Apollo publishes per-endpoint API credit rates for the first time
Apollo rewrote its API docs with an explicit per-endpoint credit table, exposing a +8-credit mobile-phone charge and waterfall enrichment bands up to 45+ credits.
A short 'API Pricing' page listing which endpoints consume credits, with no rates; buyers were sent to a login-gated About Credits page for actual credit usage.
An 'API Pricing and Credits' page with a per-endpoint rate table: people enrichment 1-9 credits (1 for demographics/email, +8 if a mobile phone is returned), email waterfall 1-4 credits (20+ in some configs), phone waterfall 8-25 credits (45+ in some configs), 1 credit per organization/person/page, and 0 credits for create/update/list/manage endpoints.
Proof of change
Apollo.io's own wording, on the page where we captured it.
some configurations may result in 45+ credits.
Quoted from the capture below — these words appear on the page as shown, not paraphrased.
Showing the whole page as captured — scroll the panel, or open it at full size.
This is a single observation, not a before/after comparison — the change it describes has no visible transition to photograph, so we show the page that states it instead. The pixels are our own capture, unmodified.
Apollo’s API has never carried its own dollar price — calls draw down the same account credit pool that funds a rep’s email and mobile reveals in the app. Until this update, the public docs only listed which endpoints consumed credits and pushed anyone who wanted a number to a login-gated About Credits page. The rewritten page now publishes the rates.
Three disclosures matter for anyone modelling an Apollo API bill:
- The mobile number is the expensive unit, not the person. People enrichment costs 1 credit for demographics/email but +8 credits when a mobile phone is returned — a 9x swing decided by what Apollo happens to find, not by what the caller requested.
- Waterfall enrichment can charge on a miss. Apollo states that with waterfall enrichment “some vendors consume credits per lookup even when no data is found,” with phone waterfall typically 8-25 credits and “some configurations may result in 45+ credits.”
- Search is metered per page, not per record. Organization search bills 1 credit per page of up to 100 results; news search 1 credit per 25 results. So pagination, not result volume, drives the meter.
Apollo also flags that legacy-plan workspaces may see different API credit consumption than the published table, continuing the two-speed rollout it began with the mid-2025 “new credit system.” Headline seat prices were unchanged in this capture ($0 / $49 / $79 / $119 per user per month billed annually), and the live plan grid remains API-gated to non-interactive clients.
Apollo rewrote its docs page from 'API Pricing' to 'API Pricing and Credits' and replaced the old which-endpoints-consume-credits list with an explicit rate table: people enrichment 1–9 credits per person (1 for demographics/email, +8 if a mobile phone is returned), email waterfall enrichment typically 1–4 credits (20+ in some vendor configurations), phone waterfall enrichment typically 8–25 credits (45+ in some configurations, and some vendors charge even when no data is found), 1 credit per organization or person lookup, 1 credit per page of search results, and 0 credits for create/update/list/manage endpoints. Seat prices were unchanged at $0 / $49 / $79 / $119 per user per month annual, and Apollo notes legacy-plan workspaces may consume differently.