Terms and conditions

These Terms were last updated on 19th August 2026 and replace all previous versions.

Parties

(1) WP FEEDBACK LIMITED (trading as Atarim), a company registered in England and Wales with company number 12010526, VAT number GB330031471, whose registered office is at 28 Kipling Way, Borehamwood, Hertfordshire WD6 2FS (“we”, “us”, “our”, the “Supplier”); and

(2) you, the customer entering into these Terms (the “Customer”, “you”, “your”).

How these Terms apply

These Terms apply whether you signed up through our website or through a signed Order Form. Where you have an Order Form, it forms part of our agreement with you and prevails over these Terms to the extent of any conflict.

If a reseller partner provisioned your account, these Terms are the End User Terms referred to in that partner’s agreement with us. Your contract for use of the Services is with us. Your commercial relationship, including pricing, invoicing and billing support, is with the partner.

The following documents form part of our agreement with you: the Data Processing Agreement at clause 10, the AI Fair Use Policy, the Platform Privacy Notice, and the Cookie Policy.

1. Interpretation and Definitions

1.1 In these Terms, the following words and phrases have the following meanings:

Agreement: our agreement with you, made up of these Terms, the documents referred to above, and where applicable a signed Order Form.

AI Features: the features of the Services that use artificial intelligence models to generate, analyse or modify content.

AI Fair Use Policy: the policy published at atarim.io/ai-fair-use, as updated from time to time.

Atarim website: atarim.io, or such other website through which you sign up to the Services.

Authorised Users: the named users you authorise to use the Services in accordance with this Agreement.

Confidential Information: all information, in any form, relating to a party’s business which may reasonably be considered confidential. In our case this includes information relating to our technology, know-how, Intellectual Property Rights, assets, finances, strategy, products, customers, and the technical or operational specifications of the Services.

Customer Content: all content you or your Authorised Users submit to or generate within the Services, including comments, tasks, screenshots, uploaded files and inbound email.

Data Processing Agreement or DPA: the Atarim Data Processing Agreement published at atarim.io/dpa, as updated from time to time.

Data Protection Laws: all applicable laws relating to the processing of personal data, including the UK GDPR, the Data Protection Act 2018, EU Regulation 2016/679, and the Privacy and Electronic Communications (EC Directive) Regulations 2003, in each case as updated, amended or replaced. The terms controller, processor, personal data, data subject and processing have the meanings given in the UK GDPR.

Fees: the amounts payable for the Services, less any Service Credits.

Force Majeure: an event beyond a party’s reasonable control preventing or delaying performance, provided that an inability to pay is not Force Majeure. This includes matters relating to the transfer of data over public communications networks.

Initial Term: the initial subscription period specified when you sign up, whether through the Atarim website or an Order Form.

Intellectual Property Rights: patents, rights to inventions, copyright and related rights, trade marks, business and domain names, rights in get-up and goodwill, rights in designs, database rights, rights in confidential information and know-how, and all other intellectual property rights, registered or unregistered, anywhere in the world, including all applications and rights to apply for them.

Order Form: the electronic or physical form ordering the Services entered into between you and us, incorporating these Terms.

Permitted Purpose: your business operations, in accordance with this Agreement.

Platform Privacy Notice: the notice published at atarim.io/platform-privacy, as updated from time to time.

Professional Services: where you have signed up to receive them through an Order Form, the services set out in that Order Form.

Service Credits: as defined in Schedule 1.

Services: the services you have subscribed to, including where applicable the Professional Services and Support Services.

SLA: for customers who sign up through an Order Form, the service level agreement in Schedule 1.

Software: the software comprising the Services, and all updates, upgrades, releases and versions of it, including source and object code and all works embodied in it.

Software Documentation: all documentation relating to the Software, including operating and user manuals, training materials, technical and functional specifications, architectural diagrams, data models, build instructions and testing documentation.

Support Hours: weekdays from 05:00 to 23:00 London time, excluding public holidays in the United Kingdom.

Support Services: the technical support described in clause 8.

Your Website: any website you connect to the Services.

