Duda pricing

About

Duda is a white-label website-building platform built specifically for the businesses that build websites for other businesses — digital agencies, hosting companies, SaaS platforms, point-of-sale providers, and freelance web professionals. Rather than selling to end-consumers like Wix or Squarespace, Duda’s core pitch is that its editor, multi-site dashboard, client management, and support portal can all be rebranded and resold as the customer’s own product, with clients never seeing that Duda is under the hood.

The platform’s defining structural choice is that it separates the platform subscription from the websites themselves. A team buys one of four account plans — Basic, Team, Agency, or White Label — or negotiates a high-volume Custom plan, and each plan unlocks platform capabilities plus a small number of included site subscriptions (1 site on Basic/Team, 4 sites on Agency/White Label). There is no cap on how many additional sites an account can carry; extra sites are billed a la carte. On top of the account plan sit separately-priced products: an AI Visibility add-on that tracks how client sites surface in ChatGPT, Gemini and Perplexity, and per-site eCommerce & Bookings subscriptions.

Duda serves SMB-through-enterprise agencies globally, hosts every site on AWS with unlimited bandwidth and storage (a 99.5% uptime target on standard hosting, marketed as 99.99% for enterprise partners), and positions its enterprise tier around ISO 27001 certification, GDPR compliance, SSO, and REST-API automation for partners managing thousands of sites. It competes most directly with Webflow, Wix, Squarespace and WordPress, differentiating on the agency/reseller model rather than the DIY end-user model.

Pricing summary : How Duda’s account-plus-per-site model works

Duda uses a tiered account subscription with per-site add-ons and a monthly AI credit pool, spread across five billing dimensions:

1. Account plan (flat tiered subscription): Basic $19, Team $29, Agency $52, White Label $149 per month on annual billing (charged upfront); monthly billing runs higher at $25 / $39 / $69 / $199. A negotiated Custom plan sits above these for high-volume buyers.
2. Per-site subscriptions: Each plan includes 1–4 free sites; additional published sites cost $19/mo or $171/yr on Basic and $17/mo or $168/yr on Team, Agency and White Label. Custom plans negotiate tiered per-site discounts. There is no limit on total sites.
3. Team seats: Team includes 3 seats, Agency and White Label include 6; client accounts are unlimited on all paid plans. Custom negotiates seat counts.
4. Monthly AI credits: Every paid plan gets 150 AI credits/month that refresh monthly for advanced AI features (Duda Vibe, custom-widget generation, Copilot actions). Exceeding the allowance requires one-time credit “top-ups.”
5. Separately-billed products: an AI Visibility add-on ($19–$195/mo, metered on domains, unique prompts, and monthly AI responses) and eCommerce & Bookings subscriptions billed per site ($0 promo Free Bookings, then Standard $7, Advanced $20, Elite $45 on annual billing, all at 0% transaction fee).

What makes this different: Duda decouples the platform license from the websites, so an agency’s bill scales primarily on how many client sites it publishes rather than on seats or traffic — a usage-based pricing twist on a subscription pricing model where the value metric is the deliverable itself. For a category whose incumbents lean on per-seat or per-transaction billing, choosing the finished website as the value metric is the whole strategy.

Pricing by product

Website Builder — account plans

Additional published sites beyond those included: $19/mo or $171/yr (Basic); $17/mo or $168/yr (Team, Agency, White Label); negotiated tiers on Custom. There is no cap on total sites per account.

AI Visibility (add-on — free 14 days, then billed separately)

eCommerce & Bookings (add-on — subscribed per site, on top of the account plan)

Avalara tax and Easyship shipping carry monthly usage limits (Advanced: 500 Avalara calls / 50 tax docs / 100 labels; Elite: 2,500 / 250 / 200); exceeding them costs +$0.2 per additional 10 Avalara calls, 1 tax document, or 1 shipping label.

Sales motions across products: PLG / self-serve for Basic, Team, Agency, White Label and both add-ons (start a 14-day free trial, buy online); sales-led for the Custom and Enterprise plans (contact sales, quoted).

Hidden costs : what agencies actually pay once sites and add-ons stack

The $52/mo Agency headline is only the platform license. Because Duda bills per site, per store and per AI add-on, an agency’s real monthly cost is a stack of small subscriptions — and it climbs quickly once client sites and eCommerce enter the picture. Two representative bills:

Freelancer on Basic publishing 5 client sites

At five sites the Basic plan’s cheap $19 headline is misleading: additional sites cost the same $19 as the entire plan, so per-site fees ($76) become the bulk of the bill. Upgrading to Team ($29) drops the additional-site rate to $17/mo, and Agency ($52) includes four sites outright — a $76/mo value — which is why Duda steers volume builders upmarket.

