Amelia
Amelia is a self-hosted WordPress booking plugin, operated by Touch Me Soft doo (Belgrade, Serbia), that provides appointment and event scheduling for SMBs and agencies across verticals such as salons, gyms, healthcare, and event organizers via freemium and paid plans.
- Company typePrivate
- Founded2018
- HeadquartersBelgrade
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Amelia does
Amelia is a self-hosted WordPress booking plugin operated by Touch Me Soft doo (a Serbian limited liability company headquartered in Belgrade that trades under the names Melograno Venture Studio and Melograno Ventures) and sold commercially since 2018. The plugin combines appointment scheduling and event ticketing in a single product and targets SMB service providers and the agencies/developers who build booking experiences on their behalf across verticals such as salons, barbershops, yoga studios, healthcare practices, gyms and personal trainers, automotive repair shops, photographers, coaching/consulting firms, and event organizers. As of late 2025, the company claims 90,000+ customers, 16,000+ weekly appointments and 20,000+ monthly events, a 4.6/5 rating on the WordPress.org plugin directory, and a 4.9/5 rating on Capterra (182 reviews).
The product is built as a PHP-based WordPress plugin released under the GPLv.2 license, with all booking logic, configuration, and customer data running inside the customer's own WordPress installation rather than on Amelia's infrastructure. It exposes a REST API and WebHooks (Elite tier), a comprehensive set of WordPress and JavaScript hooks for developer customization, and a published Postman collection, and it integrates natively with calendars (Google, Outlook, Apple), meeting tools (Zoom, Google Meet, Microsoft Teams, Lessonspace), payment gateways (PayPal, Stripe, Stripe Connect, Mollie, Razorpay, Square, Barion, WooCommerce), marketing automation (Mailchimp, WP Fusion, Thrive Automator), messaging (WhatsApp), analytics (Google Analytics, Meta Pixel), and page builders (Elementor, Divi, Gutenberg, WPBakery, Visual Composer, Brizy). Companion product brands Trafft (standalone booking SaaS) and wpDataTables (WordPress tables/charts plugin, claimed 80,000+ users) sit under the same Melograno Venture Studio corporate umbrella and are cross-promoted.
Commercially, Amelia operates a freemium, product-led model: a free Lite version is distributed through the official WordPress.org plugin repository as the top-of-funnel acquisition channel, and paid plans (Starter $49/yr, Standard $89/yr, Pro $149/yr, Elite $259/yr) plus lifetime licenses ($299-$799) are sold direct-to-consumer via wpamelia.com with Paddle as Merchant of Record. A 15-day money-back guarantee, an affiliate program, and a 20+ partner network (Elementor, Divi, WooCommerce, PayPal, Stripe, Square, and sister products Trafft and wpDataTables, among others) support distribution. The company has not disclosed funding rounds, revenue figures, headcount, or leadership changes, and is operated as a private, founder/management-owned entity.
Amelia firmographics
Firmographics- Name
- Amelia
- Legal name
- Touch Me Soft doo
- Website
- https://wpamelia.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Amelia is a self-hosted WordPress booking plugin, operated by Touch Me Soft doo (Belgrade, Serbia), that provides appointment and event scheduling for SMBs and agencies across verticals such as salons, gyms, healthcare, and event organizers via freemium and paid plans.
- Ownership category
- akta.pro rank
Amelia industry classification
Industry- Product category
- Appointment Scheduling Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Online Booking Tools (OBT) for Managed Travel (THAKANAB)
Keywords
Where Amelia is headquartered
LocationHeadquarters
- HQ city
- Belgrade
Offices1 record
Markets served
Amelia business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Annual subscriptions: Recurring yearly subscription plans (Starter, Standard, Pro, Elite) that auto-renew annually. Plans are differentiated by number of domains (1 to unlimited) and feature tiers. Subscriptions include access to support, updates, and upgrades during the subscription period.
- Lifetime licenses: One-time perpetual licenses (Standard Lifetime, Pro Lifetime, Elite Lifetime) with lifetime support included. Available at a higher upfront cost compared to annual subscriptions.
- Free limited version: A freemium offering via the WordPress.org plugin directory that delivers a limited booking solution for individuals and small businesses. Serves as the top-of-funnel acquisition channel for paid upgrades.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter - $49/yr (1 domain) for individuals and small businesses; essential booking features |
| Subscription | Annual | Standard - $89/yr for small teams; smarter scheduling, automation, integrations |
| Subscription | Annual | Pro - $149/yr for growing businesses (5 domains); service packages, resource management, event waiting lists, multi-service booking |
| Subscription | Annual | Elite - $259/yr (up to 20 domains, or unlimited for agencies/developers); full feature access with developer-level customization |
| One time/ perpetual license | Pay-as-you-go | Standard Lifetime - $299 one-time; lifetime support included |
| One time/ perpetual license | Pay-as-you-go | Pro Lifetime - $449 one-time; lifetime support included |
| One time/ perpetual license | Pay-as-you-go | Elite Lifetime - $799 one-time; lifetime support included |
| Freemium | Pay-as-you-go | Free limited version via WordPress.org |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Amelia product offering
Product offeringCore offering
Amelia is a WordPress booking plugin that enables businesses to automate appointment and event scheduling directly on their WordPress websites. The product supports custom booking forms, payment integrations with multiple gateways, calendar synchronization, and developer-friendly APIs for extending functionality. It is offered both as a free Lite version on WordPress.org and through commercial subscription and lifetime licenses sold on the company's own website.
