Klaviyo pricing is based on the number of active profiles in your account, not on how many emails you send. The free plan covers 250 profiles. The email plan starts at $20 a month at 500 profiles, reaches $150 at 10,000 and $720 at 50,000, and anything above 150,000 profiles gets quoted individually.
What almost every pricing guide misses is that email is now one product out of ten. Klaviyo meters six separate things: active profiles, total profiles, orders, messages sent, AI conversations and support tickets. A real invoice arrives itemized by product, and on a brand sending SMS at volume the messaging line can be bigger than the email plan it sits under.
The other thing worth knowing before you budget is that the curve isn’t smooth. A brand with 15,000 profiles pays $350 a month. A brand with 25,000 pays $400. The smaller brand is paying 46% more per profile than the bigger one.
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Request a free Klaviyo auditHere are the real numbers, for every tier and every product, read off Klaviyo’s own calculator in October 2026, plus what actually drives the bill and how to bring it down.
How much does Klaviyo cost?
Klaviyo now sells three tiers: Free, Email, and Marketing. The Marketing plan bundles social marketing, Customer Hub, mobile push, predictive analytics and loyalty rewards on top of everything in the Email plan. This is a change from the old Email and Email plus SMS split, which is why a lot of what you’ll find written about Klaviyo pricing no longer matches what the checkout shows you.
| Active profiles | Email plan | Marketing plan | Email sends included |
|---|---|---|---|
| 250 | Free | Free | 500 |
| 1,500 | $45 | $115 | 15,000 |
| 3,000 | $70 | $140 | 30,000 |
| 5,000 | $100 | $170 | 50,000 |
| 6,000 | $130 | $200 | 60,000 |
| 10,000 | $150 | $220 | 100,000 |
| 11,000 | $200 | $347 | 110,000 |
| 12,000 | $250 | $399 | 120,000 |
| 13,000 | $300 | $451 | 130,000 |
| 15,000 | $350 | $505 | 150,000 |
| 25,000 | $400 | $575 | 250,000 |
| 30,000 | $500 | $758 | 300,000 |
| 50,000 | $720 | $1,006 | 500,000 |
| 70,000 | $1,000 | $1,420 | 700,000 |
| 90,000 | $1,265 | $1,717 | 900,000 |
| 110,000 | $1,495 | $1,974 | 1,100,000 |
| 135,000 | $1,785 | $2,299 | 1,350,000 |
US list prices, read from Klaviyo’s public calculator on 6 October 2026. Mobile messaging is billed separately on top. Accounts on contract billing are quoted differently, so treat these as the published rate rather than the only rate.
What counts as an active profile?
This is the part worth getting right, because it’s the only number that sets your price.
Klaviyo’s definition is broader than most people assume. In their words, any profile that can be emailed through Klaviyo counts as an active email profile. That’s two groups: people who filled out a form and consented, and people who never consented to anything but handed over an email address at checkout. An ecommerce integration adds both.
So your billable count isn’t your subscriber count. It’s your subscriber count plus every abandoned checkout and guest order that ever left an address behind. Brands are routinely surprised by the gap.
Suppressed profiles are the exception. Once a profile is suppressed it stops being eligible for marketing email and, in Klaviyo’s words, no longer contributes toward your billing plan’s profile count. That single rule is the lever behind everything in the section on lowering the bill.
Why does the price jump between 10,000 and 15,000 profiles?
Because the tiers between 10,000 and 15,000 profiles are priced far more steeply than the tiers on either side of them, and the published plan list hides it.
Going from 10,000 to 11,000 active profiles, a 10% increase in list size, takes the Email plan from $150 to $200. That’s a 33% increase in price. On the Marketing plan it’s worse: $220 to $347, a 58% jump for a thousand more profiles.
Expressed as cost per thousand active profiles, the curve looks like this.
| Active profiles | Email plan | Cost per 1,000 profiles |
|---|---|---|
| 1,500 | $45 | $30.00 |
| 3,000 | $70 | $23.33 |
| 5,000 | $100 | $20.00 |
| 10,000 | $150 | $15.00 |
| 11,000 | $200 | $18.18 |
| 13,000 | $300 | $23.08 |
| 15,000 | $350 | $23.33 |
| 25,000 | $400 | $16.00 |
| 50,000 | $720 | $14.40 |
| 135,000 | $1,785 | $13.22 |
The cheapest place to sit under 25,000 profiles is exactly 10,000, at $15.00 per thousand. The most expensive place on the entire ladder above 1,500 profiles is 15,000, at $23.33 per thousand. Then it drops again.
Which produces the result worth knowing: a brand at 15,000 profiles pays $350 a month and a brand at 25,000 pays $400. Ten thousand extra profiles cost fifty dollars. If you’re sitting anywhere between 10,000 and 15,000 active profiles, you’re in the worst-value band Klaviyo sells, and you’re there because of profiles that mostly never open anything.
What else does Klaviyo charge for?
Email is one line on the invoice. Klaviyo now sells ten products and meters six different things, which is why this question doesn’t have a single answer.
| Product | Billed on | Entry price |
|---|---|---|
| Active profiles | $20 a month at 500 profiles | |
| Customer Hub | Active profiles | $20 a month at 500 profiles |
| Social marketing | Active profiles | $50 a month at 10,000 profiles |
| Personalization | Active profiles | $100 a month at 500 profiles |
| Advanced Data Platform | Total profiles | $500 a month at 100,000 profiles |
| Reviews | Orders per month | $25 a month at 250 orders |
| Mobile messaging | Each message sent | $0.01 plus carrier fees, US toll-free SMS |
| Composer | Flat fee plus credits | $20 a month, 10,000 credits included |
| Customer Agent | AI conversations | $50 a month at 75 conversations |
| Helpdesk | Support tickets | $10 a month at 50 tickets |
Three of them behave differently enough that they’re worth calling out.
Mobile messaging is per send, not per profile. US toll-free SMS runs about a cent a message plus carrier fees, with MMS, WhatsApp and RCS priced by destination. There’s no profile tier involved, so a brand that texts hard can end up with a messaging line that’s larger than its email plan.
Reviews is billed on orders. It starts at $25 a month for 250 orders and scales with order volume, so it’s the one product on the list that gets more expensive as you sell more, regardless of list size. Brands are routinely caught out by this one because it doesn’t appear on the plan comparison at all.
The two service products are usage-metered. Customer Agent works out at roughly 70 cents per AI conversation at every tier, from $50 a month at 75 conversations to $3,500 at 5,000. Helpdesk gets cheaper per ticket as volume rises, from $10 a month at 50 tickets to $185 at 1,000 and $673 at 5,000.
Which products share your profile count?
Four of them, and that’s the part that quietly multiplies a bill.
Email, Customer Hub, Social marketing and Personalization all price off the same active profile number. Klaviyo’s own calculator says so when you move the slider: changing the profile count re-prices every one of them at once.
So the profile count isn’t one line item, it’s a multiplier running across everything you’ve added. A brand that’s only on Email feels one price per profile. The same brand on Email plus Customer Hub plus Personalization feels that number three times over, and the gap widens every time the list grows.
Which is the argument for taking the profile count seriously before you add products, not after. The cleanup described below pays once on email and again on everything stacked beside it.
How many emails does each plan include?
Ten times your plan’s profile ceiling. Klaviyo documents this directly: a plan that allows 500 profiles permits 5,000 sends, and the ratio holds all the way up, so a 10,000 profile plan carries 100,000 sends a month.
In practice almost nobody runs into it. A brand mailing a 10,000 profile list twice a week uses about 80,000 sends a month against a 100,000 allowance, and most brands segment hard enough that they don’t get close. Profiles set your price; sends almost never do.
The exception is a brand that mails its whole list daily. If that’s you, the send ceiling is the smaller of your problems, and Klaviyo smart sending explains the setting that’s quietly skipping a share of those messages anyway.
How do you lower a Klaviyo bill?
You suppress profiles that are never coming back, because suppressed profiles stop counting toward billing. Done properly, it’s the rare cost cut that also improves deliverability, since the profiles you’re removing are the ones dragging your engagement rates down.
Klaviyo publishes the segment definition it considers safe. Profiles created at least 180 days ago, that have received at least five emails in the last 72 weeks, and have opened none of them. People who have never purchased, never visited the site and never started a checkout.
The order matters. Run a sunset sequence at that segment before you suppress any of it. Klaviyo’s own warning is that suppressing too early costs revenue, because you lose the ability to nurture somebody who would have come back. How to build a sunset flow covers the sequence and the thresholds to use.
The arithmetic is worth running before you decide it’s not worth the trouble. A brand at 15,000 active profiles on the Email plan pays $350 a month. If 6,000 of those profiles haven’t opened anything in eighteen months, suppressing them lands the account under 10,000 and the plan drops to $150. That’s a 57% cut, about $2,400 a year, from profiles that were producing nothing.
- Build the inactivity segment and look at its size before doing anything else.
- Check what share of the last twelve months of revenue came from it. Usually it is zero.
- Run the sunset sequence and let it finish.
- Suppress whatever did not respond, in bulk.
- Confirm the new profile count has crossed below a tier boundary, because stopping at 10,400 does not save you anything.
Is Klaviyo worth the price?
At a small list size, Klaviyo costs more than the obvious alternatives and the extra buys you capability you probably aren’t using yet. At scale the comparison inverts, because the segmentation and the ecommerce data model are what let flows carry a serious share of revenue, and flows are where the money is.
The honest test isn’t the monthly fee. It’s what share of your revenue comes from email and whether that share is growing. A brand paying $350 a month and attributing 8% of revenue to email has a much bigger problem than its bill.
Three comparisons worth reading if you’re choosing: Klaviyo versus Mailchimp, Omnisend versus Klaviyo, and Klaviyo versus Maestra for larger lists. At around 100,000 active profiles, Klaviyo’s Email plan alone runs $1,265 to $1,495 a month (see the table above). Maestra charges $2,000 a month for its customer data platform and unlimited email, with the first 100,000 active profiles included. A Forward Deployed Marketer comes with it and keeps building and optimizing your flows. Klaviyo’s Advanced Data Platform adds another $500 a month at 100,000 profiles.
And if what you actually want to know is what it costs to have somebody run the account, that’s a different number entirely. Our guide to Klaviyo agency pricing covers what agencies charge and what you should expect for it.
Where to go next
- A Klaviyo audit goes through the account and says what to fix first, including the profile count.
- The full grid of Klaviyo flows, for deciding what should be automated before you pay for more profiles.
- How lifetime value is actually built, which is the number that makes a platform fee look small or large.
- Subscription ecommerce benchmarks, for checking your email revenue share against something real.
Frequently asked questions
How much does Klaviyo cost per month?
On list pricing in October 2026, the Email plan runs $45 a month at 1,500 active profiles, $150 at 10,000, $350 at 15,000, $400 at 25,000 and $720 at 50,000. The Marketing plan, which adds social, Customer Hub and mobile push, costs roughly 40% to 70% more at every tier. If you’re above 150,000 profiles, Klaviyo quotes you individually.
Does Klaviyo have a free plan?
Yes, and it isn’t a trial. It covers up to 250 active profiles and 500 email sends a month, plus $5 of mobile messaging and $5 of Composer usage. You can stay on it indefinitely. It’s enough to wire up the integration and build flows before you have a list worth sending to.
What counts as an active profile in Klaviyo?
Klaviyo’s own definition: any profile that can be emailed. That’s broader than your subscriber count, because it includes people who entered an email at checkout without ever opting in. Suppressed profiles don’t count toward the bill.
How many emails do you get on a Klaviyo plan?
Ten times your plan’s profile ceiling. A 10,000 profile plan includes 100,000 sends a month. Almost nobody hits that ceiling, so sends aren’t usually what sets your price.
Is SMS included in Klaviyo pricing?
No. Mobile messaging is billed separately on top of the profile-based plan, so an account running both channels pays the plan fee plus message volume.
How do you lower a Klaviyo bill?
Suppress profiles that haven’t engaged in a long time, because suppressed profiles stop counting toward billing. For a brand sitting at 15,000 profiles, getting under 10,000 takes the Email plan from $350 to $150. Run a sunset flow first so you’re only suppressing people who are genuinely gone.
Is Klaviyo more expensive than Mailchimp or Omnisend?
At small list sizes Klaviyo usually costs more. The gap narrows as the list grows and as more of the revenue comes from flows rather than broadcasts, because that’s where the segmentation and the ecommerce data model pay for themselves.
What products does Klaviyo charge extra for?
Email, Customer Hub, Social marketing and Personalization all bill on active profiles. The Advanced Data Platform bills on total profiles, Reviews on monthly orders, mobile messaging per message sent, Customer Agent per AI conversation, and Helpdesk per support ticket. Composer is a flat $20 a month with credits on top. Only the first of those is what most people mean when they say a Klaviyo plan.
Why did my Klaviyo bill go up when my list didn’t grow?
Usually because a second product prices off the same active profile count. Adding Customer Hub, Social marketing or Personalization re-prices against the number that’s already setting your email bill, so a single change can move several lines at once. It’s also worth checking whether a usage-metered product, like mobile messaging or Reviews, moved with your order volume.
Sources
- Klaviyo, How Klaviyo billing works
- Klaviyo, Understanding active profile management in Klaviyo
- Klaviyo, How to manage email suppressions and delete profiles in bulk
Plan prices were read from Klaviyo’s public pricing calculator on 6 October 2026 by stepping the active-profile slider through every tier. Prices are US list rates and they’ll change without notice, so check the current figure before budgeting against it.
