Klaviyo
6.9/10Klaviyo is an email, SMS and customer data platform for ecommerce brands, priced by active profiles and built around store data and automated flows.
Data last updated November 2026 · Our methodology
Overview
Klaviyo is a marketing platform for online retailers. It pulls order, browsing and customer data from stores like Shopify into a single profile and uses that data to drive email, SMS, MMS, WhatsApp and mobile push campaigns and automated flows. The product line has grown beyond email to include Customer Hub, Reviews, social marketing, personalization, an Advanced Data Platform, a Helpdesk, and AI agents called Composer and Customer Agent. Pricing depends on active profiles. The free plan covers 250 profiles and 500 emails a month. The Email plan starts at 20 USD a month for 500 profiles and reaches roughly 1,955 USD at 150,000. Above that, Enterprise pricing is quoted. A higher Marketing plan adds predictive analytics, mobile push, social and loyalty features. In July 2026 Klaviyo switched mobile messaging from credits to dollar-based budgets with per-message rates that vary by country and number type. Most other products are separate paid add-ons. Klaviyo suits Shopify-centric brands that want deep segmentation from purchase data. The main drawback is cost: prices jump at profile thresholds, add-ons stack up quickly, and dormant contacts still count toward billing unless you clean your list.
Our Rating
Who Klaviyo is best for
Good fit
Ecommerce marketing teams running email, SMS and push from one profile database are its core users.
- Mid-Market9/10
Mid-sized ecommerce brands get the most from its store-data segmentation, flows and add-on products.
It offers custom Enterprise pricing above 150,000 profiles and an Advanced Data Platform, though its focus stays on ecommerce.
Ecommerce agencies often build on Klaviyo, but reviews and pricing guides show clients feel tier jumps directly.
The free tier and 20 USD entry plan let small stores start cheaply, but costs climb steeply as the list grows past 10,000 profiles.
Less suited
Early-stage brands can use the free plan, but email support on that plan ends after the first 60 days.
Pros & Cons
Pros
- Deep native integration with Shopify and other stores lets marketers segment on real purchase and browsing data.
- A free plan with 250 profiles and a 20 USD entry plan make it cheap to start.
- Since July 2026, SMS uses dollar-based plans with over 70 tiers, so gaps between plans are smaller and larger plans get lower per-message rates.
- A broad product suite covering reviews, helpdesk, personalization and AI agents can replace several separate tools.
Cons
- Billing by active profiles and uneven tier steps cause cost jumps, for example from 150 USD at 10,000 profiles to 350 USD at 15,000 on the Email plan.
- Many features, such as Reviews, Helpdesk, Personalization and Composer, are separately priced add-ons that raise the total bill.
- Free accounts get email support only for the first 60 days, and reviewers on G2 and Trustpilot report slow or hard-to-reach support.
- New users report a learning curve with segments, event triggers and flow logic.
Key Features
Klaviyo Pricing
Free
- 500 email sends per month
- Up to 250 active profiles
- Basic segmentation and reporting
- 5 USD of Composer usage per month
- 5 USD of mobile messages per month
- Web forms and drag-and-drop editor
- Email support for first 60 days only
- 150 USD at 10,000 profiles
- 720 USD at 50,000 profiles
- Starts at 500 active profiles
- Self-serve up to 150,000 profiles
- Monthly email volume of 10 times the profile tier
Marketing
- Loyalty rewards
- Predictive analytics
- Social marketing and Customer Hub
- Email plan features plus mobile push
- Reported at about 115 USD for 1,500 profiles and 220 USD for 10,000
Frequently Asked Questions
Price depends on your number of active profiles, meaning contacts you can market to, rather than emails sent. The Email plan starts at 20 USD a month for 500 profiles and gives email volume of 10 times your profile tier.
From July 13, 2026, mobile messaging moved from credits to dollar-based plans with per-message rates that vary by channel, country and number type. Existing paid subscribers switched at their first billing cycle after August 13, 2026.
Yes. It covers up to 250 active profiles, 500 emails a month, 5 USD of mobile messages and 5 USD of Composer usage, but email support ends after 60 days.
Self-serve pricing goes up to 150,000 active profiles. Above that, Klaviyo quotes custom Enterprise pricing through sales.
According to an October 2026 pricing analysis, no. Unused monthly mobile messaging budget does not roll over.
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