Loom Pricing in 2026: Post-Atlassian Changes Explained

Atlassian closed the Loom acquisition in October 2023 for $975 million. Two and a half years later, the pricing question that users keep asking is some version of "did Loom get more expensive?" The answer is yes, but the more useful answer is where, by how much, and which tier got hit hardest.

This is a factual breakdown of Loom's pricing as it stands in 2026, what changed since the acquisition, what reports of large enterprise cost jumps actually describe, and what teams should weigh before renewing.

What This Post Is and Is Not

This is not a takedown of Loom. The product still works, the recording experience is fast, and millions of teams use it daily without complaint. The pricing changes affect a subset of users — primarily the ones on legacy plans who renewed at the new rates, and enterprise buyers whose deals expanded under post-acquisition packaging.

What follows is reporting on publicly disclosed pricing tiers, plus context from procurement-side reports that have surfaced on forums, Reddit threads, and SaaS pricing trackers. Where exact numbers are reported third-hand, the post flags them as such rather than presenting them as Atlassian's official position.

The Three Tiers as of 2026

Loom's public pricing page lists three tiers. Numbers below reflect the structure as advertised in early 2026.

Loom Free

• 25 videos per workspace, retained
• 5-minute recording cap per video
• Loom watermark on exports
• Basic transcription in major languages
• Stock viewer page with comments and reactions

The Free tier is meaningfully constrained but not dead. Twenty-five videos and a 5-minute cap is enough for casual users sending the occasional async message. The watermark is visible but not aggressive. For solo creators who rarely record, Free remains usable.

What changed since pre-acquisition: the video count was lower at one point (5 videos at certain points in 2024 product experiments) before settling back at 25. The 5-minute cap has been consistent. AI features that used to be on Free moved to paid in mid-2024.

Loom Business

• $15 per user per month, billed annually
• Unlimited videos
• No watermark
• Full AI feature set: summaries, chapter markers, generated titles, AI tasks
• Transcript editing, custom branding, advanced sharing controls
• Engagement insights, viewer analytics, watch graphs
• Slack, Salesforce, Notion, Atlassian integrations

Business tier sits at $15/user/month annually, $20 month-to-month. This is the tier most paying teams land on. The change since pre-acquisition is the AI feature set being included by default rather than as a separate add-on. The base price has been stable, but the bundle composition shifted to include features previously priced separately.

For a 10-person team, that's $1,800/year on annual billing — a cost most teams accept without negotiation. For a 100-person team, that's $18,000/year, which is where procurement starts asking questions.

Loom Enterprise

• Custom pricing, quoted by sales
• SSO via SAML, SCIM provisioning
• Advanced admin controls, audit logs
• Custom data retention policies
• Dedicated CSM, priority support
• Procurement-grade contract terms
• Atlassian SSO integration mandatory by certain dates

Enterprise pricing is where the post-Atlassian story gets interesting. Loom does not publish Enterprise rates. Reports from procurement-side users on Reddit, LinkedIn, and SaaS pricing trackers in 2024 and 2025 describe Enterprise quotes ranging from $300/user/year on the low end to substantially higher per-seat costs at large deployments. Several reports describe legacy customers seeing renewal quotes that increased significantly versus their original contract — in some cases moving from low four-figure annual contracts to five-figure annual contracts as seat counts and minimum commitments shifted.

The often-cited "$240/year to $24,000/year jump" headline that circulated in late 2024 and early 2025 was a single procurement story shared on LinkedIn. The 100x figure appears to reflect a small team's plan transitioning to an Enterprise floor with a minimum-seat commitment, not a per-seat rate change. Treating it as a representative number overstates the typical experience. Treating it as an outlier understates that the underlying dynamic — minimum commitments, seat floors, mandatory feature bundling — is real and affects the price-per-team trajectory at the Enterprise tier.

What Actually Changed Since Atlassian

Five concrete shifts have happened since October 2023:

1. Free tier feature reductions

AI features that lived on Free during Loom's standalone era — auto-titles, summary generation, basic AI tasks — moved to Business. Free still has transcription but not the value-added AI layer. This is normal post-acquisition free-tier discipline; the same pattern showed up after Salesforce acquired Slack.

2. AI features bundled into Business

Conversely, the Business tier inherited a richer AI feature set. What used to be sold as add-ons or experimental flags became the core differentiator. Per-user price held at $15 while the bundle deepened. From Loom's perspective, this raised perceived value at the same price. From a buyer's perspective, the included-features list grew.

