Terms of service

What Stirel does, what each side is responsible for, and how it ends. Last updated 15 September 2026.

These terms govern the use of Stirel, a service of Prime Frame LLC, 412 W 7th St, Clovis, NM 88101, United States ("we", "us"), by the business that connects a website, shop or WhatsApp number to it or uses its dashboard (the "business"). By doing so, the business accepts these terms. The data processing addendum forms part of them. Where a written agreement signed with a business says something different, that agreement prevails.

1. What the service does

Stirel answers questions on a business's behalf, on its website (Alba Ask), in its shop (Alba Shop) and on its WhatsApp number (Alba Direct), using material the business provides. When that material does not cover a question, it passes the conversation to a person.

2. Automated replies

Replies are drafted automatically by language models. They can be inaccurate or incomplete, and they are not professional, legal, medical or financial advice. The assistant is built not to:

• quote a price, date or figure the business has not published;
• negotiate, grant discounts or agree terms on the business's behalf;
• answer questions about an existing customer's account;
• claim to be a human being.

These are design limits, not a promise that every reply will be right. The business remains responsible for the material it provides, for checking its dashboard, and for what is sent from its website and number. The notice that tells visitors they are talking to an automated assistant stays on.

3. The business's obligations

• Give accurate information when it signs up, and keep its dashboard access secure.
• Provide material it has the right to use, and keep it accurate.
• Tell its visitors and customers, in its own privacy policy, that an assistant is in use, and obtain any consent its law requires, including for cookies. We provide suggested wording on request.
• Follow WhatsApp's Business Messaging Policy, including its opt-in rules, when using that channel.
• Not use the service for unsolicited messages, unlawful, deceptive or discriminatory content, collecting sensitive data, or pretending that a person is answering.
• Not attempt to break, probe, overload or copy the service.

4. Content and ownership

The business keeps ownership of its material and of its conversations. It gives us a limited licence to use them only to provide, secure and support the service. We keep ownership of Stirel, its software and its brand. We may use suggestions the business sends us, and statistics that do not identify any business or person, to run and improve the service.

5. WhatsApp numbers

A number is connected so that the WhatsApp app on the owner's phone keeps working. We do not migrate a number away from its owner.

6. Suspension

We may suspend the service, in whole or for one channel, when that is needed to stop unlawful use, a security risk, a breach of a platform's policies or unpaid fees. We tell the business why and restore the service once the cause is resolved.

7. Fees

Fees, term and notice are set in the written agreement with each business, and exclude taxes. Without one, the service is provided as a trial at no cost, and either side may stop it at any time. We give at least 30 days' notice of a price change.

8. Availability

The service relies on third-party providers and on the websites and platforms where it runs, and may be interrupted. It is provided as it is and as available, without a warranty of uninterrupted operation, of operation without errors, or of fitness for a particular purpose. We do not promise any result, such as a sale, a lead or a reply time.

9. Limitation of liability

To the extent the law allows: neither side is liable for indirect or consequential loss, or for lost profits, revenue, sales, goodwill or data. Our total liability for all claims arising in any 12 months is limited to the fees the business paid for the service in the 12 months before the event that caused the claim, or 100 US dollars during a trial at no cost. Nothing in these terms limits liability for fraud, gross negligence, wilful misconduct, or any liability that cannot be limited by law.

10. Indemnity

The business will defend Prime Frame LLC against, and cover the costs of, claims by third parties arising from its material, its instructions, its failure to inform its visitors or obtain a consent it needed, or its use of the service in breach of these terms or the law.

11. Confidentiality

Each side keeps the other's non-public information confidential and uses it only for this relationship, unless the law requires disclosure.

12. Ending it

A business can disconnect at any time. We can end the service with 30 days' notice, or immediately if the business seriously breaches these terms. Disconnecting stops the assistant; what happens to the data is set out in the data processing addendum and on the data deletion page. Sections 4, 9, 10, 11 and 14 continue after the end.

13. Changes to these terms

We may update these terms. We give at least 30 days' notice of a material change, by email or in the dashboard. If the business does not agree, it can stop using the service before the change applies.

14. General

These terms are governed by the laws of the State of New Mexico, United States, and disputes go to the state or federal courts located there. This does not remove any protection given by the mandatory law of the country where a consumer lives. The business may not transfer these terms without our written consent; we may transfer them to a successor of our business. Neither side is liable for delays caused by events beyond its reasonable control. If one clause is found invalid, the rest remain in force, and not enforcing a clause is not a waiver of it.