Quick Answer
Psychology Today is still worth the $30/month if it sends any referrals, because even one therapy client per quarter justifies the cost ($3,000 to $8,000 annual value per client). However, the effective cost per lead has risen from $2 to $5 in 2020 to $10 to $30 in 2026 due to declining referral volume. Most therapists should keep their PT listing but invest more heavily in their website, Google Business Profile, and AI search presence.
The $30/month illusion
$29.95 a month sounds cheap. That is roughly the cost of a Netflix subscription. For a business expense, it barely registers.
But the sticker price is not the real cost. The real cost of any marketing channel is what you pay per client acquired. And that number has changed dramatically for Psychology Today.
Let us break it down honestly:
| Cost component | Monthly | Annual |
|---|---|---|
| Listing fee | $29.95 | $359.40 |
| Time updating profile (1 hr/quarter) | ~$50* | ~$200 |
| Time responding to inquiries (10 min each) | ~$25-$50 | ~$300-$600 |
| Realistic total cost | ~$105-$130 | ~$860-$1,160 |
*Time valued at $150 to $200/hour (therapist session rate). Your actual time cost depends on your rate and how much time you spend on PT.
The listing fee is $360 a year. The time cost adds another $500 to $800. Your real investment in Psychology Today is closer to $860 to $1,160 annually.
This is not an argument against PT. Every marketing channel has time costs. The question is whether the return justifies the investment. So let us look at the return.
What Psychology Today used to deliver (and what it delivers now)
Quick Answer
In 2020, many therapists reported 8 to 15 inquiries per month from PT. By 2025-2026, self-reported data from therapist communities shows most receiving 1 to 3 per month, with some reporting zero. The decline ranges from 77 to 94 percent depending on market, specialty, and competition level.
Here is how the numbers have shifted, based on data from our earlier analysis and ongoing community reports:
| Metric | 2020 | 2026 | Change |
|---|---|---|---|
| Inquiries/month (typical) | 8-15 | 1-3 | -77% to -90% |
| Conversion rate (inquiry to client) | ~30% | ~25-30% | Stable |
| New clients/month from PT | 2-5 | 0-1 | -75% to -100% |
| Monthly cost | $29.95 | $29.95 | No change |
| Cost per acquired client | $6-$15 | $30-$100+ | 5x to 10x increase |
Source: Self-reported data from r/therapists, r/psychotherapy, and therapist Facebook groups (2024-2026). Individual results vary by location, specialty, and profile quality.
The price stayed the same. The value dropped by 75 to 90 percent. Psychology Today did not get more expensive. The market changed around it.
"I used to get 10 to 12 calls a month from PT. Now I'm lucky to get 1. And the ones I do get are shopping around and seem less committed than they used to be."
Therapist in private practice, r/therapists (2025)
The cost-per-client math (2020 vs. 2026)
Let us do the math that most "should I keep PT?" articles skip:
Psychology Today in 2020
Psychology Today in 2026
Even the 2026 numbers are positive ROI. A cost per client of $33 to $120, when each client is worth $3,000 to $8,000 annually, is still a positive investment. The issue is not that PT is a bad deal in absolute terms. The issue is that there are now better deals available, and most therapists are not using them.
Psychology Today vs. the alternatives
Quick Answer
The most cost-effective alternatives in 2026 are Google Business Profile (free), TherapyDen ($35/year), your own website with SEO ($10 to $30/month), and AI search optimization (free). For therapists spending $360/year on PT alone, redistributing some of that budget toward website and Google presence typically produces better long-term returns.
| Channel | Annual cost | Est. clients/year | Cost per client | Compounds? |
|---|---|---|---|---|
| Psychology Today | $360 | 3-11 | $33-$120 | No (declining) |
| Google Business Profile | $0 | 6-24 | $0 | Yes (reviews build) |
| Own website + SEO | $120-$360 | 12-48 | $8-$30 | Yes (content compounds) |
| TherapyDen | $35 | 1-6 | $6-$35 | Stable |
| AI search optimization | $0 (DIY) | 2-12 | $0 | Yes (growing channel) |
| Google Ads | $6,000-$24,000 | 24-120 | $100-$300 | No (pay to play) |
Estimates based on therapist-reported data and industry benchmarks. Your results will vary by market, specialty, and effort invested.
The key difference between PT and the top alternatives: compounding returns. Psychology Today delivers roughly the same value whether you have been on it for 1 month or 5 years. Your website, Google reviews, and AI search presence get stronger over time. Every review, every page of content, every directory listing adds cumulative value.
A therapist who invests $360/year in their website instead of PT for 3 years has a permanent asset that continues generating clients. A therapist who paid PT for 3 years has nothing left when they cancel.
Free: Marketing ROI Calculator for Therapists
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When Psychology Today is still worth it
This guide would be dishonest if it said PT is never worth the money. There are clear scenarios where keeping your listing makes sense:
It is still sending referrals.
