Side-by-side comparison · Sales & Customer Support
Apollo.io vs Lusha vs Retell AI
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: Sales reps, recruiters and founders who need someone's email or phone number quickly while browsing LinkedIn.
Pick it if: Service businesses and agencies that want an AI receptionist or phone agent without hiring developers.
Overview
| Attribute | Apollo.io | Lusha | Retell AI |
|---|---|---|---|
| In one line | B2B contact database with emails and phone numbers, plus sequences to reach them. | Finds business emails and phone numbers for the people you want to sell to. | AI phone agents that answer calls, book appointments and make outbound calls. |
| Pricing model | Freemium | Freemium | Paid |
| Starting price | $49/seat/mo | From $37.45/mo | About $0.07–$0.31/min |
| Free plan | Yes | Yes | 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 | Lusha | Retell AI |
|---|---|---|---|
| Overall rating | 4.0 | 3.7 | 4.1Winner |
| Ease of useHow quickly someone non-technical gets value from it. | 4.5 | 4.5 | 3.5 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 3.5 | 4.5 |
| Output qualityHow good the results are before you fix them. | 3.0 | 3.0 | 4.5 |
| Value for moneyWhat you get for the price, including the free plan. | 4.0 | 3.5 | 4.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.0 | 4.0 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Apollo.io | Lusha | Retell AI |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | Yes | No |
| Mobile app | Yes | – | – |
| Desktop app | – | – | – |
| Browser extension | Yes | Yes | – |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | 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 | – |
| Runs agents or automations | Yes | – | Yes |
| Learns your brand or style | – | – | – |
| Works in many languages | – | – | Yes |
| Capabilities score | 8/ 17 | 6/ 17 | 7/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Apollo.io | Lusha | Retell AI |
|---|---|---|---|
| Plans | Free Free Founders testing outbound. | Free Free Trying it, or finding the odd contact. | Pay as you goOur pick About $0.07–$0.31/min Most small businesses and agencies. |
Basic $49/seat/mo billed yearly Individual sellers doing regular outbound. | StarterOur pick From $37.45/mo billed yearly One person prospecting regularly. | Enterprise Custom High call volumes and compliance needs. | |
ProfessionalOur pick $79/seat/mo billed yearly Full-time reps. | Pro From $52.45/mo billed yearly Small teams that want the API and signals. | ||
Organization $119/seat/mo billed yearly (min 3 seats) Sales teams wanting advanced controls. | Premium From $299.95/mo billed yearly Sales teams sharing credits. | ||
Scale Custom Large organisations. | |||
| 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. | Use the free plan to check the data covers your market before paying. Starter suits one rep who mainly needs emails; if you need lots of phone numbers, work out the credits first, since each one costs 5. Yearly credits are given upfront and reset at the end of the year, while monthly plans roll unused credits over. | Start on pay as you go with the free credits, build one agent for your most common call and test it on your own phone. Talk to sales only once you run thousands of minutes a month. |
Key features
| Attribute | Apollo.io | Lusha | Retell AI |
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Pros and cons
| Attribute | Apollo.io | Lusha | Retell AI |
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Who each one is for
| Attribute | Apollo.io | Lusha | Retell AI |
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Questions people ask
Which is better, Apollo.io, Lusha or Retell AI?
Retell AI scores highest overall in our ratings (Apollo.io 4.0/5, Lusha 3.7/5 and Retell AI 4.1/5). Apollo.io is best for finding business emails and phone numbers and Building B2B lead lists. Lusha is best for getting a prospect's phone number from LinkedIn and filling in missing emails and phones in your CRM. Retell AI is best for AI receptionist for a small business and booking appointments by phone.
Which is cheaper, Apollo.io, Lusha or Retell AI?
Apollo.io: There's a free plan, and paid plans start at $49/seat/mo. Lusha: There's a free plan, and paid plans start at From $37.45/mo. Retell AI: There's no free plan. Paid plans start at About $0.07–$0.31/min.
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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