Privacy Policy
Last Updated: 1 October 2026
Table of Contents
1. Who we are
This policy explains how ItsWorthMore Limited ("ItsWorthMore", "we", "us") collects and uses your personal information when you use our UK trade-in service at itsworthmore.com/uk, contact us, buy devices from us through online marketplaces such as eBay, Amazon and Back Market, or buy from us as a business customer (the "Services").
ItsWorthMore Limited is the controller of your personal information. We are a company registered in England and Wales (company number 16543353), with our registered office at Unit 17, Kings Norton Trading Estate, Stockmans Close, Birmingham B38 9TS. We are under common ownership with ItsWorthMore.com LLC, a separate company in the United States that provides services to us.
If you have any questions about this policy or how we use your information, contact our privacy team:
- Email: [email protected]
- Phone: +44 808 502 1594
- Post: Privacy, ItsWorthMore Limited, Unit 17, Kings Norton Trading Estate, Stockmans Close, Birmingham B38 9TS
This policy should be read with our Terms & Conditions and Cookie Policy.
2. What we collect
We collect the information below. Most of it comes from you; some comes from the services we use to check devices, verify identity and deliver parcels.
| Category | Examples | Where it comes from |
|---|---|---|
| Identity and contact | Name, email, phone number, postal address | You |
| Account | Username, password, login history; name and email if you sign in with Google | You; Google |
| Trade-in | Devices you sell, condition you describe, offers, revised offers, order history | You; our inspection |
| Device identifiers | IMEI, serial number, model, lock and finance status | Your device; you; device verification services that check manufacturer, network and lost or stolen records |
| Payment | Bank account name, sort code and account number; payment records; card details if you pay us by card (handled by Stripe; we never see your full card number) | You; Revolut; Stripe |
| Shipping | Tracking numbers, scans, posting receipts, collection confirmations | You; Royal Mail, DPD, DHL, FedEx |
| Identity verification | Photo ID document, selfie image, verification result | You, through Veriff (only for Shipping Protection claims) |
| Claim evidence | Report My Loss reference, declarations, correspondence about lost or damaged parcels | You; Report My Loss; carriers |
| Communications | Emails, live chat messages, recorded phone calls, and reviews you leave about us | You |
| Technical and usage | IP address, browser, device type, pages viewed, approximate location from IP | Your browser, through cookies and server logs |
| Marketing preferences | Your choices about emails | You |
| Business customers | Names, job titles, business emails and phone numbers of contacts at businesses that buy from or sell to us; orders and invoices | You; your employer |
| Marketplace orders | Name, delivery address, phone number, order details, messages and returns when you buy from us on a marketplace | The marketplace (eBay, Amazon, Back Market and similar) |
Personal data on your device. We ask you to erase your device before sending it. If you do not, we wipe any data left on it as part of our process and do not access or use it. See "Data Removal from Devices" in our Terms & Conditions.
We do not knowingly collect information about anyone under 18.
