PRICING

AI that does the work.
Not just tells you how.

Wafel is your AI business team: it watches your business, plans what to do,
and gets it done across marketing, sales and outreach. You approve.

Starter

Your business watched every night, your channels kept going

$249a month

15,000 credits a monthAbout 50 pieces a month: posts, reels, articles and newsletters

Your business watched every night, a morning brief every day
Your ads watched and fixed weekly
1,500 customer replies a month in your voice, every lead scored and followed up
200 creators, journalists and shops found, pitched and followed up for you
100 product pages a month fixed for Google and AI search

Start with Starter

Growth

Your marketing, run every week

$599a month

60,000 credits a monthAbout 150 pieces a month, on every channel

Give Wafel a goalBeta
Whole campaigns for every channel, plus a weekly article and seasonal gift guides
5,000 customer replies a month, 500 people pitched and followed up
Rival ads weekly, new ads written for you, new countries planned
500 product pages a month for Google and AI search

Start with Growth

Plus

Your marketing, run every day

$1,299a month

130,000 credits a monthAbout 300 pieces a month, on every channel

5 goals at a timeBeta
Twice the making of Growth, plus podcast drafts, community replies and a monthly press push
15,000 customer replies a month, 1,000 people pitched and followed up
Rival ads 3× a week
Team collaboration, priority on everything, and a quarterly strategy review

Start with Plus

Billed monthly. Start with your Blueprint for $19.99, taken off your first month. Chat with Wafel is on every plan, paid from your credits.

ARE YOU A CREATOR?

Creator · $149 a month · 12,000 credits

For creators, podcasters, photographers and writers: your month planned, your clips edited, your posts out on time, and brands pitched for you.

Start with Creator

Compare every feature 82 features in 12 groups

included, no credits used
made from your monthly credits
not on this plan

82 features. One connected workspace.

Show differences

Swipe or scroll across to compare all three plans.

Wafel business plans compared, feature by feature. All features shown.
YOUR WAFEL WORKSPACE	Starter15,000 credits$249 a monthChoose Starter	Growth60,000 credits$599 a monthChoose Growth	Plus130,000 credits$1,299 a monthChoose Plus

Give Wafel a goal: it plans the steps, does the work and re-plansBetaFor example “$20k a month online by March” or “stocked in 10 shops this season”. Planning and checking use no credits; the pieces it makes use your credits.	Starter—	Growth2 goals · weekly	Plus5 goals · daily
Chat with Wafel on every page and on your phoneSimple messages use about 0.2 credits each. Messages that read your data or search are priced by what they use.	Starter	Growth	Plus
Answers questions about your businessSales, orders, ads, visits, search, leads and money, from the tools you’ve connected.	Starter	Growth	Plus
Makes things just by asking“Make a launch campaign”, “turn these clips into a reel”, “a picture for Friday’s post”.	Starter	Growth	Plus
Changes anything just by askingYour words, tone, a section of your site, a product page. Re-making a picture, video or page uses credits.	Starter	Growth	Plus
Knows your brand: voice, style and real products	Starter	Growth	Plus
Writes and sends, only with your yesA teammate can approve too. Nothing is published, sent or spent until someone says yes.	Starter	Growth	Plus

Your business read every morning: sales, posts, inbox and ads on one screen	StarterDaily	GrowthDaily	PlusDaily
A weekly page of what Wafel did, what it got and what’s next	StarterWeekly	GrowthWeekly, with a senior review	PlusWeekly, with a senior review
A strategy brief on the state of your brand	StarterMonthly	GrowthWeekly	PlusWeekly
	Extra brief: 100 credits
“Why did sales move?” The reasons your data proves	StarterMonthly	GrowthWeekly	PlusWeekly + whenever you ask
	Extra check: 150 credits

Monthly credits for everything Wafel makesPictures, carousels, stories, product photos, AI models, AI reels, ads, articles, emails, press releases, pages and on-model pictures, in your voice with your real products.	Starter15,000	Growth60,000	Plus130,000
Campaign plans, with the reasons you can readIncluded: planning uses no credits. Making the pieces in a plan uses credits.	Starter4 a month	Growth12 a month	Plus30 a month
	Extra plan: 450 credits, with the price shown first
A whole campaign from one prompt, using the products in your online storePieces made from your credits.	Starter	Growth	Plus
Your own clips edited into finished reels	Starter10 a month	Growth30 a month	Plus60 a month
	Extra reel: 90 credits
Wafel keeps your channels going without being askedYou agree the rhythm once. Wafel then makes each piece from your credits, never past your monthly making limit, and nothing is posted until you approve it. Make as many more as you like, any time.	StarterPosts and stories every week, and a monthly newsletter	Growth+ weekly articles and seasonal gift guides	Plus+ product grids, podcast drafts, community replies and a press push
Your own avatar, trained on your likenessComing soon	Starter	Growth	Plus

