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Legal

Terms of Service

Last updated: 2026-09-11

1. Agreement to these terms

These Terms of Service (the “Terms”) form a binding agreement between you and Tru Commerce (formerly Asva AI) (“we”, “us”, “our”). They govern your access to and use of the Tru Commerce platform, website, APIs and MCP integrations (collectively, the “Service”). By creating an account, signing in, or calling our APIs or MCP servers, you agree to these Terms and to our Privacy Policy. If you do not agree, do not use the Service. If you are using the Service on behalf of a company or other legal entity, you represent that you have authority to bind that entity, and “you” refers to both you and the entity.

2. Definitions

  • Account. A user account registered with a work email on app.trucommerce.ai.
  • Brand. A company, product or domain you configure us to track.
  • Content. Brand names, domains, topics, prompts and any other inputs you provide.
  • MCP Integration. An AI assistant connected to Tru Commerce over the Model Context Protocol via our OAuth 2.1 endpoints.
  • Google Connection. A Google Analytics, Google Merchant Center or Google Search Console account you connect to the Service using Google OAuth.
  • AI Platforms. Third-party AI search surfaces we measure, including ChatGPT, Claude, Perplexity, Gemini, Copilot, Grok, Meta AI and Google AI Mode.
  • Outputs. Reports, scores, audits, recommendations and other results the Service generates in response to your Content.
  • Usage Data. Telemetry and analytics about how you use the Service (pages visited, tools called, timestamps, performance metrics).

3. The Service

Tru Commerce is an Answer Engine Optimization platform that measures how brands appear across AI Platforms and provides commerce visibility, connectivity and attribution to brands and merchants. The Service includes the web dashboard at app.trucommerce.ai, the MCP servers at mcp.trucommerce.ai and mcp.asvaai.com, documented REST APIs, data-processing pipelines that read publicly available AI-assistant responses on your behalf, and the AI-traffic, feed-health and on-site visibility surfaces that read from Google Connections you choose to set up.

We may update, add or remove features at any time as the platform evolves. We will not materially reduce the core functionality of a paid plan during an active billing period without notice.

4. Eligibility and account registration

You must be at least eighteen years of age and capable of forming a binding contract to use the Service. You must sign in with a work email address; personal email providers such as Gmail, Yahoo and Hotmail are not accepted at signup. You are responsible for keeping your credentials secure and for all activity under your Account. Notify us at [email protected] promptly if you believe your Account has been compromised.

Some plans tie access to a specific company or set of Brands. Sharing a single-user login across multiple people is not permitted.

5. Acceptable use

You agree not to:

  • Use the Service to violate any law or the rights of others.
  • Reverse engineer, probe for vulnerabilities in, or interfere with the availability of the Service.
  • Scrape, resell or redistribute Tru Commerce aggregated visibility data outside the interfaces we provide.
  • Use the Service to generate or distribute unlawful, abusive, misleading or deceptive content.
  • Circumvent rate limits, authentication requirements or usage quotas tied to your plan.
  • Use the Service for stalking, harassment, or activities that target an individual’s private information.
  • Attempt to access another customer’s account, Content or data.
  • Submit sensitive categories of personal information (payment card data, government identifiers, health records, biometric identifiers or similar) unless we have a written agreement with you that explicitly permits it.
  • Use the Service to train, fine-tune or improve a competing AI search or answer-engine product.

We may suspend or terminate accounts that we reasonably believe have violated this section.

6. Your Content and Outputs

You retain ownership of Content you submit. You grant Tru Commerce a worldwide, non-exclusive, royalty-free licence to host, store, reproduce, display and process your Content solely to operate, maintain, secure and improve the Service. You represent that you have the rights necessary to submit any Content you provide.

Outputs we generate for you (audit reports, visibility scores, charts, recommendations) are provided to you for your internal business use. You may share Outputs with your team, auditors, agencies or investors. You may not resell, syndicate or publicly redistribute Outputs as a substitute for a paid subscription to Tru Commerce.

