IFTTT recipes now embed directly on 3rd party apps like Ring, Roger and Lifx


Image Credits:

IFTTT made a name for itself as a platform for people to easily build (or pick up pre-built) scripts to automate tasks in and between various apps — say, to turn on the air conditioner using your home’s smart thermostat when your car tells it that you are 20 minutes’ drive away. Now, as part of the company’s bid to grow in ubiquity, it is taking the next natural step: instead of expecting users to find or write those recipes themselves on IFTTT, it will now allow developer partners to embed those IFTTT recipes directly in their own third-party apps.


Third-party embeds will now be open to all developers, but for today, the first group of partner companies to host IFTTT recipes are video doorbell Ring, money manager Qapital, pollution monitor Foobot, garage manager Garageio, car monitor Automatic, air quality tracker Awair, video doorbell Skybell, smart bulb company LIFX, weather info provider Bloomsky, messaging app Roger, home security startup Abode, and Stack Lighting.

Initial partners are already paying to use the platform, said Linden Tibbets, the co-founder and CEO of IFTTT, and more details on pricing will be announced in the future.

While IFTTT works with any app, more recently the company has seen an opportunity in working with connected hardware startups, creating recipes to automate those services and helping a fragmented market work more harmoniously. Many of the companies in this initial group are part of that push.

IFTTT says that several of the companies launching today have been working on integrations in private beta for the last year (and most have been working with IFTTT already: see for example Roger, QapitalRing, Foobot, Automatic, Garageio). In the meantime, we’ve seen competitive offerings emerge from others like Microsoft and Hive.

IFTTT, which since 2010 has raised some $39 million in funding from investors like Andreessen Horowitz, Betaworks, NEA and Norwest Venture Partners, today provides recipes for some 330 apps, but it doesn’t disclose metrics on just how many users it has or how often those recipes are tapped.

But the logic of why IFTTT would flip these services out to be discovered on apps themselves is pretty clear. 

The mantra of what IFTTT does is to simplify some of the mechanics and automation behind how a lot of new and often siloed apps and services work today, but for the vast majority of users, actually going to another website to pick up these recipes represents a leap too far.

Putting the recipes directly in the apps themselves makes it far more likely that they will be used, and giving them to users of, say, connected devices will make those devices more functional, and therefore more likely that users beyond early adopters will buy them. 

“We think bringing IFTTT into our app is going to be key for user adoption, and we’re excited to see how these new users react to suddenly getting so much more out of Garageio,” said Zachary Dziczkowski, CoFounder & CEO of Garageio, in a statement.

The hurdle of getting IFTTT recipes to be understood — let alone used — is something that Tibbets himself acknowledges.

“Our biggest challenge is that we have taken a different path to others,” he told me in an interview. “It’s taken a lot of work to explain what we do to people. We are not AI, or a smart thermostat, or a smart virtual assistant, but we believe any one of those things can benefit if they use the information locked into each one of those silos. And that is what we are focused on. That is the challenge. That is a blessing and a curse.”

Updated with clarification on pricing.

More TechCrunch


Ahead of the AI safety summit kicking off in Seoul, South Korea later this week, its co-host the United Kingdom is expanding its own efforts in the field. The AI…

UK opens office in San Francisco to tackle AI risk

Companies are always looking for an edge, and searching for ways to encourage their employees to innovate. One way to do that is by running an internal hackathon around a…

Why companies are turning to internal hackathons

Featured Article

I’m rooting for Melinda French Gates to fix tech’s broken ‘brilliant jerk’ culture

Women in tech still face a shocking level of mistreatment at work. Melinda French Gates is one of the few working to change that.

10 hours ago
I’m rooting for Melinda French Gates to fix tech’s  broken ‘brilliant jerk’ culture

Blue Origin has successfully completed its NS-25 mission, resuming crewed flights for the first time in nearly two years. The mission brought six tourist crew members to the edge of…

Blue Origin successfully launches its first crewed mission since 2022

Creative Artists Agency (CAA), one of the top entertainment and sports talent agencies, is hoping to be at the forefront of AI protection services for celebrities in Hollywood. With many…

Hollywood agency CAA aims to help stars manage their own AI likenesses

Expedia says Rathi Murthy and Sreenivas Rachamadugu, respectively its CTO and senior vice president of core services product & engineering, are no longer employed at the travel booking company. In…

Expedia says two execs dismissed after ‘violation of company policy’

Welcome back to TechCrunch’s Week in Review. This week had two major events from OpenAI and Google. OpenAI’s spring update event saw the reveal of its new model, GPT-4o, which…

OpenAI and Google lay out their competing AI visions

When Jeffrey Wang posted to X asking if anyone wanted to go in on an order of fancy-but-affordable office nap pods, he didn’t expect the post to go viral.

