Unlike other Microsoft business applications, Dynamics 365 Customer Insights isn’t licensed per-user. A single tenant-wide licence provides access to both the Data and Journey modules for the relevant people in your organisation .
This capacity-based model means your costs are determined by usage, such as the number of people you market to, not by the number of seats you need.
Understanding the main capacity limits is key to budgeting accurately and avoiding unexpected costs.
D365 Customer Insights Applications
For each Customer Insights licence, you have access to:
Customer Insights – Journeys (formerly D365 Marketing) for real-time engagement across channels to create personalised customer journeys.
Customer Insights – Data helps you better understand your customers by consolidating data across various touchpoints. Using this unified customer data platform, you can enhance message personalisation and ad targeting.
Both applications work together, enabling trigger-based journeys informed by unified data to personalise interactions across email, SMS, and other channels.
SMS messaging services within Customer Insights require an additional subscription to a message provider, such as Twilio, which you can integrate.
Tenant Deployment
Customer Insights licenses allow you to install both modules in multiple environments within your organisation’s tenant. Since the licence is tenant-based, you can deploy the products to as many people and production or sandbox sites as required.
Dynamics 365 Customer Insights Pricing
The UK list price for Customer Insights is £1,307.20 + VAT per month.
However, you can get a reduced-price ‘attach’ license for Customer Insights if your organisation has 10 or more qualifying Dynamics 365 licences. The UK commercial ‘attach’ rate totals £769 + VAT per month,
Qualifying licences include D365 Sales Professional/Enterprise/Premium, D365 Customer Service Professional/Enterprise, D365 Field Service, D365 Finance, D365 Supply Chain Management and D365 Commerce.
Eligible charities and non-profits receive approximately a 75% discount on these rates.
Visit microsoft.com to check the latest Customer Insights pricing.
Customer Insights Capacities
Discounted ‘attach’ licences and regular Customer Insights base licence include the same default capacities, as detailed below.
Interacted People
By default, you get up to 10,000 interacted people per tenant/month.
This counts any record in your Microsoft Dataverse database that interacted in the past 12 months.
Marketing interactions include emails, SMS messages, and form submissions processed through Customer Insights. Records not marketed to using Customer Insights within the past 12 months don’t count toward this capacity.
To check your usage in Customer Insights – Journeys, go to Settings > Quota limits.
Interaction usage in Customer Insights is subject to Microsoft’s fair usage policy, which allows for a maximum of 10 times the total number of interacted people at the tenant level per month.
For example, with the default capacity of 10,000 interacted people, Microsoft allows up to 100,000 monthly interactions across environments in the same tenant. These capacities reset each month, and unused interactions don’t roll over.
Unified People
100,000 unified people per tenant/month is the total number of unique individual profiles generated by Customer Insights – Data using Dataverse and other predefined sources.
Anonymous or unknown profiles automatically created don’t count towards this allocation. Also, duplicate leads and contacts with the same email address map to a single unified profile, reducing consumption.
Increasing Capacities
If you need extra capacity for profiles or interacted people, you can purchase add-on packs at an incremental rate.
For interacted people, the first add-on tier lets you add capacity packs in multiples of 5,000 interacted people at £192.20 + VAT per month/pack. This is subject to a maximum of 8 packs (40,000 additional interacted people).
Tier two is sold in packs of 10,000 interacted people, at £230.70 + VAT per month/pack, supporting additional capacities between 50,000 and 250,000 (the minimum and maximum purchases are 4 and 24 packs, respectively).
Upper-tier packs are sold in packs of 50,000 at £384.50 + VAT per month/pack with a minimum purchase of 5 packs to support high-capacity needs.
Additional packs of interacted people also accrue extra Dataverse storage at 1 GB database capacity and 2 GB file storage capacity per 50,000 add-on packs.
To increase unified people capacity within your tenant, additional packs can be added in multiples of 100,000.
Tier one packs are sold in quantities of 1-4 to increase tenant capacity up to 500,000 from default 100,000.
At tier two, you can purchase 100,000 packs in quantities of 4-19 to increase capacity up to 2 million unified people.
The top tier offers a reduced 100,000-pack rate to support databases of 2 million+ unified people, subject to a minimum purchase quantity of 19 packs.
Each 100,000 add-on pack of unified people also accrues additional Dataverse capacity, consisting of 15 GB database and 20 GB file storage.
Customer Voice
Customer Insights also includes usage capacity for Dynamics 365 Customer Voice surveys, enabling feedback capture processes to be integrated within journeys.
By default, this provides capacity for up to 2,000 Customer Voice responses per tenant/month.
Service Limits
Dynamics 365 Customer Insights relies on shared cloud resources for data processing, so Microsoft applies limits to ensure fair and even distribution of resources.
These service limits include:
- Interaction sending: up to 300 million per month and 10 million daily maximum
- Personalisation: up to 100 dynamic attributes per single message
- Segments: up to 10,000 static segments and up to 3,000 dynamic segments. Each segment can support up to 10 million members.
- Data refreshes: 4 scheduled daily
You can check the detailed service limits at learn.microsoft.com and refer to the complete Microsoft licensing guide.
D365 Customer Insights Licence Presentation
Licensing Questions?
If you want to understand how Dynamics 365 Customer Insights could work for your business or arrange a licensing quotation, please get in touch.
Related
- 5 Ways to Improve Marketing Campaigns with Customer Insights – Data
- Calculating the ROI of Customer Insights
All prices exclude VAT. Monthly rates are paid yearly.
Last reviewed 26 October 2026
