Books the job
The lead that books itself
A name and a number is halfway. Somebody who wants a quote on Thursday wants it in the calendar, not in your inbox waiting for you to call back. So Formala takes the appointment as well: it offers times that are actually free, holds the slot while it asks who they are, and confirms.
On every plan, including the trial. Nothing extra to buy.
Dashboard
Bookings
4 booked today · 21 this month · Times are America/Phoenix
Dot marks a day with bookings
Thursday, March 16 · 4 bookings
Two ways to ask for Thursday.
Priya wants a bathroom quote and Thursday morning is the only time she is home.
Sure, grab a time here:
booknow.example/northside-plumbing
A different site, a different brand, a second decision to make.
- She leaves your website to finish what she started on it.
- A good number of people never arrive at the other end.
- Nothing about the job comes with the booking.
Booked
- Service
- Bathroom quote
- When
- Thursday at 10:30 AM
- With
- Dana
Never left the page she landed on.
- The times offered were the ones actually free in your week.
- The slot was held while she typed her number, then confirmed.
- It is in your diary before she has put her phone down.
The bit a link cannot do
Thursday, given back.
A booked time that quietly will not happen is worse than an empty one, because you planned your morning around it. So the confirmation and the reminder both carry a cancel link. The moment somebody uses it the slot is genuinely free again, offered to the next person who asks, and gone from your diary the next time you look. Nobody has to ring you to let you down.
01The day before
Northside Plumbing
Tomorrow at 10:30 AM
Bathroom quote with Dana
02She taps it
CancelledOne tap, from the email. No call, no apology, no phone tag with you.
03Thursday, redrawn
16210:30 is offerable again, and the day is down to two.
Booking, in three parts
Real times, not a link to one
It reads your opening hours and what is already booked, then offers what is genuinely free. It holds the slot while it asks who they are.
A booking page of your own
Every calendar gets its own address for an email signature, a bio link or a text message. It takes bookings with no conversation at all.
Reminders they can cancel from
A reminder goes out before the appointment with a link to cancel. The moment somebody uses it the slot is free again, and your month shows it.
Worth knowing. Set up for one person's calendar, with your own services and a weekly schedule. Already have a scheduler you like? Paste its link instead and Formala shares that.
Booking: the questions people ask
Both ways. Connect one in your booking setup and anything already in it stops being offered here, so a Tuesday morning you are booked out of is not a Tuesday morning a stranger can take. Every booking Formala takes is written straight into that calendar, with the customer's name and number on it, and comes back off it if they cancel. Formala reads when you are busy, never what your appointments are, and your customer is not sent a calendar invitation.
Booking works with
Pricing
Simple pricing. Every core feature included.
Start with 30 free conversations over 30 days, no card. Every plan has every core feature. Bigger plans add volume, and Growth and up learn from real chats, Pro adds the AI follow-up engine, and Business adds auto-sent replies plus seats for your team. How billing works →
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
Business
$149/mo
2,500 conversations / month
about 6¢ per conversation
- Every core feature
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
- Auto-sent AI replies
And it never switches off
$0 a monthNo 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.
- The contact formThe widget falls back to your own form, so a visitor who wants to reach you still can, and the lead still lands in your inbox.
- Direct messagesVisitors can still leave a message for you or for a named person on your team, and reply to yours from the same thread.
- BookingYour booking page keeps taking appointments, with the reminders and the calendar sync that go with them.
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
Not sure what something does? Every feature, explained in plain English →
Every plan starts with a free 30-day trial: no card required, cancel anytime. If Formala catches one job you'd have missed, it's paid for itself.
Priced for small businesses, not enterprises.
You get the qualifying, structuring, and follow-up you'd expect from tools that cost far more, at pennies per conversation.
| Formala | A plain contact form | Chat / chatbot suites | |
|---|---|---|---|
| Turns vague visitors into qualified leads | — | Limited | |
| Clean, structured leads, no transcripts to read | Limited | — | |
| Answers 24/7 and follows up on its own | — | Limited | |
| Live in minutes. One line, no code or setup fees | Limited | — | |
| Your brand, no “powered by” badge (any paid plan) | Limited | — | |
| Typical cost | From $19/mo · ~6–13¢ a chat | Free, but converts like a form | ~$30–130/seat + ~$1 per AI chat |
You pay less at every size
| Chats / mo | A comparable AI form tool | Formala |
|---|---|---|
| 250 | $59/mo | $39/moGrowth · 400 included |
| 500 | $98/mo | $79/moPro · 1,000 included |
| 2,000 | $330/mo | $149/moBusiness · 2,500 included |
Up to ~2.5× cheaper per conversation, and it does more.
Other tools' prices reflect major providers' publicly listed rates (AI form tools by conversation tier; live-chat suites per seat plus a per-AI-answer fee) and may change, so compare current plans before deciding.
Stop losing the visitors who almost reached out.
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