Is Klaviyo pricing still worth it? (2025)

Note: In January 2025, Klaviyo announced that it would automatically upgrade or downgrade customers based on their “active profile count” of subscribers. This is effectively a stealth price hike, as it pushes some customers onto a higher plan even though their list remains the same size. This follows Klaviyo’s pricing structure change on April 2 2024, when it started charging customers based on the amount of contacts in their list rather than their send volume, leading to a significant price increase for customers with larger lists. In comparison, Omnisend offers send volume pricing for brands with seasonal sending patterns or a high number of subscribers but low send volumes. All of our plans also include a free list cleaning tool to help you effortlessly maintain a high-quality list of contacts.

With Klaviyo’s pricing structure changing in 2022 and again in April 2024, selecting a plan can be challenging. This article provides a comprehensive review of the recent price increases and outlines Klaviyo’s current pricing model. It aims to assist you in making an informed decision for your ecommerce brand.

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Klaviyo pricing changes

Klaviyo is one of the most popular email platforms for ecommerce brands. More than 146,000 companies depend on Klaviyo for email marketing, SMS marketing, and audience segmentation. 

However, Klaviyo has recently changed its pricing structure, increasing pricing for users with larger subscriber lists. This change can significantly increase costs for larger companies, and coupled with the potentially high cost of SMS/MMS, it has led some customers to consider alternative platforms.

Existing Klaviyo pricing

Klaviyo offers three main pricing plans catering to different needs, each providing a variety of features, including segmentation, automation, forms, benchmarks, and over 350 integrations.

• Email and SMS plan starts at $35/month for 251-500 active profiles. This plan includes 5,000 monthly email sends, mobile push notifications, and applicable SMS carrier fees. Customers also have access to both email and chat support. The $35 includes 1,250 SMS/MMS credits.
• Email plan starts at $20/month for 251-500 active profiles. This plan includes 5,000 monthly email sends, mobile push notifications, and 150 free monthly SMS/MMS credits. This plan also covers applicable SMS carrier fees and provides email and chat support.
• Free plan is available at no cost. However, it is limited to 250 active profiles. This plan includes 500 monthly email sends, 150 free monthly SMS/MMS credits, and covers applicable SMS carrier fees. It also provides email support for the first 60 days.

Which Klaviyo pricing plan should you choose?

Like Omnisend, Klaviyo offers three tiers for email marketing:

• Free plan
• Email plan
• Email & SMS plan

The enterprise option, Klaviyo One, won’t be discussed here, but keep in mind that its price is 20% of your total monthly spend. If you spend more than $10,000 per month on your monthly plan, it will be mandatory to join Klaviyo One.

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 and SMS pricing is based on 1,250 base SMS/MMS credits a month

Klaviyo’s prices progressively increase as you add new profiles to your contact list. If you have less than 250 contacts, you can’t upgrade to a paid plan. If you have more than 250 contacts at one time, you’ll be forced to upgrade to a paid plan.

What’s more confusing is that Klaviyo’s SMS pricing is not based on your contact list size. It’s an add-on subscription that attaches to base platform packages. Credits don’t roll over month to month, so if you don’t use them, you lose them. And keep in mind that these credits cost more depending on the country you’re trying to reach.

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

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

1. Free Klaviyo pricing plan: Best for upstart brands

As a newer brand on the email scene, there’s virtually no downside to Klaviyo’s free plan. But keep in mind you won’t have access to all available features. If you have a contact list greater 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 per month isn’t all that bad for a relatively new brand. But if you hit the limit too early, you’ll be barred from sending emails for the rest of the month. 

Keep in mind that the 150 SMS credits can add up 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.

Who should use the Free plan?

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

Start free today without spending a dime.

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

This pricing tier works well for mid-sized brands that already have their feet on the ground. The features are robust and relatively accessible, but it’s still more expensive than other comparable plans on the market.

Email plan features

• Up to 250,000 contacts supported
• 10x contacts email sends a month
• 150 free monthly SMS/MMS credits
• Live email and chat support
• Personalized benchmarks

Klaviyo’s Email plan lets your brand effortlessly scale with a contact list that grows alongside you. You can send 10 different campaigns per month, which is far better than the two you get from the Free tier.

The Email plan also lets you investigate campaign results alongside industry benchmarks. This helps you evaluate your campaign’s performance alongside other brands in your niche, which can be very insightful as you hunt for a competitive advantage.

There are still some limitations to consider. 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, Klaviyo’s Email plan is a decent place to start. Just be prepared to pay up.

3. Klaviyo's Email and SMS pricing plan: Decent for pre-enterprise brands

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

Email and SMS plan features

• Monthly SMS credits that scale with your brand (up to 450,000 per month)
• Access to Onboarding Specialists and Customer Success Managers
• Up to 150,000 contacts supported
• 10 email campaigns to every active profile

This is the most robust 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 plan is free from restrictions. You won’t be able to get unlimited email sends as in previous years, so your brand might be inadvertently punished for growing too quickly. There have also been changes to how they handle Professional and Enterprise support. You now must spend over $5,000 monthly for Professional support and over $10,000 a month for Enterprise level support.

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

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

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

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

Who should use the Email and SMS plan?

This is a solid option for brands in the middle ground between big business and early enterprise. 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.

And 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 gigantic library of templates. Both platforms support automations within email and SMS campaigns. Best of all, they both support a variety of third party integrations.

But when it comes to pricing, Omnisend reigns supreme.

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

• Free: $0 per month for access to almost all features — the only limits are your contact list and email sends
• Standard: $16 per month for more monthly emails, and a customer success manager is available to anyone paying at least $400 monthly. Success managers meet with their customers regularly to help merchants improve their performance
• Pro: $59 per month for unlimited emails, priority support, and advanced reporting features for any campaign

Omnisend is less expensive than Klaviyo in virtually every plan. Just check out the chart below:

For the average brand, Omnisend is a whopping 44% less expensive than Klaviyo. And not only can you pick and choose the perfect fit for your brand, but we make it easy to save more on your next migration.

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

Apart from the dollar signs, Omnisend offers many of the things Klaviyo removed in its most recent pricing update.

• We offer access to dedicated customer success managers when your bill reaches $400 per month
• You can access unlimited emails using Omnisend’s Pro plan. Unlike Klaviyo, your brand can scale worry-free once it finds its stride
• We provide IP and contact list warm-ups to avoid deliverability issues, which accounts for bottlenecks that Klaviyo doesn’t address

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

Klaviyo's recent pricing changes, particularly the switch to per-contact pricing, have made it a less attractive option for many businesses, especially those with larger email lists. While it still offers a robust feature set, its cost can become significant as your list grows.

If you’re using Klaviyo for email marketing and unhappy about the pricing changes, you could turn to Omnisend to drop your monthly bill in a matter of minutes. And with a full 30% discount for the first 3 months, you can start on whatever plan works best for you.

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