All legal documents

Privacy Policy

Dappros Ltd, trading as Ethora. Effective 7 October 2026.

1. Who we are and what this covers

Dappros Ltd ("Ethora", "we", "us") is a company registered in England and Wales under company number 11455432, with its registered office at 38 Munden Grove, Watford, WD24 7EE, United Kingdom. We provide a chat and messaging platform with an AI agent framework, offered as a managed cloud service (Ethora Cloud) and as server software you run yourself (Ethora Core and Ethora Enterprise), including through cloud marketplaces.

This policy covers three different relationships, and the difference matters:

• When you deal with us directly (you visit ethora.com, create an Ethora account, subscribe to a plan, acquire an Ethora offer through a cloud marketplace, register or license an Ethora server, contact us, or connect an AI assistant to our MCP server) we are the data controller. This policy describes what we do with that information.
• When your own users use an application you built on Ethora Cloud (their profiles, their messages, their files) you are the data controller and we act as your data processor. What we do with that data is governed by our Data Processing Agreement, not by this policy. Ask us for the DPA at privacy@ethora.com.
• When you run the Ethora server software yourself, on your own infrastructure or on a cloud instance deployed from a marketplace, the data in your installation (accounts, messages, files) stays on your servers and is never sent to us. You are its controller and we are not involved in processing it. This policy then applies only to the limited information described in section 3.

The hosted Ethora MCP server has its own, more specific policy at https://ethora.com/privacy-policy-mcp/.

2. Information we collect

Account information you give us. Name, email address (and the verification status of each address), username, password (stored only as a salted hash, never in readable form), and optionally phone number, postal address, company name, profile description and profile image.

Authentication information. If you sign in with Google or Apple, we receive the identity token those providers issue and the email address in it. We do not receive your password for those services.

Billing information. Subscription plan and a customer reference held by our payment processor. We do not store card numbers. Card details are handled entirely by Stripe.

Service and security logs. For each API request on Ethora Cloud we record the account and application identifiers, the request method and path, query parameters, response status and timing, and the originating IP address. We also record failed and rejected authentication attempts. These logs exist to operate the service, investigate faults and detect abuse, and they form the audit trail that regulated customers require.

Content you or your users create on Ethora Cloud. Messages, chat rooms, uploaded files and documents, and the configuration and knowledge sources of any AI agents you create. We hold this on your behalf as processor.

Blockchain features (optional). Ethora includes optional digital-asset functionality. If it is enabled, a wallet address is associated with the account, and transactions made through that feature are written to a public blockchain. Anything written to a public blockchain is public and permanent and cannot be deleted or altered by us or by you. If these features are not enabled, no such data is created.

Support and correspondence. If you contact us by email, through a form or through our support channels, we keep what you send us and our replies.

Website analytics. ethora.com uses cookies and similar technologies for analytics and product research. See section 9.

3. Ethora server software and marketplace offers

If you run Ethora Core or Ethora Enterprise yourself, including from a cloud marketplace such as Microsoft Azure Marketplace or AWS Marketplace, we receive only the following, and only in the circumstances described:

• Marketplace subscription details. When you acquire or deploy an Ethora offer through a cloud marketplace, the marketplace operator may share with us details of the subscription and your contact information, such as your name, email address, company, country and the offer you chose, under the marketplace's own terms. We use them to provide and support the offer and to contact you about it.
• Optional registration. If you register an Ethora Core installation from its admin panel, the installation sends us its domain name, the email address and optional company name you enter, a random installation identifier and the software version, once. An unregistered Ethora Core installation sends nothing to us.
• Licence call-home (Ethora Enterprise). An installation with an enterprise licence key and a licence server configured contacts our licence service once a day. It sends the installation and licence identifiers, the domain and hostnames it serves, the licence state, the software version, and the number of apps and user accounts (counts only, never names or content), together with the IP address of the request. Call-home can be switched off, and offline keys never use it.
• Trial key requests. If you request a trial key, we receive the domain, email address, optional company name and the IP address of the request.
• Support requests you send us, as in section 2.

The software does not send us crash reports, usage analytics, or any messages, files or user profiles. The details, including what each request contains, are in the Ethora Server Privacy and Telemetry Notice at https://ethora.com/legal/privacy-and-telemetry.

4. How we use it, and our legal basis

We do not sell personal data, and we do not use customer content or end-user messages to train AI models.

5. Who we share it with

We use the following service providers (sub-processors). We update this list when it changes.

On AI processing, plainly. If you use AI agents or AI message translation on Ethora Cloud, the content involved is sent to OpenAI to generate the response. We do not have a zero-retention or no-training agreement with OpenAI, so their standard API terms apply. If that is not acceptable for your data, do not enable AI features on Ethora Cloud. Run Ethora yourself and choose the model provider, including a local model, so that no content leaves your infrastructure.

Marketplace operators (Microsoft, Amazon) process your data as independent controllers under their own privacy policies when you use their marketplaces.

We also disclose information where we are legally required to, and to professional advisers or an acquirer in the context of a corporate transaction, subject to the same protections.

6. Where your data is held, and international transfers

Ethora Cloud runs in the United States. If you require data to remain in the EU or UK, that is available on a dedicated deployment, which we will discuss with you before you commit. Self-hosted deployments are wherever you put them.

Where personal data moves out of the UK or EEA we rely on the UK International Data Transfer Addendum and the EU Standard Contractual Clauses with the recipient.

7. How long we keep it

8. Your rights

If we are the controller of your data you may ask us for a copy, correct it, delete it, restrict or object to how we use it, or ask us to send it to another provider. You may withdraw consent at any time where we rely on consent. You can delete your own Ethora Cloud account and its data from within the application.

Exceptions:

• Where we act as processor for an application you use but do not own, we must refer your request to whoever runs that application.
• Data written to a public blockchain, and records in a write-once compliance archive, cannot be erased. We will tell you if either applies to your request.

Contact us at privacy@ethora.com. You can also complain to the UK Information Commissioner's Office at https://ico.org.uk, or to your local supervisory authority in the EEA.

9. Cookies and analytics

ethora.com uses cookies and similar technologies for essential site function, analytics, product research and advertising measurement. The tools we use include:

You can block or delete cookies in your browser settings. Blocking some of them may affect how the site works.

The Ethora server software and the Ethora Cloud API do not use advertising cookies.

10. Children

Ethora is not directed at children under 16 and we do not knowingly collect their personal data. If you believe a child has provided us data, contact us and we will delete it.

11. Security

We protect data in transit with TLS and encrypt data at rest. Access to production systems is restricted and authentication events are logged. Accounts can be protected with two-step verification. Our mobile SDK stores credentials in the platform keystore and encrypts cached message history on the device.

By default, messages on Ethora are encrypted in transit and at rest and kept in a form that supports the compliance archive, moderation, search and audit trail that regulated customers require. App owners can also turn on end-to-end encrypted rooms for their app. In those rooms the text of messages and the contents of attachments are encrypted on the user's device and cannot be read by us or by the server. Information needed to deliver messages, such as the sender, the room and the time, remains visible to the server. In exchange, encrypted rooms give up server-side moderation, search, export and message recovery. If you need a deployment where we have no access at all, run Ethora yourself and we will talk you through it.

12. Changes

We will update this page when our practices change and revise the date at the top. For material changes affecting customers we will give notice by email before they take effect.

13. Contact

privacy@ethora.com Dappros Ltd, 38 Munden Grove, Watford, WD24 7EE, United Kingdom https://ethora.com/contact/