How Agencies Should Price Voice AI Services for Different Businesses

Agencies should charge a base monthly fee ($300-$1,500/month), usage costs ($0.20-0.50/minute, with enterprise rates reaching $2.00/minute), and one-time implementation fees ($500-$5,000+) that scale with client complexity and industry requirements.

Pricing voice AI services correctly is the difference between building a profitable agency and racing to the bottom. Too many agencies undercharge because they don't understand the full value they deliver, or they overcomplicate pricing and lose deals. This guide breaks down exactly how to structure your pricing across different business types, when to charge implementation fees, and how to build predictable recurring revenue. For a complete overview of building a voice AI agency, see our White-Label Voice AI Platform Guide.

Which Trillet product is right for you?

• Small businesses: Trillet AI Receptionist - 24/7 call answering starting at $29/month

• Agencies: Trillet White-Label - Resell to clients starting at $99/month

What Are the Three Components of Voice AI Pricing?

Voice AI agency pricing has three distinct revenue streams: monthly base fees, usage-based costs, and implementation fees.

1. Monthly Base Fee (Recurring Revenue) This is your predictable monthly income. It covers platform access, basic maintenance, and standard support. Most agencies charge $400-$1,200/month for standard clients and $1,500-$3,000/month for enterprise accounts, depending on client size and industry.

2. Usage-Based Costs (Variable Revenue) Per-minute charges for actual call time. Your true cost is approximately $0.15/minute when accounting for premium voices, Stripe processing fees, and platform costs. Mark up to clients at $0.20-0.50/minute minimum, with enterprise clients paying up to $2.00/minute. Never charge below $0.20/minute—this leaves no room for margin and undervalues your service. This revenue scales with client success, so busier clients generate more revenue.

3. Implementation Fee (One-Time Revenue) Upfront payment for setup, customization, and configuration work. Ranges from $500 for simple deployments to $5,000+ for complex integrations. This compensates you for the work that happens before the first call.

When Should Agencies Charge Implementation Fees?

Charge implementation fees whenever custom work is required beyond a standard templated deployment.

Implementation fees aren't just about covering your time. They also qualify serious clients and reduce churn. Clients who invest upfront are more committed to making the solution work.

Always Charge Implementation When:

• Custom integrations are needed: CRM connections (HubSpot, Salesforce, GoHighLevel), calendar systems, or payment processors

• SMS/email automation is required: Post-call notifications, booking confirmations, follow-up sequences

• Multi-location setup: Each location needs separate routing, hours, or agent personalities

• Outbound campaign configuration: Lead lists, calling schedules, compliance setup

• Custom voice training: Industry-specific terminology, branded scripts, objection handling flows

• Compliance requirements: HIPAA documentation, call recording disclosures, consent workflows

Skip Implementation Fees When:

• Using pre-built templates with minimal customization

• Client is a referral from an existing high-value account

• Strategic account you want to land (but build the value into monthly fees instead)

• Simple inbound receptionist with standard business hours

Implementation Fee Pricing by Complexity

How Should Monthly Base Pricing Vary by Industry?

Different industries have different call volumes, complexity levels, and value-per-call. Your pricing should reflect this.

A missed call for a personal injury lawyer could be worth $50,000 in case value. A missed call for a plumber during a pipe burst could be a $5,000 emergency job. Price accordingly.

Vertical-Specific Pricing Multipliers

Some industries command premium pricing due to complexity, compliance requirements, or transaction values:

Enterprise Tier: Multi-Location & Healthcare Systems ($1,500-$3,000/month base)

For enterprise clients with complex requirements, multi-location deployments, or stringent compliance needs.

Tier 1: High-Value Industries ($800-$1,200/month base)

These industries have high customer lifetime value, complex conversations, and regulatory requirements.

How to Sell Tier 1 Pricing to Clients

When pitching high-value industries, anchor your price to the cost of missed opportunities, not the cost of the service. For more sales strategies, see our guide on how to sell AI chatbots to local businesses.

For Legal Clients: "You told me your average personal injury case is worth $15,000. If you miss just two calls per month from potential clients who go to a competitor, that's $30,000 in lost revenue. Our service costs $1,000/month. Even if we only help you capture one extra case every three months, that's a 4.5x return on your investment."

