Dynamics 365 Customer Insights Pricing 2026: Journeys, Data, Attach
Dynamics 365 Customer Insights is priced per tenant, not per user: $1,700.00 a month on an annual term, or $1,000.00 as an attach for organizations already running a qualifying Dynamics 365 application (Microsoft list price, October 2026 price list). That one license covers both the Journeys and the Data applications, with 10,000 interacted people and 100,000 unified people included; everything above that is capacity packs in three tiers. This guide explains the repackaging, the two meters, the tiers, and works the monthly total for a 50,000-contact and a 200,000-contact organization.
What a Customer Insights license costs and includes
Prices are per tenant per month on an annual term, Commercial segment (Microsoft list price, October 2026 price list). The list carries annual figures: Dynamics 365 Customer Insights is $20,400.00 per tenant per year, and $20,400.00 ÷ 12 = $1,700.00.
| License | Per tenant per month, annual term | Per year | Monthly term, no commitment |
|---|---|---|---|
| Dynamics 365 Customer Insights (base) | $1,700.00 | $20,400.00 | $2,040.00 |
| Dynamics 365 Customer Insights Attach | $1,000.00 | $12,000.00 | $1,200.00 |
| Dynamics 365 Customer Insights User License | $0.00 | $0.00 | $0.00 |
Microsoft's pricing page lists what the base and the attach both include: unlimited users, 100,000 unified people and 10,000 interacted people (Microsoft, Dynamics 365 Customer Insights pricing, checked October 2026). The Dynamics 365 Licensing Guide adds the rest: rights to install both Customer Insights - Journeys and Customer Insights - Data in an unlimited number of production or sandbox environments, 2,000 Customer Voice responses per tenant per month, four data scheduled refreshes per day and the default Dataverse capacity of a Dynamics 365 subscription (Microsoft, Dynamics 365 Licensing Guide, April 2025 edition, checked October 2026).
The $0.00 user license is real and required: every person who opens either application is assigned one, with no limit on the count. The tenant license is the only paid line until you outgrow the included capacity.
One license, two applications: the repackaging explained
Customer Insights used to be two products. Dynamics 365 Marketing was the journey and email tool, licensed per tenant with its own contact counts; Customer Insights was the customer data platform, licensed per tenant on profiles. Microsoft merged them into a single Customer Insights license that installs both applications, renamed Customer Insights - Journeys (the former Marketing, in its real-time journeys form) and Customer Insights - Data (the former customer data platform).
Microsoft's FAQ describes the consequence for capacity: the previous model had four capacity units; the new model has two, interacted people for Journeys and unified people for Data, and the two are independent (Microsoft Learn, Dynamics 365 Customer Insights FAQs, checked October 2026). An organization that only runs journeys buys interacted people packs and never touches unified people; a Data-only organization does the reverse.
The same FAQ states that the new entitlements do not apply to subscribers of the old standalone Marketing or Customer Insights licenses; an invoice that still shows a Marketing SKU is on the old model until renewal. Our Dynamics 365 pricing guide places Customer Insights next to the per-user applications.
Interacted people and unified people: the two meters
The Licensing Guide defines both terms (April 2025 edition):
- Interacted people are any Dataverse table rows, such as a contact, lead, account or insights profile, that were interacted with through an inbound or outbound channel (email, SMS, a form submission) in a twelve-month period. People stored in Dataverse but not interacted with do not count; a person stops counting twelve months after the last interaction. Microsoft's FAQ adds that the count is taken across all Dataverse environments in the tenant where Journeys orchestrates interactions.
- Unified people are uniquely identified individuals created by Data's unification of records from several systems. Unknown profiles created from cookies are not counted.
Two practical rules follow. The number to size on is not the size of the contact table; it is the number of distinct people you will email, text or capture through forms in a year. A 300,000-row contact list with 40,000 people who actually receive campaigns needs capacity for 40,000. And Microsoft's FAQ sets a safe-use limit on volume: Journeys may send up to ten times the licensed interacted people in interactions per month, so a tenant licensed for 50,000 interacted people has a ceiling of 500,000 sends a month. The meters are per tenant; a second Journeys environment for a subsidiary shares the same pool.
The capacity tiers: T1, T2 and T3
Capacity above the included 10,000 and 100,000 is sold in packs, and the pack size and price change with the tenant's total. The figures below combine Microsoft's pricing page (prices, ranges) with the Licensing Guide's pack table (pack sizes, minimum and maximum quantities per tier). Prices are per pack per month on an annual term (Microsoft list price, October 2026 price list).
