Terms of Service

Last updated October 13, 2026

These Terms of Service (the "Terms") form a legally binding agreement between you and EthicsLab Limited (company number 16870606), a company registered in England and Wales ("Wisely", "we", "our"). By creating a Wisely account or otherwise using the app, you agree to these Terms. If you do not agree, do not use Wisely.

For privacy, see our Privacy Policy.

1. Acceptance and eligibility

You must be at least 13 years old to use Wisely. If you are under the age of majority in your jurisdiction, a parent or guardian must read and accept these Terms with you. By using Wisely you confirm you meet these requirements and that the information you provide on signup is accurate.

2. Licence

Subject to these Terms, we grant you a personal, non-exclusive, non-transferable, revocable licence to install and use Wisely on devices you own or control, for non-commercial personal use. This licence ends automatically if you breach these Terms.

You may not:

• Reverse engineer, decompile, or attempt to extract the source code of Wisely (except to the extent the law forbids us from prohibiting this).
• Resell, sublicense, rent, or lease access to Wisely.
• Build a competing product using data scraped from Wisely.
• Remove or alter any copyright, trademark, or other proprietary notices.

Wisely, the Wisely logo, and the Sage coach character are trademarks of EthicsLab Limited. All rights not expressly granted are reserved.

3. Your responsibilities

You are responsible for:

• Keeping your login credentials confidential.
• The accuracy of the data you enter (especially weight, age, and goals, Wisely's calorie targets are derived from these).
• Complying with all laws in your jurisdiction that apply to your use of the app.

You agree not to:

• Use Wisely for any unlawful purpose.
• Upload content you do not own the rights to.
• Probe, scan, or test the vulnerability of our systems, or attempt to bypass any rate limit, authentication, or row-level security control.
• Make automated requests against our APIs or scrape data from Wisely or this website.
• Resell content generated by Wisely (including AI-inferred macros) as part of a competing nutrition product.

We may suspend or terminate your account if you breach this section.

4. Sage and AI, informational only, not medical advice

Wisely uses AI models (today, Google Gemini) to estimate calories, macros, and training cues, and to power the Sage coach chat. These outputs are estimates, not measurements, and they will sometimes be wrong.

Wisely is not a medical device. Sage is not a doctor, dietitian, or therapist. The information Wisely surfaces is for general wellness and self-tracking purposes only. It is not intended to diagnose, treat, cure, or prevent any disease, eating disorder, or other condition, and it must not be used as a substitute for professional medical advice. Always consult a qualified healthcare provider before making changes to your diet, exercise, or medication, particularly if you have or are recovering from a medical condition (including any eating disorder), are pregnant or nursing, or are under 18.

If you experience symptoms of a medical or mental-health emergency, contact your local emergency services immediately. Wisely does not provide emergency support and cannot respond to urgent medical situations.

5. Subscriptions and auto-renewal

Some Wisely features require a paid subscription. The subscription product is called Wisely Pro. Subscriptions are sold and billed by Apple through your App Store account, governed by Apple's Standard EULA, and processed through RevenueCat on our end.

Plans and pricing

• Wisely Pro, Monthly: $8.99 / month.
• Wisely Pro, Annual: $49.99 / year, including a 7-day free trial for new subscribers.
• Annual first-year offer: from time to time the paywall may offer Wisely Pro Annual at 50% off the first year: $24.99 for the first year, then $49.99 / year. The first year is charged in full when you confirm the purchase. This is an Apple introductory offer, so each Apple ID can redeem only one Wisely Pro introductory offer (the free trial or the first-year discount).
• Offer codes: we sometimes share codes, for example with our waitlist or partners, that give a discounted or free period of Wisely Pro. Redeem one in Wisely under Settings → Redeem offer code, or through the App Store. Each Apple ID can use a given offer once, the code's terms and expiry are shown before you confirm, and when the offer period ends the subscription renews at the regular price unless you cancel at least 24 hours before.

Prices above are in US dollars; your local price may differ based on the App Store's regional pricing matrix, and the actual price you will be charged is always shown in your local currency on the Wisely paywall before you confirm the purchase.

