Klaviyo pricing

About

Klaviyo is a B2C marketing CRM built for ecommerce and retail brands, unifying email, SMS, WhatsApp, RCS, social, reviews, and AI-driven service on top of a customer data platform. It positions itself as “The B2C CRM,” where marketing, analytics, and service all run on the same real-time profile store — the pitch being that when service runs on the same data as marketing, “every interaction gets smarter.” The company went public on the NYSE (ticker KVYO) in September 2023 and reports annual revenue near the $1B range.

Klaviyo’s enterprise page cites platform scale of 2.5B events and 1.6B API calls processed daily, 7.3B customer profiles, 99.95% uptime across all services, and 196,000+ relationship-driven brands on the platform, with 350+ pre-built integrations. It has been named a Strong Performer in the Forrester Wave for Email Marketing Service Providers (Q1 2026), a Representative Vendor in the Gartner Market Guide for Email Marketing, and a Major Player in the 2026 IDC MarketScape for AI-Enabled CDPs for B2C.

Its core buyers are Shopify, Wix, and WooCommerce merchants — from single-store startups on the free plan to enterprise brands on the quote-only “Klaviyo One” tier. Klaviyo competes directly with Mailchimp, Attentive, Postscript, Salesforce Marketing Cloud, and Listrak (comparisons it names on its own site), and increasingly with CX/service platforms as it layers on AI agents (Composer for marketing, Customer Agent for service).

Pricing summary : active-profile tiers stacked with per-message and per-AI usage

Klaviyo uses a hybrid “build-your-plan” model where a self-serve builder lets buyers assemble à-la-carte products, each metered on its own dimension:

1. Active-profile tiers (the primary axis): Email/Marketing is included in every paid plan and priced by an active-profiles slider — e.g. $45/mo at 1,001–1,500 active profiles (with 15,000 email sends/month at that tier). Marketing Analytics, Customer Hub, and Social Marketing share the same profile slider, so moving it re-prices all of them. Advanced Klaviyo Data Platform (CDP) is priced on a separate total-profiles slider ($500/mo at 100,000 profiles).
2. Per-message channel usage: SMS is metered per credit (US SMS = 1 credit/message, $0.006 per send); MMS = 3 credits; WhatsApp and RCS have their own credit rates. A worked example on the page showed 3,750 total credits ≈ $35.00/month.
3. Per-credit and per-conversation AI usage: Composer (marketing agent) meters Composer credits — 16,000/mo lists at $157, discounted to $110 (30% OFF, limited-time intro), with 10,000 free credits. Customer Agent (service) meters AI conversations — 200/mo lists at $200, discounted to $140 (30% OFF thru 9/30/2026). Helpdesk meters support tickets — 1,000/mo lists at $264, discounted to $185.
4. Free tier + quote-only enterprise: A permanent free plan covers up to 250 active profiles, 500 email sends/month, and 150 mobile message credits. Above self-serve scale, “Klaviyo One” is a custom, sales-negotiated enterprise tier with no published price.

What makes this different: Rather than a handful of named seat tiers, Klaviyo prices a stack of independently-metered products off one shared active-profiles axis — so the same profile-count slider simultaneously moves your Email, Analytics, Customer Hub, and Social bills.

Pricing by product

All prices below were captured in USD from the self-serve plan builder on klaviyo.com/pricing. Each product’s price is shown at the slider tier the builder defaulted to on capture; prices scale up as the profile / volume slider grows.

Marketing (self-serve build-your-plan)

Data + Analytics

Service

AI agents (add-ons)

Enterprise

Channel usage rates (metered on top of any plan)

Sales motions across products: PLG / self-serve for the free plan and every à-la-carte Marketing, Analytics, and Service product; sales-led for the quote-only Klaviyo One enterprise tier.

Hidden costs : total profiles, per-message credits, and stacked add-ons

The $45/mo Email headline understates what a growing store actually pays, because three separate meters stack on top of it: the active-profiles slider (which counts every contactable profile since February 2025, not just the ones you email), per-message SMS/MMS credits, and each add-on product you toggle on. Two real-world archetypes:

Growing ecommerce brand — Email + SMS + Analytics

The lesson: Marketing Analytics shares the same active-profiles slider as Email, so scaling your contact list quietly doubles two line items at once — and SMS is a wholly separate per-credit meter on top.

Post-Feb-2025 legacy account with a large un-emailed list

The lesson: the February 18, 2025 switch to total active profiles means dormant, never-emailed contacts now drive your tier — the 25% appreciation-discount cap softens the jump per step but does not remove it (illustrative example per third-party coverage).

Want to estimate your own Klaviyo bill? Use the Klaviyo pricing calculator to model your monthly cost across active profiles, SMS credits, and AI add-ons, and see our usage-based pricing guide for how contact-count metering compounds across bundled products. For more on how metered bills surprise buyers, read our analysis of bill shock from unpredictable usage costs.

Pricing evolution : from send-volume billing to total-active-profile metering, then AI add-ons

Klaviyo’s core meter has moved twice. It originally billed on how many profiles you actively emailed or texted; in 2024 it redefined the unit to total contacts (new customers only), then in early 2025 enforced that on existing accounts too. On top of that it has layered usage-metered AI agents (Composer, Customer Agent) and an AI helpdesk.

Cadence

Tracked range: 2024-04 – 2026-07. Wayback history was not independently captured this run (CDX API returned 403), so intermediate quarters are unverified rather than confirmed stable; dated changes above are sourced from Klaviyo’s Help Center and third-party coverage.

