Lusha Pricing: Plans, Credits, and Costs Explained (Plus ZoomInfo Comparison)

Quick Answer: How Much Does Lusha Cost?

Lusha offers four paid plans plus a permanent free tier. Free gives you 40 credits/month at no cost. Starter runs $49.90/month (or $37.45/month annually) for 400 credits and one user. Pro starts at $69.90/month ($52.45/month annually) for 600 credits and two users. Premium starts at $399.90/month ($299.95/month annually) for 3,400 credits and five users. Scale is custom-quoted for enterprise teams. Every plan runs on a credit system where revealing an email costs 1 credit and a phone number costs 5 — meaning your actual data capacity depends heavily on your prospecting mix.

Table of Contents

• Lusha Pricing Summary

• How Lusha Credits Work

• Lusha Plan Breakdown

• Lusha Plan Comparison Matrix

• Hidden Costs and Contract Terms

• Real Usage Scenarios: What Credits Actually Buy You

• Where Lusha Falls Short

• Best Lusha Alternative: ZoomInfo

• ZoomInfo Plan Breakdown

• Lusha vs. ZoomInfo: Feature Comparison

• Decision Matrix: Choose Lusha or ZoomInfo

• Lusha Pricing FAQ

Lusha Pricing Summary

The key difference: Lusha charges 5 credits for a phone number and 1 for an email. ZoomInfo uses a 1 credit = 1 export model regardless of data type. There is no phone penalty. ZoomInfo also includes proprietary intent data, website visitor identification, and conversation intelligence that Lusha doesn't offer at any price tier.

Evaluating your options? Talk to someone to learn more about how ZoomInfo can help you.

How Lusha Credits Work

What are Lusha credits?

Lusha credits are the single currency used across all plans and access methods — platform, browser extension, AI Assistant, and API. You spend credits only when you reveal data, not when you search. The cost depends on what you're revealing: an email address costs 1 credit, a phone number costs 5. This asymmetry is the most important variable in Lusha's pricing model.

Key credit rules:

• Re-revealing a previously unlocked record costs nothing

• Searches are free; credits are only consumed on reveal

• Monthly plan credits roll over up to 2x the monthly limit (Pro and Premium only)

• Annual plan credits are issued upfront for the year and do not roll over at year-end

• Free and Starter plans have no documented rollover

The 5:1 phone-to-email ratio is the hidden variable most buyers miss. A team running cold-call sequences burns through credits five times faster than a team doing email-only outreach, but at the same plan price.

Lusha Plan Breakdown

Lusha Free Plan: 40 Credits/Month

Lusha's free plan is permanent, not a trial. It includes the browser extension, verified emails and phones, and CRM integrations. At 40 credits per month, you can reveal 40 emails or just 8 phone numbers, so it suits occasional lookups rather than regular prospecting. No credit card required.

Bottom Line: The free plan works for testing Lusha's data quality on a handful of prospects, but anyone doing regular outbound will exhaust it in a day or two.

Lusha Starter Plan: $49.90/Month or $37.45/Month Annually

Starter jumps to 400 monthly credits: 400 email reveals or 80 phone reveals per month. Annual billing issues all 4,800 credits upfront, giving flexibility for uneven monthly usage. The addition of contact and company lookalikes and bulk enrichment makes this the entry point for structured prospecting. The single-seat restriction limits it to individual contributors.

Bottom Line: Starter suits individual SDRs or AEs focused primarily on email outreach. Cold-calling reps will find the phone credit math frustrating quickly.

Lusha Pro Plan: From $69.90/Month or $52.45/Month Annually

Pro is where Lusha becomes a team tool, with 2 seatsAPI access, and a credit slider that lets you increase allocation (and price) as needed. Unused credits roll over up to 2x the monthly limit on monthly plans, providing a buffer for variable usage. The API opens programmatic enrichment workflows.

Bottom Line: Pro is the practical starting point for small sales teams that need both manual lookups and API-driven enrichment. Larger teams will need Premium or Scale.

Lusha Premium Plan: From $399.90/Month or $299.95/Month Annually

Premium is Lusha's most popular self-serve plan, with five seats and 3,400 monthly credits to start. Across five reps, that averages 680 email reveals or 136 phone reveals per rep per month. The Advanced API supports teams building enrichment into their workflows. Credits scale via the pricing slider, with cost rising accordingly.

Bottom Line: Premium delivers reasonable value for mid-size teams with predictable data needs. The credit math still requires careful monitoring when phone numbers are part of the mix.

