Lusha Pricing Review (2025): What It Really Costs

Lusha openly discloses its pricing on its website. That’s a fact.

But what about the details buried in the fine print?

When I saw users regretted not reading the terms before signing up (after discovering unexpected costs), I knew I had to dig deeper.

Here’s what I found out about Lusha’s pricing 👇

Lusha pricing at a glance (TL;DR)

• Lusha pricing starts from $0 to $52.45 per user, per month if you choose to be billed annually. This gives you a 25% discount.
• If you choose to be billed monthly, pricing starts from $0 to $79.90 per user.
• There are three paid plans to choose from and one free option.

Here’s a quick snapshot of what you can expect from Lusha’s current pricing:

(* Note: These figures are based on publicly available data on the Lusha website from the time of writing this article. Lusha may show different pricing on its website depending on your region.)

Because Lusha’s plans are credit-based, your total spend depends on how many contacts you reveal and whether you need access to features such as API or intent data, many of which are included in higher-tier plans.

In other words, the headline price isn’t always the whole picture. It’s worth checking how many credits your team will realistically need each month, and whether any additional functionality requires an upgrade.

If you’re trying to keep costs predictable, this pricing model can take some planning. You'll want to track usage carefully because credits are consumed whenever you reveal or export a contact. For some businesses, that flexibility is useful; for others, it can make budgeting harder over time.

That’s one of the reasons I started comparing Lusha with Cognism, which takes a different approach. Instead of limiting access through credits, Cognism offers licence-based pricing with unlimited views and exports*,  making it easier to forecast spend and avoid mid-quarter surprises.

What affects Lusha pricing?

From what I’ve seen, three things mainly determine how much you’ll pay for Lusha:

1. The number of credits you need.
2. The features and data types you want access to.
3. The number of users or licences on your account.

Lusha’s pricing is built around a credit system, except for its custom Scale plan, which offers “unlimited” contacts under a fair use policy. When you subscribe, you select how many users you want, and Lusha automatically assigns a set number of credits per user. Each time you reveal or export a contact, a credit is deducted.

You’ll need one of the higher-tier plans if you want more detailed data, such as technographics, intent signals, job-change alerts, or bulk shows. These features aren’t included in the entry-level options.

You’ll also pay more if you add users or need access to CSV enrichment, Salesforce data enrichment, or API functionality. Features such as intent signals, job changes, technologies, and bulk contact reveals are treated as add-ons rather than standard inclusions.

Hidden costs of Lusha 

When I reviewed Lusha’s pricing, I noticed that while the plans themselves are clearly outlined, there are a few cost factors worth considering, especially regarding how credits are used.

1. Credit consumption adds up quickly

Lusha’s pricing is based on a credit system. Each action you take deducts credits from your balance:

Because every reveal or export consumes credits, your total spend depends on how actively you use the platform. For instance, if you reveal a phone number and email for one contact, that’s six credits. If you export that contact to your CRM too, it becomes seven.

That’s why credit management becomes essential, especially for teams prospecting at scale.

2. Add-ons and higher-tier features

Some of Lusha’s more advanced features, such as intent signals, job-change alerts, technographic filters, Salesforce data enrichment, and API access, aren’t included in the lower plans. To access them, you must upgrade to a higher tier or the Scale plan.

The same applies to bulk reveals or CSV enrichment, which are designed for larger data pulls and aren’t part of the base subscription.

3. Rollover limits and resets

According to Lusha’s pricing information, unused credits can roll over on monthly plans, but only up to a certain limit. On annual plans, unused credits are reset at the end of the billing cycle.

That means you could lose those credits if you don’t use your full allowance, unless you’re on a plan that permits rollovers.

4. Adding users or credits increases cost immediately

If you add new users or top up credits mid-cycle, the additional cost applies immediately rather than at renewal. This isn’t necessarily a hidden fee, but it’s something to account for if you’re expanding your team partway through a contract.

5. “Unlimited” plans still follow fair use rules

Lusha’s Scale or custom plans are promoted as offering unlimited contact access under a fair use policy. In practice, this means there’s a soft limit to prevent system abuse, something that’s standard across the industry.

Even at Cognism, our enterprise plans include a generous fair use policy to ensure platform stability and data quality. It’s a sensible measure to stop automated scraping or overuse, and it helps maintain compliance and accuracy for everyone on the platform.

From what I’ve seen on review sites like Capterra, some Lusha users mention being capped at around 2,000 contacts per month under these policies, though the exact number can vary depending on plan type and usage.

Is Lusha worth the price?

