If you use Klaviyo, your bill might look different this year!
The 2025 pricing update changes how brands are charged, making list management more important than ever. Here’s what’s new, how it affects you, and how to stay ahead of the curve.
Important Klaviyo Pricing Changes and Updates
In February 2025, Klaviyo introduced a new pricing model that changes how businesses pay for email and SMS marketing. The update affects how brands budget and manage campaigns. Here’s a look at how the new pricing works, what it means for you, and how to adjust your account to keep costs under control.
February 2025 Klaviyo Pricing Update – What You Need to Know
Klaviyo’s new pricing took effect on February 18, 2025, bringing big changes for many users, especially those on older plans. The update adds automated billing to make account management easier and aims to match pricing more closely to actual usage. Klaviyo says the goal is to keep billing simple, give customers more flexibility, and ensure plans reflect the value they get. For eligible users moving to profile-compliant plans, a discount has been applied to limit any email plan price increase to 25% or less.
Billing Shifts to Active Profiles + Email Sends
Klaviyo’s new pricing is now based on active profiles and email sends, replacing the old email-volume model. This could raise costs for businesses with large numbers of inactive contacts.
- Billing is now based on your active profile count.
- Shift from email-volume pricing to active-profile billing.
- All active profiles are billed, even if they haven’t been emailed recently.
- Accounts with many inactive or unengaged contacts may see higher costs.
Auto-Upgrades and Downgrades Based on Usage
Klaviyo now offers automated plan adjustments to match your subscription to your actual usage. This can make scaling easier, but it’s important to know the rules.
- If your active profiles exceed your plan’s limit, Klaviyo will automatically move you to the next tier.
- Turning off auto-upgrade at checkout only lasts until you change plans again.
- Auto-downgrades are disabled by default and must be turned on manually.
Impact of These Changes on Your Monthly Costs
If you know how your profile count affects costs, you can avoid surprises. Depending on the type of business you have, here are how your costs will be impacted:
- Seasonal businesses: Pay for profiles all year long, but only use them during busy times.
- Growing companies: Automatic upgrades should happen when profile counts go over plan limits, which can lead to unexpected growth.
- Businesses that offer subscriptions: They often have a lot of inactive subscribers who have churned and are now paying for them.
- Enterprise accounts: Custom tiers may lower list-driven growth, but minimum spends are still linked to active profiles, which limits flexibility.
Actively deleting or archiving contacts who aren’t interested can lower billable profiles and keep monthly costs down.
Klaviyo Pricing Plans Explained
Here’s a breakdown of each Klaviyo’s pricing plan:
Klaviyo Free Plan
Klaviyo’s Free Plan is designed for trying the platform with no upfront cost. It includes up to 500 emails a month, giving you a simple way to test its features and see if it works for your marketing needs.
What’s Included in the Klaviyo Free Plan
- 500 monthly email sends
- 150 monthly SMS/MMS credits
- Built-in reporting dashboards
- Email support for the first 60 days
- Access to the Klaviyo Help Center
- Mobile push marketing channel
- Klaviyo Academy courses
Who Should Use the Free Tier?
The Free Tier works best for individuals or small businesses with light messaging needs who want to try Klaviyo’s core features without spending anything.
Klaviyo Email Pricing Plan
The Email-Only Plan gives you Klaviyo’s full email marketing features without SMS credits. You can add Marketing Analytics and CDP separately if needed. It’s built for businesses that want to scale email campaigns with personalization at scale.
Features of the Email-Only Plan
- Customer profiles with all-time data
- 350+ built-in integrations
- Built-in reporting dashboards
- Email support
- Generative AI for faster content creation
- Email deliverability score
- Predictive analytics
- Klaviyo logo removed from emails
- Reviews available at added cost
- Advanced Klaviyo Data Platform available at added cost
- Customer product recommendations
- Access to the Klaviyo Help Center
- Mobile push marketing channel
- Klaviyo Academy courses
Klaviyo Email Pricing Breakdown by Contact Volume
Here’s the pricing breakdown from Klaviyo’s official pricing page:
| Active Profiles | Monthly Price (USD) |
| 0 – 250 | $0 (Free tier) |
| 251 – 500 | $20 |
| 501 – 1,000 | $30 |
| 1,001 – 1,500 | $45 |
| 1,501 – 2,500 | $60 |
| 2,501 – 3,000 | $70 |
| 3,000 – 3,500 | $80 |
| 3,501 – 5,000 | $100 |
| 5,001 – 5,500 | $110 |
| 5,501 – 6,000 | $130 |
| 6,001 – 6,500 | $140 |
| 6,501 – 10,000 | $150 |
| 10,001 – 10,500 | $175 |
Given this, a fascinating trend in cost growth appears:
- The price increases may seem big at first because the percentage jumps are bigger at first. For example, the price goes up from $20 to $30 a month when the number of profiles goes up from 500 to 1,000. That is a 50% increase, even though it’s only $10 more. It’s easier to see these bigger percentage increases when your list is still small.