1.2 Headings do not affect interpretation. The Schedules form part of these Terms. Words in the singular include the plural and vice versa. A reference to writing includes email. “Including”, “in particular” and similar expressions are illustrative and do not limit what precedes them. A reference to a person includes a natural person, a corporation and an unincorporated body.

2. The Services

2.1 Subject to this Agreement, we grant you the right to use the Services for the Permitted Purpose, together with the Support Services and, where applicable, the Professional Services.

2.2 The Services do not include:

(a) any services, systems or equipment needed to access the internet. You are responsible for internet access and all associated costs;

(b) dedicated backup or disaster recovery facilities for Your Website. Our platform backups protect our platform, not your hosting environment. You should maintain your own backups of Your Website. Clause 7 describes the reversibility mechanisms that apply to changes we make; or

(c) legal, accounting or other professional or regulated services. Except as expressly stated, we give no assurance that the Services will satisfy any legal or regulatory obligation of any person.

2.3 We may accept instructions from anyone who appears to us to have authority to instruct us on your behalf. We are not obliged to verify their identity or make further enquiries.

2.4 We may update, enhance or modify the Services at any time, provided that no update will materially reduce the core functionality available to you.

3. Your Account and Authorised Users

3.1 You will ensure that only Authorised Users use the Services, and that they do so in accordance with this Agreement. You:

(a) are liable for the acts and omissions of your Authorised Users as if they were your own;

(b) will only give Authorised Users access through the access method we provide, and will not give access to anyone else; and

(c) will ensure each Authorised User is aware of and complies with the obligations in this Agreement, including those relating to our Confidential Information.

3.2 You are responsible for the security of any infrastructure or hardware through which you access the Services, including account passwords and everything held in those accounts.

3.3 You will provide us with the cooperation and access to information we reasonably need to provide the Services.

4. Your Obligations

4.1 You will comply with all applicable laws and regulations in your use of the Services.

4.2 You will not, and will ensure your Authorised Users do not, directly or indirectly:

(a) reverse engineer, decompile or disassemble the Services or Software, or attempt to discover their source code, structure, ideas, know-how or algorithms;

(b) modify, translate or create derivative works based on the Services or Software;

(c) use any device, software or routine that interferes with the proper working of the Services, including viruses, trojan horses, worms or logic bombs;

(d) attempt to gain unauthorised access to, interfere with, damage or disrupt any part of the Services, or any server or database connected to them;

(e) attempt any denial-of-service or distributed denial-of-service attack;

(f) make unlawful use of the Services, or access them in order to build a competing product or service;

(g) use the Services for the benefit of a third party, other than your own clients in the ordinary course of your business; or

(h) breach this Agreement or any applicable law.

4.3 We may, but are not obliged to, monitor your use of the Services, and may prohibit any use we believe is or may be in breach of this Agreement.

4.4 You will indemnify us against any losses, damages, expenses or liabilities, including legal fees, arising from any claim connected with:

(a) your use of the Services in breach of this Agreement;

(b) your modification of the Software, Software Documentation or Services, where the claim would have been avoided without that modification;

(d) our use, in accordance with this Agreement, of Intellectual Property Rights owned by you.

4.5 This clause 4 survives termination.

5. Customer Content

5.1 You retain all Intellectual Property Rights in Customer Content. You grant us a non-exclusive licence to host, store, process, transmit and display Customer Content to the extent necessary to provide the Services.

5.2 You are responsible for Customer Content, including for having the right to submit it and for its accuracy and lawfulness.

5.3 Screenshots. The Services capture screenshots of web pages. Screenshots are produced in the reviewer’s own browser and capture the page as that person could see it, including anything behind a login. If a page displays personal data at the moment of capture, that data is captured into the image. We cannot detect when this happens.

5.4 Where Customer Content contains personal data, you are the controller of that data and we are your processor, on the terms set out in the DPA. You are responsible for having a lawful basis for that processing and for providing the information required by Data Protection Laws to the individuals concerned, including individuals whose personal data is captured incidentally under clause 5.3.

5.5 Any element on a web page carrying the CSS class no-screenshot is excluded from every capture, and we honour that class by default. We recommend applying it to any area of Your Website that displays personal data before a review programme begins.

