Phone Number Finder Cost: What One B2B Phone Number Really Costs

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Short answer. On each vendor's own published rates, one revealed B2B phone number costs about 16 cents on Apollo (8 credits at 1.96 cents), or 16 to 49 cents when its phone waterfall runs, 40 to 47 cents on Lusha on yearly billing (5 credits at 8.0 to 9.4 cents), and 49.5 to 65 cents on Kaspr on its visible monthly plans (39.5 to 49 cents at annual prices in the page's code that we could not select), or 21 to 36 cents as add-on credits. RocketReach charges 23 cents on Pro and 8.5 cents on Ultimate, but per exported contact, not per phone: an export is charged whether or not a phone came with it. Apollo is the tool we earn a commission on. Its native reveals are the lowest published per-phone rate here, though RocketReach Ultimate can be cheaper at volume, so the sections below test Apollo hardest.

Those are not four prices for the same thing. Each vendor meters a different unit, and what a miss costs moves the real price of a dialable list more than the headline rate does.

Every figure was read on 23 September 2026 off each vendor's own pricing page, help centre or developer docs.

What one phone number costs on each tool

• Apollo: its pricing FAQ says accessing a contact's phone number uses 8 credits. Annual plans are 1.96 cents a credit on Basic (49 dollars per seat per month, 30,000 credits a year), 1.98 on Professional and 1.98 on Organization, so a phone is 15.7 to 15.9 cents. Monthly prices did not render in our session, and its docs note that legacy plans may bill differently.
• Lusha: 5 credits per phone number and 1 per email, on both its pricing page and its help centre. Our own reading on 15 July 2026 said 10, and Lusha notes that prices vary across pricing versions. Yearly billing works out at 9.36 cents a credit on Starter, 8.74 on Pro and 8.82 on Premium, so 44 to 47 cents a phone, falling to 40 cents on Premium at 98,400 credits a year. Monthly billing is 58 to 62 cents.
• Kaspr: 1 phone credit per lead, however many numbers it returns. The visible plans are 65 dollars a month for 100 phone credits on Starter and 99 dollars for 200 on Business, so 65 and 49.5 cents. Add-on phone credits run from 36 cents at 250 down to 21 cents at 10,000, and its FAQ says add-ons are "billed for your next renewal period". The plans also include unlimited B2B emails under a fair use policy, so putting the whole fee on phones overstates Kaspr's phone price.
• RocketReach: no per-phone price. Pro is 829 dollars a year for 3,600 exports and Ultimate 1,699 dollars for 20,000, both with mobile and direct numbers included, so 23.0 and 8.5 cents per exported contact. Monthly prices did not render in our session.
• Cognism: no price on its pricing page. It says 1 credit equals 1 revealed contact and that pricing scales with seats and shared credits.

Apollo's floor comes with one large exception. Its developer docs say phone waterfall enrichment, which queries third-party vendors when Apollo's own data comes up empty, typically uses 8 to 25 credits, some configurations reach 45 or more, and some vendors in the chain charge per lookup even when nothing is found. On Basic that is 15.7 to 49 cents a lookup, and about 88 cents at 45 credits.

What you pay when no number comes back

No list returns a phone for every contact, so the price of a miss matters as much as the price of a hit.

• Apollo: the API docs say enrichment is "charged only if credit-consuming data is found": 1 credit for demographics or email, plus 8 if a mobile phone is returned. A contact with no phone costs you 1 credit, about 2 cents, if anything else comes back. Waterfall is the exception above.
• Lusha: you pay for each data point revealed, re-viewing a contact is free, and unmatched rows in CSV enrichment are free. But bulk reveals charge every selected contact, "including those for whom only partial data was found", an API request with no results still costs 1 credit, and credits "cannot be refunded for reveals already made, even if the contact data was incomplete."
• Kaspr: in CSV enrichment, marking the phone as mandatory means "if Kaspr can't find a phone number, it won't use credits on that lead." The catch runs the other way: CSV enrichment charges again for a profile you enriched before, which its widget and workflows do not.
• RocketReach: an export is charged for "each contact with verified contact information", so a contact that comes back with only an email still uses one of your exports. Lookups inside RocketReach are unlimited on annual plans and only exports are metered, so looking contacts up in the app before exporting is one way to avoid paying for misses.

A phone credit is not always a mobile

Apollo's API guide says phone enrichment returns "mobile and direct-dial numbers" and runs asynchronously to a webhook, while the immediate response "may include the person's employer phone number". Its example charges 8 credits for a mobile and a work direct line together, a figure Apollo calls illustrative. Kaspr says a phone credit covers personal and professional numbers and that it "may also provide company landlines", without saying whether a landline-only result spends the credit. RocketReach's Pro and Ultimate plans include mobile and direct numbers. Lusha's table charges 5 credits for "1 contact phone number(s)".

