For wedding & event photographers
They email six photographers on a Sunday night
A couple shortlists you at eleven on a Sunday, sends the same message to five other people, and goes with whoever comes back first with a real answer. You are at a reception with a camera in your hands. Formala answers, gets the date and the venue, and emails you the inquiry written up.
30-day trial, no card. One line of script on the site you already have.
Sound familiar?
The first real reply usually wins
They message a handful of photographers in one sitting and compare who answers. Monday morning is two days after the shortlist got cut.
The date decides everything
A good part of what lands is for a Saturday you already shot. You can't know that from a name and a note that says hi, are you available.
Budget comes up last, or never
Six messages, a call on the calendar, and you find out on the call that they were expecting half your package. That hour is gone either way.
What Formala does about it
Answers the shortlist questions
How long you shoot for, whether you travel, whether there's a second shooter, how long the gallery takes. It answers from what you've told it, and it will not invent a package price you haven't published.
Gets the date and the venue first
The wedding date, the venue, the hours they think they need, and how to reach them. You can tell an open Saturday from a clash before you open your calendar.
Emails you the inquiry written up
Not a name and an email address. The date, the venue, what they asked for, and what it couldn't answer, in your inbox the second it lands.
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.
- Date
- Sat, Sep 26 2026
- Venue
- Blackthorn Barn
- Coverage
- 8 hours plus prep
- mara.and.theo@example.com
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions photographers ask
- Will it quote my packages?
- Only what you publish. If you list a starting-from price it uses it exactly. If you'd rather talk numbers on a call, tell it that, and it will say the packages start with a conversation and take their details instead. What it will not do is make up a figure you then have to correct.
- Can it check whether I'm free that date?
- It asks for the date and puts it at the top of what it emails you, so the one fact that decides whether there's anything to talk about is the first thing you read. It doesn't look inside your calendar to answer a wedding date, because a wrong yes there is the worst possible answer.
- Does it work for things that aren't weddings?
- Yes. Engagement sessions, family sessions, corporate, brand work. Tell it what you shoot and what you don't, and it says no to the ones you don't want as clearly as it says yes to the rest.
- What happens to the questions it can't answer?
- It says so, takes their details, and lists what it couldn't answer on your dashboard. After a month that list is a fairly exact description of what your pricing page is missing.
- Do I need a new website?
- No. One line of script on the site you already have, whether that's Squarespace, Showit, Pixieset or WordPress. It sits in the corner, or inside your contact page if you'd rather.
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 what it does when somebody wants a package price you haven't published.
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.
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