5.6 You will not submit to the AI Features any data comprising special category data within the meaning of Article 9 UK GDPR, criminal offence data within the meaning of Article 10 UK GDPR, payment card numbers, government identification numbers or comparable high-risk identifiers, or any data you are not lawfully entitled to submit.

6. AI Features

6.1 The Services include AI Features which use third-party artificial intelligence models to generate outputs from inputs you provide. Your use of the AI Features is subject to the AI Fair Use Policy, which forms part of this Agreement.

6.2 As between you and us, outputs generated for you by the AI Features are owned by you, subject always to our underlying Intellectual Property Rights in the Services. We do not assert ownership of AI outputs.

6.3 AI outputs may contain errors, omissions or unexpected content. You are responsible for reviewing AI outputs before relying on them. You must not represent AI outputs as advice from us. We make no warranty or representation in respect of any AI output, and we disclaim all liability however arising for any use you make of any AI output.

6.4 We route AI requests only to providers that operate on a zero data retention basis, meaning the provider does not retain the prompt or the response. We do not train our own models on Customer Content. Details of the providers we use are set out in the DPA.

6.5 The Services do not make automated decisions about individuals that produce legal or similarly significant effects.

7. Changes to Your Website

7.1 Where you connect Your Website to the Services, the Services can write changes to it. This clause sets out the controls that apply.

7.2 Permissions ceiling. Any change written to Your Website is made as the user account you connected, and is limited to what that account is permitted to do. We cannot make a change that the connected account could not make itself.

7.3 What is never automatic. Installation and activation of any plugin requires your explicit approval on each occasion, and waits in an approval queue until you give it.

7.4 What you initiate. Content changes requested by a reviewer are triggered by that person for each change. A preview mode is available which applies a proposed change without saving it.

7.5 What you activate. The Services may suggest automated workflows. Any workflow we suggest is created in an inactive state and only you can activate it. Once you activate a workflow, it applies changes without asking again. Your authorisation is given once, per workflow, not per change.

7.6 Reversibility. Before a change is written, the previous content is saved and can be restored. Where a change is assessed as significant, a backup is taken before it is applied. Standard WordPress content is written through the WordPress update path, so a native revision is created. Content built with page builders that write directly to post metadata may not generate a native revision, in which case restoration relies on the stored previous content.

7.7 Restoration is available for as long as the relevant content has not been changed again. Where a later change has overwritten an earlier one, the earlier change cannot be restored.

7.8 We do not charge for restoration carried out through these mechanisms. We do not guarantee that Your Website can be restored, and our liability in connection with any change is subject to clause 14.

7.9 You are responsible for the workflows you activate and the changes you request.

8. Our Obligations

8.1 We will provide the Services with reasonable skill and care and, where applicable, in accordance with the SLA.

8.2 We will provide the Software Documentation to you.

8.3 Support. We provide technical support in respect of the Services to all customers during Support Hours, by email to support@atarim.io, through the live chat feature within the dashboard, or through a designated Slack channel where one has been established. We do not provide support outside Support Hours. An issue raised outside Support Hours is addressed at the start of the next support period.

8.4 Where a reseller partner provisioned your account, that partner handles billing and account enquiries and we provide technical support in respect of the Services.

8.5 Service levels. The SLA in Schedule 1 applies only where you have signed an Order Form that includes it. Where the SLA applies and we fail to meet it other than for reasons caused by your breach, you are entitled to the Service Credits set out in Schedule 1. Where the SLA does not apply, clause 8.1 applies and no service credits arise.

8.6 Except as expressly set out in this Agreement, we give no warranty, express or implied, including any implied warranty of merchantability, satisfactory quality or fitness for a particular purpose, whether arising by law, course of dealing, usage or trade.

9. Fees and Payment

9.1 You will pay the Fees on the terms provided to you through the Atarim website or, where you signed up through an Order Form, in that Order Form (the “Pricing Terms”).

9.2 All Fees are payable without set-off, counterclaim, deduction or withholding, except as required by law and except for any Service Credits due under the SLA.

