Apollo.io Pricing 2026: Plans, Credits and What You'll Actually Pay

Apollo.io is a sales platform. It pairs a B2B contact database (Apollo says 240M+ contacts and 30M+ companies) with email sequences, a dialer and CRM enrichment. If you want the product tour first, here's what Apollo.io is.

Apollo.io pricing has two parts. You pay a price per seat, and each seat comes with a set number of credits. You spend credits to reveal emails and phone numbers, enrich records and use the dialer.

This guide covers the four plans, how credits get spent, what annual billing really saves, the costs that sit on top of the seat price, and three worked examples of a real bill. All prices are Apollo's list prices as of September 2026.

One disclosure. We're FullEnrich, and we sell contact data too, so we compete with Apollo on that part of its product. We'll say plainly where Apollo is the better deal. If you're already shopping around, our guide to Apollo alternatives goes wider.

Key Takeaways

• Apollo has four plans as of September 2026: Free, Basic ($49 per seat a month, billed yearly), Professional ($79) and Organization ($119, annual only, 3-seat minimum).
• An email costs 1 credit. A verified phone number costs 8, whether it's a mobile, a direct line or an office extension.
• Waterfall Enrichment costs more. Apollo's docs put a typical phone lookup at 8 to 25 credits, and every source that returns data charges, even for unverified results.
• Credits expire at the end of each billing cycle. Nothing rolls over, on monthly or annual plans.
• The "Save 24%" annual label holds for Basic only. Professional saves about 20%, and Organization has no monthly option at all.
• One Basic seat costs $588 a year and gets 30,000 credits, up to 3,750 phone numbers. That's cheap per contact, but you pay it for every seat.
• Apollo's pricing FAQ still says API access comes with "Custom plans", while its plan cards list API access from Free up.

How much does Apollo.io cost in 2026?

Apollo.io costs $49, $79 or $119 per seat a month on annual billing as of September 2026, and it has a free plan. Every paid plan is priced per seat. On annual billing, Apollo grants the whole year's credits upfront. On monthly billing, you get a smaller batch each month.

Here's what Apollo's pricing page listed as of September 2026. Prices exclude taxes.

On annual billing, Basic costs $49 a seat a month, Professional costs $79, and Organization costs $119 with a 3-seat minimum. Paying monthly instead costs $65 for Basic and $99 for Professional. Organization has no monthly option.

Flip Apollo's toggle to monthly and the Organization card shows $149, labelled "Annual Only". So there's no monthly Organization plan.

Apollo's pricing page on annual billing, with the four plan cards and their yearly credit grants. Source: apollo.io/pricing, captured 28 September 2026.

How do Apollo credits work?

Apollo credits are what you spend to reveal emails and phone numbers, enrich records and run the dialer. One credit gets you one email. A verified phone number costs 8 credits, whatever kind of number it is. Here's the list on Apollo's pricing page as of September 2026:

• Email: 1 credit
• Phone number: 8 credits
• Enrich data: 1 to 8 credits
• AI research: 1 credit per run
• US dialer: 2 credits per minute
• International dialer: varies by region

The phone rule is worth reading twice. Apollo's credit explainer says the 8 credits cover "mobile, direct, office extensions, and more" and that "each verified number costs the same." An office line and a mobile cost you the same.

Apollo is fair on email. You're only charged for email addresses Apollo can verify, and "Apollo never charges more than 1 credit per contact" for email. That rule covers Apollo's own data. Waterfall lookups from third-party sources work differently, covered below.

When do Apollo credits arrive, and when do they expire?

Timing depends on billing. Annual plans release the whole year's credits on the first day of the cycle. Monthly plans refill on the first day of each month. Annual plans billed quarterly or semi-annually get credits released on that schedule.

None of it rolls over. In Apollo's words: "Your credits expire at the end of each billing cycle. Credits do not roll over into the following billing cycle or upon renewal."

That makes the annual grant a trade. You can burn 30,000 Basic credits in one heavy quarter, which a monthly plan's 2,500 a month won't let you do. But whatever's left at renewal is gone.

