Klaviyo Pricing 2026: Free Plan, Profiles and SMS Costs

Klaviyo has a permanent free Profiles + Email tier for up to 250 active profiles and 500 emails per month. Its paid email bill depends on the profile tier and send allowance, while mobile messaging has a separate commitment. We checked Klaviyo's US pricing and billing documentation on November 6, 2026.

How Klaviyo charges for marketing

Klaviyo is a commerce-focused customer marketing platform, so its pricing follows the audience a business can reach. The free starting point is genuine, but the monthly bill can rise as active profiles accumulate, email sends increase, and more channels or analytics products are added to an account.

Klaviyo describes active email profiles as people who can be emailed through the system. A profile's consent status and marketing status need careful handling. Suppressed email profiles do not count toward the active email limit, but a subscriber who has never purchased can still be billable if the profile remains active.

An account with 4,000 imported contacts is not automatically billed as a 4,000-contact plan if many are suppressed. Conversely, a business may exceed its forecast when historical shoppers remain active and new checkout records arrive. Check the actual active-profile count in Billing before choosing a tier.

The email plan also includes a monthly send allowance. A send to an active contact counts toward that month's allocation even when the message bounces, while a skipped message does not. Automation emails and marketing campaigns share the allowance, so calculate both before comparing paid tiers.

This cost model differs from paying one flat rate for unlimited newsletters. A store that sends one monthly email and a store sending several triggered messages to the same audience can have different capacity needs even when both maintain the same number of active profiles.

You can review the product overview at the Klaviyo Toollers profile. The pricing discussion below uses the vendor's current documentation, because a Tool profile is a snapshot and does not control the amount shown in an account-specific checkout.

Public plans and price status

Free: up to 250 profiles and 500 sends

The published free Profiles + Email plan has a $0 base subscription, 250 active email profiles, and 500 emails per month. Klaviyo also advertises $5 of monthly mobile messages and $5 of Composer usage in the current free-plan highlights. Mobile eligibility and costs still depend on the destination.

Free is useful for connecting a store, learning audience segments, drafting campaigns, and exploring basic automations. It is not intended for a growing contact database. Klaviyo's current Shopify-specific setup documentation also states that its free setup permits three live automated messages and one live signup form, with branding present.

The company describes free email support as available for the first 60 days. Buyers should not assume unlimited agent-led assistance for a permanently free workspace. The self-service help center remains useful, but it cannot replace live help when an important campaign fails immediately before a promotion.

If an account has 251 active email profiles, it exceeds the documented free profile allowance. Reducing the count to 250 or fewer through appropriate suppression, or buying a compliant paid tier, addresses that limit. Do not remove consent or delete useful customer history solely to manipulate a price estimate.

Paid Profiles + Email: the core subscription

Paid Profiles + Email plans are chosen around the active-profile band and corresponding email capacity. The vendor's current interactive plan builder determines the dollar amount for the selected audience. We did not obtain a reproducible current quote for every tier, so this guide does not invent a fixed price table for 500, 5,000, or 50,000 profiles.

The paid plan can remove free restrictions and increase sending allowances, but those improvements do not make other Klaviyo products free. Before paying, compare the exact profile ceiling, monthly email capacity, features, support, and auto-upgrade rules in your account's checkout screen.

One useful allowance rule in Klaviyo's documentation is ten emails for each profile at the top of the selected plan band. For example, a plan allowing 500 active profiles has a published example of 5,000 monthly email sends. That is an allowance example, not a price quotation.

A business with 500 reachable contacts and 5,000 planned sends could use that published capacity example to frame its requirement. It still needs to open the live price selector to determine its regional monthly fee. A larger send allowance does not excuse an account from meeting its active-profile ceiling.

Mobile Messaging: separate spend and regional rates

Klaviyo moved mobile messaging toward dollar-based per-message rates in 2026, replacing legacy credit-based arrangements on published transition dates. The price of an SMS, MMS, WhatsApp, or other supported mobile message depends on channel, destination, message format, and sometimes sending-number choices.

