Prowly is now the Semrush AI PR Toolkit1, and its prices are public. Base costs $149 a month, Pro $279 and Business $4992. The number that matters most for a media list is exports. Base includes 0 contact exports, Pro 150 and Business 500 a month3.
Older Prowly prices still float around the web, so this page sets out the current plans as of October 2026, the add-ons, the trial limits and the cancellation rules. Then we show the cost per exported contact next to Media List at $99 a month.
Semrush says Business also includes competitor tracking and share of voice, so its highest plan is broader than a contact-export plan alone2.
Exports reset each month under the published plan limits3.
Semrush AI PR Toolkit plans and limits
| Limit each month | Base, $149 | Pro, $279 | Business, $499 |
|---|---|---|---|
| Contact exports | 03 | 1503 | 5003 |
| Extra exports | +200 for $149 | +200 for $149 | +200 for $149 |
| Contacts added to lists | 250 | 500, +200 for $29 | 1,000, +200 for $29 |
| Email sends | 500 | 1,250 | 3,500, +1,000 for $293 |
| Monitoring mentions | Not available | 3,000 | 50,0003 |
| Follow-ups and monitoring | No | Yes2 | Yes, plus competitor tracking and share of voice2 |
Semrush AI PR Toolkit vs Media List on cost
| Row | Semrush AI PR Toolkit | Media List |
|---|---|---|
| Entry price | Base, $149 a month2 | Basic, $99 a month |
| Exports on the entry plan | 0 a month3 | 2,500 a month |
| Cost per exported contact at list price | About $1.86 on Pro, about $1.00 on Business (our math from 3) | About $0.04 on Basic and Professional at full use |
| Trial | 7 days, but "Viewing and exporting contact information" is off2 | 3 days, $0 today, real contacts, up to 25 exports |
| Yearly option | Saves up to 17%, paid up front4 | Basic $990 a year, or monthly with no contract |
| Extra users | $20 each without the SEO Toolkit, from $45 with it4 | Up to 3 seats on Professional, up to 10 on Scale, included |
| Cancelling | Logged-in form, every question answered5 | Cancel anytime from the billing page |
| Journalist profiles | 600,000+ claimed on its Digital PR page6 | 31,000+ journalists, editors and producers |
| Creators | None claimed | 189,000+ YouTube channels and 1.2 million podcasts |
| Reviews | G2 about 4.2 from 112 as Prowly, per a search snippet9. Trustpilot 2.7 from 410 | Try the data in the trial |
Try Media List for 3 days, $0 today, then from $99 a month. No contract. No sales call.
Start 3-day free trial →Why you still see $258, $369 and $478
Three older or third-party figures still rank in search. Prowly's own magazine says "Plans start at $258/month, billed annually"11. Capterra lists a starting price of $369 a month12, and TrustRadius says "Starting at $478 per month"13. The last two come from search snippets that we could not open on those sites. None of them matches the Semrush plan page today, so budget from the $149, $279 and $499 figures above.
The export math, plan by plan
If your goal is a list you can take into your own inbox or CRM, the export cap sets your real price.
- Base at $149. No exports are included. Adding 200 exports costs another $149 a month3, so 200 contacts a month costs $298.
- Pro at $279. 150 exports, so about $1.86 per exported contact before add-ons.
- Business at $499. 500 exports, so about $1.00 per contact. A second block of 200 costs $149 more.
- Media List Basic at $99. 2,500 exports a month, about $0.04 per contact at full use. Contacts you already exported never count again.
Within the cap, Semrush counts each contact once. "Each contact you export counts toward your monthly limit, regardless of how many lists contain that contact"3. Contacts you import yourself are not subject to the cap14.
What the 7-day trial shows
Semrush lets you "try Base, Pro or Business plan for 7 days, free of charge"2. During the trial, three things are switched off. You cannot send emails, you cannot view or export contact information, and you cannot see email stats2. So you can test the search and the AI drafting, but not the data you would pay for. Trials also "can’t be restarted after cancellation"2.
