Klaviyo pricing starts at $20/month. That number is real. What is also real is that most stores do not pay $20/month.
At 5,000 contacts, the klaviyo cost is $100/month. At 10,000 contacts it is $150/month. At 50,000 contacts it is $720/month, and that is the email plan alone before you add SMS, WhatsApp, Reviews, or any analytics tools.
If you are here because your bill is higher than you expected, or because you want to know what Klaviyo pricing actually looks like at your store’s size before committing, this guide has every answer. Every tier, every add-on, the billing change that surprised thousands of stores in 2025, and how to bring the cost down.
How Klaviyo Pricing Actually Works
Before any numbers make sense, you need to understand the logic behind Klaviyo pricing. Klaviyo co-founder Andrew Bialecki wrote on their official Klaviyo blog: “The fundamental unit in Klaviyo is a customer, or profile. Our products exist to allow you to understand your customers and maximize the relationships with them.”
That philosophy is why klaviyo pricing scales around profiles, not email volume. You are not paying per send. You are paying for every customer relationship stored in the system.
In practice, this means the number on your monthly invoice is determined entirely by your active profile count, which is every contact in your Klaviyo account that can receive email, whether you emailed them this month or not.
What counts as an active profile, per Klaviyo’s official help documentation:
“Any profile, regardless of consent status, that can be emailed through Klaviyo is considered an active profile. This includes your subscribers and those who are added by general engagement, such as sharing their email on a store’s checkout page but not actually opting in.”
That means someone who typed their email at checkout, did not tick the marketing opt-in box, and has not received a single campaign from you is still an active profile. You pay for them until you manually suppress them.
What does not count:
- Contacts you have suppressed manually
- Hard bounced email addresses
- Contacts you have permanently deleted
This is the root of most klaviyo cost surprises. A store that imports 15,000 contacts from a previous platform but emails only 8,000 of them regularly pays for all 15,000. The other 7,000 are active until suppressed. Each paid email plan also includes roughly 10 times your active profile count in monthly email sends, confirmed by Klaviyo’s support team in their community forum.
Every Klaviyo Plan and Every Pricing Tier in 2026
The Free Plan
Klaviyo’s free plan pricing is genuinely free with no trial deadline. You can stay on it indefinitely as long as your account remains within these limits.
| Feature | Free Plan |
| Active profiles | Up to 250 |
| Email sends per month | 500 |
| Mobile messaging credits | 150 (SMS, MMS, WhatsApp) |
| Customer Hub | Basic access |
| Reporting dashboards | Included |
| Email support | First 60 days only |
| Klaviyo branding on emails | Yes, removed on paid plans |
After the first 60 days, free plan users access the Klaviyo Community and Help Center for support only. No email or live chat. Any store with real traffic will reach 250 contacts within days, at which point the paid klaviyo pricing tiers begin.
The Email Plan: Complete Klaviyo Pricing at Every Contact Tier
Every tier, verified from klaviyo.com/pricing in March 2026. Features are identical across all tiers. You are not unlocking anything new as you move up. The price goes up because your list size goes up. That is the core mechanic of how klaviyo pricing scales.