7. AI-generated content and reliance

Portions of the Service use large language models and other machine-learning systems, including models operated by third parties. Outputs that are generated, summarised or re-phrased by such systems can be incomplete, out of date, biased or factually wrong. You acknowledge that:

  • You are responsible for reviewing Outputs before relying on them for business, legal, medical or financial decisions.
  • Similar inputs from different customers may produce similar Outputs; we cannot guarantee that any particular Output is unique to you or protectable as your original work.
  • We may query third-party AI Platforms on your behalf; their responses are outside our control and may change without notice.
  • We do not warrant that Outputs are accurate, complete or fit for a particular purpose.

8. Feedback and Usage Data

If you send us suggestions, feature requests, bug reports or other feedback about the Service (“Feedback”), you agree that we may use the Feedback without restriction, attribution or compensation, including to build or improve our products. Feedback is not Confidential Information.

We collect Usage Data to run, secure and improve the Service, to debug issues, to plan capacity, and to build aggregate, de-identified analytics. We may publish aggregate statistics derived from Usage Data (for example, “the typical Tru Commerce customer generates three visibility audits per month”) as long as no individual customer or person is identifiable.

9. Intellectual property

Tru Commerce and its licensors own all right, title and interest in and to the Service, including the software, documentation, trademarks, visualisations and aggregated data we generate. Nothing in these Terms transfers ownership of the Service to you.

“Tru Commerce”, “TruCommerce”, “Asva AI” and their logos are trademarks of the Company. You may not use our marks without our prior written consent, except for factual reference to the Service.

10. Third-party integrations and services

When you connect Tru Commerce to an AI assistant such as Claude, ChatGPT, Cursor or Windsurf via our MCP servers, you authorise that assistant to call Tru Commerce tools on your behalf using an OAuth 2.1 access token scoped to your Account. Each tool call is audit logged.

When you connect Google Analytics, Google Merchant Center or Google Search Console, you authorise Tru Commerce to read those accounts on your behalf using OAuth tokens scoped to your workspace. You can disconnect at any time from Settings. Google’s terms govern your Google accounts; our handling of the data is described in the Privacy Policy.

Tru Commerce does not control the third-party assistant or any other third-party service (cloud hosting, analytics, notification or payment providers) we integrate with. We are not responsible for their availability, pricing, terms, or how they process data you send through them. Your use of those third-party services is governed by their own terms. You may revoke an MCP Integration at any time from the Connectors page in the Tru Commerce dashboard.

11. Beta and preview features

We may label certain features as beta, preview, early access or similar. Those features are provided on an as-is basis, may change or be removed at any time, and are not covered by any service-level commitment. Data you create exclusively inside a beta feature may be lost if we end the beta. Feedback on beta features is welcomed but not compensated.

12. Subscriptions, fees and billing

Paid plans are billed in advance on the subscription cycle you choose at checkout. Fees are quoted exclusive of taxes; taxes where applicable are added to invoices and are your responsibility. Paid fees are non-refundable except where required by law.

If a payment fails, we may suspend your Account or downgrade it to a free tier. To cancel, use the Billing page in the dashboard or email [email protected]. Cancellation takes effect at the end of the current billing period.

We may change fees or introduce new fees for existing features on at least thirty days notice. Changes apply on your next renewal date. We use a third-party payment processor (such as Stripe or Razorpay) to handle card and bank transactions. We do not store full card numbers on our systems.

Paid plans renew automatically on the same cycle unless you cancel before the end of the current period.

13. Trials

We may offer free trials at our discretion. Unless stated otherwise at signup, a free trial does not require a payment method, ends automatically at the duration we specified, and does not auto-convert to a paid plan. If you do provide a payment method for a trial, you authorise us to charge the first period’s fee when the trial ends unless you cancel earlier. Feature access during a trial may be narrower than a paid plan.

14. Confidentiality

Each party may receive non-public information from the other (such as pricing, beta features, customer lists and technical designs). Both parties agree to use the same degree of care they use for their own confidential information, and not less than reasonable care, to protect this information and to use it only to perform under these Terms. The obligation survives for three years after the end of your use of the Service. Confidential information does not include information that is already public, is independently developed, is received from a third party without restriction, or must be disclosed by law.

