HEY

HEY is a email & marketing product operated by 37signals LLC (Basecamp). This 2026 review covers operator background, the current tier ladder and the practical decision points before subscribing. The product competes in the email & marketing category against established alternatives, and the choice usually comes down to feature mix, regional coverage and renewal economics rather than headline price alone.

Quick facts

• Operator: 37signals LLC (Basecamp)
• Headquarters: Chicago, Illinois, United States
• Public-market status: privately held (37signals; founders Jason Fried and David Heinemeier Hansson)
• Founded: 2020 (HEY)
• Category: email & marketing
• Current tiers: HEY for You / HEY for Domains / HEY for Work
• Anchor price (2026): HEY for You USD 99/year (personal); HEY for Domains USD 99-999/year by domain tier; HEY for Work USD 12/user/month

What is HEY?

HEY is a business SaaS product sold per-seat or per-usage with self-serve signup and an enterprise sales motion above a clear contract threshold. Its product surface covers web-based admin console with role-based access alongside REST API plus SDKs for major languages, with the recurring subscription billed through the operator's commercial channels or self-serve checkout. Customers buy a tier matching their usage profile; the entry tier suits piloting the product and higher tiers add features such as SSO via SAML or OIDC on higher tiers.

Why choose HEY

Operator and regulatory context

HEY is run by 37signals LLC (Basecamp) out of Chicago, Illinois, United States, established 2020 (HEY). That matters because the email & marketing category is shaped by regulatory regimes, market consolidation and capital intensity, so the operator's ownership structure shapes how aggressively the product is supported and how stable the contract terms are over multi-year renewals.

Plan structure and pricing tiers

The tier ladder splits across HEY for You for piloting the product, HEY for Domains for everyday use, and HEY for Work for power users or households. Anchor pricing for 2026: HEY for You USD 99/year (personal); HEY for Domains USD 99-999/year by domain tier; HEY for Work USD 12/user/month. Check Subger's true-price tracker for HEY for all-in renewal costs after taxes and any FX conversion.

Workflow and platform features

Beyond the headline features, the 2025-2026 development focus for HEY is 2024-2025 expanded HEY Calendar and HEY for Work alongside core opinionated email product. That signals a credible roadmap and distinguishes the operator from competitors running their email & marketing product on maintenance mode.

HEY features that matter in 2026

Highlights of the current feature set:

• web-based admin console with role-based access
• REST API plus SDKs for major languages
• SSO via SAML or OIDC on higher tiers
• audit logging and access events
• integrations with major productivity stacks (Slack, Microsoft 365, Google Workspace)
• data export and customer-managed retention windows

Buyers should treat this list as a baseline for HEY in the email & marketing category — confirm specific feature availability for your plan and region on the operator's site, since some features and tier names vary between editions.

HEY pricing in 2026

Reference pricing for HEY in 2026: HEY for You USD 99/year (personal); HEY for Domains USD 99-999/year by domain tier; HEY for Work USD 12/user/month. The tier ladder typically looks like:

Subger pairs the public price with the actual all-in cost after taxes and any promotional anchors that step up at renewal:

HEY apps and platform support

Surface availability for HEY can vary by region and tier — confirm current app availability and supported integrations on the operator's site before subscribing.

Who HEY fits

HEY is most likely a good match for the following buyers:

• Teams that want a category-leading workflow tool with predictable saas billing and a credible enterprise upgrade path — the core target audience for the product.
• The category-focused buyer that specifically wants web-based admin console with role-based access from a email & marketing operator rather than a generalist alternative.
• The growing household or team evaluating the tier ladder (HEY for You / HEY for Domains / HEY for Work) and willing to pay up for REST API plus SDKs for major languages.
• The coverage-first buyer who needs the platforms and integrations listed above plus a credible upgrade path as new tools are added.
• The cost-conscious shopper who wants to track promotional anchors via Subger's true-price tracker and deals page before committing to an annual contract.

Frequently asked questions

What is HEY and who runs it?

HEY is a email & marketing product operated by 37signals LLC (Basecamp) headquartered in Chicago, Illinois, United States, established 2020 (HEY). It is sold via direct subscription on the operator's website or in-store with payments processed through the operator's billing surfaces or sales contract.

How much does HEY cost in 2026?

Current tiers are HEY for You, HEY for Domains, HEY for Work. Anchor reference pricing for 2026: HEY for You USD 99/year (personal); HEY for Domains USD 99-999/year by domain tier; HEY for Work USD 12/user/month. Confirm the live regional price on the operator's site before committing, since promotional cycles, FX conversion and regional taxes can shift the all-in renewal cost.

Is there a free tier or free trial for HEY?

There is no perpetual free tier listed publicly for the standard HEY subscription; the operator may run introductory trials periodically. Check the live signup page for current trial promotions.

Where is HEY available?

Availability follows the operator's commercial footprint anchored on Chicago, Illinois, United States. Confirm regional availability and supported billing currencies on the official site before subscribing, especially for products with region-specific data residency or licensing rules.

What 2025-2026 developments set HEY apart right now?

The current 2025-2026 development focus is 2024-2025 expanded HEY Calendar and HEY for Work alongside core opinionated email product. Together with the headline features listed above, that gives buyers a concrete signal that the subscription is being actively developed rather than coasting.

Which platforms and integrations does HEY support?

Coverage spans the surfaces shown in the platform table above. The current web portal, mobile apps and (where applicable) hardware or partner clients are the recommended way to consume the service; older integrations may be deprecated in successive releases as the operator focuses engineering effort on supported platforms.

How do I cancel HEY?

Cancel through the account or billing settings on the surface where you bought the plan: the operator's website for self-serve subscriptions or the customer-service line for contract-based plans. Subger's cancellation guide for HEY walks through each route step-by-step.

Does HEY offer a family or business plan?

Family and business structures depend on the tier. The HEY for Work tier commonly adds shared-account features, higher allowances or business-grade SLAs; the entry HEY for You tier may restrict the number of users or advanced features. Confirm the per-tier seat limit and admin features on the live pricing page before committing to annual billing.

Is HEY worth it compared to email & marketing alternatives?

Value depends on three factors: the specific feature mix your household or team will use (see the features list above), the regional all-in price after taxes (Subger's true-price tracker for HEY reconciles the headline price with the actual renewal cost), and the credibility of the operator's 2025-2026 roadmap. Weigh these together rather than relying on headline price alone.

How can I track price changes for HEY?

Subger's renewal tracker for HEY records list-price changes plus promotional anchors over time. Pair it with the deals page for current discount codes and the promo codes page for stackable savings at signup.

Get started with HEY

Confirm the current price on the operator's site (HEY for You USD 99/year (personal); HEY for Domains USD 99-999/year by domain tier; HEY for Work USD 12/user/month), choose the tier that matches your usage (HEY for You, HEY for Domains are the most common starting points), and check Subger's deals page for HEY for promotional anchors before completing checkout. Track the subscription's true renewal cost with the true-price tracker once you're signed up.

Related Subger guides

• Cancel HEY guide
• Latest HEY deals
• HEY promo codes
• HEY true price and renewal tracker
• Browse the email & marketing category hub
• All services on Subger