VWO Pricing 2026: What Wingify Publishes and What It Does Not

The short answer: As of October 8, 2026, VWO publishes no price for anything. vwo.com/pricing now 301 redirects to wingify.com/pricing, and that page (last modified September 22, 2026) lists nine products, each with Growth, Pro and Enterprise tiers, every one with a "Schedule a Demo" button and no currency figure anywhere. Wingify's own FAQ says pricing is custom and based on Monthly Active Users (MAU) for most products, with Behavioural Analytics priced on Monthly Tracked Users (MTU). There is no free plan on Wingify's pages, only a 30-day free trial with no credit card. Data is kept 13 months, except Behavioural Analytics at 30, 60 or 90 days by tier. Wingz Core AI is included with paid products; Wingz Advanced is a paid upgrade. If a page quotes you a specific VWO price without a Wingify URL, it is repeating somebody's quote, not a published rate.

There is a category of article that answers "how much does VWO cost" with a confident table. Every one of those tables is sourced from an in-app checkout screenshot, a procurement marketplace, or another article that copied one of the first two. None of them is sourced from VWO or Wingify.

That does not make them worthless. It makes them a different kind of claim, and the difference matters when you are building a budget. This page keeps the two apart. Everything below is labelled with the vendor URL and the date it was read, or it is not here at all.

What changed since our August version

• VWO is sold as Wingify. vwo.com and vwo.com/pricing 301 redirect to wingify.com (checked October 8, 2026). The merger with AB Tasty was announced January 20, 2026, the app moved to app.wingify.com on June 13, 2026, and the unified Wingify brand launched September 16, 2026. Details are in what the merger means at renewal.
• The billing metric on the pricing page is now MAU, not MTU. Our August version said VWO prices on MTU. The live Wingify FAQ says pricing is based on Monthly Active Users, depending on the product, with only Behavioural Analytics on MTU. We have corrected that throughout.
• The AI layer is called Wingz. Wingz Core is included; Wingz Advanced is a paid upgrade.
• Data retention is stated in the FAQ: 13 months for most products, 30, 60 or 90 days for Behavioural Analytics.

At a glance: what Wingify publishes in October 2026

All rows read October 8, 2026.

Quick verdict

VWO is a quoted purchase, not a budgeted one. You cannot know what it costs until you have taken a demo, and Wingify now says so outright on the pricing page: "No fixed plans. Just a custom proposal built around your goals and scope."

If you run enough traffic that a dedicated experimentation platform is the right category, the opacity is a negotiation you can prepare for, and the MAU mechanics and tier gates below are what to prepare on. If you need a number this week, the 30-day trial will tell you whether the product fits and nothing about the price.

What is actually on wingify.com/pricing

We scraped the fully rendered page on October 8, 2026. Its modified date is September 22, 2026.

Nine products, each with its own ladder. Web Experimentation and Rollout, Web Personalization, Feature Experimentation (with personalization and rollout), Behavior Analytics, Journey Analytics, User Feedback, Search, Recommendations and Push Notifications. Each is priced separately.

Three tiers on each product. Growth ("For small teams getting started"), Pro ("For businesses looking to scale") and Enterprise ("For large teams, agencies and enterprises with advanced requirements").

One button, everywhere. Every tier on every product renders "Schedule a Demo". Below the ladders sits "Explore Wingify on your own?" with a "Start Trial" link to the trial form, not a free plan.

No numbers. A search of the rendered page for currency symbols returns nothing. There is no slider, no traffic band with a price, no "starting at".

How Wingify bills: MAU, with MTU for Behavioural Analytics

The pricing page FAQ, read October 8, 2026:

"Is pricing based on traffic? Yes. Pricing is based on your Monthly Active Users (MAUs), depending on the product. However, for Behavioural Analytics, pricing is based on Monthly Tracked Users (MTUs) which can be subset of your MAU."

And on cost drivers: Wingify "offers custom pricing tailored to your needs, based on factors like traffic volume, selected products & plans, implementation scope etc."

