People Data Labs Pricing: Your Match Rate Is the Price

People Data Labs is one of the few vendors in this category that publishes real numbers: Person Enrichment from around $98 a month, Company Enrichment from around $100 a month, billed as separate line items, with a free tier of 100 records a month and a per-record cost near $0.28 on the Pro plan according to third-party breakdowns of its published rates.

That transparency is genuine and useful. It also produces an unusual situation: the price list is public and still does not tell you what you will pay, because the billing unit depends on a property of your data rather than a property of the plan.

PDL charges one credit per successful match, meaning a request that returns nothing is not billed. That is a friendlier default than charging per attempt, and it removes the worst failure mode of paying for misses.

The consequence is that your bill scales with your match rate against PDL's dataset for your specific target population, not with your request volume. Two teams issuing an identical number of requests can receive very different invoices if one team's list happens to overlap the dataset better. Nothing on the pricing page can tell you which team you are, which makes a sample test against real target accounts the only reliable way to estimate cost.

The Person Search and Company Search endpoints accept a size parameter controlling how many records come back, between 1 and 100. Each returned record consumes its own credit, so a single search call requesting 100 results costs 100 credits.

This is documented and consistent, but it is easy to write an integration that quietly multiplies spend, because in code a search looks like one request. A nightly job paginating through results at size 100 consumes credits at a rate that bears no resemblance to the number of API calls in the logs.

Take a genuine sample of the accounts or people you actually need, not a convenient list, and run it against the free tier of 100 records. The match rate on that sample, applied to monthly volume, gives billable credits. Then add search separately, counting records returned rather than calls made.

Below a certain volume, per-match pricing is straightforwardly cheaper than any flat license, because you are paying for a small amount of usage instead of unlimited capacity you do not need. Low, irregular lookups are exactly the shape PDL suits, and its free tier makes the first test cost nothing. It also offers a Person Identify API and IP Enrichment that a narrower profile API does not have equivalents for.

The crossover arrives with continuous usage: an always-on enrichment pipeline, a full CRM backfill, or anything where volume is closer to constant than occasional. Credit pricing scales linearly with volume forever. For reference on the other shape, Kooperativa charges $499/mo, or $449/mo on a single annual payment, for unlimited requests across every endpoint within a shared 500 requests per minute rate limit, with no match accounting at all. Both are profile and firmographic products, and neither returns email addresses or phone numbers, so the comparison is like for like on data scope.