Terms of Service

Last updated 17 August 2026

These terms are the agreement between you and Culture & Clarity Ltd for the use of PlainAnswer. They are written for businesses using the service. Please read them, because by creating an account or using PlainAnswer you agree to them.

1. Who we are

PlainAnswer is provided by Culture & Clarity Ltd, a company registered in England and Wales (company number 16795837), registered office 28 Maxwell Drive, Kingstown, Carlisle, CA6 4EB, United Kingdom. In these terms, "we", "us" and "our" mean Culture & Clarity Ltd, and "you" means the business or person using PlainAnswer.

2. The service

PlainAnswer is a support agent you add to your website. It answers your customers' questions using your own website content and anything you upload, shows the source of its answers, and when it is not sure it invites the customer to leave their name and number, or email, so you can reply. It is a business tool, not professional, legal, financial or medical advice, and it does not replace your own judgement.

3. Your account and the free plan

You need an account to use PlainAnswer. You must give accurate details, keep your login secure, and you are responsible for activity under your account. You must be able to enter into a contract and, if you use PlainAnswer for a business, you confirm you are authorised to act for that business.

We offer a free plan you can use for as long as you like, with no card. It includes a set number of conversations each month. Paid plans add higher limits and remove the PlainAnswer badge. You can upgrade, downgrade or cancel at any time; if a paid plan is cancelled or lapses, your account returns to the free plan rather than stopping.

4. Plans, fees and payment

• Our plans and prices are shown on our pricing page. Plans are priced by the number of conversations a month, with a free plan to start, and there is never a charge per answer.
• Each plan covers one website. If you run more than one website, each is set up on its own plan.
• Subscriptions are billed monthly in advance through Stripe. Optional extras, such as our done-for-you setup (a one-off fee) and our monthly SEO service, are charged as described at the point you add them.
• Prices are in pounds sterling. We are not currently VAT registered, so no VAT is added. If this changes we will make it clear.
• We may change our prices. If we change the price of your plan, we will give you reasonable notice before it takes effect, and you are free to cancel if you do not want to continue.

5. Cancellation and refunds

You can cancel at any time from your dashboard or by contacting us. When you cancel, your paid plan continues until the end of the period you have already paid for, and then your account returns to the free plan. Your account and your saved content stay in place.

Because we offer a free plan before any payment is taken, we do not generally refund the current month once it has started. If you believe something has gone wrong, contact us and we will deal with it fairly. Nothing in these terms removes any rights you have under law that cannot be excluded.

6. Your content and your responsibilities

Your content means your website, your FAQs, your notes and anything else you give the agent to use. You keep ownership of your content. You grant us the permission we need to store and process it so that we can provide the service to you.

You are responsible for your content and for making sure you have the right to use it. You must make sure the information you give the agent is accurate, because the agent answers from what you provide. You are responsible for the answers you choose to publish through your FAQs and notes.

7. Acceptable use

You agree not to use PlainAnswer to:

• break the law or infringe anyone's rights;
• upload or invite content that is unlawful, harmful, deceptive or offensive;
• store or process other people's personal data unlawfully, or in a way that breaks your own obligations as the controller of that data;
• attempt to break, overload, probe or reverse engineer the service, or get around its limits or security;
• resell or provide the service to others as if it were your own, without our agreement.

If you seriously or repeatedly break these rules, we may suspend or close your account.

8. How the agent answers

PlainAnswer is designed to answer only from your content, to show its source, and to avoid guessing. It uses AI, and while we work hard to keep it accurate, no AI system is perfect. If your own content is out of date or wrong, the agent may repeat that, which is why you can override any answer in seconds by adding an FAQ or note. You are responsible for reviewing and correcting your agent's answers.

9. Intellectual property

We own PlainAnswer, including the software, design and brand. These terms do not give you any ownership of the service. You keep ownership of your content and your brand. A small "Powered by PlainAnswer" credit may appear on the widget.

10. Third-party services

PlainAnswer relies on third parties, including our AI model providers, Stripe for payments, and our hosting and email providers. Their availability is outside our control, and your use of them may be subject to their own terms.

11. Availability

We work to keep PlainAnswer available and reliable, and we build in automatic failover between AI providers so the agent keeps answering. We do not promise the service will be uninterrupted or error free, and we may occasionally need to carry out maintenance or make changes.

12. Disclaimers

The service is provided on an "as is" and "as available" basis. To the extent the law allows, we do not give any warranties that the service will meet your particular needs, be uninterrupted, or be free of errors, and we are not responsible for decisions you or your customers make based on the agent's answers.

13. Limitation of liability

Nothing in these terms limits liability that cannot be limited by law, such as liability for death or personal injury caused by negligence, or for fraud. Subject to that:

• we are not liable for indirect or consequential loss, or for loss of profit, revenue, goodwill, data or business; and
• our total liability to you for any claim connected with the service is limited to the amount you paid us for the service in the twelve months before the claim arose.

14. Indemnity

You agree to cover us for reasonable losses and costs that arise from your content, your use of the service, or your breach of these terms, to the extent they are your responsibility.

15. Data protection

How we handle personal data is set out in our Privacy Policy. Where we process your customers' personal data on your behalf, our Data Processing Addendum applies and forms part of these terms.

16. Term and termination

These terms apply for as long as you use PlainAnswer. You can stop at any time by cancelling and closing your account. We may suspend or end your access if you break these terms or if we are required to by law. On termination, your right to use the service ends, and we will handle your data as described in our Privacy Policy and Data Processing Addendum.

17. Changes to the service or these terms

We may improve or change the service over time. We may also update these terms. When we make a significant change to the terms, we will update the date above and, where appropriate, tell account holders. If you keep using PlainAnswer after a change, that means you accept the updated terms.

18. Governing law

These terms are governed by the law of England and Wales, and the courts of England and Wales have jurisdiction over any dispute, subject to any rights you have to bring proceedings elsewhere under the law.

19. Contact

Questions about these terms? Email hello@plainanswer.co.uk or write to Culture & Clarity Ltd, 28 Maxwell Drive, Kingstown, Carlisle, CA6 4EB, United Kingdom.