The B2B Data and GTM Pricing Index: 37 Vendors, One Date, Every Price Recomputed

Across 37 B2B data and GTM vendors whose pricing pages we fetched on September 1, 2026, the cost of 1,000 verified business email addresses at the cheapest publicly purchasable plan, on annual billing, runs from $13.00 to $435.29, a 33.5x spread for the same nominal unit. Twenty-eight of the 37 publish enough to compute a rate. Six publish no purchasable price we could obtain. Cleanlist is 10th of the 18 discovery vendors with a computable annual rate, at $39.33, and nine vendors are cheaper, including Hunter at $17.00, which is 2.31x cheaper than us. Every figure below was recomputed from the vendor's own page, on one billing basis, and the corrections we made to this page after first publication are listed in full at the end.

Last updated: September 1, 2026. Every price on this page was read off the vendor's own pricing page on that date, in one sitting, from one location. Prices in this category move weekly and several vendors were displaying sale prices on the day of capture. Treat every figure as a dated observation rather than a rate card.

How much does B2B contact data cost per verified email in September 2026?

Between $13.00 and $435.29 per 1,000 verified emails on annual billing, among the 18 discovery vendors that publish an annual price and enough detail to convert it, with a median of $34.29. Annual and monthly are different denominators and nothing on this page mixes them: on monthly billing the comparable set is 19 vendors, the range is $16.33 to $582.35 and the median is $42.50.

Twenty-eight of the 37 vendors publish enough to compute a rate at all. Those 28 reconcile as 23 discovery vendors in the table below, 4 verification vendors in their own table further down, and Smartlead, which is in neither because its $16.25 annual rate comes out of one price covering 2,000 contacts, 6,000 email sends and 2,000 verified emails a month, with no published split between the three.

The table normalizes each vendor's cheapest publicly purchasable paid plan to one denominator using one formula, applied identically to every row including our own:

cost per 1,000 verified emails
  = (12 months of cash at the entry paid plan)
    / (credits granted per year / credits charged per verified email)
    x 1,000

Where a plan meters exports rather than credits, the export cap is the divisor, because that is the constraint that actually binds. Rows are sorted cheapest first on the annual figure. Annual cells use annual cash and monthly cells use monthly cash, and no range, median, spread or rank on this page is computed across the two.

Seven rows need their caveat read with them. Dropcontact prices in euros and no exchange rate is applied. Skrapp's credit is charged for an address marked "Valid" or "Catch-all", so its unit is looser than a strict verified email. Datagma, Surfe, Amplemarket and Findymail each run two pools rather than one, an email pool plus a phone or verification pool, and the whole plan price is attributed here to the email pool, which flatters them on email and means the second pool costs nothing in this arithmetic. UpLead runs the opposite structure, one credit buying an email and a mobile together, which is most of why its figure is the highest in the table. And the entry-plan rule penalizes vendors whose starter tier is a small taster: Surfe Essential grants 150 email credits a month and Amplemarket's Startup plan 13,500 per user per year, and both fall a long way per unit on their higher tiers. Any row whose plan cannot be split between its pools at all is left out of the ladder rather than published with a number this formula cannot defend.

Why does Clay cost $167 a month in some sources and $185 in others?

Because both are correct, on different billing terms, and the $167 figure is the sum of two separate meters. On September 1, 2026 Clay's pricing page opens on the annual toggle, badged "Annual, Save 10%". The Launch card reads $167/mo with fine print "Starts at $54/mo, expand anytime". Underneath sit two independent selectors: an Actions selector whose default is 180K/yr at $54/mo, and a Data Credits selector whose default is 30K/yr at $113/mo. 54 + 113 = 167. Switch the toggle to monthly and the same two defaults read $60 and $125, summing to the $185 that Clay's own FAQ quotes. Growth behaves identically: $185 plus $261 equals the $446 headline. The $167 an AI Overview cites is the annual price of Clay's two default meters added together, and 167 / 185 is a 9.7% saving against the 10% badge.

Where does Cleanlist rank on price, and who is cheaper?

