This Privacy Policy describes how HonestRoof.com (“we,” “us,” or “our”) collects, uses, and shares information about you when you request a roof estimate from us, call or text our business line, fill out a form on our website, or otherwise interact with our services.
We have built our business on honesty since 1954. We aim to apply the same standard to how we handle your information: collect only what we need, use it only for what you contacted us about, and share it only with the partners required to actually do the work.
1. Who We Are
HonestRoof.com is a roofing contractor serving the Dallas-Fort Worth metroplex. Our office address is 3901 Arlington Highlands Blvd, Suite #200, Arlington, TX 76018. You can reach us by phone at (817) 809-7000 or by email at info@honestroof.com.
2. Information We Collect
2.1 Information you give us directly
When you request an estimate, send a referral, ask a question, or otherwise contact us, we collect the information you provide, which typically includes:
- Your full name
- Phone number
- Email address
- Property address (street, city, state, ZIP code) for the location needing roofing work
- A short description of the roofing issue (leak, storm damage, age, etc.) if you choose to share one
- How you heard about us, and any other context you volunteer
2.2 Phone calls
Inbound and outbound calls to our published business line are answered by our automated assistant (named Roofus) before being optionally transferred to a member of our team. Calls are recorded and transcribed for quality, lead intake, and follow-up purposes. The recording and the transcript are stored by our telephony partner Retell AI on our behalf. We do not sell these recordings or share them outside the operating partners listed in Section 4.
2.3 Text messages (SMS)
When you text our business line, we receive the content of your message, your phone number, and the date and time of the message. Replies sent from our number are generated by the same Roofus assistant, with the goal of collecting the information we need to build you an estimate. The SMS exchange itself is processed by our telephony partner Twilio and analyzed by Retell AI on our behalf.
We treat your inbound text as your consent to receive replies about your inquiry. We do not send marketing or promotional SMS that you have not asked for. Message and data rates from your wireless carrier may apply. Message frequency varies. You can stop receiving messages at any time by replying STOP, and you can request help by replying HELP. See the SMS-specific section below for the full disclosure.
2.4 Website usage
When you visit honestroof.com we automatically collect limited technical information (IP address, browser type, pages visited, referring page, the date and time of the visit). We also set cookies and similar technologies that help the site work and that measure how visitors find and use it. See Section 5 for more on cookies and analytics.
2.5 Attribution information
When you submit a form, our system records how you arrived at our site (search engine, paid ad, referral link, etc.). This helps us understand which channels are reaching homeowners and improve the ones that work.
3. How We Use Your Information
We use the information we collect to:
- Respond to your inquiry, schedule an inspection or estimate, and follow up after the work is done
- Generate written estimates and, if you hire us, complete the contracted work
- Send transactional emails (estimate confirmations, appointment reminders, invoices) and one autoresponder email after a new inquiry
- Improve our services, evaluate how our advertising performs, and train our team
- Detect and prevent fraud, spam, abuse, and security issues
- Comply with legal obligations and respond to lawful requests
4. Service Providers We Share Information With
We share information only with the partners we use to actually run the business, and only to the extent each partner needs to do its job. We do not sell your personal information to anyone. Our current service providers include:
- Twilio - delivers our voice calls and SMS messages between you and our number.
- Retell AI - runs the automated assistant that answers calls and texts, and stores call recordings and transcripts on our behalf.
- Anthropic - we use Anthropic's Claude models for some internal text processing of inquiries.
- SendLayer - sends our outbound email (estimate confirmations, autoresponders, internal notifications).
- Google Analytics 4 - measures aggregate website usage. Configured with IP anonymization.
- Meta (Facebook) Pixel - measures the performance of our Facebook and Instagram advertising. We send hashed contact data (email and phone) via the Meta Conversions API when you submit a form, so Meta can attribute a lead back to an ad you clicked.
- Vercel - hosts our website.
- Cloudflare - protects our forms from spam and bots.
We may also disclose information when we believe in good faith that doing so is necessary to comply with the law, to protect the rights or safety of any person, or in connection with the sale or merger of our business (in which case the buyer would be bound by this Policy).
5. Cookies and Analytics
Cookies are small text files our site places on your device. We use cookies for two purposes:
- Essential cookies that the site needs to function (for example, to remember that you clicked a particular ad source so we can attribute a later form submission to it).
- Analytics cookies set by Google Analytics and Meta Pixel that measure aggregated usage and ad performance.
You can disable cookies in your browser settings. If you do, parts of the site may not work as well, but you will still be able to view all of our content.
6. SMS-Specific Disclosure
This section is required by mobile carriers and is intended to be unambiguous about how our SMS messaging works.
- Program description. When you text our published business number ((817) 809-7000), our automated assistant Roofus replies to collect the information we need to send you a free roof estimate.
- How to opt in. Sending any text message to our business number constitutes your consent to receive automated replies about your inquiry.
- How to opt out. Reply STOP to any of our messages. You will receive a final confirmation and no further automated messages.
- How to get help. Reply HELP for support, or contact us at (817) 809-7000 or info@honestroof.com.
- Message frequency. Message frequency varies based on how the conversation progresses. Typical exchanges involve five to ten messages while we collect estimate details.
- Carrier charges. Message and data rates from your wireless carrier may apply. We do not charge for SMS.
- Carriers are not liable. Carriers (Verizon, AT&T, T-Mobile, etc.) are not liable for delayed or undelivered messages.
- Data sharing. SMS opt-in information and the content of your messages are NOT shared with third parties for marketing or promotional purposes. Message content is processed by Twilio and Retell AI as service providers only.
7. Your Choices and Rights
You can do any of the following at any time, at no cost:
- Ask us what information we have about you and request a copy
- Ask us to correct information you believe is inaccurate
- Ask us to delete information we hold about you, subject to limited exceptions (for example, records required to be kept for accounting or tax purposes)
- Reply STOP to any of our SMS messages to opt out
- Unsubscribe from our marketing emails by clicking the unsubscribe link in any marketing email (transactional emails related to a job in progress are not affected)
- Disable cookies and trackers in your browser settings
To make any of these requests, email info@honestroof.com or call us at (817) 809-7000. We will respond within thirty days.
8. Security
We use standard industry safeguards (encrypted connections to our website and partners, access controls on internal systems) to protect the information we hold. No method of transmission or storage is one hundred percent secure, but we work hard to keep your information safe.
9. Children
Our services are intended for property owners and adults. We do not knowingly collect information from anyone under the age of thirteen. If you believe a child has provided information to us, contact us at info@honestroof.com and we will delete it.
10. Changes to This Policy
We may update this Privacy Policy from time to time. When we do, we will update the “Last updated” date at the top of this page. Material changes will be highlighted on the page for at least thirty days after they take effect.
11. Contact Us
Questions about this policy or how we handle your information:
- Email: info@honestroof.com
- Phone: (817) 809-7000
- Mail: 3901 Arlington Highlands Blvd, Suite #200, Arlington, TX 76018
See also our Terms & Conditions.