Thinkific's pricing looks competitive with unlimited courses and students on every plan. But two things catch people off guard: a surcharge of up to 5% per transaction if you use your own Stripe instead of Thinkific Payments, and a 10,000 student cap on all three standard plans. The Basic plan at $36/month (annual) also locks you out of certificates, assignments, payment plans, Zoom integration, and memberships.
Thinkific's Plans at a Glance
All plans with monthly and annual pricing, limits, and key features.
| Plan | Monthly | Annual | Tx Fees | Courses | Students | Key Limitation |
|---|---|---|---|---|---|---|
| Basic | $49/mo | $36/mo | 0% (TCommerce) / 5% (own Stripe) | Unlimited | 10,000 | 5% surcharge if using own Stripe |
| StartPopular | $99/mo | $74/mo | 0% (TCommerce) / 2% (own Stripe) | Unlimited | 10,000 | 2% surcharge if using own Stripe |
| Grow | $199/mo | $149/mo | 0% (TCommerce) / 1% (own Stripe) | Unlimited | 10,000 | 1% surcharge still on own Stripe |
| Plus | Custom | — | Custom | Unlimited | Unlimited | Custom pricing — must contact sales |
Basic
- Unlimited courses
- 10,000 students
- 1 community (5 spaces)
- 5% surcharge if using own Stripe
- No certificates or assignments
Start
Popular- Everything in Basic
- Certificates & assignments
- Payment plans
- 2% surcharge if using own Stripe
- 10,000 student cap (same as Basic)
Grow
- Everything in Start
- Remove Thinkific branding
- 3 communities (20 spaces)
- 1% surcharge still on own Stripe
- 10,000 student cap (same as Basic)
Plus
- Unlimited students & products
- SCORM-compliant courses
- Learning paths with progression
- Custom pricing — must contact sales
- Branded app only on select Plus plans
Every Feature, Every Plan
A line-by-line breakdown of what each Thinkific plan includes — and where Ruzuku gives you more for less.
| Feature | Basic $36/mo | Start $74/mo | Grow $149/mo | Ruzuku from $99/mo |
|---|---|---|---|---|
| Platform & Limits | ||||
| Published courses | Unlimited | Unlimited | Unlimited | Unlimited |
| Current students | 10,000 | 10,000 | 10,000 | Unlimited |
| Communities | 1 | 1 | 3 | |
| Digital downloads | 5 | Unlimited | Unlimited | |
| Coaching & webinars— Via native Zoom on all plans | 5 | Unlimited | Unlimited | Unlimited |
| Site admin accounts | 1 | 1 | 2 | Unlimited (Pro) |
| Course admin accounts | 2 | 5 | ||
| Courses & Learning | ||||
| Completion certificates | Pro plan | |||
| Assignments— All paid plans | Included | |||
| Quizzes | ||||
| Exams | ||||
| Zoom meetings & webinars— All paid plans | Included | |||
| In-course discussions | ||||
| Scheduled / drip content | ||||
| Multimedia content | Included | |||
| SCORM compliance— Plus (custom) only on Thinkific | ||||
| Student tech support— Ruzuku supports your students directly | Included | |||
| Sales & Revenue | ||||
| Payment plans— All paid plans | Included | |||
| Paid memberships | Included | |||
| Product bundles | ||||
| Affiliate reporting | ||||
| Accept PayPal— All paid plans | Included | |||
| Free trials for courses | ||||
| Coupons & promotions | ||||
| Marketing & Site | ||||
| Custom domain | Pro plan | |||
| Landing pages | ||||
| Email automation | ||||
| Advanced CSS/HTML | ||||
| Remove Thinkific branding | Pro plan | |||
| Integrations | ||||
| Zapier actions | Via Zapier | |||
| Standard API & webhooks | ||||
| Revenue sharing partners | 1 | 3 | ||
| Bulk import & enrollment | Included | |||
| Payment Processing | ||||
| TCommerce rate— ~2.9% + $0.30 | Standard | Standard | Standard | Standard Stripe |
| Own Stripe surcharge— No penalty for your own Stripe | 5% | 2% | 1% | 0% |
| Support | ||||
| Support level— Ruzuku includes student support | Email + chat | Email + chat | Phone + priority | Email + chat |
Where Ruzuku wins — at $99/mo vs Thinkific's $36/mo+
Unlimited current students
Thinkific: 10,000 on Basic
Unlimited coaching & webinars
Thinkific: 5 on Basic
Included assignments
Thinkific: Growth ($74/mo) and up
Included zoom meetings & webinars
Thinkific: Growth ($74/mo) and up
Included multimedia content
Thinkific: Growth ($74/mo) and up
Included student tech support
Thinkific: Growth ($74/mo) and up
Included payment plans
Thinkific: Growth ($74/mo) and up
Included paid memberships
Thinkific: Growth ($74/mo) and up
Included accept paypal
Thinkific: Growth ($74/mo) and up
Included bulk import & enrollment
Thinkific: Growth ($74/mo) and up
0% own stripe surcharge
Thinkific: 5% on Basic
What Thinkific's Pricing Page Doesn't Make Obvious
Hidden fees, gotchas, and costs that aren't clear until you're already committed.
