Luma AI Pricing: Plans, Credits and Real Costs

Luma AI costs $30 a month on Plus billed monthly, or $25 a month billed yearly ($300 a year), for 10,000 credits a month. Pro is $90 a month or $75 a month billed yearly ($900 a year) for 40,000 credits, and Ultra is $300 a month or $250 a month billed yearly ($3,000 a year) for 150,000 credits ^[1]. Prices are per account, not per seat. Team and Enterprise go through sales. The pricing page shows no free plan; Luma says free trial credits are included on all plans without saying how many (what the trial covers). Plus is the real entry price. The model you pick decides how far it stretches.

Plus, Pro and Ultra differ in credits and an agent line

The pricing page ties no feature to the higher tiers. HDR, EXR export, Modify and Reframe are not gated to Pro or Ultra, and Reframe is available on all paid plans. Separately, by our arithmetic, the 40,000 credits on Pro and the 150,000 on Ultra are exactly 4 and 15 times the 10,000 on Plus. Choose a tier by credits, not features. Everything else on the higher cards is a single line about agent usage.

That line is vague. Pro lists '4x usage with the Luma Agents' and Ultra '15x'; Luma does not define it (how Luma Agents work). Agent work itself is paid in credits at the price of each generation, and nothing on the pages prices agent time. Commercial use comes with a paid plan and covers what you make while subscribed. Luma's terms give you ownership of your outputs, but footage generated after you cancel carries no commercial right, so a team that produces client work in bursts needs a paid plan running during each burst.

What a month of credits actually buys

Ray3.2, Luma's own video model since June 2026, is priced per clip from text or an image. A 5-second clip costs 20 credits at 360p (Draft), 50 at 540p, 100 at 720p and 400 at 1080p. A 10-second clip costs 60, 150, 300 or 1,200 credits at the same steps. HDR doubles the SDR price. HDR with EXR export triples it. Luma's pricing table adds a note to Ray3.2: 'No keyframes: plus 30 credits'. Ray3.2 output is silent and renders 1080p natively, with 4K only by upscaling (Ray3.2 in detail).

By our arithmetic, Plus covers 25 five-second 1080p Ray3.2 clips a month, Pro covers 100 and Ultra 375. That assumes every credit goes to that one job, with no failed or rejected takes. Drop to 720p and Plus covers 100 clips. Draft at 360p stretches it to 500. With HDR and EXR, Plus covers only 8. In money terms, one 5-second 1080p SDR clip on Plus billed monthly has a credit value of about $1.20, and the HDR with EXR version about $3.60. Luma does not charge these amounts directly.

Third-party models have no single price level against Ray3.2. By our arithmetic, Ray3.2 at 1080p SDR works out to 80 credits per second (400 per 5 seconds). Kling 4.0 from Kling AI costs 79 credits per second at 1080p with audio, about the same. Veo 3.1, Google's video model, costs 140 credits per second with audio at 720p or 1080p, and Seedance 2.5 from ByteDance 191 at 1080p with audio. By our arithmetic, Plus covers 14 five-second Veo 3.1 clips, 25 Kling 4.0 clips or 10 Seedance 2.5 clips, under the same no-rejects assumption. A five-second Veo 3.1 clip on Plus billed monthly has a credit value of about $2.10. Outside models in Luma can change in availability, length limits and price (review).

Editing is metered by the second. Ray3.2 video-to-video runs 36, 48, 72 or 144 credits per second at 360p, 540p, 720p and 1080p, so cost follows your source clip, up to 20 seconds (video-to-video in Luma). Reframe runs 10 to 120 credits per second over the same steps. Images are cheaper. Uni-1.1 costs 30 credits per image, so Plus covers 333 images by our arithmetic. ElevenLabs speech costs 21 credits per 1,000 characters and music 98 credits per minute. Upscaling with Luma's engine costs 10, 15 or 25 credits per second to 1080p, 2K or 4K.

Monthly or yearly billing

By our arithmetic, yearly billing saves $60 a year on Plus, $180 on Pro and $600 on Ultra, about 17% on each plan. Luma's toggle advertises savings of up to 20%, which measures the monthly premium over the yearly rate rather than a discount off the monthly one. Twelve monthly payments come to $360, $1,080 and $3,600 a year, by our arithmetic. The break-even is 10 months: yearly Plus at $300 equals 10 months at $30, and the same 10-month line holds for Pro ($900) and Ultra ($3,000). Keep the plan less than 10 months and monthly billing costs less. Every subscription renews automatically for an equal term. Renewals run at current rates, with at least 30 days' notice of a fee change.

