EWWW Image Optimizer
Image optimizer that compresses images on your own server for free with unlimited WebP, plus paid cloud compression and the Easy IO…
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Imagify
Cloud image optimizer from WP Media (WP Rocket) with Smart Compression and free WebP/AVIF, billed by monthly data quota.
Free installs900K+WordPress.org, active
Est. Pro installs~48KLikely 24K–96K
Rating4.3/51,656 reviews
Price from$59.88/yrFreemium
Last updated7 Sep 2026Version 2.3.4
Overview
Imagify is the image optimization service from WP Media, the company behind WP Rocket. The plugin uploads images to Imagify’s servers, compresses them and returns the result, then can generate WebP and AVIF copies and serve them to browsers that support them.
Imagify is deliberately low on knobs. Its default Smart Compression picks the quality level for you, with an optional lossless mode for anyone who needs pixel-identical output. Other settings cover automatic optimization on upload, background bulk optimization, resizing of oversized images (up to a 2560px maximum width), backups with restore, choosing which thumbnail sizes to process, and optimizing custom folders such as theme or plugin image directories. Next-gen images are delivered either with <picture> tags or with server rewrite rules, and there is a setting for sites that serve media through a CDN.
Plans and quota
- Starter (free): 20MB of images per month (about 200 images), 2MB maximum per image.
- Growth: 500MB per month, no per-image size limit.
- Infinite: unlimited optimization.
All plans include the same features, including WebP and AVIF, and every plan can be used on unlimited websites, with the quota shared between them. Recent versions also add WP-CLI commands and an MCP integration for querying optimization status from AI assistants.
Limitations: the free quota is small and the 2MB per-image cap rules out many camera photos. EXIF data is kept rather than stripped, there is no PNG-to-JPG conversion, no built-in CDN and no lazy loading (WP Media offers lazy loading through WP Rocket instead). Processing always happens in the cloud.
Who should pick it: site owners who want a set-and-forget optimizer with free next-gen formats, especially WP Rocket users who like keeping their performance stack with one vendor.
Best for: Site owners and WP Rocket users who want a hands-off optimizer with free WebP/AVIF and are fine paying for more than 20MB a month.
Imagify is one of the easiest optimizers to set up, and including AVIF on every plan is a plus. The free quota and 2MB cap mean it is really a trial for most sites, but the Infinite plan at about $10 a month is fair. Users who want CDN delivery, lazy load or metadata stripping should look elsewhere.
Pros
- Very simple setup with automatic Smart Compression
- WebP and AVIF included on the free plan
- Every plan covers unlimited websites
- Custom folder optimization for theme and plugin images
- Low-cost Infinite plan for unlimited optimization
- Built by the WP Rocket team, so it pairs well with WP Rocket
Cons
- Free plan limited to 20MB per month
- 2MB per-image limit on the free plan
- Keeps EXIF metadata; no option to strip it
- No CDN, lazy loading or PNG-to-JPG conversion
- No local processing option
Key features
What Imagify highlights on its WordPress.org page and its own website, split by version.
Free version WordPress.org
- Smart Compression with optional lossless
- WebP and AVIF conversion
- Optimize on upload automatically
- Background bulk optimization
- Resize images up to 2560px
- Backup and restore originals
- Choose thumbnail sizes to optimize
- Custom folder optimization
- PDF and animated GIF support
- Picture tag or rewrite-rule delivery
- NextGEN, WooCommerce and multisite compatible
- WP-CLI and MCP integration
Pro / paid adds From $59.88/yr
- 500MB or unlimited monthly quota
- No per-image upload size limit
- Unlimited websites on every plan
- Quota shared across all sites
- Extra data at $5 per GB
- Annual billing discount
- Upgrade, downgrade or cancel anytime
- Email support from WP Media
Feature checklist
16 of 25 features we track in Image Optimization, feature score 69/100
Compression 6/7
Lossy & lossless compression Key
Choose between lossless and one or more lossy compression levels.
Smart Compression by default with an optional lossless mode.
Included
Bulk optimisation Key
Optimise every existing image in the media library.
Bulk optimizes the media library in the background; uses quota.
Included
Optimise on upload
New uploads are optimised automatically.
Optional automatic optimization on upload.
Included
Keep & restore originals Key
Backs up originals so you can restore them.
Backup option (on by default) allows restoring and re-optimizing.
Included
Resize large images
Scales down oversized uploads to a maximum size.
Resizes oversized images to a max width of up to 2560px.
Included
Strip EXIF metadata
Removes camera and location metadata.
FAQ states EXIF data is not removed.
Not included
PDF compression
Compresses PDF files in the media library.
Can optimize PDF files alongside JPG, PNG, GIF and WebP.
Included
Next-gen formats 3/4
WebP conversion Key
Creates WebP versions of images.
WebP generation enabled by default on all plans.
Included
AVIF conversion Key
Creates AVIF versions of images.
AVIF conversion included on all plans, including free.
Included
Automatic next-gen delivery
Serves WebP/AVIF to supporting browsers via picture tags, rewrites or CDN.
Serves next-gen files via picture tags or .htaccess/web.config rewrite rules.
Included
PNG to JPG conversion
Converts photos saved as PNG to smaller JPGs.
