Privacy & Terms.

Privacy Policy.

One policy, worldwide — written to the GDPR standard and applied to everyone, wherever you are.

1. Who we are — the controller

Etch is built by Procloud Labs, 4444 2nd Ave, Detroit, MI 48201, United States ("we," "us"). We are the data controller for personal data collected on this site and for the account data of people who use the Etch app (§2B). For the content customers put into Etch, we act as their processor (§2C). Contact: [email protected] (privacy requests get priority handling). We have not appointed a Data Protection Officer, as our processing does not meet the Article 37 thresholds; this contact route reaches the people accountable for privacy directly.

2. What we collect, why, and on what legal basis

2A. On this website

• Early-access signups — your email address. Purpose: sending the early-access communications you asked for. Legal basis: consent (Art. 6(1)(a)) — withdrawable at any time via the unsubscribe link in every email or by writing to us.
• Contact-sales requests — name, work email, company, team size or Salesforce footprint, product interest, and your message. Purpose: responding to the conversation you requested. Legal basis: steps taken at your request prior to entering a contract (Art. 6(1)(b)).
• Server logs — IP address, browser type, pages visited, timestamps. Purpose: keeping the site available, secure, and understanding in aggregate what content matters. Legal basis: our legitimate interest (Art. 6(1)(f)) in operating a secure website — an interest we've assessed as minimally intrusive because logs are short-lived, never enriched, and never used for profiling.
• Website analytics (only if you accept) — pages viewed, referring site, approximate location derived from IP address, device and browser type, and a visitor identifier stored in a cookie. Purpose: understanding which content is useful and, if you later submit a form, connecting your earlier visits to that enquiry so we can respond in context. Legal basis: consent (Art. 6(1)(a)), given through the cookie banner and withdrawable at any time via Cookie settings.

2B. In the Etch app

We hold the following about the people who use the Etch app.

• Your account — name, work email, the accounts and workspaces you belong to and your role in each, and your sign-in details: a password or your company's single sign-on, and two-factor sign-in. Purpose: letting you sign in and use Etch. Legal basis: performing the contract with your organization (Art. 6(1)(b)) and our legitimate interest in keeping accounts secure (Art. 6(1)(f)).
• Security and audit records — when you last signed in, and a record of what was done in the account (who approved, archived, handed off or changed what, and when). Purpose: security, and the audit trail customers rely on. Legal basis: legitimate interest (Art. 6(1)(f)) and the contract. The app keeps a list of the browsers you are signed in on, for 30 days after each session ends; it does not store IP addresses itself, though our hosting provider's request logs hold them for 30 days (§7). The app's own logs contain no email addresses, links, codes or keys.
• Support and customer records — support tickets you send from Etch and our replies, and a contact and company record for each person and account in our CRM (HubSpot), including the account's plan. These contacts are not added to marketing email. Purpose: supporting you and running the customer relationship. Legal basis: the contract and legitimate interest (Art. 6(1)(b), (f)).
• Billing — the billing contact, company name and address, and the plan and its term. Card details go directly to Stripe and never reach Etch. Stripe tells Etch when a payment succeeds or fails and what the subscription is, so the account can follow its plan (Subscription Agreement §5–§6). Only the account owner sees billing. Legal basis: the contract and our legal obligations (Art. 6(1)(b), (c)).
• Emails Etch sends — sign-in links, invitations, password resets, sign-off requests, and account notices such as trial reminders, a payment overdue, a plan ended or an account about to be deleted. These are service emails, not marketing, and are sent through SendGrid with open and click tracking switched off.

2C. Content customers put into Etch

Campaigns, touchpoints, briefs, templates, builds, comments, archived emails, seed copies, Figma designs, results, and the names and email addresses of outside approvers a customer adds are held for the customer, on its instructions, under its agreement with us (and our data processing agreement where one is signed). The customer decides what goes in and how long it stays; requests about that content go to the customer, and we'll help them answer. Etch is not built to hold email recipient lists, and customers should not put them in.

2D. AI features (optional)

An account's AI features are off until an account admin switches them on. When on, each feature sends our AI provider (Anthropic) only what that feature needs: for example, a campaign description when drafting a brief, past subject lines when suggesting new ones, or record names, statuses and results when answering a question. AI features never receive recipient data, the body of an email, email addresses, passwords or keys, and what is sent is not kept by Etch after the answer comes back. We do not use customer data to train models.

