Billing

Pluto Ads has three plans: Pro for a brand and its team, Business for agencies and teams running several brands or clients, and Enterprise for large teams that need SSO, invoicing, an SLA, volume pricing and custom terms. Every new organization starts with a 14-day free trial, no card needed. Current prices are on the pricing page, in US dollars before tax.

MCP and API access is included on every plan. Connecting Claude, ChatGPT, Cursor or another MCP client, or calling the API from your scripts, uses your own AI, not Pluto's Agent, and is never billed. See Agents.

Payments, invoices and payment methods are handled by Stripe; Pluto Ads never sees or stores card details. Billing belongs to your organization. Owners and admins manage it; every member can see their own usage.

Plans

	Free trial	Pro	Business	Enterprise
Price	Free for 14 days, no card	Per member	A base price with 5 members, then per extra member	Volume pricing and custom terms, on a 1 to 3 year agreement
Workspaces (clients or brands)	1	1 included, more for a monthly price each, up to 5	10 included, then a monthly price each, lower at volume, as many as you need	Agreed, and more at your agreed rate
AI usage for the Agent and Loops, shared by your team	A set amount for the whole trial	An amount per member each month	An amount per member each month, at least 5 members' worth	Agreed
Keep going past the included AI usage		Yes, with a monthly limit you set	Yes, with a monthly limit you set	Agreed
Spending limits	The trial's AI usage	Organization and member	Organization, workspace and member	Everything in Business, plus custom
Media storage, shared	50 GB	50 GB, and 50 GB more per extra workspace	500 GB, and 50 GB more per extra workspace	Agreed
Extra storage		Yes, with a monthly limit you set	Yes, with a monthly limit you set	Agreed
Deep ad analyses (Creative Memory), shared	5 for the whole trial	5 a month	50 a month, then a price per analysis, within your monthly limit	Agreed
Usage by member and source	Yes	Yes	Yes	Yes
Cost per workspace and connected agent, with CSV export			Yes	Yes
Meta ad accounts, Pages and Instagram	Unlimited	Unlimited	Unlimited	Unlimited
Guests to review and approve	Free, unlimited	Free, unlimited	Free, unlimited	Free, unlimited
Yearly billing		20% off	20% off	1 to 3 year agreement
Volume pricing and custom terms, SSO and SCIM, invoicing, SLA				Yes
Support	Email	Email	Priority	Dedicated

The Agent and Loops come with every plan, including the trial. Their AI work uses the plan's AI usage.
No limits on Meta. A workspace connects Meta and brings every ad account, Page and Instagram account you can access.
Extra AI usage and extra storage are off until an owner or admin turns them on, and each has its own monthly limit that it never goes past. They come with Pro and Business.
More deep analyses on Business have a price per analysis once the month's 50 are used, within your monthly limit: they count toward the on-demand limit you set (see AI usage), and the invoice shows them on their own line. On Pro, deep analysis pauses until the next month; on the trial, until you choose a plan.
More workspaces cost less each as you grow on Business: see Workspaces for the steps.

Clients or brands. In the app, a workspace is called a client or a brand, depending on how your organization answered Who is Pluto for? (you can change it in the organization's General settings): an agency sees clients, an organization with several brands sees brands. The plans page counts clients or brands the same way. These docs say workspace.

Where billing lives

Billing is in Settings, under your organization. With several workspaces, the organization has its own block in the settings sidebar, headed by its name; with one workspace, the billing pages are under Billing. Only the organization's owners and admins see them.

Plan & billing: what you pay and how. Your plan or trial with its members and guests, yearly billing, the next invoice, the payment method, billing details and tax IDs, every invoice, and cancelling. Choose a plan, Upgrade or Adjust plan opens the plans page, where you compare and choose plans.
Usage: what you used. What the plan includes against what's used this period (AI usage, on-demand usage, media storage and workspaces), Creative Memory, AI usage in any date range by day, model, usage type, source and member, the cost of each workspace on Business, and every AI request.
Spending: the limits. On-demand usage and its limit, workspace and member limits, and extra storage.
Clients, Brands or Workspaces: each workspace, a new one, and archiving or deleting one.

