AI receptionist for local service businessesThe 24/7 receptionist that knows your business.
Penny takes your service calls and books appointments while you work. Fully customizable and trained on 23 industries, Penny is the first AI assistant with common sense.
Your first 14 days are on Pro, with 100 phone minutes, 300 website conversations, and no credit card. Website chat stays free after that with 100 conversations a month. Phone plans start at $29 a month, billed annually.
An HVAC example. Penny asks what the unit is doing before she offers a time. Your technician gets the answer with the booking.
Penny already knows what to ask in your industry.
HVAC
“Is the unit not turning on at all, or running but blowing warm?” The answer goes on the ticket.
Plumbing
Penny will not book a plumbing call without the address, the problem, and a callback number.
Electrical
“Which vehicle and charger do you have in mind?” Penny adds the details to an EV-charger estimate request.
Property management
“Which building and unit is it?” Penny records an appliance repair request for the maintenance team.
Real estate
A caller asks for a lockbox code. Penny takes a showing request for your agent to review.
Roofing
After hail, Penny asks what they can see from the driveway and who their carrier is. She offers inspection openings from the schedule you set.
Every industry page lists what Penny knows about the work before her first call. All 23 industries
Read one no-cool call at 9:40 p.m.
Summit Heating & Air closed at 5. This call came in at 9:40.
- PennyThanks for calling Summit Heating & Air, this is Penny. What can I help with tonight?
- Dana (caller)Our AC quit. It’s 78 in the house. Nobody is feeling unwell, and we can stay comfortable tonight.
- PennyIs the unit not turning on at all, or running but blowing warm?
- Dana (caller)It’s running. The air coming out is just warm.
- PennyI’ll put that on the ticket. What’s the service address?
- Dana (caller)14 Oakridge Drive.
- Penny14 Oakridge Drive. And your name, and the best number if the tech needs to call ahead?
- Dana (caller)Dana Whitfield. This number is fine.
- PennyThanks, Dana. I can try the on-call tech now, or book the first slot tomorrow at 8 a.m. Which would you like?
- Dana (caller)Tomorrow at 8 works.
- PennyService visit on Thursday, June 18th at 8 AM, for Dana Whitfield, callback number 3 1 2, 5 5 5, 0 1 7 3. Should I book it?
- Dana (caller)Yes, please.
- PennyYou’re booked. The technician will have your report before the visit.
From a service question to a booked visit.
An appointment, an estimate, a question about the work you do. Penny asks for the details your team needs and follows your rules for the next step. When a caller reports an emergency, the safety instruction comes first.
An annual furnace tune-up“Is this for routine maintenance, and what type of heating system do you have?” Penny gathers the service address and offers an available maintenance appointment.
A new kitchen faucet“Have you already bought the faucet, or would you like the plumber to supply one?” The installation request reaches your office with the fixture details and the caller’s preferred time.
An EV-charger estimate“Where would you like it installed, and which vehicle will you charge?” Penny records the project and checks the estimate slots your electrician offers.
A reported gas smellLeave without using switches or a phone inside. Call 911 or the gas utility from a safe location. Penny gives the safety direction first; notifying your team must not delay the caller getting help.
You set the intake questions and booking permissions; the call log shows the result. Read the emergency rules.
Penny follows your rules on every call.
- Her greeting, and a different greeting after hours.
- Your hours, your timezone, and the service area she books inside.
- The questions she asks before a quote, in your words.
- The details she must capture before she books.
- The numbers she never answers, and the numbers that always get through.
- Who she transfers to, and whether she announces the caller first.
- Which conversations you hear about, and the address the email goes to.
- What she must never say: no prices over the phone, no diagnoses, no legal or medical advice.
- And Spanish, if your callers speak it; she switches mid-call.
A call-log example. Open the transcript to check how your rule was followed.
Your website takes appointment requests after you close.
A visitor asks whether you install tankless heaters. Penny answers from your approved services page and asks when they’d like a quote. Free includes 100 conversations a month, appointment requests for you to confirm, and a small “answered by Penny” mark. Paid plans add live calendar booking, remove the mark, and start at 300 conversations a month.
14 days of Pro, including 100 phone minutes and 300 website conversations. No credit card.
A visitor at 11 p.m. asks if you do tankless. Penny answers from your services page and asks when they’d like a quote.
Keep your number and choose which calls Penny answers.
No hardware and no coding. Test Penny before you forward, then check your original number.