That's the complete list. No ad-network pixels, no data brokers, no special-category data, and no automated decision-making or profiling that produces legal or similarly significant effects (Art. 22).

3. What we don't do

We do not sell or rent personal data. We do not share it for cross-context behavioral advertising. We do not use it to train models. VIP-list addresses receive email about Etch — nothing else.

4. Cookies

Essential cookies are used where needed for the site to function, including one that remembers your cookie choice; these require no consent under the ePrivacy rules. Analytics cookies, set by our CRM provider HubSpot, are off by default and load only after you click Accept on the cookie banner. Declining changes nothing about how the site works. The Etch app uses only essential cookies: one that keeps you signed in, two that remember which account and workspace you were last in, and a short-lived one while you connect another service. It sets no analytics or advertising cookies. You can change your choice at any time using Cookie settings (also in the site footer). Analytics cookies last up to six months. We honor Global Privacy Control signals as an opt-out.

5. Recipients, processors and subprocessors

Personal data is shared only with processors acting on our documented instructions under Article 28 agreements. Each may use the data solely to provide its service to us. For content customers put into Etch (§2C), these are our subprocessors under the Data Processing Addendum; we tell account owners at least 30 days before adding or replacing one.

Customers can also connect their own services, such as HubSpot, Figma or Jira; Etch then reads from them on the customer's behalf, and for Jira creates the issues the customer asks for, using access the customer gave and can remove. A customer can also have Etch write a daily export to its own Google Cloud storage. We disclose data to authorities only where the law genuinely compels it, and we'll notify you unless legally barred from doing so.

6. International transfers

We are a US company, so data you submit is processed in the United States. For visitors in the EEA, UK, and Switzerland, transfers are protected by the European Commission's Standard Contractual Clauses (and the UK Addendum / Swiss equivalent) with our processors, alongside the technical measures in §9. Where a provider is certified under the EU–US Data Privacy Framework, we rely on that adequacy decision as well. You can request a copy of the relevant safeguards at the contact address above.

7. Retention — specific periods

• VIP-list emails: until you unsubscribe or request deletion; removed within 30 days of either.
• Sales inquiries: 24 months from last contact, then deleted unless a contract conversation is active.
• Server logs: rotated and deleted within 90 days; security-incident extracts kept only as long as the investigation requires.
• Website analytics: 24 months from your last visit, then deleted; removed sooner if you withdraw consent and ask us to delete it.
• App accounts: for as long as you have access to an Etch account. An account admin can remove you; your name stays on records you created or approved, as part of the customer's audit trail. When you belong to no account any more, your login is deleted.
• Sign-in records: the browsers you signed in on, 30 days after each session ends. The record of emails sent (kept as one-way fingerprints of the address, for sending limits): 30 days.
• Free trials: a trial that ends without a plan is locked, and its account and everything in it are deleted 30 days later, after a warning email a week before.
• Paid plans that end: the account is locked, and it and everything in it are deleted 90 days after the plan ended, after a warning email at least 14 days before. A payment that stays overdue for 7 days locks the account until it is paid; nothing is deleted for that.
• Deleted by the account owner: locked at once and deleted 7 days later, unless the owner keeps it.
• Backups: the app's database is backed up daily and backups are kept 30 days, so deleted data is gone from them within 30 days. The hosting provider's request logs: 30 days.
• Seed addresses: take mail for 30 days after they are made; copies that arrived stay with the hand-off they belong to.
• Vault addresses: a workspace's Vault address takes mail until the customer replaces it; the emails it receives are kept in that workspace's Vault as customer content.
• Support tickets and customer records: for the life of the customer relationship, then deleted on request unless the law requires us to keep them.

Customer content (§2C) is kept as the customer directs and as the Subscription Agreement (§8) and Data Processing Addendum say; until an account is deleted its owner can download everything in it, under Admin → Account data. The audit-grade permanence Etch promises applies to campaign records inside the product, at the customer's direction, never to this website's visitor data.

