Klaviyo pricing
Last updated . Figures are approximate and change with the market, so check current prices before you decide.
Klaviyo prices change, and the exact figure for your list depends on a calculator that only Klaviyo can run for you. This guide gives the structure of the pricing, the numbers Klaviyo publishes, and the habits that keep the bill from growing faster than your sales. Every figure below comes from Klaviyo's own pages and is dated.
The plans at a glance
Klaviyo sells email and text messaging as separate parts of one account. The pricing page lists a free plan and two entry paid plans, as of October 2026.
| Plan | Entry price | What sets the limit |
|---|---|---|
| Free | $0 | Up to 250 active profiles and 500 email sends a month |
| $20 a month | 251 to 500 active profiles, with more email sends than the free plan | |
| Email + SMS | $35 a month | The same 251 to 500 profiles, plus text message credits |
The prices in the table are entry prices for the smallest paid band. Klaviyo's own page describes its pricing as based on the number of active profiles and the volume of messages. Larger bands cost more, and the pricing page has a selector that shows the figure for your profile count.
What the free plan includes
Klaviyo says the free plan lets you create an account, sync your contacts, use the email and SMS editors, and build automations, segments and reports. If you go over 250 active profiles or 500 monthly sends, sending can be paused until the next billing cycle or until you move to a paid plan. Email support on the free plan runs for the first 60 days, after which you rely on the help centre and community.
For a shop that is just starting, this is enough to build a welcome email and an abandoned cart reminder and see how they behave before paying anything.
How the price scales with active profiles
Klaviyo's help centre explains that email billing is built around active profiles. An active profile is any profile that can be emailed through Klaviyo. That includes people who signed up through a form, and also people your store connection added because they placed an order or started a checkout without ever opting in to marketing.
Two rules matter for your bill:
- Your plan must cover your active profile count. If you pass it, you may be upgraded automatically at the next billing cycle.
- Suppressed profiles do not count toward the active total. They stay in your account but cannot receive marketing email.
Klaviyo also describes a monthly billing cycle that starts the day you begin a paid plan. When you reach a send limit you can allow flexible overages, which add capacity between your tier and the next one for that cycle, or you can upgrade.
How text messages are billed
Mobile messaging is billed separately from email. On dollar-based plans you pay upfront for the monthly spend you expect to need, with examples of $15 or $25, and unused dollars do not carry over to the next month. The free plan has a small monthly allowance. Prices per message vary by region and carrier, so check the rate for the countries you text before you add SMS.
What drives the bill up
Most unpleasant surprises come from the profile count, not from the plan price.
- A store connection that adds everyone. Shopify and WooCommerce connections can add profiles who bought or abandoned a checkout without opting in. They count as active unless you suppress them.
- Old lists. People who stopped opening years ago still count as active until you act.
- Imports. Uploading an old spreadsheet can move you up a band in one go.
- Adding SMS early. SMS has its own usage, so try it on one flow before turning it on for everyone.
- Growth you did not plan for. A good month for sign-ups can push you into the next tier, which is a nice problem but still a bill.
How to keep the bill down
Klaviyo's guide to active profile management describes suppressing profiles that show a long stretch of inactivity: no site visits, no purchases and no engagement with your messages. Suppressed profiles stop counting toward your active total. A few practical steps follow from the guide:
- Decide what long inactivity means for your shop. A candle shop with yearly gift buyers needs a longer window than a shop selling coffee every month.
- Send a short win-back series first. If someone has not responded to a product launch, a win-back email or a big sale, there is little reason to keep paying for them.
- Suppress the rest, then check your plan.
- Lower your plan tier after the clean-up. Klaviyo notes that a lower active profile count does not automatically lower your bill. You may need to choose a lower plan yourself, unless auto-downgrade is enabled, and a downgrade usually takes effect at the next billing cycle.
Be careful not to suppress too early. Klaviyo warns that people suppressed too soon may have returned later, and once suppressed they stay ineligible for marketing email even if they buy again. A manual suppression can be reversed if the person resubscribes, but suppressions caused by bounces or invalid addresses cannot.
When Klaviyo is worth it
Klaviyo suits shops where the email follows what the customer did on the site. A welcome email that knows which product a visitor looked at, a cart reminder that lists the items, and a follow-up after purchase all come from store data. If that describes your shop, the flows keep running in the background once they are built.
It is less obvious when you only send an occasional newsletter to a small list. In that case the free plan or a simpler tool may be enough, and the extra power of Klaviyo goes unused. Our comparison of Klaviyo and Mailchimp covers the trade-offs side by side.
A fair test: if you can name three automatic emails you would like to send but are not sending, and your list is already past a few hundred people, Klaviyo is worth a trial on the free plan. If you cannot, wait.
What the licence does not include
The plan price covers the software. It does not cover writing the emails, building the flows, checking deliverability or reading the reports. You can do all of that yourself, and many shops do. The cost is time, and the first setup takes longer than most owners expect.
How OnePDA helps
We set up and manage Klaviyo for small shops. Our Klaviyo service is €490 for setup of the three core flows (welcome, abandoned cart and post-purchase, with forms and tracking), then €390 a month for campaigns, flow improvements and a monthly report in plain words. Prices exclude VAT where it applies. You pay Klaviyo directly, and the account, the list and the data stay in your name.
We are an independent agency and are not affiliated with Klaviyo. We do not promise a revenue figure or an open rate. If you only need the free plan and a welcome email, we will say so. The broader email marketing and automation page explains how the work runs from first message to monthly report.
FAQ
How much does Klaviyo cost?
Klaviyo is free up to 250 active profiles and 500 email sends a month. As of October 2026, its pricing page lists email plans from $20 a month for 251 to 500 active profiles, and email plus SMS from $35. Larger lists cost more, so use the selector on Klaviyo's pricing page for your profile count.
Is Klaviyo free?
Yes, up to a limit. The free plan allows 250 active profiles and 500 email sends a month, with email support for the first 60 days. If you pass either limit, sending can pause until the next billing cycle or until you upgrade.
What is an active profile?
It is any profile that can be emailed through Klaviyo, including people who opted in and people your store connection added after an order or checkout. Suppressed profiles do not count, according to Klaviyo's help centre.
How do I lower my Klaviyo bill?
Suppress profiles that have been inactive for a long time, then check whether you can move to a lower plan. Klaviyo says a lower profile count does not lower the bill by itself unless auto-downgrade is on, and that a downgrade usually takes effect at the next billing cycle.
Does Klaviyo charge extra for SMS?
Yes. Text messaging is billed separately from email, and unused monthly dollars on dollar-based plans do not carry over. Rates vary by region and carrier, so check them for the countries you text.
Do I need an agency to use Klaviyo?
No. Many owners set up the free plan themselves. An agency saves time on the first three flows and the monthly improvements. Our Klaviyo agency prices are above if you would rather hand it over.