Apollo pricing plans, credits and limits, explained

How much does Apollo.io cost in 2026?

Apollo.io costs $0 on its Free plan and $49, $79 or $119 per seat per month on Basic, Professional and Organization when billed annually, according to Apollo's pricing page, checked on Oct 27, 2026. Paying month to month raises Basic to $65 and Professional to $99 per seat. Organization requires at least 3 seats, and every plan runs on credits that reset each billing cycle.

Every Apollo number in this guide comes from the official Apollo pricing page, which we read on Oct 27, 2026 in both its annual and its monthly view. The page says its prices exclude any applicable taxes and calls some features and pricing introductory and subject to change. We did not use reseller blogs or remembered prices, and where the page gives no number, neither do we.

If you are weighing Apollo against the enterprise end of the market, our ZoomInfo pricing breakdown follows the same method. If your question is how credit-based tools compare, the Clay pricing guide explains a second credit model side by side with this one.

What are the Apollo.io plans and prices?

Apollo's pricing page shows four plan cards with a switch between annual and monthly billing. The annual view carries a "SAVE 24%" label. This is what each card said on Oct 27, 2026.

Which Organization price applies? The page contradicts itself a little here. The monthly view displays $149 per seat but tags the plan "Annual Only", while the annual view shows $119 per seat per month, billed annually, with a minimum of 3 seats. Our reading is that Organization cannot be paid month to month, so the figure to budget is the annual one: $119 × 3 seats × 12 months = $4,284 a year at the minimum size. Ask Apollo's sales team to confirm if checkout shows something different.

The FAQ on the same page also names a Custom plan for teams that need custom volumes, SSO, advanced security and dedicated support, and it says API access for advanced or custom integrations is available on Custom plans. Custom has no public price. You talk to sales.

One rule surprises teams: all seats on an Apollo account are on the same plan. You cannot give one rep Professional and another Basic. Apollo's advice is to choose the plan that fits your highest-needs user, which means the whole team pays that price.

Which Apollo limits change from plan to plan?

The plan comparison table on Apollo's pricing page shows that the price difference buys more than credits. These are the rows that most change what a seller can do in a day.

The record selection limit is the one people miss. Apollo defines it as a cap on how many records you can select from its database in a single action, so on Basic you work in batches of 1,000. It does not stop you from exporting what you have saved, it only slows the selection.

How do Apollo credits work and what do they cost?

An Apollo credit is the unit Apollo charges for data and actions inside the platform, such as revealing a verified email or phone number, enriching a record, running AI research or making calls. The pricing page lists what each action costs:

• Email: 1 credit.
• Phone number: 8 credits.
• Enrich data: 1 to 8 credits.
• AI research: 1 credit per run.
• US dialer: 1 credit per 30 seconds. International calling varies by region.

The rules that matter for your budget, all from the same page:

1. Credits are pooled across your whole team and granted upfront at the start of each billing cycle.
2. They reset every cycle. Unused credits expire and do not roll over, and that includes purchased add-on credits.
3. Admins can set per-user credit caps, which helps when one rep burns through the shared pool.
4. Extra credits are added with a slider under Settings, Manage Subscription, Customize Credits. They are charged immediately and renew each cycle until you drag the slider back to zero.

Illustrative example: a solo seller on Basic with monthly billing gets 2,500 credits a month. Spent only on phone numbers at 8 credits each, that is 312 numbers (2,500 ÷ 8 = 312.5). Spent only on emails, it is 2,500 addresses. On Professional monthly, the 4,000 credits cover 500 phone numbers. If your outreach depends on calling, divide by 8 before you compare plans.

The add-on slider is the classic trap. A one-off top-up for a big campaign keeps billing next cycle if you forget it, so put a reminder in your calendar the day you add credits. Credits also pay for email warmup on paid plans; if you want to know what warmup does before you spend on it, our email warm-up guide explains the deliverability side.

Apollo also notes that features it labels without a set usage limit can still fall under its Fair Use Policy, so read that wording as "generous", not "infinite".

What does Apollo really cost per year?

The yearly cost of Apollo is the plan price times seats times 12, plus add-ons and taxes, plus any extra credits you buy. Work it out in five steps:

1. Pick the plan for your highest-needs user, because every seat on the account shares one plan.
2. Multiply by seats and months. Three seats on Professional cost $79 × 3 × 12 = $2,844 a year billed annually, or $99 × 3 × 12 = $3,564 paying monthly. For one Basic seat the gap is $588 against $780.
3. Add the add-ons you need. The page lists Inbound at $119 (Essentials) or $639 (Max) per team per month, and an Advanced Dialer at $119 per team per month, both billed annually and added in-app after you choose a paid plan.
4. Add taxes, since the published prices exclude them.
5. Check that the credits cover your real mix of emails and phone numbers, and price any add-on credits as a recurring cost, not a one-off.

