Brevo pricing

About

Brevo — formerly Sendinblue, rebranded in May 2023 — is a Paris-headquartered, all-in-one customer-engagement platform that unifies email and multichannel marketing, a Sales Platform (CRM), Conversations (live chat, chatbot and cloud phone), transactional email/SMS/WhatsApp APIs, and a built-in Customer Data Platform. Founded in 2012 by CEO Armand Thiberge, it positions itself as an affordable, GDPR-first alternative to Mailchimp, HubSpot, Klaviyo and Constant Contact, and serves more than 600,000 customers worldwide — including eBay, H&M, Sodexo, Louis Vuitton, Carrefour, Michelin and Huawei.

Brevo is a European scale-up of real heft. It crossed €200M ARR in 2025 (up from roughly $179M/€ in 2024, when it hit “Centaur” status), runs at a double-digit EBITDA margin with ~1,000 employees, and became a unicorn in December 2025 on a €500 million ($583M) secondary round led by General Atlantic and Oakley Capital (each taking ~25%), with Bpifrance and Bridgepoint remaining minority holders and early backer Partech exiting. Management states a goal of €1 billion in revenue by 2030. France, Germany and the USA account for about 65% of revenue (the US ~15%).

Brevo’s defining commercial choice is that its marketing plans are priced by the volume of emails sent each month rather than by the size of a contact list. That inverts the dominant Mailchimp/HubSpot model and lets every plan — including the perpetual Free tier — carry unlimited contacts. SMS and WhatsApp are handled as separate pay-as-you-go credits, and AI capabilities (branded Aura AI) are bundled into the plans rather than metered as add-on credits.

Brevo serves a broad span of buyers, from individual solopreneurs and small businesses on the Free and Starter plans up to mid-market teams on Professional and large organizations (1M+ contacts) on a sales-led, custom-quoted Enterprise plan. Its data is hosted on EU-based servers in France and Germany, which anchors its compliance-focused positioning.

Pricing summary : how Brevo’s email-volume freemium tiers work

Brevo uses a freemium, volume-tiered subscription with three billing dimensions:

1. Email send volume (primary meter): Marketing plans are priced by the number of emails you send per month. The Free plan covers 300 emails/day (about 9,000/month); Starter starts from 5,000 emails/month at $9/month; Standard is $18/month; and Professional starts from 150,000 emails/month at $499/month. Enterprise (1M+ contacts) is custom-quoted.
2. Seats: Lower tiers are effectively single-user; Professional includes 10 seats, and the Sales Platform Advanced tier is billed per user/month. Enterprise adds multi-account management.
3. SMS/WhatsApp credits: Sold separately as pay-as-you-go credits that never expire, decoupled from the email subscription.

Billing can be monthly or yearly, with yearly billing saving 10%. AI features are bundled into the plan rather than sold as separate credits, and the built-in Customer Data Platform is included in every plan (full capability only at Enterprise). This makes Brevo a hybrid pricing model — usage-based on email volume atop a freemium subscription.

What makes this different: by metering on emails sent rather than contacts stored, Brevo keeps contact lists unlimited on every tier — a deliberate contrast with the contact-based ladders of Mailchimp and HubSpot.

Pricing by product

Prices captured in US locale (USD) on 2026-08-06. Brevo displays localized currency (EUR/GBP) by region. The plan cards’ dollar figures render via an async pricing microservice that did not resolve under headless capture; the Starter/Standard/Professional figures below are Brevo’s published starting prices, confirmed from Brevo’s own transactional-email pricing FAQ. Sales Platform and Conversations paid-tier dollar figures were not shown inline and are marked as not publicly listed.

Marketing Platform (Individual & SMB plans)

Marketing Platform (Business & Enterprise plans)

Sales Platform (CRM)

Conversations, Transactional email & CDP

Sales motions across products: PLG / self-serve for Free through Professional (and the free Sales and Conversations plans); sales-led for Enterprise and higher-volume Professional deals.

