Klaviyo is one of the most capable email and SMS marketing platforms built for e-commerce — but its pricing confuses a lot of buyers. Unlike tools that charge a flat monthly rate, Klaviyo pricing scales with your contact list, which means your bill can jump significantly as your audience grows. Understanding exactly what you pay at each tier, what you get, and how it compares to alternatives is essential before committing.
This guide covers every Klaviyo plan and contact tier for 2026, breaks down SMS costs, walks through the pricing calculator, and gives you a straight answer on whether Klaviyo is worth the cost for your stage of business. Prices are current as of early 2026 — always verify directly with Klaviyo for the most up-to-date rates before purchasing.
⚡ Quick Verdict
Klaviyo offers a free plan for up to 250 contacts (500 emails/month). Paid plans start at $20/month for 251–500 contacts and scale by contact tier — at 5,000 contacts you’ll pay around $175/month for the Email plan, and roughly $350/month at 10,000 contacts. The Email + SMS plan includes SMS credits at no additional tier cost. Klaviyo does not offer annual discounts or public coupon codes — pricing is determined entirely by active profile count.
See Klaviyo’s Current Pricing →
Last researched: April 2026 | By the BuyerSprint Editorial Team. See our research methodology.
Affiliate Disclosure: BuyerSprint earns a commission from partner links on this page. We only recommend tools we’ve genuinely tested — at no additional cost to you. View our disclosure policy.
Klaviyo Pricing Plans at a Glance
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ActiveCampaign offers 135+ automation triggers plus built-in CRM, starting at $15/month, way cheaper than Klaviyo at scale.
Klaviyo offers three plan tiers: Free, Email, and Email + SMS. The core difference between Email and Email + SMS is the inclusion of SMS/MMS marketing capabilities. All paid plans are billed monthly and scale based on your active profile count — the number of contactable subscribers in your account.
| Plan | Starting Price | Contacts | Monthly Email Sends | SMS Included | Best For |
|---|---|---|---|---|---|
| Free | $0/month | Up to 250 | 500 | 150 free credits | Testing and getting started |
| $20/month | 251–500+ | Up to 10x contacts | Not included | E-commerce stores focused on email only | |
| Email + SMS | $20/month | 251–500+ | Up to 10x contacts | Included (credits vary) | Brands running both email and text campaigns |
One thing worth noting upfront: the Email and Email + SMS plans share the same contact-tier pricing structure. You’re not paying more for the SMS plan at the tier level — you pay for SMS usage separately through credits. This makes the Email + SMS plan a no-brainer if you have any interest in text marketing.
Klaviyo Free Plan — What Do You Actually Get?
Klaviyo’s free plan is more capable than most competitors’ free tiers. You get access to the full platform — flows, segmentation, templates, forms, and A/B testing — but with hard limits on send volume and contacts.
Free Plan Limits
The Klaviyo free plan caps you at 250 active profiles and 500 email sends per month. You also receive 150 free SMS/MMS credits to test text messaging. All free plan emails include a Klaviyo branding footer, which you can remove by upgrading to a paid plan.
What makes the free plan genuinely useful is that you’re not getting a stripped-down version of the tool. Flows, segmentation, and analytics all work the same as on paid plans. The limitation is purely volume-based. For a brand just launching, 250 contacts and 500 sends is enough to build your first abandoned cart flow, test a welcome series, and get a feel for Klaviyo before committing money.
When the Free Plan Falls Short
The 250-contact ceiling is hit faster than you’d expect if you’re actively growing a list. Once you cross that threshold, every new subscriber beyond 250 triggers an automatic upgrade to the paid tier. Klaviyo does not warn you in advance — you’ll receive a billing charge when your active profile count exceeds 250. If you’re running any kind of paid ad campaign or promotion that could spike your subscriber count, plan for the upgrade from day one.