Why are there two credit systems, and can you buy more credits?

Apollo also runs two credit systems. Its pricing page says some features are "only available with our new credit system", while older accounts sit on a legacy one. Apollo hasn't published a date for moving everyone over.

Run out and you can add credits from the plan subscription page in the app. Apollo doesn't publish the per-credit rate on its pricing page. It also warns that exporting company data can sometimes use credits.

Apollo's "What are Apollo credits?" panel with the credit cost of each action. Source: apollo.io/pricing, captured 28 September 2026.

How much does Apollo's waterfall enrichment cost?

A waterfall phone lookup typically costs 8 to 25 credits, and a waterfall email 1 to 4, according to Apollo's API pricing page. The 8-credit phone price covers Apollo's own data. When Apollo doesn't have the email or phone you need, Waterfall Enrichment checks third-party sources in an order your admin sets. It's included on Basic, Professional and Organization, and it runs by default for the whole team once an admin configures it.

It's charged differently from a normal reveal. Apollo's waterfall guide spells it out:

• Every source that returns data charges. "More than one source can return data on a multi-source run, and each one charges per returned data."
• Unverified results cost credits too. You're charged when a source returns an email or phone number "whether or not it's verified." And a run doesn't stop at the first hit: "The run continues until a validated result is found or every source has been tried. It does not stop at the first result returned."
• Validators charge per check. An optional validator "charges credits each time it validates a returned email or phone number, not once per run."
• Misses: the same guide says "You aren't charged if a source can't find any data." Apollo's API pricing page adds that "some vendors consume credits per lookup even when no data is found." So whether a miss costs you depends on the vendors in your lineup.

Apollo's API pricing page gives the typical range per contact, as of September 2026. A waterfall email typically uses 1 to 4 credits, with some setups reaching 20 or more. A waterfall phone typically uses 8 to 25 credits, with some reaching 45 or more.

On Basic annual, that's $0.16 to $0.49 per phone in the typical range, and $0.88 at 45 credits. The 8-credit sticker price is the floor. At 25 credits, one Basic seat's 30,000 credits cover 1,200 phone numbers, not 3,750.

We break down how Apollo's waterfall works, source by source, in our guide to Apollo waterfall enrichment.

Two practical notes. Email and mobile waterfall data use separate credit balances. And credits charged by sources you connect with your own API key don't show in Apollo's waterfall reports, so check those vendors' bills too.

What does each Apollo plan include, and who is it for?

The four plans don't just differ on credit volume. They gate automation, dialer and recording limits, reporting and security. Here's what each plan adds, according to Apollo's plan cards, as of September 2026.

Free

Free includes an AI Assistant capped at 5 chats, 2 sequences, CRM enrichment capped at 100 a month, API access, 1 intent topic and 150 minutes of call recording.

It fits one person testing whether Apollo's data and workflow suit them before paying.

Basic

Basic adds unlimited sequences, CRM integrations, Waterfall Enrichment, 2 automated workflows and the US dialer (credits apply). Call recording is capped at 150 minutes, the same limit as Free.

It fits a first paid seat, or a small team that wants one tool for data and outreach.

Professional

Professional adds Agents, "A/Z testing" (Apollo's own label), automated workflows, analytics, and call recordings with AI insights up to 4,000 minutes. Apollo tags it "Most popular".

It fits teams running structured outbound every day, where automation and reporting justify the higher seat price.

Organization

Organization adds custom reports, SSO, advanced security, the option to bring your own LLM API key, 8,000 minutes of call recording and a dedicated GTM engineer. That last one comes with a minimum contract value. You need at least 3 seats and annual billing.

You buy it for governance and security. Per credit, Organization costs about $0.0198 on annual billing, the same range as Basic's $0.0196.

Is Apollo free? The Free plan vs the 14-day trial

Yes. Apollo has a permanent Free plan, and it's a different thing from the 14-day trial on paid plans.

The Free plan

Free gives each seat 900 credits a year, granted monthly. That's 75 credits a month. Spent only on phone numbers, that's up to 9 a month, or 112 a year.

