Loom pricing

About

Loom is an AI-powered async video messaging platform that lets teams record and share screen, webcam, and voice videos instead of scheduling live meetings or writing long messages. Founded in San Francisco in 2015 by Vinay Hiremath, Shahed Khan, and Joe Thomas, Loom raised through a Series C in May 2021 that valued it at $1.53 billion before Atlassian announced its intent to acquire the company on October 12, 2023 and completed the roughly $975 million deal on November 30, 2023. Loom is now a wholly-owned subsidiary of publicly traded Atlassian (Nasdaq: TEAM), positioned as the video-communication layer alongside Jira, Confluence, and Trello, with standalone integrations into Slack, GitHub, Gmail, Notion, FigJam, Salesforce, and Upwork.

Loom serves individuals and small teams through its free Starter tier, then moves up through Business and Business + AI plans aimed at departments — sales, support, product, engineering, and marketing — that record explainer videos, onboarding walkthroughs, and meeting recaps at scale. Loom’s own marketing claims more than 25 million people across 400,000 companies use the product.

At the top of the market, Loom Enterprise adds Atlassian Guard Standard (SSO, SCIM), audit logging and content-retention controls, and a dedicated account manager — sold exclusively through a sales-assisted contact form rather than self-serve checkout.

Atlassian ownership materially shapes how Loom is bought today, not just who owns it: Loom is sold through two parallel checkout surfaces — the standalone loom.com and Atlassian’s own atlassian.com/software/loom/pricing — that Loom’s own pricing FAQ says carry different annual billing math and different bundled features (Atlassian Administration hub access, Confluence/Jira recording entry points, Atlassian Guard SSO/SCIM) “for a limited time while we integrate Loom and Atlassian platforms more deeply.” Support, billing, and education content that used to live on standalone Loom domains (support.loom.com, loom.com/help/billing, loom.com/education) now redirects to Atlassian’s domain (support.atlassian.com/loom), reflecting the same integration. This blueprint entry focuses on Loom’s own standalone pricing surfaces as the primary subject, noting the Atlassian channel only where it changes what a buyer actually pays.

For the most current information on Loom’s pricing and market position, visit Loom.

Pricing summary : How Loom prices seats across Starter, Business, and Business + AI

Loom runs a straightforward per-seat subscription: a free Starter tier capped at 50 workspace members, then two paid per-user tiers (Business and Business + AI) billed monthly or annually, with Enterprise sold as a custom quote. The pricing page’s own team-size calculator (default 100 users) applies volume-tiered per-seat rates and totals the annual cost live as headcount changes — e.g., at 100 seats the page quotes $18,000/year for Business and $24,000/year for Business + AI — and a “Bill me: Monthly / Annually” toggle advertises savings of “up to 17%” for switching to annual billing.

• Seats — the only billed unit; workspace member count drives price on every paid tier
• Billing cadence — monthly at list price ($18/user/mo Business, $24/user/mo Business + AI), or annual at up to 17% off, billed as a per-team annual total ($18,000/yr and $24,000/yr respectively for a 100-seat team)
• AI as a paid tier, not a metered add-on — Loom AI features (auto-edits, meeting recaps, meeting notes) are gated behind the Business + AI tier rather than sold as a consumption-based credit pool
• Enterprise — sold as a custom quote via a lead-capture form rather than a listed price

What makes this different: Unlike many AI products that meter AI usage separately (tokens, credits, generation counts), Loom prices its AI feature set as a flat seat upgrade on top of plain Business rather than as usage-based consumption. See choosing the right usage metric for how that compares to consumption-metered alternatives, and Loom sits in the seat-based billing cohort within the broader subscription pricing model theme.

Pricing by product

Loom (Individual & Team plans)

Loom (Enterprise plan)

Loom’s pricing page also includes a “Team size” input (default 100 users) that recalculates each paid tier’s total annual price using volume-tiered per-seat rates (a $18,000/year Business quote and a $24,000/year Business + AI quote, both labeled “User tier: 91–100” at a 100-user team size) — the monthly per-seat figures stay at the advertised $18/$24, but the page surfaces the tiered annual total rather than a flat multiply. Loom also lists a separate discounted Education plan for verified students and teachers, linked from the pricing page but not itself priced on it.

