Klaviyo is one of the most popular email and SMS marketing platforms for online stores, and its pricing is famously hard to pin down. The price depends on the size of your contact list, whether you send SMS, and which add-ons you switch on, so two stores on the same plan can pay very different amounts.
This guide explains every Klaviyo plan, the full price ladder by list size, SMS costs, add-ons, and the hidden charges that push bills up over time. By the end, you will know which Klaviyo plan fits your store for a fair price.
How Klaviyo Pricing Works
Klaviyo charges by active profiles, not by how many emails you send. An active profile is any contact who can receive marketing email: subscribed, engaged, and not suppressed.
Your price rises in steps as your active profile count crosses each band. You do not pay per email sent, you pay for the size of the list that can receive them. Every paid plan also includes 10 times as many email sends as its profile limit, so a $100 plan for 5,000 profiles includes 50,000 sends.
There is no annual discount on self-serve plans. You pay month to month, and annual contracts only exist through the enterprise sales team. Billing is by calendar month, and moving to a higher tier is automatic if your active profile count grows.
Klaviyo Plans at a Glance
| Plan | Starting price | Active profiles | Best for |
|---|---|---|---|
| Free | $0 | Up to 250 | Testing the platform |
| $20 a month | 251 to 500 | Stores that sell mostly by email | |
| Email and SMS | $35 a month | 251 to 500 | Stores adding text messages |
| Marketing | $25 a month | 251 to 500 | Stores that want bundled features |
| Enterprise | Custom | 250,000 plus | Large brands with a sales contract |
The Marketing plan is Klaviyo’s newer bundled option. It includes the Email plan plus Customer Hub, social marketing, Reviews, and the Advanced Data Platform at the entry tier. The bundle makes sense when the add-ons it includes are ones you would buy separately anyway.
The Free Plan
Klaviyo’s free plan is genuinely free, with no trial deadline. It covers up to 250 active profiles, 500 email sends a month, $5 of mobile messages and one live form.
The limits are firm. Once you pass 250 active profiles or 500 sends in a month, sending pauses until you upgrade. When your list crosses 250 profiles, the cheapest paid tier is $20 a month.
The Email Plan: Price by List Size
The Email plan is the core product. Every paid tier includes the same features: unified customer profiles, segmentation, campaigns, flows, A/B testing, and reporting. You are not buying different features as you move up the ladder, only a larger list.
| Active profiles | Email plan per month | Email sends included |
|---|---|---|
| Up to 250 | Free | 500 |
| 251 to 500 | $20 | 5,000 |
| 501 to 1,000 | $30 | 10,000 |
| 1,001 to 1,500 | $45 | 15,000 |
| 1,501 to 2,500 | $60 | 25,000 |
| 2,501 to 5,000 | $100 | 50,000 |
| 5,001 to 10,000 | $150 | 100,000 |
| 10,001 to 12,500 | $275 | 125,000 |
| 12,501 to 25,000 | $400 | 250,000 |
| 25,001 to 50,000 | $720 | 500,000 |
| 50,001 to 100,000 | $1,380 | 1,000,000 |
| 100,001 to 150,000 | $1,955 | 1,500,000 |
| Over 150,000 | Custom | Custom |
Watch the jump just above 10,000 profiles. Moving from 10,000 to 12,500 profiles raises the Email plan from $150 to $275 a month, because each 500-profile step between 10,000 and 13,500 adds $25. This is the price jump that catches the most growing stores off guard.
The Marketing Plan
The Marketing plan is Klaviyo’s newer bundled tier. It starts at $25 a month for 500 active profiles and bundles features that cost extra on the Email plan: Customer Hub and social marketing at the entry tier, plus Reviews without the 50-order cap.
Whether the Marketing plan saves you money depends on which add-ons you would buy anyway. If you want Reviews and Customer Hub, the bundle is usually cheaper than buying them separately. If you only need email, the Email plan is cheaper.
SMS and Mobile Messaging Costs
SMS is billed separately from email, through a mobile messaging credit system. The Email and SMS plan starts at $35 a month for 251 to 500 profiles, which includes 5,000 monthly emails and 1,250 SMS credits. At 1,000 profiles it costs $45 a month.
Once you use up the credits bundled in your plan, you buy more. A US text message costs roughly $0.01 to $0.015, and a US toll-free SMS uses 1.24 credits. MMS messages cost more than standard SMS, and prices vary by destination country. If you send a lot of texts, SMS can add hundreds of dollars a month on top of your email plan. For a deeper look, see our guide to what is SMS marketing.
