In plain language
These terms are the contract between you and LinkTrail Ltd when you use LinkTrail — our deep linking and attribution platform. You keep ownership of your data; we process your end users' data on your instructions under our Data Processing Agreement. Paid plans auto-renew until you cancel. If you hit your plan limits, we throttle or pause the affected features rather than charging you extra. You're responsible for telling your app's end users about the tracking LinkTrail performs and getting any consent the law requires — and section 8 is specific about what that involves, because our attribution uses device fingerprinting. Our liability to you is capped at what you've paid us in the last 12 months. If you're a consumer, you have additional legal rights that these terms don't take away.
1. Definitions
"We", "us", "LinkTrail" means LinkTrail Ltd, a company registered in England and Wales (company number 17312947) with its registered office at 66 Paul Street, London, England, EC2A 4NA, United Kingdom.
"You", "Customer" means the person or organisation that creates an account.
"Service" means the LinkTrail platform: smart links, deferred deep linking, install attribution, fraud detection, the analytics dashboard, the REST API, webhooks, and our SDKs for iOS, Android, React Native, and Flutter.
"Customer Data" means data you submit to the Service or that the Service collects on your behalf, including End User Data.
"End User Data" means data about the users of your apps and links that the Service collects on your behalf. It includes click events, IP addresses, user agent and device characteristics (including screen metrics, timezone and locale), device identifiers (a per-install random UUID on iOS; the Android App Set ID, with a random UUID fallback), install events, and a short random code written to the iOS clipboard where a link leads to the App Store. The Service does not collect advertising identifiers — it does not access the Apple IDFA or the Google Advertising ID at any point.
"DPA" means our Data Processing Agreement, which forms part of these terms.
"Plan" means the subscription tier you select: Free, Starter, Growth, or Scale.
"Consumer" means an individual acting wholly or mainly outside their trade, business, craft, or profession.
2. Agreement to these terms and eligibility
2.1. By clicking "I agree" (or equivalent) at signup, you enter a binding contract with us on these terms. If you accept on behalf of an organisation, you confirm you have authority to bind it, and "you" means that organisation.
2.2. You must be at least 18 years old to create an account.
2.3. The Service is designed for app developers and growth teams. Consumers may use the Service; if you are a Consumer, the additional provisions in section 19 apply and nothing in these terms affects your statutory rights.
2.4. These terms incorporate by reference our Privacy Policy, Cookie Policy, and the DPA. If these terms conflict with the DPA on the processing of personal data, the DPA prevails.
3. The Service and your account
3.1. We grant you a non-exclusive, non-transferable right to use the Service during your subscription for your own business or personal purposes, subject to your Plan limits and these terms.
3.2. You are responsible for keeping your account credentials and API keys confidential and for all activity under your account. If an API key is compromised, revoke it immediately in your dashboard and issue a new one. If you suspect unauthorised access to your account itself, tell us promptly at support@linktrail.io.
3.3. You may add team members to your account subject to your Plan's seat limits. You are responsible for their compliance with these terms.
4. Plans, fees, billing, and renewal
4.1. Fees. Paid Plan fees are as stated at linktrail.io/pricing when you subscribe: Starter at $19/month, Growth at $49/month, and Scale on custom annual terms agreed separately. Fees are exclusive of VAT and other applicable taxes, which are added where required.
4.2. Billing cycle. Paid Plans are billed monthly in advance. We do not currently offer annual billing for the Starter or Growth Plans; Scale subscriptions are billed on the terms agreed in your separate order.
4.3. Auto-renewal. Your subscription renews automatically at the end of each billing period until you cancel. We tell you this here plainly: unless you cancel, you will continue to be charged each period.
4.4. Cancellation. You can cancel at any time from your dashboard settings. Cancellation takes effect at the end of your current billing period, and you keep access until then. To avoid being charged for the next period, cancel before the renewal date shown in your dashboard.
4.5. Refunds and downgrades. Fees already paid are non-refundable, except where these terms expressly provide otherwise (sections 11.3, 15.2, 16.4(c), and 18.2) or where the law requires it, including the Consumer cancellation right in section 19. If you cancel or downgrade, you keep your current Plan's features until the end of the billing period you've paid for; a downgrade is scheduled and takes effect from the next billing period.
4.6. Price changes. We may change Plan prices by giving you at least 30 days' notice by email. Price changes take effect from your next renewal after the notice period. If you don't accept a change, cancel before it takes effect.
