Terms of service

Last updated: 1 November 2026

About these terms

These terms are between Matthew Avstreih, trading as EtiCall ("we", "us") and the business that signs up ("you"). By starting a trial or subscribing, you agree to them. Our address is Nene Enterprise Centre, Unit S6, Freehold Street, Northampton, NN2 6EF, and you can email us at hello@eticall.co.uk.

The service

EtiCall provides an AI receptionist called Emma. She answers calls and WhatsApp messages sent to your business, asks questions, writes up the enquiry, and sends it to you. We set Emma up for you, using the information you give us.

Free trial and payment

• Every plan starts with a 14-day free trial. You enter a card, but we only charge it when the trial ends.
• If you cancel before the trial ends, you pay nothing.
• After the trial, we charge the monthly price shown for your plan, every month, until you cancel.
• Prices are shown without VAT. We are not currently VAT registered, so no VAT is added.

Plans and fair use

The Starter plan includes up to 50 calls and chats a month. The Busy plan includes up to 150. If you regularly go over your plan, we will contact you to agree a suitable plan before charging anything extra.

Cancelling

You can cancel at any time by emailing hello@eticall.co.uk. Your service continues until the end of the month you have already paid for. There are no exit fees.

What you are responsible for

• The information you give us must be accurate, including your prices and services.
• You must tell people who call or message you that they are speaking to an AI assistant, and that calls may be recorded or transcribed. We provide wording to help, but you are responsible for meeting the law that applies to your business.
• Emma is not for emergencies. Do not rely on her to handle calls that need the emergency services.

What we promise, and what we do not

We will provide the service with reasonable care and skill. Emma is an AI and can make mistakes. We do not promise that every call will be answered, that she will always understand every caller, or that enquiries will turn into jobs. The service depends on phone networks and other providers, so it may sometimes be interrupted.

Limits on our liability

We are not responsible for lost profits or lost jobs, or for losses we could not reasonably have predicted. Our total liability to you in any 12 months is limited to the fees you paid us in that period. Nothing in these terms limits liability that cannot legally be limited, such as for death or personal injury caused by negligence, or for fraud.

Your information

How we handle information is explained in our privacy policy. For the callers' information we hold for you, we act on your instructions.

Changes and law

We may update these terms. We will tell you before a change that affects you takes effect. These terms are governed by the law of England and Wales, and the courts of England and Wales can deal with any dispute.