Termly’s pricing looks simple: free, $14, $20, or call us. What that pricing page does not make obvious is that the $14 tier is a trap for most ecommerce stores, that the caps are per website rather than per account, and that one specific feature gated behind the top plan directly affects whether your Google Ads data keeps working. This breakdown from Ecommerce Paradise covers what each tier actually costs in practice and which one fits a high-ticket dropshipping store.
The short answer: start free, skip Starter entirely, and move to Pro+ at $20 a month once you need more than one legal policy or you’re running paid traffic into Europe.
Every Termly Plan Compared
| Plan | Annual Price | Policies | Banner Views | Scans | Consent Mode |
|---|---|---|---|---|---|
| Termly Free | $0 | 1 basic | 10,000/mo | Quarterly | Basic |
| Termly Starter | $14/site/mo | 2, with 10 edits | 50,000/mo | Monthly | Basic |
| Termly Pro+ | $20/site/mo | Unlimited | Unlimited | Weekly | Advanced |
| Termly Agency | Custom, from 10 sites | Unlimited | Unlimited | Weekly | Advanced |
Those are annual-billing prices. Monthly billing costs 25 percent more, so Pro+ runs closer to $27 if you pay month to month. There’s a 30-day money-back guarantee on paid plans.
What the Free Plan Actually Includes
One basic legal policy, a cookie policy, a working consent banner, the script auto-blocker, quarterly cookie scans, cross-domain consent, an embeddable DSAR form, HTML-embeddable policies, and 10,000 banner views a month.
That is a genuinely functional compliance setup, not a demo. A newly launched store can get a compliant banner live today for nothing and be materially better off than the large number of stores running Google Analytics with no consent mechanism at all.
The limits that bite are one policy and no policy editing. You’ll want a privacy policy and terms and conditions at minimum, and free gives you one document.
Why Starter at $14 Is Poor Value
Starter adds one extra policy, ten edits, 50,000 banner views, monthly scans, regulation monitoring, and five users. It costs $14 per site per month annually, or $168 a year.
The problem is the two-policy cap. A real store needs a privacy policy, terms and conditions, a cookie policy, a refund and return policy, and usually a disclaimer for affiliate links. Starter covers two of five.
Pro+ is $6 more per month, or $72 more per year, and removes every cap. There is no realistic scenario where a store that outgrew free is better served by Starter than by paying $72 more annually for unlimited everything.
Pro+ at $20 Is the Real Product
At $240 a year you get unlimited policies and edits, unlimited banner views, weekly cookie scans, auto-updating hosted policies, subdomain scanning, exportable consent logs, regional consent rules, multi-language support, custom banner styling, unlimited users, IAB TCF 2.3, and Termly branding removed.
Two of those justify the whole price. Auto-updating hosted policies mean your privacy policy changes when the law does without you touching it, which is the only reason to pay recurring for something you could generate once. And Google Consent Mode Advanced is the version that preserves modeled conversion data when a visitor declines tracking.
The Consent Mode Detail That Costs You Money
Free and Starter support Basic Google Consent Mode. Pro+ supports Advanced. That distinction sounds technical and is actually financial.
Under Basic, when an EEA or UK visitor declines, Google tags don’t fire at all and that conversion is simply invisible. Under Advanced, tags load in a cookieless state and Google models the missing conversions, so your reporting and bidding retain signal.
If you spend anything on Google Ads and get European traffic, the gap between Basic and Advanced is worth considerably more than the $72 a year separating Starter from Pro+. That’s the single clearest argument in Termly’s whole pricing structure.
Pricing Is Per Website, Which Adds Up
Every plan covers one site. Additional stores are additional licenses. Two stores on Pro+ is $480 a year, three is $720.
Bulk discounts start at five licenses, and the Agency tier begins at ten sites with multi-domain management, bulk import, and custom pricing. If you’re somewhere between two and four stores you’re in the worst position on this pricing chart, paying full freight per site with no volume break.
That’s the point where genuinely comparing alternatives with account-level rather than site-level pricing becomes worth an hour of your time.
Annual Versus Monthly
Annual billing saves 25 percent, which on Pro+ is roughly $80 a year. Unlike a lot of SaaS, this is a real discount rather than a token one.
The 30-day money-back guarantee makes annual reasonably safe. A month is enough time to install the banner, generate your policies, confirm the auto-blocker actually blocks, and decide whether the platform works for you.
Take monthly only if you’re genuinely unsure whether the store will still exist in a year, which for a brand new venture is a fair position. The switch from monthly to annual is easy later, so nothing is lost by starting cautious and converting once the store proves itself.
