Terms and Conditions

Last updated: 6 October 2026.

Please read these terms carefully. They explain your rights and ours when you use Reframr, including what you can do with what you create, how credits and refunds work, and what happens if something goes wrong.

1. About these terms

1.1        These terms are an agreement between you and Reframr Ltd, a company registered in England and Wales with company number 17491973 and registered office at 128 City Road, London, EC1V 2NX, United Kingdom (“Reframr“, “we“, “us“). You can contact us at support@reframr.io.

1.2        These terms apply when you use reframr.io and the Reframr app (the “Service“). By creating an account or using the Service, you agree to them. Please also read:

• our Acceptable Use Policy, which sets out what you must not create or upload, and forms part of these terms;
• our Credits and Refunds Policy, which forms part of these terms; and
• our Privacy Policy, which explains how we handle personal data.

1.3        Consumers and businesses. Most of these terms apply to everyone. Some parts apply only to consumers or only to business users, and are clearly marked.

• You are a “consumer” if you use Reframr wholly or mainly for purposes outside your trade, business, craft or profession.
• You are a “business user” if you use Reframr wholly or mainly for your work, including as a freelancer or sole trader. A company or other organisation is always a business user.

When you sign up, we ask how you will mainly use Reframr, and you can change your answer later in your account settings. We use your answer to show you the terms that apply to you and how VAT is shown. Your legal rights depend on how you actually use Reframr, whatever answer you give.

2. Who can use Reframr

2.1        You must be at least 18 years old.

2.2        If you use Reframr on behalf of a company or organisation, you confirm that you are authorised to accept these terms for it, and “you” includes that organisation.

2.3        You must give accurate details when you sign up and keep them up to date. You are responsible for keeping your login secure and for everything done through your account. Tell us straight away at support@reframr.io if you think someone else has accessed it.

3. What Reframr is, and what it is not

3.1        Reframr is a tool for planning and making video: storyboards, client review links, animatics, an AI studio, a timeline editor and an ad builder.

3.2        AI generation uses third-party models. When you ask Reframr to generate an image, video, voice, sound or text, we send your request (including any text, images, video or audio you include) to an outside AI provider, and return what it produces. We list these providers in our Privacy Policy. Reframr does not build or train its own AI models.

3.3        AI results are unpredictable. The same request can give different results each time. A result may not match what you asked for, may contain errors or distortions, and may resemble existing people, characters or works by chance. We describe what each model is good at, but we do not promise any particular result beyond what we specifically describe.

3.4        Safety checks. Many AI providers run their own safety filters, and Reframr also runs its own automated checks on requests and results. A request may be refused, or a result withheld, for example if it contains nudity or sexual content. We cannot always explain exactly why a provider refused a request. When a request is blocked or fails, we refund the credits automatically (clause 8.7).

3.5        Changes to models and features. AI providers update, replace and withdraw their models, sometimes at short notice. We may change the Service when:

(a) a provider changes or withdraws a model;

(b) we need to fix a security, safety or legal problem; or

(c) we improve the Service, as long as the change does not make it materially worse for you.

If a change makes the Service materially worse for you, we will tell you in advance where we reasonably can. If you are a paying customer, you may then cancel and get a refund of any prepaid amount for the period you have not used, and of any purchased credits you can no longer use.

3.6        Share-link approvals are not signatures. When a client presses “Approve” on a share link, Reframr records it for your convenience. It is not an electronic signature and does not by itself create a contract between you and your client.

4. Your content

4.1        “Inputs” means anything you upload, type or link into Reframr: text, prompts, scripts, notes, images, video, audio and web addresses.

4.2        You keep your rights in your Inputs. Reframr claims no ownership of them.

4.3        The permission you give us. You give Reframr a non-exclusive, worldwide, royalty-free licence to store, copy, process, adapt and display your Inputs, only as needed to:

(a) run the Service for you, and show the people you share with or invite what you choose to share;

(b) send them to our AI providers and other service providers, only so they can do what you asked for;

(c) keep the Service secure and enforce these terms; and

(d) comply with the law.

When you delete an Input or your account, we stop using it for any new purpose. Copies may remain for a limited time in our backups and with our providers, as our Privacy Policy explains.

4.4        No training on your content. Reframr does not use your Inputs or Outputs to train AI models, and we will not use them in our marketing without your permission. How our AI providers handle what we send them is described in our Privacy Policy.

4.5        Your promises about Inputs. You promise that you have all the rights and permissions needed to upload your Inputs and for Reframr to use them as described in clause 4.3, including permission from any real person shown or heard in them (see clause 6.3).

