We Checked 2,461 B2B Websites: 38% Publish Pricing, SaaS 75%, Services 12%

On this pagev

• How we checked 2,678 sites
• Finding 1: four in ten publish pricing, and the vertical decides it
• Finding 2: one SaaS company in four hides its pricing
• Finding 3: services, media and manufacturing almost never publish
• Finding 4: the word pricing, in the nav, is the whole convention
• What this dataset does not let us claim
• What to do with this if you run outbound
• Key takeaways

Software companies publish pricing. Most other B2B companies do not. Of 324 reachable SaaS companies, 244 publish pricing (75.3 percent), which leaves 80 that do not. One SaaS company in four does not publish pricing.

The gap to the rest of B2B is larger. Of 153 reachable professional services companies, 19 publish pricing (12.4 percent). Across all 2,461 reachable companies in the directory, 941 publish (38.2 percent).

We almost published a different number. A crawl flag in our profile pipeline said 42.8 percent, nearly flat across every vertical. The flatness was the warning sign. The flag tracked which URLs our crawler happened to fetch, not whether a company chose to publish, so we withdrew it and re-checked every site with a dedicated probe on October 22, 2026. A review of that probe then caught two more leaks (a link to another company's pricing page counted, and any path containing plans or prices counted), so we tightened the rules and ran it again the same night. The numbers below are from the second run.

What this data is: a one-day check of every company in the Kustiq public directory of B2B profiles, run by us. We publish this post, Kustiq is the house, and our own pricing page is public at kustiq.com/pricing. Sample sizes sit next to every number, and the section near the end covers what the dataset does not let us claim.

How we checked 2,678 sites

We checked the 2,678 companies in the directory. 2,461 homepages answered. 176 blocked our server address (403, 429 or 503, or a block page), 31 errored and 10 timed out. Every share below uses the 2,461 reachable companies as the denominator.

The detection rule is as follows. We fetch the homepage. We count an anchor as a pricing link when it points at the company's own host and its path has a segment pricing, plans-pricing or pricing-plans, or is exactly /plans or /prices at the root, or its first segment starts with pricing. We also count an anchor when its exact visible text is a pricing phrase such as pricing, prices, plans, plans and pricing, see pricing, view pricing, our pricing, our plans or compare plans. The text match is exact, so floor plans does not count, and /lesson/plans or /health/plans do not count either. Then we request /pricing and /plans over the scheme the homepage answered on. We count a page only when it answers under 400, the final URL still passes the same path rule, and a random control path on the same site did not also answer with a 2xx.

The control path mattered. 217 companies route any URL to a page that answers 200, so for them a hit on /pricing proved nothing and only a real link counted.

The profile crawler set the withdrawn flag when it loaded a /pricing page or saw a heading with the word pricing or plans. The crawler fetched a fixed list of five paths. It set the flag on 0.4 percent of single-page crawls and on 95.4 percent of crawls that loaded four or more pages. It measured crawl depth.

Finding 1: four in ten publish pricing, and the vertical decides it

The 38.2 percent average covers a spread from 6.5 percent (GovTech, 2 of 31) to 75.3 percent (SaaS, 244 of 324). The software-adjacent verticals cluster near 60. DataAI is at 64.2 percent (147 of 229), Cybersecurity at 59.4 (41 of 69), HRTech at 58.5 (38 of 65) and MarTech at 58.3 (165 of 283).

Telecom (28 reachable) and AgriTech (13) fall under our 30-company threshold, so we do not report them. For a prospect, use the vertical rate instead of the directory average.

Finding 2: one SaaS company in four hides its pricing

SaaS has the highest rate we measured. The minority is still large. 80 of 324 reachable SaaS companies (24.7 percent) publish no pricing. A SaaS prospect without a pricing page is the exception inside its vertical. The same absence in professional services is the norm, where 134 of 153 do not publish.

The distance between SaaS and the next vertical is 11.1 points (DataAI at 64.2 percent). The distance between SaaS and professional services is 62.9 points.

Finding 3: services, media and manufacturing almost never publish

Professional services publishes at 12.4 percent (19 of 153), Manufacturing at 11.9 (7 of 59), Media at 10.0 (31 of 309). In each, more than six companies in seven do not publish pricing. Travel (9 of 65, 13.8 percent), Gaming (6 of 37, 16.2), Nonprofit (22 of 131, 16.8) and GovTech (2 of 31, 6.5) have similar rates.