8. Your rights — GDPR standard, applied globally

Whoever and wherever you are, you can exercise all of the following by emailing [email protected]:

• Access — a copy of the personal data we hold about you (Art. 15).
• Rectification — correction of inaccurate data (Art. 16).
• Erasure — deletion, the "right to be forgotten" (Art. 17).
• Restriction — pausing processing while a dispute is resolved (Art. 18).
• Portability — your data in a structured, machine-readable format (Art. 20). An account owner can also download everything in the account at any time, under Admin → Account data.
• Objection — to processing based on legitimate interest (Art. 21).
• Withdraw consent — at any time, without affecting prior processing (Art. 7(3)).

We respond within one month, free of charge, and we verify identity proportionately (usually by replying from the email on file). We will never discriminate against you — in price, service, or otherwise — for exercising any right. If you're in the EEA or UK, you also have the right to lodge a complaint with your supervisory authority (the data protection authority in your member state, or the UK ICO) — though we'd appreciate the chance to resolve it directly first.

9. Security

Data in transit is encrypted with TLS; data at rest is encrypted by our hosting provider; access is restricted to the people who need it, with logged administrative access. If a breach ever creates risk to you, we'll notify the relevant authority within 72 hours and affected individuals without undue delay, as Articles 33–34 require.

10. Children

This site is not directed at children under 16, and we don't knowingly collect their data. If you believe a child has provided us information, contact us and we'll delete it.

11. Regional disclosures

California (CCPA/CPRA): we do not "sell" or "share" personal information as those terms are defined, and we collect only the categories listed in §2 for the purposes stated. The rights in §8 meet or exceed your CCPA rights, including the right to know, delete, correct, and non-discrimination. Other jurisdictions: the GDPR-level rights in §8 are applied to you as written — no separate request process, no reduced version.

12. Changes

Material changes update the effective date above and are noted here. Because this policy is our global baseline, we won't weaken it regionally or quietly.

October 12, 2026: connected services: Etch also creates Jira issues a customer asks for, and can write a daily export to the customer's own storage (§5); SendGrid also receives emails sent to a workspace's Vault address, and how long Vault addresses take mail (§5, §7); two-factor sign-in is required for every account, and how roles are set (Security).

October 11, 2026: paid plans: what Stripe tells Etch about payments (§2B); the app’s essential cookies listed (§4); the subprocessor table with what each handles and where (§5); retention for sign-in records, paid plans that end, overdue payments, accounts deleted by their owner, and backups (§7); the owner’s full download (§7, §8). Added the Subscription Agreement and the Data Processing Addendum.

October 10, 2026: covered the Etch app in private beta: what it holds about the people who use it (§2B), content held for customers (§2C), the optional AI features (§2D), the app's essential cookie (§4), the full list of processors including Google Cloud, SendGrid, Stripe, Anthropic and Google reCAPTCHA (§5), and retention for app accounts, trials, seed addresses and support records (§7).

October 3, 2026: added consent-based website analytics and named Cloudflare (hosting) and HubSpot (CRM, forms, email and analytics) as processors (§2, §4, §5, §7).

Terms of Service.

The rules for using this site, and for Etch during its private beta and free trials. Paid plans are covered by the Subscription Agreement below.

1. Agreement

By using projectetch.com or joining the early-access program, you agree to these terms. If you're acting for a company, you confirm you have authority to bind it. If you don't agree, don't use the site.

2. What this covers

These terms cover this website and Etch during its private beta (VIP list, early access, beta accounts and pilots), unless you have signed a separate agreement with us. Paid use of the platform is governed by the Subscription Agreement below (or a signed order form that refers to it); the Salesforce products are governed by a direct license agreement (via Procloud Labs or its partners) or, once listed, the applicable AppExchange terms. Those agreements supersede these terms for product use.

3. Early access & beta

Early-access and pilot versions of Etch are provided as is, may change or break, and may be discontinued. Don't rely on pre-release versions as your only system of record — the permanence guarantees we market apply to the generally available product under a signed agreement, not to betas.

