Get a FREE Card Reader
with Starter Plan
Join the first 100 salons on Willo and receive a FREE Stripe Reader M2 (worth $59) when you subscribe to our Starter Monthly plan.
Claim Your Free ReaderSimple, transparent pricing
Start free and scale as you grow. Same low fees on every plan.
Free
Get started with basic booking and payment features
- Unlimited bookings
- Online payment links
- Basic calendar
- Client notes & photos
- 30-day analytics
- Basic theme only
- 16 beautiful themes
- Custom cover photo
- Social media links
- Automated reminders
Starter
or $17/mo billed annually
Full customization with 4x more SMS credits
- Everything in Free
- 16 beautiful themes
- Custom cover photo
- Social media links
- Custom button styles
- Automated reminders
- Custom booking page
- Advanced analytics
- SMS marketing campaigns
- No-show protection
Get a FREE Card Reader
Pro
or $35/mo billed annually
Team collaboration with advanced marketing tools
- Everything in Starter
- Team collaboration (5 seats)
- Custom SMS templates
- SMS marketing campaigns
- No-show protection
- Automated rebooking
- Priority support
Team
or $112/mo billed annually
Scale your salon with unlimited SMS and 10 seats
- Everything in Pro
- Unlimited SMS (no overage!)
- Team calendar view
- Commission tracking
- Role permissions
- Staff time tracking
- Team performance dashboard
- Priority support
Compare all features
| Feature | Free $0 /month | Starter $24 /month | BEST VALUE Pro $49 /month | BEST FOR SALONS Team $159 /month |
|---|---|---|---|---|
SMS credits/month | 50 | 200 | 500 | 3,000 |
SMS overage rate | $0.02 | $0.015 | $0.01 | FREE |
Stylist seats | 1 | 1 | 5 | 10 |
Booking page themes | 1 (basic) | 16 | 16 | 16 |
Custom cover photo | ||||
Social media links | ||||
Unlimited bookings | ||||
Online payment links | ||||
Calendar sync | ||||
Client notes & photos | ||||
Automated reminders | ||||
Custom booking page | ||||
Custom SMS templates | ||||
SMS marketing campaigns | ||||
No-show protection | ||||
Automated rebooking | ||||
Team calendar view | ||||
Commission tracking | ||||
Role permissions | ||||
Staff time tracking | ||||
Analytics history | 30 days | Advanced | Advanced | Advanced |
Support | Priority | Priority | ||
Platform fee (credit) | 1.0% | 1.0% | 1.0% | 1.0% |
Platform fee (debit) | 1.0% | 0.5% | 0.5% | 0.5% |
Platform fee (cash) | FREE | FREE | FREE | FREE |
Frequently asked questions
What's included in the Launch Special?
How do SMS credits work?
Monthly Credit System:
- 1 credit = 1 text message
- Credits are gifted monthly and renew automatically
- Used for confirmations, reminders, and marketing
Credits by Plan:
| Plan | Monthly Credits | Overage Rate |
|---|---|---|
| Free | 50 | $0.02/credit |
| Starter | 200 | $0.015/credit |
| Pro | 500 | $0.01/credit |
| Team | 3000 | FREE (unlimited) |
Team plan includes unlimited SMS - no overage fees ever!
How much are the processing fees?
We use a pass-through model - your clients pay exactly what Stripe charges us for processing. No markup, no hidden fees.
Processing Surcharges (client pays):
- Online payments: 3.5% + $0.30 surcharge
- In-person with reader: 3.0% + $0.05 surcharge
- Debit cards: No surcharge (federal law prohibits it)
- Cash: No surcharge
The surcharge covers the exact cost of payment processing. We don't profit from processing fees - that's not our business model.
What does Willo charge?
Willo charges a platform fee for using our booking, payment, and management features. This is our revenue - separate from processing fees.
Platform Fees (deducted from your payout):
| Payment Method | Free Plan | Paid Plans |
|---|---|---|
| Credit Cards | 1.0% | 1.0% |
| Debit Cards | 1.0% | 0.5% |
| Cash | FREE | FREE |
Upgrade to a paid plan to save 50% on debit card platform fees (1.0% → 0.5%)
Why are debit cards more expensive for me?
Federal law (Durbin Amendment) prohibits surcharging debit cards, which means you pay the processing fee instead of your client.
Example on $100 transaction:
- Client pays: $103.80 (includes processing)
- Platform fee: $1.00
- Your cost: $1.00
- Client pays: $100.00 (no surcharge allowed)
- Processing fee: $3.20 (you pay this)
- Platform fee: $0.50 (reduced to help offset)
- Your cost: $3.70
We reduce our platform fee on debit cards (from 1.0% to 0.5% on paid plans) to help offset the processing costs you're paying.
Do you mark up processing fees?
No! Absolutely not.
Your clients pay exactly what Stripe charges us. We don't add any markup to processing fees - that would be dishonest.
Our revenue comes from the platform fee only. We make money by providing booking management, automated reminders, calendar sync, and support - not by marking up payment processing.
Why this matters: Some platforms charge a 3.5-4.0% surcharge but Stripe only costs them 3.2%. They pocket the difference. We think that's wrong, so we only charge what processing actually costs.
Is using a card reader cheaper?
Yes! In-person payments with a Stripe Reader are cheaper than online.
Comparison:
- Online payment: 3.5% + $0.30 surcharge
- In-person with reader: 3.0% + $0.05 surcharge
- Savings: ~0.5% + $0.25 per transaction
On a $100 transaction, your client saves ~$0.85 by using a card reader. This is why we give away free Stripe Reader M2s to our first 100 Starter plan customers!
How does this compare to competitors?
What happens if I exceed my SMS credits?
You can continue sending messages beyond your monthly gift. Overage rates vary by plan:
- Free: $0.02/credit
- Starter: $0.015/credit
- Pro: $0.01/credit
- Team: FREE - Unlimited SMS
Overages are billed at the end of your billing cycle. Team plan users never pay overage fees!
Is there a free trial?
Can I change plans at any time?
Ready to get started?
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