Safa Ads — Terms of Service

Effective date: 20 October 2026

These terms apply when a business uses Safa Ads to prepare marketing materials or to run advertising. They are the agreement between your business and us. Our Refund Policy and Privacy Policy form part of them. By using Safa Ads, approving a plan or paying for an order, you accept these terms for your business.

Safa Ads is currently being tested with a small group of UAE businesses. Card payments, paid advertising and some messaging features apply only when they are made available to you. Where a section depends on such a feature, it applies from the time you use that feature.

1. Who we are

Safa Ads is operated by ALEXANDER BECH INFORMATION TECHNOLOGY CONSULTANTS EST., a sole establishment in Dubai, United Arab Emirates, trade licence number 1156573, issued by the Dubai Department of Economy and Tourism ("Safa", "we", "us").

Business address: Office 201, Leader Real Estate L.L.C Building, Al Souq Al Kabeer, Dubai, United Arab Emirates.

Contact: ab@safa-ai.com or +971 56 963 7927.

2. Who can use Safa Ads

Safa Ads is a service for businesses. It is not offered to consumers. To use it you must:

• hold a valid UAE trade licence or business permit that covers the products or services you advertise;
• be the owner of the business or a person authorised to act for it; and
• be at least 18 years old.

We ask about your licence at the start of the chat. Your answer is your own declaration; it is not document verification. Before a campaign can run, Google verifies the advertiser separately, and Google Ads in the UAE is available to organisations only. If that verification is refused or not available, we cannot run a promotion for you.

3. How the service works

Everything happens in a WhatsApp chat with Safa Ads. You describe your offer and send a photo of your product. We prepare a brief for you to confirm, then a preview, then a final set of images and captions. Each step needs your explicit approval, and nothing is published or charged until you approve it.

We use automated tools, including AI models, to read your messages, draft text and place your product photo on a new background. Every image is an edit of your own photo. Our tools are instructed not to change your product, and we check for this, but automated output can contain mistakes. You are responsible for checking each brief, preview, final set and plan before you approve it. By approving, you confirm that the content is accurate and that you are entitled to publish it.

A member of our team checks your first order, and every order during our early testing period, before anything is sent or published.

4. Plans and prices

For a promotion, you choose its length before you approve the plan. We offer only the lengths that fit your offer's dates.

Every plan includes two revision rounds on the final set. A round is used only after you confirm the change you asked for, and technical retries do not use a round. Changing the facts of your offer, such as its price or product, needs a fresh review by our team.

Prices are in UAE dirhams and include any VAT that applies. Your quote in the chat shows the total, our service fee and the advertising budget separately. You are never charged more than the total in the quote you accept.

5. Payment

Payment is by card on Stripe's hosted checkout page. We do not receive your full card number or security code. A checkout link sent in the chat is valid for 24 hours.

For a promotion, we first submit your ad to Google for review with the campaign paused. You pay only after Google approves the ad, and the campaign starts only after payment. If Google does not approve the ad, you are not charged. Google's review time varies.

An order left unpaid for 72 hours is cancelled; we keep the draft. We issue an invoice and payment receipt for each payment; ask us for a copy.

6. Advertising on Google

Your Google Ads account. We run your campaign in a Google Ads account created for your business under Safa's Google Ads manager account. Each business has its own account. On request, we give you the account's customer ID, and you can ask us for access to the account at any time. Access to a Google Ads account needs a Google account.

Ending our management. You can ask us at any time to stop managing your Google Ads account. Within three business days of your request, we invite your Google account as an administrator of the Google Ads account, and we remove our access once you have accepted the invitation. If you do not want to take over the account, we pause it and stop managing it. Any running campaign is paused first, and any refund of unspent budget follows our Refund Policy.

Our role and fee. We act as your advertising agency. Google bills Safa for your campaign, and we pay Google from the advertising budget you paid us. Our service fee is separate from the advertising budget and is shown as a separate line on your quote, invoice and reports. Reports show Google's cost without our fee.

Google's terms and policies. Your ads are subject to the Google Ads Terms & Conditions and the Google Ads policies. By ordering a promotion, you agree to be bound by them and you authorise us to act for you under them. Google decides whether an ad is approved and may limit, disapprove or stop it. Google's Advertiser guide: Working with third parties explains what to expect from an agency like us.

Your campaign. A promotion runs one Google campaign for 7, 14 or 30 days, depending on the plan you choose; only lengths that fit your offer's dates are offered. It is a Google Search campaign by default. Once our measurement options are available, a Standard or Extended promotion may use a Performance Max campaign instead. Your plan names the campaign type, and for a Search campaign some of the search terms we use, before you approve it. The campaign targets the Dubai areas in your brief, runs within your offer's dates, and starts only after payment.

