Loops Pricing Guide 2026

How Loops charges, and why that matters for SaaS

Most email platforms bill on one of two axes: the size of the list, or the number of emails sent. Loops uses the first on its paid plan and handles sending as a separate allowance. On the Growing Audience Plan you pay for the audience you reach, and sends to those subscribers are unlimited. Transactional emails to people outside your audience, such as a receipt to a customer who never joined a newsletter, are included in the same plan.

This shape suits SaaS products because their email pattern is unusual. A product with a few thousand accounts may send onboarding drips, trial reminders, invoice notices, product changes and re-engagement messages several times a week to each person. A send-metered bill grows with every one of those messages. On Loops, the same behaviour costs the same monthly fee, so the lever you control is the audience itself: which contacts you keep, which you suppress, and how often you clean the list.

The free plan is more limited than the headline suggests. It covers up to 4,000 sends in any rolling 30-day window, and those sends go to the 1,000 newest contacts. Storing more contacts is allowed, so you do not lose data, but the free allowance does not reach older records. A product that signs up 300 accounts a week will reach that boundary quickly, which is why we treat the free plan as a validation tier rather than a long-term home for a growing list.

Two details deserve attention before you commit. The first is the rate limit: free sends run at 10 emails per second, which is fine for lifecycle mail but means a one-off announcement to a large audience will take time to go out. The second is the footer: free sends carry the Loops footer, so the free tier is best for internal and early-stage messages where that small line does not matter to the reader.

How to choose a Loops plan

Start by counting your subscribed contacts, not your total accounts. On the free plan, sends reach only the 1,000 newest contacts, so an account that signed up two years ago and never subscribed to marketing mail does not consume the free allowance in the same way. Then estimate sends for a typical rolling 30-day window, including a launch week, because the free cap is measured on that window rather than the calendar month.

Next, separate transactional mail from marketing mail in your plan. The Growing Audience Plan includes transactional sends to users outside your audience. If your product sends receipts, password resets and invoice notices to people who never subscribed to anything, that is a reason to move to the paid plan earlier than the contact count alone would suggest.

Finally, decide how you will handle the list over time. Because the paid price follows the audience you keep, a quarterly suppression of hard bounces and chronic non-openers is the most direct way to control cost. A plan that sends many messages is not the problem; a list that keeps growing with dead records is.

Worked examples in plain arithmetic

Validation stage: 800 subscribed contacts, 3,000 sends a month. The list fits inside the 1,000-contact grant, and 3,000 sends fits inside the 4,000 sends in any rolling 30 days. The cost is $0. Watch launch weeks: a single announcement to the full list plus ordinary onboarding mail can use the rolling window faster than a monthly total suggests.

Early traction: 3,000 subscribers, 25,000 sends a month. The list is above the free grant, so the Growing Audience Plan applies at $99 a month. Under a send-metered model, 25,000 sends would add a separate charge. On Loops the 25,000 sends sit inside the same monthly fee, so the cost is $99 a month for the audience. That arithmetic only holds if the contact range on the pricing page covers your list, which is why the table flags it.

Dense lifecycle: 8,000 subscribers, 120,000 sends a month. Heavy onboarding, weekly digests and win-back sequences all draw from the same fee. The arithmetic is $99 a month, or $1,188 a year, before any suppression work. Each stale subscribed contact still counts, so suppressing hard bounces and chronic non-openers keeps the audience honest.

Setup and migration checklist

Moving to Loops is straightforward because its primitives map cleanly onto a typical SaaS email stack: contacts, events, and templates for transactional mail. The order matters more than the tooling. The steps below keep deliverability safe and avoid re-mailing people who asked not to hear from you.

1. Import suppression first. Bring over unsubscribed and suppressed contacts before anything else. A migration that accidentally re-mails a suppressed person is a compliance problem, not a minor glitch.
2. Import subscribed contacts with their status. Keep the subscription status when you import by CSV or API. Check a sample of twenty records in Loops against the old platform before you continue.
3. Authenticate the sending domain. Set up the sending records Loops asks for, and send a test to a few inboxes at each major provider before you schedule anything.
4. Move transactional mail first. Receipts and password resets go first, on a subdomain if you can manage it, because they are the messages users notice when they fail.
5. Rebuild onboarding next. Map each old trigger to a Loops event one flow at a time, starting with signup and project creation.
6. Run parallel sends for two weeks. Send low-risk transactional mail through both platforms and compare placement and delivery before you cut over any lifecycle flow.
7. Keep the old platform warm for 30 days. Leave it available as a fallback, then decommission it only after you have checked the migrated flows.
8. Purge dormant contacts on purpose. Because the paid price follows the audience, do not migrate records that have not engaged for a long time. Move the people who still want your mail and leave the rest behind.