Billing
How billing works
No surprises, in plain English. You pay a flat price for a set number of conversations a month, monthly or yearly. That's the whole model — everything below is just the details and the what-ifs.
The short version
- • Start on the free plan: 10 conversations a month, every month, no card and no clock.
- • Then pick a plan. Every plan has the full core; bigger plans just add volume. Yearly saves you 2 months.
- • A conversation is one visitor chat, no matter how many messages.
- • Go over your limit? Either it politely falls back to a simple contact form (default), or — if you turn it on — it keeps going at 10¢ per extra conversation, never past a cap you set.
- • Cancel anytime. You keep your leads and your data.
The free plan
Every new account starts on it, and stays on it: 10 AI conversations a month, no credit card and no countdown. The allowance comes back on the first of every month.
When the 10 are used up, nothing is charged and nothing is switched off. The AI stops answering for the rest of the month and your form falls back to a plain contact form, so you're still reading every message that comes in — and direct messages and booking carry on as normal.
What counts as a conversation?
One visitor chat per month, however many messages it takes. A visitor who sends two messages and one who sends twenty each count as a single conversation. You're counting new conversations — never individual messages or replies.
A longer chat never costs you an extra conversation, so you never have to worry about how much someone types.
The plans
Plans differ by how many conversations you get each month. Every plan includes the full core — the AI assistant, your own persona & voice, lead extraction, all integrations, and the fallback form.
- • Starter — $19/mo · 150 conversations a month · adds your own help center and learning from real chats
- • Growth — $39/mo · 400 conversations a month · adds team seats
- • Pro — $79/mo · 1,000 conversations a month · adds the AI follow-up engine and sending from your own domain
- • Business — $149/mo · 2,500 conversations a month · adds auto-sent AI replies
Pay monthly, or pay for a year up front and get 2 months free (for example, Growth is $39/mo monthly or $390 for the year). Either way the monthly conversation allowance is the same. Handled securely by Stripe.
What happens when I hit my monthly limit?
By default, your form gracefully switches to a simple contact form for the rest of the month. Visitors can still reach you — you never lose a lead — the AI just pauses until your next cycle (or you upgrade).
If you'd rather never pause, turn on pay-as-you-go (below).
Pay-as-you-go overage
Overage is optional and off by default. When it's on, going over your monthly limit keeps the AI answering instead of falling back — each extra conversation is billed at 10¢, added to your next invoice.
You set a monthly cap (the most you're ever willing to spend on overage). Once you reach it, the form falls back to the simple contact form — so there's no such thing as a runaway bill. You're only ever charged for conversations beyond your plan, never for ones already included.
Overage is available on paid plans (the free plan has no card to bill). You can turn it on or off, or change the cap, anytime on your billing page.
Upgrading and downgrading
Upgrade anytime — you get the larger allowance right away.
Downgrade and you keep your current plan's allowance for the rest of that billing cycle. You're never charged overage for conversations that were included on your plan at the time they happened — a downgrade can't reach back and bill you for the past.
What if a payment fails?
Stripe retries a failed payment automatically over a few days, and we'll email you so you can update your card. Your service keeps running during that window. If the payment still can't be collected, your form falls back to the simple contact form until billing is sorted — you won't lose any leads in the meantime.
Canceling
Cancel anytime from your billing page. You keep full access through the end of the billing period you've already paid for; after that, your form switches to the simple contact form.
Your account, your captured leads, and your form settings all stay put — nothing is deleted, and you can pick a plan again whenever you're ready.
The one promise
A missed message is the one outcome we don't allow. Whatever is happening with billing — free allowance used up, limit reached, payment failed — your form always falls back to a plain contact form that reaches you. You will never lose a lead to a billing state.
Every feature, every plan
What each plan can do
Every plan has the whole assistant and the whole inbox. What changes further up is how much you can run through it, how many people can work it with you, and how much of the following-up it does for you.
A check means you can set it up on that plan. A dash means you cannot — not that it is taken away: what you have already written stays readable if you move down a plan.
