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By data · B2B data APIs

B2B data API: who carries the whole record

Thirteen providers in the directory return four or more kinds of B2B record from one key. This page maps them by breadth, coverage and license, and sends you to the narrower pages when one field is all you need.

Short answer

Apollo covers search, enrichment and sequencing on one credit balance from $49 a seat, and People Data Labs is the one whose standard terms cover showing its data inside your product. Clay fans one table out to 150+ providers when no single source covers your list.

See the 13 providers All 52 GTM APIs
unit-cost.txt entry plans
apollo · 1 credit$0.0196
leadmagic · 1 credit$0.0198
findymail · 1 credit$0.0198
reverse contact · 1 credit$0.02
clay · 1 data credit$0.0452
From $0.0196 to $0.0452: the unit decides more than the vendor unit prices, read 24 Oct 2026 or later
13providers compared here
7usable at zero cost
2bill per call, no floor
11ship an MCP server
The use case

What "B2B data" actually covers

A B2B data API is a key that returns facts about businesses and the people in them. The phrase covers at least eight different kinds of record, and a provider that is excellent at one of them can be thin or absent on the next: work emails, personal emails, mobile numbers, firmographics, technographics, job postings, job changes and LinkedIn profiles.

This page lists the providers that carry four or more of those, chosen by the data types on each record rather than by hand. Breadth is the reason to start here. If you are buying one integration that has to return a person, their company and something about what that company is doing, these are the vendors that can do it from one contract.

If you only need one field, a narrower page is the better start. The person side is on people data APIs, the company side on company data APIs, and the stack on technographic data APIs.

Breadth is only the first of three axes. The other two, where the data is strong and what the license lets you do with it, decide more real buying decisions than the count of fields does, and they are the part a vendor page leaves to the contract.

Breadth

Who carries how much of the record

Counted off the directory's own records, two providers carry all eight kinds of B2B record, and they get there in opposite ways. Crustdata sells its own data and prices every call by what comes back. Clay is a router in front of everybody else's, a waterfall across more than 150 providers behind one bill.

The rest cluster in five groups. The groups matter more than the count, because a provider that carries a field does not always carry it everywhere you sell.

  • A platform behind one key. Apollo covers sourcing, enrichment and sending behind a single key, with its own database underneath.
  • Sales intelligence databases. ZoomInfo, Cognism and Lusha carry contacts, firmographics, technographics and intent, and RocketReach adds personal emails.
  • Datasets sold as a license. People Data Labs sells person, company, job title and school datasets under one key, with bulk and search endpoints designed for warehouse loads.
  • Waterfalls and finders. FullEnrich runs a waterfall as one API call with one bill, and LeadMagic and Findymail price every operation to the credit and charge on success.
  • LinkedIn-led enrichment. Wiza and Reverse Contact start from a profile URL and return the person and the company around it.

Breadth on a record is a ceiling, not a promise. Test the fields you will actually use against your own list before the count of fields decides anything.

Coverage

Where each dataset is strong

No B2B data API is equally good everywhere, and the honest version of a coverage claim is the region a provider is strongest in. The directory records most of these as global, two as North America first, ZoomInfo and RocketReach, and one as strongest in EMEA: Findymail, on email, since its mobiles exclude the EU. Test the North American pair harder on a European list than on a US one.

Mobile numbers are where coverage gaps hurt most and are stated least. ZoomInfo puts mobile numbers on Enterprise only. Findymail returns mobiles for non-EU contacts only, at 10 credits each. Apollo charges 9 credits when a mobile comes back against 1 for an email, so a phone-heavy list moves the bill more than any coverage claim does.

Waterfalls exist because of this. Clay and FullEnrich both send a row to several sources in turn, so a gap in one database is covered by the next, and the price you pay is the price of whichever source answered. That is the practical answer to "who has the best coverage": the one that is allowed to ask everybody.

Run any of these on 200 rows from your own target market before you sign, and count found, correct and bounced separately. A vendor's match rate is measured on its list, not yours.

