Apollo.io Review 2026: Features, Pros & Cons, Pricing

What is Apollo.io?

Apollo.io is a sales intelligence and engagement platform designed to help B2B sales teams find leads, automate outreach, and close deals faster. It combines a massive contact database (210M+ contacts and 30M+ companies) with outreach automation, a built-in dialer, meeting intelligence, and pipeline management tools.

The platform targets sales development reps (SDRs), account executives, sales managers, and growth teams across company sizes: from solo founders to enterprise sales organizations. Apollo’s core promise is simple: consolidate your tech stack into one platform and save time on manual prospecting tasks.

Apollo.io serves four main use cases:

Outbound prospecting: Find leads using advanced filters, enrich contact data, and launch automated email sequences Inbound lead management: Capture website visitors, enrich form submissions, and route leads instantly Data enrichment: Clean and complete CRM records with fresh, verified contact information Deal execution: Prep for meetings with AI insights, track pipeline activity, and analyze conversation data

The platform is particularly popular among startups and mid-market companies looking for an affordable alternative to enterprise solutions like ZoomInfo or Salesforce Sales Cloud.

Apollo.io key features

Apollo.io packs a lot under the hood. Here’s what actually matters for day-to-day sales work:

B2B contact database and advanced filtering

Apollo’s database is its crown jewel. With over 210 million contacts and 30 million companies, you can search for leads using filters like job title, company size, industry, location, technologies used, and even buying intent signals.

The filters are genuinely useful. You can narrow down prospects by seniority level, department, company revenue, funding stage, and recent job changes. This level of precision helps you build targeted lists instead of spraying and praying.

Real-world application: If you’re selling to mid-market SaaS companies in North America, you can filter for “Director of Sales” at companies with 50-200 employees, $5M-$50M in revenue, and recent Series B funding. That’s a pretty specific ICP.

One limitation: Data accuracy varies. While Apollo claims high verification rates, user reviews consistently mention outdated contacts and incorrect email addresses, especially for smaller companies or niche industries.

Email and phone number enrichment

Apollo automatically enriches your lead lists with verified email addresses and phone numbers. The platform uses a waterfall enrichment approach, pulling from multiple data providers to maximize coverage.

Email enrichment is solid: most users report 70-80% success rates for finding business emails. Phone numbers are trickier; mobile credits cost significantly more (8 credits vs. 1 credit for emails), and accuracy is lower according to user feedback.

The enrichment works seamlessly within sequences. If Apollo can’t find an email initially, it’ll keep trying as you add leads to campaigns, then automatically add them once the data becomes available.

Notable feature: Apollo provides an email verification score, so you can filter out risky addresses before launching campaigns. This helps maintain sender reputation and avoid spam filters.

Multichannel outreach sequences

Apollo lets you build automated sequences combining emails, LinkedIn tasks, phone calls, and manual follow-ups. You can set delays between steps, add conditional logic (if/then branches), and A/B test different message variants.

The sequence builder is intuitive. Drag and drop actions, set up triggers, and launch campaigns in minutes. You can also use pre-built templates if you’re not sure where to start.

However, Apollo’s “multichannel” approach has limits. LinkedIn actions aren’t fully automated: you get task reminders to send connection requests or messages manually. There’s no native LinkedIn automation (which is actually good for account safety), but it means “multichannel” requires more manual work than true automation platforms.

Email deliverability features include warmup, spam testing, and sending limits to protect your domain reputation. You can connect multiple mailboxes and rotate sends across them.

AI-powered features

Apollo has jumped on the AI train with several features:

AI Research: Generates personalized talking points for each lead based on their LinkedIn profile, company news, and online presence. Users report this saves hours of manual research.

AI Writing: Creates email copy and suggests subject lines. Quality is hit-or-miss: it’s useful for inspiration but often needs heavy editing.

AI Lead Scoring: Predicts which leads are most likely to convert based on engagement signals and profile data.

Meeting Intelligence: Records calls, generates AI summaries, and creates follow-up tasks automatically.

The AI features are helpful but not game-changing. They speed up repetitive tasks but still require human oversight to maintain quality and relevance.

Built-in dialer and conversation intelligence

Apollo includes a cloud-based dialer (US and international calling available on higher plans). You can call leads directly from the platform, log calls automatically, and sync activity to your CRM.

The Professional and Organization plans include call recording and AI-generated call summaries. The system transcribes conversations, highlights key moments, and creates follow-up tasks based on what was discussed.

Real-world benefit: Sales reps spend less time on post-call admin and more time actually selling. Managers can review calls without listening to entire recordings.

