diff --git a/apps/www/app/pricing/PricingContent.tsx b/apps/www/app/pricing/PricingContent.tsx
index 688cba00b2b..a0bfea47e27 100644
--- a/apps/www/app/pricing/PricingContent.tsx
+++ b/apps/www/app/pricing/PricingContent.tsx
@@ -13,6 +13,16 @@ import HashAnchorScroll from './HashAnchorScroll'
 import PricingComparisonSection from './PricingComparisonSection'
 import PricingPlansSection from './PricingPlansSection'
 
+export type PricingPageExperimentVariant =
+  | 'control'
+  // GROWTH-694: flexibility/hourly billing
+  | 'flexibility' // concrete FAQ example as section between cards and buttons
+  | 'flexibility_card' // "no lock-in" messaging on Pro card warning
+  | 'hourly_rate' // actual hourly compute rate on Pro card warning
+  // GROWTH-697: pro project cost visibility
+  | 'multi_project' // "first project included, additional from $10/mo" on Pro card
+  | 'estimate_cta' // "estimate your cost" link on Pro card scrolling to calculator
+
 export default function PricingContent() {
   return (
     <DefaultLayout>
diff --git a/apps/www/app/pricing/PricingPlansSection.tsx b/apps/www/app/pricing/PricingPlansSection.tsx
index 7d153f3fa60..7857f1b3ddc 100644
--- a/apps/www/app/pricing/PricingPlansSection.tsx
+++ b/apps/www/app/pricing/PricingPlansSection.tsx
@@ -2,15 +2,71 @@
 
 import PricingPlans from '~/components/Pricing/PricingPlans'
 import { useOrganizations } from '~/data/organizations'
+import { hasConsented, posthogClient } from 'common'
+import { useEffect, useState } from 'react'
+
+import type { PricingPageExperimentVariant } from './PricingContent'
+
+const EXPERIMENT_ID = 'pricingPageExperiment' as const
+
+const VALID_VARIANTS: PricingPageExperimentVariant[] = [
+  'control',
+  'flexibility',
+  'flexibility_card',
+  'hourly_rate',
+  'multi_project',
+  'estimate_cta',
+]
 
 export default function PricingPlansSection() {
   const { isLoading, organizations } = useOrganizations()
   const hasExistingOrganizations = !isLoading && organizations.length > 0
 
+  // Pricing value/flexibility A/B experiment.
+  // Uses client-side PostHog directly — server-side evaluation lacks full person context for www pages.
+  // DevToolbar overrides (x-ph-flag-overrides cookie) are respected in local dev via posthogClient.getFeatureFlag.
+  const [flagValue, setFlagValue] = useState<PricingPageExperimentVariant | false | undefined>(
+    () =>
+      posthogClient.getFeatureFlag(EXPERIMENT_ID) as
+        | PricingPageExperimentVariant
+        | false
+        | undefined
+  )
+
+  useEffect(() => {
+    return posthogClient.onFeatureFlags(() => {
+      const value = posthogClient.getFeatureFlag(EXPERIMENT_ID)
+      setFlagValue(value as PricingPageExperimentVariant | false | undefined)
+    })
+  }, [])
+
+  const isInExperiment = VALID_VARIANTS.includes(flagValue as PricingPageExperimentVariant)
+  const showFlexibilitySection = flagValue === 'flexibility'
+
+  useEffect(() => {
+    if (!isInExperiment) return
+
+    posthogClient.captureExperimentExposure(EXPERIMENT_ID, { variant: flagValue }, hasConsented())
+  }, [isInExperiment, flagValue])
+
   return (
-    <PricingPlans
-      organizations={organizations}
-      hasExistingOrganizations={hasExistingOrganizations}
-    />
+    <>
+      <PricingPlans
+        organizations={organizations}
+        hasExistingOrganizations={hasExistingOrganizations}
+        experimentVariant={isInExperiment ? (flagValue as PricingPageExperimentVariant) : undefined}
+      />
+
+      {showFlexibilitySection && (
+        <div className="mx-auto max-w-xl px-8 mt-10 xl:mt-16 text-center">
+          <p className="text-foreground text-sm">
+            Need more power for a launch? Scale up instantly.{' '}
+            <span className="text-foreground-light">
+              Scale back down after — you only pay for the hours you use.
+            </span>
+          </p>
+        </div>
+      )}
+    </>
   )
 }
diff --git a/apps/www/components/Pricing/PricingPlans.tsx b/apps/www/components/Pricing/PricingPlans.tsx
index 6d9fd86fbab..a785b6c7662 100644
--- a/apps/www/components/Pricing/PricingPlans.tsx
+++ b/apps/www/components/Pricing/PricingPlans.tsx
@@ -1,5 +1,6 @@
 'use client'
 
+import type { PricingPageExperimentVariant } from '~/app/pricing/PricingContent'
 import { Organization } from '~/data/organizations'
 import { useSendTelemetryEvent } from '~/lib/telemetry'
 import { Check } from 'lucide-react'
@@ -12,9 +13,14 @@ import UpgradePlan from './UpgradePlan'
 interface PricingPlansProps {
   organizations?: Organization[]
   hasExistingOrganizations?: boolean
+  experimentVariant?: PricingPageExperimentVariant
 }
 
