API Terms of Use | Semly Pro

These API Terms supplement the SemlyPro Terms of Service (“ToS”), Acceptable Use Policy (“AUP”), Privacy Policy and, where applicable, the Data Processing Agreement (“DPA”) and Enterprise Master Services Agreement (“MSA”). They apply to any programmatic access to SemlyPro, including via REST APIs, GraphQL, MCP servers, webhooks, browser extensions and SDKs.

Application and contracting entity
Authorised users; business use; export controls and sanctions
Licence and intellectual property
API keys, authentication and responsibility for activity
Rate limits and quotas
Metered usage, credits and fees
Permitted use
Prohibited use
Third-party integrations and data sources (Google Ads, GA4, Search Console; uploaded files)
Data protection, end-client data and staff access
Webhooks
MCP-specific terms
AI outputs — accuracy and Developer responsibility
Backwards compatibility and deprecation
Support and SLA
Attribution
Suspension, throttling and service changes
Termination
Indemnification
Warranties, disclaimers and limitation of liability
Survival
Contact

1. Application and contracting entity

1.1. Scope. These API Terms of Use (“API Terms”) apply to any use of SemlyPro APIs, MCP servers, webhooks, browser extensions and SDKs (together, the “API”) by any developer, agent or integrator (“you”, “Developer”). They supplement the ToS, AUP and Privacy Policy, and — where you process personal data through the API or act for end-clients — the DPA, each of which is incorporated by reference. In the event of a conflict, these API Terms prevail only with respect to the specifics of programmatic access; they do not displace the ToS (or, for enterprise customers, the MSA) on matters they do not expressly address, including the identity of the contracting entity, fees and credits, warranties and limitation of liability, data protection, governing law, forum and mandatory consumer rights (see clause 1.3).

1.2. Contracting entity. The API is provided by Semly Pro, a sole proprietorship (eenmanszaak) established in the Netherlands, registered with the KvK (Dutch Chamber of Commerce) under number 99448351, VAT ID NL005387029B31, with registered address Hawaiiweg 41, 1339 NW Almere, Netherlands (trading as “SemlyPro”, “we”, “us”, “our”). SemlyPro is currently owned and operated by its sole proprietor, Surya Pillai.

1.3. Relationship to the ToS; governing law and forum. These API Terms adopt and incorporate the governing-law, jurisdiction and dispute-resolution provisions of the ToS: they are governed by the laws of the Netherlands, and the courts of Amsterdam have jurisdiction, save that (a) nothing in these API Terms or the ToS excludes or limits any mandatory statutory right or protective forum available to you as a consumer under the law of your country of habitual residence, including in the European Union, the United Kingdom or India; and (b) enforceability against Developers established in the UK or India is subject to those mandatory rules. Where you access the API in the course of a trade, business, craft or profession, you do so as a business/trader and the business terms (including the limitation of liability and any venue or class-action provisions in the ToS) apply to you in full.

1.4. Succession to the B.V. SemlyPro intends to incorporate a private limited company (Semly Pro B.V.). Upon incorporation, Semly Pro B.V. will assume these API Terms by operation of the assignment/novation clause in the ToS, and references to “SemlyPro” will be read as references to Semly Pro B.V. This does not require your further consent.

1.5. Changes to these API Terms. We may amend these API Terms from time to time. Where the ToS amendment mechanism applies, it governs; otherwise, we will post the updated API Terms and, for material changes that adversely affect you, provide reasonable advance notice (for example by email to your account address or through the developer dashboard). Your continued use of the API after the effective date of an update constitutes acceptance of the updated API Terms. This clause is in addition to, and does not limit, the specific notice periods for rate-limit changes (clause 5) and deprecation (clause 14).

2. Authorised users; business use; export controls and sanctions

2.1. Eligibility. You may access the API only if:

You have a valid SemlyPro account in good standing on a Subscription Plan that includes API access;
You have obtained an API key or established authenticated access through SemlyPro’s authentication flow;
You comply with these API Terms, the ToS, the AUP and applicable law.

