What each plan includes

Proofbell has five plans for a single business — one of them free — and four for an agency running client accounts. This page describes what each one includes, what happens when you go over an allowance, and — the part most pricing pages leave out — what is not included yet.

Single-company plans

The free plan, and the one thing it does not do

Free costs nothing, needs no card, and is not time-limited. You get the tracking tag, one website, the dashboard, and your own web traffic attributed — sources, campaigns, landing pages and the reports that read web sessions.

Two things on free that work and cannot do anything

Both are consequences of the line above rather than separate restrictions, and both are worth knowing before you spend an afternoon on them. Your plan permits each of them and the API will accept it; neither can produce a result, because both are downstream of a call.

• An alert rule can be saved and nothing will trigger it. Every trigger Proofbell offers is a call event or a number event — answered, completed, missed, flagged as spam, a pool running out, or a conversion, and a conversion is recorded from a completed call. On a plan with no number, none of them can occur.
• A CSV of closed deals will import with every row unmatched. Import works by matching each row to a person, and a person is created when a call arrives. With no calls there is nobody to match to, so the import log will correctly report every row as unmatched. The file is not rejected and nothing is lost — there is simply nothing to attribute it to yet.

The reason is the only interesting thing about our price list. A tracking number is the only part of Proofbell with a real cost per month — 80p to us, and it stays billable for 90 days after it is released because of the quarantine window described on the tracking numbers page. Everything else — the tag, attribution, the model library, transcription, the reports, call flows — is computation over data you have already given us. So the number is the honest paywall, and it is the whole paywall: paying is what buys the first number.

A free account also cannot connect an ad platform, and that follows from the same fact rather than being a second restriction. An ad-platform connection exists to push completed calls back for bidding, and there are none — so it would authorise us against your Google Ads account to accomplish nothing. Source and campaign attribution comes from the click ID and the UTM parameters the tag collects, and needs no connection at all.

Why Essential includes one number

It is a feature ladder rather than an arbitrary cap, and it is worth understanding before you choose. With one number, every visitor sees the same number — so a call can be attributed to the session that led to it, but two visitors arriving from different campaigns are indistinguishable at the point they dial. That is why Essential is described as last-click and not sold the model library it could not use.

Separating channels needs a number per channel. Keyword-level attribution needs a pool of numbers, so a visitor gets one for the duration of their visit — which is why it appears on Scale, where twenty numbers make a pool viable.

Transcription is included on every paid plan

Essential upward, at no extra charge, with no per-minute meter and no "analysis minutes" to buy. There is no transcription add-on and there is no plan that withholds it.

The answered-call allowance is the fair-use ceiling, and that is why there is no second one. The number of calls that can be transcribed is the number of calls included in your plan; past that you pay the per-call rate, which is several times what transcribing a call costs us. A separate cap on minutes would be a second gate on the same quantity, and it would be the one people forget about until it surprises them.

Transcripts keep their own retention period, separate from the audio — see below.

What "modelling" means on Scale

Exactly two things, both built and both on Scale only:

• Markov data-driven attribution — credit derived from your own journey data rather than from a rule somebody chose. How it works, and when it refuses.
• The budget scenario planner — your channel spend beside the calls and revenue it produced, and where the next pound is better spent. How to read it.

They are sold together because the planner is computed from the Markov fit: a plan holding one without the other would be a page that refuses. Marketing mix modelling, incrementality, impression attribution, forecasting and an AI analyst are the things a comparison spreadsheet often files under the same heading, and none of them exists — see below.

Working out what you would pay

The calculator on the pricing page does the arithmetic on this page for you. Enter your answered calls, typical call length, how many tracking numbers you want and what kind, and it prices every tier and names the cheapest.

It reads the live price list rather than a copy, so it cannot quote you a rate we no longer charge. Two results surprise people, and both are real:

• The bigger plan is often cheaper. At 900 answered calls with twelve numbers, Pro works out less than Growth — the larger included allowance costs less than the overage would.
• Mobile tracking numbers cost twice as much of your allowance, so three mobiles on a plan including three numbers is three slots over rather than none. See below for why.

Going over an allowance

Two allowances, and they behave differently on purpose.

Numbers cost £3.50 each per month above your allowance. One price, whatever kind of number it is. You are asked to confirm the charge before the number is bought, and the app shows the rate at the moment you confirm. A number is billable for 90 days even if you release it — it sits in quarantine so it cannot be reissued to another business while your old adverts are still in Google's cache — so the confirmation is not a formality.

How your included numbers are counted

Your plan includes an allowance you can spend on whichever mix of numbers suits you. Landline and 03 numbers use one of your allowance; mobile and 0800 numbers use two, because they cost us about twice as much to rent.

So a plan with an allowance of ten could be ten landline numbers, or six landline and two mobile, or any other combination that adds up. The app shows what you have left and tells you before a number would take you over.

