IFTTT
IFTTT is a no-code automation platform founded in 2010 that connects 1,000+ apps, devices, and AI services through user-defined trigger-action Applets, serving 32M+ individual consumers, small businesses, and content creators across 190+ countries via a freemium subscription model.
- Company typePrivate
- Founded2010
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What IFTTT does
IFTTT (If This Then That) is a San Francisco-based no-code automation platform founded in 2010 that connects apps, services, and smart devices through user-defined trigger-action workflows called Applets. The platform enables individuals and small businesses to create automations linking 1,000+ integrated services across categories including smart home (Philips Hue, Ring, Honeywell, SmartThings), productivity (Google Workspace, Slack, Todoist), social media (Instagram, X, LinkedIn, TikTok), and AI (ChatGPT, Claude). Core technology is a rule-based event engine supporting triggers, actions, and queries, with extended functionality via JavaScript filter code and an MCP (Model Context Protocol) layer for AI-agent interaction.
The company operates a freemium, product-led growth model with three tiers: a free tier with limited Applets and hourly polling, IFTTT Pro at approximately $3.99/month for up to 20 Applets with faster execution and multiple actions per Applet, and IFTTT Pro+ with unlimited usage, exclusive services, and priority support. Additional revenue comes from a Developer Platform with paid plans for brands publishing Channels, an embeddable Connect API, and a Partner Program reaching 27M+ users through 1,000+ brand partners including GE Appliances, Honeywell, Bosch, and Philips Hue. Customer segments span individual consumers (smart home, personal productivity), small business owners (social media automation, expense tracking, lead management), and content creators (cross-platform publishing). The platform reports 32M+ users across 190+ countries, 10M+ mobile app downloads, and earned media recognition from Forbes, The Wall Street Journal, and The New York Times.
IFTTT has cumulatively raised approximately $62.5M in equity funding across four rounds from 2012-2018, with lead investors including Andreessen Horowitz, Norwest, and Salesforce Ventures, alongside strategic investors IBM Ventures and The Chamberlain Group. The company is independently operated (no parent, no disclosed PE backing) and founder-led by CEO Linden Tibbets. Recent strategic emphasis has been on AI-native feature development (10 AI services launched in 2025, ChatGPT and Claude integrations, MCP availability in 2026), positioning the 15-year-old platform for the generative and agentic AI era.
IFTTT firmographics
Firmographics- Name
- IFTTT
- Legal name
- IFTTT Inc.
- Website
- https://ifttt.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- IFTTT is a no-code automation platform founded in 2010 that connects 1,000+ apps, devices, and AI services through user-defined trigger-action Applets, serving 32M+ individual consumers, small businesses, and content creators across 190+ countries via a freemium subscription model.
- Ownership category
- akta.pro rank
IFTTT industry classification
Industry- Product category
- No-Code Workflow Automation Software
- NAICS
- Computer Systems Design and Related Services (54151), Computer Systems Design Services (541512)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- App Security, Compliance & Review Automation Platforms (BPAMADAJ)
Keywords
Where IFTTT is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IFTTT business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription Plans (Pro, Pro+): IFTTT generates revenue through tiered subscription plans. The free tier provides basic functionality, while Pro ($3.99/month for up to 20 applets) and Pro+ tiers offer increased limits, faster execution speeds, multiple actions per Applet, and access to exclusive services and features.
- Developer Platform Fees: Paid developer plans allow brands to publish services with triggers and actions on the IFTTT platform, accessing API performance dashboards and support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with basic functionality |
| Subscription | Monthly | Pro tier at $3.99/month for up to 20 applets |
| Subscription | Monthly | Pro+ tier with unlimited applets and exclusive features |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
IFTTT product offering
Product offeringCore offering
IFTTT (If This Then That) operates a no-code automation platform that connects apps, services, and smart devices through user-configurable trigger-action workflows called Applets. Users select a trigger from one service and an action from another to automate repetitive tasks across more than 1,000 integrated services including productivity, social media, smart home, IoT, and AI tools. The platform is delivered via web and native iOS/Android apps under a freemium subscription model (Free, Pro at $3.99/month, and Pro+).