For Healthcare Clients: "Your average patient has a lifetime value of $3,000 across cleanings, procedures, and referrals. If a new patient calls after hours and can't get through, they book with someone else. Missing four new patient calls per month costs you $12,000 in lifetime value. Our $900/month service pays for itself if we book just one patient every three months."

For Home Services Clients: "When a pipe bursts at 2am, homeowners call the first plumber they find. If you're not answering, your competitor is getting that $3,000 emergency job. You're already spending money on marketing to make that phone ring. Why let those calls go to voicemail?"

Tier 2: Medium-Value Industries ($500-$700/month base)

Moderate complexity, good call volumes, clear ROI story.

Tier 3: Standard Field Services ($400-$500/month base)

Straightforward use cases, template-friendly deployments for trades and local services.

Tier 4: Entry-Level & Volume Clients ($300-$400/month base)

Simple deployments, price-sensitive clients, or agencies building initial portfolio.

Important: Tier 4 pricing should be used strategically. Avoid getting stuck serving only price-sensitive clients—use this tier to land clients you can grow into higher tiers or as loss leaders for strategic accounts.

How Should Usage Pricing Be Structured?

Position yourself as a business transformation partner, not a commodity service. Your pricing should reflect the value you deliver, not just your costs.

Critical pricing rules:

• Never charge below $0.20/minute—this is your absolute floor

• Target $0.40-$0.50/minute for most clients as your standard rate

• Enterprise clients can pay $0.75-$2.00/minute for complex deployments

Your true cost is approximately $0.15/minute when you account for:

• Platform fees (Trillet's base rate)

• Premium voice options

• Stripe processing fees (2.9% + $0.30)

• Support overhead

• Integration maintenance

Important note on enterprise pricing: The $0.75-$2.00/minute range assumes true enterprise complexity—multi-department healthcare systems, custom development work, SLA guarantees, and deep compliance requirements. For typical small-to-medium practices (solo attorneys, single-location dental offices, independent contractors), $0.40-$0.60/minute is more realistic and still delivers healthy margins. Reserve the highest rates for clients who genuinely require enterprise-level service and support.

Usage Pricing by Industry Tier

How to Sell Usage Pricing to Clients

Business owners hate unpredictable bills. The key to selling usage-based pricing is making it feel predictable and fair.

Frame usage as "you only pay for what you use": "Unlike hiring a receptionist at $3,500/month whether you get 10 calls or 1,000, you only pay for actual call time. Most businesses your size use about 150-200 minutes per month, which works out to roughly $60-90 in usage at our standard rate. Your total monthly cost stays predictable, and you have complete visibility into every call."

Use industry benchmarks to set expectations:

Pitch script for usage concerns: "I understand you want to know exactly what you're paying each month. Based on your call volume, I'd estimate your usage will be around $75-120/month on top of the base fee. But here's the thing: if you're paying more in usage, it means you're getting more calls, which means you're booking more jobs. The usage cost is directly tied to your growth."

Bundled Minutes vs. Pure Usage

Some agencies include a minute bundle in the base fee to simplify pricing and eliminate client anxiety about variable costs:

Option A: Pure Usage Model

• Base: $600/month

• Usage: $0.45/minute (all minutes)

• Best for: Variable call volume clients, value-conscious positioning

Option B: Bundled Model

• Base: $800/month (includes 200 minutes)

• Overage: $0.50/minute

• Best for: Predictable call volume, easier client budgeting

Option C: Unlimited Model

• Base: $1,500/month (unlimited reasonable use)

• Best for: High-trust clients, premium positioning, enterprise accounts

What Alternative Pricing Models Should Agencies Consider?

Per-minute pricing isn't the only approach. Alternative models can be easier to sell to risk-averse prospects who get nervous about variable costs.

Per-Booking / Per-Outcome Pricing

Charge based on successful outcomes rather than time spent. This aligns your incentives with client success and makes ROI calculation simple.

Pros:

• Easy for clients to understand ROI ("I pay $12 per booking, each booking is worth $200")

• No anxiety about variable per-minute costs

• Aligns your success with client success

Cons:

• Harder to predict your revenue

• Requires clear definition of what counts as a "successful outcome"

• May need minimum monthly fees to cover fixed costs

Revenue Share Models

Take a percentage of revenue from bookings or transactions the AI handles. This works best for high-trust relationships and transaction-heavy businesses.