Be aware the help centre has not caught up with the pricing page. The "Visitor Counting Logic in Wingify" article, read the same day, still says Wingify "scales your monthly visitor quota consumption using MTU" and describes campaign-scoped counting. Ask your rep which definition your contract will use. The counting rules in that article are still the best published guide to what consumes quota:

1. A visitor counts once, however many tests they enter. "If three tests are running on your website and a visitor becomes part of all three tests in the same month, then the visitor quota consumed is counted as one."
2. Cross-domain visitors count once. "A visitor who appears in a cross-domain tracking campaign will be counted as one, irrespective of the number of domains involved."
3. Quota is not your traffic, for testing. "The visitor quota you purchase is not the traffic you receive but simply the visitors that become part of your website's tests."
4. Nothing carries over. "Rollover of quotas is not supported in any plan," and unused quota "expires at the end of your current billing cycle."
5. Feature Management impact analysis multiplies usage. With impact analysis on a rollout rule, "Wingify tracks 100% of the users evaluated for that flag", so a 20% rollout consumes quota for 100% of evaluated users.

Rule 1 is favourable and worth exploiting. Rule 4 punishes seasonal businesses, because you buy for your peak and pay for the trough. Rule 5 is the one engineering teams miss.

Which features each tier unlocks

The tier you are forced into is the biggest lever on the quote you cannot see. From the Web Experimentation and Behavior Analytics ladders on wingify.com/pricing, read October 8, 2026:

Read it as a checklist. If your security team requires SSO, or your data team needs API access to pull results, you are buying Enterprise on every product that needs it. If you want SRM checks or guardrails, which any serious testing programme should, Growth is out.

Wingz Core and Wingz Advanced

Wingify's FAQ: "Wingz Core is included for free with every paid Wingify Product purchase. To get access to advanced AI features, we have a paid plan, Wingz Advanced and paid add-ons available."

• Wingz Core (included): an MCP connection to tools such as ChatGPT and Claude covering "all Wingify Data except Behavior Analytics Data", plus AI Analyze for chatting with campaign, heatmap and recording data.
• Wingz Advanced (paid upgrade): MCP including Behavior Analytics data, AI Workflow (scheduled or event-triggered agent routines), AI Autopilot (monitoring live tests and acting within configured guardrails) and Synthetic AB Test (simulated audiences to rank hypotheses).
• Add-on: Enterprise Data Control.

No price is published for Wingz Advanced. If an AI workflow is part of why you are buying, get it on the quote as its own line.

Data retention limits

From the pricing FAQ: "For all products, except Behavioural Analytics, data is retained for 13 months. For Behavioural Analytics, data is stored for 30 days for Growth plan, 60 days for Pro plan and 90 days for Enterprise plan. There are add-ons available to increase data retention of every product."

One inconsistency to raise with sales: the help centre's counting article says test data "is retained until you have an active paid subscription". The pricing page says 13 months. Ask which applies and get it in the contract.

The sampling trap in Behavior Analytics

Heatmaps and recordings are sampled. Per the FAQ, "Based on your MAU, Wingify calculates a sample size and distributes your Behavior Analytics MTU to last through the month."

The help centre article "What is Wingify Behavior Analytics?", read October 8, 2026, adds three limits most buyers discover after purchase:

• Heatmaps record the first three clicks per user per page by default: "Wingify records only the first three clicks from a user for every page on any of their visits". Wingify notes this "can be customized as per your requirement".
• Recordings cap at 2 hours or 20 page views per session. Beyond either, "no new data will be recorded in the current session."
• Sessions under 5 seconds do not appear. "A visitor needs to spend a minimum of 5 seconds in a session for the recording to be seen in the Wingify dashboard."

Does VWO have a free plan?

Not on any Wingify page we can find. On October 8, 2026, wingify.com/pricing, its FAQ and wingify.com/free-trial mention no free plan, no Starter tier and no free usage band. What they offer is a trial: "Free for 30 days. No credit card required." The FAQ describes it as a free trial account to "Try out most of our core products, tools, and system settings", plus a sandbox "pre-loaded with realistic data". Note "most", so do not assume every feature is in the trial.

