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Happy to report that I got safely back home from WordCamp Asia 2025. As always, it was a wild and wonderful time catching up with old friends, making new ones, and diving deep into the latest developments in the WordPress ecosystem.
A few key things that stood out:
- Unveiling our new branding at the Makers’ Meetup — a milestone moment for Freemius!
- Concerns about WordPress’s future with tensions rising between Automattic and WP Engine, plus Joost de Valk’s ban from WordCamp sparking heated discussions.
- AI’s growing influence that posed the question: Are WordPress plugins and themes adapting fast enough? I have my doubts.
But I’ll get into this later. Let’s first talk about who was in attendance from the Freemius team, what we looked to get out of the conference, Makers’ Meetup, and everything in between.
The Team and How We Prepared for WordCamp
On this WordCamp, I was joined by three rockstars:
- Hadas Golzaker, Head of Brand
- Leo Fajardo, Head of Technical Support
- Mary Jane (Mj) Aniciete, Admin Assistant and overall superhero
Heading into the conference, I knew what I wanted to achieve. Instead of just showing up and seeing where the conversations went, I divided attendees into different groups and thought about what would be most valuable to discuss with each:
- For affiliate marketers, the focus was on improving our affiliate portal.
- For users, gathering feedback and concerns.
- With Freemius makers, I showcased our mobile app and explored community-led meetups.
- Conversations with YouTubers and influencers centered on brand collaborations, as we plan to expand into influencer marketing.
- And the list went on — agencies, freelancers, developers, and builders — all with the goals of market insights, recruitment, business development, and partnerships.
I always encourage the team to approach events with a sense of direction. It helps make the most of the time spent at WordCamp. Sure, it’s great to reconnect with friends and enjoy the sessions, but at the end of the day, it’s all about making meaningful new connections and finding opportunities.
With the prep work in the bag, it was time to spread our wings and meet up in the Philippines.
Halfway Across the World to WordCamp Asia 2025 ✈️
Getting to WordCamp is always an adventure. Hadas and I set off from Israel with a quick layover in Dubai — three hours to the UAE, then another eight to Manila. Seems like a lot, but it actually wasn’t that bad.
The hype is real! @freemius team en route to WordCamp Asia ✈️ 🥳 #WCAsia2025 #WordCamp #WCAsia #Manila @HadasGolzaker pic.twitter.com/l4V0X45cvh
— Vova Feldman 💜 Attending #WCAsia (@vovafeldman) February 18, 2025
Landing in the morning, Mj and Hadas met in person for the first time after a year of remote collaboration. “It’s one thing to work together over Slack and Google Meet — it’s another to meet face-to-face,” Hadas remarked.
Look who we found in Manila! @AnicieteJane
Working with a globally 🌍 distributed team makes us appreciate these moments when we finally get together even more! 🥳#WordCampAsia #Manila #WordCamp @HadasGolzaker pic.twitter.com/xLpqPfx2Z8
— Vova Feldman 💜 Attending #WCAsia (@vovafeldman) February 19, 2025
The first day was about settling in, checking out Manila, and making sure the Freemius Makers’ Meetup venue was good to go.
Leo, though, had a rougher start. He missed his flight and had to take a 16-hour bus ride instead. Brutal.
MJ’s trip wasn’t as extreme, but Manila traffic still turned her two-hour commute into a test of patience.
Besides missing one team member (poor Leo), we were ready to dive into WCAsia 2025.
Contributor Day and Freemius Makers’ Meetup
Contributor Day — the first official day of WordCamp before the main conference begins — is always a whirlwind of reconnecting with old friends and introducing new team members to the community. It’s a day where WordPress experts and enthusiasts gather to contribute to the WordPress project, setting the stage for the days ahead.
For me, the highlight of the morning was when a Freemius maker spontaneously pitched us to someone who might be interested in working with us.
Around lunch, we left the conference to set up the much-anticipated Freemius Makers’ Meetup at TRYP Hotel — our invite-only event where fellow software makers gather over complimentary drinks and food to make connections and share ideas.
Freemius Makers’ Meetup: A Rainy but Rewarding Evening
Mj had already scouted the venue in person, ensuring we were thoroughly prepared. We also remembered the feedback from WCEU about difficulty finding the venue and placed roll-up banners around the building to help guide guests to the event.
However, despite our best efforts to plan, Mother Nature had other ideas! What was meant to be a rooftop sunset gathering turned into an indoor event due to a last-minute downpour. We had to quickly adjust to avoid getting drenched, but the change didn’t dampen the energy. The meetup was still a fantastic success!
