Terms of Service

Effective date: August 16, 2026

These Terms of Service ("Terms") are an agreement between you and Innova Apps ("Innova Apps", "we", "our", "us") about the Bulk SMS Sender add-in and the pages and account that go with it. By installing or using the add-in, you agree to these Terms. If you do not agree, do not use the Service.

1. The service

Bulk SMS Sender ("the Service") is an add-in for Microsoft Excel that sends SMS messages through your own Twilio account. It sends in bulk from a range you select in the sheet, writes a per-row delivery status back into the column immediately to the right of that selection, can schedule a send to fire later from the cloud with Excel closed, and provides two custom functions: =SMS.SEND(to, body), which returns the Twilio message SID, and =SMS.STATUS(sid), which looks a message's delivery status up again.

Bring your own Twilio. We are not a messaging carrier, gateway, aggregator or reseller. We never relay, resell or mark up messages. Every message is created on the Twilio account whose credentials you provide, and Twilio bills you directly at its own rates. You need a Twilio account, and your use of it is bound by Twilio's own terms, policies and pricing.

Send only. The Service does not receive inbound SMS, does not handle replies, and does not manage STOP keywords, opt-out lists or contacts. Where carriers require opt-out handling, it is performed by Twilio on your own number.

What you need. Excel on Windows or Mac (Microsoft 365) or Excel on the web; your own Twilio account, with an Account SID, Auth Token and either a phone number you own there or a Messaging Service SID; and a free Innova Apps add-in account (email and password) used for sign-in and plan status. The Service does not run on Excel for mobile.

2. Eligibility and accounts

• You must be able to enter into a binding agreement in your own name or on behalf of the organisation you represent. If you accept these Terms for an organisation, you confirm that you are authorised to do so.
• Give accurate details when you create your Innova Apps add-in account, and keep them up to date.
• Keep your credentials safe. Do not share your password, and tell us at support@innovaapps.ai if you believe your account has been used without your permission.
• One account per user. Accounts are personal and are not to be shared between people.
• You are responsible for all activity that takes place under your account, including every message it sends.

3. Acceptable use

You may only send messages to recipients who have consented to receive them. That is the central rule of this Service, and it is not negotiable.

The following are prohibited and are grounds for immediate suspension or termination:

• Unsolicited messaging. Spam, bulk messaging to purchased, scraped or rented lists, or messaging anyone who has not agreed to hear from you.
• Harassment, phishing and fraud. Threatening, abusive or deceptive messages, impersonation of another person or organisation, and any attempt to obtain credentials, payment details or other information under false pretences.
• Ignoring opt-outs. Messaging a recipient who has opted out, or attempting to route around an opt-out by switching numbers or Messaging Services.
• Unlawful use. Any use that breaks applicable law, including the TCPA and CTIA guidelines in the United States, CAN-SPAM equivalents, the GDPR and ePrivacy rules in the EU and EEA, and the equivalent rules in your recipients' jurisdictions.
• Breaching Twilio's rules. Any use that violates Twilio's Acceptable Use Policy or Messaging Policy, or the rules of the carriers your messages traverse.
• Only connect Twilio accounts you are authorised to use. Do not use credentials that belong to someone else, or send from a number you have no right to send from.
• Do not circumvent plan limits. Do not create multiple accounts, or use any other technique, to get past the limits of the plan you are on.
• Do not reverse engineer. Do not decompile, disassemble or otherwise try to derive the source code of the Service, except where that restriction is not permitted by law.
• Do not disrupt the Service. No attempt to interfere with, overload or gain unauthorised access to the Service or to other users' data.

The unlimited allowance on the Pro plan is subject to fair use: it is there for ordinary business messaging, not for volumes that place a disproportionate load on the Service.

4. Your Twilio account and credentials

You grant us permission to store your Twilio Account SID, Auth Token and sender, and to use them solely to execute the sends, status checks and setup validations you request.

• They are encrypted at rest. Credentials are stored encrypted with AES-256-GCM under a key unique to your account. They are never displayed back to you, written to logs, or shared. The detail is in the privacy policy.
• Least privilege is yours to set. Twilio's own controls (subaccounts, API keys, Messaging Services and spending limits) are the way to bound what the credentials you give us can do. You are responsible for the permissions and limits you set on your Twilio account.
• Revoke at any time. Rolling the Auth Token in the Twilio Console invalidates the copy we hold immediately, without any action from us.
• Twilio charges are yours. Every message the Service sends is created on your Twilio account and billed by Twilio to you, at Twilio's rates for the destination. Nothing you pay Innova Apps covers message traffic.
• You remain responsible for your Twilio account's security settings, for its spending, and for keeping your credentials confidential elsewhere.

5. You are the sender of record

Because every message is created on your own Twilio account, you are the sender of record. That carries obligations that stay with you and cannot be transferred to us:

• Consent. Obtaining and being able to evidence recipient consent, in the form the law of the relevant jurisdiction requires.
• Opt-outs. Honouring STOP and equivalent opt-out requests. These are handled by Twilio on your number, where carriers require it; the Service neither sees nor manages them.
• Content and identification. The content of your messages, identifying yourself as the sender where required, and any sending-time or frequency restrictions that apply.
• Registration. Any messaging registration your traffic requires, such as A2P 10DLC for United States long-code traffic, which is done in your Twilio account.
• Recipient data. The lawfulness of the recipient numbers you load into your spreadsheet and send to.

