Prowly Pricing 2026: What the Semrush AI PR Toolkit Costs

Short answer: Prowly no longer has its own pricing page. The brand is now the Semrush AI PR Toolkit, and prowly.com/pricing redirects to a Semrush-branded homepage with no price list on it. The toolkit sells in three plans billed annually: Base at $149 a month, Pro at $279 and Business at $499. Each plan includes one user and extra seats cost $20 a month each. Media monitoring does not appear until Pro. The $258, $369 and $449 figures still quoted across comparison sites belong to the standalone Prowly ladder, which no longer exists.

Last updated September 2026. prowly.com/pricing and its redirect behavior were checked on September 11, 2026. The plan names, prices, contact allowances and per-user add-on cost were read from semrush.com/pricing/pr on September 10 and re-checked on September 11, 2026. No figure here has been carried over from an aggregator.

How much does Prowly cost?

Between $149 and $499 a month billed annually, depending on which plan you take, plus $20 a month for every user after the first. At the bottom of the ladder that is $1,788 a year for one person. The plan most PR teams actually need, Pro, is $3,348 a year for a single seat before you add anyone else.

The reason this is confusing is that the price is no longer published under the name Prowly. Prowly was folded into Semrush and rebranded, so the pricing lives on the Semrush PR pricing page. Prowly's own site now describes itself as the Semrush AI PR Toolkit and sends visitors there. If you go looking for a Prowly price list, you will find nothing on Prowly's site and a great deal of outdated information everywhere else.

Is Prowly still available?

The product is still available. The brand, as a separate thing you can buy, is not. Requesting prowly.com/pricing returns the Prowly homepage rather than a pricing page, and that homepage carries Semrush branding, a Semrush logo and a link through to the Semrush PR toolkit. Existing customers still log in at app.prowly.com.

This matters when you are comparing quotes, because almost every roundup and review site still treats Prowly as an independent vendor with its own plans. Any page quoting a Prowly Basic plan at $258 or $369 a month, or a Professional plan around $449 with five users, is describing a ladder that has been retired. Those pages are not lying on purpose. They simply have not re-checked since the change.

Semrush AI PR Toolkit pricing in 2026

Here is the current ladder as published, read directly from the Semrush PR pricing page.

Base buys you the global media database with AI search and AI-driven journalist recommendations. Pro adds online media monitoring and audience and traffic insights for media outlets. Business raises the monitoring ceiling to 50,000 mentions a month and adds competitor media tracking. A seven-day trial is available.

Does Prowly include media monitoring?

Not on the entry plan. Media monitoring starts on Pro at $279 a month billed annually, which means the cheapest way to get both a journalist database and coverage monitoring from Semrush is $3,348 a year for one seat. Base at $149 is a database and pitching product only.

That split catches people out, because monitoring is usually the feature that triggers the search in the first place. If you came looking for Prowly because you need to know when your brand gets written about, the relevant number is $279 a month, not $149, and the monitoring is scoped to online media rather than the wider social, forum and podcast sources a dedicated listening tool covers.

The per-user math nobody quotes

Every plan includes exactly one base user. Additional colleagues are an add-on at $20 a month each. That sounds small and adds up quickly on a team, so it is worth doing the arithmetic before you compare the headline price against anything else.

A five-person comms team on Pro is $4,308 a year. That is still well under what a scoped enterprise PR contract costs, which is the honest case for the toolkit, but it is not the $279 that appears in the comparison table.

What happened to the old Prowly plans?

They were replaced, not renamed. The standalone Prowly ladder was structured around contact exports, monthly email volume and seat counts, with Basic aimed at solo PR professionals and Pro at agencies running several projects. The Semrush ladder is structured around media database contacts per month and monitoring volume instead, and it charges per extra user rather than bundling two or five seats into a plan.

Practically, that means you cannot map an old Prowly quote onto a new one line by line. If you are renewing from a legacy Prowly contract, get the current plan mapped in writing before you agree to anything, and check specifically which plan your monitoring sits on.

How Prowly pricing compares with other PR tools

The Semrush AI PR Toolkit is unusual in this market for publishing a price at all. Most of its rivals do not. Here is where it sits against the platforms buyers most often shortlist alongside it, with contract medians from Vendr where no list price exists.

Read that table by what you need rather than by price. If your job depends on finding and pitching journalists, you are in the database market and Semrush is the cheapest readable entry point in it. If your job is knowing what is being said and proving it to your executives, you are in the monitoring market, where prices start far lower. Our full breakdown of PR software pricing across twelve platforms lays out which vendors publish numbers and which do not.

Does Prowly have a free trial?

Yes. Semrush offers a seven-day trial of the AI PR Toolkit. Seven days is short for a PR evaluation, so decide in advance what you are testing. The database is easy to judge quickly: search for ten journalists who cover your category and see how current the contacts are. Monitoring is harder, because a week rarely produces enough coverage to judge recall, and you will not see how the tool behaves during a spike.

Who the Semrush AI PR Toolkit is right for

It fits a small in-house team that already works in Semrush, pitches regularly, and wants a database plus online monitoring without signing an annual enterprise contract. At $279 a month on Pro for one seat, it undercuts every quote-based suite in the category by a wide margin, and the fact that you can read the price at all is worth something during budget season.

It fits less well in two cases. If you only pitch occasionally, paying database prices for a monitoring need is expensive, and a dedicated monitoring tool covers more sources for less. And if pitching is the whole job but the volume is low, some teams get better value from a few days of a freelance publicist with existing relationships than from an annual software subscription nobody logs into.

What is a cheaper alternative to Prowly?

For the database half, there is no cheaper readable option. Base at $149 a month is the lowest published price for a media contacts database from a major vendor, because Cision, Meltwater, Muck Rack, Onclusive and Agility PR Solutions all publish nothing at all. Our rundown of Cision competitors and what each one costs shows how unusual a published number is in this category.

For the monitoring half, the market is much cheaper. EyeOut starts at $59 a month billed yearly and covers news, web, X, Reddit, Instagram, LinkedIn, TikTok, YouTube, forums, podcasts and review sites in one feed, with AI sentiment on every mention, share of voice against competitors you name, and graded crisis alerts to email and Slack. Seats are included rather than charged per user, which matters when the whole comms team and the agency need access. What it does not do is give you a journalist database or a pitching workflow, so it replaces Pro's monitoring rather than Base's database.

The short version

Prowly is now the Semrush AI PR Toolkit at $149, $279 and $499 a month billed annually, one user included, $20 a month per additional user, monitoring from Pro. Ignore any page still quoting the old standalone plans. If you need the database, Pro is the realistic plan. If you only need to know what is being written about you, price the monitoring market on its own before you buy a database you will not open.