We have done it this way rather than restricting you to a set number of each type, so you can change the mix as your tracking changes without asking us. And it is only the included allowance that works this way — an additional number above it is the same £3.50 whatever kind it is.

On the free plan there is no number overage at any price. That is not an oversight in the rate card: free is "no numbers", not "no numbers included, £3.50 for the first". Otherwise a £0 account with no card on file could buy a number we then owe the carrier for over a quarter.

Calls are metered and invoiced, never blocked. Going over your included answered calls costs the published per-call rate, and nothing stops the call connecting. We will not refuse to connect a member of the public to a business to protect our own margin, whatever the state of the account.

Because nothing blocks, the only way to know where you are against an allowance is to look — so Usage shows what you have used this period against what your plan includes, and what the excess looks like it will cost so far. It is an estimate until the period is reconciled; usage and invoices explains the difference between that figure and the one on your invoice.

Talk time past the included minutes

A call is charged as one answered call however long it lasts, up to the minutes included with each call on your plan. Past that, the extra talk time is charged per minute — and the rate depends on where the call was forwarded, because that is what it costs us.

On an agency plan, per minute:

03 is its own rate, and that is the part worth knowing before you choose a forwarding number. It is not a landline and it is not a mobile: it sits between them, and so does what a carrier charges us to reach it. Grouping it with mobiles would have meant charging you a third more than it costs.

The rate itself now improves with the tier, the same way the included calls and numbers do. A busy account on Scale forwarding to a mobile pays 4.6p a minute past its allowance where Essential pays 6.0p for the identical minute — the bigger plan is not just a bigger allowance, it is a better rate on whatever runs past it.

Every one of these is a rate per minute of the excess only, not for the whole call. A twelve-minute call on Essential's ten-minute allowance, forwarded to a landline, is one answered call plus two minutes — 8p, not 48p.

Until August 2026 this was one rate of 6p a minute wherever the call went, on every tier. Nobody's rate went up, on either change. Splitting the rate by destination brought landline and 03 down and left mobile exactly where it was; splitting it again by tier then held Essential — the entry tier of each table — at that same figure and brought every tier above it down further. The point of both changes was to stop overcharging a customer for what their calls actually cost us, not to charge anyone more than the single flat rate that came before.

Recording retention is a ceiling

On Essential and Growth the period is fixed: 30 and 90 days. On Pro and Scale it starts at one year and you can set it to anything up to 730 days — or, more often, shorter. Many businesses do, because a recording of a customer's voice is the most sensitive thing we hold on your behalf, and keeping it longer than you need is a liability rather than an asset.

Transcripts have their own period, separate from the audio. Keeping text longer than audio is a common and reasonable compromise: it is far less sensitive than a recorded voice, and it is what the reporting is built on.

Agency plans

Four tiers — Start at £99, Grow at £249, Pro at £599 and Scale at £1,199 a month — with 5, 20, 60 and 150 numbers and 500, 1,250, 3,000 and 6,000 answered calls. Every one of them includes transcription, keyword-level attribution, the six rule-based and multi-touch attribution models, every ad platform, HubSpot and warehouse export.

The modelling layer is the one exception, and it is on Pro and Scale only. Markov data-driven attribution and the budget planner follow the £499 line rather than the agency volume ladder: leaving them on Agency Start would sell the same two features for £99 to an agency and £499 to the single business next door. Keyword-level attribution stays on all four because it is a telephony capability — it needs a pool of numbers, and every agency tier starts at five.

Not included on any plan yet

Named here rather than left to be discovered, because these are the things a comparison spreadsheet has a column for:

• White-label branding and custom domains. Not built. There is nothing we can enable for you today.
• A graded "read" versus "read-write" API tier. API keys themselves ARE built and are included from Pro upwards — see the API documentation. What does not exist is a plan grade for them: each key carries its own explicit permission list, so a read-only integration is a key you create holding only the read permissions, on any plan that includes keys at all.
• An SDK or a Zapier app. Neither is built. There is an OpenAPI document at /v1/openapi.json — no plan gates it and reading it needs no key — but it describes no request or response bodies and there is no hosted viewer for it. See the API documentation for what it holds.
• A higher API rate limit. Every key is allowed 1,000 requests a minute, on every plan that includes keys — see the API documentation. No tier raises it; if an integration genuinely needs more, that is a conversation with support rather than an upgrade.
• SSO. Email, password and an optional authenticator app.
• Marketing mix modelling, incrementality testing, impression attribution, forecasting and an AI analyst. None of these is built, on any plan, and they are the five things most often assumed to be part of a "modelling" tier. Marketing mix modelling in particular is deliberately not built rather than pending: it needs years of spend history the platform does not hold, and the history is the input, so it cannot be filled in later. The budget planner allocates against measured cost per conversion instead.
• AI call scoring, agent rating, auto-tagging and promptable notes. None of these is built. There is still no language model reading your calls anywhere in Proofbell, so nothing scores an agent, applies your own tags, or answers a question you write about a call.
  