Klaviyo Email Plan Pricing by Contact Tier
The Email plan starts at $20/month for 251–500 contacts and increases in steps as your list grows. Each tier also comes with a corresponding email send limit — generally 10x your contact count per month, though Klaviyo may allow higher volumes for some plans. The table below shows pricing at key contact milestones for 2026.
| Active Contacts | Email Plan (Monthly) | Monthly Email Sends |
|---|---|---|
| 251 – 500 | $20 | 5,000 |
| 501 – 1,000 | $45 | 10,000 |
| 1,001 – 1,500 | $60 | 15,000 |
| 1,501 – 2,500 | $100 | 25,000 |
| 2,501 – 3,000 | $135 | 30,000 |
| 3,001 – 4,000 | $150 | 40,000 |
| 4,001 – 5,000 | $175 | 50,000 |
| 5,001 – 6,000 | $215 | 60,000 |
| 6,001 – 7,000 | $250 | 70,000 |
| 7,001 – 8,000 | $280 | 80,000 |
| 8,001 – 10,000 | $350 | 100,000 |
| 10,001 – 15,000 | $475 | 150,000 |
| 15,001 – 20,000 | $600 | 200,000 |
| 20,001 – 25,000 | $700 | 250,000 |
Beyond 25,000 contacts, Klaviyo continues scaling up in tiers. At 50,000 contacts you’re looking at approximately $1,000–$1,150/month. Enterprise accounts (100,000+ contacts) use custom pricing negotiated directly with Klaviyo’s sales team. Always verify the current tier table directly on Klaviyo’s pricing page, as these rates are subject to change.
Active Profiles vs. Total Contacts: The Critical Distinction
Klaviyo bills based on active profiles, not your total subscriber list. An active profile is anyone who has not been manually suppressed or unsubscribed. This is an important nuance — if you have 8,000 total contacts but 3,000 are suppressed, you’re billed for 5,000. Regularly suppressing unengaged subscribers is one of the most effective ways to manage Klaviyo costs. Klaviyo themselves recommend keeping a clean list, and their own benchmarks suggest suppressing contacts who haven’t opened in 90–180 days depending on your send frequency.
Klaviyo Email + SMS Plan — What Changes?
The Email + SMS plan shares the same contact-tier pricing as the Email plan. The difference is that SMS and MMS capabilities are unlocked at no additional tier premium. You pay for text message delivery through a credits system, but the plan fee itself is identical to the email-only plan at the same contact tier.
This means if you’re already on the $175/month tier (4,001–5,000 contacts) and you switch from Email to Email + SMS, your plan cost stays the same. You only pay more when you actually send SMS messages, based on credits consumed. For any brand that has even a small SMS subscriber segment, upgrading to Email + SMS is an obvious choice — there’s no reason not to have the capability available.
What’s Included in the Email + SMS Plan
Beyond email, the Email + SMS plan gives you dedicated SMS flow triggers (abandoned cart via text, post-purchase follow-up via text, win-back campaigns), two-way SMS conversation capabilities, MMS support (images in text messages), compliance tools including opt-in management, and SMS reporting within the same Klaviyo dashboard. Klaviyo handles carrier compliance and TCPA requirements automatically, which removes a significant operational burden for most small business operators.
Klaviyo SMS Pricing — What Does Each Text Cost?
SMS messages in Klaviyo are billed via a credits system. One credit typically covers one standard SMS (160 characters or fewer). MMS messages (containing images or longer messages) consume more credits per send. Credit costs vary by recipient country.
SMS Credit Rates by Country
| Country | SMS Cost Per Credit | MMS Cost Per Credit |
|---|---|---|
| United States | ~$0.010 | ~$0.030 |
| Canada | ~$0.0165 | ~$0.048 |
| United Kingdom | ~$0.055 | N/A |
| Australia | ~$0.048 | N/A |
For a US-based e-commerce brand sending a promotional SMS to 5,000 subscribers, that’s approximately $50 per send at $0.01/text. Add three promotional campaigns per month and you’re looking at $150 in SMS costs on top of your plan fee. Run the math before building an SMS-heavy strategy — the ROI on SMS is generally strong (industry averages often cite 20–40% click-through on abandoned cart texts), but it needs to be factored into your total tool cost.
How to Use the Klaviyo Pricing Calculator
Klaviyo offers a built-in pricing calculator on their pricing page that lets you enter your active profile count and see an instant cost estimate. Using the Klaviyo pricing calculator is the most accurate way to determine your current bill, since Klaviyo updates their tier structure periodically and the tool reflects real-time rates.
