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CRM · head to head

Apollo.io vs Warmly

Apollo.io logo

Apollo.io

CRM

Revenue intelligence platform

From
Free
Rated
-
Full reviewWebsite
Warmly logo

Warmly

Sales Enablement

Identifies website visitors and acts on them automatically, priced by credits from 10,000 USD a year

From
$10000/year
Rated
-
Full reviewWebsite

The short version

  • Only Apollo.io has a free tier, so it costs nothing to try first.
  • Each has a real cost: Apollo.io everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set; Warmly individual-level identification matches only around 10 to 25 per cent of visitors, so 75 to 90 per cent of what you receive is company-level only and still requires a contact-research step, which is materially weaker than the automation narrative implies.
  • They diverge on capability: Apollo.io covers Contact database, Warmly covers Website de-anonymisation.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Apollo.io and Warmly actually diverge.

Attributes where Apollo.io and Warmly differ
AttributeApollo.ioWarmly
Starting priceFree$10000/year
Pricing modelsubscriptionPer year by credit volume
Free tierYesNo
PlatformsWebWeb, API
CategoryCRMSales Enablement
Founded2020Unknown

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Apollo.io

  • Contact database
  • Email finder
  • Lead search
  • Automation
  • Engagement tracking
  • Reporting
  • Salesforce
  • HubSpot

Only in Warmly

  • Website de-anonymisation
  • Real-time alerts
  • AI Inbound Autopilot
  • Inbound chat
  • CRM relationship check
  • Intent signal aggregation
  • Automated sequences
  • Meeting routing

What people use each for

The jobs each tool is most often brought in to do.

Apollo.io

  • Sales prospecting and lead generationnot Warmly
  • Contact database management for sales teamsnot Warmly
  • Email outreach and workflow automationnot Warmly

Warmly

  • A B2B software company with several thousand monthly visitors and a sales team that will act on an alert within ten minutes of a target account landing on the pricing pagenot Apollo.io
  • A revenue team that wants inbound chat to qualify and book meetings out of hours without hiring an offshore SDR shiftnot Apollo.io
  • An account-based marketing programme that needs to know which target accounts are researching before any form is fillednot Apollo.io
  • A sales leader who wants to surface existing relationships inside the company with a visiting account rather than starting coldnot Apollo.io

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Apollo.io

  • Everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set
  • Plans described as unlimited are capped in the fair use policy at 10,000 credits a month for non-paying accounts
  • Connecting a mailbox that is not Gmail or Microsoft requires a paid plan
  • How many records can be selected at once varies by tier
  • Running out of credits means buying more rather than waiting for a reset

Warmly

  • Individual-level identification matches only around 10 to 25 per cent of visitors, so 75 to 90 per cent of what you receive is company-level only and still requires a contact-research step, which is materially weaker than the automation narrative implies.
  • The published annual figures start at 10,000 credits a month, and credit consumption scales with traffic volume, so a high-traffic site will exceed its allowance and the advertised price becomes a floor rather than a cost.
  • Individual-level de-anonymisation of EU visitors carries GDPR consent obligations that sit with you as data controller, not with Warmly, so deploying it on European traffic requires a privacy review and cookie consent design that most buyers do not budget for.
  • Match rates are eroding structurally as VPN use, browser privacy defaults and tracking restrictions spread, so the value delivered in year three of a contract will be lower than in year one for the same price.
  • Reviewers consistently report the analytics layer lacks depth for custom funnel reporting, attribution or cohort analysis, so teams that want to prove the tool paid for itself end up exporting to a warehouse to do it.

Pricing, plan by plan

Apollo.io

Free
  • FreeFree
    • Basic contact search
    • Limited searches
  • Starter$49/month
    • Everything in Free
    • Advanced search
    • Email finder
  • Professional$149/month
    • Everything in Starter
    • Automation
    • Advanced analytics

Warmly

$10000/year
  • AI Web-Deanonymization$10000/year
    • Website visitor identification
    • From 10,000 credits per month
    • Real-time Slack alerts
  • Inbound Chat$20000/year
    • Everything in Web-Deanonymization
    • AI website chat
    • Meeting routing
  • AI Inbound Autopilot$30000/year
    • Everything in Inbound Chat
    • Unlimited AI agents
    • Autonomous outreach
  • GTM Signals Package$10000/year
    • Job change signals
    • Third-party research intent
    • Additional signal sources

Which should you pick?

Choose Apollo.io if

  • You need contact database.
  • You want to start without paying.
  • You also want email finder.
Apollo.io review

Choose Warmly if

  • You need website de-anonymisation.
  • You work on Web, API.
  • You also want real-time alerts.
Warmly review

Questions people ask

Is Apollo.io or Warmly better?
Neither clearly leads. Apollo.io starts at Free and Warmly at $10000/year, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Apollo.io or Warmly?
Apollo.io has a free tier; the other does not. Paid plans start at Free for Apollo.io and $10000/year for Warmly.
Does Apollo.io or Warmly run on more platforms?
Apollo.io runs on Web. Warmly runs on Web, API.
Can I use Apollo.io for free?
Yes. Apollo.io has a free tier, so you can try it without paying. Warmly starts at $10000/year.
What is Apollo.io best used for?
Apollo.io is most often used for sales prospecting and lead generation, contact database management for sales teams, email outreach and workflow automation. Of those, sales prospecting and lead generation and contact database management for sales teams are not what Warmly is typically brought in for.
What can Apollo.io do that Warmly cannot?
Apollo.io covers Contact database, Email finder, Lead search, Automation. Warmly covers Website de-anonymisation, Real-time alerts, AI Inbound Autopilot, Inbound chat.

Answered from the vendors’ own pages

Apollo.io: Does Apollo offer a free plan?

Yes, Apollo offers a Starter plan that is free forever and includes unlimited email addresses for contacts. Gmail and Microsoft email account linking are available on the free plan with limited third-party email account linking.

Source
Warmly: What match rate should I actually expect?

Company-level identification is reasonably reliable, but individual-level identification lands around 10 to 25 per cent of visitors, so plan for most results to be account-level.

Apollo.io: How does Apollo's credit system work?

Apollo uses a credit-based system for exporting contact data outside the platform. Free and non-paying accounts have a monthly credit limit of 10,000 credits. Paid accounts receive limits based on their plan pricing, calculated as the lesser of annual commit divided by $0.025 or 1 million credits annually.

Source
Warmly: How much does it cost?

Published annual prices are 10,000 USD for AI Web-Deanonymization, 20,000 for Inbound Chat and 30,000 for AI Inbound Autopilot, each starting at 10,000 credits a month, with quarterly options available.

Apollo.io: How much do trial plans cost on Apollo?

Apollo trial plans include 50 credits and 5 mobile credits to test paid features at no charge. Trial versions do not support non-Gmail/Microsoft email account linking. Upgrades take effect immediately while downgrades take effect at the end of the billing cycle.

Source
Warmly: Can I use it on European traffic?

Technically yes, but individual-level identification of EU visitors triggers GDPR obligations that fall on you as controller, so it requires a legal basis and consent design before deployment.

Warmly: Is there a free or SMB tier?

Not meaningfully. The commercial model starts at a five-figure annual commitment, which rules out most small businesses.

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Related pages

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