Effective 13 July 2026
These Terms of Service form a binding agreement between The Boring AI Ltd, trading as Bily (Bily, we, us, or our), and the person or legal entity that accesses or uses the Service (Customer, you, or your). The Boring AI Ltd is registered in England and Wales under company number 14704570, with registered office at Profile West, Suite 2 First Floor, 950 Great West Road, Brentford, United Kingdom, TW8 9ES.
If you use the Service for an organisation, you represent that you have authority to bind it. The Service is intended for business use. If an order form, enterprise agreement, data processing addendum, or other signed agreement conflicts with these Terms, the signed agreement controls for that conflict.
1. The Service
Bily provides commerce measurement, event collection, attribution, data quality, reporting, automation, and related operator tools. The Service may include dashboards, application interfaces, integrations, artificial-intelligence-assisted features, APIs, documentation, support, and beta functionality. We may improve, replace, or discontinue features as the product evolves, provided we do not materially reduce a paid Service during the then-current subscription term without a reasonable operational reason.
Some features depend on third-party platforms selected or connected by Customer. Bily does not control those platforms, their availability, their policies, or changes they make. A connected platform may limit, reject, delay, or alter data independently of Bily.
2. Eligibility, accounts, and access
Authority. You must be at least 18 years old and able to enter a contract for a business or other legal entity.
Accurate information. You must provide current account, billing, and contact information and keep it accurate.
Account security. You are responsible for authorised users, credentials, permissions, devices, and activity under your account. Notify us promptly if you suspect misuse.
Access scope. You may use the Service only for organisations, properties, stores, ad accounts, and data you are authorised to access.
3. Customer data and instructions
Customer Data means data submitted to, collected through, or made available to the Service by or for Customer, including commerce events, customer and order attributes, advertising performance data, identifiers, configuration, and content. As between the parties, Customer retains its rights in Customer Data. Customer grants Bily a limited right to host, process, transmit, reproduce, and otherwise use Customer Data only to provide, secure, and support the Service, comply with law, and follow Customer’s documented instructions and the applicable DPA. Bily may improve the Service using aggregated or de-identified information that does not identify Customer or an individual. Bily does not use personal data within Customer Data for its own independent purposes unless the Agreement expressly identifies Bily as a controller for that processing.
Customer is responsible for the lawfulness, accuracy, and quality of Customer Data; required notices and consents; its instructions to Bily; its configuration of destinations and retention; and responding to individuals whose data it controls. Customer must not direct Bily to process data in a way that violates law, third-party rights, a platform agreement, or these Terms.
Where Bily will process personal data for Customer as a processor or service provider, the parties must complete an applicable data processing addendum through an authorised contract process before that processing begins. The Data Processing Terms page explains the request path; that public page is not itself a DPA. Bily may use aggregated or de-identified information that does not identify Customer or an individual to operate, analyse, secure, and improve the Service, subject to applicable law and contractual restrictions.
4. Privacy and data protection
Our handling of personal data in our controller capacity is described in the Privacy Policy. Our use of cookies and similar technologies is described in the Cookie & Tracking Notice. Customer remains responsible for determining whether the Service is suitable for its legal and regulatory obligations.
5. Acceptable use
You must comply with the Acceptable Use Policy. You must not use the Service to break the law, violate rights, send malicious code, gain unauthorised access, interfere with the platform, bypass limits, misrepresent data provenance, or process prohibited data. We may investigate suspected abuse and reasonably cooperate with affected platforms or lawful authorities.
6. Integrations and AI-assisted features
Customer may enable integrations with third-party services. Customer authorises Bily to exchange data with those services as needed to perform the requested integration. Third-party terms govern Customer’s relationship with the provider, and Customer is responsible for maintaining permissions and complying with the provider’s rules.
When Customer deliberately invokes an AI-assisted feature, relevant prompts, instructions, selected context, and generated output may be processed by an AI inference provider to return the requested result. Customer must review outputs before relying on them and must not submit secrets, special-category data, or regulated information unless expressly authorised in writing. AI output may be incomplete, inaccurate, or similar to output generated for others and is not legal, tax, financial, or professional advice.
7. Fees, billing, taxes, and promotions
Paid plans, billing cadence, usage limits, trial or promotional charges, renewal price, and any minimum term are shown at purchase or in an order form. Unless the purchase flow or order form says otherwise, subscriptions renew automatically for the same cadence until cancelled before renewal. Customer authorises the applicable billing provider or commerce platform to charge the payment method or account on file.
Fees are exclusive of taxes and non-refundable except where required by law or expressly stated in an order form. Customer is responsible for applicable taxes other than taxes on Bily’s net income. We may change prices for a future renewal term by giving reasonable notice. Promotional terms apply only as presented, may have eligibility limits, and do not alter later renewal pricing unless expressly stated.
