Apollo.io review (2026): features, pros and cons, and what to check before you buy

B2B contact data, enrichment and sales sequences in one credit-metered prospecting workspace.

Researched by Max Benz · Facts checked October 24, 2026 · How we research

Our take for buyers

Apollo.io combines B2B contacts and companies, list building and outreach in one product, and it is aimed at SMB, mid-market and outbound teams. It connects to Salesforce and HubSpot. It is a reasonable first shortlist name for small teams that want a self-serve start. It is also worth asking early how much of your outbound motion you want to run inside the same product.

G2 shows 4.7 across 9,850 reviews, with praise for prospecting filters and integrated outreach. The cautions are that contact data can be stale and credit rules need active management. Buyers should confirm total contract cost and data allowance before purchase, and test record accuracy in their own territory. Ask the vendor to confirm credit rules for your plan in writing.

Pros

G2 product reviews describe consolidated prospecting and outreach workflows.

Cons

Buyers should test data coverage and credit consumption on their own ICP; results vary by segment.

Best for: Small and growing sales teams buying data and engagement together.
Starting price: Basic $49/user/month billed annually; Free plan available
G2 rating: 4.7 (9,850 reviews)

What is Apollo.io?

B2B contact data, enrichment and sales sequences in one credit-metered prospecting workspace. Apollo.io is a prospecting tool for B2B contacts and companies with list building and CRM enrichment. It stands out for bundling data and outbound sequences, with a free plan, a Basic trial and Salesforce and HubSpot integrations.

Category: Sales Intelligence Software, Sales Engagement Software, Lead Generation Software

Apollo.io key features

Apollo.io features, checked October 24, 2026
Criterion	What we found
Pricing and contract model	Per user plus annual data credits; Organization has a 3-user minimum.
Buyer and rollout fit	SMB to mid-market B2B revenue teams.
Sequences and tasks	Basic tier includes unlimited sequences.
Channel coverage	Email sequences, calling and tasks; dialer tier depends on plan.
CRM synchronization	Native CRM integrations included in Basic and higher tiers.
Data and enrichment	B2B database and credit-metered enrichment; usage ceilings depend on tier.
Sending controls	Sequence controls and throttling are part of platform workflows.
Outcome reporting	Pipeline and activity reporting available; confirm exact plan entitlements.

Apollo.io plans and pricing

Apollo.io plans as published on October 24, 2026
Plan	Price	Notes
Free	$0	Limited credits and sequences
Basic	$49/user/month billed annually	Unlimited sequences and CRM integrations
Professional	$79/user/month billed annually	Dialer and automated workflows
Organization	$119/user/month billed annually	Three-user minimum, SSO and admin controls

USD US-facing published prices checked 2026-10-26; quote and taxes may differ. See source URLs and claims ledger. Do not assume every feature is in entry tier.

Who should shortlist Apollo.io

A strong fit for

Small and growing sales teams buying data and engagement together.
Teams that can forecast enrichment credits and want CRM-connected sequences.

A weak fit for

Buyers who need unlimited enrichment included in the seat price.
Teams that need custom SAML attribute mapping.

Apollo.io alternatives

ZoomInfo GTM WorkspaceTeams that need broad account intelligence alongside CRM workflows.
LinkedIn Sales NavigatorRelationship-led prospecting using LinkedIn network signals.
CognismTeams with European prospecting and mobile verification requirements.
UpLeadBuyers wanting transparent contact-credit pricing and a self-serve pilot.
LushaQuick contact lookups and gradual expansion from a free plan.
6sense Sales IntelligenceAccount-based selling programs that need prioritization and intent context.

Security, admin and compliance

Apollo.io publishes SAML SSO support and SCIM through Okta and Microsoft Entra ID with SAML. Its listed certifications are ISO 27001 and SOC 2. Audit logs, data residency, DPA terms, implementation and support terms are not published, so ask for them in writing. The contract is per-seat plans with usage credits, so check how credits are counted and what happens when they run out.

SAML SSO: Organization plan adds SSO and advanced administration.
SCIM provisioning: SCIM create/update/deactivate with Okta and Microsoft Entra ID when SAML is active.
Certifications: Vendor lists SOC 2 and ISO 27001; request current reports.

Contract and buying terms

Contract: Organization tier has three-user minimum on annual billing.
Starting price: Basic $49/user/month billed annually; Free plan available.
Pricing model: Per seat plus usage credits.
Free plan or trial: Free plan.

What to test in an Apollo.io demo or trial

Start with the free plan or the 14-day Basic trial and build a real prospect list for your own territory. Check how many contacts are still current, and how quickly credits drop when you export emails and phone numbers. Run a small sequence to see whether the integrated outreach replaces a separate tool. Then test the Salesforce or HubSpot connection with your own records, and decide whether you need the higher plans, for example call recording and AI insights on Professional.

Questions to ask Apollo.io before you sign

These are the points Apollo.io's public pages leave open. Get the answers in writing before procurement signs off.

Which plan includes audit logs, and how long are they kept?
Where is our data stored, and can we choose the region?
Can we sign your standard DPA without changes?
What will the price be at renewal, and is the increase capped?

Things to know before a demo

Apollo already exists in the 407-tool baseline: update the existing record, never create a duplicate.
SCIM does not change primary email addresses or assign custom permission profiles, per Apollo documentation.

Apollo.io FAQ

What is Apollo.io used for?

Apollo.io is a prospecting tool for B2B contacts and companies with list building and CRM enrichment. It stands out for bundling data and outbound sequences, with a free plan, a Basic trial and Salesforce and HubSpot integrations. It suits small and growing sales teams buying data and engagement together.

Does Apollo.io support SAML SSO?

Yes, SAML SSO is supported. SCIM is listed for Okta and Microsoft Entra ID with SAML.

Which security certifications does Apollo.io list?

ISO 27001 and SOC 2. Audit logs and data residency are not published, so ask the vendor about both.

Who is Apollo.io best for?

Small teams that want prospect data and outbound sequences in one tool. It also targets SMB, mid-market and outbound teams.

Sources

Every fact on this page comes from Apollo.io's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.

Sources (9)