Luma AI Pricing 2026: Luma AI Price, Luma Dream Machine Pricing and Cost Per Video
Every number here comes from Luma Labs' own pricing page, API page, billing policy and terms of service. We converted the credits into dollars per clip and per finished ad, and flagged the other company that also sells video under the name Luma AI. If you need ads rather than raw clips, paste a product URL on the right.
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Luma AI costs $30 a month for Plus (10,000 credits), $90 for Pro (40,000 credits) and $300 for Ultra (150,000 credits). Paid yearly, the same plans cost $25, $75 and $250 a month, a 16.7 percent saving on each, even though the page advertises "up to 20%". There is no free plan on Luma's pricing page, and monthly credits expire at the end of each billing cycle. In practice a 5 second 1080p clip on Luma's Ray3.2 model costs 400 credits, which is $1.20 on Plus and exactly the same $1.20 on the pay-per-clip API. A 10 second clip costs three times as much, not twice, so one finished 30 second 1080p ad runs about $7.20 per take and closer to $21.60 once you allow three takes per shot. Before you compare prices elsewhere, note that luma.ai is a different company with different plans. If what you need is ad creative rather than model credits, the whole category is priced side by side in our AI UGC pricing guide.
$30
Cheapest plan, Plus, per month
$1.20
5 second Ray3.2 clip at 1080p
3x
Price of a 10 second clip vs 5 seconds
16.7%
Real yearly saving, advertised as up to 20%
Luma AI price per plan, monthly and yearly
Luma sells three individual plans and two sales-led business plans. We read both sides of the billing toggle, including the structured price data Luma publishes in the page itself, and worked out what one credit costs on each. Every plan includes Luma's own models and third-party image and video models, and Plus already lists commercial use.
| Plan | Monthly | Yearly (per month) | Billed yearly | Credits a month | Cost per 1,000 credits | Agent usage |
|---|---|---|---|---|---|---|
| Plus | $30 | $25 | $300 | 10,000 | $3.00 ($2.50 yearly) | Base |
| Pro | $90 | $75 | $900 | 40,000 | $2.25 ($1.88 yearly) | 4x |
| Ultra | $300 | $250 | $3,000 | 150,000 | $2.00 ($1.67 yearly) | 15x |
| Team | Contact sales | Contact sales | Contact sales | Shared team credits | Not published | Plus SSO and analytics |
| Enterprise | Contact sales | Contact sales | Contact sales | Custom | Not published | Custom fine-tuning |
"Up to 20%" is 16.7% on every plan
The page's headline promises savings of up to 20 percent with yearly billing. Divide the numbers and all three plans save the same amount: $25 against $30, $75 against $90 and $250 against $300. That is two months free on a twelve month commitment, which is a fair deal, just not the one in the banner.
Bigger plans are cheaper per credit
Unlike some API plans that are flat-rate, Luma does reward volume. A credit costs $3.00 per thousand on Plus, $2.25 on Pro and $2.00 on Ultra, falling to $1.67 on Ultra yearly. The catch is that monthly credits expire, so the discount is only real if you spend the allowance every month.
No free plan on the price list
Luma's pricing page starts at Plus. Its terms mention trials, but anything generated on a trial may only be used for internal evaluation and testing. For an advertiser the entry price is therefore $30 a month, or $25 on a yearly commitment.
Two companies sell video as "Luma AI", and their prices get mixed up
Search for Luma AI pricing and one of the top results is luma.ai, not lumalabs.ai. It is a separate video generator run by Luma AI LTD, and its own pricing page says, in its footer, that it is not related to Dream Machine by LumaLabs. Several pricing roundups quote plans between $9.99 and $99.99, which are that company's prices, not Luma Labs'. Here is the difference in one table.
| lumalabs.ai (Luma Labs) | luma.ai (Luma AI LTD) | |
|---|---|---|
| Own models | Ray3.2, Ray3.14, Uni-1 | None named; "7+ AI engines" |
| Plans | Plus $30/mo, Pro $90/mo, Ultra $300/mo | Weekly $9.99, Monthly $49.99, Yearly $99.99 |
| Credits | 10,000 / 40,000 / 150,000 a month | 5,000 a week / 20,000 a month / 45,000 a year |
| One-time packs | Top-up credits for subscribers | 1,000 credits $2.99 up to 28,000 for $49.99 |
| API | Yes, Ray3.2 per clip and Uni-1.1 per image | None listed on its pricing page |
| Checkout | Luma app | Polar customer portal |
Credits on the two sites are not interchangeable and the per-generation cost on luma.ai is only shown inside its app, so a direct price-per-clip comparison is not possible from public pages. The rest of this page covers Luma Labs only. Luma Labs also retired the Dream Machine name: the old Dream Machine address now redirects to the Luma app, which is why "Luma Dream Machine pricing" and "Luma AI pricing" are the same plan list.
