Terms of Service

Last updated: 9 November 2026

1. Acceptance and eligibility

These Terms of Service ("Terms") are a legally binding agreement between you ("you", the customer) and AI CTRL Ltd ("we", "us", "our"), a company registered in England and Wales (company number 17051085), with its registered office at 23 Holland Grove, London SW9 6ER. They govern your use of Synona, a product of AI CTRL Ltd, including the website synona.app, free checks, studies, reports and, when available, the hosted dashboard.

By sending a free-check request, ordering a study or using the dashboard, you agree to these Terms. If you do not agree, do not use Synona.

Synona is a service for businesses. To use it you must:

• be at least 18 years old;
• act for a business, not as a consumer;
• if you act for an organisation, have the authority to bind it to these Terms.

2. What Synona is

Synona studies how visitors move through a website. Synonas are synthetic visitors: AI agents, each drawn from a Persona, that open your public web pages in a browser and try to get a Job done, such as finding a product or reaching checkout. Each attempt is a Walk.

• A User Study walks your current site to find where and why visitors leave, and proposes hypotheses for changes.
• A Change Study walks a proposed version of a page against the original, in pairs, to measure the effect of the change.

Today we run studies ourselves and email the results to you as a PDF report. Later we plan to offer a hosted dashboard with share links and sign-in by an emailed link. We may change, add or remove features. If we remove a feature you pay for, we will give you reasonable notice.

3. Requests and accounts

You do not need an account to ask for a free check. You must give us a real website address and an email address you can receive mail at.

When the dashboard is available, you will sign in with your email address. You are responsible for keeping access to that mailbox secure, and for everything done through your sign-in. Anyone who has a share link can see what it shares, so share links only with people who should see the study. Tell us at once at info@synona.app if you think someone has used your access without permission.

4. Your site and your permission

When you ask us to study a website, you confirm that:

• the website is public, and it is yours, you act for its owner with their permission (for example as their agency), or you want it studied for your own internal use (for example a competitor's site);
• you are allowed to let automated visitors browse it, and doing so does not breach any agreement you have with a third party, such as your hosting or platform provider;
• the pages you ask us to study are public and do not show your customers' personal data;
• any version of a page you give us for a Change Study is yours to share with us.

If you are an agency, we send the report only to you. We do not contact the brand unless you ask us to.

We may refuse to study a site, or stop a study, if we cannot confirm that you are allowed to have it studied, or if the site's content breaks section 6.

5. How Synonas behave on your site

• Synonas only visit pages any member of the public can open. They do not sign in to your admin, your customer accounts or your analytics.
• Synonas do not buy, book or pay for anything, and they do not send contact, enquiry or demo-request forms. Text they type into a form is not submitted.
• Where a Job tests signing up for a free trial and you agree to it, a Synona may create a trial account using an email address we control that is clearly marked as a test. We will tell you which addresses we used so you can remove those accounts.
• Walks are real browser visits. They may appear in your analytics and may be stopped by your bot protection. If you want to filter Synona visits out of your analytics, email info@synona.app and we will tell you how.
• We pace Walks so that a study adds only light load to your site.

6. Acceptable use

You must not use Synona to:

• publish results about a website you do not own or act for, or present them as statements about that company: such results are for your internal use only;
• study pages that are illegal, or that host malware, phishing or content that breaks the law;
• try to get around our limits, the Turnstile check or other security measures;
• send automated or bulk free-check requests, or ask for more than one free check for the same company (section 7);
• copy Synona, or use our reports, Personas or methods to build a competing service;
• run security, penetration or load tests against Synona without our written consent.

If you break this section, we may refuse your request, stop a study or close your access without notice.

7. The free check

• Each company can have one free check. An agency can have one free check on one client's site.
• We may decline any request, without giving a reason.
• A free check covers the journeys we choose for your kind of site, walked by fewer Synonas than a paid study.
• We aim to deliver within the time shown on synona.app, but delivery times are targets, not guarantees.
• A free check does not commit you to buy anything, and it does not commit us to provide further studies.

8. What the results are, and what they are not

• Results are simulated. They come from Synonas, not from real people, and they are not user research with real participants.
• A person at Synona reviews every finding before we send it to you.
• Results estimate how visitors are likely to behave. Each result states how sure we are, and some results will be wrong.
• We do not guarantee that any change we suggest will increase your conversions, sales, sign-ups or revenue, or that a Change Study result will match what happens with real visitors.
• You decide which changes to make to your site, and you are responsible for them.

