For pest control
They find something in the mattress seam at midnight
Nobody discovers a pest problem at a convenient hour, and nobody sits on it until Monday. Formala answers while they are still standing there with a flashlight, gets what you need to plan the visit, and emails it to you.
Free plan, no card, no clock. One line of script on the site you already have.
Sound familiar?
They search at one in the morning
The discovery happens at night and so does the searching. By the time an office opens, they have already booked whoever answered.
Everyone asks about pets and children first
It is the first question in almost every one of these conversations, and getting it right matters more than getting it fast.
The visit depends on what it is
Bed bugs, roaches, mice and wasps are four different trucks, four different preparations and four different amounts of time. A message saying bugs plans none of them.
What Formala does about it
Asks what they saw and where
What it looked like, which room, how many, and how long it has been going on. You read something you can plan a visit around instead of the word infestation.
Answers the pets and children question your way
You write down what you use and how you handle a house with a dog or a toddler in it, once. It gives that answer every time, at the hour people ask it.
Takes the photo without diagnosing it
They can send what they found and it goes on the job for you to look at. It will not tell them what species it is, because that is a call you make on site and being wrong about it is worse than being slow.
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.
- Reported
- Insects at mattress seam
- Room
- Main bedroom
- In the house
- Toddler
- Phone
- 708-555-0135
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions pest control techs ask
- Will it identify what they have found?
- No, and that is on purpose. It can take a photo and put it on the job for you, but naming a species is a call you make on site. Telling somebody they have bed bugs when they do not, or that they do not when they do, are both worse outcomes than waiting for a tech.
- How does it answer questions about pets and children?
- With your answer. You write down once what you use and how you work around a dog or a toddler, and it gives that answer at midnight as carefully as you would at noon. It never improvises on safety.
- Can it tell a wasp nest from a mouse problem?
- It asks what they saw, where, and how long for, which is what separates the four or five things it is likely to be. You get something you can plan a truck and a prep sheet around rather than a one word description.
- Does it handle recurring service?
- Tell it what your plans are and it will explain them and take the details. It only knows what you have given it, so a quarterly plan you have not described is one it will not offer.
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 handles a question it was never given an answer for.
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 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 freeNo card required · cancel anytime · your data stays yours