Terms of service

What Stirel does, what it will not do, and how it ends. Last updated 11 September 2026.

These terms govern the use of Stirel, a service of Prime Frame LLC (412 W 7th St, Clovis, NM 88101, United States).

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 hands the conversation to a person.

What it will not do

• 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 limits, not a guarantee that every reply will be perfect. Each business remains responsible for what is sent from its own site and number.

The business's obligations

• Provide material it has the right to use, and keep it accurate.
• Tell its visitors, in its own privacy policy, that an assistant is in use.
• Not use the service for unsolicited messages or anything unlawful.
• Follow WhatsApp's Business Messaging Policy when using that channel.

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.

Availability and liability

The service relies on third-party providers and on the websites and platforms where it runs, and may be interrupted. It is provided without a warranty of uninterrupted availability, and no result — a sale, a lead, a reply time — is guaranteed. Nothing in these terms limits liability that cannot be limited by law.

Fees

Fees, term and notice are set in the written agreement with each business. Without one, the service is provided as a trial and either side may stop it at any time.

Ending it

A business can disconnect at any time and ask for its data to be deleted, as described on the data deletion page. Disconnecting stops the assistant; deletion is a separate request.

Governing law

These terms are governed by the laws of the State of New Mexico, United States. This does not remove any protection a consumer has under the mandatory law of their country of residence.