When you use the publicity of the emergency services using it to sell your product, it does need to be accurate about its claims. Otherwise lives are in danger. As @cybergibbons has demonstrated recently, What3words are being rather economical with the truth.
"We basically build [it] backwards - we put ‘table chair spoon’ in somewhere like London, and ‘table chair spoons’ in somewhere like Sydney" - What3Words CEO…
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