Lusha Scale Plan: Custom Pricing

Scale is Lusha's enterprise tier: everything in Premium plus SSO, a dedicated customer success manager, and per-credit pricing that's 50%+ cheaper than self-serve plans. Credit volumes and seat counts are negotiated directly.

Bottom Line: Scale makes sense for high-volume teams with enterprise security requirements. The opaque pricing mirrors the problem many buyers have with other enterprise vendors.

Lusha Plan Comparison Matrix

Hidden Costs and Contract Terms

Understanding Lusha's true cost requires looking beyond the subscription price. Several commercial terms affect the total investment.

Annual prepayment: Annual plan subscribers receive all credits upfront for the year. Per Lusha's Terms and Conditions, annual customers are "obligated to fulfill the entire payment amount for the Term." If your team's needs change mid-year, you've already paid.

Non-refundable payments: All payments are non-refundable. There is no documented trial period for paid plans beyond the free tier.

Credit expiration: Annual plan credits do not roll over at year-end. Unused credits are forfeited when the plan renews. Monthly plan credits roll over up to 2x the monthly limit on Pro and Premium — but only on monthly billing, not annual.

No overage charges, but no flexibility either: Lusha doesn't charge overage fees. When you run out of credits, you simply can't reveal more data until the next cycle or until you upgrade. For teams with variable prospecting volume, this creates a binary choice: upgrade to a higher tier or stop prospecting.

Support access by tier: Dedicated customer success management is only available on Scale. Lower tiers rely on self-serve support resources.

Per-credit phone penalty: At 5 credits per phone reveal, a team on Premium ($399.90/month, 3,400 credits) that splits usage 50/50 between emails and phones effectively gets 1,133 phone reveals and 1,133 email reveals, not 3,400 of each. The published credit count is not the same as the usable data volume for mixed-use teams.

Real Usage Scenarios: What Credits Actually Buy You

The credit math looks different depending on how your team prospects. Here are three scenarios that translate Lusha's plans into actual outcomes.

Scenario 1: Solo SDR — Email-Only Outreach

Profile: One SDR, primarily LinkedIn prospecting, email sequences only, no cold calling.

Verdict: Starter or Pro covers most email-focused SDRs. At $0.12 per email reveal, the cost is predictable. The single-seat restriction on Starter is the main constraint.

Scenario 2: Cold-Calling Team — Direct Dial Focus

Profile: Five-rep team, outbound cold calling, needs direct dials for 60% of outreach.

Verdict: A cold-calling team on Premium gets roughly 113 direct dials per rep per month at base credit allocation, less than four calls per working day. Teams with higher call volume need to increase credits (and price) via the slider or move to Scale. ZoomInfo's 1 credit per export model eliminates this penalty entirely.

Scenario 3: RevOps Team — API Enrichment at Scale

Profile: RevOps team enriching CRM records and inbound leads via API, mix of emails and company data.

Verdict: API enrichment at meaningful scale requires Premium or Scale. Note that company profiles are free on-platform but cost 1 credit via API, a distinction that adds up quickly in automated enrichment workflows.

Running the math on your team's actual usage? Talk to someone to learn more about how ZoomInfo can help you.

Where Lusha Falls Short

Lusha delivers accurate contact data and a straightforward prospecting experience. But its focused approach creates gaps for teams whose needs extend beyond contact lookups.

The Phone Number Credit Penalty

At 5 credits per phone reveal, cold-calling teams see their usable credit pool shrink by 5x compared to email-only teams. A Starter plan user with 400 credits can reveal 80 phone numbers per month, making the effective cost over $0.60 per direct dial at monthly pricing. Teams split between email and phone prospecting must constantly manage their credit balance against two very different consumption rates. ZoomInfo's 1 credit per export model charges the same regardless of data type.

Third-Party Intent Data, Not Proprietary

Lusha's buying signals come from Bombora's Company Surge data, a third-party partnership, rather than proprietary collection. Intent signals refresh weekly rather than in real time, creating a lag between buyer activity and seller awareness. There is no proprietary intent data collection, no website visitor identification, and no capability that correlates intent topics with actual deal outcomes in your pipeline.

Email-Only Outreach Sequences

Lusha Engage is email-only. There are no LinkedIn steps, SMS, or phone steps in sequences. It's limited to 1,000 emails per user per day and five active sequences. Teams running multi-channel outreach still need a separate sales engagement platform.

