Terms and Conditions

1. Definitions and interpretation

In these Terms:

• Customer means a hotel, group, management company, or other business that purchases or is licensed to use the Service.
• Guest means an individual who interacts with the Service in connection with a stay, booking, enquiry, or visit at a Customer property.
• Staff User means an employee, contractor, or agent of a Customer who is given access to the Service.
• Order Form means any quote, proposal, online checkout, invoice, insertion order, or signed agreement specifying fees, term, or modules.
• Service means the Butler AI platform, websites, apps, APIs, widgets, chatbots, messaging channels, dashboards, documentation, and related support.
• Customer Content means data, text, images, rates, menus, policies, PMS records, guest records, and other material submitted to or processed by the Service by or for a Customer.
• Output means any message, suggestion, classification, summary, translation, or other content generated by the Service, including by artificial intelligence.
• Website Visitor means a person who uses heybutler.io or related marketing sites without a Customer subscription.

Headings are for convenience only. "Including" means "including without limitation". If there is a conflict, this order applies: (1) a signed master services agreement; (2) the Order Form; (3) a data processing addendum; (4) these Terms; (5) the Privacy Policy.

2. Agreement to Terms

By accessing or using the Service, creating an account, clicking to accept, signing an Order Form, or allowing Staff Users or Guests to use the Service, you agree to these Terms. If you do not agree, you must not use the Service.

If you accept on behalf of a company, you warrant that you have authority to bind that company. If you lack authority, you must not accept and you are personally responsible for any unauthorised use.

These Terms apply to Website Visitors, Customers, Staff Users, and Guests, but commercial licence, payment, indemnity, and liability-cap clauses apply to Customers. Guest-facing clauses do not create a hospitality contract between Butler AI and the Guest.

3. The Service

Butler AI provides an AI-powered hospitality operations and guest-communication platform. Modules may include (depending on what is licensed): guest messaging and automation, service-request management, digital concierge, website chat, staff dashboards, feedback capture, integrations, and related tools.

We may change, add, or remove features, models, channels, or integrations. Beta, preview, or free features are provided as-is, may be withdrawn at any time, and are excluded from any service commitment.

Unless an Order Form expressly includes a service level agreement, the Service is provided without uptime, response-time, or accuracy commitments. Maintenance, model updates, and third-party outages may interrupt access.

4. Licence (Customers)

Subject to these Terms and timely payment, we grant the Customer a limited, non-exclusive, non-transferable, non-sublicensable, revocable licence during the subscription term to use the Service solely for the Customer's internal hospitality operations at properties listed on the Order Form.

The Customer shall not, and shall not permit others to:

• copy, modify, reverse engineer, decompile, or create derivative works of the Service except as allowed by mandatory law;
• resell, rent, timeshare, or provide the Service to third parties as a bureau or competing product;
• bypass usage limits, security, or access controls, or probe the Service except with our prior written consent;
• use the Service to train, develop, or improve a competing model or product;
• remove proprietary notices or misrepresent Output as human-authored where disclosure is required by law.

All rights not expressly granted are reserved. No licence is granted to our models, prompts, software, trademarks, or documentation except as stated in this section.

5. Accounts, security, and Staff Users

The Customer is responsible for all activity under its accounts, including Staff Users and API keys. Credentials must be kept confidential. The Customer must promptly notify us of suspected unauthorised access.

Staff Users use the Service only as the Customer's agents. Butler AI has no employment, agency, or joint-venture relationship with Staff Users. The Customer must train Staff Users, set permissions, and ensure human review of Output that could affect Guest safety, money, legal rights, or operational commitments.

6. Fees, taxes, and no refunds

Fees are as set out in the Order Form, invoice, or in-product pricing. Unless stated otherwise, fees are in pounds sterling, exclusive of VAT and other taxes, which the Customer shall pay in addition.

• Invoices are due as stated, or within 14 days if no date is stated.
• Late sums accrue interest at 8% per year above the Bank of England base rate, plus statutory compensation, under the Late Payment of Commercial Debts (Interest) Act 1998.
• Subscriptions renew for successive periods equal to the initial term unless either party gives written notice at least 30 days before the renewal date (or as stated on the Order Form).
• Fees are non-cancellable and non-refundable except where mandatory law requires a refund.
• We may suspend the Service for overdue amounts after notice. Suspension does not relieve payment obligations.
• Usage overages, additional properties, channels, or seats may be billed at then-current rates.

