Klaviyo pricing in 2026: Plans, costs, and what ecommerce brands pay

Klaviyo pricing uses active profiles in 2026, a change introduced in February 2025 to move away from the number of profiles you email, in line with most other tools. Its Email plan costs $20/month for 500 contacts and 5,000 emails.

The move to active profiles raised costs for many businesses and made list hygiene a non-negotiable activity to keep costs in check.

As you scale active profile tiers and add contacts to your Klaviyo plan, the cost increases by $10, $15, or $20/month up to 30,000 profiles. The tier prices become more extreme after that, starting from $50 per additional tier.

There’s a lot more to know about Klaviyo pricing, including what its plans cover, whether it offers good value for the features you get, and what other brands pay. This article explains all to help you decide if Klaviyo is suitable for your budget.

Last updated May 2026.

What changed with Klaviyo pricing in 2025

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.

How the February 2025 billing update works

Klaviyo didn’t charge for the total number of active profiles before February 2025. Instead, it counted the profiles you emailed to as your quota. So, if you had 3,000 contacts, but emailed half of them, you would need a plan for 1,500 contacts.

Now, you need a plan for those 3,000 contacts. Your Klaviyo price is higher because of that; you are paying for all the profiles in your account, even those you don’t email. 

Another change made in February 2025 was the auto-upgrade mechanic, which automatically moves you to the next plan on your following Klaviyo billing cycle when your active profile count crosses a tier threshold.

The 90-day suppression lock explained

Suppressing contacts keeps them away from your active profile quota, but once you unsuppress a profile, you can’t suppress it again for 90 days.

The consequence is that if you unsuppress a contact to include them in a one-time campaign, or send them a re-engagement email, you pay for them across three billing cycles before you can remove them again, which could increase your costs at scale.

Appreciation discount for legacy customers

If you had a Klaviyo subscription set up before February 2025, Klaviyo’s pricing change to active profiles would likely force you into a more expensive tier. 

It’s a frustrating situation, and Klaviyo knows it, so it provides a 25% cap on price increases. The cap means your bill can’t jump by more than 25% at once if you need a higher tier.

However, there’s a potential catch. Every time you downgrade, the discount shrinks by that amount. For instance, going from a $200 plan to a $175 plan means your $75 discount drops to $50. If it hits zero, the discount is gone for good.

Klaviyo pricing plans overview

The table below compares Klaviyo pricing from 250 to 250,000 contacts, using the 1,250 base SMS/MMS credits/month for comparison. Klaviyo only has one Email plan with all standard features, and a mobile messages add-on that adds SMS:

All Klaviyo pricing plans are accurate as of May 2026.

Free plan

Klaviyo’s free plan supports up to 250 active profiles and a 500-email send limit/month. It also provides 150 monthly mobile messaging credits. It’s suitable for small and startup ecommerce stores and testing out Klaviyo before committing to a paid tier.

The free plan has a few limitations to know about. You only get email support for the first 60 days (no chat support), it doesn’t let you use A/B testing in campaigns or flows, and it adds Klaviyo branding to your emails, forms, and other published elements.

Email plan

The Email plan starts from $20/month for 251-500 contacts and 5,000 emails/month, or a 10x profile send limit, with the same 150 mobile messaging credits you get in the free tier.

You get live chat and continuous email support, A/B testing, and complete removal of branding from your emails and other elements. It suits you if you’re a growing ecommerce business or a new one wanting access to all standard features.

Email + SMS plan

Klaviyo’s Email + SMS plan is the Email plan plus a mobile messages add-on. The minimum spend is $15/month for 1,250 SMS credits.

Once you have the mobile messages add-on in your plan, you can create multichannel flows and access reports for email and SMS channels. There are no additional standard features added, only multichannel ones to bring your email and SMS efforts together.

Klaviyo enterprise pricing

Accounts with more than $10,000 in monthly spend move over to Klaviyo One. There’s a mandatory 20% surcharge added to your plan, so $10,000/month turns into $12,000/month, or an extra $24,000 annually.

That 20% gets you dedicated account management, priority support, custom integrations, advanced analytics, and access to a customer success manager and onboarding specialist.

In contrast, Omnisend includes a customer success manager starting at $400/month and offers more value than Klaviyo across all tiers.

Klaviyo pricing by contact list size

The table below compares Klaviyo costs across 22 contact tiers up to 250,000. We have also added the Klaviyo price increases between tiers. The Email + SMS prices always increase by $15/month, in line with Klaviyo’s minimum credit spend:

Our table only goes up to 250,000 because Klaviyo quotes custom prices above that amount, which can change at any time and are subject to quotes.

