Formilla pricing 2026: plans, AI add-ons and the real monthly bill

How much does Formilla cost in 2026?

Formilla sells live chat software, chatbots and a popup builder to small sales and support teams, and says on its homepage that 100,000 companies use it. Its pricing is four plans, and the first three are self-serve. Here's the whole grid, monthly and yearly, straight from the pricing page.

Every plan, including the free one, gets unlimited live chats. That's the line I'd keep in mind when you compare it with tools that meter conversations, such as Chatty. What changes between plans is who can answer, how long Formilla keeps your history, and whether you can buy the bots.

Two details are easy to miss. The "1 +" and "2 +" in the agent row mean extra agents are possible, but Formilla's tooltip only says each one "will incur an additional fee depending on the package chosen", with no number. And Enterprise isn't a fixed price; the card reads "custom pricing starting from $299.99", so treat that as a floor.

What Formilla's AI add-ons really cost

This is the section that decides your actual bill. Formilla has two kinds of bot, and on Premium and Professional each one is a separate monthly add-on with its own chat allowance.

Both footnotes on the pricing page say the same thing about volume: you "can choose a higher tier based on the number of chats you expect", and additional charges apply. Formilla doesn't list those tiers anywhere public, so a busy store can't price its AI from the website alone.

Put the numbers side by side and the shape of Formilla pricing changes. Premium with both bots is $72.47 a month, and $54.98 of that is AI. On Professional, both bots take the bill from $49.99 to $104.97. That's not a criticism of the price, which is still low for a customer service chatbot. It just means the plan name tells you very little about what an AI-enabled Formilla account costs.

How the ChatGPT bot works under the hood

Because I build this kind of thing, I read Formilla's ChatGPT bot guide closely. You train the bot two ways. "Topics" are blocks of text you write yourself, one per subject, such as a return policy or a shipping page. "Web Content" is a list of URLs Formilla crawls, with a scan depth you set, and that's where the 250-URL limit applies.

You then choose when it answers: always, only while agents are online, or only when they're offline, which is a nice touch for teams that want a person on chat during the day and the bot after hours, the classic AI chatbot vs live chat split. A "Train my Bot" screen lists messages the bot couldn't answer so you can add Topics, and Formilla suggests reviewing it every few days. Copilot uses the same knowledge to draft replies for your human agents inside a live chat or in conversation history.

What's not in the inputs is your past chat or ticket history. The bot knows what you've written into Topics and what it crawled, and it gets better as you keep adding to them by hand. That's a reasonable design for a small site with a tidy FAQ. It's more upkeep for a team whose best answers live in thousands of old conversations, which is the gap tools that connect to your knowledge base and tickets try to close.

Custom Bots are a different product

Custom Bots don't generate answers. They're button-driven flows: a greeting with options like "Track my order" or "Technical help", lead qualification questions, a Calendly booking inside the chat window. Formilla's own guide notes the feature isn't supported in its Wix app. At $24.99 for 200 chats they work out to about 12.5 cents a chat, against roughly 30 cents a chat for the ChatGPT bot's first 100.

If you only need triage and lead capture, Custom Bots alone may be enough, and you skip the larger add-on. If visitors ask open questions, it's the ChatGPT bot you're paying for. My comparison of AI agents vs AI chatbots goes deeper on that difference.

What each Formilla plan unlocks

The plans climb in a clear order, and each step adds a specific set of features rather than a vague "more". Here's the ladder on monthly billing.

Standard (free)

The free plan is more than a teaser: one agent, unlimited chats, Windows, Mac, iPhone and Android apps, custom colors and themes, multi-language widget text, Google Analytics events, an auto-responder, transcripts and SSL. The limits are where it bites. Contacts and chat history cover only the last 60 days, you get five canned messages and five banned visitors, popups are capped at 5,000 views a month, and there are no integrations, no proactive chat and no bots.

Premium ($17.49 a month)

Premium is where Formilla becomes a sales tool. It adds Zapier and Infusionsoft integrations, proactive chat, smart messages based on visitor behavior, a pre-chat form, hours of operation, chat departments, unlimited widgets and unlimited chat history. Popups rise to 50,000 views a month, phone support is included, and it's the cheapest plan that can buy either bot.

Professional ($49.99 a month)

Professional adds a second agent, real-time visitor monitoring with page URL, referrer and new-versus-returning status, file sharing, installs on up to five websites from one dashboard, unlimited popup views and removal of Formilla branding on request. If you run two or three small sites, this is the plan that saves you juggling accounts.

Enterprise (from $299.99 a month)

Enterprise includes both bots and swaps self-serve for help: AI setup and training by Formilla's team, AI insights on sentiment and knowledge gaps, custom API and webhook integrations, dedicated onboarding, priority SLA support, an account manager and roadmap access. It's also the only plan with unlimited email messages, up to 10,000 contacts before more cost extra.

Monthly vs yearly billing: what you save

Formilla's toggle defaults to yearly on the pricing page, so the first numbers most people see are the lower ones. Both self-serve plans get the same 20% cut when you pay a year upfront.

