Effective Date: the date you accept these Terms.

These Subscription Terms of Service (the "Terms") govern your use of the Dentalreel platform. Please read them carefully. By subscribing to or using the platform, you agree to be bound by these Terms.

1. Parties

These Terms are between:

(1) Implants Local Ltd trading as Dentalreel, a company registered in England and Wales with company number 16197776, whose registered office is at Ayton Firs Hall, Great Ayton, Middlesbrough, England, TS9 6JB ("Dentalreel", "we", "us", "our"); and

(2) the dental practice or individual accepting these Terms (the "Customer", "you", "your"),

each a "Party" and together the "Parties".

2. The Platform

2.1 Dentalreel provides a software-as-a-service platform (the "Platform") consisting of:

(a) an AI-driven smile-preview widget that can be embedded on the Customer's website (the "Widget");

(b) a lead-capture and reporting dashboard;

2.2 The Widget allows website visitors to upload a photo and receive an AI-generated visualisation of a possible aesthetic outcome.

2.3 Important clinical disclaimer. The Widget produces educational visualisations only. Outputs are not:

(a) a clinical assessment; (b) a treatment plan; (c) a guarantee or prediction of actual treatment outcomes; (d) a substitute for in-person professional consultation.

You must ensure that any presentation of Widget outputs to your patients clearly conveys this disclaimer, including the consent and labelling shown by the Widget itself.

3. Subscription and Access

3.1 Your subscription begins when payment is first taken and continues on a rolling monthly basis until cancelled in accordance with clause 11.

3.2 Your subscription provides:

(a) access to the Widget for installation on one website domain owned or controlled by you; (b) up to fifty (50) included patient lead submissions per monthly billing period; (c) unlimited Widget renders ("generations") within the included tier; (d) access to the Customer dashboard; (e) standard email support during UK business hours.

3.3 Subscription tiers, pricing, and features are as published on the Platform at the date of subscription. We may change pricing for new subscriptions with notice, but your existing subscription will continue at your then-current rate unless and until clause 12 applies.

3.4 If you subscribed via a partner agency referral, the price you pay includes both the Dentalreel platform fee and the agency's markup. The agency is not your service provider — Dentalreel provides the Platform directly to you.

4. Fees, Billing and Overage

4.1 Fees are charged in advance on the date of subscription and on each monthly anniversary thereafter.

4.2 All fees are stated exclusive of VAT, which is added at the prevailing rate where applicable.

4.3 Payment is processed by Stripe, our payment provider. You authorise us to charge your nominated payment method for all fees due.

4.4 Overage. If your usage exceeds fifty (50) patient lead submissions in any monthly billing period, additional submissions are charged at £0.40 per submission, billed in arrears at the end of the billing period. Overage is fully payable by you regardless of how your subscription was acquired (direct or via agency referral).

4.5 If payment fails:

(a) we will attempt to retry payment for up to seven (7) days; (b) during this period, your Widget will continue to function but you may receive notifications to update your payment method; (c) if payment cannot be collected after seven (7) days, your subscription will be suspended and the Widget will return a disabled state on your website; (d) suspended subscriptions are automatically cancelled after thirty (30) days unless payment is restored.

4.6 You are responsible for keeping your payment details up to date.

4.7 Refunds are at our discretion and are generally only issued for clear service failure attributable to Dentalreel. We do not refund for non-use, partial-month cancellation, or change of mind.

5. Installation and Use

5.1 Installation of the Widget requires placing a single JavaScript tag on the website where you wish the Widget to operate. We provide installation instructions in your dashboard.

5.2 You may install the Widget on one website domain per subscription. Additional domains require additional subscriptions.

5.3 The Widget is configured in your dashboard. You may customise:

(a) brand colours and fonts to match your website; (b) practice name and logo; (c) follow-up email content sent to patients who interact with the Widget; (d) lead notification preferences.

5.4 You must:

(a) install the Widget only on website(s) that you own or are authorised to manage; (b) maintain a clear and accessible privacy policy on your website that describes how patient data submitted via the Widget is handled; (c) ensure your website complies with all data-protection and privacy laws applicable in your jurisdiction — for UK practices this includes the UK General Data Protection Regulation (UK GDPR), the Data Protection Act 2018, and the Privacy and Electronic Communications Regulations 2003 (PECR); for US practices this includes the Health Insurance Portability and Accountability Act (HIPAA) and applicable state privacy laws; (d) ensure that any marketing claims you make about smile previews or treatment outcomes comply with the advertising rules applicable in your jurisdiction — for UK practices the Advertising Standards Authority (ASA) CAP Code and General Dental Council (GDC) standards; for US practices Federal Trade Commission (FTC) truth-in-advertising requirements and your state dental board's rules.

