Klaviyo pricing 2026: cost by profile count, SMS and add-ons

By Abdelilah Soumr, Email and Retention (Klaviyo)Updated November 2, 2026

Written from hands-on work in: Klaviyo email marketing, Email flows and automations, Email campaigns and design, Email deliverability, Repeat purchase and retention.

Short answer

Klaviyo is free up to 250 active profiles. Paid email costs $20 a month for 500 profiles, $30 for 1,000, $100 for 5,000, $150 for 10,000, $400 for 25,000, $720 for 50,000 and $1,380 for 100,000. SMS is now billed per message, about $15 for 1,000 US texts, and add-ons cost extra. Prices checked on klaviyo.com on November 2, 2026.

Key takeaways

Klaviyo bills on active profiles: every profile that can receive email, whether or not it ever opens. Not on sends, not on revenue.
The 10,000-profile jump: 6,501 to 10,000 profiles is a flat $150 a month. Above that, every 500 profiles adds $25, so 13,501 to 15,000 costs $350. Crossing 10,000 can more than double your bill.
SMS changed in July 2026. Credits are gone. Klaviyo now bills mobile messages per send in dollars: about $15 for 1,000 US SMS and $45 for 1,000 MMS on its calculator.
Most Klaviyo pricing articles are out of date. Many still quote SMS credits and Email + SMS bundles that Klaviyo no longer sells.
Succession Media's rule: cut the profiles that never buy before you blame the platform. A bloated list costs you twice, once on the bill and again in inbox placement.
A smaller list does not lower your price by itself. Klaviyo only drops the price when you pick a lower plan or turn on auto-downgrade.

Paying Klaviyo for profiles that never buy? We audit your list, flows and bill on a free call.Find my Klaviyo leaks

How does Klaviyo pricing work in 2026?

Klaviyo now sells a "Build your plan" setup: email is the base, priced by active profiles, and everything else is a separate line. Mobile messages (SMS and MMS), Composer (Klaviyo's AI agent), Customer Hub, Social and Reviews each carry their own price (Klaviyo pricing). The old Email and Email + SMS plans are gone from the pricing page.

Free: up to 250 active profiles, 500 email sends a month, $5 of mobile messages and $5 of Composer usage a month, email support for the first 60 days.
Paid email: priced by active profile count, with a monthly email send limit of 10 times your profile tier. Standard support ("email support with 4 to 48 hour response times") and no Klaviyo logo in your emails.
Enterprise: Klaviyo Standard and Klaviyo Advanced, priced by sales.
Billing: "All Klaviyo plans renew automatically on a monthly basis" (Klaviyo Help). The pricing page shows no annual discount.

How much does Klaviyo cost at each profile count?

These are Klaviyo's own email prices, read from the slider on its pricing page and the pricing data the page loads. The last column shows why bigger lists get cheaper per profile, with one big exception just above 10,000.

Klaviyo email pricing by active profiles, checked November 2, 2026
Active profiles	Price per month	Email sends per month	Cost per 1,000 profiles
Up to 250	$0 (Free)	500	$0
500	$20	5,000	$40.00
1,000	$30	10,000	$30.00
2,500	$60	25,000	$24.00
5,000	$100	50,000	$20.00
10,000	$150	100,000	$15.00
15,000	$350	150,000	$23.33
20,000	$375	200,000	$18.75
25,000	$400	250,000	$16.00
50,000	$720	500,000	$14.40
75,000	$1,070	750,000	$14.27
100,000	$1,380	1,000,000	$13.80
150,000	$1,955	1,500,000	$13.03
Over 150,000	Talk to sales	Custom	Not published

At the time of writing Klaviyo also ran a first-month promotion on the 500-profile tier: "$19 off your first month of Klaviyo Email (500 profiles only)". Prices are in USD for the US pricing page.

Why does Klaviyo get so expensive after 10,000 profiles?

Because the tier from 6,501 to 10,000 profiles is one flat $150 price, and the tiers above it are only 500 profiles wide. Each step adds $25 a month until you reach $350 at 13,501 to 15,000. The cost per 1,000 profiles jumps from $15.00 to $23.33.

Klaviyo email tiers from 6,501 to 20,000 active profiles
Active profiles	Price per month
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

What counts as an active profile in Klaviyo?

"An active profile is a profile that can receive email through Klaviyo. Active does not mean that the person has recently opened an email, clicked, or purchased" (Klaviyo Help). So a subscriber who has ignored you for two years costs the same as your best customer.