Free$0/mo
Answering your customers
- IncludedAI assistant on your siteAnswers in your words, from what you tell it about the business.
- IncludedYour own persona and tone
- IncludedTurns a chat into a leadName, contact details and what they wanted, pulled out of the conversation.
- IncludedFalls back to a contact formIf the allowance runs out or a payment fails, messages still reach you.
- IncludedTakes bookingsYour availability, a booked slot, and a waitlist when there is none.
- —Not on this planRemove the “Powered by Formala” line
- On this plan:Answers the phoneVoice is metered rather than bundled, so no plan includes it and none is without it.Minutes, bought separately
The shared inbox
- IncludedOne inbox for every conversation
- IncludedTake over from the assistant mid-chat
- IncludedContacts, with everything a person has ever said
- IncludedSearch, states and private notes
- IncludedAsk customers how it wentA one-tap rating at the end of a conversation, and the comment with it.
Where conversations arrive
- IncludedYour website
- IncludedA link you can send anywhereFor a bio, an invoice or a text message — no website needed.
- IncludedInstagram DMs
- —Not on this planAn email address customers write toMail to your own address lands in the same inbox as the chats.
Text you write once
- —Not on this planSaved repliesThe four sentences you type every day, one keystroke away.
- —Not on this planA help center your customers can readArticles the widget shows and the assistant answers out of.
- —Not on this planLearns from real chatsThe questions it could not answer, with a one-click way to write the answer in.
Reporting
- IncludedWhat people are asking aboutVolume, topics and where conversations come from.
- —Not on this planHow fast you answer, and who answered
- —Not on this planScore how well conversations were handledYour own criteria, scored per conversation, tracked over time.
- —Not on this planSet a reply-time target and hear when you miss it
Your team
- —Not on this planInvite people, and pass conversations between themEveryone works the same inbox, and a conversation can be somebody's.
- IncludedOffer live chats round the teamOn your own it offers them to you, which is the useful case for a solo owner.
Following up
- —Not on this planThe follow-up engineChases a lead that went quiet, on a schedule you set.
- —Not on this planSend from your own domain
- —Not on this planLet the AI write and send the follow-up itselfEvery other plan drafts it and waits for you.
What you get each month
- On this plan:ConversationsOne visitor chat, however many messages it takes.10
- On this plan:People on the accountJust you
- On this plan:Keep going past the allowanceOff by default, and the cap is yours — there is no runaway bill.Falls back to the form
Starter$19/mo
Answering your customers
- IncludedAI assistant on your siteAnswers in your words, from what you tell it about the business.
- IncludedYour own persona and tone
- IncludedTurns a chat into a leadName, contact details and what they wanted, pulled out of the conversation.
- IncludedFalls back to a contact formIf the allowance runs out or a payment fails, messages still reach you.
- IncludedTakes bookingsYour availability, a booked slot, and a waitlist when there is none.
- IncludedRemove the “Powered by Formala” line
- On this plan:Answers the phoneVoice is metered rather than bundled, so no plan includes it and none is without it.Minutes, bought separately
The shared inbox
- IncludedOne inbox for every conversation
- IncludedTake over from the assistant mid-chat
- IncludedContacts, with everything a person has ever said
- IncludedSearch, states and private notes
- IncludedAsk customers how it wentA one-tap rating at the end of a conversation, and the comment with it.
Where conversations arrive
- IncludedYour website
- IncludedA link you can send anywhereFor a bio, an invoice or a text message — no website needed.
- IncludedInstagram DMs
- —Not on this planAn email address customers write toMail to your own address lands in the same inbox as the chats.
Text you write once
- IncludedSaved repliesThe four sentences you type every day, one keystroke away.
- IncludedA help center your customers can readArticles the widget shows and the assistant answers out of.
- IncludedLearns from real chatsThe questions it could not answer, with a one-click way to write the answer in.
Reporting
- IncludedWhat people are asking aboutVolume, topics and where conversations come from.
- —Not on this planHow fast you answer, and who answered
- —Not on this planScore how well conversations were handledYour own criteria, scored per conversation, tracked over time.
