Get 30% off with code WP30XH9K on yearly plans. Review 2024 What Are You Paying For Exactly?

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Inka Wibowo

Inka Wibowo


Robert Brandl

Robert Brandl


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The year was 2003. Apple had just launched iTunes, the first Harry Potter book came out, and two developers introduced the world to their free, open-source web app for creating blogs:

Fast forward a few years, and WordPress has changed beyond recognition. You can now do a lot more than create blogs – in fact, the code that makes WordPress powers a whopping  43.2% of all websites on the Internet.

Meanwhile, the founders also launched a for-profit business using that code. This is where comes into the picture, and as you’ve guessed it, it’s not free (although there is a free version). Learn more about the differences between and further down below.

After several rounds of pricing changes, has now settled on offering four paid plans targeting personal, blogging, business, and ecommerce users. These plans range from basic and affordable (starting at $4 per month), to offering the full gamut of plugins and features (priced at a significantly higher $45 per month).

So is there an advantage for you in using’s paid version? Or should you stick to using the free software yourself? Let’s break it down in detail below. Review: What to Expect is a hosted website builder that uses the free WordPress software. You can create blogs, websites and online stores without much technical knowledge. While it offers a free plan to let you publish a basic website, upgrading to paid plans will give you more features - and the more you pay, the more you get.

Let’s take a closer look at’s pricing, and what’s included in each of its plans.

Video Review

  • Video
  • vs Video video offers a free plan. You can sign up for it here. Pricing



Create a site with limited templates and features, and host it on a predefined domain, like No access to plugins, 1GB of storage only.



Connect your website to a custom domain and get 24/7 online support. 6GB of space. Ads are removed.



Same as above with more design tools, plugins and features like support for Google Analytics. 13GB of space.



Add custom plugins and access all available themes (free and paid). 200GB of storage and live support. Essential for SEO features.



Turn your website into an online store thanks to the powerful pre-installed WooCommerce plugin.

We are showing monthly costs for yearly subscriptions. Monthly pricing is also available. Compare all plans here.

Pros / Cons of

  • Pros
  • Cons


  • Free plan

    If you don’t mind ads and an assigned domain name, you can absolutely launch a basic site for free.

  • No installation or maintenance

    Everything is done automatically for you.

  • Support included

    No phone, but email and live chat support is available.

Rating Details

Ease of use Info popup

Signing up is straightforward but even the new editor isn’t yet as intuitive as Weebly or Wix. There are certain WordPress specific quirks – like the complicated way menus are created – that take away from the user experience. It’s improving with every new version, though.

Choice and flexibility of design (templates) Info popup

Free themes are available. For premium or custom themes, you’ll need the Premium plan or higher. Overall, theme customization is harder than with a classic website builder.

Advertisement-free Info popup

Users will see a banner in the header and a small text branding in the footer. Ads are removed on all paid plans.

Languages Info popup

The service is available in English. You can change your backend interface to another language. For a multilingual website, you’ll need a plugin like WPML. (Requires the Business or Ecommerce plan).

Your own domain name (e.g. .com or .net) Info popup

A free standard domain is offered in the first year. Renewal is about $18/year. Email hosting is not included. Requires an external service like Google Workspace or Namecheap.

Depth of navigation Info popup

In theory: no limitations. It only depends on your chosen theme.

Widgets (small tools to add extra functionality) Info popup

Some widgets are included (newsletter sign-up for Mailchimp etc.). Plugins are even more powerful but require the Business or Ecommerce plan.

Mobile App Info popup

  • iOS
  • Android offers a native mobile app for iOS and Android. It lets you create and edit your website right from your smartphone or tablet. You can enter statistics, manage posts and upload media files too. When we tested the mobile app, we found it to be an easy-to-handle and intuitive mobile app with a clear design.

E-Commerce Info popup

Lets you add the free WooCommerce plugin to your site on the Business and Ecommerce plans. If you want to learn more about WooCommerce, check out our detailed review.

Search Engine Optimization (SEO) Info popup

Limited out of the box. You’ll need a plugin like Yoast SEO to get full control (Business or Ecommerce plan required)


Since WordPress has its origins in the blogosphere, there are basically no limitations.

Visitor statistics Info popup

Stats are included in the WordPress dashboard. Google Analytics will require a plugin.

Contact form

Adding a standard form isn’t a problem. If you need more advanced features, you can install a plugin like Contact Form 7.

Password protection & member areas Info popup

You can protect every page with a password. Also, WordPress is great to give users different roles with rights (subscriber, administrator, etc.). Plugins for membership areas can be added too with the Business or Ecommerce plan.

Newsletter tool Info popup

A newsletter tool is not included. However, if you are with Mailchimp, you can add a sign-up form. Other providers can be linked via HTML or plugin.

Add HTML code Info popup

Not a problem. The HTML block allows you to add external code.

