Apollo Review: Is It Worth It in 2025? [In-Depth]

Wondering if Apollo is the right sales intelligence platform for your sales team?

In this honest Apollo review, I’ll analyze the platform in detail, including its features, usability, data quality, integrations, and even customer support to help you make an informed decision.

TL;DR

Range of features: 7/10. Apollo offers a good range of features for finding and reaching out to leads but has limited customization options and lacks real-time engagement features.
User interface and usability: 7/10. The tool has an interface that is easy to use if you’ve already been using tools like Apollo, but it has a steep learning curve if that’s your first sales intelligence platform.
Data quality: 7/10. A solution like Apollo that collects third-party data will inevitably have difficulties maintaining the data accuracy of all those millions of entries.
Integrations: 9/10. Apollo’s integrations cover a wide range of sales and marketing needs.
Customer support: 5/10. The tool does not offer as many customer support options as other alternatives on the market, and there are conflicting reviews online about the support’s reliability and knowledge.
Pricing model: 6/10. Apollo has a free plan and its pricing plans do not seem expensive at first, but costs can stack up – especially from updating your contact data, which is paid separately.

Average rating: 7/10.

Apollo Overview

Apollo is a comprehensive sales engagement and intelligence software that helps GTM teams handle all their sales operations from a single point of control.

The platform offers advanced search filters, automated email sequencing, and real-time insights to nail your cold email marketing outreach.

Apollo has gained recognition for its massive B2B contact database and a wide range of sales pipeline management options.

The tool offers a B2B database with 275M contacts and 73M companies and solid international coverage, unlike some competitors, whose data is only viable in the US.

I think of Apollo as a good option for medium-sized and large businesses looking for vast B2B databases and versatile functionality that lets them handle the entire sales process from a single platform.

💡 Since the aim of this article is to review Apollo in good detail, I’ll be giving my unbiased ratings on the platform’s features, user interface, data quality, integrations, and customer support.

Let’s dive deeper into the platform’s sales features: 👇

Apollo’s Core Features

Large B2B database with advanced filtering

Apollo holds data on around 275M contacts and 73M companies worldwide, with 210M contacts and 35M companies from the US alone.

According to Apollo, their data has good accuracy and matching rates to help you find the contacts you need.

Moreover, the database has 65+ filters and an AI-powered search engine to help you build highly targeted lead lists faster and easier.

Automatic CRM enrichment

Handling CRM manually is every sales rep’s nightmare, especially when scaling businesses. Maintaining records fresh, clean, and accurate in today’s digital landscape is not easy.

Deals constantly get closed or lost, leads switch jobs and positions, buyer intent shifts before you know it, etc., making keeping track of all relevant data and changes more challenging than ever.

Apollo’s CRM enrichment makes sure that all your records are automatically updated whenever an important change or event occurs.

This lets your sales reps focus on tasks that matter instead of wasting time on manual record entries.

Automatic enrichment eliminates duplicates, data gaps, inaccuracies, and other issues, providing an accurate 360-degree view of each lead, deal, and customer.

Sales Engagement

Apollo integrates several outbound channels, including email, cold calls, and LinkedIn outreach in its platform, enabling you to create multi-step automated sequences.

You can choose between pre-made templates or use AI to create custom sequences that better suit your use case and business goals.

Moreover, Apollo includes AI-powered email generation that helps you create personalized, contextual emails in seconds and offers tools that improve email deliverability to ensure that your emails won’t bounce or end up in spam.

Apollo’s Chrome Extension For LinkedIn

Apollo offers a Chrome extension that lets you prospect contact and account directly from LinkedIn.

This helps you complete tasks through Apollo directly from LinkedIn’s platform, including:

Requesting an email address.
Making a phone call.
Adding a saved contact to a list or sequence.

Rating: 7/10.

Apollo offers a good range of features for finding and reaching out to prospective customers.

Despite this, I wanted to see more real-time engagement features, such as an AI chat on your website or another way to engage with your leads while they’re still hot, such as automatic LinkedIn messages.

Customers of the platform also note that the platform has limited options for customizing the automated workflows.

