What is Loops?
Loops is an email platform for software companies that sends marketing, product and transactional email from one contact record. It is made by Loops and replaces the usual split between a marketing tool, a product messaging tool and a separate transactional email API. The problem it solves is inconsistent contact data: when every email type reads from the same audience, a new signup, a product update and a password reset all reflect the same subscription state.
Key features
- Marketing email. Teams send campaigns and announcements to audiences, with unsubscribe handling built into the marketing flow.
- Transactional email. Password resets, receipts and login codes are sent through the Loops API with the same contact data used for marketing.
- Product email. Lifecycle and in-product messages can be triggered from product events rather than managed as separate campaigns.
- One contact record. A contact carries subscription state and attributes across marketing, product and transactional messages.
- No per-send charges. Paid plans include unlimited sends, and pricing is based on subscribed contacts rather than emails or seats.
- Agent and developer access. The documentation lists agent skills, an MCP server, SMTP and API access, so teams can send email from code or an AI agent.
Who is Loops for?
SaaS and software teams that send both lifecycle marketing and transactional email and want one audience instead of several. It suits early-stage startups that need a low-cost start, product-led companies that trigger onboarding and usage emails from events, and developers who prefer an API and SMTP over a large marketing suite.
Use cases
- Sending a welcome sequence after a user signs up.
- Delivering password resets, receipts and login codes from the product.
- Announcing a new feature to a segmented audience.
- Sending usage-based product emails such as trial reminders or upgrade prompts.
- Triggering email from an AI agent or internal automation through the API or MCP.
Pricing
Loops has a Free plan at $0 with up to 1,000 subscribed contacts, 4,000 marketing and transactional sends per rolling 30 days, a rate limit of 10 emails per second. Growth costs $49 per month for up to 5,000 subscribed contacts, unlimited marketing and transactional sends, a rate limit of 1,000 emails per second and no Loops branding. Enterprise pricing is custom and covers more than 1.5 million contacts, custom volumes, migration help and priority support. Unsubscribed contacts do not count toward the price, and there are no seat fees or per-send charges on paid plans. See the official Loops pricing page.
What's new
On 7 May 2026, the Loops changelog published an entry titled "CLI, Skills and Array support". Read the Loops changelog.
Getting started
- Create a free account at app.loops.so/register.
- Verify the sending domain so email can be delivered from your own address.
- Create an API key in the dashboard and add your first contacts.
Alternatives
- Resend is an email API focused on transactional and product email.
- Knock is a notification platform for multi-channel product messaging.
- Novu is an open source notification infrastructure platform with email and in-app channels.
FAQ
Is Loops free?
Yes. The Free plan includes up to 1,000 subscribed contacts, 4,000 sends per rolling 30 days and all core features, with Loops branding in the footer. Paid plans start at $49 per month.
What is Loops used for?
Loops is used to send marketing campaigns, product emails and transactional email from one platform. All three use the same contact record, so subscription state stays consistent.
How much does Loops cost?
The Free plan costs $0. Growth costs $49 per month for up to 5,000 subscribed contacts and unlimited sends. Enterprise pricing is custom.
No. Paid plans include unlimited sends and are priced by subscribed contacts. The Free plan has a limit of 4,000 sends per rolling 30 days.
Loops vs Resend?
Resend focuses on transactional and developer email. Loops combines marketing, product and transactional email with one audience and contact record. Teams that need campaigns and lifecycle messaging alongside transactional email often choose Loops, while teams that only need a sending API may prefer Resend.
