Cost per booked meeting in the UK (2026): agencies, SDRs and freelancers priced

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Cost per booked meeting in the UK, October 2026: Sopro, Outbound Worx, Sentrama, FunnL, freelancers, an in-house SDR and our terms, each per held meeting.

By Moe Alhosni · Published 13 October 2026 · Updated 27 October 2026 · 9 min read

Short answer: In the UK, a booked B2B meeting costs from about £150 to over £1,000, depending on how you buy it. An in-house SDR works out at roughly £670 a meeting at 12 a month, closer to £1,000 at a realistic 8. A third-party directory lists one London retainer agency at £1,495 to £6,495 a month. Ours, in USD: $1,000 to $3,000 setup, then $200 to $500 per qualified meeting that took place, or $5,000 a month flat.

I run ROI Maximizer, so I am one of the vendors in this table. Read it with that in mind. I fetched every third-party number on the day I wrote this (13 October 2026; the pay per appointment firms and Sprintlaw on 14 October), linked the page it came from, and left currencies as I found them rather than converting at a rate I would have to guess.

The number you actually want is cost per held meeting

A monthly fee is a cost per month, not a cost per meeting. Convert everything to the same unit before you compare:

• Retainer: monthly fee divided by meetings held. Zero meetings means you paid the full fee for nothing.
• Retainer plus per-meeting fee: monthly fee plus (per-meeting fee times meetings), divided by meetings.
• Per-meeting: the per-meeting fee, plus any monthly element, divided by meetings.
• In-house: fully loaded annual cost divided by meetings booked in the year, ramp months included.

I have done that arithmetic at five and ten meetings a month, realistic volumes for one UK campaign with a sensible qualification bar. The volumes are my assumption; nobody in the table publishes a meeting count.

Cost per booked meeting in the UK: benchmark table, October 2026

Pay per appointment is one way to buy a meeting, and few of the UK firms I checked publish a price for it. So the table puts every per-appointment and per-meeting price I could source next to the retainers, the per-lead pricing and the in-house hire they compete with, each converted to cost per held meeting.

Five notes on that table.

Sopro's page showed me euros. It says "pricing starts at around €3.4K per month" with "no minimum contract" and no tiers. I have not converted it; if you were quoted in sterling, use your quote.

The Outbound Worx range is from a directory, not from Outbound Worx. I could not reach a site of their own on the day I checked, so the figure is Salesforge's listing. Confirm it with them before you rely on it.

Sentrama bills per lead, not per appointment. Its pricing page, as of October 2026, charges for an ICP prospect who picks up the phone and hears the pitch. Its published average is 16 sales qualified leads per 100 leads, and an SQL can be a request for an email and a callback rather than a meeting. So I priced five meetings on the 50-lead tier and ten on the 100-lead tier, because 50 leads average only 8 SQLs.

FunnL is priced in dollars, and it is a hybrid. Their page says you "only pay for qualified meetings", but a retainer is a monthly fee; the page does not say what you pay in a month with no meetings, so ask before you sign. That difference matters most in a bad month. See pay-per-meeting vs retainer.

Our row assumes the terms set out below. Meetings held and approved against a written definition, no-shows free, billed in arrears.

The freelancer line needs its own paragraph, because an hourly rate buys hours, not meetings. At $34 an hour for 40 hours a month that is $1,360 before data, a sending tool, warmed domains, or your own time reviewing copy. Good freelancers exist; the headline rate is not the whole cost.

UK pay per appointment agencies: what their own pages say

A Saleshandy directory page lists three UK agencies under pay per appointment, with no prices. I opened each firm's own site on 14 October 2026. None of the three publishes a price per appointment, and one does not bill per appointment at all. Everything below is as of October 2026.

• Sentrama, Bristol. The directory says it "books qualified sales meetings on a guarantee, with no retainer." Its own pages guarantee leads, not meetings: you pay £40 to £70 per prospect who picks up the phone, on a four-month minimum, and its FAQ says you pay when a prospect says no. A volume shortfall is credited forward. A data error, a record that is not the person or job title on it, is credited as a free lead the following month. That is the row in the table.
• Appointment Setter Online. Its pricing page names three outbound plans and no prices; the numbers come on a call. It offers a monthly retainer or a per-meeting option that it says charges for completed meetings, plus a trial of 100 free outbound calls. The directory files it under the UK. Its terms are governed by New York law and its contact page gives a US toll-free number. Billing disputes must be raised in writing within 10 business days of an invoice. No price, so no row.
• Leads Monky, Birmingham. It also lists offices in Pakistan, the UAE, India and Malaysia. It calls itself a Google Workspace authorised reseller and B2B lead generation company, and sells cold email and LinkedIn lead generation. Its cold email page shows no per-appointment price and says invoices are issued in USD. No price, so no row.

Two more UK firms sell per appointment. I opened both on 26 October 2026.

• Pay Per Appointment, Silsoe, Bedford. Its home page says it offers its service to B2B clients only and has no minimum term contract. It publishes no price and does not say whether it bills a booked or a held appointment. No price, so no row.
• Lead Pronto, Birkenhead. A different market: its site sells consumer enquiries in 48 sectors, from home improvements and solar to mortgages, as leads or booked appointments to the firms that serve them. It publishes its per-appointment price in GBP and says 82% of booked appointments are attended. Not a B2B meeting service, so no row.

A directory's pricing tag is not a contract. Before you compare prices, ask each firm what event triggers the invoice: a booked slot, a held meeting, or a phone pickup. How a per-lead price converts to a held meeting is in pay per appointment vs pay per lead. UK agencies on every pricing model, not only per appointment, are compared in B2B lead generation agency UK.

Our typical UK terms, in full

A UK PR agency working with us is quoted in USD, on the same terms as every other client. There are two ways to buy.

Pay per meeting. A one-off setup fee of $1,000 to $3,000, then $200 to $500 per qualified meeting. The setup fee is the only thing you pay before a meeting happens.

Retainer. $5,000 a month, flat, with no per-meeting fee. For companies that want a fixed monthly number and are happy to carry the volume risk themselves.

The conditions on the per-meeting option are the same for every client:

• Billed monthly in arrears. You pay for last month's meetings, not next month's promise.
• You pay only for meetings that took place and that you approved as qualified, against a definition we agreed in writing before outreach started. What counts as a qualified meeting shows what a workable definition contains.
• A no-show costs nothing.
• No minimum spend.

The exact figure within each range is confirmed on the call, because it moves with deal size, how hard the buyer is to reach, and how clean the list can be made. US clients get the same USD terms, covered in pay-per-meeting lead generation pricing.

We also do not take everyone. If your average deal is under roughly $5,000 a year, a per-meeting price usually cannot carry itself. I say so on the first call.

VAT. Our figures are quoted ex-VAT, as is normal for UK B2B. Check whether the other vendors' figures are. VAT treatment is confirmed on the invoice. I will not state a VAT position in a post that may be stale by the time you read it.

What the price buys: P1 Communications, 2026

P1 Communications is a UK hospitality PR agency. The public case study shows 20-plus qualified meetings, roughly half progressing to commercial discussions, and a projected £12,000 a month pipeline. Projected means modelled from live conversations, not banked.

Here is the scale of work under one of their 2026 segments, pulled from our campaign analytics on 13 October 2026. The EU and Turkey hotel and travel segment ran 46,201 emails across a seven-step sequence to 8,227 contacts. It produced 360 human replies: 0.78% per email sent, and 4.4% of contacts replying at some point in the sequence.

Be careful with that number. Human replies are replies of any sentiment: interested, not interested, questions, "who are you". They are not positive replies and they are not meetings. The distance between 360 replies and a qualified meeting is the inbox management, the follow-up and the no-show chasing, which is what the per-meeting fee pays for.

One campaign, one vertical. It does not generalise to all of UK B2B. It shows you the denominator under a $200 to $500 meeting.

PECR and legitimate interests, in three sentences

We email corporate subscribers: companies, LLPs, Scottish partnerships and government bodies, the ICO's own list. The ICO's electronic mail marketing guide says you can email those without individual consent, as long as you do not conceal who you are and you give a working opt-out and act on it. The personal data side runs on legitimate interests under UK GDPR; the ICO's legitimate interests guidance says it "can apply for direct marketing but only where the Privacy and Electronic Communication Regulations (PECR) don't require consent", and the right to object is absolute.

That describes how we operate: no bought consumer lists, no sole traders without consent, opt-out by reply or link, and an objection is a hard stop. It is not legal advice. The ICO notes its PECR guidance is under review following the Data (Use and Access) Act, so read the current page and take advice from a solicitor if your sector has its own rules.

Delivered from Warsaw, and why that lowers the price

I run this from Warsaw. The company is M Ventures LTD, registered in Bath, and the clients are in the UK and the US. I say so up front because undisclosed offshore delivery is a red flag in how to tell if a lead generation agency is any good, and it would be odd to write that and then hide it.

The price is lower because the biggest cost in this business is skilled labour, and my labour cost is lower here than it would be in London. The tooling is identical wherever you sit. I write the copy. Replies are answered by me, or by an inbox manager I train and name to you before outreach starts, one hour ahead of the UK, so replies are handled inside the UK working day.

What you give up: nobody visits your office, and we do not run phone-first campaigns from a UK number. If either matters, pay a London retainer; the next section says when.

When a UK retainer agency is the better buy

I would point you at a retainer in four situations.

• You need channels we do not run. Sopro's page lists email, LinkedIn, display ad audience sync, gifting, intent tracking and a dedicated account manager. A €3.4K-a-month retainer buys something a per-meeting email agency does not sell.
• Your volume is high enough that the flat fee wins. At 30 held meetings a month, a £6,495 retainer is £216 a meeting, and £1,495 is £50. Per-meeting pricing protects the downside; it is not the cheapest option for a machine that already books 30 a month.
• You want a phone-led motion. The directory listing for Outbound Worx includes cold calling alongside appointment setting. Some UK buyers, particularly in professional services, answer the phone and ignore email. We do not do that work.
• You want a team you can sit with. Some engagements need a weekly in-person session with a sales leader. Buy that locally.

And one case where you should buy neither: you have never closed a deal from outbound. Do fifty outreaches yourself first; if the founder cannot get the meeting, no pricing model fixes that. The full argument is in in-house SDR vs pay-per-result agency, the formula for any quote is in appointment setting cost per meeting, and PR agencies should read new business for PR agencies in the UK.

Frequently asked questions

How much does a booked sales meeting cost in the UK?

On the figures in the table above, sourced in October 2026, a meeting costs from about £150 to over £1,000, depending on the pricing model and how many meetings the month produces. FunnL publishes $300 per completed meeting on top of a $2,000 monthly retainer. Our terms are a one-off setup fee of $1,000 to $3,000, then $200 to $500 per qualified meeting that took place and you approved, quoted in USD, with nothing for a no-show and no minimum spend. None of the three UK firms a directory lists under pay per appointment publishes a price per appointment.

What if a UK agency's contract says nothing about no-shows?

Assume a no-show is charged, and get the clause changed before you sign: some vendors bill when the slot is booked rather than when the meeting is held. On our per-meeting terms a no-show costs nothing, because you pay only for meetings that took place and that you approved as qualified; the full rule, reschedules included, is on our pricing page.

Is pay per appointment lead generation legal under PECR?

PECR does not regulate how you pay for an appointment; it regulates the outreach that wins it. The ICO's electronic mail marketing guidance says you can email corporate subscribers, such as companies and LLPs, without individual consent, as long as you say who you are and give a working opt-out. Sole traders and individuals are treated differently, and the personal data side runs on legitimate interests under UK GDPR. Ask any vendor how they handle both, and take advice from a solicitor if your sector has its own rules.

When is a UK retainer agency cheaper per meeting?

At high volume: at 30 held meetings a month, a £6,495 retainer is £216 a meeting. A retainer also wins when you need channels or a phone-led motion that a per-meeting email agency does not run. Pay per appointment is the safer buy when your volume is uncertain, because a month with no meetings costs nothing on our per-meeting terms and the full fee on a retainer. We offer both: $200 to $500 per qualified meeting after a $1,000 to $3,000 setup, or a flat $5,000 a month with no per-meeting fee.

What counts as a valid, held appointment?

A held appointment is one where the person you defined turned up and the conversation took place. A booked slot, an accepted calendar invite or a phone pickup does not count. On our terms the meeting must also match a qualification definition agreed in writing before outreach starts, and you approve it before it is billed. Put that definition, and how rejected and duplicate meetings are credited, in the contract.

Before you sign with anyone

Get these five things in writing, from us or from whoever you choose:

1. The qualification definition. Titles, company size, sector, budget authority, and what the prospect has to have said. Agreed before the first email, not after the first invoice.
2. What counts as a valid, held appointment. The event that triggers the invoice. A valid appointment means the person you defined turned up and the conversation took place. A booked slot, an accepted invite or a phone pickup is not that event, whatever a directory calls the pricing model. Settle reschedules too: on our terms a moved meeting is billed once, in the month it takes place.
3. No-show terms. Replaced, credited, or charged. If the contract is silent, assume charged.
4. Credits for unqualified and duplicate appointments. How you reject a meeting, by when, on what evidence, and whether a rejected meeting is credited, replaced or left off the invoice. Sprintlaw's guide to pricing and payment terms in UK lead generation contracts, as of October 2026, uses five business days to reject as its example and says duplicates should be excluded or credited, with the contract stating how a duplicate is identified. It is written about leads; the same clause works for appointments. Define a duplicate before outreach: the same person booked twice, someone already in your CRM, and whether a second contact at a company already booked counts. On our terms, a meeting you reject as unqualified against the written definition is not billed, so put existing customers and open deals into that definition.
5. What happens in a zero-meeting month. On a retainer, ours included, you pay the fee. On our per-meeting terms, you pay nothing. Make every vendor answer this with a number.

What counts as a qualified meeting is the longer version of point one. Then put your own deal size and close rate into the ROI calculator and see which column of the table above you can actually afford.

If you want the table rebuilt with your numbers, including the honest answer if a retainer or an in-house hire is the better call, book 20 minutes or email moe@roimaxi.com.

Moe Alhosni, founder, ROI Maximizer (M Ventures LTD, 4 Beau Street, Bath BA1 1QY).

About the author: Moe Alhosni, founder of ROI Maximizer. He runs the campaigns behind the first-hand data on this site. LinkedIn

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• B2B appointment setting cost per meeting (2026): prices by model, and the most to pay — B2B appointment setting cost per meeting by pricing model, October 2026, and the most a meeting is worth to you: ACV x close rate x show rate.
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ROI Maximizer is a trading name of M Ventures LTD, registered in England and Wales, company no. 15554493. Registered office: 4 Beau Street, Bath BA1 1QY, United Kingdom. moe@roimaxi.com

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