Terms and Conditions

Last updated: August 6, 2026

These Terms and Conditions (the “Terms”) govern access to and use of the Faro service, provided by Navigamo S.A.S. By using the free visibility diagnostic, by accepting an invitation to the platform, or by contracting any Faro plan, you (the “Customer”, the “User”, or “you”) accept these Terms in their entirety. If you do not agree with them, you must not use the service.

Faro processes personal data in accordance with its Privacy and Personal Data Processing Policy and its Personal Data Processing Policy, which form an integral part of these Terms and prevail over these Terms in matters relating to data protection. We recommend that you read them before using the service.

1. Definitions

For the purposes of these Terms, the following terms have the meaning indicated:

1.1. Navigamo, Faro, we, or the provider: Navigamo S.A.S., a company incorporated under the laws of the Republic of Colombia, identified with NIT 902.022.728-1 and domicile at Carrera 7a No. 106-75, oficina 502, Bogotá D.C., Colombia. Faro is the commercial name of the service.

1.2. Service or Faro: the set of functionalities described in clause 3, provided through the holafaro.com website and the app.holafaro.com platform.

1.3. Diagnostic: the free visibility measurement available on holafaro.com, described in clause 3.1.

1.4. Platform: the invitation-only service available on app.holafaro.com, described in clause 3.2.

1.5. Published site: the website legible by artificial intelligence systems that the Platform composes and publishes for the Customer, described in clauses 3.3 and 6.

1.6. Material: the documents, texts, images, files, interview responses, and other content that the Customer contributes to the Platform to build their identity and their Published site.

1.7. AI Systems or AI models: the third-party artificial intelligence systems and models that Faro consults to provide the Service (for example, to measure whether an entity is read or cited by such systems, or to compose content), provided by third-party artificial intelligence model providers located in the United States.

1.8. Reserva Credits or credits: units of consumption that enable additional processing capacity within the Platform, in accordance with clause 5.4.

1.9. Customer Content: the Material and all data, information, and results derived from it, including the Published site and the assets that Faro builds from the Customer’s identity.

2. Acceptance, eligibility, and capacity

2.1. Acceptance. Use of the Service implies full acceptance of these Terms. For the Platform and for any paid plan, acceptance is additionally confirmed upon accepting the invitation, creating the account, or completing the contracting.

2.2. Minimum age. The Service is directed exclusively at persons over eighteen (18) years of age with legal capacity to contract. The Service is not directed at minors and we do not knowingly collect data from minors. If you are a minor, you must not use the Service.

2.3. Account in your own name. The Customer must use the Service with truthful, complete, and up-to-date data, and in the name of the person or brand whose identity is built or measured. The Customer is responsible for the accuracy of the information they contribute.

2.4. Use on behalf of an organization. If you accept these Terms on behalf of a company or other entity, you represent and warrant that you have the authority to bind that entity, and “you” and “Customer” also refer to that entity.

2.5. Account security. Access to the Platform is performed by means of an access link or a one-time code sent to the Customer’s email, without a password. The Customer is responsible for maintaining control of their email account and the confidentiality of the links and codes they receive. They must inform us without delay of any unauthorized use of their account through faro@navigamo.co.

3. Description of the Service

Faro converts the professional identity of a person or brand into presence that is legible and citable by artificial intelligence systems. The Service is provided on two surfaces.

3.1. Free visibility diagnostic (holafaro.com)

3.1.1. The Diagnostic is an indicative and cost-free measurement that estimates the extent to which AI systems and search engines read, recognize, and cite a person or brand. To run it, the Customer contributes at least their name or the name of the brand to be measured, their professional category or subject, their country, and their email address, and optionally city, domain, accounts, brand or company, and up to five competitors.

3.1.2. Before executing the Diagnostic, we verify the email by means of a one-time code. This verification exists for reasons of security, abuse prevention, and cost control. We additionally apply usage limits per IP address and global caps to preserve the availability of the Service.

3.1.3. To produce the Diagnostic, Faro sends the data contributed by the Customer (name or brand, subject, and declared location) to third-party AI models and to a search data provider, and collects and stores their responses as part of the report. This is inherent to the Service: it is not possible to measure whether AI reads or cites an entity without consulting it with such systems. This sending and its international transfer implications are described in clause 8 and in the Privacy and Personal Data Processing Policy.

