IFTTT is dominating the behind-the-scenes implementation of smarthome tech. I don't use them because I think they're going to eventually squeeze freeloaders into some sort of subscription plan. But there are many, many smarthome and smartphone users who are up to their eyeballs in IFTTT recipes.
Similar could be said of Hubitat, except the model may be using initial hardware sales with free support to propel the user base to numbers that will justify the loss over adding subscription or tier-based support.
IFTTT got most of it's initial money from investors of course, but now they make money from their Partner Platform:
However they already have what they term as "premium" features, which require a paid plan, as noted here. That said, a little bit of searching shows that premium features are not something casual users would have much need for, at least for the JavaScript filter feature that results in the paid plan upgrade prompt.
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