Product overview
IFTTT is a no-code automation platform that connects apps, devices, and services through customizable workflows called Applets. The core product is the IFTTT platform, which enables 'If This Then That' automation logic. The platform is complemented by mobile apps for iOS and Android, a Developer Platform for building third-party integrations, and multiple AI-powered services. Pricing tiers include Free (limited Applets), IFTTT Pro ($3.99/month for up to 20 Applets), and IFTTT Pro+ for advanced users. The platform integrates with over 1,000 services including smart home devices (Philips Hue, Ring, Blink, SmartThings), productivity tools (Google Calendar, Todoist, Slack), social media (Instagram, Twitter, LinkedIn), and AI services (ChatGPT, Claude, AI Summarizer, AI Social Creator). The platform celebrated 15 years in 2025 with 32M+ users across 190+ countries.
Differentiator
Problem solved
Functional benefit
Products and services
- IFTTT Core Platform (Applets) No-code automation platform connecting 1,000+ apps, services, and devices through trigger-action workflows called Applets. Targets individual consumers, small businesses, content creators, and brand partners seeking to automate repetitive digital and smart home tasks without coding.
- IFTTT Pro Paid subscription tier at $3.99/month offering up to 20 active Applets, faster polling checks (every 5 minutes), multiple actions per Applet, and access to Pro-level services. For individual and small business users needing higher limits than the free tier.
- IFTTT Pro+ Premium subscription tier offering unlimited Applets, fastest execution speeds, unlimited actions per Applet, exclusive services and triggers, and priority support. For power users and small businesses running extensive automation portfolios.
- IFTTT iOS App Native iOS mobile app providing full IFTTT automation functionality on iPhone and iPad, including widgets, location triggers, and notifications. App Store Editor's Choice with 4.5-star rating and 10M+ downloads across 190+ countries.
- IFTTT Android App Native Android mobile app providing full IFTTT automation functionality, including Android SMS, Android Phone Call, and location integrations, plus home-screen widgets.
- IFTTT Developer Platform Platform and tooling for developers and brands to create IFTTT integrations (Channels) with triggers, actions, and queries, including paid developer plans, API documentation, and Webhooks support.
- IFTTT Connect Embeddable API launched in 2019 that allows third-party apps, emails, and tools to integrate IFTTT automation capabilities directly into their own products.
- IFTTT Partner Program Free partner program that lets brands build Channels on IFTTT and reach 27M+ users through co-marketing, analytics, and the 'Works with IFTTT' badge.
- AI Services (AI Summarizer, AI Social Creator, AI LinkedIn Assistant, AI Prompt, ChatGPT integration, Claude integration) Suite of AI-powered automation services covering content summarization, social media post generation, LinkedIn post tailoring, and custom AI prompt replies, including native integrations with OpenAI ChatGPT and Anthropic Claude.
Quantifiable outcome
- 13 hours saved per week for small business owner using IFTTT for automation
- +2 more outcomes
Companies that use IFTTT
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
IFTTT technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration70 records
AI capability6 records
Feature5 records
IFTTT partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core.
- OpenAI (ChatGPT)coreAI service integration allowing users to leverage ChatGPT within IFTTT Applets for AI-powered automation tasks.
- GE AppliancescoreGE Appliances partners with IFTTT to enable consumers to schedule their appliances in detailed and infinite ways. Jennifer Schoenegge, General Manager of Brand, stated the partnership allows consumers to schedule appliances beyond standard functionality.
- HoneywellcoreHoneywell Connect Home partners with IFTTT for extensive device connectivity. VP Scott Harkins notes that one connection to IFTTT provides access to many third-party devices.
- BoschcoreBosch partners with IFTTT to enable learning about consumer behaviors and providing better services. Global PR Annely Guethoff notes IFTTT enables new consumer experiences.
- Philips HuecorePhilips Hue founder George Yianni states that with IFTTT, consumers can create totally new experiences that the company isn't able to offer by themselves.
- WyzecoreFeatured smart home partner offering cameras and home monitoring products integrated with IFTTT for automation.
- RingcoreRing doorbell and camera products integrated with IFTTT for smart home security automations.
- SpotifycorePopular music streaming service with multiple IFTTT integrations including saving Discover Weekly songs to archives.
- Google (Workspace)coreDeep integration with Google Calendar, Google Sheets, Google Assistant, and other Google services for productivity automations.
- SlackcoreWorkplace communication platform integrated with IFTTT for automated notifications and messaging workflows.
- Anthropic (Claude)coreClaude AI integration enables users to send emails for proofreading and other AI-powered tasks through IFTTT.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
IFTTT competitors and assessment
Company assessmentDirect peers
- Workato: Workato is an enterprise integration and automation platform (iPaaS) offering recipes that connect SaaS apps, similar to IFTTT Applets but targeting larger organizations. It competes for the higher end of the same automation market.