Hidden costs : email-volume overage and multi-product add-ons

Brevo’s headline “$9/mo” and “$18/mo” are anchored to a 5,000-emails/month floor. The real bill is driven by two things the pricing card does not put next to the headline: (1) the email-volume slider, which raises the plan price as you send more, and (2) separately-billed add-ons — SMS/WhatsApp PAYG credits, the “No Brevo logo” line on Starter, and a dedicated IP. Because the per-volume steps are not published beside the headline, the figures below are indicative estimates that scale from Brevo’s verified base prices; use the calculator to model your exact send volume.

Archetype A — a small e-commerce store on Standard, sending ~30,000 emails/month with light SMS. The plan itself is cheap; the SMS credits and volume step are where the bill grows.

Lesson: the sticker is $18, but a real transactional e-commerce sender lands closer to $65 once volume and SMS credits are added — still materially below a contact-priced Klaviyo/Mailchimp list of the same size.

Archetype B — a mid-market retailer on Professional, sending ~250,000 emails/month with WhatsApp. Professional’s $499 base covers 150k emails and 10 seats; extra volume and WhatsApp credits stack on top.

Lesson: the jump from Standard to Professional is a cliff ($18 → $499), so a team crossing ~100k emails/month should model whether it can stay on a volume-scaled Standard plan before paying for Professional’s seats-and-AI bundle it may not use yet.

Want to estimate your own Brevo bill? Use the Brevo pricing calculator to model your monthly cost based on email send volume, seats, and SMS credits.

Pricing evolution : from Sendinblue to Brevo’s volume-tiered suite

Brevo’s meter has been remarkably stable — emails sent, not contacts stored, since the Sendinblue years — while the packaging around it has been reworked twice: the 2023 rebrand and the October 2025 five-tier restructure.

Cadence

Tracked range: 2022 (Sendinblue baseline) – 2026-08. Quarters not listed were verified stable (0 price changes, 0 SKU additions). Wayback screenshots resolve May 2023 – Jan 2024; 2024–2025 changes are reconstructed from secondary review coverage where first-party snapshots deduped or did not archive.

Notable changes

• circa 2021–2022 — Sendinblue already meters on emails sent: Free (300/day), Lite from $25/mo, Premium from $65/mo (to $599 at 1M emails), Enterprise custom (isitwp, tech.co).
• May 2023 — Sendinblue → Brevo rebrand; pricing page shows Free / Starter $25 / Business $65 / Brevo+ Custom, with a “Sent with Brevo” volume slider (verified via Wayback screenshot dated 2023-05).
• May 2024 — paid plans re-based to a 5,000-email floor; Starter starts from $9/mo (emailtooltester, emailvendorselection).
• May 2025 — Aura AI agent bundled across paid tiers rather than sold as add-on credits.
• October 1, 2025 — five-tier restructure adds a $499 Professional tier and renames Business to Standard; Free automation quietly capped at 2,000 contacts and WhatsApp moved to Professional+ (emailtooltester, saascrmreview).

The October 2025 restructure in detail

The October 2025 change is the most consequential packaging move since the rebrand, and it cuts two ways. On the upside, it re-based the ladder to lower email floors (Standard’s headline fell from the old $65 Business anchor to $18 at 5,000 emails) and added a genuine mid-market/enterprise step in Professional ($499 for 150k emails, 10 seats, the full Aura AI suite, contact scoring and phone support). On the downside, it introduced the platform’s first visible takeaways from the free tier: Free-plan automation, once unlimited, was capped at 2,000 contacts, and WhatsApp — previously reachable lower down — moved up to Professional+. Existing customers were grandfathered onto their legacy terms, so the change primarily reshapes the offer for new signups. The net effect is a wider, more segmented ladder with a steeper Standard-to-Professional cliff ($18 → $499) than most contact-priced rivals expose.

What’s unique : emails-sent metering and a bundled CDP

The value metric is emails sent, not contacts stored. This is Brevo’s defining choice and the sharpest contrast with peers in this wave. Mailchimp, HubSpot, Klaviyo, ActiveCampaign and Constant Contact all price on the size of your audience — per-contact billing is the meter — which punishes marketers for growing a database they may only email occasionally. Brevo meters the action (a send), closer to per-message billing, so every plan, including Free, carries unlimited contacts. For a large-list-but-infrequent-sender (a membership org, a seasonal retailer, a media brand with a dormant archive), this can be dramatically cheaper. It also aligns price with the cost Brevo actually incurs — delivering mail — a cleaner value metric than list size (see our guide on choosing the right usage metric).

