Terms of Service

1. Agreement

These Terms of Service (the “Terms”) govern your access to and use of Mutuall and everything on it (the “Service”). By creating an account or using the Service, you agree to these Terms, to our Privacy Policy, and to our Refund Policy. If you do not agree, do not use the Service.

2. What Mutuall is

Mutuall is a marketplace where members get real, disclosed posts made about them by other members. One member (the receiver) posts a campaign describing what they want and uploads their own photos or clips. Another member (the maker) creates their own post from that material, the receiver approves it before anything goes live, and the maker then publishes it by hand on their own Instagram account with Instagram's paid-partnership label naming the receiver. We confirm the post is live and properly disclosed through Instagram's official API, and the maker earns a token they can spend on a campaign of their own.

Instagram is the only platform the Service supports. Everything described in these Terms applies to Instagram accounts only.

Mutuall is an independent product. It is not affiliated with, endorsed by, or sponsored by Instagram or Meta.

3. Who can use it

You must be at least 18 years old, provide accurate registration information, and keep your credentials secure. One person or entity per account; do not share logins. You are responsible for everything done under your account. To post a campaign or make a post you must have a professional Instagram account (Business or Creator) that you own or are authorized to manage, connected to Mutuall.

4. Connecting your Instagram account

Connecting is done through Instagram's official login — we never ask for your Instagram password, never automate actions on your account, and never scrape. You authorize us to read the data described in our Privacy Policy in order to verify your account and the posts you deliver. You can disconnect at any time from your account settings, and you can delete your data as described on our Data Deletion page. Your use of Instagram is also governed by Meta's Platform Terms, the Instagram Platform Policy, and Meta's branded-content policies.

5. Tokens

Tokens are the Service's internal unit for getting a post made about you. One token posts one campaign. We may limit how many campaigns you can make for others per day, and we may change what a campaign costs prospectively, with notice.

Tokens are earned, not bought. A token is created only when a member delivers an approved post that we have verified, or when we grant a limited number of starter tokens to get new members going. Tokens never expire and we do not confiscate or void tokens you have earned. Tokens have no cash value, cannot be exchanged for money, transferred, or sold, and are not a stored-value or payment instrument. If you withdraw a campaign before a maker starts on it, your tokens come back.

6. Posting a campaign (you as receiver)

When you post a campaign you upload material that you own or have the rights to use, and you grant the maker assigned to your campaign a limited, non-exclusive licence to use that material to create and publish that one post. You keep ownership of your material. Material is private to you and your maker, and it is deleted when the campaign wraps.

You approve the draft before anything is published. You get one revision round; if you and your maker still cannot agree, we step in and decide. You may not require, request, or reward a positive or flattering opinion — you are commissioning an honest post from a real person, not a paid endorsement of a specified sentiment (this is a hard rule under the FTC's Consumer Reviews and Testimonials Rule, 16 CFR 465).

By approving a draft you also confirm you permit the maker to tag you and name you in the post's paid-partnership label, and you accept that you share responsibility with the maker for the disclosure being present and clear.

7. Making a post (you as maker)

You must genuinely author the post. Re-uploading someone else's content unchanged is not allowed — Instagram's rules require that creators do not accept anything of value to post content that does not feature them or that they were not involved in creating. Your post must be your own creation from the receiver's material, and each maker's post must be their own, not a copy of another maker's.

Say only what is true for you. Describe, explain, and give your honest take — but never claim to have used, owned, or experienced something you have not. A paid post that misrepresents the maker's experience is unlawful under the FTC's rules (16 CFR 465.2 and 255.1) no matter how well it is disclosed. If you genuinely use the thing, saying so is welcome.

Every post you deliver must be disclosed twice: with Instagram's native paid-partnership label naming the receiver, and with a clear disclosure inside the post itself. We compose the in-content disclosure line for you and lock it into the approved caption — do not remove or alter it. Native labels alone are not sufficient under the FTC Endorsement Guides (16 CFR 255), which is why both are required.

You publish by hand, on your own account. We never post for you and never take any action on your account. After publishing you submit the post's link, and we verify through Instagram's official API that the post exists on your account, that the caption matches the one that was approved (including the disclosure line), and that the media matches the deliverable you submitted.

Keep it up for at least 3 days. We re-check the post about three days later. If it has been taken down or the disclosure has been removed or altered — or if you disconnect your Instagram account so the check cannot run — the token for that post is reversed. A second occurrence closes the queue to your account. Where we suspect abuse of this system, we may additionally hold a post's token until the re-check passes — up to 72 hours after posting — before it becomes spendable.