4.6        Product pages. If you import a product page by its web address, you confirm that you have the right to use its images and text (for example, it is your own shop or your client’s).

4.7        Who can see your content. Your projects are private unless you share them or invite people to them. Our team only looks at your content when you ask us to help with a problem, to deal with a report, to keep the Service safe, or when the law requires it. Access through our admin tools is recorded.

5. What you create: Outputs

5.1        “Outputs” means the images, video, audio and text the Service generates for you.

5.2        Paid plans. As between you and Reframr, Outputs you generate on a paid plan belong to you, and we transfer to you any rights Reframr has in them when the Output is created. You may use them for any lawful purpose, including commercially, as long as you follow our Acceptable Use Policy and any model conditions under clause 5.5. Your rights in Outputs continue after your subscription ends or your account is closed.

5.3        Free plan. As between you and Reframr, Outputs you generate on the free plan also belong to you, on the same basis as clause 5.2. However, as a condition of using the free plan, you may use free-plan Outputs for personal, non-commercial purposes only, and you must keep the Reframr watermark visible. You must not use them in advertising, in paid work for a client, in anything you sell, or in any other commercial way. What you may do with an Output is fixed when it is created: upgrading to a paid plan later does not change this for Outputs you generated on the free plan.

5.4        Watermarks and AI markers. Free-plan Outputs carry a Reframr watermark. You must not remove, hide or alter it. You must also not remove any “made with AI” label, watermark or hidden marker that Reframr or our providers add to any Output, on any plan.

5.5        Model conditions. Outputs are made by third-party models, and a few providers put conditions on how their Outputs can be used. Where a model has a condition, we tell you before you generate, and you agree to follow it.

5.6        We cannot promise copyright. The law on who owns AI-generated material is unsettled in the UK and elsewhere. Reframr does not promise that any Output is protected by copyright, or that you can stop others from using something similar.

5.7        Outputs are not unique. Other users, or other services using the same model, may produce similar or identical results. Your rights in your Output do not stop anyone else using theirs.

5.8        Check before you publish. You are responsible for checking an Output before you publish it or use it commercially, including whether it resembles a real person, a character, a brand or another work and, for adverts, whether any claims in it are true.

5.9        Outputs in someone else’s project. If you create Outputs in a project owned by someone else, they belong to the project owner, and you transfer to them any rights you have in them. The plan rules (watermark and commercial use) of the account that paid for the generation still apply to those Outputs. This does not affect any separate agreement between you and the project owner, such as an employment or freelance contract.

5.10       Inputs you add to someone else’s project. You keep your rights in Inputs you upload to a project owned by someone else, and you allow the project owner and the people they have invited to use them within that project and in the Outputs made from them.

6. Acceptable use

6.1        You must follow our Acceptable Use Policy. In summary, you must not use Reframr to:

• create or upload anything illegal, or anything that infringes someone else’s copyright, trade mark or other rights;
• use a real person’s face, body or voice without their permission, or impersonate a public figure;
• create any nude or sexual image, or any sexual image of a real person, or any content that sexualises children;
• deceive people, including fake reviews, fake testimonials, misleading adverts, presenting AI-generated people as real customers, presenting AI-generated content as real footage, or content that falsely shows someone saying or endorsing something;
• bully, harass, threaten or humiliate anyone;
• create defamatory content about a real person or organisation;
• promote or glorify self-harm, suicide, eating disorders, real violence, terrorism or hatred; or
• scrape, overload, reverse engineer or get round the security or safety checks of the Service, except where the law allows.

Suggestive but non-explicit content, such as swimwear, lingerie and fashion imagery, is allowed. Showing violence in fiction, such as action, fight, horror or war scenes, is also allowed.

6.2        If we reasonably believe you have broken these terms or the Acceptable Use Policy, Reframr may remove content, restrict features, or suspend or close your account (see section 10). If many of your requests are blocked in a short time, we may slow down your account or pause features that use real people’s faces and voices while we review it.

6.3        Real people’s faces and voices. Before you use a photo, video or recording of a real person, Reframr asks you to confirm who it is:

(a) you: you confirm it is you and that you are 18 or over;

(b) someone else: you confirm the person is 18 or over and has given you permission, and for voice cloning, their explicit permission; you will only use the results in ways they agreed to, and delete them if they withdraw permission;

(c) not a real person: you confirm it does not show or contain the voice of a real, identifiable person, and was not made to look or sound like one; or

(d) reference only: for pictures used only as a reference for pose, clothing or style, you confirm you will not use the results to show or identify the person.