3.1.4. The result of the Diagnostic includes a visibility index (the “Faro Index”, from 0 to 100) and a report with the responses of the systems consulted. The report is delivered at a persistent web address and may be sent to the Customer’s email.

3.1.5. The Diagnostic is an indicative tool. The disclaimers of clause 9 apply in their entirety to the Diagnostic.

3.2. Invitation-only Platform (app.holafaro.com)

3.2.1. The Platform is a restricted-access service, available by invitation and subject to admission in accordance with clause 4. In it, Faro accompanies the Customer in the construction of their professional identity from the profile, the interview, the contributed material, and the verified facts, and composes, with the support of AI models, the content and the Published site.

3.2.2. The Platform may include, depending on the contracted plan: the construction of the Customer’s identity, the composition and updating of their Published site, the connection of their Google Search Console and Google Analytics metrics to show their evolution, and functions for exporting and deleting their data.

3.2.3. The Customer retains control over what information is made public, in accordance with clause 6.

3.3. Published site

3.3.1. From the constructed identity, Faro composes and publishes, with the Customer’s consent, a website of the Customer at a public address, together with a file legible by AI systems. The purpose of this site is to be read, indexed, and cited by AI systems and by search engines.

3.3.2. The publication of the Site, its scope, and its reversibility limits are governed by clause 6.

3.4. Evolution of the Service

3.4.1. Faro is a service in evolution. We may add, modify, or withdraw functionalities to improve the Service, correct errors, or comply with the law. When a change substantially and adversely affects a paid plan in force, we will communicate it to you with reasonable advance notice in accordance with clause 14.

4. Invitation and admission

4.1. Access by invitation. The Platform operates by invitation. Access may require a prior invitation, entry into a waitlist, or the request for an offer upon completion of the Diagnostic.

4.2. Admission with review. The plan of greatest scope (Señal Editorial, clause 5.1) is granted by admission, subject to prior review by Faro of the suitability of the case. Faro may accept or not a request for admission at its reasonable discretion, and will inform the applicant of the result. The request for admission does not create an obligation to contract for either party until access is confirmed and the corresponding plan is accepted.

4.3. No guarantee of availability of spots. The capacity of the Platform and of the admission-based plans is limited. Being on a waitlist or requesting an offer does not guarantee access nor a specific admission timeframe.

5. Plans, prices, and credits

5.1. Plans. Faro offers the following plans, whose detailed scope and price in force are published at holafaro.com/planes:

• Señal Propia: entry-level plan to build and maintain the Customer’s base presence.
• Señal Amplia: intermediate plan with greater composition scope and functionalities.
• Señal Editorial: plan of greatest scope, granted by admission with prior review in accordance with clause 4.2.

5.2. Subscription. Unless otherwise indicated on the plans page at the time of contracting, the Señal Propia, Señal Amplia, and Señal Editorial plans are provided under the modality of periodic subscription, with a recurring charge for the contracted period (monthly or annual, as chosen). The subscription automatically renews for equal periods until the Customer cancels it in accordance with clause 7.

5.3. Minimum commitment period. When a plan contemplates a minimum commitment period, this will be indicated clearly and expressly on the plans page and at the time of contracting before confirming payment. In the absence of an express indication of a commitment period, there is no minimum commitment period.

5.4. Reserva Credits. Reserva Credits are units of additional capacity that the Customer may acquire by a one-time purchase, independent of the subscription, to enable additional processing or composition within the Platform. Unless expressly indicated otherwise at the time of purchase, the credits: (a) are acquired by a one-time payment and do not constitute a subscription; (b) are consumed upon use; and (c) are non-refundable once consumed, without prejudice to the legal rights of the consumer described in clause 7. The validity period of the credits, if they have one, will be indicated at the time of purchase.

5.5. Prices and taxes. The prices in force are published at holafaro.com/planes. Prices may be expressed with or without taxes as indicated; when taxes apply (for example, VAT), they will be reported before confirming payment. Faro may modify prices going forward; price changes do not affect a period already paid and will be communicated in accordance with clause 14 before their application to the next renewal.