8. Disclosure and advertising law

Tokens and cash are both compensation, so every post delivered through the Service is sponsored content and must be disclosed as such. Responsibility for that disclosure rests with the maker and the receiver, not with Instagram. We build the disclosure into the flow, instruct it, and verify it before a token is released — but you remain responsible for complying with the advertising rules that apply where you live.

9. What may not be posted or requested

Campaigns and deliverables may not involve: adult or sexual content; tobacco, vaping, drugs or CBD; weapons; gambling; cryptocurrency promotion, financial schemes, MLM or payday lending; pharmaceuticals or cosmetic procedures; weight-loss products or unsubstantiated health claims; or political advertising. Alcohol, supplements and similar age-restricted categories are not accepted. We may reject or remove any campaign or deliverable at our discretion.

10. Prohibited conduct

Do not: coordinate, request, or reward likes, comments, views, follows, shares, tags, or hashtag use — creation is coordinated here, engagement stays organic; buy, sell, or use bot or fake-account followers, views, or engagement (prohibited under 16 CFR 465.8); arrange direct reciprocal exchanges to get around the queue; operate more than one account; impersonate anyone; use the Service to violate Instagram's or Meta's terms; attempt to reach accounts or data you are not authorized to reach; scrape, resell, or redistribute the Service; or reverse engineer, overload, or probe the Service or its infrastructure.

This binds campaigns too, on both sides: a campaign may not ask its maker — or the maker's audience — to follow, like, comment on, share, or save anything, and may not condition the work on invented experience or a required sentiment. We screen campaign text for these requests and refuse them. The one tag that is always required is the paid-partnership label naming the receiver — that is disclosure, not promotion.

11. Paid creator packages

You can also pay for a package in which a set number of different verified creators each make and publish their own disclosed post about you. Every one of those posts runs through exactly the same pipeline as a token campaign: you approve each draft, the creator publishes it by hand with the paid-partnership label, and we verify it. Payments are processed by Stripe; we never see your card number.

Packages are a one-time purchase, not a subscription — nothing recurs and nothing renews. Creators are paid in tokens, not cash. Slots are filled as verified creators take them, which is a human process and not instantaneous. Refunds are handled by our team; see the Refund Policy for exactly what is and is not refundable.

12. Verification, review and enforcement

We verify delivered posts using data read from the maker's own connected account through Instagram's official API. Where an automatic check cannot reach a clear answer, a person on our team reviews it. We may hold, reverse, or decline a token, suspend participation, or close an account where these Terms, the platform rules, or the disclosure requirements are broken.

13. No guarantee of results

We do not promise followers, reach, engagement, sales, or any other outcome. What we guarantee is the process: real, verified people, drafts you approve, disclosed posts, and honest reporting of what actually happened. Instagram's systems are not public and we do not control them.

14. Content and intellectual property

You keep the rights to the material you upload and to the posts you create. Makers keep ownership of the posts they author; the licence a receiver gets is the right to be featured in, and to have their approved post published as, that campaign's deliverable. You grant us the limited right to store, display and process your material and deliverables as needed to run the Service. We own the Service itself — its software, design and content — and you get a limited, non-exclusive, non-transferable right to use it under these Terms.

15. Third-party services

The Service depends on third parties: Instagram and Meta for connected account data, bundle.social (an authorized Meta Tech Provider) as our integration provider for Instagram connections, and Stripe for payments. Your use of those features is also governed by those providers' own terms, and we are not responsible for their services.

16. Disclaimers

The Service is provided “as is” and “as available,” without warranties of any kind, to the fullest extent permitted by law. We do not warrant that the Service will be uninterrupted or error-free. Members are independent people, not our employees, contractors, or agents, and we are not a party to the working relationship between a receiver and a maker beyond the rules set out here.

17. Limitation of liability

To the fullest extent permitted by law, Mutuall will not be liable for indirect, incidental, special, consequential, or punitive damages, or for lost profits, revenue, or data. Our total liability for any claim relating to the Service is limited to the amount you paid us in the twelve months before the claim.

18. Termination

You may stop using the Service and delete your account at any time. We may suspend or terminate access if you breach these Terms or to protect the Service or other members. Campaigns already in flight may be completed or cancelled at our discretion; on termination, the data handling in our Privacy Policy applies.

19. Changes to these Terms

We may update these Terms from time to time. If a change is material we will note it here and, where appropriate, notify account holders. Continued use after a change means you accept the updated Terms.

20. Contact

Questions about these Terms? Email [email protected].