Apollo pricing 2025: A complete guide to plans and hidden costs

Trying to pick the right sales intelligence platform can be a headache, especially when you’re staring at a pricing page that feels like it’s written in another language. You know you need a good tool to boost your outreach, but the last thing you want is a surprise on your credit card statement.

Let’s cut through the noise. We’re going to walk through Apollo.io’s pricing for 2025, plan by plan. We’ll look at what you get, what you don’t, and most importantly, dig into their credit system to figure out what you’ll actually end up paying. By the end, you should have a much clearer picture of whether Apollo is the right move for your business.

What is Apollo.io?

So, what is Apollo.io, anyway? In simple terms, it’s a platform that rolls a bunch of sales tools into one. It’s built for B2B sales, marketing, and even recruiting teams. Its main gig is helping you find accurate contact info for people you want to sell to, clean up the lead lists you already have, and set up automated email and call campaigns. It’s designed to handle that whole early part of the sales cycle, from finding a name to making that first contact.

A detailed look at Apollo pricing plans

Apollo has four main pricing tiers, and each one is meant to grow with your business. Whether you’re a solo founder testing an idea or a huge sales team at a big company, they have an option for you. Let’s break down what each plan really offers, looking at both the cheaper annual rates and the more flexible monthly ones.

The free plan: A starting point with limits

• Price: $0

• Best for: Individuals, freelancers, or tiny startups wanting to test the waters.

The Free plan is basically Apollo’s "try before you buy" offer. You get unlimited email credits (with some reasonable limits, of course), the ability to set up two automated outreach sequences, and the Chrome extension, which is genuinely useful for grabbing leads while you browse.

But the free ride ends pretty quickly. You’re capped at only 5 mobile credits and 10 export credits a month. If you’re actually trying to do some serious prospecting, you’ll burn through that before your first coffee break is over. It’s a great way to get a feel for the platform, but you’ll hit the paywall fast if you plan on building a real pipeline.

The basic plan: For growing teams

• Price: $49/user/month (billed annually) or $59/user/month (billed monthly).

• Best for: Small teams that are ready to scale their outbound sales.

The Basic plan is where things start to get real. Your credit allowance gets a nice bump to 75 mobile and 1,000 export credits, which feels a lot more usable. You also get access to better search filters, A/B testing for your email campaigns (which is great for figuring out what works), and connections to popular CRMs like Salesforce and HubSpot.

It’s a solid step up, but it’s not the complete package. You still don’t get the built-in phone dialer, and a hungry sales team can still chew through those credits surprisingly fast. It’s a good middle ground, but don’t be surprised if you find yourself wanting more.

The professional plan: Unlocking automation and calling

• Price: $79/user/month (billed annually) or $99/user/month (billed monthly).

• Best for: Established sales teams who need a full suite of automation and calling tools.

For a lot of sales teams, the Professional plan is where Apollo really starts to shine. This is the tier that unlocks the built-in US dialer, call recordings, and the ability to run as many outreach sequences as you want. Your credits go up again to 100 mobile and 2,000 export credits per month.

But here’s something to pay attention to: a pretty standard sales tool, the dialer, is held back until you get to this more expensive plan. If your team lives on the phone, you don’t really have a choice but to start here.

The organization plan: For enterprise needs

• Price: $119/user/month (billed annually, min 3 users) or $149/user/month (billed monthly).

• Best for: Large companies, especially those with international teams and strict security requirements.

The Organization plan is the "all-you-can-eat" version of Apollo. It’s got everything from the Professional plan, but adds an international dialer (a must for global teams), fully customizable reports, more granular team permissions, and tighter security features. You get the biggest pile of credits, too: 200 mobile and 4,000 export credits per user. This plan is really for larger companies that need total control and have teams prospecting all over the world.

Feature	Free	Basic	Professional	Organization
Price (Annual)	$0	$49/user/mo	$79/user/mo	$119/user/mo
Mobile Credits/mo	5	75	100	200
Export Credits/mo	10	1,000	2,000	4,000
US Dialer	No	No	Yes	Yes
International Dialer	No	No	No	Yes
Sequences	2	Unlimited	Unlimited	Unlimited
Custom Reports	No	No	No	Yes

The real Apollo pricing cost: Understanding the credit system

Okay, here’s where things get tricky. The monthly price you see on their website is just the beginning. The real cost of Apollo is tangled up in its credit system, and if you’re not paying close attention, it’s easy to get hit with extra costs you didn’t plan for.

