ZoomInfo vs Lusha: which B2B data tool fits your team

ZoomInfo and Lusha both sell B2B contact data with emails and phone numbers, plus an API and MCP server. ZoomInfo suits larger teams wanting a broad platform with intent data and warehouse delivery, but its main pricing is not published. Lusha suits smaller teams wanting published self-serve plans from $49.90 a month, a free tier with 40 credits, and an API key on every plan.

Facts about other products checked on 2026-11-09 · sources listed below

Feature	ZoomInfo	Lusha
Pricing model	Custom platform packages; GTM.ai credits (data and AI)	Monthly or annual plans with credits
Starting price	Platform not published; GTM.ai pay as you go top-ups from $20	Starter $49.90/mo monthly or $37.45/mo billed annually
Free plan	GTM.ai Free: 1,000 data + 1,000 AI credits at signup, expire after 12 months	Up to 40 credits a month
Data and coverage	Says 410M+ contact profiles, 300M+ verified emails, 122.9M companies	Says 515M+ verified contacts, 165M+ verified emails, 29M+ company profiles
Email verification	Syntax, MX, SMTP and risk checks; per-email confidence not published	Confidence tier A1 to A4 with update date; method not published
API	Data API and others via OAuth; access by package; rate limits not published	API key on every plan; Free and Starter 40/min, 100/day
MCP / AI agents	mcp.zoominfo.com; requires a ZoomInfo licence	Official MCP over OAuth; same credit balance
Phone numbers	Says 135M+ direct dials; mobile on GTM.ai Enterprise only	Yes, 5 credits each; mobile, direct or general with DNC flag
Compliance	ISO 27001, 27017, 27701; AICPA SOC report; CSA STAR Level One	Claims SOC 2 Type II and ISO 27001, 27701, 27017, 31700, 42001
Best for	Larger teams buying a full GTM platform on contract	Small teams wanting published, self-serve pricing

The short version

ZoomInfo and Lusha both sell business contact and company data, including emails and phone numbers, and both now offer an API and an official MCP server for AI assistants. The biggest difference is how you buy. ZoomInfo sells its main platform through custom packages with no published list price, alongside a newer self-serve offer called GTM.ai with free and pay as you go credits. Lusha publishes its plans and prices, starting with a free tier and a Starter plan at $49.90 a month.

Everything below comes from each company's own pages, checked on 2026-11-09. Third-party figures are labelled as such.

Pricing and credits

ZoomInfo does not publish prices for its platform (SalesOS, MarketingOS, TalentOS, OperationsOS and Copilot); packages are quoted through a form. Third-party data from Vendr, based on 1,581 purchases, puts the median at $33,500 a year, with a range of $7,267 to $156,000. Third-party sources also describe annual contracts that auto-renew unless written notice is given, often reported as 60 days.

ZoomInfo's GTM.ai offer is self-serve. GTM.ai Free gives 1,000 data credits and 1,000 AI credits at signup, with no card, expiring after 12 months. Pay as you go has no subscription and top-ups from $20, with data credits at $0.38 each at the $1,000 spend tier and AI credits at $0.05 each. GTM.ai Enterprise pricing is not published. More detail in ZoomInfo pricing.

Lusha lists its plans publicly:

Free: up to 40 credits a month.
Starter: $49.90 a month billed monthly, or $37.45 a month billed annually ($449.10 a year), with 400 credits a month.
Pro: $69.90 monthly or $52.45 a month annually, with 600 credits a month.
Premium: $399.90 monthly or $299.95 a month annually, with 3,400 credits a month.
Scale: custom pricing through sales.

Lusha's pricing page does not say whether prices are per user, and teams over five users must contact sales. A verified email costs 1 credit, a phone number 5 credits and company info 1 credit. At least 1 credit is charged per request even when no data comes back. Monthly plans roll unused credits over up to 2x the monthly limit; annual credits reset at the end of the cycle. See Lusha pricing.

A worked example: Maya Chen runs RevOps at Northwind Analytics and wants mobile numbers for a small calling team. On Lusha Pro, 600 credits a month covers 600 email reveals, 120 phone reveals, or a mix. With ZoomInfo she would request a platform quote, or check whether GTM.ai fits, noting that ZoomInfo lists mobile phone data on GTM.ai as Enterprise only.

Data, coverage and verification

ZoomInfo says it has 410M+ contact profiles, 300M+ verified business emails, 135M+ direct dial numbers and over 95% accuracy, across 122.9 million companies; other ZoomInfo pages give different counts. It says its data comes from a contributory network that reads email signatures, machine learning over websites, filings and job posts, human researchers and partners, and describes refresh as continuous. Its email checks cover syntax, domain and MX, SMTP and risk signals such as catch-all, disposable and role-based addresses, and it says it uses actual delivery attempts against catch-all domains. Per-email confidence scores are not published. Intent data is a separate SKU.

Lusha says it has 515M+ verified contacts, 165M+ verified emails, 29M+ company profiles and 30+ buying signals across 238 countries and territories; its MCP docs quote 100M+ business contacts and 60M+ companies. Lusha claims 98% email accuracy and 86% global phone accuracy, while third-party reviews estimate email accuracy lower, around 75 to 81%. Lusha says sources are checked daily and contact fields refreshed weekly. Emails carry a confidence tier (A1 to A4) and an update date, and phones are classed as mobile, direct or general with a Do Not Call flag. Its verification method is not published.

