If This Then That — the original consumer automation platform. 800+ apps and devices, now with AI queries, $5/mo Pro.
IFTTT (If This Then That) is the OG consumer automation platform — predating Zapier by a year. While Zapier targets businesses with complex workflows, IFTTT targets consumers and small business owners who want simple "if X happens, do Y" automations across 800+ services. The killer use cases are personal: auto-save Instagram photos to Dropbox, get an SMS when a stock crosses a threshold, turn on Hue lights when your Uber arrives. New in 2025: AI queries let you trigger automations on natural-language events ("if email mentions an invoice, save to Google Drive folder").
Who it's for: Smart home enthusiasts, solo creators and freelancers, social media managers on personal brands, and anyone who wants simple cross-app automations without the complexity of Zapier.
Every major app, smart home device, and SaaS. Including services Zapier doesn't support well: Twitter/X, Sonos, Tesla, LIFX, Strava, Todoist.
Trigger automations from natural language: "if email contains an invoice", "if article mentions your company", "if tweet has over 1000 likes". Solves the brittle "exact keyword match" problem.
Native iOS and Android apps. Most useful automations are mobile-triggered (location, photos, calls, SMS) — and IFTTT handles those better than web-only competitors.
Thousands of community-built automations you can activate in one click. Discoverable UI means non-technical users can build useful flows without starting from scratch.
IFTTT is the right tool for personal automations, smart homes, mobile-triggered flows, and solo creators. It's the wrong tool for business workflows with multiple branches, error handling, and data transformations — that's Zapier or Make territory. At $5/mo it's almost a no-brainer for the personal use cases.