Tenth of 18 on annual billing, and nine vendors are cheaper. Cleanlist Starter is $79 per month for 1,500 credits, or $59 per month billed annually, and one credit buys one verified email, so 708 / 18,000 x 1,000 = $39.33 per 1,000 on annual billing and 79 / 1,500 x 1,000 = $52.67 on monthly. Cheaper than us on the same arithmetic, in order: Datagma $13.00, Skrapp $14.50, Dropcontact €16.50, Findymail $16.50, Hunter $17.00, Prospeo $18.50, Apollo $19.60, LeadMagic $20.42, Snov.io $29.25. Hunter is 2.31x cheaper per 1,000 verified emails than Cleanlist Starter. Our higher tiers narrow the gap without closing it: Pro is $34.40 per 1,000 on annual and Scale is $29.93, and Apollo's published rate stays below all three.

Is Cleanlist cheaper than per-seat competitors?

Not for a small team, and the crossover is at four seats. Cleanlist Pro is $172 per month on annual billing and includes 5 seats and 5,000 credits, with extra seats at $20 per month. Apollo Basic is $49 per seat per month on annual billing with 2,500 credits per seat per month. Run both: at 1 seat Apollo is $49 against our $172, at 2 seats $98, at 3 seats $147, and only at 4 seats does Apollo pass us at $196. So for a one-to-three-person team Apollo is cheaper in absolute cash. And on unit price Apollo is cheaper at every seat count, because $19.60 per 1,000 credits beats our $34.40 at Pro whatever the headcount. Our seat model only wins on the seat line, from four seats up.

What is a credit actually worth at each vendor?

The credit is the least standardized unit in B2B software, and six different nouns are in use across this index for the thing you buy: credit, export, lookup, record, action and contact. Twenty-nine of the 37 vendors define one email as one credit, so that part has converged. What has not converged is everything else the same credit can be spent on. The published definitions, verbatim:

Has the category settled on a standard credit ladder?

For email and phone, mostly yes, and it happened quietly. Nine of the 37 vendors now publish exactly 1 credit for a verified email and 10 credits for a direct phone number: Prospeo, BetterContact, FullEnrich, Findymail, Ocean.io, Persana, LeadIQ, Lusha and Cleanlist. Two more sit close by, with Apollo at 8 credits per phone and LeadMagic at 5. That ladder is nobody's property and Cleanlist should not be described as having invented it. What still varies wildly is the third question, which is what else drains the same pool. Lusha charges a credit for an API call returning 1-25 results and another for a CSV export. Snov.io charges a credit for the prospect search itself. Ocean.io charges 0.2 credits per search result and nothing for the export. Cleanlist charges 0 for search.

Which B2B data vendors publish no price at all?

Six of the 37, and they fall into two different categories that get carelessly merged. Four gate price behind a sales conversation on a page that loads normally: Cognism ("Cognism pricing is tailored based on the product you need"), Seamless.AI (every paid tier reads "Contact sales"), Outreach ("Because Outreach uses a flexible, license- and consumption-based pricing model, pricing is tailored to your specific business needs", across four named Amplify tiers) and Salesloft ("Pick your winning plan", with no tiers or amounts shown). Two returned no readable page to any client we tried: ZoomInfo answered HTTP 403 to curl with a Chrome user agent and to curl with a Googlebot user agent, and rendered a "Press and Hold to confirm you are a human" challenge in headless Chromium. NeverBounce did the same, logging Reference ID b35120fd-a5ca-11f1-8598-0f3e412f8b93. Both certainly quote prices to humans. Neither is machine-readable, which is a different problem.

Which vendors publish a price but withhold the conversion?

Three, and they are the reason a pricing page can look completely transparent and still be impossible to compare. Clay publishes $167 per month and 30,000 data credits per year but sets credits-per-email per marketplace provider, visible in-app rather than on the page. The page does publish a derivable unit rate: 30K data credits for $113 per month annual works out to $0.0452 per data credit, and the monthly equivalent is exactly $0.0500. Instantly publishes $47 per month for 1,500 "Instantly Credits" and no definition of what one buys, with its Hyper tier spanning 10,000 to 200,000 credits, a 20x range. HubSpot Breeze Intelligence, formerly Clearbit, has no standalone pricing page at all: hubspot.com/pricing/breeze-intelligence 301-redirects to /pricing/hubspot-credits, which 301-redirects again into a knowledge base article. The only dollar figure reachable is an overage rate of "$0.010 per credit, invoiced in increments of 10 credits".