2.2. Business use. The API is intended for use by traders and organisations in the course of business. By accessing the API you represent that you are doing so for business purposes. Where, exceptionally, you access the API as a consumer (a natural person acting outside your trade, business, craft or profession), nothing in these API Terms limits your mandatory statutory rights, and the immediate-termination and “as is” provisions apply to you only to the extent permitted by the consumer-protection law of your country of residence (see clauses 18.1 and 20).

2.3. Export controls and sanctions. You represent and warrant that you, your end-clients, and your use of the API are not located in, ordinarily resident in, organised under the laws of, or otherwise subject to comprehensive trade sanctions or embargoes imposed by the European Union, the United Nations, the United States or the United Kingdom, and that you are not a person or entity designated on any applicable denied-, restricted- or sanctioned-party list. You must not access, use, re-export or make the API (or any data or output obtained through it) available in breach of applicable EU, US or UK export-control or sanctions laws. Because the API routes certain processing through United States AI providers, these obligations apply to your entire integration.

2.4. Compliance with laws. You are responsible for complying with all laws applicable to your use of the API, your integration and your dealings with your end-clients, including data-protection, consumer-protection, marketing, intellectual-property and sector-specific laws in the jurisdictions in which you and your end-clients operate.

3. Licence and intellectual property

3.1. Licence grant. Subject to your continuous compliance with these API Terms, the ToS and the AUP, SemlyPro grants you a limited, non-exclusive, non-transferable, non-sublicensable, revocable licence, during the term of your Subscription Plan, to access and use the API, and to install and use the SDKs and API documentation, solely to build, operate and maintain integrations that use the Service on your own behalf or on behalf of your end-clients as permitted by clause 7.

3.2. Reservation of rights. As between the parties, SemlyPro (and its licensors) retain all right, title and interest in and to the API, MCP servers, SDKs, documentation, prompts, model tuning, evaluations, algorithms, benchmarks and all related intellectual property, and in the SemlyPro name, logo and marks. No rights are granted to you except those expressly set out in these API Terms. You obtain no ownership interest in the API or in any SemlyPro intellectual property by using it. All rights not expressly granted are reserved.

3.3. SDKs and open-source components. You may use the SDKs only as distributed by SemlyPro and only in connection with the API. You must not modify, decompile or redistribute the SDKs except as expressly permitted by SemlyPro in writing or, where an SDK includes open-source components, as permitted by the applicable open-source licence (which governs those components and, in case of conflict with this clause, controls for those components only). You must preserve all proprietary notices in the SDKs and documentation.

3.4. Feedback. If you provide SemlyPro with suggestions, feedback or ideas about the API, you grant SemlyPro a perpetual, irrevocable, worldwide, royalty-free licence to use them without restriction or obligation to you.

4. API keys, authentication and responsibility for activity

4.1. Confidentiality of keys. API keys and tokens are secrets. You must not (a) share them, (b) commit them to public source repositories, © embed them in client-side code accessible to end users, or (d) allow any party outside your account team to use them.

4.2. Compromise. If you suspect an API key has been compromised, rotate it immediately through the SemlyPro dashboard and notify anil@semlypro.com. Traffic using a compromised key is your responsibility until we are notified and have had a reasonable opportunity to act.

4.3. Multi-tenant use. If you use the API to serve your own end-clients, you must (a) issue distinct authentication artefacts for each end-client where technically feasible, (b) ensure each end-client’s data is segregated, and © not aggregate end-client data in a way that violates the ToS or AUP.

4.4. Responsibility for all activity. You are solely responsible for all activity that occurs under your API keys, tokens and MCP credentials, whether initiated by you, your personnel, your end-clients, an automated process, or an AI assistant acting on your behalf — including erroneous, autonomous, or maliciously induced (for example, prompt-injected) actions. You bear all consequences of, and all metered usage and credit consumption resulting from, such activity (see clause 6). SemlyPro is entitled to treat any request authenticated with your credentials as authorised by you.

