Wappalyzer
Wappalyzer is a bootstrapped, Melbourne-based technographic data platform that identifies 8,077+ web technologies across millions of websites, serving sales, marketing, and RevOps teams via browser extensions, APIs, and CRM integrations.
- Company typePrivate
- Founded2008
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Wappalyzer does
Wappalyzer Pty Ltd, founded in 2008 by Elbert Alias and headquartered in Melbourne, Australia, operates a web technology fingerprinting platform that analyzes public website signals (HTML, scripts, cookies, network requests, headers, certificates) to identify technologies in use. The platform tracks 8,077+ web technologies across 106 categories and serves a horizontal base of sales, marketing, RevOps, strategy, partnerships, security, and market-research teams that use technographic data to find prospects, enrich CRM records, and monitor competitor stacks. Distribution is anchored by a free browser extension across Chrome, Firefox, Edge, and Safari (2.5M+ users), with paid access through subscriptions, usage-based API credits, lead lists, email verification, and enterprise contracts. Product surface spans Technology Lookup, Lead Lists, Email Verification, Website Alerts, native CRM integrations (Salesforce, HubSpot, Pipedrive, Gmail), and workflow connectors (Zapier, Make, Pabbly, MCP). Revenue mechanics are layered: a $10/month Plus tier for individual lookups, usage-based API pricing (1 credit per cached URL, 5 credits per live recursive scan), subscription lead lists, and negotiated enterprise/custom plans. The firm is privately held with 2-10 employees, no disclosed funding rounds, and infrastructure operating out of Australia with providers in the US and other jurisdictions. Notable brand validation includes a 9.9/10 ease-of-use rating on G2 and inclusion as the detection engine behind HTTP Archive (backed by Google, Mozilla, and Akamai).
Wappalyzer firmographics
Firmographics- Name
- Wappalyzer
- Legal name
- Wappalyzer Pty Ltd
- Website
- https://wappalyzer.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wappalyzer is a bootstrapped, Melbourne-based technographic data platform that identifies 8,077+ web technologies across millions of websites, serving sales, marketing, and RevOps teams via browser extensions, APIs, and CRM integrations.
- Ownership category
- akta.pro rank
Where Wappalyzer is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Wappalyzer business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Plus Subscription: Monthly or annual subscription plan at $10/month providing 200 technology lookups, 50 email verifications, 10 website alerts, and chat/email support for individual users and small teams needing enhanced single-website research capabilities.
- API Credits and Plans: Pre-paid API credit bundles for developers and teams automating lookups and enrichments. Credits are consumed per API request (1 credit per URL for cached results, 5 credits for live recursive scans). Plan credits expire after 60 days; purchased bundles expire after 365 days.
- Lead Lists: Targeted prospect lists built by technology, keyword, industry, traffic, and location. Lists combine websites with company details, contacts, and social profiles. Free sample provided before purchase decision.
- Enterprise and Custom Plans: Enterprise-level subscriptions with broader licensing rights, custom data access, dedicated support, and negotiated pricing for larger organizations with advanced go-to-market needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Plus plan at $10/month for individual users with enhanced single-website research capabilities |
| Usage-based | Pay-as-you-go | API credit-based usage for developers and automation workflows |
| Subscription | Monthly | Lead list subscriptions for sales, marketing, and RevOps teams |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels5 records
Wappalyzer product offering
Product offeringCore offering
Wappalyzer operates a web technology fingerprinting platform that identifies 8,077+ technologies across 106 categories by analyzing public website signals such as HTML, scripts, cookies, network requests, headers, and certificates. It packages this technographic intelligence into sellable products including Technology Lookup, Lead Lists, Email Verification, and Website Alerts, distributed via browser extensions, APIs, and CRM integrations for sales, marketing, and RevOps teams.
Product overview
Wappalyzer is a unified technographic intelligence platform that helps sales and go-to-market teams identify, research, and act on website technology signals. The platform combines a core Technology Lookup engine with Lead Lists, Email Verification, and Website Alerts modules. Accessibility is provided through browser extensions (Chrome, Firefox, Edge, Safari), APIs, and CRM integrations (Salesforce, HubSpot, Pipedrive). The product serves use cases across lead generation, market research, competitor analysis, data enrichment, and security reconnaissance. Subscription tiers include Plus ($10/month for individual lookups with contact data) and Business (full platform access with APIs and bulk operations). The company was founded by Elbert Alias in 2008 and tracks over 8,000 web technologies across millions of websites.
Differentiator
Problem solved
Functional benefit
Products and services
- Technology Lookup Instantly reveals the technologies, company details, and contact data behind any website for account qualification, personalization, and record enrichment. Targeted at sales, marketing, and RevOps teams.
- Lead Lists Build targeted prospect lists by technology, keyword, market, traffic, and geography, then export segmented lists with company and contact data for sales prospecting and analysis.
- Email Verification Verify email addresses to reduce bounces and protect sender reputation before outreach campaigns. Available as standalone endpoint and integrated into workflows.
- Website Alerts
Quantifiable outcome
- Free accounts include 50 lookups and email verifications per month, enabling initial adoption without credit card requirement
- +1 more outcomes
Companies that use Wappalyzer
Customer profileNamed customers1 record
Segments8 records
Ideal customer profiles4 records
Wappalyzer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature6 records
Wappalyzer partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- SalesforcecoreNative Salesforce integration enabling technographic and company data enrichment directly within Salesforce CRM. Allows teams to segment accounts, route follow-up, and keep website intelligence inside Salesforce records without separate export workflows.