Free trials convert to paid plans at the end of the trial unless cancelled in accordance with the trial terms. We may change list prices for future terms with notice before renewal.

7. Customer operational responsibility

The Customer acknowledges and agrees that it, and not Butler AI:

• is the provider of accommodation, amenities, F&B, transport, and all Guest-facing services;
• is solely responsible for Guest relations, complaints, refunds, compensation, and regulatory compliance (including fire, health and safety, food, licensing, consumer, package travel, and tourism rules);
• must ensure the accuracy, legality, and currency of Customer Content (including rates, availability, house rules, allergens, accessibility, opening hours, and emergency information);
• remains liable for any promise made to a Guest, whether or not Output suggested it;
• must configure, supervise, and, where appropriate, require human approval of automated messages;
• must not use the Service as a substitute for emergency procedures, medical advice, security, or night-audit controls.

8. Guests

Guests use the Service as a communication channel of the Customer. The contract for the stay and for hotel services is solely between the Guest and the Customer (or the relevant booking party). Butler AI does not become a party to that contract.

Guests understand that:

• responses may be automated and may be delayed or incorrect;
• fulfilment depends on the hotel, not on Butler AI;
• the Service is not for emergencies — in an emergency, contact hotel reception, local emergency numbers, or appropriate authorities;
• personal data is processed as described in our Privacy Policy and the hotel's own notices;
• statutory consumer rights against the hotel or other traders are unaffected by these Terms.

Any dispute about rooms, charges, quality, injury, discrimination, or Guest satisfaction must be directed to the hotel. Butler AI may share relevant logs with the Customer to help resolve the dispute, subject to law.

9. Artificial intelligence

The Service uses machine learning and third-party model providers. Output is probabilistic. It may hallucinate facts, invent policies, mistranslate, omit allergens, misstate prices, or fail to follow instructions.

Without limiting other disclaimers:

• Output is not professional, legal, medical, accessibility, food-safety, or hospitality-management advice;
• the Customer must not rely on Output as the sole basis for charging Guests, confirming bookings, or communicating safety-critical information unless independently verified;
• we do not warrant that Output is unique, non-infringing, or fit for a particular purpose;
• the Customer is responsible for any decision, message, or action taken on the basis of Output;
• we may use de-identified or aggregated usage data to operate, secure, and improve the Service;
• we will not use Customer Content to train publicly available foundation models except as stated in an Order Form, a documented product setting the Customer controls, or as required to provide the Service (for example, inference, safety, abuse detection, and debugging).

10. Acceptable use

You must not use the Service to:

• break the law, infringe IP or privacy rights, or send unlawful, harmful, or misleading communications;
• collect Guest data without a lawful basis and required notices;
• transmit malware, spam, or unsolicited marketing except where the Customer has a lawful basis and the Service is configured for that purpose;
• impersonate Butler AI, a hotel, or a person in a deceptive way;
• process special-category data (for example health, religion, biometric identifiers) except where the Customer has a lawful basis, has configured the Service accordingly, and accepts all risk;
• interfere with other customers or our infrastructure.

We may remove content, throttle usage, or suspend accounts where we reasonably believe these Terms or law are being breached. We are not obliged to monitor Customer Content but may do so for security, abuse, legal, and operational reasons.

11. Intellectual property and Customer Content

Butler AI and its licensors own the Service, software, models (except third-party models), UX, documentation, and all improvements. The Customer retains ownership of Customer Content.

The Customer grants us a worldwide, non-exclusive licence to host, copy, process, transmit, display, and create derivative works of Customer Content and Output solely to provide, secure, support, and improve the Service, to comply with law, and as otherwise permitted in these Terms or the Privacy Policy.

Between the parties, Output generated for a Customer may be used by that Customer for its internal business, subject to third-party model terms and these Terms. We may use Feedback (suggestions, ideas, error reports) without restriction or compensation. Feedback is not confidential.

The Customer warrants that it has all rights and consents needed to provide Customer Content and Guest data, and that our processing of that material in accordance with these Terms will not infringe third-party rights.

12. Confidentiality

Each party shall keep the other's confidential information secret and use it only to perform these Terms, except for information that is public (other than by breach), independently developed, or required to be disclosed by law (with notice where legally permitted). This obligation survives for three years after termination, and indefinitely for trade secrets.

