Amelia

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.

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

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

• WordPress booking plugin
• Appointment scheduling software
• Event booking system
• Online reservation platform
• Scheduling automation tools

Headquarters

HQ city

Belgrade

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core 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

Segments9 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration31 records

AI capability5 records

Feature12 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• ElementorcoreTechnology or IntegrationWordPress 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.
• SquarecoreTechnology or IntegrationPayment 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.
• WooCommercecoreTechnology or IntegrationEcommerce plugin partner empowering businesses to add booking functionality to WooCommerce-powered stores. Listed as a featured partner.
• PayPalcoreTechnology or IntegrationGlobal 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.
• StripecoreTechnology or IntegrationPayment 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 MediaminorImplementation/ SI/ Consulting PartnerWordPress white-label services partner offering web design, optimization, SEO, hacked site repair, QuickSite setups, and maintenance to help businesses and agencies grow online.
• TrafftcoreStrategic or Co-development PartnerSister 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.
• wpDataTablescoreStrategic or Co-development PartnerSister 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

Direct 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

• Xx.com/WPAmeliaBooking
• YouTubeyoutube.com/c/AmeliaWordPressBookingPlugin
• Facebookfacebook.com/AmeliaBooking
• Instagraminstagram.com/wpamelia_plugin
• LinkedInlinkedin.com/company/wpamelia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amelia