3. How we use it and our lawful bases
UK data protection law requires a lawful basis for each use of your information. These are ours:
| Purpose | Lawful basis |
|---|---|
| Creating and running your account | Contract |
| Making offers, inspecting devices, issuing revised offers and paying you | Contract |
| Arranging shipping labels, collections and returns | Contract |
| Checking devices against lost, stolen, blocked and finance databases | Legal obligation (not buying stolen goods) and legitimate interests (preventing fraud) |
| Handling Shipping Protection claims, including carrier claims | Contract and legitimate interests (recovering losses and preventing false claims) |
| Verifying identity for Shipping Protection claims (Veriff) | Legitimate interests (preventing fraud); for biometric data, preventing and detecting unlawful acts, a substantial public interest under UK law (see section 4) |
| Preventing, detecting and investigating fraud and crime | Legitimate interests and, where required, legal obligation |
| Keeping tax, accounting and transaction records | Legal obligation |
| Customer support and responding to complaints | Contract and legitimate interests |
| Sending service messages (order updates, offer changes) | Contract |
| Sending marketing emails | Consent, which you can withdraw at any time |
| Analytics and improving our Services | Legitimate interests; consent where non-essential cookies are used |
| Personalised advertising | Consent (through our cookie banner) |
| Responding to police and regulators, and defending legal claims | Legal obligation and legitimate interests |
| Recording phone calls for training, quality and resolving disputes | Legitimate interests. We tell you at the start of the call |
| Inviting you to review us on Trustpilot or Google after a trade-in | Legitimate interests. You can ignore or opt out of invitations at any time |
| Selling devices to business customers and managing those accounts | Contract and legitimate interests |
| Fulfilling marketplace orders, handling returns and warranty claims, and answering your messages. We do not use marketplace buyers' details for our own marketing | Contract and legitimate interests |
Where we rely on legitimate interests, we have weighed our interests against yours. You can ask us for details of that assessment, and you have the right to object (see section 8).
If you do not give us information we need to perform our contract, such as your bank details, we may not be able to complete your trade-in.
4. Identity verification, device checks and fraud prevention
Identity verification for Shipping Protection claims. If you claim under Shipping Protection, we ask you to verify your identity with our provider, Veriff. You photograph a valid ID document and take a selfie. Veriff checks that the document is genuine and compares your face with the photo on it, then tells us whether verification passed. We use this only to confirm that the person claiming is the account holder and to prevent fraudulent claims. We do not ask for identity verification on ordinary trade-ins.
The face comparison involves biometric data, which UK law treats as special category data. We process it because it is necessary to prevent and detect fraud, which UK data protection law permits for reasons of substantial public interest. Verification is required for all Shipping Protection claims, and we cannot pay a claim without it. We have a written policy setting out how we protect this data. Veriff processes this data on our behalf; see Veriff's privacy notice. Veriff keeps verification data for 1 year and then deletes it. We keep only the verification result in our own systems.
Device checks. We check every device's IMEI or serial number against lost, stolen, blocked and finance databases, including CheckMEND (run by Recipero). We use device verification services to check a device's history and status with its manufacturer (such as Apple or Samsung) and mobile networks. If a device is flagged, we follow the process in our Terms & Conditions, which may include sharing your details with the police, the network operator or the rightful owner.
Lost parcel claims. For Shipping Protection claims, we may ask for a Report My Loss reference. Report My Loss is a service run by Recipero that shares loss reports with UK police and CheckMEND. We verify the reference with Report My Loss before paying.
Payee checks. Before paying a Shipping Protection claim, we check that the bank account is in the same name as your verified identity. Our payment provider, Revolut, uses Confirmation of Payee to check the name on the account.
We do not sell your personal information. We share it only as follows:
| Recipient | What and why |
|---|---|
| Carriers: Royal Mail, DPD, DHL, FedEx | Name, address and phone number to collect and deliver parcels; claim details if a parcel is lost |
| Online marketplaces (eBay, Amazon, Back Market and similar) | Order, delivery and return updates for purchases you make from us on their platforms. Each marketplace also uses your data under its own privacy policy |
| Veriff | ID document, selfie and name to verify identity for Shipping Protection claims |
| Recipero (CheckMEND, Report My Loss) | Device IMEI or serial number to check lost and stolen status; loss report references to verify claims |
| Device verification services | Device IMEI or serial number, to check its history, lock and finance status with manufacturers and networks |
| Payment providers: Revolut and Stripe | Your name and bank details to pay you (Revolut); card details to process any card payment you make to us (Stripe) |
| ItsWorthMore.com LLC (our US sister company) | Account, order and support data, because our systems and some support and operations staff are based in the US |
| IT and service providers | Hosting, cloud storage, email, live chat, customer support, AI tools, analytics and security tools, acting on our instructions |
| Sign-in if you choose Google login; analytics and advertising where you accept cookies | |
| Advertising and social media platforms | Device and usage data from cookies, only where you accept advertising cookies, to show you relevant ads and measure how they perform |
| Trustpilot and Google | Your name, email and order reference, so they can invite you to review us |
| Police, network operators, insurers and rightful owners | Where a device is flagged as lost or stolen, to prevent or detect crime, or where the law requires it |
| Courts, regulators and professional advisers | To comply with the law, or to establish or defend legal claims |
| A buyer of our business | If we sell or restructure our business, under the same protections as this policy |
Our service providers may only use your information to provide services to us, and must keep it secure.
