Apollo.io is a sales intelligence platform with public seat prices and a less obvious credit system. Every email, phone number, enrichment and dialer minute draws from a shared pool of credits, and plan limits decide how far that pool goes.
Below, we break down each plan, show what credits cost in dollars and flag the costs that don't appear on Apollo's plan cards.
Apollo Pricing at a Glance
Apollo has four public plans and a custom option. Here's how they compare on price and credits before we get into the details.
Plan | Price (billed annually) | Credits per seat per year | Best for |
Free | $0 | 900, granted monthly | Testing Apollo or very light use |
Basic | $49 per seat per month | 30,000, granted upfront | Individual sellers starting outbound |
Professional | $79 per seat per month | 48,000, granted upfront | Full-time reps who need AI, call recording and unlimited sending |
Organization | $119 per seat per month, 3-seat minimum | 72,000, granted upfront | Teams that need more intent topics, workflows and recording minutes |
Custom | Contact sales | Custom | Teams that need custom volumes, SSO and advanced security |
Prices and plan details were checked in October 2026.
How Apollo Pricing Works
Like many sales intelligence tools, Apollo charges in two layers: a seat price for platform access, and credits for the data and actions your team uses. The seat price is easy to budget. The credits are where costs vary.
Seats
Every user needs a seat, and every seat on an account must be on the same plan. You can't put managers on Organization and reps on Basic, so the plan has to fit your highest-need users. Apollo says annual billing saves 24% compared with monthly, but it locks you in for 12 months.
Credits
Credits are Apollo's currency for data and activity. Each seat adds its allowance to a shared pool for the whole team, and the full annual allowance is granted upfront on paid plans. Here's what common actions cost:
Email address: 1 credit
Phone number: 8 credits
Data enrichment: 1 to 8 credits per record
AI research: 1 credit per run
US dialer: 1 credit per 30 seconds
International dialer: varies by region
Credits reset at the start of each billing cycle and don't roll over, including any add-on credits you buy. Extra credits are charged immediately and renew automatically each cycle until you remove them. Admins can set per-user credit caps to keep one rep from draining the shared pool.
What Doesn't Cost Credits
Email campaigns are included on every plan, and so are sequences and the Chrome extension. The Free plan only connects Gmail, and full CRM integrations start on Basic.
Want to see how this plays out for real teams? Our Apollo reviews cover what users say about credits, data accuracy and support.
What Each Apollo Plan Includes
Each plan raises credit allowances and unlocks features, but the biggest differences are in sending limits, AI and automation. Here's what you get on each, and the limit most likely to push you to the next tier.
Free: $0
The Free plan is built for testing Apollo or very light use. It has no time limit, and teams that finish a paid trial without upgrading drop back to it.
Credits: 900 per seat per year, granted 75 a month
Outreach: 2 sequences per team, 1 Gmail mailbox and 250 emails a day
Data and signals: basic filters, 1 intent topic and website visitor identification for 20 companies a month
AI: the AI Assistant, limited to 5 chats, and 5,000 words of AI writing a month
Limits: you can select 25 records at a time, and CRM enrichment is capped at 100 records a month
Watch for: 75 credits a month buys about 9 phone numbers, so the Free plan works for email testing, not calling.
Basic: $49 per Seat per Month
Basic is Apollo's entry point for regular outbound. It removes the sequence cap, adds advanced filters and connects any email provider.
Credits: 30,000 per seat per year, granted upfront
Outreach: unlimited sequences, a deliverability suite with email warmup, and domain and mailbox purchasing
Data and signals: advanced filters, 6 intent topics and website visitor identification for 100 companies a month
Enrichment: automated CRM enrichment, CSV and API enrichment, and waterfall enrichment across 20+ partner sources
Calling: the US dialer, billed in credits, and 150 minutes of call recording
Limits: 1 mailbox and 250 emails a day per user, 5 workflows per team and 1,000 records per selection
Watch for: the sending cap. A rep who needs a second mailbox or more than 250 emails a day has to move to Professional. Teams that want several mailboxes per rep from day one often compare Amplemarket vs. Apollo.
Professional: $79 per Seat per Month
Professional is Apollo's most popular plan and the one most active outbound teams end up on. It lifts the sending cap and adds AI scoring and call insights.
Credits: 48,000 per seat per year, granted upfront
Outreach: unlimited daily sends, unlimited Google and Microsoft mailboxes plus 5 SMTP mailboxes per user, and A/Z testing
AI: AI lead scoring and 800,000 words of AI writing a month
Calling: 4,000 minutes of call recording with AI insights, Apollo's version of conversation intelligence
Limits: 50 workflows per team and 2,500 records per selection
Watch for: the price gap. Professional costs 61% more than Basic for 60% more credits, so the upgrade is mainly about sending limits and AI, not data.
