Apollo pricing: the plans, the credits and what a four-rep team really pays

This page is for sales leaders, founders and RevOps people budgeting for Apollo or checking whether they're on the right plan. Everything comes from Apollo's own pricing page, help center and terms of service, read on 26 October 2026. If you're deciding whether to use Apollo at all, see Apollo alternatives and Apollo vs ZoomInfo.

How we researched this

Bebop, made by Blackpearl Group, wrote this page and appears once in the comparison table as one option. Prices are Apollo's list prices in US dollars, excluding tax, as shown on its pricing page on 26 October 2026. Apollo labels some add-on prices "introductory" and says features and pricing may change, so check before you buy.

Apollo's plans on 26 October 2026

Three rules apply to every plan, from Apollo's pricing FAQ:

• One plan per account. All seats must be on the same plan, so one rep who needs Professional moves the whole team to Professional.
• Pooled credits. Credits are shared across the team and granted upfront at the start of each billing cycle. On annual billing, that's a year's credits at once.
• No rollover. Unused credits expire at the end of each billing cycle, including purchased add-on credits.

What uses credits

From Apollo's pricing page and its help center article on credit usage:

Apollo's help center notes that you won't be charged again for job change data your team already bought. Its terms add a line worth knowing: "Subscription Fees are based on the credits purchased, not actual usage." Unused credits are money spent.

Add-ons and extra credits

Two details catch teams out: add-on credits recur until removed, and they expire with the rest at the end of the cycle.

Contract and billing rules

From Apollo's pricing FAQ and its terms of service (last updated 10 August 2026):

• Monthly plans can be cancelled anytime, at a higher monthly price.
• Annual plans are paid upfront for 12 months. Fees are non-cancelable and non-refundable and can't be decreased during the term.
• Renewal. Each term automatically renews for the same length unless either side gives written notice of non-renewal at least 30 days before it ends. Apollo may change the fee at renewal.
• Switching. Monthly to annual is allowed anytime, with payments already made prorated. Annual to monthly means waiting for the annual term to end; mid-cycle downgrades on annual plans aren't allowed.
• Downgrades take effect immediately, with no refund for unused time; cancellations take effect at the end of the term.
• After you leave, you may keep business contact information you've already put into your own systems, under the terms' license.
• "Unlimited" features are subject to Apollo's fair use policy.

Worked example: four reps on Basic or Professional

Illustrative example. The company and volumes are invented. Prices are Apollo's list prices on 26 October 2026, before tax.

The team: Tallowpoint (tallowpoint.example) sells HR compliance software. Four SaaS account executives each reveal 250 emails and 50 phone numbers a month, spend 200 connected minutes on the US dialer, and run 50 AI research jobs.

Credits per rep each month:

• Emails: 250 × 1 = 250
• Phones: 50 × 8 = 400
• Dialer: 200 minutes × 2 credits a minute = 400
• AI research: 50 × 1 = 50
• Total: 1,100 per rep, or 4,400 for the team

Annual figures are seats × monthly-equivalent price × 12: for example, 4 × $49 × 12 = $2,352.

Which plan? Credits don't decide it: Basic covers the team with room to spare. Features do:

• If each rep needs to send more than 250 emails a day, more than one mailbox, A/Z tests or more than 150 minutes of call recording, Professional is the cheapest plan that lists them, at $1,440 a year more than Basic billed annually.
• Organization only makes sense for 12 intent topics, a 10,000-record selection limit, unlimited inbound routers or 8,000 recording minutes.
• If reps need parallel or power dialing, add the Advanced Dialer: $1,428 a year billed annually.

What changes the answer:

• Phone-heavy work. If every contact needs a phone, each costs 9 credits (1 + 8). Each rep then needs 250 × 9 + 400 dialer + 50 research = 2,700 credits, and the team 10,800, which is over Basic's 10,000. Price add-on credits in your account against Professional.
• Annual billing. Billing Basic annually saves 4 × ($65 - $49) × 12 = $768 a year, but commits you for 12 months with no refunds. Starting monthly and switching after one month costs only that month's premium (4 × $16 = $64), and Apollo prorates payments already made when you switch.
• Unused credits. On Professional, 72% of this team's credits expire unused each month. That's fine if you need Professional's features, but upgrading for credits alone rarely is.

Run a two-week trial that tells you which plan to buy

1. Days 1 and 2: pick a truth set. Choose 30 accounts you know, with 60 buyers whose email or phone you can confirm from recent replies or calls.
2. Start the right trial. Basic and Professional have 14-day trials, but Apollo's FAQ says a trial includes 75 credits, enough for about 60 emails and one phone number. For a real test, buy one seat on monthly billing.
3. Days 3 to 5: look up the truth set. Search by account and role. Score each record +1 (right person, current, reachable), 0 (unconfirmed) or -1 (wrong, departed, bounced). GTM-Bench, Blackpearl Group's June 2026 benchmark of AI prospecting systems, scores sub-standard records -1 the same way.
4. Days 6 to 12: work normally. One rep prospects, sequences and dials as usual. Each evening, check Settings, then Credits & activity, then Credit usage, and log credits by type.
5. Day 13: project. Multiply the rep's weekly burn by 4.3 and by your number of reps, then compare with each plan's pool.
6. Day 14: decide the plan by features, the credits by your projection, and the billing by how sure you are.

Reps: ___      Plan considered: ___      Billing: monthly / annual

PER REP, PER MONTH (from the trial log)
Emails revealed:        ___ × 1 = ___
Phones revealed:        ___ × 8 = ___
Dialer minutes:         ___ × 2 = ___
AI research runs:       ___ × 1 = ___
Enrichment and other:   ___
Total per rep:          ___

TEAM
Total per rep × reps = ___ credits a month
Plan pool: credits per seat ___ × seats ___ = ___
Headroom (pool minus need): ___   If negative: add-on credits at $___ or next plan

FEATURES THAT FORCE A PLAN
Daily sends over 250?  Extra mailboxes?  A/Z tests?  Recording over 150 min?
12 intent topics?  Record selection over 2,500?

COST
Seats × price × 12 = $___ a year   Add-ons: $___   Total: $___
Cost per new contact: $___ ÷ ___ contacts = $___

Renewal date: ___   Non-renewal notice due (30 days before): ___

Ways to lower your Apollo bill

• Reveal phones only for contacts you'll call. At 8 credits each, phones are where pools run out.
• Set per-user credit caps. Apollo's FAQ says admins can cap credits per user so one heavy user doesn't drain the pool.
• Buy the plan for features, not credits. Compare the in-app price of add-on credits with the next plan up before upgrading.
• Turn off add-on credits before renewal. They recur until you set the slider to zero.
• Calendar the notice date. Annual plans renew unless you give notice at least 30 days before the term ends.

How Apollo's prices compare

Entry plans from each vendor's own pricing page on 26 October 2026 (monthly equivalent when billed annually). For a job-by-job comparison, see Apollo alternatives.

Which Apollo plan should you choose?

Next step: if Apollo's data is the part you're unsure about, test it against ZoomInfo with the break-even method in Apollo vs ZoomInfo.