Signals

Job changes and job postings, the moving parts

Two of the eight kinds of record are not facts about a company so much as changes to it, and they are where broad providers differ most. A job change says a person you know has moved; a job posting says a company is about to spend on a role. Both are signals rather than fields, and both go stale in weeks rather than years.

Job changes are on six of the providers here: Clay, LeadMagic, Cognism, Lusha, ZoomInfo and Crustdata. LeadMagic is the one that prices the call on its own rate card, at 3 credits a job change, which is the kind of number that lets you model a champion-tracking program before you build it.

Job postings are on fewer of them: Apollo, Clay, LeadMagic, Cognism and Crustdata carry them alongside the person and company record. The specialist for postings, TheirStack, is on the technographic page rather than here, because it does not carry contacts.

The practical difference from a static field is freshness. A firmographic that is a quarter old is usually still right; a job change that is a quarter old has already been acted on by everybody else who bought the same data.

If signals are the reason you are buying, ask each provider how often the field is refreshed and whether it can push a change to a webhook, because polling for movement is how a signal budget gets spent on rows that did not move.

License

What you are allowed to do with the rows

The axis teams discover last is the license. Enriching your own CRM for your own sales team is one use. Putting enriched records inside a product your customers see, or reselling them, is another, and most providers' terms are written for the first.

People Data Labs' standard subscription agreement licenses you to show its data to your own customers inside your product, which few other self-serve plans here grant by default, and Enterprise adds Data License Feeds for warehouse loads. It is not a resale license: you may not resell the data or give your users programmatic access to a substantial part of it.

Apollo and FullEnrich sell an embedded right under a separate reseller agreement, and Findymail through its credit-based plans. PDL costs $0.28 a record against $0.0196 an Apollo credit, and the difference is the license rather than the data. Read the terms themselves before you build on that, because they are the contract and a summary is not.

Compliance is the other half. Cognism notifies the business contacts it holds within GDPR timeframes and screens its phone data against 15 Do Not Call and TPS registries, and it states ISO 27001, ISO 27701 and SOC 2 Type II. Apollo, Clay and PDL state SOC 2 Type II, and most of the rest publish a GDPR data processing agreement.

Settle the license before the integration, not after. The question legal asks is where a row came from, and a pipeline that records the provider on every row can answer it.

Pricing

A credit, an action, an export and a record

B2B data APIs are billed in almost as many units as there are providers, which is why a per-unit number on its own misleads. A credit, an action, an export, a record and a data credit each buy a different amount of row.

Apollo grants 30,000 credits a seat a year on Basic at $49 a seat a month billed annually, so $0.0196 a credit, with sequence and contact endpoints at 0 credits. Clay bills two meters on a found contact, an action at $0.0036 for its work and data credits at $0.0452 each on annual Launch, and charges nothing for a lookup that finds no result. Lusha charges 1 credit for an email and 5 for a phone, at $0.094 to $0.087 a credit across tiers.

RocketReach is the one whose per-unit price genuinely falls with volume, from $0.33 an export on Essentials to $0.085 on Ultimate. ZoomInfo's self-serve route charges $0.38 a data credit with search free. Cognism publishes no price at all.

The LinkedIn-led pair price differently again. Wiza sells API credits at $0.025 each from a $50 minimum, 2 for a verified email and 5 for a phone, and nothing on a miss. Reverse Contact sells credit packs from $100 for 5,000, or unlimited monthly plans priced by endpoint family from $249. Crustdata prices every call in credits and does not publish the dollar price of a credit.

Model the bill on your own mix of fields and your own match rate. The cost model on each comparison page does that arithmetic for two providers at a time.

Integration

One key, or a router in front of several

There are two honest architectures for B2B data, and the providers on this page split between them. One key to a broad platform is simplest to build and to bill. A router in front of several specialists costs more to build and usually less to run, because each row is answered by the cheapest source that can answer it.

