Every inquiry gets answered the moment it arrives — 2pm with your hands full, 2am with nobody there. Formala asks what you’d ask, books what it can, and emails you the rest.
Lives on your website. Reaches you by email — nothing to install.
Marcus Webb · tap replacement
Booked Thursday 9:00am. 41 Alder Rd, still under warranty.
Dana Okafor · full bathroom refit
Wants a price before Friday. Nothing booked yet.
Priya Raman · annual boiler service
Booked Wednesday 2:30pm. 8 Kestrel Way, second year running.
Tom Alderice · 3 commercial units
New boilers. I wouldn't put a price on a job that size.
Four emails across one Tuesday. Two of them booked themselves while you were under someone's sink.
Who this is for
Nobody is watching the website, because there is nobody spare to watch it. The inquiry arrives while you are up a ladder, mid-appointment, or driving between jobs, and a customer who does not hear back does not complain about it. They just try the next name on the list.
Formala is built for that, at whatever size you are. One person with a phone in a van. Three sharing an inbox. A clinic whose front desk is already on the phone. A fifteen-person support team with a queue that never empties.
The same afternoon, in someone else’s trade
The 1:15pm one, in full
Ray runs two vans out of a yard in Leeds. Dana found his site at lunchtime and typed the way people actually type. Six replies later, Ray had everything he needed to price the job.
Hi — I'm Ray's assistant. I can price a job, book a visit, or answer a question. What do you need?
do you do full bathroom renovations?
We do — full refits, tiling and all the plumbing. Are you replacing everything, or keeping some of the existing fittings?
everything. its a small bathroom upstairs
Got it. Rough size, and is there a date you're working towards?
about 2x2m. we've got family staying so wed want a quote by friday if thats possible
That's doable. I'll send Ray everything now — what's the best email for the quote?
dana.okafor@gmail.com
Ray’s own widget, on Ray’s own page. She tapped one of his openers, then typed the way people type: “2x2m”, no capitals, no form.
Dana asked about a full bathroom refit and wants a price before Friday. Here's everything she gave the chat.
| Name | Dana Okafor |
| dana.okafor@gmail.com | |
| Job type | Full bathroom refit |
| Scope | All fittings replaced |
| Room size | Approx. 2 × 2 m, upstairs |
| Deadline | Quote by Friday |
| Reason | Family staying |
Sent by Formala because a new lead arrived on raymondsplumbing.co.uk. Change what you’re emailed about.
No Phone row, because she never gave one. It lists what it has — and Ray can price a bathroom from that without calling anybody to ask.
The 8:42am one, in full
Marcus wrote before Ray was out of the yard. Nobody offered him a time, nobody wrote it down, and nobody had to call him back to confirm it.
my kitchen tap has started dripping, can someone look at it
Yes, that's usually a quick one. Ray has these free this week:
thursday morning is good
Holding Thursday 9:00 AM. What's the address, and a number in case Ray runs late?
41 Alder Rd, and 07700 900412
Booked. You'll get a confirmation you can move or cancel from, and Ray has the details.
Three times from Ray’s own hours, not a link to somebody else’s calendar. The slot was held while it asked for the address.
Dashboard
4 booked today · 21 this month · Times are America/Phoenix
Dot marks a day with bookings
Thursday, March 16 · 4 bookings
The same appointment, on the screen Ray opens. Marcus can move or cancel it from his reminder, and the time comes back the moment he does.
It reads your opening hours and what is already booked, then offers times that are genuinely free. No handoff to another site, and nothing for your customer to sign up for.
Every calendar gets its own address you can put in an email signature, a bio link, or a text message. It takes bookings with no conversation at all.
A month at a glance with what is booked on each day, and the day itself beside it. Customers can cancel from their reminder, which puts the time back the moment they do.
Features
Nearly every feature is on every plan — the few that aren’t are marked right here. No enterprise-only tier, nothing hidden behind “contact sales.”
Let visitors attach a photo or a PDF. Formala can see the picture and ask about what is actually in it, so the boiler nobody can describe arrives as something you can price.
See who is on your site right now and answer one yourself. Formala goes quiet for as long as you are in the conversation, and picks it back up when you hand it over.
Everything the sections above showed — qualifying, clean fields, email the moment it happens, booking, a lead inbox, your own brand and voice — is on every plan too. Four things layer on top, and this is the whole list.
All featuresHow it works
No plugin, no developer, and nothing to keep running. The clock on the left is the whole of it.
2min4sec
start to first lead, on the clock
A guided wizard drafts your greeting, the openers visitors can tap, your questions and your FAQs, tuned to your business. You pick a persona and a voice, then tweak anything you like.
Persona
Openers it drafted
Drop a single script tag on your site. That's the whole install. WordPress, Webflow, Shopify, or hand-written HTML.
<script src="https://formala.ai/widget.js" data-form-id="frm_70abf151"></script>
Formala greets visitors, presses for specifics, and hands you a structured lead in your dashboard and inbox.
Pricing
What you are choosing is how many conversations a month you expect — and you can move between plans whenever that turns out to be wrong. A few capabilities do layer on further up, and each is marked on the first card that includes it.
For getting started.
$19/mo
billed monthly
150 conversations
about 13¢ each
For a growing pipeline.
$39/mo
billed monthly
400 conversations
about 10¢ each
For busy teams.
$79/mo
billed monthly
1,000 conversations
about 8¢ each
High volume.
$149/mo
billed monthly
2,500 conversations
about 6¢ each
No card to start. Your first 30 conversations are answered by the AI, over 30 days. After that the AI stops answering and the rest of it keeps working, for nothing, for as long as you like, carrying a small “Powered by Formala” line that any paid plan removes.
Add voice: let visitors talk to it out loud
A microphone in the chat. Visitors speak instead of typing and hear the answer back, and you get the same transcript and the same lead as any other conversation. Works with any plan, on as many forms as you like.
$59/mo200 spoken minutes a month
Go over your conversations and it’s 10¢ each, capped where you set it. If Formala catches one job you’d have missed, it’s paid for itself.
We wrote these, so read them knowing that. Each one opens with what the other product does better than Formala, and every price carries the billing term it actually comes with.
After it’s live
Every conversation is a customer telling you something about your business. Insights counts it up — how many came, how many left details, how many were urgent — and lists the questions it couldn’t answer.
Conversations
1,204
last 30 days
Leads captured
812
67% of chats
Conversion
67%
left contact info
High priority
143
flagged urgent
Do you offer weekend appointments?
Do you take card on the day?
How far out are you booking?
It never guessed at these — it kept their details and promised a person would follow up. One click writes the answer in, and the next person who asks gets it.
The same numbers your dashboard shows. Two thirds of chats left contact details, and the ones flagged urgent are counted separately so a busy week doesn’t bury them.
Help Center
Your own articles, in your own words. Visitors read them under Help in the widget, and Formala answers out of them in chat — carrying the same weight as anything else you taught it.
Four articles, on this form.
Questions
Mostly variations on one worry: what happens when it gets something wrong, in front of your customer, with your name on it.
Something not here? Ask us directly — a person answers.
Yes. Pick a persona, set the tone, describe your voice, even paste real samples of how you write, and Formala mirrors it. You approve the greeting and every question before anything goes live.
Set Formala up in the time it takes to read this page.
Start free for 30 daysNo card required · cancel anytime · your data stays yours
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