Product overview
Amelia is a single self-hosted WordPress plugin product, distributed by Melograno Venture Studio (Touch Me Soft d.o.o., Belgrade, Serbia), offered both as a free Lite edition and four paid tiers — Starter, Standard, Pro, and Elite — across annual and lifetime licenses. The core Amelia WordPress Booking Plugin delivers appointment and event booking end-to-end (booking wizard, calendar views, admin dashboard, customizable design) and is extended by a portfolio of named feature modules including Custom Fields, Packages of Services, Recurring Appointments, Custom Service Duration, Tickets for Events, Deposit Payments, Resources, and Refund processing. Powering integrations and automation, Amelia exposes a REST API and WebHooks (Elite tier), supports a documented integration with the Angie AI assistant and AI Assistant integrations, and connects to calendars (Google, Outlook, Apple), meetings (Zoom, Google Meet, Microsoft Teams, Lessonspace), payments (PayPal, Stripe, Stripe Connect, Mollie, Razorpay, Square, Barion, WooCommerce), analytics (Google Analytics, Meta Pixel), marketing (Mailchimp, WP Fusion, Thrive Automator), messaging (WhatsApp), social logins (Google, Facebook), and page builders (Elementor, Divi, Gutenberg). Companion products Trafft (standalone booking software) and wpDataTables (WordPress tables/charts plugin) sit alongside Amelia in the Melograno Venture Studio portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- Trafft: Feature-rich, intuitive booking and scheduling software (companion product under Melograno Venture Studio).
- wpDataTables
Products and services
- Amelia WordPress Booking Plugin A premium WordPress plugin that provides businesses with a complete appointment and event booking solution on their WordPress websites. Includes customizable booking forms, payment gateway integrations (PayPal, Stripe, Mollie, Square, Razorpay, WooCommerce), calendar synchronization (Google Calendar, Outlook, Apple Calendar), notifications, and a developer-friendly REST API. Targeted at service-based SMBs and web developers/agencies building booking-enabled sites.
- Amelia Lite A free, open-source version of the Amelia booking plugin distributed through the official WordPress.org plugin directory. Provides core appointment booking functionality for individual users and small businesses who do not require the advanced features available in the premium version.
- Trafft A standalone SaaS-based booking and appointment scheduling application developed and operated as a sister product alongside Amelia by the same parent studio (Melograno). It serves businesses looking for a hosted booking solution outside of the WordPress ecosystem.
- wpDataTables
Quantifiable outcome
- 16,000+ appointments booked every week through Amelia
- +4 more outcomes
Companies that use Amelia
Customer profileSegments9 records
Ideal customer profiles3 records
Amelia technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration31 records
AI capability5 records
Feature12 records
Amelia partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- ElementorcoreWordPress website builder partner. Elementor integration lets users add Amelia booking forms to Elementor-built pages via drag-and-drop. Listed as a featured partner on Amelia's pricing and partners pages.
- SquarecorePayment processing partner enabling online payments (Apple Pay, Google Pay, Cash App, debit/credit cards) within Amelia's booking flow. Square payments are also available in Amelia's free Lite version. Listed as a featured partner.
- WooCommercecoreEcommerce plugin partner empowering businesses to add booking functionality to WooCommerce-powered stores. Listed as a featured partner.
- PayPalcoreGlobal digital payment platform partner providing secure online payment processing within Amelia's booking flow. Also used as a payment method for purchasing Amelia licenses themselves.
- StripecorePayment processing platform partner renowned for robust security and ease of integration; powers online payments, refunds, Stripe Connect, and Google Pay / Apple Pay within Amelia.
- Seahawk MediaminorWordPress white-label services partner offering web design, optimization, SEO, hacked site repair, QuickSite setups, and maintenance to help businesses and agencies grow online.
- TrafftcoreSister product within Melograno Venture Studio. Trafft is feature-rich booking and scheduling software that complements Amelia by enabling SaaS-style (non-WordPress-hosted) booking for services, employees, and locations. Promoted as a companion product on the partners page.
