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Last updated: 5 October 2026

Terms of Service

1. About These Terms

These terms of service (“Terms”) govern your use of the Morv platform (“Service”), operated by Morv AI Ltd (company number 17482982), a private limited company registered in England and Wales.

Registered address: 14 Sunningdale Road, Cheadle Hulme, Cheadle, England, SK8 6PB

Contact email: privacy@morv.ai

By creating an account, you agree to these Terms, our Privacy Policy, and our Data Processing Agreement. If you do not agree, do not use the Service.

In these Terms: a “consumer” is an individual using the Service wholly or mainly outside their trade, business, craft, or profession (as defined in the Consumer Rights Act 2015); a “business customer” is any customer who is not a consumer; and a “business day” is a day other than a Saturday, Sunday, or public holiday in England and Wales.

2. Service Description

Morv is a software-as-a-service (SaaS) platform that allows you to:

  • Create AI-powered chatbots for your websites
  • Configure chatbot behaviour, appearance, and knowledge sources
  • Embed chatbot widgets on your websites
  • Connect external service integrations (e.g. Shopify, WooCommerce, Square, Magento, Guesty)

Chatbot responses are generated by third-party AI providers (currently Google Gemini and OpenAI). Responses are AI-generated and may be inaccurate, incomplete, or inappropriate. You are responsible for reviewing and monitoring all chatbot interactions on your websites.

We aim to maintain high availability but do not guarantee uninterrupted service. We will use reasonable efforts to provide advance notice of scheduled maintenance. The Service is dependent on third-party infrastructure, including AI providers and payment processors, whose availability is outside our control.

Account Activation

In exceptional circumstances — for example an unusual surge in new registrations — we may need to activate new accounts in turn rather than immediately. If this applies to you we will tell you when you sign in, and we aim to activate your account within 48 hours. If you have already paid and you do not wish to wait, you may cancel from your account or contact us, and we will refund your payment in full. This does not apply to existing accounts, and we will not apply it to an account that has already been activated.

Service Changes

We may modify, improve, or withdraw features of the Service from time to time. Where a change materially reduces the core functionality of the Service you have paid for, we will give you reasonable advance notice by email or through the platform. If you are a consumer and do not accept a materially adverse change, you may cancel your subscription and receive a pro-rata refund of any prepaid amounts covering the period after cancellation.

Beta Features

We may make optional beta, preview, or experimental features available from time to time, identified as such. Beta features are provided for evaluation, may contain defects, may change or be withdrawn at any time without notice, and are excluded from any availability commitments. To the extent permitted by law, beta features are provided “as is”. Nothing in this clause affects your statutory rights as a consumer.

3. Accounts

  • You must provide accurate information when registering
  • You are responsible for maintaining the security of your account credentials
  • You must be at least 18 years old to create an account
  • One person or entity may not maintain more than one account
  • You must verify your email address before accessing the Service
  • You are responsible for all activity under your account
  • You must notify us promptly if you become aware of any unauthorised use of your account

4. Acceptable Use

You agree not to use the Service to:

  • Violate any applicable laws or regulations
  • Infringe on intellectual property rights of others
  • Distribute harmful, abusive, defamatory, or illegal content through chatbots
  • Provide regulated advice (medical, legal, financial) through chatbots without appropriate disclaimers and professional oversight
  • Crawl or scrape websites without permission from the content owner
  • Attempt to circumvent rate limits, security measures, or usage restrictions
  • Use the Service for spam, phishing, or fraudulent purposes
  • Abuse the API, including sharing API keys publicly, exceeding rate limits programmatically, or using the API in ways that degrade service for other users. API calls are subject to rate limiting; exceeding these limits will result in temporary restrictions.
  • Use data collected through chatbots (including visitor messages or contact information) for unsolicited commercial communications in violation of PECR, CAN-SPAM, CASL, or other applicable electronic communications laws
  • Deploy chatbots on websites directed at children under 13 without implementing appropriate age assurance measures (which must be appropriate to your audience and, where required by law or regulator guidance, highly effective), in compliance with the ICO Age Appropriate Design Code
  • Configure chatbots to solicit special categories of personal data (such as health, racial or ethnic origin, religious or philosophical beliefs, sexual orientation, or biometric data) or criminal-offence data from visitors without a lawful basis under Articles 9 and 10 UK GDPR and clear notice to those visitors
  • Reverse engineer, decompile, or disassemble any part of the Service except to the extent such restriction is prohibited by law (including section 50B of the Copyright, Designs and Patents Act 1988); scrape or systematically extract data from the platform; publish competitive benchmarks of the Service without our prior written consent; or use the Service, or Morv’s software, documentation, or other proprietary materials, to develop, train, or improve a competing product or AI model (this does not restrict your use of your own content or of outputs generated for you)