- 1
Your business
Name, trade, hours, and the area you serve. Your trade fills in Penny's starting rules.
- 2
Meet Penny
Pick her voice and her default language, choose whether calls open with a recording notice, and edit the greeting in your words.
- 3
Services
What you offer and how she talks about prices.
- 4
Appointments
Whether she books or takes requests, which appointment types she offers, your Google or Outlook calendar, and how Penny verifies a customer’s identity before she moves or cancels an appointment.
- 5
Leads
The questions she asks and the details she must take down.
- 6
Training
Your website, your FAQs, and your house rules: what she may say and must never say.
- 7
Alerts
Which conversations you hear about, and the address the email goes to.
- 8
Go live
See what's live, add the chat to your website, and on a phone plan choose a local number, test it, then forward your line.
Choose overflow to forward only the calls your team doesn’t pick up. You stay in control of every call you take yourself.
The same missed call, two ways.
- 1Rings out
- 2Voicemail
- 3Caller may try another company
- 4You call back tomorrow from a number they don’t recognize
- 5You still need to confirm whether they need help
- Penny picks up
- Symptom, address, callback
- Booked for 8 a.m.
- Email in your inbox as the call ends
A comparison using the 9:40 p.m. call above.
Put appointments on your calendar and caller details in your office’s tools.
Book into Google Calendar or Outlook. Send intake records to Jobber or Housecall Pro for your office to schedule. HubSpot and Salesforce connect through Zapier or signed webhooks.
Find your softwareFree website chat. Phone answering from $29 a month.
Every paid plan comes with your industry’s knowledge, your intake questions, and calendar booking. Bigger plans add minutes, the on-call schedule, more numbers and locations, field-service connections, and reporting.
Billed annually, ~17% less than month to month.
100 phone minutes a month · $348 billed annually
- Everything in Free
- Live talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.100 phone minutes a monthLive talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.
- Your plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.$0.29/min after that, in 60-minute blocksYour plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.
- One visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.300 chat conversations a month, without the Penny markOne visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.
- Penny checks open slots and your booking rules before adding an appointment to Google Calendar or Outlook during a call or chat.Calendar booking in Google or Outlook, on phone and chatPenny checks open slots and your booking rules before adding an appointment to Google Calendar or Outlook during a call or chat.
- Edit your industry’s emergency rules in plain English. Penny tries the number you choose. If nobody answers, she takes a message and emails it to you.Your industry’s emergency rules and a transfer numberEdit your industry’s emergency rules in plain English. Penny tries the number you choose. If nobody answers, she takes a message and emails it to you.
- Every call and chat with its transcript in your dashboard. Send call, lead, and appointment details to your own system with a signed webhook, or through Zapier to Slack, Microsoft Teams, HubSpot, Salesforce, and other apps.Call log with transcripts; Zapier and webhooksEvery call and chat with its transcript in your dashboard. Send call, lead, and appointment details to your own system with a signed webhook, or through Zapier to Slack, Microsoft Teams, HubSpot, Salesforce, and other apps.
375 phone minutes a month · $1,188 billed annually
- Everything in Starter
- Live talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.375 phone minutes a monthLive talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.
- Your plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.$0.27/min after that, in 60-minute blocksYour plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.
- One visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.1,000 chat conversations a monthOne visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.
- Set who is on call by day and hour. Penny rings that person and, with announce on, tells them about the call before connecting the caller. If nobody picks up, Penny comes back on the line, takes a message, and emails it to you.On-call schedule and warm transferSet who is on call by day and hour. Penny rings that person and, with announce on, tells them about the call before connecting the caller. If nobody picks up, Penny comes back on the line, takes a message, and emails it to you.
- Send intake records to Jobber or Housecall Pro for your office to review and schedule. Penny sends one after each call or chat where she takes a message, lead, request, booking or voicemail. Housecall Pro needs its Max plan.Jobber or Housecall ProSend intake records to Jobber or Housecall Pro for your office to review and schedule. Penny sends one after each call or chat where she takes a message, lead, request, booking or voicemail. Housecall Pro needs its Max plan.
- Up to 3 locations and 3 Penny numbers under one account. Each location has its own number, hours, greeting, service area, transfer contacts and alert email. Your services, prices, house rules and answers are shared.Multiple numbers and locationsUp to 3 locations and 3 Penny numbers under one account. Each location has its own number, hours, greeting, service area, transfer contacts and alert email. Your services, prices, house rules and answers are shared.
