Terms of Use

Last updated: 23 September 2026

These terms are the agreement between you and Excelia Marketing ("Excelia", "we", "us") for the use of ExceliaBOT. By accessing or using the website, the dashboard, the API or the ExceliaBOT app for Shopify in any way, you accept these terms — whether or not you create an account. Creating an account also requires ticking the acceptance box on the signup form, and installing the app from the Shopify App Store counts as acceptance too. If you do not agree, do not use the service. If you are agreeing on behalf of a company, you confirm you are authorised to bind it.

1. What the service is

ExceliaBOT connects to your WhatsApp Business account — and, if you wish, your Facebook Pages and Instagram accounts — and replies to your customers' messages automatically using AI. Depending on your plan it can also recommend products from your catalog, capture leads toward a goal you define, hand a conversation over to a human agent, send WhatsApp campaigns to lists you upload, run automatic follow-up sequences, turn your online store's orders and abandoned checkouts into WhatsApp messages (through the ExceliaBOT app for Shopify or a webhook from any platform) with confirm-and-cancel buttons your customers can tap, let an AI assistant such as Claude work in your account on your behalf, and give your team a shared dashboard.

2. Accounts

• An account is created either by signing up on the website or from the Shopify app's page — you choose a password on the form, and the account is held until you confirm your email address from the message we send, after which it is live on the Free plan — or by us, for a plan agreed with you in writing.
• You are responsible for everything that happens under your account, and for keeping credentials confidential. Tell us immediately if you suspect unauthorised access.
• You must give accurate information and keep it current.
• You may add team members up to the seat limit of your plan. You remain responsible for what they do.
• Inactive accounts. An account created on the website that has not connected any channel — no WhatsApp number, Page or Instagram account — is warned by email after 15 days and set inactive after 30 days. Nothing is deleted: sign in and connect a channel, and the account is active again at once. Paid accounts are never set inactive this way.

3. Free plan and free trials

• The Free plan includes a small monthly allowance — the one shown on our pricing page at the time, currently 50 AI replies, 100 conversations and 250 campaign messages — at no charge and with no payment details. It is offered as a courtesy: we may change what it includes, convert it, or withdraw it at any time.
• Some paid plans start with a 14-day free trial. No payment details are required to begin it.
• The trial is a one-time window and does not renew. When it ends the assistant simply stops replying — nothing is charged automatically, and you are never billed for a plan you did not agree to.
• Trial allowances are smaller than a paid plan's, and some features may be unavailable depending on the plan we set you up on.
• To continue, agree a plan with us before the trial ends and we will move your account onto it. Your prompt, connection and history carry over.

4. Plans, limits and fees

• Each plan includes a monthly allowance of AI replies and campaign messages, a seat limit, and a set of features. Your allowance resets at the start of each billing period.
• Each plan also carries an internal processing ceiling that protects the platform from abnormal consumption. In normal use you will reach your reply allowance first.
• When an allowance runs out, the assistant simply stops replying (and campaigns stop sending) until the period renews or you upgrade. It will not silently continue and bill you for more.
• For accounts we bill directly, fees, currency and billing dates are those agreed with you in writing when your account is provisioned. Each period's invoice is due on receipt. Fees are exclusive of any applicable taxes. For stores billed through Shopify, section 4b applies instead.
• We may change pricing for future billing periods with reasonable notice. Changes never apply retroactively to a period you have already paid for.

4a. Changes to accounts and plans — free or paid

We may modify, limit, suspend, convert or withdraw any account, plan, allowance or feature — free or paid — at any time, at our discretion. This includes changing what a free account includes or ending free accounts, and changing the allowances, features or price of paid plans. For a paid plan, a change that reduces what you are paying for takes effect from your next billing period, and we tell account owners by email before it does; nothing you have already paid for is taken away within its paid period. Free accounts carry no such commitment.