What does a phone number cost compared with an email?

Five to ten times an email in cash at every vendor that prices the two separately and publishes both rates on the same basis. Computed on the same annual entry-plan basis: LeadMagic $102.08 per 1,000 mobiles at 5 credits, Apollo $156.80 at 8, Findymail $165.00 at 10, Prospeo $185.00 at 10, Lemlist $200.00 at 20 credits against 5 per email, Cleanlist $393.33 at 10, Ocean.io $630.00 at 10, LeadIQ $750.00 at 10 and Lusha $935.63 at 10. Cleanlist is sixth of nine on that list. Two other structures exist. UpLead bundles a mobile number into every single credit, which is precisely why its email figure is the second-highest in the index at $435.29: you pay the phone price on every row whether you dial it or not. Kaspr sells phone credits from a separate pool, with add-on packs at $91 per 250 and $288 per 1,000.

Which vendors meter exports instead of credits?

Three, and the distinction decides your real cost. RocketReach, Kaspr and ContactOut all advertise unlimited or uncapped email reveals and then cap the plan somewhere else. RocketReach Essentials sells "Unlimited verified personal & professional emails" and "1,200 exports per year", so its $329 a year divided by 1,200 exports is the only defensible number at $274.17 per 1,000. Kaspr Starter sells "Unlimited B2B email credits" bounded by "Up to 12,000 exports per year", giving $49.00 per 1,000. ContactOut's Email plan sells "Unlimited emails" with "300 exports / month", giving $163.33 per 1,000 at the $49 sale price displayed under a "Limited time only" banner, or $330.00 at the $99 list price. In all three the headline word is "unlimited" and the number that actually prices the plan sits somewhere else on the page.

Is annual billing actually the discount vendors advertise?

Usually, and three vendors' badges overstate what the toggle does. We clicked every monthly and annual control and recorded the re-rendered price. Discounts that matched: Apollo's "SAVE 24%" delivered 24.6%, Kaspr's "Annually 25% off" delivered 24.6%, Snov.io's 25% delivered exactly 25.0%, Prospeo's 24.5%, Lusha's 24.9%, Cleanlist's 25.3%, Hunter's "-30%" delivered 30.6% on the yearly total. Three came in short: Dropcontact's "-20%" badge moves Starter from €79 to €66, which is 16.5%, Clay's "Save 10%" delivers 9.7%, and Clearout's "Annual Save 20%" moves $19.50 to $16.00, which is 17.9%. Two vendors express the discount as free months instead, with Findymail's "2 MONTHS FREE" and LeadMagic's $490 annual against $599.88 of monthly working out to 16.7% and 18.3%.

What does email verification cost per 1,000 addresses?

Between $5.33 and $8.00 per 1,000 at entry volume on annual billing, among the four verification vendors we could read, and down to $2.00 per 1,000 at million scale. Verification remains the one corner of this market where a complete divisible unit price is published, with no conversion rate needed and no sales call required.

Emailable and Bouncer sell one-off packs with no billing toggle, so they sit on both bases. ZeroBounce is the one row where the toggle matters: its $99 monthly price is $9.90 per 1,000, and the $7.92 above is its yearly price, which is the basis used throughout this page.

Two side doors sit inside the same band without being sold as verification products. Hunter charges 0.5 credit per verification, which on its $408 annual Starter is $8.50 per 1,000 verifications. LeadMagic charges 0.25 credits, which on its $490 annual Basic is $5.10 per 1,000, the cheapest verification rate anywhere in this index. NeverBounce is absent because its page was not readable to us on the capture date, and we print no figure we did not obtain first-hand.

Which vendors only charge when they find the data?

At least seven state it in so many words on the pricing page itself, and pay-for-results is no longer a differentiator anyone can claim alone. Verbatim: LeadMagic, "Credits are only deducted on successful results". BetterContact, "Only charged when valid". FullEnrich, "Only Pay For Data You Actually Find. Verified, Or It's Free". Findymail, "You only pay for verified results. No charge if we can't find it". Datagma, "You only pay when we find a verified email or phone. No match = no credit used". Dropcontact, "In case an email is not found by Dropcontact, it will be re-credited to you". RocketReach, "A lookup is used if we find and verify email or phone, otherwise it is refunded". Cleanlist charges on the same basis. On the verification side Bouncer refunds duplicates and unknowns, and Emailable states "Unknown results are free".

