WS Form
WS Form is a WordPress form builder plugin offering drag-and-drop form creation, 65+ field types, conditional logic, and 110+ native third-party integrations. It targets WordPress developers, agencies, and site owners via a freemium model (free LITE on WordPress.org, paid PRO subscriptions in Personal/Freelance/Agency tiers with individual add-ons).
- Company typePrivate
- Founded2017
- HeadquartersNew Orleans, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What WS Form does
WS Form is a WordPress form builder plugin developed and operated by Westguard Solutions, a private for-profit company founded in 2017 and headquartered in New Orleans, United States. The product is a native WordPress plugin offering drag-and-drop form building with 65+ field types, 100+ templates, advanced conditional logic (100+ IF conditions, 50+ THEN/ELSE actions), a calculated-fields engine with 200+ variables, multi-step tabs, repeaters, a built-in e-commerce cart system, debug console, and 110+ native third-party integrations spanning CRMs, email marketing, payment gateways, translation plugins, and page builders. WS Form PRO ships in three editions (Personal, Freelance, Agency) on annual subscriptions; users on the Personal edition can also purchase individual add-ons (Zapier at $29/year, Zoho CRM, Zendesk, etc.), and a free WS Form LITE is distributed on WordPress.org as the top-of-funnel acquisition vehicle. Go-to-market is product-led growth combined with community-led engagement — WordPress influencers (BobWP, WP Builds, The Admin Bar, CSS Tricks, WP Mayor), a Facebook Group, a public feature-requests portal, and active presence on Twitter/X, YouTube, and LinkedIn drive organic adoption and PRO conversion.
The revenue mechanics rely entirely on self-serve annual subscriptions and individual add-on sales via the wsform.com website plus a parallel marketplace listing on WooCommerce.com. Customers are predominantly WordPress developers, agencies, and site builders; secondary segments include WooCommerce store owners, multilingual site operators (WPML, Polylang, TranslatePress, Weglot integrations), and membership/community sites (user management add-on). The company reports no external funding, no institutional investors, and a 1-10 employee footprint; ownership is founder-led (Mark Westguard). Recent strategic emphasis has shifted toward AI features (2023 OpenAI integration, 2025 Anthropic/Gemini, 2026 Angie and MCP server), reflecting a deliberate repositioning of the plugin as an AI-friendly form layer within the WordPress stack.
WS Form firmographics
Firmographics- Name
- WS Form
- Legal name
- Westguard Solutions
- Website
- https://wsform.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- WS Form is a WordPress form builder plugin offering drag-and-drop form creation, 65+ field types, conditional logic, and 110+ native third-party integrations. It targets WordPress developers, agencies, and site owners via a freemium model (free LITE on WordPress.org, paid PRO subscriptions in Personal/Freelance/Agency tiers with individual add-ons).
- Ownership category
- akta.pro rank
WS Form industry classification
Industry- Product category
- WordPress Form Builder Plugin
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- eSignature, Forms & Digital Workflow Platforms (HDAEAHAJ)
- akta.pro secondary industry
- Content Generation & Writing Assistance (copy, emails, reports) (HDAAADAG)
Keywords
Where WS Form is headquartered
LocationHeadquarters
- HQ city
- New Orleans
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
WS Form business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- WS Form PRO Subscriptions: Annual subscription licenses for WS Form PRO with different editions (Personal, Freelance, Agency) providing increasing feature sets and included add-ons. Cancelable annually.
- Individual Add-Ons: Add-ons (Zapier, Zoho CRM, Zendesk, and others) can be purchased separately for users of non-Agency/Freelance editions. Annual subscription.
- WS Form LITE (Free): Free version available on WordPress.org plugin repository serving as a lead-generation funnel for PRO conversions.
- Zapier Add-On: Individual add-on purchase at $29.00 annual subscription for Personal edition users.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Personal Edition - Entry-level PRO with core features |
| Subscription | Annual | Freelance Edition - For freelancers with Zapier integration included |
| Subscription | Annual | Agency Edition - Full-featured with all add-ons included |
| Freemium | Pay-as-you-go | WS Form LITE - Free WordPress plugin |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
WS Form product offering
Product offeringCore offering
WS Form is a WordPress form builder plugin (developed by Westguard Solutions) that provides a drag-and-drop layout editor with 65+ field types, 100+ form templates, and a conditional logic engine. The platform offers 110+ native integrations with CRMs, email marketing tools, payment gateways, and translation plugins, plus add-on modules for WooCommerce, Zapier, Zoho CRM, Zendesk, Google Sheets, and AI-generated form creation via OpenAI/Claude/Gemini.