What third parties say, and how it checks out:

• PulseCRO (published July 3, 2026) says "The free Starter plan is discontinued for new users." Wingify's pages do not mention a Starter plan at all, so they are consistent with it, but no Wingify page we found confirms a discontinuation date or terms.
• Mida says existing free users were told by email that Starter would end and that the plan was capped at 50,000 MTU. We found no Wingify page publishing either claim.
• RunPivot's VWO comparison page still says VWO has a "Free tier available". Wingify's own pages do not support that today.

The defensible statement: Wingify publishes a 30-day trial and no free plan. If you are on a legacy free Starter account, check Settings, Subscription and Invoices in app.wingify.com and ask support in writing what happens to it.

What you can and cannot plan

Plannable, all vendor-published:

• Your MAU (and, for Behavior Analytics, MTU) estimate, using the counting rules above
• Which of the nine products you need, since each is priced separately
• The tier your requirements force you into, using the table above
• Whether Wingz Advanced is required, since it is a separate paid line
• Retention: 13 months, or 30 to 90 days for Behavior Analytics, plus paid add-ons

Not plannable from any Wingify page:

• The price at any volume, on any product, on any tier
• The minimum contract value
• Whether overage is charged or campaigns pause when quota runs out
• The size of bundle, multi-year or non-profit discounts, which the FAQ confirms exist but does not quantify

What to ask at renewal

If your VWO or AB Tasty contract is up, the merger changes what you should get in writing: which brand and entity sign the contract, which billing metric applies (MAU or MTU), whether retention is 13 months or "while subscribed", whether Wingz Advanced is bundled, and what happens to legacy plans. The full list is in Questions to ask before you renew. For the competitive set at renewal, see Wingify alternatives and VWO vs AB Tasty.

Where Wingify's pricing model works in your favour

• A visitor counts once across tests, so test velocity does not multiply quota
• Cross-domain visitors count once
• Nine separately priced products let you buy only experimentation
• Wingz Core, including an MCP connection, comes with every paid product
• Published discounts for bundles, longer contracts and non-profits give you something to negotiate on
• A 30-day trial with no card lets you validate fit before a commercial conversation

Where it works against you

• No published price at any volume
• Quotas do not roll over, so seasonal traffic is paid for at peak
• SRM detection, guardrails and MVT start at Pro; SSO, API access and approvals are Enterprise only
• Behavior Analytics is sampled, keeps 30 days on Growth, and heatmaps default to the first three clicks
• The pricing page says MAU while the help centre still says MTU, so you have to pin the definition down in the contract
• The evaluation costs you a sales cycle before you learn the number

What this costs without a sales cycle

Disclosure: we make Humblytics, so treat this section as what it is.

Humblytics publishes the number: $79 a month on Business, $279 a month on Scale, with a 14-day trial and no call required. One script covers analytics, funnels, A/B testing and revenue attribution, and test results can be read in Stripe revenue. It is a smaller product than Wingify: no server-side testing, no feature flags, no personalization, no multivariate testing and no session replay, and tests auto-stop only after a set duration rather than on a guardrail breach. If you need those, Wingify covers more ground. See Humblytics vs VWO for the side by side.

Choose VWO (Wingify) if you

• Need client-side testing, server-side feature flags and personalization under one vendor
• Need SSO, approvals and API access and can budget for Enterprise
• Have a procurement function that can run a real negotiation
• Want behavioural analytics, search, recommendations or push from the same contract

Look elsewhere if you

• Need a number this week and cannot spend a sales cycle to get one
• Run seasonal traffic that a non-rolling quota would penalise
• Need more than 30 days of heatmap and recording history without paying for Pro or add-ons
• Mainly want to know which ads and pages make money, at a published price

Conclusion

VWO's price is not secret, it is unpublished. Wingify now says plainly that there are no fixed plans, only custom proposals.

