Klaviyo doesn’t have a single flat price — cost scales with the number of active profiles in your account, not just how many emails you send. This explains how that pricing structure works and what it costs at common tiers, based on third-party analysis of Klaviyo’s published rate card as of May 2026, since Klaviyo’s own pricing page uses an interactive calculator rather than a static price list. Always check Klaviyo’s own pricing calculator for your exact current rate before subscribing. See the full Klaviyo profile for feature details.
Quick Pricing Summary
| Plan | Structure | Best For |
|---|---|---|
| Free | Up to 250 active profiles, 500 emails/month, 150 SMS/MMS credits/month | Testing the platform |
| Scales with active profile count (see table below) | Email-only marketing | |
| Email + SMS | Email tier price + SMS add-on from ~$15/month | Combined email and text marketing |
How Klaviyo’s Pricing Actually Works
As of a February 2025 structural change, Klaviyo bills based on active profiles — your entire contact list — rather than only the profiles you actually email. That means cost is driven by list size, not send volume. The table below reflects a third-party breakdown of Klaviyo’s Email plan at common profile counts; exact current pricing should be confirmed on Klaviyo’s own site, since rates and tier boundaries can change.
| Active Profiles | Approx. Monthly Cost (Email plan) |
|---|---|
| 500 | ~$20 |
| 1,000 | ~$30 |
| 5,000 | ~$100 |
| 10,000 | ~$150 |
| 25,000 | ~$400 |
| 50,000 | ~$720 |
Between these points, price generally increases in smaller increments (roughly $10-$20/month) as you cross each profile-count tier, rather than jumping straight from one listed price to the next.
Free Plan
Klaviyo’s free plan supports up to 250 active profiles, with a cap of 500 email sends and 150 SMS/MMS credits per month. It includes core email tools but limits access to some features — for example, A/B testing generally isn’t available, and Klaviyo branding remains on outgoing messages. Email support is limited to the first 60 days.
Email + SMS Add-On
Adding SMS/MMS to an Email plan starts at roughly $15/month for an initial allotment of SMS credits (around 1,250), on top of whatever the Email tier costs at your profile count.
Important Pricing Conditions and Limitations
- Pricing is based on total active profiles in your account, not how many people you actually email in a given month — a large unengaged list can cost more than expected.
- Klaviyo’s own site uses an interactive calculator rather than a fixed price table, so the figures above are a third-party approximation, not pulled directly from a static official price list.
- SMS/MMS credit allowances and costs are separate from the email-based tier price.
- Feature access (like A/B testing) can differ between the Free plan and paid tiers beyond just price.
Who Should Consider Each Plan
- Free: Very small lists (under 250 profiles) just getting started.
- Email: Stores or businesses that rely mainly on email marketing.
- Email + SMS: Ecommerce businesses that want text-message flows (cart abandonment, shipping updates) alongside email.
Potential Alternatives
See how Klaviyo compares to a more general-purpose platform in Mailchimp vs Klaviyo, how it fits specifically for online stores in Klaviyo for Ecommerce, or the full lineup in Best Email Marketing Software.
FAQ
Why does Klaviyo pricing vary so much between sources?
Because Klaviyo prices by active profile count on a sliding scale rather than a small number of fixed tiers, different profile counts land at different prices — there’s no single “Klaviyo price.”
Is there a free plan?
Yes, for up to 250 active profiles, with monthly send and feature limits.
Does Klaviyo charge for unengaged contacts?
Since the shift to active-profile billing, cost is based on your total active profile count rather than only who you actually send to, so list hygiene affects cost.
Can I get an exact price for my list size?
Klaviyo’s own website includes an interactive pricing calculator that gives an exact current quote for your specific profile count — that’s the most reliable source for a precise number.
Conclusion
Klaviyo’s pricing scales with your active profile count rather than a flat monthly fee, so the right way to estimate cost is against your actual list size using Klaviyo’s own calculator, not a single quoted number. For how it compares to alternatives, see Mailchimp vs Klaviyo, Klaviyo for Ecommerce, and Best Email Marketing Software, or browse more platforms in our Marketing Software hub.