Pricing and credits
One unit of consumption: the credit. One credit = one automated reply DMtoLead sends on your behalf. That's the whole billing model.
What counts as a "reply" (costs a credit)
- AI reply on any channel (DM, comment, web widget) — 1 credit.
- AI reply with RAG lookup (Shopify/Calendar/etc.) — still 1 credit.
- Keyword auto-reply (no AI — template only) — 1 credit.
- Comment auto-engage (public reply + DM) — 1 credit for the comment reply, 1 credit for the DM.
- Auto-DM after Instagram comment trigger — 1 credit per DM sent.
What's free
- Incoming customer messages — every message a customer sends you. Always free, regardless of plan.
- Manual replies typed by your team — when an agent takes over and types a reply themselves. Free.
- Read receipts / typing indicators sent automatically. Free.
- Webhook deliveries to your own endpoints. Free.
Plans
| Plan | Price/mo | Credits/mo | Agents | Channels | RAG sources | Webhooks | Overage |
|---|---|---|---|---|---|---|---|
| Free | $0 | 100 | 1 | Any 1 | 1 | 1 | — |
| Starter | $9 | 500 | 3 | Any 2 | 3 | 3 | $20 / 1,000 |
| Pro | $29 | 2,000 | 10 | Any 5 | 10 | 10 | $15 / 1,000 |
| BusinessPopular | $59 | 7,000 | Unlimited | Unlimited | Unlimited | Unlimited | $13 / 1,000 |
| Agency | $119 | 15,000 | Unlimited | Unlimited | Unlimited | Unlimited | $9 / 1,000 |
Up-to-date pricing also lives on the pricing section of the homepage. Annual billing isn't available yet — on the roadmap.
Top-ups
If you run out of monthly credits before renewal, buy a top-up pack at your plan's overage rate. Top-ups roll over indefinitely until used — they don't expire at month-end like included credits.
Common pack sizes:
- 1,000 credits — plan's per-1k overage rate × 1
- 3,000 credits — × 3
- 5,000 credits — × 5
- 10,000 credits — × 10
Example: a Pro user buying 1,000 top-up credits pays $15 (Pro's $15/1k overage rate). A Business user pays $13 for the same 1,000.
When credits are deducted
Credits are deducted after a reply is successfully sent — not reserved upfront. If the AI fails to deliver (channel error, rate limit), no credit is charged. We don't refund or pre-reserve.
You can see per-message credit usage in Settings → Usage. Filter by date, channel, automation or message type.
Downgrades and cancellation
- Downgrade: takes effect at the next billing cycle — you keep current-tier credits until then.
- Cancel: immediate. You retain dashboard access on the Free plan; channels stay connected. To delete everything, contact support@dmtolead.com.
- Refunds: we'll refund within 7 days of charge if you ask, no questions. Past 7 days, we'll prorate at our discretion.