Skip to main content
Every plan is the whole toolkit. Messaging, the shared inbox, automation, the AI agent, 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 a handful of capabilities a plan can switch on or off. See What a plan governs for the full set. So the question isn’t “which features do I need?” It’s “how big am I?” Every feature is on every plan; what you are buying is headroom.
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.

​
The three plans

Starter

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

Growth

For growing local businesses on every channel. Most popular: the same toolkit as Starter, with room for more numbers, more seats and a much bigger audience.$79/mo billed monthly, or $65/mo billed yearly.

Premium

For established and multi-location businesses. Unlimited active contacts, more numbers, more seats, onboarding.$199/mo billed monthly, or $149/mo billed yearly.
Every plan can be paid monthly or billed yearly, and billing yearly takes 20% off. It is the cheaper way to pay for the same plan; it doesn’t unlock anything monthly billing doesn’t already give you.

​
What actually differs

AI replies are the one allowance worth reading twice. Every plan includes a monthly allowance of chatbot replies generated on DMLY’s shared AI, and that is where the tiers genuinely separate: 500 a month on Starter, ten times that on Growth, forty times on Premium. Connecting your own OpenAI, Claude, Gemini or DeepSeek key is the way past the allowance entirely, because replies on your own key are unlimited and never counted. That is a Premium capability; on Starter and Growth you use the shared AI and its allowance. You are billed by your own provider for anything on your own key. Your own figures are in Workspace Settings → Billing → Change subscription plan, and what you have used is on Billing → Usage. See How plans work.

​
How to pick

1

Start from what you use, not what you need

There is no feature cliff between the plans. Reputation (Google reviews, replies and review requests), a custom domain for your booking page, the AI agent, the API and everything else are on Starter as well as the tiers above it.So no feature can decide this for you. Work through the numbers below instead: profiles, seats, contacts and broadcast volume. Whichever of those you cross first is your plan.
2

AI is on every plan: what scales is the allowance

Every plan can use the AI agent: the AI node in automations, connecting an AI provider, and AI-suggested inbox replies. What differs is billing, not access:
  • AI replies is a monthly allowance of chatbot replies generated on DMLY’s shared AI: 500 on Starter, 5,000 on Growth, 20,000 on Premium. It resets at the start of each calendar month.
  • Own AI integrations is connecting your own OpenAI, Claude, Gemini or DeepSeek key instead, which makes replies unlimited and stops them drawing on the allowance at all. That one is Premium. You pay your own provider directly for what you use.
See Reply with AI for what the AI agent does, and How plans work for what happens when the allowance runs out.
3

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, three on Growth, five on Premium. A second shop with its own WhatsApp number needs a second profile. This is the cap that refuses the connect, so it’s the one to count against — though a Extra profile per channel add-on raises it without changing plan.Team seats is how many people log in. Not how many customers, but how many staff.
4

Size your list honestly

Active contacts is your audience, and it isn’t your whole contact list. It only counts contacts your business has actually messaged with or heard from in the last 30 days, a rolling window that clears out as conversations go quiet. Reaching it never blocks a new contact, an import or an inbound reply. Instead the Contacts page shows a usage gauge that turns amber at 90% of your cap and red at 100%, so it’s harder to miss the closer you get. You also get an in-app alert at 90% and again at 100%; see Inbox notifications. 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.
5

Top up before you jump

If one number, one seat or your contact list 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. Add-ons are billed monthly, even when your plan is billed yearly.A second WhatsApp number on Starter costs $15/mo as an add-on. Jumping to Growth for it costs $40/mo more (billed monthly): the whole tier, for one number. Only jump when you are pushing against several limits at once.

​
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: three seats covers the owner, a partner and one more.

Growing: several channels, AI, reviews

A clinic taking enquiries on WhatsApp and Instagram, using the AI agent to handle the repetitive half and chasing Google reviews afterwards. Growth: the AI volume is the reason. Every feature here is on Starter as well, but 500 AI replies a month goes quickly on a busy inbox, and Growth is ten times that.

Multi-location

Three branches, a number each, a manager per branch plus front desk, a list well past ten thousand. Premium: 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.

​
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.

​
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.