Terms of Service

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

1. About these terms

These terms are an agreement between Dappros Ltd, trading as Ethora, a company registered in England and Wales under company number 11455432, with its registered office at 38 Munden Grove, Watford, WD24 7EE, United Kingdom ("Ethora", "we", "us"), and the person or organisation that uses our services ("you"). If you accept them for an organisation, you confirm that you have authority to bind it.

They cover:

the ethora.com website and our other websites;
Ethora Cloud, our managed chat, messaging and AI agent platform, including the web app, the APIs, the SDKs when used with Ethora Cloud, the AI chat widget and the hosted MCP server (together, the "Service").

They do not cover Ethora server software that you install and run yourself. That software is licensed under the Ethora Core Software License or, with a licence key, the Ethora Server End User License Agreement, both at https://ethora.com/legal/. Open-source SDKs and components are licensed under the licence in their repository. If you have a signed agreement or order with us, it takes precedence over these terms where the two conflict.

By creating an account, subscribing to a plan or using the Service you accept these terms. Our services are intended for business and professional use. If you are a consumer, the rights you have under consumer law that cannot be excluded still apply.

2. Your account

You must be at least 16 years old to create an account. Give us accurate information when you register and keep it up to date. You are responsible for keeping your credentials safe, for activity under your account, and for the accounts of people you invite or provision into your apps. Tell us promptly at security@ethora.com if you believe your account has been compromised. We recommend turning on two-step verification.

Do not create accounts by automated means except through our documented APIs, and do not create another account to get around a suspension.

3. Plans, fees and billing

Plans. The Service is offered on the plans described at https://ethora.com/pricing/, currently including a Free plan, paid self-service plans and Enterprise. Each plan has its own features and usage limits.

Paid plans. Fees are charged in advance for each billing period (monthly or annual) through our payment processor, Stripe, and renew automatically until you cancel. Prices exclude VAT and other taxes, which are added where they apply. You can cancel at any time from your account; cancellation takes effect at the end of the current billing period and fees already paid are not refunded, except where the law requires a refund.

Price changes. We may change our prices. We will give you at least 30 days' notice by email before a change applies to your subscription, and you can cancel before it takes effect.

Late payment. If a payment fails and is not made good within 14 days of our notice, we may downgrade the account to the Free plan or suspend paid features until it is paid.

Free plan. The Free plan is provided without charge and may have lower limits. We may change its features or limits, with reasonable notice.

Enterprise and marketplace purchases. Enterprise subscriptions, dedicated deployments and support levels are governed by the order or agreement you sign with us. If you buy through a cloud marketplace, the marketplace's own purchase terms apply to the billing relationship with the marketplace operator.

4. Your content and your users

Your content stays yours. You keep all rights in the content you and your users put into the Service: messages, files, documents, profile data and the configuration and knowledge sources of your AI agents. You give us only the permission we need to host, process, transmit and display that content to provide the Service to you, and to keep the backups and records described in our Privacy Policy.

Your users. When you build an app on Ethora Cloud and invite or provision users into it, you are responsible for that app and its users: for having a lawful basis to process their personal data, for giving them the notices and terms your app needs, and for how they use it. For their personal data you are the controller and we act as your processor under our Data Processing Agreement, available on request at privacy@ethora.com. Our Privacy Policy at https://ethora.com/privacy-policy/ describes the data we handle as controller.

Regulated data. Do not store protected health information subject to HIPAA in the Service unless you have signed a Business Associate Agreement with us, which is available on Enterprise. If your use is subject to other sector rules, it is your responsibility to make sure the configuration you choose, including retention settings, encryption options and the use of AI features, meets them.

Export and deletion. You can export or delete your content using the tools in the Service and the API. After your account or subscription ends, we keep your content for 30 days so that you can export it, and then delete it, except for records kept in a write-once compliance archive under your agreement or copies we must keep by law.

5. Acceptable use

You must not use the Service, or help others use it, to:

break the law or infringe anyone's rights, including privacy and intellectual property rights;
send spam or unsolicited bulk messages, or run automated messaging that recipients have not agreed to;
distribute malware, phishing or other harmful code, or content that sexually exploits children;
harass, threaten or defraud people, or promote violence;
gain or try to gain unauthorised access to the Service, other accounts or our systems, or probe, scan or test their vulnerability without our written permission;
disrupt the Service or place an unreasonable load on it, including by exceeding the rate limits that apply to your plan or bypassing usage limits;
resell or provide the Service itself to others as a standalone service, except as part of an app or product you build on it, or as your plan or agreement allows.

