For software teams with customers
Your support tool costs more per seat than your database.
Formala is a flat monthly price with the AI included: no per-seat line, no charge per resolved ticket. Your team works one inbox with states, assignment and private notes, and the assistant answers what your docs already cover.
Free plan, no card, no clock. One line of script on the site you already have.
- Answers in your product's words
- Declines rather than guesses
- Logs every gap it couldn't answer
- Asked about
- Export before canceling
- Answered from docs
- Yes
- Couldn't answer
- Whether attachments are included
- priya@westford.example
A scripted example, not a real inquiry.
The conversation on the screen in this photograph is scripted too.
Leads land where you work
- Your inbox
- Slack
- Zapier
- Your CRM
- Any webhook
The cost of a full calendar
Four of these were worth having.
One week of a founder's demo calendar. Each call is thirty minutes, plus the context switch either side of it.
Mon
- Student, thesis
- Northwind · 40 seats
- “Just looking”
Tue
- Competitor
- Wanted the API doc
Wed
- Loomis · replacing Zendesk
- 5-person team
- Pricing question
Thu
- No-show
- Aperture · security review
Fri
- Wanted SSO, we have it
- Bell Yard · 120 seats
01
The bill grows with the team, not the work
Two more people is two more seats, whether or not the queue got any longer. Then the AI is charged again, per resolution, on top.
02
Most of the queue is already answered somewhere
The same eight questions, already written up in your docs, retyped by whoever is on rota that morning.
03
Nobody knows what is late
A shared mailbox has no idea which conversations are waiting on you and which are waiting on the customer, so the oldest thing in it is whatever nobody wanted to open.
What Formala does about it
It answers, it qualifies, then it tells you what it couldn't do.
One thing happening in order, not three features. The third is the one that compounds.
Answers what your help articles already say
Write the articles once. The assistant answers out of them, publishes them as pages your customers can find, and declines anything they do not cover rather than inventing it.
One inbox, with states and an assignee
Open, waiting on the customer, snoozed, closed. Assign it to somebody or leave it in the unassigned pile. Private notes and whispers your customer never sees, and saved replies for the sentence you type forty times a week.
Says how fast you actually answer
First reply times, whether you hit your target, who handled what, and how much the assistant closed on its own -- reported as its own number rather than quietly left out of the others.
Conversations
1,204
last 30 days
Leads captured
812
67% of chats
Conversion
67%
left contact info
High priority
143
flagged urgent
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.
Wants SSO for a 40-seat rollout on Okta. Asked for the security overview before a call.
- company
- Northwind
- seats
- 40
- identity
- Okta, SAML SSO
- replacing
- A spreadsheet and a Slack channel
- asked for
- Security overview before a call
- lena@northwind.example
What your engineer will ask
The install is one line. These are the answers to the questions that usually come next.
- One script tag
- Loaded async, so it never blocks your page. About 43KB gzipped, no dependencies, no build step, nothing to add to package.json.
- It cannot break your layout
- The whole widget renders inside a shadow root. Its styles cannot leak onto your page, and your layout rules cannot reach in and break it.
- Your help center is real pages
- Published at a URL search engines can index, not only inside the chat bubble. The same articles the assistant answers from.
- Inbound email threads properly
- Replies match on RFC References first and a per-conversation address second, so a client that strips one still lands in the right place.
- No cookies
- It sets none. What it needs to remember it keeps in the visitor's own browser storage.
Questions software companies ask
- Is this a real helpdesk or a chat widget with tickets bolted on?
- It is an inbox with states, assignment, private notes, saved replies, first-reply targets and per-person reporting, and a help center your customers can read on the web. What it does not have is routing rules, macros, or a clock that pauses outside working hours. If your queue is big enough to be sorted by rules nobody wants to rewrite, buy a helpdesk.
- How is it priced against a per-seat tool?
- Flat monthly, by conversation volume, with the AI included. Your fourth and fifth people cost nothing extra, and a busy week is not a bigger invoice for the AI. That is the whole argument: a small team pays for the work, not for the chairs.
- Can two people work the same conversation without stepping on each other?
- One person holds a live chat at a time, and everybody else can still leave a private note on it -- so a colleague can say “check their plan first” without taking it off you. An admin can take one over if they have to, and that is recorded.
- Do we have to move our email?
- No, and you can. Forward a support address to the one we give you and the mail lands in the same inbox as the chats, threading on replies. Or leave email where it is and use this for the website.
- What happens when the assistant does not know?
- It says so and takes the question down. Every one of those is logged as a gap in your docs, in the words your customers used rather than the words you would have guessed -- which is the list you write next month's articles from.
- Will it answer customers on its own overnight?
- On chat, yes, from what you have given it. On email it does not: inbound mail lands in the inbox and a person replies. Automatic email replies are a deliberate opt-in on the top plan, because an AI emailing your customers with nobody watching is a different decision from an AI answering a chat bubble.
The chat in the corner is live, not a screenshot. It is Formala answering for Formala on the page you are reading: out of the docs where they cover the question, and declining where they do not. Ask it something your docs cover, then something they do not.
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.
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