What the Agency Tier Is Actually For
Agency starts at ten websites with custom pricing, multi-domain management from one dashboard, multi-user permissions, bulk import, training and onboarding, compliance support, and custom marketing materials for resellers.
Two groups should look at it. Actual agencies managing client sites, which is the obvious one. And portfolio operators running a genuine stack of stores, which is less obvious but increasingly common among people who build and flip niche sites.
Below ten sites you’re stuck buying individual licenses with bulk discounts kicking in at five. If you’re at six or seven stores it’s still worth asking for a quote, since the published floor is a starting point for a conversation rather than a hard wall.
Adding Licenses Later Versus Buying Upfront
You don’t need to decide your final site count on day one. Licenses can be added as you launch stores, and the bulk discount applies once you cross five regardless of when you bought them.
The practical approach is to license only stores that are actually taking orders. A store still in build with no traffic and no live checkout has nothing to consent to and nobody visiting it, so paying for compliance tooling on it is premature. Add the license the week you flip it live and start driving traffic, not the week you register the domain.
That sounds obvious and yet paying for infrastructure on stores that never launched is one of the more common quiet money leaks among people running multiple projects at once.
What You’re Really Paying For
You can generate a privacy policy free from several tools and paste it into a page. The document itself is close to a commodity. What a subscription buys is three things: the consent banner and script blocking, ongoing regulatory updates to the policy text, and consent logs proving you collected consent.
If none of those three matter to you, don’t subscribe. Generate documents free, host them yourself, and accept that they’ll go stale. That’s a defensible choice for a hobby site.
For a store taking real money it isn’t, because the banner and the blocking are the parts that actually carry legal weight and they’re the parts you cannot easily build yourself.
What Independent Sources Report
Capterra’s verified Termly reviews aggregate subscriber feedback including where people find the pricing structure confusing, which is useful before you commit.
G2’s Termly listing covers implementation and support experience across plan tiers, which tends to surface whether the cheaper plans feel supported.
The group.one acquisition announcement documents ownership and scale, worth knowing before you prepay a year to any compliance vendor.
How This Compares on Price
Against a lawyer this is not close. A privacy policy and terms drafted by an attorney runs several hundred dollars minimum and does not include a consent banner or automatic updates.
Against document-only generators, Termly costs more because it includes consent management. Against dedicated consent platforms, it costs less because those often price by monthly banner views and get expensive at traffic scale, which is exactly where Termly’s unlimited views on Pro+ is a genuine advantage.
The comparison that actually decides it is bundling. If you need both documents and consent management, one $240 subscription beats a document generator plus a separate consent platform on both price and administrative overhead. If you genuinely only need one half, a specialist in that half will serve you better and probably cheaper.
Budgeting It Against Everything Else
$240 a year is roughly one day of a modest ad budget. Framed that way it’s clearly worth it for a store doing real revenue.
Framed against a store doing nothing yet, it’s $240 that could go into inventory photography or a first ad test. Start free in that case. The free plan covers the highest-risk gap, which is running trackers with no consent mechanism, and you can upgrade the week you start spending on ads.
Get the business entity in place first regardless, since your policies need to name a real legal entity. Bizee handles that inexpensively.
Once the entity exists, keep the subscription visible as its own expense line rather than buried in general software spend. A bookkeeping tool like Finaloop makes that automatic, and it means you actually notice when you’re paying for three site licenses on stores that no longer exist.
It’s a Business Expense, So Treat It as One
Compliance tooling is unambiguously a business cost. Put it on the business card, not your personal one, and it reduces taxable income in most jurisdictions, bringing the effective cost of Pro+ closer to $170 a year.
Talk to whoever does your taxes rather than assuming the specifics, since the rules vary. But this is one of the least ambiguous deductions a store has, and a surprising number of operators pay for it personally out of pure habit.
When You Genuinely Need to Upgrade
Four triggers. You need a third legal policy. You start running Google Ads with European traffic. Your banner views approach the cap on your tier. Or you add a subdomain that needs scanning.
None of those are guesswork. Watch for them rather than upgrading on vague anxiety, and you’ll spend the right amount at the right time. The same discipline applies here as anywhere else in the business, including how you evaluate a supplier agreement: know what specifically you’re buying and what triggers the next tier.
What the Caps Mean in Real Traffic Terms
Banner views count impressions of the consent banner, not total pageviews. A returning visitor who already made a choice doesn’t consume another view, and visitors from regions where you don’t display a banner don’t count at all.
