Async video messaging for teams — Atlassian acquired it, pricing changed
What Loom costs, how it compares to similar Video Conferencing & Async Communication tools on price positioning, and every documented billing complaint that's shaped its reputation.
Loom is an asynchronous video messaging tool that lets users record and share screen + camera videos for async communication. Acquired by Atlassian in October 2023 for $975 million. The Starter plan is free (with limits); Business at $12.50/creator/month; Enterprise at custom pricing.
Loom is a genuinely useful product for reducing unnecessary meetings in distributed teams — async video explanations for code reviews, design feedback, and quick updates are demonstrably faster than scheduling calls. The product is well-designed and the recording + sharing flow is smooth.
The Atlassian acquisition in 2023 changed the pricing structure in ways that disappointed many free-tier power users. The free tier now has more limitations than pre-acquisition, and the Business tier pricing increased. The integration into the Atlassian ecosystem is in progress but not yet deep enough to justify the acquisition for most non-Atlassian-stack users.
Pricing details are drawn from our editorial research and may change — always confirm current rates on www.loom.com before buying.
This isn't a feature-by-feature price comparison — it's a positioning check against other Video Conferencing & Async Communication tools we track, based on documented complaint volume and risk profile.
| Product | Risk Score | Billing complaints | Positioning note |
|---|---|---|---|
| Loom (this product) | 24 · Mixed Signals | 1 | — |
| Calendly | 24 · Mixed Signals | See pricing → | Comparable documented risk profile Full comparison → |
| Webex | 25 · Mixed Signals | See pricing → | Higher overall risk profile — Loom may be the safer bet Full comparison → |
| Zoom | 56 · High Risk | See pricing → | Higher overall risk profile — Loom may be the safer bet Full comparison → |
Following the Atlassian acquisition, Loom tightened free tier limits — previously free features like unlimited videos and longer recording limits became paid-only. Teams that built workflows on the free tier needed to upgrade or adapt.
Our AI scanner searches Reddit, Trustpilot, BBB, and news sources for fresh complaints from the past year, paraphrases what it finds, and adds anything new to this page. Takes up to 90 seconds.
Every billing, hidden-fee, and pricing-related complaint we've recorded for Loom — with sources.
Following the Atlassian acquisition, Loom tightened free tier limits — previously free features like unlimited videos and longer recording limits became paid-only. Teams that built workflows on the free tier needed to upgrade or adapt.
We don't scrape live pricing pages — this page reflects documented pricing details from our editorial research and dated billing complaints from public sources. For current rates, always check the vendor's own pricing page.