Interacted people (Journeys)
| Tier | Applies when the tenant total is | Pack size | Price per pack per month | Packs allowed |
|---|---|---|---|---|
| T1 | 10,000 to 50,000 | 5,000 | $250.00 | 1 to 8 |
| T2 | 50,000 to 250,000 | 10,000 | $300.00 | 4 to 24 |
| T3 | More than 250,000 | 50,000 | $500.00 | 5 or more |
Unified people (Data)
| Tier | Applies when the tenant total is | Pack size | Price per pack per month | Packs allowed |
|---|---|---|---|---|
| T1 | 100,000 to 500,000 | 100,000 | $2,000.00 | 1 to 4 |
| T2 | 500,000 to 2,000,000 | 100,000 | $1,500.00 | 4 to 19 |
| T3 | More than 2,000,000 | 100,000 | $1,000.00 | 19 or more |
The tiers do not stack. The minimum quantities show it: four T2 interacted packs are 40,000 people, which with the included 10,000 is exactly 50,000, the bottom of the T2 range. A tenant that grows past 50,000 does not keep its eight T1 packs and add T2 packs; it holds T2 packs for everything above the included amount. Per person, the arithmetic is $250.00 ÷ 5,000 = 5 cents a month in T1, 3 cents in T2 and 1 cent in T3; for unified people it is 2 cents, 1.5 cents and 1 cent.
Base or attach: the qualifying rule
The attach license is the same product at $1,000.00 instead of $1,700.00, with the same included capacity. Microsoft's pricing page sets the condition: a minimum of 10 users of Dynamics 365 Customer Service Professional or Enterprise, Sales Professional, Enterprise or Premium, Field Service, Finance, Supply Chain Management or Commerce (Microsoft, Customer Insights pricing page, checked October 2026). The Licensing Guide's April 2025 change log notes that eligibility was simplified by removing the edition specifics for Customer Service and Sales, which is why Sales Professional now qualifies.
The Licensing Guide also states the exception that makes Customer Insights different from every other attach: Customer Insights attach licenses include the same default capacity entitlements as the base license. For the per-user applications an attach rides on the base user's platform entitlements; for Customer Insights, attach and base are the same tenant license at two prices.
The arithmetic for a firm without Dynamics 365 today: the attach is $700.00 a month lower than the base, and 10 seats of Dynamics 365 Sales Professional at $65.00 come to $650.00 a month (Microsoft list price, October 2026 price list). A sales team of ten that would use a CRM anyway ends up with the CRM and Customer Insights for $50.00 a month less than Customer Insights alone; a firm that would leave the ten seats idle should buy the base. The Sales Professional vs Enterprise guide prices the CRM side.
Worked examples: 50,000 and 200,000 contacts
Both examples count interacted people, that is, distinct people who will receive journeys in a year, and assume unification in Data stays within the included 100,000 unless stated. Annual term, Commercial, Microsoft list price, October 2026 price list.
| Line | 50,000 interacted people | 200,000 interacted people | 200,000 interacted and 200,000 unified |
|---|---|---|---|
| Base license | $1,700.00 | $1,700.00 | $1,700.00 |
| Included interacted people | 10,000 | 10,000 | 10,000 |
| Additional interacted people needed | 40,000 | 190,000 | 190,000 |
| Tier and packs | T1, 8 packs of 5,000 at $250.00 | T2, 19 packs of 10,000 at $300.00 | T2, 19 packs at $300.00 |
| Interacted people packs | $2,000.00 | $5,700.00 | $5,700.00 |
| Unified people packs | $0.00 | $0.00 | T1, 1 pack of 100,000 at $2,000.00 |
| Per month with base | $3,700.00 | $7,400.00 | $9,400.00 |
| Per year with base | $44,400.00 | $88,800.00 | $112,800.00 |
| Per month with attach | $3,000.00 | $6,700.00 | $8,700.00 |
| Per year with attach | $36,000.00 | $80,400.00 | $104,400.00 |
The 50,000 case sits at the upper end of T1, with its eight-pack maximum; one more campaign list tips it into T2, where the next step is four packs of 10,000 at $300.00 = $1,200.00 rather than eight packs of 5,000 at $2,000.00, so crossing the line costs less per month, not more. The 200,000 case shows why the meter definition matters: at 3 cents per person per month the packs are three times the base license, so reviewing who has not engaged in twelve months before renewal is the largest single lever. SMS and some channels run through Azure Communication Services or third-party providers, metered on your own Azure or vendor bill.
What else to budget, and how to size before you buy
- Dataverse capacity. Customer Insights brings the default Dataverse database, file and log entitlements of a Dynamics 365 subscription; a large Data unification can exceed them, and the overage is bought as Dataverse capacity add-ons at $40.00 per GB per month for database capacity (Microsoft list price, October 2026 price list).