Suppressed profiles do not count. "Suppressed email profiles do not count toward your email plan's active profile limit."
Phone-only profiles do not count. "A phone number alone does not make a profile count toward your Profiles and Email plan" (Klaviyo Help).
Going over upgrades you automatically. Since February 18, 2025, your email plan must cover your active profile count. If you go over, "your plan automatically upgrades to a tier that covers your active profile count for your next billing cycle." Free accounts are not upgraded; sending is blocked instead.
Shrinking does not downgrade you automatically. "Reducing your active profile count does not by itself lower your email subscription price." Pick a lower plan or turn on auto-downgrade.
Send limits have overages. Go past your monthly sends and you can pay flexible overages, upgrade or stop sending. Klaviyo's own example prices overage at $2.29 per 1,000 emails on an $80 plan.

How much does Klaviyo SMS cost now?

"Starting July 13, 2026, Klaviyo is moving Mobile Messaging pricing from credits to per-message, dollar-based rates" (Klaviyo Help). Existing paid subscribers switch on their next billing date after August 13, 2026. Under the old system one US SMS used 1 credit and one MMS used 3; Klaviyo now calls those "legacy credit values".

Klaviyo mobile message calculator, US toll-free number, checked November 2, 2026
Monthly volume	Price per month
1,000 SMS	$15
2,500 SMS	$35
5,000 SMS	$70
10,000 SMS	$125
20,000 SMS	$240
1,000 MMS	$45

The calculator shows SMS at "$0.011 + carrier fees" per send, while the same card's footnote says the price "includes carrier fees where applicable". Treat the exact rate in your own account as the final word. Flexible overages on mobile apply only to plans of $490 a month and up (Klaviyo Help).

What do Klaviyo add-ons cost?

Add-ons are where a $150 email bill quietly becomes $400. These are the entry prices Klaviyo publishes.

Klaviyo add-on entry prices, checked November 2, 2026
Add-on	Published price
Composer (AI agent)	$20 a month, extra usage $10 per 1,000 credits
Customer Hub	$20 a month up to 10,000 profiles, $86 at 50,000
Social marketing	$50 a month up to 10,000 profiles
Personalization (formerly Marketing Analytics)	$100 a month up to 13,500 profiles, $216 at 50,000
Reviews	$25 a month at 250 orders a month
Customer Agent	$140 for 200 AI resolutions
Advanced Klaviyo Data Platform	$500 a month at 100,000 total profiles
Professional support	From $500 a month

Is Klaviyo more expensive than Mailchimp, Omnisend or Shopify Email?

Not by much. At 1,000 contacts Klaviyo ($30) sits between Omnisend ($20) and Mailchimp's regular price ($45). At 10,000 the three are within $18 of each other. Shopify's own email tool is far cheaper because it prices by emails sent, not by contacts.

Monthly price, standard monthly billing, checked on each vendor's pricing page November 2, 2026
Platform	About 1,000 contacts	About 10,000 contacts	Priced by
Klaviyo email	$30	$150	Active profiles
Omnisend Standard	$20	$132	Contacts
Mailchimp Standard	$45 (501 to 1,500), $22.50 on the first-year promo	$135 (5,001 to 10,000), $67.50 on the first-year promo	Contacts
Shopify Messaging (Shopify Email)	Free up to 10,000 emails a month	Then $1 per 1,000 emails	Emails sent

Price is the wrong first filter. What you pay for with Klaviyo is segmentation and flows built on Shopify order data. If you only send a monthly newsletter, a cheaper tool is fine. If flows drive a real share of revenue, the platform fee is the smallest number in the equation.

Is Klaviyo worth the price?

For a Shopify brand with working flows, yes, by a wide margin. On Klaviyo's default attribution, email averages about 19% of total revenue across 619 Klaviyo accounts averaging $483,000 a month (CustomersAI 2026). A store doing $50,000 a month with 15,000 profiles pays $350 for email. At even half that benchmark share, email would be credited with about $4,750 a month.

The catch is attribution. Klaviyo's default window credits email for orders that other channels also claim, so judge it on a strict window before you celebrate. Our guide on what percentage of revenue should come from email shows how to read it honestly and which flows to fix first.

How do you lower your Klaviyo bill without losing revenue?

Shrink the list you pay for, not the list you earn from. Do it in this order.

