Tool profile
Luma: cost, fit and limits
Luma is an event hosting and ticketing platform from Luma Labs, Inc. that lets organizers publish event pages, invite guests and sell tickets, with a free plan and a paid Plus tier for higher volumes.
What to know first
Luma's free plan covers unlimited events and guests, email blasts, automated reminders, ticket types and coupons, with a 5% platform fee on paid events. Luma Plus costs $59 a month billed annually, removes the platform fee and includes 5,000 invites and newsletter sends. An enterprise plan lists single sign-on. Stripe card fees apply on paid events in every plan, so the total fee on a paid ticket is higher than the platform fee alone.
Luma at a glance
| Maker | Luma Labs, Inc., Not stated on the vendor pages |
|---|---|
| Free plan | Yes |
| Entry price | Free plan with a 5% platform fee on paid events; Luma Plus at $59 per month billed annually |
| API access | No |
| Category | Best AI Event Ticketing Platforms in 2026, rank 6 of 13 |
| Website | luma.com |
Who Luma is best for
Meetup and startup community hosts
Unlimited events and guests with reminders on the free plan fit recurring gatherings that sell few paid tickets and mainly need invitations and attendance tracking.
Hybrid event organizers
Zoom integration with attendance tracking helps hosts who run online and in-person sessions together and want one guest list that records who joined which format.
Organizers selling across regions
Regional payment methods such as iDEAL, Konbini and PayNow let buyers in different countries pay in familiar ways instead of being pushed to a card at checkout.
Luma plans and pricing
| Plan | Price | What it includes |
|---|---|---|
| Free | Free, forever | Unlimited events and guests, email blasts, reminders, ticket types, group purchasing and coupons, with a 5% platform fee on paid events. |
| Luma Plus | $59 per month billed annually | 0% platform fee on paid events, plus 5,000 invites and newsletter sends included in the price. Extra sends are sold separately. |
| Enterprise | Custom | Enterprise plan on request, with single sign-on and a list of advanced integrations. No price figure is published for this tier. |
Checked November 2026.
What Luma does
- Reminders and blasts
- Automated reminders and email blasts go to guests from the free plan, so a host can nudge registrants before the event without exporting a list to a separate tool.
- Zoom attendance
- The Zoom integration tracks attendance for online events, which lets a host see who actually joined a session instead of relying on registration counts alone.
- CSV import and export
- Guest data moves in and out as CSV, so a host can bring an existing list from a spreadsheet and take attendee records away for reporting or a newsletter.
- Regional payments
- iDEAL, Konbini and PayNow are among the listed payment methods, which helps events that draw buyers from the Netherlands, Japan or Singapore and want local checkout options.
- Organization accounts
- Organization accounts and single sign-on are listed for the enterprise tier, so a company with several event owners can manage access centrally rather than sharing one login.
How Luma handles your data
The Luma security page states that Stripe holds PCI DSS Level 1 and that Amazon AWS provides infrastructure with ISO 27001 and SOC 1, 2 and 3 reports; no AWS region is named. The privacy policy says retention periods vary by data type and that Google Workspace API data is not used to train generalized AI or ML models. Whether event and guest data trains models was not stated, so the vendor's policy was not checked for this.
Where Luma falls short in practice
- Platform fee on the free plan. Luma keeps 5% of paid ticket revenue on the free plan, on top of Stripe's 2.9% plus 30 cents, so a host with steady paid sales is pushed toward the Plus plan.
- Email sends are metered. Extra weekly sends are sold separately, for example 10,000 sends at $50 a month, so a large newsletter list adds a cost that the free plan does not show.
- No seating charts on the pages read. The pages we opened named no reserved seating or box office tools, so seated venues and theaters should compare it with platforms that list seat maps.
Works with
Alternatives to Luma
Luma: common questions
Is Luma free for event organizers?
The free plan is free forever for unlimited events and guests, with a 5% platform fee on paid events. Stripe card fees of 2.9% plus 30 cents apply on top. Luma Plus removes the platform fee for $59 per month billed annually.
When does Luma Plus pay off?
Plus costs $59 a month billed annually, while the free plan takes 5% of paid ticket revenue. At roughly $1,180 of paid ticket sales a month the free plan's platform fee equals the Plus price, before Stripe fees, which apply in both cases.
Does Luma support payment methods beyond cards?
The pages list regional methods such as iDEAL, Konbini and PayNow. Availability depends on Stripe and on the organizer's country, so confirm that your market is covered in the checkout settings before you announce an event to buyers abroad. Local rules still apply.
Can I connect Luma to Zoom?
Yes. The pages list a Zoom integration with attendance tracking, so online guests can be matched against registrations. Other listed items include CSV import and export of guest data and single sign-on for the enterprise plan, if your organization needs it.
Does Luma use my guest data to train AI?
The privacy policy says Google Workspace API data is not used to train generalized AI or ML models. It does not state a position on event and guest data, so ask Luma for a written answer before you load attendee lists that contain sensitive details.