To put those prices into perspective, it’s helpful to compare them to Omnisend, which also offers enterprise email marketing features.

Omnisend’s starting price is $16/month for the Standard plan, which includes 500 contacts and a 12x contact send limit. Its prices are lower than Klaviyo’s across the board.

Klaviyo SMS pricing: How credits work

How much is Klaviyo per month for SMS? That depends on your send volume.

Klaviyo lets you add mobile messages to your Email plan, with prices starting from $15/month for 1,250 SMS credits, a significant increase from the default 150 credits provided with the free and Email Klaviyo plans. 

The table below provides Klaviyo SMS pricing tiers from 150 to 450,000 SMS credits:

When you purchase mobile credits, you get the option to turn off the auto-upgrade feature for mobile messages, which adds additional credits should you exceed your credit limit.

As with all text messaging tools, the SMS messages in Klaviyo have a 160-character limit before they are segmented into two messages. MMS messages use three credits by default in the USA, so keep those factors in mind to keep costs down.

SMS credit costs by country

Sending mobile messages to your customers globally incurs different SMS credit rates, depending on where they are located. The table below covers the credit usage difference:

For instance, if you send only to USA customers, then to send 5,000 text messages, you need 5,000 credits. But if you’re sending to the UK, 5,000 text messages require 25,000 SMS credits, because one SMS requires 5 credits.

Omnisend offers better value if you’re a frequent SMS sender. $15/month for SMS credits in 2026 gives you 1,667 credits, compared to Klaviyo’s 1,250. Also, you can spend as little as $10/month for 1,111 SMS credits.

Another Omnisend advantage is global SMS coverage. It covers all markets, whereas Klaviyo restricts your SMS marketing to 24 countries as of May 2026.

Klaviyo add-on costs you should know about

Klaviyo has several optional add-ons that unify your customer data and provide deep insights into behavior and marketing performance:

Klaviyo Reviews

Klaviyo Reviews lets you collect product reviews in your emails and then display them in campaigns and automations. It also provides review flows for both channels and widgets you can add to your website.

The Email plan has 50 review orders as standard. The next tier is 250 for $25/month, increasing to $500/month for 10,000. There are 16 tiers, ranging from 50 to 1 million.

Klaviyo Marketing Analytics

Marketing Analytics is an advanced reporting feature that includes RFM, product, funnel, and cohort analyses, most helpful if you’re a large ecommerce store with complex customer journeys.

Pricing starts at $100/month for 13,500 active profiles, and then it has reasonable price jumps per 5,000 additional profiles. The step up to 15,000 is $5/month, for instance.

For comparison, Omnisend’s Pro plan, starting at $59/month, includes Advanced Reporting with most of what your ecommerce store needs, such as channel trends and segment performance.

Klaviyo Customer Data Platform

The Advanced KDP includes Marketing Analytics, but also provides warehouse data syncs, custom monitors, and no-code data transfers.

It’s Klaviyo’s enterprise-grade feature. You’re looking at a minimum spend of $500/month for 100,000 total profiles, with the next tier for 250,000 profiles costing $1,250/month. The max is 15 million profiles for $47,850/month.

Omnisend doesn’t require you to purchase an add-on for customer breakdowns. It includes AI-powered lifecycle stage maps across all plans and integrates with 200+ apps to bring all your data together and trigger advanced flows.

Why is Klaviyo so expensive as you scale?

The frustrating part of Klaviyo pricing is that you do not get more as you pay more. The feature set at $20/month is identical to the one at $720/month.

You get the same automations, segmentation, AI tools, and predictive analytics across all tiers, and need add-ons for more. Only the contact allowance grows. Your bill rises purely because your list does.

Active profiles count toward your bill in Klaviyo, and there’s a 90-day lock on re-suppressing contacts, so any profile you unsuppress stays on your bill for a minimum of 90 days.

Add-ons compound the problem. Klaviyo Reviews start at $25/month, Marketing Analytics at $100/month, and the Customer Data Platform at $500/month. SMS credits sit on top of all of it.

Cross $10,000 in monthly spend, and Klaviyo One kicks in automatically. It tacks a mandatory 20% surcharge onto your entire bill, with no opt-out available.

Self-serve Klaviyo plans have no annual billing discount, so there is no escape route. Every price increase hits in full.

Should you need email automation, SMS, segmentation, and reporting, Omnisend delivers comparable features with better value. You can compare Omnisend against Klaviyo and other tools, such as ActiveCampaign, using our calculator.