8. Intellectual property and feedback
Bily and its licensors own the Service, software, documentation, visual design, models, workflows, and all related intellectual-property rights, excluding Customer Data. Subject to these Terms and payment of applicable fees, Bily grants Customer a limited, non-exclusive, non-transferable, non-sublicensable right to access and use the Service during the subscription term for Customer’s internal business purposes.
If Customer provides feedback, suggestions, or ideas, Bily may use them without restriction or obligation, provided Bily does not identify Customer publicly without permission. Nothing in these Terms transfers ownership of either party’s pre-existing intellectual property.
9. Confidentiality
Each party may receive non-public information that is identified as confidential or should reasonably be understood as confidential. The receiving party will use it only to perform or receive the Service, protect it with reasonable care, and disclose it only to personnel and providers who need it and are bound by confidentiality obligations. These duties do not apply to information independently developed, lawfully received without restriction, publicly available without breach, or required to be disclosed by law after permitted notice.
10. Security and service operation
Bily maintains technical and organisational practices designed to protect the Service and Customer Data. Current practices and their limits are described in our Security Overview. No internet service is completely secure or uninterrupted. Customer must use available access controls, protect credentials, keep connected systems secure, configure consent and retention appropriately, and maintain any copies it needs for its business continuity.
11. Suspension
We may suspend access when reasonably necessary to prevent or address a security risk, unlawful use, material breach, non-payment, harm to another customer or platform, or a threat to the Service. Where practicable, we will give notice and limit a suspension to the affected scope. Suspension does not relieve Customer of payment obligations already incurred.
12. Term and termination
These Terms begin when Customer first accepts them or uses the Service and continue until all subscriptions end. Customer may cancel as described in the product or order form. Either party may terminate for an uncured material breach after reasonable written notice, or immediately if the breach cannot be cured, continued performance would be unlawful, or the other party becomes insolvent.
After termination, Customer’s access ends. Where the product provides an export function, Customer should export needed data before termination. Bily may retain data for a limited period for legal, security, billing, dispute, backup, or operational reasons and then delete or de-identify it according to applicable agreements and retention practices. We do not promise that all data can be recovered after termination.
13. Warranties and disclaimers
Each party warrants that it has authority to enter these Terms. Bily will provide paid Services with reasonable skill and care. Except as expressly stated in the Agreement and so far as permitted by law, all conditions, warranties and other terms that might otherwise be implied by statute or common law are excluded. The Service, beta features, integrations, and outputs are provided as available. Bily does not guarantee advertising performance, attribution outcomes, data acceptance by a destination, revenue, regulatory compliance, or uninterrupted or error-free operation.
14. Liability
Nothing in these Terms excludes liability that cannot lawfully be excluded, including liability for fraud, fraudulent misrepresentation, death or personal injury caused by negligence, or a party’s deliberate misconduct. Subject to that rule, neither party is liable for lost profits, revenue, goodwill, anticipated savings, or indirect, special, incidental, exemplary, or consequential loss.
Subject to the previous paragraph, each party’s total aggregate liability arising from or related to the Service in any 12-month period will not exceed the fees paid or payable by Customer for the Service during the 12 months before the event giving rise to liability. For a free Service, Bily’s aggregate liability will not exceed GBP 100. These limits apply across all legal theories and do not multiply by claim.
15. Indemnity
Customer will defend and indemnify Bily against third-party claims, damages, and reasonable costs arising from Customer Data, Customer’s instructions, Customer’s connected properties or destinations, or Customer’s material breach of the Acceptable Use Policy, to the extent the claim would not have arisen from Bily’s own breach or misconduct. Bily will give prompt notice and reasonable cooperation, and Customer may control the defence subject to Bily’s right to participate and approve any settlement that admits fault or imposes an obligation on Bily.
16. Changes to these Terms
We may update these Terms to reflect product changes, law, security, or business needs. We will post the revised date and, for a material change affecting an active paid subscription, provide reasonable notice through the Service or by email where practicable. Changes apply prospectively. If Customer objects to a material change, its remedy is to stop using the Service and cancel before the change takes effect, unless a signed agreement provides otherwise.
17. General
Neither party is liable for delay caused by events beyond its reasonable control. Customer may not assign these Terms without Bily’s consent, except with a merger or sale of substantially all relevant assets; Bily may assign them in connection with a reorganisation, financing, merger, or sale. If any provision is unenforceable, it will be limited to the minimum extent necessary and the rest remains effective. A waiver must be explicit and does not waive a later breach. These Terms, incorporated policies, and applicable order forms are the entire agreement about the Service. Provisions concerning accrued fees, intellectual property, confidentiality, disclaimers, liability, indemnity, and any provision intended by its nature to survive will survive termination.
These Terms and any non-contractual dispute are governed by the laws of England and Wales, without regard to conflict-of-law rules. The courts of England and Wales have exclusive jurisdiction, except where mandatory law gives a party another forum.
18. Contact and notices
Legal notices to Bily must be sent to [email protected] and should identify the customer account and nature of the notice. Bily may send operational or legal notices to the account owner, administrator, or billing contact on file. For privacy matters, use [email protected].