4b. Subscriptions through Shopify

• If you use ExceliaBOT through the ExceliaBOT app for Shopify, the plan for that store is chosen on Shopify's plan page and charged by Shopify to your Shopify account, in US dollars, each billing cycle, under Shopify's own terms. We never receive your payment details. The Free plan is one of the choices there.
• One Shopify store can be linked to one ExceliaBOT account, and one account to one store.
• To change plans, use the same plan page. To stop paying, choose the Free plan or uninstall the app: the paid cycle you have started runs to its end, and the account then continues on the Free plan. Uninstalling the app does not close your ExceliaBOT account.
• If Shopify reports the subscription as unpaid, frozen or cancelled, the paid allowance and features stop at the end of the cycle, and the account continues on the Free plan.
• Refunds of charges made through Shopify follow Shopify's policies for app charges; contact us and we will help.
• A price change for a Shopify-billed plan takes effect only after you approve it in Shopify.
• How we handle your store's data — orders, checkouts, products and Shopify's deletion requests — is set out in our Privacy Policy.

5. Refunds

For accounts we bill directly, fees are paid for each period in advance and are not refundable for unused time or unused allowance, except where the law requires it or we have agreed otherwise in writing. If we withdraw a paid plan, or a feature you are paying for, before the period you paid for has ended, we refund the unused part pro rata or credit it to your next period. Charges made through Shopify follow section 4b.

6. AI-generated replies — what you must understand

Replies the assistant sends are content sent from your account: section 7.5 applies to them in full.

• Review your instructions carefully, and monitor conversations — the dashboard shows every message.
• Do not use the assistant to give medical, legal, financial or other advice where an error could cause harm.
• For anything sensitive or high-value, switch the conversation to a human. The dashboard lets you turn AI off per conversation at any time.
• We do not warrant that any particular reply will be accurate, complete or suitable for your purpose.

7. Your responsibilities

7.1 The channels and store you connect

You must own, or be authorised to operate, every WhatsApp Business account, Facebook Page, Instagram account and online store you connect, and you must keep them in good standing with Meta and Shopify.

7.2 Third-party rules

Your use of the platform is also subject to the terms of the providers behind it — in particular Meta's WhatsApp Business Messaging Policy and Commerce Policy and its Platform Terms for Messenger and Instagram, Shopify's terms for merchants and for apps, Google's terms for the Gemini API, and, if you connect an AI assistant, its provider's usage policy. If you breach their rules, they can restrict your number, Page, store or catalog and we cannot override that.

7.3 Consent and lawful messaging

You must have a lawful basis to message every person you message, and honour opt-outs promptly. For every list you upload you must hold — and be able to show — the recipients' agreement to hear from you. The platform keeps a list of people who asked to stop receiving your campaigns; you must not work around it. Cart reminders may only go to customers who agreed to marketing at checkout. Unsolicited bulk messaging is prohibited — it violates WhatsApp's policies and puts your number at risk of being blocked.

7.4 Data you collect

You decide what the assistant asks your customers for. Collect only what you need, tell them how you will use it, and never configure it to collect payment card details, passwords, or health information. If customers send you sensitive documents, handle them lawfully and delete them when they are no longer needed. See our Privacy Policy for how the respective responsibilities split.

7.5 Content you send — your sole responsibility

You are solely and fully responsible, legally and otherwise, for every piece of content sent from your account through ExceliaBOT, by whatever route it is sent: campaign messages and templates, replies typed by you or your team, replies the AI assistant generates under your instructions, follow-up messages, store-order messages, images, videos, documents, links, catalog items, prices and offers. This includes content sent by a team member, by an app you connected (such as Claude), or by an automation you switched on.

• Lawful everywhere it lands. Your content must comply with the laws of every country where you and your recipients are — including advertising, consumer-protection, anti-spam, telecommunications, data-protection, licensing and sector rules (for example for education, health, finance, real estate or travel).
• True and substantiated. Every claim you make — a price, a discount, an accreditation, a certification, a guarantee, an affiliation with a government programme or a third party, a delivery time — must be accurate and provable. Misleading or deceptive content is a breach of these terms.
• Yours to send. You must own or hold the rights to all text, images, media, trademarks and personal data in your content, and have the recipient's consent where the law or Meta requires it.
• Meta's and WhatsApp's rules. You are bound by WhatsApp's Business and Commerce Policies. Template approval by Meta is a technical check on format, not a legal review of your content, and it is not our endorsement of it.
• AI-generated replies are your content. The assistant writes from the instructions, catalog and files you give it. You review what it is told to say, you monitor what it says, and you bear responsibility for it as if you had typed it yourself.

