Apollo has a free plan and three paid plans: Basic at $49, Professional at $79 and Organization at $119 per seat per month on annual billing. Basic and Professional cost $65 and $99 when billed monthly. Each plan includes credits that pay for emails, phone numbers, enrichment, AI research and dialing, and unused credits do not roll over.
Apollo's pricing page shows a price per seat per month, but what you pay depends on the billing period, the number of seats and how you spend credits. This page sets out the figures as Apollo lists them and works out the yearly cost for one seller.
We make Buena, a different kind of prospecting tool that some readers compare with Apollo, so read this as a vendor's explainer. Every Apollo figure comes from Apollo's own pricing page, checked on September 30, 2026. Apollo states that its prices exclude any applicable taxes.
Apollo's plans and prices
| Plan | Billed annually | Billed monthly | Credits included |
|---|---|---|---|
| Free | $0 | $0 | 900 per seat per year, granted monthly: 75 a month |
| Basic | $49 per seat per month | $65 per seat per month | 30,000 per seat per year on annual billing; 2,500 per seat per month on monthly billing |
| Professional | $79 per seat per month | $99 per seat per month | 48,000 per seat per year on annual billing; 4,000 per seat per month on monthly billing |
| Organization | $119 per seat per month, minimum 3 seats | Annual only | 72,000 per seat per year |
Apollo's annual-billing toggle carries a “SAVE 24%” badge. By its listed prices, annual billing is about a quarter cheaper on Basic and about a fifth cheaper on Professional; that arithmetic is ours. Apollo marks Professional as its most popular plan, and Basic and Professional each offer a 14-day trial. With the page switched to monthly billing, Organization shows $149 beside the label “Annual Only”, so $119 on annual billing is the price you can buy.
What Apollo credits buy
| What you use | Credits |
|---|---|
| A verified email | 1 credit |
| A phone number | 8 credits |
| Enriching a contact or company | 1 to 8 credits |
| AI research | 1 credit per run |
| US dialer | 1 credit per 30 seconds |
| International dialer | Varies by region |
Credits are pooled across your team and granted at the start of each billing cycle, which on annual billing means a year's credits upfront. Apollo says credits also cover email warmup, domains and mailboxes. They reset each cycle and do not roll over, and Apollo says that applies to add-on credits too.
The mix matters more than the total. On Basic with annual billing, 30,000 credits a year would pay for 3,750 phone numbers if you spent them on nothing else; that arithmetic is ours. Emails are less clear. The credit table lists an email at 1 credit, while Apollo's FAQ says that even entry-level pricing includes “unlimited email addresses for your contacts”. Check in your account what an email costs you.
What one seller pays in a year
| Plan and billing | Listed price | Over 12 months |
|---|---|---|
| Basic, billed annually | $49 a month | $588, paid upfront |
| Basic, billed monthly | $65 a month | $780 |
| Professional, billed annually | $79 a month | $948, paid upfront |
| Professional, billed monthly | $99 a month | $1,188 |
| Organization, billed annually, 3 seats | $119 per seat a month | $4,284, paid upfront |
These totals are our arithmetic from Apollo's listed prices. Apollo describes annual billing as paying for a full year upfront at a lower rate, and monthly billing as month-to-month that you can cancel anytime. One seller can't buy Organization alone, because it needs at least three seats.
Costs outside the plan price
- Add-on credits. You add them with a slider under Settings, then Manage Subscription. Apollo says they are charged immediately and renew every billing cycle until you remove them.
- The Inbound add-on. $119 per team per month billed annually, or $149 billed monthly. It identifies website visitors and enriches form contacts.
- The Advanced Dialer add-on. Also $119 per team per month billed annually, or $149 billed monthly, for international, parallel and power dialing. Apollo calls the add-on prices introductory and says features and pricing may change.
- One plan for every seat. Apollo says all seats on an account are on the same plan, so one person who needs Professional moves the whole team there.
- Changing your mind. Moving from annual to monthly billing means cancelling and waiting for the year to end. Apollo's FAQ says downgrades take effect immediately with no refund for unused time in the current cycle, and also that mid-cycle downgrades on annual plans are not permitted. On annual billing, ask Apollo which applies before you change plans.
The free plan and the trial
The Free plan costs $0 and includes 900 credits per seat per year, two sequences and an AI assistant with a five-chat limit. Apollo says free plans can connect Gmail accounts only; paid plans can connect Microsoft and other email providers.
The 14-day trial on Basic and Professional includes 75 credits and access to most of the plan's features. When it ends you upgrade, or move to the free plan, which Apollo's FAQ calls Starter and says stays free with no time limit.
Which plan fits, in Apollo's words
- Free: “Exploring Apollo or very light usage. Good for founders and early-stage teams.”
- Basic: “Individual sellers doing regular outbound. Includes email sequencing and core integrations.”
- Professional: “Full-time reps needing higher credit limits, AI features, call recording, and advanced CRM integrations.”
- Custom: “Teams needing custom volumes, SSO, advanced security, and dedicated support.”
Apollo's FAQ names the fourth plan Custom, while its plan cards show Organization at a listed price. If you need SSO or custom volumes, ask Apollo which applies to you.
How this compares with Buena
Apollo and Buena are priced differently because they do different jobs. Apollo sells seats and credits against a database it lists at 240M contacts and 30M companies, with sequences and a dialer. Buena is one membership at $97/month plus applicable tax for one member: 500 researched prospects and 500 verified work-email reveals a month, with extra reveals in $29 packs of 250. Your AI service is billed separately by your provider.
On price alone, Apollo Basic costs less than Buena, and Apollo has a free plan, which Buena does not. If you want a large database to search and a dialer in the same tool, Apollo is the better fit. If you want fewer prospects, each researched with a reason to reach out and a drafted message you review, that is what Buena's membership covers. Our Apollo comparison sets out when each is the better choice.
Sources
Apollo figures come from Apollo's pricing page, checked on September 30, 2026. Apollo loads its plan prices in the browser, so we read them from the page as it displays, with annual and then monthly billing selected. Plans, credits and prices change, so confirm current details there. Buena's terms are on our pricing page.