Choosing a therapist directory comes down to two questions: what does the listing cost, and what happens when someone finds you? As of 16 October 2026, the listing prices we could confirm run from free to $119 a month (for seven profiles), and Zocdoc charges per new-patient booking from its marketplace instead. Each puts your profile beside other therapists. On most, the reply to an inquiry is yours to send.
We are Fill The Lobby, so read this with that in mind. Everything here about each directory comes from its own pages, linked where stated and checked on 16 October 2026. Confirm prices before you pay.
Therapist directories compared: cost and terms
| Directory | What it costs you | Commitment and terms |
|---|---|---|
| Psychology Today | $29.95 a month (signup page); its terms say every member pays the same fee | The signup page says no contracts, cancel any time. Its terms describe a monthly commitment that renews automatically, with no partial refunds; a billed profile stays live to the end of the month |
| TherapyDen | Free profile; premium $30 a month or $330 a year (refund policy) | Premium renews automatically; canceling ends premium features and directory exposure immediately (refund policy) |
| Inclusive Therapists | $22, $42 or $89 a month billed annually, or $29, $56 or $119 billed monthly, for 1, 3 or 7 profiles; first 90 days free (join page, trial FAQ) | Cancel any time, no minimum term; refund of unused, prorated time on request (terms) |
| Open Path Collective | No fee to therapists; clients pay Open Path a one-time $65 (how it works) | You see its clients at US$40–70 per individual session (US$40–80 for couples and family), reserve at least one caseload slot, and can't later raise the rate above that range (therapist FAQ) |
| Mental Health Match | 60 days free (therapist page), then recurring fees, its terms say. We found no price on the page as served (checked 16 October 2026); ask for it in writing | Its therapist terms say it may suspend or end listing access at any time, for any reason. We found no cancellation or refund terms in them; ask for those in writing |
| Zocdoc | No subscription; a discovery booking fee when Zocdoc helps a new patient find and book you (reach page). Its fee explainer says the amount varies by specialty and location; we found no amount on the pages we checked on 16 October 2026, so ask for it in writing | The reach page says the fee is tied to the booking, so it applies even if the patient later cancels. The fee explainer lists a monthly spend cap and a pause option |
| Fill The Lobby | $2,500 flat for a 30-day Proof Pilot; ad spend on top, paid from your own accounts to Google and Meta | Thirty days is the whole commitment; then a plan priced in writing, or walk away and keep everything built |
A listing and our pilot buy different things: a place among other therapists, versus a booking path built in your name and measured on booked appointments.
What each directory gives you
- Psychology Today. Its signup page lists a profile with an intro video, personal statement and photo gallery, a link to your own website, a protected phone number, and tracking of calls and emails. Our Psychology Today guide for therapists covers the rest.
- TherapyDen. Its FAQ says free profiles don't appear in TherapyDen search results. Premium puts you in search and shows you as a featured therapist. Inquiries arrive through a contact form on your profile, its terms say.
- Inclusive Therapists. Its join page lists a direct booking-page link under the Rise and Expand plans only. Its referral FAQ says a referral's contact details aren't in the email notification, so you log in to see them.
- Open Path Collective. Its therapist FAQ describes its clients as people who "cannot afford market rates for therapy, are uninsured or underinsured," and says direct scheduling or practice links are removed from profiles. Its therapist page says a client signs up for an Open Path membership to work with you.
- Mental Health Match. Its therapist terms say your fee doesn't decide how you're displayed or how many contacts you receive. Matches arrive with a client profile, its therapist page says.
- Zocdoc. Its reach page says patients pick an open slot from your EHR, talks about reaching commercially insured patients, and says your insurance and visit-type settings decide who sees you. Our Zocdoc guide for providers covers its fees.
We couldn't load GoodTherapy's membership pages on 16 October 2026, so it isn't in the table. For insurance platforms that credential you and bill payers, see our comparison of three insurance platforms for therapists.
A listing vs a booking path in your name
Every option above shows you beside other therapists, and most say on their own pages who decides what a person sees. Psychology Today's terms say its own algorithms select, sort and display members and determine ranking and visibility. Mental Health Match's terms say its matching algorithm decides the results, based on factors including your profile, settings, availability and history with the site. Inclusive Therapists' team matches each person with up to three members. Open Path's FAQ leaves it to clients to decide which therapist to work with. Zocdoc sells Sponsored Results to "appear ahead of competitors in search results."
