--- title: "AB Tasty Alternative: RightMessage After the Wingify Merger" description: "AB Tasty and VWO have merged into Wingify. Compare RightMessage and AB Tasty on audience personalization, holdbacks, published pricing and what the merger means for your renewal." canonical: "https://rightmessage.com/compare-to/ab-tasty-vs-rightmessage" last-updated: 2026-10-26 --- # The AB Tasty alternative for teams that want each audience to see the right page. AB Tasty and VWO have combined into Wingify, an optimization suite sold by demo and custom quote. If what you actually used AB Tasty for was showing different visitors a better headline or offer, RightMessage does that on the site you already run, with a holdback on every campaign and prices you can read on our pricing page. [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true) RightMessagevsAB Tasty TL;DR ## The short version DimensionRightMessageAB Tasty What it is RightMessageWebsite personalization with A/B testing built in, for marketing teams and agencies. AB TastyNow part of Wingify, which sells experimentation, personalization, analytics, feature management, commerce and engagement as separate products. What changes on your site RightMessageHeadlines, copy, calls to action, images and sections for each audience, plus on-site quizzes, surveys and offers. Page changes start on Scale. AB TastyVariations and experiences built in Wingify's visual and code editors, plus widgets. Where audiences come from RightMessageAd and UTM context, referrers, pages viewed, quiz and survey answers, and your email platform or CRM once someone's identified. AB TastyURL, device, traffic source, UTM, geo, behavior and custom attributes, with more conditions on higher plans. Measuring personalization RightMessageA holdback on every campaign from Scale, 10% of visitors by default. AB TastyA holdback control group for personalization needs the Enterprise Web Experimentation plan as well as a Personalization subscription. Who it's for RightMessageMarketing teams, paid-traffic teams and agencies who want each audience to see the right message. AB TastyGrowth, product, marketing and ecommerce teams running a broad optimization program. Starting price RightMessagePersonalization on Scale, $249/mo, or $199/mo billed annually. A/B tests on Pro, $499/mo, or $399/mo billed annually. AB TastyNo public prices. Vendr reports a median of $66,500 a year for AB Tasty. Or ask an AI to help you choose: - - - [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true) Success story > “RightMessage has made it possible to personalize our website content based on who's actually visiting, whether that's a cargo owner looking to ship or a driver interested in partnering with the platform, *without building separate landing pages manually for each audience.*” M**Muhammed A.**Technical Project Manager, G2 reviewer The complete comparison ## AB Tasty is now part of Wingify On January 20, 2026, VWO and AB Tasty [announced they were combining](https://vwo.com/news/vwo-and-ab-tasty-combine/), backed by Everstone Capital, with more than $100 million in annual revenue and more than 4,000 customers. VWO's co-founder Sparsh Gupta runs the combined company. Its site, [wingify.com](https://wingify.com/), now says AB Tasty and VWO have united. The companies [said](https://wingify.com/blog/vwo-and-ab-tasty-join-forces/) existing contracts, pricing, service levels and support stay unchanged. They haven't said which product your account will run on once the platforms are combined. Ask before you renew. ![Four page outlines labeled YOUR SITE stay as they are except for one orange headline on a single page, marked ONE CHANGE](https://rightmessage.com/_next/image?url=%2Fcompare%2Fillustrations%2Fone-campaign-setup.webp\&w=3840\&q=75) ## Personalize around the visitor, not the experiment AB Tasty grew up as a testing tool. You pick a page, build variations and split the traffic. We start from the visitor. Someone clicks an ad about agencies, tells you what kind of work they do, or turns out to be an existing customer in your CRM, and RightMessage changes the headline, proof and call to action to match. That answer sticks, so the next page they visit can use it too. Quizzes, surveys and on-site CTAs are on every plan. Using answers to change your pages starts on Scale. 