AI is bundled, not a separate meter. The Aura AI suite — content generation, predictive send-time optimization, AI segmentation, and a plain-language AI Data Analyst — is folded into the paid tiers rather than sold as add-on credits. In a market rushing to meter AI usage separately, Brevo treats AI as a feature that deepens the existing subscription, keeping the bill predictable and the meter singular (emails). It is a deliberate counter-position to the credit-based billing for AI many rivals are adopting.

A customer data platform ships inside every plan. The Brevo Data Platform (identity resolution, unified profiles, CLV/RFM scoring, dashboards) is included from Free upward as the data foundation, with full capability unlocked at Enterprise. Most competitors sell a CDP as a premium upsell or a separate SKU; Brevo uses it as connective tissue across Marketing, Sales, Conversations and Transactional.

Channels are decoupled from the subscription. Email volume is the subscription meter, but SMS and WhatsApp are pay-as-you-go credits that never expire — one email equals one credit on the PAYG plan — so messaging channels scale independently and you never lose prepaid credit to a monthly reset.

EU data residency as a pricing-adjacent moat. Data is hosted on servers in France and Germany, ISO 27001 certified and GDPR/CCPA/CASL compliant. For European buyers wary of US-hosted Mailchimp/HubSpot, that residency is a purchase criterion, not a footnote — and it lets Brevo compete on trust rather than only on the low headline price.

Strengths & weaknesses

Billing UX : the named controls a Brevo buyer touches

• Monthly / Yearly (-10%) billing toggle — switch billing period on the pricing page; yearly billing applies a 10% discount to every paid plan.
• Email-volume selection — plans are quoted from a base monthly send volume (e.g. from 5,000 emails/mo on Starter, from 150,000 on Professional); the plan price scales with the volume you choose.
• Pay-as-you-go SMS/WhatsApp credits — bought separately from the email plan; credits never expire, and on the PAYG plan one email sent equals one credit deducted.
• No Brevo logo add-on — a toggle/line item that removes the Sent with Brevo email footer (included on Standard and above, add-on on Starter).
• Multi-user seats — 10 seats included on Professional; the Sales Advanced tier is billed per user/month.
• Landing-page counter — plans show an included landing-page allowance (e.g. 1 page on Standard).
• Deliverability Specialist hours — Professional includes 3 hours/year of specialist deliverability support.
• Sales Essentials / Sales Advanced cross-sell line — each marketing plan card surfaces a bundled Sales Platform add-on priced per month (or per user/month).
• Payment options — credit card via Adyen or PayPal; monthly subscriptions run a 30-day cycle charged at the start of each period, and email/SMS credits are charged at purchase.

Strategic wins : decisions that worked

1. Metering on emails sent, not contacts stored

By choosing send volume as the value metric, Brevo inverted the entire category’s default and turned “unlimited contacts” into a headline benefit no contact-priced rival can match without cannibalizing its own model. It aligns price with Brevo’s real delivery cost and wins the exact buyers competitors overprice — large lists that email infrequently. The choice has been stable since the Sendinblue years, which is itself a signal: they picked a per-message value metric durable enough to survive a rebrand and two repackagings. See how this compares to peers in the email/marketing pricing landscape.

2. Bundled AI and a built-in CDP instead of add-on credits

While much of the market is racing to meter AI as separate credits, Brevo folded Aura AI and its Customer Data Platform into the subscription. That keeps the bill predictable, removes credit-tracking friction, and makes AI a reason to upgrade tiers rather than a surprise line item. For buyers burned by unpredictable usage-based AI bills, “AI included” is a genuine trust signal — and it lets Brevo defend its single-meter simplicity while still monetizing AI through tier mix.