  Sentiment, topics, caller intent and a short call summary ARE built, from 3 September 2026, and are included wherever transcription is — every paid plan. They come from the same supplier that produces the transcript rather than from a language model, which is why they arrived first: no new company gets a copy of your calls. See what we work out from a call. Treat intent especially as a signal with a confidence attached rather than a verdict.
• Salesforce. HubSpot is live and verified, from Pro. Salesforce needs per-org field mapping and is not connectable yet; CSV import works for every CRM in the meantime, on every paid plan. It is permitted on free as well, where every row imports unmatched because there are no calls to match to.
• Form and chat tracking, SMS. Calls only.

Paying for a plan

Buying a plan happens on Proofbell, in two steps, and you are never sent to another site.

1. Billing details. The name the invoice should be made out to, and your billing address. This is not a formality — the VAT you are charged depends on where you are, so the address has to be known before there is a total to show you.
2. Card. The card fields are provided by Stripe, our payment processor, and your card number is sent straight to them. It does not reach Proofbell's servers at any point, and we could not store it if we wanted to.

Between the two steps the order summary fills in: the plan price, the VAT worked out by Stripe from the address you gave, and the total your card will be charged. That figure is not an estimate of ours — it is the tax on the actual invoice, and the button says the amount so there is nothing to discover afterwards. Prices are quoted excluding VAT throughout, so the total is higher than the figure on the plan card.

Your bank may ask you to confirm the payment in its own app. That is Strong Customer Authentication and it is mandatory for UK and EU cards; you come straight back here afterwards.

Your subscription becomes active a moment after the payment confirms, not instantly — the screen says "payment submitted" rather than claiming otherwise, because the activation arrives from Stripe rather than from the button you pressed. It is normally a second or two.

VAT numbers

There is a VAT number box on the payment screen, beneath the billing address. Include the country prefix — GB123456789. It is optional, and most UK customers will have nothing to put there.

It does more than appear on the invoice. A valid VAT number for a business outside the UK is what makes the reverse charge apply, so no VAT is added and you account for it yourself. Without one we have to charge VAT.

Agreed prices, and why there is no code to type

There is no discount-code box, on purpose. If we have agreed a price with you, we set it on your account and you see it on your invoice — there is nothing for you to type and nothing to lose.

An agreed price shows on each invoice as a named discount beneath the plan, so the figure you agreed is checkable against what you are charged. It applies from the moment it is set rather than at your next renewal, and it ends on the date it was agreed until: the end date is recorded with it, so it cannot quietly run on for ever in either direction.

It reduces what you pay and never increases it. If you move to a plan that already costs less than the price we agreed, the discount stops making sense and we will talk to you rather than charge you something neither of us agreed.

Changing plan

An upgrade takes effect immediately and is prorated — you are shown what is due today and what the renewal will be, from Stripe's own figures, before you confirm. A reduction takes effect at the end of the period you have already paid for, because moving you down today would take away allowances you have bought.

A price change never applies to you retroactively. Plans are versioned: if we change what Growth costs, you stay on the version you agreed to until you choose to move. There is no mechanism on our side that moves an existing subscription silently, and that is a deliberate constraint in the code rather than a policy.

What a downgrade takes away

Worth checking before you do it, because some of it is not recoverable:

• Retention. Moving from Pro to Growth takes the ceiling to 90 days, and recordings older than that are deleted on the next sweep.
• The modelling layer. Leaving Scale takes away Markov data-driven attribution and the budget planner together. Nothing is deleted — both are computed on read — so they return in full if you move back.
• Keyword-level attribution. Also Scale only. The keyword report stops being offered; the keyword data already recorded against your calls stays.
• Ad platforms. A tier with a limit will not let you connect a new platform beyond it. Existing connections keep working, and reconnecting one whose token expired is always allowed.
• Attribution models. Reports are computed on read, so nothing is lost — the models outside your tier simply stop being offered, and the comparison view names which ones they are.
• Numbers. Nothing is taken away. Numbers above the new allowance are charged at the overage rate instead.
• Transcription is not on this list. Every paid plan includes it, so moving between paid plans never stops your calls being transcribed.

Trials

There is no 14-day trial, and the free plan is what replaced it. The old trial handed out the top tier's features for a fortnight, including a tracking number — and a number costs real money for at least 90 days, so an account with no card on file could commit us to a bill. Free has no time limit instead, and no number.

So the honest description of trying Proofbell is: install the tag on a free account, confirm it is collecting your traffic and attributing it correctly, and then pay for Essential when you want a number and the calls that come with it.

A trial arranged with us still works the way it always did, and it is a different thing from the free plan: it is a real subscription to a named plan with the payment deferred, so it grants that plan in full, numbers included. If that is what you need, ask us — it is not something the checkout offers by itself.