If I was asking a friend for something he/she was in business for, I would ask what the cost was and expect to pay the going rate. The reason for asking a friend would really be more to get someone I trust to not cut corners, rather than hiring a random person online. If my friend could give me a discount on some materials, I would be grateful but not expect it. If they offered to do it for free or a very low charge, I would give them something else in exchange (wine, dinner at a nice restaurant, etc).
I don't really have the kind of job where people would "hire" me so the opposite doesn't really apply, but if it did, I would expect the same. If friends were expecting me to work for free or a very low rate because I was their friend, I would tell them I was too busy at the moment, but I could recommend another good company.
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