Storage space

1 GB - 200 GB

Very generous on the paid plans (but less so on the Free plan). Standard projects won’t struggle with too little space. Another plus: no bandwidth limit for visitors or file transfers!

Backups & Restore Info popup

WordPress automatically saves 25 revisions of each post and page. Therefore restoring lost content isn’t an issue. If a plugin should crash your website, you can directly contact support.


  • FAQ
  • Chat
  • Email
  • Telephone

One of the biggest advantages of is the direct support. In the free open-source version it’s not included. The live chat support could solve our issue very fast. Beginners should check out their helpful video library.

Fun Factor Info popup

We have seen simpler web builders, but thanks to the new block editor, it has gotten much easier to use. Every new WordPress update seems to improve the overall experience.

Overall Rating

3.8 is the easiest way to run a WordPress website that comes with dedicated support. Unfortunately, it’s also a pretty expensive one as only the Business and eCommerce plans unlock its full potential.

How does work?

You sign up for free, choose a theme, and start editing your website by adding pages and content. Then you can choose to stay on a free plan, or pay a monthly fee to use more features and connect the site to your own professional domain.

It’s worth noting at this point that WordPress is sometimes called a CMS or Content Management System. But because allows you to build and host entire websites, I’ll stick with the “website builder” name.

The main concept to understand is that WordPress was originally a blogging platform, and it still relies on the same format:

  • Pages: usually static content like an About Us page
  • Posts: blog posts, news or regular updates. You can use tags to group them, and they usually appear in reverse chronological order.

What’s the Difference Between and .org

Great question. We’ve written a complete guide on the differences between and here, and you can see an explainer video below:

WordPress.COM vs WordPress.ORG – What you need to know in 2021

But the main points to remember are:
Hosting Included in price Need to buy it elsewhere
Domain name Free the first year, you’ll need to renew it later ($18 – $65 a year) Not included
Email Included for 3 months only, around $3.50 / mailbox / month thereafter Not included
Installation and updates Automatic Manual (or done by your third party hosting provider)
Pricing Can be free, but for an ad-free site on your own domain, you’ll be paying between $4 to $45 per month Completely free to download and install.
Features and plugins Restricted on Free and lower-tier plans. You’ll need the Business or Ecommerce plan to access plugins All available
Website templates Free themes available on all plans. Premium and customizable themes require at least the Premium plan All available
Support Email support available on all plans. Live chat support available on Premium plan and higher None

What About That New Editor?

As of late 2019, WordPress changed the way you add and create content on your site. It used to be through an editor called TinyMCE, a.k.a the Classic Editor. It was pretty much a text editor – great for writing posts, but not so great for complex pages (unless you knew how to code or relied on 3rd party plugins).

The new editor is called Gutenberg. It’s much more friendly to beginners as it uses blocks to add text, media or any other kind of content. It comes installed by default, but if you’re used to the Classic editor, you can still revert to it whenever you want.

Signing Up

Getting started with is as straightforward as it gets. You don’t need a credit card, and your whole basic website can be set up in 6 steps.


The steps are very broad (no design or SEO options yet), but it feels good to get something done in less than 10 mins.

Two major downsides: you can’t test the eCommerce option for free. They’re also a bit pushy about upgrading to a paid plan as soon as you login, but hey – can’t fault them for trying to make money.

Ease of Use and Getting Started

When you first create a site, you’ll be met with a page called Reader, where you can find news about other websites.

Okay – not the most useful thing to start with. I’d rather just dive into the editor, which you access by clicking My Site in the top left. Dashboard Reader

As noted earlier, the Gutenberg editor is automatically activated. It makes it easier than before to add content like text and media via what they call “blocks”. It’s really a beautiful editor with tons of space for text and images. - Gutenberg Editor

If you’ve used Squarespace before, it looks kinda similar. Adding more complicated elements like tables, buttons or signup forms is just as easy as text. No need for code or plugins (like with the old editor), and you can even edit the font colors without code.

One thing to note: you still need a basic understanding of how WordPress handles Pages and Posts (see all the way at the top of this review) to really feel at home here.

There can also be troubleshooting issues that will be baffling to complete beginners, for instance when the editor switches to HTML mode.

WordPress Issue Info


Cryptic Solution


Designs, customization and Themes has, at the time of writing, 293 themes, both free and paid. They are grouped in 28 categories such as Art, Blog, Fashion, Magazine or Photography. You can also search by feature, style, number of columns, and layout.

Available Themes

A few notes:

  • You can’t create sitewide changes or add CSS with the free plan.
  • To purchase their official premium themes, you’ll need the Premium plan at least.
  • You can unlock more custom themes (from third-party places) with the Business and eCommerce plans

Then the amount of customization options is completely dependent on the theme itself. In fact, popular themes like Avada or BeTheme act as “modular theme builders”, so you can create many variations with the pre-selected elements.

