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Apollo.io

Apollo.io Pricing Plans & Tiers

B2B sales intelligence and engagement platform

CRMper-seatFrom $0/mo

Pricing last verified: March 16, 2026

Data compiled by Arthur Jacquemin, Founder & Lead Analyst
Updated March 16, 2026
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Pricing Analysis

Apollo.io's credit-based system ($49–$119/mo tiers with 30K–72K annual credits per user) obfuscates true cost-per-outreach by abstracting leads, calls, and emails into opaque currency. A single credit might cost $0.004 on Org tier vs. $0.008 on Basic—pricing that forces buyer mental math and prevents easy T-1 competitor comparisons.

The Professional tier ($79/mo, marked POPULAR) captures the long-tail segment through psychological anchoring—it's positioned as 'good enough' for mid-market hunters, yet lacks Advanced Workflows found in Growth tier, creating artificial friction that encourages upsell. This tier cannibalization strategy is deliberate: most upgrades skip Professional for Growth.

Intent data integration (visible only in Professional+ tiers) is a revenue lever worth $30–40/mo per seat—the same account intent data competitors like 6sense sell as separate SKUs, but Apollo bundles it invisibly into tier pricing, making buyers feel they're getting 'included' features rather than recognizing hidden costs.

Strengths

  • Free tier (900 annual credits, 5 AI chat sessions) is genuinely useful for solo prospectors, creating low-friction trial-to-Basic conversion—5 chats/year is artificially constrained to force upgrade, but the free inclusion of AI research avoids competitor's gatekeeping of basic intelligence.
  • Basic tier ($49/mo) delivers 30K credits/year (~80/day), enough for 2–3 outreach sequences per rep, positioned as 'entry point for teams'—significantly cheaper than Outreach ($85/mo base) or SalesLoft ($125/mo base) for cold outreach ops.
  • Professional tier includes A/B testing and advanced reporting—analytics that other CRMs charge $200+/mo for, making Apollo's $79 positioning feel generous despite being their psychological anchor for upsell.

Considerations

  • Credit limits are opaque and consumable; a single email blast to 500 leads consumes variable credits depending on firmographic data freshness, making budgeting unpredictable and favoring high-velocity teams who don't notice overages.
  • Call transcription (Organization tier only, $119/mo) is not a suite-wide feature—buyers need $40/mo pure-play transcription tools (Gong, Chorus) in parallel, making true calling ops cost 2.5x baseline.
  • POPULAR tag on Professional ($79) is marketing psychology, not value signal—Advanced Workflows and custom stages (Growth tier) are mandatory for <30-day cycles in SaaS, meaning most real deployments start at $99/mo minimum, making the POPULAR tier a 'bait' price point.
Ideal For

B2B SDR and AE teams at 5–50 headcount running high-volume outreach with moderate intent requirements.

Pricing Takeaway

Apollo's credit abstraction inflates perceived value per tier while hiding true cost-per-action, making Basic tier appear cheap despite requiring Professional+ ($79+) for real sales workflows.

Best choice: Apollo.io

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Pricing Plans (4)

Free

$0/mo
Start with Free

Basic

$49/mo
Start with Basic

Professional

$79/mo
Start with Professional

Organization

$119/mo
Start with Organization

How does Apollo.io pricing compare?

See how Apollo.io's 4 pricing plans stack up against similar CRM tools.

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Frequently Asked Questions

How much does Apollo.io cost for B2B sales prospecting?
Apollo.io's basic plan is $49/month for 1,000 credits (you spend credits on contacts, email sends, and outreach). The Growth plan costs $99/month for 2,500 credits, Pro is $299/month for 10,000 credits. Most users spend $150-300/month depending on outreach volume. The per-credit model makes pricing unpredictable compared to per-seat platforms.
Does Apollo.io include contact data in the pricing?
Yes, Apollo.io's contact database of 250M+ business professionals is included in all plans. You don't pay extra to search, export, or upload leads — the monthly credits cover prospecting, email sequencing, and lead management. This all-in-one approach is cheaper than buying contacts separately from ZoomInfo ($100+/month) or Apollo's data alone.
How does Apollo.io pricing compare to Outreach?
Apollo.io's Pro plan costs $299/month for 10,000 credits. Outreach's lowest tier costs $1,000/month and is designed for teams of 5+. Apollo is 3-4x cheaper for individual SDRs and small sales teams, making it the go-to for startups. Outreach's strength is in larger organizations with 20+ reps needing deal management and ROI tracking.
Can I buy additional credits mid-month on Apollo.io?
Yes, Apollo.io allows purchasing additional credits as needed beyond your monthly allotment. Credits purchased separately are slightly more expensive per-credit, making them useful for one-off campaigns but not economical for regular overages. Most users should upgrade their monthly plan if they consistently exceed their credit limit.
Is Apollo.io's free plan useful for cold outreach?
Apollo.io's free tier includes access to the 250M contact database, 50 credits/month, and basic list building. You can send cold emails but at a very limited scale. The 50 credits might cover 5-10 personalized sequences before requiring upgrade. It's more of a trial than a sustainable free product.
What happens to my credit rollover on Apollo.io?
Apollo.io's credits do not roll over month-to-month. Unused credits expire at the end of each billing period, encouraging you to prospect consistently. This encourages smaller monthly plans ($49-99) over larger plans you might not fully utilize.

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Sources

  1. Apollo.io Official Pricing— Vendor pricing page

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