Organization: $119 per Seat per Month
Organization is for larger teams that need more signals, automation and recording. It requires at least three seats, so the minimum spend is $4,284 a year.
Credits: 72,000 per seat per year, granted upfront
Data and signals: 12 intent topics
Automation: 500 workflows per team, unlimited meeting events and unlimited inbound routers
Calling: 8,000 minutes of call recording with AI insights
Limits: 10,000 records per selection and 15 SMTP mailboxes per user
Watch for: SSO, advanced security and custom integrations sit on Apollo's Custom plans, which require a sales conversation.
Apollo Add-Ons
Two add-ons are priced per team, not per seat, and both require a paid plan.
Inbound: from $119 a month (Essentials) to $639 a month (Max), billed annually. It adds website visitor identification for up to 1,000 US contacts and 5,000 companies a month, plus lead routing, a form builder and form enrichment.
Advanced Dialer: $119 a month, billed annually. It adds international calling, a parallel dialer, a power dialer and local presence. Call time on the US dialer still uses credits.
Apollo notes that add-on pricing is introductory and may change.
What You'll Pay for Data and Calls
Seat prices tell you what access costs. They don't tell you what a contact or a call costs, which is the number that matters for budgeting.
The Cost of a Credit
Divide each plan's annual price by its credits and a pattern appears. A credit costs about 2 cents on every paid plan:
Basic: $588 a year for 30,000 credits, or $0.0196 per credit
Professional: $948 a year for 48,000 credits, or $0.0198 per credit
Organization: $1,428 a year for 72,000 credits, or $0.0198 per credit
So upgrading doesn't make data cheaper. It buys more credits at the same rate, plus features.
The Cost of an Email, a Phone Number and a Call
At about 2 cents a credit, here's what common actions cost on any paid plan:
An email address: about 2 cents
A phone number: about 16 cents
One hour on the US dialer: 120 credits, or about $2.37
Enriching 10,000 CRM records: 10,000 to 80,000 credits, or about $200 to $1,580, depending on which fields you enrich
That's why teams built around cold calling feel Apollo's pricing most. A rep on Professional who reveals only phone numbers gets about 500 a month from their 48,000 credits, before any dialer time.
An Example: A 10-Rep Outbound Team
A 10-rep team that sends at volume needs Professional for the mailbox and sending limits:
Seats: 10 × $79 × 12 months = $9,480 a year
Advanced Dialer: $1,428 a year for international, parallel and power dialing
Total list price: $10,908 a year, with 480,000 pooled credits
If each rep reveals 150 phone numbers and 300 emails a month, the team uses 180,000 credits a year on contact data alone. The rest of the pool goes to enrichment, AI research and US dialer time, which is where teams most often run short.
Apollo's Hidden Costs
These rules sit in Apollo's plan comparison and FAQ rather than on the plan cards, and they can change your bill more than the headline price.
Sending limits force upgrades. Basic caps each user at one mailbox and 250 emails a day, so higher-volume teams end up paying for Professional.
Add-ons are billed separately. The Advanced Dialer and Inbound add-ons start at $119 a month per team, on top of seat prices.
One plan for everyone. Every seat must be on the same plan, so one power user can push the whole team onto Professional.
Credits expire. Unused credits, including purchased add-on credits, disappear at the end of each billing cycle.
Add-on credits recur. Extra credits are charged immediately and renew every cycle until you remove them.
Annual commitments are firm. Downgrades take effect immediately with no refund for unused time, and annual plans can't move to monthly until the term ends.
"Unlimited" has limits. Features labeled unlimited are subject to Apollo's fair use policy.
Record selection limits. Basic lets you select 1,000 records at a time, and Professional 2,500, which slows down large list builds.
Which Apollo Plan Is Right for You?
The right plan depends less on team size and more on how your team sells.
Founders testing outbound can start on Free at no cost, then move to Basic once they need more than two sequences or a non-Gmail mailbox.
Individual sellers sending under 250 emails a day get the best value on Basic. If you're weighing low-cost tools, our Apollo vs. Seamless.AI breakdown compares two free starting points.
Full-time SDR and AE teams usually need Professional for unlimited sending, more mailboxes, AI lead scoring and call recording.
Larger teams with heavy automation should look at Organization for 12 intent topics, 500 workflows and 8,000 recording minutes. Teams that need intent beyond topic limits often compare 6sense vs. Apollo.