If you use a real person’s face or voice that a project owner has confirmed, the owner’s confirmation covers its use within that project, and you confirm that you will use it only within that project. Face swap, lip-sync, talking avatars and voice cloning can never use anyone who is, or appears to be, under 18. We keep a record of each confirmation, as our Privacy Policy explains. Giving a false confirmation is a serious breach of these terms.

7. Sharing and collaborating

7.1        You can share a project through a Reframr share link. Anyone who has the link (and the passphrase, if you set one) can open it. You are responsible for who you send links to and for keeping passphrases private.

7.2        Links stay active until you revoke them.

7.3        Recipients can only see the scenes and details you choose to share.

7.4        People who comment or approve through a share link give Reframr their name and email address, and their comments are visible to you and to the people you have invited to the project. Our Privacy Policy explains how we use them. You must not use Reframr to collect other people’s personal data for any other purpose.

7.5        Inviting people to a project. You can invite people to work on a project as an editor, commenter or viewer. Editors can change the project; commenters and viewers cannot.

7.6        If you own the project. You decide who to invite and what they can see and do. You are responsible for having the right to share your project’s content with the people you invite, and for removing anyone who should no longer have access.

7.7        If you are invited. You must follow these terms and our Acceptable Use Policy, use the project only as the owner allows, and not copy its content out of the project without the owner’s permission. Generations you make use your own credits.

7.8        Who sees what. People on a project can see each other’s names and email addresses, and the comments left on the project, including comments from clients on share links.

7.9        Leaving a project. If the owner removes you, deletes the project or deletes their account, you lose access. What you added to the project stays in it.

8. Plans, credits and payment

8.1        Plans. Reframr offers a free plan and paid monthly subscriptions. Each paid plan includes a monthly allowance of credits, and you can also buy extra credit packs. Payments are handled by Stripe. Before you pay, we show you the price, what the plan includes, how often you will be charged, that it renews automatically, and how long credits last. We show how many credits a generation costs before you press Generate.

8.2        Prices are in pounds sterling. For consumers, prices include VAT. For business users, VAT is shown at checkout.

8.3        Renewal and cancelling your subscription. Subscriptions renew automatically at the end of each monthly billing period until you cancel. You can cancel at any time in your account settings, as easily as you signed up. You keep full access and your credits until the end of the period you have paid for; after that you are not charged again, and your account and work stay. There is no refund for the rest of the period, except under section 9 or if the Service is faulty.

8.4        Monthly credits. Your plan’s credits are added at the start of each billing period and must be used within that period. Unused plan credits do not roll over: they expire at the end of the billing period, and the next period starts with your plan’s full allowance, not added to what was left.

8.5        Upgrading and downgrading.

(a) If you upgrade to a higher plan, you pay the full price of the new plan straight away and receive its full credit allowance at once. Any credits left from your previous plan stay in your account. A new monthly billing period starts on the day you upgrade, and all your plan credits, old and new, expire at the end of it. After that, you are charged the new plan’s price each month and receive only the new plan’s allowance.

(b) If you move to a lower plan, the change takes effect at the start of your next billing period.

8.6        Credit packs and credit rules. Credits can only be used on Reframr. They cannot be exchanged for money, transferred to another account, or sold. Credits from extra credit packs do not expire while your account is open. When you generate, we use your plan credits first, then your credit-pack credits. The full rules are in our Credits and Refunds Policy.

8.7        Blocked or failed generations are always refunded in credits, automatically. This covers a request blocked by a safety check, a generation that fails or times out (even if it fails late), and a job cancelled while it is still waiting in the queue. It does not cover a generation that worked but that you did not like. Refunded credits keep their original expiry. Misuse of the Service is dealt with under clauses 6.2 and 10.2, not by withholding refunds.

8.8        Price changes. Reframr may change its prices. We will give you at least 30 days’ notice before a change affects your subscription, and you can stop renewal before it takes effect.

8.9        Failed payments. Credits for a new billing period are added once your payment has gone through. If a payment fails, we may pause paid features until it is resolved.

8.10       Disputed payments. If you think a charge is wrong, please contact us first at support@reframr.io and we will try to put it right. If you dispute a payment with your bank or card provider (a chargeback), we may pause your account while the dispute is open and remove any unused credits bought with that payment. If the payment is reversed after you have used what it paid for, you must pay us the amount reversed. If the dispute is decided in your favour, we will restore your account and credits. This does not affect your right to dispute a payment you did not make or authorise.

9. Consumers only: your right to cancel

This section applies only if you are a consumer.

