For salons & barbershops
The chair is empty because nobody picked up
You are mid-color with foils in your hands and the phone is face down on the counter. Formala answers on your website, covers the five things everybody asks before they book, and passes them to your booking page while they still want the appointment.
30-day trial, no card. One line of script on the site you already have.
Sound familiar?
Your hands are busy all day
Cutting, coloring, a clipper in one hand. The message that arrives at eleven gets read at four, and by then they have booked down the street.
It is the same five questions
Do you do balayage on dark hair. Do you take walk-ins. How much for a fade and a beard trim. Is there parking. Every one of them is a chair, and most of them get typed at nine at night.
The booking link is one step too far
They found you on Instagram, landed on your site, and now they have to hunt for the button. A lot of them just close the tab and try somebody else.
What Formala does about it
Answers before they lose interest
Services, hours, parking, whether you take walk-ins, what a first visit is like. It answers from what you have told it and nothing else, so a price you have not given it is a price it will not invent.
Hands over your booking page
The moment somebody is ready, it offers the link instead of leaving them to find it. Paste in whatever you already run, Square, Vagaro, Booksy, Fresha, or your own page.
Emails you the ones it could not close
A bridal party, a color correction, anything that needs you. It arrives written up, with what they actually asked, the second it happens.
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.
- Service
- Balayage, dark hair
- Prefers
- Thu or Fri PM
- Name
- Priya Raman
- Phone
- 312-555-0192
A scripted example, not a real inquiry. Your fields are yours to choose.
Questions salons and barbershops ask
- Will it tell people my prices?
- Only the ones you give it. Salon pricing moves with length, thickness and who is in the chair, so a number it made up is one you would have to walk back at the counter. Give it a starting-from price you're happy to publish and it will use exactly that.
- Can it book the appointment?
- It hands over to the booking system you already run. Paste your link in once, and it offers that link the moment somebody is ready, instead of leaving them to go looking for it.
- Does it work for a barbershop that takes walk-ins?
- Yes, and it's worth telling it that you do. Half of what somebody wants to know before they drive over is whether they need an appointment at all, and a plain yes at ten at night is what turns into a Saturday morning.
- What about the questions it can't answer?
- It says it doesn't know, takes their details, and shows you what it couldn't answer. That list ends up being the most useful thing on your dashboard, because it's your clients telling you what your website should have said.
- Do I need a new website?
- No. One line of script on whatever you have now, Squarespace, Wix, WordPress, a page a friend built for you. It sits in the corner, or right inside your booking 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 how it hands somebody over to the booking system you already use.
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