3. A perpetual Free tier as the top of the funnel

The Free plan (300 emails/day, unlimited contacts, full transactional API) is a deliberately generous freemium wedge that opens the whole suite — Marketing, Sales, Conversations, Transactional. It converts developers (via the transactional API) and small marketers alike, then relies on email-volume growth to pull them into $9 and $18 paid tiers. Combined with a $9 entry price, it is one of the widest self-serve funnels in the category, and it underwrote Brevo’s climb to 600,000+ customers.

4. One rebrand, one meter: repackage without repricing the core

Both the 2023 rebrand and the 2025 restructure changed tier names and packaging but preserved the emails-sent meter and even carried prices over unchanged at the rebrand. That let Brevo modernize positioning (Sendinblue → Brevo, four tiers → five) without triggering the pricing-change backlash that migrations usually cause — and it grandfathered legacy accounts in October 2025 to keep existing customers whole.

Areas to improve : gaps and proposed fixes

1. Publish resolvable plan prices on the pricing cards

The plan-card dollar figures load via an async pricing microservice that frequently fails under headless capture and can stall for real visitors too, leaving Starter/Standard/Professional prices blank on first paint. For a company whose whole wedge is “cheap and transparent,” a blank price is self-inflicted friction. Fix: server-render a default headline price (the 5,000-email floor: $9 / $18) and hydrate the slider afterward, so the price is never absent — the same logic behind pricing-calculator conversion work.

2. Surface Sales Platform and Conversations tier prices inline

Sales Essentials / Sales Advanced and the Conversations paid tiers are cross-sold on the marketing cards and product pages, but their actual dollar figures are not shown, forcing buyers to sign up or contact sales to learn the price. That undercuts Brevo’s transparency advantage precisely where it is expanding (CRM, chat). Fix: publish at least “from $X/user/mo” for each paid Sales and Conversations tier, mirroring the clarity of the marketing ladder.

3. Clarify email-volume scaling and the Standard→Professional cliff

Plans are quoted “from” a base volume, but the price-per-volume steps are hidden until you drag the slider, and the $18 → $499 jump between Standard and Professional is abrupt with nothing in between. Buyers between ~100k emails/month and true mid-market are left guessing. Fix: show a compact volume-to-price table beside each headline (as this page reconstructs in Hidden costs) and consider an intermediate tier or à-la-carte volume packs to soften the cliff — see the broader case for transparent usage thresholds.

Key takeaways

1. Pick a value metric that reflects your cost and your customer’s growth. Brevo meters on emails sent — the action it actually pays to perform — so it can offer unlimited contacts and win the exact buyers (large, infrequent-sending lists) that contact-priced rivals overcharge. The right meter is a durable competitive weapon, not just a billing detail.
2. A meter can outlive names and packaging. Brevo has kept the emails-sent meter through a full rebrand and two tier restructures. Stable metrics let you modernize positioning and repackage tiers without repricing the core or spooking customers.
3. Bundling AI can be a strategy, not a concession. In a market metering AI as separate credits, Brevo made “AI included” a trust signal and an upgrade lever, defending a single, predictable meter while still monetizing AI through tier mix.
4. Repackage with grandfathering to avoid backlash. The October 2025 restructure added a $499 tier and quietly tightened the free plan — but grandfathered legacy accounts, so the pain landed only on new signups. Migrations survive when existing customers are held whole.
5. Don’t let rendering undercut your positioning. Brevo’s cheap-and-transparent wedge is weakened by plan-card prices that fail to render and by hidden Sales/Conversations pricing. If transparency is your differentiator, the price must always be visible.

UBP implications

1. The value metric is the moat. Brevo shows that choosing send volume over list size isn’t a pricing tweak — it reframes the entire competitive comparison and creates a benefit (“unlimited contacts”) rivals structurally cannot copy. Metric selection is where usage-based pricing strategy is won or lost.
2. Single-meter simplicity can beat granular metering. Rather than metering AI, CDP, and channels separately, Brevo keeps one primary meter (emails) and decouples only SMS/WhatsApp as never-expiring credits. Fewer meters mean predictable bills — a real advantage as buyers grow wary of multi-dimensional usage sprawl.
3. Volume tiers still owe buyers a visible curve. Brevo’s weakest UBP moment is opacity: “from $9” with hidden per-volume steps and a $18→$499 cliff. Usage-based pricing only builds trust when the volume-to-price curve is legible before signup, not discovered on the invoice.

