BACKGROUND: Oral health is a fundamental aspect of overall well-being. However, dental diseases have a significant impact on access to care due to economic and social barriers. This systematic review of the literature on willingness to pay (WTP) for dental services aims to inform policy and planning by identifying the key factors influencing preferences. METHODS: A systematic literature review was conducted using the following databases: PubMed, Embase, Web of Science core collection, Scopus, and Google Scholar. Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) recommendations were followed. Original studies on the preference and WTP for dental services published up to October 2023 were considered. Inclusion criteria included an active population aged ≥ 18 years and various methodological approaches to eliciting WTP, such as discrete choice experiment (DCE) and contingent valuation (CV) techniques. The quality of selected studies was assessed by using the ISPOR checklist. RESULTS: A total of 45 articles were eligible for inclusion, indicating that WTP research was primarily based on convenience and non-probabilistic sampling. Mean WTP showed significant variation and was influenced by demographic factors (age, gender), socioeconomic conditions, insurance cover, and perceived need for dental care. The main attributes identified from the studies related to cost (out of pocket payment, price), service delivery, time, and treatment outcome. CONCLUSIONS: The review underlined that demographic and socio-economic variable greatly influence WTP, implying the need for district policies to improve access to dental services. Future research should address the methodological limitations of the included studies and evaluate the potential for prospective studies to enhance understanding of patient preferences in dental care.