The right chatbot plan depends on conversations and required features, not only website page views. A visitor can view ten pages without opening chat, while another visitor can start a useful conversation from the first page.
The short answer
Choose the lowest tier that comfortably covers your expected monthly conversations and the features you actually need:
- Starter includes 1,000 conversations per month.
- Pro includes 5,000 conversations per month.
- Business includes 25,000 conversations per month.
If you expect about 700 conversations and do not need a higher-tier feature, Starter is the rational choice. Extra unused capacity does not create extra leads by itself.
How to estimate conversations
If you already use live chat, export the last three months and count new conversation threads. Use the busiest normal month, then add a modest buffer for growth.
If the website has never had chat, start with Chatbot Free and measure real demand before paying. Free includes 50 lifetime customer conversations and up to 200 AI replies. The dashboard shows usage and sends alerts at 50%, 80%, and 100%, so the limit should not arrive as a surprise.
What Chatbot Free includes
Chatbot Free costs $0 and requires no card. It includes one chatbot on one website/domain, 50 lifetime customer conversations, up to 200 AI replies, basic knowledge upload, lead capture, booking-link handoff, and 30 days of conversation history.
When the AI allowance is exhausted, the widget stays online as a safe contact and booking form. Upgrade to Starter for 1,000 conversations per month, full history, advanced widget controls, and no Powered by Apex branding. Pro is $119/month and Business is $299/month when their additional sites, users, integrations, capacity, or support are justified. Annual paid plans charge the displayed annual amount immediately.
When to move to Pro or Business
Move up when measured usage or a required capability justifies it. Pro is useful when the Starter allowance is consistently tight or the business needs its tier-specific branding, export, or support benefits. Business is intended for substantially higher volume and teams that need its higher-tier service level.
Do not upgrade because a generic calculator says a larger business must buy a larger plan. Use the dashboard, customer questions, lead volume, and support needs.
A simple buying test
Before checkout, write down three numbers: expected monthly conversations, value of one qualified lead, and normal renewal price. After the first month, compare actual conversations and leads with those assumptions. Keep the plan only if the measured value supports it.
Review the current Free and paid tiers on the pricing page or ask the live demo which plan fits a specific conversation estimate.