Product overview
WS Form is a WordPress form builder plugin with a platform-plus-modules architecture. The core product is WS Form PRO, offering 65+ field types, 100+ templates, conditional logic, calculations, multi-step forms, repeaters, and 110+ integrations. A free WS Form LITE version is available on WordPress.org. The product ecosystem includes add-on modules for specific integrations: Zoho CRM Add-On, Zendesk Add-On, Zapier Add-On (included with Freelance/Agency), WooCommerce Product Add-Ons, User Management Add-On, Make Add-On, Airtable Add-On, Google Sheets Add-On, and AI Add-On for OpenAI-powered form generation. Add-ons are sold separately or bundled with higher-tier editions (Personal, Freelance, Agency).
Differentiator
Problem solved
Functional benefit
Products and services
- WS Form PRO Premium WordPress form builder plugin offering 65+ field types, 100+ templates, conditional logic (100+ IF conditions, 50+ THEN/ELSE actions), calculated fields with 200+ variables, multi-step forms, repeaters, e-commerce cart functionality, GDPR compliance, and 110+ native integrations. Available in Personal, Freelance, and Agency annual subscription editions targeting WordPress developers, agencies, and site owners.
- WS Form LITE Free version of the form builder plugin available on WordPress.org with basic form building features, designed as a freemium funnel to drive adoption and convert users to WS Form PRO subscriptions.
- WS Form PRO Product Add-Ons (WooCommerce Extension) WooCommerce integration add-on enabling customizable product forms, color/image selectors for products like t-shirts, and dynamic pricing fields. Sold separately via the WooCommerce marketplace.
- Zoho CRM Add-On Native CRM integration add-on for pushing form submissions directly to Zoho CRM modules. Supports automatic form creation from Zoho layouts and field mapping. Included with Agency edition or available as a separate annual subscription purchase.
- Zendesk Add-On Support platform integration add-on for creating custom support ticket forms pushed to Zendesk accounts. Supports file attachments and ticket tag mapping. Available as a separate add-on purchase.
- Zapier Add-On Integration add-on for connecting WS Form to Zapier, enabling form submission data to be pushed to thousands of applications via the WordPress REST API. Included with Freelance and Agency editions, available as a $29/year separate purchase for Personal edition users.
- User Management Add-On Add-on for user registration, login, forgot/reset password forms, and pre-populating forms with WordPress user data, targeted at membership and community site owners.
- Make Add-On Integration add-on for the Make (formerly Integromat) workflow automation platform, enabling form data to drive automated multi-step workflows.
- Airtable Add-On Integration add-on for pushing form submissions to Airtable cloud database, enabling form-to-Airtable record creation workflows.
- Google Sheets Add-On Integration add-on for pushing form submissions to Google Sheets spreadsheets, enabling real-time form submission data sync.
- AI Add-On AI integration add-on for OpenAI-powered form generation, with additional support for Anthropic Claude and Google Gemini models, allowing automatic creation of form structures from natural language prompts.
Quantifiable outcome
- First WordPress form plugin to offer true drag-and-drop, resizable, breakpoint-specific multi-column editing
- +2 more outcomes
Companies that use WS Form
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
WS Form technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration107 records
AI capability2 records
Feature15 records
WS Form partnerships and signals
Strategic signalPartnerships
41 partnerships are on record, tiered core.
- WooCommercecoreWS Form offers deep WooCommerce integration through its PRO Product Add-Ons extension, allowing customizable product forms, product add-ons, and e-commerce functionality within WooCommerce. Sold through WooCommerce.com marketplace.
- WPML (OnTheGoSystems)coreWS Form integrates directly with WPML for multilingual form translation, automatically registering translatable form strings for translation.
- PolylangcoreWS Form integrates with Polylang for translating forms into multiple languages.
