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Luma: plans, prices, strengths and limits
Luma is the Luma App, where Luma Agents generate and edit video, images and audio with Luma's Ray models and models from other companies. Its old Dream Machine address now leads to the app, and its pricing page lists three paid plans and no free plan.
Prices for United States, before sales tax Data release 2026.10.16-3, Oct 16, 2026 Rules 2.1.0
- Made by
- Luma AI, Inc.
- Individual plans
- 3
- Paid plans
- $30 to $300 a month
- Facts checked
- Oct 16, 2026
Quick verdict
Luma sells one app with three paid plans that differ in credits. Plus is $30 a month with 10,000 credits, Pro $90 with 40,000 and 4x usage with Luma Agents, and Ultra $300 with 150,000 and 15x usage. Billed yearly they are $300, $900 and $3,000, paid once a year up front. The pricing page does not say whether tax is included, and Luma does not say whether yearly subscribers get their credits up front or month by month. Unused credits expire each billing cycle. Ray3.2 at 1080p costs 400 credits per 5 second clip, which by our calculation is 25 such clips a month on Plus, 100 on Pro and 375 on Ultra.
Commercial use depends on when you made the output. The pricing page lists commercial use on Plus, and Pro and Ultra include everything in Plus. Luma's Terms say you own your Output, but that you "can only use the Outputs for commercial purposes if the Outputs were produced during an active Subscription Term" under a paid subscription that allows it. Luma says it is free to try and that free trial credits are included, but it does not publish how many, or the trial's watermark and commercial terms. Paid output is watermark-free and downloads as MP4 at native 1080p, though the Terms reserve the right to embed watermarks, content credentials or provenance metadata.
The principal limitations are a missing free plan and what Luma leaves unstated: voice cloning, a presenter that reads a script and clipping long videos are not documented, and the Terms let Luma train its models on Input and Output from paid use with no opt-out described. This verdict rests on what Luma documents, not on our tests, which we have not run yet.
Strengths and limits
Strengths
- Ray3.2 plus other companies' modelsRay3.2 turns text or images into 5 or 10 second clips at 360p to 1080p, with native 1080p, 16-bit HDR and EXR export, and up to 16 keyframes for image to video. Seedance 2.0 and Kling 3.0 go up to 4K, and Seedance 2.5, Veo 3.1 and MiniMax H3 are also listed.
- AI edits of your own footageModify Video restyles uploaded footage (.mp4, .mov or .wmv) with Ray3.2, up to 20 seconds at 24fps and 1080p. Reframe changes the frame of a source up to 12 to 16 seconds long, Extend continues a clip, and you can add voice, music and captions in the same canvas.
- Audio, captions and transcription in one balanceText to speech runs on ElevenLabs v3 at 21 credits per 1,000 characters, Seed Audio 1.0 costs 66 credits a minute, and Whisper v3 transcription 1 credit a minute. Luma Agents lists transcription and captions in the canvas.
- Lip sync on uploaded charactersUpload a video of a character, add an audio track and sync the lips, with Sync Lipsync 2 at 4 credits a second, Lipsync 2 Pro at 6 and Lipsync 3 at 45. Luma says you can localize content by changing the language and re-syncing, without a published language list or credit cost.
- Connectors to where your files liveConnectors read from and add to Google Drive, Dropbox, Frame.io, Box and Airtable, and never delete; the product page also names Figma and Google Ads Console. The Agent can extract information from PDFs, and Media Upload imports images, video and audio from your device.
Limits
- No free planPlan limit. Luma's pricing page lists no free plan. Luma says it is "free to try" and that free trial credits are included on all plans, but it does not publish how many trial credits you get, or whether trial output carries a watermark or may be used commercially.
- Commercial use only for paid-term outputLicensing limit. Luma's Terms allow commercial use only of Outputs "produced during an active Subscription Term" under a paid subscription that allows it. You own your Output, but do not plan to sell anything made outside such a term.
- Your work may train Luma's modelsNot verified: an opt-out. Luma's Terms license Input and Output produced during paid use to train its models, and no opt-out setting is described on the pages we checked.
- Credits expire each cycleBilling limit. Credits expire at the end of each billing cycle, and the pricing page lists them without saying "per month"; Luma's app FAQ confirms monthly allowances. For yearly plans Luma does not say whether credits arrive up front or monthly. Spending beyond the plan is optional and charged on demand.
- Voice cloning, presenters and clipping not documentedNot verified. We found no Luma page on custom voice cloning, on a stock or custom presenter reading a script, or on cutting a long video into short clips. Luma describes no timeline trim or cut tool, and only a browser app and an iOS app are documented.
Based on what Luma AI, Inc. documents for each plan, not on our tests.