Sources

• Brevo pricing page (accessed 2026-08-06)
• Brevo Marketing Platform (accessed 2026-08-06)
• Brevo Sales Platform (accessed 2026-08-06)
• Brevo Conversations (accessed 2026-08-06)
• Brevo Transactional email (accessed 2026-08-06)
• Brevo Data Platform (CDP) (accessed 2026-08-06)
• Brevo Enterprise (accessed 2026-08-06)

Bottom line

Brevo turned a single contrarian choice — meter on emails sent, not contacts stored — into a durable wedge that survived a rebrand, a €500M unicorn round, and two repackagings while staying priced from $9/month. It bundles AI and a CDP instead of metering them, hosts in the EU for trust, and keeps a genuinely generous free tier at the top of the funnel. The unfinished work is transparency: prices that don’t always render, hidden Sales and Conversations tiers, and an $18→$499 cliff that a “cheap and clear” brand should not make buyers discover for themselves.

Want to compare Brevo against other marketing and CRM pricing? Browse the pricing blueprint.

Pricing timeline : Major events on a vertical axis

Each milestone below corresponds to a public pricing change, product launch, or material adjustment. Major events use a filled marker; minor adjustments use a faded one.

Current five-tier volume-priced lineup, AI bundled

Aug 2026

As captured, Brevo's marketing platform runs across Free (300 emails/day), Starter from $9/mo, Standard from $18/mo, Professional from $499/mo (10 seats, 150k emails/mo base), and custom Enterprise — all priced by monthly email send volume with unlimited contacts. Aura AI is bundled; SMS/WhatsApp are separate PAYG credits. Yearly billing saves 10%.

Five-tier restructure: Business → Standard, new Professional tier at $499/mo

Oct 2025

Effective October 1, 2025 (new customers; legacy accounts grandfathered) Brevo restructured to five tiers: Free, Starter ($9), Standard ($18, formerly Business), Professional ($499, from 150k emails with 10 seats), and Enterprise (custom). WhatsApp moved up to Professional+, and the previously unlimited Free automation was capped at 2,000 contacts. Sourced from secondary review coverage (emailtooltester, saascrmreview).

Aura AI launched — bundled, not metered

May 2025

Brevo introduced Aura AI: AI content generation (subject lines and copy), predictive send-time optimization, AI segmentation, and an AI Data Analyst answering plain-language questions over customer data. Crucially the AI features were folded into existing paid tiers rather than sold as separate credits, keeping the plan meter on emails sent. Sourced from Brevo product coverage.

Entry price cut: paid plans now start from $9/mo

May 2024

Brevo lowered the visible starting price of its paid marketing plans, re-basing the ladder to a 5,000-emails/month floor so Starter begins at $9/mo (down from a $25 headline anchored at 20k emails in the 2023–2024 Wayback snapshots). The move sharpened the low-end wedge against Mailchimp and MailerLite. Sourced from secondary review coverage (emailtooltester, emailvendorselection).

Sendinblue rebrands to Brevo; plans re-labelled Starter / Business / Brevo+

May 2023

In May 2023 Sendinblue became Brevo. The marketing pricing page (verified via Wayback screenshot) showed Free ($0, 300 emails/day, unlimited contacts), Starter $25/mo, Business $65/mo (Most Popular), and Brevo+ (Custom, for large organisations) — plus tabs for Conversations, Sales Platform and Transactional Email. Prices were unchanged from the Sendinblue Lite/Premium ladder; the meter stayed emails-sent.

Sendinblue era: Lite $25 / Premium $65 volume-tiered plans

Jan 2022

Before the rebrand, Sendinblue already priced by monthly email volume (not contacts): Free (300 emails/day, unlimited contacts), Lite from $25/mo (from 10k emails), Premium from $65/mo (from 20k emails, scaling to $599/mo at 1M emails), and custom Enterprise. The emails-sent meter — Brevo's signature differentiator — predates the Brevo name. Reconstructed from secondary sources (isitwp, tech.co); no first-party Wayback screenshot pre-dates the 2023 rebrand capture.