Apollo is the usual single key, because it covers sourcing, enrichment and sending, and it ships an MCP server. Clay and FullEnrich are the routers, one as a spreadsheet with an API and one as a single API call with a single bill.

Most mature GTM teams end up with both: a platform underneath for the easy majority of rows, and a waterfall over the residue. The waterfall enrichment stack on this site models that order with the costs run end to end.

Side by side

The broadest B2B data APIs, side by side

Entry price and unit cost are read from each vendor's own pricing page. These providers bill a credit, an action, an export, a record and a data credit, so compare rates only where the unit matches.

ProviderReturnsEntry priceUnit costMCP server
Apollo API Work email, Mobile phone, Firmographics, Technographics, Job postings, LinkedIn profile $49/seat/mo $0.0196 per credit Yes
Clay Work email, Mobile phone, Firmographics, Technographics, Job postings, Job changes, LinkedIn profile $167/mo annual $0.0452 per data credit Yes
People Data Labs Work email, Mobile phone, Firmographics, LinkedIn profile $98/mo $0.28 per record No
LeadMagic Work email, Mobile phone, Firmographics, Job postings, Job changes, LinkedIn profile $99/mo $0.0198 per credit Yes
Findymail Work email, Mobile phone, LinkedIn profile, Firmographics, Technographics $99/mo $0.0198 per credit Yes
FullEnrich Work email, Mobile phone, LinkedIn profile $29/mo $0.055 per credit, 1,000-credit plan Yes
Cognism Work email, Mobile phone, Firmographics, Technographics, Job postings, Job changes Quote only Not sold by the unit Yes
Lusha Work email, Mobile phone, Firmographics, Technographics, Job changes $37.45/mo annual $0.087 per credit Yes
ZoomInfo Work email, Mobile phone, Firmographics, Technographics, Job changes $0.38/data credit $0.38 per data credit Yes
RocketReach Work email, Mobile phone, Firmographics, Technographics $33/mo annual $0.25 per export on Pro, the first plan with phones Yes
Wiza Work email, Mobile phone, LinkedIn profile, Firmographics $50 one-time $0.05 per email, 2 credits No
Reverse Contact Work email, Mobile phone, Firmographics, LinkedIn profile $100 one-time $0.02 per credit Yes
Crustdata Work email, Mobile phone, Firmographics, Technographics, Job postings, Job changes, LinkedIn profile Quote only Sold in credits; no public dollar price for a credit Yes

Read from each vendor's own pages on 24 October 2026, and each review carries the full rate card.

The directory

Every provider that returns this, filtered

The 13 providers are chosen by the data each one returns, read off its record, not by hand. Billing model is the filter worth starting with, because it decides whether a quiet month costs you anything.

Each has a full review, with the rate card read off the vendor's own page: Apollo, Clay, People Data Labs and LeadMagic.

Also with a full review: Findymail, FullEnrich and Cognism.

And: Lusha, ZoomInfo and RocketReach.

And: Wiza, Reverse Contact and Crustdata.

Showing 13 of 13

Apollo API

Best all-in-one GTM API
Featured
MotionSourceEnrichEngageSync
ModelMCP serverFree tierPer seat

One of two providers here, with Instantly, that covers sourcing, enrichment and sending behind a single key, which is why it is usually the first API a GTM team wires up and the last one they rip out. The catch is that credits and seats are coupled, so the API inherits a per-seat price even when no human logs in.

  • People and organization search across Apollo's own database
  • Enrichment returns 1 credit for email, 9 if a mobile comes back
  • Sequence, contact and task endpoints cost 0 credits
  • Credits are granted per seat per YEAR, not per month

From$49/seat/mo

Read the review of the Apollo APIsite for Apollo (opens in a new tab)

Clay

Best orchestration layer
MotionSourceEnrichSignal
ModelMCP serverFree tier

Clay is not really an enrichment API, it is the router in front of everybody else's. You pay in actions for the work and data credits for the data rather than per record, and the waterfall logic that would take a week to build yourself is a column setting.

