Lu.ma (Luma) review 2026 covering event ticketing and community features, Free vs Plus pricing, pros, cons, and top alternatives for event organizers.
Lu.ma is an events and ticketing platform that lets organizers build branded event pages, manage guest lists, sell tickets, and run recurring community calendars. Founded in 2020 and now headquartered in San Francisco, it has grown into one of the most widely used tools for tech, startup, and AI community events.
Unlike transaction-first ticketing sites, Luma emphasizes a persistent calendar that followers can subscribe to, turning a single event into an ongoing community relationship between host and audience.
Core functionality includes customizable event pages, RSVP and waitlist management, integrated payments and ticketing with QR-code check-in, a companion check-in app, native Zoom integration for virtual and hybrid sessions, and shareable public or private calendars for recurring communities.
Hosts can collect custom registration questions, send automated email and push reminders, issue discount codes, and, on paid plans, connect the platform via API to internal CRM and marketing tools.
Luma's Free plan supports unlimited events and guests with a 5 percent fee on paid ticket sales. The Plus plan, at 59 dollars per month billed annually, removes that fee and unlocks higher invite volumes, custom URLs, tax collection, and API access.
Larger organizations can move to a custom-priced Enterprise tier with single sign-on and advanced security and integration options.
Yes, Luma offers a free plan with unlimited events and guests, though paid tickets incur a 5 percent platform fee unless the host upgrades to the Plus plan.
They are unrelated companies. Lu.ma is an events and ticketing platform, while Luma AI, at lumalabs.ai, is a separate company that makes AI video and 3D generation tools such as Dream Machine.
Yes, Luma has native Zoom integration so hosts can run virtual or hybrid sessions directly from an event page.
Luma Plus costs 59 dollars per month when billed annually, and removes the 5 percent platform ticket fee while adding higher invite limits, tax collection, and API access.
Yes, Luma includes built-in payment processing for paid ticketed events on both the Free and Plus plans.
Luma is used by independent event organizers, startup and venture capital teams, conference producers, and community builders, and has become especially popular for recurring tech and AI meetups and hackathons.