How are Apollo credits used in Apollo pricing?

Think of credits as Apollo’s internal currency. You spend them to do the most important stuff on the platform, like finding contact info or pulling leads into your CRM.

Here’s a quick look at what things cost:

• Email Address: 1 credit

• Mobile Number: 8 credits

• Exporting a Record: 1 export credit

• Data Enrichment: Up to 9 credits

The big thing to notice here is the cost of mobile numbers. Getting a phone number costs eight times as much as getting an email. If your team does a lot of cold calling, your credit balance is going to drop like a rock.

The hidden costs: When credits run out

So, what happens when your sales team is on a roll and blows through the monthly credit allowance? You have to buy more, and this is where the hidden costs really pop up.

Buying extra credits isn’t cheap, they run about $0.20 each. And you can’t just buy a handful. Apollo makes you buy at least 250 credits at a time on monthly plans (that’s an extra $50) or 2,500 on annual plans.

Let’s put that into perspective. Say you have a 5-person sales team on the Professional plan. To hit their targets, each person needs to find 50 extra mobile numbers this month. That’s 2,000 credits (5 people x 50 numbers x 8 credits each). Suddenly, you’re looking at an extra $400 on your bill that you probably didn’t budget for.

To make matters worse, Apollo has a strict "use it or lose it" policy. Any credits left at the end of the month? Poof. They’re gone.

Is Apollo pricing the right fit for your business?

Alright, we’ve picked apart the plans and the sneaky credit system. So, the big question is: is Apollo worth the price for your business?

The pros: Why teams choose Apollo

Look, Apollo is popular for a good reason. It does a lot of things right.

• It’s an all-in-one shop: It combines a huge B2B database with tools for reaching out, which means you might be able to cancel separate subscriptions to services like ZoomInfo and Outreach.

• The database is massive: You get access to a ton of contacts and company info, which is the fuel every sales team needs.

• The automation is solid: The sequencing tool is pretty powerful. You can build some really complex outreach campaigns and let them run on their own.

The cons: Potential drawbacks to consider

But it’s not perfect, and there are a few things you should really think about before signing up.

• The pricing is complicated: As we’ve seen, the credit system can be a bit of a minefield. It’s tough to predict exactly what you’ll spend each month, which makes budgeting a pain.

• Key features are locked away: You have to pay up for the pricier plans to get basic sales tools, like a phone dialer. It feels a bit like they’re forcing you to upgrade.

• It only does one thing: Apollo is laser-focused on getting new customers in the door. It’s great for that, but it does absolutely nothing for the other half of the business, keeping those customers happy once you’ve signed them.

Thinking beyond sales: Optimizing your entire customer journey

That last point brings up a bigger question. While you’re pouring money into tools like Apollo to win new customers, are you putting the same effort into supporting them after the sale?

A healthy business needs to balance how it gets customers with how it keeps them. It doesn’t make sense to spend thousands on sales tools to bring people in the front door if they’re just going to walk out the back because of bad support.

This is where a tool like eesel AI fits in perfectly. While Apollo handles everything before the sale, eesel automates the customer support world after the sale. Instead of a confusing credit system, eesel AI has straightforward pricing based on how much you use it. No weird currency to track, no surprises.

Best of all, it works with the tools you’re already using. It connects right into help desks like Zendesk and Freshdesk, and chat tools like Slack and MS Teams in just a few clicks. You don’t have to go through a painful migration process. By automatically answering common support questions and helping your agents write replies faster, you can seriously cut down your support costs. That frees up money and people, which makes that investment in a powerful sales tool like Apollo a whole lot easier to justify.

Making an informed decision on your tech stack and Apollo pricing

So, what’s the verdict? Apollo.io is a seriously powerful sales platform that can get you great results. But its real cost is tied to that credit system, and you have to manage it carefully to keep your budget in check. The right choice really comes down to what your team needs, how you sell, and your overall business goals.

As you figure it out, just remember to think about your entire set of tools. The best companies don’t just focus on winning customers; they focus on keeping them. Balancing your sales software with smart support automation is how you build a business that lasts.

If you’re looking to create that balance by making your customer support more efficient, take a look at how eesel AI can help your team and cut costs. Start a free trial or book a demo today.