How big is each vendor's free tier?

Sixteen of the 37 run a standing free plan rather than a time-boxed trial, and the sizes are not comparable. Per month unless noted: Prospeo 100 credits, Datagma 90 emails and 3 phones, Apollo 75 credits per seat (900 per seat per year), Hunter 50, LeadIQ 50 with 1 user, Persana 50, Skrapp 50 with 1 user, Lusha 40, Cleanlist 30, Surfe 20 email plus 5 mobile, Kaspr 15 email plus 5 phone plus 5 direct email with a 100-lead export cap, ContactOut 5 emails and 5 phones and 5 exports per day, ZeroBounce 100 validation credits plus 10 Email Finder credits, and Clay 1,200 data credits per year. Two more are standing plans that grant once and never refill: Clearout 100 credits for the life of the account, RocketReach 5 lookups total. Cognism offers no free tier. Cleanlist also starts every new workspace on Scale for 14 days with 250 credits, 3 seats and no card, before the free plan of $0 for 30 credits a month begins.

What should I ask a vendor before signing?

Eight questions, in writing, before you look at the headline price. Each exists because a live pricing page left it unanswered on September 1, 2026. First, how many credits does one verified email cost, and how many does one mobile number cost. Second, is the plan capped by credits, by exports, by lookups or by seats, and which binds first at my volume. Third, what is the price per 1,000 verified emails at my expected volume, computed by you, in writing. Fourth, do unused credits roll over and do they expire. Fifth, what is the seat minimum and does it change at renewal. Sixth, is this tier available monthly or is annual the only price. Seventh, what is the overage rate once the allowance runs out. Eighth, is the quoted price a promotion, and what is the renewal rate.

How was this index built, and what is wrong with it?

Every price was fetched first-hand on September 1, 2026 from the vendor's own pricing page. Server-rendered pages were fetched with curl using a desktop Chrome user agent. Pages that render pricing in JavaScript were loaded in a headless Chromium session at 1600x2600, en-US locale, America/New_York timezone, and where a page carried a billing toggle or a volume selector the control was clicked and the re-rendered price recorded. No figure is estimated, averaged, or carried over from a previous version of this page or any third-party roundup. Raw text captures are retained.

The limitations are real and specific:

• One snapshot, one day, one location. Kaspr and Dropcontact served us euros; Kaspr's page also carries a USD switcher showing $49 and $65, and Dropcontact's figures are published here in euros with no exchange rate applied.
• One basis at a time. Annual and monthly are different denominators. Every range, spread, median and rank on this page is computed on annual billing alone. The monthly column is published for reference and is never folded into a headline figure, because mixing the two produces a wider spread than either basis supports.
• Entry-plan normalization is arbitrary and it penalizes small starter tiers. UpLead sits last at $435.29 because Essentials grants 170 credits a month and every credit bundles a mobile number you may never dial. Surfe Essential grants 150 email credits a month and lands at $260.00. Every vendor here gets cheaper per unit at volume. Recompute at your own volume.
• Vendors we buy from are in the index, and one is not. Nine of the vendors ranked here are companies Cleanlist pays for data, and they are measured by the same formula as everyone else. A vendor can also be excluded at the relationship level rather than the arithmetic level, and one was after first publication: a public price ranking of a supplier is not something we should publish, and its plan bundled an equal monthly allowance of phone numbers into the same price, which this formula cannot attribute. No count, range, median, spread or rank on this page includes it, and the CSV no longer carries the row.
• Coverage is ignored entirely. A cheap credit that returns nothing is not cheap. This index measures published price and says nothing about match rate, and no vendor's accuracy claim is tested here.
• Assumes the whole allowance goes to verified emails. Most credits also buy searches, exports, company records and AI runs, so the effective rate is higher than the figure shown for anyone doing more than one thing.
• Three toggles did not render for us. RocketReach's and LeadIQ's monthly views and Apollo's initial load required repeated attempts; where a view never rendered, the cell reads "not rendered" and carries no invented figure.
• Sale prices are in the data. Lusha displayed a sitewide "SALE" badge and ContactOut a "Limited time only" banner on the capture date. Both are marked in the CSV.
• This is a parse, not a negotiation. Every vendor here will quote something different to a real buyer.

