Private practice is a bit of a nightmare for clients. Aside from find suitably trained, qualified and registered therapists (which is a whole other thread) there isn't a one size fits all with regard to pricing and clarity around this important question.
You would be best off asking the therapist if the initial appointment is free or paid for, is it an exploratory chat where pricing will be clarified, a formal assessment to see if he's the appropriate person to help you for which there is a charge, or is he holding back information/being unclear because it will be easier to "sell" if he's got you in the room? He should be being very clear about what he is offering.
As a therapist I actually find this sliding scale and lack of clarity rather troubling. I will tell you how I communicate with a potential new client and why. I am not saying I'm right btw.
I offer a brief 10 minute phone conversation where I can answer some basic questions. I clearly state my hourly rate and I explain that if they would like to book an initial assessment then that is charged at my hourly rate. This is all stated on my website too so they don't have to get into a conversation to find out what I charge. If they decided to book an assessment then before that session I send them an invoice, a contract that explains cancellations, my obligations, how they can complain about my conduct, perimeters etc and GDPR forms. I do this to give them all the information up front and invite questions. I explain that during the assessment I will be able to gauge more accurately how many session might be needed. I also explain that the assessment is to gauge whether I and my therapeutic approach is the most appropriate for them and for them to assess me and ask further questions.
I am absolutely clear and up front because anything else is unfair. If people are worried about surprises or feel they are being misled in some way then that's not a great start to the therapeutic relationship and not ethical.
@Amarettocoffee if you feel uncomfortable or slightly corralled then look for another therapist via one of the professional organisations' registered/accredited practitioners listings (which depends upon what sort of therapy you are seeking). I am not saying this therapist is not honest; I didn't hear the conversation, but his lack of clarity is not ideal.