Each workspace's own settings have a Usage page too. On Business it shows that workspace's AI usage this period, its limit and its storage, and its recent activity; members see their own usage there. On other plans owners and admins see where cost per workspace is available, and members see their own usage.

Free trial

Every new organization starts a 14-day free trial when it's created, with no card. The trial includes:

One workspace. To add more, choose Pro (up to 5 workspaces) or Business.
A set amount of AI usage for the whole trial, for the Agent and Loops. It's never billed. When it's used, AI stops with Upgrade to continue until an owner or admin chooses a plan.
5 deep ad analyses with Creative Memory, the same as a month of Pro.
50 GB of media.
Usage by member and source.
MCP and API access, and free guests.

On-demand usage and extra storage need a paid plan. Cost per workspace and connected agent, workspace limits and CSV export come with Business.

Owners and admins see the days left in the top bar and on Plan & billing, with Choose a plan. In the last 3 days the top bar says when the trial ends and offers Upgrade, and owners and admins get an email and an Inbox notice 3 days before the end.

When the trial ends without a subscription, your organization is read-only until you subscribe, and owners and admins get an email and an Inbox notice saying so. Neither is sent once you've subscribed. Subscribing picks up where you left off. Nothing is deleted.

Read-only

When the trial or complimentary access ends without a subscription, a subscription is cancelled or goes unpaid, or a failed payment stays unpaid after its grace period, the organization is read-only. The top bar says so, and owners and admins get Choose a plan (or Update payment method after a failed payment) and Contact support; everyone else is told to ask an owner or admin. Controls that would change something stay on screen, disabled, with the reason. The same rules apply in the app, to API keys, to agents connected through MCP, to the Agent and to changes made offline. You can still:

Open and read everything, and export a workspace's ads and media and your account's data.
Stop spend in Meta: pause campaigns, ad sets and ads, and lower budgets.
Turn a loop off, archive it, or delete a draft that never ran.
Approve a change set that only pauses or lowers budgets, reject any change set, and undo a change when undoing it pauses or lowers a budget.
Cancel publishing, queued work and loop runs, and pause or cancel Creative Memory imports and analyses.
Revoke API keys, agents and invitations, delete webhooks, and disconnect Meta, Slack and Pluto Profit.
Archive or delete workspaces, delete the organization, remove members or leave it.
Turn Help improve Pluto's AI on or off (owners and admins).
Change your own account, preferences and inbox, sign out or delete your account, and manage billing.

Everything else waits for a plan, including editing and publishing, resuming ads, raising budgets, uploading media, the Agent, Creative Memory analysis and imports, restoring an archived workspace and refreshing leads or comments by hand. Meanwhile:

Loops don't run. No scheduled or triggered run acts, not even one that only pauses, and a run in progress stops before its next step. Pause ads and lower budgets yourself. See Loops.
Queued work stops. Publishing, bulk edits, imports and other work queued before the organization became read-only stops when it's due, except pausing and lowering budgets. It isn't picked up again later: once you pay, start it again.
Webhooks aren't sent. Deliveries due meanwhile are recorded as not sent, and aren't sent later.
Changes made offline that reach Pluto after the organization became read-only are refused and listed as changes that didn't sync.
No AI usage is charged. The Agent and Creative Memory start nothing new, so no on-demand usage adds up.

Data from Meta keeps syncing in the background. Nothing is deleted. Once you subscribe or the payment goes through, everything works again at once.

On the plans page, pick Monthly or Yearly (20% off) and choose Choose Pro or Choose Business. The card that fits your organization is marked Recommended for you: Pro when your workspaces fit Pro (up to 5) and Pro costs no more than Business for your team, otherwise Business. You go to a secure Stripe page to enter your payment details, your business name and billing address, and a VAT or other tax ID if you have one. You come back to Plan & billing with the subscription active; subscribing ends the trial right away.