Contracts, cancelling and refunds
Monthly plans can be cancelled at any time, but the steps are strict. You must be logged in, and "failure to answer all questions in the cancellation request form, may result in the denial of your cancellation request"5. The cancellation takes effect at the end of the term you committed to5.
Money back is narrow. Semrush offers "a one-time, 7-day money-back guarantee" only on a first purchase of 12 months or more, and "refunds are not available for month-to-month subscriptions"5. Downgrades need a support request2, and projects are deleted 90 days after you unsubscribe2. Export your lists before you go.
Yearly billing changes the picture. Semrush says annual plans save up to 17%, but "you pay for the entire year upfront"4. On a yearly plan, the 7-day window is the only time you can get money back, so test the data on a monthly plan first and check the export limits on the plan you choose.
Which Semrush plan fits which buyer
Base is for sending, not exporting. It suits someone who will search, add up to 250 contacts to lists and email them from inside Semrush. Pro suits a busy freelancer who wants follow-ups and some monitoring, and can live with 150 exports. Business is the agency plan, with 3,500 sends, 500 exports, competitor tracking and share of voice. If you need lists in a spreadsheet or another tool, the export add-on quickly becomes the largest line on your bill.
What $99 a month gets you at Media List
- 31,000+ journalists, editors and producers, 22,000+ of them in the US, plus 189,000+ YouTube channels and 1.2 million podcasts.
- 2,500 exports a month, with unlimited searches and lists.
- A verification status on every email before you export it, and a verified-only filter.
- A replacement at no cost for any exported email that bounces.
- Monthly billing with no annual contract, and cancel anytime from your billing page.
- On Professional, up to 3 seats and campaigns with follow-ups and open and click tracking.
Is the Semrush AI PR Toolkit worth it?
For a marketer who already lives in Semrush, it can be. Semrush says it is "designed for users with little to no prior experience with PR tools"2, and Pro bundles follow-ups and monitoring. Past users liked the all-in-one feel. "I get alerts, send out pitches, track engagement," one wrote in 202515. Another said it was "low cost (and you can negotiate) vs Meltwater/Cision"16, and a nonprofit buyer weighing Muck Rack said "I was at $3500~ with Prowly"15.
Recent support reviews are mixed. A January 2026 Reddit post said "their chat support just says no one is available"17. That is one account, but it is worth testing support before you commit.
Choose the Semrush AI PR Toolkit if
- You are a startup marketer already on Semrush. PR sits in the same login as your SEO work.
- You want AI to draft pitches. The toolkit writes personalized pitches and press releases with AI.
- You run an agency that needs monitoring and share of voice. Business adds 50,000 mentions and competitor benchmarks.
- You pitch worldwide. It claims 600,000+ journalist profiles, and search defaults to Worldwide18.
Choose Media List if
- You need to export contacts. Basic gives 2,500 exports for less than Semrush Base, which gives none.
- You are a solo publicist. You want to see real contacts in the trial before you pay.
- You pitch creators as well as press. Podcasts and YouTube channels are in every plan.
A year of each, two buyers
| Buyer | Semrush AI PR Toolkit | Media List |
|---|---|---|
| Solo publicist, 200 exports a month | Base plus the export add-on, $298 a month, so $3,576 a year3 | Basic, $1,188 over 12 months or $990 yearly |
| 3-person agency, sending and 500 exports | Business with 2 extra users costs $539 a month, or $6,468 a year4 | Professional with up to 3 seats, $4,788 over 12 months or $3,990 yearly |
Assumptions are monthly billing and list prices, and the yearly totals are our arithmetic. The agency row assumes no SEO Toolkit, so extra users cost $20 each. Yearly Semrush billing can save up to 17%, paid up front. Semrush's price bundles monitoring and AI drafting.
Switching from Prowly or Semrush
- Export your lists while your plan is active, within the monthly cap. Imported contacts are not subject to the export cap.
- Submit the full cancellation form while logged in, and keep the confirmation email.
- In Media List, rebuild each list with beat, outlet, US state and media type filters, and check each email's status before export.
- If monitoring matters to you, Semrush Pro and Business include it, so weigh that before you cancel.