Clay
Builds prospect lists from over 100 data sources in a spreadsheet-like table, using AI to research and enrich each row before you ever write an email.
What it costs
| Tier | Price | For | Includes |
|---|---|---|---|
| Free | $0 | Learning Clay's table-based workflow at low risk before paying. | Unlimited seats and tables, multi-provider data waterfalls, 100 Data Credits and 500 Actions a month, up to 200 rows per table. |
| Launch | Starting at $185/month, expands with usage | Individuals and small teams automating their first prospecting workflow. | Everything in Free, plus phone number enrichment, signal tracking, email campaign integrations, up to 50,000 rows per table, 2,500 Data Credits and 15,000 Actions a month. |
| Growth | Starting at $495/month, expands with usage | Teams scaling a genuine go-to-market motion. | Everything in Launch, plus CRM auto-sync, HTTP API and webhook automation, audience pushes to ad platforms, priority support, 6,000 Data Credits and 40,000 Actions a month. |
| Enterprise | Custom pricing, with an annual commitment | GTM teams running at real scale who need security and infrastructure guarantees. | Everything in Growth, plus unlimited audiences, unlimited row bulk enrichment, API access, data warehouse syncs, SSO, RBAC, 100,000+ Data Credits and 200,000+ Actions a month. |
Read from Clay's own pricing page on 25 Sep 2026. Vendors change prices without notice.
Where it breaks
Clay's pricing page uses a usage slider that changes the displayed price as you move it, so the 'starting at' figures above are the floor of each plan, not a fixed monthly cost — actual spend depends on how many Data Credits and Actions your specific list-building volume consumes each month. Actions cost less than a cent each and Data Credits start around $0.05 each, both getting cheaper with scale, but neither is a flat number you can quote without knowing your own usage.
Browser-based. Pricing scales along two separate meters — Data Credits (buying actual contact data from Clay's 150+ partners) and Actions (Clay's own orchestration work) — with each plan's starting price tied to a base volume of both that increases as you pay more.
First entry in this reference. There is no previous check to compare it against.
Clay’s table looks like a spreadsheet and works like one, until you notice each row can call out to over a hundred different data sources, run an AI research step, and come back filled in — a company’s funding stage, a contact’s job change, a personalised opening line for an email — before a human ever touches the list. That combination, familiar interface plus genuinely deep automation underneath, is what took the company to a $3.1B valuation and a reputation as the category leader in AI-assisted prospecting.
What “waterfall enrichment” actually means
Rather than trusting one data provider and accepting its gaps, Clay queries several in sequence for the same fact — a phone number, an email, a company’s tech stack — falling through to the next source only when the first comes up empty. That is meaningfully more reliable than any single data vendor alone, and it’s the reason Clay’s enrichment tends to have a noticeably lower miss rate than tools built on one data source.
Why the price is “starting at,” not fixed
Every tier’s headline number is a floor. Data Credits and Actions both meter separately, and Clay’s own FAQ is explicit that most users won’t hit their plan’s included volume — but a business running large, frequent list-building campaigns will consume more of both, and the real monthly bill moves with that usage, not the plan name.
Against Apollo.io and Instantly
Apollo bundles its own contact database with sending in one product; Clay is closer to a research and enrichment engine you plug other tools into, often including Apollo or Instantly for the actual outreach send. Teams that want one all-in-one tool tend to prefer Apollo; teams that want maximum control over exactly how each contact gets researched tend to end up on Clay, at a real setup-time cost.
Get Clay
Buying the tool is not the hard part.
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