From then on the subscription follows your organization: adding or removing members and workspaces changes it automatically, prorated.

Changing plans

Change plans on the plans page, opened with Adjust plan on Plan & billing:

Upgrade to Business at any time. It takes effect right away, and the difference for the rest of the period is charged prorated.
Switch to Pro at the end of the billing period, when your organization has up to 5 workspaces. Plan & billing shows the switch and its date, with Keep Business to cancel it. Until then you can't add workspaces beyond the 5 Pro holds. Workspace limits stop applying on Pro; they're kept, and apply again if you move back to Business.
Switch to yearly takes effect right away, prorated: from Yearly billing on Plan & billing, or by choosing Yearly on the plans page. Switching to monthly happens at the end of the yearly period.
Enterprise: choose Talk to sales to book a call with our sales team. Changes to an Enterprise plan go through sales too. See Enterprise.

Workspaces

A workspace is one brand or client, with its own launches, media, Meta connection and settings. Switching between workspaces is instant. The trial holds one workspace, Pro includes one and Business ten. Each workspace beyond those adds a monthly price and 50 GB of media storage; adding one shows what it adds before you confirm. Archived workspaces don't count. See Workspaces.

Pro holds up to 5 workspaces: 1 included, then a monthly price for each one after it. For more, Upgrade to Business, which has no cap.
Business includes 10 workspaces, then a monthly price each, lower at volume. Extra workspaces are priced in three steps, each lower per workspace than the one before: workspaces 11 to 25, 26 to 100, and 101 and up. Each workspace is priced by the step it falls in, so with 30 workspaces, 15 are at the first step's price and 5 at the second's. The pricing page has each step's price, monthly and yearly. There's no cap, and adding a workspace shows what it adds before you confirm. From 100 workspaces, talk to us about volume pricing: Plan & billing shows a quiet Talk to us about volume pricing link. It's an option, never required.
Enterprise includes the members and workspaces you agree; more are added to the next invoice at your agreed rate and are never blocked. See Enterprise.

Enterprise

Enterprise is volume pricing and custom terms, with SSO and SCIM, invoicing, an SLA and dedicated support. Its starting price is on the pricing page; choose Talk to sales to book a call.

An agreement of 1 to 3 years. It's invoiced yearly upfront, or monthly for the same commitment at the same price. Invoices are due within 30 days, and you pay from the invoice page. Add your PO number in Billing details and every invoice shows it.
Room to grow. Extra members and workspaces beyond your agreement are added to the next invoice at your agreed rate, and nothing is ever blocked. Plan & billing shows what your agreement includes against what's used, and owners and admins get a notice at 80% and 100% of the members, workspaces and monthly AI usage in it.
AI beyond what's included continues on demand within the limit you set, invoiced monthly, like on the other plans.
It runs until its end date. An agreement can't be cancelled mid-term, and Plan & billing shows the date it runs until. Talk to your account manager about the renewal. A renewal never goes below what you use.

Members and guests

Members are the people who create, edit and publish. Each member is a seat, billed once per organization, however many workspaces they're in: on Pro every member, on Business every member beyond the 5 the base price includes. Owners and admins can open every workspace; a member can have access to all workspaces or only selected ones.
Guests are free and unlimited. Invite your clients for free: guests can review and approve. A guest only sees the launches you share with them in the workspaces you invite them to, and can comment, and approve or request changes on their ads. Guests can't edit, publish, upload media, use the Agent, or see billing. See Guests.

Invite people from Members in Settings. Only the organization's owners and admins add paid members; a workspace admin can invite guests. A member added mid-month is prorated, and one removed is credited for the rest of the month on the next invoice. See Members.

AI usage

Every plan includes a set amount of AI usage. When it runs out, keep going with on-demand usage, billed monthly after use, up to the limit you set.

