Apollo.io
Also known as: Apollo, Apollo AI, Agentic GTM
B2B go to market platform pairing a 240 million contact database with sequencing, dialing, inbound routing and enrichment, where an agentic workflow layer runs the motion rather than a named digital worker.
Apollo.io is a B2B go to market platform that pairs a large contact and company database with the execution layer that acts on it. Founded in 2015 in San Francisco, it grew from sales intelligence into sequencing, enrichment, inbound routing, dialing, conversation intelligence and deal execution, and now describes itself as an AI native GTM operating system rather than a database. Its published platform modules include Outbound, Inbound, Data Enrichment, Deal Execution, Waterfall Enrichment, Form Enrichment, AI Sales, Website Visitor Identification, Buyer Intent Signals and Agentic GTM.
The agentic claim rests on the workflow layer rather than on a named digital worker. Apollo Workflows act as a structured automation tier that adds contacts to sequences, assigns tasks and coordinates prospecting without a rep clicking through each step, while AI research and prospecting assistance handle the account reading and message drafting. That is a different shape from 11x or Artisan, which sell a named agent that owns a job function end to end. Apollo sells the substrate and lets the buyer decide how much of the motion runs unattended.
Channel coverage is unusually wide for one subscription. Email sequencing, LinkedIn steps, a built in dialer with call recording and transcription, inbound form capture and routing, website visitor identification and buyer intent signals all sit in the same system, which is the consolidation argument Apollo leads with against a stack of point tools. A Chrome extension carries prospecting into other web surfaces, and an integrations marketplace plus native Salesforce and HubSpot connections handle the CRM side.
The commercial model is the thing to understand before buying. Seats are cheap by category standards, starting at $49 per user per month on annual billing, but credits are the real currency and they expire each cycle. Revealing an email costs one credit, a phone number costs eight, and dialer minutes burn credits as they run, so call heavy teams routinely spend several times the sticker price. API access begins at the Professional tier, and single sign on, advanced security and the option to bring your own model key sit at the Organization tier, which carries a three seat minimum.
Vendor details
Canonical URL
https://www.apollo.io
Category
GTM / revenue agent
Company status
independent
Use cases & customers
Target customers
Deployment options
In practice
Your SDR team runs three tools for data, sequencing and dialing. Apollo collapses them into one subscription, with the same contact record feeding search, outreach and the dialer without an export step.
Inbound demand is arriving faster than routing can handle it. Apollo captures the form, enriches the record, qualifies against your criteria and routes to the right owner through its workflow layer rather than a manual queue.
Your CRM has gone stale. Waterfall enrichment and the Data Health Center refresh contact and account fields on a schedule and show where coverage is thin, which is the job most teams buy a second vendor for.
Sources & related URLs
Agentic Index coverage score
9.0 / 14 capabilities · 64%
| Integrations & Tool CallingIntegrations marketplace and partner ecosystem, native Salesforce and HubSpot CRM connectivity, mailbox connectivity, dialer, and a Chrome extension that carries prospecting into other web surfaces. Apollo.io llm-info 2026-08-05 | Full |
|---|---|
| Workflow OrchestrationWorkflows are a first class automation layer that add contacts to sequences, assign tasks and coordinate prospecting without per step rep action, with Agentic GTM and AI Sales listed as platform modules. Apollo.io llm-info 2026-08-05 | Full |
| Knowledge Grounding & RAGAI research and prospecting assistance ground on Apollo's own contact and company data network plus public buying signals, but no customer document ingestion, retrieval index or knowledge base grounding is documented. Apollo.io llm-info 2026-08-05 | Partial |
| Human Oversight & GuardrailsTask management puts outreach actions in front of a rep and AI drafts messages for review rather than sending unattended, but no approval gates, policy guardrails or agent level controls are documented. Apollo.io sales engagement product page 2026-08-05 | Partial |
| Security, Identity & GovernanceRE GRADED 2026-08-05 from P at low confidence to F. The original grade was assigned on absent evidence and was wrong. Apollo holds SOC 2 Type 2 covering Security, Availability and Confidentiality and ISO 27001, both audited by A-LIGN, with ISO 27001 recertification and a Cloud Application Security Assessment completed recently. It is GDPR compliant as both data processor and controller, certified under the EU, UK and Swiss Data Privacy Frameworks, and covers CCPA and CPRA. A public trust centre operates at trust.apollo.io with document access requests and a security knowledge base, alongside a separate privacy centre. Data is encrypted at rest and in transit, with technical and organisational measures specified in the DPA and a defined incident response process. Single sign on sits at the Organization tier. 2026-08-05 | Full |
| Observability & AuditabilityApollo Cockpit reporting, admin dashboards, customisable reports and call recording with transcription give activity visibility; no audit trail of automated actions or agent level tracing is documented. Apollo.io llm-info 2026-08-05 | Partial |
| Memory & State PersistenceContact, account and sequence state persist in the platform and sync to CRM, with a Data Health Center tracking enrichment coverage over time; no cross session agent memory is documented. Apollo.io llm-info 2026-08-05 | Partial |