3. Atlassian SSO migration deadlines

Enterprise customers received migration timelines for moving Loom authentication into Atlassian's identity layer. The mandate is gradual — different customer segments hit different deadlines through 2025 and into 2026. Teams that previously authenticated via their own Okta or Azure AD setups have had to coordinate the migration with their identity team. The move is not a price change in itself, but the bundling-with-Atlassian narrative starts here.

4. Enterprise minimums and seat floors

Reports from large customers describe minimum-commit floors that did not exist on legacy contracts. A team renewing with 12 paid users may now face a 25-user minimum, or a workspace-level base fee on top of per-user pricing. Whether this applies universally or only to certain contract types is opaque from outside, but the directional change is consistent across reports.

5. Discount discipline tightened

Independent SaaS pricing analysts describe Loom's negotiation flexibility as having narrowed under Atlassian. Pre-acquisition Loom was a startup willing to discount aggressively to win or retain large logos. Post-acquisition Loom operates inside a public-company revenue model, which means more standardized pricing and less room for one-off concessions.

What the Numbers Mean for Different Team Sizes

The price-change narrative lands very differently depending on which tier you sit on.

Solo or 1-3 person teams. Free is largely unchanged. Business at $15/user/month is identical to pre-acquisition. The Atlassian story is mostly invisible at this scale. If you noticed a price change, it was probably the loss of a specific AI feature on Free.

Mid-size teams (10-50 paying users). Business is the relevant tier. $15/user/month on annual billing has been stable. The bundle is richer. Cost per team has not materially changed unless you renewed off a legacy promotional rate, in which case you may see a one-time bump on renewal as you align to the standard list price.

Large teams (100+ paying users). This is where post-Atlassian dynamics show up. Enterprise pitches with seat minimums, mandatory add-ons, and migration commitments to Atlassian SSO change the total contract value. Direct comparisons to pre-acquisition contracts become hard because the bundle, the floors, and the term commitments have all shifted.

Enterprise customers (500+ users). Reports of significant cost increases at renewal cluster here. The raw per-seat rate is one variable; the workspace-level minimums, mandatory governance features, and Atlassian-bundle pricing are others. Procurement teams in this segment have started asking for line-item disclosure on what changed and why.

What Teams Should Do

A pragmatic decision framework, depending on where you sit:

If you're on Free

Stay on Free as long as the 25-video / 5-minute limit fits your usage. There is no immediate reason to leave. If you find yourself bumping into limits, evaluate Business at $15/user/month against alternatives in the same price band before defaulting to upgrade.

If you're on Business and the team is under 50

Run the renewal as-is. The price point is competitive with the rest of the async-video market. The integration depth with Slack, Salesforce, Notion, and Atlassian products is real value that alternatives do not all match.

If you're on Business and the team is 50-200

Two things to check at renewal: whether your account manager is steering you toward Enterprise (and what the seat floor would be), and whether the team's actual usage justifies paid seats for every account or only for active recorders. A common pattern is paying for 100 seats when only 20 record more than once a month. Reducing paid seats to active recorders, with the rest on Free, can cut the bill substantially.

If you're on Enterprise

Audit the contract before renewal. Pay attention to: seat minimums, term length, mandatory feature add-ons (especially Atlassian SSO migration timeline), and price-per-active-recorder versus price-per-licensed-user. A meaningful subset of Enterprise customers in 2025 found that splitting their team into Business-tier paid seats for active recorders plus Free seats for occasional users was substantially cheaper than the proposed Enterprise quote — at the cost of governance features they may or may not need.

For broader Enterprise alternatives shopping, see our Loom Enterprise pricing alternatives guide.

If you're considering switching tools entirely

The migration is non-trivial — videos, transcripts, sharing links, embedded references in docs. Our migration guide walks through the practical steps. Teams that are price-sensitive and Mac-first often land on Screenify Studio, Cap.so, or Tella. Teams that are price-sensitive and cross-platform often land on Bubbles or Vidyard's lower tiers. Teams that need free with no watermark and full feature parity have fewer options — see Screenify versus Loom for the most direct head-to-head.

