---
title: "Setter AI (TrySetter) Pricing, Explained"
slug: setter-ai-pricing
author: "Leonardo Maldonado"
category: "Tools & Alternatives"
articleType: product-review
tags: ["TrySetter pricing","Setter AI cost","Setter AI credits","Setter AI free trial"]
publishedAt: 2026-09-30T09:00:00.000Z
updatedAt: 2026-09-30T09:00:00.000Z
canonical: https://setluca.com/blog/setter-ai-pricing
---# Setter AI (TrySetter) Pricing, Explained

> Setter AI (TrySetter) pricing runs on a monthly lead cap, billed monthly or yearly. In 2026 its page lists a free plan (10 leads), Hobby $49/mo (50 leads), Standard $199/mo (250 leads), Pro $499/mo (750 leads), and a quote-only Custom tier above that. No trial is listed for paid tiers.

## Key takeaways

- Setter AI pricing runs on a monthly lead cap: Free $0 (10 leads), Hobby $49/mo (50), Standard $199/mo (250), Pro $499/mo (750), and a quote-only Custom tier above that, per trysetter.com in 2026.
- Standard is the plan trysetter.com's own pricing page labels "MOST POPULAR." Its 250-lead cap sits between Hobby's 50 and Pro's 750, with no credits, promo badges, or struck-through pools anywhere on the page anymore.
- Yearly plans list $490, $1,990, and $4,990 a year for Hobby, Standard, and Pro -- the same lead caps as monthly billing, for about two months free.
- Setter AI's pricing page lists no trial for its paid tiers, but it does have a genuine $0 free plan (10 leads, 100 messages, 1 AI Sales Agent); paid tiers start at $49/mo.
- The subscription isn't the whole bill. WhatsApp charges per delivered message and US SMS carries per-message carrier fees, both billed outside the software (Meta, Twilio 2026).

---

I'm Leonardo, founder of Luca, which competes in this category, so take my bias as read. Every Setter AI number below came off their own pricing page on September 25, 2026, and I've shown the sums so you can check them.

## What are you actually paying for?

You're buying lead volume, not seats. Each plan card is headed by a monthly lead cap rather than a feature list, and every lead the AI works draws that cap down. What you get for it is a fully automated setter that replies in about 10 seconds across WhatsApp and a website chat widget on every paid tier (SMS is available only on the quote-only Custom tier). Instagram DMs are not a listed channel, and that gap does most of the damage to the math below. For the feature walk-through, see the [Setter AI review](/blog/setter-ai-review).

## What are Setter AI's pricing tiers in 2026?

| Plan | Billing | Listed price | Leads/mo | Channels | Effective $/lead |
| --- | --- | --- | --- | --- | --- |
| Free | Monthly | $0/mo | 10 | WhatsApp, Website Embed | $0.00 |
| Hobby | Monthly | $49/mo | 50 | WhatsApp, Website Embed | $0.98 |
| Standard | Monthly | $199/mo | 250 | WhatsApp, Website Embed | $0.80 |
| Pro | Monthly | $499/mo | 750 | WhatsApp, Website Embed | $0.67 |
| Custom | Quote-only | Custom quote | 750+ | All channels, including SMS | Varies |
| Hobby / Standard / Pro | Yearly | $490 / $1,990 / $4,990 a year | 50 / 250 / 750 | Same as monthly | ~2 months free |

_Source: trysetter.com/pricing (retrieved September 25, 2026). Standard carries a "MOST POPULAR" badge; there's no promo badge or struck-through count on any plan._

Two things are worth knowing about how the page prices this now. There's no credit system left to second-guess: the lead cap is the same whether you pay monthly or commit to a year, so there's no annual-total-versus-monthly-refill ambiguity to chase down. And Hobby, Standard, and Pro's yearly prices land at exactly ten months' worth of the monthly rate -- Setter AI's version of "two months free."

Every tier runs the same engine. Pro adds a dedicated developer, priority feature requests, and 1-1 onboarding; Custom is quoted individually and is the only tier with SMS.

