1. Acceptance of these Terms
By accessing or using whiteserp.com, using an interactive tool, submitting an enquiry, communicating with WhiteSERP or purchasing a service, you agree to these Terms and Conditions to the extent they apply to that activity.
If you act for a company, partnership, organisation or other person, you confirm that you have authority to act for and bind that party. References to “you” and “client” include the person or organisation using the website or contracting for services.
If you do not agree with these terms, do not use the website or services. Where mandatory law gives you rights that cannot be excluded, those rights continue to apply.
2. Who WhiteSERP is
WhiteSERP is a founder-led ecommerce SEO agency operated by Nafil MP, also known as Nafil Shareef.
Website: https://whiteserp.com/
General and contract enquiries: WhiteSERP contact page
WhatsApp: +91 90374 23769
Founder profile: Nafil Shareef on LinkedIn
Before publishing: replace or supplement this section with WhiteSERP’s exact contracting legal entity, registration details, registered address, tax information and dedicated legal email where applicable.
3. Important definitions
- “Website” means whiteserp.com and the pages, content, calculators and tools made available through it.
- “Services” means SEO, strategy, technical, content, analytics, international search, AI-search visibility, outreach, digital PR, consulting and related work agreed in writing.
- “Proposal” includes an accepted proposal, order form, statement of work, project agreement, invoice-linked scope or other written commercial agreement.
- “Deliverables” means the reports, recommendations, briefs, content, analyses, configurations or other outputs expressly listed in the applicable proposal.
- “Client Materials” means information, content, data, trademarks, access credentials and other items supplied or made available by the client.
- “Third-Party Service” means a platform, publisher, software provider, hosting service, search engine, analytics provider, payment provider or other independent third party.
4. Eligibility and business authority
You must be legally capable of entering into a binding agreement. If you use WhiteSERP for an organisation, you confirm that you are authorised to provide instructions, grant access, approve work and accept financial obligations for that organisation.
WhiteSERP services are designed primarily for businesses and professional users. Where a person qualifies as a consumer under applicable law, nothing in these terms removes a mandatory consumer right that cannot lawfully be excluded or limited.
5. Permitted and prohibited website use
You may use the website for lawful business research, evaluating WhiteSERP, using available tools and communicating about services.
You must not:
- use the website for unlawful, fraudulent, deceptive, abusive or harmful activity;
- attempt unauthorised access to the website, hosting, forms, scripts, data, accounts or connected systems;
- introduce malware, malicious code, automated attacks, scraping that creates unreasonable load or security-testing without written authorisation;
- copy, republish, resell or commercially exploit substantial website content, tools or code without permission;
- remove ownership, copyright, trade mark or attribution notices;
- impersonate another person or misrepresent authority, identity or business information;
- use the website to obtain confidential methods, security information or data belonging to another client; or
- interfere with normal website operation or another visitor’s use.
WhiteSERP may restrict access, block abusive activity or take protective action where reasonably necessary.
6. SEO price calculator and website estimates
The WhiteSERP SEO price calculator provides a provisional planning estimate based on the options selected. It is not an audit, professional diagnosis, binding quotation, offer capable of automatic acceptance or guarantee that the selected scope is suitable.
The final scope and price may change after review of:
- website size, platform, templates, languages and markets;
- crawl, indexation, rendering, migration and architecture issues;
- content quality, duplication, legal review or specialist subject matter;
- analytics, tracking, feed, development and access requirements;
- internal implementation resources and approval timelines;
- third-party fees, taxes, publisher charges or software costs; and
- risk, urgency, complexity or work outside the calculator’s assumptions.
No contract is created merely by using the calculator, copying an estimate or opening a prepared WhatsApp message.
7. Proposals, service contracts and order of priority
A binding service engagement begins only when WhiteSERP and the client satisfy the acceptance requirements stated in the applicable proposal. These may include signature, written acceptance, advance payment, onboarding information or account access.
If documents conflict, the following order normally applies unless the proposal states otherwise:
- the signed proposal, order form or statement of work;
- any signed data-processing or confidentiality agreement;
- these Terms and Conditions;
- the Privacy Policy; and
- general website content or calculator descriptions.