Conversation Intelligence Is Still in Beta

Lusha Conversations is in beta with Salesforce-only CRM sync. HubSpot and Pipedrive connectors are still in development. It cannot match established conversation intelligence platforms with years of ML training data, and there is no closed-loop connection between conversation insights and prospecting recommendations.

Platform Scope Stops at Contact Data

Lusha covers prospecting, basic buying signals, and email outreach. It does not cover website visitor identification, ABM, display advertising, conversation intelligence at scale, or the kind of deal-level context that connects what happened on a call to what your next outreach should say.

Best Lusha Alternative - ZoomInfo

ZoomInfo is an AI GTM Platform built on a B2B data foundation of 500M+ contacts, 100M+ companies, 135M+ verified phone numbers, and 200M+ verified business emails. That data fuels ZoomInfo's GTM Context Graph — an intelligence layer that processes 1.5B+ data points daily by unifying your CRM records, conversation transcripts, and behavioral signals with ZoomInfo's B2B data. The result: your team knows not just who to contact, but why they're likely to buy now.

Four capabilities separate ZoomInfo from Lusha at every price point:

1. 1 credit = 1 export — no phone number penalty, regardless of data type

2. Proprietary intent data — 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings sourced monthly, not a third-party resell

3. Website visitor identification — WebSights resolves anonymous traffic to companies with buying team identification

4. Conversation intelligence — Chorus captures deal context with 14 technology patents, feeding insights back into the GTM Context Graph

This isn't just more data. A Fortune 500 RFP analyzing 25 million contacts across vendors concluded that "no other competitor came even close." ZoomInfo has been named a Leader in the Gartner MQ for ABM Platforms for two consecutive years, a Leader in the Forrester Wave for Intent Data Providers, and earned 133 No. 1 rankings on G2.

ZoomInfo Plan Breakdown

ZoomInfo Lite (Free): $0/Month

ZoomInfo Lite trades export volume for broader capabilities. Lusha's free plan gives you 40 credits for contact reveals. ZoomInfo Lite gives you fewer exports but adds website visitor identification, something Lusha's free plan doesn't offer at all.

Bottom Line: ZoomInfo Lite trades export volume for broader capabilities, making it better for teams that value account-level intelligence over contact lookups.

ZoomInfo Sales Professional: Custom Pricing

Sales Professional delivers ZoomInfo's core prospecting capabilities. Unlike Lusha's credit model where phone numbers cost 5x more than emails, ZoomInfo uses a 1 credit per export model. A direct dial and an email cost the same. AI email generation and an intelligent dialer are included at this tier.

Bottom Line: Professional delivers more data per credit than Lusha's model while adding AI outreach tools that Lusha charges separately for or doesn't offer.

ZoomInfo Sales Advanced: Custom Pricing

Advanced is where ZoomInfo separates from Lusha's capabilities. Buyer Intent signals draw from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings — a proprietary collection method far larger than Lusha's Bombora partnership. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with closed-won deals in your pipeline rather than requiring manual topic selection.Website visitor tracking, Champion Tracking, and automated GTM plays turn passive data into proactive selling motions.

Bottom Line: Advanced provides the intent intelligence and automation that Lusha's platform lacks, turning contact data into timed, contextual selling actions.

ZoomInfo Sales Enterprise: Custom Pricing

Enterprise is ZoomInfo's full-capability tier, powered by the GTM Context Graph (the intelligence layer that processes 1.5B+ data points daily by fusing ZoomInfo's B2B data with your CRM records, conversation transcripts, and behavioral signals). GTM Workspace gives sellers a single workspace with AI agents that handle account research, signal monitoring, outreach drafting, and CRM updates.

Bottom Line: Enterprise delivers a complete AI-powered GTM platform that understands deal context at a depth Lusha's contact-data focus cannot match.

ZoomInfo Additional Products

Beyond core Sales plans, ZoomInfo offers capabilities with no equivalent in Lusha's product suite:

Chorus (Conversation Intelligence): Automatic recording, transcription, and AI analysis of all customer calls and meetings. 14 technology patents using proprietary ML. Captures deal context that feeds the GTM Context Graph.

GTM Studio: An AI orchestration canvas for designing audiences, enriching data, and activating multi-channel GTM plays. Includes waterfall enrichment from 25+ alternative data sources at no additional cost.

WebSights (Website Visitor Identification): Resolves anonymous website traffic to companies with buying team identification. Triggers tailored outreach based on company profile and intent signals.