5.6. Currency. Charges are made in the currency indicated on the plans page at the time of contracting.

6. Customer ownership over their site and their assets

6.1. The site and the assets belong to the Customer. It is a core promise of Faro: the Published site, the assets that Faro builds from the Customer’s identity, and the content derived from their Material are and shall remain the Customer’s. Faro does not claim title over the Customer Content. Faro obtains only the limited license described in clause 6.4, necessary to provide the Service.

6.2. Portability. The Customer may export the Customer Content at any time from the Platform, in a structured and legible format. Upon termination of the relationship, the Customer retains the right to port what is theirs, subject to clause 7.

6.3. In the Customer’s name. The Published site and the presence that Faro builds are made in the Customer’s name and represent their identity. Faro does not appropriate the Customer’s reputation, authorship, or assets.

6.4. Customer’s license to Faro over the Material. The Customer retains title over their Material. In order to provide the Service, the Customer grants Faro a worldwide, non-exclusive, royalty-free license, limited to the duration of the relationship (plus the time strictly necessary to execute exports or deletions), to host, reproduce, process, technically adapt, transmit to the providers described in clause 8, and publish the Material to the extent and with the scope that the Customer itself authorizes. This license exists only to operate and improve the Service for the Customer, and terminates when the Customer deletes the Material or the relationship ends, except for the copies that the law requires to be retained or that have already been taken by third parties in accordance with clause 6.5.

6.5. Publication and its limits. Publishing the Site entails making public the data and content that the Customer decides to publish. The Customer controls, by means of explicit acts on the Platform, what information is made public and what remains private. The Customer understands and accepts that, once published, the content may be read, indexed, copied, and cited by search engines, by AI systems, and by other third parties, which is precisely the purpose of the Service. Withdrawing or unpublishing the Site stops its publication by Faro going forward, but does not guarantee the elimination of copies, caches, indexes, or citations that third parties have already taken and that Faro does not control.

6.6. Customer representations about the Material. The Customer represents and warrants that they have the necessary rights over the Material they contribute and that its publication and Processing in accordance with these Terms do not infringe the rights of third parties or the law.

7. Payments, billing, cancellation, and refunds

7.1. Payment gateway. Payments are processed through the Wompi payment gateway (of Bancolombia). The card data is entered and secured directly with the gateway; Faro does not receive or store the full card number. The processing of payment data is governed by the Privacy and Personal Data Processing Policy and by the payment provider’s conditions.

7.2. Billing. Faro will issue the charging documents or invoices that correspond in accordance with Colombian law. The Customer authorizes electronic invoicing where applicable and must keep their billing data up to date.

7.3. Recurring charge and renewal. In subscription plans, the Customer authorizes Faro to charge on a recurring basis, through the gateway, the value of the plan at the beginning of each period, until they cancel. Before each renewal no new consent is required unless the law so requires.

7.4. Cancellation of the subscription. The Customer may cancel the renewal of their subscription at any time from their account or by requesting it at faro@navigamo.co. The cancellation takes effect at the end of the period already paid: the Customer retains access until that date and is not charged for the following period. Except for an applicable legal right of withdrawal or refund (clause 7.6), periods already begun are not prorated or refunded.

7.5. Suspension for non-payment. If a recurring charge fails or the payment is not completed, Faro may suspend the Customer’s access to the Platform. The suspension pauses access without deleting the Customer’s identity, facts, assets, or Site, and is reversible upon regularizing the payment. Faro will not delete the Customer Content by the mere fact of the suspension; the retention and eventual deletion after termination are governed by clause 11 and by the Privacy and Personal Data Processing Policy.

7.6. Right of withdrawal and reversal of payment (consumer). When Colombian consumer protection regulations (Law 1480 of 2011) apply, the consumer Customer may exercise the right of withdrawal in distance sales within the five (5) business days following the contracting, provided that the Service has not begun to be provided with their prior acceptance, and the right of reversal of payment in the cases and periods provided by law. These legal rights prevail over any provision of these Terms that limits them.

