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Event Registration & Ticketing

Luma

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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 Luma Labs, Inc. · luma.com

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Luma: AI-assisted analysis on whats-best.ai Luma: 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.

Luma at a glance

Vendor
Luma Labs, Inc.
Headquarters
Not stated on the vendor’s pages as of 29 Oct 2026
Data hosting
Default not stated; pages mention United States source, captured 29 Oct 2026
Free plan
Not stated on the vendor’s pages as of 29 Oct 2026
Panel verdict
The AI panel rates Luma 2.5/5, the mean of 6 judges. Luma is an event registration and ticketing platform from Luma Labs, Inc., a Delaware C corporation in San Francisco. how scores are made
As of
Vendor pages captured 29 Oct 2026; evaluated by the panel 30 Oct 2026. all sources

Luma alternatives, European ones first →

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

The Venue Promoter

Weighted verdict

Books bands and DJs into a 250-capacity club, four nights a week, and pays the artists their guarantee before the show. Needs the ticket money before the event rather than three weeks after, a fee that buyers pay on top of a twelve-euro ticket, a door app two volunteers can run on their phones without signal in the basement, and the buyers of last month's show on a list the club can mail, not the platform.

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

Scored by The Venue Promoter

Panel median The Venue Promoter 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 Venue Promoter
Ticket shop, checkout & registration 2 of 5 2 of 5
Payments, payouts, fees & refunds 3 of 5 2.5 of 5
VAT, invoices & accounting handoff 2.5 of 5 2.5 of 5
Check-in, badges & on-site sales 2.5 of 5 2.5 of 5
Attendee data & the customer relationship 2.5 of 5 2.5 of 5
European sovereignty 2 of 5 2 of 5
Pricing transparency 2.5 of 5 2.5 of 5

Ticket shop, checkout & registration

How this is scored

How a ticket or a registration is sold: ticket types and categories, member and early-bird prices, discount codes, bundles and add-ons, a shop embeddable on the organiser's own website or under its own domain, custom questions per ticket and per attendee, group and company bookings, capacity limits and waiting lists, reserved seating with a seating plan, recurring dates and course series, several languages, and an accessible mobile checkout.

0 — Not a ticketing or registration tool; tickets cannot be sold and registrations cannot be taken in the product.

3 — An event page on the platform with a few ticket types and a fixed sign-up form; embedding, custom questions, capacity rules or seating are basic or not described.

5 — Several ticket types with prices, quotas and sale periods, discount codes, custom questions per attendee, a shop embeddable on the organiser's website as a widget or link, capacity limits with a waiting list, and a checkout that works on a phone.

8 — A white-label shop under the organiser's own domain and design, reserved seating with a seating-plan editor, add-ons and bundles, group and company bookings with several attendees per order, conditional questions, member prices by code or login, recurring dates and course series, several languages, and the checkout's accessibility stated.

10 — A shop that fits any event: multi-event and season tickets, timed entry and seat holds, a checkout that the organiser can extend (API, custom fields synced to a CRM), an accessibility conformance statement (WCAG level named), and the conversion and drop-off of the checkout reported to the organiser.

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The Venue Promoter

The pricing page shows ticket types, group purchasing and coupons, registration can require approval or token gating, and the check-in help confirms guests answer registration questions — enough structure to sell a night of tiered tickets. We found no public information on quotas or sale windows, waiting lists, a seating plan, or a shop under the club's own domain beyond a 'Custom URL for event pages' on the paid plan; a help page about embedding Luma on a website was captured but adds no detail we could confirm. Fine for standing room, unproven for anything reserved. 6 3

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Payments, payouts, fees & refunds

How this is scored

How the money moves: payment methods offered to buyers (cards, PayPal, SEPA direct debit, invoice, local methods), whether the organiser connects its own payment account or the platform collects as merchant of record, when the revenue is paid out (continuously, before the event, or after it), the per-ticket and payment fees and whether they can be passed on to the buyer, refunds of single tickets and of a cancelled event, ticket transfer and resale, and chargebacks.

