Klaviyo Pricing in 2026: What You Will Actually Pay

Klaviyo's pricing page shows you a slider. What it doesn't show you is what your bill looks like in month six, after your BFCM list growth pushed you up two tiers and nobody noticed until finance did.

We're a Klaviyo Gold Partner and we manage accounts from startup lists to six figures of profiles, so we see the real invoices. Here's how the pricing actually works, what you'll pay at each stage, and the parts the slider doesn't mention.

How Klaviyo pricing works

Klaviyo bills on one main variable: active profiles. That's every contact you can market to, whether by email, SMS, or push. Not your order count, not your sends (mostly), your addressable list.

Each plan tier also carries a monthly email send allowance, typically a generous multiple of your profile count, so for most brands the profile count is the number that decides the bill.

Three plan families:

• Free: up to 250 active profiles and 500 email sends a month, plus a small SMS allowance. Real functionality, not a demo.
• Email: starts at $20 a month for up to 500 profiles and scales with list size.
• Email + SMS: starts at $35 a month, bundles SMS credits, and adds mobile push. SMS beyond the included credits is usage-billed.

What you'll pay at each list size

Approximate monthly pricing for the email plan as of 2026:

Active profiles	Email plan (per month)
Up to 250	Free
500	$20
1,000	$30
2,500	$60
5,000	$100
10,000	$150
25,000	~$400
50,000	~$720
100,000	~$1,380

If you'd rather skip the table math, our free Klaviyo pricing calculator takes your active profile count and plan type, shows your estimated monthly bill, and tells you what suppressing your dead profiles would save per year.

Two things to notice. First, the cost per profile falls as you grow: about 4 cents per profile at 500, about 1.5 cents at 10,000. Second, the jumps between tiers get bigger in absolute terms, which is why a growth spurt can surprise you on the invoice even though the per-profile economics improved.

Prices are billed monthly on self-serve plans. If you're comparing against cheaper alternatives at the low end, we've written up Klaviyo vs Omnisend for Shopify stores separately; the short version is that the price gap narrows fast once you count what the cheaper tools can't do.

Email vs email plus SMS: how to pick

The email plus SMS plan costs $15 a month more than the matching email plan at every tier. That $15 buys you the SMS sending infrastructure, mobile push, and roughly 1,250 included SMS credits, which covers about 1,250 US text messages a month.

Do the math on that and the decision gets easy. The included credits alone are worth around $12.50 at standard rates, so the real premium for unlocking a second channel is a couple of dollars. If you're collecting SMS consent anywhere, at checkout, in a popup, on a landing page, take the bundle. Even a small SMS list sending one abandoned cart flow will out-earn the $15 in its first week.

The case for staying email-only is narrower than people think, but it exists: you have no SMS consent collection running, no plan to start this quarter, and your market is one where texting customers is unusual. In that situation the bundle is $180 a year for infrastructure you won't touch. Skip it, and know you can switch plans later without migrating anything.

One expectation to set: your SMS list will be much smaller than your email list. Consent rules are stricter, and opt-in friction is higher. A store with 20,000 email profiles typically has 2,000 to 4,000 SMS-consented contacts. That's fine. SMS earns on revenue per message, not list size.

The active-profile trap

Here's the part that catches almost everyone: your bill is based on your active profile count at your billing date, and Klaviyo moves you up tiers automatically as your list grows.

That sounds fair until you look inside a typical account. Most lists we audit carry 20-40% dead weight: hard bounces that were never suppressed, contacts who haven't opened anything in two years, imported lists from a trade show in 2023. Every one of those profiles is billable. None of them will ever buy anything.

The fix is a disciplined suppression pass before your billing date, and it's not just a cost play. Emailing dead profiles drags down your engagement rates, which hurts deliverability on the sends that matter. We wrote a full walkthrough in the 90-minute Klaviyo bill audit, and it routinely drops accounts a full pricing tier.

The timing detail that matters: suppressed profiles can take up to 72 hours to fall out of your billable count. Clean up the week before your billing date, not the night before.

What this looks like on a real bill

Round numbers, so you can follow the math. Say you're sitting at 12,000 active profiles on the email plus SMS plan. The email portion prices around $185 a month at that count, plus the $15 SMS base: call it $200 a month, $2,400 a year, before any SMS usage.

Now run the audit. You pull everyone who hasn't opened or clicked in 12 months, strip out the hard bounces that never got suppressed, and find 3,600 profiles that are pure billing weight. That's 30% of the list, which is the middle of the range we see. Suppress them and you're at 8,400 active profiles, which prices around $135 plus the SMS base: roughly $150 a month.

Same revenue, because dead profiles weren't generating any. Fifty dollars a month back, $600 a year, and your campaign open rates jump because you stopped diluting them with people who left two years ago. Deliverability follows engagement, so the sends that matter start landing in more inboxes too.

