Luma Pricing 2026: Plus, Pro, Ultra, Credits and API

Quick answer

Luma now sells one subscription ladder for its creative app: Plus, Pro and Ultra, with Team and Enterprise plans through sales. Every paid plan uses the same credit wallet for Luma's own Ray video models, Luma's Uni image model and a catalogue of third-party models, and Pro and Ultra add more Luma Agents usage. Developers who need programmatic generation use the separate Luma API, which is priced per video.

Start with Plus if you are one creator who needs commercial use and roughly two minutes of flagship 1080p video a month. Move to Pro when you regularly exhaust Plus or rely on Luma Agents, and to Ultra only when a studio can actually consume 150,000 credits a month. Use the API when generation has to run inside software or an automated pipeline.

All prices below were checked on Luma's official pricing and API pages on September 28, 2026. The older Dream Machine Web plans (Lite, Plus and Unlimited at $9.99 to $94.99) are no longer shown on Luma's pricing page, and Luma's API documentation now calls the Dream Machine video API a legacy route.

Luma plans compared

Luma's homepage invites new users to try the product for free, but the pricing page does not list a free plan or a free credit allowance, so treat free access as a trial rather than a plan you can budget around. Yearly billing saves up to 20 percent, which is exactly the gap between $30 and $25 on Plus.

How credits turn into video

Luma prices each generation in credits, and the cost depends on model, resolution, duration and output format. The rates below come from the cost tables on Luma's pricing page.

Three rules change the math. Ten-second Ray3.2 clips cost three times the five-second price, not twice. HDR output costs twice the SDR price, and HDR with EXR export costs three times as much. And third-party models spend the same credits at very different rates: a second of Veo 3.1 with audio costs almost six times as much as a second of Kling 3.0 with audio.

The practical pattern is to explore in draft or 720p, where Plus stretches to hundreds of clips, and render only approved shots at 1080p or in HDR.

What a finished clip really costs

On Plus, 10,000 credits for $30 works out to $0.003 per credit, or $0.0025 on yearly billing. A five-second Ray3.2 clip at 1080p (400 credits) therefore costs about $1.20 on monthly Plus and $1.00 on yearly Plus. A five-second Kling 3.0 clip with audio at 1080p (245 credits) costs about $0.74 on monthly Plus.

Retries are the hidden multiplier. If your team needs four attempts to approve one 1080p Ray3.2 shot, the true cost is 1,600 credits, and Plus covers only six approved shots a month. Measure attempts per accepted clip during your first month before deciding whether Pro's larger pool is worth $90.

Luma API pricing

The Luma API is billed per video, separately from app subscriptions. Its Build tier has no minimum commitment, with rate limits and no latency SLA; the Scale tier adds dedicated capacity, an SLA, moderation, prompt enhancement and a no-training guarantee, starting at a minimum of four capacity units.

Prices are for SDR output; HDR is twice the SDR price and HDR with EXR is three times. The API also exposes Multi-Keyframe control with up to 16 keyframes in one clip and video-to-video up to 20 seconds. A five-second 1080p Ray3.2 clip costs the same $1.20 through the API as it does on monthly Plus, so the API is not a discount route; it is the route for automation.

Which plan fits which buyer

Solo creators and freelancers. Plus is the right starting point. It includes commercial use and enough credits for about 25 finished five-second 1080p Ray3.2 clips, or many more drafts.

Content teams and agencies. Pro gives four times Plus's credits for three times the price and raises Luma Agents usage, which matters if you use agents to plan and run multi-step creative work. If several people need shared credits, analytics and SSO, ask Luma about the Team plan instead of buying separate Pro seats.

Studios with heavy volume. Ultra's 150,000 credits cost $0.002 per credit on monthly billing and about $0.0017 on yearly billing, the lowest self-serve rate. It only pays off if the team really consumes that volume every month.

Developers. Use the API for anything that runs inside an app, a backend job or a batch pipeline. Keep API spend in its own budget line, separate from any app subscription.

Budget watchouts

• Resolution and format multiply cost. A 1080p Ray3.2 clip costs 20 times a draft clip, and HDR doubles it again.
• Third-party models are not priced like Luma's own. Check the per-second rate before switching a whole project to Veo 3.1 or Seedance.
• Legacy plan names still circulate. Older guides mention Dream Machine Lite, Plus and Unlimited at different prices; use the current Plus, Pro and Ultra ladder when budgeting.
• Yearly billing is a commitment. It saves up to 20 percent, but only after you have measured a month of real usage.