Instantly vs Apollo (2026) Compared
Instantly sends more emails cheaper. Apollo does more beyond email. Your workflow decides.
The Short Version
Instantly is the better choice for teams focused purely on high-volume cold email — better warmup, more sending capacity, simpler UX. Apollo wins for teams that want contact data + multi-channel sequences + CRM in one platform. If you're an agency sending 100K+ emails/month, Instantly. If you're a sales team that needs data and outreach together, Apollo.
Quick Comparison
| Feature | Instantly | Apollo.io |
|---|---|---|
| Starting Price | $37/mo (workspace) | Free (250 emails/day) |
| Paid Tier | $37–358/mo | $49–119/user/mo |
| Pricing Model | Per workspace (all users) | Per user |
| Email Warmup | Built-in, unlimited | Not included |
| Contact Database | Add-on ($47+/mo) | Built-in (275M+) |
| Phone Dialer | No | Yes (Professional+) |
| CRM | No | Basic built-in |
| Multi-channel | Email only | Email, phone, LinkedIn |
| Best For | High-volume cold email | All-in-one sales platform |
| The Big Risk | Email-only limits growth | Deliverability at scale needs work |
Deep Dive: Instantly
What They're Selling
Instantly is the cold email specialist. Unlimited email accounts, built-in warmup, and inbox rotation are designed for one thing: sending a lot of cold emails without landing in spam. Popular with agencies, consultants, and growth teams running aggressive outbound.
What It Actually Costs
Growth: $37/mo for 5,000 emails/mo. Hypergrowth: $97/mo for 75,000 emails/mo. Light Speed: $358/mo for 500,000 emails/mo. These are per-workspace prices — all team members included. Add $47+/mo for the B2B Lead Finder if you need contact data. A growth team doing moderate volume: $84-144/mo total.
What Users Say
Users love the simplicity and deliverability. The warmup feature genuinely works. Frustrations: email-only means you need separate tools for calls and LinkedIn, and the Lead Finder data quality is inconsistent.
Pros
- Built-in warmup solves deliverability
- Unlimited email accounts
- Simple and focused UX
- Very affordable per email sent
Cons
- Email only — no phone or LinkedIn
- Need separate tools for data, calls, CRM
- Lead Finder data is inconsistent
- Limited reporting and analytics
Deep Dive: Apollo.io
What They're Selling
Apollo is the all-in-one platform: 275M+ contacts, email sequences, phone dialer, LinkedIn automation, and a basic CRM. Instead of assembling a stack of 3-4 tools, Apollo aims to be the single platform for outbound sales.
What It Actually Costs
Free tier: 250 emails/day, 60 mobile credits/year. Basic: $49/user/mo with unlimited emails. Professional: $79/user/mo with dialer and A/B testing. A 5-person team on Professional: $395/mo ($4,740/year). Significantly cheaper than Instantly + ZoomInfo for teams that need data.
What Users Say
Growth teams consistently praise the value. Having data and sequences in one tool streamlines workflows. Complaints: deliverability isn't as strong as Instantly for pure cold email volume, and mobile credits run out fast.
Pros
- All-in-one: data + sequences + dialer + CRM
- Generous free tier
- 275M+ contacts included
- Multi-channel (email, phone, LinkedIn)
Cons
- Deliverability management less robust than Instantly
- Mobile credits are limited
- Built-in CRM is basic
- Jack of all trades, master of none
Which Should You Pick?
The Honest Take
These tools serve different use cases that overlap in the middle. Instantly is a cold email tool that does one thing exceptionally well. Apollo is a sales platform that does many things well enough. The mistake is comparing them head-to-head as if they're the same category. If your outbound motion is primarily email (agencies, info products, simple B2B), Instantly wins. If you're building a sales team that needs to find contacts, call them, email them, and track deals, Apollo's all-in-one approach saves you from managing 3-4 separate tools.
Questions to Ask Before Buying
- Is your outbound motion primarily email, or do you also need phone and LinkedIn?
- Do you already have a contact data provider, or do you need one?
- How many cold emails do you send per month?
- Are you an agency managing multiple client campaigns?
- Do you have a separate CRM, or do you need basic deal tracking?
- How important is deliverability monitoring to you?
Frequently Asked Questions
Is Instantly or Apollo better for cold email?
For pure cold email at scale, Instantly is better. Its built-in warmup, unlimited email accounts, and inbox rotation are specifically designed for high-volume cold email deliverability. Apollo is better if you need data + email + phone in one platform.
Can I use Instantly and Apollo together?
Yes, and many teams do. Use Apollo for contact data and phone calls, then export leads to Instantly for high-volume email campaigns. This gives you Apollo's data quality with Instantly's superior email deliverability.
Which is cheaper?
For email only: Instantly ($37/mo per workspace vs $49/user/mo for Apollo Basic). For data + email: Apollo is cheaper since Instantly's Lead Finder is an add-on ($47+/mo). Apollo's free tier gives you 250 emails/day at no cost.