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Wiza pricing teardown

https://wiza.co/pricing

Wiza presents a clean, transparent self-serve pricing page: a free entry tier, two paid individual plans with a highlighted Email option, and a custom-priced Team plan for sales-led deals. The annual 'Unlimited' toggle is a smart lever, but the tier differentiation is thin on the visible annual view, plan features are partly hidden behind the toggle, and the page lacks FAQ/objection handling and a clear upgrade logic from the Free plan.

Tier structure

Free

$0

Email

$83/mo per user (billed $990/yr)

Email + Phone

$166/mo per user (billed $1,990/yr)

Team Plan

Custom pricing (billed annually)

Value metric

per user, with credit/reveal limits (unlimited on annual)

How limits scale

Valid emails 20 total → Unlimited reveals (annual) → Unlimited reveals (annual) → Unlimited
Phone numbers 5 total → $0.35 each → Unlimited reveals (annual) → Unlimited
Exports per month Not listed → 2,500 → 2,500 → Not listed (CSV import and API access)
Users 1 → 1 (per user) → 1 (per user) → 3+

Escalation logic

A free tier gates usage by small credit caps, then two paid individual plans split by data type (email only vs email + phone) at exactly 2x the price. Team is a sales-led tier adding seats, analytics, API and a success manager. On the monthly toggle, a fourth Starter tier ($49) appears with capped monthly credits.

Psychological anchors

  • Annual-vs-monthly toggle with 'Unlimited' badge — The toggle defaults to annual and carries an 'Unlimited' pill, framing yearly billing as unlocking unlimited credits rather than just a price discount. This is a stronger incentive than a standard percentage-off.
  • Highlighted recommended plan — The Email plan has a distinct elevated card with the dark filled CTA, while neighboring cards use outlined buttons. This steers attention to the mid-priced option.
  • Free tier as entry anchor — A $0 plan with 20 emails and 5 phone numbers lowers the barrier to trial and sets a reference point at zero, reinforced by 'Join for free today' with 25 free credits and no credit card.
  • Enterprise/Team anchor — The wide Team Plan block with 'Custom pricing' sits below the grid and frames individual plans as the affordable option.
  • Doubling price step (decoy-style ladder) — Email + Phone is exactly 2x Email ($166 vs $83), making the phone add-on feel like a clear premium step, and charm pricing ($83, $990, $1,990) keeps annual totals round.
  • Social proof near pricing — Logo bar (Microsoft, Google, Slack, Teradata, UserTesting, Salesforce), G2 4.6 and Chrome Web Store 4.8 ratings, testimonials and outcome stats (204% more demos, 5x faster prospecting, 8x fewer bounces) reduce purchase risk.

What this page is optimizing for

Primarily self-serve conversion for individual prospectors (public prices, instant 'Get started' CTAs on every plan, free tier, no-card trial), with a secondary enterprise lead-gen path via 'Contact sales' on the Team plan.

Red flags

  • The page text reveals two different plan sets (annual vs monthly, including a $49 Starter) but the default annual view hides Starter and monthly caps, so visitors can't easily compare the true entry cost or see the monthly-billing trade-off.
  • Monthly pricing is not shown on the default view; the Email plan displays '$83 per month' but requires reading fine print for the $990 annual billing, which can feel like a bait-and-switch and obscures cancellation flexibility.
  • The Email plan shows '$0.35 per phone number' as a paid add-on, which makes cost unpredictable and punishes growth for teams that need phone data.
  • Free plan lacks stated export or CRM limits and doesn't make clear what triggers an upgrade; the Free card also shows no 'popular' or upgrade cue.
  • Plan feature lists are short and nearly identical between Email and Email + Phone, so the only visible differentiator is phone reveals; there is no comparison table.
  • The Team plan states '3+ users' but doesn't explain how it differs in volume or support from just buying multiple individual seats, and has no price anchor or starting-at figure.
  • No FAQ or objection handling (refunds, credit rollover, what counts as a 'valid' email, fair-use on 'unlimited') on the pricing page; the 'unlimited' claim has no visible fair-use clarification.
  • All three paid-style CTAs are the generic 'Get started'; none is tailored (e.g. 'Start free trial', 'Upgrade to Email + Phone').

Best-practices scorecard

What works · 2

  • Visible prices — Individual plan prices are public and prominent; only the Team plan is custom-priced.
  • Trust signals present — Strong customer logos, G2 and Chrome Web Store ratings, named testimonials, and quantified results appear right below the plans.

Half measures · 5

  • Clear recommended tier — The Email card is visually elevated with the filled dark CTA, but there is no 'Most popular' badge or explicit label explaining why it is recommended.
  • Annual discount offered — Annual billing is the default and unlocks unlimited credits, but the actual percentage savings versus monthly is never stated on the page.
  • Value metric matches usage — Per-user plus credit caps fits prospecting, but the $0.35 per-phone overage and per-user billing can penalize heavy users and growing teams.
  • Tier differences are scannable — Check-mark lists are clean, but Email and Email + Phone differ by a single line and there is no side-by-side comparison table.
  • Clear CTAs per tier — Every tier has a visible CTA and the Team plan uses 'Contact sales', but the paid individual CTAs are all the generic 'Get started'.

What's missing · 1

  • FAQ or objection handling — No FAQ section on the page; objections about credits, fair use, refunds, and cancellation go unanswered.