Clay Pricing: Is It Worth It in 2025? [Reviewed]

Are you wondering if Clay’s pricing works for your organization’s budget and if the tool has a good value for money?

In this article, I’ll review Clay’s pricing model, credit system, and Enterprise pricing to help you make an informed decision.

➡️ At the end of this article, I’ll introduce you to an alternative to Clay that offers real-time intent detection and visitor de-anonymization.

Clay Pricing Plans Overview

Clay has a free forever plan that provides 100 monthly search credits and limited access to its features.

If you need more credits and features, you can choose from 4 pricing tiers:

Starter: $134/month when billed annually for 24,000 credits/year, which adds up to 5,000 searches per month of people and companies, access to phone number enrichments and the ability to use your own API keys.
Explorer: $314/month when billed annually for 120,000 credits/year, which adds up to 10,000 company searches per month, webhooks and email sequencing integrations.
Pro: $720/month when billed annually for 600,000 credits/year, which adds up to 25,000 company searches per month and access to CRM integrations.
Enterprise: Custom pricing for a custom amount of credits for up to 50,000 company searches per month and AI prompting support.

➡️ You can try Clay with a 14-day free trial of its Pro plan with no CC required.

Let’s go over each one of Clay’s paid plans in more detail: 👇

What Are Clay Credits?

Clay credits are the platform’s currency that you’ll be spending to reveal prospect data and perform actions in the platform.

I found that the cost varies depending on the data provider (e.g., 13 credits for Selligence) and the data point in question (e.g., 2 credits for finding a mobile number).

Clay’s Free Plan

Clay offers a free plan that lets you access its platform at no cost with unlimited users.

Clay’s free plan gives you access to:

100 credits per month.
Up to 100 people and company searches.
AI/Claygent.
Rollover credits to the following year.
Access to 100+ integration providers.
Clay’s Chrome extensions.

Drawback – Steep Learning Curve

According to users of the platform, it can take you weeks to fully understand how to use Clay’s capabilities.

‘’It's not the easiest tool to use, to be fair. Over the months they've evolved but at least in my memory when I started it took me weeks to understand what's what.’’ – G2 Review.

Clay’s Starter Plan

Clay’s Starter plan starts at $134/month when billed annually or $149/month when billed monthly and adds access to more credits.

Clay’s Starter plan gives you access to everything in the Free tier, plus:

2,000 credits per month.
Up to 5,000 people and company searches.
Phone number enrichments.
The ability to use your own API keys.

Drawback – Not Easy To Integrate With CRM & LinkedIn

One of Clay’s drawbacks is that small businesses on the lower-paid plans cannot sync with their CRM and LinkedIn – as CRM integrations are not on Clay’s Starter plan.

‘’Nothing I dislike, but I wish it was easier to integrate with my CRM and LinkedIn.’’ – G2 Review.

Clay’s Explorer Plan

Clay’s Explorer plan starts from $314/month when billed annually and $349/month when billed monthly and adds more credits and integrations.

Clay’s Explorer plan gives you access to everything in the Starter tier, plus:

10,000 credits per month.
Up to 10,000 people and company searches.
The ability to integrate with any HTTP API.
Access to Clay’s webhooks.
Access to email sequencing integrations.
The ability to exclude people/company filters.

Drawback - The Platform Can Get Expensive

As we enter through more functionality of the platform, you can expect to be spending plenty of credits – especially if you don’t know how to use Clay’s APIs and integrations.

‘’It can get very expensive if you don't know how to use it with API's and integrations. Creating the correct waterfall and using the correct APIs can make it a game changer for your outbound.’’ – G2 Review.

Clay’s Pro Plan

Clay’s Pro plan starts at $720/month when billed annually and $800/month when billed annually and adds CRM integrations.

Clay’s Pro plan gives you access to everything in the Explorer tier, plus:

50,000 credits per month.
Up to 25,000 people and company searches.
CRM integrations for seamless data sync.

Drawback – Burning Credits Can Be Quick

Even at the Pro tier, customers of the platform mention that burning through the credits can be quick.

