WizLeads
TL;DR
Apollo pricing is set per seat, and the credits are what run out. Billed annually, a seat of Basic is $49 a month, Professional is $79 and Organization is $119. Billed monthly, Basic is $65 and Professional is $99, and Organization's $149 carries an Annual Only label. One seat of Basic costs $588 a year, and three cost $1,764.
How much does Apollo cost? Free is $0, and paid plans run $49 to $119 per seat per month on annual billing and $65 or $99 on monthly billing, per Apollo's pricing page. Three seats of Basic are $195 a month, and Custom has no published price.
This guide covers every plan and add-on on Apollo's pricing page and the credit rules that set a seat's bill. Two items have no published number: the Custom plan has no price, and Apollo prints no add-on credit rate, which only a slider in the app shows. Apollo's pages also disagree in several places, and we name each one with both pages. Figures are in US dollars, and a unit cost is never a bill.
Apollo pricing per user: plans on both toggles
Apollo lists prices for Free, Basic, Professional and Organization, and sells a Custom plan on request.
| Plan | Annual toggle, per seat per month | Credits on Annual | Monthly toggle, per seat per month | Credits on Monthly | Record selection |
|---|---|---|---|---|---|
| Free | $0 | 900 per seat per year, granted monthly | $0 | 75 per seat per month | 25 |
| Basic | $49 | 30,000 per seat per year, upfront | $65 | 2,500 per seat per month | 1,000 |
| Professional | $79 | 48,000 per seat per year | $99 | 4,000 per seat per month | 2,500 |
| Organization | $119, minimum 3 seats | 72,000 per seat per year | $149, labelled "Annual Only" | 6,000 per seat per month | 10,000 |
Source: Apollo's pricing page, US dollars, prices excluding taxes.
Apollo's pricing page opens on the Annual toggle. The toggle changes the price and not the monthly credits: 30,000 a year on Basic is 2,500 a month. Organization needs at least 3 seats, so its floor is 3 x $119 x 12 = $4,284 a year before any usage.
Apollo badges the Annual toggle "Save 24%". Recomputed from the cards, that holds only for Basic, where $49 against $65 saves 24.6%. Professional saves 20.2% ($79 against $99), and Organization 20.1% against a $149 that Apollo labels Annual Only, so nobody can buy it monthly.
Apollo's FAQ says all seats on an account share one plan, so a power user cannot sit on Professional while the rest stay on Basic. Apollo describes Custom as the plan for tailored volumes, SSO, advanced security and dedicated support, and the page shows no price for it.
Apollo also sells two add-ons, priced per team rather than per seat and added in the app after you pick a paid plan. Inbound is $119 a month for Essentials and $639 for Max on annual billing, or $149 and $799 billed monthly. Advanced Dialer, which carries the international, parallel and power dialers, is $119 a month on annual billing and $149 monthly. Apollo marks both prices as introductory and subject to change.
Apollo credits: what each action costs
Apollo's rate card prices an email at 1 credit and a phone number at 8.
| Action | Credits | When Apollo charges it |
|---|---|---|
| 1 | Per contact with a verified email, catch-alls Apollo verifies included. | |
| Phone number | 8 | Per verified personal number, even on a do-not-call registry. Nothing for HQ or corporate numbers. |
| Enrich data | 1 to 8 | Depends on the data returned. |
| AI research | 1 per run | Each run. |
| Email infrastructure | Not printed | Domain and mailbox purchases, mailwarming, inbox placement tests and blocklist checks use credits. |
| US dialer | 1 per 30 seconds | A 30-second minimum per connected call, voicemail and answering machines included. A call that rings out, finds a busy line, fails or is cancelled costs nothing. International dialer varies by region. |
| Verified email that bounces | Credit refunded | When it bounces within 30 days of purchase. |
Source: Apollo's pricing page (credit column), plus its Understand Email Statuses article, its phone-number article and its credit usage article.
Apollo bills an email per result. Its Understand Email Statuses article says Apollo "doesn't charge an email credit for a contact without a known, valid email address".
A phone number costs 8 credits whether or not it sits on a do-not-call registry, so one mobile number costs as much as eight emails.
How the Apollo credit pool works
Apollo pools credits across the whole team and hands them out in full when each billing cycle begins. On annual billing the cycle is a year, so a Basic seat holds 30,000 credits on day one. Those credits expire together at the end of the cycle.
Apollo's FAQ says unused credits do not roll over, plan and add-on credits alike.
Add-on credits are bought with a slider in the app, under Settings and Manage Subscription. Apollo charges them at once and renews them every cycle until you set the slider to zero ahead of the renewal date.
Apollo prints no per-credit price for add-ons, and its manage-plan article points to a cost preview inside the app. Without a rate, nobody can say whether a top-up beats the next plan up.
How Apollo's waterfall bills
Waterfall enrichment asks several data sources in turn for the same email or number. Apollo's Waterfall Enrichment Overview says each source that returns data charges credits, and a connected validator charges separately after each source. The run "does not stop at the first result returned".