## What does a Setter AI credit actually consume?

It doesn't, anymore. Setter AI's current pricing page has dropped credits entirely: every tier is priced against a monthly cap on leads worked, not a credit pool, and messages themselves are unlimited on every paid tier. One stale help-center answer still uses "per lead pricing" language, which reads as a leftover from the old model rather than evidence a credits system is still live. What's still unclear is what counts as one "lead worked." Ask support three things:

1. Does a lead who never replies still count against the monthly lead cap?
2. If the same person messages back and forth for days, does the whole thread still count as one lead?
3. If the same person submits two forms in a month, does that count once or twice?

The answers still matter even with unlimited messages, because only the lead count caps your tier. A setup where a returning contact counts as a new lead each time fills your cap far faster than one where each person counts once no matter how often they write back.

## What does Setter AI cost per lead?

Divide the price by the lead cap and you get the headline rate. It falls as the tiers climb: $0.98 on Hobby, $0.80 on Standard, $0.67 on Pro.

**Chart:** Setter AI's effective cost per lead falls from about $0.98 on Hobby to $0.67 on Pro as monthly volume rises. (Source: Setter AI pricing via trysetter.com/pricing (retrieved September 25, 2026); cost per lead = monthly price / lead cap.)

At Hobby you commit $49 whether you work 50 leads or 4. For market context, see [how much an AI appointment setter costs](/blog/how-much-does-an-ai-appointment-setter-cost).

## What does Setter AI cost at six different lead volumes?

Sticker price and real price come apart fast once you stop filling the cap. Below is the cheapest plan that covers you at six monthly lead counts.

| Leads worked/mo | Cheapest monthly plan | Cost per lead | Cheapest yearly plan | Cost per lead | Leads unused |
| --- | --- | --- | --- | --- | --- |
| 10 | Free $0 | $0.00 | Free $0 | $0.00 | 0 |
| 50 | Hobby $49 | $0.98 | Hobby $490/yr | $0.82 | 0 |
| 150 | Standard $199 | $1.33 | Standard $1,990/yr | $1.11 | 100 (40%) |
| 250 | Standard $199 | $0.80 | Standard $1,990/yr | $0.66 | 0 |
| 500 | Pro $499 | $1.00 | Pro $4,990/yr | $0.83 | 250 (33%) |
| 750 | Pro $499 | $0.67 | Pro $4,990/yr | $0.55 | 0 |

_Cost per lead = plan price / leads worked; yearly figures use the annual price / 12 as the effective monthly rate. Source: trysetter.com/pricing (retrieved September 25, 2026)._

The curve is brutal in the middle. At 500 leads you pay about 50% more per lead than at 750, because you've bought a cap you can't fill. Plan around the edges at 50, 250, and 750.

Cost per booked call is the number that decides this. Hobby's 50 leads turning into 30 conversations at a 20% book rate is 6 calls for $49, about $8.17 each. The same $49 against 5 conversations is $49 a call. The [AI appointment setter ROI](/blog/ai-appointment-setter-roi) breakdown has the model.

## What's included, and what costs extra?

Every plan includes lead-form connections, Zapier, Calendar and Calendly booking, onboarding and email support (trysetter.com). Three costs sit outside that monthly fee.

**WhatsApp message fees.** Meta charges you per message delivered. Its 2026 pricing sorts messages into marketing, utility, authentication, and service; service messages are free, so are utility replies to a user, and everything is free for 72 hours after someone clicks an ad that opens WhatsApp (whatsappbusiness.com). Marketing templates are where the meter runs, so re-opening a cold thread lands on a separate Meta bill. Our [WhatsApp 24-hour window](/blog/whatsapp-24-hour-window) explainer covers when a reply is free.

**SMS and carrier fees.** Twilio's 2026 US prices start at $0.0083 an outbound message, plus carrier fees of $0.0035 on AT&T and $0.0045 on T-Mobile and Verizon (twilio.com). US A2P 10DLC numbers -- the ten-digit numbers carriers make you register for business texting -- carry sign-up fees on top. At 5,000 leads and three touches each, those fractions turn into a real line on the bill.