This is especially the case when you’re pulling information from a lot of different data sources.

‘’I think it would be that it can in some cases be quite easy to burn a lot of credits quickly without realizing it. Especially if you're pulling in a ton of different data sources. With that in mind, it could be helpful to have 'credit estimates' or 'maximum credit usage' for a given run to help mitigate that.’’ – G2 Review.

Clay’s Enterprise Plan

Clay’s Enterprise plan has custom pricing for a custom amount of credits and adds more support.

Clay’s Enterprise plan gives you access to everything in the Pro tier, plus:

Custom credits per month.
Up to 50,000 people and company searches.
Unlimited rows of data.
40 action columns per table.
AI prompting support.
Data engineering with Snowflake.
Dedicated Slack support.
Credit reporting analytics to keep track of your credit spending.
SSO for improved security.

How Much Does Clay’s Enterprise Plan Actually Cost?

According to 3rd party data from Vendr, the median contract value of Clay’s Enterprise plan is $30,400/year based on data from 19 purchases with the highest reported price going for $154,000/year.

Looking For An Alternative To Clay To Close More Leads?

As some users are not satisfied with Clay’s pricing structure, steep learning curve, and integrations, I wanted to introduce an alternative to Clay for GTM teams – Warmly (that’s us).

Warmly provides you with the most accurate, real-time, person-level de-anonymization data and signal tracking to help you identify your warmest leads and reach out to them immediately.

I believe that the actual golden opportunities lie in intent data—the ability of your systems to tell you when people are interested in your company and why.‎

Our signal-based revenue orchestration platform enables sales, marketing, and GTM teams to:

Capture buyer interest in real-time.
Gain quality insights into prospective customers, allowing reps to tailor their strategies accordingly.
Engage them while they’re still hot and successfully convert them.

It’s the best option for companies looking to combine intent and action data to drive sales.

Let’s take a look at Warmly’s features that make it the best Clay alternative on the market: ⤵️

1. Reveal Website Intent

Similarly to Clay, Warmly identifies your website visitors.

However, unlike Clay, Warmly can identify both companies and the individual profiles that are browsing your website.

As a result, your reps can focus their efforts on the right stakeholders from the get-go.

With Warmly, you’ll get another ace up your sleeve.

Once it identifies website visitors, the platform proceeds to enrich each visitor with:

B2B data (email address, company name, phone number, industry, size, technographic, etc.).
First-party intent data (details of your visitors’ website sessions, such as visited pages, recurring visits, etc.).
Third-party intent data (insights into visitors’ entire digital buyer’s journey, including visits to competitors’ websites, job change intent, etc.).

This combination of first- and third-party intent data enables you to identify the leads that are most likely to buy right now as Warmly picks up the buying signals they’ve left throughout the web—on your website and beyond.

Your sales reps will be able to recognize who your hottest leads are right now and design tailored strategies for reaching out to them.

Check out our product walkthrough to learn more about Warmly’s features in use:

‎

Why Is Intent Data Important?

Trying to sell a water bottle to someone who just walked out of their office isn’t the same as selling a water bottle to a runner who just finished a workout.

Understanding intent signals and recognizing them in time lets you:

Qualify and score leads with greater precision and easily identify the hottest leads.
Reach out when their interest level is at its peak.
Create a hyper-personalized approach for each lead based on the contextual insights you have at hand, like which pages they visited, what they searched for, etc.

This helped Behavioral Signals shorten its sales cycle by 50-90% and source nearly $7M in its pipeline.

Platforms that omit intent data from their offering slow your lead generation efforts from the get-go, leaving you without one of the most powerful weapons in sales reps’ arsenals.

2. Streamline Sales Engagement Processes

Warmly’s automation features are by far one of the things most customers love about the platform.

Warmly uses intent signals it picks up to build complex workflows on top of them, enabling you to reach out to all the right leads at the best possible time.