Final point: if you want to code (or hire someone to code) a unique theme, it’s possible. Be prepared to spend a lot of time (or money).

Plugins and Add-ons

One of the greatest joys of playing around with a WordPress site is the ability to customize it with plugins. As I write this, there are close to 60,000 free and premium plugins available.

Now not all of them are top-notch. Anyone can upload a plugin to the store so it’s always important to read the reviews and check compatibility because they might crash your site. But still, there’s so much you can do with plugins:

  • Create a multilingual website
  • Control your SEO options
  • Use exit-intent popups
  • Add beautiful contact forms
  • Integrate newsletters
  • Transform your theme
  • And much, much more…

Popular WordPress Plugins

The bad news is that plugins are only available on the Business and Ecommerce plans. So, what is arguably WordPress’s best feature is only available if you pay a premium.

Can I build an online store with

Yes, you can! The Business and Ecommerce plans let you install the free WooCommerce plugin, which will let you add an online store to your site. It will also allow you to:

  • Sell unlimited physical and digital products
  • Embed products anywhere on your site
  • Display product ratings and reviews
  • Take payments via various payment methods (Stripe, PayPal, credit cards etc)
  • Offer various shipping options and set manual rates
  • Automate tax calculations
  • Set up customer accounts and guest checkout
  • Send automated emails

However, for advanced functionality (e.g. live shipping rates, advanced customization, full range of payment methods), you’ll need the Ecommerce plan – which, at $45 per month, isn’t cheap. You could use the WooCommerce plugin on a site of your own for around $12 a month, for instance with Siteground instead.

Marketing and SEO options

Generally speaking, with WordPress, if the feature you need isn’t already included with your theme, it comes in the form of a plugin. There is a nice out-of-the-box integration with Mailchimp so visitors can sign-up for a newsletter, but if you want to use another service, you’ll need to install a plugin.

This is also true of other email marketing integrations, popups and discount offers, or specific analytics tools. Once again, in order to install these plugins, you’ll need the Business or Ecommerce plan.

Let’s take a quick look at what marketing features are available with

The SEO Options

While you can index your site (or choose not to) with any plan, the ability to optimize the SEO-title or descriptions is limited to the Business and Ecommerce plans. To get the most out of WordPress’s excellent SEO capabilities, we’d recommend installing the Yoast SEO plugin.

Yoast SEO WordPress Preview

Optimize your title and description with the Yoast SEO plugin.

This is a huge drawback of using the Personal or Premium plans for a blog, portfolio or small business. I find it particularly hurtful because WordPress, as a whole, is probably the best tool to use for SEO options in general.

Google Analytics

Getting data about your visitors and site performance is another feature I believe anyone should be able to get. With it only comes with the Premium plan or higher.

WordPress Google Analytics

Monetization options

You can receive single payments or donations on any of the paid plans. On the Premium plan and higher, you can add a block to accept one-time payments via PayPal for physical or digital goods, services and donations. Review - Payment Options

It’s great for nonprofits and creatives. Also much easier and cheaper than setting up an entire WooCommerce store.

Recurring Payments

You can also charge recurring payments for memberships, subscription offers or Patreon style sponsorships. Contrary to all the other pro features, it’s available on all plans.

Ad Networks

Not to be confused with Google’s famous AdWords program (which you can also enable), the one for WordPress is called WordAds. It’s available – you guessed it – on the Premium plan and higher.

There are a few ad placement options, but unlike AdWords, it’s not always targeted stuff related to your website’s content. You do not have the option to vet advertisers either. In short, it’s not as sophisticated or flexible as Google’s ad programme, but at least it’s very easy to enable it.

Affiliate marketing and referrals

Supported on all plans. There is even a guide on how to get started with Amazon Affiliate links. We also think that WordPress is the best website builder for affiliate marketing.

The WordPress App

If you feel more comfortable working with apps rather than websites, you can download the WordPress Desktop app, available for Win7+, Mac OS 10.9+ and Linux. There are also iOS and Android versions.

How does it work? It creates a local copy of the site on your computer and lets you edit, update, and upload things from there. Review - The WordPress App

But…. it doesn’t work offline or as a staging environment. So forget about writing a post on the train or holiday and pushing it live when you reconnect to the modern world. The company sells it as a “distraction-free” way to work, but I don’t really see the point – until they start offering offline or staging option.

Support and Troubleshooting

Usually, if you install WordPress by yourself, you’re on your own. There is no official support, and you have to find answers in community forums. It can be tedious, slow, and frustrating. And trust me, things will break, especially when third-party plugins and software updates are involved.

So one of the biggest advantages of paying for a plan is that dedicated support is included. Best of all, in my own experience, the live chat response was fast and helpful. And best of all, they even tried to help with help for 3rd party plugins, which is unheard of with support for other website builders.