- The percentage jumps between tiers get smaller as your list gets bigger, and they usually stay below 10%. But the increases in dollars are bigger. For example, changing from 80,000 to 85,000 profiles may only be a 5% increase, but your monthly bill will go up by about $65 as a result.
- “Price cliff” events happen from time to time. Some tiers have bigger jumps than others when you move up to a higher range. For example, the monthly cost goes up from $2,070 to $2,300 when the number of profiles goes up from 200,000 to 250,000. That’s an extra $270, or 12% more, all at once. You might be surprised by these “price cliffs” if you’re not ready for them.
- If your list is growing quickly, you need to factor in price increases. Adding more profiles can help you make more money, but you might also suddenly be promoted to a higher level. That means your monthly costs will go up a lot. You can avoid surprise fees by planning ahead and thinking about where your list might be in a few months.
Klaviyo Email + SMS Pricing Plan
The Email + SMS Plan combines Klaviyo’s full email marketing tools with built-in SMS capabilities. You get AI features, expanded support, higher email send limits, and the ability to reach more active profiles. Pricing is based on your active email profiles, and each tier includes a set amount of SMS/MMS credits per month. You can scale email and SMS separately to match your needs.
| Active profiles | SMS/MMS credits (per month) | Pricing (per month) |
| 251 – 500 | 150 | $20 |
| 501 – 1,000 | 1,250 | $45 |
| 1,001 – 1,500 | 2,500 | $70 |
| 1,501 – 2,500 | 3,750 | $95 |
| 3,501 – 5,000 | 6,250 | $155 |
| 6,501 – 10,000 | 10,000 | $240 |
And so forth. You can also mix and match different email and SMS plans according to your needs and usage. For instance, the cost will change if you choose a plan with 10,000 SMS/MMS and 500 active profiles each month. This example is demonstrated here.
What’s Included in the Email + SMS Plan
- Customer profiles with all-time data
- 350+ built-in integrations
- Built-in reporting dashboards
- Email support
- Generative AI for fast content creation
- Multi-channel segmentation
- Multi-channel A/B testing
- Multi-channel attribution
- SMS Smart Opt-in
- Email deliverability score
- Predictive analytics
- Klaviyo logo removed from emails
- Reviews available at added cost
- Advanced Klaviyo Data Platform available at added cost
- Customer product recommendations
- Access to the Klaviyo Help Center
- Mobile push marketing channel
- Klaviyo Academy courses
Klaviyo SMS Pricing Explained
Klaviyo’s SMS pricing uses a credit system, where each SMS or MMS you send uses a set number of credits. Credits are included with Email + SMS plans or can be bought separately, and all carrier fees are built in for clear, predictable costs.
- Credit system: Credits reflect the cost of sending an SMS or MMS to one recipient, not a flat per-message fee.
- Monthly billing cycle: Credits renew each billing cycle and expire if unused.
- Message segmentation impact: SMS over 160 characters (or 70 with emojis) are split into segments, with each segment using credits.
- Character limits: SMS supports up to 160 characters (70 with emojis or special characters); MMS allows up to 1,600 characters regardless of special characters.
The country you plan to reach will also affect the credit costs. For instance:
| Country | SMS (per send) | MMS (per send) |
| United States | $0.012 | $0.0361 |
| Canada | $0.0361 | $0.06 |
| Australia | $0.0481 | $0.1807 |
| Germany | $0.1442 | Not available |
| United Kingdom | $0.06 | Not available |
| Spain | $0.06 | Not available |
| France | $0.0843 | Not available |
| Italy | $0.0843 | Not available |
Klaviyo Reviews Pricing
Klaviyo Reviews is a built-in tool for collecting and displaying product reviews within Klaviyo using your brand’s own assets. You can use review data to run targeted campaigns and automate review requests and responses. Pricing is based on monthly order volume, starting at $25 for 250 orders and going up to $20,000 for one million orders a month.
| Orders (Per Month) | Price (Per Month) |
| 250 | $25 |
| 2,000 | $175 |
| 10,000 | $500 |
| 25,000 | $1,000 |
| 100,000 | $2,000 |
| 200,000 | $4,000 |
| 600,000 | $12,000 |
| 1,000,000 | $20,000 |
Reviews Tool Features and Use Cases
- Fully integrated review collection and management within the Klaviyo platform.
