Apollo

Apollo.io is a highly rated B2B sales intelligence and engagement platform built to consolidate prospecting, outreach, and deal management into a single workspace.

The platform combines a database of 210 million contacts and 30 million companies with automated email sequences, a built-in dialer, AI research tools, CRM integrations, and conversation intelligence. In March 2026, Apollo acquired Pocus, adding AI-driven signal intelligence and account prioritization to its platform.

It is best suited for SDRs, account executives, founders, and growth teams at startups and mid-market companies who want to replace multiple point solutions, with plans starting at a free tier and paid plans from $49 per user per month.

Teams evaluating Apollo often compare it with other lead database tools and enrichment platforms such as ZoomInfo, Wiza, or prospecting databases like ListKit.

If you are specifically evaluating alternatives, you can also explore this curated list of Apollo alternatives for B2B prospecting. Teams that were previously evaluating Pocus before its acquisition can find a full breakdown of Pocus alternatives and what to consider now.

Top Features

• 210M+ contact database with filters for job title, company size, revenue, funding stage, and tech stack
• Automated multichannel sequences combining email, phone call tasks, and LinkedIn reminders
• Waterfall email enrichment with verification scoring to protect sender reputation
• Built-in email warmup and deliverability suite included on all plans
• AI Research that generates personalized talking points from LinkedIn profiles and company news
• Cloud-based dialer with call recording and AI-generated call summaries on Professional and above
• Bi-directional CRM sync with Salesforce, HubSpot, and Pipedrive
• Chrome extension for adding leads directly from LinkedIn or company websites

Pricing

Apollo offers four main tiers billed annually, with a 20% discount versus monthly billing.

The Free plan costs $0 and includes 1,200 credits per year, two sequences, and basic filters.

The Basic plan is $49 per user per month and provides 30,000 credits upfront, unlimited sequences, advanced filters, and buying intent signals across six topics.

The Professional plan at $79 per user per month adds A/B testing, call recording with 4,000 minutes, unlimited mailboxes, and a US dialer.

The Organization plan at $119 per user per month (minimum three users) includes 72,000 credits, 12 intent topics, SSO, advanced security, and an international dialer.

An optional Inbound add-on costs $119 per team per month and covers website visitor identification and form enrichment.

How Apollo.io Credits Work

Credits are the core consumption unit across all Apollo plans and understanding them before committing to a plan is important. Accessing a business email address costs one credit, while retrieving a mobile phone number costs eight credits.

Data enrichment for existing CRM records uses between one and nine credits per record depending on the fields requested.

On the Free plan, credits are granted at 100 per month, which limits serious prospecting campaigns.

On the Basic plan, 30,000 credits are granted upfront annually, giving teams flexibility to run larger outbound campaigns in bursts.

Users frequently report burning through credits faster than anticipated, so mapping expected monthly lead volume to credit costs before selecting a plan is an important planning step.

Apollo.io Data Quality: What to Expect

Apollo's database is its most-cited strength, but data accuracy is also its most-cited limitation.

User reviews across major review platforms commonly report email match rates in the 70 to 80 percent range for business emails.

Phone number accuracy is lower, particularly for mobile numbers, and contacts at smaller companies or outside North America tend to have less reliable coverage.

Apollo uses a waterfall enrichment approach, pulling from multiple underlying data providers to increase match rates and coverage.

An email verification score is provided so users can filter risky contacts before launching campaigns, helping reduce bounce rates and protect sender reputation.

For international prospecting, coverage outside North America can thin out compared to US records, so testing data quality in your specific target region is advisable before scaling campaigns.

Apollo.io Sequences and Deliverability

Apollo's sequence builder supports email steps, phone call tasks, LinkedIn reminders, and manual follow-up steps with conditional branching and A/B testing on higher plans.

LinkedIn actions inside Apollo are task reminders rather than automated messages.

This protects LinkedIn account safety but means Apollo is not a full LinkedIn automation tool.

For deliverability, Apollo includes a built-in warmup suite, spam testing, and sending limits on all plans.

Multiple mailboxes can be connected and sends rotated across them to distribute sending volume and protect domain reputation.

Apollo.io Integrations and API

Apollo connects natively with Salesforce, HubSpot, and Pipedrive using bi-directional sync.

Contacts, activities, and deal updates stay aligned between Apollo and the CRM automatically.

Gmail and Outlook are supported for sending infrastructure, along with SMTP connections for custom mail servers.

The platform also integrates with Outreach, SalesLoft, Zapier, and Make for workflow automation.

API access is available on paid plans for teams that need deeper integrations.

Field mapping and duplicate management during CRM setup are common friction points reported in user reviews and may require dedicated configuration time.

Who Apollo.io Is Best For

Apollo is most effective for outbound-focused sales teams at startups and mid-market companies looking to consolidate their data provider, outreach platform, and dialer into one system.

Solo founders benefit from the free plan as an entry point.

Small sales teams typically start with the Basic plan and upgrade as outbound volume increases.

Growing SDR teams gain the most from the Professional plan's A/B testing, call recording, and analytics features.

Enterprise teams with global compliance requirements may prefer larger data providers with deeper international coverage.

Teams whose primary motion is cold calling rather than cold email may find Apollo's phone data insufficient as a standalone source and may want to supplement it with another phone data provider.

---