Limitation: Call quality can be inconsistent, and some users report latency issues. It’s functional but not as polished as dedicated tools like Aircall or Dialpad.

Integrations

Apollo integrates with major CRMs (Salesforce, HubSpot, Pipedrive), email providers (Gmail, Outlook, SMTP), and sales engagement platforms (Outreach, SalesLoft).

The CRM sync is bi-directional: contacts, activities, and deal updates flow both ways. This keeps your data consistent without manual exports and imports.

Apollo also connects with Zapier, Make, and several enrichment/prospecting tools, so you can build custom workflows. The API is available on paid plans for deeper integrations.

One frequent complaint: The integration setup can be finicky, especially around field mapping and duplicate management. Expect to spend time configuring things properly.

Apollo.io pricing

Apollo offers four pricing tiers with annual and monthly billing options. Annual plans save 20%.

Free Plan: $0

• 1,200 credits per year (granted monthly at 100/month)
• 2 sequences
• Basic filters only
• AI Assistant (beta)
• Email warmup and deliverability suite
• Gmail and Salesforce extensions

Good for: Testing the platform or very light prospecting needs. The credit limit is restrictive—you’ll burn through 100 credits quickly if you’re doing any serious lead gen.

Basic Plan: $49/user/month (billed annually)

• 30,000 credits per year (granted upfront)
• Unlimited sequences
• Advanced filters and buying intent signals (6 topics)
• CRM integrations
• Waterfall enrichment
• 6 meeting events

Good for: Solo sellers or small teams starting to scale outbound. The upfront credit grant is nice: you can run bigger campaigns without worrying about monthly limits.

Professional Plan: $79/user/month (billed annually)

• 48,000 credits per year
• A/B testing for sequences
• Unlimited meeting events
• Unlimited Gmail and Microsoft mailboxes (+ 5 SMTP)
• Call recordings and AI insights (4,000 minutes)
• Analytics and pre-built reports
• US dialer included

Good for: Growing sales teams that need call tracking, advanced analytics, and higher email sending capacity. The A/B testing feature is solid for optimizing campaigns.

Organization Plan: $119/user/month (minimum 3 users, billed annually)

• 72,000 credits per year
• 12 intent topics
• Customizable reports and dashboards
• Single Sign-On (SSO)
• Advanced security configurations
• International dialer
• Call recordings (8,000 minutes)

Good for: Larger teams or companies with security and compliance requirements. The international dialer is key if you’re prospecting globally.

Add-on: Inbound: $119/team/month

• Website visitor identification (up to 50,000 companies/month)
• Form enrichment (5,000 contacts/month)
• Form builder (coming soon)

The inbound add-on is useful if you’re running paid ads or have decent website traffic. It helps convert anonymous visitors into actionable leads.

Free trial: Apollo offers a 14-day trial on paid plans with 100 credits included. You can test premium features but won’t get the full credit allocation until you convert to a paid plan.

Important note: Credits are the real cost driver. Accessing emails costs 1 credit, phone numbers cost 8 credits, and enrichment uses 1-9 credits per record. Plan your usage accordingly—it’s easy to burn through credits faster than expected.

Apollo.io pros and cons

Let’s look at what users actually say about Apollo.io. We’ve pulled from hundreds of reviews on G2 and Capterra to give you the real picture.

User Ratings: G2: 4.7/5 (based on 9,000+ reviews) Capterra: 4.5/5 (based on 381 reviews)

Pros ✅

Massive, searchable database Apollo’s 210M+ contact database with advanced filtering is genuinely impressive. Users consistently praise the ability to build highly targeted lead lists quickly. The buying intent signals help prioritize prospects who are actively researching solutions.

All-in-one platform saves money For startups and small teams, consolidating multiple tools into Apollo can save thousands annually. You’re replacing a data provider, email tool, dialer, and potentially parts of your CRM, all for $49-$119/month per user.

Email deliverability features The built-in email warmup, spam testing, and deliverability suite help protect sender reputation. Users appreciate not needing separate tools like Mailwarm or Lemwarm.

Intuitive interface Apollo is easier to learn than enterprise platforms like ZoomInfo or Outreach. New users can start building campaigns within an hour. The Chrome extension makes adding leads seamless.

Responsive customer support Many reviews highlight helpful support, especially on higher-tier plans. The learning academy and webinars get consistent praise for helping users maximize the platform.

Cons ❌

Data accuracy issues This is the most common complaint across reviews. Users report outdated job titles, wrong email addresses, and disconnected phone numbers, especially for smaller companies or international contacts. Data accuracy seems to hover around 65-70% rather than the higher rates Apollo advertises.