Sales motions across products: PLG / self-serve for Starter, Business, and Business + AI; sales-led for Enterprise.

Hidden costs : What Loom users actually pay

A 50-person team on Business + AI, billed annually, is a realistic mid-market example. At list price the seat cost alone crosses six figures before any add-ons:

The bigger hidden cost is structural rather than a line item: teams that relied on free Creator Lite seats for occasional viewers/light recorders before their Atlassian integration date had those seats automatically converted to full paid Creator seats once their grace period ended — turning a workspace’s “true” paid-seat count into whatever the vendor’s own role definitions say it is, not what the team originally budgeted for. A team that assumed 10 paid Creators plus 20 free Creator Lite viewers can find all 30 billed at the Business or Business + AI rate after integration, roughly tripling the seat bill with no proportional increase in active usage.

Want to estimate your own Loom bill? Use the Loom pricing calculator to model your costs based on seat count and plan tier.

Pricing evolution : Loom pricing history and changes

Cadence

Tracked range: 2023–present. *Exact 2024 quarter of the Business + AI repackaging is not independently confirmed; it was live by Atlassian’s October 2024 retrospective. Quarters not listed above had no confirmed pricing or packaging activity.

Notable changes

• 2023-08-29 — Loom launches its first AI Suite as a feature requiring a paid-plan upgrade.
• 2023-11-30 — Atlassian completes its ~$975M acquisition of Loom, roughly seven weeks after promising “no disruption to service.”
• 2024 — AI features move from a standalone add-on into the dedicated Business + AI plan tier (exact month unconfirmed; live by October 2024).
• 2025-11-30 — Loom’s first-ever price increase for existing customers takes effect; no grandfathering of legacy pricing, and annual billing restructures around flat “user tier” rates.
• 2026-02 — Creator Lite deprecated for new signups; existing Creator Lite seats begin rolling auto-upgrade to paid Creator status.

Community reaction to the November 2025 increase was visible but modest by trust-event standards: a Hacker News post titled “Loom doubles prices, offers no export functionality” drew 2 points and 1 comment (2026-07-03), and an Atlassian community-forum thread asking “What features will I expect to have after rate increase?” drew 894 views and multiple follow-up questions, including one customer citing a personal move from $10 to $18/month. Neither crosses this blueprint’s strict trust-event thresholds (>50 HN points, >2000 Reddit upvotes, or major-outlet coverage), so no vendor apology or public walk-back has been identified — Atlassian’s support documentation instead offers “advantaged pricing” as a more gradual transition option for some affected customers. Separately, unverified community reports (an X/Twitter thread and several SEO-aggregator blog posts, none independently corroborated by a primary source, a >20-point HN thread, or a >200-upvote Reddit thread) describe far larger effective increases — as much as 10x or more — for teams whose seat count was previously padded with free Creator Lite viewers; this blueprint does not treat those specific multiples as verified fact, but the underlying mechanic (Creator Lite’s removal converting previously-free seats to paid ones) is confirmed directly by Atlassian’s own support documentation above.

What’s unique : Loom’s distinctive pricing mechanics

1. Dual purchase channels with genuinely different billing math. Buying Loom at loom.com versus through atlassian.com/software/loom/pricing isn’t cosmetic: Atlassian’s checkout bundles Atlassian Guard SSO/SCIM, a shared Administration hub, and Confluence/Jira recording entry points, and prices annual plans using flat “user tier” bands rather than loom.com’s per-seat multiplication. Loom’s own pricing FAQ concedes the split exists “for a limited time while we integrate Loom and Atlassian platforms more deeply” — a rare public admission that two checkout paths for the same product currently produce two different bills.

