Apollo.io Pricing 2026: Plans, What a Credit Costs, and the Limits That Decide Your Plan
As of October 27, 2026, Apollo.io is free for one seat with 900 credits a year. Billed annually, Basic costs $49 a seat a month, Professional $79 and Organization $119 with a 3-seat minimum. Every paid plan works out to about 2 cents a credit, and a mobile number costs 8 credits against 1 for an email, so phone numbers usually decide the bill.
How much does Apollo cost? The short answer
As of October 27, 2026, Apollo.io is free for one seat with 900 credits a year. Paid plans billed annually cost $49 a seat a month (Basic, 30,000 credits a seat a year), $79 (Professional, 48,000) and $119 (Organization, 72,000, minimum 3 seats). Every paid plan works out to about 2 cents a credit, so you are really buying credits. A mobile number costs 8 credits against 1 for an email, which is why phone numbers, not seats, usually decide the bill.
Apollo's toggle says annual billing saves 24%. The plan cards and every figure below come from Apollo's own pricing page and its developer docs, read October 27, 2026; they are listed under Sources at the end. Where we assume how a workload maps to credits, we say so.
Apollo plans and what each one includes
| Plan | Price (billed annually) | Credits | Daily email sends | Automated workflows | Record selection limit |
|---|---|---|---|---|---|
| Free | $0 | 900 a seat a year, granted monthly (75 a month) | 250 | 2 per team | 25 |
| Basic | $49 a seat a month ($588 a year) | 30,000 a seat a year, granted upfront | 250 | 5 per team | 1,000 |
| Professional | $79 a seat a month ($948 a year) | 48,000 a seat a year, granted upfront | Unlimited | 50 per team | 2,500 |
| Organization | $119 a seat a month ($1,428 a year), 3 seats minimum | 72,000 a seat a year, granted upfront | Unlimited | 500 per team | 10,000 |
Basic adds unlimited sequences, the deliverability suite, CRM integrations, waterfall enrichment and the US dialer. Professional adds A/Z testing, AI lead scoring, multiple mailboxes per user and 4,000 minutes of call recording. Organization adds unlimited inbound routers and 8,000 recording minutes. Two add-ons are priced per team, billed annually: Inbound from $119 a month (Max $639) and the Advanced Dialer at $119 a month.
Two rules shape every bill. All seats on an account must be on the same plan, so one power user moves the whole team up. And credits are pooled across the team, granted at the start of the billing cycle, and expire at the end of it. On annual billing that means a year's credits arrive on day one.
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What does an Apollo credit actually cost?
Divide each plan's annual price by its credits and the answer barely moves: Basic is 1.96 cents a credit, Professional 1.98 cents and Organization 1.98 cents. The upgrade buys features and limits, not cheaper data. That makes the credit price list the real price list:
| Action | Credits | At about 2 cents a credit |
|---|---|---|
| Verified email | 1 | about 2 cents |
| Phone number | 8 | about 16 cents |
| Enrich a contact or company record | 1 to 8 | 2 to 16 cents |
| AI research run | 1 per run | about 2 cents |
| US dialer | 1 per 30 seconds | about 4 cents a minute |
| Phone through waterfall enrichment (API docs) | typically 8 to 25, some setups 45+ | 16 to 50 cents or more |
Apollo's API docs add two details the pricing page leaves out. A person enrichment is charged only when credit-bearing data comes back: 1 credit for the email and demographics, plus 8 if a mobile number is returned. Waterfall enrichment, where Apollo asks partner vendors when its own data misses, can charge per lookup even when nothing is found. Unused credits do not roll over, and add-on credits bought with the in-app slider renew every cycle until you drag the slider back to zero.
A worked example: two reps and 1,000 new prospects a month
Apollo lists credits, not workloads, so here is one. A commercial cleaning company has two salespeople selling to property managers. Each month it adds 1,000 new prospects and runs this play:
- Verified email for each prospect: up to 1,000 credits.
- Mobile number for the 200 best-fit prospects: 200 × 8 = 1,600 credits.
- One AI research run per prospect to write the first line: 1,000 credits.
- US dialer, 250 talk minutes per rep: 500 minutes × 2 = 1,000 credits.
That is 4,600 credits a month, or 55,200 a year.
| Option | Annual price | Credits a year | Fits 55,200? |
|---|---|---|---|
| Basic, 2 seats | $1,176 | 60,000 | Yes, 4,800 spare |
| Professional, 2 seats | $1,896 | 96,000 | Yes, 40,800 spare |
| Organization, 3 seats (the minimum) | $4,284 | 216,000 | Yes, far over |
On paper Basic wins at $98 a month, about 10 cents a prospect including both seats. Two things in this workload can break it.
Phones through the waterfall. If Apollo's own data misses and the 200 numbers come from waterfall vendors at the docs' typical 8 to 25 credits each, the phone line runs 1,600 to 5,000 credits, and the month runs 4,600 to 8,000. At the top of that range the year needs 96,000 credits, 36,000 more than two Basic seats hold. Adding a third Basic seat buys 30,000 credits for $588; moving both seats to Professional buys exactly 96,000 for $1,896. Either way the mobile numbers, 200 of 1,000 prospects, now cost more credits than everything else in the play combined. Turn on phone waterfall only for the prospects you will actually call.
The 250-email daily cap. A 4-step sequence on 1,000 prospects is 4,000 emails a month, about 182 a working day, inside Basic's 250. Make it 6 steps and it is 6,000 a month, about 273 a day, over the cap. That, not credits, is the usual reason a small team moves to Professional, where daily sends are unlimited and each user can connect several mailboxes.