7.7. Honest refund policy. Beyond the legal rights of withdrawal and reversal, and for the sake of transparency: (a) Subscriptions do not generate a refund of periods already begun due to early cancellation; the Customer maintains access until the end of the paid period. (b) Unconsumed Reserva Credits may be refunded upon request within the thirty (30) days following their purchase; credits already consumed are non-refundable. (c) If Faro definitively suspends the Service for causes attributable to Faro, it will refund the proportional unused part of the paid period. (d) Faro does not refund for results of the Service that depend on third parties that Faro does not control, in accordance with the disclaimers of clause 9.

7.8. Taxes and chargebacks. The Customer is responsible for the taxes that correspond to them according to their jurisdiction when the law does not place them at Faro’s charge. Improper chargebacks may give rise to the suspension of access until their resolution.

8. Providers, subcontractors, and international transfer

8.1. Service providers. To provide the Service, Faro relies on technology providers that act as processors or subcontractors, including: providers of hosting and execution (Vercel), of database, authentication, and storage (Supabase), of transactional email (Resend), of search engine ranking data, of third-party artificial intelligence models, of connection of the Customer’s metrics (Google), of analytics and measurement of the marketing site and of the platform (Google, Meta, and Microsoft), where on the platform only navigation is recorded and the content of the screens is not captured, and of payment processing (Wompi). The detail, the purposes, and the bases of Processing are described in the Privacy and Personal Data Processing Policy and in the Personal Data Processing Policy. The named list of sub-processors is available upon written request at faro@navigamo.co.

8.2. International transfer. Several of these providers are located outside Colombia, principally in the United States of America. The use of the Service, and in particular the execution of the Diagnostic and the composition on the Platform, entails the international transfer of personal data to such providers. By accepting these Terms and the Privacy and Personal Data Processing Policy, the Customer knows and authorizes this transfer, whose bases and safeguards are detailed in the Privacy and Personal Data Processing Policy.

8.3. Third-party conditions. The providers process the data in accordance with their own conditions. Faro selects providers that offer reasonable safeguards, but does not control or answer for the internal operation, the decisions, or the conditions of third-party services, without prejudice to the responsibilities that the data protection law imposes on the controller.

9. Disclaimers regarding artificial intelligence and results

9.1. Faro does not guarantee that AI will cite you. Faro builds and publishes presence designed to be legible and citable by AI systems, but does not guarantee that a given AI system will read, recognize, mention, or cite the Customer, nor that it will do so in a specific position, moment, or form. Whether an AI system cites an entity or not depends on the decisions and algorithms of third parties that Faro does not control and cannot predict.

9.2. The Diagnostic is indicative. The Faro Index and the Diagnostic report are an estimate at a given moment, based on the responses that the AI systems and search engines give when consulted. Those responses may vary between runs, change over time, contain errors, omissions, or inaccuracies inherent to the AI systems (including inaccurate statements or “hallucinations”), and do not constitute a value judgment by Faro about the Customer. The Diagnostic is not an audit, a certification, or professional advice of any kind.

9.3. Dependence on third parties. The results of the Service depend on systems, data, and decisions of third parties (AI model providers, search engines, metrics platforms, and others) that Faro does not control. Faro does not answer for changes, interruptions, errors, or decisions of those third parties, nor for the manner in which they process or represent the Customer’s information.

9.4. No promises of commercial results. Faro does not promise or guarantee increases in traffic, reputation, sales, positioning, revenue, or any specific commercial result derived from use of the Service.

9.5. AI-generated content. The content that Faro composes with the support of AI models is built from the Customer’s Material and under their control and confirmation. The Customer is responsible for reviewing and approving what is published on their Site. Faro does not guarantee that the generated content is free of errors; the Customer must verify it before publishing it.

10. Acceptable use and intellectual property

10.1. Acceptable use. The Customer undertakes not to use the Service to: (a) impersonate the identity of another person or entity, or contribute false or misleading data; (b) contribute unlawful, defamatory content, content that infringes the rights of third parties, or that is contrary to the law or public order; (c) breach the security or integrity of the Service, circumvent its usage, verification, or anti-abuse limits, or attempt to access the data of other users; (d) use the Service to collect or process the data of third parties without a legal basis, or to harass, harm, or damage third parties; (e) resell, sublicense, or exploit the Service in an unauthorized manner, or carry out unauthorized mass automated extraction.