4.7. Non-payment. If a payment fails, we will notify you and retry. If payment remains outstanding 14 days after the due date, we may downgrade your account to the Free Plan or suspend it until payment is made.
4.8. Payments are processed by Stripe; we do not store your full card details.
5. Plan limits and the Free Plan
5.1. Limits. Each Plan includes limits on monthly active users, clicks per month, links, team seats, and analytics history, as stated on our pricing page when you subscribe.
5.2. What happens at the limit. If you reach a Plan limit, we throttle or pause the affected features until your usage falls below the limit or the next billing period begins. We do not charge overage fees and we will not upgrade you to a paid or higher tier without your express agreement. We'll notify you in the dashboard (and by email where practical) as you approach and reach your limits so you can choose whether to upgrade.
5.3. Free Plan. The Free Plan is provided free of charge, for evaluation and light use. We may change its features or limits, or withdraw it, on at least 30 days' notice. Support for the Free Plan is provided through our community Discord only.
6. Acceptable use
6.1. You must not use the Service, and must not permit anyone else to use it, to:
- (a) send users to unlawful, infringing, or fraudulent content;
- (b) conduct phishing, or create links that deceive users about their destination, or use cloaking or misleading redirects;
- (c) distribute malware or facilitate unauthorised access to devices or accounts;
- (d) circumvent, or help others circumvent, app store or advertising platform policies, including Apple's App Tracking Transparency framework, Apple's App Store Review Guidelines, and Google Play policies;
- (e) send unsolicited bulk messages containing LinkTrail links;
- (f) probe, scan, overload, or disrupt the Service, or access it other than through interfaces we provide;
- (g) resell or white-label the Service unless your Plan or a separate agreement with us permits it.
6.2. Because deceptive links harm the users who click them and every customer sharing our link domains, we may immediately disable individual links, and suspend accounts, that we reasonably believe breach this section. We will notify you and, where the issue can be fixed, give you the chance to fix it, unless the risk of harm makes that inappropriate.
7. Customer Data and data protection
7.1. You own your data. As between you and us, you retain all rights in Customer Data. You grant us the rights needed to host, process, transmit, and display it in order to provide the Service.
7.2. We process End User Data as your processor. For End User Data, you are the controller (or a processor acting for another controller) and we are your processor, acting on your documented instructions under the DPA. The DPA governs our security measures, sub-processors, international transfers, and assistance with data subject rights.
7.3. Our own use of data. We act as a controller for your account, billing, and support data, as described in our Privacy Policy. In addition, we may use End User Data to develop and improve the Service — including training our fraud-detection models on click and install patterns across the platform, and producing aggregated, de-identified statistics and benchmarks. For those purposes we act as a controller; the outputs will not identify you, your apps, or any end user, and we will not sell End User Data or use it to build advertising profiles.
7.4. Deep link payloads. You must not include special categories of personal data (such as health, religion, or sexual orientation data), criminal offence data, or data relating to children in custom link payloads or other free-form fields.
8. Your obligations to your end users
This section matters because our SDK runs inside your app and our links collect data about your users on your behalf. Read section 9 of the DPA alongside it — our attribution uses device fingerprinting, and that has consequences for your app store submissions as well as your privacy compliance.
You agree that you will:
8.1. provide your end users with a privacy notice that accurately describes the data collected through the Service, including click data, IP addresses, user agent and device characteristics (screen metrics, timezone, locale), device identifiers, the iOS clipboard code, and install attribution;
8.2. obtain any consent that applicable law requires for that collection — including consent required under ePrivacy rules (PECR in the UK and national implementations of the ePrivacy Directive in the EU) for storing or accessing information on end-user devices. This includes the probabilistic device matching described in DPA section 9, storing and reading the device identifier our SDK uses, and the clipboard code written on iOS where a link leads to the App Store. Our SDK is consent-gated by default; you are responsible for keeping that gate enabled and for ensuring no data is collected before consent is given;
8.3. comply with all app store and platform policies that apply to your app, including Apple's App Store Review Guidelines and Google Play's policies, and configure the Service (including attribution settings) in a way that complies with them. You acknowledge that Apple prohibits device fingerprinting irrespective of App Tracking Transparency permission, that the Service's probabilistic matching falls within Apple's description of that practice, and that you are responsible for deciding whether to enable it in an app you submit to the App Store. Section 9.5 of the DPA describes the controls available to switch it off;
8.4. respond to your end users' data protection rights requests; we will assist as described in the DPA;
8.5. not use the Service to collect data about children where prohibited, or in ways your privacy notice does not disclose.