Marketing (ABM): Account-based marketing with a native Demand-Side Platform, FormComplete (reducing forms to a single field), and contact-level website visitor identification.

Lusha vs. ZoomInfo: Feature Comparison

Data Scale and Coverage

Lusha maintains a database of 280M+ verified contacts, 152M+ emails, 280M+ direct dials, and 30M+ company profiles. Published accuracy claims: 98% email deliverability and 85–86% phone accuracy. Data sourcing excludes LinkedIn scraping. Lusha holds ISO 27701, GDPR, and CCPA certifications, giving it particular strength for EMEA compliance.

ZoomInfo operates a larger B2B data platform: 500M+ contacts, 100M+ companies, 135M+ verified phone numbers, and 200M+ verified business emails. Data flows through a multi-source verification pipeline including automated ML scanning 28 million site domains daily, a community of 200,000+ users who contribute data, third-party partner data covering 95 million businesses, and 300+ human researchers. First-party data accuracy reaches up to 95%. Global coverage includes 34M+ company profiles and 200M+ professional profiles outside North America.

Verdict: ZoomInfo provides broader coverage (500M vs. 280M contacts, 100M vs. 30M companies), deeper company intelligence (300+ attributes, org charts, technographics), and independent external validation. Lusha provides strong accuracy within its coverage area, with particular strength in EMEA compliance.

Intent Signals and Buying Intelligence

Lusha sources buying signals from Bombora's Company Surge data, a third-party data cooperative of 5,000+ B2B sites. Signals refresh weekly against a 12-week rolling baseline. Lusha also tracks job changes, funding, hiring trends, and technology adoption. AI Recommendations surface lookalike prospects based on user activity and intent data.

ZoomInfo tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ keyword-to-device pairings sourced monthly, a proprietary collection method. Guided Intent, exclusive to ZoomInfo, identifies topics historically correlated with deal success in your pipeline rather than requiring manual topic selection. WebSights resolves anonymous website traffic to companies with buying team identification. The GTM Context Graph layers these signals with CRM data and conversation intelligence to capture why deals move, not just that they moved.

Verdict: ZoomInfo provides deeper, proprietary intent data collection, the exclusive Guided Intent feature that ties topics to actual deal outcomes, and website visitor identification. Lusha provides third-party intent through Bombora and useful job change tracking, but lacks proprietary signal collection and deal-context correlation.

Pricing Model and Cost Predictability

Lusha publishes self-serve pricing from $0 to $399.90/month with transparent credit allocations. The 5:1 phone-to-email cost ratio means actual costs vary based on data mix. Annual plans offer a 25% discount with all credits delivered upfront. No implementation fees, no overage charges.

ZoomInfo uses custom-quoted pricing based on seats, credit volume, features, and contract length. This requires a sales conversation. But ZoomInfo's credit system is simpler: 1 credit = 1 export regardless of data type, eliminating the phone penalty. The permanent ZoomInfo Lite tier provides free entry without a sales call, and a 7-day free trial of paid features is available.

Verdict: Lusha is better for teams that value transparent, self-serve pricing and want to start quickly without a sales call. ZoomInfo is better for teams with heavy phone number usage (no 5x credit penalty) and those who want simpler credit arithmetic: one export equals one credit.

Platform Completeness

Lusha covers prospecting (Workspace, Extension, Lists, Enrichment), buying signals (Signals, Alerts, AI Recommendations), and basic outreach (Engage, email-only). Conversations is in beta with Salesforce-only CRM sync. CRM integrations are push-only. Native automation connectors support Make, n8n, Zapier, Workato, Pipedream, and Albato. Lusha's MCP server for AI tool integration is a differentiating bet.

ZoomInfo covers the full GTM lifecycle: prospecting, intent and signals, conversation intelligence (Chorus, 14 technology patents), marketing (ABM, display ads, FormComplete), operations (enrichment, routing, deduplication from ~60 vendors), website chat, sales engagement (via Salesloft partnership), and AI execution (GTM Workspace, GTM Studio). The App Marketplace lists 120 partner integrations. APIs and MCP deliver intelligence to any third-party tool.

Verdict: ZoomInfo covers prospecting through deal execution, conversation intelligence, marketing orchestration, and operational data quality. Lusha covers contact data and basic signals well, but teams will still need separate tools for conversation intelligence, multi-channel sequencing, website visitor identification, and ABM.

Ready to see the difference? Talk to someone to learn more about how ZoomInfo can help you.