10.2. Third-party data. If the Customer contributes the data of third parties (for example, names of competitors, the name of another person for a Diagnostic, or mentions of persons in their Material), they represent that they have a legal basis for it and will be responsible for such contribution. Faro processes such data solely to provide the Service requested by the Customer.

10.3. Sensitive data. Faro does not request sensitive data (such as health, racial or ethnic origin, sexual orientation, political opinions, religious or philosophical convictions, biometric data, or trade union membership). The Customer undertakes not to contribute sensitive data in their Material or in the interview, unless they deliberately decide to make it part of their public professional presence; in such case, they expressly authorize its Processing and publication under their own responsibility and assume that it will cease to be private in accordance with clause 6.5.

10.4. Faro’s intellectual property. The Service, the Faro brand, the name and logos of Navigamo, the software, the diagnostic engine, the methodology, the interface, the documentation, and every element of the Service other than the Customer Content are the property of Navigamo or of its licensors and are protected by intellectual property laws. These Terms do not transfer to the Customer any right over Faro’s intellectual property beyond the license to use the Service described in clause 10.5.

10.5. License to use the Service. Faro grants the Customer a limited, personal, revocable, non-exclusive, and non-transferable license to use the Service in accordance with these Terms during the term of the relationship. This license does not include the right to copy, modify, decompile, or create derivative works of the Service, except as permitted by law.

10.6. Feedback. If the Customer sends suggestions or comments about the Service, Faro may use them to improve the Service without obligation or compensation, without this affecting the Customer’s title over their Content.

11. Suspension and termination

11.1. Termination by the Customer. The Customer may terminate the relationship at any time by cancelling their subscription (clause 7.4) and, if they wish, by deleting their data from the Platform or requesting it at faro@navigamo.co. Before deleting, the Customer may export the Customer Content (clause 6.2).

11.2. Suspension or termination by Faro. Faro may suspend or terminate the Customer’s access, in whole or in part, when: (a) the Customer breaches these Terms in a serious or repeated manner; (b) there is a non-payment in accordance with clause 7.5; (c) the law, a competent authority, or reasons of security so require; or (d) the Customer’s use compromises the integrity, security, or availability of the Service or the rights of third parties. Except for urgency, legal or security risk, Faro will give reasonable prior notice and, where appropriate, an opportunity to cure.

11.3. Effects of termination. Upon termination of the relationship: (a) the Customer’s right to use the Service ceases; (b) Faro will cease to publish the Site going forward, with the limits of clause 6.5; and (c) the data is retained or deleted in accordance with the Privacy and Personal Data Processing Policy and the Personal Data Processing Policy. Faro will retain only the data that the law requires to be retained (for example, for accounting or tax reasons) for the time strictly necessary.

11.4. Survival. The clauses that by their nature must continue in force survive termination, including those on ownership (6), disclaimers (9), intellectual property (10), limitation of liability (12), indemnity (13), applicable law and dispute resolution (15 and 16).

12. Limitation of liability

12.1. Service “as is”. To the maximum extent permitted by law, the Service is provided “as is” and “as available”. Faro does not grant implied warranties of merchantability, fitness for a particular purpose, or of result, beyond the non-waivable legal warranties.

12.2. Exclusion of damages. To the maximum extent permitted by law, Faro will not be liable for indirect, incidental, special, punitive, or consequential damages, or for loss of profit, loss of opportunity, of reputation, of data, or of citations by AI systems, arising from the use or the impossibility of use of the Service, including the results that depend on third parties in accordance with clause 9.

12.3. Quantitative limit. To the maximum extent permitted by law, Faro’s total and aggregate liability toward the Customer for any claim related to the Service will not exceed the greater of: (a) the amount actually paid by the Customer to Faro for the Service in the twelve (12) months prior to the event giving rise to the claim; or (b) [AMOUNT OR EQUIVALENT TO BE DEFINED, for example a symbolic cap for users of the free Diagnostic].

