Tally Free-Tier Margin Map

Tally's free plan carries unlimited forms and submissions, so an agency can build a client's intake, booking, and contact forms at zero vendor cost and bill the build as a fixed setup fee. The margin math changes the moment the client asks for a custom domain or removal of Tally branding: that is Pro at $29/mo, or $24/mo billed annually, and it should be passed through inside the retainer rather than absorbed. A salon client on a $299/mo Forms Starter retainer needs three branded forms and a Google Sheets sync, which the free tier covers. The same client asking for a domain-hosted booking page moves to Pro, and the agency either adds $29/mo to the retainer or folds it into a higher tier. Business at $89/mo, or $74/mo annual, only enters the picture when a client needs data retention controls or verified submissions, which is rare for SMB intake work.