We may monitor use of the Service and verify your compliance with these Terms (including API usage, rate-limit compliance, and account-sharing restrictions), and may request reasonable records from business customers to confirm compliance. We reserve the right to suspend or terminate accounts that violate these Terms, with notice where reasonably possible.

5. Credits and Billing

Credit System

  • The Service operates on a credit-based billing system
  • Credits are consumed when chatbots process messages (based on AI token usage) and when crawling knowledge sources (based on content size)
  • Credit pricing varies by subscription tier

Credits are a prepaid means of accessing the Service. They have no cash or monetary value, are not transferable between accounts, and cannot be exchanged for cash. This does not affect: (i) your 14-day cooling-off rights in Section 6; (ii) your right to a refund of unused credits if we terminate your account other than for your breach of these Terms; or (iii) your statutory rights.

Subscriptions

  • A paid subscription is required to access the Service
  • Paid subscriptions are billed monthly and auto-renew unless cancelled
  • Subscription credits expire at the end of each billing period
  • You may cancel your subscription at any time — it remains active until the end of the current billing period
  • We send a reminder email to your account email address before each renewal

Monthly Chat Limit

Some plans (including custom-quoted plans) include a monthly limit on chatbot (AI) credits per billing period, which is stated on your plan. If you reach this limit, your chatbots will pause answering visitor messages until your next billing period begins; knowledge sync and website crawling are unaffected. To obtain more chat capacity you may purchase a top-up (which raises the limit for the current billing period) or upgrade to a plan with a higher limit. Standard plans have no chat limit unless stated. We email you as you approach the limit.

Fair Use and Protective Limits

To protect accounts against abuse and to keep the Service available to everyone, we apply automatic daily limits on chatbot activity — per chatbot, per visitor IP address, per account, and across the platform as a whole. These are set at levels intended not to affect normal use, and they reset daily. If a limit is reached, the affected chatbot pauses answering visitor messages until it resets, and we will tell you where the limit is one you can change. We will give you reasonable notice before reducing a limit in a way that would materially affect your normal use.

Plan Modifications

We may modify the features of subscription plans from time to time, including the number of credits included and top-up rates. We will notify you by email at least 30 days before any material changes take effect. If you do not agree with the changes, you may cancel your subscription before the effective date. Continued use of the Service after the effective date constitutes acceptance of the modified plan.

We may also change subscription prices. Price changes take effect no earlier than 30 days after we notify you by email, and apply from your next billing period after the effective date. If you do not accept a price increase, you may cancel before it takes effect; if you are a consumer, you will receive a pro-rata refund of any prepaid amounts covering the period after cancellation.

Top-Up Purchases

  • Top-up credits are one-time purchases
  • Top-up credits expire 30 days after purchase
  • Credits are consumed in order of earliest expiry first

Free Trials and Promotional Offers

We sometimes offer a free trial period on a subscription plan, usually through a promotional link or invitation. Where you take up such an offer:

  • The trial length and the plan it applies to are shown to you before you check out, and you must provide a payment method to start it
  • Unless you cancel before the trial ends, the subscription continues automatically and your payment method is charged the plan’s normal price, at the interval shown at checkout, until you cancel
  • We will email you before the first charge is taken, and you can cancel at any time during the trial from your account settings — cancelling during the trial costs you nothing
  • One trial per person. Trial offers cannot be combined, and we may withdraw or change an offer at any time before you claim it
  • Promotional bonus credits granted with an offer expire 60 days after they are issued unless we state otherwise, and no expiry reminder is sent for them

Bonus Credits

We may, at our sole discretion, issue bonus credits to your account (for example, as a promotional offer or goodwill gesture). Bonus credits expire 30 days after issuance unless otherwise stated. Bonus credits have no cash value, are non-transferable, and are not refundable.