We are a conduit. We do not review, approve, edit or endorse your content before it is sent, and we have no obligation to. We may, at our discretion, remove content, refuse a template, suspend a campaign or suspend an account when content appears to breach these terms, the law or Meta's policies, or when we receive a complaint, a court order or a request from an authority — and we may cooperate with such authorities. Any consequence from Meta — a restricted messaging limit, a lowered quality rating, a rejected template or a banned number — is yours to bear.

8. Acceptable use

You must not use ExceliaBOT to:

• Break the law, infringe anyone's rights, or promote goods and services prohibited by Meta's commerce policy.
• Send spam, phishing, scams, or deceptive content, or impersonate anyone.
• Upload or message lists of people who did not agree to hear from you.
• Mislead people about whether they are talking to an automated assistant, where the law requires that disclosure.
• Attempt to breach, probe, overload or reverse-engineer the platform, or to access another client's data.
• Resell or white-label the service without our written agreement.
• Circumvent plan limits or metering.

9. Suspension, closure and deletion

• We may suspend an account immediately if it breaches these terms, puts the platform or other clients at risk, or has overdue fees. Where practical we will warn you first; an unpaid invoice is reminded about before the account is put on hold.
• You may stop using the service and ask us to close your account at any time. For a store billed through Shopify, uninstalling the app ends the subscription (section 4b) but the account stays open on the Free plan until you ask us to close it.
• On closure the account is archived, so it can be restored if the closure was a mistake, and deleted at the latest 90 days later — sooner if you ask — as described in the Privacy Policy. Export your leads and conversation history before you close the account.

10. Availability

We work to keep the platform running reliably, but we do not guarantee uninterrupted service. It depends on third parties — Meta, Google, Shopify, the providers of any assistant you connect, and our hosting and network providers — whose outages affect it and are outside our control. We may perform maintenance, and may change or discontinue features; for material changes affecting your plan, we will give you reasonable notice.

11. Intellectual property

• The platform, its software, design and brand remain ours. These terms grant you a limited, non-exclusive, non-transferable right to use it while your subscription is active — nothing more.
• Your content stays yours — your prompts, catalog, lists, conversations, orders and leads. You grant us only the licence needed to operate the service for you.
• You may not copy, modify, or create derivative works from the platform.

12. Confidentiality

Each of us may learn non-public information about the other. We will each use it only to perform under these terms, and protect it with at least reasonable care.

13. Disclaimers and liability

To the fullest extent permitted by law, the service is provided "as is", without warranties of any kind, express or implied, including merchantability, fitness for a particular purpose, and non-infringement.

We are not liable for indirect, incidental, special or consequential damages, nor for lost profits, lost revenue, lost business, or lost or inaccurate data. Our total liability for any claim is limited to the fees you paid us — or paid for the app through Shopify — in the three months before the event giving rise to it. Nothing here excludes liability that cannot lawfully be excluded — such as for fraud or death or personal injury caused by negligence.

14. Indemnity

You will indemnify, defend and hold harmless Excelia, its owners, staff and partners against every claim, demand, complaint, investigation, fine, penalty, loss, damage and cost (including legal fees) arising from your use of the service in breach of these terms or the law, and from any content sent from your account (section 7.5) — including claims by your customers or recipients about messages sent from your number, claims about lists you uploaded or data you instructed the assistant to collect, regulatory action over your marketing, and any penalty, restriction or charge Meta or Shopify applies to you or to us because of your content. You will pay such amounts as they fall due, whether or not the claim is ultimately upheld.

15. Changes to these terms

We may update these terms as the platform evolves. We will change the date at the top and, for material changes, notify account owners before they take effect. Continuing to use the service after that means you accept the new terms. The current version is always the one published at bot.exceliamarketing.com/terms.

16. Governing law

These terms are governed by the laws of the Arab Republic of Egypt, and the courts of Cairo have exclusive jurisdiction over any dispute. If any provision is found unenforceable, the rest remains in force.

17. Contact

Questions about these terms:
Email: [email protected]
WhatsApp: +20 103 370 7172