In practice a store doing 15,000 monthly sessions with meaningful European traffic might use somewhere in the region of 3,000 to 6,000 banner views. Free’s 10,000 is more headroom than the number suggests, and Starter’s 50,000 covers a store doing serious volume.
This is why the banner cap is rarely the thing that pushes people to upgrade. The policy count is, which is exactly why Starter’s limit of two is the binding constraint rather than its view allowance. For a high-ticket niche store doing modest traffic at high order values, this is even more true, since your visitor counts stay low while your document needs stay the same as anyone else’s.
The Cost of Not Paying Anything
It’s worth naming the downside case honestly rather than pretending the sky falls. Most small stores running without a consent banner never hear from a regulator. Enforcement resources are finite and they’re aimed at larger targets.
What does happen with real frequency is quieter. Google Ads accounts get flagged for missing privacy policies. Payment processors ask for terms during onboarding and slow down when they’re absent. Suppliers reviewing a new dealer application notice a store with no policies at all and draw conclusions. And opportunistic demand letters over accessibility and privacy have become a genuine cottage industry aimed specifically at small ecommerce sites, because the calculation is that you’ll pay a few thousand to make it go away.
None of that is a catastrophe individually. Collectively it’s a decent argument for spending $240 a year, particularly when the free tier already covers the highest-risk gap and the upgrade is a rounding error against a single high-ticket order.
Watch for the Promotional Codes
Termly runs seasonal discount codes on top of the annual saving, sometimes another 20 percent. If you’re not in a hurry, checking the pricing page for an active code before you buy is worth thirty seconds.
That stacks with annual billing, which can bring Pro+ meaningfully below the $240 list figure in a good month. It’s not a reason to delay compliance if you’re currently running with no banner at all, but if you’re already on free and just planning an upgrade, timing it around a promotion is free money.
The Order I’d Actually Buy In
Day one, before you have traffic: free plan, banner installed, cookie policy live, one basic policy generated. Cost zero, and it closes the gap that actually carries risk.
The week you turn on paid traffic or take your first order: Pro+ on annual billing, with a promo code if one is running. Generate the full set of five documents, switch to hosted policies so they auto-update, and export a consent log once so you know where to find it.
Then leave it alone. Set a calendar reminder for eleven months out to review whether you still need it and whether the renewal price still makes sense. Compliance tooling is exactly the kind of subscription that should be boring, and the correct amount of time to spend thinking about it after setup is close to none.
Would rather have the whole store built and launched compliant from day one instead of assembling it yourself? See the done-for-you store build →
Frequently Asked Questions
How much does Termly cost?
Free for one basic policy. Starter is $14 per site monthly on annual billing, Pro+ is $20, and Agency is custom from ten sites. Monthly billing costs 25 percent more.
Is the Starter plan worth it?
Rarely. Its two-policy cap is too low for a real store, and Pro+ removes every limit for $6 more a month. Go free or go Pro+.
Does pricing cover multiple stores?
No, it’s per website. Additional stores need additional licenses, with bulk discounts starting at five and the Agency tier from ten sites.
Why does Pro+ matter for Google Ads?
Only Pro+ supports Advanced Google Consent Mode, which preserves modeled conversion data when European visitors decline tracking. Basic mode loses that data entirely.
Is there a refund if it doesn’t work out?
Yes, a 30-day money-back guarantee on paid plans, which makes annual billing reasonably low-risk given the 25 percent discount.
Disclaimer
This article is for informational purposes only and is not legal or financial advice. Pricing, plan limits, promotional codes, and feature availability change periodically. Always verify current details directly on the provider’s website, and consult a qualified attorney about compliance obligations specific to your business and jurisdiction. Ecommerce Paradise uses affiliate links for some providers mentioned here, which does not affect the recommendations made.
Trevor Fenner is an ecommerce entrepreneur and the founder of Ecommerce Paradise, a platform focused on helping entrepreneurs build and scale profitable high-ticket ecommerce and dropshipping businesses. With over a decade of hands-on experience, Trevor specializes in high-ticket dropshipping strategy, niche and product selection, supplier recruiting and onboarding, Google & Bing Shopping ads, ecommerce SEO, and systems-driven automation and scaling. Through Ecommerce Paradise, he provides free education via in-depth guides like How to Start High-Ticket Dropshipping, advanced training through the High-Ticket Dropshipping Masterclass, and fully done-for-you turnkey ecommerce services for entrepreneurs who want a faster, more hands-off path to growth. Trevor is known for emphasizing sustainable, real-world ecommerce models over hype-driven tactics, helping store owners build scalable, sellable, and location-independent brands.
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