Plans & billing
The Free plan, Pro pricing, how Monthly Active Contacts (MAC) work, and what happens when you hit a limit.
Tuku bills on Monthly Active Contacts (MAC) — the most predictable usage metric for a DM tool. You're not billed per DM, per flow, or per video.
Every workspace starts on the Free plan. You only need a credit card when you decide to keep going past the Pro trial, and the trial itself doesn't ask for one.
The Billing tab only appears for roles with billing access — the Owner, Administrators, Managers (view-only), and any Billing Manager. Agents and Viewers don't see it. See Team members → Roles.
The plans
| Plan | MAC / month | User seats | TikTok accounts | Best for |
|---|---|---|---|---|
| Free forever | 100 | 1 | 1 | Trying Tuku end-to-end with real comments and real DMs, before paying anything. |
| Pro | 100 – 500,000 (you pick) | Unlimited | Up to 5 | Multi-campaign brands with an inbox team and steady DM volume. |
| Enterprise | 500,000+ | Unlimited | Custom | Multi-brand operations, agencies, anything custom. |
Live prices and the full feature matrix are on the pricing page. Annual billing saves up to 25%.
Paid plans are processed through Stripe.
The Free plan is not a time-limited trial — it stays free forever. You only upgrade when you outgrow 100 MAC. Pro also has a 7-day free trial that doesn't require a credit card.
Pro pricing — you pick the MAC ceiling
Pro is a single plan with a slider. Drag the MAC ceiling on the pricing page and the price adjusts to match. A few sample stops:
| MAC included | Billed monthly | Billed annually (per month) |
|---|---|---|
| 100 | $11 | $9 |
| 1,000 | $29 | $23 |
| 5,000 | $59 | $47 |
| 10,000 | $99 | $79 |
| 25,000 | $149 | $119 |
| 50,000 | $229 | $183 |
| 100,000 | $389 | $311 |
| 200,000 | $699 | $559 |
| 500,000 | $1,649 | $1,319 |
The slider has finer steps between these — see the live pricing page for the exact stop closest to your usage. Every MAC tier on Pro unlocks the same feature set: unlimited user seats, up to 5 TikTok accounts, the shared team inbox, custom labels and inbox rules, advanced automations, and email support.
Beta lifetime ($49)
During the beta, Tuku offers a founding "lifetime" deal: a single one-time payment of US$49 for lifetime Pro-plan access — not a recurring subscription. Pay once and the workspace keeps Pro-level access for good.
- It's a beta / founding offer, available during the beta only and limited to a small number of founding spots.
- The price is a one-off charge, not a monthly or annual plan.
- The founding plan is Pro-plan access with up to 10,000 monthly active contacts (MAC).
- Eligibility: a TikTok Business account based in Vietnam, Thailand, or Indonesia.
- It includes a 7-day money-back guarantee.
- AI features are not included. The Knowledge Base and Experts (and AI Replies when they ship) are Pro-subscription features; the lifetime founding plan sees an upgrade notice in their place.
Full, current terms are on the beta page.
How to claim it
There are two ways to buy the founding lifetime deal, depending on whether you already have a workspace.
If you don't have an account yet — buy first, then create the workspace:
- Pay the one-time US$49 on the beta page.
- You're redirected to sign up.
- Create a workspace — that's the step that claims the lifetime entitlement and attaches it to the new workspace.
The lifetime entitlement is claimed by the workspace you create right after paying. Sign up and create your workspace with the same flow you were sent into, rather than logging into a different existing workspace.
If you already have a workspace — buy it in-app from Settings → Billing:
- Open Settings → Billing. While the offer is live and your workspace isn't already lifetime, a Founding lifetime deal card appears above the upgrade slider.
- Click Get lifetime Pro — $49. You're sent to Stripe for a one-time payment (not a subscription).
- After paying, you're returned to Settings → Billing, which flips to a Lifetime Pro confirmation once the payment lands.
The in-app purchase binds the lifetime entitlement to the workspace you bought it from — there's no separate sign-up or workspace-creation step. If that workspace already has a paid Pro subscription, buying lifetime cancels the monthly subscription so you're not billed twice; the card warns you before you buy.
The lifetime deal is capped and can end
The founding lifetime offer is limited to 50 total founding spots across both the beta page and the in-app purchase combined. Once they're gone, the offer sells out and the card disappears. Tuku can also retire the offer at any time while it's in beta — if it's no longer available, you won't see the Founding lifetime deal card, and Pro's regular monthly or annual pricing applies instead.
The lifetime plan's 10,000 MAC ceiling is a hard cap. It doesn't auto-scale and can't be raised by moving a slider — it's a fixed tier, not a subscription. If you consistently need more than 10,000 MAC, you'd move to a regular paid Pro subscription.
Monthly Active Contacts
A MAC is any TikTok user who, in the current billing month:
- Sent a DM to your connected TikTok account (inbound — they messaged you), or
- Commented with a matching keyword on a tracked post and triggered an automation.
Each unique user counts as one MAC per month, no matter how many DMs they send, how many comments they make, or how many automations they trigger. The same user next month counts again.
Your MAC count resets at the start of each billing cycle (the day you first subscribed, monthly).
What counts and what doesn't
| Activity | Counts as MAC? |
|---|---|
| User sends you an inbound DM (first time this month) | Yes |
| User comments and matches a trigger keyword | Yes |
| Same user sends a 10th DM this month | No (already counted) |
| User comments but the trigger doesn't match | No |
| You DM a user out of the blue from the inbox | No (only inbound activity counts) |
| User is only in attribution (ordered without a DM exchange) | No |
You can always see your current MAC count in the sidebar, under the workspace name, and on Settings → Billing.
Approaching the limit
Tuku shows two warning levels before you hit your plan's cap:
| At | What you see |
|---|---|
| 80% of plan MAC | Yellow banner across the dashboard. Email to workspace owners. |
| 95% of plan MAC | Red banner. Email to workspace owners with a one-click upgrade link. |
Banners stay visible until you upgrade or the cycle resets.
Auto-scale (Pro)
So a viral post never pauses your bot at the worst moment, Pro can auto-scale your MAC tier — as you approach your limit, Tuku bumps you up to the next tier automatically and keeps automations running. You're billed for the tier you actually use. If you'd rather hit a hard ceiling instead, you can leave auto-scale off and the limit behaviour below applies.
Hitting the limit
When you reach 100%, Tuku stops adding new MACs for the rest of the cycle. Specifically:
- Active conversations continue. A DM thread in progress doesn't break mid-flow.
- Returning contacts are unaffected. Anyone already counted this month still gets bot replies and triggers.
- New contacts hit a soft wall. A new commenter or DMer is not added to your contacts; their automation does not fire.
- The public comment reply still posts so commenters aren't ignored.
- The inbox keeps working. Your team can read and reply to existing conversations from the inbox.
The MAC banner stays red until you upgrade or the cycle resets. Upgrading takes effect within a minute.
Don't let a launch coincide with month-end on a tight MAC tier. If a viral post hits the day before your cycle resets, you'll burn through MAC and pause the bot at the worst possible moment. Bump the Pro slider ahead of campaigns you expect to spike — you can drop it back at the next cycle.
The upgrade button changes with your plan
The main action on Settings → Billing depends on where your workspace stands:
| Your workspace is… | Button you see | What it does |
|---|---|---|
| On Free and hasn't used a trial | Start 7-day free trial | Starts the trial instantly — no card, no Stripe. A "No credit card required" note sits under the button. |
| Trialing, or on Free but the trial is already used | Subscribe to Pro | Opens a Stripe checkout to start a paid Pro subscription. |
| Already on a paid Pro subscription | Update subscription | Changes your MAC tier or billing cycle in place — no second checkout. |
The 7-day free trial is once per workspace, not once per person. After a workspace has used its trial, everyone on it sees Subscribe to Pro instead of Start trial, even team members who personally never started one.
Upgrading from Free
- Go to Settings → Billing.
- Pick Pro and drag the slider to the MAC ceiling that fits your next 1–3 months.
- Choose Monthly or Annual (annual saves up to 25%).
- You'll be sent to a Stripe checkout page. Enter your card.
- Back in Tuku, your sidebar MAC counter updates to the new limit within a minute.
There is no contract and no minimum term on monthly plans — cancel any time.
Pro also has a 7-day free trial. You can start it without a credit card; you only add one if you decide to keep going at the end. The trial runs locally without a Stripe subscription, so nothing is charged. When it ends without an upgrade, your workspace drops back to Free automatically the next time Tuku loads your billing status — there's no exact-moment cutoff and no surprise charge.
Changing plans
Settings → Billing → Change plan lets you slide the MAC ceiling up or down, or switch between monthly and annual.
- Upgrades (more MAC) are immediate. You're charged the prorated difference.
- Downgrades (less MAC) take effect at the end of the current cycle. You keep your higher MAC until then.
Your MAC count carries over — downgrading mid-cycle does not reset it.
Payment methods, invoices, and receipts
Stripe handles payments. Tuku accepts credit and debit cards (Visa, Mastercard, JCB, AMEX where issued).
From Settings → Billing, click Manage subscription to open the Stripe customer portal. There you can:
- Update your card.
- Download invoices and receipts.
- Change your billing country and tax details (Stripe calculates VAT/GST from this).
Invoices are also emailed to the workspace's billing email on the day of each charge.
Cancelling a paid plan
Open Manage subscription (the Stripe customer portal) from Settings → Billing and cancel there. Your workspace moves back to the Free plan at the end of the current cycle.
- You keep paid-plan MAC and features until the cycle ends.
- No prorated refund for the remaining days.
- All your flows, contacts, automations, and history stay intact.
- If you re-subscribe later, you pick up where you left off.
Talking to sales for Enterprise
Once your usage settles above 500,000 MAC, or if you need:
- More than 5 TikTok accounts in one workspace,
- Custom MAC volumes beyond what the Pro slider goes up to,
- Custom invoicing, payment terms, or SLAs,
- A dedicated support contact and onboarding for a larger team,
book a call from the pricing page → Talk to Sales. Response within one business day.
Closing a workspace or deleting data
Cancelling (above) is enough for most people — it drops you to Free and keeps your data. If you want your workspace and its data removed entirely, contact support from the email tied to your administrator account and we'll handle it.