You will indemnify Innova Apps against claims, penalties and costs arising from messages you send in breach of this section or of section 3.

6. Plans, billing and cancellation

The add-in itself is free to install, and there are two plans.

• Free. 25 messages per calendar month, no card required. Bulk sending from a range and both custom functions are included. Sends from the "Test my Twilio setup" check are not counted against this allowance.
• Pro, $19 per month. Unlimited messages, subject to the fair use in section 3, plus scheduled sends (up to 500 messages per schedule).
• Twilio's charges are separate. Neither plan pays for message traffic. Twilio bills your Twilio account directly for every message sent.
• How Pro is billed. Pro is billed through Stripe on Innova Apps' own Stripe account, not through Microsoft. Card details never reach Innova Apps servers. Paid upgrades are still being switched on; when they are, an upgrade starts from the Upgrade button in the task pane.
• Renewal. A Pro subscription renews monthly at the then-current price until you cancel it.
• Cancellation. You can cancel at any time from "Manage billing" in the task pane. Access to Pro continues to the end of the period you have already paid for, and your account then returns to the Free plan, where the monthly allowance applies again and scheduling is no longer available.
• Taxes. Prices are exclusive of any applicable VAT, which is added where it applies.

7. Availability and third-party dependencies

The Service depends on things we do not control. It sends through the Twilio API, the messages then cross mobile carrier networks, and the add-in runs inside Microsoft Excel.

• Twilio may change, deprecate or restrict its API, suspend an account, or have an outage, and sends may fail or behave differently as a result.
• Carriers filter, delay, reorder and drop messages for reasons of their own: unregistered A2P traffic, spam heuristics, country-specific sender rules, handset state. Delivery is never guaranteed by anyone in this chain, including us.
• Microsoft may change the Excel add-in platform, the custom functions runtime, or how the task pane behaves inside the Excel webview, and features may have to change with it.
• Scheduled sends run on a worker with a bounded window per run. A row a run does not reach is marked as not sent, so that you can re-send it, rather than being sent late or silently dropped.
• We may change, add to, or discontinue parts of the Service. Where a change materially reduces what a paid plan does, section 12 applies.

We do not commit to any particular level of availability, and the Service may be unavailable during maintenance or because of a third-party outage.

8. Intellectual property

The Service (the add-in, the documentation, and the design of these pages) belongs to Innova Apps and is protected by intellectual property law. Subject to these Terms, you get a limited, non-exclusive, non-transferable licence to use the Service for its intended purpose. You may not resell or redistribute the Service as a product of your own.

Your message content, your recipient lists, and the workbooks you build with the Service remain yours. We claim no rights in them.

9. Disclaimer of warranties

The service is provided "as is" and "as available", without warranties of any kind, express or implied, including any implied warranties of merchantability, fitness for a particular purpose, accuracy, and non-infringement. We do not warrant that the service will be uninterrupted, error-free or secure, that any message will be delivered, that a delivery status will be accurate or current, or that a scheduled send will fire at an exact moment.

We are not a carrier and do not control message delivery. Delivery depends on twilio, on mobile carriers, and on the recipient's handset and network.

10. Limitation of liability

To the maximum extent permitted by law, Innova Apps is not liable for any indirect, incidental, special, consequential or punitive damages, or for any loss of profit, revenue, data or goodwill, whether or not we were told such loss was possible.

To the maximum extent permitted by law, our total aggregate liability for all claims arising out of or relating to the service is limited to the fees you paid us for the service in the three (3) months immediately before the event giving rise to the claim.

To the maximum extent permitted by law, we are not liable for undelivered, delayed, duplicated or misdirected messages, for carrier filtering or blocking, for twilio outages, restrictions or charges, for messages sent by a spreadsheet recalculation, or for any regulatory penalty arising from messages you send.

Nothing in these Terms limits liability that cannot be limited under the law that applies to you, including any statutory rights you have as a consumer.

11. Suspension and termination

We may suspend or terminate your access to the Service if you breach these Terms (in particular section 3), if we are required to do so by law, or if your use puts the Service, your recipients or other users at risk. Where it is reasonable to do so, we will tell you first and give you a chance to put things right.

You can stop using the Service at any time: cancel any Pro subscription from "Manage billing", roll your Auth Token in the Twilio Console so the stored copy stops working, and remove the add-in from Excel. To delete your Innova Apps add-in account, email support@innovaapps.ai from the address the account is registered to; we delete the account, your encrypted Twilio credentials and all associated metadata within 30 days, as set out in the privacy policy.

Sections 5 and 8 to 13 survive the end of these Terms.

12. Changes to these terms

We may update these Terms as the Service changes. For material changes we will give you at least 14 days' notice by email to the address on your add-in account before the change takes effect, and we will update the effective date at the top of this page. If you keep using the Service after a change takes effect, you accept the updated Terms; if you do not want to accept them, cancel any paid plan and stop using the Service before that date.

13. Governing law and venue

These Terms and any dispute arising out of them or out of the Service are governed by the laws of Denmark, without regard to conflict-of-law rules. The courts of Denmark have exclusive jurisdiction, with the City Court of Copenhagen as the court of first instance, except where mandatory law entitles you to bring proceedings in the courts of your own country of residence.

We would rather sort things out directly. Email support@innovaapps.ai first and we will try to resolve the matter in good faith.

14. Contact

Questions about these Terms, about billing, or about the Service:

See also the privacy policy for what we store and what we never store, and the support page if something in the add-in is not behaving.