  • Waterfall across 150+ data providers without separate contracts
  • Two meters, actions and data credits, and neither is charged on a lookup that finds nothing
  • Free plan runs 500 actions a month with no phone enrichment

From$167/mo annual

Read the review of the Clay APIsite for Clay (opens in a new tab)

People Data Labs

Best for building on top of
MotionSourceEnrich
ModelFree tier

PDL sells the dataset rather than the workflow, and its standard subscription agreement licenses you to show its data to your own customers inside your product, which few other self-serve plans here grant by default. It is not a resale license: you may not resell the data or give your users programmatic access to a substantial part of it. That license is the reason to pick it over a cheaper per-email tool.

  • Person, company, job title and school datasets under one key
  • Free plan obfuscates emails and phones until you upgrade
  • Bulk and search endpoints designed for warehouse loads

From$98/mo

Read the review of the People Data Labs APIsite for People Data Labs (opens in a new tab)

LeadMagic

Best priced per operation
MotionSourceEnrichVerifySignal
ModelMCP server

Every operation has a stated credit cost, credits come off only when a lookup succeeds, and search is free in the app and unmetered on the API from Professional. The MCP server ships on every tier, including the cheapest.

  • Email finder 1 credit, mobile 5, validation 0.25, job change 3
  • Credits deducted on valid results only, never on a miss
  • Search is free in the app; the Search API is 1 credit a result on Essential and Growth, unmetered from Professional

From$99/mo

Read the review of the LeadMagic APIsite for LeadMagic (opens in a new tab)

Findymail

A refund if your bounce rate passes 5%
MotionEnrichVerify
ModelMCP server

Findymail verifies at the moment it finds, so you are not paying twice for the same address. It is the only provider here that puts a number on deliverability and refunds against it: above a 5% bounce rate, the credits come back.

  • Under 5% bounce rate or the credits are refunded
  • Duplicates found in the last 30 days cost nothing
  • Mobile numbers are non-EU only, at 10 credits each
  • API on every plan; usage-based plans include 1, 5 or 20 seats, credit plans are for reselling or embedding

From$99/mo

Read the review of the Findymail APIsite for Findymail (opens in a new tab)

FullEnrich

Best waterfall without Clay
MotionEnrichVerify
ModelMCP server

FullEnrich runs the same waterfall logic Clay does, but as a single API call with a single bill. If all you need is the waterfall and not the spreadsheet around it, this is that half of the trade on its own.

  • Work email 1 credit, personal email 3, mobile 10
  • Profile and company data free with any enrichment, 0.25 a credit on its own
  • Landline results cost nothing, so you only pay for mobiles

From$29/mo

Read the review of the FullEnrich APIsite for FullEnrich (opens in a new tab)

Cognism

Best for notified, DNC-screened contact data
MotionSourceEnrichSignal
ModelMCP serverPer seat

Cognism sells a compliance posture as much as a dataset: it notifies the business contacts it holds within GDPR timeframes and scrubs its phone data against 15 Do Not Call and TPS registries. The API meters usage three separate ways, and the one that stops you first is usually not the one you budgeted for.

  • Search tokens meter rows returned, credits meter contacts revealed
  • 500 requests a minute per operation, each with its own window
  • No published price. Two plans, both with 5 seats included

FromQuote only

Read the review of the Cognism APIsite for Cognism (opens in a new tab)

Lusha

Best published credit costs for contact data
MotionSourceEnrichSignal
ModelMCP serverFree tierPer seat

Lusha publishes what every operation costs to the credit: an email is 1, a phone number is 5, a recorded call is 8. What it does not publish is how fast you may ask for them. Rate limits are per plan across three windows and the numbers are an account manager conversation.

