Terms of Use

Terms and Conditions for So What Labs Ltd’s Marketing Analytics Platform

Last Updated: October 20, 2025

1. Introduction

Welcome to So What Labs Ltd (“So What Labs,” “we,” “our,” or “us”).
These Terms of Use (“Terms”) form a legally binding agreement between you (“User,” “you,” or “your”) and So What Labs Ltd and govern your access to and use of our Platform — a unified suite of analytics, AI, and marketing-optimisation applications and tools available at https://app.sowhatlabs.com and via the Shopify App Store.

By creating an account or using any part of the Platform, you agree to be bound by these Terms and our Privacy Policy and Cookie Policy.
If you do not agree, you must not use the Platform.

2. Definitions

  • Platform – The collection of web applications, APIs, and services offered by So What Labs Ltd for analytics, AI-powered marketing, and optimisation.

  • Apps – Individual modules within the Platform, including but not limited to:

    • Audience Analytics (Google Analytics 4 integration)

    • Google Ads Optimiser

    • SEO Specialist (Google Search Console integration)

    • Content Creator (AI-powered content generation)

    • Insights Developer (AI marketing analysis)

    • Strategy Planner (AI business strategy)

    • Facebook Ads Manager

    • Shopify Optimiser

  • User Account – Your registered account on the Platform, which may include individual or team access.

  • Properties – Connected external accounts or data sources, such as Google Analytics properties, Ads accounts, websites, Facebook Ad accounts, or Shopify stores.

  • Third-Party Services – External platforms that integrate with the Platform, including Google, Meta, Shopify, and similar.

  • Third-Party AI Services – External AI providers (e.g., OpenAI, Anthropic, or others) used to deliver AI-powered functionality.

  • Tokens – The usage units consumed when performing data operations or AI tasks.

  • Subscription Plan – A paid tier defining token allocations, property limits, and feature access.

3. Account Registration and Security

You must be at least 18 years old and capable of entering a binding contract.
You agree to provide accurate, current information and keep it updated.
You are responsible for maintaining the confidentiality of your credentials and for all activity under your account.
Notify us immediately at support@sowhatlabs.com if you suspect unauthorised access.

Team or organisation administrators are responsible for any activity by invited members.

4. Access and Licence

Subject to these Terms, So What Labs grants you a limited, non-exclusive, non-transferable, revocable licence to access and use the Platform and its Apps for your internal business purposes.
You may not sublicense, resell, or otherwise distribute Platform access without our prior written consent.

5. Token System and Billing

5.1 Token Usage

Tokens are consumed when you:

  • retrieve or process data from Third-Party Services,

  • generate or analyse content using AI features, or

  • access advanced analytics and reporting.

5.2 Token Allocation

  • Subscription Tokens: Monthly allocation tied to your plan; reset each billing cycle.

  • Purchased Tokens: Optional top-ups that do not expire and carry over between cycles.

  • Tokens are consumed in order: subscription → purchased.

5.3 Insufficient Tokens

If your balance reaches zero, token-based operations pause until you upgrade or purchase more tokens.
Essential account-management features remain accessible.

5.4 Token Expiry and Forfeiture

Subscription tokens expire at the end of each billing period.
Purchased tokens persist while your account is active but are forfeited on cancellation.

6. Subscription Plans and Payment

Subscriptions are billed monthly via Stripe or, for Shopify users, through Shopify Billing.
Plans differ by token allocation, connected-property limits, and support tier.
Subscriptions renew automatically unless cancelled at least 24 hours before renewal.

We reserve the right to adjust pricing with 30 days’ notice.
Unpaid or failed payments may lead to suspension or termination.

7. Free Trial

New users may receive a one-time free trial with a limited token allowance and restricted property connections.
Trial accounts expire after the earlier of (a) token exhaustion or (b) the stated trial period.
To continue beyond the trial, a paid plan is required.

8. Third-Party Integrations

8.1 OAuth Authorisation

By connecting Third-Party Services, you grant So What Labs permission to access and process data from those services as required to deliver Platform features.
You may revoke access at any time in your account settings or through the third-party platform.

8.2 Third-Party Terms

Your use of connected accounts remains subject to the respective providers’ terms (e.g., Google, Meta, Shopify).

8.3 Limitations

We are not responsible for outages, API changes, rate limits, or data accuracy in third-party systems.

9. Shopify Users

For customers using our Shopify App:

  • Billing and authorisation occur via Shopify.

  • Shopify’s Terms of Service and API Terms apply.

  • Charges appear on your Shopify invoice.

  • We comply with Shopify’s App Store Policies and data-handling requirements.

10. AI-Powered Services

10.1 Providers

The Platform uses Third-Party AI Services such as OpenAI, Anthropic, and others for text, analysis, and recommendation features.