2. AI is a flat seat upgrade, not a metered credit pool. Loom prices its entire AI Suite — auto-edits, meeting recaps, video-to-text — as a $6/user/month step up from Business to Business + AI, rather than metering AI generations, minutes, or tokens the way many AI-native competitors do. That’s a different bet than Otter.ai, a similar async-meeting-AI product in the same Docs, Comms & Scheduling category, which caps AI transcription by monthly media-minutes rather than selling AI access as a flat tier upgrade. See choosing the right usage metric for the trade-offs of a flat-tier AI upsell versus a consumption meter.

3. No legacy-price grandfathering on renewal. Loom’s November 2025 increase moved every existing Business and Business + AI customer to current list price on their next billing date — the company’s own FAQ states plainly, “No. As part of this integration, pricing is moving to current list prices.” Many SaaS incumbents grandfather existing subscribers when they raise list price; Loom explicitly does not.

4. Free tier is a lifetime cap, not a monthly refresh. Starter’s 25-video allotment never resets — unlike most freemium video and collaboration tools that refresh usage monthly, an active Starter user permanently exhausts the free tier rather than living in it indefinitely.

5. Volume-tiered annual pricing lives in a live calculator, not a published rate card. Instead of a static per-seat volume-discount table, Loom’s pricing page recomputes each plan’s annual total from a “Team size” input in real time, surfacing “User tier: 91–100”-style breakpoints only at the point of checkout rather than upfront.

Strengths & weaknesses

Billing UX : Loom billing controls and transparency

• Team-size calculator — a “Team size” number input (default 100 users) recalculates each paid plan card’s total annual price live and surfaces the applicable volume tier (e.g., “User tier: 91–100”) directly on the card.
• Monthly / Annually toggle — a “Bill me:” radio control with a “SAVE UP TO 17%” badge; switching to Annually re-renders each plan card’s price as a per-team annual total (e.g., $18,000/year for Business, $24,000/year for Business + AI at 100 seats) rather than the monthly $18/$24 per-user figure.
• Full feature-comparison matrix — an expandable, category-grouped table (Workspace Members & Videos, Team Workspace, Video Recording, Video Editing, Content Branding, Content Management, Video Analytics, Video Interaction, Security and Privacy, Admin Controls, Support, Integrations) comparing all four tiers side by side below the plan cards.
• Education discount — a separate discounted plan for verified students and teachers, called out beneath the pricing table and comparison matrix.
• Enterprise contact form — a dedicated lead-capture form (loom.com/connect/enterprise) that asks for company, role, and “How can our sales team help?” before routing to sales, rather than exposing a self-serve Enterprise checkout.
• Dual-channel disclosure FAQ — a pricing-page FAQ entry (“What’s the difference between buying Loom on Loom.com versus Atlassian.com?”) that explicitly names the differences: Atlassian Administration hub access, Confluence/Jira recording entry points, Atlassian Guard SSO/SCIM, and different annual billing math — framed as temporary “while we integrate Loom and Atlassian platforms more deeply.”
• No-grandfathering renewal notice — Atlassian’s support documentation states plainly that existing Business/Business + AI customers move to current list price on their first billing date after integration, with some customers offered “advantaged pricing” as a more gradual transition rather than an immediate jump to list price.
• Creator Lite grace period — customers whose Creator Lite seats are auto-upgraded to paid Creator status get a grace period from their Atlassian integration date until their next billing date before being charged for the new seats.

Strategic wins : Why Loom’s pricing decisions worked

1. Bundling AI into a single paid-tier upsell captured incremental ARPU without fragmenting SKUs

Rather than launching a separate AI product or metering AI generations individually, Loom folded its entire AI Suite into one clearly named Business + AI tier priced a flat $6/user/month above Business. That simplicity made the upsell easy for sales and self-serve buyers alike to evaluate, at the cost of forcing light AI users to pay for capacity they may not fully use. See how AI companies are shifting away from pure per-user licenses for how this compares to peers experimenting with consumption-based AI add-ons.

