Terms of Service

Last updated: June 24, 2026

1. Who we are; acceptance

Telltale ("Telltale", "we", "us") is a retention-intelligence application for direct-to-consumer merchants, operated by Telltale AI Ltd. Co. (a Utah, USA limited company), c/o Registered Agents Inc, 7533 S Center View Ct Ste R, West Jordan, UT 84084, USA. By installing the Telltale app, creating an account, or using the service, you ("merchant", "you") agree to these Terms and to our Privacy Policy and Data Processing Agreement (DPA). If you use Telltale on behalf of a company, you represent you can bind it.

2. The service

Telltale analyzes your commerce data (orders, customers, engagement, support, reviews, subscriptions) to surface retention insights, predict churn risk, and generate retention campaigns. Telltale does not send marketing messages to your customers itself — it pushes campaign audiences and content to the email/SMS providers you connect, which deliver them under your account and your sender reputation. You are the sender of record for all campaigns.

3. Your responsibilities

  • Lawful marketing. You are responsible for compliance with marketing and privacy laws applicable to your business (e.g. CAN-SPAM, TCPA, CASL, GDPR/ CCPA), including obtaining any required consent from your customers and honoring unsubscribes. Telltale syncs and respects suppression lists from your connected providers, but the legal obligation is yours.
  • Your data. You represent that you have the right to provide the data you connect to Telltale and to instruct us to process it as described in the DPA.
  • Account security. Keep your credentials secure; you are responsible for activity under your account. Notify us promptly of any unauthorized use.
  • Acceptable use. No reselling the service, probing or disrupting it, reverse-engineering it, using it to send unlawful content, or processing data of children.

4. Autonomous features and approvals

Telltale includes autonomous features (e.g. "autopilot" campaign sending, AI-generated content) that act on your behalf within the limits and settings you configure (send caps, channel choices, approval requirements, campaign toggles). You can require manual approval for sends, pause autonomous sending, or disable features at any time in Settings. AI-generated predictions and content are decision support — review them; we do not guarantee any specific business outcome.

5. Fees and billing

  • Subscription fees are billed through Shopify Billing (for App Store installs) or Stripe (otherwise), at the plan rates shown at purchase.
  • Where your plan includes a performance fee, it is computed from holdout-verified incremental recovered revenue (customers Telltale contacted versus a randomized control group of your own customers), as shown in your billing dashboard — not from gross or last-touch attributed revenue.
  • Fees are non-refundable except where required by law. Plans renew until cancelled; you can cancel or change plans from the dashboard at any time and service continues through the paid period.

6. Data; uninstalling

Our processing of your customers' personal data is governed by the DPA and the Privacy Policy. When you uninstall the app, autonomous activity stops and your provider credentials are disconnected immediately; your store's data is erased following Shopify's shop/redact schedule (~48 hours after uninstall). You may request earlier deletion at owl@telltale.pro.

7. Intellectual property

We own the service, including our software, models, and analytics methods. You own your data and your campaign content. You grant us the limited rights needed to operate the service (process your data, generate analytics and content for you). We may use aggregated, de-identified data (e.g. cross-merchant statistical priors) to improve the service; this never includes selling or disclosing your customers' personal data, and our models never expose one merchant's identifiable data to another.

8. Third-party services

The service interoperates with third-party platforms (Shopify, email/SMS providers, helpdesks, review and subscription platforms, ad platforms). Your use of those platforms is governed by their terms, and we are not responsible for their acts, omissions, or outages. Features that depend on a third-party API may be limited by that platform's permissions or availability.

9. Disclaimers

THE SERVICE IS PROVIDED "AS IS" AND "AS AVAILABLE." TO THE MAXIMUM EXTENT PERMITTED BY LAW, WE DISCLAIM ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, AND NON-INFRINGEMENT. PREDICTIONS, SCORES, AND ESTIMATES ARE STATISTICAL IN NATURE AND NOT A GUARANTEE OF RESULTS OR REVENUE.

10. Limitation of liability

TO THE MAXIMUM EXTENT PERMITTED BY LAW, NEITHER PARTY IS LIABLE FOR INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, OR PUNITIVE DAMAGES, OR LOST PROFITS OR REVENUES. OUR TOTAL LIABILITY ARISING OUT OF THE SERVICE IS LIMITED TO THE FEES YOU PAID US IN THE TWELVE (12) MONTHS BEFORE THE CLAIM. THESE LIMITS DO NOT APPLY TO A PARTY'S WILLFUL MISCONDUCT, OR TO YOUR PAYMENT OBLIGATIONS.

11. Indemnification

You will defend and indemnify us against third-party claims arising from your data, your campaigns, or your breach of §3 (including marketing-law claims by your customers or regulators), except to the extent caused by our breach of these Terms or the DPA.

12. Termination

You may stop using the service and uninstall at any time. We may suspend or terminate for material breach (including non-payment or abusive use) with notice where practicable. Sections 5–13 survive termination.

13. General

These Terms are governed by the laws of the State of Utah, United States, without regard to conflicts of law; exclusive venue is the state and federal courts located in Utah, and each party consents to their jurisdiction. If a provision is unenforceable, the rest remains in effect. These Terms plus the Privacy Policy and DPA are the entire agreement for the service. We may update these Terms; material changes will be posted with a new "last updated" date, and continued use after the effective date constitutes acceptance.

14. Contact

Telltale AI Ltd. Co. · 7533 S Center View Ct Ste R, West Jordan, UT 84084, USA · owl@telltale.pro