What you are agreeing to

By starting a Wisely Pro subscription you acknowledge and agree that:

• Payment. Payment will be charged to your Apple ID account at the confirmation of purchase.
• Auto-renewal. Wisely Pro is sold as an auto-renewing subscription. The subscription automatically renews unless cancelled at least 24 hours before the end of the current period.
• Renewal charge. Your account will be charged for renewal within 24 hours prior to the end of the current period, at the cost of the chosen package (monthly or annual).
• Managing your subscription. Subscriptions can be managed, and auto-renewal turned off, by going to your Account Settings on the App Store after purchase, on your iOS device, that is Settings → [your name] → Subscriptions → Wisely.
• No mid-period cancellation. No cancellation of the current subscription is allowed during the active subscription period. Cancelling auto-renewal stops the next renewal; it does not end the current paid period or refund any portion of it. You keep access to Wisely Pro until the period you've already paid for ends.
• Free trials. Any unused portion of a free trial is forfeited when you purchase a subscription, in line with Apple's standard subscription terms.
• Links in the paywall. Our in-app paywall links to this Terms of Service page and the Privacy Policy before you confirm any purchase.
• Refunds. Apple, not Wisely, processes refunds for App Store purchases. To request a refund, use Apple's "Report a Problem" page at reportaproblem.apple.com. We do not directly process refunds for App Store transactions.

If a subscription charge fails (for example, an expired card on file), we may reduce your access to Wisely Pro features until the charge is successful.

6. Refunds

All purchases are made through the Apple App Store. Refund requests are handled by Apple under its standard policies. To request a refund, visit reportaproblem.apple.com, sign in with your Apple ID, and select the Wisely purchase. Apple's decision on refunds is final; we do not have the ability to override it.

7. Termination

You may terminate your account at any time by going to Settings (the gear icon) → Delete account inside the app, which performs the deletion described in Section 8 of the Privacy Policy.

We may suspend or terminate your access to Wisely (including any active Wisely Pro subscription) without refund if you materially breach these Terms, for example, by attempting to circumvent our security, scraping our APIs, or impersonating another user. We will tell you the reason via the email associated with your account before or at the time of suspension, unless doing so would compromise an investigation or pose a security risk.

8. Disclaimers and limitation of liability

Wisely is provided "as is" and "as available". To the fullest extent permitted by law, we disclaim all warranties, express or implied, including warranties of merchantability, fitness for a particular purpose, and non-infringement. We do not warrant that calorie or macro estimates are accurate, that the app will be uninterrupted or error-free, or that any defects will be corrected.

To the fullest extent permitted by law, our total aggregate liability to you arising out of or in connection with the Terms or your use of Wisely will not exceed the greater of (a) the total fees you paid us for the 12 months preceding the event giving rise to the claim, or (b) £50.

We will not be liable for any indirect, incidental, special, consequential, exemplary, or punitive damages, including loss of profits, loss of data, or loss of goodwill, even if we have been advised of the possibility of such damages.

Nothing in these Terms excludes or limits liability for: (i) death or personal injury caused by negligence; (ii) fraud or fraudulent misrepresentation; or (iii) any other liability that cannot be lawfully limited or excluded.

9. Governing law and disputes

These Terms are governed by the laws of England and Wales, without regard to its conflict-of-laws rules. The courts of England and Wales have exclusive jurisdiction to resolve any dispute arising out of or in connection with these Terms or your use of Wisely, except that we may bring proceedings to enforce our intellectual property rights in any jurisdiction.

If you are a consumer resident in the European Union or the United Kingdom, you also benefit from any mandatory protections of the law of the country where you live, and you may bring proceedings in the courts of that country.

10. Changes

We may update these Terms from time to time. If a change is material, we will:

1. Update the Last updated date at the top of this page.
2. Notify you through the app the next time you open it, with a link to the current version.

Continued use of Wisely after a change takes effect means you accept the updated Terms.

11. Contact

Questions about these Terms? Email support@wisely.fit.

These Terms together with the Privacy Policy form the entire agreement between you and EthicsLab Limited relating to Wisely, and supersede any prior agreement on the same subject matter.