- HubSpotcoreHubSpot integration allowing automatic enrichment of leads and contacts with technology and company context. Sales and marketing teams can access technographics directly within HubSpot for faster qualification and segmentation.
- PipedrivecorePipedrive integration providing technology context for deals and leads within the CRM. Sales reps gain technology visibility inside their existing pipeline management workflow.
- Gmail (Google Workspace)coreGmail add-on providing company technology data alongside contacts in Gmail. Identifies domain names from sender email addresses and retrieves technology information, limited to providing user-facing features without accessing message content.
- HTTP ArchivecoreHTTP Archive uses Wappalyzer to track how the web is built, providing historical data to illustrate how the web evolves. The open-source project is backed by Google, Mozilla, and Akamai, validating Wappalyzer's technology detection capabilities in a respected industry reference dataset.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Wappalyzer competitors and assessment
Company assessmentEmerging players
- Store Leads: Store Leads is a technographic data platform focused on e-commerce storefronts and the technologies powering them (Shopify, Magento, etc.). It is comparable to Wappalyzer as a category-specific technology tracking and lead list product, particularly for e-commerce-focused GTM teams.
- Lead411: Lead411 is a B2B sales intelligence platform offering company, contact, and intent data with technographic-style filters for sales prospecting. It overlaps with Wappalyzer's lead list and account qualification use cases for SMB and mid-market sales teams.
Broad incumbents
- ZoomInfo: ZoomInfo is a large-scale sales intelligence and B2B data platform that includes technographic intent, contact, and company data. It competes with Wappalyzer in technographic enrichment and lead lists, but as part of a much broader go-to-market platform.
- Apollo.io: Apollo.io is a sales intelligence and engagement platform that combines a large B2B contact database with company and technographic filters. It overlaps with Wappalyzer on prospect list building and CRM enrichment for sales and RevOps teams.
- 6sense: 6sense is an account-based platform combining intent data, technographics, and AI-driven prioritization for B2B revenue teams. It overlaps with Wappalyzer on technographic-based account segmentation and prioritization, though delivered through a much larger platform.
Direct peers
- BuiltWith: BuiltWith is the most direct competitor to Wappalyzer, profiling the technologies used on websites and offering sales leads, market analysis, and APIs to similar GTM audiences. It targets the same core use case of "what is this website built with" and competes head-to-head on technology lookups and lead lists.
- Datanyze: Datanyze is a technographic-based sales prospecting tool that lets users identify companies by the web technologies they use. Acquired by HubSpot, it is comparable to Wappalyzer in its core "find companies using technology X" use case for sales teams.
- HG Insights: HG Insights is a technographic intelligence vendor focused on technology install data, account prioritization, and market intelligence for B2B tech vendors. It competes directly with Wappalyzer's core technographic dataset and is sold into similar sales and marketing use cases.
- WhatRuns: WhatRuns is a browser extension and web technology lookup tool that identifies the scripts, fonts, and services running on a website. It is a direct comparitor in the browser-extension technology detection experience that underpins Wappalyzer's distribution and data collection.
- Slintel: Slintel is a technographic and sales intelligence platform that helps teams identify companies by the technologies they use. Acquired by 6sense, it is a near-direct comparitor to Wappalyzer's lead list and technology lookup products, sold to similar sales and marketing buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Wappalyzer social profiles
Digital presenceWappalyzer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wappalyzer leadership team
Management profileNumber of profiles
Profiles1 record
Wappalyzer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wappalyzer 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 Wappalyzer
What does Wappalyzer do?
Wappalyzer operates a web technology fingerprinting platform that identifies 8,077+ technologies across 106 categories by analyzing public website signals such as HTML, scripts, cookies, network requests, headers, and certificates. It packages this technographic intelligence into sellable products including Technology Lookup, Lead Lists, Email Verification, and Website Alerts, distributed via browser extensions, APIs, and CRM integrations for sales, marketing, and RevOps teams.
Is Wappalyzer a public or private company?
Wappalyzer is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wappalyzer founded?
Wappalyzer was founded in 2008. It employs 1 to 10 people.
Where is Wappalyzer based?
Wappalyzer is headquartered in Melbourne, Australia, in the Oceania region.
How does Wappalyzer make money?
Four revenue lines are on record. Plus Subscription is the primary driver. The others are API Credits and Plans, lead Lists and enterprise and Custom Plans.
Who are Wappalyzer's main competitors?
Emerging players on record are Store Leads and Lead411. Broad incumbents are ZoomInfo, Apollo.io and 6sense. Direct peers are BuiltWith, Datanyze, HG Insights, WhatRuns and Slintel.
Does Wappalyzer have an API?
Yes. REST API for website technology lookup, lead list building, subdomain discovery, and email verification. Authentication via x-api-key header. Rate limits of 10 requests per second with up to 10 URLs per request. Supports both cached (1 credit/URL) and live analysis (5 credits/URL) modes. Provides company details, verified emails, phone numbers, social profiles, and technology data including versions, categories, traffic signals, and SSL certificate info. Includes callback URL support for async results and field sets for customizing response data (meta, social, company, contact). Developer documentation is at www.wappalyzer.com/docs.