-const PricingPlans = ({ organizations, hasExistingOrganizations }: PricingPlansProps) => {
+const PricingPlans = ({
+  organizations,
+  hasExistingOrganizations,
+  experimentVariant,
+}: PricingPlansProps) => {
   const sendTelemetryEvent = useSendTelemetryEvent()
 
   return (
@@ -66,10 +72,36 @@ const PricingPlans = ({ organizations, hasExistingOrganizations }: PricingPlansP
                       )}
                     </div>
                   </div>
-                  <div className={cn('flex flex-col', isProPlan && 'xl:mb-12')}>
-                    <p className="text-foreground-light text-sm 2xl:pr-4 mb-4">
+                  <div
+                    className={cn(
+                      'flex flex-col',
+                      isProPlan &&
+                        (!experimentVariant || experimentVariant === 'control') &&
+                        'xl:mb-12'
+                    )}
+                  >
+                    <p
+                      className={cn(
+                        'text-foreground-light text-sm 2xl:pr-4',
+                        isUpgradablePlan &&
+                          (experimentVariant === 'flexibility_card' ||
+                            experimentVariant === 'hourly_rate')
+                          ? 'mb-2'
+                          : 'mb-4'
+                      )}
+                    >
                       {plan.description}
                     </p>
+                    {isUpgradablePlan && experimentVariant === 'flexibility_card' && (
+                      <p className="text-brand text-xs mb-4">
+                        No lock-in. Scale up or down anytime — you only pay for the hours you use.
+                      </p>
+                    )}
+                    {isUpgradablePlan && experimentVariant === 'hourly_rate' && (
+                      <p className="text-brand text-xs mb-4">
+                        Compute from $0.01/hr. Scale anytime, pay only for what you use.
+                      </p>
+                    )}
                   </div>
                   {isUpgradablePlan && hasExistingOrganizations ? (
                     <UpgradePlan
@@ -120,20 +152,48 @@ const PricingPlans = ({ organizations, hasExistingOrganizations }: PricingPlansP
                             </p>
                           </div>
 
-                          {plan.warning && (
+                          {isUpgradablePlan && experimentVariant === 'multi_project' ? (
                             <div className="mt-4 flex flex-col gap-1">
-                              <span className="text-[13px] leading-4 inline-flex gap-1 items-center">
-                                {plan.warning}
+                              <span className="text-[13px] leading-4">
+                                First project included. Additional projects from $10/mo.
                               </span>
-                              {(plan.name === 'Pro' || plan.name === 'Team') && (
-                                <Link
-                                  href="#addon-compute"
-                                  className="hover:underline text-foreground-lighter text-[13px] m-0 p-0 leading-3"
-                                >
-                                  Need more compute?
-                                </Link>
-                              )}
+                              <Link
+                                href="#addon-compute"
+                                className="hover:underline text-foreground-lighter text-[13px] m-0 p-0 leading-3"
+                              >
+                                See how pricing scales
+                              </Link>
                             </div>
+                          ) : isUpgradablePlan && experimentVariant === 'estimate_cta' ? (
+                            <div className="mt-4 flex flex-col gap-1">
+                              <span className="text-[13px] leading-4">{plan.warning}</span>
+                              <Link
+                                href="#addon-compute"
+                                className="hover:underline text-brand text-[13px] m-0 p-0 leading-3 font-medium"
+                              >
+                                Estimate your cost &darr;
+                              </Link>
+                            </div>
+                          ) : (
+                            plan.warning && (
+                              <div className="mt-4 flex flex-col gap-1">
+                                <span
+                                  className={cn(
+                                    'text-[13px] leading-4 inline-flex gap-1 items-center'
+                                  )}
+                                >
+                                  {plan.warning}
+                                </span>
+                                {(plan.name === 'Pro' || plan.name === 'Team') && (
+                                  <Link
+                                    href="#addon-compute"
+                                    className="hover:underline text-foreground-lighter text-[13px] m-0 p-0 leading-3"
+                                  >
+                                    Need more compute?
+                                  </Link>
+                                )}
+                              </div>
+                            )
                           )}
                         </div>
                       </div>
diff --git a/packages/common/telemetry-constants.ts b/packages/common/telemetry-constants.ts
index 2dd383b9a83..2546c4da2f3 100644
--- a/packages/common/telemetry-constants.ts
+++ b/packages/common/telemetry-constants.ts
@@ -3115,6 +3115,35 @@ export interface StoragePublicBucketSelectPolicyWarningDismissButtonClickedEvent
   groups: TelemetryGroups
 }
 
+/**
+ * User was exposed to the pricing value/flexibility experiment on the /pricing page.
+ *
+ * @group Events
+ * @source www
+ * @page /pricing
+ */
+export interface PricingPageExperimentExposedEvent {
+  action: 'pricing_page_experiment_exposed'
+  properties: {
+    /**
+     * Experiment identifier for tracking
+     */
+    experiment_id: 'pricingPageExperiment'
+    /**
+     * Experiment variant.
+     * GROWTH-694: flexibility (section), flexibility_card (on card), hourly_rate (on card)
+     * GROWTH-697: multi_project (on card), estimate_cta (on card)
+     */
+    variant:
+      | 'control'
+      | 'flexibility'
+      | 'flexibility_card'
+      | 'hourly_rate'
+      | 'multi_project'
+      | 'estimate_cta'
+  }
+}
+
 /**
  * Triggered when an access token is successfully created.
  *
@@ -3377,6 +3406,7 @@ export type TelemetryEvent =
   | ComputeBadgeUpgradeClickedEvent
   | FreeMicroUpgradeBannerDismissedEvent
   | FreeMicroUpgradeBannerCtaClickedEvent
+  | PricingPageExperimentExposedEvent
   | HeaderUpgradeCtaClickedEvent
   | AccessTokenCreatedEvent
   | AccessTokenRemovedEvent