Using the Etch app during the beta

• Your content is yours. Your organization owns what it puts into Etch. We use it only to provide Etch to you, as described in the Privacy Policy, and you can export your records at any time.
• Accounts. Access is by invitation. Keep your sign-in to yourself; the account owner and admins decide who else has access, and are responsible for the people they invite and the outside approvers they add.
• What not to put in. Etch is for campaign records, not audiences: don't upload email recipient lists or other customer personal data it doesn't need.
• Connections. When you connect another service, such as HubSpot or Figma, Etch acts on your behalf with the access you gave, and that service's own terms apply to it. You can disconnect at any time.
• AI features are optional and off until an account admin switches them on. Their suggestions can be wrong; check them before you rely on them.
• Seed addresses and Vault addresses are for receiving your own sends. Don't use them for anything else, or give them to anyone else.
• Plans and billing. Where a paid plan or trial applies, its price, term and limits are shown in Etch before you agree to them.
• Changes. Features, limits and access may change during the beta; we'll tell account owners before we remove something they rely on, wherever we can.

4. Acceptable use

• Don't attempt to breach, probe, or overload the site or any Etch service.
• Don't misrepresent who you are when contacting us or requesting access.
• Don't scrape or reproduce the site's content for a competing commercial purpose.

5. Intellectual property

Etch, the Etch wordmark, the product names (Etch.Taxonomy, Etch.Brief, Etch.Vault, Etch.Intelligence, Etch.Taxonomy for Salesforce, Etch.Monitoring for Salesforce), and all site content are owned by Procloud Labs. Salesforce, Marketing Cloud, and AppExchange are trademarks of Salesforce, Inc. — we're independent of Salesforce. Nothing here grants you a license to our marks.

6. Feedback

If you send us ideas or feedback, you give us a perpetual, royalty-free license to use them without obligation — that's what lets us build suggestions into the product. We won't claim ownership of your underlying confidential business information.

7. Disclaimers

The site and pre-release services are provided "as is" and "as available," without warranties of any kind, express or implied, including merchantability, fitness for a particular purpose, and non-infringement. Content on this site describes a product in development; features, pricing, and timelines may change.

8. Limitation of liability

To the maximum extent permitted by law, Procloud Labs will not be liable for indirect, incidental, special, consequential, or punitive damages, or lost profits or data, arising from your use of the site or pre-release services. Our total liability for any claim relating to the site is limited to $100 USD.

9. Termination

We may suspend or end access to the site or early-access program at any time for conduct that violates these terms. You can leave the VIP list or the program at any time.

10. Governing law

These terms are governed by the laws of the State of Michigan, USA, without regard to conflict-of-law rules. Disputes will be resolved in the state or federal courts located in Wayne County, Michigan.

11. Changes & contact

We may update these terms; material changes will be reflected in the effective date above. Questions: [email protected] · Procloud Labs, 4444 2nd Ave, Detroit, MI 48201.

Subscription Agreement.

The agreement for paid Etch plans: Standard, Pro, Enterprise and Agency.

1. Who this is between

This agreement is between Procloud Labs, Inc., 4444 2nd Ave, Detroit, MI 48201, United States ("we," "us") and the organization that subscribes to Etch ("you," the "customer"). The person who subscribes confirms they have authority to bind the organization. You accept it by choosing a plan in Etch, or by signing an order form that refers to it. Where a signed order form and this agreement differ, the order form wins for that subscription.

2. Words used here

• Etch or the service — the Etch platform at app.projectetch.com and its API, as described in its documentation.
• Customer data — everything you and your users put into Etch, or that Etch gets on your behalf from services you connect.
• Users — the people you give a seat in your account; outside approvers — people you ask to sign off by link.
• Term — the monthly or yearly period you have paid for.

3. The service and plans

We provide Etch to you for the term, for your internal business use. What each plan includes (modules, users, workspaces, and new campaigns each billing month) is shown on Billing & plan before you buy. These limits are enforced as described there; going over a limit is never charged, and the way to more is a bigger plan. We may improve and change Etch, but we won't materially reduce the core features of your plan during a term you have paid for. Features marked beta or preview are provided as they are and may change or end.

4. Free trials

A free trial gives 14 days of Pro 75, without a card, one per company. If no plan is chosen by the end, the account locks: people can still sign in, but only to choose a plan, manage members, get support and read the documentation. A locked trial account and everything in it is deleted 30 days after the trial ended, after a warning email to the owner a week before. The Terms of Service cover trial use.