‘’Currently, there is no option for automated response sequencing based on specific actions like email opens. The system only supports a uniform second step for all scenarios. An A/B workflow feature would be highly beneficial, where one response is triggered if the email is opened, and an alternate response follows if the email remains unopened after a set timeframe. This feature has been requested multiple times but remains pending.’’ - G2 Reviews.

Apollo’s User Interface: Is It Easy To Use?

For me personally, as someone who has a background in sales and using sales platforms like Apollo, the platform’s interface is intuitive and easy to use.

On the left, I can see the features separated by the sales funnel, including prospecting and enriching, engaging the lead, and closing.

When it comes to finding leads, the platform has different filters (also lets me pin filters for future uses) and lets you find leads by engagement activity, company info, or person info.

Rating: 7/10.

The platform has an interface that is easy to use if you’ve already been using sales tech solutions like Apollo.

When it comes to non-tech-savvy people, the platform might not be as easy to use as it is for me.

For example, I found reviews on G2 that claimed the platform has a steep learning curve and that it would take a technical person to put together the sequencing part of the platform.

‘’I would say that it takes a very technical person to put together your sequencing, workflows, and searching contacts properly to really put the system to good use. A typical salesperson isn't going to be able to dive so deep into all the technical aspects of this tool.’’ - G2 Review.

Another review I found on the platform’s user interface notes that their team feels like the UI is overloaded with information.

The customer complained that the grid for making calls and completing tasks is messy.

Apparently, there’s a lot of information there, which can be helpful at times, but it should have a dedicated space and not come in between the workflows.

‘’The grid for making calls and completing tasks is a bit messy. There's a lot of information there, which can be helpful at times, but I would love something more simple where I can log a call, complete a task, and check a box specifying that I want to create a follow-up task. Early on, I ran into issues where I would complete a call task and it would just move me to the next task without making a follow-up task (unless they are in a sequence in which case it just moves them to the next step).’’ - G2 Review.

Apollo’s Data Quality

Apollo holds a total of 275M contacts of data and 73M companies – but how accurate is that data?

Numerous users on G2 have reported issues with data accuracy.

‘’I also do not like that there is tons of data that is not updated. Maybe someone changed jobs and the platform knows it, but the old email stays there with the new company as their place of work, which makes no sense.’’ - G2 Review.

This is because, as one Redditor points out, Apollo does not own the data – they’re scraping it from their own sources, which can be outdated.

After all, you’re not collecting and using first-party data, you’re using their third-party data, which means that it’s inevitable some of the data will be outdated.

‘’Apollo’s data (as well as other similar tools like ZoomInfo) is inaccurate and outdated. These tools don’t own the data, they are simply scraping it from outdated sources, and compiling it into their database and selling it to you.’’ - Reddit comment.

Rating: 7/10.

A company like Apollo that collects 3rd party data will inevitably find difficulties maintaining all of those millions of entries daily.

As a result, users are claiming that a percentage of their data has outdated information, usually around 5-10%, according to one review.

‘’Sometimes around 5 - 10% of the database I extract has outdated information.’’ - G2 Review.

Apollo’s Integrations

Apollo has a good integration ecosystem, featuring integrations with:

CRM platforms, including Salesforce, HubSpot, and Pipedrive.
Marketing automation tools, including Adobe Marketo and Supercadence.
Email platforms, including Mailgun and SendGrid.
Sales engagement platforms, including Outreach and Salesloft.
Data and analytics platforms, including Census and Scoop Analytics.
Dialer solutions, including JustCall, Koncert, and Orum.
Communication platforms, including Slack.

Rating: 9/10.

The platform’s integrations cover a wide range of sales and marketing needs, which makes it easier to connect with your existing platforms.

Customers of the platform also seem to share my opinion, as users are satisfied with the platform’s seamless integration between prospecting and engagement tools.

‘’What impresses me most is the seamless integration between prospecting and engagement tools – moving from lead identification to personalized outreach happens in just a few clicks.’’ - G2 Review.

Apollo’s Customer Support

When it comes to Apollo’s customer support, the platform only offers priority email support for its paying customers.

I found conflicting reviews on G2 about that email support:

Some customers received timely and helpful support, knowledgeable at that.