Leaving a yearly plan early is where the saving can vanish. Luma's billing policy allows a switch from annual to monthly, not to a different annual plan ^[2]. The refund covers unused months, but used months are recalculated at the standard monthly rate. Take a yearly Plus plan paid at $300 and switched after three months. Those months count at $30 each, or $90, so the refund would be $210 by our arithmetic. That holds only if Luma grants the switch. Commit yearly only if you will keep the plan 10 months or more.

Overages, expiry and refunds

Unused credits expire at the end of each billing cycle, with no carry-over ^[3]. Failed generations get their credits back automatically. Rejected takes are still billed. The Agent may also generate several variations or retry on its own, which can spend credits silently unless you ask for one version. Research Mode planning costs less than generating, so briefs and shot lists are a cheap place to iterate before you render anything.

Running out mid-month need not stop work. An optional spending limit lets you keep generating past the allowance, paying as you use, with nothing charged upfront ^[4]. The limit is a maximum, not a commitment. Charges land at the end of the billing period with your plan renewal. There is no minimum or maximum, changes apply immediately, and 0 disables extra credits. The switch is the On-Demand Spend toggle in Usage settings. No per-credit price for extra credits is published on the pricing page, and extra credits already used are not refundable.

Refunds are narrow. An unused plan may qualify for a full refund after support reviews the account. Otherwise refunds cover the most recent billing period only, nothing older than the previous month, and every decision is at Luma's discretion. A moderation block can also cost you the refund (questions to ask before paying). Trustpilot reviews cluster around billing, support, refunds, price and credits spent on unusable generations. Outside Enterprise and the API, Luma's terms allow it to use your inputs and outputs to train its models (review).

Team, Enterprise and the API

Team adds a shared credit pool, member management, projects, usage analytics and SSO, all priced by sales. Luma's pricing page lists member management under its Team plan, while an April 2026 post said accounts on all plans can add members. Confirm with Luma before buying for a team. Enterprise adds custom fine-tuning, a no-training guarantee, and SOC 2 compliance and ISO certification. Luma's Enterprise page also advertises unlimited generations across every media type, a sales claim for that tier only. Plus, Pro and Ultra have no unlimited option.

The API runs on credits, not a subscription. Build charges per image or video with no commitment, rate limits and no latency SLA, while Scale is sized with sales and includes an SLA and a no-training guarantee. Ray3.2 on the API uses the app's credit table, but no dollar price per API credit is published on the pages we read. The image model is priced in tokens: as read in November 2026, Uni-1 charges $0.50 per million text input tokens, $1.20 per million image input tokens, $3.00 per million text and thinking output tokens and $45.45 per million image output tokens, or about $0.0909 per image.

How the entry price compares

Credits are a different currency at each vendor. Compare price and rules instead. Runway Standard is $15 a month or $12 a month billed annually ($144 a year). Kling AI Standard is $8.80 a month or $6.60 a month billed annually ($79.20 a year). Higgsfield Starter is $19 a month. Google Flow comes with Google AI Plus at $4.99 a month, or with Google AI Pro at $19.99 a month or $199.99 a year. Each of these entry plans costs less than Luma's Plus.

The rules differ as much as the prices. Runway's Max plan carries credits over for up to one month, while Luma's expire each cycle. Runway returns credits only for generation errors, much like Luma's failed-generation refunds. Runway also hosts Kling 4.0, Seedance 2.5 and Veo 3.1, so those models are not unique to Luma. Inside Luma, Kling 4.0 is a model billed in Luma credits; Kling AI, the app, is a separate subscription.

The bottom line

Luma AI is a credit budget with a price tag: $30 a month on Plus billed monthly buys 10,000 credits, and Pro and Ultra buy more of them. By our arithmetic, that covers about 25 five-second 1080p Ray3.2 clips on Plus, and far fewer once you add HDR or pick a pricier outside model such as Veo 3.1 or Seedance 2.5. Pay yearly only if you will keep the plan 10 months or more. Set a spending limit before a deadline, and draft cheaply before rendering final takes.