Loom still does async video better than anything else: hit record, get a link, let AI handle the transcript, summary and chapters. What changed is the bill. Atlassian is migrating Loom into its own billing systems, and free Creator Lite seats are being removed — existing Lite users convert to full paid Creators after a grace period. One published example puts a workspace with 10 paid and 20 Lite users going from $180 to $540 a month, three times the cost for the same team. Annual plans also bill in fixed user tiers, so 55 people pay for 100.
Reviewed by EdGrows·Updated Aug 18, 2026Affiliate link — we may earn a commission
This analysis is based on documentation, public user reports, and vendor materials — not yet on our own hands-on testing. How we rate
Loom the product hasn't got worse. Loom the bill has, and the reason is structural rather than a price rise.
Atlassian closed its $975 million acquisition in October 2023, and through 2026 it has been migrating Loom into its own administration and billing systems. Two consequences matter more than anything on the pricing page.
Free Creator Lite seats are being removed. Business and Business + AI workspaces used to add Creator Lite users at no cost — limited recording, no per-seat charge — and plenty of teams gave dozens of colleagues access that way. At migration, those users convert to full paid Creators, with a grace period until the next billing date for admins to deactivate anyone they don't want to pay for.
The published example is stark. A workspace with 10 paid Creators and 20 Creator Lite users costs $180 a month. If all 20 convert, it's 30 paid seats at $540 — three times the cost for the identical team.
Annual plans round up. Billing uses fixed user tiers — 50, 100, 250 — with a flat rate per tier rather than an exact seat count. A team of 55 pays for 100.
Neither of those appears on the pricing page. Both belong in your budget.
| Plan | Annual-equivalent | Covers |
|---|---|---|
| Starter | Free | 25 videos/member, 5-min cap, up to 50 members, 720p |
| Business | $18/seat/mo | Unlimited recording and storage, basic editing, branding |
| Business + AI | $24/seat/mo | Transcript editing, filler-word removal, titles, summaries, chapters |
| Enterprise | Custom | Advanced admin, security, negotiable |
G2 data shows a $15 to $20 range depending on billing terms, so the exact figure depends on how you buy.
The $6 gap between Business and Business + AI is the one worth paying. Filler-word removal alone changes the tool's character — a rambling first take becomes publishable without re-recording, which is the difference between a tool people use and one they avoid because editing feels like work.
The core loop is genuinely excellent and remains the reason to be here.
Hit record. Talk over your screen. Stop. A link is in your clipboard. The recipient watches at 2x with a transcript, jumps to a chapter, or reads the summary instead.
That replaces a category of meeting nobody enjoys — status updates, walkthroughs, "let me show you what I mean," design feedback, bug reports. For distributed teams across time zones, the asynchronous version is better than the synchronous one, not merely cheaper.
AI transcription in 50-plus languages, auto-summaries and chapters remove the friction that killed earlier screen-recording tools: nobody wants to watch a seven-minute video to find the thirty seconds that matter. Chapters and transcripts fix that, and Loom's implementation is the most polished in the category.
In its favour: bundling with Jira and Confluence can unlock consolidated Atlassian discounts, which is a real advantage for organisations already committed to that stack. Deeper integration with Rovo and the wider suite is plausible and, for some teams, genuinely useful.
Against: the Creator Lite removal is exactly the kind of monetisation tightening acquisitions produce, and analysts covering Loom see two plausible trajectories for the rest of 2026 — further bundling into an Atlassian suite SKU, or a tighter free tier. One comparison to Microsoft absorbing Skype into Teams is doing a lot of work in that analysis, but the direction of travel is not controversial.
The practical read: if you're inside the Atlassian ecosystem, this acquisition helps you. If you're a standalone Loom team on a workspace padded with free seats, it doesn't.
Four things, in order:
Count your Creator Lite seats. That number times $18 or $24 is your potential increase.
Use the grace period. Admins can review activity and deactivate inactive users before they're billed. Do this deliberately — the default is that everyone left active shows up on the invoice.
Check your annual tier boundary. If you're at 52 users paying for 100, trimming to under 50 is a large saving for a small change.
Raise bundling in the renewal conversation if you already run Jira or Confluence.
Teams relying on free Creator Lite access. That model is ending; price the real seat count.
Polished, maintained product videos. Loom is for recording and sharing, not producing a finished asset you'll update for years. Different tools, often priced per account rather than per seat.
Very large workspaces with light users. Per-seat pricing punishes exactly the pattern Creator Lite used to solve.
Anyone whose workflow depends on the free tier staying put. It may not.
Against Descript: Descript edits video by editing a transcript and produces genuinely finished assets. Loom is faster for a two-minute message; Descript is better when the recording needs to be polished, narrated and reused. Many teams run both for different jobs.
Against Zoom: Zoom AI records meetings you were already having. Loom replaces the meeting entirely, which is a different and usually better outcome for status-type communication.
Against Granola and Otter: Granola and Otter capture live conversations rather than deliberate recordings. Adjacent category — notes from meetings versus messages instead of meetings.
Against Tella: Tella targets polished async video and creator content with more editing capability, at a smaller scale and without Atlassian's pricing dynamics.
Against Canva: Canva records and edits video inside a design suite, which suits marketing-flavoured content more than internal walkthroughs.
| Plan | Price | Notes |
|---|---|---|
| Starter | Free | 25 videos/member, 5-min cap, ≤50 members, 720p |
| Business | $18/seat/mo | Unlimited recording, basic editing |
| Business + AI | $24/seat/mo | Transcript editing, filler removal, summaries, chapters |
| Enterprise | Custom | Negotiable; Atlassian bundling possible |
Checked August 2026. Figures are annual-billed monthly equivalents; G2 shows a $15–20 range depending on billing terms. Atlassian acquired Loom in October 2023 for $975 million and is migrating accounts into its own billing systems — free Creator Lite seats are being converted to paid Creators at migration, with a grace period for admin review. Annual plans bill in fixed user tiers rather than exact seat counts. A 14-day trial gives full access, after which workspaces revert to their subscribed plan. Verify on loom.com/pricing before renewal.