0 — No payment of any kind; the product only collects free registrations.

3 — Online card payment through the platform; payout timing, fee model, refunds or buyer-paid fees are basic or not described.

5 — Several payment methods including cards and PayPal or SEPA, the fee per ticket stated with the option to pass it to the buyer, the payout schedule stated, and refunds of single orders and of a cancelled event issued from the product.

8 — A choice between the organiser's own payment account (Stripe, PayPal, Mollie or similar) and platform collection, payouts before the event stated with their conditions, invoice and bank transfer for business buyers, partial refunds and refund policies set per event, ticket transfer or resale by buyers, and chargeback handling explained.

10 — Full control of the money: the merchant of record named for each set-up, payout timing and any reserve held published, every fee itemised per order, refunds, transfers and resale with the organiser's rules enforced, and the cancellation process for an event documented end to end.

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The Venue Promoter

The money side reads well for a club that pays guarantees before doors: cards, Apple Pay and Google Pay plus regional methods like iDEAL, a '5% platform fee' on the free plan or '0%' on the paid one, fees 'automatically deducted from each transaction as it occurs', and a rolling payout schedule 'typically sent on the next business day or shortly after' that is 'managed in Stripe, not Luma' — cash arriving around the show, not three weeks after. But the captured pages state 'the price you set is exactly what guests see and pay', so the fee stays on my side of a twelve-euro ticket and no buyer-pays option is described. We found no public information on refunding single orders or a cancelled night, ticket transfer, resale or chargebacks. 5 6 4

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VAT, invoices & accounting handoff

How this is scored

How ticket revenue reaches the books correctly: the VAT rate set per ticket or product (reduced rates for concerts and culture, exemptions for education and seminars), gross and net prices shown, invoices to buyers in the organiser's name with consecutive numbers, business buyers with company name and VAT ID, reverse charge for cross-border events, cancellation invoices and credit notes, the platform's own fee invoice, e-invoicing, and exports to DATEV or named accounting systems.

0 — No receipts or invoices; the organiser has to produce every invoice outside the product.

3 — An order confirmation or simple receipt per booking; VAT rates, invoices in the organiser's name, business buyers or accounting exports are basic or not described.

5 — VAT rate configurable per ticket, invoices generated in the organiser's name with its tax details and consecutive numbers, company name and address captured for business buyers, cancellation invoices on refund, and a sales export as CSV or to at least one named accounting system.

8 — Several VAT rates in one order, net prices for business buyers, VAT IDs validated and reverse charge applied, e-invoices (XRechnung or ZUGFeRD) for public and business buyers, a DATEV export with booking data, the platform's fee invoice separated from ticket revenue, and whether the platform sells as agent or in its own name stated.

10 — Tax handled per country: VAT rules for events in several EU countries documented with the place of supply, invoices and credit notes stated as compliant with national invoice law, a reconciliation of payouts, fees and ticket revenue per event, and a GoBD-compliant archive or audit export.

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The Venue Promoter

Guests can download a receipt or invoice carrying my business name, address and VAT number, numbered automatically from an unbroken series where the Stripe country requires it, and I can generate a monthly invoice for platform fees 'for example, for bookkeeping or VAT purposes', alongside CSV exports that itemise tax per transaction. Tax configuration sits on the paid plan and a different rate per event sits behind Luma Enterprise, the pages put tax collection and payment on the host, and they state plainly 'We do not provide European VAT numbers'. We found no public information on reverse charge, e-invoicing, or an export to a named accounting system such as DATEV. 4 5 6

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Check-in, badges & on-site sales

How this is scored

What happens at the door: a check-in app that scans tickets on phones or scanners, offline scanning and several devices at once, entrances and time slots, check-in lists by name, badge printing with attendee data and QR code, box office and on-site sales with card terminals, walk-in registration, session and room check-in at conferences, attendance certificates, and live attendance figures.

0 — No check-in; tickets cannot be validated at the event.

3 — Tickets with a QR code and a guest list to tick off by hand or in a simple app; offline use, several devices, badges or on-site sales are basic or not described.

