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Appointment Scheduling

Fresha

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Panel rating · 6 judges · How to read the stars

Category median

Sovereignty: not determined

0–5 in half steps. 5 means the rubric's top anchor is met on the evidence.

by Fresha · www.fresha.com

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Fresha: AI-assisted analysis on whats-best.ai Fresha: AI-assisted analysis on whats-best.ai (dark)

Add ?theme=dark to the image address for dark backgrounds. The badge shows the category and the month of the latest evaluation, and EU-Made where that is the product’s provenance. It never shows a score.

Fresha at a glance

Vendor
Fresha
Headquarters
Not stated on the vendor’s pages as of 3 Nov 2026
Data hosting
Not stated on the vendor’s pages as of 3 Nov 2026
Free plan
Not stated on the vendor’s pages as of 3 Nov 2026
Panel verdict
The AI panel rates Fresha 2.5/5, the mean of 6 judges. Fresha is an appointment scheduling platform whose strength is calendar and availability, where scores cluster at 7-8: two-way sync with Google (Apple and Outlook linked twice, for export and import), a 12-month booking window, notice periods up to 2 weeks, and services bookable only when location, assigned staff and required rooms or equipment are all free. how scores are made
As of
Vendor pages captured 3 Nov 2026; evaluated by the panel 3 Nov 2026. all sources

Fresha alternatives, European ones first →

Read this page as one judge. Each weighs the same scores by what they care about.

The Skeptic

Weighted verdict

Has seen "free forever" booking pages that put the vendor's logo in front of every client, SMS reminders that turn out to be credits sold separately, round-robin and payments locked in the top tier, and calendar sync that reads far more than free and busy. Reads the price list for what scales per seat, the subprocessor list for where the reminders are sent from, and asks how the bookings get out again.

Same scores as the panel view — this lens weights them the way this judge cares.

Scored by The Skeptic

Panel median The Skeptic This judge’s scores over the panel median. Each label opens its reasoning below.
Scores per criterion, in stars out of 5
Criterion Panel median The Skeptic
Booking page & client experience 3 of 5 2 of 5
Calendar sync & availability rules 3.5 of 5 3.5 of 5
Team, staff & location scheduling 3 of 5 3 of 5
Reminders, payments & no-show protection 2 of 5 2 of 5
Integrations, API & data export 1.5 of 5 1.5 of 5
European sovereignty 1.5 of 5 1.5 of 5

Booking page & client experience

How this is scored

What the person booking sees and can do: a booking page with the services or meeting types on offer, their durations and prices, booking questions, an embed or widget for the business's own website, time zones and languages, group or class bookings, and links to reschedule or cancel without calling.

0 — Not a booking product: no page or widget where a customer picks a slot; appointments are entered by staff only.

3 — A booking page or form exists, but the pages say little about how it works: types of appointment, booking questions, embedding and rescheduling are not described.

5 — A booking page with several appointment or service types of their own duration, custom booking questions, and a way to put it on the business's website (link, embed or widget); confirmations carry a link to reschedule or cancel.

8 — In addition: group or class bookings with seat limits, booking pages in several languages with automatic time-zone handling, branding without the vendor's logo, multi-step selection of service, staff member and location, and a booking flow the vendor states is accessible or mobile-optimised.

10 — Booking as a finished storefront: packages, memberships or recurring bookings, intake forms with conditional questions, booking from Google or other directories, a customer account with booking history, and an accessibility statement for the booking pages published.

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The Skeptic

Clients book through a marketplace that runs around the clock, and the help pages describe a real flow: services with variants, add-ons, extra time and advanced durations, team member selection with star ratings and "any female"/"any male" options, availability that checks location, assigned staff and resources, important information shown during booking, and direct bookings through Google search and maps. But custom booking questions, an embed or widget for the business's own website, booking-page languages and group bookings are not described in the captured pages, so this sits below the full package. 3 4 6

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Calendar sync & availability rules

How this is scored

How the product knows when someone is free: two-way sync with Google, Microsoft 365 and Outlook, iCloud or CalDAV, conflict checks across several calendars, working hours and exceptions, buffers, minimum notice and booking windows, daily limits, and rooms or equipment that must be free as well.

0 — No calendar: no availability is kept and no sync with any calendar is offered.

3 — An internal calendar or a one-way export (iCal feed), but no stated two-way sync and few availability rules beyond opening hours.

5 — Two-way sync with Google and Microsoft calendars that blocks booked times, working hours with exceptions, and buffers or minimum notice per appointment type.

8 — In addition: several calendars per person checked for conflicts, iCloud or CalDAV, booking windows and daily or weekly limits, holidays and absences, and resources (rooms, equipment, chairs) that must be free alongside the person.