**Plumbing.** Zapier connects, but the Zapier plan running multi-step workflows into your CRM is your bill.

## A worked example: Priya's actual bill

Priya is a business coach with a group program to sell. It's $4,000, and her inbound runs about 210 conversations a month: 150 as Instagram DMs off Reels, 60 through a Meta lead form that routes to WhatsApp. She's looking at Setter AI. Instagram DM isn't a listed channel, so only 60 of those leads can be worked at all -- and at 60 leads a month, Hobby's 50-lead cap isn't enough, so she'd need Standard at $199/mo. That one fact does most of the work:

- **Leads it can reach:** 60 of 210 (29%)
- **Cost per reachable lead:** $199 / 60 = $3.32
- Leads used: 60 of 250, leaving 190 unused
- **Calls booked** at a 25% book rate: 15
- **Cost per booked call:** $199 / 15 = $13.27
- **Closes** at 1 in 5: 3 clients x $4,000 = $12,000
- **Fee as a share of that revenue:** 1.7%

Under two percent of revenue for hands-off booking is a fair trade, and by that measure the tool works for her. The problem is the other 150 conversations. They still land in her Instagram inbox, still need a reply inside the hour, and still get answered by her thumbs at 11pm. Going yearly drops her cost per reachable lead to $2.76 and locks up $1,990 for a channel carrying under a third of her leads. The comparison she should run is one flat-priced tool across all 210, or the salaried route in [hire a setter vs AI](/blog/hire-a-setter-vs-ai).

## How does Setter AI compare with seven alternatives on price?

Price is the wrong first question here. This market runs several different meters, and what a tool _counts_ matters as much as what it charges. Setter AI's published ladder no longer sits at the expensive end -- it now has a free tier and a $49 entry price -- but its lead cap still scales cost with volume in a way flat-priced tools don't. Prices below came off each vendor's own page on September 25, 2026.

| Tool | Pricing model | Entry price | The meter counts | Free tier or trial |
| --- | --- | --- | --- | --- |
| Setter AI | Lead-capped flat monthly | Free; $49/mo | Leads worked/mo | Yes -- free plan |
| ManyChat | Flat + contacts | Free; $17/mo | Active contacts (overage $0.10 to $0.004) | Free 25-contact plan |
| Chatfuel | Flat | Free; $69/mo Business | Plan usage limits | Free plan + trial |
| Tidio | Flat + conversations | Free; $24.17/mo (annual) | Billable conversations, Lyro AI chats | Free plan, 7-day trial |
| respond.io | Flat + contacts | $79/mo | "Contacts you talk to" | 7-day trial |
| Intercom (Fin) | Seat + outcome | $29/seat/mo + $0.99/outcome | Resolved AI conversations | Free trial |
| Luca | Flat monthly | $99/mo | Nothing per lead | 7-day free trial |
| Human setter | Salary | ~$41,415/yr | Nothing | No |

_Sources: trysetter.com, manychat.com, chatfuel.com, tidio.com, respond.io, intercom.com pricing pages (all retrieved September 25, 2026); Salary.com appointment setter salary, 2026._

Read the comparison table by the meter column, not the price column. Tools that count contacts punish list growth even when those contacts never talk to you. Intercom only charges when its AI resolves something, which is the fairest structure here. Lead caps charge nothing extra as long as you stay under the cap, then force an upgrade. Flat tools charge nothing per lead and cap your volume instead. A salaried setter averaged $41,415 a year in 2026 (Salary.com); even Setter AI's published Pro tier, its highest listed price, costs $5,988 a year, well under that line -- the quote-only Custom tier is where volume could close the gap. The [best AI appointment setter software](/blog/best-ai-appointment-setter-software) roundup compares models; [ManyChat pricing](/blog/manychat-pricing) covers contact metering.

