Apollo pricing: the credit math, explained.

One pool, and everything drains it

New Apollo customers are on a unified credit system: one currency for everything. A verified email costs 1 credit. A phone number costs 8. Enrichment runs 1 to 8 per record (Apollo's own FAQ on the same page says "up to 9"). The US dialer costs 2 credits per minute of connected talk time, voicemails included, rounded up in 30-second increments. AI research runs, email warmup, job-change alerts, website-visitor identification and some API calls draw from the same pool.

The 8x phone multiplier is where budgets go to die

Basic's 30,000 annual credits sound enormous until you do phone math: spent entirely on numbers, that is 3,750 contacts a year, about 15 per working day, with nothing left for emails, enrichment or dialing. A single 30-minute dialer call costs 60 credits, the same as 60 verified emails. If your motion is phone-heavy, price the Professional tier at minimum and check the math again.

Annual plans grant everything upfront, and nothing rolls over

Annual billing grants the full year's credits on day one, so an enthusiastic first month can drain the pool with eleven months left on a contract you cannot refund. And per Apollo's own knowledge base: unused credits expire at the end of the billing cycle and do not roll over, on any plan.

Add-on credits have three traps of their own

All from Apollo's official documentation: add-on credit purchases recur, so you are rebilled every cycle unless you remove them. Mid-cycle purchases are charged in full, not prorated, and still expire at the end of the current cycle. And the per-credit price is only shown on the in-app slider, not published anywhere public, so you cannot budget it in advance.

1 · Two customers, same plan, different rules

Apollo is migrating existing customers from the old email, export and mobile credit pools to the unified system gradually. Until that finishes, advice from colleagues on legacy plans, including "unlimited email credits", may simply not apply to your account.

2 · Downgrades are immediate and non-refundable

Per Apollo's policies: plan and seat downgrades take effect immediately with no refund for the unused portion, cancellations only take effect at end of term, and sales-assisted accounts cannot self-cancel at all.

3 · The review-site split tells its own story

Apollo is 4.7 on G2 across roughly 9,700 reviews, and about 2.9 on Trustpilot across roughly 1,000. The G2 reviews are about the product, which is good. The Trustpilot reviews are dominated by billing: charges after cancellation, refund refusals, and add-on credits that kept recurring. Read both before you buy.

4 · Budget for list re-verification

The standing advice in sales communities is to run every Apollo export through a verifier like ZeroBounce or NeverBounce before sending; user-reported bounce rates on unverified exports vary widely, and US data is consistently reported stronger than EMEA and APAC. The credits you spend revealing a contact are separate from finding out the email was stale.

5 · The dialer you probably want is an add-on

Parallel dialing, power dialing, international calling and local presence live in a $149 per team per month Advanced Dialer add-on, not in any tier. The included US dialer also consumes pool credits at 2 per minute.