Media and professional services have large samples here (309 and 153 reachable). Their low rates describe this directory, within the limits below.

Finding 4: the word pricing, in the nav, is the whole convention

863 companies carry a pricing link in their homepage navigation or footer. 776 answer a real page at /pricing and 70 at /plans. 149 have a link but no page at either path, and 81 have a page but no homepage link, so each signal misses companies the other catches. We counted a company as publishing when either the link test or the page test passed the rules above.

The link text is more uniform. The single word pricing accounts for 1,570 anchors, ahead of see pricing (30), plans (29) and plans & pricing (28).

What this dataset does not let us claim

The directory is our funnel, not the market. Search discovery and the companies visitors profiled seeded it, so it leans toward companies with a findable web presence. Rates for the wider B2B population can differ.

The probe has known misses. Pricing published inside a product page, with no matching link and no /pricing path, counts as not publishing here. Link text in a language other than English is a miss too.

Blocked sites sit outside every denominator. 176 of 2,678 companies blocked our server address. We measure a vertical with many blockers on its unblocked remainder, and we cannot say whether blocked companies publish at the same rate.

One check, one day. We checked each site once on October 22, 2026. Small verticals carry wide uncertainty, so we leave out anything under 30 reachable companies.

If a reader runs a comparable check and gets different numbers, send them to us. We will link the result here whether it flatters us or not. That is the same policy as our catch-all benchmark.

What to do with this if you run outbound

Start from the prospect's vertical rate. In a vertical where companies rarely publish pricing, the buyer expects a conversation before a number. Professional services publishes at 12.4 percent, so plan the first call as that conversation.

Treat the exceptions as signals. A SaaS prospect that does not publish pricing sits against a 75.3 percent publishing rate in its vertical. Note it during qualification. Ask when the prospect expects to discuss budget, and use the answer to set the opener.

Record the absence, do not conclude from it. When researching an account, record a missing pricing page and pair it with the vertical rate. Kustiq profiles record whether a company publishes pricing, so the field is there during account research.

Frequently Asked Questions

What percentage of B2B companies publish pricing on their website?

In Kustiq first-party data from October 22, 2026, 941 of 2,461 reachable B2B company websites in the Kustiq directory publish pricing, 38.2 percent. The rate depends heavily on vertical: SaaS 75.3 percent, DataAI 64.2, MarTech 58.3, professional services 12.4, Media 10.0, GovTech 6.5. The directory leans toward companies with a findable web presence, so treat the numbers as a directory benchmark, not a census.

Do most SaaS companies publish pricing?

Most do. 244 of 324 reachable SaaS companies in the Kustiq directory (75.3 percent) carry a pricing link on their own site or a real /pricing or /plans page. The remaining 80 (24.7 percent) do not, so a SaaS company without public pricing is the exception in its vertical.

How did Kustiq check whether a company publishes pricing?

One fetch of the homepage, counting any same-host anchor whose path is a pricing path (a pricing segment, or /plans or /prices at the root) or whose exact visible text is a pricing phrase (pricing, prices, plans, see pricing, compare plans and similar), then a request to /pricing and /plans that counts only when the page answers under 400, the final URL still passes the path rule, and a random control path on the same site did not also answer with a 2xx. Sites that blocked the request (176 of 2,678) are excluded from the denominator.

Why does the absence of a pricing page matter for outbound sales?

It tells you which buying motion the prospect is used to. In verticals where pricing is rarely published, such as professional services at 12.4 percent, buyers expect a conversation before a number. In SaaS, where 75.3 percent publish, a hidden price is a qualification signal worth noting before the first call.

Key takeaways

• 38.2 percent of reachable directory companies publish pricing (941 of 2,461).
• SaaS leads at 75.3 percent (244 of 324); DataAI, Cybersecurity, HRTech and MarTech cluster near 60.
• One SaaS company in four hides pricing (80 of 324, 24.7 percent), the exception in its vertical.
• Services, manufacturing and media almost never publish (12.4, 11.9 and 10.0 percent).
• One word carries the convention: the anchor text pricing appears 1,570 times, plans 29.

Software publishes pricing far more often than services, and one SaaS company in four still keeps it hidden.