- —Not on this planSet a reply-time target and hear when you miss it
Your team
- —Not on this planInvite people, and pass conversations between themEveryone works the same inbox, and a conversation can be somebody's.
- IncludedOffer live chats round the teamOn your own it offers them to you, which is the useful case for a solo owner.
Following up
- —Not on this planThe follow-up engineChases a lead that went quiet, on a schedule you set.
- —Not on this planSend from your own domain
- —Not on this planLet the AI write and send the follow-up itselfEvery other plan drafts it and waits for you.
What you get each month
- On this plan:ConversationsOne visitor chat, however many messages it takes.150
- On this plan:People on the accountJust you
- On this plan:Keep going past the allowanceOff by default, and the cap is yours — there is no runaway bill.10¢ each, up to a cap you set
Growth$39/mo
Answering your customers
- IncludedAI assistant on your siteAnswers in your words, from what you tell it about the business.
- IncludedYour own persona and tone
- IncludedTurns a chat into a leadName, contact details and what they wanted, pulled out of the conversation.
- IncludedFalls back to a contact formIf the allowance runs out or a payment fails, messages still reach you.
- IncludedTakes bookingsYour availability, a booked slot, and a waitlist when there is none.
- IncludedRemove the “Powered by Formala” line
- On this plan:Answers the phoneVoice is metered rather than bundled, so no plan includes it and none is without it.Minutes, bought separately
The shared inbox
- IncludedOne inbox for every conversation
- IncludedTake over from the assistant mid-chat
- IncludedContacts, with everything a person has ever said
- IncludedSearch, states and private notes
- IncludedAsk customers how it wentA one-tap rating at the end of a conversation, and the comment with it.
Where conversations arrive
- IncludedYour website
- IncludedA link you can send anywhereFor a bio, an invoice or a text message — no website needed.
- IncludedInstagram DMs
- —Not on this planAn email address customers write toMail to your own address lands in the same inbox as the chats.
Text you write once
- IncludedSaved repliesThe four sentences you type every day, one keystroke away.
- IncludedA help center your customers can readArticles the widget shows and the assistant answers out of.
- IncludedLearns from real chatsThe questions it could not answer, with a one-click way to write the answer in.
Reporting
- IncludedWhat people are asking aboutVolume, topics and where conversations come from.
- IncludedHow fast you answer, and who answered
- IncludedScore how well conversations were handledYour own criteria, scored per conversation, tracked over time.
- —Not on this planSet a reply-time target and hear when you miss it
Your team
- IncludedInvite people, and pass conversations between themEveryone works the same inbox, and a conversation can be somebody's.
- IncludedOffer live chats round the teamOn your own it offers them to you, which is the useful case for a solo owner.
Following up
- —Not on this planThe follow-up engineChases a lead that went quiet, on a schedule you set.
- —Not on this planSend from your own domain
- —Not on this planLet the AI write and send the follow-up itselfEvery other plan drafts it and waits for you.
What you get each month
- On this plan:ConversationsOne visitor chat, however many messages it takes.400
- On this plan:People on the accountAs many as you like
- On this plan:Keep going past the allowanceOff by default, and the cap is yours — there is no runaway bill.10¢ each, up to a cap you set
Pro$79/mo
Answering your customers
- IncludedAI assistant on your siteAnswers in your words, from what you tell it about the business.
- IncludedYour own persona and tone
- IncludedTurns a chat into a leadName, contact details and what they wanted, pulled out of the conversation.
- IncludedFalls back to a contact formIf the allowance runs out or a payment fails, messages still reach you.
- IncludedTakes bookingsYour availability, a booked slot, and a waitlist when there is none.
- IncludedRemove the “Powered by Formala” line
- On this plan:Answers the phoneVoice is metered rather than bundled, so no plan includes it and none is without it.Minutes, bought separately
The shared inbox
- IncludedOne inbox for every conversation
- IncludedTake over from the assistant mid-chat
- IncludedContacts, with everything a person has ever said
- IncludedSearch, states and private notes
- IncludedAsk customers how it wentA one-tap rating at the end of a conversation, and the comment with it.