10.2 AI Content and Ownership

You retain ownership of AI-generated content.
By submitting inputs, you grant us a licence to process that data for output generation.
AI outputs are provided as is, with no guarantee of accuracy or suitability.

10.3 Prohibited AI Use

You may not use AI features to:

  • generate unlawful or deceptive content,

  • infringe intellectual property,

  • impersonate others, or

  • violate AI provider content policies.

AI recommendations are for informational purposes only; verify outputs before relying on them.

11. User Content and Intellectual Property

11.1 Your Content

You own all data and content you upload or connect to the Platform.
You grant So What Labs a limited, worldwide, royalty-free licence to host, analyse, and display that data solely to provide Platform services.

11.2 Our IP

All intellectual-property rights in the Platform, including software, design, documentation, and trademarks, remain with So What Labs Ltd.
You are granted only the limited licence set out in these Terms.

11.3 Feedback

We may freely use feedback or suggestions you provide to improve the Platform without obligation.

12. Data Privacy and Security

12.1 Privacy Policy

Our Privacy Policy explains how we collect, use, and protect your data and is incorporated by reference.

12.2 Data Processing

We act as:

  • Controller for account and billing data, and

  • Processor for connected-account and content data.

Data from connected services is securely stored and processed in Google Cloud (BigQuery), encrypted in transit and at rest.

12.3 Retention

We retain user and connected-account data while your account is active and for up to 30 days after deletion or disconnection, unless required by law to retain longer.
After that, data is permanently deleted or anonymised.

12.4 Security Measures

We employ encryption, least-privilege access, monitoring, and MFA to safeguard information but cannot guarantee absolute security.

13. Web Crawling and Scraping

Our services may use automated crawling of your publicly accessible site content to enhance insights and recommendations.
Crawling respects your robots.txt settings and uses the user-agent “SowhatlabsBot/1.0.”
You may opt out by updating your robots.txt or contacting support@sowhatlabs.com.
You may not use the Platform to scrape third-party websites or violate their terms.

14. Service Availability and Support

We aim for reliable uptime but do not guarantee uninterrupted service.
Scheduled or emergency maintenance may occur.
Support is available by email at support@sowhatlabs.com and via in-app chat (for applicable tiers).

15. User Responsibilities and Prohibited Conduct

You agree to:

  • Use the Platform only in compliance with law and these Terms.

  • Not interfere with or disrupt the Platform.

  • Not share credentials or circumvent access controls.

  • Not transmit malware, spam, or harmful content.

  • Not reverse-engineer, copy, or compete with the Platform.

We may suspend or terminate accounts engaged in prohibited conduct.

16. Disclaimers and Limitation of Liability

The Platform is provided “as is” and “as available.”
We make no warranties regarding accuracy, reliability, or results of analytics or AI outputs.
To the fullest extent permitted by law:

  • So What Labs is not liable for indirect, incidental, or consequential damages.

  • Our total aggregate liability is limited to the fees you paid in the 12 months preceding any claim.
    Nothing herein limits liability for fraud, negligence causing death or personal injury, or other non-excludable rights.

17. Termination

You may cancel your subscription or close your account anytime in your settings or by emailing support.
Upon termination:

  • Access ends at the end of the billing cycle,

  • Unused tokens are forfeited, and

  • Data is deleted within 30 days.

We may terminate or suspend access for non-payment, legal compliance, or serious violations.

18. Refund Policy

All payments (subscriptions, tokens, upgrades) are non-refundable, except in cases of confirmed billing error or material service failure attributable to us.

19. Changes to These Terms

We may update these Terms periodically for legal, technical, or business reasons.
Material changes will be notified via email or in-app notice at least 30 days in advance.
Continued use after updates takes effect constitutes acceptance.

20. General Provisions

  • Entire Agreement: These Terms, our Privacy Policy, and Cookie Policy form the entire agreement.

  • Severability: If any clause is unenforceable, the remainder remains in effect.

  • Assignment: You may not assign these Terms without consent. We may assign them in connection with a merger or sale.

  • Force Majeure: We are not liable for delays due to events beyond our control.

  • Relationship: These Terms do not create a partnership or employment relationship.

21. Governing Law and Dispute Resolution

These Terms are governed by the laws of England and Wales.
You agree to the exclusive jurisdiction of the courts of England and Wales.
Before initiating proceedings, please contact support@sowhatlabs.com to attempt informal resolution.

22. Contact Us

So What Labs Ltd
9 Corbets Tey Road
Upminster, Essex RM14 2AP
United Kingdom

Email: support@sowhatlabs.com
Website: https://www.sowhatlabs.com

By using the So What Labs Platform, you acknowledge that you have read, understood, and agree to be bound by these Terms of Use.

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