The first official unveiling of our new branding also made this year’s WCAsia Makers’ Meetup extra special.
Guests got exclusive swag featuring the fresh design: a high-quality bottle, a limited-edition “I am a Software Maker” pin, and our “JUST SHIP IT” trucker hats which were an instant hit!
Our rebrand was a hot topic at WCAsia, too. People loved the new look, praising the logo, website redesign, and overall feel. It struck the right balance, solidifying Freemius as a modern, polished, and professional payment solution for software makers.
Our rebrand got a shoutout too 😎 https://t.co/IpgiYMklsR
— Freemius (@freemius) February 20, 2025
Back to Makers’ Meetup: Unfortunately, Manila’s notorious traffic made it difficult for some to attend. But even with fewer attendees than usual, the quality of connections made up for it.
The room was a mix of early-stage makers and industry leaders.
We also saw a growing synergy between product makers and YouTubers, so we invited creators like Rino de Boer, Jamie Marsland, Christian Taylor, and Darrel Wilson. YouTubers seek strong connections with product makers, while makers rely on YouTubers to amplify their reach—especially as traditional SEO becomes less effective for discoverability.
Before I forget! We also created a proposal pin — our way of “proposing” to software makers to join us. Let’s just say there were a few fun proposals… and a few spouses who weren’t too amused!
Turning Makers’ Meetup into an engagement party 💍 😆#HeSaidYes #MakersMeetup #Freemius #WCAsia https://t.co/tI6oeJBuuz
— Freemius (@freemius) February 20, 2025
Despite the challenges, the night stretched late. Fewer people, but stronger connections. Quality over quantity every time. It was awesome:
Kicking Off WordCamp Asia 2025: Swag, Networking, and New Connections
The first day of the conference started with a busy morning as we headed to the venue. We brought along some swag from our Makers’ Meetup for those who couldn’t attend.
Before entering the conference area, we turned the hallway into an impromptu meetup, handing out bags and chatting with attendees about the new branding. The proposal pins were a hit, sparking nearly an hour of conversations.
The atmosphere in the conference hall was a bit different from what I expected. It wasn’t as packed as WordCamp Bangkok, but it still had more energy than WordCamp Taiwan. However, there was an undercurrent of tension — maybe it was the ongoing drama between Matt Mullenweg and WP Engine hanging over everyone, or maybe it was just the jet lag. The usual buzz was missing, but we didn’t let that stop us. Conversations were still flowing, and we made sure to connect with as many people as possible.
Leo, always on the lookout for talent, focused on finding potential candidates for our support team. He had some solid conversations and even connected with a few promising leads on X and LinkedIn. Building out our network like this is key.
Meanwhile, Mj joined Hadas for Ziv Geurts’ session hosted by Elementor that dove into mastering product marketing videos for WordPress. The session sparked MJ’s passion for storytelling-driven video marketing. Zee (our Head of Video Content) needs to watch out! 🙂 MJ is coming!
After a full day of sessions and networking, our team gathered for a much-needed dinner at a steakhouse. With full bellies and happy hearts, we returned to our hotel rooms for some shuteye before the second day of the conference.
Dinner time with the @freemius team #ManilaNights #WCAsia #WordCamp pic.twitter.com/7WgQADk7Aw
— Vova Feldman 💜 Attending #WCAsia (@vovafeldman) February 21, 2025
WordCamp Asia 2025 Day 2 and After-Party
The fatigue usually sets in on the second day of WordCamp.
My schedule was packed with back-to-back meetings covering a range of topics. I connected with Freemius makers who had questions, explored potential partnerships and business development opportunities, and discussed marketing collaborations, including an interview request for a blog. I also discussed hiring an influencer marketing manager, gaining insights on finding the right candidates and structuring the role.
Last day of #WCAsia – we’re not ready for it to be over just yet! So many great people to talk to 🫶 #WordCamp #Manila pic.twitter.com/Gp1NKU8Bk6
— Freemius (@freemius) February 22, 2025
After-Party
The after-party was an interesting mix of fun and discomfort. The venue was freezing — literally, it felt like we were in Antarctica, while the outside was sweltering hot.
Despite all that, it was the last time the four of us would be together at WordCamp, so we made the best of it and enjoyed each other’s company. After three productive days, having a good time was the perfect way to cap it off.
Having Mj and Leo with us made the experience more special. They said the energy and vibes reflected a typical Filipino celebration. The atmosphere was fun and friendly. There were loads of party games going on. We also had karaoke before a cool DJ set officially closed out the night. One great touch was the event props, like the local commute bus with a giant #WCAsia sign.
