The chat widget
Somebody is always at the front desk
Most people who land on your site leave without saying anything. Not because they were not interested, but because a contact form is a stranger asking for their phone number. Formala starts the conversation instead, answers what they came to ask, and gets what you need to call them back.
On every plan, including the trial. One line of script, on the site you already have.
- Name
- Dana
- Problem
- Boiler, cold radiators
- Where
- 60302
- Phone
- 708-555-0148
One visitor. Two Tuesdays.
It is twenty past nine on a Tuesday night. Dana's radiators are cold and she has found your website.
Name: Dana
Email: dana@example.com
Message: Do you do same-day?
Sent 9:21 PM. Read at nine the next morning.
- One line of text. No address, no phone, no idea what is broken.
- Nobody answers the question she actually came to ask.
- By nine tomorrow she has called two other numbers.
New lead captured
- Problem
- Boiler, cold radiators
- Where
- 60302
- Phone
- 708-555-0148
In your inbox at 9:23 PM, marked urgent.
- She got an answer at half nine at night.
- You got the address, the fault and a number you can call.
- It is on your phone before she closes the tab.
The part nobody sells
The best thing it does is refuse.
Any assistant can answer. What decides whether you can leave one alone with your customers is what it does when it was never told the answer. Formala says so and takes the details anyway, on every plan. From the Growth plan up it also counts what it could not answer and drafts you the reply, so the second person to ask that question gets a real answer.
What do you charge for a full color?
I don't have prices for that one, so I won't guess. I'll flag it for the team to confirm.
It did not invent a price
For you
The lead, anyway
- Name
- Priya Raman
- Wants
- Full color, Saturday AM
She did not leave because it could not answer.
On Growth and up
The question you could not answer
- Price for a full color
- asked 31 times
- Do you take card on site?
- asked 18 times
Counted, so the ones worth writing rise to the top.
Formala drafts the answer from the conversation. You approve it, and the question stops being one it cannot handle.
The chat in the corner is live, not a screenshot. Ask it something you have not told it about, and watch it decline instead of guessing.
The chat widget, in three parts
Answers from what you told it
Your services, your area, your hours, your answers. If you have not told it something, it says so plainly rather than inventing a reply, and the whole exchange reaches you with the lead.
Asks the things you need
You choose the fields. It works them into the conversation instead of putting a form in front of somebody, and it stops once it has them.
Written up, not transcribed
An email the moment it lands, with the answers laid out and the conversation underneath. A webhook too, if you have somewhere to put it.
Worth knowing. It is an assistant, not a person, and it tells people so. When one is worth your own answer you can step in and take it over yourself.
The chat widget: the questions people ask
It answers from what you give it and is built to say it does not know rather than guess. A price you have not given it is a price it will not quote. You get the whole transcript either way, so you can see what it was asked.
The chat widget 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