10 — Availability that runs a multi-site business: per-location and per-resource schedules, capacity rules across staff and rooms, sync behaviour and latency documented, and changes in any connected calendar reflected without double bookings, as stated in the documentation.

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The Skeptic

Two-way sync is documented for Google only — Apple and Outlook calendars must be linked twice, once for export and once for import — but the pages show import privacy options, several calendars per person, imported events appearing as blocked time, and an honestly stated sync delay of up to fifteen minutes. Notice periods and a twelve-month booking window are configurable, and a service only shows as bookable when the location, assigned team member and required rooms or equipment are all free. Working hours, buffers, daily or weekly limits, holidays and absences are not described in the captured pages. 4 5 6

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Team, staff & location scheduling

How this is scored

How bookings are shared out across more than one person: staff profiles and the services each offers, round-robin and collective (all-hands) meetings, routing forms that send a booking to the right person, several locations, roles and permissions for admins and staff, and single sign-on for larger teams.

0 — A single-user tool with no way to add staff or a team.

3 — Several users or staff calendars can be added, but how bookings are distributed among them and who may change what is not described.

5 — Several staff or team members with their own availability, the customer choosing a person or the system assigning one (round-robin or "any available"), and an admin role that manages the team.

8 — In addition: weighted or priority round-robin, collective bookings that need several people at once, routing by form answers, several locations with their own staff, granular roles and permissions, and reporting per staff member.

10 — Scheduling as a team system: SSO and user provisioning (SAML, SCIM), routing that takes ownership from a CRM, managed templates the organisation pushes to every member, audit logs of changes, and distribution fairness reported.

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The Skeptic

Team members are assigned to the services they perform, services and resources are allocated per location with bulk copy across locations, and templated plus custom permission roles cover ten areas including calendar, sales, reports, team and payments and wallet. How bookings are actually distributed is barely addressed: weighted round-robin, collective bookings and routing by form answers are not described in the captured pages — the closest is a client choosing "any female" or "any male" — and per-staff reporting appears only as a permission area and public star ratings. 4 6 7

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Reminders, payments & no-show protection

How this is scored

How the product keeps a booked slot from turning into an empty one: confirmations and reminders by email and SMS, payment or deposit at booking, cancellation and late-cancellation policies, fees for no-shows, waiting lists that refill cancelled slots, and follow-ups after the appointment.

0 — No notifications to the person booking: no confirmation, no reminder.

3 — Email confirmations are sent, but reminders, payments and cancellation rules are not described.

5 — Automatic email reminders with configurable timing, SMS reminders (included or as a paid add-on), and payment at booking through at least one named provider such as Stripe or PayPal.

8 — In addition: deposits or partial prepayment, a cancellation deadline the system enforces, no-show or late-cancellation fees, a waiting list that fills freed slots, and follow-up or review messages after the appointment.

10 — No-show protection as a measured process: no-show rates reported, card-on-file or pre-authorisation charged by policy, reminder channels per customer (email, SMS, messenger), refunds and vouchers handled in the product, and the cancellation and payment terms shown to the customer configurable per service.

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The Skeptic

The documented protections are a configurable online cancellation and rescheduling deadline, email notifications to team members or chosen addresses when appointments change, and a "Payments and wallet" permission area with a passing mention of a payment policy. Reminders to the person booking by email or SMS, deposits or payment at booking through a named provider, no-show or late-cancellation fees, waiting lists and follow-ups are not described in the captured pages. 4 7

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Integrations, API & data export

How this is scored

What the product connects to and how the data gets out again: video-meeting links (Zoom, Teams, Google Meet), CRM and marketing tools, automation platforms (Zapier, Make), a documented API and webhooks, website and app-store integrations, and an export of bookings and customer records.

0 — No integrations and no export; bookings stay in the product.

3 — A few named integrations or an export of bookings, but no API or webhooks described.

5 — Video-meeting links created automatically for at least one named tool, a connection to an automation platform or a few named CRM or marketing tools, and an export of bookings or customers.

8 — In addition: a documented public API and webhooks, native CRM integrations named (HubSpot, Salesforce or similar), an integrations directory, and a full export of bookings, customers and booking-form answers.

10 — Built to be connected and left: an API covering every object with its documentation and rate limits published, embeddable components or an SDK, a self-hosting or open-source option or a stated migration path, and the complete account data exportable in a documented format.

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The Skeptic

The captured pages name Reserve with Google for direct bookings through Google search and maps, the Google, Apple and Outlook calendar connections, and a mobile app. We found no public information on an API, webhooks, automation platforms, CRM or marketing tools, or any export of bookings and customer records on these pages. 3 5

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where booking and customer data is hosted, and who the subprocessors are: hosting, the SMS gateway, email delivery, payment providers, video tools and analytics. Independently sourced by the sovereignty pipeline; booking data names who sees a doctor, a lawyer or a therapist and when, so the whole chain counts, not only the database.

