Guides · Updated 2026-10-18

UK AI price table: ChatGPT, Claude, Gemini and more in £

This table lists 94 prices for 18 popular AI tools as UK buyers see them, taken only from the UK App Store or the company's own pricing page. Every row says whether VAT is included and the date we checked it. Where a company only publishes US dollar prices, we show dollars and label them; we never convert a price and present it as official.

How we checked: App Store prices were read from each app's UK App Store listing on 18 October 2026. Web prices were read on the company's own pricing page on the date shown in the row. App Store prices include VAT: under GOV.UK's VAT rules for digital services, the app store accounts for the VAT. For web prices we only say "Excludes VAT" or "Includes VAT" where the page itself says so; otherwise the row says "Not stated". Our full method is on how we check prices. No affiliate links on this page. See how we make money.

How to use the table

Type a tool name in the search box, or filter by type, currency or VAT. Click any column heading to sort; click again to reverse. Sorting by Price sorts by the number shown, so filter to one currency first if you want a fair comparison. Without JavaScript the full table still shows below.

How to read these prices

App Store prices are not always the cheapest. Some companies charge more in the app than on the web. Grammarly is the clearest example: its UK App Store listing shows monthly plans at £25.99 to £27.99, while its website lists Pro at US$12 a month. Otter's monthly Pro plan is £17.49 in the app against US$16.99 on its website. It can go the other way: Canva's yearly Pro plan is £99.99 in the app with VAT included, while its UK web price is £100 a year excluding tax. If you subscribe in the app, you pay the App Store price until you cancel through your Apple account.

"Not stated in listing" means exactly that. Apple's in-app purchase list shows the name and price of each subscription, but not always whether it is monthly or yearly. Where the same plan name appears at two prices, such as ChatGPT Plus at £19.99 and £200.00, the higher one is likely a longer billing period, but Apple's list doesn't say, so check the period on the purchase screen before you tap subscribe.

"Also listed at" means Apple shows two prices for the same plan. This usually reflects older and newer price points for the same subscription. We show the lower one first and the other in brackets, rather than picking one.

Dollar prices are not converted. If you pay a US dollar price with a UK card, your bank converts it on the day and may add a foreign transaction fee. UK VAT is usually added on top for consumers, so the amount on your statement will be higher than the dollar figure suggests. Check the checkout page before you pay.

Business prices are often per user. Microsoft 365 Copilot, ChatGPT Business, Gamma and Fireflies price each seat. A team of three on a per-seat plan pays three times the listed amount. ChatGPT Business needs at least 2 seats; see how much ChatGPT Business costs.

VAT: what UK buyers actually pay

GOV.UK says digital services supplied to UK consumers are liable to UK VAT. In practice:

• Consumers and sole traders who aren't VAT registered pay VAT. On the App Store it's already in the price. On the web, many overseas companies add 20% at checkout when the page says prices exclude tax.
• VAT-registered businesses buying on the web can usually add their VAT number at checkout, and the reverse charge then applies. You account for the VAT on your return. Ask your accountant how to treat each supplier.
• App Store purchases give you an Apple receipt, not a VAT invoice from the AI company. If you need proper VAT paperwork, subscribe on the web.

More detail: do AI subscriptions charge UK VAT? and is there VAT on ChatGPT?

Worked examples

These use only the prices in the table. We multiply listed prices but don't convert currencies.

A sole trader who wants one chatbot on their phone. ChatGPT Plus in the UK App Store is £19.99 with VAT included. Claude Pro is £20.00 a month in the app, or £199.99 for a year, which works out cheaper over twelve months than paying monthly (12 × £20.00 is £240.00). Gemini's Google AI Plus is £4.49 a month on Google's UK page and also adds 400 GB of storage, according to its App Store listing.

A three-person office on Microsoft 365. Microsoft's UK page lists Microsoft 365 Business Standard with Copilot at £18.10 per user a month, paid yearly, excluding VAT. For three people that is £54.30 a month before VAT, or £651.60 a year. If you're VAT registered you can usually reclaim the VAT; if not, add 20% to your budget.

A small team on ChatGPT Business. Two Standard seats on annual billing are US$40 a month (2 × US$20) before any tax and before your bank converts the charge. Monthly billing is US$50 for two seats.

Which plan should a small business start with?

Prices only tell part of the story. A sensible way to choose:

1. Start free. ChatGPT, Claude, Gemini, Copilot, Perplexity and Canva all have free plans. Use the free plan for two weeks on real work before paying for anything.
2. Pay for one general chatbot, not three. The entry paid plans are close in price. Pick the one that fits the tools you already use: Gemini if you live in Gmail and Google Drive, Copilot if you use Word and Outlook, ChatGPT or Claude otherwise. Our ChatGPT vs Claude vs Gemini comparison explains the differences.
3. Use business plans when staff use AI with customer data. Business plans such as ChatGPT Business and Microsoft 365 Copilot come with business data terms. That matters for GDPR if staff paste in customer details.
4. Check what you already pay for. Microsoft 365 and Google One subscriptions now include AI features, and some business software adds AI at no extra cost.
5. Review every quarter. Cancel anything nobody has used in the last month.

For a full budget, see how much does AI cost for a small business? and how much you pay for ChatGPT in the UK.

Common mistakes

• Comparing a dollar price with a pound price as if they were the same. US$20 and £20 aren't equal, and VAT may be added to one but already included in the other.
• Subscribing in the app by accident. It's easy to tap subscribe on your phone and pay the higher App Store price. If you want the web price, cancel in your Apple account and sign up on the website.
• Forgetting annual renewals. Yearly plans are cheaper per month but renew automatically. Put the renewal date in your calendar.
• Paying per seat for people who don't use it. Remove leavers and light users.
• Trusting old screenshots. AI prices change often. Check the date on any price you rely on, including ours.

Prices we couldn't list

Some popular tools aren't in the table because we couldn't find an official UK price to quote. Midjourney has no official iPhone app and prices in US dollars on its website, which our checks on 18 October 2026 couldn't read. Meta AI is free and its app shows no in-app prices. Fireflies and Gamma show no subscription prices in their UK App Store listings, so we list only their US dollar web prices. Microsoft 365 business plans without Copilot, Google Workspace and other office suites are covered in our tools directory.

Related

• How to get your business recommended by ChatGPT (UK)
• UK small business AI statistics 2026
• AI tools directory
• How we check prices

FAQ

How much is ChatGPT Plus in the UK?

The UK App Store lists ChatGPT Plus at £19.99, including VAT, checked 18 October 2026. Apple's listing doesn't state the billing period. See how much you pay for ChatGPT in the UK for the full breakdown.

Do these prices include VAT?

App Store prices include VAT. Web prices vary: the VAT column says "Includes VAT" or "Excludes VAT" only where the company's page says so, and "Not stated" otherwise. UK consumers usually pay 20% VAT on top of prices that exclude it.

Why do you show some prices in US dollars?

Some companies, such as Anthropic, Perplexity, Gamma and Fireflies, publish web prices in US dollars only. Converting them would produce a number the company never published, so we show the dollar price and label it.

How often is this table updated?

Each row shows the date we checked it. We recheck prices regularly and update the date when anything changes. If you spot a price that has changed, email hello@theaitill.com and we'll check it.

Is it cheaper to subscribe on the website or in the app?

Often the website, but not always. Compare the App Store row with the web row for the same tool, remembering to allow for VAT and currency conversion on web prices.