Selecting the appropriate ESP is one of the most crucial decisions when you grow your company and begin using email marketing. Klaviyo is undoubtedly one of the most well-known email marketing software companies available. It can truly assist you in taking your business to the next level with its powerful features.
As certified Klaviyo experts, we have created the definitive Klaviyo pricing guide for 2025 to assist you in determining the costs of each plan and whether this ESP is the best option for your company.
Klaviyo Pricing Changes
On February 18, 2025, Klaviyo rolled out an update for its pricing policy. We’re going to explain all the Klaviyo pricing updates and answer questions like:
- How can you adjust your email strategy to maintain profitability?
- What does this mean for your business’s bottom line?
- How can you maximize Klaviyo’s value to justify the higher pricing? Is it worth it at all?
| Klaviyo Pricing Update in 2024 | Klaviyo Pricing Update in February 2025 |
|---|---|
| 🔹The new price plan was applied to legacy accounts established before April 2023. 🔹Klaviyo billed according to the quantity of active profiles. 🔹To make the transition easier for legacy users, the company set a 25% price increase cap. 🔹Klaviyo included features like temporary plan increases and auto-downgrade. | 🔹Billing is based on the active profile count. 🔹90-day suppression jail. 🔹Automatic plan upgrades. 🔹Auto-downgrade option. 🔹Klaviyo has set a 25% cap on the first month's increase. |
- Billing based on the active profile count
The biggest change, which did not apply to everyone, was a transition from pricing based on email volume to billing based on active profiles. Klaviyo altered its pricing for new clients in April of last year. Any account formed after April was billed based on active profiles rather than the number of emails delivered per campaign or payment period.
In the past, you might have had 100,000 subscribers and just paid for 50,000. However, beginning in April of last year, new customers were required to pay based on the number of active profiles. Accounts created prior to April of last year remained on legacy pricing.
Now, the Klaviyo pricing update that occurred in February converts those previous accounts to the new price plan. You can no longer pay for a lesser tier if you have a larger number of active members.
So, if you have 100,000 subscribers but only paid for 50,000, your plan will now default to 100,000—unless you clean up your list and reduce the number of active customers. Otherwise, you will have to pay more.
Important Note: Active subscribers are essentially everyone to whom you can send emails. No matter how many people you’re actually emailing, you’re paying for the number of active subscribers. You can still send to a smaller group, but you must pay for the whole count.
- First-month 25% increase cap
Another significant feature of this modification is the 25% cap. Let’s imagine you have a million members but only paid for 100,000. Now, under the new pricing, you should technically pay for the entire million, but instead of increasing from $1,000 to $10,000, Klaviyo limits the growth to 25%. So you would pay $1,250.
In such an instance, you’re essentially purchasing a higher-tier plan at a reduced price. So, we advise using Klaviyo list cleaning without necessarily reducing your account size, because you’re now getting more value for less money.
For those who were already paying the full fee, nothing has changed—except that you may wish to shorten your list size to save money.
- Automated plan upgrade/downgrade
Auto-upgrade is not a new concept; it has existed for quite some time. If you go above your plan, Klaviyo will automatically bump you up. However, the new features are:
- Auto-downgrade: If your list reduces (due to suppressions or unsubscribes), Klaviyo will downgrade you to a lower-tier plan for the following month.
- Temporary plan expansion: If you anticipate sending more emails in a particular month, you can temporarily upgrade your plan. At the end of the month, it will automatically revert.
We believe that this is an excellent automation. No other platform offers auto-downgrades like Klaviyo. Marketers always had to do it manually, which required a lot of mundane work and calculations.
- Suppression jail
Once a contact has been unsuppressed, you cannot suppress them again for 90 days. This means that if you revive a dormant profile, you agree to pay for it for at least three months, regardless of whether they participate.
Klaviyo Cost Changes Outline: This price shift is not negative. It would have been if it had gone into effect instantly for all accounts. However, with a 25% cap, it’s more advantageous overall. This change demonstrates to clients the benefits of list cleaning and how it affects cost. As a result, brands just need to devote more attention to cleaning and re-engagement.
Current Klaviyo Pricing
Currently, Klaviyo comes in three price tiers, with the first being free and the other two starting at $20 a month. However, as the number of users and SMS/MMS credits rises, so does the cost of the plans.
- Free Plan
Although it includes a monthly cap of 250 contacts, 500 emails, and 150 SMS/MMS credits, the Klaviyo Free package is great for new users and businesses.
The email-only package costs $20 per month for up to 500 connections. Except for a monthly maximum of 150 SMS/MMS credits, email send limits, and chat support (also known as email help) are unlimited under this plan. If you only want to concentrate on one channel, you can select the Email plan, or you can select the whole suite that includes both email and SMS marketing tools.
- Email + SMS
Klaviyo’s email and SMS package costs start from $20 per month. While all plans contain 150 SMS message credits by default, this one allows you to upgrade to 450,000 message credits. Of course, the price for the plan will grow proportionally to your list.
Additionally, users can get more advanced features to enhance their marketing efforts, such as the Review, Analytics, and CDP tools. For this functionality, Klaviyo offers separate pricing, which we’ll also analyze in detail further in the blog post.
