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:

• Traditional editing band (Free, Pro): No AI credits; covers captions, transitions, basic editing, translate, and lipdub. Pro at $9.99/mo is primarily for creators who want polished captions and watermark-free exports.
• Generative AI band (Max, Scale, Enterprise): Requires AI credits for creation features. Max provides 500 credits/month; Scale offers 1,400–5,600/month in usage tiers.

What makes this different: The Scale plan’s three usage multiplier tiers (1x/2x/4x) 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/Pro/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. Full pricing history sourced from pricing page capture and WebFetch second-source.

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 — Current three-band pricing: Free/Pro (editing), Max (500cr), Scale (1,400–5,600cr), Enterprise.

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. Traditional editing tier (Pro) without generative credits. By offering a $9.99 Pro plan that covers polished caption editing and watermark-free exports without requiring AI credit purchases, Captions captures the large audience of creators who want quality captions but aren’t yet using generative AI creation.

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. Two-segment pricing: editing vs. generative AI

The split between Pro (editing/captions, $9.99) and Max (generative AI, $24.99) correctly identifies two distinct user jobs-to-be-done. Caption-focused creators don’t need AI generation; generation-focused creators need credits. This segmentation prevents underpricing the generative feature set and avoids overcharging users who only want caption tools. See how AI companies are shifting from per-user licensing for how two-tier product structures emerge.

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.

Key takeaways

1. Splitting traditional editing (Pro $9.99) from generative AI (Max $24.99) correctly identifies two distinct buyer needs and maximizes revenue from each without conflating them.
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. Two-band pricing (editing-only vs. AI-generation) is a clean UBP segmentation: the value metric for Pro users is video quality and caption polish; for Max/Scale users it’s AI generation capacity.
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 2026-06-11) — confirmed all plan names and prices; captured 2026-06-11
• Captions pricing page second source (accessed 2026-06-11) — WebFetch second-source; confirmed Scale 2x $139.99 and Scale 4x $279.99; credit rollover to 3x monthly allowance confirmed from FAQ
• 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 that correctly separates its pricing into traditional-editing (Pro, $9.99/mo) and AI-generation (Max, $24.99/mo; Scale, $69.99–$279.99/mo) tiers. Its credit rollover policy (up to 3x), Scale multiplier structure, and Enterprise custom tier make it one of the more thoughtfully structured pricing models in the AI video space. 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.