  • An email costs 1 credit, a phone number costs 5
  • Per-credit cost barely moves across tiers, $0.094 to $0.087, so volume buys seats not discounts
  • Rate limits run per minute, hour and day, and are unpublished

From$37.45/mo annual

Read the review of the Lusha APIsite for Lusha (opens in a new tab)

ZoomInfo

Enterprise depth, now with a self-serve API
MotionSourceEnrichSignal
ModelMCP serverFree tierNo monthly floorPer seat

ZoomInfo is the incumbent most of these comparisons are really against, and it now sells two ways. The packages are still quoted, but GTM AI, its self-serve route, publishes a pay-as-you-go price for the API, MCP server and CLI: 1,000 data credits free, then $0.38 a data credit at the $1,000 spend tier. Search is free; enriching a record costs one credit.

  • 1,000 data and 1,000 AI credits free, then top-ups from $20
  • $0.38 a data credit at the $1,000 tier; search and lookup are free
  • Mobile numbers and records under management are Enterprise only

From$0.38/data credit

Read the review of the ZoomInfo APIsite for ZoomInfo (opens in a new tab)

RocketReach

API and MCP on the cheapest paid tier
MotionSourceEnrich
ModelMCP serverPer seat

RocketReach puts API and MCP access on every paid tier including the $33 one, and its per-export price genuinely falls with volume rather than staying flat. Exports are annual allowances rather than monthly credits, Essentials is email only, and the rate limits are published per plan.

  • MCP and API access on all three paid plans
  • 1,200 exports a year at $399, up to 20,000 at $1,699
  • Per export: $0.33 on Essentials, $0.085 on Ultimate

From$33/mo annual

Read the review of the RocketReach APIsite for RocketReach (opens in a new tab)

Wiza

LinkedIn URLs in, verified emails and mobiles out, paid per hit
MotionSourceEnrich
ModelNo monthly floor

Wiza sells its API apart from its seat plans: a prepaid balance of API credits at $0.025 each, from a $50 minimum, that anyone can buy without a subscription. A verified email costs 2 credits, a phone 5 and a profile 1, and nothing is charged when nothing is found. None of the individual seat plans, even the unlimited annual ones, lists API access.

  • API credits at $0.025 each, 2,000 minimum for $50, no plan required
  • 2 credits a verified email, 5 a phone, 1 a profile, 0 on a miss
  • Async reveals: 15 requests a second, then 5 or 15+ running at once by API tier

From$50 one-time

Read the review of the Wiza APIsite for Wiza (opens in a new tab)

Reverse Contact

Unlimited profile lookups for a team that starts from LinkedIn URLs
MotionEnrichSource
ModelMCP serverFree tier

Reverse Contact sells person and company data two ways: credit packs from $100 for 5,000, or unlimited monthly plans priced by endpoint family. Go at $249 makes profile fetches from a social URL unlimited, Plus at $449 adds search and Max at $699 adds enrichment from an email, a name or a domain. Emails, phones and live refreshes stay on credits on every plan, and nothing is charged when nothing is found.

  • Credit packs from $100 for 5,000, valid 3 months; 500 free credits, no card
  • Unlimited plans from $249 a month, each one unlocking an endpoint family
  • Hosted MCP server with 16 tools, OAuth or an API key, plus a CLI

From$100 one-time

Read the review of the Reverse Contact APIsite for Reverse Contact (opens in a new tab)

Crustdata

Search wide for pennies of a credit, then pay only for the fields you keep
MotionSourceEnrichSignal
ModelMCP serverFree tier

Crustdata prices every call in credits by what it returns: a search result is 0.03 credits and an empty search is free, a person profile is 1 credit and each contact field is an add-on on top. What it does not publish is what a credit costs in dollars. New accounts get $20 in credits, self-serve packs are priced in the dashboard, and enterprise plans start at four figures a month.

  • Search at 0.03 credits a result, and a search that returns nothing is free
  • Person enrich from 1 credit, up to 9 with every contact add-on
  • $20 in free credits; the dollar rate of a credit is not on the public pages
  • Hosted MCP server, and limits set per endpoint, from 10 to 30 requests a minute

FromQuote only

Read the review of the Crustdata APIsite for Crustdata (opens in a new tab)
Buyer's guide

Four things that decide this choice

In the order they cost you money.