9.1        You have 14 days to change your mind. You can cancel a new subscription or a credit pack within 14 days of buying it, for any reason. To cancel, use the “Cancel within 14 days” button in your account, email support@reframr.io, or use the model cancellation form at the end of our Credits and Refunds Policy. We will refund you within 14 days, to the payment method you used.

9.2        Subscriptions. If you have not used your subscription, you get a full refund. If you asked us to start your subscription straight away and have used it, you can still cancel within the 14 days, but we will deduct a fair amount for what you used before cancelling: the share of the billing period that has passed, or the value of the plan credits you used, whichever is higher. When you buy, we will ask you to confirm that you want your subscription to start straight away.

9.3        Credit packs. When you buy a credit pack, we will ask you to confirm that you want to use the credits straight away and that you understand you lose your right to cancel once you start using them. If you confirm, you can cancel for a full refund until a generation using that pack has been delivered to you. After that, you can no longer cancel that pack under this section. A generation that is blocked or fails does not count, and you get its credits back under clause 8.7. We will email you confirming what you agreed to.

9.4        Renewals. Automatic monthly renewals do not come with a new 14-day right to cancel under this section. You can stop renewal at any time (clause 8.3).

9.5        None of this affects your other legal rights, including if the Service or digital content is faulty.

10. Suspending or closing accounts

10.1       Deleting your account. Deleting your account is different from cancelling your subscription. You can delete your account at any time in your account settings. Your account is locked straight away, and your subscription stops renewing. If you sign in again within 14 days, the deletion is cancelled. Otherwise, after 14 days we permanently delete your projects, storyboards, timelines, library, voices, chats and share links, with all their files, including client comments in your projects. There is no refund for the rest of your billing period or for unused credits, except under section 9 or if the Service is faulty. What you added to projects owned by other people stays in those projects. We keep only the records our Privacy Policy describes. Use Download my data in Settings first if you want a copy of your work.

10.2       Reframr may suspend or close your account if you seriously or repeatedly break these terms or the Acceptable Use Policy, if we must do so by law, or if your use puts other people or the Service at risk. We may suspend an account while we look into a problem. We will tell you why, unless the law or someone’s safety prevents us. If you think we made a mistake, you can ask us to review the decision at support@reframr.io, and we will reply within 14 days.

10.3       If we close your paid account for any reason other than your serious breach of these terms, we will refund the unused part of your current subscription and any unused purchased credits. If we close it because of your serious breach, we may keep an amount that fairly reflects the loss your breach caused us.

10.4       We may close free accounts that have not been used for 24 months, after emailing you at least 30 days beforehand.

11. Our responsibility for loss or damage

11A. If you are a consumer

11A.1    What we are responsible for. Reframr will provide the Service with reasonable care and skill, and the digital content we supply will meet the standards the law requires, including matching any description we give of it. If we fail to do this, we are responsible for loss or damage you suffer that is a foreseeable result of our failure or our negligence. Loss or damage is foreseeable if it is obvious it would happen, or if we both knew it might happen when you signed up.

11A.2    What counts as a fault. Because AI results are unpredictable (clause 3.3), a generation that works but is not what you hoped for is not by itself a fault, unless it does not match something we specifically described. A blocked or failed generation is refunded in credits (clause 8.7).

11A.3    What we are not responsible for. Reframr is not responsible for loss or damage that is not foreseeable. We are also not responsible to the extent that loss or damage is caused by:

(a) how you use an Output after you download, publish or share it;

(b) your breach of these terms or the Acceptable Use Policy; or

(c) events outside our reasonable control, including a provider’s service being unavailable or refusing a request, as long as we take reasonable steps to limit the effect,

unless we have also failed to meet our own obligations to you.

11A.4    Business losses. This section applies where you use Reframr wholly or mainly for personal purposes, so we are not responsible to you for any loss of profit, loss of business, business interruption or loss of business opportunity.

11A.5    Damage to your devices. If digital content we supply damages your device or other digital content because we did not use reasonable care and skill, we will repair the damage or pay you compensation.

11A.6    Keep copies. Please keep your own copies of anything important.

11B. If you are a business user

11B.1    AI Outputs. You acknowledge that Outputs are produced by third-party AI models, are unpredictable, may be inaccurate, and may resemble existing people or works. Except as set out in clause 11B.2, Outputs are provided without any promise as to quality, accuracy, originality, non-infringement or fitness for a particular purpose. You are responsible for reviewing an Output before relying on it or publishing it.

