Phoenix-area HVAC · AC out at 115°F
The AI website receptionist for HVAC contractors
When the AC dies at 115°F, homeowners call down the list. Formala answers your website chat 24/7, sorts the no-cool emergency from the tune-up, reads the make off the data plate from a photo, and emails you the written-up job.
Free plan, no card. Paid plans start at $19/mo. Cancel anytime.
HVAC calls you miss in a Phoenix summer
No cooling is a today problem
A house climbing past ninety inside with a baby or an elderly parent in it isn't a next-available job. If nobody answers, they're already on to the next company on the list.
The 9 p.m. “AC just quit” visitor
Your office is closed and they can't wait until morning. Formala answers on your site, gets the details and emails you the job.
The first 110° week buries you
Every company in the Valley gets the same calls the same afternoon, and the ones you miss don't call back.
Half of it isn't yours to do
Home warranty work, a landlord who wants a second opinion, a unit under somebody else's contract. You usually learn that after the drive.
What your AI receptionist does
Sorts the emergency from the tune-up
You decide what counts as urgent, and it asks the questions that tell the two apart. No cooling with a newborn in the house reaches you differently from a filter change in March.
Gets the make off the unit
They can send a photo of the data plate and it'll read it. The make, the model, and how old it is so you can check warranty: that's what turns a request into a truck stocked for the job.
Emails you the job when the chat wraps up
Every lead is emailed to you as a written-up job as soon as the chat wraps up, and it can go to your dispatch software through a webhook if you run one.
What lands in your inbox
Not a name and a phone number.
Formala pulls the conversation apart into the fields you asked for, so the thing that reaches you is something you can act on without reading a transcript.
- Problem
- No cooling, outside fan stopped
- Make
- Trane, from the photo
- Why urgent
- 82-year-old at home
- Phone
- 480-555-0172
A scripted example, not a real inquiry. Your fields are yours to choose.
Phoenix and the Valley
Summer in the Valley is one long emergency week
From the first 110° week of the year through monsoon season, a dead AC isn't a job for Thursday. Every company in Phoenix, Scottsdale, Mesa, Chandler, Gilbert, Tempe, Glendale and Peoria is getting the same calls on the same afternoon, and the homeowner is working down the list until somebody answers.
Tell Formala which cities you cover and it checks where the job is, tells somebody outside your area so plainly, and treats a dead AC as the urgent job it is, by your rule. Every lead is emailed to you as a written-up job: the problem, the make, who is in the house, the address and a callback number. If you're free, you can take over the chat live.
Cities you might cover
- Phoenix
- Scottsdale
- Tempe
- Mesa
- Chandler
- Gilbert
- Glendale
- Peoria
- Surprise
- Goodyear
- Queen Creek
- Cave Creek
HVAC questions
- Can it tell a dead AC in July from a maintenance call?
- That's the part worth setting up properly. You tell it what your company treats as an emergency, and it asks the questions that place a visitor on one side or the other. It doesn't decide on its own what's urgent, it applies your rule.
- Somebody asks what a new system costs. Then what?
- It won't make up a price. A replacement depends on the load, the ductwork and what you find on site, so it says so, takes their details and gets you the lead. If you give it a diagnostic or trip fee, it can quote that.
- Can it answer financing questions?
- If you tell it what financing you offer, it explains that and collects the lead. It won't approve anyone or quote rates you haven't given it.
- Can they send a photo of the unit?
- Yes, and it looks at it. A picture of the data plate gets you the make, the model and the age before you leave the shop. Some phones send a format it can't open, and a PDF it never opens. In that case it says so plainly and asks in words instead.
- What about my maintenance plan members?
- Tell it who they are and what they get, and it'll answer accordingly. It can invite tune-up visitors to join your plan if you describe it. It only knows what you've given it, so a plan you haven't described is a plan it won't describe.
More on Formala: AI receptionist for plumbers · AI receptionist for small business
The chat in the corner is live, not a screenshot. It is Formala's own assistant answering questions about Formala, which is the same software your visitors would be talking to about you. Ask it how it would tell a no-cool emergency from a tune-up on your website.
How it works
From nothing to live in three steps.
No IT department required. Formala is built for contractors, studios, clinics, agencies, and realtors. Every small team whose next customer starts as a website visitor.
Build it in two minutes
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.
Paste one line
Drop a single script tag on your site. That's the whole install. WordPress, Webflow, Shopify, or hand-written HTML.
<script data-form-id="frm_a1b2c3d4" />Get real leads
Formala greets visitors, presses for specifics, and hands you a structured lead in your dashboard and inbox.
…and this is what you wake up to.
Not transcripts to read. Leads to call. Every conversation arrives named, categorized, prioritized, and summarized.
Dashboard
Leads
2 new leads waiting · 1 marked high priority
- 2m ago
Wedding for 120 guests in June, budget around $8k. Wants a call this week.
Priya ShahEventsHigh priority
- 1h ago
Website redesign with a Q3 launch, budget around $30k. Ready to scope.
Marcus LeeSales
- 3h ago
Asked for a balayage on Saturday morning and left a number to confirm on.
AnonymousBooking
- Yesterday
Bathroom remodel, roughly $15k, hoping to start next month.
Sam RiveraSales
Pricing
Simple pricing. Every core feature included.
10 conversations a month free, no card. The free plan keeps a small “Powered by Formala” line on the widget, and any paid plan removes it. Every plan has every core feature. Bigger plans add volume, and then Starter adds your own help center and learning from real chats; Growth adds team seats; Pro adds the AI follow-up engine and sending from your own domain; Business adds auto-sent AI replies. How billing works →
Free
$0/mo
10 conversations / month
no card, ever
- Every core feature
- Formala badge stays on the widget
Starter
$19/mo
150 conversations / month
about 13¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
Growth
$39/mo
400 conversations / month
about 10¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
Pro
$79/mo
1,000 conversations / month
about 8¢ per conversation
- Every core feature
- Your own help center
- Learns from real chats
- Team seats
- AI follow-up engine
- Send from your own domain
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 on the free one: 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 a month |
| 500 | $98/mo | $79/moPro · 1,000 a month |
| 2,000 | $330/mo | $149/moBusiness · 2,500 a month |
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.
Also worth reading
Stop losing the visitors who almost reached out.
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