How Klaviyo Pricing Works
The pricing plans and a clear price calculation methodology that is dependent on the number of clients are displayed on Klaviyo’s website. The service provider wants its customers to avoid going over budget, so they can select the best plan and pay based on the number of subscribers and SMS/MMS credits.
Klaviyo’s SMS rates are independent of the size of your contact list. It is a subscription add-on that is connected to the base platform packages. You lose credits if you don’t utilize them because they don’t carry over from month to month. Additionally, the cost of these credits varies according to the country you intend to reach.
To help their clients understand the expected Klaviyo price ranges based on their needs, the company added a useful calculation feature to their pricing page. You can move the slider to adjust the number of active profiles and the required SMS/MMS credits to see the Klaviyo monthly cost for your case. For SMS, you can also check prices per send according to your destination by choosing the country under the sliders.
Which Klaviyo Pricing Plan to Choose
With the question “How much does Klaviyo cost?” being answered, the problem of choosing between available options arises. Each plan opens access to different email marketing functionality and levels of advanced features. Let’s see what exactly you can get with these packages and tools.
1. Klaviyo Free Plan Pricing
Best For: Emerging Brands
Maximum Active Profiles: 250
Maximum Monthly Email Sends: 500
Monthly SMS/MMS Credits: 150
Klaviyo offers a free subscription that allows customers to test the platform. While it has a smaller toolkit than paid subscription programs, it is ideal for businesses that have recently started using email marketing and do not possess a large contact list. The free plan provides an excellent opportunity to learn the ins and outs of the platform, become acquainted with the interface, and discover the benefits of working with Klaviyo. After evaluating the features, many customers upgrade their plans to access more useful tools and enhance their marketing efforts.
Klaviyo Free Plan Features
- Built-in reporting dashboards
- Email support (first 60 days)
- Klaviyo Help Center
- Mobile push marketing channel
- Academy courses
Who Should Use the Free Plan?
Klaviyo’s Free plan has a lot to offer startups and young businesses. However, if you wish to have access to more sophisticated features, you should upgrade your plan to one of the paid options.
2. Klaviyo’s Email Pricing Plan
Best For: Small and Mid-sized Businesses
Maximum Active Profiles: Unlimited
Maximum Monthly Email Sends: Unlimited
The cost for this plan starts at $20 for up to 500 contacts and then increases by approximately $10-15 for every 500 profiles added. For businesses with more than 250,000 contacts on their list, the company offers to contact their representatives for custom pricing.
| Active Profiles | Emails per Month | Price |
|---|---|---|
| 251 – 500 | 5,000 | $20 |
| 501 – 1,000 | 10,000 | $30 |
| 1,001 – 1,500 | 15,000 | $45 |
| 1,501 – 2,500 | 25,000 | $60 |
| 2,501 – 3,000 | 30,000 | $70 |
| 5,001 – 5,500 | 55,000 | $110 |
| 6,501 – 10,000 | 100,000 | $150 |
| 10,001 – 10,500 | 105,000 | $175 |
Businesses can easily build, automate, and optimize email marketing campaigns using the Email plan. Although it might cost more than some of its Klaviyo competitors, its advanced features make it perfect for brands that are looking to expand.
Email Plan Features
- Customer profiles with all-time data
- 350+ built-in integrations
- Built-in reporting dashboards
- Email support
- Generative AI
- Email deliverability score
- Predictive analytics
- Klaviyo logo removed from emails
- Reviews available (added cost)
- Advanced Klaviyo Data Platform (added cost)
- Customer product recommendations
- Klaviyo Help Center
- Mobile push marketing channel
- Academy courses
Who Should Opt for the Email Pricing Plan?
This pricing tier is ideal for mid-sized firms with a solid foundation. For companies that are prepared to grow, the platform’s sophisticated segmentation, automated workflows, and real-time data can make the premium worthwhile. For companies that desire greater customization and client lifecycle marketing, Klaviyo offers value that many less expensive options just cannot match.
3. Klaviyo’s Email + SMS Plan Pricing
Best For: Pre-enterprise Brands
Maximum Active Profiles: Unlimited
Maximum Monthly Email Sends: Unlimited
Monthly SMS/MMS Credits: 450,000
Pricing for this plan depends not only on the number of active profiles but also on SMS.MMS credits your business requires. For example, if your strategy focuses on SMS marketing and demands higher volumes for text message campaigns, even with smaller lists, your costs will be higher.
Example:
- The Email + SMS plan for 500 contacts with 5,000 emails and 150 SMS credits costs $20.
- However, if you increase SMS/MMS credits to 1,250 for the same 500 contact list with the same 5,000 emails, the cost will also increase to $35.
Even though the website provides information on costs only for up to 250,000 profiles on the list, you can reach out to the sales team for a custom plan if you have more.
Email and SMS Plan Features
- Customer profiles with all-time data
- Built-in reporting dashboards
- 350+ built-in integrations
- Email support
- Generative AI to create content fast
- Multi-channel segmentation
- Multi-channel attribution
- SMS Smart Opt-in
- Multi-channel A/B testing
- Email deliverability score
- Predictive analytics
- Klaviyo logo removed from emails
- Customer product recommendations
- Mobile push marketing channel
- Klaviyo Help Center
- Academy courses
Who Should Use the Email and SMS Plan?