1. A visitor answers one question ![Example landing page asking what kind of work the visitor's team does, with agency, software, coaching and ecommerce answers](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fmarketing-quiz-question.light.webp\&w=3840\&q=90)![Example landing page asking what kind of work the visitor's team does, with agency, software, coaching and ecommerce answers](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fmarketing-quiz-question.dark.webp\&w=3840\&q=90) 2. The page changes to match ![The same landing page after an agency answer, with the headline rewritten for agencies and a tour offer for teams like theirs](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fmarketing-quiz-answered.light.webp\&w=3840\&q=90)![The same landing page after an agency answer, with the headline rewritten for agencies and a tour offer for teams like theirs](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fmarketing-quiz-answered.dark.webp\&w=3840\&q=90) An example landing page in our demo setup. ## A holdback on every campaign, not just enterprise ones Personalization is only worth paying for if you can show it helped. Every RightMessage campaign keeps a holdback: a share of matching visitors who still see your original page. New campaigns start at 10%, and it starts on Scale. On [Wingify's pricing page](https://wingify.com/pricing/), a holdback control group for personalization is available only with the Enterprise plan of Web Experimentation and Rollouts, on top of a Personalization subscription. On Pro, we also let you A/B test the page or each audience's changes, with a plain verdict each week. ![Campaign holdback card comparing personalized visitors with held-back visitors, with the likely range of the difference by week](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Ftesting-holdback-card.light.webp\&w=3840\&q=90)![Campaign holdback card comparing personalized visitors with held-back visitors, with the likely range of the difference by week](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Ftesting-holdback-card.dark.webp\&w=3840\&q=90) Example data from our demo project. This campaign holds back 20% of visitors. New campaigns start at 10%. ## Where AB Tasty and Wingify go further Wingify runs split URL, multivariate and bandit tests, and we don't. It sells feature flags and server-side experiments, heatmaps and session recordings, product search and recommendations, and browser push notifications, all on one customer profile. Its AI layer, Wingz, proposes tests and picks content. If you're running a full optimization program across product and marketing, that's a lot of useful machinery, and we cover a small part of it. We focus on pages and audiences, and send every version to GA4, Google Tag Manager or PostHog so the analysis lives where your team already works. ![Analytics tools settings with switches to send RightMessage events to Google Analytics, Fathom, PostHog and Google Tag Manager](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fintegrations-analytics-apps.light.webp\&w=3840\&q=90)![Analytics tools settings with switches to send RightMessage events to Google Analytics, Fathom, PostHog and Google Tag Manager](https://rightmessage.com/_next/image?url=%2Fhelp%2Fscreens%2Fintegrations-analytics-apps.dark.webp\&w=3840\&q=90) ## A price that doesn't grow with your traffic Wingify doesn't publish prices. Every plan on its [pricing page](https://wingify.com/pricing/) says “Schedule a Demo.” [Vendr reports](https://www.vendr.com/marketplace/ab-tasty) a median of $66,500 a year for AB Tasty, and describes its pricing as based on traffic. Ours are on our [pricing page](https://rightmessage.com/pricing). You pay per project, so more visitors don't cost more. Personalization starts on Scale at $249/mo, or $199/mo billed annually, and A/B tests are on Pro at $499/mo, or $399/mo billed annually. Try one audience with a holdback before your renewal call. ![Bars labeled TRAFFIC climb from left to right while an orange line marked YOUR PRICE stays flat across all of them](https://rightmessage.com/_next/image?url=%2Fcompare%2Fillustrations%2Fflat-project-pricing.webp\&w=3840\&q=75) > “I’ve seen jaws drop when I show companies this tool.” **Marc Thomas**Founder, Positive Human & TinySeed SaaS Institute Coach Not sure yet? ## Which one fits your job? RightMessage ### Pick RightMessage if you mainly want each audience to see the right page. - You want ad clicks, quiz answers and CRM data to change what each visitor sees. - You want a holdback on every campaign without an enterprise testing plan. - You want a plain verdict once a week, without running a statistics program. - You want prices you can see, and a 14-day trial with no card. That's marketing teams, paid-traffic teams and the agencies that run their sites. AB Tasty ### Pick Wingify if you're running a full optimization program. - You need split URL, multivariate, bandit or server-side tests. - You want heatmaps, session recordings, feature flags or product recommendations in the same suite. - You need mutually exclusive groups, guardrail metrics or self-hosting. If that's the program you're building, Wingify covers far more of it than we do. [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true) In-depth comparison ## Everything side by side ### Category and company FeatureRightMessageAB Tasty What it is RightMessageWebsite personalization with built-in A/B testing AB TastyAn optimization suite: experimentation, personalization, analytics, feature management, commerce and engagement Company RightMessageRightMessage AB Tasty[Wingify](https://wingify.com/), formed when [VWO and AB Tasty combined](https://vwo.com/news/vwo-and-ab-tasty-combine/) in 2026 What happens to existing