- wpDataTablescoreSister product within Melograno Venture Studio. wpDataTables is a best-selling WordPress table plugin for managing tables, charts, and data; trusted by 80,000+ companies and individuals. Promoted as a companion product on the partners page.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Amelia competitors and assessment
Company assessmentDirect peers
- StartBooking: WordPress-friendly online scheduling and booking software targeting SMBs in service industries. Comparable to Amelia on product category, customer base, and WordPress ecosystem focus.
- BookingPress: A direct WordPress booking plugin competitor offering appointment scheduling with payment integrations and vertical templates. Closely comparable to Amelia on platform (WordPress), audience (SMBs/agencies), and self-hosted delivery model.
- Booking Calendar: One of the original WordPress booking plugins, focused on calendar-based availability and reservation flows. Directly comparable to Amelia as a self-hosted WordPress plugin in the same booking category, with a long history and large install base.
- Simply Schedule Appointments: A popular WordPress booking plugin with a freemium model, native payment integrations, and developer hooks. Comparable to Amelia in target customer (WordPress SMBs/agencies), GTM (freemium + paid tiers), and integration depth.
- Booked (by AppThemes): A long-standing WordPress appointment booking plugin offering front-end booking flows, payments, and an add-on marketplace. Competes with Amelia for the same WordPress SMB and agency segment, with overlapping appointment functionality.
Broad incumbents
- Mindbody: A vertical SaaS incumbent for fitness, wellness, and beauty businesses offering scheduling, POS, and marketing. Comparable to Amelia for salon, gym, yoga, and wellness segments where it offers deeper workflows than a generalist WordPress plugin.
- Acuity Scheduling (Squarespace): A broad incumbent in the online scheduling space, now owned by Squarespace, offering client self-booking, payments, and integrations. Comparable to Amelia in core scheduling functionality but at much larger scale and outside the WordPress ecosystem.
- Calendly: A leading cloud scheduling SaaS used widely by individuals, SMBs, and enterprises. Comparable to Amelia as a competing scheduling solution with payments, integrations, and workflows, though it targets a broader, non-WordPress-native customer base.
- Setmore: A cloud appointment scheduling platform with a free tier and paid plans, used by service-based SMBs. Comparable to Amelia on target customer (SMBs booking appointments) and freemium-plus-paid GTM, though it operates as a standalone SaaS rather than a WordPress plugin.
Others
- Trafft: Sister product within the same Melograno Venture Studio corporate umbrella as Amelia. Comparable as a booking and scheduling solution for services, employees, and locations, but offered as a standalone cloud SaaS rather than a WordPress plugin — making it both a portfolio complement and a functional alternative.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Amelia social profiles
Digital presenceAmelia compliance and trust
Trust signalCompliance2 records
Amelia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amelia leadership team
Management profileNumber of profiles
Amelia subsidiaries and ownership
Company hierarchySubsidiaries2 records
Amelia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amelia 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 Amelia
What does Amelia do?
Amelia is a WordPress booking plugin that enables businesses to automate appointment and event scheduling directly on their WordPress websites. The product supports custom booking forms, payment integrations with multiple gateways, calendar synchronization, and developer-friendly APIs for extending functionality. It is offered both as a free Lite version on WordPress.org and through commercial subscription and lifetime licenses sold on the company's own website.
Is Amelia a public or private company?
Amelia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Amelia founded?
Amelia was founded in 2018. It employs 1 to 10 people.
Where is Amelia based?
Amelia is headquartered in Belgrade.
How does Amelia make money?
Three revenue lines are on record. Annual subscriptions are the primary driver. The others are lifetime licenses and free limited version.
Who are Amelia's main competitors?
Direct peers on record are StartBooking, BookingPress, Booking Calendar, Simply Schedule Appointments and Booked (by AppThemes). Broad incumbents are Mindbody, Acuity Scheduling (Squarespace), Calendly and Setmore. Trafft is listed as an others.
Does Amelia have an API?
Yes. Amelia offers a REST API (available only on Elite license plans) that allows developers and agencies to call plugin actions through external systems. The API uses API key authorization via a request header named "Amelia" and is documented through a complete Postman collection. Endpoints cover: Appointments, Bookings, Payments, Entities (categories, services, packages, package purchases, resources, extras, locations, events, custom fields, employees, customers), Timeslots, Search Timeslots, Coupons, WP Users, Notifications (create/update/delete notifications, retrieve SMS history, trigger scheduled notifications, send undelivered notifications, send test emails), and Stats. WebHooks are also supported for connecting Amelia with third-party applications. Using the API requires coding skills and is not covered by standard plugin support. Developer documentation is at wpamelia.com/documentation/api.
What industry is Amelia in?
Amelia's product category is Appointment Scheduling Software. Its primary akta.pro industry code is THAKANAB, Online Booking Tools (OBT) for Managed Travel. Its NAICS code is 5132 and its SIC code is 7370.