The free-plan highlights mention $5 of mobile usage, but that does not translate to the same number of texts in every country. Compare the current rates in Billing against your intended market mix, the consent requirements, and any applicable sending-number registration before building a mobile budget.

Mobile communication requires country availability and appropriate consent. A business with customers in several regions may be able to email all of them but use supported texting only in selected markets. As a result, the most accurate mobile estimate is segmented by channel and country.

Advanced analytics and other add-ons

Klaviyo's help center lists Marketing Analytics as a separate paid subscription, beginning at $100 per month for up to 13,500 active profiles. The broader product pages also refer to Personalization, previously Marketing Analytics. Check the product label and included capabilities in the current checkout before purchasing.

That $100 entry is an add-on price, not the full cost of sending email to those contacts. The help documentation states that access to the advanced analytics functionality requires an underlying email/profiles plan. A marketing team should separate this optional analytics subscription from ordinary built-in campaign reporting.

The current pricing pages also describe products such as Reviews, Customer Hub, Composer, Helpdesk, Customer Agent, and Advanced Klaviyo Data Platform. Their entitlements vary. Only add a line item if your team needs it, and obtain a product-specific quote instead of assuming the email subscription includes every module.

Examples using verified allowances

Scenario one: a new store with 200 active profiles

If a shop maintains 200 active email profiles and expects 400 messages this month, both quantities fit under the published free limits of 250 profiles and 500 sends. Its base email subscription estimate is therefore $0, provided the shop stays within the plan's functional and geographic restrictions.

That calculation does not include potential external costs such as ecommerce apps, creative services, paid advertisements, or additional mobile messages. The example is arithmetic against documented limits, not a claim that we created a store, sent 400 emails, or observed its billing screen.

Scenario two: a list crossing the free threshold

Suppose a campaign attracts 70 new active profiles when an account already has 200. The resulting 270 exceeds the free allowance by 20 profiles. Klaviyo's billing rules require a compliant plan or a reduced count of genuinely unreachable profiles before the business can keep using free sending normally.

We deliberately do not attach a dollar amount to that upgrade because the live plan selector and profile band need verification. The relevant purchasing decision is whether those new profiles are consented, useful, and reachable. A temporary audience spike should not be handled by suppressing interested subscribers indiscriminately.

Scenario three: a 500-profile account sending weekly

Four email campaigns to a 500-person active audience would represent 2,000 sends if everyone receives each message. This is below the documented 5,000-send illustration for a 500-profile tier, leaving capacity for a defined number of flows and additional campaign emails.

The calculation is 500 recipients times four campaigns equals 2,000 sends. It does not account for extra welcome, cart, post-purchase, or win-back automation events. Those event-driven emails can materially change the total, so forecast them separately rather than treating marketing sends as the whole allowance.

Scenario four: advanced analytics on top

A marketing team eligible for the published Marketing Analytics starting band could add at least $100 per month to its quoted email subscription for that optional product. Twelve months at the stated $100 starting rate would represent $1,200, assuming the plan remained in that same starting band all year.

This is only the analytics component. It excludes Profiles + Email, mobile spending, taxes, other products, and any later profile-tier increases. The example shows why a buyer should collect one consolidated checkout estimate before approving the platform for a year of marketing operations.

Overages, automatic changes, and profile hygiene

Klaviyo's billing help says paid email plans must cover the active profile count at the end of the billing cycle. An account that exceeds its profile tier can be automatically moved to a compliant tier at the next cycle. This requirement is separate from preferences for handling excess email sends.

The vendor offers choices such as stopping additional email or mobile usage, automatically upgrading, or allowing flexible overages where applicable. These choices have different cost and delivery effects. A stopped campaign can miss a sale; an unplanned upgrade can exceed a budget. Set the preference deliberately.