| Active Profiles | Klaviyo Cost per Month |
| Up to 250 | Free |
| 251 to 500 | $20 |
| 501 to 1,000 | $30 |
| 1,001 to 1,500 | $45 |
| 1,501 to 2,500 | $60 |
| 2,501 to 3,000 | $70 |
| 3,001 to 3,500 | $80 |
| 3,501 to 5,000 | $100 |
| 5,001 to 5,500 | $110 |
| 5,501 to 6,000 | $130 |
| 6,001 to 6,500 | $140 |
| 6,501 to 10,000 | $150 |
| 10,001 to 10,500 | $175 |
| 10,501 to 11,000 | $200 |
| 11,001 to 11,500 | $225 |
| 11,501 to 12,000 | $250 |
| 12,001 to 12,500 | $275 |
| 12,501 to 13,000 | $300 |
| 13,001 to 13,500 | $325 |
| 13,501 to 15,000 | $350 |
| 15,001 to 20,000 | $375 |
| 20,001 to 25,000 | $400 |
| 25,001 to 26,000 | $425 |
| 26,001 to 27,000 | $450 |
| 27,001 to 28,000 | $475 |
| 28,001 to 30,000 | $500 |
| 30,001 to 35,000 | $550 |
| 35,001 to 40,000 | $600 |
| 40,001 to 45,000 | $650 |
| 45,001 to 50,000 | $720 |
| 50,001 to 55,000 | $790 |
| 55,001 to 60,000 | $860 |
| 60,001 to 65,000 | $930 |
| 65,001 to 70,000 | $1,000 |
| 70,001 to 75,000 | $1,070 |
| 75,001 to 80,000 | $1,140 |
| 80,001 to 85,000 | $1,205 |
| 85,001 to 90,000 | $1,265 |
| 90,001 to 95,000 | $1,325 |
| 95,001 to 100,000 | $1,380 |
| 100,001 to 105,000 | $1,440 |
| 105,001 to 110,000 | $1,495 |
| 110,001 to 115,000 | $1,555 |
| 115,001 to 120,000 | $1,610 |
| 120,001 to 125,000 | $1,670 |
| 125,001 to 130,000 | $1,725 |
| 130,001 to 135,000 | $1,785 |
| 135,001 to 140,000 | $1,840 |
| 140,001 to 145,000 | $1,900 |
| 145,001 to 150,000 | $1,955 |
| 150,001 to 200,000 | $2,070 |
| 200,001 to 250,000 | $2,300 |
Over 250,000 profiles, Klaviyo moves you to manual billing. You would need to contact their sales team directly for a custom quote.
One thing worth noting about klaviyo cost at every tier: the feature set does not change as you pay more. What every paid email tier includes is the same from $20 to $2,300: unified customer profiles with full historical data, 350+ platform integrations, predictive analytics, AI-generated segments and content, Marketing Agent for campaign and flow creation, and standard email support.
SMS Pricing on Klaviyo
Klaviyo SMS pricing works through a separate Mobile Messaging credit system. Here is exactly how it works, pulled from Klaviyo’s pricing page:
- You purchase credits for mobile messages
- Credit usage varies by message type and destination country
- Credits are shared across SMS, MMS, and WhatsApp in any combination
- Credits work for any Klaviyo-supported destination. Note that SMS is not available in every country.
- You can purchase additional credits at any time, not just at the start of a billing cycle
There is no fixed monthly bundle. You buy the volume of credits you need, and those credits get consumed based on what you send and where. A US SMS message, a Canada SMS, and a WhatsApp message to Brazil will each consume a different number of credits from the same pool because carrier and Meta fees vary by region.
Klaviyo includes all carrier fees within the credit cost, so there are no additional charges on top of the credits themselves. To estimate how many credits your sending volume requires for your specific countries, use the mobile messaging credit calculator on Klaviyo’s pricing page.
Credits reset monthly. Unused credits at the end of a billing cycle do not roll over.
Flexible Sending for SMS is only available on SMS plans at $495/month or higher. Below that threshold it cannot be used. If you are evaluating klaviyo pricing specifically for high-volume SMS, this is a meaningful constraint to factor in.
WhatsApp Pricing on Klaviyo
Klaviyo’s WhatsApp marketing uses the same mobile messaging credit pool as SMS. After you purchase a credit plan, those credits can be used for SMS, MMS, or WhatsApp in any combination.
As of July 2025, klaviyo pricing for WhatsApp shifted from per-conversation to per-template billing following Meta’s update. That means every delivered marketing or utility message template costs credits. Service messages (customer-initiated conversations through Keywords, Automations, or Inbox) are free. You can find the full breakdown in Klaviyo’s WhatsApp billing documentation.