5 — A free check-in app for iOS and Android that scans tickets on several devices at once, works offline and syncs, a searchable guest list, and live check-in numbers in the dashboard.

8 — Badge printing with attendee data and QR codes, access rules per entrance, session or day, box office sales on site with a named card terminal, walk-in registration, dedicated scanner hardware supported or rented, and attendance certificates for courses.

10 — On-site operations at scale: self-service kiosks or turnstile integration, session check-in feeding continuing-education credits, cashless or on-site payments reconciled with online sales, and the hardware, offline limits and failover documented.

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The Venue Promoter

This is the page I care about most and it mostly holds up: check-in apps on iOS and Android, Express Mode that checks a guest in the instant their QR code scans, a searchable guest list for manual check-ins, 'Not Valid' feedback with multi-ticket selection, hardware scanners for high-volume events, and a limited check-in staff role I could hand my two door volunteers that shows name, ticket type, amount paid and question answers without event-management powers — though that role 'requires Luma Plus'. The offline claim covers the guest's wallet pass, not the scanner; we found no public information on the scanning app itself running without signal in a basement and syncing later. Badges, a box office with a card terminal and walk-up registration go unmentioned in everything we captured. 3

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Attendee data & the customer relationship

How this is scored

Who the ticket buyer belongs to: whether the organiser is the controller of attendee data and the platform its processor, or the platform a controller in its own right; whether buyers must create an account on the platform; whether the platform markets other events to the organiser's buyers or lists the event on its own marketplace; consent for the organiser's newsletter collected in the checkout; messages to attendees; attendee data exportable at any time; and deletion and anonymisation after the event.

0 — The organiser receives no attendee data at all; the platform keeps the buyer relationship entirely.

3 — A guest list visible to the organiser; who is controller, the platform's own marketing to buyers, export or deletion are basic or not described.

5 — Attendee data exportable by the organiser at any time, the organiser named as controller with a data processing agreement offered, buyers able to book without a platform account, newsletter consent for the organiser collectable in the checkout, and messages to attendees from the product.

8 — A white-label set-up in which buyers see only the organiser, the platform stated not to market other events to the organiser's buyers (or the opt-out explained), the platform's marketplace listing optional, deletion and anonymisation of attendee data after the event configurable, and attendee data synced to a named CRM or via API and webhooks.

10 — The organiser owns the relationship and can prove it: the controller and processor roles documented for every data flow, no platform account or platform marketing by default, retention set per event and enforced, and a complete export of orders, attendees and answers that a successor tool can import.

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The Venue Promoter

The privacy policy says attendee data is shared with the event host, export and deletion are self-serve on standard plans, CSV export is a listed feature, and I can blast and remind guests by email, SMS, push notification and WhatsApp — so last month's buyer list is mine to mail. But Luma is also built as a social site where visitors follow calendars and submit events, and we found no public information on who is named controller, whether a buyer can book without a Luma account, newsletter consent at checkout, or whether the platform markets other events to my crowd. A GDPR data processing addendum is published, which is a real start. 7 8 6 10

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European sovereignty

How this is scored

Who the contracting entity and the parent company are, where attendee, order and payment data are hosted, and who the subprocessors are (hosting, payment providers, email delivery, analytics, support). Independently sourced by the sovereignty pipeline; attendee lists show who goes where and when, and a conference list holds names, employers and dietary or accessibility answers, so the whole chain counts, not only the database.

0 — Non-EU vendor and contracting entity, hosting unstated, subprocessors unnamed, and no data processing agreement offered.

3 — A privacy policy and a data processing agreement exist, but hosting location is unstated or non-EU and the subprocessors are not listed.

5 — EU hosting available and an EU contracting entity or EU representative, but parts of the chain (payments, email, analytics, support) run through non-EU providers without a stated safeguard.

8 — EU hosting on named infrastructure, EU contracting entity, 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, a self-hosted or on-premises option or data export and deletion documented, and certifications published with their scope rather than implied.