Posting to every channel	StarterUnlimited	GrowthUnlimited	PlusUnlimited
Scheduled for you at the times your audience is listening	Starter	Growth	Plus
Results tracked for every post, and what worked shapes next month	Starter	Growth	Plus

Rival ad watch: every new ad labelled strong winner, steady, ended or too new to callDiscounts spotted, a one-line takeaway for each ad, and “Make similar”, which never copies their name. Search any rival on Meta and Google, and see who bids on your brand name.	StarterMonthly	GrowthWeekly	Plus3× a week
	Extra scan: 10 credits
Shopify’s real sales next to what Meta and Google claimYour shop’s own count of sales from ads, beside the number each platform reports.	Starter	Growth	Plus
Your winning look and video insightsYour winning look, checked against your past ads. Where people stop watching each video, cost per sale on Instagram and Google, and the landing pages that convert.	Starter	Growth	Plus
Search demand, and free demand you’re missingSearches and cost per click for each word, search terms you never chose that bring sales, and words you rank for but don’t advertise on. Each one labelled Proven, Worth testing or Untested.	Starter	Growth	Plus
What to advertise nextA best-seller that isn’t advertised, a new product’s first ad, occasions three weeks ahead, trending words and a review turned into an ad. One button: “Generate my next ad”.	Starter	Growth	Plus
Ads built in your voice: picture, carousel and videoStart from your best past ad, a post, a rival’s ad, a review or a TikTok trend. Google text ads within Google’s limits, using the word people searched and never claiming what your catalogue can’t back up. Your real Shopify discount, with Feed, Stories and Reels previews.	Starter	Growth	Plus
Meta and Google Search ads launched for you, created paused until you say yes	Starter	Growth	Plus
Google Shopping, Demand Gen, Display and YouTube ads; A/B tests and budget moves run for youComing soon	Starter	Growth	Plus
A plan for new countriesMarkets ranked by real search demand, with click cost and price fit. Only countries you ship to, budget split by country, and every claim labelled observed, assumed or forecast.	Starter—	Growth	Plus
Every change you approve, measured 7 days laterA hit rate after 10 changes, and lessons used only once you confirm them.	Starter	Growth	Plus
Your money protected: one daily cap, 24-hour undo, “Stop everything”One daily cap across all your ads, an undo on every change for 24 hours, and a claim check before launch (“lifetime warranty?”). “Stop everything” works on Meta ads today.	Starter	Growth	Plus
Broken tracking caught before any advice“Google can’t see your sales” spotted first, your Shopify sales sent to Meta, Merchant Center disapprovals flagged, and advice that knows your margins.	Starter	Growth	Plus
Weekly ads review: what to pause, what to scale, three new ads to tryComing soon	StarterMonthly	GrowthWeekly	PlusWeekly + a mid-week check
	Extra review: 140 credits

One inbox for email, Instagram, Facebook, WhatsApp and your website chat	Starter	Growth	Plus
Replies in your voice, ready for your yes	Starter1,500 a month	Growth5,000 a month	Plus15,000 a month
	Extra: 300 credits per 100 replies
Inboxes sorted into customers, leads, suppliers and noise	Starter2 mailboxes · 300 emails a day	Growth5 mailboxes · 1,000 a day	Plus10 mailboxes · 2,500 a day
	Extra: 650 credits per 1,000 emails · extra mailbox $5 a month
A chat assistant on your websiteIts replies count in the replies above.	Starter	Growth	Plus
Every new lead scored, with a follow-up task	Starter	Growth	Plus
CRM: where each contact came from and their path to buying	Starter	Growth	Plus
Forms, booking forms and mini apps for your site	Starter	Growth	Plus
Build your own mini appComing soon	Starter	Growth	Plus
Google reviews in, with an alert on a bad one	Starter	Growth	Plus

Rival watch: their posts, site, prices, products and adsComing soon	StarterMonthly · 3 rivals	GrowthWeekly · 7 rivals	PlusDaily · 15 rivals
	Extra rival: 100 credits a month
Fresh ideas from what’s trending in your niche	StarterWeekly	Growth2× a week	PlusDaily
Showing up in Google’s AI search	StarterMonthly	GrowthWeekly	PlusWeekly
	Extra check: 240 credits
Recommended by ChatGPT, Claude and Perplexity?	Starter—	GrowthMonthly	PlusWeekly
	Extra check: 760 credits (on Starter, any check costs 760 credits)
Search terms that reach your rivals but not youComing soon	Starter—	GrowthWeekly	PlusWeekly
Proven marketing tactics chosen for your situation, with the “because”Coming soon	Starter—	Growth	PlusWith measured tests
Reviews from Trustpilot and Google Maps	StarterWeekly	Growth2× a week	PlusDaily
	Extra pull: 200 credits
Your brand mentioned across the webComing soon	StarterWeekly	GrowthDaily	PlusDaily
	Extra check: 10 credits