Can I download the data and check it myself?

Yes. The full dataset is published under Creative Commons Attribution 4.0, 37 rows and 25 columns, one row per vendor:

• b2b-data-pricing-index-2026-09.csv

Column dictionary. vendor, entry_plan_name, entry_monthly_price, entry_annual_price_per_month, currency, annual_discount (badge text plus the discount we observed), entry_plan_includes, metering_unit, credits_per_verified_email, credits_per_phone, usd_per_1000_verified_emails_monthly, usd_per_1000_verified_emails_annual, usd_per_1000_phone_numbers_annual, arithmetic_annual and arithmetic_monthly (the full division for every computed cell, so nothing requires trusting our maths), marginal_or_overage_rate, search_or_export_separately_metered, seat_minimum, contract_minimum, publishes_a_price (yes / no / partial), free_plan_or_trial, published_definition_of_one_unit (quoted from the page), not_normalizable_because, source_url, date_fetched.

How to reproduce this. Open each source_url, click the annual toggle, read the entry plan price and its credit allowance, find the credits-per-email statement (it is usually in an FAQ rather than the plan table), and run the formula at the top of this page. Any row takes about a minute to re-check. Refresh cadence: quarterly, on the first business day of December 2026, March 2027 and June 2027, plus an out-of-cycle correction whenever a reader shows us a cell that is wrong. If a vendor has repriced since September 1, 2026, the CSV is wrong and the vendor's own page is right.

FAQ

What is the cheapest way to get 1,000 verified B2B emails in 2026?

It depends on whether you already hold the addresses. If you hold them and only need them checked, verification is the cheap path at $5.33 to $8.00 per 1,000 at entry volume on annual billing, falling to $2.00 per 1,000 at a million addresses on Bouncer's published ladder. If you need to find addresses you do not have, the cheapest computable published entry rate in this index is $13.00 per 1,000 at Datagma on annual billing, with Skrapp at $14.50 and Dropcontact at €16.50 close behind. Recompute at your own volume before committing, because every vendor here publishes higher tiers where the unit price falls and the entry rate is not the rate you will pay at scale.

How much does Clay actually cost?

$185 per month on monthly billing and $167 per month on annual billing for the Launch plan, at Clay's default selector positions on September 1, 2026. That $167 is the sum of two independent meters: 180,000 actions per year at $54 per month plus 30,000 data credits per year at $113 per month. The card's own fine print reads "Starts at $54/mo, expand anytime", so the headline is 3.09x the floor. Growth is $446, which is $185 of actions plus $261 of data credits. Clay cannot be placed on the cost-per-verified-email ladder in this index because credits-per-email is set per marketplace provider and published inside the app rather than on the pricing page.

Why do B2B data vendors hide their pricing?

Most do not hide the price so much as the conversion rate. Of 37 vendors surveyed, 30 publish a purchasable dollar figure, so the price itself is usually right there. Four gate price behind sales entirely (Cognism, Seamless.AI, Outreach, Salesloft) and two more were unreadable to every automated client we tried (ZoomInfo, NeverBounce). Three publish a price and a credit quantity while omitting how many credits one verified email costs (Clay, Instantly, HubSpot Breeze Intelligence), which is the single number that makes a price comparable. The practical defence is to refuse to compare headline prices and to compare only cost per 1,000 verified emails at your volume, computed by the vendor, in writing.

Is Cleanlist the cheapest option?

No. Cleanlist Starter is $39.33 per 1,000 verified emails on annual billing and $52.67 on monthly, which puts us 10th of the 18 discovery vendors with a computable annual rate, with nine cheaper. Hunter at $17.00, Apollo at $19.60 and Prospeo at $18.50 all beat us on that ladder, and Apollo's unit rate stays below our Pro and Scale tiers as well. Where our pricing does hold up is seat cost, since extra seats are $20 per month against $49 to $65 per seat elsewhere, so Cleanlist Pro costs less total cash than Apollo Basic from four seats up. If a one-to-three-person team is optimizing purely for cost per email, several vendors in this index are a better buy than we are.