Included usage covers the Agent and Loops: every AI step, including the Daily optimizer. Each member adds an amount of included usage to a pool your whole organization shares (on Business, at least 5 members' worth). It resets at the start of each billing month; unused usage doesn't roll over. Each request is charged by the tokens the model reads and writes, at the model's rates: see Models & rates.

Usage counts toward a person: your own Agent chats count toward you, and a loop's AI steps toward the person the loop acts for. Sending a loop's change set back with feedback counts toward the person the loop acts for too.

On-demand usage is off until an owner or admin turns it on: Turn on under On-demand usage on Spending asks for a monthly limit first, with a default you can change, and Edit limit changes the limit or turns it off again. Usage shows what's used against the limit. Then the Agent and Loops keep working past the included usage, up to that limit, and stop there. It's billed monthly after use: on the next invoice, or earlier each time the open amount reaches the invoice threshold that Spending shows. On the invoice, the usage line shows everything used that month, with your included usage applied as a credit, so you pay only for what's beyond it. On-demand usage comes with a paid plan: during the trial ("Needs a paid plan") and with complimentary access ("Not part of complimentary access") it can't be turned on.

Usage shows what the plan includes against what's used this period, the included and on-demand usage in any date range, a chart you can group by model, usage type, source or member, and every AI request, marked Included, On-demand or Free. Members see their own usage. On Business, owners and admins can also group by workspace and by connected agent (each MCP client, agent or API key; their own AI isn't billed).

Cost per client (or per brand, or per workspace) on Usage shows, for this billing period or an earlier one, what each workspace cost, so an agency can rebill its clients:

Workspace fee: the workspaces your plan includes cost nothing; the invoice's charge for extra workspaces is shared out across the ones beyond them, for the part of the period each was one. On Business, where the price falls with volume, that's the same average price for each. A workspace added or removed mid-period costs its share, as on your invoice.
AI usage: what the workspace used from your included usage, and what was billed on demand.
Total: the workspace fee plus its on-demand usage. Included usage is already paid for by the plan.

Archived and deleted workspaces are listed for the periods they cost something in. The last row, Shared, is what belongs to the organization as a whole: the plan's price and members, extra media storage (it's shared by all workspaces) and anything else on the invoice. The rows add up to the period's charges before tax, as the invoice shows them. Export CSV downloads the same table. It's a Business feature, for owners and admins, and the same numbers are in the API and for connected agents.

Each invoice has its own Per-client statement too, under Invoices on Plan & billing, with a CSV download: the same rows for what that invoice billed, adding up to the invoice before tax, to the cent. Every invoice's footer points there: "Usage by client: see Plan & billing in Pluto."

Limits

Owners and admins control AI spending with monthly limits on Spending, and can change any of them at any time:

Organization: the on-demand limit, how much usage beyond what's included the organization may use. On-demand usage is off until you turn it on.
Workspace (optional, Business): how much AI usage one workspace may use, included and on-demand together. Set it under the workspace limits (Client limits or Brand limits in the app) or on the workspace's own Usage page. After a move to Pro, workspace limits stop applying; they're kept, and you can still remove them.
Member (optional): how much AI usage one person may use, included and on-demand together.

Each workspace and member limit is Fixed at an amount or No limit. During the trial, the trial's AI usage is the limit.

Owners and admins are notified at 80% and 100% of each limit, and Usage shows a warning from 80%. At a limit, the Agent and AI steps in loops stop before the next AI request, and the message says which limit was reached and who can change it. Members are asked to contact an owner or admin. What gets AI going again depends on what was reached:

The trial's AI usage: an owner or admin chooses a plan.
The included usage, with on-demand usage off: an owner or admin chooses Enable on-demand usage, or AI starts again when the included usage resets.
The on-demand limit, or a workspace's or member's limit: an owner or admin chooses Raise limit (or removes a workspace's or member's limit), or AI starts again when the billing month resets.
Complimentary access's AI usage: it resets at the start of the next month; see Complimentary access.