11B.2    The Service. Reframr will provide the Service with reasonable skill and care. All other terms implied by law are excluded as far as the law allows.

11B.3    Losses we exclude. Reframr is not liable, whether in contract, negligence, breach of statutory duty or otherwise, for:

(a) loss of profits, revenue, business, contracts, goodwill or anticipated savings;

(b) any indirect or consequential loss;

(c) loss or corruption of data, except where caused by our failure to take reasonable security and backup measures; or

(d) any claim by a third party, to the extent it arises from your Inputs or from your use or publication of an Output.

11B.4    Our overall limit. Reframr’s total liability to you for all claims arising out of or in connection with these terms, in any 12-month period, is limited to the greater of (a) the total fees (including VAT) you paid us in the 12 months before the first event giving rise to a claim and (b) £100.

11B.5    Your indemnity. You will cover Reframr’s losses, damages, costs (including reasonable legal fees) and liabilities from any claim by a third party, to the extent the claim arises from your breach of these terms, your Inputs, or your use or publication of an Output, including a claim by a person whose face or voice you used without permission. We will tell you promptly about any such claim, and we will not settle it without consulting you.

11C. For everyone

11C.1    Nothing in these terms limits or excludes Reframr’s liability for death or personal injury caused by our negligence, for fraud or fraudulent misrepresentation, or for anything else the law does not allow us to limit or exclude. If you are a consumer, nothing in these terms affects your legal rights under the Consumer Rights Act 2015.

12. Reporting content

12.1       Anyone, including people who do not use Reframr, can report content that shows them without permission, is illegal, infringes their rights, or breaks our Acceptable Use Policy, using the report form at app.reframr.io/report. No account is needed.

12.2       Copyright and other rights. A report should include: your name and contact details; the work or right you rely on; where the content is (for example, the share link); why you believe it infringes; and a statement that the information is accurate and that you own the right or are authorised to act for the owner.

12.3       When Reframr receives a valid report, we will act promptly, which may mean removing or disabling the content while we look into it. We will tell the user concerned, share the report with them (with personal details removed where appropriate), and consider their reply. We decide whether to restore the content based on all the information we have. Either side can ask us to review our decision.

12.4       Intimate images. If someone reports a nude, sexual or intimate image of a real person made or shared without their consent, including fake or AI-generated images, Reframr will remove it as soon as reasonably practicable, and within 48 hours of the report, together with any copies of the same image we identify. Requests can be made through the intimate image removal page on reframr.io.

12.5       Child safety. If we find or are told about content that may show the sexual abuse or exploitation of a child, we will remove it from view, keep it securely as the law requires, report it to the National Crime Agency or the Internet Watch Foundation, and close the account.

12.6       Reframr may suspend or close the accounts of users who repeatedly infringe other people’s rights, taking into account how serious and how frequent the problems are.

13. Our rights in Reframr

13.1       Reframr, including its software, design, templates, prompts and branding, belongs to Reframr Ltd or its licensors. These terms give you a right to use the Service, not to own any part of it. You must not copy, resell or build a competing service from it, or use the Reframr name or logo without permission.

13.2       Stock images. Images from Pexels and Unsplash found through Reframr are licensed to you by those services under their own terms, not by Reframr.

13.3       Feedback. If you send us ideas or suggestions, Reframr may use them freely without paying you.

14. Changes to these terms

14.1       Reframr may update these terms to reflect changes in the law, in our providers’ terms, or in the Service. For any change that affects you significantly, we will email you at least 30 days before it takes effect, explaining the change. If you do not agree, you can close your account or stop renewal before it takes effect, and paying customers will get a refund of any prepaid amount for the period not used and of any unused purchased credits.

15. Complaints

15.1       If you are unhappy with Reframr, please contact us at support@reframr.io. We will acknowledge your complaint within 5 working days and aim to resolve it within 14 days.

16. General

16.1       Transfer. Reframr may transfer its rights and obligations under these terms to another organisation, for example if Reframr is sold, and will tell you if we do. If you are a consumer and unhappy with the transfer, you may cancel and get a refund of any prepaid amount for the period not used. You may not transfer your account without our written permission.

16.2       Nobody else has rights under these terms, except where they say otherwise.

16.3       If a court finds part of these terms unlawful, the rest will continue in force.

16.4       If Reframr does not enforce a right straight away, we can still enforce it later.

16.5       Law and courts. These terms are governed by the law of England and Wales, and the courts of England and Wales have jurisdiction. If you are a consumer living in Scotland or Northern Ireland, you can also bring proceedings in your local courts, and you keep any protections your local law gives you.