Luma

Luma is an event-management service that brings registration, ticket sales, attendee communication and onsite operations into one workflow. It fits organizers running anything from occasional gatherings to an ongoing event calendar, provided weekly messaging volumes and the lack of custom domains are acceptable. Its free tier is unusually open on event and guest counts, while paid capacity is aimed mainly at heavier outreach.

Overview

Luma covers the core path from publishing an event to admitting people at the venue. Registration forms, ticketing, attendee email and attendee login handle the front end; onsite check-in and an attendee app extend the service into the event itself. That breadth makes it more suitable for organizers who want one system than for teams assembling separate registration and check-in tools.

The free offering removes limits on the number of events and guests per event, which is useful for a varied calendar or a large single gathering. The trade-off is communication volume: 500 invitations or newsletters per week can become restrictive when several events are promoted simultaneously. Luma also does not provide custom domains, so its event pages cannot be presented under an organization’s own web address.

Key features

Registration and event content

Registration forms and ticketing support both free attendance and paid entry. An agenda builder gives structured programs a clearer shape, while speaker profiles provide a dedicated way to present contributors. Attendee login is included, making returning participants less dependent on one-time registration links.

Communication and operations

Attendee email supports invitations and newsletters, and the weekly allowance is the operational limit to watch. Free includes 500 sends per week; Plus raises that to 5,000. Onsite check-in and the attendee app are valuable for organizers who need a usable guest experience after registration rather than just a landing page.

Calendar administration is capped at three admins on Free and five on Plus. That is enough for a small organizing group, but larger teams should account for the seat ceiling before committing. The absence of custom domains is a branding limitation, particularly for organizations that require every public event page to live on their own domain.

Pricing

Luma Free

Luma Free costs nothing. It includes unlimited events, unlimited guests per event and three calendar admins, with 500 invitations or newsletters per week. This is the right starting point for occasional hosts, community organizers and programs whose outreach stays below that weekly threshold. It gives up sending headroom rather than event capacity, so a large guest list is not itself a reason to upgrade.

Luma Plus

Luma Plus costs $59 a month, billed annually. It provides 5,000 invitations and newsletters per week and five calendar admins. The upgrade suits teams with regular campaigns or multiple active events; the additional seats help, but the principal benefit is the tenfold increase in weekly sends. Annual billing means the listed monthly rate is tied to an annual commitment.

Sending add-ons

For programs that outgrow Plus, annual-billed add-ons are priced at $50 a month for 10,000 weekly sends, $200 a month for 25,000, $400 a month for 50,000, $600 a month for 75,000, and $800 a month for 100,000 weekly sends. These are capacity choices for high-volume communication, not broader event or branding features.

Enterprise

Luma Enterprise uses custom pricing and is available by contacting Luma. Organizations should consider it when the standard admin and sending allowances do not match their operating scale.

Platforms

Luma is available on the web, iOS and Android. That combination supports browser-based administration alongside mobile access for organizers and attendees.

Who it's for

Luma is a strong fit for independent hosts, communities, conferences and recurring programs that need registration, tickets, email, check-in and an attendee-facing app in one product. Free is especially attractive when event count and attendance vary but weekly outreach remains modest. Plus and the sending add-ons target organizations running frequent promotions or maintaining a busy calendar.

It is a weaker choice for teams that require branded domains, need more than five calendar admins on the standard paid plan, or want pricing that is not tied to annual billing. Heavy senders should calculate the recurring add-on cost before moving a large communication program onto Luma.

Pros and cons

Pros

• Unlimited events and guests on Free: event volume and per-event attendance do not force an upgrade.
• Broad event workflow: registration, ticketing, agendas, speakers, attendee email, check-in and an attendee app are covered together.
• Scalable send allowances: Plus and five add-on tiers extend weekly messaging up to 100,000 sends.
• Cross-platform access: web, iOS and Android support different organizer and attendee contexts.

Cons

• Weekly messaging caps: Free is limited to 500 invitations or newsletters, and higher volumes add recurring cost.
• Limited standard admin seats: three on Free and five on Plus may not suit larger teams.
• No custom domain: organizations cannot place Luma event pages on their own branded domain.
• Annual billing on paid tiers: Plus and sending add-ons are billed annually rather than month to month.

Alternatives

EventCreate is worth considering when a smaller free allowance is acceptable: its Free plan covers one event, 50 attendees and one user, with a 5% ticketing fee, and it runs on web, iOS and Android.

Eventzilla suits organizers who prefer per-registration pricing; its Basic plan is $1.50 per month per registration, with unlimited events and free registration types plus one paid ticket or registration type.

Eventbrite is an option for free events of any size, with unlimited free event publishing and no ticketing fees on free tickets.

Indico is a free, open-source, self-hosted alternative for teams prepared to operate their own deployment.

Hi.Events offers a cloud free tier with unlimited events and ticket types, charging 1.25% plus $0.60 on paid tickets.

Event Schedule is an open-source option with web, API and self-hosted availability.

Evento is a free event tool available on Android, iOS, API and web.

Goldcast is aimed at paid programs with tiered plans that include 12, 25 or more events and unlimited attendees.

For broader comparisons, see the Event Website Builders and Event Management Software lists.

Verdict

Choose Luma if you want a unified event workflow and can keep weekly outreach within its free allowance or justify Plus and the annual send add-ons. Its unlimited free event and guest capacity is the standout reason to start here. Look elsewhere if custom-domain branding, larger standard admin teams or flexible month-to-month paid billing is essential.