If you’re serious about scaling your e-commerce brand, Klaviyo is hands down one of the best tools for email and SMS marketing.
Why? Because it’s built to grow with you.
Klaviyo plans are offering powerful automation, advanced segmentation, and real-time revenue tracking that actually moves the needle.
With Klaviyo, you’re not just paying for email and SMS sends—you’re investing in a platform that helps you retain customers, boost lifetime value, and drive more sales.
Let’s break down Klaviyo plans and why it’s a game-changer for your business.
Klaviyo Plans: New Pricing Structure
In January 2025, Klaviyo made a pretty big change: it started automatically upgrading or downgrading customers based on their “active profile count.”
So even if your subscriber list hasn’t grown, you might find yourself on a higher plan.
This change follows a similar shift that happened in April 2024 when Klaviyo switched from charging based on send volume to charging based on the number of contacts in your list. This had a huge impact on businesses with larger lists, and for many, it resulted in a price hike.
Now, while this might sound a little frustrating, it’s worth mentioning that Klaviyo plans pricing structure is designed to align with your growth.
For businesses that see their list and revenue scale, the cost can be totally worth it.
Klaviyo Plans: Key Pricing Updates (2022 - 2025)
March 2023: Fair and Scalable Pricing for Larger Lists
Klaviyo refined its pricing to better align costs with value, reinforcing its 10x email send cap—meaning you can send up to 10 times your active profile count per month.
February 2025: Transparent, Performance-Driven Adjustments
1. Active Profile-Based Pricing for More Predictability
Klaviyo now bills based on engageable contacts, making sure businesses aren’t overpaying for inactive or unmarketable emails. Unlike competitors, you’ll only be charged for subscribers who can drive revenue.
2. Automatic Plan Adjustments to Save You Time
Instead of unexpected price jumps, Klaviyo automatically upgrades or downgrades your plan with a 25% max increase per billing cycle—helping businesses scale without sudden cost spikes.
Why Klaviyo Plan New Pricing Still Makes Sense
Klaviyo’s new pricing structure definitely isn’t the easiest to navigate. But let’s be real—it’s still one of the best platforms out there for e-commerce brands. Over 146,000 companies use it for email marketing, SMS marketing, and audience segmentation, which is a testament to its effectiveness.
Despite the price changes, Klaviyo offers a lot of value:
- Advanced Segmentation: The ability to target the right people with the right message at the right time is a game-changer.
- Automation: Set it, forget it, and let Klaviyo do the heavy lifting when it comes to nurturing leads and increasing sales.
- Integrations: With over 350 integrations, Klaviyo plays nice with all your favorite tools.
Klaviyo Plans 2025 Pricing Structure: What You Pay For
Klaviyo offers a straightforward and transparent pricing model that focuses on what truly matters: active profiles and the communication you send.
Unlike other platforms that charge for every contact in your list — including unsubscribed ones. Klaviyo only charges for active profiles or contacts that are engaged and marketable. This means you’re paying for real opportunities, not just a database of stale contacts.
Here's How It Works
- Active Profiles: Klaviyo defines active profiles as those that engage with your brand — whether it’s through opening emails, clicking links, or interacting with your site. These are the contacts who are most likely to convert, so it makes sense to focus on them.
- Emails and SMS: Pricing is also influenced by how many messages you send, whether it’s email or SMS. This ensures that you’re only paying for the communications you’re actually sending out, not a flat rate for any and all potential messages.
This model benefits businesses by aligning costs with customer engagement.
You’re not paying for unused or dormant contacts, which is a more efficient way to allocate your marketing budget. Klaviyo’s pricing structure rewards you for building a highly engaged customer base, ultimately making it easier to scale with high-quality, targeted outreach.
By focusing on engaged profiles, Klaviyo ensures that you’re only paying for the most valuable customers. Maximizing your return on investment and delivering the best possible outcomes for your email and SMS marketing efforts.
Klaviyo Plans: Find the Right Fit
Klaviyo offers three core plans: Free, Email, and Email + SMS, plus powerful add-ons for Reviews and Customer Data Platform (CDP).
1. Free Plan (Perfect for Testing Klaviyo’s Power)
Best for: Small e-commerce stores looking to try out Klaviyo’s automation and segmentation without any upfront costs.
2. Email Plan (Optimized for High-Impact Marketing)
Best for: Brands looking for AI-powered marketing, automated flows, and real-time analytics.