‘’When it comes to customer support, Apollo.io truly excels. Their support team is responsive and knowledgeable, ready to assist with any issues or questions. I appreciated the quick turnaround for responses and the support resources. I felt confident reaching out, knowing I would get the needed help.’’ - G2 Review.

Other customers (from companies of the same size) waited long to hear back from Apollo’s customer support and did not get the answer they were looking for.

‘’I dislike customer support. To be honest it always takes them a very long time to reply, and I don't always get a right answer.’’ - G2 Review.

Rating: 5/10.

Apollo does not offer as many customer support options as other platforms like RB2B which offer an AI chatbot, a community, and live support.

Reviews are conflicting, which is why I cannot give it a rating of more than 5/10 for customer support.

Apollo’s Pricing Model: Does It Provide A Good Value For Money?

Apollo offers a free plan with 10,000 monthly credits, two active sequences, five mobile credits, and 10 export credits per month.

You can also select from the three paid plans:

Basic plan: $49 per user per month, which adds job change notifications, buying intent over 6 topics, and intent filters.
Professional plan: $79 per user per month, which adds 120,000 credits per year, no sequence limits, and uncapped sending limits with SendGrid.
Organization plan: $119 per user per month, which adds buying intent over 12 intent topics, AI-assisted email writing, and call transcriptions.

Rating: 6/10.

Despite Apollo’s generous free tier and small-business-friendly pricing model, I found some reviews diving into deeper detail about how the platform’s pricing model really works.

According to one customer, all the prices listed on its page are just starting prices.

The final cost depends on the additional phone/export credits you’ll have to purchase. What’s more, some users say tracking credit spending can be tricky.

‘’Additionally, the credit system can be confusing—it's not always clear how credits are calculated, and the usage statistics occasionally seem inconsistent.’’ - G2 Review.

Another customer of the platform explained that Apollo makes you pay to update the contact information (the one you’ve already paid for) to stay on top.

‘’Personally, I have been struggling with the updated data on the platform. It seems kind of ridiculous to me that once I save a contact I can't have any updated information on them unless I pay.’’ - G2 Review.

How Does Apollo Compare To Alternatives On The Market?

Apollo vs. Warmly vs. ZoomInfo vs. 6sense

💡 You can check out our in-depth comparison of Apollo vs. ZoomInfo, where we cover the 2 best-in-class sales tech platforms in more detail.

What Are Customers Saying About Apollo?

Throughout this review, I’ve been showing you some of the users’ opinions on Apollo – but let’s dive a bit deeper.

TL;DR: While Apollo delights many users with its wide range of features and versatile capabilities, a significant number of users find its pricing to be an issue, especially for smaller businesses.

What users love about Apollo:

The set-up of the platform has been easy.
Good task allocation into the different categories of email, call, and LinkedIn.
Detailed filtering to find the prospects you’re looking for.

Early on, I ran into issues where I would complete a call task, and it would just move me to the next task without making a follow-up task (unless they are in a sequence, in which case it just moves them to the next step).’’ - G2 Review.

Common complaints about Apollo:

The platform’s interface has been described as a little crowded, making it difficult to navigate.
A lot of customers do not seem to be satisfied with the tool’s accuracy and email deliverability problems.
The pricing model of the platform is not as small-business-friendly as it seems, especially the more advanced features of the platform.

‘’Apollo.io's pricing can be expensive for smaller businesses, especially as many advanced features are locked behind higher-tier plans.’’ - G2 Review.

‘’Credits should only be consumed when full information about the person is actually available. Sometimes it can give false information. Information about the companies and what they do is not sufficient. Cannot integrate with all CRMs (We use MyBasicCRM)

I am having problems with mail integration. Outgoing mail usually appears as spam, and my mail address has been changed to a random one.’’ - G2 Review.

Verdict: Is Apollo Really Worth It?

So far, I've rated Apollo:

Range of features: 7/10.
User interface and usability: 7/10.
Data quality: 7/10.
Integrations: 9/10.
Customer support: 5/10.
Pricing model: 6/10.

Which gives Apollo an average rating of 7/10 for me.