Plug your own numbers into the pricing calculator and it runs this exact scenario for your list size, including the suppression savings.

The billing settings nobody checks

Two default settings decide whether your bill tracks reality, and they don't behave the same way.

Auto-upgrade is on by default. When your list grows past your tier, Klaviyo moves you to the next one automatically. No approval step, no heads-up email you'll actually read. This is how brands discover their BFCM signup surge on the January invoice.

Auto-downgrade is off by default. This is the one that stings. You do the cleanup, suppress 4,000 profiles, feel good about it, and the bill doesn't move. Klaviyo won't drop you to the cheaper tier on its own; you have to go into billing settings and change the plan manually after the suppression processes. We've audited accounts that did a textbook list cleanup and then paid the old tier for eight more months because nobody knew this switch existed.

The third thing to check is your billing date itself. Your invoice reflects your active count on that date, not your average for the month. Combined with the 72-hour suppression lag, the practical rule is: cleanup a week out, confirm the count dropped, then downgrade the plan before the date hits.

The SMS math

SMS is usage-based on top of your plan. In practice: a US text runs about a cent, MMS about three times that, and international rates climb from there depending on the country.

What that means in real numbers: a brand with 5,000 SMS-consented profiles sending four campaigns a month uses roughly 20,000 credits, call it a couple hundred dollars. That sounds like a lot next to a $100 email plan until you see SMS campaign revenue, which for consented lists regularly outperforms email on a per-send basis. The channel pays for itself or it doesn't; the platform fee is rarely the deciding factor.

Start SMS with flows (abandoned cart, back in stock) before campaigns. Flow messages go to people mid-purchase-intent, so the revenue per credit is highest there.

The Q4 problem

One pattern worth planning for: your Klaviyo bill peaks exactly when your list grows fastest, and that's October and November.

BFCM list-growth campaigns can add thousands of profiles in weeks. Great for revenue, but every one of them lands on your active count, and the tier upgrade hits your invoice right as your ad spend also peaks. The brands that handle this well do their suppression cleanup in September, budget for the Q4 tier bump deliberately, and treat the bigger bill as what it is: the cost of the biggest sending month of the year. Our Klaviyo BFCM playbook covers the whole prep sequence, including the list hygiene step.

What the bill buys you

The honest way to evaluate Klaviyo pricing is against channel revenue, not against cheaper tools.

Well-built email flows typically drive 25-40% of a store's total revenue. Take a store doing $50,000 a month with 10,000 profiles: if email contributes even 25%, that's $12,500 a month against a $150 platform fee. The platform is 1.2% of channel revenue. Nothing else in your stack has that ratio.

Which is also why a badly set up account is so expensive. If your flows are half-built and your segments are stale, you're paying full price for a fraction of the output. Our free email revenue leak calculator estimates what an underbuilt account is leaving behind, and the flow grader scores what you have against what should be running.

Klaviyo's price vs the cost of running it

One more distinction people conflate: the platform fee and the cost of operating the channel. Klaviyo at 10,000 profiles is $150 a month. Someone building the flows, writing the campaigns, managing segments, and watching deliverability is the real investment, whether that's your time, a hire, or an agency. We broke down what a Klaviyo agency actually costs if you're weighing that route.

The failure mode we see most isn't overpaying Klaviyo. It's paying Klaviyo correctly and then leaving the account 30% built.

When you cross into custom pricing

Somewhere past the 100,000-profile mark, the self-serve slider stops being the whole story and Klaviyo's sales team enters the picture. Pricing up there is quoted, not listed, and that changes how you should approach it.

Three things worth knowing before that call. First, quoted pricing is negotiable in ways the slider never is: annual commitments, multi-year terms, and timing your signature near their quarter-end all move the number. Second, your active profile count is still the anchor for the quote, which means a suppression pass before the negotiation is worth real money, not just tier-table money. Walking in with 180,000 profiles when 120,000 of them are genuinely active is negotiating against yourself. Third, ask explicitly about send allowances and SMS credit rates in the contract, because those are where custom agreements quietly differ from self-serve terms.

If you're approaching renewal at that scale and want a second opinion on the account before you sign, that's exactly the kind of thing our audit is built for.

The bottom line

Klaviyo's pricing is simple on the surface (active profiles decide the tier) and slippery in practice (dead profiles inflate the count, Q4 growth spikes the bill, SMS rides on top). Know your real addressable list size, clean it on a schedule, and the pricing is fair for what the platform does.

If you want a second pair of eyes on it, our free Klaviyo audit looks at exactly this: what you're paying, what your account is actually producing, and the gap between the two. Our Klaviyo experts run this for stores every week, and the audit costs you nothing but the 15 minutes it takes to read it.