Apollo.io Pricing: Free, Basic, Professional, Organization

Apollo.io pricing on annual billing is $0 for Free, $49 per seat a month for Basic, $79 for Professional and $119 for Organization (minimum three seats). Each paid seat brings 30,000, 48,000 or 72,000 credits a year, and Free gives 900. For five people that is about $2,940, $4,740 or $7,140 a year.

The detail that matters more than the sticker: every seat on an account must be on the same plan, credits are pooled, and unused credits expire each cycle. A price per seat therefore turns into a bill for the whole team at the level of its hungriest user. For five people, one person's need for extra mailboxes can add $1,800 a year, as the sums below show.

Follow me on Instagram@sagnikteaches

Apollo.io pricing for five seats, plan by plan

The figures below are list prices from Apollo's pricing page, read in November 2026, in USD, billed annually, with taxes excluded. The page offers a "Save 24%" annual toggle, so these are the lower prices; the monthly-billing figures appear only when you switch the toggle.

Connect on LinkedInSagnik Bhattacharya

One naming wrinkle: the plan cards say Organization, but the pricing FAQ and the plan summary there call the top tier "Custom" and describe it as for teams that need custom volumes, single sign-on and dedicated support. Treat the $119 card as the self-serve version and expect a sales conversation for anything larger.

Subscribe on YouTube@sagnikteaches

What monthly billing probably costs

Apollo's page shows the monthly-billing prices only when you switch the toggle, and its own FAQ describes monthly billing simply as a higher effective cost per month. Take the "Save 24%" label as the size of the gap: on five Professional seats, a saving of roughly a quarter is worth well over $1,000 a year, so read the exact monthly figure on the toggle before choosing. Apollo also says you can switch from monthly to annual at any time, with payments already made prorated, but not back: going from annual to monthly means cancelling and waiting for the term to end.

The team these numbers describe

Think of a five-person financial advisory firm that sells workplace benefits advice to companies with 20 to 200 staff, as an illustration. Two people prospect all week, two prospect a few hours a week, and the owner joins when a larger company shows interest. They want about 800 new contacts a month, a sequence of three emails to each, and phone numbers for the best 150.

What a credit costs on each plan

Apollo's page prices actions in credits: 1 credit for a verified email, 8 credits for a phone number, 1 to 8 for enriching a record, 1 credit per AI research run and 1 credit per 30 seconds on the built-in dialer. So the real price of a lead depends on how many credits you burn and what each credit costs you.

This is the most useful finding in the whole page: credits cost almost exactly the same, about 2 cents each, whichever paid plan you pick. Basic works out at 1.96 cents, Professional at 1.98 and Organization at 1.98. Moving up a plan buys more credits and more features, not cheaper credits. So never upgrade to save money on data. Upgrade because you need the features, or because you will actually use the extra credits.

Turning credits into a monthly budget

Paid credits arrive upfront for the year, so a year's pool is available from day one, which is generous but easy to waste. Divide by 12 to make a monthly budget. For the five-seat firm on Basic, 150,000 credits is 12,500 a month.

Their planned month looks like this: 800 verified emails is 800 credits; 150 phone numbers at 8 is 1,200; 300 AI research runs is 300; and 60 minutes of dialing is 120 credits. The total is 2,420 credits a month, or 29,040 a year. On Basic's 150,000-credit pool that uses about 19%, so Basic is far more than enough for the data side. The firm is buying Basic for features, not credits.

When the free plan covers the same month

Free grants 900 credits per seat a year, granted monthly, which is 75 a month per seat. Five seats give 375 credits a month in total. The same planned month needs 2,420. So Free covers about 15% of it, roughly 375 verified emails and no phone numbers. It is a good testing ground and a poor engine.

What changes between the plans besides credits

The credits are close to equal in price, so the real decision is which limits you will hit. From Apollo's comparison table:

Free connects Gmail accounts only; paid plans connect Microsoft and any other email provider. The "unlimited" labels fall under a fair-use policy.

Two limits that decide most small teams

The first is the daily send cap. Basic, like Free, is listed at 250 emails a day. If five people each send 80 a day, the team sends 400 a day in total. The page does not say whether the 250 cap applies per user or per team, so ask Apollo's support, or read the limit shown in the trial account's sending settings, before you commit. If the cap is per team, anything above 250 sends a day across the firm is where Professional starts to make sense; if it is per user, Basic covers five people sending 80 a day each.

The second is mailboxes. One mailbox per user on Basic means one sending address each. Spreading volume across several mailboxes and domains is the usual way to protect a sender's reputation, and that starts at Professional. If you plan to send from lookalike domains, price Professional, not Basic.