1,050 phone minutes a month · $2,988 billed annually
- Everything in Pro
- Live talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.1,050 phone minutes a monthLive talk time on the phone, counted per second. Screened spam never counts, and the clock stops when Penny hands the call to a person.
- Your plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.$0.24/min after that, in 60-minute blocksYour plan’s per-minute rate for talk time past your minutes, added 60 minutes at a time when you choose to keep answering. Unused added minutes carry over. No per-call fee.
- One visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.2,500 chat conversations a monthOne visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.
- Everything Pro does for multiple locations, for up to 10 locations and 10 Penny numbers.Up to 10 locations and numbersEverything Pro does for multiple locations, for up to 10 locations and 10 Penny numbers.
- Call volume, outcomes, leads, and bookings over time, with a read API and export for your own reporting.Analytics and reporting; API and exportCall volume, outcomes, leads, and bookings over time, with a read API and export for your own reporting.
- Choose how long Penny keeps conversations. Older ones are deleted automatically, except those with an appointment still to come.Retention controlsChoose how long Penny keeps conversations. Older ones are deleted automatically, except those with an appointment still to come.
- Front-of-the-line support and a guided setup session that tunes Penny to how your office runs.Priority support and guided setupFront-of-the-line support and a guided setup session that tunes Penny to how your office runs.
14 days of Pro, including 100 phone minutes and 300 website conversations. No credit card.
Chat on your website. 100 conversations a month.
- One visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.100 chat conversations a monthOne visitor session counts as one conversation, and the count resets every month. On a paid plan you can choose to keep answering past your allowance: we add 100 conversations for $10 and email you. Added conversations you don’t use carry over.
- The free widget carries a small “answered by Penny” mark. Starter removes it.A small “answered by Penny” mark on the widgetThe free widget carries a small “answered by Penny” mark. Starter removes it.
- A visitor asks for a time, Penny takes the request, and the email gives you what you need to confirm it with them. Live booking onto your calendar begins on Starter.Appointment requests you confirmA visitor asks for a time, Penny takes the request, and the email gives you what you need to confirm it with them. Live booking onto your calendar begins on Starter.
- Penny notices the caller’s or visitor’s language and switches, mid-conversation if needed, at no extra charge.English and SpanishPenny notices the caller’s or visitor’s language and switches, mid-conversation if needed, at no extra charge.
- Penny reads your site for services, hours, and service area, and starts with a working reference on your line of work.Answers from your website and your industry’s knowledgePenny reads your site for services, hours, and service area, and starts with a working reference on your line of work.
- The details each visitor shares, their question, and the outcome, in your inbox as the conversation ends.Lead capture, with an email after every conversationThe details each visitor shares, their question, and the outcome, in your inbox as the conversation ends.
Phone answering, live booking, and call transfers begin on Starter.
Try Penny freeFrom $3,000 a year, with custom volume and a named account team.
- Everything in Business
- Minutes sized to your call volume, on a contract you negotiate with the account team.Custom phone volumeMinutes sized to your call volume, on a contract you negotiate with the account team.
- What talk time past your contract’s minutes costs is agreed with the account team and written into your contract.Overage set in your contractWhat talk time past your contract’s minutes costs is agreed with the account team and written into your contract.
- Website conversations sized to your traffic, set in your contract along with your minutes.Custom website chat volumeWebsite conversations sized to your traffic, set in your contract along with your minutes.
- A named team that knows your setup, with contractual response times.A dedicated account team and SLAsA named team that knows your setup, with contractual response times.
- Connectors built for your systems and a hands-on onboarding for your team.Custom integrations and onboardingConnectors built for your systems and a hands-on onboarding for your team.
Billed annually on a custom contract.
Talk to usNo setup fee. Keep your number and cancel from billing. Enterprise uses a custom annual contract.
What to know before you forward your line.
Send setup or plan questions to support@pennyassistant.com.
For a plumbing company, Penny starts with plumbing vocabulary, common caller questions, intake fields, and emergency rules. Your website adds your services and hours; your settings tell her how your shop handles the call. Each industry page lists what she knows before her first call.
Give Penny a call before you forward yours.
Try the HVAC demo, then set up Penny for your business. Your account starts with 14 days of Pro, including 100 phone minutes and 300 website conversations; Free keeps your website chat after the trial.
14 days of Pro, including 100 phone minutes and 300 website conversations. No credit card.