Who it suits
A good fit if you
- Generating 1080p video with 16-bit HDR and EXR export using Ray3.2
- Using Luma's Ray models and Seedance, Kling, Veo and others from one credit balance
- Restyling, reframing or extending footage you already shot
- Adding voice, captions and lip sync without leaving the app
- Pulling files from Google Drive, Dropbox, Frame.io, Box or Airtable
Look elsewhere if you
- Trying it free with known limits: no free plan, and the trial's size is not published
- Commercial use of output made without an active paid subscription
- Cloning your own voice: not verified
- Presenter videos read from a script: not verified
- Android users: only a browser app and an iOS app are documented
Plans and prices
| Plan | Monthly | Yearly | Checked |
|---|---|---|---|
| Luma PlusYearly option billed once a year as shown on the pricing page. | $30 a month | $300 a year | Oct 15, 2026 Source |
| Luma ProYearly option billed once a year as shown on the pricing page. | $90 a month | $900 a year | Oct 15, 2026 Source |
| Luma UltraYearly option billed once a year as shown on the pricing page. | $300 a month | $3,000 a year | Oct 15, 2026 Source |
Prices for United States, before sales tax unless a plan says otherwise. A yearly plan is paid up front and is not cancel-any-time.
Features by plan
What Luma AI, Inc. documents for each plan. A hatched mark means we could not verify it, which is not the same as "not offered".
| Feature | Luma Plus | Luma Pro | Luma Ultra |
|---|---|---|---|
| Images, video and voice | |||
| Image generation | Yes | Yes | Yes |
| Video generation | Yes | Yes | Yes |
| Image editing and design | |||
| Photo editing | Yes | Yes | Yes |
| Background removal | Yes | Yes | Yes |
| Text inside images | Yes | Yes | Yes |
| Logo maker | Unclear | Unclear | Unclear |
| Vector (SVG) files | Unclear | Unclear | Unclear |
| Upscaling | Yes | Yes | Yes |
| Video editing and presenters | |||
| Photo to video | Yes | Yes | Yes |
| Footage editing | Yes | Yes | Yes |
| Avatar presenters | Unclear | Unclear | Unclear |
| Lip sync | Yes | Yes | Yes |
| Automatic captions | Yes | Yes | Yes |
| Clips from long videos | Unclear | Unclear | Unclear |
| Exports without a watermark | Yes | Yes | Yes |
| Music, voice and transcription | |||
| Voiceover from text | Yes | Yes | Yes |
| Voice cloning | Unclear | Unclear | Unclear |
| Dubbing into other languages | Yes | Yes | Yes |
| Transcription | Yes | Yes | Yes |
| Integrations and agents | |||
| Connectors to other apps | Yes | Yes | Yes |
| Privacy and control | |||
| Opt out of model training | Unclear | Unclear | Unclear |
| Export your data | Yes | Yes | Yes |
| Shows ads | Unclear | Unclear | Unclear |
| Rights and licensing | |||
| Commercial use of outputs | Yes | Yes | Yes |
| Apps and extras | |||
| Apps | Yes | Yes | Yes |
The details and sources of every row are in Compare two AIs and the data release.
What it documents for each use
- Images & Design Create images from a description · Make graphics for posts and slides · Edit my own photos · Remove a background · Make images with exact text
- Video & Animation Make short videos from a description · Edit my own video footage · Turn a photo into a video · Add captions to a video
- Business & Productivity Connect AI to the apps I already use
- Audio & Voice Turn a script into a voiceover · Dub a video into another language · Transcribe recordings and files
A use is listed when at least one plan documents every feature a task needs. Answer quality is a separate question: see below.
Using it day to day
Luma runs in the browser at app.lumalabs.ai and in an iOS app. The Luma API is a separate, credit-based product. Everything you make draws on one credit balance: Ray3.2 at 1080p costs 400 credits per 5 seconds, and a Uni-1 image 30 credits. Image models include Uni-1, GPT Image 2 and 2.5, Nano Banana 2 and Pro, Seedream and Ideogram 4.5, up to 4K. What each plan includes:
- Plus, $30 a month or $300 a year: 10,000 credits a month, Luma and third-party models, guest editors, commercial use, watermark-free MP4 downloads at native 1080p.
- Pro, $90 a month or $900 a year: everything in Plus, 40,000 credits a month and 4x usage with Luma Agents.
- Ultra, $300 a month or $3,000 a year: everything in Pro, 150,000 credits a month and 15x usage with Luma Agents.
On every plan, unused credits expire each billing cycle. Luma's pricing page also lists Team and Enterprise business plans, while its llm-info page says there is no Team plan; this page covers the individual plans only.
Privacy, data and ads
Luma's Terms license Input and Output produced during paid use to create, improve and train its AI models, and we found no opt-out setting, so an opt-out is not verified. Generations download as MP4, with EXR frames for HDR, and the privacy policy lets you request access to and a copy of your personal information in a portable format. Connectors read and add files in the services you link, and never delete. Whether any plan shows ads is not verified. The Terms also reserve the right to embed watermarks, content credentials or provenance metadata in Output. Read Luma's privacy policy before you upload faces, voices or client material.