13. Data protection

Our Privacy Policy explains how personal data is handled. It forms part of these Terms. In summary:

• For Guest stay, messaging, PMS, and in-stay request data processed on the Customer's instructions, the Customer is the controller and Butler AI is the processor.
• For Website Visitors, sales and demo enquiries, billing contacts, and our own staff and security logs, Butler AI is the controller.

Where we act as processor, UK GDPR Article 28 terms apply as follows, until replaced by a signed DPA: we process personal data only on documented instructions from the Customer (including these Terms and product configuration); we require confidentiality from persons authorised to process; we implement appropriate security measures; we do not appoint subprocessors without a general authorisation (the Customer authorises our use of infrastructure, communications, analytics, and AI subprocessors reasonably required to operate the Service, with notice of material changes via the Privacy Policy or email); we assist the Customer with data-subject requests and DPIAs so far as reasonably practicable at the Customer's cost if disproportionate; we delete or return Guest data on written request after the subscription ends, except where law requires retention; and we will make available information reasonably necessary to demonstrate compliance. International transfers will use an appropriate safeguard (such as the UK International Data Transfer Addendum / EU SCCs) where required.

The Customer warrants that it has provided all notices and obtained all consents or other lawful bases required for Guests and Staff Users, including AI transparency where required. The Customer shall not instruct us to process data unlawfully.

14. Third-party services and integrations

The Service may connect to PMS, channel managers, messaging apps, payment providers, maps, LLMs, cloud hosts, and other third parties. Those services are not under our control. Their terms and privacy policies apply. We are not liable for third-party outages, data mapping errors, rate limits, or changes to third-party APIs. Enabling an integration constitutes instruction to transmit relevant data to that provider.

15. Warranties and disclaimers

The Service and Output are provided "as is" and "as available". To the maximum extent permitted by law, we disclaim all warranties and conditions, whether express, implied, or statutory, including merchantability, fitness for a particular purpose, satisfactory quality, non-infringement, accuracy, availability, and quiet enjoyment.

We specifically disclaim:

• any responsibility for hotel service quality, Guest satisfaction, or Guest safety;
• any guarantee of uptime, latency, delivery of messages, or staff response times;
• accuracy, completeness, or appropriateness of Output;
• responsibility for Guest complaints, chargebacks, reviews, or hotel–guest disputes;
• uninterrupted or error-free operation, or that defects will be corrected.

Nothing in these Terms excludes liability that cannot legally be excluded, including death or personal injury caused by our negligence, or fraud or fraudulent misrepresentation.

16. Limitation of liability

This section applies to Customers and other business users. It does not limit liability to a consumer where such limitation is prohibited.

Subject to section 15 (non-excludable liability), Butler AI, its directors, employees, shareholders, affiliates, suppliers, and licensors shall not be liable for:

• disputes between hotels and Guests;
• quality, safety, legality, or accuracy of hotel services, amenities, or Customer Content;
• Guest satisfaction, reviews, or reputational harm to the Customer;
• indirect, incidental, special, consequential, exemplary, or punitive damages;
• loss of profits, revenue, business, anticipated savings, data, goodwill, or other intangible losses;
• service interruption, failed message delivery, data loss, or third-party failures;
• decisions made in reliance on Output;
• unauthorised access arising from the Customer's credentials, misconfiguration, or insecure devices.

Subject to section 15, our total aggregate liability arising out of or in connection with the Service or these Terms, whether in contract, tort (including negligence), misrepresentation, or otherwise, shall not exceed the fees actually paid by the Customer to Butler AI for the Service in the twelve (12) months immediately preceding the event giving rise to the claim (or £100 if no fees were paid).

Multiple claims shall not enlarge this cap. The Customer agrees this allocation of risk is reflected in the fees. The Customer shall bring any claim within twelve (12) months of the date it first arose, after which it is barred to the extent permitted by law.

17. Indemnity (Customers)

The Customer shall indemnify, defend, and hold harmless Butler AI and its officers, employees, agents, and affiliates from and against any claims, damages, losses, costs, and expenses (including reasonable legal fees) arising out of or related to:

• the Customer's or Staff Users' use of the Service;
• Customer Content, Guest data, or messages sent through the Service;
• Output published or acted upon by the Customer without adequate verification;
• Guest claims concerning the stay, hotel services, discrimination, injury, property damage, or consumer rights;
• the Customer's breach of these Terms or of data-protection, marketing, or hospitality law;
• alleged infringement arising from Customer Content or combinations of the Service with Customer materials.

