Tenth

Shop terms of service

The agreement between your shop and Tenth. Holding a card as a customer? Read Your card instead.

Last updated 2026-08-20 · Black Flame Digital Ltd

Version 2026-08-19

These terms are the agreement between Black Flame Digital Ltd, a company registered in England and Wales (number 11861684) whose registered office is 45 Sir Peter Blake Way, DA10 1HB, United Kingdom, trading as “Tenth” (“we”, “us”) — and the business that registers a shop (“you”). Registering an account accepts them. Your acceptance is recorded against the version above.

1. What Tenth does

Tenth replaces a paper stamp card with a card in your customers’ Apple Wallet or Google Wallet. We issue the passes, host the enrolment page your counter code points at, keep the stamp record, and give you a till screen for adding stamps and giving rewards.

The reward is yours, not ours. Tenth records that a card reached its target. Honouring it is between you and your customer. We never hold funds, never sell the reward, and are not a party to it.

2. Your account and your staff

  • One shop per account. The person who registers is the owner and is responsible for what anyone using the account does.
  • Anyone who can sign in can add stamps and give rewards. Treat the login like the till. Tell us promptly if you think it has been compromised.
  • Give us accurate details. Your shop name, logo and location go on your customers’ cards and to Apple and Google.

3. Review, and why we can say no

Every shop is checked before its card goes live, and changes to your name or logo are checked again afterwards. This is not a formality: your branding and reward wording are published on passes issued under Tenth’s own Apple and Google issuer accounts. If what you submit breaches their policies, the consequence falls on Tenth and therefore on every other shop using the service.

So you agree not to submit:

  • anything you do not have the right to use — someone else’s logo, brand, or photograph;
  • offers that are illegal, or age-restricted goods offered without the controls the law requires;
  • content that is obscene, hateful, harassing, or misleading about what the customer gets;
  • a reward you do not intend to honour.

We may decline a shop, decline a change, or suspend a live shop where we reasonably believe this clause is breached, or where Apple or Google requires it. We will tell you why. Where the problem is fixable, we will say what would fix it.

4. Changing your card

You can change your reward, stamp count, colour and logo at any time, and the change reaches every card already in a customer’s wallet.

Changing the stamp count changes a deal your customers already started. Someone part-way through a card will find the target has moved. That is your decision to make, which is why we ask you to confirm it and tell you how many cards are affected — but it is also your responsibility. Consumer protection law expects promotions to be honoured as advertised, and moving a target upward on people who have already collected stamps is the kind of thing that gets a business into trouble with them and with the CMA. We strongly recommend only ever changing it in the customer’s favour.

5. Data protection

For your customers’ card data you are the controller and we are your processor: you decide the scheme, we run it for you. The terms UK GDPR Article 28 requires are set out in the data processing terms, which form part of this agreement.

For your own account — your email address, shop details, how you use the dashboard — we are the controller. See the privacy notice.

6. Availability

We aim to keep Tenth available and will not pretend to a guarantee we cannot hold. There is no uptime commitment while the service is free. We may take it down for maintenance, and we will avoid busy trading hours where we can.

What to do if it is down. Keep serving customers and write the stamps down. Stamps you add later are still stamps. The stamp record is append-only, so nothing you have already recorded is lost by an outage.

7. Fees

Free until your 30th customer takes a card. After that, a subscription per shop. The price is shown before you subscribe and you are never charged without entering card details yourself.

Payment is taken by Stripe. We never see or store your card number.

If you do not subscribe, or a payment fails

This matters more for your customers than for you, so it is worth being exact:

  • Everyone already holding a card keeps collecting stamps, and you can keep stamping them. Your customers did not agree to anything with us and are holding a card you gave them in good faith. We do not break that to put pressure on you.
  • New customers cannot join until you subscribe. That is the only thing the limit stops.
  • If a payment fails we keep trying for about three weeks — usually it is an expired card. Nothing changes during that time.

Shops that signed up while Tenth was free keep that arrangement until we give at least 30 days’ notice by email, and will not be moved onto a paid plan by default.

8. Ending it

You can stop at any time by asking us to close your shop. We may end this agreement with 30 days’ notice, or immediately for a breach of clause 3.

What happens to the cards

Be clear about this before you start, because your customers are the ones affected:

  • Cards stop being stampable, and stop updating. A pass already in a wallet remains there, frozen, until the customer deletes it. We cannot remove a pass from someone’s phone.
  • You should honour outstanding rewards. A customer who collected nine stamps under your scheme collected them from you.
  • You can ask for your stamp record as a file before we delete it. Ask before you close the account — after erasure it is genuinely gone.
  • On closure we delete your shop and the cards it issued, including the stamp history. A customer who also holds a card at another Tenth shop keeps that one.

9. Liability

Nothing here limits liability for death or personal injury caused by negligence, for fraud, or for anything else the law does not allow to be limited.

Otherwise, and because the service is free: we are not liable for lost profits, lost sales, lost goodwill, or for rewards you chose to give away. Where we are liable, our total liability is capped at the greater of the fees you paid us in the previous twelve months and £100.

You are liable to us for claims arising from what you submitted — branding you did not own, or a reward you advertised through us and did not honour.

10. Changes to these terms

We may update these terms. For a change that materially affects you we will email you at least 30 days beforehand. Continuing to use Tenth after that accepts the new version. Every version is identified by the date at the top of this page, and the version you accepted is recorded on your account.

11. Law

These terms are governed by the law of England and Wales, and the courts of England and Wales have exclusive jurisdiction.

Contact

support@tenthcards.co.uk — for your shop, and for anything about data protection.