Pricing and Taxes

All prices are displayed in GBP (pounds sterling). The price shown is the total price you pay — we are not currently registered for VAT, so no VAT is added at checkout. If we become VAT-registered, or if tax becomes chargeable on your purchase, we will tell you at least 30 days beforehand and the price shown at checkout will include it. You remain responsible for any taxes that apply to you in your own jurisdiction. Your bank or card provider may charge you a currency conversion fee if your account is not held in pounds sterling. If you are outside the UK, the checkout page may offer to charge you in your local currency instead: it shows the converted amount and the exchange rate before you pay, and that rate includes a conversion fee (currently 2–4%) charged by our payment provider, Stripe. You can choose to pay in pounds sterling instead, and any refund is made in the currency you paid, at the same exchange rate.

Payment Processing

All payments are processed securely by Stripe, Inc. We do not store your card details on our servers. By making a purchase, you also agree to Stripe’s End User Terms. For recurring subscriptions, you authorise Stripe to charge your payment method on each billing date until you cancel.

Late and Failed Payments

If you are a business customer, all amounts are payable without set-off, counterclaim, or deduction, and we may charge interest on overdue amounts in accordance with the Late Payment of Commercial Debts (Interest) Act 1998. Amounts properly due to us survive termination of these Terms, and your obligation to pay them is not subject to the liability cap in Section 11.

6. Cancellation and Refunds

14-Day Cooling-Off Period

Under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, you have the right to cancel a purchase within 14 days of the transaction date.

At checkout, you will be asked to expressly consent to the Service beginning immediately during the cooling-off period. If you give this consent:

  • You retain the right to cancel within 14 days
  • If you cancel after credits have been partially consumed, you are entitled to a proportionate refund for the unused portion, calculated based on the credits consumed at your tier rate
  • If all purchased credits have been consumed, you acknowledge that the Service has been fully performed and you will not be entitled to a refund

If you do not consent to the Service beginning immediately, you retain the full right to cancel within 14 days for a complete refund.

To exercise your right to cancel, contact us by email at privacy@morv.ai or use our contact form. You may also use the model cancellation form below.

Model Cancellation Form

To: Morv AI Ltd, 14 Sunningdale Road, Cheadle Hulme, Cheadle, England, SK8 6PB, privacy@morv.ai

I hereby give notice that I cancel my contract for the supply of the following service: [subscription plan / top-up purchase], ordered on [date]. Name: [your name]. Email: [your account email]. Date: [today’s date]. Signature (if sent on paper): [signature].

Refund Processing

Approved refunds will be processed within 14 days of receiving your cancellation request and returned to the original payment method via Stripe. The time for the refund to appear in your account may vary depending on your payment provider.

After the Cooling-Off Period

Except as otherwise stated in these Terms and without affecting your statutory rights, purchases are non-refundable after 14 days.

Subscription Cancellation

You may cancel your subscription at any time from your account settings. Your subscription will remain active until the end of the current billing period. No partial refunds are given for unused time within a billing period, except as described in the cooling-off period above.

7. Third-Party Integrations

The Service allows you to connect external service integrations. The integrations currently available are Shopify, WooCommerce, Square (including Square Online and Weebly stores), Magento (Adobe Commerce) and Guesty; we may add or withdraw integrations over time. When connecting an integration:

  • You provide third-party credentials (API keys, tokens, OAuth authorisations) which are stored encrypted using AES-256-CBC on our servers
  • You warrant that you have authorisation from the third-party service to connect and share data via their API
  • You warrant that your use of integrations complies with the third-party service’s terms of service and API usage policies
  • You are responsible for the security of your integration credentials and must notify us promptly if you believe they have been compromised

We are not responsible for:

  • Outages, API changes, or data loss within third-party services
  • Actions taken by third-party services in response to API calls made on your behalf
  • Accuracy or completeness of data retrieved from third-party services
  • Any breach of third-party terms caused by your use of the integration

When you disconnect an integration or delete your account, locally cached integration data is deleted from our servers. Data held by the third-party service is not affected.