To summarize:

Apollo is the ideal choice if you:

✅ Are looking for a platform with a large database of B2B contact data.

✅ Want to put email outreach on autopilot while improving deliverability.

✅ Are looking for advanced filtering options for more targeted prospecting.

Apollo isn’t the best option if you:

❌ Fear that the costs can easily stack up thanks to its dual credit system (you spend one credit for revealing an email address and 5 for getting a mobile phone number).

❌ Are looking for best-in-class B2B contact data that has a higher chance of being accurate.

❌ Need real-time engagement features, first-party data, and intent data that Apollo’s competitors offer.

Looking For An Apollo Alternative?

Despite Apollo’s range of features, good range of integrations and a large library of B2B contact data, some users are still finding faults with the product’s data quality, pricing model, and ease of use.

In 2025, I feel like more and more SMBs have been waking up to the fact that cold B2B sales outreach that companies like Apollo are supporting is not working very well.

Enter Warmly (that’s us) – a signal-based revenue orchestration platform that provides a wide range of features designed to:

Capture warm leads that visited your website (first-party data).
Identify the hottest ones.
Automatically engage and nurture them, helping your sales reps to successfully convert them.

Let’s get a closer look at the factors that make Warmly an attractive alternative to Apollo for sales teams.

I’ll start with a breakdown of several of Warmly’s core features: 👇

Warmly Features

Feature #1: Identify Your Website Visitors

Warmly identifies companies and individuals visiting your website in real-time.

Since your website is one of the key parts of your lead generation funnel, capturing and engaging all leads it generates is of pivotal importance if you’re looking to build a steady pipeline of warm leads.

All it takes is adding a snippet of Warmly’s code to your website to start revealing warm leads visiting it.

It is also possible to monitor your leads’ web sessions in real-time to see exactly how they interact with your website.

➡️ This can help you pinpoint whether your website is optimized for conversions or if it needs improvements.

But that’s not all.

Every identified visitor will be enriched with granular B2B data, providing your sales team with all the information they need to:

Pinpoint leads that best fit your ICP.
Tailor their outreach to each lead for optimal results.

The B2B prospect data Warmly reveals includes:

Company data (company name, location, size, etc.).
Technographics (software tools and technology the company predominantly uses).
Demographics (individual names, email addresses, phone numbers, social media profiles, job roles, etc.).
CRM data (past interactions with your reps, former champions within that account, etc.).

Feature #2: Reveal Buyer Intent

While knowing who visits your website and gaining insight into relevant B2B information gives you a huge competitive advantage, it’s still not enough to ensure the best possible results from your sales efforts.

This is why Warmly tracks and captures buyer intent data, in addition to basic B2B data, enabling your sales reps to find which of your leads is most likely to convert now.

Warmly collects several types of intent signals, unlike Apollo that focuses on 3rd party data:

First-party intent: This includes intent signals leads left in your owned channels, such as website visits, the specific pages they visited, time spent on high-intent pages, recurring visits, etc.
Second-party signals: These come from monitoring LinkedIn for things like job changes and openings, new funding rounds, etc.
Third-party intent: This includes the intent signals your leads left across the web, such as web searches that include keywords relevant to your product, visits to competitors’ websites or interactions with their ads, etc.

Unlike Apollo, Warmly provides a much more granular and comprehensive view of your leads’ buyer intent, enabling you to:

Score and qualify leads with greater precision.
Identify the highest-value leads among them.
Engage leads precisely when they’re most likely to convert, boosting your chances of success.

Feature #3: Automate Your Sales Process

In addition to helping your SDRs identify high-quality leads from the get-go, Warmly lets you leverage the intent signals it picks up to create comprehensive sales workflows.

It has several automation tools that let you set things like LinkedIn and email outreach or lead routing on autopilot.

Firstly, there’s the Orchestrator, which enables you to streamline LinkedIn and email outreach.

Here’s how it works:

Set up the action that triggers the automated sequence (e.g., a visitor matching your ICP lands on your website).
Define the criteria the visitor needs to meet to be targeted (e.g., company size, industry, individual job role).
Specify the frequency at which you want the workflows to run and the maximum number of people targeted in a single account.
Decide what action you want the Orchestrator to take (e.g., sending a contextual email, personalized LinkedIn DM, or connection request).

