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Every plan is the whole toolkit. Messaging, the shared inbox, automation, CRM, bookings and payments are on all three — you are not buying features back one at a time. What changes is how much you can use, plus three capabilities that only unlock above Starter. So the question isn’t “which features do I need?” It’s “how big am I, and do I need the AI agent, reputation or my own domain?”
Prices and allowances live on dmly.io/pricing, which is the source of truth — the figures here can drift. If you bought DMLY through an agency, ignore this page: your agency sets its own plans and prices. Your workspace’s real allowances are always in Workspace Settings → Billing. See How plans work.

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The three plans

Starter

For solo owners getting started on WhatsApp. One number, a couple of people, a few thousand contacts.$39/mo billed monthly, or $29/mo billed yearly.

Growth

For growing local businesses on every channel. Most popular, and the tier where the AI agent, reputation and custom domain switch on.$89/mo billed monthly, or $79/mo billed yearly.

Pro

For established and multi-location businesses. Unlimited contacts, more numbers, more seats, onboarding.$249/mo billed monthly, or $199/mo billed yearly.
Every plan can be paid monthly or billed yearly. Billing yearly is the cheaper way to pay for the same plan — it doesn’t unlock anything monthly billing doesn’t already give you.

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What actually differs

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How to pick

1

Check the three cliffs first

Three things are simply absent on Starter, and no add-on buys them — the only way to get them is Growth:
  • AI agent — a bot that answers in its own words instead of following a fixed script.
  • Reputation — Google reviews, replies and review requests.
  • Custom domain & branding — your booking page on book.yourbusiness.com rather than a DMLY URL.
If you need any one of these, you need Growth. Stop here — the rest of the maths won’t change your answer.
2

Count your numbers, not your ambitions

Profiles per channel is the one that catches people out. It’s how many accounts you can connect of each type — one WhatsApp number on Starter, two on Growth, five on Pro. A second shop with its own WhatsApp number needs a second profile.Team seats is how many people log in. Not how many customers — how many staff.
3

Size your list honestly

Active contacts is your audience. Three thousand goes further than it sounds for a single-location business, and further still if you’re mostly doing inbound conversations rather than broadcasting.Broadcast / template messages is the allowance for messages you start — campaigns and notifications. Replying to someone who messaged you is a conversation, not a broadcast.
4

Top up before you jump

If one number is the only thing over the line, an add-on is cheaper than a tier: an extra seat is $10/mo, an extra number or profile $15/mo, and extra contacts are $15 per 1,000.A second WhatsApp number on Starter costs $15/mo as an add-on. Jumping to Growth for it costs $50/mo more (billed monthly) — the whole tier, for one number. Only jump when you want the cliff features or several limits at once.

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Rough shapes

Solo — one number, script-based bot

A salon owner on one WhatsApp number, a partner who also replies, a couple of thousand regulars, a booking bot that follows a script. Starter, and add a seat if a third person joins.

Growing — several channels, AI, reviews

A clinic taking enquiries on WhatsApp and Instagram, wanting an AI agent to handle the repetitive half and chase Google reviews afterwards. Growth — the AI agent alone decides it.

Multi-location

Three branches, a number each, a manager per branch plus front desk, a list well past ten thousand. Pro — the profiles and seats are what you’re buying.

Reselling DMLY

Running DMLY under your own brand for your own clients is not one of these tiers — it’s Whitelabel & Enterprise, with volume pricing, SSO and a partner manager. See Agency overview.

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What your subscription does not cover

WhatsApp conversations are billed by Meta, not by DMLY. Your subscription pays for the platform. Meta charges its own per-conversation rate on top, and that bill comes from Meta.DMLY adds no markup — you pay Meta’s standard rates directly — but it does mean a heavy broadcasting month costs more than your subscription line. Budget for both.
Your plan’s broadcast / template messages allowance and Meta’s conversation charges are two separate ceilings. You can be well inside your DMLY allowance and still run up a Meta bill. See WhatsApp rules and limits.

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Try before you decide

Every plan has a 7-day free trial, no credit card. You only pay when you’re ready to go live. The trial is the honest way to answer the profiles-and-seats question — connect your real number, invite your real team, import your real list, and see which ceiling you touch first. Start on the plan you think you need; you can change it from settings at any time, and your data, flows and history carry over either way. See Upgrading and downgrading. DMLY flags a limit before you hit it rather than after, so you get a chance to top up or move up before anything stops.

How plans work

Where to see your own allowances, and what happens at a limit.

Add-ons

Top up seats, numbers or contacts without changing tier.