Smileline

Terms of Service

The agreement between Smileline Technologies Ltd and every account holder using the Smileline platform.

Version 2026-10-02 · Last updated 2 October 2026

These Terms of Service (the "Terms") govern access to and use of the Smileline platform — the web application at app.smileline.io, its APIs and related services (together, the "Service") — provided by Smileline Technologies Ltd, company number 17408336, registered in England and Wales with its registered office at 1 Lyric Square, London, England, W6 0NB ("Smileline", "we", "us").

By creating an account, ticking the acceptance box at sign-up, or using the Service, you agree to these Terms. If you accept on behalf of a dental practice or other organisation, you confirm you have authority to bind that organisation (the "Practice"), and "you" refers to both you and the Practice.

1. The Service

Smileline is a customer relationship management platform for dental practices: lead capture, patient journeys, a shared inbox, scheduling, reporting and related tools. We may improve, extend or modify the Service over time; we will not materially reduce the core functionality paid for during a subscription period without notice.

2. Accounts and access

  • You must provide accurate account information and keep your credentials confidential. You are responsible for everything done under your account.
  • Each team member must use their own account. Roles and permissions (owner, manager, front desk, telesales, analyst, dentist, hygienist, nurse) are set by the Practice, and the Practice is responsible for granting them appropriately.
  • You must be at least 18 years old and using the Service in the course of business.

3. Subscriptions, trials and billing

  • The Service is sold as a monthly subscription per Practice, with optional paid add-ons. Current pricing is shown at smileline.io/pricing and during checkout.
  • New Practices receive a 14-day free trial. A payment method is collected at the start of the trial and the first charge is made only when the trial ends, unless the subscription is cancelled before then.
  • Payments are processed by Stripe. Fees are charged in the currency fixed by the Practice's legal country when the account was created — pounds sterling in the United Kingdom, euro in the European Union, US dollars in the United States — and are exclusive of VAT, sales tax or equivalent, which is added where applicable.
  • Subscriptions renew automatically each month until cancelled from Settings → Billing. Cancellation takes effect at the end of the current billing period; fees already paid are non-refundable except where required by law.
  • We may change pricing with at least 30 days' notice; changes apply from your next billing period.

4. Your data

As between you and Smileline, the Practice owns the data it stores in the Service — including patient records, enquiries, messages and appointment information ("Practice Data"). We process Practice Data only as the Practice's processor, under the Data Processing Agreement, which forms part of these Terms for every Practice. Our handling of account data (names, emails, usage) is described in the Privacy Policy.

You are responsible for the lawfulness of the Practice Data you put into the Service — in particular for having a lawful basis under UK GDPR to record patient information and to contact patients through the channels you connect.

5. Acceptable use

You must not:

  • use the Service to send spam or unlawful marketing;
  • upload content that is unlawful, infringing, or that you have no right to process;
  • attempt to probe, breach or circumvent the Service's security, or access another customer's data;
  • resell, sublicense or make the Service available to third parties except to your own team members;
  • use the Service to build a competing product, or scrape it by automated means outside the documented APIs.

6. Third-party services

The Service integrates with third-party products you choose to connect — practice management systems, messaging channels (WhatsApp, SMS, email), advertising platforms and payment providers. Those products are governed by their own terms, and you are responsible for your accounts with them. We are not responsible for third-party services we do not control.

7. Intellectual property

Smileline retains all rights in the Service, its software, design and branding. We grant the Practice a non-exclusive, non-transferable licence to use the Service for its internal business during the subscription. You retain all rights in Practice Data. You grant us the licence needed to host, process and display Practice Data solely to provide the Service.

8. Availability and support

We aim to keep the Service available at all times, but it is provided without a guaranteed uptime level. Planned maintenance will be scheduled outside UK business hours where reasonably possible. Support is available at support@smileline.io on UK business days.

9. Warranties and liability

  • THE SERVICE IS PROVIDED "AS IS" AND "AS AVAILABLE". TO THE FULLEST EXTENT PERMITTED BY LAW, SMILELINE EXCLUDES ALL WARRANTIES, CONDITIONS AND TERMS IMPLIED BY STATUTE OR COMMON LAW, INCLUDING ANY IMPLIED WARRANTY OF MERCHANTABILITY, SATISFACTORY QUALITY, FITNESS FOR A PARTICULAR PURPOSE AND NON-INFRINGEMENT.
  • You confirm that in entering into these Terms you have not relied on any statement, promise or representation that is not set out in them. Nothing in this paragraph limits liability for fraudulent misrepresentation.
  • The Service is an administrative tool. It does not provide medical or clinical advice, and clinical decisions remain solely the Practice's responsibility.
  • Neither party excludes liability for death or personal injury caused by negligence, fraud, or any liability that cannot be excluded by law.
  • Subject to the above and to the exclusions below, Smileline's total aggregate liability arising out of or in connection with these Terms in any 12-month period — whether in contract, tort (including negligence), breach of statutory duty or otherwise — is limited to the greater of the fees paid by the Practice in that period and £5,000.
  • Neither party is liable for indirect or consequential loss, loss of profits, loss of anticipated savings, or loss of or corruption of data, except where that loss arises from a matter listed in the next paragraph.
  • Nothing in these Terms limits or excludes either party's liability for a breach of clause 5 (acceptable use), a breach of the confidentiality obligations in clause 13, the indemnities in clause 14, or the Practice's unpaid fees. Those sit outside the cap and outside the exclusions above.