Steps to Calculate Your Klaviyo Cost
First, log into your Klaviyo account and navigate to Account Settings → Billing to see your current active profile count. Then visit Klaviyo’s pricing page and enter that number into the calculator. The result shows your monthly Email plan cost and your Email + SMS plan cost (which will be the same, since SMS is usage-billed separately). If you’re not yet a customer and are projecting costs for a list you’re planning to build, start with a realistic 12-month subscriber estimate — most e-commerce stores with active paid ads grow their list by 20–40% per quarter. Build that growth into your cost projection so you’re not surprised by mid-year price increases.
The Hidden Cost: List Bloat
One thing the calculator won’t tell you is the cost of list hygiene negligence. Many Klaviyo customers find their bill creeping up quarter over quarter not because they’re acquiring more engaged subscribers, but because they’re retaining unengaged contacts who should have been suppressed. Every 1,000 unsuppressed unengaged contacts costs you roughly $35–$50/month depending on your tier. Klaviyo’s Segments tool makes it straightforward to build a “never opened, last 180 days” segment and bulk-suppress it — doing this quarterly is one of the highest-ROI maintenance tasks in Klaviyo.
Klaviyo Pricing vs. Competitors: Is the Cost Justified?
Klaviyo is not cheap. At most contact tiers, it’s more expensive than Mailchimp, MailerLite, and Brevo. Whether that premium is worth it depends almost entirely on whether you’re running an e-commerce business and whether you can actually use Klaviyo’s deeper features.
Klaviyo vs. Mailchimp Pricing
Mailchimp’s Essentials plan starts at $13/month for 500 contacts. At 5,000 contacts, Mailchimp Standard runs approximately $90/month vs. Klaviyo’s $175. The price gap is real — but so is the feature gap. Klaviyo’s Shopify and WooCommerce integrations pass revenue data that Mailchimp does not, which means Klaviyo can actually attribute sales to specific email campaigns and optimize flows based on purchase behavior. If your store is doing more than $30–50K/month in revenue and email is a meaningful channel, Klaviyo’s revenue attribution alone typically justifies the price difference.
Klaviyo vs. ActiveCampaign Pricing
ActiveCampaign’s Plus plan starts at $49/month for 1,000 contacts. At 5,000 contacts, ActiveCampaign Plus runs around $149/month — slightly below Klaviyo’s $175. ActiveCampaign has stronger CRM capabilities and is often a better fit for B2B companies or service businesses. For pure e-commerce, Klaviyo’s native integrations with Shopify, Magento, and WooCommerce give it a functional edge that ActiveCampaign’s more general-purpose platform doesn’t match at the same price point.
Klaviyo vs. Brevo (formerly Sendinblue)
Brevo prices by email volume rather than contact count, which makes it fundamentally cheaper for large lists with infrequent sending. Their Business plan starts at $65/month for 20,000 emails/month to an unlimited number of contacts. If you have a 50,000-contact list but only email them twice a month, Brevo’s model is dramatically more cost-effective. Klaviyo wins on e-commerce depth — product-level tracking, predictive analytics, and multi-step flows based on purchase data — but Brevo is genuinely competitive for simpler use cases or high-contact-count/low-frequency senders.
Who Should Pay for Klaviyo (and Who Shouldn’t)
Klaviyo makes the most financial sense for direct-to-consumer e-commerce brands on Shopify or WooCommerce that are actively using email as a revenue driver. If your abandoned cart flow, welcome series, and post-purchase sequence are all running and you’re tracking revenue attribution, Klaviyo’s pricing is almost always justified by the incremental revenue those automations generate.
Klaviyo is likely overkill if you’re running a simple newsletter, a service business without product-level tracking needs, or if you only email your list once or twice a month without using automation. In those cases, tools like email automation platforms that price by send volume rather than contact count will give you better economics. If you’re unsure whether Klaviyo is right for your business, start on the free plan, connect your Shopify or WooCommerce store, and spend two weeks running the basic flows before committing to a paid tier.
Klaviyo Discount, Coupon Code, and Free Trial Options
Klaviyo does not publicly offer annual discounts, promotional pricing, or coupon codes. Pricing is month-to-month by default at the rates shown above. There is no annual billing option that reduces the per-month cost.
Klaviyo Free Trial
Klaviyo’s free plan functions as a de facto free trial — you get full access to the platform with no time limit, just a contact and send volume cap. There is no separate 14-day or 30-day trial with paid features unlocked. What you see on the free plan is what the paid plan delivers, just at higher volume. This is actually a more valuable evaluation structure than a time-limited trial, because you can connect your store, build your flows, and test everything before your list grows past 250 contacts.