Website marketing copy does not expand a signed scope unless it is expressly incorporated into the proposal.
8. Scope, assumptions and change requests
WhiteSERP will perform the deliverables expressly listed in the applicable proposal. Items not listed are excluded, even when they could be helpful to the wider marketing programme.
Examples of work requiring separate agreement may include:
- development, design, hosting, website maintenance or emergency repairs;
- paid media, social media, email marketing or conversion development;
- translation, legal review, regulatory approval or specialist technical writing;
- large-scale implementation, uploading, migration or data cleansing;
- third-party software, publisher, placement, travel or production costs; and
- additional countries, languages, websites, brands or pages beyond the agreed quantity.
A request that changes quantity, complexity, timing, dependency or risk may require a revised fee, timeline or written change order. WhiteSERP is not required to begin additional work until the change is accepted.
9. Client responsibilities
The client agrees to provide accurate information, timely decisions and reasonable cooperation needed for delivery. This includes, where relevant:
- providing website, hosting, analytics, search, feed and platform access;
- identifying authorised contacts, approvers, developers and content owners;
- reviewing recommendations and deliverables within agreed timelines;
- implementing agreed changes correctly and notifying WhiteSERP when they are deployed;
- ensuring product, price, legal, medical, financial, technical and brand claims are accurate and approved;
- maintaining backups, security, licences and appropriate website administration;
- disclosing planned migrations, redesigns, campaigns, platform changes and other relevant dependencies; and
- not making unreviewed changes that undermine or conflict with the agreed strategy.
WhiteSERP may rely on information and approvals supplied by the client. The client remains responsible for final business, legal, regulatory, product and publication decisions.
10. Access, credentials and security
The client should provide the least level of access reasonably required and use secure account-sharing methods where available. Personal passwords should not be sent through ordinary contact forms or unsecured messages.
The client is responsible for maintaining appropriate account ownership, backups, administrator controls and security. WhiteSERP will use reasonable care with credentials and access but cannot guarantee the security or availability of independent platforms.
WhiteSERP may refuse to use shared, unauthorised, illegal, compromised or unusually risky credentials.
11. Timelines, dependencies and delays
Dates and timelines are estimates unless the proposal expressly describes them as fixed contractual deadlines. SEO work often depends on access, approvals, development, content, search-engine processing and third-party decisions.
If the client or another dependency causes delay, WhiteSERP may:
- extend delivery and measurement periods;
- reallocate reserved capacity;
- revise priorities, assumptions or performance expectations;
- invoice work already completed or capacity already reserved; and
- require a revised scope or restart fee where substantial rework is created.
12. Fees, invoices, taxes and third-party costs
Fees and payment timing are stated in the applicable proposal or invoice. Unless different written terms apply, WhiteSERP may require payment in advance before reserving capacity or beginning work.
Fees are exclusive of taxes, duties, bank charges, currency conversion, withholding and third-party costs unless expressly stated otherwise. The client is responsible for applicable taxes and charges, except taxes imposed on WhiteSERP’s net income.
Third-party costs—such as publisher fees, software subscriptions, advertising spend, hosting, development, translation or distribution charges—are not included unless the proposal says they are included.
WhiteSERP may pause delivery, withhold unpaid deliverables or suspend access to services when an undisputed invoice remains overdue, subject to applicable law and any notice stated in the proposal.
Commercial terms to confirm: insert the official invoice due period, accepted currencies, payment methods, late-payment rules, tax treatment and any advance-payment requirement before publication.
13. Cancellations, refunds and reserved capacity
Cancellation and refund rights are governed by the applicable proposal and any mandatory law.
Unless different written terms apply:
- fees for completed work are not refundable;
- an audit, research project or deliverable is considered commenced once meaningful work begins;
- fees covering reserved capacity may remain payable when cancellation occurs after capacity has been allocated;
- non-refundable third-party costs already committed or paid remain the client’s responsibility;
- monthly fees already earned for the current period are not automatically refundable; and
- any discretionary credit, refund or additional work must be confirmed in writing.