9. Intellectual property

Your content

You keep all rights in your website, its content and any proposed versions you give us. You give us a limited, non-exclusive licence to visit, capture, store and analyse them only to provide Synona to you.

Your reports

Once you receive a report, you may use it, copy it and share it inside your organisation and with the site owner (if you are an agency) and its advisers. Please keep the "Measured by Synona" credit on any result you share outside your organisation.

Our service

Synona, including its software, Personas, methods, report designs, name and logo, belongs to AI CTRL Ltd or its licensors. These Terms do not give you any right to use the Synona name or logo except to credit a result.

Improving Synona

We may use what we learn from studies to improve Synona, but only in a form that does not identify you, your site or any person. We do not use one customer's study results to improve other websites, including our own.

10. Data protection

Our Privacy Policy explains how we handle personal data and forms part of these Terms. If you need a data processing agreement, email info@synona.app and we will provide one at no extra charge.

11. Availability

We aim to keep synona.app and, when available, the dashboard running at all times, but we do not guarantee uninterrupted service. We will try to tell you in advance about planned work that affects your studies.

12. Fees and payment

Prices for paid plans are shown on synona.app and exclude VAT. Monthly plans are billed monthly in advance and include a monthly usage allowance; usage beyond it is billed at the rates shown on synona.app.

• We will give you at least 30 days' written notice before a price increase takes effect.
• You can cancel a monthly plan at any time. Cancellation takes effect at the end of the current month, and we do not refund part months.
• You are responsible for VAT and any similar taxes.

13. Limitation of liability

Nothing in these Terms limits liability for death or personal injury caused by negligence, for fraud, or for any other liability that cannot be limited by law.

Subject to that:

• our total liability for all claims arising from these Terms or from Synona is limited to the fees you paid us in the 12 months before the claim. For a free check, it is limited to £100;
• we are not liable for loss of profit, revenue, sales or business opportunity, or for any indirect or consequential loss;
• we are not liable for decisions you make, or changes you make to your site, on the basis of a Synona result;
• we are not liable for failures of third-party services, internet outages or other events outside our reasonable control.

14. Indemnity

You agree to compensate AI CTRL Ltd and its officers, employees and agents for any claims, losses and reasonable legal costs that arise because:

• you asked us to study a site you were not allowed to have studied;
• you broke these Terms or the law;
• content you gave us infringes someone else's rights.

15. Ending these Terms

By you

You can stop using Synona at any time. To close a paid plan or ask us to delete your data, email info@synona.app.

By us

• We may end your use of Synona with 30 days' written notice for any reason, including if we stop offering the service.
• We may suspend or end your use of Synona at once if you break these Terms or if the law requires it.

What happens next

• Your access to the dashboard and share links ends.
• You can ask for a copy of your reports for 90 days.
• After that we delete your study data as set out in the Privacy Policy.
• Any fees already due remain payable.

16. Governing law and disputes

These Terms are governed by the laws of England and Wales. The courts of England and Wales have exclusive jurisdiction over any dispute.

Before starting formal proceedings, both sides will try to resolve a dispute through good-faith negotiation for 30 days from written notice of it. Either side may suggest mediation during that time.

Nothing in this section stops either side from asking a court for urgent relief to protect its rights.

17. General

Entire agreement

These Terms, with our Privacy Policy and Cookie Policy, are the whole agreement between you and us about Synona. They replace any earlier agreement or understanding about it. A separate signed agreement takes priority where it says so.

Changes to these Terms

We may update these Terms. We will email customers at least 14 days before a material change takes effect. If you keep using Synona after that, the new Terms apply.

Severability

If a court finds part of these Terms unenforceable, that part is limited or removed as little as needed, and the rest stays in force.

Force majeure

Neither side is liable for failure or delay caused by events outside its reasonable control, such as natural disasters, war, government action, or internet or power failures.

Assignment

You may not transfer your rights under these Terms without our written consent. We may transfer ours as part of a merger, acquisition or sale of all or most of our business.

Waiver

If we do not enforce a right under these Terms, we have not given it up.

Third parties

No one other than you and AI CTRL Ltd has any right to enforce these Terms.

18. Contact

For any question about these Terms, email info@synona.app, or write to AI CTRL Ltd, 23 Holland Grove, London SW9 6ER.