## How do you read the quote before you sign?

You buy through a booked call, not a self-serve checkout, so the quote you get may not match the page. Get these answers in writing:

1. **Is the lead cap you were quoted the same as the published tier, or a custom Custom-tier number?** Ask what happens at renewal.
2. **What counts against your lead cap?** Get the rule for a lead who never replies, for each follow-up, and for the same person filling the form twice.
3. **Do unused leads roll over?** Assume they don't, then price your worst month, not your average.
4. If you're quoted Custom pricing, is the lead cap fixed or does it flex with volume? Get the number in writing, since Custom isn't on the published page.
5. **What happens when **you hit the lead cap mid-month? Ask whether leads queue, stop, or auto-upgrade.
6. **Which channels are live for your account?** Instagram DM isn't listed, and SMS is Custom-tier only.
7. **What's the refund position on an annual plan?** You're committing $490 to $4,990 up front.

## Edge cases the pricing page doesn't cover

**The lead who replies once and vanishes.** Plenty of inbound conversations die after one message. Whether that half-conversation counts a full lead against your cap is the difference between a real price of $0.98 and one nearer $2, on Hobby.

**Launch months.** A coach mid-launch might do 4x normal volume in a week, and a cap sized to your average empties on day nine. Lead-capped pricing punishes spiky funnels, and DM businesses are spiky by nature. Course launches are the sharpest version of this, and [getting students for your online course](/blog/ai-setter-for-course-creators) covers that window.

**Two brands.** Two offers with two lead forms may need two subscriptions -- two Hobby plans is $98 a month, two Standard plans is $398.

**Leads in far-off time zones.** The AI replies in about 10 seconds at any hour, which beats a human setter outright. The cost lands on WhatsApp: a reply sent 30 hours after a lead's last message falls outside the free service window and needs a paid template (whatsappbusiness.com).

**A lead who already bought.** If your form doesn't screen existing clients, the AI works them like new leads.

## Troubleshooting a Setter AI bill that doesn't add up

| Symptom | Likely cause | Fix |
| --- | --- | --- |
| Bill is identical in a slow month | Plans are a flat lead cap, not usage billing | Drop to the tier your three-month average fills |
| Lead cap hit before month end | Every touch from the same person counts as a new lead | Get the per-touch rule in writing; cap sequences at 3-4 touches |
| Quoted lead cap doesn't match the pricing page | You were quoted a custom Custom-tier number, not a published tier | Get the exact cap in writing before you sign |
| Same lead cap feels tighter some months | A returning contact may count as a new lead each time | Confirm whether repeat contacts reset or reuse their original lead count |
| A separate invoice arrived from Meta or Twilio | WhatsApp and SMS bill per delivered message, outside the subscription | Forecast channel fees separately; service-window replies are free, marketing templates aren't |
| Instagram leads never got worked | Instagram DM isn't a listed Setter AI channel | Route Instagram to a tool that covers it |

## Which mistakes do coaches make buying credit-based pricing?

**Chasing the best per-**lead rate. Pro's $0.67 rate is only cheap if you fill 750 leads a month. At 150 it works out at $3.33 each on Pro -- Standard would be the cheaper fit at that volume.

Assuming Custom pricing matches the published ladder. Custom is quoted individually once you're over 750 leads a month -- get the actual number before you plan around it.

**Signing a year before you know your burn rate.** Two months of monthly billing tells you what you really use. Committing $490 to $4,990 on a guess can leave most of a cap unused.

**Ignoring the channel gap.** Buying a WhatsApp tool for an Instagram funnel is the most expensive mistake here -- and SMS itself only ships on the quote-only Custom tier. The tool works perfectly and still misses most of your leads. The [best AI DM setter](/blog/best-ai-dm-setter) roundup covers what does.

**Forgetting messaging fees.** Meta and the US carriers bill separately, and waking up cold threads with templates at volume adds a real percentage on top.

## When is Setter AI genuinely the right buy?

**Buy it if** your inbound arrives on WhatsApp or website chat (or on SMS, if you're on the Custom tier); you work enough leads to justify Standard or Pro; your flow is steady rather than launch-driven; and you want the AI to run without anyone checking it. At Pro's 750-lead cap, $0.67 a lead for a ten-second reply is easy to defend, and no flat-fee tool goes as deep on automation.