To report a security vulnerability, write to security@ethora.com rather than testing it on the live Service.

6. AI features

The Service includes AI features such as AI agents, retrieval-augmented answers and message translation. AI output is generated automatically, may be inaccurate or incomplete, and is not professional advice. You are responsible for reviewing it before relying on it and for how your apps present it to your users. On Ethora Cloud, AI features use third-party model providers as described in our Privacy Policy; you choose whether to enable them for your apps.

7. Not an emergency service

Ethora is a messaging and collaboration platform. It is not designed or certified as an emergency communication service and does not connect to emergency services. Do not rely on it as the only means of contacting someone in an emergency or in a situation where a delayed or undelivered message could cause harm.

8. Availability and changes to the Service

We work to keep the Service available and secure, but it may be interrupted for maintenance, upgrades or failures outside our control. Unless your Enterprise agreement includes a service level agreement, we do not guarantee any particular level of availability. We improve the Service continuously and may add, change or remove features. If we remove a significant feature of a paid plan, we will give you reasonable notice.

Some features may be labelled beta, preview or experimental. They are provided as they are, may change or be withdrawn, and are not covered by any service level agreement.

9. Third-party services

The Service can connect to third-party services you choose, such as sign-in providers, push notification services, AI model providers and AI assistants connected through our MCP server. Your use of those services is governed by their terms and privacy policies, and we are not responsible for them.

10. Our intellectual property

We and our licensors own the Service, the software, the Ethora name and logos, and all related intellectual property rights. These terms give you a non-exclusive, non-transferable right to use the Service during your subscription, in line with these terms. You may say truthfully that your app is built on Ethora. If you send us feedback or suggestions, we may use them without obligation to you.

To report content that infringes your intellectual property rights, write to legal@ethora.com.

11. Warranties and liability

The Service is provided with reasonable skill and care. Apart from that and from any promises made expressly in a signed agreement, it is provided "as is", and to the extent the law allows we exclude all other warranties and conditions, including fitness for a particular purpose.

Nothing in these terms limits or excludes liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, or any other liability that cannot be limited or excluded by law.

Subject to that, neither of us is liable to the other for loss of profits, revenue, business, goodwill or anticipated savings, or for any indirect or consequential loss. Our total liability to you arising out of or in connection with these terms or the Service in any 12-month period is limited to the lesser of (a) the fees you paid us for the Service in the 12 months before the event giving rise to the claim and (b) 100,000 GBP. If you use only the Free plan, our total liability is limited to 1,000 GBP.

You are responsible for keeping your own copies of content that matters to you, beyond the export tools we provide.

12. Suspension and termination

You can stop using the Service and close your account at any time.

We may suspend or close your account, or an app on it, if you seriously or repeatedly breach these terms, if you do not pay fees that are due, if we are required to by law, or if your use puts the Service, other customers or the public at risk. Where reasonable, we will tell you first and give you a chance to fix the problem.

When your account closes, the right to use the Service ends and section 4 applies to your content. Sections 4, 10, 11, 12 and 14 continue to apply.

13. Changes to these terms

We may update these terms. We will post the new version on this page with a new effective date and, for material changes, tell account owners by email at least 30 days before they take effect. If you do not agree with a change, you can close your account before it takes effect. Continuing to use the Service after that date means you accept the updated terms.

14. General

These terms, together with the Privacy Policy and any order or agreement you sign with us, are the whole agreement between us about the Service. If any part is found unenforceable, the rest remains in force. If we do not enforce a right straight away, we can still enforce it later. You may not transfer your rights under these terms without our written consent; we may transfer them to a successor to the Ethora business. Neither of us is responsible for delays or failures caused by events beyond reasonable control.

These terms are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction, subject to any mandatory rights that apply to you where you live.

15. Contact

Questions about these terms: legal@ethora.com. Support: support@ethora.com. Security: security@ethora.com. Privacy: privacy@ethora.com.

Dappros Ltd, 38 Munden Grove, Watford, WD24 7EE, United Kingdom.