A company switchboard is not a direct dial. Before you compare prices, check what type each vendor returned on your first 50 records.

Seats change the price per number

On Apollo, credits come per seat, so a second seat brings its own 30,000 credits on Basic. Organization carries a three-seat minimum, which puts its entry at 4,284 dollars a year.

On Lusha the pool belongs to the plan. Pro includes two seats and 7,200 credits. When we added seats on its pricing page, the price rose by about 37.40 dollars a month per seat while the card still read 7,200 credits a year. At three seats that is 15.0 cents a credit, or 75 cents a phone. At four, 1.06 dollars a phone. Lusha's credit slider moves the other way: Pro stays flat at 8.74 to 8.75 cents a credit from 7,200 up to 26,400 credits, and Premium falls from 8.82 to 8.05 cents between 40,800 and 98,400.

Kaspr prices per user and shares paid-plan credits across the team. We did not measure how RocketReach's export allowance scales with seats.

One rep, 2,400 contacts a year: the worked example

Take one rep who needs 2,400 contacts a year, each with a phone and an email, on the cheapest billing each page shows. To keep it like for like, assume every contact returns both.

• Apollo Basic, one seat: 9 credits a contact is 21,600 of 30,000 credits, 588 dollars, 24.5 cents a contact.
• RocketReach Pro: 2,400 of 3,600 exports, 829 dollars, 34.5 cents.
• Kaspr Business, visible monthly price: 1,188 dollars for 2,400 phone credits, 49.5 cents. The page's code also carries a 79 dollar annual price, which would be 39.5 cents, but we found no visible way to select it.
• Lusha Pro: up to 6 credits a contact is 14,400 credits, 1,259.40 dollars, 52.5 cents.

Apollo wins this example, and here is where it does not. At 25 waterfall credits a phone, each contact uses 26 credits, about 51 cents at Basic's rate, close to Lusha's 52.5. And at volume the order flips. Using all 20,000 exports, Ultimate's 8.5 cents per export beats Apollo Basic once about 42 percent of exported contacts carry a phone, counting Apollo's 1 credit for each contact that returns only an email, and by more if you export only the contacts that show one.

If Apollo's numbers fit your list, start on Apollo's free plan, where the monthly credits cover about nine phone reveals, and count how many come back as mobiles before you pay for a seat.

A number you can buy is not a number you can autodial

In the US, 47 CFR 64.1200(a)(1)(iii) bars calls to any number assigned to a cellular service made with an automatic telephone dialing system or an artificial or prerecorded voice, unless the call is an emergency or made with the prior express consent of the called party. Paragraph (a)(2) raises that to prior express written consent when the call includes an advertisement or constitutes telemarketing, which a sales call usually does. The quoted text contains no business exception. In February 2024 the FCC ruled that AI generated voices count as artificial voices under the same law, which we cover in our guide to whether AI cold calling is legal. So an AI voice agent selling to a purchased mobile list needs that consent whatever dialer places the call, unless an exception applies.

Nothing in the provisions quoted here treats a purchased number as consent. The reassigned numbers safe harbor in paragraph (m) only protects calls to numbers "for which the person previously had obtained prior express consent", so it does nothing for a list you bought. Apollo's phone webhook example carries a DNC status field on each number, and Lusha lists a "Do not call list" in its compliance row. Neither page presents these as a consent record. This is general information, not legal advice. If you plan to put an AI agent on outbound calls, we build TCPA compliant AI calling around consent you actually hold. UK rules differ, and our UK cold calling laws guide covers them.

What the pricing pages cannot tell you

None of the pages we read publishes an audited accuracy or connect rate, so the price of a conversation cannot be worked out from them. Your real unit cost is the price per number divided by the share that reach the right person.

Measure that share yourself. Buy the smallest plan on two vendors, pull the same 100 people in your ideal customer profile from each, dial them by hand, and count right-party connects. Divide the spend by the connects. Our own Apollo review calls its phone data the weakest and most credit-hungry part of the product. That is our view, not a measured rate, so hold every vendor to the same test.

The email half of this sum is in what one verified email really costs. If you would rather receive a researched, dialable list than build one, that is what our lead generation service does.

The bottom line

Ask three questions before you compare prices. Does a miss cost anything? Is a "phone" a mobile, a direct line or a switchboard? Does a new seat bring credits, or only a bill?

For teams already running email in Apollo, its native phone reveals are the lowest published price per number here, and on native enrichment a contact with no mobile costs one credit if other data comes back. Test waterfall on a small batch first. If phones are the whole job and the volume is large, RocketReach Ultimate is the one to beat. Either way, try Apollo on the free plan or any rival on its smallest tier, then run the 100-number test on a paid tier and let that decide.