5. Fees, billing and renewal

• Price. Standard and Pro are bought in Etch at the price shown at checkout. Enterprise and Agency are priced in an order form.
• Payment. Payments are taken by Stripe; card details go to Stripe and never reach Etch. Where Stripe acts as the seller of record, its terms also apply to the payment. Prices exclude taxes, which are added where they apply.
• Renewal. Plans renew automatically for the same period (monthly or yearly) and are charged at the start of each term, until cancelled.
• Changing plan. Moving up takes effect straight away and the difference for the rest of the term is charged then. Moving down takes effect at the next renewal; until then you keep what you have. You can't move to a plan with fewer users than you have switched on.
• Price changes. We'll tell the account owner at least 30 days before a price change, and it applies from your next renewal.

6. If a payment fails

Stripe tries the card again over the following days and emails the billing contact. For 7 days from the first failed payment nothing changes, except that everyone in the account sees the date it will lock, and the owner is emailed before then. If the payment still hasn't gone through after 7 days, the account locks until it is paid; paying, or updating the card so a retry succeeds, unlocks it straight away. Nothing is deleted while a payment is overdue. If Stripe's retries all fail, the subscription ends and §8 applies.

7. Cancelling, and no refunds

The account owner can cancel at any time under Billing & plan. Cancelling stops the plan renewing; it runs until the end of the term already paid for, and the owner can take the cancellation back until then. Fees are not refundable, including for part of a term, unused users or a downgrade, except where the law requires a refund.

8. Your data

• It's yours. You own customer data. You give us the right to host, copy, process and show it only as needed to provide Etch to you, as the Privacy Policy and the Data Processing Addendum describe. We don't sell it and don't use it to train AI models.
• Download it at any time. The account owner can download everything in the account, in open formats (CSV, JSON Lines, HTML), under Admin → Account data, including while the account is locked, until the day it is deleted.
• When a plan ends (cancelled, or ended after failed payments), the account locks. It and everything in it is deleted 90 days after the plan ended, after a warning email to the owner at least 14 days before. Subscribing again before then unlocks it with nothing lost.
• Deleting it yourself. The account owner can delete the account under Admin → Account data, once no plan is set to renew. It locks at once and is deleted 7 days later, unless the owner keeps it.
• After deletion it can't be brought back. It is gone from our backups within 30 days. We keep only a note that the account existed and which Stripe customer it was, and Stripe keeps its invoices and receipts.
• What not to put in. Etch is for campaign records, not audiences: don't upload email recipient lists, special-category data, or personal data Etch doesn't need.

9. Data protection

Where we process personal data in customer data for you, the Data Processing Addendum applies and forms part of this agreement, without needing to be signed separately. A signed copy is available on request from [email protected]. Our subprocessors are listed in the Privacy Policy, §5.

10. Your responsibilities

• Keep sign-ins to the people they belong to, and tell us promptly if you think an account has been compromised.
• You decide who has access, and you're responsible for your users and the outside approvers you add.
• Make sure you have the right to put customer data into Etch and to connect the services you connect.
• Don't use Etch to break the law or anyone's rights; to send spam; to store malware; to probe, overload or get around its security or limits; or to copy it to build a competing product.
• AI suggestions can be wrong: check them before you rely on them.

11. Suspension

Besides the lock for an overdue payment (§6), we may suspend access, with notice where we can, if continued use would put the service, other customers or the law at serious risk, or for a material breach of §10. We'll restore access once the cause is dealt with.

12. Confidentiality

Each of us will keep the other's non-public information confidential, use it only for this agreement, and protect it at least as carefully as our own, except where the law requires disclosure (with notice where allowed). Customer data is always your confidential information.

13. Our commitments

We'll provide Etch with reasonable care and skill, substantially as its documentation describes, and protect customer data with the measures in the Security section and the Data Processing Addendum. If Etch doesn't work as described, tell us and we'll work to fix it. Services you connect (such as HubSpot or Figma) are provided by others under their own terms; we're not responsible for them.

14. Disclaimers

Except as this agreement says, Etch is provided "as is" and "as available," and we disclaim other warranties, express or implied, including merchantability, fitness for a particular purpose and non-infringement, to the extent the law allows. We don't promise Etch will be uninterrupted or error-free.

15. Limitation of liability

To the extent the law allows, neither of us is liable for indirect, incidental, special, consequential or punitive damages, or for lost profits, revenue or goodwill. Each party's total liability arising from this agreement is limited to the fees you paid or owed us in the 12 months before the event that gave rise to the claim. These limits don't apply to your obligation to pay fees, or where the law doesn't allow them.