**Don't buy it if** most of your leads are Instagram DMs, you're under about 30 leads a month, your volume swings with launches, or you want to approve replies before they send. Below 30 the fixed $49 swamps everything and your real price runs past $1.50 a lead.

**Do both if** paid traffic goes to a WhatsApp form and your organic leads land in DMs. Two tools is more admin, and it still beats paying a per-lead price for leads a flat tool covers for nothing.

**Hire a human instead if** your close depends on relationship work no script reaches, and you can carry a salary averaging $41,415 a year (Salary.com, 2026).

## Is there a free trial?

No trial for paid tiers, but yes -- there's a genuine free plan. The pricing page lists no trial, but its $0 Free plan gives 10 leads, 100 messages, and 1 AI Sales Agent; paid tiers start at $49/mo (trysetter.com/pricing, checked September 25, 2026).

Chatfuel, Tidio, respond.io, and Intercom all list free trials, and ManyChat, Chatfuel, Tidio, and now Setter AI itself run free tiers that never expire (each vendor's pricing page, 2026). Setter AI's Free plan caps out fast at 10 leads and 1 AI Sales Agent, so a real volume test still means paying -- Hobby starts that at $49. If a free tier matters more to you than how deep the automation goes, the [best Chatfuel alternative for coaches](/blog/chatfuel-alternative-for-coaches) weighs that route.

## How does Setter AI pricing compare to Luca?

Luca prices flat monthly. Plans are Starter $99, Pro $249, and Scale $499 a month, and your bill stays the same whether you work 30 DM conversations or 300. Luca also replies automatically by default, with the option to switch any channel to review, and replies only to people who messaged you first, never cold outreach. A coach's voice in DMs is the product, and one off-brand automated reply can cost a sale a quick approval would have saved.

| Factor | Setter AI (TrySetter) | Luca |
| --- | --- | --- |
| Pricing model | Lead-capped flat monthly | Flat monthly |
| Entry / top price | Free / $499 a month published (Custom is quote-only) | $99 / $499 a month |
| Cost scales with volume | Yes | No |
| Main channels | WhatsApp, website chat (SMS on Custom only) | Instagram, WhatsApp, Telegram, Messenger |
| Human review available | No | Yes, per channel (off by default) |

_Sources: trysetter.com/pricing (retrieved September 25, 2026); Luca rows reflect current product and _[_Luca's pricing_](/pricing)_._

The [Setter AI alternative for coaches](/blog/setter-ai-alternative-for-coaches) guide weighs both on channels and control rather than price alone.

## One honest note on price

Cheaper isn't automatically the right call. I'd rather say that plainly than pretend otherwise while selling a $99 plan. Setter AI's price buys real speed and hands-off work at scale. For a business working 750 leads a month on Pro, $0.67 a lead to have every one answered in ten seconds pays for itself many times over, and that's WhatsApp volume (plus SMS, on the Custom tier) at a scale Luca, an Instagram-first tool, isn't built around.

Luca's flat price buys Instagram coverage Setter AI doesn't list, built for a different kind of week. The ceiling is channel fit, not capacity. If most of your replies run through WhatsApp (or SMS, on a Custom quote), buy the automated tool.

Match the pricing model to your lead flow first, then the channels, then how much control you want. Read the vendor's own page before you buy, since tier caps and Custom quotes change without notice.


## FAQ

### How much does Setter AI cost?

As of 2026, Setter AI pricing runs on a monthly lead cap. Its page lists a Free plan at $0/mo for 10 leads, Hobby at $49/mo for 50, Standard at $199/mo for 250, and Pro at $499/mo for 750, plus a quote-only Custom tier above that (source: trysetter.com/pricing). Yearly billing runs $490, $1,990, and $4,990 a year for Hobby, Standard, and Pro -- the same lead caps, for about two months free.