People were singing, dancing, and just having a great time — some even had the energy to go to an after-after party!
All four Freemians were (understandably) pretty exhausted, so we decided to call it a night and head back to the hotel.
Reflecting on WordCamp Asia 2025
After an emotional goodbye the next morning, Leo and MJ headed their separate ways, while Hadas and I caught a flight to Boracay — one of the Philippines’ most stunning islands — for two quick days of adventure.
Not ready to part ways with the Philippines 🤫 https://t.co/0fcAa56hLI
— Freemius (@freemius) February 24, 2025
As we left the hustle of the conference behind, I seized the quiet time on my flight to reflect on WordCamp and the discussions we had about the future of the ecosystem.
My Insights and Takeaways from WordCamp Asia 2025
WordCamp Asia 2025 was filled with engaging conversations, valuable connections, and plenty of insights into the future of the WordPress ecosystem. But it also had its challenges, from logistical hurdles to broader concerns about the platform’s direction.
Impression About the WordCamp Itself
While WordCamp Asia 2025 had many great moments, one recurring issue stood out: the layout. The sponsor area was again far from the session halls (about a 10-minute walk) which created a disconnect between the two. This should be a key consideration when selecting venues, as it affects both sponsor and attendee experiences.
The Sponsor Hall
The sponsor hall had music. While it made exploring the booths more engaging, it also made networking harder. Conversations were often drowned out, especially during lunch breaks, and the sessions being screened in the hall only added to the noise. Many attendees found the setup more distracting than engaging.
Makers’ Energy
The energy felt lower than usual, likely due to the long travel times for many from India, Nepal, and Bangladesh (8-12+ hours). Of course, European and American attendees felt the jet lag too.
I hope future events could help with this by considering ways to ease the adjustment.
Concerns About the Future of WordPress
Many business owners I spoke with attended WordCamp to gauge the current sentiment surrounding WordPress, especially amid the ongoing tensions between Matt and WP Engine. This has caused frustration and uncertainty within the community. More and more makers are exploring diversification, looking to ecosystems like Shopify or considering SaaS solutions to reduce their reliance on a single platform.
There was widespread dissatisfaction with recent changes, particularly the new sponsorship requirements and Automattic’s failed attempt to trademark terms like “Hosted WordPress” and “Managed WordPress.” Some major sponsors even questioned whether continuing to sponsor WordCamps is worth the effort, given the current direction of the ecosystem.
And, of course, the controversy surrounding Joost de Valk’s recent ban was still a hot topic. His absence was felt throughout the event, but his legacy was there in spirit (especially at the Yoast booth, where his name was displayed in prominent purple letters).
AI and Its Growing Role
AI was a major topic of conversation, highlighting a noticeable divide in the WordPress ecosystem’s approach to this technology. While hosting companies are rushing to adopt AI, the plugins and themes space seems to be in a “waiting mode.” On the flip side, AI-first plugins are gaining traction on Freemius, with many developers reporting strong adoption and revenue growth
For plugin makers, the message is clear: if they don’t start integrating AI soon, they risk losing significant market share to those already ahead of the curve. Established companies, known for their slower pace in adopting new technologies, must consider AI to stay competitive and relevant in an evolving market.
My Personal Conclusion: A Big Win for Freemius
Despite some hiccups at the event and concerns in the WP community about declining sponsorships, attendance, and overall quality, WordCamp Asia 2025 was a hugely successful event for Freemius.
- We generated valuable recruitment leads for our technical support roles and gained key insights into what to prioritize when hiring an affiliate marketing manager.
- Several promising partnership opportunities are now in the works.
- We had meaningful conversations with large-scale makers ($60k+ MRR) who are interested in moving to Freemius.
- The event brought a significant social media buzz, amplifying our brand presence.
- Our Makers’ Meetup was a hit, providing an excellent platform for networking and idea exchange.
- We received plenty of product feedback, with many makers excited to try our new mobile app, and eagerly downloading it after the demo.
- It was a fun (and productive) bonding experience for the team.
- The connections made and insights gained will help us continue to grow and innovate moving forward.
Until we meet again, new and old WordPress friends! See you at WordCamp Europe in Basel, Switzerland, in June.
🎉 WHAT. A. WEEK. The energy at #WCAsia2025 in Manila was UNREAL 🤯 and it was so exciting to see some of our favorite makers in person again. Dropping the highlights while they’re fresh 🧵👇 pic.twitter.com/xOYGS6xcHZ
— Freemius (@freemius) February 24, 2025
