Captions pricing

About

Captions is a mobile-first AI video editing and creation platform developed by NOCAP, Inc. Originally launched as an AI caption generation tool for iOS creators, Captions has evolved into a comprehensive AI video production suite covering everything from traditional editing (captions, trim, audio cleanup) to fully generative AI creation (AI actors, digital twins, AI Ads, AI Creator).

The platform is designed around a creator-first UX: users can apply one-tap AI edits, use a chat-based editor to make changes via natural language, and create digital twin “AI Actors” of themselves for scalable video production. Enterprise features support bulk content creation for ecommerce, marketing teams, healthcare, and legal verticals.

Captions competes with CapCut, Adobe Express, HeyGen, InVideo AI, and Descript.

Pricing summary : How Captions’s pricing model works

Captions uses a tiered subscription with AI credits for generative features. The structure splits cleanly into two bands:

• Free editing band (Free): No AI credits; covers basic editing (trim, zoom, sound effects, transitions, resize), captions in 100+ languages with keyframes, and 1 caption template. No generative AI.
• Generative AI band (Max, Scale, Enterprise): Requires AI credits for creation features. Max at $24.99/mo provides 500 credits/month plus all one-tap generation, AI Translate/Lipdub, and 100+ caption templates; Scale offers 1,400–5,600 credits/month across 1x/2x/4x usage tiers.

What makes this different: The Scale plan’s three usage multiplier tiers (1x at $69.99, 2x at $139.99, 4x at $279.99) are unusual in the AI creative space — most platforms force users to jump to Enterprise for high-volume needs. This creates a more granular upgrade path for creators who have outgrown Max but aren’t ready for Enterprise pricing and commitments.

Credits roll over up to 3x the monthly allowance — a more generous policy than InVideo AI (no rollover) and signals Captions’ intent to not penalize users for month-to-month variation in production volume.

Pricing by product

Sales motions across products: self-serve PLG for Free/Max/Scale plans; sales-led for Enterprise. iOS App Store billing for mobile plans; web plans available at captions.ai.

Hidden costs : What Captions users actually pay

Captions’ pricing is relatively transparent. The main hidden cost is the credit consumption rate for generative features — the pricing page does not publish credit costs per action (e.g., how many credits to generate a 60-second AI video vs. an AI image). This makes it difficult to estimate monthly credit consumption before signing up.

The “iOS plans only” disclaimer is another source of confusion — users on Android or web may encounter different pricing or feature availability.

Want to estimate your Captions AI monthly bill? Use the Captions pricing calculator to model costs based on your video creation volume and credit usage.

Pricing evolution : Captions pricing history and changes

Cadence

Tracked range: 2022–2026.

Notable changes

• 2022 — Captions launches as iOS caption generation app; core use case: creators adding auto-captions to short-form videos.
• 2024 — Significant product expansion into generative AI creation (AI Creator, AI Twin, AI Ads); credit-based billing introduced for generative features.
• 2026 (June) — Four-tier lineup confirmed: Free/Pro (editing), Max (500cr), Scale (1,400–5,600cr), Enterprise.
• 2026-07-23 — Pro $9.99 tier removed. Captions eliminated its editing-only paid plan and consolidated the paid lineup to Max, Scale, and Enterprise. Former Pro features (100+ caption templates, AI Translate/Lipdub, Shorts, Reddit to Reel) now start at Max ($24.99), and the Free tier survives only inside the “Compare more features” table rather than as a purchasable card. Max/Scale prices and credit allotments are unchanged — so the effective move is a ~150% jump (from $9.99 to $24.99) in the entry price for those caption/editing power features, with pure editing pushed entirely to Free.

What’s unique : Captions’s distinctive pricing mechanics

1. Scale usage multiplier tiers (1x/2x/4x). Rather than a single “Scale” plan, Captions offers three volume tiers within Scale. This is a practical acknowledgment that agency and team production volumes vary significantly week-to-week, and users shouldn’t have to commit to Enterprise just to get 2x their Max volume.

2. Credit rollover up to 3x monthly allowance. Credits don’t vanish immediately at month-end. Users can accumulate up to 3x their monthly allocation, which reduces the urgency to use credits before they expire and removes a major complaint about credit-based AI tools.