Count Lite seats before your migration date. This is the single highest-value action on this page.
Check whether you're just over an annual tier boundary. 55 users paying for 100 is a common and fixable overspend.
Buy Business + AI, not Business. Six dollars for filler-word removal and chapters is the difference between a tool people use and one they avoid.
Ask about Atlassian bundling at renewal if you already run Jira or Confluence.
Loom remains the best tool for the specific job of replacing a meeting with a recording. The capture loop is faster than anything else — record, stop, link in clipboard — and the AI layer removes what used to kill screen recording as a medium: chapters, transcripts and summaries mean nobody has to watch seven minutes to find the useful thirty seconds. For distributed teams, that's a genuine improvement in how work gets communicated rather than a cost saving on video calls.
What's changed is underneath. Atlassian's billing migration is removing free Creator Lite seats, converting them to full paid Creators after a grace period — one published example takes a workspace from $180 to $540 a month for the same team. Annual billing rounds to fixed user tiers, so 55 people pay for 100. Neither appears on the pricing page, and together they're the reason to audit before renewing rather than after.
The trajectory deserves a mention too. Post-acquisition, analysts see either deeper bundling into an Atlassian suite or a tightening free tier as the likely direction — and the free plan at 25 videos with a 5-minute cap is unlikely to be the long-term floor.
For Atlassian-committed teams, recommend at Business + AI and ask about bundling. For standalone workspaces carrying lots of light users, count those seats before your migration date — that number, not the sticker price, is what you're actually deciding about.
Note: Loom does not currently have an affiliate program with AIVario. We earn no commission, and this rating carries no commercial incentive.
Best for: Distributed teams replacing status meetings, async design and code feedback, onboarding and documentation walkthroughs, organisations already running Jira and Confluence Not ideal for: Workspaces built around free Creator Lite seats, polished product videos you'll maintain long-term, large teams with many occasional users, anyone depending on the free tier staying unchanged Bottom line: Still the best async video tool there is, now inside Atlassian's billing — audit your free seats and your annual tier before renewal, because that's where the cost increase actually lives.
Four plans: Starter free, Business at $18 per seat monthly, Business + AI at $24, and custom Enterprise. Those are annual-billed monthly-equivalent figures; G2 data shows a $15 to $20 range depending on billing terms. The free Starter plan covers 25 videos per member with a 5-minute recording cap and up to 50 workspace members. Loom has been owned by Atlassian since the $975 million acquisition closed in October 2023.
They're being removed as workspaces migrate into Atlassian administration. Previously, Business and Business + AI workspaces could add Creator Lite users at no cost — limited recording ability, no per-seat charge — and many teams used that to give dozens of colleagues basic access. At migration, existing Lite users are upgraded to full paid Creators, with a grace period until the next billing date for admins to review and deactivate anyone they don't want to pay for. Anyone left active appears on the next invoice.
One published example makes it concrete: a Business workspace with 10 paid Creators and 20 free Creator Lite users costs $180 a month at list price. If all 20 Lite users convert, that workspace has 30 paid users and costs $540 — three times as much for exactly the same team. Whether that hits you depends entirely on how many Lite seats you're carrying, which is worth counting before your migration date rather than after.
Annual plans use fixed user-tier billing rather than exact seat counts — tiers at levels like 50, 100 and 250 users, with a flat rate per tier. A team of 55 people pays for the 100-user tier. That rounding is invisible on the pricing page and material on the invoice, and it means the cheapest configuration often involves keeping headcount just under a tier boundary rather than just over it.
Yes, with real limits: 25 videos per member, a 5-minute cap per recording, up to 50 workspace members, 720p quality, and transcription in 50-plus languages. That covers occasional use genuinely well. The caution worth flagging is trajectory — post-acquisition SaaS free tiers tend to tighten over time, and analysts covering Loom have noted 25 videos at 5 minutes may not be the long-term floor. If your workflow depends on it staying as-is, plan for the possibility that it doesn't.
Transcript-based editing, automatic filler-word removal, auto-generated titles, summaries and chapters. Business alone removes recording and storage caps but keeps editing basic — trim, stitch, custom branding. The AI features are the ones that change how the tool feels day to day, particularly filler-word removal, which turns a first take into something publishable without re-recording. For most teams buying Loom seriously, Business + AI is the realistic plan rather than an upsell.
Yes, and there are two specific levers. Bundling Loom with other Atlassian products — Jira, Confluence — can unlock a consolidated Atlassian discount, which is a genuine advantage of the acquisition for organisations already in that ecosystem. The second is optimising seat count downward before renewal, which matters more than usual given the Creator Lite conversion. Both are worth raising before a renewal conversation rather than during it.
Depends what you actually need. If it's quick async messages, Loom remains the best at that and the alternatives are mostly cheaper rather than better. If what you want is polished, narrated product videos you'll maintain over time, that's a different job — screen recording tools and video editors handle it better, and several are priced per account rather than per seat, which matters a lot given where Loom's seat pricing is heading.
Anthropic's AI for deep reasoning, long documents, and writing that doesn't sound like AI.
AI meeting recorder for Zoom, Google Meet, and Teams. Unlimited free recording; AI summaries capped at 5/month on the free tier.
Deepest Workspace integration and the best-value $20 subscription, provided you need the Google ecosystem. Free tier context is small.