Where conversations arrive
- IncludedYour website
- IncludedA link you can send anywhereFor a bio, an invoice or a text message — no website needed.
- IncludedInstagram DMs
- IncludedAn email address customers write toMail to your own address lands in the same inbox as the chats.
Text you write once
- IncludedSaved repliesThe four sentences you type every day, one keystroke away.
- IncludedA help center your customers can readArticles the widget shows and the assistant answers out of.
- IncludedLearns from real chatsThe questions it could not answer, with a one-click way to write the answer in.
Reporting
- IncludedWhat people are asking aboutVolume, topics and where conversations come from.
- IncludedHow fast you answer, and who answered
- IncludedScore how well conversations were handledYour own criteria, scored per conversation, tracked over time.
- IncludedSet a reply-time target and hear when you miss it
Your team
- IncludedInvite people, and pass conversations between themEveryone works the same inbox, and a conversation can be somebody's.
- IncludedOffer live chats round the teamOn your own it offers them to you, which is the useful case for a solo owner.
Following up
- IncludedThe follow-up engineChases a lead that went quiet, on a schedule you set.
- IncludedSend from your own domain
- —Not on this planLet the AI write and send the follow-up itselfEvery other plan drafts it and waits for you.
What you get each month
- On this plan:ConversationsOne visitor chat, however many messages it takes.1,000
- On this plan:People on the accountAs many as you like
- On this plan:Keep going past the allowanceOff by default, and the cap is yours — there is no runaway bill.10¢ each, up to a cap you set
Business$149/mo
Answering your customers
- IncludedAI assistant on your siteAnswers in your words, from what you tell it about the business.
- IncludedYour own persona and tone
- IncludedTurns a chat into a leadName, contact details and what they wanted, pulled out of the conversation.
- IncludedFalls back to a contact formIf the allowance runs out or a payment fails, messages still reach you.
- IncludedTakes bookingsYour availability, a booked slot, and a waitlist when there is none.
- IncludedRemove the “Powered by Formala” line
- On this plan:Answers the phoneVoice is metered rather than bundled, so no plan includes it and none is without it.Minutes, bought separately
The shared inbox
- IncludedOne inbox for every conversation
- IncludedTake over from the assistant mid-chat
- IncludedContacts, with everything a person has ever said
- IncludedSearch, states and private notes
- IncludedAsk customers how it wentA one-tap rating at the end of a conversation, and the comment with it.
Where conversations arrive
- IncludedYour website
- IncludedA link you can send anywhereFor a bio, an invoice or a text message — no website needed.
- IncludedInstagram DMs
- IncludedAn email address customers write toMail to your own address lands in the same inbox as the chats.
Text you write once
- IncludedSaved repliesThe four sentences you type every day, one keystroke away.
- IncludedA help center your customers can readArticles the widget shows and the assistant answers out of.
- IncludedLearns from real chatsThe questions it could not answer, with a one-click way to write the answer in.
Reporting
- IncludedWhat people are asking aboutVolume, topics and where conversations come from.
- IncludedHow fast you answer, and who answered
- IncludedScore how well conversations were handledYour own criteria, scored per conversation, tracked over time.
- IncludedSet a reply-time target and hear when you miss it
Your team
- IncludedInvite people, and pass conversations between themEveryone works the same inbox, and a conversation can be somebody's.
- IncludedOffer live chats round the teamOn your own it offers them to you, which is the useful case for a solo owner.
Following up
- IncludedThe follow-up engineChases a lead that went quiet, on a schedule you set.
- IncludedSend from your own domain
- IncludedLet the AI write and send the follow-up itselfEvery other plan drafts it and waits for you.
What you get each month
- On this plan:ConversationsOne visitor chat, however many messages it takes.2,500
- On this plan:People on the accountAs many as you like
- On this plan:Keep going past the allowanceOff by default, and the cap is yours — there is no runaway bill.10¢ each, up to a cap you set
Manage everything in one place
Your plan, usage, invoices, pay-as-you-go settings, and cancellation all live on your billing page.
Go to your billing page