15. Copyright policy

We respect intellectual property rights. If you believe that material made available through the Service infringes your copyright, send a written notice to [email protected] that includes: your name and contact details; a description of the copyrighted work; the specific location of the allegedly infringing material; a statement that you have a good-faith belief that the use is not authorised by the owner, its agent or the law; a statement, under penalty of perjury, that the information in your notice is accurate and you are authorised to act on the owner’s behalf; and your physical or electronic signature. We may terminate accounts that repeatedly infringe others’ copyrights.

16. Disclaimers

The Service is provided on an AS IS and AS AVAILABLE basis. To the fullest extent permitted by law, Tru Commerce disclaims all warranties, express or implied, including merchantability, fitness for a particular purpose, accuracy and non-infringement. We do not warrant that the Service will be uninterrupted, error free or secure, or that AI Platforms we query on your behalf will return accurate or complete information. You are solely responsible for business decisions you make based on Outputs or any other data we return.

17. Limitation of liability

To the fullest extent permitted by law, Tru Commerce and its affiliates, officers, employees and agents will not be liable for any indirect, incidental, special, consequential or punitive damages, or for lost profits, revenues, data, goodwill or business opportunities, arising out of or relating to the Service or these Terms.

Our aggregate liability arising out of or relating to the Service or these Terms will not exceed the greater of the amounts you paid to Tru Commerce in the twelve months before the event giving rise to the claim, or one hundred United States dollars (USD 100) if you have not paid us. Some jurisdictions do not allow the exclusion or limitation of certain damages; in those jurisdictions the limitations apply to the maximum extent permitted.

18. Indemnification

You agree to defend, indemnify and hold harmless Tru Commerce and its affiliates, officers, employees and agents from any claims, damages, losses or expenses (including reasonable attorneys’ fees) arising out of your breach of these Terms, your Content, or your use of the Service in violation of applicable law or the rights of a third party.

19. Termination

You may stop using the Service at any time by cancelling your subscription and closing your Account. We may suspend or terminate your access if you breach these Terms, if we are required to by law, or if we decide to discontinue the Service. We will provide reasonable notice where practical.

Upon termination, your right to access the Service ends. We may delete your Account data after termination, subject to legal retention requirements. Sections that by their nature should survive termination, including Intellectual property, Disclaimers, Limitation of liability, Indemnification, Confidentiality and Dispute resolution, continue to apply.

20. Changes to the Service and to these Terms

We may change the Service over time, including the availability, pricing or functionality of any feature. We may also update these Terms. Material changes will be announced in product or by email to the address on your Account, with at least fifteen days notice where reasonably possible. Your continued use of the Service after the effective date of updated Terms is acceptance of the updated Terms.

21. Governing law

These Terms and any dispute arising out of or relating to them or to the Service are governed by the laws of India, without regard to its conflict-of-laws rules.

22. Dispute resolution

The parties will first try in good faith to resolve any dispute through written notice and reasonable discussion. If a dispute cannot be resolved within thirty days, it will be finally settled by arbitration seated in Bengaluru, Karnataka, India under the Arbitration and Conciliation Act, 1996. The tribunal will consist of a sole arbitrator; the language of the arbitration will be English. Judgment on the award may be entered in any court of competent jurisdiction. Nothing in this section prevents either party from seeking interim injunctive relief from a court of competent jurisdiction.

23. General provisions

  • Entire agreement. These Terms, together with the Privacy Policy and any order form or plan-specific terms, form the entire agreement between you and Tru Commerce regarding the Service.
  • Severability. If any provision is held unenforceable, the remaining provisions remain in effect.
  • No waiver. Failure to enforce a right under these Terms does not waive that right.
  • Assignment. You may not assign these Terms without our prior written consent. We may assign these Terms in connection with a merger, acquisition or sale of assets.
  • Force majeure. Neither party is liable for delays or failures resulting from events beyond its reasonable control, such as natural disasters, internet or cloud-provider outages, labour disputes, or acts of government.
  • Notices. Notices to Tru Commerce should be sent to [email protected]. We may give notice to you through in-product messages or the email address on your Account.
  • No agency. These Terms do not create a partnership, joint venture, employment or agency relationship between the parties.
  • Headings. Section headings are for convenience only and do not affect interpretation.

24. Contact

Questions about these Terms, a signed-copy request, or issues with the Service: [email protected]. For privacy-specific requests, see the Privacy Policy or email [email protected].