5. Rate limits and quotas

5.1. Each Subscription Plan includes API rate limits and quotas. Current limits are documented at semlypro.com/docs/api/limits.

5.2. We may adjust rate limits and quotas at any time. Material reductions to a paid feature you rely on will be notified in advance.

5.3. You must respect rate limits. Exceeding rate limits may result in throttled or rejected requests. Persistent rate-limit violations, or attempts to circumvent limits by rotating IP addresses, credentials, or accounts, are a material breach of these API Terms.

5.4. Concurrent requests. Unless otherwise specified in your Order Form or at semlypro.com/docs/api/limits, the maximum number of concurrent in-flight requests per account is fifty (50). The published limits page is the authoritative source for current concurrency and other quota values.

6. Metered usage, credits and fees

6.1. Certain API and MCP operations consume credits or metered usage (for example, content generation, keyword research and audit operations). You are liable for the fees, credits and any overage charges attributable to all usage generated through your API keys, tokens and MCP credentials, regardless of cause — including automation, retries, runaway loops, and actions initiated by AI assistants (see clause 4.4).

6.2. Fees, credits, billing, overage and taxes are governed by the fees/credits provisions of the ToS or your Subscription Plan (and, for enterprise customers, the MSA and Order Form). Nothing in this clause creates a right to a refund except as those documents or mandatory consumer law provide.

7. Permitted use

You may use the API to:

Build integrations that use SemlyPro on your own behalf or on behalf of your end-clients;
Automate workflows in your organisation;
Integrate SemlyPro Content generation and analysis into your internal tools;
Consume MCP endpoints from AI assistants including Claude Desktop, Claude Code and equivalents,

in each case subject to these API Terms, the AUP, the licence in clause 3, and (where personal data is involved) clause 10.

8. Prohibited use

In addition to the AUP, you must not use the API to:

Redistribute API responses as a paid or unpaid API of your own;
Cache SemlyPro data (including keyword benchmarks, ranking data, AI-citation scores, or competitor analyses) for the purpose of building a competing dataset;
Reverse-engineer, decompile or attempt to derive SemlyPro’s prompts, model tuning, evaluations, or algorithms;
Circumvent per-account or per-domain quotas by using multiple accounts or credentials;
Publish Content generated via the API without human review, in a manner that violates AUP section 3.1 (search-engine spam) or section 4.1 (human review before publication);
Use the API in EU AI Act Annex III high-risk use cases (see AUP section 3.8) without SemlyPro’s prior written consent. (Note: under the EU Digital Omnibus adopted in 2026, obligations for stand-alone Annex III high-risk systems apply from 2 December 2027; this consent requirement applies irrespective of that date.)
Log or persist Customer Materials of your end-clients longer than necessary to perform the requested operation, unless you are the controller of that data and are lawfully entitled to do so (see clause 10);
Use, extract, retain, transfer or resell data obtained through SemlyPro’s third-party data integrations (including Google Ads, Google Analytics 4 and Google Search Console) other than in compliance with clause 9 and the applicable Google API terms and Limited Use requirements.

9. Third-party integrations and data sources (Google Ads, GA4, Search Console; uploaded files)

9.1. Named data sources. SemlyPro may make available, through the API and MCP server, data derived from OAuth-connected third-party sources — in particular Google Ads (campaign, spend, performance and conversion data), Google Analytics 4 (traffic, audience and event data) and Google Search Console (query, impression, click and index data) — and from customer-uploaded files (for example Excel/CSV imports containing arbitrary tabular data). Where these are controlled by you or your end-client, they are Customer Materials and you (or your end-client) remain the controller/fiduciary of any personal data they contain.

9.2. Google API compliance and Limited Use. If you access or derive Google-originated data through the API, you must comply with the applicable Google API Services User Data Policy (including its Limited Use requirements), the Google Ads API Terms, and the Google Analytics and Search Console API terms. In particular, you must not transfer, sell, or use such data outside the scope permitted by those policies, and you must not use it to build a profile, or for advertising, that those policies prohibit.