Decision Matrix: Choose Lusha or ZoomInfo

Choose Lusha if…

Choose ZoomInfo if…

The dividing line: Lusha is a contact data platform that does its job well for teams with focused, self-serve prospecting needs. ZoomInfo is a GTM platform that connects contact data, intent signals, conversation intelligence, and CRM context into a single system that powers every revenue function from prospecting through deal execution.

Lusha Pricing FAQ

Is Lusha free to use?

Yes. Lusha offers a permanent free plan with 40 credits per month, the browser extension, and CRM integrations. No credit card required. At 40 credits, you can reveal 40 emails or 8 phone numbers per month, which is enough for testing data quality, not sustained outbound. ZoomInfo also offers a permanent free tier, ZoomInfo Lite, with 10 monthly export credits plus website visitor identification that Lusha's free plan doesn't include.

How much does Lusha cost per contact?

It depends on what data you reveal. On Starter ($49.90/month, 400 credits), an email reveal costs $0.12 and a phone reveal costs $0.60. On Premium ($399.90/month, 3,400 credits), those drop to approximately $0.12 and $0.59 respectively. ZoomInfo charges 1 credit per export regardless of data type, eliminating the phone number premium.

Does Lusha charge extra for phone numbers?

Yes. Phone numbers cost 5 credits per reveal on both the platform and API, compared to 1 credit for an email address. This 5:1 ratio is the most significant variable in Lusha's pricing model. A team that needs direct dials for cold calling will exhaust credits five times faster than a team doing email-only outreach — at the same plan price.

Do Lusha credits roll over?

On monthly plans, unused credits roll over up to 2x the monthly limit for Pro and Premium tiers. On annual plans, all credits are issued upfront for the year but do not roll over at year-end. Free and Starter plans have no documented rollover.

How many users are included in each Lusha plan?

Free and Starter include 1 user. Pro includes 2 users. Premium includes 5 users. Scale is custom. Additional seats can be added, but pricing for extra seats is not published on the self-serve plans.

Does Lusha offer annual discounts?

Yes. Annual billing reduces the per-month price by approximately 25% across Starter, Pro, and Premium. The trade-off: annual plan credits are issued upfront and do not roll over at year-end, and Lusha's Terms and Conditions require customers to fulfill the full payment for the term.

Can you cancel Lusha anytime?

Monthly plans can be canceled at any time, though payments are non-refundable. Annual plan subscribers are obligated to fulfill the entire payment amount for the contract term per Lusha's Terms and Conditions.

What happens when Lusha credits expire?

When you run out of credits, you cannot reveal additional contact data until the next billing cycle or until you upgrade your plan. Lusha does not charge overage fees; the system simply stops revealing data. Annual plan credits that are unused at year-end are forfeited.

Does Lusha have an API?

Yes. API access starts at the Pro plan. The API supports enrichment, prospecting, signals, and lookalike discovery with a 25 requests/second rate limit. Lusha also offers an MCP server for AI tool integration, supporting Claude and ChatGPT.

Can Lusha replace ZoomInfo?

For teams whose primary need is verified contact data with self-serve pricing, Lusha handles core prospecting and enrichment at a lower entry price. But Lusha cannot replace ZoomInfo's proprietary intent data (210 million IP pairings), conversation intelligence, website visitor identification, ABM capabilities, or the GTM Context Graph's deal-level intelligence. Teams needing those capabilities will require ZoomInfo or multiple additional tools alongside Lusha.

Which is better for small teams: Lusha or ZoomInfo?

For small teams (1–5 reps) focused on contact lookups and LinkedIn prospecting, Lusha's transparent pricing and fast onboarding make it the simpler starting point. For small teams that also need intent signals, website visitor data, and AI account prioritization, ZoomInfo Lite provides a free entry point with capabilities Lusha doesn't include at any price tier, and paid plans add depth that compounds as the team grows.

How does ZoomInfo pricing compare to Lusha?

ZoomInfo uses custom-quoted pricing rather than published self-serve tiers, which requires a sales conversation. The key structural difference: ZoomInfo charges 1 credit per export regardless of data type, while Lusha charges 5 credits for a phone number and 1 for an email. For teams with significant phone prospecting volume, ZoomInfo's model delivers more usable data per credit. ZoomInfo also includes proprietary intent data, website visitor identification, and conversation intelligence that Lusha doesn't offer at any tier. See ZoomInfo pricing for more detail.

Talk to someone to learn more about how ZoomInfo can help you.