WordPress is a silent powerhouse of the internet, powering around 43.4–43.5% of all websites globally as of 2025. This popular content management system has become the go-to platform for businesses, bloggers, and developers alike. But if WordPress is “free” and an open source project, how much does WordPress make, and how?
The answer lies in a complex but effective business model that includes a thriving open source WordPress project (WordPress.org), a commercial powerhouse (Automattic), and a non-profit steward (The WordPress Foundation). Together, these entities drive billions in revenue through WordPress development, services, plugins, hosting, and more.
1. Decoding WordPress
WordPress.org: The Open-Source EngineAt the heart of the open source WordPress software is a self-hosted model. Users install the free non profit project on their own servers, enjoying full control over customization, security measures, and performance optimization. The platform thrives through contributions from developers around the world.
The open-source WordPress project has been foundational to Automattic’s development and commercial strategy, allowing the company to build a successful business while continuing to contribute to the open-source community.
WordPress.com: The Commercial ArmOperated by Automattic, built on the WordPress platform and offers premium plans, free plans, and everything in between. While the free version meets basic needs, upgrades include features like custom domains, advanced themes, and monetization tools like selling advertising and eCommerce options.
The WordPress Foundation: The GuardianCreated by Matt Mullenweg in 2005, Automattic was founded to streamline WordPress hosting and enable users with minimal technical skills to easily start a blog using WordPress. The WordPress Foundation ensures long term sustainability of the WordPress project. It safeguards the WordPress trademark, promotes education, and supports the wider WordPress community.
Introduction to WordPress
WordPress is a popular content management system (CMS) used by millions of websites worldwide. As an open-source project, it is free to use, modify, and distribute, making it accessible to a broad audience. Founded by Matt Mullenweg and Mike Little in 2003, WordPress has evolved into a highly customizable and user-friendly platform.
The platform offers a wide range of features, including plugins, themes, and e-commerce integration, catering to various needs from simple blogs to complex websites. The WordPress community is large and active, with many developers contributing to the project, ensuring continuous improvement and innovation.
WordPress is used by individuals, businesses, and organizations of all sizes, thanks to its scalability. Whether you’re running a small blog or a large enterprise website, WordPress can handle it all. Its applications are diverse, including blogging, e-commerce, and social networking, making it a versatile choice for many.
The platform is constantly evolving, with new features and updates being added regularly. This continuous development ensures that WordPress remains at the forefront of the CMS market, offering users the latest tools and technologies to create and manage their websites effectively.
Read More: Content Management System (CMS)
2. Automattic Inc.: The Business Backbone
Automattic is a key driver in the WordPress ecosystem. Its business model revolves around offering services built on top of the WordPress software. Akismet, for example, is an anti-spam service integrated into WordPress.
While the free version meets basic needs, upgrades include features like custom domains, advanced themes, and monetization tools like selling ads and eCommerce options. These ads, particularly through services like Google AdSense, can generate significant revenue for both free and self-hosted sites.
Key Revenue Streams:
- WordPress Plans: The freemium model includes everything from the free plan to enterprise-level premium plans.
- WooCommerce: The leading WordPress e-commerce plugin, essential for self-hosted WordPress sites. It significantly enhances WordPress’s capabilities and revenue streams by offering premium extensions, payment gateways, and subscriptions, targeting specific customer needs.
- Jetpack: Offers security measures, marketing tools, and performance optimization via tiered pricing.
- Akismet: A spam-filtering plugin with commercial interest and licensing.
- WordPress VIP: High-end managed hosting for enterprise WordPress websites.
- Gravatar, Day One, Texts.com, Tumblr: Expand Automattic’s revenue streams beyond the core platform.
Financial Snapshot (2024–2025):
- Revenue: Estimated at ~$500 million/year
- Valuation: Between $5–$7.5 billion
- Employees: ~1,485, many engaged in remote work
- Funding Raised: ~$986 million
More Insights: Automattic Acquires Texts.com: The Future Of Messaging
3. The Global WordPress Economy
WordPress isn’t just a product, it’s an economy. Understanding the target audience in relation to WordPress features and products is crucial, as each new feature is developed with specific customer needs in mind.
A wide array of developers, freelancers, and WordPress experts earn money through WordPress-related services, showcasing their extensive experience and credibility in the field.
Freelancers & Agencies
Agencies and solo WordPress developers build everything from blogs to enterprise-grade WordPress websites. Global platforms facilitate connections between developers and clients, enhancing opportunities for collaboration and growth. Utilizing self-hosted WordPress software, developers have full ownership and control over their sites, enabling diverse monetization strategies and aligning with the open-source community ethos. WordPress development can be highly lucrative, with WordPress developer salaries varying widely based on company size, technical knowledge, and region.
4. Why WordPress Makes (and Saves) Money
A Vast Ecosystem
- Plugins & Themes: With over 60,000 plugins and thousands of themes, WordPress offers unmatched customization. Skilled WordPress developers can create various elements for websites, including a landing page, enhancing the overall quality and functionality.
- Support: The WordPress community fuels forums, events, and open-source contributions.
- Accessibility: Users can launch a WordPress site with minimal investment or build advanced sites through premium tools.
Scalability
From small blogs to corporate portals, the WordPress platform supports projects of all scales. WordPress VIP, WooCommerce, and other tools help generate revenue at every level.
SEO & User Experience
- Built-in SEO friendliness and a powerful block editor allow users to create with ease.
- Tools like Yoast, Rank Math, and Gutenberg make it easy for non-developers to build.
- Developers with highly skilled expertise continue to support growth.
Tap Into the WordPress Economy
Whether you’re a freelancer, agency owner, or developer, the WordPress platform offers endless opportunities to build, and generate steady income.
5. Where the Money Comes From
WordPress offers income opportunities across industries:
- Revenue Streams: From plugin subscriptions to managed hosting, WordPress-related services abound. WordPress developers leverage the platform to create and sell various WordPress products, including plugins and themes.
- Generate Revenue: Businesses monetize through e-commerce, premium content, and selling advertising.
- Earn Money: Developers, consultants, and agencies provide value and earn money directly or indirectly via the WordPress ecosystem.
Final Thought
So, how much does WordPress make? While the open-source WordPress software itself is free, the broader WordPress business model generates hundreds of millions in revenue every year. It’s not owned by a single entity; multiple players, including different owners of products and services, make money from the ecosystem. To clarify, no one owns WordPress; WordPress.com is owned by Automattic, which originated from the open-source WordPress project, while WordPress.org is maintained by the WordPress Foundation. This distinction has significant implications for users and the monetization strategies around the platform.
With a non profit organization at its heart, support from companies like Automattic, and millions of global users and developers, WordPress remains one of the most successful open source software projects ever. It’s a powerful platform, a vibrant community, and a business engine that shows no sign of slowing down.
