Free plan is one of those words that sells software like air conditioning sells houses in summer. Setmore figured this out years ago and built a free tier that looks unbeatable on paper: up to 4 users, unlimited bookings, public booking page. Compare with the rest of the market and it seems obvious. When you start using it seriously, you discover where the invisible borders are - and they're not small.
What Setmore free covers (and excludes)
What Setmore free covers
- Up to 4 users on the account.
- Unlimited online bookings on the basic.
- Public booking page.
- Automatic email reminders.
- Basic Google Calendar integration.
What free does NOT cover
- SMS reminders (premium-only).
- WhatsApp isn't native - you improvise.
- Online payments (Stripe/Square) only on paid plans.
- Setmore branding appears in emails and on the page.
- Local fiscal invoicing with tax ID - simply doesn't exist.
- Portuguese support - goes via English chat.
- Advanced recurring appointments, packages, classes - all premium.
- Built-in reviews, marketing tools - all premium.
The catch of the free plan
Setmore's free plan is genuinely useful for a very specific case: low-volume freelancer or consultant, no need for formal invoicing, international clients who accept English communication. Outside that case - which is most growing businesses - you hit the wall in the first 2-3 months, and the jump to the paid plan no longer brings comparative advantage versus a tool like BookHero, which comes with all this included by default.
Side-by-side comparison table
| BookHero | Setmore | |
|---|---|---|
| Unlimited bookings | ||
| Public page without shared branding | ~ (premium) | |
| Automatic email reminders | ||
| SMS reminders | Premium | |
| Native WhatsApp reminders | ||
| Invoices with PT tax ID and fiscal data | ||
| PDF receipt ready to send | ||
| Online payment (Stripe) | Premium | |
| Multi-staff with schedules | ✓ (up to 4 free) | |
| Automatic commissions | Premium | |
| Auto-assignment | ||
| Client card with history | ||
| Private notes per client | ||
| Packages / sessions | Premium | |
| Human support in Portuguese | ||
| Free assisted migration | - | |
| Bilingual PT/EN for the client |
When Setmore still makes sense
Consultant or coach with 5-10 bookings/month, international clients, no need for formal fiscal invoicing, English-only communication - Setmore free can serve. It's a real niche, and that's not bad. The moment you have volume, clients who want invoices, or a team - the tool stops serving.
The quick choice
Low volume, English-only clientele, no fiscal invoice? Setmore free can be enough. Real volume, mixed clientele, team, invoicing: BookHero - no comparison. Free comes out expensive in the hours you spend working around what it doesn't do.