8. Intellectual Property

  • The Morv platform, its design, code, and branding are our intellectual property
  • Content you create (chatbot configurations, knowledge sources, conversation data) remains your property
  • You grant us a non-exclusive, worldwide, royalty-free, sublicensable (to our sub-processors as listed on our Sub-Processors page) licence to process your content as necessary to provide the Service
  • You are responsible for ensuring you have the rights to any content you upload or crawl
  • AI-generated content produced by the Service does not create any intellectual property rights in our favour

Copyright Infringement and Takedown

If you believe that content hosted on our platform infringes your copyright or other intellectual property rights, you may submit a notice to privacy@morv.ai including:

  • Identification of the copyrighted work claimed to have been infringed
  • Identification of the material that is claimed to be infringing and its location on our platform
  • Your contact information (name, address, email, telephone)
  • A statement that you have a good-faith belief that the use is not authorised by the copyright owner
  • A statement that the information in the notice is accurate and that you are authorised to act on behalf of the rights owner

We will investigate valid notices and remove infringing content where appropriate. Repeat infringers may have their accounts terminated.

Feedback

If you send us suggestions, ideas, or feedback about the Service, you grant us a perpetual, irrevocable, worldwide, royalty-free licence to use them for any purpose without restriction or obligation to you.

Aggregated Usage Data

We may generate and use data about how the Service is used in de-identified and aggregated form (for example, feature usage statistics and performance metrics) to operate, analyse, and improve the Service, provided that such data does not identify you, your website visitors, or any natural person. This does not extend to using widget-visitor personal data other than as your processor under the Data Processing Agreement.

9. Data Protection

We process personal data in accordance with our Privacy Policy and applicable UK data protection law (UK GDPR and Data Protection Act 2018).

Your Role as Data Controller

When you embed our chatbot on your website, you are the data controller for personal data collected from your website visitors through the chatbot (including messages, IP addresses, and session data). Morv acts as your data processor for this data. This relationship is governed by our Data Processing Agreement.

As a data controller, you are responsible for:

  • Having a lawful basis for collecting visitor data via the chatbot
  • Informing your website visitors about data collection in your own privacy policy, including that data is processed by AI providers in the United States
  • Responding to data subject requests from your website visitors
  • Ensuring your chatbot displays appropriate privacy notices and links
  • Maintaining a record of processing activities as required under Article 30 UK GDPR
  • Assessing whether your deployment of the chatbot brings your service into scope of the Online Safety Act 2023 (for example, where visitors can share chatbot output with other users) and complying with any duties that apply to your service

Knowledge Base Content

When you add knowledge sources (URLs, sitemaps), our crawler extracts text content from public web pages and stores it for chatbot retrieval. This crawled content may contain personal data published on those web pages. You are responsible for ensuring that the websites you crawl permit such use and that any personal data contained in the crawled content is processed lawfully. We do not automatically detect or remove personal data from crawled content.

10. AI Transparency and Disclaimer

AI responses are generated by third-party providers and may be inaccurate, incomplete, biased, or inappropriate. We do not guarantee the accuracy, reliability, or suitability of AI-generated content.

AI Providers

We currently use the following AI providers to generate chatbot responses:

We may add or change AI providers in the future. Changes to sub-processors will be communicated in accordance with our Data Processing Agreement.

AI Limitations

  • AI models may produce factually incorrect information (“hallucinations”)
  • AI outputs may reflect biases present in training data
  • AI cannot provide professional advice (medical, legal, financial, or otherwise)
  • You must not rely on AI-generated responses as a sole basis for important decisions

The chatbot widget includes a mandatory, non-removable AI disclaimer to ensure visitors are informed they are interacting with an AI system.

11. Limitation of Liability

To the extent permitted by law, the Service is provided “as is” and “as available” without warranties of any kind, whether express or implied, including but not limited to implied terms of satisfactory quality, fitness for a particular purpose, and non-infringement.

Nothing in these Terms excludes or limits our liability for:

  • Death or personal injury caused by our negligence
  • Fraud or fraudulent misrepresentation
  • Any other liability that cannot be excluded or limited by applicable law

Nothing in these Terms affects your statutory rights as a consumer under the Consumer Rights Act 2015, including the right to a service performed with reasonable care and skill.

