What is Ghost?
Ghost is an open source publishing platform that combines a website, an email newsletter and paid memberships in one system. Publishers, creators and businesses use it to post articles, deliver them by email and charge readers for premium content. Ghost was started in 2013 by John O'Nolan and Hannah Wolfe and is run by the Ghost Foundation, a non-profit that its constitution says can never be bought or sold.
You can self-host the free core software or pay for Ghost(Pro), the managed hosting service that funds development. Ghost(Pro) plans range from Starter for personal sites to Business and Custom for larger publications. Ghost takes 0% of member payments, which run through Stripe. The platform includes themes, a rich editor, member tiers, offers and built-in analytics, and it connects to many tools through its integrations library.
Ghost at a glance
How does Ghost work?
- Choose hosting
Start a Ghost(Pro) trial for a managed site, or install the open source software on your own server.
- Pick a theme
Select a free or marketplace theme, or build a custom design, and connect your domain.
- Publish and email
Write posts in the editor and send each one to members as a newsletter when it goes live.
- Set up memberships
Add sign-up forms, create free and paid tiers, and connect Stripe to collect payments.
- Grow and measure
Use offers, segmented newsletters and native analytics to see what content brings in readers.
Ghost key features
Newsletters
Send posts by email, with multiple newsletters and audience segments on higher plans.
Memberships and paid subscriptions
Offer free and premium tiers billed monthly or yearly, with 0% Ghost transaction fees.
Rich editor
Write with dynamic cards for galleries, video, audio, products and downloadable files.
Themes
Choose from many marketplace themes or build a fully custom design.
Offers and tips
Run discounts and promotions, and accept tips or donations on Publisher and above.
Native analytics
See which posts perform best and who the most engaged members are.
Admin API and webhooks
Connect Ghost to Zapier, n8n and custom apps on Publisher and higher plans.
Why use Ghost?
- Ghost takes no cut of member revenue, so publishers keep more of what they earn.
- The open source core means you can self-host and are never locked into one provider.
- A website, newsletter and membership system come together, so fewer tools are needed.
- The non-profit structure means the company cannot be sold to an owner who changes direction.
- Themes and the Admin API give strong control over design and integrations.
Who is Ghost best for?
A good fit for
- Independent journalists and media publications
- Creators running paid membership sites
- Businesses that want a fast blog with a built-in newsletter
- Developers who want an open source, self-hostable platform
Less suited to
- Users who need advanced marketing automation and complex email flows
- Starter plan users who want paid subscriptions, which need Publisher or higher
- People who do not want to manage a server but need low-cost self-hosting
Ghost pricing
| Pricing model | Subscription |
|---|---|
| Free plan | No |
| Free trial | Free trial (length not stated) |
| Starting price | $18/month billed yearly (Starter) |
Starter covers 1,000 members and one staff user without paid subscriptions. Publisher at $29/month billed yearly adds paid memberships, custom themes and integrations, Business costs $199/month, and Custom is priced by sales. Self-hosting the open source software is free.
Prices checked October 2026. Vendors change plans often, so confirm on the official Ghost pricing page before you buy.
Ghost pros and cons
Pros
- 0% Ghost fee on membership revenue
- Open source and self-hostable
- Clean editor and strong theme options
- Website, newsletter and memberships in one system
Cons
- Paid subscriptions are not available on the cheapest plan
- Email automation is basic compared with marketing platforms
- Self-hosting requires technical skills
Ghost integrations and platforms
Works with
Available on
Ghost alternatives
See the full shortlist in Best Newsletter Platforms.
Ghost FAQ
Is Ghost free?
The Ghost software is free and open source, so you can self-host it at no license cost. The managed Ghost(Pro) service is paid, starting at $18 per month billed yearly for the Starter plan. Ghost(Pro) offers a free trial. Either way, Ghost takes 0% of member payments, though Stripe fees still apply.
What is Ghost used for?
Ghost is used to run publications that combine a website, an email newsletter and paid memberships. Writers publish articles, send them to members by email and offer free or premium tiers. Media startups, independent journalists, creators and businesses use Ghost as both their blog and their subscription business.
Ghost vs Substack: what's the difference?
Substack is free to start but takes 10% of paid subscription revenue and offers limited design control. Ghost charges a hosting fee or can be self-hosted, takes 0% of revenue, and gives full control over themes, domains and integrations. Substack has a larger built-in discovery network, while Ghost offers more ownership.
Can I self-host Ghost?
Yes. Ghost is open source, and the code is available on GitHub, so you can install it on your own server. Self-hosting requires technical skills to manage the server, email delivery, updates and backups. If you prefer not to handle that, Ghost(Pro) provides managed hosting, backups, a CDN and SSL.
Is Ghost good for beginners?
Ghost(Pro) is reasonably friendly for beginners because hosting, security and updates are handled for you, and the editor is clean and simple. Choosing themes and setting up memberships takes some learning. Self-hosting Ghost is better suited to people who are comfortable managing servers.
Sources
This overview is based on Ghost's official website and documentation, checked October 2026.