For businesses getting started
Free appointment booking software for UK businesses
Start with a booking page and calendar at no monthly cost. No credit card. Upgrade when you need unlimited bookings, a website embed, or more than one staff calendar.
Key facts
- What Sway is
- Sway is UK appointment booking and calendar software for service businesses such as salons, barbers, beauty, wellness, and fitness.
- Free plan
- The Free plan is free forever and does not need a credit card. It includes 1 staff member, up to 10 services, up to 50 bookings per month, 1 location, a public booking page, deposits, and optional online card payments.
- Not included on Free
- Individual adds: No service cap; Unlimited bookings; Embed booking on your website; Calendar subscription (Google, Apple, Outlook); Custom branding; Up to 5 booking locations; Gift vouchers, passes & memberships; Promo discount codes; Loyalty rewards; Automated appointment reminder emails; Priority support; Customer tags & email campaigns. Team adds: 2 staff members included (extra seats from £7/mo each); Staff calendars; Per-staff calendar subscription links; Roles and permissions; Team analytics.
- Fees
- There is no monthly subscription on Free. Sway charges a 2.4% platform fee only when you take online card payments, on top of Stripe's typical standard UK card fees (~1.5% + 20p*). *Standard UK cards. Premium and corporate cards cost more. Pay-at-venue bookings have no Sway platform fee. Individual's platform fee is 0.5% and Team's is 0.35%.
- Paid plans
- Individual starts at £14.99/mo and Team at £19.99/mo. Cancel anytime. No marketplace commission on new bookings.
Set up this afternoon
Enough to take appointments online before you have a website.
- Add your services with a duration and price.
- Set the hours clients can book.
- Share your booking link on Google, Instagram, and your email signature.
The long-form breakdown of limits, fees, and when to upgrade is in the Sway Free plan guide.
Start free, upgrade when you grow
Free is a permanent plan, not a trial. Paid plans add the tools a busier diary needs.
Free
Businesses getting started
Platform fee 2.4% on online payments
Confirmations included · upgrade for reminders & marketing emails
- 1 staff member
- Up to 10 services
- Up to 50 bookings per month
- Online booking page
- Deposits and online payments
- Booking confirmation emails
- Cancellation & alert emails
- In-app booking & message alerts
- Reviews
- Basic calendar
Individual
Solo professionals and small businesses
Billed monthly
Platform fee 0.5% on online payments
50 marketing emails/mo · confirmations & reminders included
- Everything in Free
- No service cap
- Unlimited bookings
- Embed booking on your website
- Calendar subscription (Google, Apple, Outlook)
- Custom branding
- Up to 5 booking locations
- Gift vouchers, passes & memberships
- Promo discount codes
- Loyalty rewards
- Automated appointment reminder emails
- Priority support
- Customer tags & email campaigns
Team
Growing teams
Billed monthly
Platform fee 0.35% on online payments
50 marketing emails per staff member/mo · confirmations & reminders included
- Everything in Individual
- No service cap
- 2 staff members included (extra seats from £7/mo each)
- Staff calendars
- Per-staff calendar subscription links
- Roles and permissions
- Team analytics
Frequently asked questions
The Free plan is free forever and does not need a credit card. It includes 1 staff member, up to 10 services, up to 50 bookings per month, 1 location, a public booking page, deposits, and optional online card payments.