This paper presents a model addressing welfare optimal policies of demand responsive transportation service, where passengers cause external travel time costs for other passengers due to the route changes. Optimal pricing and trip production policies are modelled both on the aggregate level and on the network level. The aggregate model is an extension from Jokinen (2016) with flat pricing model, but occupancy rate is now modelled as an endogenous variable depending on demand and capacity levels. The network model enables to describe differences between routes from the viewpoint of occupancy rate and efficient trip combining. Moreover, the model defines the optimal differentiated pricing for routes.