How Lunacal became on of the fastest growing appointment scheduling software

Lunacal.ai didn’t start with a big launch. It started with a question.

“If someone is ready to meet you – if they’ve clicked your calendar link – why are we showing them nothing?”

That was the core frustration behind Lunacal, a new appointment scheduling tool that has quietly found its way onto the booking pages of more than 1,000 businesses just months after launch.

This isn’t a story about building a better calendar API. It’s a story about treating a previously overlooked surface – the calendar scheduling page – as high-intent real estate.

In a world where online appointment booking has become default behavior, most scheduling software still presents users with a stripped-down screen: a calendar, a name field, and a button.

That design made sense when scheduling was purely functional. But the moment someone decides to book a time is no longer just about logistics – it’s often the moment of conversion. And Lunacal.ai is betting that what happens at that moment determines whether the meeting leads to anything meaningful.

The calendar link is now your first impression

The calendar scheduling page wasn’t supposed to matter this much. It was always seen as plumbing — the back-office tool that simply solved a problem.

But online behavior has changed. Over 67% of consumers now prefer to book appointments online, according to multiple studies. Nearly 40% of these bookings happen after hours — when there’s no sales rep, no founder, no front desk, just the link.

That link is your landing page. For most businesses, it’s the only page prospects see before the meeting.

“We’ve used 5 other scheduling tools over the years, and Lunacal.ai is certainly better than anything we’ve tried”, said an university admin who has setup lunacal as a class scheduling system

And it looks like everyone else’s.

That’s the problem Lunacal was built to solve.

Instead of showing the same empty date picker, Lunacal pages allow hosts to include context: who they are, what they do, what the person booking should know. You can add testimonials, embed videos, upload case studies, or even show a gallery of past work — all right beside your calendar.

This idea — that the calendar link can sell — is already resonating with independent consultants, sales teams, coaches, and freelancers who run their businesses entirely through inbound bookings.

The appeal isn’t hard to see: rather than send someone to a separate portfolio or About page, you meet them where they’re most ready to act — inside the booking experience itself.

A quiet but fast-growing calendar scheduling software

Lunacal enters a market with established incumbents.

But for many users, these platforms feel too generic. They’re great at handling calendar logistics but poor at carrying brand, trust, and individuality – especially for people who sell themselves as part of the service.

“I didn’t want a new scheduling link. I wanted a page that looked like me,” says one early user, a startup advisor based in Berlin.

Lunacal is not trying to replace the calendar infrastructure. It integrates with Google Calendar, Outlook, Zoom, and payment platforms just like its competitors. But its surface layer — what visitors actually see — is where it breaks convention.

It’s a subtle but important shift. Instead of trying to win by building deeper integrations or larger enterprise features, Lunacal is carving out space by rethinking what the scheduling page even is.

The moment of scheduling is the moment of belief

The product’s premise goes beyond design. It’s behavioral.

In B2B sales, especially for small teams and consultants, the biggest drop-off doesn’t happen during the call — it happens before. A person finds your site, reads your pitch, maybe even watches a video. They click the “Book a Call” link. And then… the momentum dies.

That’s often because the page they land on feels generic. There’s no reassurance that they’re in the right place. No context. No warmth. No conversion cues.

Lunacal argues that the calendar scheduling page is not just a link in the funnel — it is the funnel. By the time someone reaches it, their attention is at its peak. Every second on that page is a chance to close the gap between interest and belief.

This isn’t theory — it’s measurable. Conversion optimization agencies have started to experiment with scheduling-page design as a lever. And in industries where services are expensive or trust-intensive — like coaching, fractional leadership, or boutique consulting — early signals from Lunacal users suggest higher conversion rates simply by showing more proof on the booking page.

Why this matters now

The broader context supports Lunacal’s bet.

The appointment scheduling software market is projected to grow from $470.7 million in 2024 to over $1.5 billion by 2032 — a compound annual growth rate of 15.7%. The trend is powered by several shifts: increasing remote work, rising demand for self-service tools, and a move toward asynchronous customer interaction.

These trends aren’t just about technology. They’re about behavior.

More people are choosing when to book, how to book, and whether they trust the person on the other end — all on their own time, without speaking to anyone. In that environment, every self-serve surface becomes a branding opportunity.

This is what makes the calendar link such an unusual battleground. It’s quiet. It’s invisible. But it’s the final step before someone agrees to spend time with you.

And in a world full of distractions, attention at that stage is too valuable to waste.

From freelancers to industries: why adoption moved fast

Lunacal’s first wave of users included solo consultants, marketing coaches, and agency founders — people who lived on calendar links but never felt good about how those links represented them.

But something shifted once the platform added customizable sections and visuals.

Fitness trainers started using it to share transformation photos and add packages for trial sessions.

Therapists added FAQs and disclaimers before allowing bookings.