2. Distribution through Atlassian’s existing enterprise relationships lent Enterprise-tier credibility fast

Atlassian Guard SSO/SCIM, Salesforce integration, and a 99.95% uptime SLA are all things a standalone async-video startup would need years to build credibly at enterprise scale. Slotting Loom Enterprise into Atlassian’s existing security and compliance stack let Loom skip that build-out and sell into Atlassian’s installed base of Jira/Confluence enterprise customers almost immediately after the 2023 acquisition closed.

3. Volume-tiered annual pricing rewards the customers most worth keeping

By restructuring annual billing around flat “user tier” bands rather than a straight per-seat multiply, Loom’s effective per-seat rate falls as a team’s seat count grows — a predictable incentive for larger teams to commit annually rather than staying on more flexible, more expensive monthly billing. See usage-based pricing strategy fundamentals for why volume-tiered structures like this typically outperform flat per-seat pricing at retaining large accounts.

Areas to improve : Gaps in Loom’s pricing approach

1. Breaking a public “no disruption” promise without grandfathering damages trust that’s hard to rebuild

Atlassian’s October 2023 acquisition announcement explicitly promised “no disruption to service.” When the first-ever price increase landed just over two years later with no legacy-price grandfathering, it read to some existing customers as a broken commitment rather than a routine list-price update. A concrete fix: pair any future increase with an explicit, dated grandfathering window for pre-acquisition subscribers, the way many SaaS vendors do after M&A. See bill shock and cost unpredictability for how unannounced or unmitigated price changes erode retention.

2. Auto-upgrading Creator Lite seats without an opt-in step invites bill shock

Converting free Creator Lite viewers to paid Creator seats automatically — even with a grace period — puts the burden on customers to notice and react rather than requiring active consent before a bill changes. A clearer design would surface the pending seat-count and cost change in-product before the grace period starts, with an explicit accept/downgrade choice rather than a default-to-charge outcome.

3. Maintaining two purchase channels with different billing math past the “temporary” integration window risks permanent confusion

Loom’s own FAQ frames the loom.com/atlassian.com billing split as temporary, but gives no committed end date. The longer two checkout paths for the same product produce two different bills, the more it looks like a permanent two-tier pricing structure rather than a migration artifact — Loom would benefit from publishing a firm unification date.

Key takeaways

1. Acquisition changes the pricing contract, not just the org chart. Loom’s first-ever price increase and its Creator Lite deprecation both landed roughly two years after Atlassian’s acquisition closed — a reminder that “no disruption to service” promises at deal announcement have a shelf life once systems integrate.
2. Free or discounted seat categories are latent billing liabilities. Creator Lite’s removal converted an unknown number of previously-free seats into paid ones overnight for any team that used it heavily — a structural risk any vendor offering a “lite” or “viewer” role should design against.
3. Repackage AI as a flat tier when usage is broad and cheap to serve; meter it when usage varies widely. Loom’s flat Business + AI upsell works because most customers use AI features similarly; products with high usage variance across customers should look harder at consumption-based AI pricing instead.
4. A public “no disruption” promise needs an expiration date attached, not an implicit one. Vendors making integration promises during M&A should scope exactly how long those promises hold, rather than leaving customers to discover the boundary when a price increase lands.
5. Multiple purchase channels for the same product need identical, not merely disclosed, billing math. Disclosing a billing difference in an FAQ reduces surprise but doesn’t reduce buyer confusion — parity, not disclosure, is the real fix.

UBP implications

1. Seat-based AI upsells are a bridge model, not an endpoint. Loom’s flat per-seat AI tier is a reasonable transitional step for a mature per-seat SaaS product, but it doesn’t capture the cost-to-serve variance that usage-based AI pricing is designed to address — expect pressure toward a hybrid model as AI feature usage diverges across the customer base.
2. Free or discounted seat roles are latent usage-based liabilities waiting to be priced. Creator Lite functioned as an unmetered usage allowance; its removal shows how a “free role” can quietly substitute for real usage-based billing until a vendor decides to collect on it retroactively.
3. M&A-driven pricing integration is itself a pricing-model transition worth tracking. The shift from loom.com’s per-seat multiplication to Atlassian’s flat “user tier” annual bands is a live example of a vendor moving toward tiered/banded pricing as part of a broader platform consolidation — the same kind of structural repricing covered in usage-based pricing migrations at SaaS companies, and a pattern likely to recur as more AI-native acquisitions get folded into large incumbents’ billing systems.