Apollo's API limits when an AI agent does the work
More teams now run Apollo from an AI agent or an automation instead of from the browser. The API has its own ceilings, set per team rather than per user or key, per endpoint, and per minute, hour and day at once:
| Endpoint group | Free | Basic and Professional | Organization |
|---|---|---|---|
| Most endpoints (create a contact, add to a sequence, and so on) | 50 a minute, 200 an hour, 600 a day | 200 a minute, 400 an hour, 2,000 a day | 200 a minute, 600 an hour, 6,000 a day |
| Enrichment (people and companies) | 50 a minute, 600 a day | 1,000 a minute, no hourly or daily cap | 1,000 a minute, no hourly or daily cap |
| People and company search | 50 a minute, 600 a day | 200 a minute, 6,000 an hour, 50,000 a day | 200 a minute, 6,000 an hour, 50,000 a day |
Enrichment is effectively uncapped on paid plans because credits cap it instead. The limit an agent hits first is the general one. Loading 1,000 new prospects as contacts and adding each to a sequence is about 2,000 calls, the whole daily allowance on Basic or Professional and 400 an hour, so a one-shot load takes five hours and blocks every other write that day. Spread the load across days, and enrich through the bulk people endpoint, which takes 10 people per request. Apollo's pricing FAQ also says advanced or custom API integrations are a Custom-plan conversation, so confirm with Apollo before you build on the write endpoints at volume.
Apollo vs Clay on the same job
Clay prices the same work differently: unlimited seats, and two meters for platform actions and purchased data. Our Clay pricing breakdown puts a light 1,000-prospect month (profile, email, AI first line) at $185 on Launch billed monthly, with fully enriched records at $350 to $940. Apollo's seat-plus-credits model is cheaper for a small team that also wants sequencing and a dialer in the same tool. Clay is the better fit when one operator builds lists for a whole team, since seats there cost nothing. The broader trade-off between the three usual tools is in Clay vs Apollo vs Instantly, and the lighter contact finders are in Apollo alternatives.
Wherever the prospects come from, the replies land in a CRM. Apollo syncs with Salesforce, HubSpot and Pipedrive from Basic up, and the per-seat cost of those three is in HubSpot vs Pipedrive vs Zoho CRM.
Which Apollo plan fits which team
Free is a test account: 75 credits a month and a 25-record selection limit will not run a real outbound motion. The paid-plan trial includes 75 credits; when it ends you either pay or drop back to Free.
Basic fits one to three people sending up to 250 emails a day, with prospect lists in the low thousands a month and mobile numbers used sparingly.
Professional fits a team that sends longer sequences, needs several mailboxes per rep, or wants Apollo's AI lead scoring and more than five automated workflows.
Organization starts at $4,284 a year because of the 3-seat minimum. The reasons to pay it are the 6,000-call daily API limit, 500 workflows and the 10,000-record selection limit, not the credits.
Who can build an AI sales agent on top of Apollo?
If Apollo is your database and sequencer, you can run it yourself. Bring in a builder when the work around it should run without a person: an agent that picks today's prospects from your own CRM, enriches only the ones worth a phone credit, writes the first line from real research, starts the right sequence and books the meeting on your calendar. SuperDupr, the AI ops shop Justin McKelvey runs, builds that layer as AI sales agents, published at $8,000 to $15,000, with most AI systems live in 2 to 4 weeks and $200 to $2,000 a month in running costs depending on volume. Apollo stays billed to your account; we do not resell it, and you own what we build. The first step is a free 30-minute strategy session.
Sources
- Apollo, Pricing page (plan cards, annual billing toggle, plan comparison table, credit costs and FAQ), apollo.io/pricing, read October 27, 2026.
- Apollo developer docs, "Rate Limits," docs.apollo.io/reference/rate-limits, read October 27, 2026.
- Apollo developer docs, "API Pricing and Credits," docs.apollo.io/docs/api-pricing, read October 27, 2026.
- Worked example: SuperDupr's arithmetic on the published prices and credit costs above, for an assumed two-rep cleaning company adding 1,000 prospects a month.
Frequently Asked Questions
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As of October 27, 2026, Apollo's Free plan is $0. Billed annually, Basic is $49 a seat a month, Professional $79 and Organization $119, with a 3-seat minimum on Organization. Apollo's toggle says annual billing saves 24% compared with paying monthly. Every seat on an account must be on the same plan.
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Free includes 900 credits a seat a year, granted 75 a month. Basic includes 30,000 a seat a year, Professional 48,000 and Organization 72,000, granted upfront at the start of the billing cycle and pooled across the team. Unused credits, including purchased add-on credits, expire at the end of the cycle.
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A phone number costs 8 credits and a verified email 1, according to Apollo's pricing page read October 27, 2026. At about 2 cents a credit on any paid plan, that is roughly 16 cents a number. Through waterfall enrichment, Apollo's API docs put a phone lookup at typically 8 to 25 credits, and some vendor setups charge even when no number is found.
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Yes, for one seat with 900 credits a year, 2 sequences, 250 email sends a day and a 25-record selection limit. The API works on Free at 50 requests a minute and 600 a day. It is enough to test Apollo, not to run outbound; the paid-plan trial adds 75 credits and then drops back to Free if you do not pay.
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Limits are per team and per endpoint. Most endpoints allow 600 requests a day on Free, 2,000 on Basic and Professional and 6,000 on Organization. Enrichment endpoints allow 1,000 requests a minute with no daily cap on paid plans, because credits limit them instead, and people search allows 50,000 a day on paid plans. Going over returns a 429 error.
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SuperDupr, the AI ops shop Justin McKelvey runs, builds AI sales agents that pick prospects, enrich them through Apollo, write the first line, start sequences and book meetings into your CRM and calendar. The published price is $8,000 to $15,000 with $200 to $2,000 a month in running costs, and most AI builds go live in 2 to 4 weeks. Apollo stays billed to your account; SuperDupr does not resell it.