You are responsible for consent and notice failures in relation to your own end users, as reflected in the indemnity in section 15.
9. Intellectual property
9.1. We and our licensors own the Service, the SDKs, our sites, and all associated intellectual property. No rights are granted except those stated in these terms.
9.2. SDKs are provided under the licence terms accompanying them; if none are stated, you may use and embed them in your apps solely to use the Service.
9.3. If you give us feedback or suggestions, we may use them without restriction or payment, but this doesn't transfer any of your other rights.
10. Third-party services and integrations
10.1. The Service lets you connect third-party services (for example ad networks and analytics tools). When you configure an integration to send data to a third party, that transfer happens on your instructions, and your relationship with the third party is governed by its own terms — we are not responsible for third-party services.
10.2. App stores, operating systems, and advertising platforms change their rules and technical behaviour from time to time. We will adapt the Service where reasonably practicable, but we cannot guarantee that every feature (including attribution methods) will remain available or permitted on every platform.
11. Service levels, support, and changes to the Service
11.1. Availability. We aim to keep the Service available at all times. No service level agreement or service credit forms part of these terms. For Scale subscriptions, an uptime commitment is agreed separately in your order; where your order includes one, that order governs the commitment, how downtime is measured, what is excluded, and any remedy. Our current status is published at linktrail.instatus.com.
11.2. Support. Support is provided by email for paid Plans, with target first-response times of 48 hours on Starter and 24 hours on Growth, and via community Discord for the Free Plan. Response targets are aims, not guarantees.
11.3. Changes. We may improve and modify the Service. If a change materially reduces the core functionality of your paid Plan, we will give you at least 30 days' notice, and you may terminate and receive a pro-rata refund of prepaid fees for the unused period.
12. Confidentiality
12.1. Each party will keep confidential the non-public information it receives from the other in connection with the Service, use it only for purposes of this agreement, and protect it with at least reasonable care.
12.2. This doesn't apply to information that is public through no fault of the recipient, already lawfully known, independently developed, or required to be disclosed by law (with notice to the other party where lawful).
13. Warranties and disclaimers
13.1. We warrant that we will provide the Service with reasonable skill and care.
13.2. Attribution and fraud metrics are estimates. Attribution matching (including probabilistic methods), fraud scores, and analytics figures are statistical estimates, not guarantees of accuracy. You should not treat any accuracy figure on our marketing site as a contractual commitment.
13.3. Except as expressly stated in these terms, and to the fullest extent permitted by law, the Service is provided "as is" and we exclude all implied warranties, conditions, and terms. This exclusion does not apply to Consumers' statutory rights (see section 19).
14. Limitation of liability
14.1. Nothing in these terms excludes or limits liability for: death or personal injury caused by negligence; fraud or fraudulent misrepresentation; or any other liability that cannot lawfully be excluded or limited.
14.2. Subject to 14.1, neither party is liable for loss of profits, revenue, anticipated savings, goodwill, or data, or for any indirect or consequential loss.
14.3. Subject to 14.1 and 14.2, each party's total aggregate liability arising out of or in connection with these terms in any 12-month period is limited to the fees you paid to us in the 12 months before the event giving rise to the claim (or US$100 if you are on the Free Plan).
14.4. If you are a Consumer, sections 14.2 and 14.3 do not limit our liability for failing to provide the Service with reasonable skill and care, and nothing in this section affects your statutory rights.
15. Indemnities
15.1. By you. You will defend and indemnify us against third-party claims arising from: your content and links; your apps; your failure to provide end-user notices or obtain end-user consents required under section 8; or your breach of section 6 (acceptable use). This indemnity does not apply if you are a Consumer.
15.2. By us. We will defend and indemnify you against third-party claims that the Service, as provided by us and used in accordance with these terms, infringes their intellectual property rights. This doesn't apply to claims arising from your data, your modifications, or combinations with things we didn't supply. If such a claim arises, we may modify or replace the affected part of the Service, procure a licence, or terminate the affected part and refund prepaid fees for the unused period.
15.3. The indemnified party must give prompt notice, reasonable cooperation, and control of the defence to the indemnifying party.
16. Term, suspension, and termination
16.1. These terms apply from account creation and continue until terminated.
16.2. You may terminate at any time by cancelling in your dashboard (section 4.4) and, if you wish, deleting your account. Deleting your account is not reversible. Section 17.3 sets out what happens to your data.