The mixed-team trap

Because plans cannot be mixed, one person's needs set the price for all five. Say only the owner needs unlimited mailboxes. That one need moves everyone from Basic to Professional: 5 × $79 = $395 a month instead of $245. The extra $150 a month, $1,800 a year, buys features four people do not use.

Before accepting that, list the three or four things each person does in Apollo. If four of the five only search and export, ask whether they need seats at all. A small team sometimes keeps two Apollo seats for the people who prospect, and the rest receive exported lists from a shared sheet. With two seats on Professional the bill is 2 × $79 = $158 a month instead of $395, and the three non-prospectors work from the CRM.

Add-ons that raise the bill

Apollo's page lists two add-ons that appear in many quotes. Inbound is sold at $119 for Essentials or $639 for Max, per team per month on annual billing. The card lists website visitor identification (1,000 contacts and 5,000 companies a month), one lead router, three forms and enrichment of 100 contacts a month, without saying which of the two tiers those allowances describe. Advanced Dialer is $119 per team per month on annual billing and adds international dialing, a parallel dialer, a power dialer and local presence. Add-ons are bought in the app once you have a paid plan, and Apollo labels their prices introductory and liable to change, so re-check them at renewal.

The dialer also draws credits: 1 per 30 seconds on the standard dialer, and a rate that varies by destination on the international one. If the firm makes two hours of calls a month, that is 240 credits, trivial against 150,000, which is why the add-on fee, not the credits, is what you are really deciding on.

Five seats with both add-ons

Professional for five seats is $395. Add Inbound Essentials at $119 and the Advanced Dialer at $119 and the monthly bill becomes $633, or $7,596 a year. That is 60% more than the seat price alone. Add-ons are priced per team, not per seat, so they are cheaper per head as the team grows and a poor deal for two people.

Credits running out mid-year

Credits are pooled across the team. A single enthusiastic user can drain them. Picture a firm on Basic with 150,000 credits. In the first week a new hire pulls 8,000 phone numbers (64,000 credits) because the filter looked tidy. By the end of the month the pool has dropped by more than 40% and nobody spotted it.

Apollo gives you two controls. Go to Settings and open the credit usage view to filter by date, credit type and user, and set per-user caps in team management. Do both in week one. A cap of 30,000 credits per user on a five-seat Basic plan splits the pool evenly, and you can lift it for the one person with a good reason. Add-on credits can be bought with the Customize Credits slider, charged immediately and recurring until you set it back to zero.

Growing from five seats to eight

Seat pricing is linear, so a bigger team scales the bill and the credits together. Say the advisory firm hires three more people during the year. All eight seats must sit on the same plan.

Because add-ons are priced per team, the $238 a month for Inbound Essentials and the Advanced Dialer together does not change when you add seats. At five seats on Professional it adds about 60% to the bill; at eight seats it adds about 38% ($238 on $632). If you expect to grow, add-ons look cheaper over time, while the seat count is what drives the main cost.

Reading a quote before you pay

Apollo's billing terms are specific, and they punish assumptions. Upgrades, whether of plan or of seat count, take effect immediately. Downgrades also take effect immediately, but there are no refunds for unused time or for the price difference, and your lower price starts at the next term. Cancellation takes effect at the end of the current plan term. Add-on downgrades land at the end of the billing cycle.

That means a mistaken upgrade is expensive and a mistaken downgrade is wasteful. Buy the plan you have tested, not the one you hope to grow into, and buy extra seats only when a named person needs them next week.

A filled-in pre-purchase checklist

Here is the checklist for the five-person firm, completed. Use the same rows for your own.

• Who prospects weekly? Two people. They need seats on whatever plan we choose.
• Who only needs to see replies? Three people. Test whether the CRM or a shared sheet covers them before paying for seats.
• Monthly credit need: 2,420 credits from the sum above, or 29,040 a year. Under 20% of Basic's pool.
• Send volume at peak: 400 a day. Test the cap in the trial before deciding between Basic and Professional.
• Mailboxes needed: three sending addresses per prospector. That points to Professional.
• Add-ons: none for the first quarter. Revisit the dialer only if calling beats email.
• Renewal date and cancellation owner: in the calendar, with a named person.

With those answers the firm lands on two Professional seats at $158 a month, $1,896 a year, and credits of 96,000 a year against a need of about 29,000. It is more credit than they need, bought for the mailbox and send-cap features.