The pricing page doesn't say whether the bot add-ons get the yearly discount, so I'd ask before assuming they do. My rule of thumb: pay monthly through the trial and the first month of real traffic, then switch to yearly once you know which bot you actually use.

The Formilla costs that aren't printed

Most of Formilla pricing is refreshingly clear. Four numbers aren't, and they're the ones that move the bill for a growing team.

1. Extra agents. Premium includes one and Professional two. Each extra agent adds a fee "depending on the package", amount unpublished.
2. Bot chats past the allowance. Over 100 ChatGPT bot chats or 200 Custom Bot chats a month moves you up a tier with additional charges, also unpublished.
3. More training URLs. The ChatGPT bot learns from up to 250 URLs on paid plans. Formilla asks you to contact support for a quote to raise that, and the free trial gets a limited number for testing.
4. Enterprise. "Starting from $299.99" is a floor, set by what you need.

None of these is unusual for a small vendor, and Formilla's support is the one thing reviewers praise most. But if you're a store that gets 400 visitor questions a month, it's worth getting the bot tier quote in writing during the trial, because the published $29.99 only covers a quarter of that. The same pattern shows up in Tidio AI pricing and Chatbase pricing, where the bot allowance matters more than the plan.

Support hours are worth noting too: Formilla's own chat widget lists 7am to 2pm Pacific, Monday to Friday, and its pricing page says free accounts may see a small delay when requests surge.

What Formilla users say about the price

Formilla holds a 4.8 out of 5 on Capterra across 29 reviews, with customer service rated 4.9. Price comes up mostly as a positive, from people who answer chats themselves.

"I like how I get to only pay a small amount per month and still be able to be the person who responds directly to the chats."

Troy M., Attorney, Capterra

The only price complaints I found were mild, more wishful than angry.

"There isn't much I don't like about Formilla. I do wish it was free...but don't we all wish for great software to be free? ;)"

Verified Reviewer, Marketing Associate and IT, Capterra

One caveat on that sentiment: the Capterra reviews date from 2017 to 2021, before the ChatGPT bot existed. They tell you the live chat is good value. They don't tell you how the AI add-ons hold up at volume.

Worked examples: what four small teams pay

Plans are abstract, so here's what the same pricing page produces for three common setups. All prices are from Formilla's own page and exclude anything it quotes privately.

The second row is where I'd pause. $79.98 a month gets you two agents and 100 bot chats. If your chat volume is closer to 300 a month, the real number is the unpublished higher tier, and that's the one to compare against other AI live chat tools. My guide to AI customer service cost shows how other vendors price the same volume.

Is Formilla worth the price?

For a one or two person small business that wants to talk to visitors, yes. Unlimited chats on every plan, solid mobile apps, proactive messages and a popup builder for $17.49 a month is good value next to LiveChat pricing, where every seat is billed, or Olark pricing. The free plan is also usable, not crippled, as long as 60 days of history is enough for you.

It's a weaker fit in two cases. The first is a team that will grow past two agents, because the agent fee isn't published and you'll be negotiating it. The second is a team that wants AI to carry most of the chat load. Formilla's bot is trained on Topics and pages you maintain, and the price goes past the published tiers right when the bot starts doing real work. For those buyers, I'd also look at Crisp pricing, Chatra pricing and my wider list of live chat alternatives.

Where eesel fits, honestly

I'll be straight about the numbers, because they don't all favor us. At small volume, Formilla's AI is cheaper per chat. The ChatGPT bot is $29.99 for 100 chats, about 30 cents each. eesel's smallest paid plan is $299 a month for 500 credits, and a chat or a ticket is one credit, however long it runs. If you get 80 bot-worthy chats a month, Formilla wins on price, full stop.

eesel starts to make sense when the AI is doing the bulk of the work. On eesel's pricing there are no seats, every integration and channel is included, and plans run up to 5,000 credits for $1,749 a month. The agent learns from your help center, docs and past tickets rather than only what you type in, and it can answer in your helpdesk as well as on the website. It's an AI helpdesk agent more than a chat widget.

One lesson from our own rollouts applies whichever tool you pick. A buyer once ran a 67-question evaluation of eesel, found the answers solid, and still walked because our chat widget was slow and kept getting stuck. Answer quality isn't the whole test. Use Formilla's 15-day trial to time how fast the bot replies on your real pages, on mobile, before you pay for the add-on.

Try eesel for website chat

If you're pricing Formilla because you want AI answering your website visitors, eesel's chat bubble is one script tag on WordPress, Webflow, Shopify or a custom site, and it answers from your existing help content in 80+ languages. You test it on your own questions before it goes live, and there's no per-agent fee, so adding the rest of your team costs nothing.

SamCart runs separate eesel agents for its website chat bubble and its Freshdesk tickets, each with its own greeting and tone, both answering from the same 280 help center articles, with the ticket side running on Freshdesk.

For a smaller, steadier setup, SaunaSpace drafts around 110 customer conversations a month with eesel beside its Gorgias tickets. Start with 100 free credits, no card, and see how it handles your own visitors' questions. Try eesel.