The honest answer: it mostly depends on how many reviews you get. A tradesperson with four reviews a month does not have the same need as a restaurant with forty. Here are the four ways to handle it, what they really cost, and a simulator to find the cheapest one for you.
No subscription. You only pay for the replies Igor prepares, whatever the location.
Igor replies to all your reviews for a fixed price. €8,50 per extra location.
Two settings, and Igor tells you which one costs less.
All locations combined. A neighbourhood shop often gets 2 to 10.
Replying from your Google listing costs nothing. Still, allow five to ten minutes per review to read it, find the tone, write it cleanly and publish. With ten reviews a month, that is one to two hours, often in the evening. The real risk is not the time: it is stopping after a few weeks and leaving a negative review unanswered for months.
A marketing agency or a community manager can reply for you. The service is usually sold as a package or by time spent, along with other services. It is a good option if you want to hand everything over, but you are paying a person for a repetitive task, and you depend on their availability when a tricky review lands on a Saturday night.
Most review management tools are sold as a monthly subscription per location. The public prices we noted in summer 2026 ranged from €29 to €79 a month for one location, sometimes more with options. That model suits businesses with many reviews. It suits a shop with three reviews a month less well: the subscription is charged every month, reviews or not.
Igor offers a plan with no subscription: €0.50 per reply prepared, whatever the location. You save your card, nothing is charged that day, and the first two replies are free. The month's total is charged once, at the start of the following month, with a summary. A month with no reviews costs nothing.
The Unlimited subscription costs €10 a month for one location and €8.50 per extra location. It becomes cheaper than paying per reply from twenty reviews a month for one location. It adds Autopilot: Igor publishes replies to positive reviews on its own, and you only approve the tricky ones. If you pay per reply and your reviews grow, Igor tells you; you decide whether to switch.
Both models make sense. This table sums up what changes for a business with few reviews.
| Subscription software | Igor per reply | |
|---|---|---|
| A month with no reviews | The subscription is charged | €0 |
| 4 reviews in the month | The subscription price | €2 |
| Second location | Often a second subscription | Same price: €0.50 per reply |
| Commitment | Depends on the tool | None, stop in one click |
| Many reviews | That is where it pays off | Go unlimited from €10/month |
Igor handles the replies for you. It reads every review, writes a fitting reply in the customer's language and emails it to you — you approve in one click, in 5 seconds. See how it works →
Igor replies to your reviews, you approve in one click. From €0.50 per reply.