Subject to the above, we are not liable for:

  • Decisions made based on AI-generated chatbot responses
  • Indirect, incidental, special, or consequential losses (including loss of business, revenue, profits, or data)
  • Actions or omissions of third-party AI providers, payment processors, or integration services
  • Temporary service interruptions, downtime, or maintenance
  • Loss or corruption of data beyond our reasonable control

Data loss (business customers): if you are a business customer, our sole liability for loss or corruption of your data (where within our reasonable control) is to use reasonable efforts to restore it from the most recent available backup. You are responsible for keeping your own copies of important data using the export tools provided in your account. If you are a consumer, nothing in this paragraph affects your rights under the Consumer Rights Act 2015 (including section 46 in respect of damage to your device or other digital content).

For business users: our total aggregate liability to you for all claims arising from or related to the Service shall not exceed the total amount you have paid to us in the 12 months preceding the claim.

For consumers: our liability is limited to the total amount you have paid to us in the 12 months preceding the claim. This cap does not apply where the law does not allow us to limit liability in this way.

Each exclusion and limitation in this Section 11 is a separate and severable term. The exclusions and limitations reflect the allocation of risk between the parties and are reflected in the pricing of the Service.

12. Indemnification

You agree to indemnify and hold harmless Morv AI Ltd, its officers, directors, and employees from and against any claims, damages, losses, liabilities, costs, and expenses (including reasonable legal fees) arising from:

  • Your use of the Service in violation of these Terms
  • Content you create, upload, or make available through the Service (including chatbot responses delivered to your website visitors)
  • Your violation of any applicable law or regulation
  • Your violation of any third-party rights, including intellectual property rights
  • Your use of third-party integrations in violation of their terms of service
  • Personal data contained in knowledge base content you direct us to crawl

Conditions. Our right to be indemnified under this section is subject to: (i) notifying you promptly in writing of the relevant claim; (ii) taking reasonable steps to mitigate the losses claimed; and (iii) not settling any claim in a way that imposes obligations on you (beyond payment of amounts covered by this indemnity) without your consent, not to be unreasonably withheld.

If you are a consumer, the indemnity above does not apply to you. Instead, you are responsible only for losses that we suffer which are caused by your breach of these Terms or by your fault, to the extent provided by law.

We agree to indemnify and hold you harmless against third-party claims that the Morv platform itself infringes third-party intellectual property rights, provided that: (i) you notify us promptly in writing of the claim; (ii) we have sole control of the defence and any settlement; and (iii) you provide reasonable cooperation. This indemnity does not cover claims arising from content you upload, generate, or direct us to process, from AI-generated outputs, from combination of the Service with products or services not provided by us, or from continued use after we have notified you to stop. If the platform is or in our opinion may become infringing, we may procure the right for you to continue using it, modify it so that it is non-infringing, or terminate your subscription and refund prepaid amounts for the unused period. This indemnity is subject to the limitations in Section 11 and states our entire liability for intellectual property infringement by the platform.

This section does not apply to the extent that a claim arises from the negligence or wilful misconduct of the party seeking to be indemnified.

13. Force Majeure

Neither party shall be liable for any delay or failure to perform its obligations under these Terms where such delay or failure results from events beyond that party’s reasonable control, including but not limited to: acts of God, natural disasters, pandemics, government actions or restrictions, war or civil unrest, cyber attacks, internet or telecommunications failures, power outages, failures of third-party services (including AI providers, payment processors, and hosting providers), and labour disputes.

The affected party will use reasonable efforts to mitigate the impact and will notify the other party promptly. If a force majeure event continues for more than 30 consecutive days, either party may terminate the affected portion of the Service upon written notice.

14. Account Suspension and Termination

Voluntary Closure

  • You may close your account at any time via your profile settings
  • Account deletion has a 30-day grace period during which you can cancel the deletion by logging in

Suspension

We may suspend your account if we reasonably believe you are in violation of these Terms, if required to do so by law, or if any amount you owe us remains unpaid 7 days after we notify you that it is overdue. During suspension:

  • You will not be able to access the Service or your account
  • Your chatbot widgets will stop responding to visitor messages
  • We set any active subscription to stop at the end of the current billing period, so you are not billed again while suspended. If we lift the suspension before that date, we restore the subscription unless you have cancelled it yourself
  • We will use reasonable efforts to notify you of the suspension and the reason, and provide an opportunity to resolve the issue

If you believe your account has been suspended in error, contact us at privacy@morv.ai. Where we determine that an account was suspended in error, we will extend your subscription by the length of the suspension or refund a pro-rata amount for the period you could not use the Service.

