WordPress vs. WP Engine: An Explainer
Reading Time: 11 minutes 
This explainer is primarily for those who just use WordPress for their website (not devs, designers, coders, or those intimately involved) and want an overview of what’s going on, why now, and what led up to this.
Before I continue, I want to express my gratitude for WordPress. I remember discovering it (it was born on May 27, 2003) and knowing right then and there that it would be a game-changer. As a “web designer,” I immediately realized the impact and importance of this open-source software.
I wouldn’t have the life and business that I have without WordPress. Yes, I could have used other platforms and tried them all, but I’ve yet to run into one that could replace WordPress (for various reasons.)
WordPress offered a way for my clients to take a hands-on approach to their websites. They could work on their websites without always needing a programmer or web designer, which I knew all my clients wanted. This opened the online door for many who may not have walked through.
Over the years, several issues have percolated and contributed to this current saga. So, let’s clarify a few things.
The Feud
There is a lot of animosity and a healthy he-said-she-said dynamic about this feud. That is why knowing as much as possible and understanding the big picture is essential.
Automattic (WordPress’ “parent” company, aka WordPress.com), developers, and designers have taken different approaches and operated differently. Each has a unique role in what is now a vast ecosystem.
First, we must acknowledge that WordPress is available under a GPL license to understand these dynamics.
The GNU General Public License (GPL) is a license that outlines the conditions for copying, modifying, and redistributing open source software. It’s a “strong” license that’s incompatible with proprietary software because it requires users to make the source code available when distributing copies of the software.
No law requires you to give back, donate, or pay to use this software as long as it is used within the GPL and any copyright requirements.
The Big Picture
Why feud? As of October 2024, WordPress is used by over 43.5% of all websites, making it the most popular content management system (CMS). This means that roughly two of every five websites you visit are built on WordPress. That’s a lot of money.
Here are some other WordPress statistics:
The feud between WordPress and hosting companies, particularly WP Engine (owned by private equity firm Silver Lake since 2018), revolves around differences in trademark use, business models, competition, pricing, and ultimately more control over the WordPress ecosystem.
As an online consultant and coach, I have watched private equity firms buy companies for almost thirty years. More often than not, after those acquisitions, particularly for hosting companies, they quickly suffered in performance, support, and services, usually forcing me to find alternatives.
Direct Competition and Pricing Conflicts
Automattic is the creator of the open-source WordPress software. This means they have and continue to make significant investments in WordPress overall.
Control Over the Ecosystem
Hosting expressly set up for WordPress’s unique resource requirements is critical for any WordPress website. WP Engine is only one of the many companies offering WordPress-related hosting services.
Revenue Sharing and Affiliate Programs
Customer Data and Site Ownership
WordPress.com has more control over customer data and the overall user experience. In comparison, managed hosting companies like WP Engine emphasize giving users more control and ownership over their websites (this statement varies from host to host). This distinction creates tension in how each party views the customer’s relationship with WordPress.
For me, WordPress.com’s “control” and, therefore, limitations are why I do not recommend that hosting service. I’m also not a fan of JetPack. So yes, while there is “competition,” that doesn’t mean WordPress.com is a given or the be-all and end-all for every website.
Conversely, I’m not a fan of how WP Engine alters WordPress’s operation. Additionally, specific tasks are more complicated than necessary compared to other WordPress hosts.
Different Philosophies on Open Source
WordPress began as an open-source project, and many hosting companies believe in the open-source ethos that empowers users to control their websites. As Automattic builds more proprietary features into WordPress.com, some in the community feel it goes against the open-source spirit, fueling the feud.
Trademark Issues
The current trademark issue between Automattic and WP Engine centers around the use of the “WordPress” brand* and Automattic’s enforcement of trademark policies, which WP Engine may have violated.
WordPress Trademark Policy
The WordPress trademark, owned by the WordPress Foundation, restricts businesses from using “WordPress” in domain names, company names, or branding. This prevents confusion between the open-source project and commercial ventures, ensuring that the WordPress name remains tied to the community-driven project.
Companies can use “WP” as a shorthand, but must avoid using “WordPress” in commercial domains or products unless explicitly authorized to do so by the WordPress Foundation. That is why I post clearly what I do:
*I do not work for or receive any payments or royalties from WordPress. I am an independent consultant and coach who helps individuals with WordPress-powered websites achieve the level of success they desire.
Why WP Engine?
Through the WordPress Foundation, Automattic enforces these rules to protect the WordPress brand. This enforcement comes amid growing competition between WordPress.com and other hosting providers, such as WP Engine.
This environment highlights the complexities of balancing trademark protection with fair competition, particularly as Automattic benefits from the “WordPress” name in ways other companies cannot.
Then add a dash of personalities and private equity, and here we are.
Power and Money
SIDEBAR: Keep in mind that WordPress.org, which folks like me and many end users rely on, does not charge for the software, testing, updates, tutorials, forums, and bug fixes or for theme and plugin developers to list their products in the WordPress repository.
Although WordPress is open-source software governed by the WordPress Foundation, Automattic employs many core contributors and developers who influence its direction and development. Automattic is investing much more time and dollars directly in the project than WP Engine, while giving Automattic substantial influence over the platform’s evolution.
Community and Ecosystem Power Balance
View from Above: Competition and Control
The feud between WordPress (Automattic) and hosting companies (or private equity firms) like WP Engine revolves around competition, control, and revenue within the WordPress ecosystem.
In this case, one of the issues is that WP Engine is changing how WordPress operates to generate revenue. It’s always about the money, isn’t it? (It is to private equity firms.)
Devil’s Advocate
Additional Reading: WordPress vs. WP Engine (& Silver Lake)
Now that you have a backdrop to all the hubbub, here are some resources, commentary, and videos for your review. Lots-o-opinions.
Unfortunately, it appears this situation will be ongoing. Not to mention an increasing number of sidebars of reactionary commentary. There is way too much to immerse myself in. Believe me, you could spend a lot of time trying to keep up with everything from every perspective and opinion. To keep up, many of the sites linked below will cover this blow-by-blow and provide additional resources. Find the ones you like and subscribe for updates, as this works through the courts.
#WPDrama
As a WordPress enthusiast, I’ve been concerned about how both sides have handled some things over the years. WordPress has become the force it is because of so many dedicated volunteers (and more small business owners than large corporations, by the way) who work on it to improve, test, create themes and plugins, promote, and contribute to the ecosystem.
Sadly, this ongoing public feud continues in ways that don’t benefit WordPress users and supporters. It’s like watching a couple who have been your good friends for years, who argue every time you are out in public with them. It’s embarrassing and uncomfortable.
I know many great WordPressers, and most do what they can to give back—volunteering, helping out, and creating communities entirely around WordPress. For many of us, this has been a personal and passionate journey over the years.
Hopefully, the entire WordPress ecosystem can work towards solutions that benefit all parties involved for the right reasons—for the .org, the .com, its users, and investors.
At your service,
*Some of the links on this page are to companies with which I have a professional affiliation.
Read my complete affiliate statement here.