A conditional Google Search Console growth commitment, when offered, has separate written eligibility, baseline, implementation, exclusion and refund terms. It does not apply merely because a plan reaches a particular calculator value.
14. SEO performance and no guaranteed outcomes
Search engines, AI platforms, publishers, competitors, users and market conditions are outside WhiteSERP’s control. WhiteSERP therefore does not guarantee:
- a particular ranking, featured result, AI citation or search appearance;
- a fixed level of traffic, impressions, leads, sales, profit or return on investment;
- indexing, crawling frequency, cache updates or removal from search results;
- algorithm stability or the continuation of any search feature;
- publisher acceptance, link acquisition, press coverage or referral traffic; or
- recovery from a penalty, ranking decline, migration loss or prior harmful activity.
Forecasts, opportunity estimates, search volumes, difficulty scores, traffic values and projections are directional planning inputs, not promises of future performance.
No ethical agency controls Google. WhiteSERP commits to the agreed work, evidence, review and reporting—not to outcomes controlled by third parties.
15. Service-specific limitations
Technical SEO
Audits identify issues based on available access, tools, samples and the website condition at the time reviewed. An audit cannot guarantee that every issue will be discovered. Recommendations may require client or third-party implementation.
Content and on-page recommendations
The client is responsible for verifying product, legal, medical, financial, scientific, regulatory and brand accuracy before publication. Search-focused content is not legal, financial, medical or regulatory advice.
Outreach and link acquisition
Outreach fees cover research, qualification, contact and follow-up. Publishers may decline, ignore the request, change terms or charge fees. No fixed quantity, authority metric, link attribute, permanence or ranking effect is guaranteed unless a written deliverable expressly states otherwise.
Press releases and digital PR
Writing or distribution does not guarantee publication by every outlet, indexing, permanence, editorial coverage, referral traffic or link value. Distribution networks and publishers control their own decisions.
Spam backlink monitoring and disavow
WhiteSERP can investigate suspicious patterns and recommend action. External sites cannot be forced to remove links. Disavow decisions involve judgement and do not guarantee recovery or protection from future links.
Analytics and reporting
Reports depend on tracking configuration, consent, attribution, platform sampling, data availability and implementation accuracy. WhiteSERP is not responsible for missing or inaccurate data caused by third-party systems or unauthorised changes.
16. Third-party platforms and services
WhiteSERP may use or recommend search engines, analytics platforms, crawlers, communication services, publishers, AI tools, hosting providers, software and other independent services.
Third-party services have their own availability, pricing, terms, privacy practices, algorithms and security. WhiteSERP does not control and is not responsible for:
- service interruptions, account restrictions or platform changes;
- publisher, search-engine or software decisions;
- changes in pricing, APIs, reports, metrics or features;
- loss caused by the client’s breach of third-party terms; or
- third-party data, recommendations or security beyond WhiteSERP’s reasonable control.
The client remains responsible for accepting and complying with the terms of services held in the client’s name.
17. AI and automation
WhiteSERP may use artificial intelligence and automation to support research, classification, summarisation, monitoring, drafting, data preparation and repetitive analysis.
WhiteSERP does not intend to publish unreviewed mass-generated content or represent generated output as verified fact without appropriate review. Important strategy, factual claims, recommendations and client deliverables remain subject to human judgement and quality control.
The client must not provide confidential, personal or restricted information for use in an AI system unless that use has been agreed and appropriate safeguards are available.
18. Intellectual property
WhiteSERP materials
WhiteSERP retains ownership of its pre-existing and independently developed methodologies, templates, tools, code, prompts, frameworks, know-how, training material, processes and reusable non-client-specific components.
Paid final deliverables
Unless the proposal states otherwise, after full payment the client receives a non-exclusive, perpetual right to use the agreed final deliverables for the client’s own business. Drafts, rejected concepts, internal working files and unpaid deliverables are not included unless expressly agreed.