0 — Non-EU vendor and contracting entity, no data processing agreement offered, and neither hosting location nor subprocessors stated.

3 — A privacy policy and a data processing agreement exist, but the vendor and hosting are outside the EU (or hosting is unstated) and subprocessors are not listed.

5 — A data processing agreement and a subprocessor list are published, and either EU hosting or an EU contracting entity is stated, while parts of the chain (SMS, email, analytics, support) run through non-EU providers.

8 — EU contracting entity and EU hosting on named infrastructure, subprocessors listed with their locations, a data processing agreement published, and security certifications (ISO 27001, SOC 2) stated.

10 — Sovereign end to end and evidenced: European ownership, entity, hosting and every subprocessor including SMS and email, data export and deletion documented, and certifications published with their scope rather than implied.

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The Skeptic

The legal notice names Fresha.com SV Ireland Ltd. in Dublin with an Irish register number and VAT ID, which puts the stated contracting entity in the EU. Beyond that letterhead the chain is dark: the captured pages say nothing about where booking and customer data is hosted, the subprocessors behind SMS, email or payments, or a data processing agreement — and booking data in this category names who visits whom and when. 2

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Pricing transparency not rated — the vendor publishes no price

How this is scored

Whether a buyer can compute the real annual cost from public pages alone: price per user, staff member, location or calendar, what the free plan covers, which features (SMS reminders, payments, round-robin, SSO, branding removal) sit in which tier, the cost of SMS credits and payment fees, setup and minimum term.

0 — No public prices at all; every customer is a sales call.

3 — A starting price or a free plan is published, but what scales the cost (users, staff, bookings, SMS) and what each tier includes is unclear.

5 — Tiers are public with their prices per user, staff member or location and their main features, while at least one commonly needed piece (SMS credits, payment fees, an enterprise tier) is unpriced or "on request".

8 — Every tier priced publicly with its scaling unit, add-ons and SMS credits priced, monthly and annual prices both shown, and VAT treatment and minimum term stated.

10 — Complete price computability: annual cost derivable for a given team size, location count and SMS volume, with every add-on, setup, support and payment fee and the cancellation and data-return terms published.

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The Skeptic not rated — no public information

We found no public information on pricing in the captured pages: no tiers, no per-seat or per-location figures, no free-plan scope, and no SMS-credit or payment-fee costs anywhere. The homepage we read carries usage figures — 1 billion+ appointments, 120+ countries — but not a single price, so no annual cost can be computed from these pages. 1 4

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European sovereignty — proven facts

0 of 6 dimensions proven

Built only from facts shown on the vendor's own pages. A dimension we could not prove is left open, not scored as zero.

Hosting location Not determined — uncited Report an error
Hosting options Not determined — uncited Report an error
Open source Not determined — uncited Report an error
Data processing agreement Not determined — uncited Report an error
Transfer impact assessment Not determined — uncited Report an error

Questions about Fresha

Is Fresha European?

Not determined: the vendor’s pages as captured do not say where Fresha is based.

Where does Fresha store data?

Not stated on the vendor’s pages as of 3 Nov 2026.

Does Fresha have a free plan?

Not stated on the vendor’s pages as of 3 Nov 2026.

What are the best alternatives to Fresha?

As of 3 Nov 2026, the panel rates zeeg (3.5/5), YouCanBookMe (3.5/5) and SimplyBook.me (3.5/5) highest among the other 18 Appointment Scheduling products evaluated. Ratings that look equal are rounded to half stars; the order uses the unrounded rating, then the name. The highest-rated European alternative is zeeg (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Fresha alternatives.

Where this could be wrong

What we left out

A claim that does not survive our checks costs us the claim, not the page. This is what was taken off this one.

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Sources (7)

The pages every claim on this page was read from — each one checked, dated, and kept verifiable.

  1. 1 Vendor page www.fresha.com Checked 3 Nov 2026 Details →
  2. 2 Legal notice — found from the homepage www.fresha.com Checked 3 Nov 2026 Details →
  3. 3 Booking page & client experience — found from sitemap www.fresha.com Checked 3 Nov 2026 Details →
  4. 4 Booking page & client experience — found from sitemap www.fresha.com Checked 3 Nov 2026 Details →
  5. 5 Calendar sync & availability rules — found from sitemap www.fresha.com Checked 3 Nov 2026 Details →
  6. 6 Calendar sync & availability rules — found from sitemap www.fresha.com Checked 3 Nov 2026 Details →
  7. 7 Team, staff & location scheduling — found from sitemap www.fresha.com Checked 3 Nov 2026 Details →