5.5 You must not:

(a) attempt to reverse-engineer, decompile or extract source code from the Widget or Platform; (b) circumvent or attempt to circumvent the included tier limits or any technical protections; (c) use the Platform for any unlawful purpose; (d) resell or sublicense access to the Platform without our prior written consent (subject to the partner agency programme, which is separately governed); (e) use the Platform in a manner that may damage Dentalreel's reputation or the reputation of any other Customer; (f) modify, embed within, or surface Widget outputs in any context that misrepresents them as clinical diagnoses, treatment plans or guaranteed outcomes.

6. Patient Data and Data Protection

6.1 Roles. For personal data submitted by website visitors via the Widget:

(a) you are the data controller — you decide why the data is collected and what is done with it once received; (b) we are the data processor — we process the data only on your documented instructions, in accordance with the Data Processing Agreement at clause 14 of these Terms and the separate Data Processing Addendum (the "DPA").

6.2 The DPA is incorporated by reference into these Terms and forms part of your agreement with us.

6.2A US practices — HIPAA. If your practice is located in the United States, patient data submitted via the Widget (including patient photographs, AI-generated previews, and patient contact and enquiry details) is Protected Health Information under HIPAA. Your practice is the Covered Entity and Dentalreel is your Business Associate under the Business Associate Agreement (the "BAA") that the person authorised for your practice accepts during setup. The BAA is incorporated by reference into these Terms and, for US practices, the BAA governs patient data and prevails over this clause 6 and the DPA to the extent of any conflict. The Widget does not process real patient photographs for a US practice until the BAA has been accepted.

6.3 We process patient data in the United Kingdom and, where strictly necessary, in approved third countries with appropriate safeguards as set out in the DPA.

6.4 You must:

(a) collect explicit consent from website visitors before they interact with the Widget, in a manner compliant with applicable data protection law; (b) provide a clear privacy notice describing the data flow; (c) handle any data subject rights requests (access, deletion, etc) in accordance with the law and notify us where you need our cooperation as processor; (d) not submit any data via the Widget that is unlawful, defamatory, or that you do not have authority to submit.

6.5 We will:

(a) implement appropriate technical and organisational measures to protect patient data; (b) notify you without undue delay of any personal data breach affecting your patient data, and in any event within 72 hours of becoming aware; (c) assist you with data subject rights requests where reasonably required; (d) delete or return patient data on termination, as set out in the DPA.

6.6 We may use anonymised, aggregated usage data (such as feature-usage counts, conversion metrics, and performance data) to improve the Platform and produce industry insights. We do not use patient photographs, AI-generated smile previews, or other patient-submitted images to train AI models. Aggregated data cannot be linked back to identifiable individuals or to your practice.

7. Acceptable Use

7.1 You must not use the Platform in any way that:

(a) violates any applicable law or regulation; (b) infringes the intellectual property or other rights of any third party; (c) introduces malware, viruses, or other malicious code; (d) attempts to gain unauthorised access to the Platform or any other Customer's data; (e) interferes with or disrupts the Platform's operation, including via excessive automated requests; (f) facilitates child exploitation, harassment, or unlawful discrimination; (g) misrepresents the AI-generated nature of Widget outputs.

7.2 We reserve the right to suspend or terminate your subscription immediately if we reasonably believe you have breached this clause 7. Where suspension or termination is for cause, no refund is payable.

7.3 Patients submitting photos via the Widget agree to the Widget's own end-user terms displayed at submission. Those end-user terms are between Dentalreel and the patient and do not create an obligation on you beyond your role as data controller of the resulting lead data.

8. Intellectual Property

8.1 The Platform, including all software, algorithms, AI models, design assets, content, and the "Dentalreel" brand, is the property of Dentalreel and its licensors. These Terms do not transfer any ownership of intellectual property to you.

8.2 You retain all rights in:

(a) content you upload to the Platform (practice name, logo, brand assets, configuration); (b) lead data captured via the Widget on your website.

8.3 You grant Dentalreel a worldwide, royalty-free, non-exclusive licence to use, reproduce, store, and display your uploaded content solely for the purpose of providing the Platform to you.

8.4 You may use the "Powered by Dentalreel" attribution that the Widget displays by default. If your subscription includes whitelabel functionality (e.g. via the partner agency programme), the attribution may be hidden in accordance with that programme's terms.

9. AI Output and Limitations

9.1 The Widget uses third-party AI models to generate smile previews. AI outputs:

(a) are probabilistic — the same input may produce different outputs on different runs; (b) may contain errors, artefacts, or implausible results; (c) are not validated for clinical accuracy; (d) are educational only and do not constitute medical advice.