Termination by Us

  • We may terminate your account for material or repeated violations of these Terms, including any material breach that you fail to remedy within 14 days of our written notice
  • If you are a business customer, we may terminate immediately if you become insolvent, enter administration or liquidation, or make any arrangement with your creditors
  • We may also terminate for convenience on at least 30 days’ written notice, in which case we will refund a pro-rata amount of any prepaid fees for the unused period
  • On termination, your data will be deleted in accordance with our Privacy Policy and Data Processing Agreement

Survival

Sections that by their nature should survive termination (including Intellectual Property, Limitation of Liability, Indemnification, and Governing Law) will continue in effect after termination.

15. Dispute Resolution

Informal Resolution

Before initiating formal proceedings, both parties agree to attempt to resolve any dispute informally by contacting the other party and negotiating in good faith for a period of at least 30 days.

Alternative Dispute Resolution

If you are a consumer in the UK or EU, you may be entitled to use an alternative dispute resolution (ADR) procedure. We are not currently required to participate in ADR but will consider doing so in good faith on a case-by-case basis.

Jurisdiction

These Terms are governed by the laws of England and Wales. Any disputes arising from these Terms or the Service shall be subject to the exclusive jurisdiction of the courts of England and Wales. If you are a consumer, you may also bring proceedings in the courts of your country of residence, and mandatory consumer protection laws of your country of residence shall apply to the extent they provide greater protection.

16. Changes to These Terms

We may update these Terms from time to time. We will notify you of material changes by email or through a notice on the platform at least 30 days before they take effect. Continued use of the Service after changes take effect constitutes acceptance. If you do not agree with the changes, you may cancel your account before the effective date.

17. Export Controls

You represent and warrant that you are not located in, or a national or resident of, any country subject to UK, US, or EU trade sanctions or embargoes. You shall not use the Service in violation of any applicable export control or trade sanctions laws.

18. General Provisions

  • Severability: If any provision of these Terms is held to be invalid or unenforceable by a court of competent jurisdiction, that provision shall be modified to the minimum extent necessary to make it enforceable, and the remaining provisions shall continue in full force and effect.
  • Waiver: Our failure to enforce any right or provision of these Terms shall not constitute a waiver of such right or provision.
  • Assignment: You may not assign or transfer your rights or obligations under these Terms without our prior written consent. We may assign these Terms in connection with a merger, acquisition, or sale of all or substantially all of our assets, upon reasonable notice to you.
  • Entire Agreement: These Terms, together with the Privacy Policy and the Data Processing Agreement, constitute the entire agreement between you and Morv regarding the Service and supersede all prior agreements, representations, and understandings. Each party confirms that it has not relied on any statement not set out in these Terms. Nothing in this provision excludes or limits liability for fraud or fraudulent misrepresentation, and it does not affect your statutory rights as a consumer.
  • Third-Party Rights: A person who is not a party to these Terms has no right under the Contracts (Rights of Third Parties) Act 1999 to enforce any of its terms.
  • Notices: Formal notices to us must be sent by email to privacy@morv.ai. We will send formal notices to the email address registered on your account. Email notices are deemed received on the next business day after sending.
  • Confidentiality: Each party must keep confidential any non-public information it receives from the other in connection with the Service, use it only for the purposes of these Terms, and protect it with reasonable care. This does not apply to information that is public through no fault of the receiving party, already lawfully known, independently developed, or required to be disclosed by law or a regulator. This obligation survives termination.
  • Relationship of the parties: Nothing in these Terms creates any partnership, agency, joint venture, or employment relationship between you and Morv.
  • Precedence: If these Terms conflict with the Data Processing Agreement in respect of the processing of personal data, the Data Processing Agreement prevails; otherwise these Terms prevail over any other document not expressly incorporated.
  • Language: These Terms are concluded in English and all communications under them will be in English.
  • Anti-bribery: Each party will comply with the Bribery Act 2010 and all applicable anti-corruption laws in connection with these Terms.

19. Contact

If you have questions about these Terms: