Is pay-per-lead pricing better than per-minute for AI calling?
Pay-per-lead or outcome pricing shifts risk to the vendor, but you pay for it through a higher unit price and less control over what counts as a lead. Per-minute pricing, which Outpero uses at ₹5 to ₹6.8 per connected minute, is transparent and cheap at volume but leaves conversion risk with you. The right choice depends on how predictable your lead quality is. Prices exclude 18% GST.
How the two models compare
| Per connected minute | Per qualified lead | |
|---|---|---|
| Who carries conversion risk | You | The vendor |
| Unit price | Low and fixed | Higher, includes vendor's risk margin |
| Definition disputes | None, minutes are minutes | Common, over what qualified means |
| Cost when leads are good | Low per lead | Same per lead, vendor keeps the upside |
| Cost when leads are poor | Higher per lead | Protected |
| Control over script | Full | Often vendor-controlled |
Working out your per-minute cost per lead
Take 1,000 enquiries, 650 connected calls of 2 minutes on Standard, and 20% qualifying. Spend is 1,300 × ₹5 + ₹649 = ₹7,149, and 130 leads qualify, so cost per qualified lead is about ₹55. If an outcome-based vendor charges well above that per lead, per-minute pricing is cheaper for you, as long as your qualification rate holds.
If your qualification rate falls to 5%, the same spend gives 32 leads at about ₹223 each. That is the risk per-minute pricing leaves with you.
When pay-per-lead makes sense
- —Your lead sources are new and you have no idea of qualification rates yet.
- —Finance needs a fixed cost per acquired lead for budgeting.
- —The vendor also supplies the leads, so their quality is the vendor's responsibility.
When per-minute makes sense
- —You generate your own leads through ads, portals or your website.
- —You want to own the script, data and definition of a qualified lead.
- —Volume is high and qualification rates are stable or improving.
Whichever model you choose, insist on recordings and transcripts so you can audit what each lead or minute paid for.
A hybrid worth asking about
Some buyers negotiate a per-minute base with a bonus per qualified lead, which keeps the unit price low and still rewards the vendor for results. If you consider this, agree in writing what fields and answers define a qualified lead, and how disputed leads are reviewed, before the first campaign runs.
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