--- title: "WhoLayer vs Primer (2026): pricing, features, and where each is stronger" description: "A sourced, dated comparison of WhoLayer and Primer: person-level ID, ecommerce, API, MCP, and pricing, plus where Primer is the better pick." url: https://wholayer.com/compare/primer --- Compare · B2B website visitor ID # WhoLayer vs Primer Primer in one line: B2B paid-media audience platform (LinkedIn, Meta, Google, DV360) that includes free website visitor reveal. 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 Primer if you need unlimited website visitor reveal on every plan, including Free. Checked November 4, 2026. Every Primer figure links to its source. ## Side by side WhoLayer compared with Primer |   | Primer | WhoLayer | | --- | --- | --- | | Positioning | B2B paid-media audience platform (LinkedIn, Meta, Google, DV360) that includes free website visitor reveal. [\[1\], November 4, 2026](https://wholayer.com/compare/primer#source-1) | Website visitor identification, ecommerce shopper ID, and contact data for teams and AI agents. | | Person-level visitor ID | Yes, US only: name, title, seniority, and location, without email or phone [\[3\], November 4, 2026](https://wholayer.com/compare/primer#source-3) | Yes, US traffic only (1 credit per person, charged once a month); company-level worldwide (free) | | Ecommerce | No ecommerce product found in our research | Yes: Shopper ID sends identified US shoppers to Klaviyo, Customer.io, Mailchimp, Omnisend, Iterable, Braze, ActiveCampaign, or Brevo, with Returning Shopper events for existing Attentive and Postscript subscribers (2 credits per new shopper, 1 credit for shoppers already on your list where the platform can be checked), Growth plan and up | | API | No public API found in our research | Yes: REST API with an OpenAPI 3.1 spec | | MCP server | None found in our research | Yes: a data MCP server with 13 tools, plus a public docs MCP server with 5 | | Pricing model | Subscriptions priced by your monthly ad spend [\[2\], November 4, 2026](https://wholayer.com/compare/primer#source-2) | 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 | Free; Grow from $1,000 a month ($800 a month billed annually) [\[2\], November 4, 2026](https://wholayer.com/compare/primer#source-2) | 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](https://wholayer.com/pricing) and the [MCP docs](https://wholayer.com/docs/mcp). ## Where Primer is stronger An honest list. If one of these is what you need, it may be the better pick. - Unlimited website visitor reveal on every plan, including Free - Ad audience sync across LinkedIn, Meta, Google, and DV360 - Holdout lift measurement for campaigns - Predicted match rates before you sync an audience ## Where WhoLayer is different ### Company-level ID is free 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. ### Alerts where you work 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. ### Built for agents 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. ### One wallet, published per-result prices 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. ### Opt-outs honored everywhere 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, spend caps Monthly plans stop at the end of the billing period, and you can set a hard monthly spend cap so overage never surprises you. ### WhoLayer isn't the right fit if - You need person-level identification of visitors outside the US. WhoLayer identifies people for US traffic only; elsewhere it's company-level, after consent. - You want a full ABM advertising suite, an on-site AI chat agent, or a built-in sequencer and dialer. WhoLayer identifies and enriches; it doesn't run ads, chat, or send email for you. ## Pricing Primer's published entry price, next to WhoLayer's plans. Primer Free; Grow from $1,000 a month ($800 a month billed annually) [\[2\], November 4, 2026](https://wholayer.com/compare/primer#source-2) Subscriptions priced by your monthly ad spend [\[2\], November 4, 2026](https://wholayer.com/compare/primer#source-2) WhoLayer WhoLayer plans | 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. [Price your own volume](https://wholayer.com/calculator) ## Questions ### Is WhoLayer cheaper than Primer? It depends on what you need and how much. Primer's entry price is: Free; Grow from $1,000 a month ($800 a month billed annually) (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. ### Does WhoLayer identify people outside the US? No. Person-level identification is US-only. Outside the US, WhoLayer identifies the company, and only after the visitor's consent is recorded. ### Do Primer and WhoLayer have MCP servers? Primer: None found in our research. WhoLayer: Yes: a data MCP server with 13 tools, plus a public docs MCP server with 5. ### When is Primer the better choice? When you need unlimited website visitor reveal on every plan, including Free, or ad audience sync across LinkedIn, Meta, Google, and DV360. ## Sources - \[1\] [Primer pricing](https://www.sayprimer.com/pricing) (vendor's own page, checked November 4, 2026) - \[2\] [Primer pricing sheet (Mar 2026)](https://images.g2crowd.com/uploads/attachment/file/1720262/Primer-Pricing-Sheet.pdf) (vendor's own page, checked November 4, 2026) - \[3\] [Primer: unlimited website reveal](https://www.sayprimer.com/blog/unlimited-website-reveal) (vendor's own page, checked November 4, 2026) 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](https://wholayer.com/contact?topic=sales) and we'll fix it. [Primer alternatives](https://wholayer.com/alternatives/primer) · [All comparisons](https://wholayer.com/compare) Ready when you are ## See who's on your site this week Install one tag. Your first 100 identified people are free, no card needed. [Start free](https://wholayer.com/signup) [Talk to sales](https://wholayer.com/contact?topic=sales)