Apollo's API pricing doc gives typical ranges. Email waterfall enrichment typically uses 1 to 4 credits, and 20 or more is possible. Phone waterfall typically uses 8 to 25, and 45 or more is possible.
Apollo's waterfall pages disagree with each other, and with another Apollo page, in three places.
The first is misses. The overview FAQ says Apollo does not charge when a source finds no data. The API pricing doc says some vendors consume credits per lookup even when no data is found, and Apollo does not say which sources are which.
The second is when the run stops. The overview says it continues past the first result. The setup guide lets an admin end enrichment on a verified result or on any result. It says connected providers charge for each unverified result returned before a verified one.
The third is the 1-credit ceiling. Apollo's about-credits page, which Apollo's Terms point to for credit conversion, says that for a contact's personal or business email Apollo never charges more than 1 credit per contact, and only for emails it can verify. The waterfall pages say each returning source charges, and that sources returning unverified data still charge. Apollo's pages do not say where the flat reveal ends and the waterfall starts.
What 1 seat and 3 seats cost on Apollo
On annual billing, 1 seat of Basic is 1 x $49 x 12 = $588 a year, and 3 seats are 3 x $49 x 12 = $1,764. On monthly billing, 3 seats are 3 x $65 = $195 a month, or $2,340 over twelve months. Professional follows the same steps with $79 and $99.
| Plan and toggle | 1 seat | 3 seats | Credits, 1 seat | Credits, 3 seats |
|---|---|---|---|---|
| Basic, Annual | $588 a year | $1,764 a year | 30,000 a year | 90,000 a year |
| Basic, Monthly | $65 a month ($780 a year) | $195 a month ($2,340 a year) | 2,500 a month | 7,500 a month |
| Professional, Annual | $948 a year | $2,844 a year | 48,000 a year | 144,000 a year |
| Professional, Monthly | $99 a month ($1,188 a year) | $297 a month ($3,564 a year) | 4,000 a month | 12,000 a month |
| Organization, Annual | Not sold (3-seat minimum) | $4,284 a year | Not sold | 216,000 a year |
Source: Apollo's pricing page, list prices in US dollars.
Annual billing saves $192 a year per Basic seat ($780 less $588) and $240 per Professional seat ($1,188 less $948). Dividing Basic's price by its credits gives unit costs, which assume you spend every credit and are not bills. They are $19.60 per 1,000 emails on annual billing and $26.00 on monthly, and $0.157 or $0.208 for one mobile number at 8 credits.
One rep, 1,000 emails and 200 mobile numbers a month
This job uses 1,000 + 200 x 8 = 2,600 credits a month, or 31,200 a year.
| Plan | Price | Credits | Against 2,600 a month |
|---|---|---|---|
| Basic, Monthly | $65 a month | 2,500 a month | 100 short every month |
| Basic, Annual | $588 a year | 30,000 a year | 1,200 short; the pool ends about halfway through month 12 |
| Professional, Monthly | $99 a month | 4,000 a month | Covers it; 1,400 expire unused |
| Professional, Annual | $948 a year | 48,000 a year | Covers it; 16,800 expire unused |
Basic misses by 3.85% of the need on both toggles. That rep buys add-on credits at an unprinted rate, moves up to Professional, or runs out before the term ends.
Three reps doing the same job need 7,800 credits a month from one pool. Basic is 300 a month short on monthly billing and 3,600 a year short on annual. Professional covers it at $297 a month or $2,844 a year, and Organization at $4,284 a year.
At the waterfall's typical API ranges, the same job uses 2,600 to 9,000 credits, up to about 3.5 times the flat rate card.
Where Apollo's pages disagree
The waterfall disagreements are above. These sit mostly on the pricing page.
| Topic | One Apollo page says | Another Apollo page says |
|---|---|---|
| Email credits | Pricing page FAQ: entry-level plans get "unlimited email addresses" | Pricing page rate card: Email is 1 credit |
| Free plan credits | Pricing page: 900 a year, or 75 a month on the Monthly toggle | Apollo's email-finder page: 50 email credits a month, 600 a year |
| Gmail on Free | Pricing page FAQ: "Gmail accounts only" | Pricing page compare table: "Gmail & Microsoft" |
| API access | Pricing page cards: Free has "API Access", paid plans have "API Enrichment" | Pricing page FAQ: API access is available on Custom plans |
| Seat cuts | Pricing page FAQ: downgrades, seat count included, take effect immediately | Apollo's Terms: seats may not be decreased during a Term |
Source: each page named in the cells. No Apollo page we read reconciles any of these. Where credits are involved, budget by the higher cost and the lower allowance.
Monthly or annual billing, renewal and refunds
Apollo's pricing FAQ allows a move from monthly to annual whenever you like, with payments already made prorated toward the annual plan. Going from annual to monthly means cancelling the annual plan and waiting for it to expire. Apollo does not permit downgrades partway through an annual term.