For seamless, data-driven campaigns across both channels, brands seeking to enhance client engagement through integrated email and SMS marketing should use Klaviyo’s Email+SMS plan.
4. Klaviyo Reviews Pricing
This Klaviyo Reviews pricing plan allows you to gather, organize, and show off your product reviews. The number of orders placed in your store per month determines Klaviyo Reviews pricing. The price starts at $25 for 250 orders and can reach up to $20,000 for a million monthly orders.
Reviews Tool Features
- Collect and show reviews in Klaviyo, using your brand assets.
- Use review data to create targeted campaigns.
- Create automated review requests and responses.
Who Should Use the Reviews Tool?
Klaviyo’s Reviews tool is great for ecommerce businesses wishing to collect, display, and capitalize on feedback from customers to increase trust and sales.
Klaviyo Analytics Pricing
Klaviyo’s Marketing Analytics plan is a premium add-on that offers more in-depth, adaptable insights into consumer behavior, product performance, and the general well-being of businesses. The cost of this tool starts at $100 for up to 13,501 contacts and increases with the number of active profiles on your list.
Analytics Tool Features
- Marketing and segment performance reports
- Industry benchmarks
- Predictive analytics and customer lifetime value
- Customizable attribution and metrics
- Advanced personalization with customizable RFM analysis
- Customer behavior funnels and cohort reports
- Advanced, actionable purchase patterns and catalog insights
- Audience and conversion dashboards
Who Should Use the Analytics Tool?
This plan is great for marketers who want to improve personalization, optimize campaign timing, and make data-driven decisions to increase revenue.
5. Klaviyo CDP Pricing
The Advanced KDP, another name for the Klaviyo Customer Data Platform (CDP) package, provides a centralized perspective for analytics, customer support, and marketing by integrating customer data from several sources. The Klaviyo CDP pricing plan, which allows you to manage up to 100,000 profiles, starts at $500 per month.
CDP Tool Features
- Connect data from 350+ integrations
- Unified, lifetime profiles
- Predictive analytics
- Real-time segmentation
- Catalog insights for cross-selling
- Data export to third-party destinations
- No-code data transformations
Who Should Use the CDP Plan?
Growing ecommerce organizations that want a single view of their customer data to provide more individualized and data-driven experiences across marketing, support, and product teams should consider using this tool.
FAQ
Is Klaviyo Pricing Viable for Small Businesses?
You might not be able to fully utilize some of the Klaviyo features if you’re just starting out and only need the most basic email marketing tools.
Although Klaviyo has excellent email automation features, small businesses should only utilize it if they want to grow rapidly and can afford the high cost to support Klaviyo’s pricing.
How to Reduce Klaviyo Prices?
Since the cost for this service now depends on the size of your list, you need to organize it thoroughly. Klaviyo facilitates the management of active profiles by suppressing and deleting them in bulk. Suppression removes unengaged profiles momentarily, whereas bulk deletion permanently deletes them to save money.
- Using re-engagement programs, like sunset flows, aims to reactivate dormant users before they are suppressed or deleted.
- You should not keep a large number of disengaged users; instead, re-engage them if possible before suppressing them.
- Because you are paying for all active profiles, be aware of the email send limits associated with your billing tier.
What are the Best Alternatives to Klaviyo in Terms of Pricing?
MailerLite, Omnisend, and Moosend are some of the most significant Klaviyo alternatives in terms of pricing, as they all offer generous free tiers and low-cost plans for increasing lists. These platforms offer reliable automation and email functionality at a lower cost, particularly for small to medium-sized organizations.
Read our previous article about the top Klaviyo alternatives to find more options.
Does Klaviyo Bill for Suppressed Profiles?
No, Klaviyo charges only for active profiles. That’s why we recommend cleaning your list by suppressing accounts that don’t respond to your re-engagement campaigns. Suppressing is also a better option than deleting them since you can always unsuppress them if they show interest in your brand in the future.
Does the New Klaviyo Pricing Affect SMS Profiles Somehow?
No, because SMS profiles never depended on how many SMS subscribers you have. SMS subscribers in Klaviyo are treated as active profiles, even if they sign up without an email address, and you are already paying for them under the active profiles model. SMS billing is credit-based, which means you pay for credits rather than SMS users directly. If you exceed your credit limit, you can upgrade automatically; however, unlike email, there is no auto-downgrade option for SMS.
Is Klaviyo Worth the Price?
Yes, the robust features of this software fully make up for the somewhat higher pricing options. Choose Klaviyo if you need marketing automation software that can manage everything, including advanced automation, segmentation, analytics, and data platforms, without breaking the bank.
Conclusion
Our analysis indicates that even with the recent update, Klaviyo pricing keeps the transparency of its billing mechanisms. After reading our post, you should have all the required information to choose one of the plans to upgrade your ecommerce store. If you need more assistance with this platform and your email marketing strategy in general, reach out to our Klaviyo experts right now.