Comparing Per-Seat Costs Across the Async-Video Category

A quick reference for where Loom's pricing sits in 2026:

The point of the table is not that Loom is overpriced — at $15/user/month for the bundle it offers, it is competitive with Vidyard and Tella and richer than Cap.so. The point is that the Free tier and the Enterprise tier are where teams feel the pricing pressure. Business sits in a stable middle.

Why This Pricing Trajectory Was Predictable

Post-acquisition pricing changes follow a recognizable pattern across SaaS history. When a smaller venture-backed product joins a public company, three things tend to happen:

• Free tiers narrow. The acquired product no longer needs free as a growth lever; the parent company's distribution muscle takes over. Free becomes a marketing surface, not a self-serve growth engine.
• Bundling with the parent's stack increases. Atlassian Loom integrates more deeply into Jira, Confluence, Trello over time. The standalone Loom-only buyer is not the priority; the buyer who already has an Atlassian footprint is.
• Enterprise pricing standardizes upward. The acquiring company's Enterprise sales motion absorbs the smaller product's pricing. Custom one-off discounts that startups offer to win logos do not survive contact with public-company revenue discipline.

Loom is following the pattern. It is not a betrayal; it is what acquisitions do.

What Happens Next

Two trajectories are plausible for Loom pricing through the rest of 2026:

Continued bundling into the Atlassian SKU. A future Atlassian "AI Suite" or "Productivity Suite" tier could include Loom, Confluence, Jira, and Rovo as a bundled offering. Standalone Loom Business survives but becomes the lower-volume option. This is consistent with how Microsoft absorbed Skype into Teams over time.

Tiering of the Free plan further. Free at 25 videos / 5 minutes may not be the long-term floor. The trajectory across SaaS post-acquisition history points toward Free becoming more of a sampling tier than a usable product. If your usage depends on Free remaining as it is, plan for the possibility that it tightens.

Neither outcome is announced. Both are consistent with the pattern.

FAQ

Q: Is Loom Free still actually free?

Yes. Twenty-five videos per workspace, 5-minute cap per video, watermarked, basic transcription. No payment information required. The Free tier was tightened on AI features in 2024 but the core video-creation cap has held.

Q: How much does Loom Business cost in 2026?

Fifteen dollars per user per month on annual billing, or twenty dollars month-to-month. Includes unlimited videos, no watermark, AI features, and integrations.

Q: Did Atlassian raise Loom's prices?

The list price for Business has been stable at $15/user/month since pre-acquisition. The Free tier lost some AI features. The Enterprise tier has reportedly tightened around minimum commitments and bundled feature requirements, which functions as a price increase for many large customers even when the per-seat list rate has not changed.

Q: What is the "$240 to $24,000" Loom pricing story?

A 2024 procurement story shared on LinkedIn described a team's renewal quote increasing by roughly that ratio when their plan transitioned to an Enterprise floor with minimum seat commitments. The 100x figure is not representative of the typical Business-tier renewal experience. It illustrates how Enterprise minimums can dwarf legacy plan pricing for teams whose usage was previously well below the floor.

Q: Do I have to migrate to Atlassian SSO?

Enterprise customers are receiving migration deadlines through 2025 and 2026. Free and Business tier customers are not affected by the SSO migration directly, though identity integration is on the Atlassian roadmap broadly.

Q: What's the cheapest legitimate alternative to Loom Business?

Cap.so at $9/user/month for the Pro plan, or open-source self-hosted at zero. Bubbles at roughly $10/user/month for small teams. Screenify Studio's free tier covers most async-video use cases without watermarks for Mac-only teams.

Q: Is the watermark removable on Loom Free?

No. The watermark is the conversion lever for upgrading to Business. Removing it requires a paid plan or a different tool. Several Loom alternatives — including Screenify Studio's free tier — do not watermark exports.

The Bottom Line

Loom in 2026 is not dramatically more expensive than Loom in 2023 at the published Business tier. What changed is the Free tier's value proposition (narrower) and the Enterprise tier's negotiation surface (tighter minimums, bundled commitments). For teams in the 5-50 user range paying $15/user/month, the math has barely shifted. For teams above 100 users approaching renewal, the math has shifted enough to justify a procurement review.

The right question is not "is Loom too expensive now?" but "is the bundle Loom is selling at $15/user/month worth more or less than the alternatives at the same price band?" That question has a different answer for every team.

For more context on the broader landscape, see our 2026 Loom alternatives roundup and the earlier alternatives guide.

Pricing is a moving target. The pattern is predictable. Plan accordingly.