Example: A boutique hotel averaging $800/night bookings. At 4% revenue share, each AI-booked reservation generates $32 for you. If the AI books 50 rooms/month, that's $1,600/month in revenue—without any per-minute tracking.

When to use revenue share:

• High-trust, established client relationships

• Businesses with clear transaction values

• When you want to deeply align incentives

Hybrid Models

Combine a lower base fee with performance components. This reduces client risk while maintaining your upside.

Example Hybrid Structure:

• Base: $400/month (covers your costs)

• Performance: $10 per confirmed booking OR 3% of booked revenue

• Usage: $0.25/minute (lower than standalone per-minute pricing)

Hybrid model pitch: "I understand you want to see results before committing to a higher monthly fee. Here's what I propose: a $400/month base that covers the platform and basic support, plus $10 for every appointment we book for you. Based on your call volume, most clients like you see 15-25 bookings per month, so your total cost would be $550-$650—but you're only paying for results."

Choosing the Right Model for Each Client

What Custom Work Justifies Additional Implementation Fees?

Every integration and customization has a value. Price them individually or as packages.

SMS & Email Automation Pricing

Integration Pricing

Multi-Location & Advanced Setups

How to Package Pricing for Different Client Types

Create 2-3 standardized packages to simplify your sales process while allowing customization.

Example Package Structure

Starter Package | Best for: Solo practitioners, small retail, pilot deployments

• Monthly: $400/month

• Minutes: 100 included, $0.30/min overage

• Implementation: $0-$500 (template deployment)

• Includes: Basic inbound answering, business hours, standard FAQs

• Your margin: ~60% on base, ~50% on usage

Professional Package | Best for: Real estate, roofing, property management, contractors

• Monthly: $650/month

• Minutes: 200 included, $0.40/min overage

• Implementation: $1,000-$1,500 one-time

• Includes: Calendar integration, SMS confirmations, custom greeting, CRM connection

• Your margin: ~65% on base, ~62% on usage

Premium Package | Best for: Legal, healthcare practices, multi-location home services

• Monthly: $1,000/month

• Minutes: 400 included, $0.50/min overage

• Implementation: $2,000-$4,000 one-time

• Includes: Everything in Professional + compliance setup, multiple integrations, priority support, monthly optimization calls

• Your margin: ~70% on base, ~70% on usage

Enterprise Package | Best for: Healthcare systems, franchises, large property management

• Monthly: $2,000-$3,000/month

• Minutes: 1,000 included, $0.75-$1.00/min overage

• Implementation: $5,000-$15,000+ one-time

• Includes: Everything in Premium + dedicated account management, custom development, SLA guarantees, advanced analytics, multi-location management

• Your margin: ~75% on base, ~80%+ on usage

How to Handle Billing and Invoicing

Managing multiple clients with different pricing tiers, usage tracking, and implementation payments can become a nightmare without the right systems.

Common Agency Billing Challenges:

• Tracking per-minute usage across dozens of clients

• Managing different pricing tiers and custom rates

• Collecting implementation fees before starting work

• Handling overages and usage notifications

• Reconciling platform costs with client invoices

Streamlined Billing with White-Label Platforms

Trillet's white-label platform includes native billing automation that handles this complexity:

• Automated usage tracking: Per-minute costs calculated and billed automatically

• Custom pricing per client: Set different rates for different clients

• Stripe integration: Direct billing to client credit cards

• Usage alerts: Notify clients when approaching limits

• Transparent reporting: Clients see exactly what they're paying for

This eliminates manual invoice creation and the spreadsheet gymnastics most agencies struggle with when managing 10+ clients. For more on setting up clients efficiently, see our guide on voice agent client onboarding.

How Does Geography Affect Voice AI Pricing?

Market penetration and regional economic factors significantly impact what you can charge. Understanding these dynamics helps you price appropriately for different markets.