Like SMS, the credit cost per WhatsApp message varies by country. Klaviyo pricing for WhatsApp follows Meta’s regional structure, so the cost to send a WhatsApp message to a subscriber in India is different from sending the same message to someone in France or Brazil.
The most important thing to know about Klaviyo WhatsApp pricing:
Meta does not currently support WhatsApp marketing messages to US phone numbers. If your store’s customer base is primarily in the United States, WhatsApp marketing through Klaviyo is not available to you right now, which makes the klaviyo cost for WhatsApp credits irrelevant for many US-based stores. WhatsApp on Klaviyo is built for international markets. To use it at all, you also need a verified WhatsApp Business Account, which requires a separate setup process. If you are exploring WhatsApp marketing for your Shopify store more broadly, see our Shopify WhatsApp marketing guide.
Klaviyo Reviews Pricing
Klaviyo Reviews pricing is a standalone add-on charged by monthly order volume, not by contact count. It sits entirely outside the email plan, so your klaviyo cost for Reviews does not change if your list grows or shrinks.
| Monthly Orders | Reviews Cost per Month |
| 50 | $0 |
| 250 | $25 |
| 1,000 | $90 |
| 2,000 | $175 |
| 10,000 | $500 |
| 25,000 | $1,000 |
| 100,000 | $2,000 |
| 150,000 | $3000 |
| 200,000 | $4000 |
| 400,000 | $8,000 |
| 600,000 | $12,000 |
| 800,000 | $16,000 |
| 10,00,000 | $20,000 |
What is included in Klaviyo Reviews:
- Collect and display product reviews within Klaviyo, using your brand assets
- Automatically request reviews via email or SMS
- Display reviews on your website with flexible widgets
- AI-generated headline recommendations and quick replies
Data and Analytics Pricing
The standard email plan includes basic dashboards. Klaviyo pricing for advanced analytics is a separate purchase on top of that.
Marketing Analytics starts at $100/month for up to 13,500 active profiles, verified from Klaviyo’s official billing documentation. None of these capabilities are included in the base plan:
- Linear multi-touch and omnichannel attribution
- Customer behavior funnels and cohort reports
- Customizable RFM (recency, frequency, monetary) analysis
- Custom prediction windows for CLV forecasts
- Advanced purchase pattern and catalog insights
Advanced Klaviyo Data Platform(KDP), previously called CDP, represents the top tier of klaviyo pricing for data capabilities. It starts at $500/month for 100,000 profiles. What it adds beyond the standard plan:
- Unified, lifetime customer profiles
- Real-time customer segmentation
- Over 350 integrations and APIs
- Predictive analytics powered by K:AI (Klaviyo AI)
- No-code data transformation capabilities
Per Klaviyo’s own documentation, you cannot have Marketing Analytics and Advanced KDP active simultaneously.
Service Add-On Pricing
Three customer service tools are available as add-ons. Each has its own klaviyo cost, billed independently of the email plan, and each is currently running a 30% introductory discount. Verify whether this discount is still active at klaviyo.com/pricing when you visit.
