Pricing pages are written to be scanned. This one is written to be understood. Same four plans, same numbers as the home page, with the words explained and an honest note on what is not for sale.
Direct answer: Four plans. Free at £0 for one store, see-only. Growth at £99 a month: one store, a full morning brief, and writes after approval. Pro at £249 a month: three isolated stores, the strongest model when needed, a per-signal morning, the recommended live-brand desk. Scale at £599 a month: ten stores, the group brief, group volume. VAT extra. Annual is two months free. Founding members get 25 percent off paid plans for life. Billing is not open yet; the waitlist is.
The four plans
| Free | Growth | Pro | Scale | |
|---|---|---|---|---|
| Monthly (list) | £0 | £99 | £249 | £599 |
| Founding (25% off, for life) | £0 | £74 | £187 | £449 |
| Annual (two months free) | £0 | £990 | £2,490 | £5,990 |
| Stores | 1 | 1 | 3, isolated | 10, isolated |
| Model and morning | Fast model, morning verdict | the standard model, full morning brief | the strongest model when needed, morning per signal | the strongest model as the ceiling, group brief |
| Reports | 20 | 80 | 250 + 4 on the strongest model | 1,000 + 20 on the strongest model |
| Ad drafts / month | 0 | 100 | 400 | 1,500 |
| Ad writes | See only | After approve | After approve | After approve |
| Product titles / month | 50 | 100 | 200 | 1,000 |
| Shopping attributes / month | 50 | 2,000 | 5,000 | 15,000 |
| Creative / launches | 0 | 30 / 8 | 120 / 30 | 400 / 100 |
| Video | 0 | 5 | 20 | 60 |
| Plans | 0 | 4 | 30 on the strongest model | 100 |
| Human onboarding | Yes | Yes | Yes | Yes |
The words, explained
- See only. Free sees everything the desk sees: Meta and Google, dayparting evidence, dead sizes, product sets, feed issues. It shows you what it would do. You go and do it. That is not a missing feature; it is the free tier.
- Writes after approve. On paid plans, once you approve a proposal, Ralph applies it: a native dayparting schedule on lifetime Meta budgets or a stepped throttle on daily ones, per-campaign exclusions, product sets (which stay paused until you say otherwise), supplemental Merchant Center feeds. The writers are still off by default until you enable them.
- Ad drafts. Copy in review, counted per month. They are not ads that went live; they are ads waiting for you.
- Reports. Deeper analyses you ask for beyond the morning. reports on the strongest model use the heavier model.
- Isolated stores. On Pro and Scale each store is its own tenant. Data, tokens and context never mix.
- Model and morning. Free gets a fast model and a verdict. Growth gets the standard model and a full brief. Pro gets the strongest model when the question warrants it and a morning per signal. Scale gets the strongest model as the ceiling and the group brief. Not the strongest model on every sentence, on any plan.
What the step-ups actually buy
Free to Growth is the first write desk: the same view, plus a brief, plus the ability to approve and let Ralph apply. Growth to Pro is three shops, four times the drafts, a morning per signal and the strongest model when needed; it is the plan we recommend for a live brand. Pro to Scale is ten shops, the group brief and group volume for people running a portfolio.
What is not for sale
- Chats per hour. Ralph is an operator, not a metered chatbot. Rate limits exist internally and are not the product.
- Unsupervised spend. There is no plan where money moves without approval.
- A fifth list price. More than ten stores is a conversation, not a SKU.
- Guarantees. No plan promises a ROAS, and no page on this site will.
Pick the plan by how many stores you run and whether you want Ralph to apply what you approve. Everything else on the table follows from that.
How it compares to the other ways of buying the same work
A light agency retainer in the UK starts around £750 a month and a solid one around £2,500, fees only. An in-house hire lands in the same monthly band as a solid retainer once employer costs are counted. Software at £99 to £599 is a different shape: it does not sleep and it does not have taste. Most brands that use it well run a hybrid. The bands are in how much an ecommerce agency costs, and the comparison is on Ralph vs a growth agency.
Questions people actually ask
How much does Ralph AI cost?
Free is £0. Growth is £99 a month. Pro is £249 a month. Scale is £599 a month. VAT is extra. Annual billing is two months free: £990, £2,490 and £5,990. Founding members lock 25 percent off the paid list prices for life, which is £74, £187 and £449 a month.
What do I get on the Free plan?
One store. Ralph sees your Meta and Google accounts, the dayparting evidence, dead sizes, product sets and feeds, and gives a morning verdict on a daily run. It includes 50 product titles and 50 shopping attributes a month and 20 reports. Ad drafts are 0 and writes are see-only: you can see what Ralph would do and do it yourself.
What is the difference between ad drafts and ad writes?
Ad drafts are copy in review, counted monthly. Ad writes are the actions Ralph applies after you approve: send drafts, daypart, exclusions, product sets, supplemental feeds. Free has no drafts and see-only writes. Paid plans have a draft quota and writes after approval.
Which plan should a single live brand pick?
Growth if one store and a morning brief with approved writes is the job. Pro if you want the strongest model when it matters, a per-signal morning, four times the drafts, or up to three isolated stores. Pro is the recommended live-brand desk. Scale is for groups running up to ten stores.
Is there an enterprise plan?
For more than ten stores, pricing is set by hand. It is not a public SKU and there is no fifth list price. Contact rocketman@mustbeagency.com.
Can I pay today?
Not yet. Billing is not open and neither is self-serve signup. The waitlist is £0. When your seat opens you choose a plan, and every plan includes a real person for onboarding.
If you want stock, ads and the morning list in one place: that is what we built Ralph for. A growth operator for Shopify, with review before anything ships. Not magic. Fewer tabs. See Ralph · Docs