We may participate in the defence with counsel of our choosing. The Customer shall not settle a claim that admits fault by Butler AI or imposes obligations on us without our prior written consent.

18. Insurance

The Customer shall maintain insurance appropriate to a hospitality operator, including public liability and such other cover as is customary, and shall look first to that insurance for Guest and operational claims. Butler AI's platform fees are not a substitute for the Customer's insurance.

19. Term, suspension, and termination

These Terms apply from first use or acceptance until terminated. Subscription terms follow the Order Form.

We may suspend or terminate access immediately if:

• fees are overdue;
• we reasonably believe there is a security, legal, or abuse risk;
• the Customer materially breaches these Terms and (if remediable) fails to remedy within 14 days of notice;
• the Customer becomes insolvent or ceases to trade;
• we are required to do so by law or a supplier.

We may discontinue the Service or a module on reasonable notice. Prepaid unused fees for a discontinued paid module may be credited or refunded on a pro-rata basis at our discretion unless law requires otherwise. On termination, licences end, the Customer must stop using the Service, and sections intended to survive (including IP, confidentiality, fees owed, disclaimers, liability caps, indemnity, and governing law) survive. We may delete Customer Content after a commercially reasonable retention period unless law requires longer storage or a DPA provides otherwise.

20. Force majeure

We are not liable for delay or failure caused by events beyond our reasonable control, including internet or cloud-provider outages, model-provider failures, strikes, war, terrorism, epidemic, flood, fire, governmental action, or utility failure.

21. Compliance, sanctions, and publicity

Each party shall comply with applicable anti-bribery, modern slavery, tax-evasion, and sanctions laws. The Customer represents that it is not a sanctioned person and will not use the Service in sanctioned territories or for prohibited end uses. We may list the Customer's name and logo as a customer unless the Customer opts out in writing, without implying endorsement of Guest services.

22. Changes to the Service and to these Terms

We may modify the Service at any time. We may update these Terms by posting a new version on this page and updating the version date. Material changes affecting paying Customers will be notified by email or in-product notice where reasonably practicable. Continued use after the effective date constitutes acceptance. If a Customer objects to a material change that significantly reduces its rights, it may terminate the affected subscription by written notice before the change takes effect; prepaid fees for the unused portion of the then-current term of the affected module will be the exclusive remedy, except where law requires more.

23. Notices

Notices to Butler AI must be sent to legal@heybutler.io and to the registered office. Notices to the Customer may be sent to the billing or admin email on the account. Email notice is effective on the next business day after sending, unless a bounce-back is received.

24. Assignment

The Customer may not assign these Terms without our prior written consent, except to an affiliate or successor in connection with a merger or sale of substantially all assets, provided the assignee is not a competitor and assumes all obligations. We may assign these Terms to an affiliate or in connection with a corporate transaction. Any other attempted assignment is void.

25. Third-party rights

Except for indemnified persons under section 17, a person who is not a party has no right under the Contracts (Rights of Third Parties) Act 1999 to enforce these Terms. Guests have no third-party beneficiary rights against Butler AI under a Customer's subscription.

26. General

These Terms, together with the Privacy Policy, any DPA, and the Order Form, are the entire agreement and supersede prior discussions relating to the Service. Each party acknowledges it has not relied on any representation not set out in those documents (without limiting liability for fraud). If a provision is held unenforceable, it shall be modified to the minimum extent necessary and the remainder shall continue. Failure to enforce is not a waiver. These Terms do not create a partnership or agency. The Customer is an independent contractor. Electronic acceptance is valid. These Terms may be executed in counterparts (including electronic).

27. Governing law and jurisdiction

These Terms and any dispute or claim (including non-contractual disputes or claims) are governed by the laws of England and Wales. The courts of England and Wales have exclusive jurisdiction, except that we may seek injunctive or similar relief in any jurisdiction to protect IP or confidential information.

If you are a consumer habitually resident in the UK or EEA, mandatory local consumer protections and courts that cannot be waived remain available to you. Hotel-service disputes remain between the Guest and the hotel.

28. Contact

Questions about these Terms:

See our Privacy Policy for data-protection information and our Legal Notice for company details.