Gravity Forms

What the product is

Gravity Forms is a form builder that runs inside WordPress. The company calls it "the most powerful solution for building custom forms and flows to connect with your users and expand your reach. All from WordPress." Its audience, in its own words, is the WordPress professional: the headline reads "The form builder WordPress professionals trust," and the pitch is to create custom web forms to capture leads, collect payments, automate workflows and build a business online. Its use-case menu names online payments, marketing, agencies, education and nonprofits. The footer says "Gravity Forms is a Rocketgenius invention."

What you build and how

The editor is the Visual Form Editor: you select fields, configure options and embed forms on your site. The company describes a drag and drop builder where, in its words, you can "create and edit your forms with ease using our intuitive drag and drop interface." It says you pick from "over 30 field types", organize the layout visually and build "even complex forms in minutes." There is a library of pre-built, fully customizable form templates, and the home page lists these editor actions: add fields with a single click, rearrange them instantly, and duplicate, edit and preview without touching code.

Layout gets its own section. Column layouts let you choose how many columns you need, set the width and drag fields within the builder. The page states support for up to four columns per row, flexible column widths, and responsive layouts that adapt to any screen size, plus the option to nest fields side by side for shorter forms.

Logic is where the product moves from form to flow. Conditional logic shows or hides fields, sections or entire pages based on user input. Under the heading Workflow Automation, the company describes configuring a form to show or hide fields, sections, pages and buttons based on selections, and setting "custom automated workflows for any form you create." For heavier processes the company sells Gravity Flow, listed as "Workflows to automate forms," and Gravity Experts for tailored Gravity Forms solutions. The features menu also lists survey forms, conversational forms, user registration, partial entries and post creation, and a Gravity Forms MCP for developers.

Money is built in. Under Online Payment Collection, the home page says the tool handles transactions from registrations to subscriptions and donations to product sales, "with the same tool you use to create contact forms on your site." The company's ClickFunnels comparison says you can use Gravity Forms to build email subscribe forms, appointment booking forms, payment forms, surveys and user registration forms, and to integrate those forms with other tools and build automations on top of them. The featured integrations name Stripe and PayPal for accepting payments, and the Pro license includes a Square Add-On.

File Uploads are described plainly: add file upload fields so users submit documents, photos or other attachments, and the files are saved directly to your server. Under Secure Data Collection the company says it puts "a virtual airlock in place" for your data.

Accessibility is a stated priority. The company says Gravity Forms gives you all the tools to create forms that are WCAG 2.1AA compliant, and describes accessibility as built into every form you create. That is a claim about the forms you build with the product, which is worth knowing for teams with accessibility requirements.

A companion product is Gravity SMTP, which sends WordPress email through "secure and reliable SMTP providers and API-based services." Its page names SendGrid, Brevo, Mailchimp, Emailit, Resend and AWS, along with Amazon SES in the FAQ. Features include email logging with delivery checks, send date and time and sender and recipient addresses, managing which default WordPress notifications are sent, test emails, real-time alerts, a backup email service, suppression lists and a reporting dashboard. It works for all email from the site, not only Gravity Forms mail. It is a sibling product, not the builder, so treat it as context.

Integrations ship as add-ons. The featured list names Stripe, Salesforce, Mailchimp, Zapier, PayPal, Slack, Helpscout and Dropbox, the license tiers below name more, and the home page announces an official Klaviyo Add-On v1.0. A Marketplace carries certified and community add-ons, and Gravity Learn offers courses, videos and webinars.

What the pages state

The home page lists three licenses, each priced per year:

| License | Price | Sites | Support | Add-ons named | | --- | --- | --- | --- | --- | | Basic | $59/year | 1 | Standard | HubSpot, Mailchimp, Active Campaign, Campaign Monitor | | Pro | $159/year | 3 | Standard | Stripe, Dropbox, Square, Zapier, Slack, Trello | | Elite | $259/year | Unlimited | Priority | User Registration, Conversational Forms, Partial Entries, Polls, Signature, Survey |

Elite is marked Best Value, adds WordPress Multisite, and the page says "All of our Add-Ons are included with Elite!" The company's blog matches the range: "Gravity Forms starts at $59 and goes up to $259, depending on the specific features that you need access to." Gravity SMTP is free for active Elite, Nonprofit and Developer license holders, and its page says it is "not available to buy as a standalone product."

On trust, the home page carries a "Trusted by the biggest brands in the galaxy" logo row, which is the company's own claim. It also quotes users: one says the support is very personal with quick email replies and a smooth license transfer to two webmasters, and another says they often build complex forms with conditional logic and call Gravity Forms the only plugin they found strong enough for the job. These are customer opinions that the company chose to show.

Who it suits and who it does not

Gravity Forms is built for people who already work in WordPress and want one plugin for contact forms, payment forms, registrations and conditional workflows, with layout control and accessibility included. An agency that builds many client sites, or an in-house WordPress team with complex intake forms, fits the "professionals" framing. Teams that want email delivery tracked can use Gravity SMTP, which comes free with an Elite license.

Who it fits less well: anyone not on WordPress, since the product lives there. The pricing section lists no free plan; the entry point is the $59 Basic license for 1 site. And because add-ons are spread across tiers, a project that needs payments through Stripe or a user registration flow lands on Pro or Elite rather than Basic.