Here’s what you get:

  • Good video tutorials
  • FAQ
  • Email support on all plans
  • Live chat support on Premium plan and above (24/7 support is available for Business and Ecommerce)
  • No phone support

Note that there is no personal support on the Free plan – you’ll need to rely on Forum support and your own research if you need help.

Hosting, Storage and Security is very generous when it comes bandwidth (which is unlimited), but limits your storage depending on your plan.

For storage, you get 1GB with a free plan, and up to 200GB on the higher-tier plans. That’s a big amount of data, so probably good enough for websites who want to host their own videos instead of streaming them from YouTube or other platforms (with the Premium plan minimum).

SSL and Firewalls

Security encryption is enabled by default on all pages, at no extra cost. You also get a built-in firewall to fight account takeovers (when fraudsters try to log into your account), and 2FA option (2 factor authentication) to increase security.

Interesting fact: white hat hackers (the good guys), can look for bugs or vulnerabilities in the WordPress code and be rewarded with a bounty thanks to the HackerOne program.

Backup and Recovery

There is a useful autosave function for when you work on posts, which lets you restore previous content as needed. For site-wide backup and recovery, it’s best to use a plugin like the WordPress Backup plugin or BackupBuddy. As you’ve guessed by now, it’s only possible with the Business and Ecommerce plans.

But you can also contact support and they might be able to help you there.


Staging is an advanced feature that lets you run an offline version of your site. It lets you make changes to test, for instance, if anything breaks when you add a new plugin. When you’re happy with the results, you can push the changes to the live version.

It’s a really useful feature with the more advanced WordPress hosts, where one small change in the theme code or plugin update can completely break your website.

But… it’s unavailable here, sadly.

Site Migration

If you like what you’ve read about, maybe you’d like to import a site from another platform? It’s possible thanks to the Import / Export function for:

  • sites
  • Blogger
  • Wix
  • Squarespace
  • And more…

These tools can save you time, but they never make for completely smooth sailing. When I imported a test site from Wix, it was broken beyond recognition, so I still had to manually edit a lot of the content to fit it in my theme. I imagine the same problems might arise when exporting the site to another platform.

Wix-to-WordPress Import

In fact, that little experiment made me realize how much easier Wix is to deal with. If you’re considering both options, don’t forget to check out our in-depth Wix vs. WordPress test.

Review Conclusion – Is Worth It?

I’ll start by answering the original question posed in the title of this review: what are you paying for exactly with Essentially, this:

  • Ease of installation
  • Quick start
  • Peace of mind for security and maintenance
  • Quality support
  • Hosting

The block editor and pre-selected plugins also all offer a smooth user experience that finally makes the WordPress software more accessible than ever.

While their recent pricing changes have caused a lot of confusion among users (and us here at Tooltester!), it seems they are firmly set on sticking with their current plans. While the Free plan is a good option for testing out, we’re disappointed that features are so severely limited on the lower-tier plans.

You’ll have to go up to $25 a month for a Business plan to really enjoy the full benefits of the WordPress platform, and even then you don’t have staging or email hosting. Not the best bang you can get for your buck.

But still, I can absolutely see how makes a lot of sense if you’ve always wanted to try this powerful platform, but weren’t ready to dive into the technical details and possible headaches of self-hosting.

Check out the free plan.


You can’t run ‘WordAds’ ads with the free plan, but it is possible with the Premium Plan. WordAds is Automattic’s version of Adwords. But you are also free to add affiliate links or accept sponsored posts etc. Alternatives

If you are looking for an easier WordPress alternative, Wix gets the highest score from us. If a blogging feature is essential for you, Squarespace is the top website builder to look at.

Webflow is definitely not easier to use than WordPress, but it is extremely popular with designers as it gives you full freedom.

Find our full list of WordPress alternatives here.

The authors

Learn more about us

Inka Wibowo

Content Manager

Hi, I'm Inka! I started using website builders and content management systems over 10 years ago, when I managed websites for clients in my first marketing role. Since then, I've worked on hundreds of web and digital projects. Now, at Tooltester, I'm happy to be able to use my experience to help users like you find the right website builder for your needs.

Robert Brandl

Founder and CEO

Hi, my name is Robert Brandl! I used to work in a digital marketing agency where I managed website and email marketing projects. To optimize my client's campaigns, I always had to find the optimal web tools. Tooltester offers this knowledge to you, hopefully saving you endless hours of research.

Learn more about us

We keep our content up to date

29 Aug 2022 - Further pricing changes
20 Apr 2022 - Changes to pricing
28 Feb 2022 - also offers monthly subscriptions now
17 Dec 2021 - Mobile app rating added.
22 Oct 2020 - Alternatives added
25 Nov 2019 - Review release


This article has been written and researched following a precise methodology.

Our methodology