A short credit policy to give the team

Credit rules for the sales team
1. Reveal emails only for contacts you will email this week.
2. Reveal phone numbers (8 credits) only after an email reply or a booked call.
3. No bulk reveals of more than 200 records without telling the owner.
4. Check the credit usage page every Friday; flag any day above 1,500 credits.
5. Per-user cap: 30,000 credits a year unless the owner raises it.

Rule 2 alone can cut data spend a lot, because a phone number costs the same as eight emails. The rule costs nothing to apply and stops the most common waste, which is revealing every number in a list before anyone has said hello.

A trial plan that costs nothing

1. Day 1: start a paid-plan trial. It runs 14 days with 75 credits and most of the plan's features, with some trial limits.
2. Days 2 to 3: use the credits on your real market: 40 emails, 4 phone numbers at 8 credits each, and a handful of AI research runs. Check how many are right.
3. Days 4 to 7: connect one real mailbox and send to ten consenting contacts or colleagues, to check that sending and replies work, and note the daily limit the account shows.
4. Days 8 to 12: try the one feature you think you need most, such as unlimited mailboxes or lead scoring, and see whether it is on your plan or the next one.
5. Day 13: decide. If the trial ends without a purchase you can move to the free Starter plan, which stays free with no time limit.

When Apollo is not the cheapest route

If all you need is sending, Apollo is dear: a sender such as Instantly's Growth outreach plan costs $47 a month on monthly billing for 5,000 emails and unlimited email accounts, and the comparison in Apollo.io vs Instantly AI: data, sending and cost shows when that wins. If you need a CRM more than data, Apollo.io vs HubSpot covers the order to buy in. A wider shortlist is in Apollo.io alternatives: Instantly, lemlist and HubSpot compared.

For a single seller the sums are different again. One seat on Basic is $588 a year with 30,000 credits, which only makes sense if you will use a good share of them; Is Apollo.io worth it for a one-person B2B consultancy? works through that case, and Apollo.io for startups shows the setup steps once you have chosen a plan.

A short rule for choosing the plan

Start from the limit you cannot live with, then pick the cheapest plan above it. Under 375 emails a month across the whole team and no calling: Free. Up to 250 sends a day, one mailbox each, selection up to 1,000 records at a time: Basic. More than 250 sends a day, several mailboxes per person, A/Z testing or 50 workflows: Professional. Three or more seats, 10,000-record selections, 12 intent topics or 500 workflows: Organization.

Re-run the credit sum after your first full month. If you used under a fifth of your credits, you are paying for features, which is fine, as long as you know that is what you are buying. If you ran out in month three, set caps, check for duplicates in your pulls, and only then consider buying more.

Apollo pricing questions that catch buyers out

How much is Apollo.io per user per month?

On annual billing the pricing page lists Free at $0, Basic at $49, Professional at $79 and Organization at $119 per seat a month, with Organization needing at least three seats. Monthly billing costs more per month but the page does not show the figure until you toggle it. Prices exclude any sales tax.

Do Apollo credits roll over?

No. Apollo says unused credits expire at the end of each billing cycle and do not carry over, including plan credits and bought add-on credits. Paid plans grant a full year's allowance upfront, pooled across the team, and Free grants its 900 monthly. Admins can set per-user caps so one person cannot drain the pool.

Can some of my team be on Basic and others on Professional?

No. Apollo states that every seat on an account shares one plan level, so a single person who needs Professional features raises the bill for everyone. Price the whole team at the plan your most demanding user needs, and check whether that person could use a cheaper tool for the feature instead.

Is Apollo's free plan enough to test with?

For a trial of the data, yes. Free gives 900 credits per seat a year, granted monthly, and 2 sequences per team. It connects Gmail only and caps AI assistant chats at 5. A paid plan's 14-day trial includes 75 credits, which is enough to check the data but not to run a campaign.

What does it cost to buy more credits?

Apollo lets admins add credits with a slider under Settings, Manage Subscription, Customize Credits. The charge is immediate and recurs each billing cycle until you set the slider back to zero. The pricing page does not publish a per-credit price for add-ons, so read the quote in your account before confirming.

Further reads

• Is HubSpot Worth Paying For Just for Its AI Features? — If the real need is a CRM rather than a database.
• Per-Seat vs Usage-Based AI Pricing: Which Costs Less for You? — How per-seat and credit pricing compare in general.
• What Is an AI CRM and Which Features Actually Save Time? — Which CRM features justify paying for a higher plan.
• AI Tools and AI Development: The Complete 2026 Guide — the AI hub, including every tutorial in the AI-for-business series.

Sources: Apollo.io pricing page and its pricing FAQ, read in November 2026; all prices are annual-billing list prices in USD.