Last updated: September 21, 2026
This Privacy Policy explains how Tella (“we”, “us”) collects, uses, and shares information when you use our Service — both as a customer who creates and embeds an AI assistant (“Customer”), and as an end user who chats with an assistant embedded on a Customer’s website (“End User”).
Tella is the data controller for Customer account data and the data processor for End User conversation data, which is collected and processed on behalf of the Customer who embedded the assistant.
Account data: name, email address, and password (stored only as a cryptographic hash) when you sign up.
Assistant data: business information, instructions, website content, and any files you provide so the assistant can answer questions.
Conversation data: messages End Users send to your assistant, timestamps, and the page context of the chat.
Usage data: plan limits consumed (e.g., message counts), feature usage, and diagnostic logs.
Billing data: subscription status and plan, handled by our payment providers. We never store full payment card details on our servers.
To provide the Service: operate assistants, store and display conversations, and enforce plan limits.
To process payments and manage subscriptions.
To send transactional email (account verification, receipts, security notices) via our email provider. We do not send marketing email without consent.
To detect abuse, prevent fraud, and keep the Service secure.
To improve the Service in aggregate and de-identified form.
We do not sell your personal information, and we do not use Customer or End User content to train third-party AI models.
To generate responses, assistant conversations and relevant business content are sent to our AI provider (OpenRouter and the underlying model providers) as a subprocessor. Content sent for this purpose is used only to produce a response and is not used to train third-party models.
If you ask us to delete conversations, we delete them from our systems; requests to purge AI-provider logs are handled in line with that provider’s retention policy.
We share data only with the providers needed to run the Service, including:
We may also disclose information if required by law or to protect our rights, safety, or property.
We use a small number of essential cookies (or equivalent local storage) to keep you signed in to the dashboard and to keep widget chat sessions anonymous within a browser. We do not use advertising cookies or third-party ad trackers.
Account data is retained while your account is active. Conversation data is retained per your dashboard settings and deleted when you delete a conversation or your account.
When you delete your account, we delete or anonymize your personal data within 30 days, except where we must retain it for legal, accounting, or security purposes.
We use encryption in transit (TLS) and at rest, strict access controls, and scoped credentials. Server-side secrets are never exposed to client code. No method of transmission or storage is perfectly secure, but we work to protect your data and will notify affected users of qualifying breaches as required by law.
Depending on your jurisdiction (e.g., GDPR, CCPA/CPRA, PDPA), you may have the right to access, correct, export, or delete your personal data, and to object to or restrict certain processing.
Customers can manage or delete their data directly in the dashboard. For other requests, contact us at the support address on our website and we will respond within the timeframe required by applicable law.
If you are an End User chatting with a Customer’s assistant, please direct privacy requests to that Customer first; we will assist them as needed.
Our providers may process data in countries other than yours. Where required, we rely on appropriate safeguards (such as standard contractual clauses) for such transfers.
The Service is not directed at children under 13 (or a higher age where local law requires), and we do not knowingly collect personal data from them. If you believe a child has provided us data, contact us and we will delete it.
We may update this Privacy Policy as the Service evolves. We will post the updated version on this page and update the “Last updated” date.
Questions about privacy? Contact us at the support address listed on our website.