Klaviyo prices by profile count and channel, not a flat tier — here's what that actually means for your bill as your list grows.
Klaviyo prices in tiers based on total profile count (not just subscribed contacts), with email and SMS billed separately. Directional figures below — always confirm exact current pricing on Klaviyo's own site, since tiers and rates are periodically adjusted.
Not all growth impacts price the same way — these are the factors that actually move your Klaviyo bill.
Klaviyo counts every profile in your account toward tier pricing — including unsubscribed and suppressed contacts unless they're actively deleted, not just people who receive marketing. Unpruned lists inflate cost without adding real marketing reach.
SMS is billed separately from email, on a credit/message-volume basis. Adding SMS to your program is a genuine additional cost line, not an included feature bundled into email pricing.
Running separate Klaviyo accounts for multiple brands multiplies your effective cost, since each account has its own tier pricing rather than a combined volume discount across brands.
Klaviyo's expanded product suite (Reviews, CDP capabilities) carries its own pricing on top of core email/SMS — worth confirming what's actually included in your plan versus billed separately.
We'll look at your real profile count, list hygiene, and channel needs and give you an honest cost estimate — including whether list pruning alone would meaningfully lower your bill.
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Founder & CEOEvery pricing question people actually ask before buying.
Yes, for very small lists — the free tier supports up to 250 profiles with core email functionality, which is genuinely enough to test the platform and build your first few automations before needing to upgrade. It's better understood as a trial-with-no-time-limit for early-stage stores than a long-term solution for an established brand, since most real ecommerce operations outgrow 250 profiles fairly quickly once actively marketing.
This is one of the most common surprises — Klaviyo's tier pricing is generally based on total profile count in your account, which can include suppressed or unsubscribed profiles unless you actively delete them, not just people actively receiving your marketing. Regularly cleaning your profile list of genuinely dead contacts (not just unsubscribed, but bounced, invalid, or long-dormant) is a real, direct lever on cost, not just a best practice for deliverability.
No, SMS is billed entirely separately from email, on a message-volume or credit basis. If you're evaluating Klaviyo's cost for a program that includes both channels, you need to budget for SMS as its own line item on top of whatever email tier you land on — it's not bundled in the way some competing platforms structure combined plans.
This falls into Klaviyo's mid-tier pricing range, though the exact cost depends on your specific profile count (not just subscribers), whether SMS is included, and current published rates, which are periodically adjusted. Rather than relying on a single quoted number that may already be outdated, checking Klaviyo's current pricing page directly for your specific profile count gives the most accurate figure.
Yes, often meaningfully — since pricing tiers are based on total profile count, removing genuinely inactive, bounced, or invalid profiles can move you down a pricing tier without losing any real marketing reach, since those contacts weren't engaging anyway. This is one of the most direct, immediate cost-reduction levers available, and it's worth auditing your list specifically for this before assuming you need to negotiate pricing or switch platforms.
Core automation (flows, segmentation) is generally included in standard tier pricing rather than gated behind a separate add-on. Predictive analytics features (like customer lifetime value forecasting and churn prediction) have historically been included in Klaviyo's core offering as a differentiator, though it's worth confirming current plan inclusions directly, since platform feature bundling does shift over time.
Generally yes at comparable list sizes, reflecting Klaviyo's deeper ecommerce-specific feature set (native product/order data integration, predictive analytics) that Mailchimp doesn't match at an equivalent price point. For businesses genuinely using those ecommerce-specific features, the premium is often justified by performance; for those that wouldn't use them, Mailchimp can be the more cost-effective choice.
Klaviyo typically adjusts your plan automatically to the appropriate tier once your profile count crosses a threshold, generally reflected at your next billing cycle rather than an immediate mid-cycle charge. Growing brands should expect this as a normal, ongoing part of scaling rather than a surprise — budgeting for tier increases as your list grows is more realistic than assuming a fixed cost indefinitely.
Yes, at higher profile tiers (typically 100,000+ profiles or very high sending volume), Klaviyo commonly moves accounts to custom or negotiated enterprise pricing rather than standard published tiers. If you're operating at that scale, direct conversation with Klaviyo's sales team typically produces better terms than the self-serve published pricing.
The most accurate approach is auditing your actual current profile count (after removing genuinely dead contacts), confirming whether SMS is part of your program, and checking Klaviyo's current published pricing for that specific profile range — rather than relying on a generic industry estimate, since exact rates shift periodically and vary by region and specific plan configuration.