01

Which fields you will actually use

Count the kinds of record your pipeline needs, not the kinds a vendor carries. A provider with eight data types and a weak mobile file is the wrong buy for a calling team.

02

Where your target market is

Coverage is regional. ZoomInfo and RocketReach are recorded as North America first and Findymail as strongest in EMEA on email, mobiles are restricted on several plans, and a waterfall is the practical answer to a gap in one database.

03

What the license allows

Enriching your own CRM is not the same right as showing enriched rows to your customers. If the data goes into a product, read the license before the rate card.

04

One key or a router

A single platform is simpler; a waterfall over specialists is usually cheaper per found row. Decide which you are building before you compare one provider's unit cost with another's.

Keep going

Comparisons, stacks and alternatives

The same providers, seen three other ways: head to head on the compare hub, by the reason teams leave on the alternatives hub, and wired together with the cost run end to end on the stacks hub.

The same providers, sorted by other data: LinkedIn APIs, People data APIs and Company data APIs.

And: Technographic data APIs and Email validation APIs.

By the stage of the motion they serve: Enrichment APIs.

Head to head, with the arithmetic done: Apollo vs Clay, Apollo vs People Data Labs, Apollo vs LeadMagic and Clay vs FullEnrich.

Also side by side: Clay vs People Data Labs, LeadMagic vs Findymail, FullEnrich vs Findymail and Apollo vs ZoomInfo.

And: Apollo vs Lusha, Apollo vs Cognism, Cognism vs Lusha and Lusha vs RocketReach.

Teams leaving one of these have somewhere to go: Apollo, Clay, LeadMagic and Findymail.

And: FullEnrich, People Data Labs, Cognism and Lusha.

Not sure which provider to pick? Clay runs 150+ from one table.

Clay runs a waterfall across 150+ data providers from one table, without a separate contract with each. A lookup that finds nothing costs no data credit, and the free plan includes 500 actions a month.

Try Clay See the stacks

Frontal is a Clay Elite Studio Partner.

FAQ

B2B data APIs, answered

How many B2B data APIs are in this directory?

13, chosen by what each one returns rather than by hand, and each with its own review carrying the price, the rate limit and the auth method read from the vendor's own pages.

Which B2B data APIs have a free tier?

Apollo, Clay, People Data Labs, Lusha, ZoomInfo, Reverse Contact and Crustdata. What each free tier includes differs a lot, so the review says what you actually get.

Which B2B data API is cheapest?

Of the 5 that price per credit, Apollo at $0.0196. The others meter a different unit, so their rates are not comparable number for number, and a monthly floor or a charge on a miss changes the bill either way.

How are B2B data APIs billed?

11 of the 13 publish a per-unit rate; the rest sell a plan, quote on request or price in another currency, and each review says which.

Which ones ship an MCP server?

Apollo, Clay, LeadMagic, Findymail, FullEnrich, Cognism, Lusha, ZoomInfo, RocketReach, Reverse Contact and Crustdata. The ones the directory reviews live on the MCP page with the connect details.

What counts as a B2B data API here?

A provider whose record carries four or more of eight kinds of B2B data: work email, personal email, mobile, firmographics, technographics, job postings, job changes and LinkedIn profiles. The list is chosen from each record's data types, not by hand.

Which B2B data API can I put inside my own product?

People Data Labs is the one self-serve provider here whose standard terms cover showing its data to your customers inside your product, though not reselling it or handing your users programmatic access to a substantial part of it. Apollo and FullEnrich sell an embedded right under a separate reseller agreement, and Findymail through its credit-based plans. Read the license itself before you build on it.

Is a waterfall better than one B2B data provider?

Usually on coverage and often on cost per found row, because each row is answered by whichever source has it. It costs more to build, which is the trade Clay and FullEnrich are built around.

How is this different from the enrichment APIs page?

That page covers the enrichment stage of the motion and compares the providers on cost per record. This one maps the providers that carry the broadest range of B2B records by breadth, coverage and license.