Only WebP and AVIF conversions are offered.
Not included
Delivery 0/4
Image CDN Key
Serves images from a CDN, often with on-the-fly optimisation.
No CDN of its own; a CDN URL setting supports external CDNs.
Not included
Adaptive image sizes
Serves the right size for each screen or device.
No on-the-fly or per-device resizing.
Not included
Lazy loading
Defers off-screen images.
Not part of Imagify; WP Media provides lazy loading in WP Rocket.
Not included
CSS background images
Also optimises or converts images used in CSS backgrounds.
Docs do not say whether CSS background images get next-gen versions.
Not verified
Processing & limits 2/5
Local processing
Optimises on your own server with no external API.
Optimization is performed on Imagify's servers.
Not included
Cloud processing
Optimisation runs on the vendor's servers, saving your server's CPU.
Images are processed on Imagify's servers and returned to your site.
Included
Generous free tier
Free version optimises unlimited images, or a large monthly quota.
Free plan is 20MB per month, about 200 images.
Not included
No small file-size cap
No restrictive per-image size limit in the free version.
Free plan caps uploads at 2MB per image; paid plans are unlimited.
Not included
Thumbnail control
Choose which thumbnail sizes are optimised.
Individual image sizes can be excluded from optimization.
Included
Extras & compatibility 5/5
Optimise other folders
Optimise theme, plugin or custom folders outside the media library.
Custom Folders optimizes theme, plugin or other server directories.
Included
WooCommerce & gallery plugins
Optimises WooCommerce product and gallery-plugin images.
Handles WooCommerce product photos and is compatible with NextGEN Gallery.
Included
Multisite support
Works across a WordPress multisite network.
FAQ states full multisite compatibility.
Included
WP-CLI
Run bulk optimisation from the command line.
WP-CLI commands for bulk optimize, restore and missing next-gen files.
Included
Savings reports
Shows space saved and optimisation statistics.
Dashboard with quota usage and before/after savings statistics.
Included
Pricing
Free
$0On WordPress.org
Starter
Freeper monthUnlimited
20MB per month (about 200 images); 2MB maximum per image.
Growth
$59.88per yearUnlimited
500MB/month (about 5,000 images); $4.99/mo billed yearly or $5.99 month-to-month; $5 per extra GB.
Infinite
$119.88per yearUnlimited
Unlimited images; $9.99/mo billed yearly or $11.99 month-to-month.
Prices are list prices from the vendor's site, checked 14 Oct 2026. Many vendors discount the first year.
How many sites use Imagify?
Free installs from WordPress.org, the vendor's own claim, and our estimate of paid installs.
Free version (WordPress.org)
900K+
Active installations reported by WordPress.org.
Vendor claim
—
The vendor does not publish a total.
Estimated Pro / paid installs
~48K
Our estimate, see method below.
How we estimated this: About 950K free installs x 5% (the usual share of free sites that also run the paid version when a hosted service whose free tier is generous) gives 48K. Likely range: 24K to 96K. This counts sites running the paid version, including sites whose licence has lapsed. Estimates are rough and based on public figures as of 14 Oct 2026.
Stats & health
Weekly downloads
40,393 downloads last week, 21.4M all time
Rating breakdown
| Version | 2.3.4 |
|---|---|
| Last updated | 7 Sep 2026 (56 days ago) |
| Tested up to | WordPress 7.1.4 |
| Requires | WordPress 5.3+, PHP 7.4+ |
| Support threads (2 months) | 2 of 3 resolved |
| On WordPress.org since | 27 Jan 2016 |
Imagify compared
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Converter for Media
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TinyPNG
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FAQ
Is Imagify free?
Yes. Imagify has a free version on WordPress.org. Paid plans start at $59.88/yr.
How many sites use Imagify?
WordPress.org reports 900K+ active installations of the free version. We estimate around 48K sites run the paid version.
Does Imagify have lossy & lossless compression?
Yes: included. Smart Compression by default with an optional lossless mode.
Does Imagify have bulk optimisation?
Yes: included. Bulk optimizes the media library in the background; uses quota.
Does Imagify have keep & restore originals?
Yes: included. Backup option (on by default) allows restoring and re-optimizing.
Does Imagify have webp conversion?
Yes: included. WebP generation enabled by default on all plans.
Does Imagify have avif conversion?
Yes: included. AVIF conversion included on all plans, including free.
Does Imagify have image cdn?
No: not included. No CDN of its own; a CDN URL setting supports external CDNs.
How much can I optimize with free Imagify?
The free Starter plan covers 20MB of images per month, roughly 200 images, and each image must be 2MB or smaller.
Is WebP and AVIF conversion free in Imagify?
Yes. WebP and AVIF generation are included in every plan, including the free one. Converted images do count towards your quota.
How much does Imagify cost?
Growth is $4.99/month billed yearly (500MB/month) and Infinite is $9.99/month billed yearly for unlimited optimization. Monthly billing is $5.99 and $11.99.
Can I use Imagify on more than one site?
Yes. Every plan allows unlimited websites, with the monthly quota shared between them.
Last updated 6 Oct 2026. Spotted something wrong? Suggest an edit.