What changed on this page after it was first published?

Eleven things, all of them found by an internal recomputation of this study from the raw captures on September 1, 2026, and all of them corrected the same day. The old figure, the new figure and the reason are printed here rather than swapped in quietly, so anyone who quoted the first version can see exactly what moved and by how much.

The headline range, spread, median and rank mixed two billing bases. Published: $13.00 to $490.00, a 37.7x spread, a median of $49.50, and Cleanlist 10th of 24. The $13.00 was an annual figure and the $490.00 a monthly one. Corrected, on annual billing throughout: $13.00 to $435.29, a 33.5x spread, a median of $34.29, and Cleanlist 10th of 18. The old 37.7x was the largest spread obtainable from this dataset by mixing the two bases. What it does not change is who is cheaper than us: the same nine vendors were and are, in the same order.

One discovery row was withdrawn from the index entirely. It was published at $490.00 per 1,000, the most expensive cell in the table, on an arithmetic that charged the whole plan price to the plan's monthly email allowance while the same plan grants an equal monthly allowance of phone numbers. That is exactly the attribution this page caveats for other vendors, and the row could not be normalized without it. We hold a commercial relationship with that vendor, and publishing a price ranking of a supplier is not something we should do, so the row is withdrawn rather than restated with a better number. The vendor count moves from 38 to 37, the discovery table from 24 rows to 23, and every count, range, median, spread, rank and superlative on this page is recomputed without it. The CSV no longer carries the row.

Lusha's phone credit price was wrong by 2x. Published: 5 credits per phone number and $468.12 per 1,000 mobiles. Re-fetched from lusha.com/pricing on September 1, 2026: "Reveal a phone number 10 credits". Corrected to $935.63 per 1,000. That moves Lusha onto the 1-credit-email, 10-credit-phone ladder, which now has nine members rather than eight. Lusha's own annual Starter total is $449.10 and the arithmetic column had used $449.40, so its email rate moves from $93.63 to $93.56. Neither change moves Cleanlist's position on either ladder.

Cleanlist's rank on the phone ladder was miscounted. Published: seventh of nine. Counting the list as printed it is sixth of nine, and it stays sixth after the Lusha correction above.

The verification range mixed bases too. Published: $5.33 to $9.90 per 1,000, which took Clearout's annual figure and ZeroBounce's monthly one. On annual billing throughout the range is $5.33 to $8.00, with ZeroBounce at $7.92 and Bouncer at $8.00 as the top of the band.

The supplier callout contradicted its own heading. It was headed "Twelve of these vendors" and named ten. Nine of the vendors in this index are companies Cleanlist pays, the heading and the list now agree, and the callout says explicitly that nine is the overlap with this index rather than the size of the waterfall.

Our own row credited Starter with API access it does not have. The CSV read "CSV and API enrichment" for Cleanlist Starter. The public API and the MCP server are Pro and above. Starter has CSV enrichment.

Smartlead was inside a headline count and appeared in no table. It is one of the vendors with a computable rate, at $16.25 annual, and a reader reconciling the discovery table against that count could not find it. It is now named and reconciled, and it stays off both ladders because its price covers contacts, sends and verified emails together with no published split.

Findymail's annual price cell was blank while this page published its annual rate. Verified live: $99 a month with "2 Months Free" on yearly, so the cell now reads $82.50 a month. Findymail also grants 5,000 Verifier credits on top of 5,000 Finder credits, the same two-pool structure this page caveats for others, and it now sits inside that caveat.

RocketReach's annual price cell and its arithmetic disagreed. The cell read $27.00 a month while the arithmetic used $329 a year, and 27 x 12 is 324. The plan total is $329, which is $27.42 a month, corroborated by our own August 7 edition of this index. The published $274.17 per 1,000 was computed from $329 and is unchanged.

The free-plan count excluded vendors that met its own definition. Published: fourteen, a list that omitted ZeroBounce and Cleanlist, both of which refill monthly. Corrected to sixteen, with Clearout and RocketReach marked as standing plans that grant once and never refill.

Related reading

• The B2B contact data pricing index, August 7, 2026, the 21-vendor first edition this study extends
• B2B data tool acquisitions and shutdowns in 2026
• The state of B2B data in 2026
• Cleanlist pricing