White-label agency: 12 sites, a store, and AI Visibility

The $149 White Label headline understates the real spend by roughly 2.7×: per-site fees, per-store subscriptions and the metered AI add-ons stack on top. The lesson mirrors what we see across usage-based pricing migrations in SaaS — a low platform anchor plus many small metered lines can be great for land-and-expand but hard for the buyer to forecast.

Want to estimate your own Duda bill? Use the Duda pricing calculator to model your monthly cost based on account tier, number of published sites, stores per site, and AI add-ons.

Pricing evolution : from flat plans to per-site plus AI add-ons

Duda’s story is one of unusual headline-price stability paired with aggressive product expansion. The four self-serve plan prices ($19 / $29 / $52 / $149 annual; $25 / $39 / $69 / $199 monthly) are unchanged from the earliest archived snapshot in December 2023 through the August 2026 capture — nearly three years flat. Every 2025–2026 change is an addition — an AI credit pool, an AI Stack, an AI Visibility add-on, an eCommerce restructure — bolted on without touching the base prices.

Cadence

Tracked range: 2023-12–2026-08. Quarters not listed above were verified stable against Wayback (0 base-price changes across the entire window; the only movement is additive AI/eCommerce SKUs).

Notable changes

• 2026-07-20 — Duda announced its expanded AI Suite (agentic multi-page generation, the conversational “Duda Vibe” app editor, in-editor custom-widget generation, and MCP orchestration), monetized through a consumption-based pool of 150 monthly AI credits per paid account with one-time top-ups (reported by MarTech360 and CMOfirst).
• 2026 (H1) — A separately-billed AI Visibility add-on ($19 Starter to $195 Scale) began tracking how client sites appear across ChatGPT, Gemini, Perplexity and other answer engines, metered on domains, unique prompts, answer engines, countries and monthly AI responses.
• 2026 — eCommerce & Bookings moved to a 0%-transaction-fee tier ladder (Free Bookings, Standard $7, Advanced $20, Elite $45 annual), with Bookings free through Sep 30 2026 as a limited-time promotion.
• 2023-12 → 2026-08 — Base plan prices verified unchanged across Wayback snapshots; exact dates for the AI-layer rollout are approximate because 2025–2026 snapshots archive as JS-rendered skeletons with prices not preserved in the raw HTML.

What’s unique : decoupling the platform license from the websites

1. The website is the value metric, not the seat. Most website builders bill either per end-user site (Wix, Squarespace) or per editor seat (Webflow’s workspace seats). Duda instead sells a platform license that includes a small number of sites (1 on Basic/Team, 4 on Agency/White Label) and then bills each additional published site a la carte at $17–$19/mo with no cap. The bill scales with the agency’s deliverable — client sites shipped — which aligns Duda’s revenue with its customers’ revenue better than a seat count ever could.

2. White-labeling is the paywall, not a feature checkbox. Rebranding the entire stack — editor, client dashboard, client billing portal, support portal, platform emails — is gated to the $149 White Label plan and Custom. Duda turns “make it look like your product” into the single largest price step in the ladder (Agency $52 → White Label $149, a 2.9× jump), because that capability is what lets an agency or SaaS resell Duda as its own product and collect recurring client payments through the platform.

3. An AI stack monetized by a refreshing credit pool, layered on flat prices. Rather than raise plan prices for AI, Duda gives every paid account a pool of 150 AI credits per month that refresh monthly and cover advanced features (Duda Vibe, custom-widget generation, Copilot actions); heavy users buy one-time top-ups. This is a textbook prepaid-credit model used as an expansion lever on top of a stable subscription — a pattern we track in the shift from entitlements to credits.

4. AI Visibility productizes answer-engine optimization as a metered add-on. Duda’s AI Visibility add-on ($19–$195/mo) tracks how client domains surface in ChatGPT, Gemini and Perplexity, metered on domains, unique prompts, answer engines, countries and monthly AI responses. It is an on-thesis, outcome-adjacent monetization move: selling agencies a recurring, usage-metered product tied to the emerging problem of being found in AI answers, not just ranking in Google.

5. Zero transaction fees as a competitive wedge. Every eCommerce and Bookings tier charges a 0% transaction fee, in a category where Wix and Squarespace clip a percentage on their lower store plans. For an agency reselling stores to dozens of clients, a flat per-site subscription with no revenue share is far easier to mark up and forecast.