Real-world Klaviyo cost scenarios

Scenario 1: You’re a startup store with 1,000 contacts.

Klaviyo’s Email plan will set you back $30/month with no add-ons, letting you send up to 10,000 emails/month.

Omnisend’s Standard plan is $20/month, with the same contact count and a send limit of 12,000/month.

Scenario 2: Your 10,000 contact list is growing fast, and you need to scale

You’ll pay $150/month to Klaviyo for 10,000 contacts and then an extra $225 for an extra 10,000, so $375/month for 20,000.

Omnisend offers better value. Its Standard plan is $132/month for 10,000 contacts. Adding an extra 10,000 to reach a 20,000 contact limit costs $265/month, a $150/month savings versus Klaviyo.

Scenario 3: You have an established store with 50,000 contacts

50,000 active profiles costs $720/month for Klaviyo’s Email plan, letting you send 500,000 emails, effectively a 10x send limit.

Both Omnisend’s paid plans offer better value. The Standard plan is $413/month for the same contact count and a 12x send limit, and the Pro plan is $715/month with unlimited emails.

Once you’re spending over $400/month, Omnisend also provides an account expert, whereas Klaviyo requires a minimum spend of $5,000/month for professional support.

How Omnisend pricing compares to Klaviyo

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

Feature-by-feature value comparison

Omnisend offers more value than Klaviyo across all contact tiers and includes several premium features that Klaviyo charges for.

For instance, Omnisend’s Free Forever plan has 24/7 support, A/B testing, and customer lifecycle stages. It also supports web push notifications as a campaign and flow channel, a feature that Klaviyo doesn’t natively offer at any tier.

One of Klaviyo’s standout features is its deep Shopify integration, something that Omnisend matches, with additional apps for WooCommerce, BigCommerce, Wix, and other platforms. 

These native integrations ensure accurate sales and revenue attribution in Omnisend and enable you to build advanced segments and flows.

The table below compares their various features:

Klaviyo vs. Mailchimp pricing

Mailchimp is less expensive than Klaviyo at every tier and also cheaper than Omnisend. It starts from $13/month for the Essentials plan with feature restrictions.

Klaviyo is a more advanced enterprise email automation tool. Mailchimp is less capable of automations and is suitable for small businesses and stores with predictable customer journeys.

Omnisend offers enterprise features similar to Klaviyo’s. Use our email provider pricing comparison to compare Omnisend, Klaviyo, and Mailchimp:

How to reduce your Klaviyo costs

Klaviyo rewards active list management, and most stores leave money on the table by not staying on top of it. Five things move the needle:

1. Suppress unengaged profiles regularly. Anyone on your list who hasn’t opened an email in 90+ days is still on your bill, so remove your unengaged contacts.
2. Turn on auto-downgrade. It’s easy enough to do under Settings > Billing > Preferences, where you’ll find a toggle.
3. Watch what you send over SMS. An emoji or image turns your bog-standard SMS into an MMS at three times the credit cost in the USA. For a 10,000-send blast, that swing is meaningful.
4. Look hard at your add-ons and whether you need them. Reviews, Marketing Analytics, and the Customer Data Platform quietly stack hundreds onto your bill. If you’re not actively using one, cancel it.
5. Recheck your billing page after big list changes. Klaviyo doesn’t always downgrade you after a suppression sweep or a post-holiday drop-off. Don’t rely on it to automatically make the cost savings you want.

Taken together, these steps can knock 20–40% off your monthly bill without changing your strategy. The catch is that they require ongoing attention. Most stores set them up once and then drift.

Already optimized and still climbing?

If you’ve already done all of the above and your costs are still rising, it may be worth evaluating whether Omnisend can deliver the same results at a lower total cost. 

Omnisend offers free migration from Klaviyo valued at $1,000, including the transfer of segments, workflows, and signup forms. Your Klaviyo account can stay active while you test Omnisend to see if it’s a good fit for your business.

Summary

So, now you know how much Klaviyo costs in 2026 and how its prices have changed since February 2025, with the switch to active profile pricing making it a less attractive option.

If you’re using Klaviyo for email marketing and are unhappy about the Klaviyo pricing changes, it’s worth comparing Omnisend vs. Klaviyo pricing.

Omnisend has a lower learning curve without sacrificing ecommerce features. Its AI segment builder, MCP integration with ChatGPT and Claude, multi-store support, global SMS coverage, and customer breakdowns with lifecycle stages help maximize ROI.

You get everything you need to build multichannel experiences across your customers’ lifecycle, with better value at every tier.

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