Fair use, in plain English.

Purpose

What fair use is for.

Fair use protects you from degraded service, protects us from unbounded supplier and labour costs, and keeps shared systems lawful and reliable. It is not a way to hide an ordinary numerical limit. Where a hard allowance exists, we state the number — on the plan, on the pricing page and in your agreement.

The general standard. Use is fair where it is reasonable for your own business, lawful, consistent with the plan you bought, and does not create unusual load, security risk, provider sanctions or disproportionate manual support.

We may investigate, warn, throttle, require an upgrade, pause a feature or suspend harmful use where activity is excessive, abusive, illegal, insecure, or materially affects other customers or our suppliers.

What unlimited means

Unlimited contacts, users and workflows.

Unlimited means there is no published per-contact, per-seat or standard-workflow charge. It does not permit:

• hosting unrelated third-party businesses in one account;
• reselling access without written authority;
• fabricated, scraped, unlawfully acquired or malicious data;
• automated activity designed to bypass supplier limits;
• activity that threatens platform performance or reputation.

AI Unlimited

• Applies only to the AI products expressly listed as unlimited.
• Subject to supplier fair use, excessive-use controls and service availability.
• Does not include Agent Studio, telephone charges, SMS, WhatsApp templates, external APIs, or every future AI feature.
• Ask AI and AI Studio use supplier-defined window allowances.
• We may require optimisation, a different model, a dedicated architecture or a scoped agreement for exceptional volume.
• AI must not be used for unlawful impersonation, deception, harassment, prohibited profiling or unsupervised high-risk decisions.

Communications

Email, SMS, WhatsApp and telephone.

• You must use permissioned, accurate data and honour suppression and opt-out requests.
• Purchased, scraped or misleading lists are prohibited unless you can demonstrate lawful, provider-compliant use.
• Bulk marketing must follow UK data-protection and electronic-marketing rules.
• UK SMS must use approved sender types and regulatory verification.
• WhatsApp templates remain subject to provider approval, account quality and category rules.
• We may pause sending to protect deliverability or prevent provider suspension.

Telephone and outbound AI

• Caller ID must not be spoofed or misleading.
• Automated or recorded marketing calls require your confirmed lawful basis and any required specific consent.
• You must check applicable suppression registers and sector rules.
• Emergency-service use, harmful mass dialling, harassment and unlawful call recording are prohibited.
• We may require campaign approval evidence before enabling outbound AI calling.

Social, advertising and reputation

• Platform and advertising-network policies apply.
• Fake reviews, manipulated engagement, prohibited targeting and deceptive creative are not permitted.
• Media spend limits and your approvals must be respected.
• We cannot guarantee platform approval or prevent third-party account suspension.

Creative and human time

Ad creatives and specialist capacity.

One ad creative means one static, template-led design in a single size with one minor revision. Complete inputs and your approval are required. Unused allowance expires monthly. A request outside that definition is reclassified and priced before any work starts. It is not social media management, animation, video, photography or campaign management.

Included specialist hours are a maximum reserved capacity, not a guaranteed number of deliverables. Capacity does not roll over. Complexity, testing and risk determine what fits. Incidents are supported; new builds and strategy are scoped separately. Repeated duplicate, abusive or out-of-scope requests can be consolidated or moved into a managed-service agreement.

Storage and hosting. Storage limits are hard limits where stated. Hosting must not be used for illegal content, malware, bulk unsolicited mail or resource abuse. Your backups and retention obligations remain yours unless a written managed-backup service says otherwise.

If something goes wrong

What happens before we restrict anything.

Except where urgent security, legal or provider action is necessary, we will normally:

1. identify the issue;
2. notify you;
3. explain the correction, upgrade or scope required;
4. provide a reasonable correction period;
5. restrict only the affected feature where practical.