| Deployment & Data ResidencyMulti tenant SaaS only. No self hosted, private cloud, VPC or regional data residency option is documented anywhere on the product or company pages retrieved. Apollo.io llm-info 2026-08-05 | Unable to verify |
| Prebuilt Agents, Templates & PacksPrebuilt sequence templates covering emails, calls and automated tasks, an industry template library, and Templates published as a standing resource property. Apollo.io sales engagement product page and llm-info 2026-08-05 | Full |
| Triggers & Channel CoverageEmail sequencing, LinkedIn steps, dialer and calling, inbound form capture and routing, website visitor identification for companies and contacts, and buyer intent signals as entry triggers. Apollo.io llm-info and sales engagement product page 2026-08-05 | Full |
| Model Flexibility & RoutingThe option to use your own model API key is reported at the Organization tier across independent plan breakdowns, but Apollo publishes no model list, routing policy or first party bring your own key documentation. Graded partial at low confidence. 2026-08-05 | Partial |
| APIs, SDKs & MCP ExtensibilityPublic REST API with access gated to the Professional tier and above, a hosted MCP server at mcp.apollo.io, an integrations marketplace and a Chrome extension. Apollo.io llm-info plus the published MCP endpoint 2026-08-05 | Full |
| Testing, Debugging & OptimizationSequence A/B testing, deliverability scoring, automatic mailbox warmup and send time optimisation tune outbound performance; no agent evaluation harness, regression testing or simulation mode is documented. Apollo.io sales engagement product page 2026-08-05 | Partial |
| Browser & Computer UseThe Chrome extension surfaces Apollo data inside other web tools under rep control; it is not autonomous browser or computer control and no such capability is documented. Apollo.io llm-info 2026-08-05 | Unable to verify |
The Agentic Index coverage score grades every vendor Full, Partial or Unable to verify against the same 14 buyer facing capabilities, from public evidence only. Each capability links to how all vendors in the index score on it. How this evidence is graded
Pricing
$49 per user per month on annual billing (Basic), around $59 to $65 month to month
seats plus consumable credits
Included quota
Credits are granted per seat per cycle and expire at the end of it. Published allowances rise across Basic, Professional and Organization, with Organization also carrying more intent topics and higher API rate limits.
What is public
Tier names, per seat rates for annual and monthly billing, and the broad feature gates are published. Credit top up pricing, the reported agent add on, and negotiated or startup discounts are not.
Billing mechanics
Four tiers spanning Free, Basic, Professional and Organization, priced per user per month with a discount for annual billing and a three seat minimum on Organization. Credits are the consumption unit and expire each cycle. Revealing a verified email costs one credit, a phone number costs roughly eight, enrichment runs one to eight credits per record, and dialer minutes consume credits as they run.
Cost watchouts
Credit overages, phone reveals at 8x the cost of an email, dialer minutes burning credits, the 3 seat minimum on Organization, and API access gated to Professional
Variable cost rationale
Credits dominate the real bill. Independent breakdowns consistently report active outbound teams landing well above the seat rate once phone reveals, enrichment and dialer usage are included, and credits expire rather than roll over.
Additional watchouts
The seat price understates the bill for call heavy teams because phone reveals and dialer minutes consume credits at a multiple of email actions. Credits do not roll over. The free plan's limits have been reduced over time and are not a stable base to build a workflow on.
Overage / add-ons
Additional credits sold in packs, reported at roughly $0.20 each with a minimum purchase; rates are surfaced in billing rather than on the public pricing page
Sales call required
No, self serve available
Free / trial
Free plan with a limited credit allowance, 2 active sequences and no CRM integration; free trial available on paid tiers
Lowest paid plan
Basic
Commercial notes
API access begins at Professional, which is the practical floor for anyone wiring Apollo into automated workflows or agents. Single sign on, advanced security, customisable reporting and the reported bring your own model key option sit at Organization.
Key ambiguities
Month to month rates are quoted inconsistently across sources at $59 and $65 for the entry tier, and credit top up pricing is not published on the pricing page. A Marketing Ops Agent add on is reported to start around $25,000 a year but appears in a single source and is not confirmed on Apollo's own pricing page.
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Alternatives to Apollo.io
The closest documented capability profiles to Apollo.io among GTM and revenue agents tracked by Agentic Index, ordered by similarity on the same 14 point evidence the rankings use. No vendor pays for placement.
- Salesloft8.5 / 14A lighter documented profile than Apollo.io
- AiSDR9.0 / 14Adds documented Deployment & Data Residency
- Demandbase9.0 / 14Fuller documented coverage on Knowledge Grounding & RAG
- Outreach8.0 / 14A lighter documented profile than Apollo.io
- Common Room9.5 / 14Fuller documented coverage on Knowledge Grounding & RAG and Memory & State Persistence
- Conveyor9.5 / 14Adds documented Browser & Computer Use
Similarity is computed from each vendor's Agentic Index coverage score evidence, axis by axis, not from the totals. How this evidence is graded