contracts RightMessageNot applicable AB TastyUnchanged for now, [according to Wingify](https://wingify.com/blog/vwo-and-ab-tasty-join-forces/) ### Personalization FeatureRightMessageAB Tasty Audiences from RightMessageAd and UTM context, pages viewed, referrers, quiz and survey answers, and email platform or CRM data after someone is identified AB TastyURL, device, traffic source, UTM, geo, weather, behavior and custom attributes, with advanced conditions on higher plans Quizzes and surveys on your site RightMessageYes, on every plan AB TastySurveys sold in its analytics suite ### Testing and measurement FeatureRightMessageAB Tasty Holdback for personalization RightMessageEvery campaign, 10% by default, on Scale and Pro AB TastyNeeds the Enterprise Web Experimentation plan plus a Personalization subscription Test types RightMessageA/B tests of whole versions, up to 4, on the page or inside an audience AB TastyA/B, split URL, multivariate from Pro, and multi-armed bandits Statistics RightMessageWeekly checks with a likely range and no p-values AB TastyA Bayesian reporting dashboard, with fixed horizon and sequential options Server-side and feature flags RightMessageNo AB TastyYes, through its SDKs ### Pricing and plans FeatureRightMessageAB Tasty Public pricing RightMessageYes, per project, with no fees for visitors or contacts AB TastyNo. Growth, Pro and Enterprise all say Schedule a Demo What buyers report paying RightMessageThe published plan price AB TastyA median of $66,500 a year for AB Tasty, per Vendr How to start RightMessageA 14-day trial with every Pro feature and no card AB TastyA 30-day free trial with no card, or a demo ### Sources We checked these on October 26, 2026. Prices last checked October 26, 2026. - [VWO: VWO and AB Tasty combine (January 20, 2026)](https://vwo.com/news/vwo-and-ab-tasty-combine/) - [Wingify: VWO and AB Tasty, a new chapter](https://wingify.com/blog/vwo-and-ab-tasty-join-forces/) - [TechCrunch: Everstone combines Wingify and AB Tasty (January 20, 2026)](https://techcrunch.com/2026/01/20/everstone-combines-wingify-and-ab-tasty-for-100m-digital-experience-optimization-platform/) - [Wingify: Homepage](https://wingify.com/) - [Wingify: Pricing](https://wingify.com/pricing/) - [Vendr: AB Tasty pricing data](https://www.vendr.com/marketplace/ab-tasty) - [RightMessage: Website personalization](https://rightmessage.com/website-personalization) - [RightMessage: Pricing](https://rightmessage.com/pricing) - [RightMessage help: A/B testing your website personalization](https://rightmessage.com/help/a-b-testing-your-website-personalization) ## Frequently asked questions Did AB Tasty merge with VWO?+ Yes. VWO and AB Tasty announced on January 20, 2026 that they were combining, backed by Everstone Capital, with more than $100 million in annual revenue and more than 4,000 customers. The combined company is called Wingify, and its site says AB Tasty and VWO have united. Does the merger change my AB Tasty contract?+ Not for now. Wingify said existing client relationships, contracts, pricing, service levels and support remain unchanged. It hasn't said what happens at renewal or which product your account will run on later, so ask your account team in writing. What kind of AB Tasty alternative is RightMessage?+ RightMessage is website personalization with A/B testing built in. It's for marketing teams and agencies that want ad context, on-site answers and email platform or CRM data to change what each visitor sees, measured against a holdback. We don't run split URL, multivariate, bandit or server-side tests. How does AB Tasty pricing compare with RightMessage?+ Wingify doesn't publish prices. Every plan on its pricing page says "Schedule a Demo." Vendr reports a median of $66,500 a year for AB Tasty. Grow $99, Scale $249, or Pro $499 per month, or $79, $199, or $399 per month billed annually. The plans have no per-visitor or contact fees. Website personalization and holdback measurement start on Scale, and page and audience A/B tests are on Pro. Lead alerts are an optional add-on on every plan, priced by alerted leads from $49 a month for 50 ($39 a month billed annually), with 1,000 a month included on Pro. Prices last checked October 26, 2026. Can I keep AB Tasty running while I try RightMessage?+ Yes. Add our script, pick one audience on one page, and run it with a holdback during the 14-day trial. Turn off the matching AB Tasty campaign on that page first so the two don't change the same elements. Can an agency move client sites off AB Tasty?+ Yes. Each client site is its own project, priced per project rather than by traffic. Agency accounts get a branded signup link for clients, and you open each client's project from your own account. ## Ready to make your site use what visitors already told you? Try RightMessage free for 14 days with every Pro feature and no card, or book a demo and we'll walk through your first campaign. [Book a demo](https://rightmessage.com/demo)[Start a 14-day trial](https://app.rightmessage.com/register?nocc=true)