Customer Hub A self-service portal embedded on your storefront. $20/month at the base tier with discount applied, $30/month at standard rates. Free 30-day trial. What it includes:
- Dynamic product recommendations and offers to drive more sales
- Self-serve order and account management
- On-site FAQs and easy access to an AI or live agent
- Analytics on customer self-service usage
- Seamless integration with support ticketing system
Customer Agent An AI assistant that handles customer questions and product recommendations automatically. $50/month for 75 conversations with discount, $75/month standard. First 50 conversations per month are free to test. What it includes:
- Instant answers to common questions, with AI trained on your products and policies
- Dynamic product recommendations based on past orders and current intent
- Priority routing and intelligent escalation to human agents when needed
- Real-time analytics and conversation insights
Helpdesk Multi-channel ticket management across email, chat, SMS, WhatsApp, and social. Starts at $10/month for up to 50 tickets per Klaviyo’s official billing documentation. At 1,000 tickets per month: $185/month with discount, $264/month standard. Free 30-day trial. What it includes:
- Personalized responses and offers on any channel, with full customer context
- Multi-channel support across email, SMS, and web chat
- AI-powered ticket tagging and skills-based routing to assign the best agent
- Team collaboration tools and performance insights
- Ability to trigger marketing flows or pause campaigns directly from a support ticket
Professional Services Pricing
Klaviyo professional services pricing starts with a standard support tier included in every paid plan. Paid upgrades exist for faster response times and dedicated strategic guidance:
| Tier | Price | Urgent Response Time |
| Standard | Included with paid plans | 4-hour email response |
| Professional | From $500/month | 2-hour email response |
| Enterprise | From $1,800/month | 1-hour response, 24/7 live chat, dedicated solutions architect |
Enterprise Pricing
Klaviyo enterprise pricing operates under the Klaviyo One tier, which becomes mandatory once your standard monthly spend exceeds $10,000. It adds 20% on top of your total monthly spend, which means the total klaviyo cost at enterprise scale is calculated differently from the self-serve tiers above. Below that threshold, enterprise uses custom contract pricing negotiated with Klaviyo’s sales team. Andrew Bialecki and Chano Fernandez serve as co-CEOs as of January 2026, per Klaviyo’s investor relations page.
The February 2025 Billing Change That Surprised Thousands of Stores
This is the section that explains why klaviyo pricing went up for thousands of stores in early 2025, without a single new subscriber being added.
On January 14, 2025, Klaviyo notified customers of an upcoming billing change. It took effect on February 18, 2025, per their official Help Center FAQ.
Before February 18, 2025:
Billing was based on the profiles you actively emailed each month. A store with 20,000 total contacts but only sending campaigns to 8,000 of them paid based on that 8,000. The rest sat in the account without contributing to the bill.
After February 18, 2025:
Klaviyo pricing now runs on your total active profile count. Every contactable profile in your account counts toward your tier, whether you emailed them this month or not. That store with 20,000 total contacts and 8,000 regularly emailed now pays for all 20,000.
The tier for 8,000 profiles was $150/month. The tier for 20,000 profiles is $375/month. That is an extra $225/month in klaviyo cost, every month, without a single new subscriber.
Three specific changes to klaviyo pricing were introduced on February 18, 2025, from Klaviyo’s official FAQ:
Auto-upgrade is automatic with no opt-out. If your active profile count exceeds your current plan tier, Klaviyo upgrades your plan at the start of the next billing cycle. You receive notification emails when you are approaching your limit and when an upgrade happens.
Auto-downgrade is manual and off by default. If your list shrinks, your plan does not step down automatically unless you enable it. Go to Settings, then Billing, then Preferences and switch on the auto-downgrade option. Most stores never do this, and they overpay every slow month because of it.
The Appreciation Discount was applied to existing accounts to cushion the change. Per Klaviyo’s official documentation, this discount continues indefinitely for accounts that stay on eligible plans. It permanently caps the price increase rather than offering a one-month buffer. The discount amount shrinks if you downgrade your plan and does not grow if you upgrade. Accounts created after April 2024 were already on the new billing model and did not qualify.
The 90-day suppression lock means that once you unsuppress a contact, you cannot suppress them again for 90 days. This prevents gaming the billing cycle by cycling contacts in and out of suppression. In practice, if you reactivate a dormant contact and they still do not engage, you pay the klaviyo cost for that contact across three billing cycles before you can remove them again.
How to Bring Your Klaviyo Cost Down
These are not generic tips. Each one addresses a specific mechanic of how klaviyo pricing is calculated, which means each one has a direct and measurable impact on your monthly bill.
