Terms of Service

Last updated 10 November 2026

• 1. Who we are
• 2. When these terms apply
• 3. What the service is
• 4. Nell is an AI assistant
• 5. No medical advice, no emergencies
• 6. Call recording
• 7. Old-enquiry messages
• 8. Prices and payment
• 9. Using this website
• 10. Who owns what
• 11. Networks and other providers
• 12. Limits on our responsibility
• 13. Where we work
• 14. Law and disputes
• 15. Changes
• 16. Contact

1. Who we are

On It is a trading name of Atanas Atanasov, a sole trader based in England ("On It", "we", "us"). We are registered with the UK Information Commissioner's Office under reference ZC174087. You can reach us at hello@onitassist.com.

2. When these terms apply

These terms apply to anyone who visits onitassist.com, asks for a demo, or rings a demo line. By using the site or a demo line you accept them.

On It is sold to businesses only, not to consumers. If your business becomes a client, you sign a Client Agreement and a Data Processing Agreement with us. Where those say something different from this page, they win.

3. What the service is

We set up and look after an AI assistant called Nell for your business. There are two services:

• Nell on your phone. Nell answers calls made to your business, answers routine questions from the information you give us, books, moves or cancels appointments in your diary, takes messages and sends you a note after each call.
• Old enquiries. Nell sends texts and emails, in your business's name, to people who enquired with you before and did not book, and offers them a way to book.

What we do not do: we do not make sales calls to people who have not asked to hear from you, we do not buy or sell contact lists, and we do not contact anyone on your behalf who is not already your own customer or enquirer.

4. Nell is an AI assistant

Nell is software. She is not a person. On every call she says at the start that she is an AI assistant, and she repeats it if anyone asks. A caller can ask for a message to be passed to a member of staff at any point.

Like any AI system, Nell can mishear, misunderstand or get something wrong. She works from the information the business has given us. Anything important she tells a caller, such as a price, a time or a treatment detail, should be confirmed by the business. Businesses that use Nell are responsible for checking the notes and bookings she produces.

5. No medical advice, no emergencies

Nell does administrative work only: booking, rescheduling, cancelling, opening hours, directions, published prices and taking messages.

• Nell does not give medical, dental or clinical advice, does not assess symptoms, does not diagnose, and does not decide how urgent a problem is.
• Nell is not an emergency service and cannot call one for you. In an emergency, hang up and dial 999 in the UK or 911 in the US. For urgent medical help in the UK that is not life-threatening, call NHS 111.
• Nothing Nell says replaces the advice of a qualified professional.

The same applies to trades: Nell takes the details of a job and passes them on. She does not give safety, gas, electrical or structural advice. If you smell gas in the UK, call the National Gas Emergency Service on 0800 111 999.

6. Call recording

Calls answered by Nell, including calls to our demo lines, are recorded and turned into a written transcript. This is so the business gets an accurate note, and so we can check quality and fix mistakes. Nell says the call is recorded at the start of the call. If you do not want to be recorded, please end the call and contact the business another way. Our Privacy Policy explains how long recordings are kept.

7. Old-enquiry messages

Old-enquiry messages are sent on the instructions of the business you enquired with, and in its name. Every message says who it is from and how to stop further messages. If you reply STOP to a text or use the unsubscribe link in an email, you will not be contacted again in that campaign and the business is told to mark you as opted out.

8. Prices and payment

Prices shown on this site are our current prices for new clients. They do not include VAT or sales tax, which is added only where it applies. A price becomes binding when it is written into a signed Client Agreement. In summary:

• Old enquiries: a fee for each appointment booked through the campaign, invoiced weekly, due within 7 days.
• Nell on your phone: a one-off setup fee, then a monthly fee paid in advance. Either side can end it with 30 days' written notice.

The missed-call sum on our home page is an illustration that uses the numbers you type in. It is not a promise of results. We do not guarantee any number of calls, bookings or sales.

9. Using this website

You may use this site to learn about On It and to contact us. Please do not try to break, overload or copy the site, use it to send unlawful material, or use automated tools to scrape it or to ring our demo lines. We try to keep the site accurate and available, but we do not promise that it will always be up, or free of errors. The names, numbers and businesses shown in examples on the site are made up.

10. Who owns what

We own this website and its content, the On It and Nell names, and everything we build to make Nell work: prompts, scripts, call flows, message sequences, workflows, settings and know-how. Clients get the right to use them while they are a client. They are not handed over or licensed for use elsewhere.

Clients own their own business information and their customers' data. We use it only to provide the service to that client.

11. Networks and other providers

Nell depends on things we do not control: phone networks and carriers, text message delivery, internet connections, voice and AI model providers, calendar and booking systems, and email providers. These can be slow, unavailable or change without warning. Calls can drop, texts can arrive late or not at all, and a booking system can refuse a booking. We choose providers carefully and fix what is within our control as fast as we can, but we are not responsible for failures of networks or providers outside our control.

12. Limits on our responsibility

Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else that the law does not allow us to limit.

Subject to that:

• The site, the demo lines and any free trial are provided as they are, without any warranty.
• We are not liable for loss of profit, revenue, business, bookings, customers, goodwill or data, or for any indirect or consequential loss.
• We are not liable for loss caused by phone network or carrier failures or delays, undelivered or late messages, outages of third-party services, or events outside our reasonable control.
• We are not liable for decisions anyone makes based on what Nell said. Nell is an administrative assistant, not an adviser.
• If you are not a client, our total liability to you in connection with the site or a demo line is limited to £100.
• If you are a client, the limits in your Client Agreement apply.

13. Where we work

On It is offered to businesses in the United Kingdom and the United States. We do not currently offer the service to businesses in the European Economic Area, and the site is not aimed at people there.

14. Law and disputes

These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction over any dispute. Please email us first: most problems can be sorted out with a conversation.

15. Changes

We may update these terms. The date at the top shows the latest version. Changes do not alter a signed Client Agreement.

16. Contact

On It (Atanas Atanasov, sole trader), England, United Kingdom. Email hello@onitassist.com. A postal address for legal notices is given in every Client Agreement and on request.