Bokably vs Fresha: Swedish-Built vs Global Platform

Fresha is one of the world's largest salon and spa booking platforms, used by over 450,000 professionals across 120 countries. Bokably is a Swedish-built booking system designed specifically for Nordic service businesses. Both help you manage appointments, but they take very different approaches — and the total cost may surprise you.

The Quick Overview

| | Bokably | Fresha | |---|---|---| | Origin | Sweden | United Kingdom | | Data storage | EU (Sweden) | UK/Global | | Language | Swedish + English (native) | Swedish (translated) | | Pricing model | Flat monthly fee | Per-member fee + transaction fees + marketplace commissions | | Marketplace | No | Yes (global) | | Free plan | Yes (50 bookings/mo) | No | | Commitment | None | Monthly |

Where Fresha Wins

Feature Depth

Fresha has been built over many years for the global salon market and it shows. The feature set is extensive: waitlists, retail inventory management, gift cards, memberships, marketing tools, a full POS system, and more.

If you run a large salon operation that needs retail inventory tracking, membership programs, and advanced marketing automation, Fresha has more built-in features than Bokably.

Global Marketplace

Fresha's marketplace reaches millions of consumers worldwide. For businesses in tourist areas or international cities, this global reach can drive bookings from travelers and new residents who search for services on the platform.

Mobile App

Fresha has dedicated mobile apps for both business owners and clients. The client app allows easy rebooking and discovery. Bokably works through the web browser on mobile, which is functionally similar but not a native app experience.

Where Bokably Wins

Honest, Transparent Pricing

This is where Fresha's model gets complicated. Fresha's advertised pricing looks reasonable — around 159 kr/month per individual. But the real costs include:

• Payment processing: 1.29% + 1.80 kr per transaction on every card payment
• New client marketplace fee: 20% of the first service (minimum ~60 kr) for every new client acquired through Fresha's marketplace — this is a one-time fee per new client, but it adds up fast
• SMS charges: Billed per message on top of subscription
• Premium add-ons: Loyalty programs (645 kr/location/month), Insights (110 kr/member/month), Google Rating Boost (145 kr/location/month)

A salon with 3 staff members, processing 200 card payments per month, acquiring 15 new clients through the marketplace, and using basic add-ons could easily pay 3,000-5,000 kr/month total.

Bokably's Pro plan is 349 kr/month. That includes unlimited bookings, multiple staff, 100 SMS reminders, and Stripe payment processing. No marketplace commissions, no per-member fees, no surprise charges.

Swedish-Built, Swedish-First

Fresha is a British company that has translated its platform into Swedish. Bokably is built in Sweden for the Swedish market. The difference shows in:

• Language quality: Bokably's Swedish is native, not translated. Interface text, email templates, and communications feel natural.
• Currency and tax: Built for SEK and Swedish tax requirements from day one.
• Support: Swedish-speaking support team in your timezone, not a global support queue.
• Cultural fit: Designed for how Nordic businesses operate — direct, simple, no-nonsense.

GDPR Compliance

Fresha stores data globally, with primary operations in the UK (no longer EU). Bokably stores all data on EU servers in Sweden. For businesses handling health-related data (massage, physiotherapy, skincare), this distinction matters for GDPR compliance.

Bokably also provides configurable data retention policies, one-click data export, and full audit logging as standard features — not premium add-ons.

No Marketplace Lock-In

Fresha's marketplace is a double-edged sword. It brings new clients, but those clients are Fresha's clients first and yours second. They found you on a platform where they can easily compare and switch. And Fresha takes a 20% cut of the first service for marketplace-acquired clients.

With Bokably, clients book through your link and interact with your brand. No marketplace, no commission, no competition displayed alongside your listing.

Simplicity

Fresha's extensive feature set comes with complexity. The interface has more menus, more settings, and more options than most small salon owners need. Bokably focuses on doing the core things well — booking, reminders, payments, client management — without overwhelming you with features you will never touch.

The Hidden Cost Comparison

Let us compare a realistic scenario: a 2-person beauty salon processing 150 card payments per month, with 10 new marketplace clients per month on Fresha.

| Cost | Bokably Pro | Fresha Team | |---|---|---| | Base subscription | 349 kr | ~212 kr × 2 = 424 kr | | Payment processing | Stripe fees (separate) | 1.29% + 1.80 kr × 150 = ~465 kr | | Marketplace new clients | N/A | 20% × 10 clients × ~600 kr avg = ~1,200 kr | | SMS reminders | Included (100/mo) | ~1 kr × 150 = ~150 kr | | Monthly total | ~349 kr + Stripe | ~2,239 kr + Stripe equivalent |

The difference is significant. Fresha's marketplace provides value, but you pay for it every month through commissions that Bokably does not charge.

Who Should Choose What?

Choose Fresha if:

• You need advanced features like retail inventory, memberships, or gift cards
• You want a global marketplace to attract international clients
• You value a native mobile app for clients
• You are comfortable with variable, commission-based pricing

Choose Bokably if:

• You want predictable, flat-rate pricing
• You prefer a Swedish-built tool with native language support
• GDPR compliance with EU data storage is important to you
• You want to own your client relationships without marketplace dependency
• You value simplicity over feature count

Frequently Asked Questions

Is Fresha really free? Fresha's base software is not free — it costs around 159 kr/month per individual. The "free" reputation comes from an older pricing model that has since changed. Current pricing includes per-member fees, transaction fees, and marketplace commissions.

Can I migrate from Fresha to Bokably? Yes. Export your client list from Fresha and import it into Bokably. Notify your clients of the new booking link and update it on your website and social media.

Does Bokably have a marketplace? No. Bokably is an independent booking tool. You drive your own clients through your website, social media, Google, and word of mouth.

Which has better Swedish language support? Bokably. It is built in Sweden with native Swedish as a primary language. Fresha's Swedish is a translation of the English interface.