- Uses customer data to deliver personalized, targeted review requests and displays.
Core Features:
- Automated review collection with smart timing, plus custom questions and surveys.
- Website integration for displaying reviews, customer reward options, and advanced analytics with segmentation.
Primary Use Cases:
- Build social proof to support e-commerce growth, retention, and loyalty.
- Enhance marketing campaigns, improve conversion rates, and integrate with customer service.
Klaviyo CDP Pricing (Customer Data Platform)
Klaviyo’s CDP is built into its B2C CRM, letting customer data move seamlessly from collection to marketing execution. It stores, organizes, and instantly activates data for automation, customer service, and predictive analytics without extra syncing or software.
It costs $500 a month for up to 100,000 total profiles and is billed separately from email and SMS plans, though it integrates with existing accounts. The CDP includes Marketing Analytics, supports syncing to data warehouses and other platforms, and offers no-code data transformations.
| Total Profiles | Pricing (Per Month) |
| 100,000 | $500 |
| 250,000 | $1,250 |
| 750,000 | $3,750 |
| 2,000,000 | $9,100 |
| 4,000,000 | $16,640 |
| 6,000,000 | $22,925 |
| 8,000,000 | $28,205 |
| 10,000,000 | $32,685 |
| 12,000,000 | $38,280 |
| 15,000,000 | $47,850 |
Key Benefits of the CDP Add-on
- Connect data from 350+ integrations
- Unified, lifetime customer profiles
- Predictive analytics, including custom CLV prediction
- Real-time segmentation, including RFM segments
- Catalog insights for cross-sell opportunities
- Export data to third-party destinations
- No-code data transformations
Klaviyo Analytics Pricing
Klaviyo Marketing Analytics is a premium add-on that goes beyond the basic reporting in standard plans. It gives advanced customer and product insights to help improve retention, increase revenue, and build stronger relationships. The suite lets you spot behavior patterns, predict future actions, and refine marketing strategies with data-driven accuracy.
Key capabilities include:
- Targeting based on customer purchase behavior
- Personalized cross-sells using catalog insights
- Reports on trends and marketing impact
- Marketing and segment performance reports
- Access to industry benchmarks
- Customizable attribution and metrics, with a multi-touch model coming soon
- Predictive analytics and customer lifetime value with custom prediction windows
- Advanced personalization with customizable RFM analysis
- Actionable purchase pattern and catalog insights
- Customer behavior funnels and cohort reports
- Audience and conversion dashboards
Advanced Reporting and Data Tools
Klaviyo’s reporting and data tools give businesses detailed insight into customer behavior and marketing performance. They include built-in analytics plus the option to upgrade to the Advanced Data Platform for more complex needs.
- Comprehensive reporting suite: Real-time analytics for email, SMS, and push campaigns with customizable dashboards. Covers campaign and flow performance, product performance, and detailed metric analysis.
- Custom report builder: Create tailored reports from templates to answer specific business questions. Build multi-metric reports, review campaign and flow performance, and analyze product sales with flexible filters and date ranges.
Which Klaviyo Pricing Plan to Choose
Your ideal Klaviyo plan depends on your business size, messaging needs, and preferred channels. The table below shows who each plan works best for and the main features to help you pick the right one for your goals.
| Plan | Best For | Key Highlights |
| Free Plan | Early-stage startups, small businesses, or side projects with under 250 active contacts | Light messaging needs with up to 500 emails a month at no cost |
| Email-Only Plan | Businesses that focus solely on email marketing | All core email features with no SMS credits |
| Email + SMS Plan | Brands that want to engage customers through both email and SMS | Combines email marketing with included SMS credits |
| Advanced Analytics & Data Platform | Businesses that need advanced insights and reporting | Advanced analytics, predictive tools, and data transformation |
| Reviews Plan | Order-driven businesses that want to collect customer reviews | Collect, display, and automate product reviews |
How to Reduce Klaviyo Costs Without Losing Features
Klaviyo’s 2025 pricing charges for each active profile, so it pays to keep your list lean and engaged. Here’s how to do it.
Audit your list monthly or quarterly. Remove or hide low-engagement profiles. Use sunset flows to try re-engaging inactive subscribers, and delete them if they stay inactive. Segment contacts by purchase or engagement history so you’re only targeting people who are likely to respond.
