Terms and Conditions

Last updated: 14 September 2026

These terms cover using whito.co.uk and anything you buy from us. Using the site means you accept them. If you do not, please do not use it.

They are written to be understood. Where something protects us, we say so plainly rather than burying it.

1. Who we are

Whito Ltd, registered in England and Wales, company number 10918465, registered office 20-22 Wenlock Road, London N1 7GU. Registered with the Information Commissioner’s Office, reference ZA297473. Contact hello@whito.co.uk.

Whito Ltd is not VAT registered, so no VAT is added and the price you see is the total payable.

How we handle your information is set out in our privacy policy.

2. What Whito is, and what it is not

Whito publishes marketing guidance, research, reviews, cost benchmarks and a directory of UK businesses. We sell a small number of things, all listed on our how we make money page.

Whito is not a marketing agency. We do not sell done-for-you or white-label marketing. We do not run your ad accounts, manage your budgets, or act on your behalf with third parties. If you want that, we will tell you honestly and point you elsewhere.

What we publish is information and opinion. It is not a guarantee of rankings, revenue or results, and it is not legal, financial or tax advice.

3. Free tools and reports

The directory listing and the free Whito Visibility Check are free. No payment, no card, no obligation to buy anything afterwards.

Free results are based on what you give us and on information that is publicly available. We may limit or decline a free report at our discretion, for example where a request is automated or abusive.

Please use the Visibility Check for websites you have a reason to look at. Running it at scale against other people’s websites, by script or otherwise, is not allowed, and we limit how many checks one connection can run.

4. What we sell

Current prices and what each thing includes are on the how we make money page. At the time of writing that is Whito Data research reports, priced individually. Payments are processed by Stripe.

Scope, price and delivery are agreed in writing before any paid work starts. Work outside that scope needs a separate agreement. We do not offer performance guarantees, because nobody honest can.

Data Refresh. The Data Refresh is an optional subscription on a file you have already bought. It costs £990 a quarter. We re-run the same scope with a new collection date and email you the new PDF and CSV.

Billing. The first payment is taken when you subscribe and then every three months on the same date, by Stripe, until you cancel.

Cancelling. Cancel at any time in the Stripe billing portal. There is no notice period and no cancellation fee. Cancelling stops the next payment. It does not refund a quarter already delivered, and you keep every file we have already sent you, under the licence in section 6.

Price changes. If the price changes we will tell you at least 30 days before the renewal it applies to. If you do not want to continue, cancel before that date.

If we retire a collection. If we stop running a scope so that a refresh is no longer possible, we will tell you, cancel the subscription, and refund any quarter you have paid for and not received.

5. Refunds

Where a page publishes a guarantee, that guarantee applies exactly as written on the page.

For research reports: if a report does not contain what its product page says it contains, email us and we will refund it in full. Because these are digital products delivered straight away, please check the contents list before you buy.

Outside a published guarantee, fees for work already carried out are not refundable unless we agree otherwise. Refund requests go to hello@whito.co.uk.

6. Research reports and data

Each report page states the format, the length and what data is included. Reports are delivered by email as a PDF, with any data files stated on the product page. Prices are in pounds sterling and delivery is normally within one working day of payment.

Licence. A report is licensed to the buying organisation for its own internal use. You may quote from it and cite it publicly, with attribution to Whito and a link to whito.co.uk. You may not resell it, republish it in full, or pass the raw data files to anyone else without our written permission.

Business sales, and buying as a consumer. Our reports are sold to organisations for business purposes and we expect nearly every buyer to be one. If you are in fact a consumer, meaning you are buying wholly or mainly for purposes outside a business, your statutory rights apply in full and nothing in these terms takes them away. You do not need to tell us in advance for that to be true, although telling us makes it quicker. That includes the 14 day cancellation right for distance sales of digital content, which you lose once you have agreed to immediate delivery and the file has been sent.

Accuracy. Our research is collected and checked on stated dates, and the method is published with it. We correct errors when they are pointed out. See corrections, right of reply and removals.

7. Directory listings

Listing on Whito is free. We do not charge for placement and position is never for sale.

Some listings are created by the business, others we compile from the business’s own published information and from public registers. We write listings ourselves rather than publishing submitted text as it arrives, and we may edit, decline or remove any listing at our discretion. Nothing you send us obliges us to publish anything.

If you want a listing corrected or removed, ask and we will do it. The route is on the corrections page.

8. What you may send us

When you send information through a listing form, claim form, contact form or by email, you confirm that you are entitled to share it and that it is accurate.

Do not send anything that is false or misleading, infringes someone else’s copyright or trade marks, is defamatory, contains another person’s personal data without their agreement, or is otherwise unlawful.

9. Using the site

Please do not use the site for anything unlawful, try to disrupt or damage it, or scrape content at scale. We may restrict access if that happens.

10. Accuracy of what we publish

We aim to be accurate and we date our research. Even so, content goes out of date, and errors happen. Check anything important before you rely on it for a business decision, and tell us if we have got something wrong. We publish corrections rather than quietly editing.

11. Third party tools, links and affiliates

We recommend and link to third party tools and services. Any contract or payment is between you and them, and we are not responsible for how they perform.

Some links are affiliate links. They do not affect what we recommend or where anything ranks, and how we are paid is set out on how we make money.

12. Intellectual property

The content on this site, including text, research, reports and branding, belongs to Whito Ltd unless stated otherwise. You may not copy, redistribute or reuse it without written permission, beyond normal quoting with attribution and a link.

Where images come from, the licences they are used under, and how to report a problem, are set out on our image credits and licensing page. Product names, logos and trade marks shown on the site remain the property of their owners.

13. Confidentiality

Anything non-public you share with us while we are working together is treated as confidential and used only to deliver the work, unless the law requires disclosure.

14. Liability

To the fullest extent the law allows, Whito is not liable for lost revenue, profit, data or business opportunity, or for indirect or consequential loss. Our total liability for any service is capped at what you paid us for it.

Nothing here limits liability where it would be unlawful to do so, including for death or personal injury caused by negligence, or for fraud.

Nothing in these terms removes or reduces any right you have under the law that cannot be removed or reduced by agreement. If you are a consumer, the limits in this section do not apply to your rights under the Consumer Rights Act 2015, and you may bring proceedings in the courts of the part of the United Kingdom where you live.

15. Corrections, right of reply and removals

If we have published something about your business that you believe is factually wrong, or you want your listing removed, the route is on our corrections, right of reply and removals page. We correct genuine errors, we say that we have corrected them, and we remove listings on request.

16. Complaints

If something has gone wrong, email hello@whito.co.uk and tell us what happened. We acknowledge within five working days and aim to resolve it within fifteen.

We are not a member of an alternative dispute resolution scheme, so if we cannot resolve a complaint between us, your next step is the courts. If we have published something about your business that you believe is wrong, the faster route is our corrections, right of reply and removals page.

17. Changes to these terms

We may update these terms. The current version is always the one on this page, with the date at the top. Continuing to use the site means accepting the updated version.

18. Governing law

These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.

19. Contact

Questions about these terms go to hello@whito.co.uk.