Luma AI cost per video: Ray3.2 credits and dollars per clip
Luma publishes a credit price for every model, action and resolution. These are Ray3.2 text or image to video costs in standard dynamic range, turned into dollars at the Plus monthly rate ($3.00 per 1,000 credits) and the Ultra yearly rate ($1.67 per 1,000), the most and least you can pay per credit on a plan.
| Ray3.2 output | 5 seconds | 10 seconds | 5s on Plus | 10s on Plus | 5s on Ultra yearly | 5s clips per month on Plus |
|---|---|---|---|---|---|---|
| Draft | 20 credits | 60 credits | $0.06 | $0.18 | $0.03 | 500 |
| 540p | 50 credits | 150 credits | $0.15 | $0.45 | $0.08 | 200 |
| 720p | 100 credits | 300 credits | $0.30 | $0.90 | $0.17 | 100 |
| 1080p | 400 credits | 1,200 credits | $1.20 | $3.60 | $0.67 | 25 |
A 10 second clip costs three 5 second clips
On Ray3.2 every 10 second price is exactly three times the 5 second price: 1,200 credits against 400 at 1080p. Two 5 second clips give you the same footage for 800 credits, a third less. For ads, which cut every two or three seconds anyway, generating in 5 second shots is the single biggest saving on the card.
1080p is four times 720p
The jump from 720p to 1080p quadruples the price, from 100 to 400 credits per 5 seconds. Plus buys 100 clips at 720p but only 25 at 1080p. Drafting at 720p or in Draft mode and rendering only the approved shots at 1080p is how teams keep the allowance from running out in the first week.
HDR multiplies everything
Ray3.2 in HDR costs two times the standard price, and HDR with EXR export three times. On Ray3.14 HDR is a four times multiplier. Paid social does not need HDR or EXR, so leave both off for ad work and keep them for footage that goes to a colorist.
Ray3.14 is priced per second instead: 4 credits a second in Draft, 10 at 540p, 20 at 720p and 80 at 1080p. At 5 seconds that matches Ray3.2 exactly, but at 10 seconds Ray3.14 costs 800 credits at 1080p against Ray3.2's 1,200, so the older model is the cheaper choice for longer single shots.
Kling, Veo and Seedance inside a Luma plan, against buying them direct
A Luma plan also spends credits on third-party video models. That turns Luma into a reseller, and the useful question is whether its credits beat the vendor's own API. We priced each at the Plus monthly credit rate, the most expensive one, against the published 1080p rate on the vendor's own rate card.
| Model at 1080p | Luma credits per second | On Luma Plus | Vendor's own API | Verdict |
|---|---|---|---|---|
| Kling 3.0, with audio | 49 | $0.147/s | $0.168/s, from a $700 package | Luma is cheaper and has no door price |
| Seedance 2.0, with audio | 126 | $0.378/s | $0.37/s on BytePlus | About even |
| Seedance 2.5, with audio | 191 | $0.573/s | $0.569/s on BytePlus | About even |
| Veo 3.1, with audio | 280 | $0.84/s | $0.40/s Standard on the Gemini API | Direct is about half the price |
| Luma Ray3.2 (5s clip) | 80 (400 per 5s) | $0.24/s | $0.24/s on the Luma API | Identical |
The quiet bargain is Kling
Kling's own developer API starts with a $700 prepaid package that expires in 180 days. Through a $30 Luma plan the same Kling 3.0 second at 1080p with audio costs about $0.15, and less on the bigger plans. For a small team that wants Kling output without a $700 commitment, that is the cheapest legitimate door we have found. Our Kling AI pricing page has Kling's own plans for comparison.