If you are getting even 1 client per quarter from PT, the math works. One client at $150/session for 20 sessions is $3,000. That is an 8x return on the $360 annual cost.
You are in a less competitive market.
Smaller cities and suburban areas have fewer listings and less competition from platform companies. PT still works better in markets where there are 50 therapists listed instead of 5,000.
You have a niche specialty.
If you specialize in something specific (perinatal OCD, EMDR for first responders, sex therapy), PT's filter system still helps clients find you. Niche practitioners face less directory competition.
You do not have a website yet.
If PT is your only online presence, do not cancel it until you have something to replace it. Having a PT profile is better than having nothing. Build your website first, then reassess.
The balanced take: Keep PT as one channel in a multi-channel strategy. Just do not treat it as your entire strategy. $30/month is cheap insurance. But if $30/month is your entire marketing budget, that is a problem.
When to cancel (a decision framework)
Do not cancel impulsively. Use this framework:
Cancel if:
- You have received zero inquiries from PT for 6+ months
- AND you have a working website with Google Business Profile
- AND you have other channels producing results
Reassess in 3 months if:
- You are getting 1 to 2 inquiries per month but none converting
- OR your market is getting more competitive (more platform company profiles)
- OR you have built other channels that are outperforming PT
Keep if:
- It is still sending any referrals (even 1 per quarter)
- OR it is your only online presence (build alternatives first)
- OR you are in a niche specialty with less competition
Where to redirect that $360/year
If you cancel PT (or if you want to supplement it), here is how to get the most value from the same $360/year:
$0: Claim your Google Business Profile
Free. Takes 30 to 60 minutes. This is the single highest-impact free action for local visibility. Complete every field: photo, hours, specialties, description, services, insurance. This alone may bring more referrals than PT.
$120-$200/year: Website hosting and domain
Squarespace ($16/month), WordPress ($10 to $15/month hosting), or a similar platform. This gives you a permanent, owned presence that compounds over time. Write specialty pages, FAQ sections, and an about page in your own voice.
$35/year: TherapyDen listing
A growing alternative directory. Less crowded than PT, especially popular among LGBTQ+ affirming and social justice-oriented practices. At $35/year, the cost is negligible.
$0: AI search optimization
Add FAQ sections to your website. Create dedicated specialty pages. Keep your information consistent across all directories. This is free and makes you visible to ChatGPT, Perplexity, and Google AI Overviews. Our guide on ChatGPT therapist recommendations covers this in detail.
$0: Ask for Google reviews
Free. Ongoing effort. Even 5 to 10 Google reviews put you ahead of most therapists in your area. Reviews are the strongest social proof signal for both human clients and AI recommendation engines.
Total for all of the above: $155 to $235/year. Less than PT, with compounding returns. And you own the assets (your website, your reviews, your Google Business Profile) instead of renting a listing that disappears when you cancel.
Frequently asked questions
How much does Psychology Today cost for therapists?
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Psychology Today charges $29.95 per month ($359.40 per year) for a basic directory listing. There are no premium tiers for individual practitioners, though group practices pay more for multiple profiles.
Is Psychology Today worth it in 2026?
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It depends on your market. If PT is still sending referrals, the math works even at reduced volume (one client per quarter justifies the cost). But it should not be your only strategy. The value has declined 75 to 90 percent since 2020 for most therapists.
What is the cost per client from Psychology Today?
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In 2020, the cost per acquired client from PT was roughly $7 to $12. In 2026, with reduced referral volume, it is approximately $33 to $120. Still positive ROI given client lifetime value, but significantly worse than alternatives like Google Business Profile (free) or SEO.
What are cheaper alternatives to Psychology Today?
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Google Business Profile (free), TherapyDen ($35/year), your own website ($120 to $200/year), and AI search optimization (free). Combined, these cost less than PT and produce compounding returns.
Should I cancel my Psychology Today listing?
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Only cancel if you have received zero inquiries for 6+ months AND you have other working channels. Do not cancel if PT is your only online presence. Build alternatives first, then reassess.
Why are Psychology Today referrals declining?
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Three factors: platform companies crowding listings, more therapists competing for the same search volume, and clients shifting to Google, AI tools, and insurance portals to find therapists.
How many clients does Psychology Today bring per month?
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In 2020, many therapists reported 8 to 15 inquiries per month. In 2026, most report 1 to 3 inquiries per month. Urban markets with high competition see the steepest declines.
Where should I spend my marketing budget instead?
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Start with free options: Google Business Profile, Google reviews, and AI search optimization (FAQ sections, specialty pages). Then invest in your own website. These investments compound over time, unlike a monthly directory fee.
Related guides
Guide
Psychology Today Stopped Working
The data behind the PT decline
Guide
How Clients Find Therapists in 2026
The full data on where therapy clients search
Research
ChatGPT Therapist Recommendations in 10 Cities
What AI recommends and why
Guide
What Clients See When They Google You
The 3-second judgment clients make from page 1