Read the vendor's own page: Luma privacy and data controls. We make no legal or compliance claim.
Test results
We have not tested Luma yet, so this page makes no claim about answer quality, and we show no example outputs. Run the same kit in it and in the alternatives, in your own account:
- Summarize a report with traceable facts
- Analyze a spreadsheet and get the numbers right
- Edit an email without losing a detail
- Diagnose and repair a small program
- Research a question with sources that support the answer
- Make sense of documents that disagree
- Research a current question within a date window
- Edit an article without changing its facts
- Turn project notes into a report that agrees with itself
- Implement a small specification
- Refactor code without changing what it does
- Make a picture that follows a detailed brief
- Put exact text into a graphic
- Change one thing in a picture and nothing else
- Make a short clip that follows a brief
- Make a song that sings your lyrics exactly
- Read a script with names, numbers and abbreviations
- Design a logo with an exact name
Getting started
- Open the Luma App at app.lumalabs.ai or on iOS. Luma says it is free to try but does not publish the size or terms of the trial, so check your balance and the terms in the app.
- Because the Terms allow commercial use only of output made during an active paid subscription, keep trial output for testing.
- Check costs before a long session: Ray3.2 at 1080p is 400 credits per 5 seconds, Lipsync 3 45 credits a second and a Uni-1 image 30 credits.
- Choose a plan by credits: Plus ($30, 10,000 credits), Pro ($90, 40,000) or Ultra ($300, 150,000). Yearly billing is $300, $900 or $3,000 paid up front; ask Luma whether yearly credits arrive at once before you pay.
- Compare plans on our tools page, and read how we check vendor claims.
Your fit
Tell Find my AI what you do and what matters; it checks every plan of Luma against your priorities, next to the alternatives.
Alternatives
- Runway Runway has a Free plan with 125 one-time credits (watermarked), its Terms do not restrict commercial use of outputs on any plan, and Standard costs $15 a month with 625 credits. About Runway
- Higgsfield Higgsfield Plus at $59 a month documents custom voice cloning from an MP3 or WAV sample and talking clips from an image plus a script, neither of which Luma documents. About Higgsfield
- HeyGen For presenter videos, HeyGen Creator at $29 a month lists 700+ stock video avatars and Video Translation that re-voices a video in the speaker's own voice in 175 languages and dialects. About HeyGen
- Gemini Google Flow's Frames to Video works without a subscription, on 50 daily Flow credits, while Luma lists no free plan. About Gemini
Recent changes
- Luma Ultra added
- Luma Pro added
- Luma Plus added
Every change is in the change log.
Questions
Is Luma the same as Dream Machine?
The lumalabs.ai/dream-machine address now redirects to the Luma App, where the product is called Luma Agents. Luma's own pages describe Dream Machine as an older, deprecated model replaced by Ray.
Is there a free Luma plan?
No free plan is listed on Luma's pricing page. Luma says it is free to try and that free trial credits are included, but it does not publish how many, or the trial's watermark and commercial terms.
Can I use Luma videos commercially?
Plus, Pro and Ultra list commercial use. Luma's Terms say you own your Output but may use it commercially only if it was "produced during an active Subscription Term" under a paid subscription that allows it.
How much does Luma cost?
Plus is $30 a month, Pro $90 and Ultra $300. Billed yearly they are $300, $900 and $3,000, paid up front. The pricing page does not say whether tax is included; the Terms make you responsible for applicable taxes.
How much video do Luma's credits buy?
Ray3.2 at 1080p costs 400 credits per 5 seconds. By our calculation that is 25 five-second clips a month on Plus, 100 on Pro and 375 on Ultra, if you spend credits on nothing else. Other models have their own rates.
Does Luma train on my videos?
Luma's Terms license Input and Output produced during paid use to train its models, and we found no opt-out setting described.
Sources
13 official pages, checked Oct 15, 2026 to Oct 16, 2026. This page was written by the What the tech desk with AI assistance from the facts in our data release; no company paid for or reviewed it.
- https://lumalabs.ai/
- Luma UI: The ToolbarLuma AI
- Plans & Pricing | LumaLuma AI
- Ray3.2 (FAQ)Luma AI
- Editing With Layers | LumaLuma AI, Inc.
- GPT Image 2: Complete Guide | LumaLuma AI, Inc.
- Upscaling Images & Videos | LumaLuma AI, Inc.
- Creative agents for creative professionals | Luma (FAQ)Luma AI
- AI Video Generator from Image (FAQ)Luma AI
- Terms of Service (last updated May 14, 2026)Luma AI
- Luma ConnectorsLuma AI
- Privacy PolicyLuma AI
- Luma AI LLM Info (last updated July 13, 2026)Luma AI
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