Tally review
Tally is the form builder to start with, and plenty of teams never need to leave
A form builder that gives away unlimited forms and submissions and charges for branding, domains and analytics
The short answer
Tally builds forms the way you write a document: type, hit slash, add a question. The free plan covers unlimited forms and submissions plus logic, payments and file uploads, so most small teams can run lead capture, waitlists and surveys without paying. Pro at $24/month is worth it the day you need your own domain, no Tally badge, or partial submissions.
Pick it if
- You need lead forms, waitlists or onboarding surveys this week and do not want a per-response bill.
- Your stack is Notion, Airtable, Google Sheets or Zapier, since all of those connect on the free plan.
- You are an EU business that wants form data stored in Europe by default.
- You want conditional logic, payments and file uploads without hitting a paywall first.
Skip it if
- You need deep form analytics, A/B testing of form variants or a native CRM; Tally sends data out rather than working it.
- Your forms routinely take tens of thousands of submissions a month, where the fair use policy starts to apply.
- You need the one-question-per-screen conversational style as a core brand experience and want a lot of polish on it out of the box.
What Tally actually is
Tally is a form builder from a small, bootstrapped team in Ghent, Belgium. The editor looks like a blank document: you type questions as text, and a slash command inserts blocks like multiple choice, file upload, payment or signature. There is no drag-and-drop canvas to fight with, which is why people who bounce off Typeform or Jotform tend to stick with it.
The business model is the interesting part. Unlimited forms and submissions are free, along with most of the features other builders charge for: conditional logic, calculations, hidden fields, payments, redirects and the main integrations. Tally's own April 2026 update says about 2% of free users upgrade, and that is enough to have crossed $5M in annual recurring revenue with a team of eleven, so the free plan is the strategy rather than a teaser.
Why it works for marketing teams
For lead capture the useful bits are hidden fields and redirects. You add a hidden field for each UTM value, pass them in the form URL, and every submission arrives tagged with where it came from. Pair that with a redirect to a booking page or a thank-you page with your own pixel and you have a working lead funnel without touching code.
Pro adds the things that matter once a form is public-facing: your own domain or subdomain, no Tally badge, custom CSS, Google Analytics and Meta Pixel, and drop-off analytics that show where people abandon a long form. Partial submissions are the sleeper feature. Turn them on and you can see answers from people who started but never hit submit, which on a multi-step application form is often a list of warm leads.
Where it falls short
Tally is a collection tool. It does not score leads, run email sequences or hold a contact record over time, so the moment a lead lands you are relying on an integration to move it somewhere that does. Partial submissions do not pass through those integrations either, so they stay inside Tally unless you export them.
The free plan is generous, not infinite. Files are capped at 10 MB each, the badge stays on, and the fair use policy names roughly 50,000 submissions a month, sustained over months, as the point where Tally will contact you about a custom plan. Very few marketing forms get near that, but a high-volume quiz or giveaway could.
Pro or Business?
Business at $74/month adds three things on top of Pro: automatic deletion of submissions after a set period, email address verification, and 90 days of version history instead of 30. Tally itself says more Business features are coming. Unless a privacy review requires data retention controls or you are fighting fake email signups, Pro is the plan.
What it gets right
- Unlimited forms and submissions on the free plan, with logic, payments, file uploads and signatures included.
- The document-style editor is fast; a simple form takes minutes, not an afternoon.
- Hidden fields and redirects are free, so UTM attribution and post-submit routing cost nothing.
- Partial submissions on Pro surface people who abandoned a form halfway.
- Free integrations with Notion, Airtable, Google Sheets, Zapier, Make and webhooks.
- EU-based, with form data stored in Europe.
Where it falls short
- No built-in lead scoring, CRM or follow-up emails beyond notifications; it relies on integrations for everything after the submit.
- Branding removal and custom domains need Pro, so a client-facing form effectively costs $24/month.
- Business adds only three features today and is hard to justify for most teams.
- Partial submissions do not sync to integrations or trigger notifications.
Tally pricing
Checked October 2026. Prices change, so confirm on Tally's pricing page before you buy.
Free option: Unlimited forms and submissions within the fair use policy, conditional logic, calculations, payments, signatures, file uploads up to 10 MB each, hidden fields, redirects and the main integrations. Tally branding stays on.
What you will actually pay
Most small teams pay $0 until a form goes on a branded page, then $24/month for Pro. Yearly billing takes two months off, which by our arithmetic is about $240 a year for Pro. Pro includes unlimited team members, so there is no per-seat creep.
Your first week with Tally
If you sign up today, do these in this order.
- Sign up and rebuild your most important form first (demo request, waitlist or contact). Type the questions, then use / to add blocks like email, dropdown or file upload.
- Add hidden fields with /hidden for utm_source, utm_medium and utm_campaign, then use the tagged form URL in every ad and post so each submission shows where it came from.
- Connect the destination before you publish: Google Sheets, Notion, Airtable, or a Zapier or Make flow into your CRM. Send one test submission and check it arrives.
- Set a redirect on completion to your booking link or a thank-you page that fires your pixel.
- If the form will live on your site or a client's, decide on Pro now: add a subdomain such as forms.yourdomain.com with a CNAME to cname.tally.so rather than pointing your root domain at Tally.
- On Pro, switch on partial submissions for any multi-step form and check the Partial tab at the end of the week.
Gotchas to know before you commit
- Partial submissions only start collecting once you switch them on, and they never reach your integrations or email notifications. Export them from the Partial tab.
- Pointing a root domain at Tally takes your existing website offline. Use a subdomain.
- A deleted form does not release its custom URL right away; remove the path under Domains before reusing it.
- Forms on a custom domain are indexed by search engines by default. Turn off Search engine visibility for internal or gated forms.
- The fair use policy flags sustained volume around 50,000 submissions or 50,000 email notifications a month, and the fix is a custom plan billed quarterly on top of your subscription.
Verdict
Tally is the default choice for a startup or small marketing team that needs forms. The free plan does the real work, Pro is cheap for what it adds, and the editor is quick enough that forms actually get built. Its limit is that it stops at the submit button: if you need lead routing, scoring or follow-up inside the form tool, you will pair it with something or look at a heavier product.
Tally alternatives
- TypeformPick it instead if the conversational one-question-at-a-time experience is central to your brand and the budget is there for a pricier tool.
- FilloutPick it instead if you prefer a drag-and-drop builder over a document-style editor; check its free plan limits against your volume first.
- Google FormsPick it instead for internal surveys where branding and attribution do not matter at all.
- Senja ReviewedPick it instead if the form you are building is really a testimonial request, since Senja collects, approves and displays them in one place.
Tally questions, answered
- Is Tally really free?
- Yes. Tally's free plan includes unlimited forms and submissions, conditional logic, payments, signatures and file uploads up to 10 MB, within a fair use policy that flags sustained volume around 50,000 submissions a month. You pay for branding removal, custom domains and advanced analytics.
- How much is Tally Pro?
- As of October 2026, Tally Pro is $24 per month billed monthly, with two months off on yearly billing. Business is $74 per month.
- Can I remove the Tally branding for free?
- No. Removing the Made with Tally badge is a Pro feature, along with custom domains and custom CSS.
- Does Tally track UTM parameters?
- Yes, through hidden fields, which are free. Add a hidden field for each UTM parameter and pass the values in the form URL; they appear alongside each submission and can be sent to your integrations.
- Is Tally better than Typeform?
- For most small teams, Tally is better value: unlimited submissions and most logic features are free. Typeform suits teams that want its conversational format and polish and can justify a higher monthly bill.