kitio.aiFormala vs subba
A side-by-side look at pricing plans, free tiers, features, pros and cons, updated for 2026. Formala starts at $19/mo and subba starts at See pricing page. Check both pricing pages for current plans.
At a glance
Best for
Category
Pricing model
Starting price
Free plan
Made by
Based in
Rating
Key features
- 24/7 website chat
- Lead qualification
- Calendar booking
- Photo understanding
- Live chat takeover
- Slack, Zapier and webhook delivery
- Phone and chat answering
- Diary booking
- Deposit and payment collection
- Text confirmations
- Optional website
| Feature | Formala | subba |
|---|---|---|
| Best for | AI website receptionist that qualifies inquiries and books appointments | AI receptionist that answers calls and chats and books appointments |
| Category | Customer support | Customer support |
| Pricing model | Freemium | Free trial |
| Starting price | $19/mo | See pricing page |
| Free plan | Yes | No, 30-day trial |
| Made by | Formala | subba |
| Based in | – | United Kingdom |
| Rating | No ratings yet | No ratings yet |
| Key features |
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Pricing compared
Formala starts at $19/mo and subba starts at See pricing page. Check both pricing pages for current plans.
Free plan
Cheapest paid plan
Top plan
Free trial
4 plans
Free
Free
- 10 conversations a month
- Every core feature
- Formala badge on widget
Starter
$19/mo
- 150 conversations a month
- Your own help center
- Learns from real chats
Growth
$39/mo
- 400 conversations a month
- Team seats
Pro
$79/mo
- 1,000 conversations a month
3 plans
Starter
£9.99/mo
- 50 AI enquiries a month
- Unlimited bookings
- Email support
Pro
£49.99/mo
- 300 AI enquiries a month
- Hosting if you add a website
Studio
£99.99/mo
- 750 AI enquiries a month
- For multi-location businesses
Prices in USD, checked Nov 5, 2026 or later. Plans change often, so confirm on each tool's site before you buy.
Pros and cons
Formala
- Free plan with every core feature
- Books jobs, not just collects leads
- Nothing to install beyond the widget
- Free plan allows 10 conversations a month
- Voice costs extra
- Free widget shows Formala branding
subba
- Unlimited bookings on every plan
- Low entry price
- Covers calls, chat and forms
- Prices only shown in pounds
- Texts and calls cost extra
- Aimed at UK-style local businesses
Which one should you choose?
Choose Formala if you want:
- Free plan with every core feature
- Books jobs, not just collects leads
- Nothing to install beyond the widget
Watch out: free plan allows 10 conversations a month.
Choose subba if you want:
- Unlimited bookings on every plan
- Low entry price
- Covers calls, chat and forms
Watch out: prices only shown in pounds.
Formala vs subba FAQ
What is the difference between Formala and subba?
Formala: AI website receptionist that qualifies inquiries and books appointments. subba: AI receptionist that answers calls and chats and books appointments. Both are customer support tools.
Is Formala or subba cheaper?
Formala starts at $19/mo and subba starts at See pricing page. Check both pricing pages for current plans.
Do Formala and subba have free plans?
Formala: Yes. subba: No, 30-day trial.
Who makes Formala?
Formala is made by Formala.
Who makes subba?
subba is made by subba, based in United Kingdom.
Which should I choose, Formala or subba?
Choose Formala if you value free plan with every core feature and books jobs, not just collects leads. Choose subba if you value unlimited bookings on every plan and low entry price.