The Orchestrator will then ensure that all the leads matching the criteria you defined are adequately engaged, taking notice that every email or message is personalized and contextual.

Secondly, there’s the AI Chat, Warmly’s AI-powered chatbot.

AI Chat can handle a wide range of actions, including:

Automatically engaging and qualifying leads.
Offering relevant collaterals.
Answering questions.
Booking meetings, etc.

The chatbot is powered by advanced AI, which can be trained to maintain a consistent brand tone across chats while ensuring that every interaction with each lead is contextual, relevant, and human-like.

Finally, Warmly lets you automate lead routing, as your reps will be notified in Slack the second a high-intent lead or visitor matching your ICP lands on your website.

This significantly reduces the time to lead, improving your chances of converting them.

Feature #4: Live Engagement

Having the option to engage leads while their interest in your product is at its highest could be the make or break between converting them and losing them for good.

Warmly’s live video chat option was designed with this in mind, allowing sales reps to engage leads in live, one-to-one meetings while they’re still on your website.

When you go to the “Warm Call” section of Warmly’s dashboard, you’ll see a detailed overview of all your website visitors right now, with the option of monitoring each lead’s website session and uncovering intent insights simply by clicking on their name.

Once your sales reps assess that the time is right based on website session insights and other intent signals, they can easily initiate a call and do what they do best - coax leads into conversion.

Feature #5: A Daily-Updated B2B Prospect Database: Coldly

Warmly lets you access Coldly, which is a database with 200M+ accounts and contacts that gives your sales team an excellent starting point for prospecting – similar to how Apollo works.

Coldly includes all the B2B data your sales reps need to make initial contact, including:

Validated emails.
Phone numbers.
LinkedIn profiles.

The database also provides 25+ B2B filters and customizable data filters that you can set up, enabling you to build highly targeted prospect lists in a few seconds.

Lastly, Coldly also has a browser extension that lets you scrape essential B2B contact data from any source on the web, including LinkedIn profiles, company websites, etc.

This way, your team will have both accurate contact data at their fingertips and the right tools to pick up buyer intent signals and set up workflows on top of them.

Warmly Pricing

Similar to Apollo, Warmly offers a freemium plan.

On it, you can:

Reveal up to 500 companies and individuals visiting your website (in addition to essential and accurate data on each lead).
Set up ICP filters to quickly identify high-quality leads.
Automate basic lead routing.

If you need more, there are four paid plans to choose from:

Micro: Starts at $333/month when billed annually and adds unlimited seats, 5,000 monthly visitors revealed, first-party intent signals, alerts, and access to Warmly’s extensive database of B2B contact data.
Starter: Starts at $12,000/year, everything in Micro, plus 10,000 monthly visitors, third-party signals, AI Chat, and CRM syncs.
Business: Starts at $19,000/year for up to 10,000 visitors or $28,000/year for up to 75,000 visitors, everything in Starter, plus second-party signals, sales orchestration, and lead routing.
Enterprise: Starts at $30,000/year, lets you identify a custom number of visitors, includes everything in Business, plus custom signals and warm calling.

Find Out Who Your Warmest Leads Are With Warmly

While Apollo provides a solid range of features for sales teams, especially those intent on finding a good B2B prospecting solution, some customers have still found issues with the tool’s data reliability and pricing model that scales a bit too quickly.

Its capabilities of detecting buyer intent are significantly limited compared to Warmly's.

This limitation also affects its automated workflows, which cannot be fine-tuned to engage only the warmest leads—which every business is most interested in.

Moreover, Apollo cannot identify your website visitors, meaning that all the leads generated on your website will go to waste simply because you cannot capture them.

With Warmly, all that changes.

The revenue orchestration platform enables you to identify website visitors, detect the hottest leads among them, and engage them via automated outreach sequences perfectly tailored to each lead.

Want to know for sure if Warmly is a good match for your sales team?

Try Warmly for free and start building a steady, warm pipeline in minutes.

Or, book a demo with our team for a personalized tour of all of Warmly’s capabilities.

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