- Pipedream: Pipedream is a developer-focused integration platform offering pre-built triggers and actions across thousands of apps, conceptually similar to IFTTT's Channels and Applets. It targets a more technical audience with code-level customization.
- Make (formerly Integromat): Make is a visual no-code automation platform competing head-to-head with IFTTT and Zapier. Its scenario-based editor and pricing model target both SMB and prosumer users, making it one of IFTTT's closest functional peers.
- Zapier: Zapier is the leading no-code workflow automation platform connecting 6,000+ apps. It directly competes with IFTTT in consumer/SMB automation, with a more enterprise-skewed tier structure and deeper AI feature investments.
- Tray.io: Tray.ai is a general-automation platform for API-based workflow building, increasingly positioning itself around AI agents and integration. It is comparable to IFTTT at the workflow-construction level, especially for technically inclined users.
Emerging players
- Bardeen: Bardeen is an AI-driven browser automation tool that scrapes websites and connects SaaS apps. It overlaps with IFTTT on consumer/prosumer automation but differentiates through AI-driven browser and scraping workflows.
- n8n: n8n is an open-source, source-available workflow automation tool that has rapidly grown as a flexible, developer-friendly alternative to Zapier and IFTTT. Its self-hostable, AI-friendly architecture makes it an emerging competitor in the same no-code automation category.
Broad incumbents
- Workday / ServiceNow Workflow Studio: ServiceNow's Workflow Studio and similar enterprise-suite automation tools offer trigger-action automation embedded within large SaaS platforms. They represent indirect competition as enterprises choose bundled automation over standalone platforms like IFTTT.
- MuleSoft (Salesforce): MuleSoft is Salesforce's enterprise iPaaS offering that connects applications, data, and devices. It overlaps with IFTTT at the integration-automation layer but operates at enterprise scale and price points far above IFTTT's consumer/SMB focus.
- Microsoft Power Automate: Power Automate is Microsoft's enterprise workflow automation product, deeply integrated with Microsoft 365, Dynamics, and Azure. It is consistently listed alongside IFTTT in workflow-automation rankings and represents a broad-incumbent threat given Microsoft's bundling and AI investments.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
IFTTT social profiles
Digital presenceIFTTT compliance and trust
Trust signalCompliance1 record
IFTTT financial estimates
Financial estimateRevenue estimate
Valuation estimate
IFTTT leadership team
Management profileNumber of profiles
Profiles5 records
IFTTT funding detail
Funding detailFunding overview
Funding rounds4 records
Investors16 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IFTTT M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about IFTTT
What does IFTTT do?
IFTTT (If This Then That) operates a no-code automation platform that connects apps, services, and smart devices through user-configurable trigger-action workflows called Applets. Users select a trigger from one service and an action from another to automate repetitive tasks across more than 1,000 integrated services including productivity, social media, smart home, IoT, and AI tools. The platform is delivered via web and native iOS/Android apps under a freemium subscription model (Free, Pro at $3.99/month, and Pro+).
Is IFTTT a public or private company?
IFTTT is a private company. It is classified as venture growth investor backed and is currently operating.
When was IFTTT founded?
IFTTT was founded in 2010. It employs 11 to 50 people.
Where is IFTTT based?
IFTTT is headquartered in San Francisco, United States, in the North America region.
How does IFTTT make money?
Two revenue lines are on record. Subscription Plans (Pro, Pro+) is the primary driver. The others are developer Platform Fees.
Who are IFTTT's main competitors?
Direct peers on record are Workato, Pipedream, Make (formerly Integromat), Zapier and Tray.io. Emerging players are Bardeen and n8n. Broad incumbents are Workday / ServiceNow Workflow Studio, MuleSoft (Salesforce) and Microsoft Power Automate.
Does IFTTT have an API?
Yes. IFTTT offers a developer platform and API that allows third-party developers to create Channels (services) with triggers, actions, and queries that integrate with the IFTTT platform. The Developer Platform enables partners to publish services and access API performance and health dashboards. Documentation is available at /docs/api_reference. The platform supports Webhooks for custom integrations. IFTTT MCP (Model Context Protocol) is also available, as evidenced by the article 'What is IFTTT MCP?' and 'How to use IFTTT MCP with Claude'. Developer documentation is at ifttt.com/docs/api_reference.
What industry is IFTTT in?
IFTTT's product category is No-Code Workflow Automation Software. Its primary akta.pro industry code is BPAMADAJ, App Security, Compliance & Review Automation Platforms. Its NAICS code is 54151 and its SIC code is 7372.