So a listing can make you findable, and on Zocdoc, bookable. The patient still chooses between you and the profiles beside yours. Our position: a directory or booking platform can be one way in, but it shouldn't be the only one.
Our short film shows the difference between being bookable and being chosen by name.
Here is what changes when bookings come through pages you own.
- Your pages, in your name. Our ads and booking pages send a patient to your practice's own pages, with no other therapist on them. Ad accounts, data, pages and history are set up in your name from day one.
- Measured on bookings. Psychology Today's signup page says you can see how many people viewed your profile and who contacted you, with tracking of calls and emails. In week four of our pilot, the report shows what was booked, where each booking came from and what each cost.
- The work after the click is in scope. On the pages we checked for Psychology Today, TherapyDen, Inclusive Therapists, Open Path and Mental Health Match, we found no call answering, follow-up or reactivation service (16 October 2026). Zocdoc's Practice Solutions page lists an AI phone assistant, reminders, recalls and review requests; we found no price on it. Calls answered, follow-up, reactivation and reviews are each a service we run, with ads, booking pages, SEO and AI visibility, as one system.
- Built for private pay. Zocdoc's reach page talks about reaching commercially insured patients, and Open Path sets a US$40–70 range for an individual session with its clients. We are a patient acquisition and retention agency for cash-pay and private-pay practices, with pages for private-pay therapy, psychiatry, ketamine and Spravato and IOP and PHP among the specialties we serve.
- A published price and an end date. The pilot is $2,500 flat for 30 days, with no retainer behind it. Ad spend goes from your own accounts straight to Google and Meta, and during the pilot we never touch it or mark it up.
- A BAA first. We sign a business associate agreement with every client before any patient data moves, keep patients' health information out of ad platforms, never upload patient lists for targeting, and check ads against APA, ACA, NASW and state board advertising rules (compliance).
- Run first on our founders' platforms. Every tactic we sell runs first on Shifa Therapy and Counsel Clinic, the two platforms our founders own and run, with their own money.
If you keep a listing, make it one channel
Three habits help, whichever directory you use.
- Send the profile to a booking page. Psychology Today's signup page says your profile can link to your own website, so point that link at a page where someone can book a consultation.
- Decide who answers, and how fast. On most of the directories above, inquiries arrive as calls, emails or form messages, and the reply is yours to send. Open Path's FAQ asks you to reach out to a new client within four business days. Settle who replies before the profile goes live.
- Count bookings, not views. Ask every new patient how they found you. Divide what each listing cost by the consultations it booked, and set that beside every other channel.
Questions to ask a directory before you pay
- How is the order of profiles decided, and does paying more change it?
- Can my profile link straight to my own booking page?
- What do you report: views, contacts or booked appointments?
- What happens to my profile, my content and my inquiries if I stop paying?
Ask us the same: see our pilot and compliance pages.
When Fill The Lobby isn't the right fit
We're the wrong choice if most of your patients pay through insurance and you want volume, and for hospitals, health systems and pharma brands.
Try the 30-day Proof Pilot: $2,500 flat, with the accounts in your name. Or start with a free audit of how your practice gets patients, or book a 30-minute call.
Sources
- Psychology Today: join page and directory terms, checked 16 October 2026
- TherapyDen: benefits, FAQ, refund and cancellation policy and terms of use, checked 16 October 2026
- Inclusive Therapists: join page, trial membership FAQ, referral process FAQ and terms, checked 16 October 2026
- Open Path Collective: FAQs from therapists, how Open Path works and why become an Open Path therapist, checked 16 October 2026
- Mental Health Match: for therapists and therapist terms of service, checked 16 October 2026
- Zocdoc: reach more patients, Sponsored Results, Practice Solutions and its pay-per-booking fee explainer on The Paper Gown, checked 16 October 2026
- GoodTherapy: its home, join and membership pricing pages did not load for us, tried 16 October 2026
We checked each directory's site on 16 October 2026. If something here has changed, email sales@fillthelobby.com and we'll correct it.