Veo through Luma costs double
Veo 3.1 costs 280 credits a second with audio at 720p or 1080p, which is $0.84 on Plus and still $0.47 on Ultra yearly. Google's Gemini API charges $0.40 for Veo 3.1 Standard and $0.12 for Veo 3.1 Fast. If Veo is your main model, buy it from Google; see Veo 3 pricing. Seedance costs the same either way, so choose on workflow; Seedance pricing covers the BytePlus plans.
Luma API pricing for Ray3.2
The API is sold separately from the app plans. The Build tier is pay per clip with no minimum commitment, rate limits and no latency SLA. The Scale tier is dedicated capacity sold in units of one request per minute, with a four unit minimum, an SLA and a no-train guarantee, priced through sales.
| Ray3.2 task (SDR) | 540p | 720p | 1080p |
|---|---|---|---|
| Text or image to video, 5 seconds | $0.15 | $0.30 | $1.20 |
| Text or image to video, 10 seconds | $0.45 | $0.90 | $3.60 |
| Video to video, 5 seconds | $0.72 | $1.44 | $2.16 |
| Video to video, 10 seconds | $1.08 | $2.16 | $4.32 |
| Reframe, per second | $0.06 | $0.12 | $0.36 |
Two things stand out. First, the API price for a 5 second 1080p clip, $1.20, is exactly what the same clip costs in credits on the $30 Plus plan, so a subscription only beats the API once you move up to Pro or Ultra or pay yearly. Second, the API has no expiring allowance, which the plans do. A team making fewer than about 25 1080p clips a month pays the same per clip on the API and never loses unused credits.
Luma AI cost for one finished 30 second video ad
A 30 second ad is six 5 second shots. Real work does not land on the first take, so we priced one take and a more realistic three takes per shot, at Ray3.2 1080p, on the Plus monthly credit rate.
| How you build the 30 seconds | Credits, one take | Dollars, one take | Credits, three takes | Dollars, three takes | Fits in Plus? |
|---|---|---|---|---|---|
| Six 5 second Ray3.2 shots, 1080p | 2,400 | $7.20 | 7,200 | $21.60 | Once a month |
| Three 10 second Ray3.2 shots, 1080p | 3,600 | $10.80 | 10,800 | $32.40 | No, 800 credits short |
| Two 720p drafts, then one 1080p final per shot | 2,400 | $7.20 | 3,600 | $10.80 | Twice a month |
| Kling 3.0 with audio, 1080p | 1,470 | $4.41 | 4,410 | $13.23 | Twice a month |
The draft row spends its retakes at 720p: two 100 credit drafts per shot, then one 400 credit final at 1080p, so six shots cost 3,600 credits instead of 7,200. The point of the table is the Plus row count: $30 of Luma buys one or two finished 30 second 1080p ads a month, and that is before anyone writes a script, records a voiceover, adds captions or keeps a presenter consistent across shots. A video model gives you footage. An ad still needs everything around it, which is why tools that bill per finished ad exist. Compare the category on our best AI UGC ad generator roundup.
Four terms that decide a Luma budget for advertisers
None of these appear on the pricing page. They are in Luma's billing policy and terms of service, and each one changes what a plan is actually worth to someone running paid media.
Monthly credits expire
Each plan includes a fixed monthly credit allocation, and the billing policy says unused credits expire at the end of the billing cycle without carrying over. Top-up credits bought on top of a plan are treated differently and stay valid even if you cancel. Size the plan to your quiet months, then top up in the busy ones.
Commercial use needs a live paid plan
The terms assign output ownership to you, but you may use output commercially only if it was produced during an active paid subscription that allows commercial use. An ad rendered on a trial is for internal testing only. Render everything you intend to run while the plan is live.
AI people must be labeled
If you use any output that identifies or resembles a person, Luma's terms say you will publicly identify it as AI generated. The terms also bar misrepresenting output as human-generated. For a UGC style ad with an AI presenter, that means a clear AI disclosure in the ad, and both Meta and TikTok run their own AI content labeling rules on top.
Refunds are narrow, and annual has a clawback
Fees are final and non-refundable unless Luma decides otherwise. The billing policy allows a possible full refund on an unused plan and nothing beyond the previous month. Leave an annual plan mid-year and the months you used are re-priced at the monthly rate first: six months of Plus annual count as $180, not $150, so the refund is $120.