3. Generative-AI-gated entry paid tier (as of 2026-07-23). With the $9.99 Pro plan removed, Captions no longer sells an editing-only paid tier. Pure editing and captions now live entirely on Free, while the first paid tier (Max, $24.99) is priced around 500 AI credits. This is a deliberate bet that generative AI — not caption polish — is the value metric worth charging for; caption/editing power features (100+ templates, AI Translate/Lipdub, Shorts, Reddit to Reel) were folded up into Max rather than kept as a cheaper standalone tier.

Strengths & weaknesses

Billing UX : Captions billing controls and transparency

• Billing controls — Plans switchable at any time with prorated adjustments for upgrades; downgrades take effect at next renewal.
• Usage visibility — Credit balance visible in-app; credit consumption visible per action.
• Credit rollover — Unused credits roll over to next month up to 3x monthly allowance, then expire.
• Payment options — iOS App Store billing (primary); Captions on Web has separate terms.
• Enterprise — Dedicated account management, custom onboarding, bulk credit discounts.

Strategic wins : Why Captions’s pricing decisions worked

1. Consolidating around generative AI as the paid value metric

Through mid-2026 Captions ran a two-segment split — Pro (editing/captions, $9.99) versus Max (generative AI, $24.99). On 2026-07-23 it collapsed that split, removing Pro and pushing pure editing down to Free while making Max the entry paid tier. The bet: generative AI capacity, not caption polish, is what buyers will pay for, and a cheap editing-only tier mostly cannibalized the generative upgrade rather than expanding revenue. The upside is a simpler ladder and a higher floor on every paying account; the risk is ceding the price-sensitive caption-editing segment to CapCut and Adobe Express, who still sell low-cost editing tiers. See how AI companies are shifting from per-user licensing for how value-metric bets reshape tier structure.

2. Scale multipliers reduce enterprise threshold

The 1x/2x/4x Scale structure serves the segment between Max ($24.99) and Enterprise — content agencies, boutique studios, and large creator teams who generate hundreds of videos per month but don’t need dedicated account management. This prevents loss of mid-market customers to competitors.

3. Credit rollover as a retention moat

The 3x rollover policy reduces churn from irregular users who would otherwise cancel in a slow production month rather than “lose” their credits. This is a direct competitive advantage over platforms with no rollover. See usage-based pricing mechanics for the retention effects of rollover policies.

Areas to improve : Gaps in Captions’s pricing approach

1. Credit costs per action not published

Captions does not publish how many credits specific AI operations consume (e.g., generating a 60-second AI video, creating an AI Twin, generating B-roll). This makes it impossible for prospective users to estimate whether 500 credits/month (Max) or 1,400 (Scale 1x) will cover their workflow. Competitors like Runway and Adobe publish per-generation costs. See choosing the right usage metric for how transparent credit costs affect conversion.

2. iOS-only pricing disclaimer creates friction

The note that “Features and prices reflect iOS plans only” creates ambiguity for web and Android users. A unified pricing page covering all platforms would reduce confusion and improve conversion. See AI companies shifting from per-user licenses for how platform-specific pricing creates cross-platform friction.

3. Annual plan pricing not prominent on pricing page

Annual plan discounts are mentioned in the FAQ (“What is the difference between a monthly and yearly plan?”) but actual annual prices are not displayed prominently. Publishing annual prices alongside monthly prices is standard practice that reduces abandonment. See usage-based billing cycles for best practices in presenting annual vs. monthly pricing. Also see AI cost unpredictability for how unclear credit costs drive churn.

4. The Pro removal opens a $0→$24.99 entry-price cliff

Removing the $9.99 Pro tier on 2026-07-23 leaves nothing between Free and Max. Creators who paid $9.99 for caption power features (100+ templates, AI Translate/Lipdub, Shorts, Reddit to Reel) now must either drop to a feature-limited Free plan or pay 2.5x more for a Max plan whose headline value is 500 AI credits they may not need. That gap is an obvious wedge for lower-cost editors (CapCut, Adobe Express) and a likely churn point for editing-first users. Watching whether Captions reintroduces a mid-tier or lets Free absorb the segment will indicate how committed it is to the generative-first bet.