A downgrade takes effect at once, but Apollo issues no refund for unused time, and the lower price starts at the next plan term. Cancellation runs to the end of the billing cycle, and credits stay usable until then.
Apollo's Terms, last updated August 10, 2026, call subscription fees non-cancelable and non-refundable and "based on the credits purchased, not actual usage". A term renews automatically for an equal period. For self-serve accounts the term is the billing cycle. Apollo's pricing FAQ says monthly billing lets you "cancel anytime", while the Terms ask for notice 30 days before a term ends, and no Apollo page we read says which rule applies to a monthly plan.
The Apollo free plan and trial
On the Annual toggle, the Apollo free plan gives each seat 900 credits a year, released monthly. On the Monthly toggle it gives 75 per seat per month, granted upfront. Both are 75 a month, while Apollo's email-finder page says 50.
Apollo's plan-management article limits Free to one seat after one hundred days of active use, and its pricing FAQ says the tier has no time limit.
The trial is separate: Apollo's trial article describes it as 14 days on Basic or Professional, with none for Organization. Apollo's pricing FAQ says the trial includes 75 credits. The trial article gives no credit number but caps phone numbers at 20, however many credits remain.
What teams actually pay for Apollo
SpendHound, a software-spend marketplace, reports averages that buyers paid, from 290 Apollo customers, on a page updated in October 2026. Companies with 50 to 1,000 employees paid $9,885 a year (280 customers), and companies with 1,000 or more paid $51,741 (10 customers). Vendr's Apollo page reports a buyer median of $19,000 a year across 101 purchases, with a range of $4,284 to $45,000. Its header says 87 deals, so the base is unsettled, and its guide was last updated in February 2026.
Both are buyer-reported figures, not list prices. Neither page shows the seats, plan or add-ons behind a contract, and the SpendHound enterprise average rests on 10 customers.
One user in an r/LeadGeneration thread wrote that Apollo was swapping "the standard 10k email credits per month" for "only 2500 total credits". Basic's Monthly toggle now shows 2,500 credits per seat per month, but no Apollo page we read says what Basic carried before, so the change itself rests on that one account.
Where WizLeads fits
Some buyers need only work emails for a list they already hold. That is a different product from an Apollo seat, so the numbers below set two meters side by side and do not treat them as equal.
WizLeads' per-email credit rules charge 3 credits for each work email found, from a person's name and a company website, and nothing for a miss. Verify Email costs 0.5 credit for every email it processes. On WizLeads' homepage, Freelancer is $39 a month for 10,000 credits and Agency is $99 for 40,000. WizLeads charges $5 per 1,000 credits for a top-up on an active plan.
As unit costs, 1,000 work emails found are 3,000 credits: $11.70 on Freelancer, about $7.43 on Agency and $15 on top-up credits. Apollo Basic's annual unit cost is $19.60 per 1,000 emails. Apollo reveals contacts from its own database inside a seat, so the two figures describe different jobs and do not rank the tools.
How to choose an Apollo plan
Price the credits first and the seats second. Count the emails you need each month, add 8 for every phone number, and test the total against Basic's 2,500 and Professional's 4,000. If the bill is the problem, our Apollo alternatives priced side by side puts the other tools next to it. If you want to know whether the data is worth a credit, read what Apollo's accuracy claims rest on.
If email lookup is the only job, the email finder tools list prices 13 finders from their own pages.
FAQ
How much is Apollo a month?
On Apollo's pricing page, Basic is $65 per seat on the Monthly toggle and Professional is $99, with 2,500 and 4,000 credits a month. The Annual toggle lowers the same seats to $49 and $79 a month, billed yearly. Organization is $119 a month on annual billing, with a 3-seat minimum, and its $149 monthly price is marked Annual Only.
Is Apollo worth the money?
On the bill alone, it depends on whether your credits last the cycle. A rep who needs 1,000 emails and 200 mobile numbers a month uses 2,600 credits, which is 100 more than Basic's monthly allowance. That rep pays for Professional at $99 a month or buys add-on credits at a rate shown only in the app. Whether the data is worth a credit is a separate question.
Is there a free version of Apollo?
Yes. Free costs $0, and Apollo's pricing FAQ says it has no time limit. It caps record selection at 25, and Apollo's plan-management article limits it to one seat after one hundred days of active use. The 14-day trial is a separate offer on Basic or Professional.
How do Apollo credits work?
Credits are one pool for the whole team, granted upfront each billing cycle and lost at the end of it, add-on credits included. Apollo's rate card puts an email at 1 credit and a phone number at 8. Apollo refunds the credit if a verified email bounces within 30 days of purchase. Waterfall enrichment can charge several sources for one contact.
Does Apollo.io give 75 credits every month?
On the Free plan's Monthly toggle, yes: 75 credits per seat per month, granted upfront. The Annual toggle shows 900 per seat per year, granted monthly, which is also 75 a month. Apollo's email-finder page says 50 email credits a month instead. The trial's 75 credits are a one-time amount.