9.3 The Services are provided on a subscription basis. The payment method you provide on sign-up will be charged the applicable Fees on a recurring basis in accordance with the Pricing Terms until the subscription is cancelled.

9.4 If you fail to pay any Fees within 15 days of the due date, we may suspend or terminate your account.

9.5 Except as set out in clause 16.3, Fees are non-refundable and are not prorated. On termination or expiry, access continues to the end of the period for which Fees have been paid and then ends. This applies irrespective of how much of your entitlement you have used during that period.

9.6 All Fees are exclusive of VAT and other applicable taxes, which you will pay in addition where lawfully chargeable.

10. Data Protection

10.1 Each party will comply with the Data Protection Laws applicable to it.

10.2 Where we act as your processor. In respect of personal data contained in Customer Content, you are the controller and we are your processor. The Data Processing Agreement governs that processing and forms part of this Agreement. It sets out the subject matter and duration of processing, the categories of data and data subjects, our security measures, our sub-processors, international transfers, breach notification, and what happens to data on termination.

10.3 Where we act as controller. We act as controller in our own right in respect of your account and billing records, product usage and diagnostic data, and our communications with you. The Platform Privacy Notice explains that processing.

10.4 Where there is any conflict between these Terms and the DPA in relation to the processing of personal data, the DPA prevails.

10.5 You will comply with any data protection policy we communicate to you when processing personal data relating to any employee, customer, client, supplier or agent of ours.

11. Confidentiality and Service Data

11.1 Each party may disclose Confidential Information to the other in connection with the Services. Customer Content and information about your business is your Confidential Information. The Software Documentation and information about the features, functionality and performance of the Software is ours.

11.2 Each party will take reasonable precautions to protect the other’s Confidential Information, and will not use it except in performance of this Agreement or disclose it to any third party without consent.

11.3 These obligations do not apply to information that is or becomes generally available to the public, was disclosed by a third party without restriction, or is required to be disclosed by law.

11.4 Service data. We may collect and analyse data relating to the provision, use and performance of the Services and related systems (“Service Data”). We may use Service Data to operate, secure, improve and develop the Services, and for diagnostic and remedial purposes.

11.5 Service Data does not include Customer Content or personal data contained in it. We will not use Customer Content to develop or improve the Services except as necessary to provide them to you, and we will not train artificial intelligence models on Customer Content. Where we disclose Service Data externally we do so only in aggregated form that does not identify you or any individual.

12. Intellectual Property

12.1 Any pre-existing Intellectual Property Rights owned by you, including in Customer Content, remain yours.

12.2 All Intellectual Property Rights in the Services, including in the Software, Software Documentation and all materials we provide, belong to us or the relevant third-party owner (“Supplier IP”).

12.3 All developments, additions, enhancements, improvements and derivatives of the Supplier IP form part of the Supplier IP and are our exclusive property.

12.4 To the extent that you, an Authorised User or anyone acting on your behalf acquires any Intellectual Property Rights in the Supplier IP, you assign those rights to us with full title guarantee, including by way of present assignment of future rights. You will execute such documents as we reasonably require to give effect to this clause 12.4.

12.5 We are not obliged to deliver copies of any software to you.

12.6 This clause 12 survives termination.

13. Warranties and Disclaimers

13.1 Each party warrants that it has full power and authority to enter into this Agreement.

13.2 We do not warrant that the Services or Software will be uninterrupted or error free, nor do we make any warranty as to the results obtained from using them, except as set out in the SLA where it applies. The Services and Software are provided on an “as is” basis.

13.3 We will use commercially reasonable efforts to respond to problems with the Services that we detect or you report. Unless the SLA applies, we do not guarantee that any problem will be resolved within a particular time.

13.4 You assume sole responsibility for results obtained from your use of the Services and for conclusions drawn from them.

14. Liability

14.1 Nothing in this Agreement limits or excludes our liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for any liability that cannot be limited or excluded by law.

14.2 Subject to clause 14.1, we will not be liable for:

(a) any error or interruption of use, or any inaccuracy or corruption of data, or the cost of procuring substitute goods, services or technology;

(b) any indirect, special, incidental, punitive, exemplary or consequential loss;

(d) any matter beyond our reasonable control.