Everything else in Pluto Ads keeps working, and nothing already done is undone.

AI limits aren't the same as a loop's own limits on how far it changes budgets and delivery in Meta, which live in the loop's steps, on every plan. See Loops.

Media storage

Your plan's media storage is shared by all your workspaces: 50 GB on Pro, 500 GB on Business, and 50 GB more for each workspace beyond the included ones. Usage shows how much is used, and Cost per client on Business shows each workspace's storage.

Extra storage is for when you need more. It's off until an owner or admin turns it on in Spending, it comes with a paid plan, and it's billed on your average daily storage beyond your plan's over the billing month: extra storage for half the month costs half. It has its own monthly limit, set to a default when you turn it on, which you can raise at any time.

From 80% of your storage, Usage offers Add storage. When your storage is full, uploads pause and say what to do: Turn on extra storage, or Raise limit when extra storage has reached its limit, and uploads continue right away. Without a paid plan, Upgrade adds extra storage. Pluto Ads never deletes your media on its own.

Complimentary access

Pluto sometimes arranges complimentary access to a plan for an organization, for example for a partner. It works like the plan, with a few differences:

Plan & billing shows the plan with "Complimentary access" (and "until" a date when it ends), and a Compare plans link. There's no price, payment method or invoice.
It includes the plan's features, members and workspaces, media storage, and an amount of AI usage each month. If your access covers a set number of members or workspaces, adding more says so, with Talk to sales.
There's no on-demand usage or extra storage. When the month's AI usage is used, AI stops with "Your included AI usage for (month) is used. It resets on (date)." Owners get Talk to sales to agree more. Everything else keeps working.
Owners get a reminder before it ends. When it ends without a subscription, owners and admins have 14 days to choose a plan, with a notice and Choose a plan; after that the organization is read-only until it subscribes. Nothing is deleted.
Subscribing to a plan at any time replaces complimentary access with the subscription.

Billing details and tax IDs

Billing details on Plan & billing holds what appears on your invoices:

Business name: your company's legal name, as it should appear on invoices (not a person's name).
Billing email: receives invoices and receipts. It can be your finance team's address rather than an owner's.
Address: tax is calculated from it. In the US, include the state and ZIP code: tax needs both.
PO number (Enterprise): printed on every invoice as "PO number". Remove it when it no longer applies.

Choose Edit to change them, and Save details; changes apply to the next invoice. When the address is incomplete, the billing pages ask you to Add billing address so invoices show the right tax.

Under Tax IDs, choose Add tax ID, pick the type and enter the number in the format your country uses: an EU VAT number (DE123456789), a UK VAT number (GB123456789), a Norwegian VAT number (123456789MVA), a Swiss VAT number (CHE-123.456.789 MWST), a US EIN, an Australian ABN or a Canadian GST/HST number. EU VAT numbers, UK VAT numbers and Australian ABNs are checked against the government registers; the status shows next to the number: Checking, Verified, Not verified or Not checked.

Taxes and VAT

Prices on the pricing page don't include tax. Tax is added on top where Pluto Ads is registered to collect it, based on your billing address, and each invoice shows it as its own line.

Businesses in the US pay sales tax where Pluto Ads collects it, based on the state and ZIP code of the billing address.
Businesses in another EU country with a valid EU VAT number pay no VAT to us: the reverse charge applies across borders, and the invoice says so. You account for the VAT in your own country.
Businesses in Denmark, where Pluto Ads is based, pay Danish VAT: the reverse charge doesn't apply to sales within one country.
Elsewhere, tax depends on your location and your tax ID, following the rules where you are.

If your business is exempt from tax, send the documentation through the contact form or Contact support in the app before your next invoice.