Which Luma option an advertiser should actually buy
You make a few clips a month
Use the API, or Plus if you want the app. Both cost $1.20 for a 5 second 1080p Ray3.2 clip, and the API never expires a balance. Generate in 5 second shots, draft at 720p, and you will get noticeably more footage from the same money.
You render every week
Pro yearly at $75 a month brings a credit down to $1.88 per thousand, so a 1080p Ray3.2 shot costs $0.75 and a Kling 3.0 second about $0.09. It only pays off if you use most of the 40,000 credits every month, because they do not roll over.
You just want ads that run
A video model hands you clips, not ads. UGCGen starts from your product URL and returns a finished UGC ad with a script, an AI creator, voiceover and captions. Plus at $149 a month ($74 on yearly billing) includes 50 real AI video renders on Google Veo and 500 ad generations. See UGCGen pricing.
Luma AI pricing questions, answered
How much does Luma AI cost?
Luma AI costs $30 a month for Plus with 10,000 credits, $90 for Pro with 40,000 credits and $300 for Ultra with 150,000 credits. Paid yearly the same plans cost $25, $75 and $250 a month ($300, $900 and $3,000 a year). Team and Enterprise plans are sold through Luma's sales team.
Is Luma AI free?
Luma's own pricing page lists no free plan; the cheapest option is Plus at $30 a month. Luma's terms do describe trials, but output made on a trial may only be used for internal evaluation and testing, so nothing generated that way can run in an ad.
How much does Luma Dream Machine cost?
Dream Machine is the old name. Luma now calls the product the Luma app and the old Dream Machine address redirects to it, so Dream Machine pricing is the Luma plan list: Plus $30, Pro $90 and Ultra $300 a month, or $25, $75 and $250 a month billed yearly.
How many videos can you make with Luma Plus?
Plus gives 10,000 credits a month. A 5 second Ray3.2 clip costs 400 credits at 1080p, 100 at 720p and 50 at 540p, so Plus buys 25 clips at 1080p, 100 at 720p or 200 at 540p. A 10 second 1080p clip costs 1,200 credits, so Plus covers only eight of those.
Do Luma credits roll over?
No. Luma's billing policy says each plan includes a fixed monthly credit allocation and unused credits expire at the end of the billing cycle without carrying over. Top-up credits bought separately are treated differently and stay valid, even if you cancel.
How much does the Luma API cost?
The Luma API bills Ray3.2 per clip with no minimum commitment: a 5 second text or image to video clip costs $0.15 at 540p, $0.30 at 720p and $1.20 at 1080p, and a 10 second clip costs $0.45, $0.90 and $3.60. HDR output costs two times the standard price and HDR plus EXR three times.
Does Luma AI allow commercial use?
Yes, on paid plans. Plus lists commercial use, and Luma's terms say output can be used commercially only if it was produced during an active paid subscription that allows it. The terms also require you to publicly identify any output that resembles a person as AI generated, which matters for UGC style ads.
Can I get a refund from Luma AI?
Rarely. Luma's terms say fees are final and non-refundable unless Luma decides otherwise. Its billing policy allows a possible full refund on a plan you have not used and nothing beyond the previous month. Switching from annual to monthly re-prices the months already used at the monthly rate before any refund.
Is luma.ai the same company as Luma Labs?
No. lumalabs.ai is Luma Labs, maker of the Ray models and the former Dream Machine. luma.ai is a separate video generator run by Luma AI LTD, which sells $9.99 weekly, $49.99 monthly and $99.99 yearly plans and states on its own pricing page that it is not related to Dream Machine by LumaLabs.
Is Luma cheaper than Kling?
For Luma's own Ray3.2 model at 1080p, no: 5 seconds costs $1.20, or $0.24 a second. But Luma resells Kling 3.0 inside its plans at 49 credits a second at 1080p with audio, which is about $0.15 a second on Plus, below Kling's own $0.168 API rate and without Kling's $700 prepaid minimum.
Buy ads, not credits
If you came to price Luma because you need video ads, you can skip the model layer. Paste a product URL and get a finished UGC ad with a script, an AI creator and captions, billed per ad on a plan you can read in one line.