Strengths & weaknesses

Billing UX : annual/monthly toggle, credit top-ups, per-site billing

• Annual/Monthly toggle — a “Annual (Save up to 25%)” switch on the pricing page flips every account tier between annual (charged upfront) and monthly billing; annual plans are the default and show “Billed annually” with the lower headline price.
• AI Credits billing area — each account gets 150 monthly AI credits that refresh monthly; usage is monitored in the in-platform Billing area, and accounts that exceed the allowance buy one-time credit “top-ups” (priced inside the Billing area).
• Per-site add-on billing — additional published sites and eCommerce & Bookings upgrades are subscribed per site on top of the account plan, so the platform license and the individual site subscriptions are itemized separately.
• White-label client billing portal — on White Label and Custom plans, agencies collect one-time and recurring payments from their own clients through the Duda platform under their own brand.
• 14-day free trial + 30-day money-back guarantee — trials require no credit card and include full White Label features; the money-back guarantee backs paid conversions.
• Custom-plan negotiation — Custom plans expose tiered per-site discounts and negotiated commitments through the sales team rather than a self-serve checkout.

Strategic wins : pricing decisions that fit the agency model

1. Picking the site as the value metric

Duda bills the deliverable an agency actually sells to its client — a published website — rather than logins or traffic. This keeps the pricing conversation aligned with the customer’s own unit economics: every site an agency ships is both a cost line and a revenue line, so Duda grows exactly as its customers grow. It is a cleaner expansion axis than seats, and a textbook example of choosing the right usage metric.

2. Making white-label the single biggest price step

By gating full platform rebranding — editor, client dashboard, billing and support portal — to the $149 White Label plan, Duda concentrates its value capture on the one capability that turns a tool user into a reseller. The 2.9× jump from Agency to White Label is defensible because that plan unlocks a new business model (reselling Duda as your own product and billing clients through it), not just more of the same features.

3. Monetizing AI additively instead of via a price hike

Facing the same margin pressure every SaaS feels from generative-AI costs, Duda chose a prepaid-credit pool (150/mo, refreshing, with top-ups) rather than raising plan prices or launching an “AI tier.” Existing customers keep their price, cost-heavy AI usage is throttled and metered, and heavy users self-select into top-ups. It sidesteps the value-metric problem in AI pricing by decoupling AI consumption from the base subscription entirely.

4. Turning answer-engine optimization into recurring revenue

The AI Visibility add-on packages a brand-new, top-of-mind agency problem — “are my clients showing up in ChatGPT and Perplexity?” — into a metered monthly product. Launching it as a separate, upsell add-on (rather than a bundled feature) lets Duda capture willingness-to-pay from agencies chasing the AI-answer-engine visibility trend without diluting the core plans.

5. Zero transaction fees as an agency-friendly wedge

Charging 0% on eCommerce and Bookings across every tier removes the revenue-share friction that makes Wix and Squarespace hard to mark up. For a reseller, a flat, predictable per-site store subscription is far easier to bundle into a client retainer than a percentage that grows with the client’s sales.

Areas to improve : where the multi-add-on bill gets hard to predict

1. Publish AI-credit overage rates

The 150-credit monthly pool and its one-time top-up prices are only visible inside a paying account’s billing area. Buyers evaluating Duda for AI-heavy workflows (Duda Vibe, custom widgets) cannot forecast overage cost before subscribing. Fix: publish the credit-to-feature cost table and top-up pricing on the public pricing page, the way mature usage-based billing vendors expose their overage rates.

2. Add a mid-tier white-label option

The jump from Agency ($52) to White Label ($149) is a 2.9× cliff with nothing between. A solo freelancer or two-person shop that wants light branding (custom login + client dashboard) but not the full SaaS-reseller stack has no option. Fix: introduce a “White Label Lite” step (~$89) that unlocks branded client-facing surfaces without the full API/SSO/reseller apparatus.

3. Make the true multi-site cost visible before checkout

Because per-site, per-store and per-AI-add-on fees stack, the headline plan price can understate the real bill by 2–3× (see Hidden costs). Fix: embed an interactive cost estimator on the pricing page — pick a tier, number of sites, stores and AI add-ons and see the monthly total — mirroring the transparency lesson from usage-based pricing migrations.

4. Simplify AI Visibility’s five metered dimensions

AI Visibility meters on domains, unique prompts, answer engines, countries and monthly AI responses simultaneously, which makes it hard for an agency to know which tier it needs. Fix: lead with one primary value metric (e.g., domains tracked) and treat the rest as generous soft limits, so the buyer can size the plan against a single number.

