Loops vs Vero: priced per subscriber, or per message and event?

What each one publishes

Loops' numbers come from the subscriber slider on loops.so/pricing. Vero's come from getvero.com/pricing, read on 7 October 2026 with its "Billed annually" switch off, so $54 is the monthly-billing figure.

Reading the Starter limits

Divide Vero's Starter allowances by its 5,000 profiles and you get 2 emails, 4 push messages and 32 tracked events per profile each month. That is a thin email budget for a lifecycle program. A product that sends five onboarding emails to new signups, a monthly product update and a few triggered notices will pass 10,000 emails with 5,000 users well before the month ends. Vero says it will email you when you cross the Starter thresholds to discuss a custom Professional plan, and its FAQ adds that bills use "forecast or actual averages" with a "fair use" overage policy. Loops would cost the same $48 for those extra sends, since its paid plans carry no send charge.

One inconsistency to settle with Vero before you rely on it: the Starter card says 5,000 user profiles, while the page's feature table and its "how it works" row say profiles are unlimited and stored without extra charge. If the unlimited reading applies, Vero's meter moves to emails, push, SMS and events, and a large dormant user table costs it nothing. If the 5,000 figure applies, anything above that is a sales conversation.

Meters and channels

Vero's own comparison says it charges for the events you track each month and how long they are stored, and for each channel you use, with discounts for combining channels. Loops charges for how many subscribed contacts you hold and nothing for sends. Neither is always cheaper. An email-only product with a few events per user is better served by the flat subscriber count. A multi-channel product with a long tail of idle accounts is closer to what Vero describes.

• Vero lists: workflows, newsletters, transactional email, A/B testing, a custom email domain, dedicated IPs, an option to bring your own email provider, iOS and Android push, SMS, a Track API, Segment and RudderStack connections, Zapier and Make, database links to Snowflake, Redshift and BigQuery, outgoing webhooks, CSV and SQL segment imports, unlimited team members and unlimited sub-accounts, and 24/5 email support (its FAQ reserves priority and chat support for Professional).
• Loops lists: campaigns, workflows, transactional email, no per-seat charge, and in its docs, integrations for Stripe, Polar, Clerk, Supabase, Segment, PostHog, RudderStack, Zapier and Make. Its pricing page names email as the channel.

Trial, failed payment and cancellation events

Loops reads Stripe directly. The integration accepts customer.subscription.trial_will_end, customer.subscription.deleted, invoice.payment_failed, invoice.upcoming and others, matches contacts by the customer's email and starts workflows from the events you switch on (Stripe integration docs). For Paddle or Lemon Squeezy you call its events API from your own webhook handler; its docs warn that event names are case-sensitive.

Vero starts event-triggered campaigns from a tracked event that you pick from a list, and its help pages say the campaign sends "every time" a user triggers that event. Events arrive through the Track API, the tracking library or Segment, and an admin first creates a Tracking API key. No Stripe or Paddle article turned up in Vero's help center, so your own backend turns each billing webhook into a named event. Two practical consequences follow. Send one event per failed invoice, not one per retry attempt, or the customer gets a repeat email each time. And edit a live billing campaign at a quiet moment: its docs say a stopped campaign sends nothing, and events fired during the pause are not sent afterwards.

Card retries stay inside Stripe or Paddle in both cases. The email tool only writes the message that gets the card updated.

Moving between them

1. Export contacts or profiles with their subscription state. Bring unsubscribed people across as unsubscribed.
2. Write down your event names before you rebuild anything. Loops treats them as case-sensitive, and Vero fires a campaign on every occurrence.
3. Set up the new sending domain (Vero documents a custom sending domain setup, and Loops has a "Setting up your domain" page) and keep the old domain's DNS records until the new one has sent cleanly.
4. If you move into Vero, create a separate project first. Vero's FAQ says each project has its own database, API keys and campaigns, costs nothing extra and is billed on total usage, which makes a staging project cheap to run.
5. Run the failed-payment flow in both tools in parallel for a billing cycle, then retire the old one.

Which to choose

• Loops for email-only SaaS, Stripe or Polar billing, and a budget you want to read off a slider. $48 at about 5,000 and $249 at about 50,000.
• Vero for products that mix email with push or SMS, for teams that want warehouse connections, or for agencies that need separate projects. Treat $54 as an entry price, because the limits are tight and the next step is a quote.

Related reading: Loops vs Userlist, Vero vs Userlist, Vero vs Encharge, Customer.io vs Vero, integrating your SaaS stack and the comparison index.