Follow-ups
The second email nobody sends
Most leads are not lost at the first contact. They are lost three days later, when nobody followed up because the week got busy. Formala sends that email for you, on a rule you wrote, and stops the moment there is a reason to stop.
On the Pro and Business plans. Having Formala write and send the reply itself is Business only.
Follow-up rule
Recent activity
- SentPriya RamanStill interested?Today, 9:02 AM
- SkippedMarcus BellStill interested?Recipient has unsubscribed
- ScheduledSam OkaforStill interested?Waiting for quiet hours to end
Thursday, twice.
A good lead came in on Monday. Nobody has called her, and it is now Thursday.
Mon Priya Raman, bathroom quote
Tue a job overran
Wed meant to call her
Thu ...
Still open. Still nobody's job.
- Nothing went wrong. The week simply happened.
- Which leads got called is somewhere in your inbox.
- She is not waiting. She booked somebody on Tuesday.
Dana at Northside Plumbing
Still interested?
Hi Priya, we spoke on Monday about the bathroom quote. Still happy to come and price it up if the offer stands.
Sent Thursday 9:02 AM, because nobody had recorded an outcome.
- It went out on a rule you wrote, in words you chose.
- It waited for your working hours rather than sending at two.
- If she had unsubscribed, it would not have gone at all.
What actually happens
It is a rule, not a campaign.
The reason automated email makes people nervous is the ones that will not stop. This is deliberately small: something starts it, one email goes, and there is a short list of reasons it will not send at all. That list is the feature.
Day 0
The chat ends
Day 3
No outcome recorded
9:02 AM
One email goes
After
Nothing else, unless you wrote it
Anything that would land in there waits until it is over.
It stops when
- She replies, or you record an outcome
- The chase limit on the rule is reached
- The address is on your unsubscribe list
- It would land inside your quiet hours
Follow-ups, in three parts
Rules you write, in your words
Pick what starts it: a new lead, a high priority one, a big budget, or nobody having recorded an outcome after a few days. Pick the email it sends. That is the rule.
It knows when to stop
A cap on how many times one person gets chased, quiet hours in your own timezone, and an unsubscribe list it will not send past.
A dry run before it is live
See exactly who a rule would email before you switch it on. Afterwards every attempt is listed with what happened, including the ones it refused to send and why.
Worth knowing. On Pro and Business: one email per rule, with a chase limit. There are no drip sequences, and nothing reaches somebody who has unsubscribed. On Business, Formala can also write and send a reply of its own a few minutes after a chat ends, unreviewed.
Follow-ups: the questions people ask
Not unless you tell it to. Quiet hours are set per rule in your own timezone, and anything that would land inside them waits until they are over.
Follow-ups 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