Compare the tools, with the real prices.
Three of the five main vendors only quote. Here is what each one publishes, what buyers told us made them switch, and the questions to ask before signing.
Otava Systems · Next step
Agree the pilot scope
- EU hosting
- GDPR
- SOC 2 Type II
- No training on your data
Price is the first reason buyers switch. It is rarely the only one.
We counted the reasons buyers gave for leaving their current tool on our recorded sales calls over the last 12 months.
- calls named price against value, the most cited reason
- 12
- calls named price against value, the most cited reason
- calls named CRM sync quality, second on the list
- 8
- calls named CRM sync quality, second on the list
- vendors compared below publish no price at all
- 3 of 5
- vendors compared below publish no price at all
- first-year cost for 20 reps on Claap Business, billed annually
- €11,520
- first-year cost for 20 reps on Claap Business, billed annually
- Price against value33%
- CRM sync quality22%
- Stops at the recording19%
- Contract lock-in19%
- Data locked in the tool17%
- Team adoption11%
- Language, transcripts11%
What buyers weigh besides the seat price
Lines from recorded evaluation calls. Vendor names removed.
“We’ve literally been trying to connect Teams to [our current tool] since November. And it still doesn’t work.”
Heard from · Sales leader, ed-techWhy this hurts
A tool that misses one meeting platform misses every deal run on it. Test capture on your own stack before comparing prices.
“The reps were still doing a lot of really manual things in the CRM before we got Claap.”
Heard from · Head of sales, B2B SaaSWhy this hurts
This team had a recorder bundled with its data provider. Recording was covered; the CRM still depended on reps typing.
“I’m recording this call right now without the bot on it. So I like that a lot.”
Heard from · Sales operations lead, fintechWhy this hurts
Whether a bot joins the call changes how buyers react to being recorded. Check which capture modes each plan includes.
“The ability to push structured insights directly into HubSpot fields is just incredible. It ensures accuracy and helps us track deal progress effortlessly.”
Pontus BäckmanHead of RevOps, WP SEO AIWhat each vendor publishes
Read on each vendor’s public pages on 30 September 2026. Where a vendor publishes nothing, the cell says so.
| As published | Claap | Gong | Avoma | Modjo | Attention |
|---|---|---|---|---|---|
| Public price per seat | €0, €24, €48 a month | Quote only | $19 to $39 a month, plus $29 for conversation intelligence | Quote only | Quote only |
| Free plan | Included | Not included | Not included | Not included | Not included |
| Records without a bot joining the call | Included | Not included | Not included | Included | Not included |
| Default data hosting | EU | US, EU selectable | Ask the vendor | EU | US-based vendor |
| MCP for Claude and other agents | Every plan, read and write | Read-only, AI usage on credits | Transcripts and notes | Read-only | On a paid account |
Six questions to ask every vendor
Buyers asked us all of these on recorded calls. Ask them of us too.
Is the price per seat, per usage, or both?
Ask about platform fees, add-on modules and AI credits. The seat price is often the smaller half of the bill.
Who needs a paid licence?
Managers and Customer Success often only watch calls. On Claap, viewers use a free Basic licence.
Is there an exit clause?
Several buyers told us their last tool was never adopted and they were locked in for a year. Ask before you commit.
Does it capture our channels?
Teams, dialer calls, in-person meetings. Test with your own stack, not the demo account.
What lands in the CRM?
A note pasted on the activity, or a typed value in the field your reports already use?
Can we take our data with us?
Ask how transcripts and recordings are exported, and how an agent reaches them through an API or MCP.
Conversation intelligence pricing, answered
How much does conversation intelligence software cost per user?
Published prices run from free to about $70 a seat a month once add-ons are included. Claap is €0, €24 or €48 per seat per month on annual billing. Avoma starts at $19 plus $29 for its conversation intelligence add-on. Gong, Modjo and Attention quote on request.
How much does Gong cost?
Gong does not publish prices. Third parties report roughly $1,300 to $1,900 per user per year, plus a platform fee of $5,000 to $50,000 a year and sometimes an implementation fee. Treat these as estimates and ask Gong for a written quote including every fee.
Is there a free conversation intelligence tool?
Claap has a free Basic plan with the Chrome extension, a basic AI summary and the Claap MCP, capped at 10 recordings per user. It is enough to test capture on real calls. CRM auto-complete and call scoring start on Business.
What is the cheapest alternative to Gong for a small sales team?
It depends on what you need from Gong. For recording, CRM fields and call scoring on one per-seat plan, 20 reps on Claap Business cost €11,520 for the first year on annual billing. Compare that to a written Gong quote with all fees included.
Do conversation intelligence tools require a minimum number of seats?
Some do. Ask each vendor directly and get it in writing. On Claap you can start on the free plan, add paid seats as the team grows, and reassign a licence straight away when someone leaves.
What hidden costs should we expect?
Platform fees, implementation, paid add-on modules, AI credits consumed by trackers or agents, and paid seats for people who only watch calls. Ask each vendor for the total cost of year one for your team size, not the list price per seat.
Which conversation intelligence tool works best with HubSpot?
Check whether the tool writes typed values into the HubSpot properties you already report on, or only logs a note on the activity. Claap writes into HubSpot and Salesforce fields, with a sync mode per field, and creates missing contacts from the call.
Get a quote with every fee on it.
Tell us your team size and we will send the total for year one, every line included.