Side-by-side comparison · Sales & Customer Support
Apollo.io vs Close vs Instantly
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Pick it if: Founders, small sales teams and marketers who need to find B2B contacts and email them.
Pick it if: Small sales teams and solo sellers who call and email a lot of leads and want it all in one tool.
Pick it if: Founders, agencies and small sales teams who send cold email to find new customers and want it to reach the inbox.
Overview
| Attribute | Apollo.io | Close | Instantly |
|---|---|---|---|
| In one line | B2B contact database with emails and phone numbers, plus sequences to reach them. | Sales CRM with calling, texting and email built in, plus an AI agent that calls leads. | Sends cold email at scale from many inboxes, warms them up, and finds leads to email. |
| Pricing model | Freemium | Paid | Paid |
| Starting price | $49/seat/mo | $9/user/mo | $47/mo |
| Free plan | Yes | No | No |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Apollo.io | Close | Instantly |
|---|---|---|---|
| Overall rating | 4.0 | 4.1Winner | 3.9 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.5 | 4.0 | 4.0 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 4.5 | 4.5 |
| Output qualityHow good the results are before you fix them. | 3.0 | 4.0 | 3.5 |
| Value for moneyWhat you get for the price, including the free plan. | 4.0 | 4.0 | 4.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.0 | 3.5 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Apollo.io | Close | Instantly |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | No | No |
| Mobile app | Yes | Yes | – |
| Desktop app | – | Yes | – |
| Browser extension | Yes | No | – |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | No | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | – | Yes | – |
| Understands images | – | – | – |
| Makes images | No | No | No |
| Makes video | No | No | No |
| Writes code | – | No | No |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | No | No |
| Works in many languages | – | No | – |
| Capabilities score | 8/ 17 | 7/ 17 | 5/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Apollo.io | Close | Instantly |
|---|---|---|---|
| Plans | Free Free Founders testing outbound. | Solo $9/user/mo billed yearly, or $19 monthly One person selling on their own. | GrowthOur pick $47/mo, or $37.60/mo billed yearly Founders starting cold email. |
Basic $49/seat/mo billed yearly Individual sellers doing regular outbound. | Essentials $35/user/mo billed yearly, or $49 monthly Small teams sharing leads. | Growth Credits $47/mo, or $37.60/mo billed yearly Anyone who needs leads to email. | |
ProfessionalOur pick $79/seat/mo billed yearly Full-time reps. | GrowthOur pick $99/user/mo billed yearly, or $109 monthly Teams that want follow-ups and AI on autopilot. | Starter bundle $94/mo, or $85/mo billed yearly Small teams who want sending, leads and AI together. | |
Organization $119/seat/mo billed yearly (min 3 seats) Sales teams wanting advanced controls. | Scale $139/user/mo billed yearly, or $149 monthly High-volume calling teams. | Hypergrowth $107/mo, or $85.58/mo billed yearly Teams sending at real volume. | |
Scale bundle $194/mo, or $175/mo billed yearly Teams that want AI to handle replies too. | |||
Light Speed $358/mo, or $286.30/mo billed yearly Agencies sending for many clients. | |||
| Which plan to pick | Start on Free to check the data covers your market. Basic suits one person prospecting; Professional is worth it if you also call prospects or want AI scoring. Monthly billing costs noticeably more than the yearly prices shown. | Take the 14-day trial, which needs no card. Solo is a bargain if you sell alone and follow up by hand. Growth is where Close earns its price, because that's where automated follow-ups, the power dialer and Chloe in workflows start. Budget a little extra each month for call minutes. | If you already have a lead list, Growth is all you need to start. If you need leads too, compare Growth plus Growth Credits with the Starter bundle, which adds the AI Sales Agent for about the same money. Agencies sending for clients usually end up on Hypergrowth or Light Speed. |
Key features
| Attribute | Apollo.io | Close | Instantly |
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Pros and cons
| Attribute | Apollo.io | Close | Instantly |
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Who each one is for
| Attribute | Apollo.io | Close | Instantly |
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Questions people ask
Which is better, Apollo.io, Close or Instantly?
Close scores highest overall in our ratings (Apollo.io 4.0/5, Close 4.1/5 and Instantly 3.9/5). Apollo.io is best for finding business emails and phone numbers and Building B2B lead lists. Close is best for calling and texting leads straight from the CRM and following up leads automatically by email and text. Instantly is best for sending cold email campaigns at volume and keeping cold email out of spam with warmup.
Which is cheaper, Apollo.io, Close or Instantly?
Apollo.io: There's a free plan, and paid plans start at $49/seat/mo. Close: There's no free plan. Paid plans start at $9/user/mo. Instantly: There's no free plan. Paid plans start at $47/mo.
Which is easier to use, Apollo.io, Close or Instantly?
Apollo.io rates highest for ease of use in our scores. Founders, small sales teams and marketers who need to find B2B contacts and email them.
How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability.
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