How much does cold email software cost? What to check

As a concrete cold email software cost example, Waving's Multi-brand plan costs £75 a month including VAT, with 2,500 sends a month and 1,250 AI credits.

For a UK business comparing options, use that as a specific product example, not a market-wide price range. Build your comparison around the number of people you intend to contact, the follow-ups you want to send and the domains you need. Then ask each supplier to price that same workload, including VAT and any separate services you would need.

What does the monthly price include?

Start with the allowance rather than the plan name. Write down what you need for an ordinary month, then check each item against the quoted subscription. Do not treat a large allowance as a reason to buy unless you have a useful way to use it.

• Sending allowance: ask what counts as a send, including first emails, follow-ups and any other messages.
• Writing allowance: check how AI credits are charged and whether rewriting a draft uses more credits.
• Account scope: confirm the number of businesses, sending domains and people covered by the price.
• Billing terms: check VAT, payment frequency, cancellation terms and whether the advertised monthly figure requires an annual commitment.

Are sends and AI credits the same thing?

Waving uses one AI credit to write a lead's first email and follow-up together. Its AI credit allowance therefore covers people written for, rather than individual emails.

Keep two separate estimates when budgeting: the number of new prospects you want drafts for, and the number of messages you intend to send. Ask other suppliers to explain their units just as clearly. Avoid comparing two credit allowances until you know what each credit buys.

Waving cancels the follow-up when a recipient replies.

For your budget, allow room for the full sequence you plan to use rather than assuming every first email will receive a reply. Keep any sales forecast separate from the software allowance: choose a plan for the activity you can manage, not for an assumed number of customers.

How much do extra sends and AI credits cost?

Waving offers top-ups of 500 additional sends for £6 and 250 additional AI credits for £12, with VAT included in both prices.

Compare a normal month and a busier month before committing. Ask for the total subscription and top-up cost for each, rather than looking only at the entry price. Also check whether unused allowances expire, whether top-ups renew automatically and whether you must move to a different plan to buy more capacity.

Use this budgeting checklist: subscription, plus the extra sends you expect to need, plus extra writing credits, plus any separately quoted services. Keep those lines separate so you can see exactly what changes when your outreach grows.

What should you check about extra domains?

Waving's Multi-brand plan is intended for several businesses or one business with several sending domains.

When comparing domain support, ask separately about software access, domain registration and email account charges. Get confirmation of which items are included rather than interpreting “multiple domains” as an all-in price.

Waving applies a warm-up period to each new domain and a sending cap across all of a customer's domains.

Before paying for more domains or sends, check the practical sending schedule as well as the monthly allowance. Read Waving's acceptable use policy for its volume and pacing requirements.

Does the price include finding prospects?

Waving is not a prospect-finding service.

If you need a separate source of prospects, include its quoted cost in your comparison. If you already have a suitable list, ask how you would bring it into the software. Keep prospect research and sending software as separate budget lines unless a supplier explicitly includes both.

What work will you still need to do?

Waving requires approval of each outreach email before sending it.

Include review time in your buying decision. Decide who will check the drafts, how often they will do it and who will handle replies. Choose an allowance that fits that working routine rather than buying capacity you cannot comfortably review.

Next, write down your expected monthly prospects, maximum messages and required domains. Compare those figures with Waving's pricing, then ask about any uncertain allowance or separate charge before choosing your plan.