Apollo's FAQ calls it the "Starter plan which is free forever". It's where you land if a trial ends and you don't pay.

The 14-day trial

Every paid plan card offers a 14-day trial with a small credit allowance and most of that plan's features. When it ends, you convert to a paid plan or drop to Free.

Use the trial to test the paid features you'd buy. Use Free to judge the data over a longer stretch.

Should you pay for Apollo monthly or annually?

Annual billing saves real money. But the "Save 24%" label on Apollo's toggle only holds for one plan.

Here's the yearly cost per seat as of September 2026:

• Basic: $588 a year on annual billing, $780 paying monthly. You save $192, which is 24.6% off. The label is right.
• Professional: $948 on annual, $1,188 paying monthly. You save $240, or 20.2%. Not 24%.
• Organization: $1,428 a year, and that's the only way to buy it. The monthly toggle shows $149 but labels it "Annual Only", so there's no monthly price to save against.

Monthly billing buys flexibility. Cancellations take effect at the end of your billing cycle, so you can stop after any month. Annual is cheaper and front-loads the credits, but you're committed for the year.

Apollo's pricing page on monthly billing, where the Organization card is marked "Annual Only". Source: apollo.io/pricing, captured 28 September 2026.

What does Apollo cost beyond the seat price?

The seat price isn't the ceiling. Add-ons, extra credits and API usage can all sit on top of it.

What do Apollo's add-ons cost?

Apollo sells two add-ons, priced per team rather than per seat. As of September 2026:

• Inbound: $119 per team a month, billed annually. It covers website visitor identification, domain tracking, form enrichment and a form builder, each with monthly caps, and credit usage applies to enriched form contacts.
• Advanced Dialer: $119 per team a month billed annually, or $149 a month, per Apollo's dialer product page (apollo.io/product/dialer). It adds international, parallel and power dialing, plus local presence.

Apollo marks add-on pricing as introductory, with features and pricing that "may change".

How much do extra Apollo credits cost?

Apollo sells extra credits in-app. It doesn't publish the rate on its pricing page, so get a quote before you budget around top-ups.

How much does the Apollo API cost?

API calls don't carry their own fee, but some endpoints spend credits. Apollo's API pricing page lists people enrichment at 1 to 9 credits per person, "charged only if credit-consuming data is found", and organization enrichment at 1 credit each. Endpoints that create, update, list or manage records use 0 credits. The rate limit docs put it bluntly: "Enrichment endpoints consume credits. Their higher per-minute limit isn't a license to send unlimited requests..."

Rate limits depend on your plan. Apollo's rate limit docs say "Every limit is Per team, not per API key or per user", enforced per minute, per hour and per day at once. As of September 2026:

One thing doesn't add up. Apollo's pricing FAQ still says it offers "API Access on our Custom plans for more advanced integrations." The plan cards list API Access on Free and API Enrichment on paid plans. If the API matters to your build, get the answer from Apollo in writing.

What is Apollo's record selection limit?

Apollo also caps how many records you can select at once from a search. Its FAQ uses an example of selecting 25 at a time, with no per-plan table. Test it before you plan a big export.

Can you cancel or downgrade Apollo mid-term?

Two FAQ rules affect cost. Cancellations take effect at the end of your billing cycle. Plan and seat downgrades apply right away, with no refund mid-term.

Plans are also for internal use only. Reselling data or powering your own product needs a separate agreement.

What does Apollo.io pricing look like for a real team?

On annual billing, it runs from $588 a year for a solo founder to $6,168 for five reps with the Advanced Dialer. These three team shapes use Apollo's list prices as of September 2026.

What does a solo founder pay on Basic?

One Basic seat costs $588 a year. It comes with 30,000 credits: up to 3,750 phone numbers or 30,000 emails. Paying monthly instead costs $780 for the year.

That's a lot of data for one person. The catch is use-it-or-lose-it. Whatever's left at renewal expires.

What do five reps on Professional with the Advanced Dialer pay?