9.2 You acknowledge that:

(a) AI image generation is an evolving technology; (b) outputs may occasionally be unsuitable for display to patients; (c) the Widget includes consent screens and disclaimers that should not be removed or altered; (d) you are responsible for ensuring any communications you send to patients based on Widget outputs are professional, accurate, and compliant with GDC and ASA standards.

9.3 We do not warrant any specific level of:

(a) realism in AI outputs; (b) conversion rate uplift; (c) lead quality or volume; (d) commercial outcome for your practice.

10. Service Availability and Support

10.1 We aim to provide the Platform with high availability but do not commit to any specific uptime percentage. The Platform is provided on an "as available" basis.

10.2 We may schedule maintenance windows from time to time. Where reasonably possible, scheduled maintenance will be communicated in advance via email or dashboard notice and timed outside UK business hours.

10.3 Unscheduled outages, third-party dependency failures (e.g. AI model providers, Stripe, AWS), and force majeure events are not breaches of these Terms.

10.4 Support is provided via email (support@dentalreel.com) during UK business hours (Monday to Friday, 9am to 5pm UK time, excluding public holidays). We aim to respond to support requests within one (1) business day.

10.5 Premium support, dedicated account management, or extended SLA terms may be available on enterprise tiers, which are quoted separately.

11. Term, Cancellation and Termination

11.1 Your subscription continues on a rolling monthly basis until cancelled.

11.2 You may cancel your subscription at any time from your dashboard or by emailing support@dentalreel.com.

11.3 Cancellation takes effect at the end of the current monthly billing period. The Widget will continue to function until the end of the paid period.

11.4 We may suspend or terminate your subscription:

(a) immediately if you breach clauses 5, 6 or 7; (b) on thirty (30) days' written notice for any reason; (c) immediately if you become insolvent, enter administration, cease to carry on business, or are subject to a winding-up petition.

11.5 On termination:

(a) your access to the Platform ends; (b) the Widget on your website returns a disabled state; (c) we retain your data for thirty (30) days, during which you may request export of your lead data; (d) after thirty (30) days, your data is deleted in accordance with the DPA, subject to any lawful retention requirements; (e) any unpaid fees become immediately due and payable.

11.6 Termination does not affect any rights or remedies that accrued before the termination date.

12. Changes to These Terms

12.1 We may update these Terms from time to time. Material changes will be notified to you with at least thirty (30) days' notice via email and/or dashboard notice.

12.2 If you continue to use the Platform after a notified change takes effect, you accept the updated Terms.

12.3 If you do not agree to a material change, your remedy is to cancel your subscription before the change takes effect. No refund is payable for refusal to accept updated Terms.

12.4 Non-material updates (e.g. clarifications, typographical corrections) may be made without notice.

13. Warranties and Disclaimers

13.1 We warrant that:

(a) the Platform will function substantially in accordance with its published documentation; (b) we will use reasonable skill and care in providing the Platform.

13.2 Except as expressly set out in these Terms, the Platform is provided "as is" and "as available". To the maximum extent permitted by law, we disclaim all other warranties, conditions, and representations, whether express, implied, statutory or otherwise, including but not limited to:

(a) any warranty of merchantability or fitness for a particular purpose; (b) any warranty that the Platform will be uninterrupted, error-free, or free from security vulnerabilities; (c) any warranty as to the accuracy, completeness, or reliability of AI-generated outputs.

13.3 Nothing in these Terms excludes or limits any warranty or condition that cannot be excluded by law, including under the Consumer Rights Act 2015 where you contract as a consumer (which a dental practice subscribing in the course of its business would generally not be).

14. Limitation of Liability

14.1 To the maximum extent permitted by law, neither Party is liable to the other for:

(a) loss of profits, revenue, or anticipated savings; (b) loss of business, goodwill, or opportunity; (c) loss or corruption of data (subject to clause 14.3); (d) indirect, consequential, or special damages; (e) any claim arising more than twelve (12) months after the event giving rise to the claim.

14.2 Our total aggregate liability under these Terms in any twelve (12) month period is capped at the greater of:

(a) the total fees paid by you to Dentalreel in the twelve (12) months immediately preceding the event giving rise to the claim; or

(b) £1,000 (one thousand pounds).

14.3 The cap in clause 14.2 also applies to loss or corruption of data, except where such loss results from our gross negligence or wilful misconduct.

14.4 Nothing in these Terms limits or excludes liability for:

(a) death or personal injury caused by negligence; (b) fraud or fraudulent misrepresentation; (c) any other liability that cannot be limited or excluded by law.