The annual discount is real, but it locks you in for 12 months. Run one monthly cycle first and track your credit use in Settings, Credit usage. The credit count, not the plan name, decides what Apollo costs you.

How do Apollo's free plan, trial and cancellation work?

Apollo's Free plan is $0 and stays free, but it is built for exploring: 75 credits a month per seat, a 25-record selection limit and 2 sequences per team. Paid plans add the rest. The billing rules on the pricing page are where people get caught:

1. Trial. Basic and Professional show a 14-day trial. It includes 75 credits and most features of the plan you choose, with some trial limits. When it ends you upgrade or move to the free Starter plan, which has no time limit.
2. Email accounts. Campaigns are included on every account, but free plans connect Gmail accounts only. Paid plans connect Microsoft Office or any other provider.
3. Monthly to annual. Allowed any time, and payments already made are prorated toward the annual plan.
4. Annual to monthly. You cancel and wait for the annual term to end. Mid-cycle downgrades are not permitted on annual plans.
5. Downgrades. Plan or seat downgrades take effect immediately, with no refund for unused time.
6. Cancellations. They take effect at the end of the current plan term.

Is Apollo good for finding local small business leads?

Apollo is good at finding people inside companies by title, industry and size, and it is weaker at telling you which local business has a problem you can fix. Its own FAQ says Apollo works for companies of all sizes, but that is about who can use Apollo, not about how well it finds a dentist, a restaurant or a contractor who needs you.

To be fair to Apollo, its paid plans include a Google Maps Business Search, so you can pull local businesses into it. What the pricing page does not describe is reading what customers say about those businesses. For a local seller that is the signal that matters. Google's own guide to local ranking says more reviews and positive ratings can help a business's local ranking, so a clinic with few reviews or a run of complaints has a visible, public reason to hire a marketer, a web designer or a cleaning company.

That is the gap between a list and a lead. A list tells you a business exists. Its reviews tell you what is going wrong, and our guide to finding customer pain points in reviews shows how to read them by hand. If you want to see how far map data alone gets you, read prospecting with Google Maps data.

Two practical frictions also show up for this audience:

• Internal use only. Apollo's page states the standard plans are for internal business use. Using its data to power services for your customers, sharing it with them or reselling it needs a separate agreement with custom pricing. Agencies that prospect on behalf of clients should check this first.
• Credit anxiety. When every phone number costs 8 credits that expire, you hesitate to explore a whole city. Local prospecting is a volume game across many small businesses.

None of this makes Apollo a bad tool. It means it matches a certain sales motion, and selling to local businesses is usually a different one.

Is there anything better than Apollo for selling to local businesses?

For local sales, a better fit is an AI agent that does the research for you instead of handing you a database to filter. That is how Vonsel works: you tell it what you do and what you offer, and it finds the local businesses that actually need you.

1. You describe your service, for example "website redesign for dentists" or "commercial cleaning for offices".
2. Vonsel reads the Google reviews of local businesses, spots the complaints you could solve and matches them to your offer.
3. You get around 300 ideal businesses in about a minute, each with the reason it fits.
4. Each business comes with email, phone, WhatsApp and social profiles gathered from many sources, and lands in a CRM with a dashboard and a kanban board.
5. The AI can write and send personalized emails, WhatsApp messages, Instagram DMs and LinkedIn messages about each business's problem, and follow up.

The difference from a contact database is the "why". You are not sending the same pitch to a list of titles. You are writing to a business about a problem its own customers already mentioned. If you run an agency, our cold email templates for local agencies show what that first message can look like. For plan details, see the Vonsel pricing page.

Apollo vs Vonsel: how do they differ for local sales?

Apollo is a contact and engagement platform; Vonsel is an AI sales agent for people who sell to local businesses. The table sticks to what each one is built for, using only Apollo's own page for Apollo.

How do you make prospect emails reach the inbox?

Credits only pay off if the emails you send with them get read. NIST's Trustworthy Email guide (SP 800-177 Rev. 1) recommends mechanisms for authenticating a sending domain: SPF, DKIM and DMARC. Set all three up on the domain you send from before you spend a single credit on outreach.

In practice that means a short checklist before the first campaign: authenticate your domain, warm it up gradually, write to people with a clear reason to hear from you, and make it easy to opt out. This works the same whichever tool sends the message, Apollo, Vonsel or your own inbox, and a message that mentions something specific about the prospect's business is far more likely to get a reply.

Is Apollo worth the money, and which should you choose?

Apollo is worth the money if you sell to roles inside mid-size and large companies and your team will use its database and sequences every day. It is harder to justify if most of your credits would go to phone numbers of small local businesses, or if you are an agency that needs to use the data for clients.

A simple test: write down your last three clients. If you found them by job title, Apollo's model fits. If you found them because something was visibly wrong or missing in their business, you want a tool that reads that signal. You can try Vonsel free from the home page, and the pricing page shows the current plans.