12.4. Legal limits. Nothing in these Terms excludes or limits the liability that cannot be excluded or limited by law, including liability for willful misconduct or gross negligence, the legal warranties of the consumer, and the obligations that the data protection regulations impose on the controller. For consumers in Colombia, the European Union, or the United States, the mandatory rights that the law of their jurisdiction recognizes for them prevail.

13. Indemnity

13.1. The Customer will hold Navigamo, its partners, managers, and collaborators harmless against claims, damages, and reasonable costs (including attorneys’ fees) arising from: (a) the Customer’s breach of these Terms; (b) the Material or the third-party data that the Customer contributes in infringement of rights or of the law; or (c) the Customer’s improper use of the Service. Faro will notify the Customer of the claim and may participate in its defense. This clause does not apply to the extent that the claim derives from Faro’s own fault.

14. Modifications of the Terms

14.1. Faro may modify these Terms to reflect changes in the Service, in the law, or in its operation. We will publish the version in force on holafaro.com with its “Last updated” date.

14.2. When a change substantially and adversely affects the Customer’s rights in a paid plan in force, we will communicate it to you with reasonable advance notice by a suitable means (for example, email). If the Customer does not agree, they may cancel in accordance with clause 7.4 before the change takes effect. Continued use of the Service after the entry into force of a change implies its acceptance.

15. Applicable law and jurisdiction

15.1. Applicable law. These Terms are governed by the laws of the Republic of Colombia, without prejudice to the mandatory consumer protection and data protection rules that are applicable to the Customer in their jurisdiction.

15.2. Jurisdiction. Except for a mandatory legal provision to the contrary, disputes that are not resolved directly will be submitted to the competent judges and courts of the city of Bogotá D.C., Colombia.

15.3. International note. For customers and visitors in the European Union and in the United States of America (including California), the foregoing is understood without prejudice to the mandatory rights and the forums that the law of their jurisdiction recognizes for them as consumers or as data subjects of personal data. The protection of personal data is governed, additionally, by the Privacy and Personal Data Processing Policy and the specific clauses for the GDPR (European Union) and the CCPA/CPRA (California) included therein.

16. Dispute resolution

16.1. Direct settlement. Before resorting to formal instances, the Customer and Faro will seek to resolve any difference directly and in good faith. The Customer may raise their claim at faro@navigamo.co, and Faro will respond within a reasonable period.

16.2. Consumer claims. The consumer Customer retains the right to resort to the competent consumer protection authorities (in Colombia, the Superintendence of Industry and Commerce) and data protection authorities, as applicable.

16.3. Alternative mechanisms. The parties may resort to conciliation or arbitration mechanisms when they so agree in writing, in accordance with the applicable law.

17. General provisions

17.1. Entire agreement. These Terms, together with the Privacy and Personal Data Processing Policy, the Personal Data Processing Policy, the Cookies Policy, and the specific conditions of the contracted plan, constitute the entire agreement between the Customer and Faro regarding the Service, and replace any prior agreement on the same matter.

17.2. Assignment. The Customer may not assign these Terms without the prior written authorization of Faro. Faro may assign them within the framework of a reorganization, merger, or transfer of its business, reporting it where appropriate.

17.3. Severability of the clauses. If a clause is declared invalid or unenforceable, the others maintain their full force, and the affected clause will be interpreted in the valid sense closest to the original intention.

17.4. Waiver. Faro’s tolerance or non-exercise of a right does not constitute a waiver of that right.

17.5. Notices. Faro will communicate with the Customer at the email associated with their account or the one provided in the Diagnostic. The Customer may communicate with Faro through faro@navigamo.co.

17.6. Language. The Spanish version of these Terms is the official version. Any translation is offered for the Customer’s convenience; in the event of a discrepancy, the Spanish version prevails, unless the mandatory law of the Customer’s jurisdiction provides otherwise.

18. Contact

Navigamo S.A.S. NIT 902.022.728-1 Carrera 7a No. 106-75, oficina 502, Bogotá D.C., Colombia Contact email and for the exercise of rights: faro@navigamo.co