Apollo pricing and review

Reachkit makes a competing cold email tool. I checked every Apollo price here in October 2026 on Apollo’s pricing page, plan data and help center.

Apollo pricing is per seat, and each paid seat adds credits to one balance the whole team shares. Figures are from apollo.io/pricing, October 2026, before tax.

Basic connects one mailbox per user and sends up to 250 emails a day. Apollo’s plan chart gives Professional unlimited Google and Microsoft mailboxes and “Unlimited” daily sends, while its own guidance starts each mailbox at 20 to 50 a day. Tracking, A/Z tests and Agents start at Professional.

How credits are spent: 1 per verified email, 8 per mobile number, more when waterfall enrichment queries extra vendors. They don’t roll over. Extra credits cost $0.025 to $0.015 each by volume and renew each cycle.

Paid in credits: warmup beyond one mailbox per seat (200 a month each), Google Workspace mailboxes (800 a month), Microsoft 365 mailboxes (1,500) and domains (1,500 a year). Inbound and Advanced Dialer are $149 a month per team, or $119 billed yearly.

What a typical setup costs: a founder on Professional with 10 bought Google mailboxes on 5 domains, sending 4,000 emails a month to 1,500 new prospects, needs about 11,900 credits a month against 4,000 included. That’s about $242 to $257 a month, or about $206 to $209 billed yearly; Apollo doesn’t say how its volume tiers apply, hence the range. At Apollo’s own calculator assumption of 2 credits per email, add about $27. With your own mailboxes, it stays at $99.

Apollo started as a B2B contact database and grew into a sales workspace. It puts its data at 240M+ people and 30M companies, gathered from a contributor network, a web crawl and third-party sources. You filter by title, industry, technology or intent and spend credits to reveal emails (only verified ones are charged) or phone numbers.

Emails go out through mailboxes you link to Apollo, not from Apollo’s own servers. Since September 2025 you can also buy domains and mailboxes with credits; Apollo configures SPF, DKIM and DMARC and wants six weeks of warmup before you start cold sending. Warmup runs through Warmbox.ai, a third-party service.

Around the data sit sequences, a reply inbox, a dialer, call recording, meetings, deals and workflows, plus an AI Assistant, scheduled AI agents from Professional and an MCP server, the protocol AI tools such as Claude use to act in other software, on every plan, Free included.

Strengths

• Data and outreach in one tool. G2’s AI summary says reviewers value “the extensive database of verified contacts”.
• Public prices and a real free plan with no end date.
• Sales stack connections. Even Free syncs both ways with Salesforce and HubSpot, and Apollo also links to Pipedrive, Zoho, Dynamics, Zapier, Make and n8n.
• Open to AI assistants. ChatGPT, Claude, Perplexity, Cursor and Replit all have Apollo connectors on every plan, though on Free, ChatGPT, Claude and Perplexity need a team with a corporate domain.
• Sending guardrails. By default, sending is flagged for review at a 4% bounce rate and paused at 6%, and catch-all addresses are held back by default since September 2026 (help center).

Drawbacks

• Credits cover more than data. Extra warmup, bought mailboxes and domains draw on the same balance as contacts.
• Bought mailboxes depend on the plan. Apollo warns a bought domain “may be deactivated” if credits run out or your plan changes. You can’t get a refund on one, and Apollo publishes no way to move it elsewhere (help center).
• Yearly plans are hard to exit. Annual fees aren’t refunded, you can’t downgrade mid-cycle, and it auto-renews unless you give notice 30 days before the end.
• Pages that disagree. The API is on every plan per the developer FAQ, but on “Custom plans” per the pricing FAQ. Email accuracy is 91% in the help center and 98% in Apollo’s AI fact sheet.

In October 2026, Apollo averaged 4.7 from roughly 9,800 reviews on G2 and 4.5 from roughly 400 on Capterra, where customer service is the weakest sub-score (4.2). Its Trustpilot page sits at 3.1 across roughly 1,360 reviews.

Three complaints recur across those sites: bounces on addresses marked verified (a Capterra reviewer calls email reliability “the biggest concern”), credits running out faster than planned, and an interface some G2 reviewers find overwhelming, with slow support.

Apollo fits sales teams whose reps find, email and call prospects and log it all in Salesforce or HubSpot, and founders trying outbound for free from one work mailbox.

Look elsewhere if cold email across dozens of inboxes is the main job, since each extra mailbox you warm or buy costs credits on top of seats. Agencies should note that Apollo’s standard terms don’t cover running it for clients or passing its data on to them.

Bounce rates swing by niche, so I’d send to a few hundred Apollo contacts in my own market and count bounces before paying for a year.

• Clay: enrichment that chains many data providers in one table; free to start, $185 a month for Launch. See Apollo vs Clay.
• Instantly: a volume sender that also sells lead data, from $47 a month. Read Instantly vs Apollo or the Instantly profile.
• Smartlead: an agency-minded sender from $39 a month, with no per-mailbox fee. Read Smartlead vs Apollo.
• lemlist: email plus automated LinkedIn steps; its Email plan is $69 a month for unlimited users. See lemlist vs Apollo.
• Hunter: looks up and verifies emails by company domain, then sends sequences; free to start, $49 a month for Starter. Read Reachkit vs Hunter.
• Reachkit (our product): a cold email sender at $39 a month per workspace with no seat fees, unlimited free inbox connections, warmup on every inbox and 1,000 verified-lead credits a month on Growth. No phone numbers, dialer or Salesforce sync. See Reachkit vs Apollo.