Add-Ons and Extra Products
Klaviyo sells several products as add-ons. These are the starting prices on its pricing page:
- Customer Hub: from $30 a month for 500 active profiles. A post-purchase portal for order tracking, returns, and support.
- Social marketing: from $50 a month for 10,000 active profiles. Tools for running social campaigns from Klaviyo.
- Reviews: from $25 a month for up to 250 orders a month. Collects and displays product reviews.
- Personalization: from $100 a month for up to 500 customer profiles. Product recommendations and onsite personalization.
- Advanced Data Platform (CDP): from $500 a month for up to 100,000 customer profiles. Unifies customer data across tools.
- Customer Agent: from $75 a month for 75 conversations. An AI agent that answers customer questions.
- Helpdesk: from $15 a month for 50 support tickets a month. A shared inbox for customer support.
Add-ons are where Klaviyo bills grow quietly. A store on the $100 a month Email plan that adds Reviews, Customer Hub, and Personalization can easily reach $250 a month before SMS. Audit your add-ons every quarter and switch off anything you do not use.
Hidden Costs to Watch
The biggest hidden cost is list bloat. Because Klaviyo bills on every emailable profile, dead subscribers and never-engaged contacts raise your price every month. Cleaning your list every quarter is free money.
The second hidden cost is the Klaviyo One threshold. Once your standard monthly spend crosses $10,000, Klaviyo moves you to Klaviyo One, its enterprise tier, automatically and without opt-out. Klaviyo One starts at around $17,500 a year, so a store spending $11,000 a month could suddenly face a much larger bill.
Which Plan Should You Choose?
| If you… | Choose | Why |
|---|---|---|
| Are testing Klaviyo or just launched | Free | $0 up to 250 profiles |
| Sell mostly by email | Lowest cost for email only | |
| Want to add SMS for abandoned carts | Email and SMS | Bundled SMS credits |
| Want Reviews and Customer Hub too | Marketing | Cheaper than buying add-ons separately |
| Have over 150,000 profiles | Enterprise | Custom pricing through sales |
For most small stores, the Email plan is the right starting point. Add SMS only when you have a specific use case, such as abandoned cart texts, because SMS is the fastest way to grow your bill. If you run a Shopify store, our Shopify costs guide covers the platform fees you will pay alongside Klaviyo, and our Shopify setup guide walks through getting a new store running.
Klaviyo vs Alternatives
Klaviyo is not the cheapest email platform, and it does not try to be. Its strength is deep ecommerce integration, segmentation and flows. If you send simple newsletters, a simpler tool will cost a lot less. If your store’s revenue comes from email, the extra cost often pays for itself.
Frequently Asked Questions
Is Klaviyo free?
Yes, up to 250 active profiles and 500 email sends a month, with $5 of mobile messages included. Sending pauses once you pass the limits.
How much does Klaviyo cost per month?
It depends on your active profile count. The Email plan starts at $20 a month for up to 500 profiles, and the Marketing plan starts at $25 a month. Larger lists cost several hundred dollars a month.
What is an active profile in Klaviyo?
An active profile is any contact in your database that can receive marketing email, regardless of country. Klaviyo bills by active profile count.
Does Klaviyo charge for SMS separately?
Yes. SMS runs on a separate mobile messaging credit system. The Email and SMS plan starts at $35 a month for up to 500 profiles and includes 1,250 SMS credits.
Is there an annual discount on Klaviyo?
No. Self-serve Klaviyo plans are billed monthly with no annual discount option. Annual contracts only exist for enterprise customers.
What happens when my monthly spend passes $10,000?
Klaviyo moves your account onto Klaviyo One, its enterprise tier, automatically, with no opt-out. Annual pricing applies from that point.
Conclusion
Klaviyo pricing is simple at the bottom and expensive at the top. The free plan covers up to 250 profiles, the Email plan scales in price with your list, and SMS and add-ons are where the bill grows.
Before you sign up, clean your list, count your real active profiles, and run your numbers through Klaviyo’s pricing calculator. If you want a second opinion on which email tool fits your store, our Semrush pricing explained guide covers the other tool most growing stores pay for, so you can budget for both. To confirm the latest figures, check the official Klaviyo pricing page directly.