9.3. Authority and warranties. You represent and warrant that you (or your end-client) have authority to connect each such account and to permit SemlyPro to process the data via those APIs to provide the Service.

9.4. SemlyPro’s protective right. To protect SemlyPro’s own standing with Google and other integration providers, SemlyPro may suspend, limit or cut off your access to any integration or integration-derived data where SemlyPro reasonably believes your use breaches this clause 9 or the applicable third-party terms, or where the provider requires it.

10. Data protection, end-client data and staff access

10.1. Roles and the DPA. Where you process personal data through the API — including via SemlyPro’s Google Ads/GA4/Search Console integrations, uploaded files, or on behalf of your end-clients — the SemlyPro DPA governs that processing and defines the controller/processor (and, for India, Data Fiduciary/Data Processor) roles. You must enter into the DPA before any multi-tenant or end-client use of the API, and you must flow down to your end-clients data-protection terms at least as protective as those in the DPA. This clause applies under the GDPR/UK GDPR (Article 28) and India’s Digital Personal Data Protection Act 2023 (s.8); the Digital Personal Data Protection Rules 2025 were notified on 13 November 2025, with substantive Data Fiduciary obligations operative from May 2027.

10.2. End-client data minimisation. You must not retain end-client Customer Materials longer than necessary to perform the requested operation unless you are the controller/fiduciary of that data and are lawfully entitled to do so. Retention, return and deletion of data held by SemlyPro on your behalf follow the export/deletion windows in the applicable ToS, MSA and DPA — as a coherent scheme: a 30-day post-termination export window on standard plans, a 90-day export window for enterprise/MSA customers, backups purged within 90 days, and statutory tax records retained for 7 years — rather than any figure hard-coded here.

10.3. SemlyPro personnel access (bounded). SemlyPro personnel and authorised contractors may access Customer Materials and Content processed through the API only as necessary to (a) provide, maintain and secure the Service; (b) troubleshoot, debug and provide support; © investigate abuse, security or AUP issues; and (d) review and improve the Service and its models for SemlyPro’s internal, non-public purposes only. Such access is subject to confidentiality obligations, least-privilege / role-based access controls, and access logging. SemlyPro does not use Customer Materials or Content to train publicly-released AI models (consistent with the no-public-model-training position stated in the Privacy Policy, AI Transparency Notice and DPA).

10.4. Inference sub-processors. Content and inference inputs transmitted through the API to SemlyPro’s model providers (currently OpenAI Ireland Limited and Anthropic PBC) are handled under commercial/enterprise terms that prohibit use of inputs or outputs to train those providers’ publicly-released models, as described in the Privacy Policy, DPA and Sub-processor List.

11. Webhooks

11.1. If you subscribe to webhooks, you must:

Verify webhook signatures using the shared secret we provide;
Return a 2xx response within thirty (30) seconds; otherwise we may retry;
Not use webhook events to trigger actions that violate the AUP.

11.2. We may retry failed webhook deliveries, may drop events after a reasonable retry period, and may temporarily suspend webhook delivery to endpoints that consistently fail. We have no liability to you for delayed, dropped or undelivered webhook events, subject to clause 20.4 (mandatory-law carve-out).

12. MCP-specific terms

12.1. The SemlyPro MCP server provides write-capable access to SemlyPro from AI assistants including Claude Desktop and Claude Code. The following additional terms apply:

Human oversight requirement. MCP-triggered actions that publish Content to your live domain, or that are otherwise irreversible or destructive, or that spend credits, must be confirmed by a human on your side before they take effect. You must not disable, bypass or circumvent that confirmation step.
Responsibility for AI-assistant actions. You are solely responsible for all actions taken through the MCP server under your credentials, including actions initiated, suggested or executed by an AI assistant, and including actions resulting from prompt injection or other autonomous-agent behaviour. SemlyPro is not liable for content or actions that you (or your AI assistant) authorise, confirm, publish or otherwise cause, subject to clause 20.4.
Prompt-injection and autonomy risk. AI assistants may act on untrusted input and may behave unpredictably. You are responsible for the configuration, guardrails and human oversight of any AI assistant you connect to the MCP server, and you accept the associated risk.
Scope of authority. MCP authentication conveys the scope of your Subscription Plan. It does not confer rights beyond your Subscription Plan.
AI assistant terms. Your use of the MCP server through an AI assistant is also subject to that assistant’s terms (currently Anthropic’s terms for Claude, OpenAI’s terms for ChatGPT, etc., as applicable). You are responsible for compliance with those terms.
Third-party assistant data flow. When you drive the MCP server from a third-party AI assistant (for example your own Claude Desktop or Claude Code), the prompts and materials you enter into that assistant are processed by the assistant provider under your own agreement with that provider — outside SemlyPro’s sub-processor chain and DPA. SemlyPro is not the processor for, and is not responsible for, that assistant-side processing.
Rate limits. MCP calls count against your API rate limits and consume credits (see clauses 5 and 6).

13. AI outputs — accuracy and Developer responsibility

13.1. The API delivers AI-generated content and AI-derived analysis (including AI-citation and competitor data). Such outputs may be inaccurate, incomplete, outdated, biased, or infringing, and may reproduce third-party material. SemlyPro does not warrant the accuracy, completeness, non-infringement, or fitness for any purpose of any output.

13.2. You are solely responsible for independently reviewing, verifying and, where required, obtaining rights or clearances for any output before you (or your end-clients) use, publish or distribute it, including for accuracy, intellectual-property infringement, defamation, and regulatory or sector-specific compliance. SemlyPro is not liable for your or your end-clients’ use, publication or distribution of API-generated outputs. This clause operates together with the equivalent provisions of the ToS and AUP.

14. Backwards compatibility and deprecation

14.1. We will use commercially reasonable efforts to maintain backwards compatibility for stable API versions. When we deprecate a version:

We publish a deprecation notice at semlypro.com/docs/api/changelog.
We provide at least six (6) months advance notice for material breaking changes, and twelve (12) months for removals of stable public endpoints, save where security or legal compliance requires faster action.
MCP schema updates may occur on a shorter timeline where dictated by AI-assistant compatibility.

14.2. Beta APIs, alpha APIs, and preview endpoints are not covered by this deprecation policy. They may be modified or removed at any time. They are not covered by any SLA.

15. Support and SLA

15.1. Standard API access is provided without an SLA, on a best-effort basis. Response times for API-support tickets follow the general support commitments in your Subscription Plan.

15.2. Enterprise API access may include an SLA in your Order Form.

16. Attribution

16.1. You may credit SemlyPro in your integration (“Powered by SemlyPro” or equivalent), subject to our brand guidelines at semlypro.com/brand.

16.2. You may not represent that SemlyPro endorses your product, service, or organisation without our prior written consent.

17. Suspension, throttling and service changes

17.1. SemlyPro may throttle, rate-limit, reject, suspend or terminate API requests or access, deprecate versions, and drop or suspend webhook deliveries, as permitted by these API Terms. Except as required by mandatory law (see clause 20.4), SemlyPro has no liability to you or your end-clients for any such throttling, rejection, suspension, deprecation, rate-limiting, or webhook non-delivery, or for any resulting loss, downtime or missed event.

18. Termination

18.1. We may suspend or terminate your API access immediately, with or without notice, if we determine, in good faith, that you have breached these API Terms, the ToS, or the AUP, or where required for security, legal-compliance or the protection of the Service, SemlyPro or third parties. Where you access the API as a consumer, immediate termination applies only to the extent consistent with your mandatory statutory rights.

18.2. On termination, your API keys are revoked and you must stop using the API. Return, export and deletion of your data follow the windows in the applicable ToS, MSA and DPA (see clause 10.2). Provisions that by their nature survive continue in force (see clause 21).