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The Venue Promoter

To its credit, a subprocessor list, a GDPR-scoped data processing addendum and SOC 2 Type II and SOC 3 reports are published, with Stripe and Google services named in the chain. Even so, my door list — who came to my club on which night — has no European home on these pages, and no EU entity or representative appears in anything we captured. 8 4 7

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Pricing transparency

How this is scored

Whether an organiser can compute the real cost of an event from public pages alone: the fee per ticket or per registration (fixed, percentage or both), payment processing fees, whether fees are charged to the organiser or added to the buyer's price, free events, subscriptions or credit packs, payout and refund fees, add-ons (seating, white label, badges, box office), hardware rental, minimums and term, and VAT on the fees.

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

3 — A starting price or "free for free events" exists, but the fee for paid tickets, payment fees or who pays them is unclear.

5 — The fee per ticket and the payment processing fees are public with the main inclusions, but at least one commonly needed piece (refund fees, white label, seating, box office, hardware) is unpriced or "on request".

8 — Every fee published with its rule (per ticket, percentage, cap), the share paid by buyer and organiser stated, add-ons and hardware priced, payout and refund fees listed, and VAT treatment of the fees stated.

10 — Complete price computability: the cost of an event derivable for a given ticket price, ticket count and payment mix, with every add-on, hardware, support and payout fee and the cancellation and data-return terms published.

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The Venue Promoter

I can budget a season from public pages alone: free with 'unlimited events and guests' but a '5% platform fee for paid events', or '$59' per month billed annually with '0%' platform fee, admin seats and weekly invite limits stated per plan, and fees deducted per transaction. The tax page pins 'the price you set is exactly what guests see and pay', so the fee stays on my side and no buyer surcharge is described, while the Stripe processing rate, refund or payout fees, and per-event tax rates (Enterprise, by email) go unstated or behind a contact address. Enough to plan from, not enough to price a night to the cent. 6 5 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 ⚠ unverified — 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 ⚠ unverified — uncited Report an error
Transfer impact assessment Not determined — uncited Report an error

Questions about Luma

Is Luma European?

No. whats-best.ai classifies Luma as Rest of world.

Where does Luma store data?

The default storage location for customer data is not stated on the vendor’s pages as of 29 Oct 2026. The vendor’s pages mention United States as hosting location, per the vendor’s page captured 29 Oct 2026.

Does Luma have a free plan?

Not stated on the vendor’s pages as of 29 Oct 2026.

What are the best alternatives to Luma?

As of 3 Nov 2026, the panel rates pretix (3/5), Converia (3/5) and doo (3/5) highest among the other 13 Event Registration & Ticketing 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 pretix (EU-Made). Ratings are the AI panel’s opinion, formed from public evidence: how scores are made. The full list, with European products first: Luma 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.

Do you know more about Luma? Tell us Report an error on this page

Sources (12)

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

  1. 1 Vendor homepage luma.com Checked 29 Oct 2026 Details →
  2. 2 Help article (embedding) help.luma.com Checked 29 Oct 2026 Details →
  3. 3 Help article (check-in) help.luma.com Checked 29 Oct 2026 Details →
  4. 4 Help article (taxes and VAT) help.luma.com Checked 29 Oct 2026 Details →
  5. 5 Help article (payouts) help.luma.com Checked 29 Oct 2026 Details →
  6. 6 Pricing page luma.com Checked 29 Oct 2026 Details →
  7. 7 Privacy policy luma.com Checked 29 Oct 2026 Details →
  8. 8 Data protection / gdpr page help.luma.com Checked 29 Oct 2026 Details →
  9. 9 Ticket shop, checkout & registration — found from sitemap luma.com Checked 29 Oct 2026 Details →
  10. 10 Ticket shop, checkout & registration — found from sitemap luma.com Checked 29 Oct 2026 Details →
  11. 11 Attendee data & the customer relationship — found from sitemap luma.com Checked 29 Oct 2026 Details →
  12. 12 Attendee data & the customer relationship — found from sitemap luma.com Checked 29 Oct 2026 Details →