- TranslatePresscoreWS Form integrates with TranslatePress for visual translation of forms.
- WeglotcoreWS Form integrates with Weglot for automatic form translation.
- ZapiercoreWS Form Zapier add-on allows integration with thousands of apps through Zapier's automation platform. Included with Freelance and Agency editions.
- Zoho CRMcoreWS Form Zoho CRM add-on allows pushing form submissions to Zoho CRM modules. Included with Agency edition.
- SalesforcecoreWS Form integrates with Salesforce CRM for pushing form submissions as CRM records.
- HubSpotcoreWS Form integrates with HubSpot CRM for form-to-CRM data flow.
- PipedrivecoreWS Form integrates with Pipedrive CRM for pipeline management integration.
- ZendeskcoreWS Form Zendesk add-on allows creating custom support ticket forms pushed to Zendesk. Available as separate add-on purchase.
- StripecoreWS Form integrates with Stripe Elements for payment processing in forms.
- PayPalcoreWS Form integrates with PayPal Checkout for payment collection through forms.
- MailchimpcoreWS Form integrates with Mailchimp for email marketing list building and subscription management.
- Google SheetscoreWS Form integrates with Google Sheets for real-time form submission data sync.
- Google Analytics & Google AdscoreWS Form provides conversion tracking integration with Google Analytics and Google Ads for form submission tracking.
- Facebook Ads & LinkedIn AdscoreWS Form supports conversion tracking for Facebook Ads and LinkedIn Ads campaigns.
- Advanced Custom Fields (ACF)coreWS Form has deep bi-directional integration with ACF, allowing forms to work seamlessly with custom fields.
- Meta BoxcoreWS Form integrates with Meta Box plugin for custom field support.
- PodscoreWS Form integrates with Pods plugin for custom content types and fields.
- ElementorcoreWS Form provides a widget for Elementor page builder integration.
- DivicoreWS Form provides a module for Divi visual builder integration.
- Beaver BuildercoreWS Form provides a module for Beaver Builder integration.
- BrickscoreWS Form provides a form element for Bricks visual site builder.
- Make (Integromat)coreWS Form Make add-on enables integration with Make's automation platform.
- Dropbox, Amazon S3coreWS Form integrates with cloud storage providers for file upload storage.
- Akismet, CleanTalk, hCaptcha, reCAPTCHA, Cloudflare TurnstilecoreWS Form integrates with multiple spam protection services including Akismet, CleanTalk, hCaptcha, Google reCAPTCHA, and Cloudflare Turnstile.
- JetEnginecoreWS Form integrates with JetEngine plugin for building WordPress forms with dynamic content.
- ToolsetcoreWS Form integrates with Toolset plugin for custom field and relationship forms.
- FluentCRMcoreWS Form integrates with FluentCRM for self-hosted email marketing automation.
- GroundhoggcoreWS Form integrates with Groundhogg CRM and email marketing plugin.
- ActiveCampaign, AWeber, Brevo (Sendinblue), Campaign Monitor, CleverReach, Constant Contact, ConvertKit, Drip, GetResponse, iContact, Klaviyo, Laposta, MailerLite, MailPoet, Mailster, Moosend, OmnisendcoreWS Form integrates with numerous email marketing platforms for list building and automation.
- Bootstrap, FoundationcoreWS Form can render native Bootstrap and Foundation HTML for forms when themes require these frameworks.
- Slack, Twilio, WebexcoreWS Form integrates with communication platforms for notifications and team workflows.
- OpenAI, Anthropic, Google GeminicoreWS Form integrates with AI platforms for AI-generated form creation and content generation.
- Notion, AirtablecoreWS Form integrates with Notion and Airtable for database and productivity tool connectivity.
- HighLevel, LeadConnector, FunnelKitcoreWS Form integrates with marketing and sales platforms for CRM and funnel management.
- FreshdeskcoreWS Form Freshdesk add-on allows creating support ticket forms pushed to Freshdesk.
- AuthorizenetcoreWS Form integrates with Authorize.Net Accept for payment processing.
- MolliecoreWS Form integrates with Mollie payment platform for European payment processing.
