The MSA, in plain English.

ASO Legendary (the "Firm") provides App Store Optimisation, App Advertising, and App Store Essentials services to the Client. The specific work — deliverables, cadence, team, and fees — is defined in a Statement of Work ("SOW") signed by both parties. This MSA governs the relationship; each SOW governs the individual engagement.

If a term of the SOW conflicts with the MSA, the SOW controls for that engagement only.

• →Subscription fees are invoiced monthly in advance, in the currency specified in the SOW.
• →One-time engagements (Sprints, Audits, Essentials) are invoiced 50% on start and 50% on delivery, unless the SOW states otherwise.
• →Paid UA media spend is billed at cost with no markup, on a separate invoice, and requires the Client's written budget cap.
• →Invoices are due Net-15 from issue. Late payments over 30 days pause active work until cured; no penalty interest is charged.
• →All fees are exclusive of applicable taxes (GST, VAT, sales tax). The Client is responsible for taxes in its jurisdiction.

Client materials. The Client retains all rights to its brand, product, app metadata, analytics, and any materials it provides. The Firm receives a limited licence to use them solely to deliver the services.

Deliverables. On payment of the corresponding invoice, all deliverables produced specifically for the Client — keyword footprints, CPP matrices, creative concepts, briefs, dashboards, playbooks — are assigned to the Client. The Client owns them and may take them if the engagement ends.

Firm background IP. The Firm retains ownership of its pre-existing frameworks, methodologies, internal tooling, and generic templates. The Client receives a perpetual, royalty-free licence to use them as embedded in the deliverables.

Each party will treat the other's non-public information as confidential and use it only to perform this MSA. Confidentiality obligations survive for three (3) years after the engagement ends.

The Firm may publicly reference the engagement (Client name, category, high-level outcome) once results are shipped, unless the SOW opts out in writing. Numeric outcomes are anonymised or ranged unless the Client approves specifics.

The Firm processes personal data only as needed to deliver the services and as described on the Privacy page. On written request, the Firm will sign a Data Processing Agreement (DPA) covering GDPR / DPDPA obligations before any personal data is shared.

The Firm does not sell personal data. It does not transfer personal data outside the engagement's stated processors. Subprocessors are listed on the Privacy page and updated when they change.

The Firm warrants that services will be performed with reasonable skill and care consistent with senior operators in the app-growth field.

The Firm does not warrant specific rankings, install volumes, revenue, or ROAS. App store algorithms, category dynamics, seasonality, and competitor activity are outside the Firm's control. All work is provided on an "operator best-effort" basis; no result is guaranteed. The Firm does not, under any circumstance, engage in install farms, review manipulation, or store-policy violations.

To the maximum extent permitted by law, each party's total aggregate liability arising from or related to this MSA and any SOW is capped at the fees paid or payable by the Client to the Firm in the twelve (12) months preceding the event giving rise to the claim.

Neither party is liable for indirect, incidental, consequential, or lost-profit damages. Nothing in this clause limits liability for gross negligence, wilful misconduct, or breach of confidentiality.

• →Term. This MSA begins on the effective date of the first SOW and continues until terminated.
• →Pause or scale. Either party may pause or scale the subscription with 30 days written notice.
• →Termination for convenience. Either party may terminate any SOW with 30 days written notice. Fees for work performed up to the termination date remain payable.
• →Termination for cause. Either party may terminate immediately for a material breach uncured after 15 days written notice.
• →Post-termination. Deliverables paid for remain the Client's. The Firm returns or destroys Client materials within 30 days of the last engagement ending. Server logs and lead records follow the retention schedule on the Privacy page.

This MSA is governed by the laws of India (for engagements originating from the India entity) or England & Wales (for engagements originating from the London entity), specified in the applicable SOW. Both parties agree to attempt good-faith resolution before formal proceedings; unresolved disputes are subject to the exclusive jurisdiction of the courts of the governing-law seat.

• →Entire agreement. This MSA plus each signed SOW is the entire agreement between the parties on the subject.
• →Amendments. Any change requires a signed written amendment or a new SOW.
• →Assignment. Neither party may assign this MSA without the other's written consent, except to a successor entity via merger or acquisition.
• →Independent contractor. The Firm is an independent contractor. No employment, partnership, or agency is created.
• →Notices. Written notice may be given by email to the addresses on the signed SOW, effective on delivery.