toSend is made by WPManageNinja — the team behind FluentCRM, Fluent Forms, and FluentSMTP. Our plugins run on more than 1.5 million WordPress sites. We built toSend because we spent a decade watching small businesses get squeezed by email pricing that stopped making sense.
Email delivery in 2026 costs a fraction of what it did in 2012. Those savings belong to the customer, not the margin.
The cost of delivering an email doesn't change when you cross 100,000 sends a month. Your invoice shouldn't either.
One rate. Every feature included. No tiers to graduate into, no feature gates, no quarterly surprise on the invoice.
WordPress site owners, e-commerce operators, freelancers, agencies. We optimize for the people the big platforms price out.
A FluentCRM user ran a pottery studio. Three thousand subscribers. Weekly newsletter, a few order confirmations. She was on Mailgun's Basic plan at $15 a month, about to cross into Foundation at $35. Her question wasn't about FluentCRM. It was about email.
That's more than I pay for my bookkeeping software. And bookkeeping actually does something complicated. Email just… sends a message.
She was right. Email is infrastructure. It's the pipe that carries an order confirmation from a small business's website to a customer's inbox. The technical work is well-understood and, at the raw layer, nearly free — AWS SES charges $0.10 per 1,000 emails.
But the providers sitting on top of that infrastructure charge prices set when the technology was new and hard. Nobody adjusted downward as it got cheaper. The result is a success tax — every time a small business grows, the invoice jumps faster than the volume. We've watched it happen to hundreds of FluentCRM users.
At some point, frustration turns into a product.
A small team of WordPress contributors comes together to build plugins that fix the things WordPress should already do well.
Becomes one of the most popular form builders in the ecosystem. First time we see, at scale, how small businesses actually use their tools.
Self-hosted email marketing automation for WordPress. Thousands of businesses connect it to external providers — and start telling us about their bills.
A free plugin to route WordPress mail through any provider. Hits 500,000+ active installations. Every support ticket becomes a lesson in how email is priced.
After years of watching small businesses cross pricing cliffs, we start building our own service — on AWS SES, at a price that reflects the actual cost of delivery.
First 100 businesses send through toSend daily. We rewrite the queue, the suppression engine, and the dashboard based on what breaks in production.
Public early access at $0.30 per 1,000 emails. Agency billing, MX pre-checks, honest bounce handling, and a dashboard that matches the product.
WPManageNinja builds tools that millions of small businesses rely on every day. Each one taught us something about what small teams need — and what they don't. toSend is the piece the ecosystem was missing.
toSend is built by the same engineers who built FluentCRM and FluentSMTP. We're not a separate company, a spin-out, or a venture-funded side project. We're the people you've already been talking to in support tickets — now with a new surface area.
We read every piece of feedback. We ship weekly. We answer our own support. If something is broken, write to us directly at support@tosend.com — you'll get a reply from a person who can actually fix it.
FluentSMTP will stay free. Not a freemium tier, not a trial — free, GPL-licensed, with 500,000+ active installations. We contribute to WordPress core through the Five for the Future program, and a meaningful share of our team are WordPress core contributors.
Growing with WordPress means giving back to it. That doesn't change because we launched a paid product.
Everything included. No tiers. Built for small teams — WordPress, SaaS, creators.