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I can give you my perspective on this as a friend of a pro wedding photographer.
We asked her to do our wedding shots, but completely expected to pay for it. We had no intention of trying to get it for free. When we met with her, she offered us 'mates rates' which was quite discounted. After all it was still her business, and she still had costs to cover.
You say you feel you should do it for free as they're friends. But do you know if they expect it for free?
I would suggest that the next time the situation comes, just tell them you'll give them a discount off your normal rates as they are friends. If they're not happy about paying as you're a friend, then explain you'd still have costs to cover. They should be understanding enough to realise that you've got a business to run.
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