Journalists, creators, shops, podcasts to guest on, partner brands and business buyers: found, pitched and followed up	Starter200 people a month	Growth500 people a month	Plus1,000 people a month
	Extra person: 30 credits
Contact emails found and checked	Starter100 a month	Growth250 a month	Plus750 a month
	Extra email found: 50 credits
Opportunity Scout: opportunities found for you before they pass	StarterKey dates, seasons and your own sales: weekly	Growth+ awards, fairs, shops, partners and creators: monthly	Plus+ awards and fairs weekly, open calls, gift-guide deadlines in season
Journalist requests, with replies draftedComing soon	Starter—	GrowthWeekly	PlusDaily
Press release written for you	StarterWritten	GrowthWritten	PlusWritten
	Sending it to news sites: from $39 (400+ sites) to $229 (AP News, USA Today and more)
Your media kit, kept up to date	Starter1 refresh a month	Growth1 a month	Plus4 a month
	Extra refresh: 60 credits

Websites, landing pages and a digital magazine, designed and built for youComing soon	StarterFirst site up to 5 pages	GrowthUp to 10 pages	PlusUp to 20 pages
	Extra page: about 400 credits
Live sites and visits	Starter3 sites · 25,000 visits	Growth20 sites · 100,000 visits	Plus100 sites · 300,000 visits
	More visits: $55 / $50 / $45 per 100,000
Your own domain	Starter	Growth	Plus
Email flows, and sends paid as you go	Starter$25 per 10,000	Growth$20 per 10,000	Plus$15 per 10,000
Your whole site checked every day	StarterDaily	GrowthDaily	PlusDaily
Every product page fixed for Google and AI search, written back to your store	Starter100 products a month	Growth500 a month	Plus2,000 a month
	Extra product: 20 credits
SEO data and a search plan	StarterMonthly	GrowthMonthly	PlusEvery 2 weeks

Podcast hosting	Starter20,000 downloads · 25 GB	Growth50,000 · 50 GB	Plus150,000 · 200 GB
	Extra: 500 credits per 50,000 downloads or 25 GB
Notes, transcripts and clips for each episode	Starter	Growth	Plus
Next-episode outline	Starter1 a month	Growth2 a month	Plus4 a month
	Extra outline: 20 credits
Episodes and audiograms made with AI voices, including your own cloned voice	Starter	Growth	Plus

Invoices and receipts read from your inbox; Xero kept in sync	Starter100 a month	Growth500 a month	Plus2,000 a month
	Extra document: 10 credits
Invoices and payment links sent from Wafel	Starter	Growth	Plus
HR and payroll, with reminders before pay day and contract deadlines	Starter	Growth	Plus
Contracts in one placeReading your contracts and HR documents for you is coming soon.	Starter	Growth	Plus
Shopify store and suppliers kept up to date	Starter	Growth	Plus
Connects to your tools: Shopify, Meta, Google, Xero, WhatsApp and more	Starter	Growth	Plus

People working in Wafel	Starter2	Growth5	Plus10
	Extra person: $5 a month
People who only approve or view	StarterUnlimited	GrowthUnlimited	PlusUnlimited
A persona for your brand: its own voice, face and social accounts	Starter$29 a month	Growth1 included	Plus3 included
	Extra persona: $29 a month
Unused credits roll over	Starter1 month, up to half	Growth1 month, up to half	Plus1 month, up to half
Top-up credits	StarterList price	Growth10% off	Plus15% off
Priority on everything	Starter—	Growth	Plus
Several projects at once	Starter—	Growth—	Plus
Quarterly strategy review	Starter—	Growth—	Plus
Run another brand	StarterIts own plan	GrowthIts own plan	PlusIts own plan
	Start with Starter	Start with Growth	Start with Plus

QUESTIONS

What are credits?

Monthly credits for everything Wafel makes: pictures, carousels, stories, product photos, AI models, AI reels, ads, articles, emails, press releases, pages and on-model pictures, in your voice with your real products. You see the cost before anything is made.

What does a month of credits make?

One example mix for Growth: 60 social posts, 8 carousels, 30 stories, 30 reels cut from your clips, 6 AI reels, 6 ads, 4 blog articles, 4 newsletters and 1 landing page, ≈ 57,080 of your 60,000 credits. Swap freely: more video, more pictures, more pages.

What uses no credits?

Everything in the compare table is included in your plan and uses no credits, except chat and the things Wafel makes (posts, videos, ads, articles, pages), which come from your monthly credits.

Does chatting with Wafel use credits?

Simple messages use about 0.2 credits each. Messages that read your data or search are priced by what they use.

Does anything go out without me?

No. A teammate can approve too. Nothing is published, sent or spent until someone says yes.

Do unused credits roll over?

For 1 month, up to half.

Can I run another brand?

Each brand has its own plan.