Realtors uploaded home previews and segmented bookings by interest (residential vs. commercial).

Photographers used the page as a live booking+portfolio hybrid, with pricing, past shoots, and testimonials all in one place.

What united all of these use cases wasn’t industry — it was the format.

Every one of these professionals used a calendar link as the front door to their business. And none of them were okay with that door being blank anymore.

Rapid feature growth, driven by real-world use

New use cases kept expanding, and so did the features. Here are some examples of how Lunacal adapted fast:

1. Paid bookings and discount coupons

Freelancers and coaches asked for a way to charge for sessions. Stripe integration launched first, followed by discount coupons for seasonal offers and trial sessions. You can now create percentage-based or fixed-value coupons with expiry and usage limits.

Use case: A parenting coach offers a 20% discount for first-time clients via Instagram stories — using a Lunacal coupon code that expires in 48 hours.

2. Page backgrounds and branding control

What began as a user complaint (“Why is my page so white?”) became a full visual customization feature. Today, Lunacal pages support background images, colors, gradients, and even animated patterns.

Use case: A fashion stylist uses a muted beige theme with fabric textures in the background to match her website aesthetic.

3. Custom links and embeds

Initially, Lunacal supported social icons. Then users started asking to embed their Notion playbooks, Airtable forms, Calendars of events, and more. Now, you can add any link — not just social — to the page.

Use case: A SaaS founder embeds a Notion page explaining pricing tiers and onboarding steps so people know what to expect before booking.

4. Multi-event and multi-location support

Agencies and therapists with multiple offices needed separate calendars. The product now supports multiple event types, each with their own rules, durations, pricing, and buffers.

Use case: A creative agency offers “Intro Call,” “Strategy Deep Dive,” and “Retainer Kickoff” as separate event types, each with different payment logic and team involvement.

5. Routing logic for teams

Sales teams asked for automatic routing. If a visitor selects “I’m interested in product A” vs. “product B,” the meeting can now be routed to different reps or calendars — via conditional form logic.

Use case: A SaaS company’s demo page routes fintech prospects to rep #1 and eCommerce leads to rep #2 — all through one calendar link.

Global timezone detection, multi-language UI

Because appointment booking often crosses borders, Lunacal added automatic timezone detection from day one. A visitor from São Paulo sees all times in their local timezone, even if the host is in Berlin.

More recently, multi-language support was added. The product is now translated into Spanish, German, Portuguese, and French — with more languages in progress.

For industries like therapy and tutoring, where local language makes a difference, this support isn’t a feature — it’s a deal-breaker.

AppSumo: the first big unlock

Lunacal listed on AppSumo in 2025, hoping to reach early adopters and solopreneurs who were dissatisfied with their current appointment scheduling software.

It didn’t take long to find traction.

Thousands of people started exploring the platform. Freelancers and coaches replaced tools like Acuity Scheduling and SimplyBook. Agency owners who previously stitched together form builders with calendar links finally found something that did both — and looked good doing it.

But more than the volume, it was the variety that stood out:

• A productivity YouTuber in Poland using Lunacal to book sponsor calls

• A yoga studio in Brazil embedding a fully branded calendar on its homepage

• A career coach in the US replacing three tools with just one link

The AppSumo community didn’t just use Lunacal — they gave feedback constantly, tested edge cases, and pushed the platform to evolve.

People aren’t adding Lunacal. They’re replacing old tools.

A pattern emerged early on: new users weren’t just trying Lunacal — they were switching.

For most, the calendar link had become their most clicked URL — shared on LinkedIn bios, websites, WhatsApp chats, and newsletters. They wanted that link to say more than just “I’m free.”

Lunacal gave them that — without adding friction.

Affiliate program: letting users drive the next wave

In Oct 2025, Lunacal launched a generous affiliate program – 30% recurring commission for every referred user.

The logic was simple: if users were already tweeting about it, demoing it to friends, or posting reviews on Reddit and Slack groups, they should get rewarded for it.

Unlike typical SaaS affiliate programs that offer one-time payouts, Lunacal’s recurring model aligns with long-term value. It’s not a gimmick. It’s part of how the product grows: by being seen, used, and loved in public.

And it’s already working. Over half of new signups in the last 30 days came from affiliate referrals — often via podcasts, newsletters, and quiet DMs from people who had switched and didn’t look back.

The trust shift is already happening

People aren’t switching to Lunacal because it’s cheaper. They’re switching because it helps them say more in the moment that matters most.

That moment — when someone opens your calendar link — is no longer transactional. It’s emotional. It’s reputational. It’s the difference between a no-show and a new client.

Appointment scheduling software used to be about what time works best.
In 2025, it’s about why you’re worth meeting.

That’s the shift Lunacal is riding.

And that’s why it isn’t just “another Calendly alternative.”

It’s something new — a calendar scheduling tool built to convert, to impress, and to grow alongside the people who use it.