6. International transfers
Our servers are in the United States, and some of our staff and service providers are based there or elsewhere outside the UK. When we transfer your information outside the UK, we protect it by using one of the safeguards approved under UK law: the International Data Transfer Agreement issued by the Information Commissioner's Office, for transfers to ItsWorthMore.com LLC and, where needed, equivalent UK-approved terms with our service providers. You can ask us for a copy of the relevant safeguards using the contact details in section 1.
7. How long we keep it
| Information | How long |
|---|---|
| Transaction, payment and tax records | 7 years after the transaction, as required for tax and legal purposes |
| Account information | While your account is open, then 7 years after your last transaction |
| Device identifiers and check results | 7 years, to help investigate stolen goods and fraud |
| Shipping Protection claim records, including Veriff results | 7 years after the claim is closed |
| Veriff ID images and biometric data | Held by Veriff for 1 year, then deleted; we keep only the result |
| Customer support communications | 7 years after the last contact |
| Call recordings | 6 months, unless needed for a complaint or dispute |
| Marketing preferences | Until you unsubscribe, then kept as a suppression record so we do not contact you again |
| Cookie and analytics data | As set out in our Cookie Policy |
We may keep information for longer if we need it for a legal claim, a police investigation or a regulatory request. When we no longer need information, we delete or anonymise it.
8. Your rights
Under UK data protection law, you have the right to:
- Access a copy of the personal information we hold about you
- Correct information that is inaccurate or incomplete
- Erase your information, where we no longer have a reason to keep it
- Restrict how we use your information in certain circumstances
- Object to our use of your information based on legitimate interests, and to direct marketing at any time
- Port information you gave us to another organisation, where we rely on contract or consent
- Withdraw consent at any time, where we rely on consent. This does not affect anything we did before you withdrew it
To exercise these rights, use our data request form or contact us using the details in section 1. We may ask you to confirm your identity. We will respond within one month, or tell you if we need longer.
You can also update most of your account details yourself in your account settings.
Automated decisions. We do not make decisions about you based solely on automated processing that have legal or similarly significant effects. Veriff's checks are reviewed by our team before we refuse a Shipping Protection claim, and you can ask for a person to review any decision.
Complaints. If you are unhappy with how we use your information, please contact us first so we can try to put it right. You also have the right to complain to the Information Commissioner's Office (ICO), the UK data protection regulator, at ico.org.uk or on 0303 123 1113.
We use essential cookies to run the website. We only use analytics and advertising cookies, including Google Analytics and advertising features, if you accept them through our cookie banner. You can change your choice at any time. See our Cookie Policy for details.
We only send marketing emails if you have agreed to receive them. You can unsubscribe at any time using the link in any email or by contacting us. We will still send service messages about your orders.
10. Children
Our Services are only for people aged 18 or over, even with a parent's consent. We do not knowingly collect information about anyone under 18. If we learn that we have, we will delete it. If you think we hold information about a child, contact us using the details in section 1.
11. Security
We use technical and organisational measures to protect your information, including encryption in transit, access controls and limiting access to staff who need it. No system is completely secure, so if you think your account has been compromised, contact us straight away.
12. Changes to this policy
We may update this policy from time to time. We will post the new version on this page with a new date, and tell you by email about significant changes. This policy was last updated on 1 October 2026.