Key takeaways

1. Bill the deliverable, not the login. Duda’s per-site model ties revenue to the artifact its customers sell, which is a stronger expansion axis than seats for any B2B2C or agency-serving product. If your customers resell your output, price on units of output.
2. A stable base price plus additive SKUs is a durable strategy. Duda held four plan prices flat for nearly three years while shipping AI credits, an AI Suite, an AI Visibility add-on and an eCommerce restructure. Growth came from new metered SKUs and upsells, not price increases — protecting trust and renewals.
3. Gate the business-model-changing feature, not the incremental one. White-labeling justifies a 2.9× step because it converts a tool user into a reseller. Reserve your steepest price jumps for capabilities that unlock a new revenue model for the buyer.
4. Monetize AI with a refreshing credit pool to protect margins without repricing. Giving every plan a fixed monthly credit allowance meters cost-heavy AI usage and pushes heavy users to top-ups, without forcing an AI tier or a base-price hike on the whole customer base.
5. Watch the entry-tier trap. On Basic, an extra site costs as much as the plan itself — a deliberate funnel toward Agency, but a transparency risk. If your entry tier’s overage equals its base price, expect buyers to feel misled unless you make the upgrade math obvious.

UBP implications

1. The “value metric = deliverable” pattern generalizes beyond websites. Any platform whose customers productize its output (sites, reports, agents, media) can price per finished unit rather than per seat, aligning vendor and customer growth. Duda shows this can coexist with a flat platform-license anchor.
2. Prepaid, refreshing credit pools are becoming the default AI-monetization primitive. Duda’s 150-credit allowance echoes the broader entitlement-to-credits shift: a fixed monthly grant plus metered top-ups lets incumbents absorb variable AI cost without repricing subscriptions.
3. “Answer-engine visibility” is emerging as its own usage-metered category. Duda productizing AI Visibility as a separate metered add-on signals that being found in ChatGPT/Perplexity is monetizable in the same way SEO tooling was — expect more vendors to sell AI-discovery as a usage-priced line item.

Sources

• Duda pricing page (accessed 2026-08-08)
• Duda eCommerce & Bookings pricing (accessed 2026-08-08)
• Duda White Label website builder (accessed 2026-08-08)
• Duda Enterprise (accessed 2026-08-08)
• Duda product updates (accessed 2026-08-08)
• Duda developer / REST API portal (accessed 2026-08-08)

Bottom line

Duda is a masterclass in additive monetization: it held four self-serve plan prices flat for nearly three years while turning a website builder into an AI-era agency platform — layering a refreshing 150-credit AI pool, an agentic AI Suite, and a metered AI Visibility answer-engine tracker on top without touching the base prices. The model’s genius is billing the deliverable (published sites) instead of seats, and reserving its steepest step for white-labeling — the feature that turns a customer into a reseller. Its weakness is legibility: per-site, per-store and per-AI-add-on fees stack into a bill that can run 2–3× the headline, and the cheapest tier’s per-site fee equals the whole plan. For agencies that build at volume, Duda’s economics are among the most aligned in the category; for the curious freelancer, the real cost only becomes clear after the sites start adding up.

Want to compare Duda against other website-builder and web-hosting pricing models? Browse the pricing blueprint.

Pricing timeline : Major events on a vertical axis

Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.

Current plan structure captured with AI Visibility + eCommerce add-ons

Aug 2026

Base plans unchanged at $19/$29/$52/$149 annual ($25/$39/$69/$199 monthly). A separately-billed AI Visibility add-on ($19 Starter to $195 Scale) now tracks client domains across ChatGPT, Gemini and Perplexity, and eCommerce & Bookings is sold per site (Free Bookings $0 through Sep 30 2026, then Standard $7 / Advanced $20 / Elite $45 annual, all at 0% transaction fee).

Duda AI Suite launch, monetized via monthly AI credits

Jul 2026

Duda announced an expanded AI stack — agentic multi-page site generation, the conversational 'Duda Vibe' app editor, an in-editor custom-widget generator, and MCP orchestration. Advanced AI usage is metered through a pool of 150 monthly AI credits per paid account that refresh monthly, with one-time top-ups once the allowance is exhausted (reported by MarTech360 and CMOfirst, 2026-07-20).

Five-tier agency structure already at today's prices

Dec 2023

Wayback snapshots confirm Basic $19, Team $29, Agency $52 (best value) and White Label $149 on annual billing, plus a sales-led Custom plan — identical to 2026 pricing. No AI-credit pool, AI Stack or AI Visibility add-on existed yet; the plan lineup was the pure website-builder-plus-white-label offer.