Quick Verdict
Choose Formello if...
Developers who need a simple, lightweight Gutenberg-native form for projects where long-term plugin support is not a concern.
Choose Gravity Forms if...
Developers and agencies building complex, data-driven forms who need calculated fields and a rich add-on ecosystem.
Choose Happyforms if...
Non-technical site owners who want a friendly form-building experience with live preview and solid email marketing integrations.
Feature Comparison
| Feature | Formello | Gravity Forms | Happyforms |
|---|---|---|---|
| Drag & Drop Builder | ✓ | ✓ | ✓ |
| Conditional Logic | ✓ | ✓ | ✓ |
| Multi-Step Forms | ✗ | ✓ | ✓ |
| File Uploads | ✗ | ✓ | ✓ |
| Payment Forms | ✗ | ✓ | ✓ |
| Calculated Fields | ✗ | ✓ | ✗ |
| User Registration | ✗ | ✓ | ✗ |
| Frontend Post Submission | ✗ | ✓ | ✗ |
| Conversational Forms | ✗ | ✓ | ✗ |
| Gutenberg Block | ✓ | ✓ | ✓ |
| Gutenberg-Native | ✓ | ✗ | ✗ |
| AI Form Builder | ✗ | ✗ | ✗ |
| Digital Signatures | ✗ | ✓ | ✓ |
| Surveys & Polls | ✗ | ✓ | ✓ |
| Quizzes | ✗ | ✓ | ✗ |
| Scheduling / Date Limits | ✗ | ✓ | ✓ |
| Entry Management | ✓ | ✓ | ✓ |
| Export Entries | ✓ | ✓ | ✓ |
| Partial Entries | ✗ | ✓ | ✓ |
| Geolocation | ✗ | ✓ | ✗ |
| Webhooks | ✓ | ✓ | ✗ |
| Custom CSS | ✓ | ✓ | ✓ |
| Responsive Design | ✓ | ✓ | ✓ |
| Ajax Submission | ✓ | ✓ | ✓ |
| Anti-Spam | ✓ | ✓ | ✓ |
| reCAPTCHA | ✓ | ✓ | ✓ |
| hCaptcha | ✓ | ✓ | ✗ |
| Cloudflare Turnstile | ✗ | ✓ | ✗ |
| Honeypot | ✓ | ✓ | ✓ |
Pricing Comparison
| Plan | Formello | Gravity Forms | Happyforms |
|---|---|---|---|
| Free Version | ✓Free | ✗ | ✓Free |
| Starting Price | $49/year | $59/year | $49/year |
| Top Tier | Pro: $49/year | Nonprofit: $129/year | Business: $149/year |
Integrations
Email Marketing
| activecampaign | ✗ | ✓ | ✓ |
| aweber | ✗ | ✓ | ✓ |
| brevo | ✗ | ✗ | ✓ |
| campaign monitor | ✗ | ✓ | ✗ |
| constant contact | ✗ | ✓ | ✓ |
| convertkit | ✗ | ✗ | ✓ |
| drip | ✗ | ✓ | ✗ |
| hubspot | ✗ | ✓ | ✗ |
| mailchimp | ✓ | ✓ | ✓ |
| mailerlite | ✓ | ✗ | ✓ |
| mailpoet | ✓ | ✗ | ✓ |
| sendfox | ✗ | ✗ | ✓ |
| sendgrid | ✗ | ✗ | ✓ |
Payment
| 2checkout | ✗ | ✓ | ✗ |
| authorize net | ✗ | ✓ | ✗ |
| mollie | ✗ | ✓ | ✗ |
| paypal | ✗ | ✓ | ✓ |
| square | ✗ | ✓ | ✗ |
| stripe | ✗ | ✓ | ✓ |
CRM
| hubspot | ✗ | ✓ | ✗ |
| salesforce | ✗ | ✓ | ✗ |
| zoho | ✗ | ✓ | ✗ |
Automation
| integrately | ✗ | ✗ | ✓ |
| make | ✗ | ✓ | ✓ |
| webhooks | ✓ | ✗ | ✗ |
| zapier | ✓ | ✓ | ✓ |
Other
| dropbox | ✗ | ✓ | ✗ |
| google analytics | ✗ | ✗ | ✓ |
| google sheets | ✗ | ✓ | ✗ |
| recaptcha | ✗ | ✗ | ✓ |
| rest api | ✗ | ✓ | ✗ |
| slack | ✗ | ✓ | ✗ |
Pros & Cons
Formello
Pros
- ✓True Gutenberg-native experience
- ✓Lightweight and developer-friendly
- ✓Webhooks and basic integrations
- ✓Entry management included
Cons
- ✗Slow update cadence — last updated May 2025, raises maintenance concerns
- ✗No multi-step forms, file uploads, payments, calculated fields, surveys, or user registration
- ✗Pricing page may be broken — unclear if Pro version is still actively sold
- ✗Very small install base (500+)
- ✗No Turnstile support
Gravity Forms
Pros
- ✓Calculated fields built into every plan (no add-on needed)
- ✓Best-in-class third-party ecosystem (GravityView, Gravity Perks, Gravity Flow)
- ✓All core form capabilities identical across plans — only add-ons differ
- ✓Strong REST API and developer hooks
- ✓Nonprofit pricing ($129/yr for Elite-level) is excellent
Cons
- ✗No free version or trial — requires upfront payment
- ✗Most advanced features (signatures, surveys, geolocation, webhooks) require Elite ($259/yr)
- ✗Third-party ecosystem can make total cost unpredictable
- ✗No AI form builder
- ✗Conversational forms only available at Elite tier ($259/yr)
- ✗Not Gutenberg-native; block merely embeds the classic builder
Happyforms
Pros
- ✓Unique live-preview building experience via WordPress Customizer
- ✓Wide email marketing integration (10+ providers)
- ✓Payments (Stripe + PayPal) and signatures included in Pro
- ✓Save and Resume feature for long forms
- ✓Friendly pricing starting at $49/yr
Cons
- ✗No calculated fields, user registration, or quizzes
- ✗No webhooks
- ✗No hCaptcha or Turnstile (only reCAPTCHA)
- ✗Smaller install base (20K) vs. major competitors
- ✗Customizer-based workflow may feel dated vs. Gutenberg-native approach