Clay Pricing 2026

Clay offers four pricing tiers: Free ($0), Launch at $167/month, Growth at $446/month, and Enterprise with custom pricing. Plans are structured around Clay's enrichment and prospecting workflows, with Enterprise intended for larger GTM systems that need advanced controls. Use the plan prices above as the current baseline before estimating usage.

Yes, Clay offers a free forever plan with 100 credits per month, unlimited users, up to 5,000 people and company searches, AI/Claygent access, and access to 100+ data integration providers. The free plan also includes Clay's Chrome extension and credit rollover up to 2x your monthly allocation (200 credits max). However, the free plan does not include phone number enrichments, CRM integrations, or webhooks. The 100-credit limit is very restrictive for meaningful prospecting -- a single contact enrichment can cost 8-12 credits.

Clay is a data enrichment and workflow automation platform that helps go-to-market teams build, enrich, and activate prospect lists at scale. Unlike traditional sales databases (ZoomInfo, Apollo), Clay doesn't maintain its own contact database. Instead, it uses a 'waterfall' enrichment method -- searching across 100+ data providers in sequence until it finds the information you need. The spreadsheet-like interface lets you build custom prospecting workflows with conditional logic, AI-powered research (via Claygent), and automated personalization, all without writing code. Clay is trusted by 300,000+ GTM teams including OpenAI and HubSpot.

Clay uses a credit-based system where different actions consume different amounts of credits. Basic people and company searches may be treated differently from enrichment actions, and enrichment usage varies by action and provider. Current plan names are Free, Launch, Growth, and Enterprise, so credit planning should be based on the limits shown in Clay's current plan details rather than older Starter, Explorer, or Pro references.

Clay and Apollo serve different purposes despite both being in the sales tools category. Apollo is an all-in-one platform with its own 210M+ contact database, built-in email sequences, and a dialer -- it's designed for direct prospecting and outreach. Clay is a data enrichment and orchestration platform that aggregates data from 100+ providers using waterfall enrichment but doesn't send emails or make calls. Clay is better for technical RevOps teams building custom workflows, while Apollo is better for SDRs who want a complete prospecting-to-outreach solution. Clay starts at $167/month (credit-based), while Apollo starts at $49/user/month (per-seat).

Clay provides excellent value for technically savvy GTM teams that can fully leverage its workflow automation and waterfall enrichment capabilities. The Growth plan at $446/month is the main paid tier for teams running CRM-based workflows and growth campaigns at scale. However, Clay's value depends heavily on operational discipline -- teams that optimize workflows, use filters efficiently, and avoid unnecessary enrichments see stronger ROI.

Clay's Growth plan at $446/month is positioned for teams running CRM-based workflows and growth campaigns at scale, while Enterprise adds custom pricing for larger organizations that need SSO, RBAC, and unlimited imports. Free and Launch are better suited to evaluation and smaller prospecting workflows. Confirm the specific CRM connection requirements against Clay's current plan details before buying.

Waterfall enrichment is Clay's core technology that searches multiple data providers in sequence to maximize data coverage. When you request an enrichment (like finding someone's email), Clay tries Provider A first. If it fails, Clay automatically tries Provider B, then Provider C, and so on across its 100+ integrated sources. This approach typically yields higher match rates than any single provider, but each attempt in the waterfall consumes credits regardless of success. You can customize the waterfall order and select which providers to use for each enrichment type, optimizing for cost vs coverage.