Website content
The WhiteSERP name, website design, calculator, text, code, graphics and original content are protected by applicable intellectual-property laws. No transfer of ownership occurs merely because content is publicly accessible.
Third-party materials
Stock assets, fonts, software, platform data, publisher content and other third-party materials remain subject to their respective licences and ownership.
19. Client Materials and permissions
The client retains ownership of Client Materials and grants WhiteSERP a limited permission to access, copy, modify, analyse and use them only as reasonably necessary to perform the services, maintain appropriate records and comply with law.
The client confirms that it has the rights and permissions needed to supply the materials and instructions. The client must not require WhiteSERP to use material that infringes intellectual property, privacy, confidentiality, platform rules or other legal rights.
20. Confidentiality
Each party must use reasonable care to protect non-public information received from the other party and use it only for the engagement or another authorised purpose.
Confidential information does not include information that:
- was already lawfully known without a confidentiality duty;
- becomes public without breach;
- is independently developed without use of the confidential information;
- is lawfully received from another source without restriction; or
- must be disclosed by law, court order or regulator.
More detailed confidentiality terms in a signed agreement take priority.
21. Case studies, testimonials and public references
WhiteSERP will not intentionally publish confidential client information, private performance data, client logos or identifiable case-study details without an appropriate legal basis or permission.
Where a client permits public use, WhiteSERP may describe agreed work, results, testimonial text or branding with reasonable context. The client can request correction of a materially inaccurate approved reference.
WhiteSERP does not claim confidential former-employer work or unrelated third-party results as WhiteSERP agency proof.
22. Communications, electronic acceptance and records
The parties may communicate and exchange approvals through email, electronic signature, project tools, WhatsApp or another agreed channel. Electronic communications and records may be used to document instructions, approvals, changes and acceptance where legally permitted.
The client is responsible for ensuring that instructions come from authorised contacts. WhiteSERP may rely on communications that reasonably appear to come from an authorised person until informed otherwise.
Informal conversations do not change a signed price, scope, liability term or ownership term unless the change is confirmed through the agreed written process.
23. Privacy and data protection
WhiteSERP’s handling of personal information for its own website and business purposes is described in the Privacy Policy.
If WhiteSERP processes personal information on behalf of a client as part of the services, the parties may need a separate data-processing agreement defining instructions, roles, security, subprocessors, transfers and deletion requirements.
The client is responsible for ensuring that it has a lawful basis and appropriate notices for personal information it instructs WhiteSERP to process.
24. Contractors and delivery partners
WhiteSERP may use appropriately selected employees, contractors, specialists or service providers to support delivery. WhiteSERP remains responsible for managing the agreed service, subject to the contract.
Access should be limited to what is reasonably necessary, and appropriate confidentiality or data-protection requirements should apply where relevant.
25. Suspension and termination
Termination rights, notice periods and financial consequences are stated in the applicable proposal.
WhiteSERP may suspend or terminate website access or services where reasonably necessary because of:
- non-payment or repeated late payment;
- material breach that is not corrected within a reasonable notice period where correction is possible;
- unlawful, deceptive, abusive, discriminatory or threatening conduct;
- security, confidentiality, sanctions, fraud or platform-compliance risk;
- instructions that could harm users, search systems, publishers or third-party rights; or
- circumstances making continued performance unlawful or impracticable.
On termination, the client must pay fees and committed third-party costs accrued up to the effective termination date. Each party must return or delete confidential information when required, subject to lawful retention and backup practices.
Terms concerning payment, intellectual property, confidentiality, liability, dispute resolution and any provision intended to survive will continue after termination.
26. Website and service warranties
WhiteSERP will use reasonable professional care in performing agreed services. Except for an express written commitment in a signed proposal and rights that cannot legally be excluded, the website, tools, content, estimates and services are provided without additional warranties.
WhiteSERP does not warrant that the website will always be uninterrupted, error-free, secure or compatible with every device, browser or third-party service.
General website content is educational and commercial information, not legal, financial, medical, tax, investment or regulatory advice.
27. Limitation of liability
Nothing in these terms excludes or limits liability that cannot lawfully be excluded or limited.