Enable auto-downgrade right now. Settings, then Billing, then Preferences. Switch it on. Free to do, takes 30 seconds, and ensures your plan automatically steps down in any month your list shrinks. It is off by default and costs real money every month it stays that way.
Run a sunset flow before you suppress anything. Three emails over two to three weeks sent to contacts inactive for 120 or more days. The people who re-engage are worth keeping. The people who do not can be suppressed cleanly, knowing they had a genuine opportunity. This protects list quality while directly reducing your billable count. Read our full guide on managing your email suppression list to set this up correctly.
Suppress before your billing cycle renews. Find your billing date in Klaviyo’s Billing Overview. Two days before it, run a segment for contacts inactive for 180 or more days and suppress them. They exit your active count for the next cycle. Remember the 90-day lock: once suppressed and then unsuppressed, they cannot be suppressed again for 90 days.
Audit your add-ons every quarter. Reviews, Marketing Analytics, Customer Agent, Helpdesk, and Customer Hub each bill separately even when you stop actively using them. If an add-on is not generating measurable ROI, cancel it. Each one you remove is a direct reduction in your total klaviyo cost, no list cleaning required.
Only import contacts you will actually market to. Every contact pulled from an old platform, a CSV export, or a legacy migration inflates your active profile count from day one. Import only what you have a real plan to email. Our email list management guide covers the full framework for keeping your list lean and profitable.
Is Klaviyo Worth the Cost for Your Store?
Klaviyo is a powerful platform. The automation depth, Shopify-native data sync, behavioral segmentation, and predictive analytics are excellent for brands that genuinely use them. But the klaviyo pricing model is built around a specific type of business, and it is worth being honest about whether your store fits that profile.
The feature set is identical at $20/month and at $720/month. You are not getting better automation or more advanced flows as your list grows. You are paying more because your list is bigger. That model works cleanly when revenue scales proportionally with list size. When it does not, the email marketing ROI becomes hard to justify.
The February 2025 billing change sharpened this further. Paying for every contactable profile whether you market to them or not rewards brands with lean, highly engaged lists and penalizes the kind of naturally accumulating list that most growing Shopify and WooCommerce stores develop. A brand at 30,000 contacts with typical engagement rates is not paying for what they use. They are paying for what they have.
Then there is the omnichannel question, which is where klaviyo pricing becomes even more layered. Getting email, SMS, and WhatsApp working together means your email plan and your Mobile Messaging plan are two separate subscriptions. Within messaging, SMS and WhatsApp share the same credit pool, but that pool itself is a separate monthly purchase on top of email, sized to the volume you choose. For a deeper look at how email and WhatsApp compare as channels, see our WhatsApp vs email marketing breakdown. For stores whose customers are in the US, WhatsApp is not available at all.
Retainful was built for the Shopify and WooCommerce stores that do not need all of that complexity.
Retainful is an omnichannel ecommerce marketing platform purpose-built for Shopify and WooCommerce. Every feature is designed around the ecommerce lifecycle: acquiring customers, nurturing them, and retaining them.
The pricing model is straightforward. The free plan includes 500 emails/month with the complete feature set: automation workflows, abandoned cart recovery, customer segmentation, transactional emails, signup forms and popups, 200+ pre-built templates, campaign analytics, and onboarding support. There is no feature gating between plans. Both Free and Pro give you everything.
The Pro plan starts at $14/month for 1,000 contacts and increases by $8 per additional 1,000. Custom pricing above 150,000 contacts.
For SMS and WhatsApp: Retainful charges zero markup. You pay Twilio directly for SMS and Meta directly for WhatsApp. Retainful does not add a platform fee or take a margin on messaging volume. The cost you pay is exactly what the carrier charges, nothing more.