Klaviyo for Shopify Partners and Agencies
Klaviyo does offer agency and partner programs that may include special pricing arrangements or co-marketing credits. If you’re a Shopify agency managing client accounts, contacting Klaviyo’s partner team is worth doing — the economics for multi-account management are meaningfully different from standard retail pricing. Similarly, Shopify merchants who are part of Shopify’s incubator or accelerator programs have historically received Klaviyo credits as part of those programs.
Klaviyo Pricing Increases
Klaviyo has made pricing adjustments over the years as the platform has added features. Existing customers have been grandfathered at their previous rates for some periods before migrating to new pricing. If you’re concerned about future price increases, there’s no practical hedge — Klaviyo does not offer multi-year contracts at locked pricing for standard accounts. The best protection against pricing changes is maintaining a clean, engaged list so your active profile count stays as low as possible relative to your actual revenue-generating subscribers.
Check Klaviyo’s Current Pricing →
Want a Creator-Friendly Alternative?
Kit (formerly ConvertKit) is free up to 10,000 subscribers with unlimited sends, unmatched for newsletter-first businesses.
Frequently Asked Questions About Klaviyo Pricing
How much does Klaviyo cost per month for a small business?
For a small business with 500–1,000 contacts, Klaviyo costs $20–$45/month on the Email plan. At 2,500 contacts, the cost is $100/month. Most small e-commerce stores land in the $45–$175/month range during their first year. The free plan (up to 250 contacts) is available with no time limit, making it a viable starting point for businesses just launching their email list.
Does Klaviyo have a free plan?
Yes. Klaviyo’s free plan allows up to 250 active contacts and 500 email sends per month, plus 150 free SMS/MMS credits. All core features — flows, segmentation, templates, and forms — are available on the free plan. Emails sent on the free plan include a Klaviyo branding footer, which is removed when you upgrade to a paid tier.
How does Klaviyo billing work?
Klaviyo charges a monthly flat fee based on your current active profile count, plus usage-based charges for SMS messages if you’re on the Email + SMS plan. The platform checks your active profile count daily and adjusts your billing tier automatically if your count crosses into a higher tier. You are billed for the highest tier your profile count reached during the billing period, not just what you end the month at.
Is there a Klaviyo annual plan or discount?
Klaviyo does not currently offer an annual billing option with a discount at standard plan tiers. All plans are billed month-to-month. Enterprise accounts with very high contact counts may be able to negotiate custom pricing through Klaviyo’s sales team, which could include rate locks or volume commitments, but this is not available to standard self-serve customers.
Can I reduce my Klaviyo bill without downgrading?
Yes — the most effective way to reduce Klaviyo costs without changing plans is to suppress unengaged subscribers. Klaviyo bills based on active profiles, so any contact you manually suppress stops counting toward your tier. Build a segment of contacts who haven’t opened an email in 90–180 days, send them a re-engagement campaign, and suppress everyone who doesn’t respond. Doing this quarterly can meaningfully reduce your active profile count and keep you in a lower billing tier as your list grows.
How does Klaviyo pricing work for Shopify stores?
Klaviyo has a native Shopify integration that syncs contacts, orders, and product data automatically. For Shopify merchants, Klaviyo pricing works exactly the same as for any other platform — it’s based on active profile count, not orders or revenue. The Shopify integration is included in all plans, including free. Once connected, Klaviyo can trigger flows based on Shopify events like purchases, cart abandonment, and browse abandonment with no additional setup cost.
What happens if I go over my Klaviyo contact limit?
Klaviyo does not hard-block you when you exceed your contact tier. Instead, it automatically moves you to the next billing tier and charges accordingly. If you’re on the free plan and cross 250 active profiles, Klaviyo will prompt you to upgrade to a paid plan. You won’t lose access to your account or your data, but you will receive a billing notification and be charged at the next tier’s rate for the remainder of that billing period.
For more on building and managing your email marketing stack, see our guide to the best email automation tools in 2026 and our roundup of essential email tools for lead generation. If you’re evaluating Klaviyo against other platforms, our breakdown of email deliverability best practices covers the technical factors that affect ROI regardless of which platform you choose.
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