Third-party payment processor surcharge (1-5%)
Using your own Stripe instead of TCommerce costs 5% extra on Basic, 2% on Start, 1% on Grow — at $5,000/mo revenue on Basic, that's $250/mo in surcharges
10,000 student cap on ALL three standard plans
Basic, Start, AND Grow all share the same 10,000 student limit. Unlimited students requires Plus (custom pricing / contact sales)
Basic plan locks out certificates, assignments, Zoom, and payment plans
To get certificates, assignments, payment plans, or Zoom integration, you must upgrade from Basic ($36/mo) to Start ($74/mo annual)
Branded mobile app is $199/month add-on
A branded app on top of the Start plan ($74/mo) brings your total to $273/mo. Only included on select Plus plans
PayPal payments require Grow ($149/mo annual)
If your students want to pay via PayPal, you need the Grow plan — Basic and Start only support TCommerce and credit cards
SCORM requires Plus (custom pricing)
If you need SCORM compliance for corporate training, none of the three standard plans support it — only Plus (contact sales)
How Does the Thinkific Payments Penalty Work?
Thinkific's most misunderstood pricing element is the surcharge for using your own Stripe account instead of Thinkific Payments. If you connect your own Stripe, Thinkific adds a per-transaction surcharge on top of Stripe's standard 2.9% + $0.30:
- Basic ($49/mo): 5% surcharge
- Start ($99/mo): 2% surcharge
- Grow ($199/mo): 1% surcharge
On the Basic plan with your own Stripe, you'd pay 2.9% (Stripe) + 5% (Thinkific surcharge) = 7.9% per transaction. At $5,000/month revenue, that's $395 in processing costs — nearly matching Teachable's infamous 7.5% fee.
The alternative? Use Thinkific Payments and pay 0% surcharge. But Thinkific Payments locks you into their payment processing ecosystem, which some creators prefer to avoid for accounting, tax, or business reasons.
Basic Locks You Out of Key Course Features
The Basic plan at $36/month (annual) looks like a deal — until you realize it excludes certificates, assignments, payment plans, memberships, Zoom integration, and multimedia content. All of those require the Start plan at $74/month. That's a $38/month jump to get the features most course creators need from day one.
The Mobile App Add-On
Thinkific offers a branded mobile app, but it's a separate add-on at $199/month — potentially doubling your total platform cost. This is a standalone subscription on top of your plan fee. On the Start plan ($99/mo), adding the mobile app brings your total to $298/month.
What Real Thinkific Users Say
What Users Appreciate
Thinkific's course builder earns a 4.5/5 on G2 across 368 reviews, with consistent praise for ease of use. One G2 reviewer described it as "really easy to use even if you are not a technological boffin." Capterra reviewers highlight the same theme — the platform lets teams launch courses without technical skills.
SCORM compliance (on the Grow+ plans) makes Thinkific a legitimate option for corporate training, which most competitors can't match. This is a genuine differentiator for professional development programs.
Common Complaints
"The payment fee trap is real if you don't use TCommerce. It becomes a silent tax on every sale."
Users on r/OnlineBusiness express frustration at being pushed into using Thinkific's payment processor. One Trustpilot reviewer described encountering "hidden transaction fees of 6-9%" despite Thinkific's marketing claiming "0% transaction fees" — because the surcharge for using your own Stripe isn't prominently disclosed.
A Trustpilot reviewer in September 2025 reported that Thinkific held their funds for 90 days on a second account — despite having over $1 million in prior sales history on their first account. Payment processing issues like this are particularly damaging for creators who depend on timely payouts.
"Constant limitations of the platform make it very hard to scale."
The mobile app add-on also draws criticism. At $199/month on top of plan fees, reviewers note the app has significant feature gaps — students can view content, but key lesson types, community features, and in-app purchasing are missing.
The Migration Question
Thinkific allows student list exports and basic content downloads, but there's no one-click course export. Hosted videos require downloading each individually via links. Active subscriptions cannot be migrated, and transaction reporting only covers Thinkific Payments transactions. If you're using SCORM content, ensure your new platform supports it. Migration typically takes 2-4 weeks.
See our complete Thinkific vs Ruzuku comparison, Thinkific pricing plans breakdown, and honest Thinkific review. You can also view Thinkific's official pricing page to verify current numbers.
Real-World Cost Scenarios
What Thinkific actually costs at three revenue levels — including fees, add-ons, and the plan you'd really need.