What Wingify does publish is the mechanics, and that is where the cost is decided: MAU for most products and MTU for Behavioural Analytics, quotas that never roll over, 13-month retention outside Behavioural Analytics, Wingz Advanced as a paid line, and a tier ladder that puts SRM checks at Pro and SSO and API access at Enterprise. Read those before the demo and you walk in knowing which tier you are actually buying.

Frequently asked questions

How much does VWO cost in 2026?

Wingify does not publish a price. As of October 8, 2026, vwo.com/pricing redirects to wingify.com/pricing, which lists nine products with Growth, Pro and Enterprise tiers, each with a "Schedule a Demo" button and no currency figures. The FAQ says pricing is custom, based on traffic volume, selected products and plans, and implementation scope.

Does VWO have a free plan?

Not on Wingify's pages. As of October 8, 2026, wingify.com/pricing and wingify.com/free-trial list no free plan or Starter tier. They offer a 30-day free trial with no credit card, covering "most" core products. Third-party sites say the free Starter plan was discontinued; Wingify's pages neither list it nor publish a discontinuation notice.

Is VWO priced on MAU or MTU?

The Wingify pricing FAQ, read October 8, 2026, says pricing is based on Monthly Active Users (MAU) depending on the product, and that Behavioural Analytics is priced on Monthly Tracked Users (MTU), which can be a subset of MAU. The help centre's counting article still uses MTU, so confirm the definition in your contract.

Is Wingz AI included in the price?

Wingz Core is included with every paid Wingify product. It covers an MCP connection to tools like ChatGPT and Claude (excluding Behavior Analytics data) and AI Analyze. Wingz Advanced is a paid upgrade adding Behavior Analytics data over MCP, AI Workflow, AI Autopilot and Synthetic AB Test. No price is published for it.

How long does Wingify keep my data?

Per the pricing FAQ, 13 months for all products except Behavioural Analytics, which keeps 30 days on Growth, 60 on Pro and 90 on Enterprise. Paid add-ons extend retention.

Which features need Pro or Enterprise?

On Web Experimentation, SRM detection, guardrail metrics, multivariate testing and cross-domain testing start at Pro. Approval workflow, SSO, API access (60,000 calls a month), mutually exclusive groups and self hosting are Enterprise only. Source: wingify.com/pricing, October 8, 2026.

Do unused visitors roll over to the next month?

No. Wingify's help centre: "Rollover of quotas is not supported in any plan," and unused quota "expires at the end of your current billing cycle."

Why do different articles quote different VWO prices?

Because none has a vendor source. Wingify publishes no rate card, so every specific figure traces back to a customer quote, an in-app screenshot, procurement marketplace data, or an article repeating one of those. Treat them as rough anchors, never as Wingify's published price.

Sources

• Wingify, Pricing, page modified September 22, 2026; retrieved October 8, 2026. Supports products, tiers, "Schedule a Demo", absence of prices, MAU and MTU FAQ, Wingz Core and Advanced, retention, tier-gated features, events per MAU, API rate limit, discounts.
• Wingify, Free trial, retrieved October 8, 2026. Supports "Free for 30 days. No credit card required."
• vwo.com/pricing, HTTP 301 to wingify.com/pricing, checked October 8, 2026.
• Wingify Help Center, Visitor Counting Logic in Wingify, retrieved October 8, 2026. Supports MTU wording, count-once rules, no rollover, impact analysis consumption, test data retention wording.
• Wingify Help Center, What is Wingify Behavior Analytics?, retrieved October 8, 2026. Supports click, recording and session limits.
• PulseCRO, VWO Killed Its Free Plan, published July 3, 2026; retrieved October 8, 2026. Third-party claim only.
• Mida, VWO Free Starter Plan Is Ending, retrieved October 8, 2026. Third-party claim only.
• RunPivot, RunPivot vs VWO, retrieved October 8, 2026. Third-party claim only.
• Merger dates (January 20, June 13 and September 16, 2026): sources listed in our merger and renewal guide, retrieved October 1, 2026.