- PDF Generator (Premium)coreWS Form integrates with PDF generation tools for creating PDF documents from form submissions.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
WS Form competitors and assessment
Company assessmentDirect peers
- Gravity Forms: Gravity Forms is a leading WordPress form builder plugin with similar drag-and-drop form creation, add-ons for CRM/email/payment integrations, and developer-oriented features. It is the most directly comparable paid WordPress form plugin to WS Form PRO.
- WPForms: WPForms is one of the most popular WordPress form builders, offering Lite/Pro tiers, drag-and-drop editing, and broad integrations. It competes head-to-head with WS Form for SMB and agency WordPress form use cases.
- Formidable Forms: Formidable Forms is a WordPress form builder emphasizing advanced calculations, views, and complex form logic, closely overlapping WS Form's calculated fields, repeaters, and conditional logic feature set.
- Ninja Forms: Ninja Forms is a long-standing WordPress form plugin with a free core plus paid add-ons, serving the same SMB/agency audience as WS Form with a comparable extension-based monetization model.
- Fluent Forms: Fluent Forms is a WordPress form builder offering a free core plus premium tiers with CRM, payment, and marketing integrations. It competes with WS Form in the same WordPress SMB segment with similar freemium-to-paid dynamics.
Broad incumbents
- Typeform: Typeform is a broader SaaS form and survey platform with conversational form UX. While not WordPress-native, it targets many of the same lead-generation and survey use cases WS Form serves on WordPress sites.
- Jotform: Jotform is a general-purpose online form builder with deep integration catalogs and templates, addressing overlapping form-building, payment, and CRM needs that WS Form addresses inside the WordPress ecosystem.
- Elementor Forms: Elementor is the leading WordPress page builder and includes native form widgets that compete with WS Form for users who prefer a single page-builder-plus-form stack rather than a dedicated form plugin.
Others
- HubSpot Forms: HubSpot is both an integration partner of WS Form and a competitor through its own native CRM forms. Relevant for comparing how WS Form's CRM push integrations stack up against a vertically integrated CRM form solution.
Emerging players
- SureForms: SureForms is a newer entrant in the WordPress form plugin space offering a modern UI and AI features. It competes with WS Form for newer WordPress users looking for AI-assisted form building.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
WS Form social profiles
Digital presenceWS Form compliance and trust
Trust signalCompliance1 record
WS Form financial estimates
Financial estimateRevenue estimate
Valuation estimate
WS Form leadership team
Management profileNumber of profiles
Profiles1 record
WS Form funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WS Form 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 WS Form
What does WS Form do?
WS Form is a WordPress form builder plugin (developed by Westguard Solutions) that provides a drag-and-drop layout editor with 65+ field types, 100+ form templates, and a conditional logic engine. The platform offers 110+ native integrations with CRMs, email marketing tools, payment gateways, and translation plugins, plus add-on modules for WooCommerce, Zapier, Zoho CRM, Zendesk, Google Sheets, and AI-generated form creation via OpenAI/Claude/Gemini.
Is WS Form a public or private company?
WS Form is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WS Form founded?
WS Form was founded in 2017. It employs 1 to 10 people.
Where is WS Form based?
WS Form is headquartered in New Orleans, United States, in the North America region.
How does WS Form make money?
Four revenue lines are on record. WS Form PRO Subscriptions are the primary driver. The others are individual Add-Ons, WS Form LITE (Free) and zapier Add-On.
Who are WS Form's main competitors?
Direct peers on record are Gravity Forms, WPForms, Formidable Forms, Ninja Forms and Fluent Forms. Broad incumbents are Typeform, Jotform and Elementor Forms. HubSpot Forms is listed as an others. SureForms is listed as an emerging player.
Does WS Form have an API?
Yes. WS Form provides a WordPress REST API for integration with external services. The API allows Zapier to pull form submission data from WS Form installations. API access requires an API Key and API URL configured within WS Form PRO settings. Developer documentation is at wsform.com/knowledgebase/zapier.
What industry is WS Form in?
WS Form's product category is WordPress Form Builder Plugin. Its primary akta.pro industry code is HDAEAHAJ, eSignature, Forms & Digital Workflow Platforms, with a secondary code of HDAAADAG, Content Generation & Writing Assistance (copy, emails, reports). Its NAICS code is 541511 and its SIC code is 7372.