Automate your list hygiene. Block invalid addresses, repeated bounces, and GDPR opt-outs. Use seasonal suppression to pause sending during slow periods, and start up again before peak seasons. Keep an eye on Klaviyo’s 90-day re-suppression limit so you can time removals wisely.
To control costs, turn on auto-downgrade so your tier drops when your active profile count falls. Clean imported lists before adding them to avoid bad data. Run re-engagement campaigns, but stop emailing people who don’t respond. Remove duplicates created through imports or integrations. Check your billing regularly with Klaviyo’s pricing calculator so you can adjust your strategy and avoid unnecessary charges.
Understanding Suppressed Profiles and Billing
Suppressed profiles stay in your account with all historical and behavioral data but are excluded from both marketing sends and billing. Even if they’ve opted in, suppressed contacts won’t receive marketing messages.
Here are some other key points to know:
- Automatic suppression triggers: Hard bounces, consecutive soft bounces, and suspicious email protection.
- Manual suppression methods: Suppress profiles individually, in bulk, or via imports from a previous ESP.
- No billing for suppressed profiles: Only active profiles count toward your plan; suppress before your billing cycle to lower costs.
- Unsuppression impact: Unsuppressing makes a profile billable immediately, with a 90-day wait before it can be suppressed again (“suppression jail”).
- Engagement-based suppression: Remove profiles inactive for 90–180 days with no opens, clicks, or purchases.
- Legal compliance suppression: Suppress unsubscribers, repeat bounces, and GDPR/CAN-SPAM opt-outs.
- Seasonal suppression: Temporarily suppress off-peak contacts to avoid paying for dormant profiles year-round.
Negotiating Discounts or Annual Plans with Klaviyo
Klaviyo’s pricing is based on your list size, which you can check with its online calculator. You can move to a higher or lower plan as your list grows or shrinks. They don’t give standard discounts for paying annually or using self-service plans. But if you have an enterprise account, usually 250,000+ active profiles or a high monthly spend, you can work with their sales team to negotiate a custom deal. Those deals can include special rates, annual contracts, and custom billing, but they require a review of your account and usage.
Klaviyo Pricing for Small Businesses – Is It Worth It?
You get strong features as a small business, but you need to manage your list carefully to avoid higher costs. Here are the main pros and cons.
| Pros | Cons |
| All-in-one platform with segmentation, automation, reporting, SMS, and ecommerce integrations, available even on entry plans. | Steep learning curve for beginners. |
| Transparent, calculator-based pricing with no hidden fees. | Limited customer support on the free plan. |
| Strong ecommerce integrations with accurate revenue tracking. | Costs more than basic competitors. |
| Enterprise-level features available to smaller accounts. | Costs increase if inactive profiles aren’t removed. |
| Scalable plans that support growth. | No annual payment discount on standard plans. |
Final Verdict
Klaviyo is a good investment for small ecommerce businesses that make full use of its automation, segmentation, and analytics to boost sales. But if you have a large, low-engagement list or don’t regularly remove inactive profiles, costs can rise fast. For basic email needs, it may be more than you need. For growth-focused ecommerce, it can deliver strong returns.
Total Cost of Ownership for Startups and Growing Brands
For new businesses and brands that are growing, Klaviyo’s total cost of ownership is more than just the monthly plan. You also need to think about how much SMS and MMS credit you use, how your list size changes automatically, and how much time you spend on list hygiene, suppression, and segmentation. When you connect Klaviyo to ecommerce platforms or CRMs, onboard and train people to use it correctly, and stay compliant with GDPR or CAN-SPAM, you may have to pay extra. All of these things add up to the total cost of running Klaviyo as a data-driven, scalable marketing tool.
