Norma vs Alexa+ / Updated September 2026
Alexa+ runs your house. Who runs the rest?
Alexa+ is a real step up for the home: plain-language control, restaurant bookings through OpenTable, free with Prime. It is also US only, tied to Echo devices, and reviewers found the agent parts unreliable. Norma is a contact in your messages that follows up on your life, not your lights.
- No invite code
- Works in iMessage & WhatsApp
- Data stays in the EU
- Free to join
Norma at a glance
- What it is
- A personal assistant you text like a friend
- Where it works
- iMessage and WhatsApp (no app to install)
- Invite code
- Not needed — one public line, a new batch every Friday
- Price
- Free to join the list; pricing announced before anyone pays
- Where data lives
- European Union
- Model training
- Never on your conversations
- Memory
- Remembers your details and open tasks over weeks
- Acting on your behalf
- Always asks before sending, booking or paying
- Built in
- Stockholm, Sweden (2026)
What Alexa+ does well
Natural conversation for the smart home. No more exact phrasing to turn on the light over the sink.
Bookings and errands through Expedia, Yelp, Angi and OpenTable, by voice.
Free with Prime, and the Echo Show interface is good.
Where Norma is different
Anywhere, not the living room. Alexa+ lives on Echo devices in the US. Norma lives in iMessage and WhatsApp, wherever you are.
Done means done. Reviewers saw Alexa+ confirm the right address and then book the wrong one. Norma never says “booked” until she has verified it.
Memory you can trust. Alexa+ users lost saved recipes weeks later. Norma stores every fact before confirming it and tells you honestly if something failed.
Open loops stay open. Norma follows up over days. Alexa+ runs routines.
One word off. Text STOPP and Norma goes quiet until you text STARTA.
| Feature | Norma | Alexa+ |
|---|---|---|
| Lives in | iMessage and WhatsApp | Echo devices and the app |
| Available in the EU | Yes | US only |
| Says done only when verified | Yes | No |
| Follows up over days | Yes | No |
| Price | Free while in the line | Free with Prime, else $19.99 a month |
Getting in
Keep Alexa for the lights. Put your number in below and Norma takes the rest.
For everything that is not a light switch. Get in line.