Dental practices are typically subject to HIPAA. For dental practices that require a Business Associate Agreement (BAA), Apex Labs AI will enter into one upon request before production use.

Changes to this policy

We may update this Privacy Policy from time to time. Changes will be posted on this page with an updated effective date. Material changes will be communicated to customers via email at least 30 days before taking effect.

Contact

Questions about this Privacy Policy should be directed to: