Last updated: November 11, 2026 | 10 min read
Klaviyo is the email and SMS platform most associated with ecommerce, used by more than 205,000 brands. Its pricing has changed a lot recently. In 2025 it started billing by every profile that can receive email, in July 2026 SMS moved to pay-per-message billing, and the old “Email” and “Email + SMS” plans have been replaced by a build-your-own plan with add-ons.
In this guide we explain what Klaviyo really costs in 2026, from 250 to 25,000 profiles, what each add-on costs, and whether it’s worth it.
Short verdict: Klaviyo is the strongest email platform for ecommerce data, flows and segmentation, with deep Shopify integration and capable AI tools. It’s also expensive as your list grows ($100/month at 5,000 profiles for email alone), you pay for every emailable profile, and SMS, analytics and AI are extra.
Quick Answer: Klaviyo costs $20/month for 500 profiles, $30 for 1,000, $60 for 2,500, $100 for 5,000, $150 for 10,000 and $400 for 25,000 for email, with sends capped at about 10x profiles. The free plan covers 250 profiles and 500 emails a month. SMS is billed per message, and Personalization, the CDP, reviews and AI agents are paid add-ons. You pay for every profile that can receive email, engaged or not.
Table of Contents
Klaviyo at a Glance
| Klaviyo | |
|---|---|
| Best for | Ecommerce brands that run on customer data |
| Company | Klaviyo (founded 2012, Boston; NYSE: KVYO) |
| Free plan | 250 profiles, 500 emails/month |
| Email pricing | $20 (500) · $30 (1K) · $100 (5K) · $150 (10K) · $400 (25K) |
| Sends | About 10x your profile tier each month |
| SMS | Billed per message (since July 2026) |
| Billing basis | Every active (emailable) profile |
| Integrations | 350+ |
| Our verdict | Best-in-class for ecommerce, expensive at scale |
Klaviyo Pricing in 2026
Klaviyo now uses a build-your-own plan. Email is the base product, priced by active profiles, and everything else is an add-on. Email prices on monthly billing:
| Active profiles | Monthly price | Email sends/month |
|---|---|---|
| 250 | Free | 500 |
| 500 | $20 | 5,000 |
| 1,000 | $30 | 10,000 |
| 2,500 | $60 | 25,000 |
| 5,000 | $100 | 50,000 |
| 10,000 | $150 | 100,000 |
| 25,000 | $400 | 250,000 |
Add-ons and other costs:
- Mobile messaging (SMS): since July 13, 2026, new and free accounts pay per message; existing paid accounts switched from August 2026.
- Personalization (formerly Marketing Analytics): from $100/month for up to 13,500 profiles.
- Advanced KDP (customer data platform): from $500/month for 100,000 profiles.
- Reviews: free up to 50 orders, then from $25/month.
- Service tools: Customer Hub from $20/month, Helpdesk from $10/month, and the Customer Agent AI from $50/month.
If you pass your profile limit, Klaviyo moves you up a tier at your next billing cycle, or you can buy extra sends for one cycle (for example, $2.29 per 1,000). Free accounts simply stop sending until the next cycle.
Sidenote: Since February 2025, Klaviyo bills on active profiles: every profile that can receive email, whether or not they’ve opened anything. Suppress or delete unengaged profiles regularly, or you’ll pay for people who never read your emails. A regular email list cleaning routine keeps that number down.
What Klaviyo Does Well
Ecommerce data and segmentation
Klaviyo pulls in order, product and browsing data from your store, so you can segment by what people bought, how much they spend and when they’re likely to buy again. Our guide to email segmentation shows how segments like these lift conversions.
Flows that drive revenue
Pre-built and custom flows for welcome, abandoned cart, browse abandonment, post-purchase and win-back are where Klaviyo earns its reputation. Our guide to ecommerce marketing automation covers the flows worth building first.
Predictive analytics and AI
Klaviyo predicts lifetime value and next order dates, and its Composer AI agent can draft and build campaigns.
Deep Shopify integration
Klaviyo is closely tied to Shopify, which holds an investment stake, and its integration is one of the most complete available.
Where Klaviyo Falls Short
Expensive as you grow
Email alone costs $100/month at 5,000 profiles, $150 at 10,000 and $400 at 25,000, before SMS or add-ons.
You pay for every emailable profile
Active-profile billing counts everyone who can receive email, not just engaged subscribers, so list hygiene directly affects your bill.
Add-ons stack up
Personalization, the CDP, reviews, helpdesk and AI agents are all priced separately.