Five Professional seats cost $4,740 a year and come with 240,000 credits. Add the Advanced Dialer at its annual rate ($1,428 a year) and the total is $6,168 a year.

If that team needed SSO or custom reports instead, Organization's 3-seat minimum starts at $4,284 a year (216,000 credits). Seating all 5 reps takes 5 seats: $7,140 a year for 360,000 credits.

Which plan does a phone-heavy team need?

Say five reps each want 400 phone numbers a month. That's 192,000 credits a year.

Five Basic seats give 150,000 credits, a 42,000-credit shortfall. Five Professional seats give 240,000, with 48,000 to spare. Per rep, Basic annual covers 312 phone numbers a month. Professional covers 500.

In this scenario, phone volume, not features, is what forces the Professional upgrade.

What do companies pay after negotiating?

Bigger teams negotiate. Vendr, which tracks software purchases, reports a median Apollo buyer paying $19,000 a year, with 30.17% average savings, based on 101 purchases. That data was last updated in February 2026, before the current plan cards. Treat it as a benchmark for negotiated deals. Today's list prices are in the plan table above.

What do users say about Apollo's cost and credits?

Reviewers like Apollo's value. The recurring complaint is credits. As of September 2026, Apollo holds 4.7 out of 5 on G2 from 9,836 reviews.

The value case is real. One G2 reviewer (September 2026, incentivized by G2) called it "Everything you need, all under one roof, for a great price". An organic reviewer (August 2026) added the condition: "The pricing/ROI makes sense when you're actually using the prospecting and automation features."

Credits are the sore spot. Another incentivized G2 reviewer (September 2026) disliked "a restrictive credit system that gets used up quickly and doesn’t roll over." A second September review said "the credit system and UI can feel restrictive at times." An organic reviewer the same month warned that "pricing can also become relatively expensive as the team or usage scales."

The dialer caught one buyer off guard. From an organic September 2026 review: "there were hidden costs involved with using their phone systems, like having to use credits for making phone calls, which wasn't disclosed beforehand." Apollo's pricing page does list the 2-credits-per-minute rate, so budget for it before you plan a calling motion.

The harshest take came from a 3-star review that Apollo itself solicited (August 2026). It said the "pricing model is designed to be expensive without yielding enough benefits to justify the subscription cost..."

Data quality comes up too. As of September 2026, G2's review tags count 469 mentions of "Inaccurate Data" and 420 of "Data Inaccuracy". That matters for pricing. A low cost per credit only pays off if the record you reveal is usable.

Is Apollo worth the price?

Apollo is a strong deal if you'll use the whole platform. The tradeoffs are structural: per-seat pricing and credits that expire.

Where is Apollo the better deal?

• Credit volume: At $588 a year, one Basic seat gets 30,000 credits. The same $588 buys FullEnrich's 12,000-credit annual tier. Apollo gives you 2.5x the credits.
• Cost per contact from Apollo's own data: A phone number costs about $0.157 on Basic annual, and $0.158 to $0.159 on Professional and Organization. On our 12,000-credit tier, a mobile costs $0.49. An email is $0.020 on Apollo against $0.049 with us. If Apollo's database has your contacts, it's cheaper.
• All-in-one: Sequences, a dialer, CRM enrichment and data sit in one subscription.

If one or two people prospect every day and use the sequences and the dialer, Apollo is hard to beat on price.

Where do Apollo's tradeoffs hurt?

• Seats: Every user needs a seat. Ten people on Basic cost $5,880 a year. Seat only the 3 who prospect daily and it's $1,764, but the other seven don't get access.
• Expiry: Credits expire each cycle. A slow month or a quiet quarter means paid credits vanish.
• Phone credits: 8 credits buys any verified number, office extensions included. For a cold-calling team, an office line costs the same as a mobile.
• Waterfall costs: When Apollo's data runs out, a waterfall phone typically costs 8 to 25 credits, and unverified results along the way still charge.

For side-by-side views, see Apollo vs Seamless.AI and Apollo vs Lusha. If Lusha is on your shortlist, our Lusha pricing breakdown runs the same math.