Find your tier edge. Check your active profile count against the tier table. If you sit just above 10,000, 15,000 or 25,000, a small cleanup drops you a full tier.
Sunset the dead weight. Suppress profiles that have not opened or clicked in a long window and never bought. Suppressed profiles do not count toward your plan.
Protect buyers. Never suppress recent customers or subscribers to save a few dollars. One repeat order pays for hundreds of profiles.
Then change the plan. A lower count does not lower your price on its own. Pick the lower plan or switch on auto-downgrade.
Clean every import. Old customer lists, giveaway entries and co-registration leads push you over tiers. Validate them before upload.
Audit add-ons and SMS. Cut add-ons nobody uses, and check whether SMS volume still earns its per-message cost under the new pricing.

How Succession Media runs Klaviyo for Shopify brands

Our email and retention work, led by Abdelilah Soumr, starts with the account you already pay for. We size your billable profiles against your engaged and buying profiles, read every flow's revenue per recipient against Klaviyo's own averages (abandoned cart $6.77, welcome $5.75 on default attribution) and price the gap.

List and bill: sunset rules, import hygiene and the right tier, so you stop paying for profiles that never buy.
Flows first: welcome, browse and cart abandonment, post-purchase, replenishment and winback, built on Shopify order data.
Campaigns that sell: the same angles and offers that win in our Meta ads, carried into email and SMS.
Honest attribution: flow revenue read on a strict window next to Shopify's own numbers.

Senior operators only, month to month, no setup fee. The full service is on our Email and Retention page, and the first step is a free audit call.

FAQ

Is Klaviyo free?

Yes, up to 250 active profiles. The free plan includes 500 email sends a month, $5 of mobile messages and $5 of Composer usage a month, and email support for the first 60 days. Above 250 active profiles you need a paid plan.

How much does Klaviyo cost for 10,000 subscribers?

$150 a month for email, which covers anything from 6,501 to 10,000 active profiles and 100,000 sends a month. At 10,001 profiles the price moves to $175, and it climbs $25 per 500 profiles to $350 at 13,501 to 15,000. SMS and add-ons are billed on top.

Does Klaviyo charge for unsubscribed profiles?

No. Unsubscribed profiles are suppressed for email, and Klaviyo states that suppressed email profiles do not count toward your plan's active profile limit. Profiles that are subscribed but never open do count, which is why sunsetting unengaged profiles lowers your tier.

How much does Klaviyo SMS cost?

Since July 13, 2026 Klaviyo bills SMS per message in dollars instead of credits. Its US calculator shows about $15 for 1,000 SMS, $70 for 5,000, $125 for 10,000 and $45 for 1,000 MMS on a toll-free number. Exact rates, including carrier fees, show inside your account.

What happens if I go over my Klaviyo profile limit?

On a paid plan, Klaviyo automatically upgrades you to the tier that covers your active profile count from your next billing cycle. On the free plan, sending is blocked instead. Going over your monthly send limit triggers flexible overages, an upgrade or a pause.

Does Klaviyo offer annual pricing?

Klaviyo's help center says all plans renew automatically on a monthly basis, and its pricing page shows no annual discount for self-serve plans. Enterprise plans are priced by sales.

Is Klaviyo cheaper than Mailchimp?

At about 10,000 contacts they are close: $150 a month on Klaviyo vs $135 on Mailchimp Standard at its regular price. At 1,000 contacts Klaviyo is cheaper than Mailchimp's regular $45. Mailchimp runs a 50% first-year promotion, so compare the price you will pay in year two.

When to bring in Succession Media

Succession Media is a DTC growth agency for Shopify brands doing $20K+ a month, strongest in supplement, wellness and health categories. This guide's topic maps to our Email and Retention (Klaviyo) work. It is worth a call if:

Your Klaviyo bill jumped a tier and nobody can say what the extra profiles earn.
Email drives less than 15% of revenue on a strict attribution window.
Your flows were built once, years ago, and never tested since.
You run SMS and do not know whether it pays under the new per-message pricing.

Sources

How we researched this guide

Every Klaviyo price was read on November 2, 2026 on klaviyo.com/pricing (sliders and calculators moved in a browser) and checked against the pricing data that page loads; billing rules come from Klaviyo's help center articles listed under Sources. Competitor prices were read on each vendor's own pricing page the same day, at standard monthly billing. Klaviyo changes pricing often; check the live page before you budget. Last reviewed November 2, 2026.

Abdelilah Soumr

Email and Retention (Klaviyo), Succession Media

Runs Klaviyo email for US DTC brands: welcome, abandoned cart and post-purchase flows, weekly campaigns, and email design built to turn first-time buyers into repeat customers.