Limited support on the free plan
Free accounts get email support for the first 60 days only, and Klaviyo scores just 1.7 on Trustpilot.
Deliverability
Klaviyo handles authentication and gives deliverability reporting, and its segmentation makes it easy to send only to engaged profiles. Klaviyo’s results still depend on your list and your domain setup. Gmail and Yahoo now require bulk senders to authenticate with SPF, DKIM and DMARC, keep spam complaints low and offer one-click unsubscribe. See Google’s sender guidelines, Yahoo’s best practices and RFC 8058 on one-click unsubscribe. Set up DMARC for your domain (dmarc.org) and track your reputation in Google Postmaster Tools.
Klaviyo Pros and Cons
✅Klaviyo Pros:
- Best-in-class ecommerce data, segmentation and flows
- Predictive analytics and AI tools
- Deep Shopify integration
- 350+ integrations
- Free plan for testing (250 profiles)
❌Klaviyo Cons:
- $100/month for 5,000 profiles, $400 for 25,000
- Billed on every emailable profile
- SMS, analytics, CDP and AI are paid add-ons
- Free-plan support ends after 60 days
- Low Trustpilot score (1.7)
💰Pricing: Free (250 profiles); email $20/month (500), $30 (1K), $100 (5K), $150 (10K), $400 (25K); SMS per message; add-ons extra.
Who Klaviyo Is Best For
- Ecommerce brands, especially on Shopify, that want revenue-driving flows.
- Teams that use purchase data to segment and personalise.
- Stores with the budget to add SMS and analytics.
It’s a weaker fit for non-ecommerce businesses, newsletter senders and small stores on a tight budget.
How Klaviyo Compares
- Klaviyo vs Mailchimp: Mailchimp suits broader businesses; Klaviyo wins on ecommerce data.
- Omnisend vs Klaviyo: Omnisend is simpler and cheaper for small stores.
- ActiveCampaign vs Klaviyo: ActiveCampaign suits B2B and service businesses.
- Best email marketing for Shopify: other Shopify options.
See our full list of Klaviyo alternatives and our guide to email marketing for ecommerce.
Every campaign, on any tool, needs an unsubscribe link and a physical address under the CAN-SPAM Act.
Frequently Asked Questions
How much does Klaviyo cost per month?
Klaviyo email costs $20/month for 500 profiles, $30 for 1,000, $100 for 5,000, $150 for 10,000 and $400 for 25,000. SMS and add-ons cost extra.
Is Klaviyo free?
Yes. The free plan covers 250 profiles and 500 emails a month, with email support for the first 60 days.
How does Klaviyo count profiles?
Klaviyo bills on active profiles: every profile that can receive email, whether or not they’re engaged. Suppress inactive profiles to lower your bill.
How much does Klaviyo SMS cost?
Since July 2026, Klaviyo bills SMS per message rather than through bundled credits, with prices varying by country and volume.
Is Klaviyo worth it for small businesses?
Klaviyo is worth it for small ecommerce brands that will use its flows and segmentation. For simple newsletters, cheaper tools do the job.
What are the best Klaviyo alternatives?
Omnisend, Mailchimp and ActiveCampaign are common alternatives. See our Klaviyo alternatives guide.
Final Verdict
Klaviyo is the leading email platform for ecommerce, with the best data, flows and segmentation in the category. It’s priced accordingly: $100/month at 5,000 profiles for email alone, billed on every emailable profile, with SMS and add-ons on top. Choose it if your revenue depends on ecommerce automation and you’ll use what you pay for.
Looking for a Simpler Alternative?
If you mainly send newsletters and promotions, Mailercloud costs far less. It’s free for 1,000 contacts and 12,000 emails a month, and Premium costs $10/month for 5,000 contacts with unlimited sends, 25 advanced automations and A/B testing. It connects to Shopify through Zapier rather than a native app. Klaviyo email costs $100 at the same size.
Pay $10, not $100, for 5,000 contacts — try Mailercloud free
★★★★★ 4.5 on G2 · 4.7 on Capterra · 4.4 on Trustpilot · Trusted by 35,000+ businesses
Free for 1,000 contacts · No credit card · $10/month for 5,000
As a Marketing Director, I develop and implement marketing strategies, conduct market research, and manage a team of marketing professionals. With a successful track record of launching campaigns that drive revenue growth, I bring my marketing expertise to blog writing, creating engaging content that promotes the brand and its products/services.