Payment methods

Pay by card, or with a wallet such as Apple Pay, Google Pay or Link where Stripe offers it. Prices are in US dollars, so your bank may add a currency conversion fee if your card is in another currency. The payment method you subscribe with pays every renewal and every usage invoice automatically. On Enterprise, invoices are sent to the billing email and are due within 30 days: pay from the invoice page.

To change it, choose Manage payment next to Payment method on Plan & billing. Billing portal, beside Invoices there, opens Stripe's page for your organization's billing, with every receipt and your payment history. Plans change in Pluto Ads, not in the portal.

Invoices and receipts

Every charge comes with an invoice: when you subscribe, on every renewal, when you change plans, and when on-demand usage reaches the invoice threshold. Each invoice shows your business name, address and tax ID (and the PO number on Enterprise), Pluto Ads' details and VAT number, the lines, the tax, and the total. The lines always come in the same order:

The plan.
Extra members.
Extra workspaces, one line per price step on Business (for example one for workspaces 11 to 25 and one for 26 to 100).
AI usage, with your included usage applied as a credit.
Deep analyses beyond the plan's (Business).
Extra storage.

Changes during the period (prorations) follow. The footer says "Usage by client: see Plan & billing in Pluto.", where the invoice's per-client statement adds up to it. The billing email gets the invoice and, once it's paid, a receipt.

Plan & billing shows the Next invoice with its estimate so far and, under Invoices, every invoice with its date and total, each with View for the invoice page, PDF to download it and its Per-client statement. On Enterprise, an invoice also shows its due date. Billing portal opens Stripe's page with every receipt. Usage shows on-demand usage for any date range, including a past billing month.

When a payment needs your authentication

Some banks ask you to confirm a payment, for example with 3D Secure in your banking app, even when it's a renewal you agreed to. When that happens, the billing pages show "Your bank needs you to confirm a payment" with Confirm payment, which opens the invoice page to confirm it, and Stripe emails the billing email a link too. Your workspaces keep working meanwhile. Until the payment is confirmed it counts as failed, and the steps below apply.

When a payment fails

Stripe retries a failed payment automatically over the following two weeks and emails the billing contact. Meanwhile the top bar and Plan & billing show that the last payment didn't go through, with Update payment method and the date your workspaces keep working until: a grace period of 14 days from the failed payment. Update the payment method to settle the open invoice right away. Contact support is right beside it if you need help.

Owners and admins also get an email and an Inbox notice when the payment fails, a reminder 3 days before the organization would become read-only, and one when it does. Each is sent once, and none after the payment goes through.

If the invoice is still unpaid when the grace period ends, or the retries run out first, the subscription isn't cancelled: your organization becomes read-only until the open invoice is paid. Your launches, ads, media and history stay, and live ads keep running in Meta: pausing them and lowering budgets is always possible. When the invoice is paid, everything works again at once.

Cancelling

On Plan & billing, choose Cancel plan, then Cancel plan again to confirm in the billing portal. The subscription stays active until the end of the period you paid for, and Resume subscription on Plan & billing keeps it going before then. The last invoice includes that month's on-demand usage and extra storage. After that nothing is charged again, and your organization is read-only until you subscribe again. Nothing is deleted.

An Enterprise agreement can't be cancelled mid-term: it runs until its end date, which Plan & billing shows. Talk to your account manager about what happens after that.

Support and sales

For help with billing, use Contact support in the app or the contact form. To talk about Enterprise, volume pricing, an agreed limit or complimentary access, choose Talk to sales in the app, or book a call with our sales team.

Agents and the API

Everything in billing is available to agents and scripts, through the MCP tools and the API. Anyone can read their own usage. With Organization admin access, which only an organization owner or admin gives, an agent can also read the organization's billing and usage, export it, read and change limits, turn extra storage on or off, start a subscription and change the plan. Payment always happens in a browser: the agent gets a Stripe link and hands it to a person, who completes it there. When a request isn't covered, the API answers with payment_required, plan_limit or spend_limit and the next step.