The documentation also says newly purchased subscriptions may start with an automatic-upgrade choice. Review that setting immediately. A marketing manager should be able to explain the current limit, threshold notifications, authorized overage behavior, and who receives billing emails before several campaigns begin.

Profile hygiene matters beyond a subscription quote. The vendor describes suppression as a way to exclude contacts who should no longer receive email and therefore do not count as active. Consent rules, unsubscribes, and engagement-based cleanup should govern that choice, not an aggressive billing shortcut.

Klaviyo indicates that changes to profile counts may take time to appear in usage reporting. Allow for that delay before concluding a downgrade has taken effect. A large import, abandoned cart recovery flow, or seasonal campaign can cause a mismatch between projected and live usage.

For mobile messages, estimate by destination. A thousand messages to one country can have a different monetary cost from a thousand messages to another. The company's 2026 move to per-message pricing makes published old credit ratios a poor basis for a new global SMS forecast.

Free support, cancellation, and refunds

The Free tier currently lists email support during the first 60 days. Paid features and support access depend on the subscription, product, and plan. We have not opened a support ticket or measured response times, so those entitlements should be confirmed from the current support matrix.

Klaviyo distinguishes downgrading to free, canceling selected products, and closing an account. Downgrading can retain account access subject to free limits. Canceling email or mobile plans can disable live channel flows and scheduled campaigns, while keeping another paid product does not cancel that separate bill.

The company's plan-change help states that downgrades normally take effect at the next billing cycle and that mid-cycle downgrades do not generate a refund under its terms. Teams should inspect their exact agreement and export data before changing plans. A preview of future cancellation does not equal a verified refund promise.

Klaviyo also has rules for manual billing, invoices, and credit-card payment. Businesses with contracts or nonstandard billing arrangements may see different choices from self-serve users. Confirm renewal and overage treatment in the order form, especially if a salesperson proposes custom commitments.

Which Klaviyo buyer gets good value?

Klaviyo is strongest as a budget candidate when a store will use purchase-event data to support several lifecycle programs. Welcome, checkout recovery, post-purchase, repeat-purchase, and win-back flows make its rich customer profile more relevant than it would be for a once-a-month newsletter.

A retailer sending only a basic newsletter should compare the profile-based bill with email-centric products such as AWeber or Moosend. Their free, trial, and subscriber models differ, so compare the real sending requirements instead of simply looking at each homepage's starting number.

For ecommerce-specific automation, Omnisend is a direct shortlist candidate. Brevo offers another billing model with a daily free email allowance. ActiveCampaign puts heavier emphasis on marketing automations and configurable journeys.

The financial comparison should include the number of billable profiles, expected monthly messages, SMS destinations, automation feature restrictions, analytics add-ons, and support. Changing platforms to reduce the headline subscription can be costly if it also changes ecommerce event coverage or requires rebuilding customer journeys.

How we checked the current information

We reviewed Klaviyo's pricing page, free/paid plan explanation, billing documentation, active-profile article, usage settings, SMS pricing transition, Analytics details, and cancellation instructions on November 6, 2026 UTC. The article uses USD where a public vendor amount is documented and otherwise directs readers to live tier selection.

We did not subscribe, access an account-specific Klaviyo checkout, send a campaign, purchase a mobile plan, or obtain a refund. The 500-profile allowance illustration and $100 analytics entry come from vendor documentation; neither is proof of a custom quote or a completed Toollers transaction.

Before committing, prepare a short spreadsheet showing active profiles now, the projected high-water mark, planned monthly campaigns, estimated flow sends, mobile-country mix, extra products, and the expected renewal date. Request the same totals from the vendor's quote builder to avoid comparing incomplete bills.

The Toollers export currently calls Klaviyo tested, but the record's own FAQ states that no direct Toollers test was conducted. We received no named tester, date, account, or observed result.

Frequently asked questions

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