Is Klaviyo pricing still worth it? (2025)

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In January 2025, Klaviyo announced a billing update that aligns each customer’s pricing plan with their active profile count. If your active contact list grows, your Klaviyo pricing will automatically upgrade at the next billing cycle unless you suppress or delete some profiles in time. 

Klaviyo also allows auto-downgrades or the option to choose flexible sending during peak periods, giving users some control, but only if manually enabled. 

These changes follow earlier updates from 2022 and 2024, when Klaviyo shifted to list-size-based billing. 

For brands with large but inactive lists or seasonal spikes in email activity, these recent Klaviyo pricing updates can lead to unexpected costs. 

This article has been updated for 2025, and we’ve comprehensively reviewed the new Klaviyo pricing model to help you make an informed decision.

Klaviyo pricing changes 

Klaviyo is one of the most popular email platforms for ecommerce brands. More than 169,000 companies depend on Klaviyo for email marketing, SMS marketing, and audience segmentation. 

However, with the recent Klaviyo pricing change, the cost impact is particularly high for businesses with high contact counts but low send volumes or those relying on SMS/MMS. 

Additionally, legacy accounts (those created before the updates) will also experience increased costs from the new Klaviyo pricing structure. This leads business owners to consider alternative platforms to Klaviyo.

Existing Klaviyo pricing

Klaviyo offers three main pricing plans catering to different needs. The features include segmentation, automation, forms, benchmarks, and 350+ integrations.

• Email + SMS plan: Starts at $35/month for up to 500 contacts. This Klaviyo pricing tier includes 5,000+ monthly email sends and 1,250 SMS/MMS credits, along with access to predictive analytics, customer product recommendations, and multi-channel A/B testing. 
• Email plan: Starts at $20/month for up to 500 contacts. This plan includes 5,000 monthly email sends. It provides access to core features like predictive analytics, mobile push marketing, and generative AI. Email support and Klaviyo logo removal are also included.
• Free: Includes 500 monthly email sends and 150 SMS/MMS credits, but is limited to only 250 active profiles. You’ll have access to mobile push marketing and academy courses. Email support is available for the first 60 days only. 

Which Klaviyo pricing plan should you choose?

Unlike Omnisend, which includes all standard features on all plans, Klaviyo offers three tiers for email marketing:

• Free 
• Email 
• Email + SMS

The enterprise option, Klaviyo One, won’t be discussed here, but keep in mind that its price consists of an additional 20% of your total monthly spend. And if you spend more than $10,000 per month on your monthly plan, it will be mandatory to join Klaviyo One under enterprise-level Klaviyo pricing (which means paying 20% more).

Here’s a quick breakdown of each plan’s features and prices:

And here’s what you’ll pay as your contact list gets bigger: 

Klaviyo pricing based on contact list size

The Email + SMS Klaviyo pricing is based on 1,250 base SMS/MMS credits a month

Klaviyo pricing increases as you add new profiles to your contact list. If you have fewer than 250 contacts, you can’t upgrade to a paid plan. If you have more than 250 active contacts at one time, you’ll be forced to upgrade to a paid plan.

Klaviyo SMS pricing works as an add-on to your base plan. It’s not tied to your number of contacts, but you can’t access it unless you’re on a paid tier. 

You choose how many SMS/MMS credits you want each month, and pricing adjusts accordingly. Keep in mind that credits don’t roll over, and sending to international numbers can cost more credits per message.

As you can see, there’s a lot to consider about the updated Klaviyo pricing plans. 

Let’s see which of them might be the best for your business.

1. Free Klaviyo pricing plan: Best for startup brands

As a newer brand on the email scene, there’s virtually no downside to the Klaviyo free plan. However, you won’t have access to all features. If your contact list is more than 250 active profiles, you’ll need to upgrade.

Free plan features

• Create an account
• Import and sync your data
• 150 free SMS and MMS credits
• Customize templates and emails

Access to 500 emails/month isn’t that bad for a relatively new brand. However, if you hit the limit too early, you’ll be barred from sending emails for the rest of the month. 

Keep in mind that 150 SMS credits can get consumed fast. It might take just one credit to reach a contact in the US, but it will take five credits to reach contacts in the UK. Some countries don’t support MMS sends either, which means you need to be strategic about how and when you use your freebies.

Additionally, Klaviyo’s free plan lacks features like multi-channel segmentation, A/B testing, and attribution. They’re available only on other Klaviyo pricing plans. 

Who should use the Free plan?

Startups and young companies find a lot to love in Klaviyo’s Free plan. However, if you want more advanced features like web push notifications and custom audiences, you’re better off with a provider like Omnisend.

Start free today without spending a dime.

2. Klaviyo’s Email pricing plan: Best for SMBs

This Klaviyo pricing tier works well for mid-sized brands. The features are powerful and relatively accessible, but it’s still more expensive than other comparable plans on the market.