Comparing Klaviyo Costs with Business Value
| Factor | Business Value | Cost Consideration |
| Advanced Targeting & Automation | AI-driven segmentation and automation flows can lead to more engagement, conversions, and customer lifetime value, which usually means more money. | Pricing may be higher than that of competitors, but it can give a good return on investment when all of its features are used. |
| Ecommerce Integrations | Real-time insights and personalized messaging that lead to more sales come from deep integrations with Shopify, Magento, BigCommerce, and other platforms. | Integration is included, but to get the most out of it, you need to use it strategically and put money into marketing. |
| List Quality Impact | Suppressing inactive contacts keeps lists interested and marketing focused, which makes campaigns work better. | Bad list hygiene raises costs. |
| Feature-Rich Platform | Includes advanced reporting, predictive analytics, A/B testing, and multi-channel campaign management to help you make decisions based on data. | Costs more than simpler tools and works best for brands that are ready to use all of its features. |
| Smaller/Low-Engagement Brands | When used correctly, it can help businesses grow by automating processes and improving segmentation. | If inactive lists stay big or marketing resources are limited, it may not be worth the money. |
Top Klaviyo Alternatives Based on Pricing
Klaviyo offers strong features, but it’s not always the most cost-effective choice. You might think about switching if:
- Your email marketing ROI is under 4:1
- You have large inactive lists that are difficult to clean
- Your sending patterns are irregular
- Cost increases take up more than 25% of your marketing budget
If this sounds familiar, looking at alternative platforms could help you keep your marketing results while reducing costs. Below are some of the top budget-friendly options.
1. Omnisend
Omnisend is great for ecommerce brands that want to do omnichannel marketing that doesn’t cost a lot of money and includes email, SMS, and push notifications. It has a user-friendly interface and comes with pre-made workflows, advanced segmentation, landing pages, and support around the clock. It has advanced features at a lower cost than Klaviyo, with a free plan for up to 250 contacts and paid plans starting at $16 a month.
2. Brevo
Brevo, which used to be called Sendinblue, is a flexible multi-channel marketing platform that includes email, SMS, WhatsApp, and push notifications, as well as a built-in CRM, AI tools, and a visual automation builder. The free plan lets you send 300 emails a day, and the paid plans start at $9 a month for up to 5,000 emails. They also have powerful automation and segmentation features at a low price.
3. Mailchimp
Mailchimp is a great all-in-one marketing platform for small businesses. It lets you send emails and texts, do A/B testing, get analytics, and even create content with AI. It has a user-friendly interface with a wide range of templates, and ample of integrations, making it a good choice for brands that want to grow. It has a free plan for up to 500 contacts and premium plans that start at $13 per month. These plans give you easy-to-use, powerful tools to make your campaigns run more smoothly.
Comparison Table
| Platform | Free Plan | Starting Price | Key Strengths |
| Omnisend | Yes | $16/month | Omnichannel marketing |
| Brevo | Yes | $9/month | Multi-channel marketing suite |
| Mailchimp | Yes | $13/month | Small business-friendly, AI tools |
Check out our ESP pricing articles:
Klaviyo Pricing FAQs
Here are the top FAQs about Klaviyo pricing:
How much does Klaviyo cost per month?
The number of active profiles you have and any extra SMS/MMS credits you buy will affect how much Klaviyo costs each month.
- Free plan: You can have up to 250 active profiles, send 500 emails, and get 150 SMS/MMS credits for free.
- Plans that cost money: Start at $20/month for 500 active profiles (email only) and go up from there, like $150/month for 10,000 profiles.
- SMS pricing: Each credit costs a different amount.
You can find out the exact prices by using Klaviyo’s pricing calculator.
What is billed under Klaviyo SMS pricing?
When you send SMS or MMS through Klaviyo, you pay with credits. You pay for SMS/MMS credits in advance, and the carrier fees are included.
- Using credits: The number of credits per message depends on how long it is and where it is going.
- No rollovers: At the end of your billing cycle, any credits you haven’t used will expire.
- Pricing: It starts at about $0.012 per send and can go down to about $0.0085 per send on higher plans. This includes a carrier fee of about $0.003.
Is Klaviyo free to use?
Yes. Klaviyo’s free plan lets you have up to 250 active profiles, send 500 emails a month, and get 150 SMS credits. This makes it a good choice for small businesses or people who are just starting out. After you reach these limits, you’ll have to pay for a plan based on how many active profiles you have and how much you use them.
Can I downgrade or pause my Klaviyo plan?
Yes. Klaviyo has an auto-downgrade feature that lowers your plan when your active profile count drops. This helps you save money during slow times. It will start working at the beginning of your next billing cycle, but you have to turn it on manually in Billing → Preferences because it is off by default.
Does Klaviyo charge for suppressed or inactive contacts?
Klaviyo doesn’t charge for suppressed contacts because they aren’t counted as active profiles and can’t get marketing messages. Inactive contacts that aren’t suppressed are charged as active, even if they don’t do much, so it’s important to clean your list regularly to avoid extra costs.
Does Klaviyo offer volume-based discounts?
Not for regular self-service plans. Enterprise accounts, which usually have 150,000 or more active profiles or spend a lot of money each month, can work with Klaviyo’s sales team to get custom pricing, possible discounts, or special contract terms.