Phone number quality is weak Multiple reviewers note that phone numbers are expensive (8 credits each) and often inaccurate. If cold calling is central to your strategy, Apollo may not be reliable enough as your primary source.

Confusing credit system The credit-based pricing is frustrating for many users. It’s hard to predict how many credits you’ll actually need, and running out mid-campaign disrupts workflow. Some reviewers feel the credit costs change too frequently without enough notice.

LinkedIn automation requires manual work Despite being marketed as “multichannel,” Apollo’s LinkedIn features are task reminders, not true automation. You still need to manually send connection requests and messages. This is safer for your account but undermines the automation promise.

Customer support quality varies While many praise support, others report slow response times, especially on lower-tier plans. Technical issues (like domain verification problems) can take weeks to resolve.

Steep learning curve for advanced features The platform has so many features that it can feel overwhelming. Users mention spending significant time figuring out integrations, workflows, and reporting. The gap between basic and advanced functionality is wide.

Have you thought about going truly multichannel?

Apollo.io is solid for lead generation and email outreach, but if you’re serious about maximizing response rates, there’s a strong case for adding true multichannel automation to your stack.

Here’s the reality: multichannel prospecting is 3.5 times more effective than email-only campaigns. Engaging prospects across LinkedIn, email, calls, and voice messages dramatically increases your chances of getting replies.

While Apollo handles email sequences well and provides LinkedIn task reminders, it doesn’t automate the full multichannel experience. That’s where a tool like La Growth Machine comes in as a perfect complement.

How La Growth Machine complements Apollo.io

Think of it this way: Apollo excels at data (finding leads, enriching contacts, providing intent signals). La Growth Machine excels at multichannel engagement (automating personalized outreach across LinkedIn, email, calls, and X (Twitter) in one seamless workflow).

Here’s how they work together:

Use Apollo for lead discovery and enrichment Search Apollo’s database to build your target list. Enrich contacts with verified emails, job titles, and company data. Export clean lead lists ready for outreach.

Use La Growth Machine for multichannel sequences Import your Apollo leads into La Growth Machine and launch fully automated campaigns that combine:

• LinkedIn connection requests and messages (fully automated)
• Personalized emails across multiple mailboxes
• LinkedIn voice messages (which can double reply rates)
• Call reminders with scripts and lead context
• X (Twitter) interactions

La Growth Machine’s LinkedIn automation is fully compliant and mimics human behavior to keep your account safe. Unlike Apollo’s manual tasks, LGM actually sends connection requests, messages, and voice notes automatically while you focus on conversations.

The multichannel inbox brings everything together La Growth Machine’s unified inbox shows all LinkedIn and email conversations in one place. When someone replies, you see the full thread regardless of channel. You can also instantly generate lookalike leads based on positive replies, keeping your pipeline full.

Why this stack makes sense

If you’re already using Apollo for data and basic email sequences, you don’t have to replace it. Instead, layer La Growth Machine on top to unlock true multichannel automation:

• Apollo finds and enriches your leads
• La Growth Machine engages them across multiple channels
• Your CRM (HubSpot, Pipedrive, etc.) tracks everything centrally

This approach gives you the best of both worlds: Apollo’s data strength and La Growth Machine’s multichannel automation power. The result? More conversations, higher reply rates, and a fuller pipeline without doubling your workload.

Conclusion

Apollo.io is a capable sales intelligence and engagement platform that delivers solid value for its price point. The massive database, advanced filtering, and all-in-one approach make it an attractive option for startups and mid-market sales teams looking to consolidate tools and cut costs.

The platform excels at lead discovery, data enrichment, and email automation. The AI features speed up research and call summaries, and the built-in dialer works well enough for basic calling needs. For teams just starting to scale outbound prospecting, Apollo offers a lot of functionality without the enterprise price tag.

However, data accuracy issues, the confusing credit system, and the lack of true LinkedIn automation are real limitations. Phone numbers aren’t reliable enough for heavy cold calling, and the “multichannel” promise falls short since LinkedIn tasks require manual execution.

Apollo.io is best suited for:

• Small to mid-sized sales teams (5-50 reps)
• Companies focused on email-first outbound strategies
• Teams that need lead data and basic automation in one affordable platform
• Organizations willing to work with 65-75% data accuracy

If you’re serious about maximizing response rates and building genuine multichannel sequences, consider pairing Apollo with a specialized automation tool like La Growth Machine. Apollo handles the data layer brilliantly, while La Growth Machine automates true multichannel engagement across LinkedIn, email, calls, and more. Together, they create a powerful, complementary stack that turns more conversations into closed deals.