Email plan features

• 250,000+ contacts supported
• 10x your contact list in email sends a month
• 150 free monthly SMS/MMS credits
• Live email and chat support
• Personalized benchmarks

Klaviyo pricing for the Email plan lets your brand effortlessly scale with a contact list that grows alongside you. The Free plan allows you to send two different campaigns per month, while the Email plan allows up to 10. 

It also lets you evaluate campaign results alongside industry benchmarks, helping you see how well your campaign is performing alongside other brands in your niche. 

There are still some limitations to consider with this Klaviyo pricing plan. Remember that additional SMS use requires an add-on. Your 150 free credits are a decent start, but they won’t cover larger contact lists.

Who should use the Email plan?

If you’re comfortable with email marketing tools without any of the bells and whistles, the Email plan is a decent place to start. Just be prepared for a Klaviyo price increase.

3. Klaviyo’s Email + SMS pricing plan: Decent for pre-enterprise brands

If your company is in an awkward transition phase between SMB and enterprise, the Email + SMS plan may be what you’re looking for. However, you won’t have access to unlimited emails, so you’ll still pay in full for all your active profiles.

Email + SMS plan features

• Monthly SMS credits that scale with your brand (Contact the sales team to find out more)
• Access to Onboarding Specialists and Customer Success Managers
• 250,000+ contacts supported

This is the most advanced plan offered by Klaviyo. You can access all of its features at once, including customer success managers and onboarding specialists.

But that doesn’t mean this Klaviyo pricing plan is free from restrictions. You still won’t be able to get unlimited email sends, making it challenging when your brand grows too quickly. 

There have also been changes in how it handles Professional and Enterprise support. You now must spend over $5,000 monthly for Professional support and over $10,000 a month for Enterprise support.

This plan also has the potential to get expensive fast. SMS credits are priced separately from email costs, which means the final price depends on the number of texts you send per month.

For clarity, here’s a quick chart of Klaviyo’s SMS pricing:

Keep in mind that this list doesn’t include the actual Klaviyo pricing of your plan. If you’re reaching a max of 10,000 contacts/month, you’ll pay $150 on top of the $90 required by your SMS plan.

If you don’t factor these prices in advance, your monthly Klaviyo cost can get expensive fast.

Who should use the Email + SMS plan?

This is a solid option for mid-sized brands. However, it still doesn’t outshine tools like Omnisend, which offers email and SMS together at the same price. You can access unlimited email sends without paying extra per contact, and pay an average of 44% less per month.

If you’re migrating an existing account from Klaviyo, you’ll save even more.

How Klaviyo pricing compares to Omnisend pricing

Klaviyo and Omnisend share many of the same features. Both offer no-code email builders with a wide library of templates. Both platforms support automations within email and SMS campaigns. Best of all, they both support a variety of third-party integrations.

However, when it comes to Klaviyo pricing vs Omnisend pricing, Omnisend reigns supreme.

With Omnisend, you have three pricing plans to choose from:

• Free: Up to 250 contacts and 500 emails/month
• Standard: $16/month for 500 contacts and 6,000 emails
• Pro: $59/month for 2,500 contacts, unlimited emails, advanced reporting features, and a monthly bonus of SMS credits equal to the value of your plan price

Omnisend is cheaper than Klaviyo in almost every plan. Just check out the chart below:

For the average brand, Omnisend is 44% less expensive than Klaviyo plans. And not only can you pick and choose the perfect fit for your brand, but we’ll save you the headache of your migration.

Current Klaviyo users can migrate to Omnisend for free, regardless of their monthly spend. By reproducing your key segments, automations, and signup forms, we’ll have you up and running in just three days.

Omnisend also offers many of the things the Klaviyo pricing update doesn’t include:

• Access to dedicated account expert when your bill reaches $400/month
• Access unlimited emails using Omnisend’s Pro plan, so you can scale worry-free
• IP and contact list warm-ups to avoid deliverability issues, accounting for bottlenecks that Klaviyo doesn’t address
• 24/7 live chat and email customer support for all users, regardless of the plan

For more information, use our email pricing calculator below to quickly compare costs and features with Klaviyo. Simply input your desired number of contacts, select Klaviyo from the list, and see how Omnisend stacks up against it.

Summary

So, now you know how much Klaviyo costs and how the Klaviyo prices change. Particularly, the switch to per-contact pricing has made it a less attractive option for many businesses, especially those with larger email lists. While it still offers a vast feature set, Klaviyo pricing can increase as your list grows.

If you’re using Klaviyo for email marketing and are unhappy about the Klaviyo pricing changes, you could turn to Omnisend to drop your monthly bill. With a 30% discount for the first three months and access to all features, you can start on whatever plan works best for you.

Ready to give Omnisend a try for your email marketing campaigns? Make the switch today — or give it a go for free.

Klaviyo pricing FAQs