14.3 Subject to clauses 14.1 and 14.4, our total aggregate liability in connection with this Agreement is limited to the Fees you have paid to us in the twelve months before the first act giving rise to the liability.

14.4 Our liability for breach of the DPA or of our confidentiality obligations in clause 11 is limited to the greater of £100,000 and 100% of the Fees paid in the twelve months before the first act giving rise to the liability. This limit applies in place of, and not in addition to, the limit in clause 14.3.

14.5 We are not liable for any damage caused by:

(a) errors or omissions in any data, information, instructions or scripts you or your Authorised Users provide to us, or any action we take at your direction; or

(b) any failure or error in your systems, hardware or software.

14.6 This clause 14 survives termination.

15. Suspension

15.1 We may suspend access to the Services for some or all Authorised Users if we suspect misuse of the Services or breach of this Agreement, or if you fail to pay any sum due by its due date.

15.2 Where suspension follows suspected misuse or breach, we will investigate and may restore or continue the suspension at our discretion.

15.3 Where suspension follows non-payment, access will be restored promptly after we receive payment in full and in cleared funds.

15.4 Fees remain payable during any period of suspension.

16. Term and Termination

16.1 This Agreement runs for the Initial Term and renews automatically for successive periods of the same length, unless you give not less than 14 days’ notice before the end of the then-current term.

16.2 Either party may terminate immediately on written notice if the other commits a material breach that is not remedied within 30 days of written notice, or becomes insolvent or suffers an equivalent event in any jurisdiction.

16.3 Cancellation within 30 days. If you are subscribing for the first time, you may cancel within 30 days of signing up and receive a refund of the Fees paid for that first subscription period. This right applies once, to your first subscription only, and does not apply to AI Credit purchases, Upgrades or Professional Services.

16.4 On termination or expiry, the rights we grant end and you will stop using the Services and will destroy or, if we ask, return any copies of the Software Documentation in your possession or control.

16.5 Termination does not affect any accrued rights or liabilities, or any provision intended to continue beyond termination.

16.6 What happens to Customer Content on termination is governed by the DPA.

17. Force Majeure

17.1 Other than in respect of payment obligations, neither party is liable for delay in or failure to perform its obligations due to Force Majeure, provided it promptly notifies the other of the event and its expected duration, and uses reasonable endeavours to minimise its effects.

17.2 If, due to Force Majeure, a party is unable to perform a material obligation, or is delayed or prevented from performing for more than 60 days in any three-month period, the other party may terminate this Agreement immediately on written notice.

18. Notices

18.1 Notices must be in writing and in English, and sent by hand, courier, registered post or email to the address notified by the recipient.

18.2 A notice is deemed given: if delivered by hand or courier, on the date of receipt; if sent by registered post within the same country, on the second business day after posting, or if to another country, on the fifth business day after posting; and if sent by email, on receipt of a delivery confirmation.

19. General

19.1 Waiver. No failure or delay in exercising a right or remedy is a waiver of it, and no single or partial exercise prevents further exercise of that or any other right or remedy.

19.2 No partnership or agency. The parties are independent. This Agreement does not establish any partnership, joint venture, trust, fiduciary or agency relationship. Neither party may make commitments on the other’s behalf.

19.3 Severance. If any provision is or becomes invalid, illegal or unenforceable, it is deemed modified to the minimum extent necessary to make it valid, or if that is not possible, deleted. That does not affect the rest of this Agreement. The parties will negotiate in good faith to replace any deleted provision so as to achieve its intended commercial result.

19.4 Entire agreement. This Agreement constitutes the entire agreement between the parties and supersedes all previous agreements, promises, assurances, warranties, representations and understandings relating to its subject matter. Neither party has any remedy in respect of any statement, representation, assurance or warranty, whether made innocently or negligently, that is not set out in this Agreement. Nothing in this clause limits liability for fraud.

19.5 Variation. We may amend these Terms from time to time. Where an amendment materially affects your rights we will give you reasonable notice before it takes effect. Where you have an Order Form, no variation of it is effective unless in writing and signed by both parties.