Is Apollo or FullEnrich cheaper per usable contact?

It depends on where the contact comes from. Apollo is cheaper for contacts already in its database, and the gap closes on waterfall lookups. Comparing credit prices alone flatters whoever charges for more things. What matters is what you pay for each contact you can actually use: a mobile you can call, or an email that won't bounce.

• What a phone charge buys: Apollo charges 8 credits for any verified number from its own data, office extensions included. We charge 10 credits only for a verified mobile. Landlines come back free, and a lookup that finds nothing costs nothing.
• When the first source misses: Apollo's waterfall bills each source that returns data, verified or not, plus any validator checks. A phone typically lands at 8 to 25 credits, or $0.16 to $0.49 on Basic annual. Our waterfall across 25+ sources (see the product page) bills once, at 10 credits ($0.49 on our 12,000-credit tier), only when a verified mobile comes back.
• Seats: Apollo charges per seat on every paid plan. FullEnrich has unlimited users on every plan, free trial included. There's no per-seat or platform fee.
• Credit expiry: Apollo credits expire at the end of each billing cycle. Ours roll over for 3 months on monthly plans and 12 months on annual plans.

So the honest math splits in two. For contacts Apollo already has, Apollo is cheaper. For the hard ones that go to waterfall, a phone at the top of Apollo's typical range costs about what a verified mobile costs with us. That's before counting unverified charges and credits that expire. Our guide to waterfall enrichment explains the method. Our own figure is 30% to 200% more coverage than any single provider, depending on geography, seniority and list composition. It's our claim, so test it on your own list.

For the full side-by-side on features, data and support, see our Apollo vs FullEnrich comparison.

We don't sell sequencing or a dialer. So the case for FullEnrich fits teams where many people need data now and then, calling teams that only want to pay for verified mobiles, and anyone tired of watching credits expire.

Our plans start at $29 a month for 500 credits, or $26 a month billed yearly. Every tier is on FullEnrich's pricing page.

Apollo pricing FAQ

Is Apollo.io free?

Yes. The Free plan is permanent and gives 900 credits per seat a year, released monthly. It's separate from the 14-day trial on paid plans.

How much is Apollo per month?

As of September 2026, Basic is $65 per seat a month and Professional is $99 on monthly billing. Billed annually, they're $49 and $79. Organization is $119 per seat a month, annual only, with a 3-seat minimum.

Do Apollo credits roll over?

No. Credits expire at the end of every billing cycle, on monthly and annual plans. Annual plans get the whole year's credits upfront, but anything unused at renewal is gone.

Does Apollo charge extra for the API?

Not as a separate line item on the plan cards. API access is listed from Free up, with rate limits by plan. People enrichment calls cost 1 to 9 credits per person when data is found, and record management calls are free. Apollo's FAQ still ties API access to "Custom plans", which conflicts with those cards.

How many credits is a phone number on Apollo?

8 credits for any verified number: mobile, direct line or office extension. An email is 1 credit. Waterfall lookups from third-party sources typically cost 8 to 25 credits for a phone and 1 to 4 for an email.

Does Apollo charge when no data is found?

For Apollo's own data, no: you're charged when a verified email or number comes back. Waterfall Enrichment is different. Each source that returns data charges, even unverified data, and validators charge per check. Apollo's help center says a source that finds nothing doesn't charge, while its API pricing page says some vendors charge per lookup even when nothing is found. It depends on your vendor lineup.

Can you pay monthly for Apollo?

Yes, on Basic and Professional. Organization is annual only.

Bottom line

Apollo prices by the seat and pays you in credits. At $49 a seat a month billed yearly, Basic gives a lot of data for the money, and the platform bundles outreach tools on top.

Watch four things. Credits never roll over. "Save 24%" only holds for Basic. A phone number costs 8 credits whatever the line type. And waterfall lookups can cost several times that.

If per-seat pricing or expiring credits don't fit how your team works, compare a usage-based option. You can try FullEnrich free with 50 credits and no card.