The Semrush AI PR Toolkit, which replaced Prowly in December 2025, has three monthly plans: Base at 149 USD, Pro at 279 USD and Business at 499 USD, each with a 7-day trial that hides contacts (Semrush Knowledge Base, read 7 November 2026). No annual price, seat count or database size is published.
The three plans
| Plan | Price per month | Twelve months at the monthly rate | What it adds |
|---|---|---|---|
| Base | 149 USDSemrush Knowledge Base (7 November 2026) | 1,788 USD | Finding AI-cited media and sending emails to targeted lists. Semrush pitches it for building media lists and launching first campaigns. |
| Pro | 279 USDSemrush Knowledge Base (7 November 2026) | 3,348 USD | Everything in Base, plus follow-up emails, advanced analytics, weekly updates on the media LLMs cite, and coverage monitoring with built-in analytics. |
| Business | 499 USDSemrush Knowledge Base (7 November 2026) | 5,988 USD | Everything in Pro, plus competitor coverage tracking to reveal blind spots, visibility benchmarking and a dashboard across several brands. |
The twelve-month figures are our arithmetic (149 x 12, 279 x 12, 499 x 12). Semrush does not show an annual price or an annual discount on the page we read, so do not assume one.
What the 7-day trial lets you do, and what it blocks
Every plan can be tried free for seven days. The restrictions matter more than the length:
- Emails go out without domain authorization, so a test send does not look like your real campaigns will.
- You cannot view or export contacts. You cannot check whether the journalists in your beat and country are in the database.
- Email performance statistics are hidden, so you cannot measure opens or replies during the trial.
In short, the trial shows the interface, not the data. If the database is why you are buying, ask for a written count of contacts in your beats before the first payment.
What Semrush does not say on its pricing page
- Usage limits. Each plan has limits on emails, contact exports and media monitoring, detailed in a separate help article rather than on the pricing page.
- Seats. No number of users per plan.
- Annual price. None shown.
- Database size. Not stated. PR Kit puts it at about 600,000 journalist profiles (February 2026)PR Kit (26 February 2026).
- Whether a Semrush subscription is required. Not stated on the page we read.
Where the toolkit comes from: Prowly
Semrush bought Prowly in 2020. In December 2025 it announced that Prowly was being phased out as a standalone product, with immediate effect, and moved journalist discovery, media lists, AI-assisted pitching and media monitoring into the AI PR Toolkit. PR Kit reported on 26 February 2026 that the database went from over a million contacts to about 600,000 profiles, that customers had little warning, and that the fate of media lists, newsrooms and campaign history was unclearPR Kit (26 February 2026). Adobe, which announced the purchase of Semrush on 19 November 2025Adobe (19 November 2025), completed it on 28 April 2026.
What Prowly cost before the change, and how its last price compares, is in our Prowly pricing guide. If you are leaving, the Prowly alternative page compares the options.
How it compares, with dated prices
| Tool | Entry price (source, date) | Contract | What you get |
|---|---|---|---|
| Semrush AI PR Toolkit | 149 USD a monthSemrush Knowledge Base (7 November 2026) | Monthly | Database search, AI-cited media, email campaigns; monitoring from Pro |
| PressPilot | 60 EUR for 100 journalists, or 29 EUR a month for 100 credits, excl. VAT (our pricing page, November 2026) | None required, credits never expire | AI writing, choosing journalists, sending, hosted newsroom, open and reply tracking; no monitoring |
| Press Ranger | Pro 79 USD a monthSaaSworthy (April 2026) | Monthly, free tier | Large US-focused database and outreach |
| Medialyst | Starter 149 USD a month for 1,000 creditsmedialyst.ai (7 November 2026) | Monthly or annual | AI-built media lists; you send from your own tools |
| Prezly | 100 EUR a month billed annually, 150 EUR monthlyprezly.com (7 November 2026) | Monthly or annual | Newsroom and contact CRM, no journalist database |
| Muck Rack | Median 13,000 USD a yearPrezly Academy (February 2026) | Annual, quote only | Journalist research, pitch tracking, monitoring |
We make PressPilot, so read our row with that in mind. It does not do monitoring or track which outlets AI assistants cite: if those are the reasons you look at the Semrush toolkit, PressPilot is not a replacement.
Who the toolkit suits, and who should look elsewhere
It suits you if:
- You already work in Semrush and want PR next to SEO in the same account.
- You want to know which outlets AI assistants cite in your market (Base and up) or track competitor coverage (Business).
- You send campaigns every month, so a flat monthly fee is used.
Look elsewhere if:
- You send a handful of releases a year: 1,788 USD a year on Base is a lot for four campaigns.
- You need to check the database before paying, which the trial does not allow.
- You need French, Spanish or Portuguese media and prices in euros.
Questions to ask before you pay
- Do I need a paid Semrush plan on top of the toolkit, and at what price?
- How many emails, contact exports and monitored mentions does my plan include each month?
- How many users can log in on one plan, and what does an extra seat cost?
- How many journalists does the database hold in my countries and beats? Ask for a count in writing, since the trial hides contacts.
- Is there an annual price, and is renewal automatic?
- If I was a Prowly customer, what happened to my lists, press room and campaign history, and can I still export them?
Frequently asked questions
- How much does the Semrush AI PR Toolkit cost?
- Three monthly plans: Base at 149 USD, Pro at 279 USD and Business at 499 USD (Semrush Knowledge Base, read 7 November 2026). Over twelve months that is 1,788, 3,348 and 5,988 USD at the monthly rate; Semrush does not publish an annual price on that page.
- Is there a free trial?
- Yes, 7 days on any plan. During the trial, emails are sent without domain authorization, you cannot view or export contacts, and email performance statistics are not available (Semrush Knowledge Base, read 7 November 2026). In practice you cannot judge the database before paying.
- Is the AI PR Toolkit the same as Prowly?
- It is what replaced Prowly. Semrush phased Prowly out as a standalone product in December 2025 and moved journalist discovery, media lists, AI-assisted pitching and monitoring into the AI PR Toolkit. PR Kit reports the database went from over a million contacts to about 600,000 profiles (26 February 2026). The Semrush pricing page itself does not mention Prowly.
- Do I need a Semrush subscription to buy it?
- The Semrush pricing article we read does not say. It lists the three toolkit plans and their prices but not whether a core Semrush plan is required. Ask Semrush in writing before you start the trial.
- How many contacts and emails does each plan include?
- The pricing page says each plan has limits on emails, contact exports and media monitoring, but sends you to a separate help article for the numbers. It does not state the database size or the number of users per plan.
- What is a cheaper alternative?
- If you mainly need to send a release to journalists, PressPilot has no mandatory subscription: 60 EUR for 100 journalists, or 29 EUR a month for 100 credits (excl. VAT), and writing a first AI draft, choosing journalists and sending a test email are free. Press Ranger Pro is 79 USD a month (SaaSworthy, April 2026). Medialyst starts at the same 149 USD a month for 1,000 credits.
Related guides
- Prowly alternative
- Prowly pricing
- Prowly vs Muck Rack
- Muck Rack pricing
- Prezly pricing
- Journalist database, priced per contact
Send a release without a monthly fee
PressPilot starts at 60 EUR for 100 journalists, or 29 EUR a month for 100 credits (excl. VAT). Create an account, get your first AI draft, choose journalists and send yourself a test email for free. You pay only when the release goes out.