Teams that need SSO, advanced security or custom integrations will need a Custom plan.
Phone-led teams should model credit use before choosing any plan, since every phone number costs 8 credits. It's also worth comparing tools built for calling, as in our Apollo vs. Cognism breakdown.
What Users Say About Apollo's Pricing
Apollo scores well on value, but pricing is also one of its most debated topics. Capterra users rate its value for money 4.4/5, yet Capterra's summary calls the pricing structure complex and restrictive, and 36% of the 56 reviews it groups under that theme are negative.
Positive reviewers tend to be light or email-led users. Jordan V., a sales specialist on Capterra, calls the contact data "a foundational tool for our sales team" but adds that "you have to stay organized with your credits to maximize value."
Critical reviewers usually point to changes in the credit system. Rafay A., a researcher on Capterra, describes "excessive credit consumption even for email-only exports," and Nurudeen O. notes that with phone numbers costing about 8 credits each, the 30,000-credit allowance "becomes limiting fast."
The pattern is consistent: Apollo is good value until phone numbers, enrichment or dialer time become a big share of your activity. Those are also the areas where data decay costs teams the most, because every outdated number still uses credits.
Apollo vs. ZoomInfo Pricing
Apollo and ZoomInfo price differently because they sell different things. Apollo sells seats and credits for a self-serve outbound tool. ZoomInfo is an all-in-one AI GTM Platform that's free to start with consumption credits based on usage, so teams can try it before scaling up.
What that buys is also different. ZoomInfo's data foundation covers 500M contacts, 100M companies, 135M+ verified phone numbers and 120M+ direct-dial phone numbers, verified by 300+ human researchers with up to 95% accuracy on first-party data. On top of that data, the GTM Context Graph fuses CRM records, conversation intelligence and behavioral signals into an intelligence layer that explains why deals move or stall.
Teams act on it in GTM Workspace for sellers, GTM Studio for marketing and RevOps, and through GTM.AI, the headless API and MCP option for AI agents. Apollo offers AI access too, through Apollo MCP, but without CRM, conversation and intent context feeding it.
For a team spending most of its Apollo credits on phone numbers and enrichment, the comparison that matters is cost per usable contact, not cost per seat. MongoDB is one team that measured the return.
“The call recordings in Chorus would also allow our sales leaders to provide robust coaching to reps without the need to be present on every call.”
For the full head-to-head on data, intent and pricing, see the Apollo vs. ZoomInfo comparison.
Is Apollo Worth the Price?
Apollo's pricing is transparent and easy to start with. For founders and small, email-led teams, Basic or Professional delivers a lot for the price compared with most lead generation software.
The real cost depends on credits. At about 2 cents a credit, emails are cheap, but phone numbers, enrichment and dialer time add up quickly, and plan limits push most active teams to Professional. Budget on expected credit use, not seat count.
If you're weighing Apollo's costs against other tools, our Apollo alternatives guide compares nine options on pricing, data and fit. Or see how ZoomInfo's model works for your team. Book a demo.
Frequently Asked Questions About Apollo Pricing
These are the questions teams ask most when budgeting for Apollo.
How Much Does Apollo Cost per Month?
Apollo costs $49 per seat per month for Basic, $79 for Professional and $119 for Organization, billed annually, with a three-seat minimum on Organization. The Free plan costs nothing, and Custom plans are quoted by sales.
Is Apollo Free?
Yes. Apollo's Free plan has no time limit and includes 900 credits per seat per year, 2 sequences, basic filters and limited AI Assistant use. It only connects Gmail, and 75 credits a month buys about 9 phone numbers.
How Many Credits Does Apollo Charge for a Phone Number?
A phone number costs 8 credits, compared with 1 credit for an email. At about 2 cents a credit on paid plans, that's roughly 16 cents per phone number.
Do Apollo Credits Roll Over?
No. Credits reset at the start of each billing cycle, and unused credits expire. That includes add-on credits you've bought.
Does Apollo Offer a Free Trial?
Yes. Basic and Professional include a 14-day trial with credits and access to most features. When the trial ends, you can upgrade or move to the Free plan.
Can Different Users Be on Different Apollo Plans?
No. Every seat on an Apollo account must be on the same plan, so teams usually choose the plan that fits their highest-need users.
How Does Apollo Pricing Compare With ZoomInfo?
Apollo publishes seat prices from $0 to $119 per month, plus credits. ZoomInfo is free to start with consumption credits based on usage, and includes deeper verified data, proprietary intent and the GTM Context Graph.