19.6 Assignment. You may not assign or transfer your rights or obligations under this Agreement without our prior written consent. We may assign to an affiliate or to a successor in connection with a sale of substantially all our business or assets.

19.7 Subcontracting. We may use subcontractors, including sub-processors permitted under the DPA, to deliver the Services. We remain responsible for their acts and omissions.

19.8 Counterparts. This Agreement may be executed in counterparts, including by electronic signature, each of which constitutes a duplicate original.

19.9 Third party rights. A person who is not a party to this Agreement has no right under the Contracts (Rights of Third Parties) Act 1999 to enforce any of its terms.

20. Governing Law and Jurisdiction

20.1 This Agreement, and any dispute or claim arising out of or in connection with it or its subject matter or formation, including non-contractual disputes or claims, is governed by and construed in accordance with the laws of England and Wales.

20.2 The courts of England and Wales have exclusive jurisdiction to settle any such dispute or claim.

Schedule 1: Service Level Agreement

This Schedule applies only to customers who have signed an Order Form that includes it.

1. Service uptime commitment

1.1 We will provide access to the Software 24 hours a day, 7 days a week, at a rate of 99% (the “Services Uptime Metric”).

1.2 The Services Uptime Metric commences on the Go Live Date, meaning the date on which we have concluded end-user testing and prepared the production environment.

2. Measurement method

2.1 The Services Uptime Metric is measured using uptimerobot.com.

2.2 It is measured quarterly, using the measurable hours in the quarter, being total time less planned downtime including maintenance and upgrades, as the denominator, and that figure less the combined duration of all outages in the quarter as the numerator.

2.3 An “outage” means two consecutive monitor failures within a five-minute period, lasting until the condition has cleared.

3. Boundaries and exclusions

3.1 The Services Uptime Metric does not apply to performance issues caused by:

(a) overall internet congestion, slowdown or unavailability;

(b) unavailability of generic internet services due to virus or hacker attacks;

(c) events outside the reasonable control of the parties, including acts of God, fire, explosion, storm, earthquake, orders or acts of military or civil authority, national emergencies, insurrection, riot, war, strike or other force majeure events;

(d) actions or inactions of the Customer or of third parties beyond our control;

(e) Customer equipment or third-party hardware, software or network infrastructure not within our sole control; or

(f) scheduled infrastructure maintenance.

4. Reporting

4.1 We publish uptime performance continuously at stats.uptimerobot.com/RKLEWfGk0W, linked from the footer of atarim.io.

4.2 If you disagree with a reported figure, you must notify us in writing within seven days of the relevant report.

5. Service credits

5.1 If we fail to meet the Services Uptime Metric in any quarter, you are entitled to Service Credits as follows:

Quarterly uptime	Rating	Service Credit
99% to 100%	Satisfactory	None
95% to 98.9%	Tolerable	10% reduction of the following quarter’s fees
Below 95%	Unsatisfactory	50% reduction of the following quarter’s fees

5.2 Service Credits are cumulative and are applied as a reduction of the subscription fee for the next billing cycle. They do not entitle you to a refund or payment, and are capped at 50% of the subscription fee payable for the next billing cycle.

5.3 Service Credits are not transferable to another account and are forfeited on termination.

5.4 Service Credits are your sole financial remedy for failure to meet the Services Uptime Metric.

Plugin Licensing

Atarim’s Client Interface WordPress plugin is licensed under the GNU General Public Licence, available at gnu.org/licenses/gpl-3.0.txt.

The following form part of this Agreement:

Data Processing Agreement at atarim.io/dpa
AI Fair Use Policy at atarim.io/ai-fair-use
Platform Privacy Notice at atarim.io/platform-privacy
Cookie Policy at atarim.io/cookie-policy

Our Website Privacy Notice at atarim.io/privacy-policy covers visitors to our website and does not form part of this Agreement.

Contact

If you have any questions about these Terms, please contact us:

By email: support@atarim.io
By post: WP Feedback Limited, 28 Kipling Way, Borehamwood, Hertfordshire WD6 2FS, United Kingdom
Through our contact form at atarim.io/contact