Solo Creator
$1,000/mo revenueThinkific
$86/mo
Basic (annual): $36/mo
Processing fees: $50/mo
Annual: $1,032/yr
Ruzuku
$99/mo
Core ($99/mo): $99/mo
0% platform fee (standard Stripe 2.9% + $0.30)
Annual: $1,188/yr
What you get on Thinkific
- Unlimited courses
- Custom domain
- Quizzes & discussions
- Email automation
- Abandoned cart recovery
What you'll still need
- 5% Stripe surcharge = $50/mo on $1K revenue
- No certificates or assignments
- No payment plans or memberships
- No Zoom integration
- No student tech support
Growing Business
$5,000/mo revenueThinkific
$174/mo
Start (annual): $74/mo
Processing fees: $100/mo
Annual: $2,088/yr
Ruzuku
$99/mo
Core ($99/mo): $99/mo
0% platform fee (standard Stripe 2.9% + $0.30)
Annual: $1,188/yr
What you get on Thinkific
- Certificates & assignments
- Payment plans & memberships
- Unlimited Zoom events
- Product bundles
- CSS/HTML customization
What you'll still need
- 2% Stripe surcharge = $100/mo on $5K revenue
- 10,000 student cap
- No branding removal
- No PayPal
- No API or webhooks
- No student tech support
Established Creator
$20,000/mo revenueThinkific
$349/mo
Grow (annual): $149/mo
Processing fees: $200/mo
Annual: $4,188/yr
Ruzuku
$199/mo
Pro ($199/mo): $199/mo
0% platform fee (standard Stripe 2.9% + $0.30)
Annual: $2,388/yr
What you get on Thinkific
- Remove branding
- API & webhooks
- PayPal payments
- Phone & priority support
- 3 communities
- Group orders & invoicing
What you'll still need
- 1% Stripe surcharge = $200/mo on $20K revenue
- Still 10,000 student cap
- No SCORM (requires Plus)
- Mobile app = extra $199/mo
- No student tech support
Thinkific vs. Ruzuku: Honest Comparison
A fair, side-by-side cost comparison focused on what matters most to course creators.
| Feature | Thinkific | Ruzuku |
|---|---|---|
| Starting price (annual) | $36/mo (Basic) | $83/mo (Core annual) |
| Transaction fees (own Stripe) | 1-5% surcharge on top of Stripe | 0% — use your own Stripe freely |
| Courses | Unlimited | Unlimited |
| Students | 10,000 on all standard plans | Unlimited |
| Payment plans | Start ($74/mo) and up | All paid plans |
| Certificates | Start ($74/mo) and up | Pro ($199/mo) |
| Student tech support | Not included | Included on all paid plans |
| Mobile app | $199/mo add-on | Not available |
| Native Zoom integration | Start ($74/mo) and up | All paid plans |
| Custom branding removal | Grow ($149/mo) | Pro ($199/mo) |
Choose Thinkific if:
You need a deep course builder with extensive customization, want built-in email automation and landing pages, or need SCORM compliance (on Plus). Thinkific's feature set is one of the deepest in the market if you're willing to use TCommerce to avoid surcharges.
Choose Ruzuku if:
You want unlimited students without a 10,000 cap, zero payment processor surcharges regardless of which Stripe account you use, built-in student tech support, and payment plans on your first paid plan without upgrading to a $74/mo tier.
Thinkific Pricing FAQ
Does Thinkific charge transaction fees?
Thinkific charges 0% if you use TCommerce (their built-in processor). If you use your own Stripe, Thinkific adds a surcharge: 5% on Basic ($36/mo annual), 2% on Start ($74/mo), and 1% on Grow ($149/mo). Standard Stripe processing fees (2.9% + $0.30) apply on top of any surcharge.
How many students can I have on Thinkific?
All three standard plans (Basic, Start, and Grow) cap you at 10,000 current students. This is often overlooked since Thinkific emphasizes 'unlimited courses.' Unlimited students requires the Plus plan (custom pricing).
Is Thinkific worth it in 2026?
Thinkific is worth it if you need deep course building tools, want SCORM support (on Plus), or are comfortable using TCommerce to avoid surcharges. The Start plan at $74/mo (annual) is the sweet spot — it unlocks certificates, assignments, payment plans, memberships, and Zoom integration.
Does Thinkific have a free plan?
No. Thinkific removed its free plan. New users can start a free trial, then plans begin at $36/month (annual billing) or $49/month (monthly).
What is the Thinkific Payments surcharge?
If you don't use TCommerce (Thinkific's built-in processor) and instead connect your own Stripe, Thinkific charges an additional surcharge per transaction: 5% on Basic, 2% on Start, 1% on Grow. On the Basic plan with your own Stripe, you'd pay Stripe's 2.9% plus Thinkific's 5% = 7.9% total per transaction.
Can I switch from Thinkific to another platform?
You can export student lists and download individual video files. There's no one-click course export. Active subscriptions through TCommerce cannot be migrated. Courses, page designs, and automations need to be rebuilt. Budget 2-4 weeks for a full migration.