Starting at $20/month for 251–500 active profiles, this plan includes:
✅ 150 free SMS/MMS credits per month
✅ Unlimited push notifications
✅ Advanced automation & segmentation
3. Email + SMS Plan (Multichannel Marketing Done Right)
Best for: Brands seeking seamless email and SMS automation in one platform. For $15/month extra, you unlock 1,250 SMS credits alongside your Email plan.
4. Klaviyo Reviews (Turn Customer Feedback into Sales)
Best for: Brands leveraging social proof to boost trust and conversions. Klaviyo Reviews helps brands collect, manage, and showcase reviews to drive conversions.
5. Klaviyo CDP (Data-Driven Marketing at Its Best)
Best for: Businesses looking for next-level customer analytics to personalize marketing.
Pricing: Starts at $500/month for up to 100,000 profiles.
Why Klaviyo is the Best Investment for E-Commerce
Sure, other platforms might look like they’re saving you a few bucks upfront, but when you dig a little deeper, you’ll see that Klaviyo offers way more value than any other option out there.
Here’s why:
1. Advanced Automation that Actually Works
Klaviyo’s automation is in a league of its own. It’s not just about setting up some simple email flows. It’s about creating personalized, timely, and relevant messaging that nurtures leads, recaptures abandoned carts and keeps your customers coming back.
Unlike other platforms, Klaviyo lets you build complex, dynamic workflows that are tailored to your audience’s behavior, so you’re not wasting time on generic campaigns.
2. Segmentation that Hits the Mark
While other platforms might give you basic segmentation options, Klaviyo allows you to segment your audience. They are based on purchase behavior, website activity, engagement with your emails, and more.
This means you’re sending the right message to the right person at the right time, which leads to more conversions and higher revenue.
3. Incredible Analytics for Data-Driven Decisions
Klaviyo’s analytics dashboard is a game-changer for e-commerce marketers. It offers more than just basic stats. You get actionable insights that show you which campaigns are driving revenue. It shows where customers are dropping off, and how your email and SMS marketing are performing in real-time.
With this level of detail, you can easily adjust your strategies, optimize your efforts, and improve results with every send.
4. High-Impact Tools that Drive Sales
Klaviyo isn’t just a tool—it’s a platform that’s built to grow with you. Whether you’re sending emails, SMS messages, or even push notifications, every feature is designed to help you drive sales and build long-term customer relationships.
Other platforms might limit the amount of customization, A/B testing, or integrations available. But Klaviyo gives you full control, so you can continuously optimize your campaigns for the best results.
Read this next: How to Set Up an Effective Klaviyo Abandoned Cart Flow
Why Other Platforms Don’t Stack Up
While it might be tempting to go for a cheaper platform, they often come with hidden downsides that can hurt your marketing efforts in the long run.
Here’s what you risk with other tools:
- Lack of advanced segmentation and automation: You end up sending one-size-fits-all messages to your entire list, which doesn’t drive the engagement or sales you want.
- Charging for unengaged subscribers: Many platforms charge you for every single contact, even those who haven’t opened or clicked in months. This means you’re paying for dead weight.
- Limited customization and A/B testing: You’re stuck with basic templates and limited testing options, which can restrict your ability to improve and grow.
Klaviyo Plans Against the Competition
Here’s a quick comparison:
Alternative Platforms for E-Commerce Marketing
Best for simple automation.
✅ Free Plan Available
Best for small business growth.
✅ Free Plan Available
Best for CRM-heavy email marketing.
✅ Free Plan Available
Best for budget-friendly emails.
✅ Free Plan Available
Best for content creators.
✅ Free Plan Available
Best for local businesses.
❌ No Free Plan
7.Sendlane
Best for data-driven email & SMS.
❌ No Free Plan
Best for affordable, basic email marketing.
✅ Free Plan Available
9.Drip
Best for personalization for DTC brands.
🎟️ Free Trial Available
Final Thoughts: Is Klaviyo Worth It?
With Klaviyo, you’re paying for a platform that works smarter for you. It’s not just about sending emails or texts; it’s about using data and automation to increase your lifetime value, boost conversions, and build lasting customer loyalty.
If your goal is revenue growth through targeted, data-driven marketing, Klaviyo absolutely justifies its pricing—and then some.
Read more about Klaviyo: Boost Your Sales with Klaviyo Dynamic Coupon Codes
