kitio.aiSmith.ai vs Formala
A side-by-side look at pricing plans, free tiers, features, pros and cons, updated for 2026. Formala has the lower starting price: about $19 a month, against $150 for Smith.ai.
At a glance
Best for
Category
Pricing model
Starting price
Free plan
Made by
Based in
Rating
Key features
- 24/7 AI call answering
- Live human agents
- Lead qualification and routing
- Appointment scheduling
- Call transcripts and summaries
- Clio and Zapier integrations
- 24/7 website chat
- Lead qualification
- Calendar booking
- Photo understanding
- Live chat takeover
- Slack, Zapier and webhook delivery
| Feature | Smith.ai | Formala |
|---|---|---|
| Best for | AI receptionist with optional live agents for small business calls | AI website receptionist that qualifies inquiries and books appointments |
| Category | Customer support | Customer support |
| Pricing model | Freemium | Freemium |
| Starting price | $150/mo | $19/mo |
| Free plan | Yes | Yes |
| Made by | Smith.ai, Inc. | Formala |
| Based in | United States | – |
| Rating | No ratings yet | No ratings yet |
| Key features |
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Pricing compared
Formala has the lower starting price: about $19 a month, against $150 for Smith.ai.
Free plan
Cheapest paid plan
Top plan
Free trial
3 plans
Free
Free
- 25 calls per month
- $3.00 per extra call
- 24/7 AI answering
- Scheduling and integrations
Pro
$150/mo
- 75 calls per month
- $2.00 per call
- Dedicated onboarding
- Phone, email and chat support
Enterprise
$500/mo
- 300 calls per month
- Custom AI prompting
- Unlimited custom integrations
- Multi-location support
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
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
Smith.ai
- Free tier with 25 calls a month
- Can hand calls to real people
- Test calls before going live
- Per-call charges add up with volume
- Custom prompting only on Enterprise
- Live agents cost extra
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
Which one should you choose?
Choose Smith.ai if you want:
- Free tier with 25 calls a month
- Can hand calls to real people
- Test calls before going live
Watch out: per-call charges add up with volume.
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.
Smith.ai vs Formala FAQ
What is the difference between Smith.ai and Formala?
Smith.ai: AI receptionist with optional live agents for small business calls. Formala: AI website receptionist that qualifies inquiries and books appointments. Both are customer support tools.
Is Smith.ai or Formala cheaper?
Formala has the lower starting price: about $19 a month, against $150 for Smith.ai.
Do Smith.ai and Formala have free plans?
Smith.ai: Yes. Formala: Yes.
Who makes Smith.ai?
Smith.ai is made by Smith.ai, Inc., based in United States.
Who makes Formala?
Formala is made by Formala.
Which should I choose, Smith.ai or Formala?
Choose Smith.ai if you value free tier with 25 calls a month and can hand calls to real people. Choose Formala if you value free plan with every core feature and books jobs, not just collects leads.