Your Protocol plan
What Protocol charges you: the four plans, who counts as a billable person, why leads are always free, AI credits, and how to change plan.
Everything else in this section is about what you charge your clients. This page is the other direction: what Protocol charges you.
There is one thing to know and the rest follows from it.
You pay for the people you deliver to. Not for how you sell to them. Someone on a $29 membership and someone on 1-on-1 coaching cost you the same, because Protocol does the same work for both. The way a bigger roster gets cheaper is the plan you are on, not the kind of person you put on it.
The four plans
Pay for a year up front and you get two months free on Starter, Pro and Enterprise. The monthly/yearly switch is at the top of the plan screen.
Who counts as a billable person
An active client and a low-ticket member both count. A lead does not, ever, on any plan including Free.
That is not a loophole, it is the definition: a lead has no programme, no tracking and no stored history. The only way to keep somebody a lead is to not use Protocol for them, so there is nothing to game. The moment you start delivering, they count.
Moving somebody from Client to Low ticket changes what their app shows. It does not change your bill.
The Free plan’s limit
Free covers three active clients. The fourth is refused when you try to add them, and promoting a lead to a client is refused the same way once you are at three. Leads stay unlimited, so you can keep filling a pipeline on Free and convert as you upgrade.
AI credits
One credit is one token. Your plan includes a monthly allowance measured in millions:
| Plan | Included each month |
|---|---|
| Free | 0.25M credits |
| Starter | 2.5M credits |
| Pro | 6M credits |
Beyond that, extra credits are $10 per million, and only if you switch overage on. Leave it off and AI features simply stop for the month rather than adding to your bill.
To give that a sense of scale:
| Action | Roughly |
|---|---|
| Logging a meal by text | ~200 credits |
| Logging a meal from a photo | ~400 credits |
| A programme overview: 8 weeks, 4 days, 3 templates | ~2,000–3,000 credits |
| A 60-minute workout, 15 exercises | ~5,000 credits |
| A full day of nutrition | ~6,500 credits |
| A whole personalised 8-week programme from scratch | ~400,000 credits |
Your usage is on the billing screen and in the profile menu, in the same unit.
Changing plan
Billing in your organisation settings shows every plan with your current one marked. Pick another to move; Enterprise opens a conversation rather than a checkout.
Cancelling leaves your clients with access until the end of the billing period you have already paid for.
Selling to your own clients is a different thing entirely: see Subscriptions & renewals and Purchases & invoices.