Loops

Loops (loops.so) is an email platform purpose-built for SaaS companies, founded in 2022, that bundles marketing campaigns, product/lifecycle emails, event-triggered sequences, and transactional email into a single product with one sending domain and one sender reputation. Its transactional API is a deliberately simple POST to https://app.loops.so/api/v1/transactional that takes a transactionalId (referencing a template built in Loops' visual editor or uploaded as MJML), a recipient email, and a set of dataVariables for personalization. Templates are authored in-app rather than passed as raw HTML at send time, which is the inverse of the developer-first, code-the-email-inline model of Postmark or Resend. The pitch is consolidation: stop running SendGrid/Mailgun for transactional alongside a separate marketing tool, and manage one slider (contact count) instead of juggling per-message sending tiers.

The standout commercial move is that transactional sending is now free and unlimited on any paid plan (previously billed at roughly $1 per 2,000 sends), with the free tier allowing 4,000 sends/month to 1,000 contacts. Pricing is contact-based, not volume-based: paid plans start at $49/mo (Starter, ~5,000 contacts) and scale to roughly $249/mo at 50,000 contacts, then custom. This is excellent for apps that send a lot of transactional volume to a modest contact list, and poor for those carrying large dormant lists, since you pay for stored contacts regardless of send activity. Reviewers consistently praise the UX ("a different generation" of email tooling), the modern TypeScript/Node SDK, idempotency-key support, and fast (sub-hour) onboarding; logos like Vercel, Framer, and Webflow are cited as early adopters.

The trade-offs are real and specific. Loops treats transactional as part of a broader workflow engine rather than a hardened, high-priority delivery API, so you get less granular control than a dedicated provider: data variables are limited to strings and numbers, attachments must be enabled by support and stay under a 4MB payload, the global API rate limit is 10 req/s per team, and there is no raw-HTML-at-send model. As a 2022-era company it carries newer-platform/longevity risk, its integration ecosystem is smaller than incumbents, and it is explicitly tuned for SaaS use cases (not ecommerce or publishing). For a SaaS team that wants password resets, login codes, and receipts living next to their lifecycle campaigns with minimal infra, Loops is compelling; for teams needing deep deliverability tooling, message streams, or webhook-rich transactional analytics, a Postmark/Resend/SendGrid is a better fit.