14.5 You indemnify Dentalreel against any third party claim arising from:

(a) your breach of clauses 5, 6 or 7; (b) your unlawful use of the Platform; (c) any patient data submitted via the Widget in breach of your obligations as data controller; (d) any misrepresentation by you to patients about the nature, capability or output of the Widget.

15. Data Processing Addendum

15.1 The Data Processing Addendum (DPA) is incorporated by reference into these Terms. Where there is any conflict between the DPA and these Terms in respect of personal data processing matters, the DPA prevails.

15.2 The DPA sets out:

(a) the categories of personal data we process on your behalf; (b) the security measures we apply; (c) the sub-processors we use; (d) data transfer arrangements (including any safeguards for international transfers); (e) data subject rights and breach notification procedures; (f) audit rights.

15.3 The DPA is published at dentalreel.com/dpa and may be updated from time to time as set out in the DPA itself.

16. Confidentiality

16.1 Each Party may receive confidential information from the other. "Confidential Information" includes any non-public information that is marked as confidential or that ought reasonably to be considered confidential, including:

(a) Platform technical details and roadmap; (b) commercial terms and pricing (where not publicly listed); (c) business plans and financial information; (d) patient data (covered also by the DPA).

16.2 Each Party agrees:

(a) to keep Confidential Information strictly confidential; (b) to use it only for the purposes of performing under these Terms; (c) not to disclose it to third parties except: (i) to employees, advisors or contractors with a need to know who are bound by equivalent obligations; (ii) as required by law or regulator; (d) to take reasonable steps to protect Confidential Information from unauthorised access.

16.3 Obligations under this clause survive termination of these Terms for a period of three (3) years.

17. Force Majeure

17.1 Neither Party is liable for any delay or failure to perform any obligation under these Terms (other than payment obligations) to the extent caused by circumstances beyond its reasonable control, including:

(a) acts of God, war, terrorism, or civil unrest; (b) governmental orders or sanctions; (c) pandemic, epidemic, or quarantine; (d) failure of essential infrastructure (electricity, internet, cloud services, AI service providers); (e) cyber-attack or denial-of-service attack on the Party's systems.

17.2 The affected Party will notify the other as soon as reasonably practicable and use reasonable efforts to mitigate the impact.

18. General

18.1 Notices. Notices to you are sent to the email address registered on your account. Notices to Dentalreel are sent to legal@dentalreel.com. Notices are deemed delivered on the next business day after sending.

18.2 Assignment. You may not assign or transfer your rights under these Terms without our written consent. We may assign these Terms to a successor in the event of corporate restructuring, acquisition, or sale of substantially all of our business.

18.3 Entire agreement. These Terms, together with the DPA and any documents expressly referenced, constitute the entire agreement between the Parties in respect of the Platform and supersede any prior agreement, understanding or representation.

18.4 No partnership. Nothing in these Terms creates any partnership, joint venture, agency relationship (in the legal sense), or employment between the Parties.

18.5 Severability. If any provision of these Terms is held invalid or unenforceable, the remaining provisions continue in full force.

18.6 Waiver. A failure or delay by either Party to exercise any right under these Terms does not constitute a waiver of that right.

18.7 Third party rights. No person other than a Party to these Terms has any right to enforce any term under the Contracts (Rights of Third Parties) Act 1999, save that the DPA may grant rights to data subjects as required by law.

18.8 Survival. Clauses that by their nature survive termination, including without limitation clauses 6 (data), 8 (IP), 14 (liability), 15 (DPA), 16 (confidentiality) and 19 (governing law), survive termination.

19. Governing Law and Jurisdiction

19.1 These Terms and any dispute or claim arising out of or in connection with them (including non-contractual disputes or claims) are governed by and construed in accordance with the laws of England and Wales.

19.2 The courts of England and Wales have exclusive jurisdiction to settle any such dispute or claim.

Acceptance

By:

(a) clicking "I agree" or equivalent during the subscription flow; (b) completing a Stripe Checkout for a subscription; (c) installing the Widget on your website;

whichever happens first, you confirm:

you have read and understood these Terms;
you have authority to enter into these Terms on behalf of the practice or business you represent;
you agree to be bound by these Terms and the incorporated DPA.

Implants Local Ltd, trading as Dentalreel

Company number: 16197776
Registered address: Ayton Firs Hall, Great Ayton, Middlesbrough, England, TS9 6JB
ICO registration: ZB960243
Support: support@dentalreel.com
Legal: legal@dentalreel.com

Document version: v1.0
Last updated: 22 May 2026

Dentalreel Subscription Terms of Service