Lusha is a good tool for marketing, sales, RevOps and recruiting teams looking to prospect in the US and Europe. However, it may not be worth it if your teams require unlimited credits, integrations and DNC list filters, as these are only offered on the most expensive Lusha plan.

If you’re looking for a tool to make cold-calling across EMEA, NAM, and APAC easier without limited credits and expensive add-ons, then Cognism is for you. 

Here’s how the tools differ when it comes to pricing: 

Lusha uses a credit-based model, where your total cost depends on how many contacts you reveal and what features you need. This model is flexible but can be unpredictable, especially if you plan to prospect at scale.

Cognism, on the other hand, takes a licence-based approach. Users pay a flat fee to access verified, compliant B2B data with unrestricted views and exports*. That means there’s no need to track credits or worry about top-ups.

Here’s how the two compare side by side:

(*subject to generous fair use policy)

Here’s what makes Cognism different to Lusha:

• Phone-verified data (Diamond Data®), which increases dial-to-connect rates by 3x.
• Research on demand service (Diamonds-on-Demand®).
• A global leader in US mobile data.
• DNC filtering is included on all plans and covers 14 countries, compared to Lusha’s 2 (UK & US), which is only available on the most expensive package. 
• Unrestricted views & page-level exports* 
• All Cognism plans include key capabilities and features designed to make prospecting as efficient as possible. Only additional intent topics and Diamonds-on-Demand® are add-ons.
• Lusha pricing reserves key features for higher-tier packages or add-ons at an additional cost. These include contact search, credits, technologies and more.

But don’t take my word for it! Here’s what a customer who switched from Lusha to Cognism had to say: 

“We’ve definitely seen results improve since we switched from Lusha. I save 30 minutes to an hour a day and spend more time on the platform compared to Lusha because I know I’m more likely to get results from it.”

Read the full case study

100%

increase in meetings booked

Jack Hooper
Sales Development @Lockton

What customers say about Lusha pricing

“I don’t like their credit system; it’s not very generous. However, a lot of sales intelligence platforms aren’t either.” (Capterra)

“I don’t like that the credits are use-it-or-lose-it. As a small company in a tough economy, our budgets constantly fluctuate. I paid for a certain amount of credits, but could not keep up with using them due to competing priorities. Then, we had to downgrade our subscription based on cost-cutting. Since I already paid for the credits, I feel like I should have been able to use them whenever I wanted, even after downgrading (and then just not get more new ones).” (Capterra)

“Because the accuracy is inconsistent, the cost feels inflated. If the service guaranteed contact information with a higher success rate, the current price would be acceptable. However, for a service that frequently provides incomplete or inaccurate data, it's a big issue because the return on investment diminishes significantly. The cost structure needs to better align with the actual data integrity provided to the user.” (G2)

“The pricing can feel a bit high for smaller teams, especially if you need a lot of credits for large campaigns.” (G2)

How to cancel the Lusha contract?

If you’re a Lusha customer and want to terminate your contract, you can cancel the renewal of your plan at any time for any reason.

It works like most subscription services. To cancel, click on your account tab and select “cancel.” 

Your subscription will be cancelled as soon as your term ends. Meaning that if you’ve signed up and paid for an annual plan, your plan will only terminate at the end of that term. If you pay on a month-to-month basis, your plan will terminate at the end of the month. 

Lusha suggests users submit the cancellation request at least fourteen days before the expiration of the then-current service period to avoid the next automatic renewal and respective charges.

Takeaway: 

After digging into Lusha’s pricing, it’s clear the platform is upfront about its base costs, but the real value depends on how your team uses it. The credit system offers flexibility, yet it also introduces variables that can make budgeting unpredictable.

If your team only prospects occasionally or focuses on a single region, Lusha can work well. But once you start scaling outreach, adding users, or needing integrations and advanced data types, costs rise fast, and that’s before factoring in credit rollovers, add-ons, and fair use limits.

That’s why Cognism’s licence-based pricing offers a simpler and more transparent route for many go-to-market teams developing a data orchestration strategy. You know exactly what you’re paying for, with unrestricted access to verified, compliant B2B data, and no need to count credits or second-guess what’s included.

If you’re curious how it stacks up for your own team, the best next step is to test a sample of Cognism’s data and compare the accuracy, compliance coverage, and cost predictability for yourself.

Put Cognism to the test

Dedicated to powering global sales teams by providing the most accurate and compliant data, Cognism has helped B2B businesses:

• Increase qualified leads by 60%.
• Decrease speed to lead time by 93%.
• Increase meetings booked by 70%.
• Increase opportunity creation by 240%.
• Increase retention and growth by 51%.

Curious how Cognism compares? Test a sample of the data and see the difference, no strings attached 👇

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