Key takeaways

1. As of 2026-07-23, Captions removed the $9.99 Pro tier and now bets entirely on generative AI as the paid value metric — pure editing lives on Free, and the entry paid tier is Max ($24.99, 500 credits). This simplifies the ladder and raises the revenue floor but abandons the low-cost editing segment.
2. Scale 1x/2x/4x usage multipliers are an unusually practical solution for the high-volume creator segment caught between Max and Enterprise.
3. Credit rollover up to 3x monthly allowance is a competitive advantage vs. platforms with no rollover — it reduces churn from irregular users.
4. The iOS-first design reflects Captions’ creator-market roots, but the “iOS plans only” disclaimer on the pricing page is a friction point for web and enterprise buyers.
5. 500 credits/month on Max is the critical inflection point: enough for light-to-moderate AI generation but may be exhausted quickly by daily content producers.

UBP implications

1. Collapsing to a single paid value metric (AI credits) is a UBP simplification: after removing the editing-only Pro tier (2026-07-23), Captions charges every paying user against AI generation capacity, with pure editing given away on Free. It trades segmentation precision for a cleaner metric and a higher revenue floor — a bet that the generative workload, not caption polish, is what scales with willingness to pay.
2. Rollover policies up to 3x the monthly allotment reduce churn for irregular-use patterns — a key design principle for credit-based AI tools serving creators with variable production schedules.
3. Usage multiplier tiers within a named plan (Scale 1x/2x/4x) are an alternative to traditional add-on credits — letting users pre-commit to a higher usage tier at a volume discount rather than buying top-ups ad hoc.

Sources

• Captions pricing page (accessed 2026-07-23) — confirmed current lineup Max $24.99, Scale 1x/2x/4x $69.99/$139.99/$279.99, Enterprise custom; Pro $9.99 tier no longer present
• Captions API pricing docs (accessed 2026-07-23) — independent second-source; confirms current plan lineup has no Pro tier
• Captions blog (accessed 2026-06-11) — product overview, vertical coverage, and feature descriptions
• Captions company information (accessed 2026-06-11) — NOCAP Inc. corporate entity; enterprise vertical list

Bottom line

Captions is a mobile-first AI video editing and creation platform. As of 2026-07-23 it removed its $9.99 editing-only Pro tier and consolidated to Free (editing + captions), Max ($24.99/mo, 500 credits), Scale ($69.99–$279.99/mo, 1,400–5,600 credits), and Enterprise (custom) — betting that generative AI capacity, not caption polish, is the value metric worth charging for. Its credit rollover policy (up to 3x) and Scale 1x/2x/4x multiplier structure remain among the more thoughtful mechanics in the AI video space, though the new $0→$24.99 entry gap cedes the low-cost editing segment. With iOS roots and growing enterprise coverage across ecommerce, healthcare, and legal verticals, Captions is expanding from a creator app to a broader video production platform.

Want to compare AI video editing platforms? Browse the pricing blueprint.

Pricing timeline : Major events on a vertical axis

Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.

Pro $9.99 tier removed; lineup simplified to Free, Max, Scale, Enterprise

Jul 2026

The $9.99/mo Pro tier (traditional editing + captions without AI credits) was removed. The pricing grid now shows Max $24.99, Scale $69.99 (1x/2x/4x usage toggle), and Enterprise; Free remains in the comparison table. Max/Scale prices unchanged.

Pricing confirmed: Pro $9.99, Max $24.99, Scale $69.99-$279.99

Jun 2026

Pricing confirmed via official pricing page capture. Lineup: Free, Pro $9.99, Max $24.99, Scale 1x/2x/4x usage tiers, Enterprise. Credits roll over up to 3x monthly allowance.

Generative AI features expansion

Jan 2024

Captions expands beyond captions to include generative AI creation features: AI Creator, AI Ads, AI Twin (digital twin), AI Edit styles, and chat-based editor. Credit system introduced for AI consumption.

Captions app launch

Jan 2022

Captions launches as an AI caption generation app for iOS, initially focused on auto-captions and transcript features for creators.