### What is a Setter AI credit?

Setter AI's page no longer uses "credits." Its current pricing runs on a monthly lead cap by tier: Free (10 leads), Hobby $49/mo (50), Standard $199/mo (250), Pro $499/mo (750), and Custom for 750+ (quote-only). One stale help-center answer on the site still mentions "per lead pricing," which reads as a site inconsistency rather than evidence of a live credits system (verified against trysetter.com/pricing, September 25, 2026). Effective rates run $0.67 to $0.98 per lead across the published tiers.

### Does Setter AI have a free trial?

No trial, but yes -- a free plan. As of 2026, Setter AI's pricing page lists no trial for paid tiers, but it has a genuine $0 Free plan (10 leads, 100 messages, 1 AI Sales Agent) (source: trysetter.com/pricing). Paid tiers start at $49/mo. Chatfuel, Tidio, respond.io, and Intercom all list free trials on their 2026 pricing pages, so a trial -- rather than a capped free plan -- is available elsewhere in this category if testing first matters to you.

### Why is Setter AI so expensive for a coach?

Because it's priced by a monthly lead cap that punishes uneven volume. A coach working 150 leads a month needs Standard ($199/mo, 250-lead cap, since Hobby's 50-lead cap won't cover it), for an effective $1.33 per lead -- well above Standard's $0.80 rate at full use (source: trysetter.com/pricing), which is why flat-priced tools fit that profile better.

### What costs extra on top of Setter AI's subscription?

WhatsApp and SMS charges bill separately. Meta charges per delivered message, with service messages and in-window utility replies free, plus a 72-hour free window after an ad click (source: whatsappbusiness.com). Twilio's 2026 US SMS pricing starts at $0.0083 a message plus carrier fees of $0.0035 to $0.0045 (source: twilio.com).

### How does Setter AI pricing compare to Luca's?

Setter AI charges a monthly lead cap starting free, then $49, $199, or $499/mo (Custom above that), so you upgrade tiers as volume grows. Luca charges flat: $99, $249, or $499/mo, so your bill stays put regardless of how many DMs you work. Setter AI's paid tiers cover WhatsApp and website chat only -- SMS is available on its Custom tier; Luca is Instagram-first, replying automatically with review optional per channel. See Luca's pricing for the full plans.

### Does Setter AI charge for follow-up messages?

No -- messages are unlimited on every paid tier (Hobby and up); only the number of leads worked each month is capped. Free is the exception, capped at 100 messages as well as 10 leads. So a five-touch sequence on a paid tier doesn't cost more than a one-touch reply -- it's the lead count, not the message count, that determines your bill (source: trysetter.com/pricing).

### Is annual billing worth it on Setter AI?

Yes, it works out to about two months free (~17% off): Hobby runs $490/yr instead of $588, Standard $1,990/yr instead of $2,388, and Pro $4,990/yr instead of $5,988 (source: trysetter.com/pricing). Unlike the old credit ladder, the lead caps stay the same whether you pay monthly or yearly, so there's no pool-total-versus-monthly-refill ambiguity to confirm before committing.


## Sources

1. [Setter AI (TrySetter) -- pricing](https://www.trysetter.com/pricing)
2. [Setter AI (TrySetter) -- product and channels](https://www.trysetter.com/)
3. [WhatsApp Business Platform -- pricing](https://whatsappbusiness.com/products/platform-pricing/)
4. [Twilio -- US SMS pricing](https://www.twilio.com/en-us/sms/pricing/us)
5. [Manychat -- pricing](https://manychat.com/pricing)
6. [Chatfuel -- pricing](https://chatfuel.com/pricing)
7. [Tidio -- pricing](https://www.tidio.com/pricing/)
8. [respond.io -- pricing](https://respond.io/pricing)
9. [Intercom -- pricing](https://www.intercom.com/pricing)
10. [Appointment Setter Salary (Salary.com)](https://www.salary.com/research/salary/hiring/appointment-setter-salary)

---

Published by SetLuca, the company behind Luca.