- Timing of changes. Microsoft's FAQ states that capacity can be increased at any time, and reductions are allowed only on the agreement anniversary. The no-commitment prices, $2,040.00 for the base and $1,200.00 for the attach, suit a pilot quarter before the annual commitment.
- Administration. The Dynamics 365 Administrator on Demand service at $25.00 per seat plus a $175.00 tenant fee covers ongoing user, environment and capacity administration, quoted in writing before work begins.
Sizing takes four steps:
- Count interacted people, not rows. Export the people who received an email, an SMS or submitted a form in the last twelve months from the current marketing tool, and add the growth you expect in the next year.
- Decide whether Data is in scope. Journeys on a CRM contact list keeps unified people at zero packs; unifying web, store and CRM identities means counting distinct individuals across sources.
- Pick the tier from the total. 10,000 to 50,000 interacted people is T1 in packs of 5,000; above 50,000 is T2 in packs of 10,000 from a minimum of four.
- Check attach eligibility and order on the annual term. Ten or more users of a qualifying application already in the tenant unlocks the attach price; reductions wait for the anniversary, increases do not.
Frequently asked questions
How much does Dynamics 365 Customer Insights cost?
$1,700.00 per tenant per month on an annual term, $20,400.00 per year, or $1,000.00 per month as an attach for organizations with at least 10 users of a qualifying Dynamics 365 application (Microsoft list price, October 2026 price list). Both include unlimited users, 10,000 interacted people and 100,000 unified people.
What is Customer Insights attach?
The same Customer Insights license at $1,000.00 instead of $1,700.00, available when the tenant holds 10 or more users of Customer Service, Sales, Field Service, Finance, Supply Chain Management or Commerce. Unlike other Dynamics 365 attach licenses, it includes the same capacity as the base.
Do I need a license for each Customer Insights user?
Each user is assigned the Dynamics 365 Customer Insights User License, which is $0.00 and unlimited. The tenant license is the only paid line; Microsoft's pricing page states that the base includes unlimited users.
What is the difference between Customer Insights Journeys and Customer Insights Data?
Journeys is the marketing application, the former Dynamics 365 Marketing, with real-time journeys, email, SMS and forms; its meter is interacted people. Data is the customer data platform that unifies records from several systems into one profile; its meter is unified people. One tenant license installs both.
How much does Customer Insights Journeys cost on its own?
There is no separate Journeys license; the Customer Insights tenant license at $1,700.00 (or $1,000.00 attach) is the price, and Journeys-only organizations add interacted people packs as their audience grows: $250.00 per 5,000 in T1, $300.00 per 10,000 in T2, $500.00 per 50,000 in T3.
What counts as an interacted person?
Any contact, lead, account or profile in Dataverse that received or performed an interaction through a channel such as email, SMS or a form in the last twelve months. A record that is only stored, with no interaction, does not count, and a person drops out of the count twelve months after the last interaction.
Sources
- Dynamics 365 Customer Insights pricing — Microsoft, checked 2026-10-11
- Dynamics 365 Licensing Guide, April 2025 — Microsoft, checked 2026-10-11
- Dynamics 365 Customer Insights FAQs — Microsoft Learn, checked 2026-10-11
- Customer Insights license guidance — Microsoft Learn, checked 2026-10-11
- Purchase Dynamics 365 Customer Insights — Microsoft Learn, checked 2026-10-11
- Microsoft US Commercial price list, October 2026: Dynamics 365 Customer Insights, Customer Insights Attach, Customer Insights User License, Customer Insights Journeys T1, T2 and T3 Interacted People, Customer Insights Data T1, T2 and T3 Unified People, Dynamics 365 Sales Professional, Dataverse Database Capacity add-on
Key takeaways
- Customer Insights is one tenant license at $1,700.00 a month ($1,000.00 attach) that installs both Journeys and Data, with a $0.00 user license for everyone (Microsoft list price, October 2026 price list).
- The included capacity is 10,000 interacted people and 100,000 unified people; the two meters are independent.
- Interacted people are the distinct people who received or performed an interaction in the last twelve months, not the size of the contact table.
- Packs are tiered by the tenant's total and do not stack: $250.00 per 5,000 in T1, $300.00 per 10,000 in T2, $500.00 per 50,000 in T3.
- The attach price needs 10 users of a qualifying Dynamics 365 application and carries the same capacity as the base.
- A 50,000-contact organization pays $3,700.00 a month on the base; a 200,000-contact organization pays $7,400.00, and $9,400.00 if it also unifies 200,000 profiles.
Bring the last twelve months of send history and the Dynamics 365 seats you already hold, and we will put the base-or-attach decision and the pack count in writing. Book a licensing review.
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