19. Indemnification

19.1. You will defend, indemnify and hold harmless SemlyPro, its owner (Surya Pillai), its co-founder Anil Varma, its personnel, contractors and agents, and — upon incorporation — Semly Pro B.V. and its officers, directors, employees and affiliates (together, the “SemlyPro Indemnified Parties”) from and against any third-party claim, demand, action, proceeding, loss, liability, damage, fine, penalty, cost and expense (including reasonable legal fees) arising out of or relating to:

(a) your access to or use of the API, MCP server, SDKs or webhooks;
(b) any Content or output that you (or your AI assistant or end-clients) generate, publish, distribute or rely on via the API;
© your end-clients and their data, including any claim by an end-client or a data subject/Data Principal relating to your handling of their data;
(d) your breach of these API Terms, the ToS, the AUP, the DPA, or the applicable Google, CMS, AI-assistant or other third-party terms; and
(e) your violation of any law or of any third party’s rights (including intellectual-property, privacy, data-protection, consumer-protection or defamation rights).

19.2. This indemnity is in addition to, and expressly extends to API and end-client scenarios, any indemnity in the ToS or MSA. SemlyPro will notify you of a claim it seeks indemnification for, and you will not settle any claim in a way that imposes liability or admission on a SemlyPro Indemnified Party without its prior written consent.

20. Warranties, disclaimers and limitation of liability

20.1. “As is”. Except as expressly stated in a signed agreement, the API is provided “as is” and “as available”, without warranty of any kind, including any warranty of uninterrupted or error-free operation, backwards compatibility, availability, accuracy, or fitness for a particular purpose or particular result. Your use of the API is otherwise subject to the warranty disclaimers and limitation of liability in the ToS (and, for enterprise customers, the MSA), which apply to the API and are not weakened by these API Terms.

20.2. Beneficiaries. The disclaimers and limitations of liability in this clause 20 and in the ToS/MSA are made for the benefit of, and may be invoked by, the SemlyPro Indemnified Parties (as defined in clause 19), and not only by SemlyPro as an entity.

20.3. Business customers; caps carry over. For business/trader Developers, the aggregate liability cap and any class-action or venue provisions in the ToS/MSA apply. The limitation of liability is drafted to bind SemlyPro as the current sole proprietorship (eenmanszaak) and to carry over to Semly Pro B.V. on incorporation. For UK Developers, the caps and exclusions apply only to the extent they satisfy the reasonableness requirements of the Unfair Contract Terms Act 1977 and the Consumer Rights Act 2015.

20.4. Non-excludable liability and consumer rights. Nothing in these API Terms or the ToS excludes or limits liability that cannot be excluded or limited under applicable law, including liability for death or personal injury caused by negligence, for fraud or fraudulent misrepresentation, and — under Dutch law — for intent or conscious recklessness (opzet of bewuste roekeloosheid). Nothing in these API Terms limits any mandatory statutory right you have as a consumer under the law of the European Union, the United Kingdom (including the Consumer Rights Act 2015) or India.

21. Survival

The following provisions survive termination or expiry of these API Terms, together with any other provision that by its nature is intended to survive: clause 3 (Licence and intellectual property, as to restrictions and reservation of rights), clause 6 (Metered usage, credits and fees, as to accrued amounts), clause 8 (Prohibited use), clause 9 (third-party data restrictions), clause 10 (Data protection, end-client data and staff access, and confidentiality), clause 13 (AI outputs), clause 16 (Attribution), clause 19 (Indemnification), clause 20 (Warranties, disclaimers and limitation of liability), and this clause 21.

22. Contact

API support and developer questions: anil@semlypro.com
API-key compromise or security issues: anil@semlypro.com
Formal legal notices: anil@semlypro.com
Data Principal grievances (India) and grievance-redressal under the DPDP Act 2023, the Consumer Protection (E-Commerce) Rules 2020 and the IT (Intermediary Guidelines) Rules 2021: anil@semlypro.com

Last updated 13 July 2026 · Operated by Semly Pro (eenmanszaak), KvK 99448351, Hawaiiweg 41, 1339 NW Almere, Netherlands · Questions about this document: anil@semlypro.com

Table of Contents