16. Term and ending

This agreement lasts as long as you have a subscription. Either of us may end it if the other materially breaches it and doesn't fix the breach within 30 days of notice. When it ends, access ends and §8 applies to customer data. Sections that by their nature should continue (fees owed, §8, §12, §14, §15, §18) continue.

17. Changes to this agreement

We may update this agreement. We'll tell account owners at least 30 days before a material change, which then applies from your next renewal. If you don't agree, you can cancel before it applies.

18. General

• Governing law. The laws of the State of Michigan, USA, without regard to conflict-of-law rules; disputes go to the state or federal courts in Wayne County, Michigan.
• Notices. We send notices to the account owner's email; you send them to [email protected].
• Assignment. Neither of us may transfer this agreement without the other's consent, except to a successor in a merger or sale of the business, with notice.
• Force majeure. Neither of us is responsible for delays caused by events beyond reasonable control.
• Entire agreement. This agreement, any order form and the Data Processing Addendum are the whole agreement for paid use. On data protection the Data Processing Addendum prevails.

Security.

How we protect this site today, and what the product ships with. A product built on "the permanent record" has to earn trust on security first.

1. This website

All traffic is encrypted in transit (TLS 1.2+). Data at rest is encrypted by our hosting provider. Administrative access is limited to named individuals, protected by MFA, and logged. We collect the minimum described in the Privacy Policy — the best protection for data is not holding it.

2. The Etch platform

• Identity — two-factor sign-in, required for everyone, or sign-in through your company's own single sign-on (SAML 2.0 — Okta, Microsoft Entra ID, Google Workspace and others) for the email domains you prove you own, where your provider gives the second factor.
• Tenant isolation — every record belongs to one account and one workspace, and the database itself enforces it; one workspace can't see another unless someone is given a seat in both.
• Immutability by design — System UIDs cannot be altered by anyone, including us; the audit log is append-only.
• Least-privilege access — role-based permissions: an account owner and admins, and admin, editor and viewer roles set per workspace and per module; external reviewers use scoped, expiring links and never receive workspace credentials.
• Encryption — TLS in transit; encryption at rest; secrets in a managed vault, never in code. Keys customers give Etch for their platforms are sealed with AES-256-GCM; API keys, sign-in codes and share links are stored only as one-way fingerprints.
• Backups and recovery — daily backups kept 30 days, plus 7 days of point-in-time recovery; restores are rehearsed (the first drill restored a full copy in about 10 minutes).
• Your data out, and gone — the account owner can download everything at any time; deleted accounts are gone from backups within 30 days (Subscription Agreement §8).
• AI on your terms — AI features are off until an account admin switches them on, and they never receive recipient data, email addresses, passwords or keys.

3. Compliance roadmap

A SOC 2 Type II audit is part of our path to general availability; the report will be available to customers and serious prospects under NDA once issued. The Data Processing Addendum (with the SCCs described in the Privacy Policy) is part of every subscription. The current subprocessors are listed in the Privacy Policy, §5.

4. Reporting a vulnerability

If you find a security issue in this site or any Etch service, email [email protected] with what you found and how to reproduce it. We also publish this at /.well-known/security.txt.

• What we commit to: acknowledging your report within 2 business days, telling you what we'll do and roughly when, letting you know when it's fixed, and crediting you here if you'd like.
• Safe harbor: if you act in good faith and follow these rules, we won't pursue or support legal action against you, and we'll treat your research as authorized.
• The rules: test only against your own account (or a test account we give you); don't access, change or keep other people's data — if you reach any, stop and tell us; no denial-of-service, spam, social engineering or physical testing; don't test the services we use (Stripe, Google, SendGrid, HubSpot, Anthropic, Cloudflare) beyond how Etch uses them; give us reasonable time to fix before you disclose publicly.
• In scope: app.projectetch.com, its API and MCP server, its public share and sign-off links, and projectetch.com.

We don't currently pay rewards. Thanks to: no reports yet.

5. Incidents

If an incident creates risk to you or your data, we notify affected parties without undue delay and the relevant authority within 72 hours, per Articles 33–34 GDPR — see the Privacy Policy.