Sources

• Loom pricing page (accessed 2026-09-04)
• Loom Enterprise page (accessed 2026-09-04)
• Atlassian pricing page for Loom (accessed 2026-09-04)
• Loom AI launch announcement (accessed 2026-09-04)
• Atlassian’s acquisition announcement for Loom (accessed 2026-09-04)
• One Year of Loom AI & What’s Next (accessed 2026-09-04)
• Loom’s Recent Product Investments (accessed 2026-09-04)
• Loom Customer Integration with Atlassian: Pricing, Billing, and Role Changes (accessed 2026-09-04)
• Available Loom plans (accessed 2026-09-04)
• Loom’s billing policy for paid plans (accessed 2026-09-04)

Bottom line

Loom’s pricing is a simple, legible per-seat subscription on its face — free Starter, $18 Business, $24 Business + AI, custom Enterprise — but its post-acquisition history shows how ownership change reshapes pricing mechanics as much as product roadmaps: a broken “no disruption” promise, a first-ever price increase with no grandfathering, a deprecated free seat role, and two purchase channels with genuinely different billing math. Browse the pricing blueprint for fully-researched company profiles.

Want to compare Loom against other companies navigating an acquisition-driven pricing transition? Browse the pricing blueprint.

Pricing timeline : Major events on a vertical axis

Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.

Current Plan Lineup Confirmed Live

Sep 2026

Live pricing page confirms four tiers: Starter (free, 25 lifetime videos), Business ($18/user/mo), Business + AI ($24/user/mo), and Enterprise (custom quote), with a monthly/annual toggle advertising savings of up to 17%.

Creator Lite Role Deprecated for New Signups

Feb 2026

Creator Lite (Loom's free viewer/light-use seat) is deprecated for all net-new workspace signups; existing Creator Lite seats are automatically upgraded to full paid Creator status on a rolling, per-workspace basis as each team integrates with Atlassian billing, with a grace period until the next billing date. Source: support.atlassian.com/loom.

First-Ever Price Increase for Existing Customers

Nov 2025

Loom raises prices for existing Business and Business + AI customers for the first time ever, as part of deeper Atlassian billing integration. Legacy pricing is not grandfathered ("pricing is moving to current list prices"); annual billing shifts from flat per-seat multiplication to tiered flat "user tier" annual rates, and monthly plans with 100+ users get volume discounts. Source: support.atlassian.com/loom pricing/billing/role-change docs.

Atlassian Completes ~$975M Acquisition

Nov 2023

Atlassian closes its acquisition of Loom for approximately $975 million (about $880M cash plus equity awards), roughly seven weeks after the October 12, 2023 announcement that promised customers "no disruption to service." Source: atlassian.com/blog/loom/loom-atlassian.

Loom AI Suite Launches as a Paid Add-On

Aug 2023

Loom ships its first AI Suite — Auto-Titles, Auto-Summaries, Auto-Chapters, Auto-Tasks, and filler-word/silence removal — gated behind upgrading to a paid plan, alongside transcripts/captions in 50+ languages made free for all plans. Source: Loom blog, archived at atlassian.com/blog/loom/loom-ai-launch.

AI Suite Repackaged into the Business + AI Tier

Jan 1970

Loom AI moves from a standalone paid add-on to a dedicated Business + AI plan tier bundling AI features with advanced editing tools, plus a 14-day free trial of the full tier for new customers. Confirmed live by Atlassian's October 2024 "One Year of Loom AI" retrospective; the exact 2024 date of the repackaging itself is not independently confirmed.