Compare · B2B website visitor ID
Leadpipe in one line: Identity, intent, and company data for B2B teams, agencies, AI agents, and platforms. WhoLayer identifies website visitors (person-level for US traffic, company-level free) and offers contact data through an API and MCP server, all from one credit wallet, starting with a free plan with 100 credits a month. Pick Leadpipe if you need off-site intent audiences (Orbit) for people who haven't visited yet.
Checked November 4, 2026. Every Leadpipe figure links to its source.
| Leadpipe | WhoLayer | |
|---|---|---|
| Positioning | Identity, intent, and company data for B2B teams, agencies, AI agents, and platforms. [1], November 4, 2026 | Website visitor identification, ecommerce shopper ID, and contact data for teams and AI agents. |
| Person-level visitor ID | Yes; person-level strongest in the US, company-level by default in the EU and UK [1], November 4, 2026 | Yes, US traffic only (1 credit per person, charged once a month); company-level worldwide (free) |
| Ecommerce | Integrations with Klaviyo and other B2C email tools [2], November 4, 2026 | Yes: Shopper ID sends identified US shoppers to Klaviyo (2 credits per new shopper, 1 credit for shoppers already in your Klaviyo), Growth plan and up |
| API | Yes; full API on the Platforms tier [2], November 4, 2026 | Yes: REST API with an OpenAPI 3.1 spec |
| MCP server | Yes, plus a separate docs MCP server [1], November 4, 2026 | Yes: a data MCP server with 13 tools, plus a public docs MCP server with 5 |
| Pricing model | Monthly identification tiers; quarterly and annual billing discounts [2], November 4, 2026 | Monthly or annual plans with credits from one wallet for every product; overage between $0.045 and $0.060 a credit on paid plans |
| Entry price | $147 a month for 500 identified visitors (Pro) [2], November 4, 2026 | Free plan with 100 credits a month; paid plans from $49 a month |
WhoLayer's column is generated from our live pricing and API limits. See pricing and the MCP docs.
An honest list. If one of these is what you need, it may be the better pick.
Company identification is free and unlimited on every plan. Person-level ID is US-only and charged once per person per month; repeat visits are free.
Send identified visitors to Slack, signed webhooks, or a daily or weekly email digest. From the Starter plan, filter by title, company size, and the pages they viewed, and sync contacts one way to HubSpot.
A data MCP server with 13 tools and a REST API with an OpenAPI spec. Per-key daily caps, a 250-credit default ceiling per call, read-only keys, and idempotent retries keep an agent's spending predictable.
Visitor ID, Shopper ID, the Data API, and the MCP server draw from the same credits, and every credit cost is listed on the pricing page. Misses aren't charged.
Opted-out and suppressed people are never returned, delivered, or charged. Global Privacy Control signals are honored, and the rules we enforce are published as a machine-readable policy.
Monthly plans stop at the end of the billing period, and you can set a hard monthly spend cap so overage never surprises you.
Leadpipe's published entry price, next to WhoLayer's plans.
Leadpipe
$147 a month for 500 identified visitors (Pro) [2], November 4, 2026
Monthly identification tiers; quarterly and annual billing discounts [2], November 4, 2026
WhoLayer
| Plan | Monthly | Credits | Overage |
|---|---|---|---|
| Free | Free | 100 | None |
| Starter | $49 | 1,000 | $0.060 a credit |
| Growth | $199 | 5,000 | $0.050 a credit |
| Scale | $799 | 20,000 | $0.045 a credit |
Example: identifying 1,000 US people a month uses 1,000 credits. The cheapest fit is Starter at $49 a month. Repeat visits by the same person in a month are free, and company-level ID doesn't use credits.
It depends on what you need and how much. Leadpipe's entry price is: $147 a month for 500 identified visitors (Pro) (as of November 4, 2026). WhoLayer: Free plan with 100 credits a month; paid plans from $49 a month. Use the WhoLayer cost calculator to price your own volume.
No. Person-level identification is US-only. Outside the US, WhoLayer identifies the company, and only after the visitor's consent is recorded.
Leadpipe: Yes, plus a separate docs MCP server. WhoLayer: Yes: a data MCP server with 13 tools, plus a public docs MCP server with 5.
When you need off-site intent audiences (Orbit) for people who haven't visited yet, or white-label agency program with a pixel per client.
Competitor information is from public sources as of November 4, 2026 and may have changed. Trademarks belong to their owners. WhoLayer wrote this page; if something here is wrong, tell us and we'll fix it.
Ready when you are
Install one tag. Your first 100 identified people are free, no card needed.