Klaviyo pricing vs. Retainful at the same contact sizes:
| Active Contacts | Klaviyo Email Plan | Retainful Pro |
| 1,000 | $30/month | $14/month |
| 2,500 | $60/month | $26/month |
| 5,000 | $100/month | $46/month |
| 10,000 | $150/month | $86/month |
| 25,000 | $400/month | $206/month |
| 50,000 | $720/month | $406/month |
And Retainful’s price includes email, SMS, and WhatsApp in one platform. Klaviyo’s price at each of those tiers is email only. SMS and WhatsApp are additional costs on top.
Klaviyo is the right tool if your store genuinely needs enterprise-depth automation and you have the team to operate it. Retainful is the right tool if you want email, SMS, and WhatsApp working reliably for your ecommerce store, with transparent klaviyo cost comparisons showing a meaningfully lower price at every contact tier, no markup on messages, and zero migration cost to get started.
Try Retainful free. No credit card required. Migration from Klaviyo is included at no cost with dedicated onboarding support.
Frequently Asked Questions
Klaviyo pricing starts at $20/month for 251 to 500 active profiles on the email plan. The klaviyo cost scales by list size: $30/month at up to 1,000 contacts, $150/month at up to 10,000 contacts, $720/month at up to 50,000 contacts, and $2,300/month at up to 250,000 contacts. SMS, WhatsApp, Reviews, Analytics, and service tools are each charged separately on top of the base email plan.
Under klaviyo pricing, an active profile is any contact that can receive email through Klaviyo, regardless of whether they have given explicit marketing consent. This includes subscribed contacts, contacts who entered their email at checkout without opting in to marketing, and anyone who has never been manually suppressed. Contacts you have not emailed in months are still billable unless suppressed.
Klaviyo pricing changed on February 18, 2025, moving from billing based on contacts you actively emailed each month to billing based on all active profiles in your account. If you had more total contacts than the ones you regularly emailed, your billable count jumped to the full total. Klaviyo announced this change on January 14, 2025, through their official Help Center FAQ.
No. Per Klaviyo’s official WhatsApp product page, Meta does not currently support WhatsApp marketing messages to US phone numbers. WhatsApp marketing through Klaviyo is only available for international markets.
Both channels run on a shared Mobile Messaging plan where you choose your monthly credit volume and pay based on that selection. It is not a fixed add-on. SMS, MMS, and WhatsApp all draw from the same credit pool. The credits consumed per message vary by country for SMS because carrier fees differ by region, and by country and message type for WhatsApp because Meta sets different rates per region. Klaviyo includes all carrier fees within the credit cost so there are no additional per-message charges on top. Credits reset monthly and unused credits do not roll over.
No. Suppressed contacts and permanent deletions do not count toward your klaviyo cost. The nuance is that contacts who are technically still subscribed or have never formally unsubscribed, even if disengaged for months, are still active profiles and still billable unless you manually suppress them.
Once you unsuppress a contact, you cannot suppress them again for 90 days. This was introduced with the February 2025 billing changes. If you bring a dormant contact back to active status and they do not engage, you pay for them in your active profile count for three billing cycles before you can remove them again.
On a direct email plan comparison, yes. Klaviyo pricing at 10,000 contacts is $150/month versus Mailchimp Standard at approximately $43/month. However, Mailchimp charges for all contacts in your audience including unsubscribed profiles, while Klaviyo only charges for active profiles. Klaviyo also includes ecommerce features like abandoned cart automation, predictive CLV, and behavioral segmentation that are not available in Mailchimp at standard pricing tiers.
No. Klaviyo pricing on self-serve plans is billed monthly with no annual discount option as of 2026. Custom annual contracts may be available through their enterprise sales team for accounts spending $2,000 or more per month.
Klaviyo charges for SMS and WhatsApp through its own credit system, with credits priced at a rate that varies by country and includes Klaviyo’s platform margin. Retainful charges zero markup on SMS and WhatsApp. You pay Twilio directly for SMS and Meta directly for WhatsApp. For stores sending significant message volume, this difference adds up meaningfully over time.