API, MCP and integrations

ZoomInfo offers several APIs (Data, Context, GTM Studio, Marketing, Platform, Agent and Copilot) plus webhooks, using OAuth. Access depends on your package and rate limits are not published. Its MCP server at mcp.zoominfo.com works with Claude, ChatGPT, Perplexity, Cursor, Codex and VS Code Copilot and requires a ZoomInfo licence (GTM.ai self-serve or Enterprise). ZoomInfo says data accessed via MCP may not be used for model training. It lists 194 integrations, including bi-directional Salesforce, HubSpot, Salesloft and Zapier, plus warehouse delivery to Snowflake, Databricks, BigQuery and S3.

Lusha gives an API key on every plan, including Free. Published per-key limits are 40 requests a minute and 100 a day on Free and Starter; 50 a minute, 150 an hour and 1,500 a day on Pro; 300, 1,800 and 18,000 on Premium; and 300, 5,000 and 50,000 on Scale. Its MCP server connects over OAuth with setup guides for Claude, ChatGPT, n8n and Cursor, and draws on the same credit balance as the app. Integrations include Salesforce, HubSpot, Pipedrive, Zoho CRM, Bullhorn, Outreach, Salesloft, Zapier, Make, n8n, Workato and Clay, plus a Chrome and Edge extension. Neither company lists language SDKs.

When to choose ZoomInfo

You are a larger team that wants one platform across sales, marketing, recruiting and operations, and you are comfortable with a negotiated annual contract.
You want intent data, scoops or warehouse delivery into Snowflake, Databricks, BigQuery or S3.
Your security review needs a long list of attestations: ZoomInfo lists ISO 27001, 27017 and 27701, an AICPA SOC report, TRUSTe seals and CSA STAR Level One.
You want to test programmatic access first through GTM.ai Free or pay as you go before committing to the platform.

When to choose Lusha

You want to see prices before talking to sales, with a monthly plan option.
You are a small team (up to five users on self-serve) revealing contacts from a browser extension or CRM.
Phone numbers matter and you want them on a self-serve plan, with mobile, direct and Do Not Call labels.
You want an API key on the free plan to test. Lusha also claims SOC 2 Type II and several ISO certifications.

Where Leadsets fits

Leadsets is a different kind of product: a B2B data API and remote MCP server built for AI agents, not a web app for reps. Paid plans are flat monthly prices (Solo $29, Pro $99, Team $399, Max $999) with fair-use limits per five hours and per week instead of credits, and the free plan is 1,000 records once with no card. Emails are labelled verified, catch-all, unknown or invalid, and company website and careers-page scraping is available as a paid add-on.

It is not a fit if you need phone numbers, which Leadsets does not offer yet, or SOC 2 today, which is planned with a target of Q3 2027. ZoomInfo and Lusha both cover those. For direct comparisons, see Leadsets vs ZoomInfo, Leadsets vs Lusha and the Leadsets pricing page.

Questions and answers

Is ZoomInfo more expensive than Lusha?

ZoomInfo does not publish platform prices, but third-party Vendr data from 1,581 purchases puts the median at $33,500 a year. Lusha publishes its plans, from $49.90 a month on Starter to $399.90 a month on Premium billed monthly. For most small teams Lusha's published plans cost less, while ZoomInfo's GTM.ai pay as you go starts with top-ups from $20.

Do ZoomInfo and Lusha both have phone numbers?

Yes. ZoomInfo says it has 135M+ direct dial numbers, and lists mobile phone data on GTM.ai as Enterprise only. Lusha returns phone numbers on its plans at 5 credits each, labelled mobile, direct or general with a Do Not Call flag, and claims 86% global phone accuracy.

Does Lusha have a free plan?

Yes. Lusha's free plan gives up to 40 credits a month, basic prospecting, the browser extension, CRM integrations and an API key limited to 40 requests a minute and 100 a day. A verified email uses 1 credit and a phone number uses 5.

Does ZoomInfo have a free plan?

ZoomInfo offers ZoomInfo Lite, a free account whose exact credits ZoomInfo does not publish; third-party sites report about 10 a month. Its GTM.ai Free tier gives 1,000 data credits and 1,000 AI credits at signup with no card, expiring after 12 months, including MCP, API and CLI access.

Do ZoomInfo and Lusha work with Claude and ChatGPT?

Both have official MCP servers. ZoomInfo's server at mcp.zoominfo.com works with Claude, ChatGPT, Perplexity, Cursor, Codex and VS Code Copilot and requires a ZoomInfo licence. Lusha's MCP server connects over OAuth with guides for Claude, ChatGPT, n8n and Cursor and uses the same credit balance as the app.

Which is more accurate, ZoomInfo or Lusha?

Both make their own accuracy claims: ZoomInfo says over 95% accuracy and Lusha claims 98% email accuracy. Third-party reviews estimate Lusha's email accuracy lower, around 75 to 81%, and reviews of both mention some data accuracy complaints. Testing each on a sample of your own target accounts is the most reliable way to compare.

Sources · checked 2026-11-09

Prices and features change. If something here is out of date, email support@leadsets.ai and we'll fix it.

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