10. Suspension and termination

  • Either party may terminate at any time; the Practice cancels from Settings → Billing.
  • We may suspend or terminate access for material breach of these Terms (including non-payment) after notice, or immediately where the breach puts the Service or other customers at risk.
  • On termination, the Practice may export its data beforehand; the Data Processing Agreement governs deletion of Practice Data after termination.

11. Changes to these Terms

We may update these Terms from time to time. Each revision carries a version date, shown at the top of this page. For material changes we will ask the Practice owner to accept the new version in the app; continued use of the Service after a new version takes effect constitutes acceptance by all users of the Practice.

12. General

Complaints are handled under our Complaints code; independent routes are set out on Disputes and alternative dispute resolution; our Accessibility statement describes how the service supports everyone on your team.

These Terms, the Privacy Policy and the Data Processing Agreement are the entire agreement between the parties. If any provision is unenforceable, the remainder stays in force. Neither party may assign this agreement without the other's consent, except to an affiliate or in connection with a merger or sale. No one other than the Practice and Smileline has any right under the Contracts (Rights of Third Parties) Act 1999 to enforce any of these Terms. These Terms are governed by the laws of England and Wales, and the courts of England and Wales have exclusive jurisdiction — except that either party may seek an injunction, or enforce a judgment, in any court with jurisdiction, and nothing here removes a right you have under the mandatory law of your own country.

13. Confidentiality

Each party may receive information from the other that is marked confidential or that a reasonable person would understand to be confidential — including Practice Data, the Service's non-public features, pricing and security information. Each party will keep the other's confidential information secret, use it only to perform these Terms, and disclose it only to its own people and advisers who need it and who are bound by equivalent obligations. This does not apply to information that is public through no fault of the receiving party, was already lawfully known to it, or must be disclosed by law — and where disclosure is compelled, the receiving party will give notice first where it is lawfully able to. These obligations continue for three years after these Terms end, and for as long as the information remains a trade secret.

14. Indemnity

The Practice will indemnify Smileline against all losses, damages, fines, penalties, costs and reasonable legal fees arising from a third-party claim, or from regulatory action, caused by:

  • the Practice's use of the Service to contact patients or prospective patients without the consent or lawful basis that applicable marketing and communications law requires — including, as applicable, the UK Privacy and Electronic Communications Regulations, the EU ePrivacy rules as implemented nationally, the US Telephone Consumer Protection Act, state telemarketing and call-recording laws, and the CAN-SPAM Act;
  • the Practice's failure to give any notice or obtain any consent that applicable law requires before a call is recorded;
  • the content the Practice sends, publishes or instructs the Service to generate;
  • Practice Data that the Practice had no lawful basis to collect, store or transmit; and
  • the Practice's breach of clause 5 (acceptable use).

Smileline will notify the Practice promptly of any claim it wants covered, let the Practice control the defence and settlement (provided no settlement admits fault by Smileline or imposes an obligation on it without consent), and give reasonable assistance at the Practice's cost. Smileline will take reasonable steps to mitigate its loss.

15. Telephony

Where the Practice uses SmileLine Voice, the Power Dialer, call tracking or the AI voice agent:

  • Emergency calling is limited. A call to 999, 112 or 911 placed through the softphone, the desktop app or the browser extension connects only where the Practice has registered a telephone number to the address the caller is at, and the device has been told which location it is calling from; otherwise the call is refused. Emergency responders are dispatched to the registered address, so the Practice must keep each location's address accurate and re-register after moving. The mobile app hands emergency numbers to the handset's own dialler. Every location must keep a separate means of calling the emergency services, and the Practice is responsible for telling its staff so and for ensuring each person reads the emergency-calling notice shown in the Service.
  • Calls, including emergency calls, depend on the internet connection and on power at the Practice's premises, and will not work when either is unavailable.
  • Telephone numbers are provided for the Practice's use during the subscription. The Practice may port its numbers away at any time; we will not charge for a port-out or delay one, and we will supply the information the gaining provider needs.
  • The Practice is responsible for the lawfulness of the calls it makes and records through the Service, including consent to record where the law of the called party's location requires it. The Service does not play a recording notice: recording relies on the consent the Practice collects, for example in its patient forms and agreements, and the Practice remains responsible for its own compliance.

16. Force majeure

Neither party is liable for a failure to perform caused by something beyond its reasonable control — including outages at a provider it does not control, failures of the public internet or telecommunications networks, acts of government, industrial action, fire, flood and natural disaster. The affected party will tell the other as soon as it reasonably can and will work to resume performance. Nothing in this clause excuses a failure to pay.

17. Contact

Smileline Technologies Ltd · Company 17408336 · 1 Lyric Square, London, England, W6 0NB · support@smileline.io