It provides several automation features, including:

Orchestrator, which lets you automate email and LinkedIn outreach. The Orchestrator is highly configurable, meaning you can set up all the important parameters as you see fit, including:

The action that triggers the workflow (lead matching your ICP lands on your website or a website visitor comes back to your pricing page).
Filters that define which companies and individuals should be included in the workflow (these include everything from company size and industry to job position and seniority, etc.).
The course that the workflow should take (send a contextual email, a personalized LinkedIn DM, or a LinkedIn connection request).

This capability improves time-to-lead, while SDRs can take over ones that respond and provide a personalized experience.

The AI-powered prospector prevents quality leads from falling through the cracks simply because you didn’t have a sales rep on hand.

Try it yourself 👇or watch it in action.

💡Note: You will need to be on one of Warmly’s paid plans to gain access to AI Prospector. For ARC, the ROI was 200% over 6 months.

AI Chat, which is an AI-driven chatbot that can be trained to:

Qualify leads.
Answer their questions.
Book meetings.
Offer relevant collaterals.
Engage leads.

Lead routing, which lets you set up real-time Slack notifications that will alert the adequate sales rep whenever a lead matching certain criteria lands on your website or takes a high-intent action.

The combination of these automation features ensures that:

Every high-value lead will be engaged.
Your sales reps will have more time to focus on things that matter than most rather than act as surveillance guards on your website 24/7.

3. Live Video Chat

Engaging your leads while they’re still hot can make the difference between a successfully closed deal and an opportunity that is forever lost.

With Warmly, you won’t have to worry about that, as its Live Video Chat feature lets you engage leads while they’re still visiting your website.

In the “Warm Calls” section of Warmly’s dashboard, your sales team can see who’s visiting your website right now and monitor their session in real-time.

Once you detect a high-intent lead based on Warmly’s insights or a visitor matching your ICP, you can engage them in a video chat immediately.

Alternatively, you can rely on automated lead routing to notify reps whenever a high-value lead ends on your website.

This allows you to monitor their website interactions and hop on a call when they assess the time is right.

Try it out here:

4. A 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.

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

Validated emails.
Phone numbers.
LinkedIn profiles.

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

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’s Pricing

Similar to Clay, Warmly offers a free plan to get started with the platform and a monthly paid plan that is good for small businesses.

Warmly’s free plan lets you:

Identify up to 500 people and companies visiting your website per month.
Pinpoint leads that fit your ICP.
Set up automated lead routing via Slack notifications.

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.

Next Step: De-Anonymize Your Visitors & Reach Out To Them With Warmly

Clay starts off as an affordable sales intelligence platform but its costs can quickly scale up, especially when you’re new to the platform and don’t know how to use up its credits efficiently.

Warmly offers a more cost-effective option across all tiers. Your brand will get more credits, more signals, and better data at a lower annual cost.

If you’re looking for a revenue orchestration platform that offers:

A way to instantly engage with your highest intent leads with Warmly’s AI chat.
A platform that works in real-time and can automatically notify the right salesperson as soon as an ICP lead shows buying intent so they can act immediately.
The ability to create a human-to-human connection with any high-intent web visitor through video chat right on your site.
The ability to send leads to the right salesperson automatically and notify them via Slack with a high-intent lead is active on your website.
A free email and LinkedIn database that comes with a <1% bounce rate.
A Bombora integration that lets you proactively reach out to your warm leads and track who’s researching terms relevant to your product and brand and get in front of them before your competitors do.

Then you can start with Warmly for free.

ZoomInfo Review: Learn more about one of Warmly’s top competitors, ZoomInfo, and what functionality it offers.
Cognism Review: Check out our review of Cognism, which is a direct competitor of platforms like Clay and Apollo.
Leadfeeder Review: Learn more about Leadfeeder’s pricing structure, features, customer support, and data quality.
6sense Review: Check out our review of 6sense, going over its features, data quality, and integrations.
Best B2B Data Providers: Find the optimal B2B data platform for your use case.
Best Lead Intelligence Software: Find the best platform for gaining critical insight into your leads.
Best GTM Tools: Optimize your GTM strategy with some of the best GTM software on the market today.
Best Sales Intelligence Tools: Look beyond popular options like Apollo and ZoomInfo to find the optimal solution for your use case.