10 min read

Klaviyo Pricing Explained 2024 – Is It Worth The Price?

Written by Andriy Boychuk
10 min read
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    When you decide to step up your business and start utilizing email marketing, one of the most important things to choose is the right ESP. Out of numerous email marketing software providers out there, one of the most popular is, most definitely, Klaviyo. Offering a host of powerful features from laser-focused segmentation, email automation, pre-built templates, and so much more, it can really help you take your business to the next level. So now you want to learn more about the Klaviyo pricing right? No worries, we’ve got you covered!

    Today we prepared the ultimate guide to the Klaviyo pricing in 2023 to help you explore how much each plan costs and if this ESP is the perfect fit for your business. 

    Klaviyo for Email Marketing

    Over the past few years, we’ve recorded over 150 YouTube videos and written a few dozen articles on Klaviyo tips, tricks, and strategies.

    However, we still get a lot of questions about Klaviyo pricing, so we decided to break it down in this article.

    → You can watch our Full Klaviyo Review video here.

    When it comes to email marketing software, we strongly recommend Klaviyo. As an ESP specifically designed for online stores, Klaviyo offers robust features to help you sell, not just send emails.

    In case you’re also looking to connect with your customers through SMS, Klaviyo provides an SMS platform that works in sync with your emails, for even better results.

    → We produced a very insightful article that will help you learn all about Klaviyo SMS marketing.

    Klaviyo Pricing Changes in 2022

    Earlier in 2022 Klaviyo announced a few changes to their pricing that we’re going to list below:

    • The removal of unlimited email sends
    • Price increases (these apply to their larger customers)
    • Klaviyo Pricing – A Free Start Klaviyo pricing plans.
    • A few changes to their SMS pricing model
    • The launch of a new enterprise – Klaviyo One (grade pricing tier)

    Speaking about the Klaviyo SMS marketing, the pricing has been increased recently due to the higher carrier costs. From now on, you’ll be charged for a set number of SMS credits that you can use to send out both SMS and MMS messages each month.

    When it comes to the Klaviyo email, what’s new is that the sending volume is capped at 10x the number of your total contacts. That said, if you have 1000 contacts for instance, you’ll be able to send out 10,000 emails per month.

    Now let’s dive deeper into the Klaviyo pricing plans.


    Klaviyo Pricing – A Free Start

    Klaviyo has a low barrier to entry.

    And by “low” we mean that you can start setting up the system fully without paying them a single dollar.

    They don’t hide or lock any of their features for free account users. You can connect your eCommerce store to Klaviyo and integrate all other software you may use.

    Your Klaviyo account will start to collect and store information for free while you create email automation (aka “flows” in Klaviyo).

    And that’s one of the crucial things when it comes to your email marketing strategy.

    The other ESPs don’t provide this kind of service. You need to upgrade your account to the paid one to get this kind of benefits. But with Klaviyo, you can take your time and set it up without any risk of losing money.

    Klaviyo Pricing per Month

    To summarize, the price for Klaviyo services per month depends on the size of your email list and the number of emails you want to send out every month.

    The image below explains the evolution of the price based on the number of contacts.

    Klaviyo pricing

    As you can see, there are two types of plans:

    • The free plan
    • The paid plan (Email Only, Email + SMS services)

    The Free Plan

    The free plan includes:

    • Up to 250 contacts
    • Up to 150 SMS/MMS credits
    • Up to 500 email sends
    • Email Support for the first 6o days

    What does ‘Up To 500 email sends’ mean?

    It means you’re able to send only 500 emails in total per month.

    If, say, you have 250 contacts, that will amount to only 2 campaigns.

    If your list is smaller and you have only 100 contacts, you’ll be able to send 5 campaigns to 100 contacts.

    If you have 300 contacts and want to send them one campaign, the system won’t work. This is when you’ll need to upgrade to a 500 contacts plan (the paid one).

    The Paid Plan

    The paid plan starts from 251 contacts and allows 5,000 emails. And with the Email + SMS plan you’ll also get 1,250 SMS/MMS credits at start.

    In addition to that, on the paid plan you’re getting additional support via live chat which you can find in the top right corner of your Klaviyo account.

    Klaviyo support

    To know exactly the price for your email list, you can use the Klaviyo online calculator.

    • Write the number of contacts you have
    • Click on ‘Calculate’
    • You now have your Klaviyo pricing.

    What Is Considered to Be a Contact in Klaviyo?

    It’s worthwhile to note the definition of the contact you are paying for.

    There are two types of contacts (aka Profiles in Klaviyo)

    • Active
    • Suppressed.

    In the example below, the account has a total of 504,821 contacts or profiles.

    Out of those 500K+ profiles, only 207,092 of them are active and 297,729 are suppressed.