16.3. We may suspend your account or specific links immediately where reasonably necessary to address a breach of section 6, a security risk, non-payment (section 4.7), or a legal requirement. We will restore access once the issue is resolved where practicable.
16.4. We may terminate: (a) for material breach not remedied within 14 days of notice; (b) immediately for serious breaches of section 6; or (c) for convenience on at least 60 days' notice, with a pro-rata refund of any prepaid fees for the unused period.
17. Effect of termination, data export, and deletion
17.1. On termination, your right to use the Service ends and outstanding fees become due.
17.2. Export. We do not currently offer a self-serve data export feature. If you need a copy of your data, contact us at privacy@linktrail.io before you terminate, or within 7 days of termination, and we will provide one in a commonly used machine-readable format. After that period the data has been deleted from our production systems under section 17.3 and we cannot produce it.
17.3. Deletion. On termination we begin deleting Customer Data straight away and complete removal from our active production systems within 7 days. Deletion runs as a controlled process rather than an instantaneous wipe, which is why it takes days rather than seconds. Residual copies remain in database backups and point-in-time recovery archives, which expire on a rolling basis up to 12 months, and in request and response logs held for debugging, which expire after 90 days. Backups are encrypted and used only for disaster recovery; neither store is searched, restored or exported to serve a request. Deletion is therefore complete in production within 7 days and complete across all copies once the relevant log or backup expires. Where we certify deletion in writing, the certificate covers production systems and states both positions. Section 9.7 of the DPA describes what these logs contain.
17.4. Legal retention. We may retain data for longer where the law requires it — for example billing and tax records, which we keep for 6 years from the end of the accounting period to which they relate. Where we do, it remains protected by these terms and is used only for that purpose.
17.5. Sections that by their nature should survive (including 7.1, 12, 13, 14, 15, 17, and 19–21) survive termination.
18. Changes to these terms
18.1. We may update these terms. For material changes, we will give you at least 30 days' notice by email or in the dashboard before they take effect.
18.2. If you don't accept a material change, you may terminate before it takes effect and receive a pro-rata refund of prepaid fees for the unused period. Continuing to use the Service after the effective date means the updated terms apply.
18.3. The current version and its effective date are always published at linktrail.io/terms. We keep a record of the version you accepted.
19. Additional terms for Consumers
If you are a Consumer, this section applies and takes priority over anything inconsistent elsewhere in these terms.
19.1. Statutory rights. Nothing in these terms limits your rights under the Consumer Rights Act 2015 or other applicable consumer law, including the right to a service performed with reasonable skill and care.
19.2. 14-day cancellation right. When you first subscribe to a paid Plan (and on any upgrade), you may cancel within 14 days without giving a reason and receive a refund. By subscribing, you request that we begin the service immediately; if you cancel within the 14 days, we will refund the fee less a proportionate amount for the period you had access.
19.3. How to cancel. Cancel in your dashboard or by emailing support@linktrail.io within the 14-day period. We will refund using your original payment method within 14 days of cancellation.
19.4. Disputes. If you are a Consumer resident in the UK or EU, you may bring proceedings in the courts of your home country, and you benefit from any mandatory consumer protections of the law of that country.
20. Governing law and disputes
20.1. These terms, and any dispute or claim arising out of them, are governed by the law of England and Wales.
20.2. Subject to section 19.4, the courts of England and Wales have exclusive jurisdiction.
20.3. Before starting formal proceedings, the parties will attempt in good faith to resolve any dispute through discussion at an appropriate level for at least 30 days.
21. General
21.1. Assignment. You may not assign these terms without our written consent (not to be unreasonably withheld for a transfer to an affiliate or business successor). We may assign to an affiliate or in connection with a merger or sale of our business, with notice to you.
21.2. Force majeure. Neither party is liable for delay or failure caused by events beyond its reasonable control. This does not excuse payment obligations already incurred.
21.3. Notices. We send notices to your account email; keep it current. Send legal notices to us at LinkTrail Ltd, 66 Paul Street, London, EC2A 4NA, United Kingdom, or to legal@linktrail.io.
21.4. Entire agreement. These terms, the DPA, and the policies incorporated by reference are the entire agreement between us regarding the Service and supersede prior discussions. Neither party relies on any statement not set out in them, but nothing in this clause limits liability for fraud.
21.5. Severability and waiver. If any provision is found unenforceable, the rest remains in effect. A failure to enforce a right is not a waiver of it.