Market Maturity and Pricing Power

Geographic Pricing Considerations

Tier 1 Metro Areas (NYC, LA, SF, Chicago, London, Sydney)

• Higher labor costs mean businesses already pay more for staff

• Higher willingness to pay for automation

• More sophisticated buyers who understand technology value

• Pricing premium: 20-40% above standard rates

Tier 2 Cities and Regional Markets

• More price sensitivity

• May require more education on voice AI benefits

• Relationship-driven sales often more effective

• Pricing: Standard rates, focus on ROI demonstration

Rural and Smaller Markets

• Often underserved—less competition

• Strong need for after-hours coverage (fewer staff options)

• May have budget constraints but high lifetime value

• Pricing: Standard to slightly below, emphasize availability benefits

International Pricing Adjustments

When serving clients in different countries, consider:

Market Penetration Strategy and Pricing

In low-penetration markets (voice AI adoption < 10%):

• You're often the first voice AI provider a business has encountered

• Price for value, not competition—there may be none

• Invest in education and demos

• Consider slightly lower entry pricing to build case studies

In moderate-penetration markets (10-30% adoption):

• Differentiation becomes critical

• Compete on specialization (industry expertise) or service quality

• Standard pricing with clear value proposition

In high-penetration markets (30%+ adoption):

• Price pressure from commoditization

• Move upmarket to enterprise or specialized verticals

• Differentiate on outcomes, integration depth, or support quality

• Consider outcome-based or revenue share models to stand out

Frequently Asked Questions

Should I charge implementation fees for every client?

Not necessarily. Skip implementation fees for template deployments that take under an hour. Charge them when custom work is required, such as integrations, multi-location setup, compliance configuration, or custom training. The key principle: if it takes significant time or expertise beyond clicking "deploy," charge for it.

What if a client pushes back on pricing?

Anchor to ROI, not cost. A $650/month AI receptionist that books 10 additional appointments worth $200 each delivers $2,000/month in value, a 3x ROI. If clients focus on price, you haven't communicated value. Calculate their missed call cost and show them the math.

How do I handle clients who want discounts?

Offer value adjustments, not price cuts. Remove features instead of lowering price: "I can do $500/month without the CRM integration and SMS confirmations." This maintains your rate integrity while giving price-sensitive clients options.

Which Trillet product should I choose?

If you're a small business owner looking for AI call answering, start with Trillet AI Receptionist at $29/month. If you're an agency wanting to resell voice AI to clients, explore Trillet White-Label. Choose Studio at $99/month (up to 3 sub-accounts) or Agency at $299/month (unlimited sub-accounts).

What margins should I target?

Aim for 60-80% gross margin on monthly base fees and 25-75% on usage depending on your pricing tier. With a true cost of approximately $0.15/minute (including platform fees, premium voices, and Stripe processing), charging clients $0.45/minute gives you 67% margin on usage. Combined with base fees, healthy agencies achieve 55-70% blended margins. Enterprise pricing at $1.00+/minute can achieve 85%+ margins.

Should I offer annual contracts?

Yes, with incentives. Offer 10-15% discount for annual prepayment. You get cash flow certainty and reduced churn, they get savings. A client paying $500/month ($6,000/year) might pay $5,100 upfront for annual, and you've locked in 12 months of revenue.

Conclusion

Profitable voice AI agency pricing requires positioning yourself as a business transformation partner, not a commodity service. The three revenue components—monthly base fees ($300-$3,000/month based on industry and complexity), usage costs ($0.20-$2.00/minute depending on tier), and implementation fees ($500-$25,000+)—should all reflect the value you deliver, not just your costs.

Key pricing principles to remember:

• Never charge below $0.20/minute—this is your absolute floor

• Target $0.40-$0.50/minute as your standard rate for most clients

• Enterprise and regulated industries can command $0.75-$2.00/minute

• Healthcare commands a 2-3x multiplier due to compliance complexity

• Consider alternative models (per-booking, revenue share, hybrid) for risk-averse clients

The most successful agencies tier their pricing across four levels based on industry value, offer multiple pricing models to match client preferences, and adjust for geographic market conditions. They charge implementation fees for any custom work beyond template deployment, and they use platforms with native billing automation to manage complexity at scale.

Ready to build your voice AI agency with pricing that actually works? Explore Trillet White-Label starting at $99/month, giving you the platform to build a profitable business with healthy margins.

Related Resources:

• Voice AI Agency Business Model Canvas

• How to Sell AI Chatbots to Local Businesses

• White-Label AI Profit Margin Analysis