With AI startups booming, nap pods and Silicon Valley hustle culture are back

OpenAI’s Superalignment team, responsible for developing ways to govern and steer “superintelligent” AI systems, was promised 20% of the company’s compute resources, according to a person from that team. But…

OpenAI created a team to control ‘superintelligent’ AI — then let it wither, source says

A new crop of early-stage startups — along with some recent VC investments — illustrates a niche emerging in the autonomous vehicle technology sector. Unlike the companies bringing robotaxis to…

VCs and the military are fueling self-driving startups that don’t need roads

When the founders of Sagetap, Sahil Khanna and Kevin Hughes, started working at early-stage enterprise software startups, they were surprised to find that the companies they worked at were trying…

Deal Dive: Sagetap looks to bring enterprise software sales into the 21st century

Keeping up with an industry as fast-moving as AI is a tall order. So until an AI can do it for you, here’s a handy roundup of recent stories in the world…

This Week in AI: OpenAI moves away from safety

After Apple loosened its App Store guidelines to permit game emulators, the retro game emulator Delta — an app 10 years in the making — hit the top of the…

Adobe comes after indie game emulator Delta for copying its logo

Meta is once again taking on its competitors by developing a feature that borrows concepts from others — in this case, BeReal and Snapchat. The company is developing a feature…

Meta’s latest experiment borrows from BeReal’s and Snapchat’s core ideas

Welcome to Startups Weekly! We’ve been drowning in AI news this week, with Google’s I/O setting the pace. And Elon Musk rages against the machine.

Startups Weekly: It’s the dawning of the age of AI — plus,  Musk is raging against the machine

IndieBio’s Bay Area incubator is about to debut its 15th cohort of biotech startups. We took special note of a few, which were making some major, bordering on ludicrous, claims…

IndieBio’s SF incubator lineup is making some wild biotech promises

YouTube TV has announced that its multiview feature for watching four streams at once is now available on Android phones and tablets. The Android launch comes two months after YouTube…

YouTube TV’s ‘multiview’ feature is now available on Android phones and tablets

Featured Article

Two Santa Cruz students uncover security bug that could let millions do their laundry for free

CSC ServiceWorks provides laundry machines to thousands of residential homes and universities, but the company ignored requests to fix a security bug.

2 days ago
Two Santa Cruz students uncover security bug that could let millions do their laundry for free

TechCrunch Disrupt 2024 is just around the corner, and the buzz is palpable. But what if we told you there’s a chance for you to not just attend, but also…

Harness the TechCrunch Effect: Host a Side Event at Disrupt 2024

Decks are all about telling a compelling story and Goodcarbon does a good job on that front. But there’s important information missing too.

Pitch Deck Teardown: Goodcarbon’s $5.5M seed deck

Slack is making it difficult for its customers if they want the company to stop using its data for model training.

Slack under attack over sneaky AI training policy

A Texas-based company that provides health insurance and benefit plans disclosed a data breach affecting almost 2.5 million people, some of whom had their Social Security number stolen. WebTPA said…

Healthcare company WebTPA discloses breach affecting 2.5 million people

Featured Article

Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Microsoft won’t be facing antitrust scrutiny in the U.K. over its recent investment into French AI startup Mistral AI.

2 days ago
Microsoft dodges UK antitrust scrutiny over its Mistral AI stake

Ember has partnered with HSBC in the U.K. so that the bank’s business customers can access Ember’s services from their online accounts.

Embedded finance is still trendy as accounting automation startup Ember partners with HSBC UK

Kudos uses AI to figure out consumer spending habits so it can then provide more personalized financial advice, like maximizing rewards and utilizing credit effectively.

Kudos lands $10M for an AI smart wallet that picks the best credit card for purchases

The EU’s warning comes after Microsoft failed to respond to a legally binding request for information that focused on its generative AI tools.

EU warns Microsoft it could be fined billions over missing GenAI risk info

The prospects for troubled banking-as-a-service startup Synapse have gone from bad to worse this week after a United States Trustee filed an emergency motion on Wednesday.  The trustee is asking…

A US Trustee wants troubled fintech Synapse to be liquidated via Chapter 7 bankruptcy, cites ‘gross mismanagement’

U.K.-based Seraphim Space is spinning up its 13th accelerator program, with nine participating companies working on a range of tech from propulsion to in-space manufacturing and space situational awareness. The…

Seraphim’s latest space accelerator welcomes nine companies

OpenAI has reached a deal with Reddit to use the social news site’s data for training AI models. In a blog post on OpenAI’s press relations site, the company said…

OpenAI inks deal to train AI on Reddit data

X users will now be able to discover posts from new Communities that are trending directly from an Explore tab within the section.

X pushes more users to Communities