    As Klaviyo charges you only for Active Profiles, the company in this example only pays for 207,092 contacts.

    Klaviyo Constacts

    Pros and Cons of Klaviyo Pricing

    Here are a few other things you need to consider when it comes to Klaviyo pricing.


    How do you like the companies where you click on pricing, and it says “schedule a demo” instead of providing you the info you need? Here at Flowium we are very transparent with our pricing plans and that’s why we are not huge fans of these things.

    But Klaviyo, in contrast to many other ESPs, has very transparent and simple pricing which we believe is a huge benefit for all future users. It allows you to set up your expectations from the very beginning. You get to choose what you pay, and there are no hiden costs and surprises. 

    The Advantage Of Simplicity

    Klaviyo pricing doesn’t have a variety of pricing plans – you can either choose Email only, or Email+SMS/MMS paid package. The prices only vary based on the number of contacts you have.

    For comparison, here is the Hubspot pricing page.

    Hubspot pricing comparison

    Okay, as email marketing experts, we do marketing for a living, right? But even we don’t understand their pricing structure without spending a while on their pricing page and reading through all the benefits and features.

    No setup cost

    It’s very rare nowadays that SaaS would charge for the setup.

    However, there are some old-school SaaS companies that, in addition to the monthly fee, also charge a one-time non-refundable setup fee.

    Klaviyo doesn’t have any setup fee. More so, the setup is intuitive and doesn’t take too much time.

    All features included

    The majority of email marketing software out there have a lot of features.

    In general, they’re all very similar from company to company, but here’s a catch.

    Many companies have a free or a low-cost account which limits the number of features you get. Here’s just an example of an ActiveCampaign plans comparison.

    ActiveCampaign pricing comparison

    By the way, if you’re deciding between ActiveCampaign and Klaviyo, read the full comparison of their features in this article ActiveCampain vs Klaviyo.

    In Klaviyo you get all the features even on the free account, they don’t divide them by plans. When they release a new feature, everybody gets access to it.

    No charge per user

    When you start doing email marketing for your online store, you’re probably not going to do it by yourself. That said, you most likely need to give access to more than one person in your ESP.

    Some email service providers limit the number of users in free and low-cost accounts, but in Klaviyo there is no limitation to the users. You can add as many users as you want at no extra cost.

    No charge per user-level access

    We might take it for granted with Klaviyo, but they have a 6-user access level and they don’t charge extra for it.

    There are many other companies that charge for this feature, including ActiveCampaign.

    In the example below, if you want to give limited access to another user, you need to upgrade your plan to the next one which costs 80% more than the regular one.

    Klaviyo pricing explained


    Klaviyo doesn’t offer any migration services or at least it doesn’t advertise it publicly.

    ConvertKit does a good job with migration services. You just need to be on a paid plan for at least $29, and they will migrate the account for you.

    Klaviyo migration

    But if you have a lot of subscribers and Klaviyo wants your business among their customers, there might be a possibility for you to get a deal.

    We’re one of the few Klaviyo partners who offer a 50% off discount for the migration service if you are a Shopify Plus user looking to migrate to Klaviyo.

    Typically our migration cost is $1,500 but only for Shopify Plus users, our services will be discounted thanks to The agreement we have with Klaviyo.

    How Klaviyo pricing influenced Flowium pricing

    We found Klaviyo’s pricing so well-positioned that after studying it more closely, we changed how we price our service as well.

    In the past, we did unique pricing for each customer. We were estimating the price based on a number of different criteria.

    That didn’t work for us because it was time-consuming and we couldn’t provide a clear answer about the service cost before we did our estimate.

    That’s why we decided to create plans. Each plan’s pricing varies only on one variable – the number of campaigns per month.


    Positioning our price this way made it clear both for us and the customer how much we charge and how the cost will change if they want to send fewer or more campaigns.

    Bottom line

    To sum up, Klaviyo pricing is the most transparent on the market according to our research. So, if you decide to level-up your eCommerce store and you decide to go with the Klaviyo, you should have all the information you need. 

    In case you need help with your email marketing strategy, our experts are ready to help. Book a Free Consultation call today and see what we can do for your business.


    Frequently Asked Questions

    When does Klaviyo stop being free?

    Klaviyo’s free plan is for email lists up to 250 contacts. As soon as you start sending email campaigns to more than 250 people, you need to pay. The price grows exponentially with your email list.

    What is the advantage of Klaviyo’s pricing system?

    The main advantage of the “pay per subscriber” system is that all Klaviyo’s features are available for everybody, not depending on the price you are paying per month.

    How can I know exactly how much I would have to pay for Klaviyo’s service?

    Klaviyo’s pricing system is very transparent. You can easily calculate your costs online, on Klaviyo’s website. You just need to enter the number of contacts your email list contains, and you will see the exact price of your subscription appear.

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