Subject to that rule and any different signed terms, WhiteSERP will not be liable for indirect, incidental, special, punitive or consequential loss, or for loss of profit, revenue, savings, business opportunity, goodwill, data or anticipated benefit arising from the website or services.
WhiteSERP is not responsible for loss caused by:
- search-engine, AI-platform, publisher or third-party decisions;
- client delay, inaccurate information, missing access or failed implementation;
- website changes made outside the agreed process;
- security incidents or outages beyond WhiteSERP’s reasonable control;
- use of a recommendation for a purpose or context not disclosed to WhiteSERP; or
- continued use of a known defective, unlawful or risky implementation against advice.
Where legally permitted and unless the signed proposal states a different cap, WhiteSERP’s total aggregate liability arising from a service engagement should not exceed the fees actually paid to WhiteSERP for the affected services during the three months immediately preceding the event giving rise to the claim.
Legal review required: the proposed liability cap must be checked against WhiteSERP’s legal entity, insurance, contract value, governing law and whether the client is a business or consumer.
28. Client indemnity
To the extent permitted by law, the client agrees to protect WhiteSERP from third-party claims, losses and reasonable costs arising from:
- Client Materials or instructions that infringe intellectual property, privacy or other rights;
- false, unlawful or unapproved product, business or marketing claims supplied by the client;
- the client’s breach of law, platform rules or these terms;
- unauthorised access or instructions caused by the client’s credential or account failures; or
- implementation, publication or modification performed outside WhiteSERP’s agreed responsibility.
This clause does not require the client to cover loss caused by WhiteSERP’s own fraud, wilful misconduct or liability that cannot lawfully be transferred.
29. Events beyond reasonable control
Neither party is responsible for delay or failure caused by events beyond reasonable control, such as major internet or hosting failure, natural disaster, war, civil disorder, epidemic, government action, labour disruption, power failure, cyberattack, platform outage or supplier failure.
The affected party should provide reasonable notice where practical and take reasonable steps to reduce the effect. Payment remains due for work already performed and unavoidable committed costs.
30. Governing law and disputes
The governing law, courts and any arbitration or mediation process should be specified in the applicable proposal or order form.
If a signed agreement does not specify them, these terms are governed by the law applicable to WhiteSERP’s contracting legal entity, and disputes are subject to the competent courts connected with that entity, except where mandatory law requires another forum.
Before formal proceedings, each party should attempt in good faith to resolve the dispute through written notice and a discussion between authorised decision-makers, unless urgent relief is reasonably required.
Before publishing: insert the exact governing law, city and court jurisdiction after WhiteSERP’s contracting entity is confirmed. Consider whether commercial arbitration is appropriate for international B2B clients.
31. General contractual provisions
- Entire agreement: the applicable proposal, these terms and incorporated documents form the agreement concerning the relevant service.
- Severability: if one provision is invalid or unenforceable, the remainder continues to the extent legally possible.
- No waiver: delay in enforcing a right does not automatically waive it.
- Assignment: the client may not transfer an engagement without WhiteSERP’s written consent. WhiteSERP may transfer the agreement as part of a lawful business restructuring or sale, subject to applicable rights.
- Independent contractor: WhiteSERP is an independent service provider. Nothing creates employment, partnership, agency, fiduciary duty or joint venture unless expressly agreed.
- No third-party beneficiary: a person who is not a party has no contractual right unless the agreement expressly says otherwise or applicable law requires it.
- Headings: headings improve readability and do not change legal meaning.
32. Changes to these Terms
WhiteSERP may update these website terms when services, tools, business practices or legal requirements change. The updated date will be shown when revised terms are published.
Changes do not normally rewrite a signed client agreement retroactively. Material changes to an active engagement require the process stated in the applicable proposal or applicable law.
33. Contacting WhiteSERP about these Terms
Questions can be submitted through the terms question tool below, the contact page or WhatsApp.
Do not send passwords, confidential third-party information, payment-card details or unnecessary sensitive data through an ordinary enquiry.