Budget and spend. Of each plan's advertising budget, we aim to spend up to a spending target and keep the rest in reserve, because Google can spend more than a daily budget and reports spend with a delay:

We check spend every hour, tell you when it reaches 85% of the spending target, and pause the campaign when it reaches the target. Hourly checks cannot guarantee an exact final figure, but you are not charged more than the advertising budget you paid. Unspent budget is handled under our Refund Policy.

Pausing. While a campaign is running or paused, you can send STOP, or ask in the chat, to request a pause. We confirm once Google reports the campaign stopped. A paused campaign can be resumed within its approved dates and remaining budget. We also pause a campaign when it reaches its spending target or end date, when we cannot read its spend, or when a payment, policy or review issue arises.

Reports. We send a report on the third day of the campaign, at its end, and on request. It shows impressions, clicks, taps on your page's buttons, Google's media cost and our service fee. Google may revise its figures.

7. Results

We do not guarantee any number of views, clicks, messages, customers or sales. Advertising results depend on your offer, your market and competition, and on Google, which we do not control. Taps reported on your promotional page are not the same as messages sent or orders placed.

8. Your content and your responsibilities

You confirm that:

• everything you tell us about your business, products, prices and offers is accurate, and you will tell us if it changes;
• you own, or have permission to use, every photo, logo, voice note and other material you send, and our use of it to prepare and publish your marketing does not infringe anyone's rights;
• your products are genuine. You may advertise branded goods you resell, but not counterfeits, copies or imitations. You must not claim to be an authorised or official seller of a brand unless you are, and used or refurbished goods must be described as such;
• your products, services and offers are lawful in the UAE and covered by your licence; and
• you will not ask us to publish anything that is misleading or unlawful, or that you are not entitled to publish.

We do not accept orders for counterfeit or imitation goods, pharmacy or medical products, supplements, weight-loss products, alcohol, tobacco, weapons, gambling, adult content, network marketing, dropshipping, financial or legal services, or government-document and visa services. Some other categories, such as clinics, aesthetics and property, need a review by our team first. We may decline any order.

You allow us to use, edit and adapt the materials you send in order to provide the service, including placing them in your ads, on your promotional page and with Google. You may use the files we deliver to you for your own business's marketing. Our Privacy Policy explains how we handle personal information.

9. WhatsApp

Safa Ads is provided through WhatsApp, which Meta operates under its own terms, and you are responsible for your WhatsApp account. We send you messages about your order. To stop these notifications, send UNSUBSCRIBE, or STOP when you have no campaign running or paused. While a campaign is running or paused, STOP is treated as a pause request, not an opt-out. Send START to receive notifications again. If you opt out, we stop sending notifications, including payment, refund and campaign notices, but we still reply when you message us.

10. Holds, suspension and cancellation

We may hold an order for review by our team, decline it or stop work on it if we reasonably believe that information is inaccurate, that a requirement in section 8 is not met, that Google or Meta would not accept it, or that there is a payment or spend problem. If Google disapproves a business's ads twice within 90 days, our team reviews that business's orders before anything is published. We may suspend a business from new promotions.

You can cancel an order at any time before you pay, at no cost, using the cancel option in the chat. After payment, tell us in the chat; our team reviews the cancellation and any refund under our Refund Policy. We do not change an order after payment; a change is made as a new order or a refund.

11. Liability

We provide the service with reasonable skill and care. To the extent the law allows:

• we are not liable for loss of profit, revenue, business or goodwill, or for any indirect or consequential loss;
• we are not liable for decisions, outages or changes made by Google, Meta, Stripe or other providers we do not control; and
• our total liability for an order is limited to the amount you paid us for that order.

Nothing in these terms limits any liability that cannot be limited under UAE law. You are responsible for losses we suffer because a confirmation you gave in section 8 was untrue, including claims that your materials infringe someone else's rights.

12. Changes, law and disputes

We may update these terms. Each update is dated and applies to orders placed after it is published; an order you have already paid for stays under the terms in force when you paid.

These terms are governed by the laws of the United Arab Emirates as applied in the Emirate of Dubai. Please contact us first so that we can try to resolve any problem. If we cannot, the courts of Dubai have exclusive jurisdiction.

13. General

These terms, our Refund Policy and our Privacy Policy are the whole agreement between your business and us about Safa Ads. If a court finds part of these terms invalid, the rest continues to apply. You may not transfer your rights or obligations under these terms without our written consent. If these terms are translated, the English version prevails. We send notices to you in the Safa Ads chat or to the email address you have given us, and you can send notices to us at the contact details in section 1.