Notable changes

• 2024-04-02 — Active-profile (total-contact) billing introduced for new accounts only; legacy accounts kept send-based plans plus an indefinite “appreciation discount” (per third-party coverage).
• 2025-01-14 → 2025-02-18 — Billing redefined from profiles emailed/texted in the prior 90 days to all active profiles in the account, now enforced on existing customers; any single email-plan increase capped at 25% (source: Klaviyo Help Center “FAQ: Feb 18 billing changes”).
• 2026-07 — Klaviyo AI agents captured as usage-metered add-ons on the plan builder: Composer $157→$110/mo, Customer Agent $200→$140/mo, Helpdesk $264→$185/mo (30% OFF intro promos, some dated through 9/30/2026).

The February 2025 billing change in detail

The 2025 change is the most consequential pricing event in Klaviyo’s recent history because it altered the definition of the billed unit rather than the price of a unit. Before February 18, 2025, a store with 20,000 contacts that regularly emailed only 8,000 was billed on ~8,000 profiles; afterward, all 20,000 counted, illustratively moving a ~$150/mo bill toward ~$375/mo (third-party example). Community reaction was more confusion than outrage at strict engagement thresholds — the main Klaviyo Community thread on the change drew ~1,434 views but only 1 reply and was marked “Solved,” and no HN or Reddit thread exceeded trust-event thresholds — but agency and email-marketing commentators widely flagged the increase and the 25% cap as the mitigation.

What’s unique : one shared slider re-prices a stack of independently-metered products

1. One active-profiles slider re-prices four products at once. Rather than a handful of named seat tiers, Klaviyo prices a stack of à-la-carte products — Email, Marketing Analytics, Customer Hub, Social Marketing — off a single shared active-profiles axis. The builder itself warns “Moving this slider will affect those prices as well,” so contact-list growth compounds across multiple line items simultaneously. This is a more aggressive version of the contact-count value metric than most email tools use.

2. The billed unit is total contactable profiles, not profiles you message. Since February 18, 2025, Klaviyo bills on every active profile in the account — including contacts you never email — not just profiles emailed in a trailing 90-day window. This decouples the bill from actual sending activity, which is unusual for a channel-marketing tool and is the single biggest driver of “why did my Klaviyo bill jump” complaints.

3. AI is metered as usage, but predictive analytics is bundled. Klaviyo splits its AI into two pricing patterns: agentic AI (Composer meters Composer credits; Customer Agent meters resolved conversations) is sold as usage-metered add-ons, while predictive analytics (churn probability, customer lifetime value, RFM) is bundled into the contact-priced tiers rather than sold as a separate meter. Buyers pay per-outcome for agents but get forecasting “for free” inside the profile price.

Strengths & weaknesses

Billing UX : the self-serve plan builder and its shared sliders

• “Build your plan” self-serve builder — a left-rail SKU switcher (Free · Marketing · Data + Analytics · Service · Composer · Customer Agent · Professional Services · Enterprise) lets buyers assemble a plan product-by-product, with a live “Estimated total price” panel updating on the right (e.g. “Email $45 · Standard support Included · Total estimated $45.00”).
• Active-profiles slider — the primary price control; an inline note warns “Email, Customer Hub, and Social marketing are also based on active profiles. Moving this slider will affect those prices as well,” so one slider re-prices multiple products at once.
• Total-profiles slider — a separate capacity control for the Advanced Klaviyo Data Platform (CDP), decoupled from the active-profiles axis.
• “Add to plan” toggles — each product card (Composer, Customer Agent, Customer Hub, Helpdesk, Reviews, Social) has an Add-to-plan checkbox that folds its price into the running total.
• Message-cost calculator — a per-channel credit calculator for SMS/MMS/WhatsApp/RCS that shows “Total Credits Needed” and “Monthly Cost” (e.g. 3,750 credits → $35.00), with a ”* Price includes carrier fees where applicable” caveat.
• Strikethrough promo pricing — discounted SKUs show the list price struck through beside the promo price with a “30% OFF” / “25% OFF” badge and dated intro-pricing notes (e.g. “Special introductory pricing through 9/30/2026”).
• Free-vs-paid comparison table — an in-page “Compare free vs. paid marketing plans” matrix marks which features and profile limits are free versus paid.

Strategic wins : why the contact-count model and bundled AI worked

1. A value metric that grows with the customer’s own success

Pricing on active profiles ties Klaviyo’s revenue to the size of a merchant’s audience — which is a reasonable proxy for the value email/SMS marketing delivers. As a store’s list grows, so does its bill, so Klaviyo expands automatically with its best customers without renegotiation. This is a textbook usage-based value-metric choice, and it powered Klaviyo to ~$1B revenue and a 2023 IPO.

2. Bundling predictive analytics into the profile price, then metering agents separately

By folding CLV, churn, and RFM forecasting into the contact-priced tiers, Klaviyo makes “AI-enabled CDP” feel included rather than upsold — supporting its “The B2C CRM” positioning — while still capturing incremental revenue on the genuinely compute-heavy agents (Composer, Customer Agent) via per-credit and per-conversation meters. It’s a clean split between bundled forecasting and metered generation that mirrors the broader shift toward outcome-based AI pricing and usage-based AI monetization.

3. Meeting merchants where the sale happens

Klaviyo built its self-serve motion around the platforms its buyers already use — Shopify, Wix, WooCommerce — with 350+ integrations and a Shopify strategic tie dating to 2022. That distribution let it land PLG customers on the free plan and expand them along the active-profiles slider without a sales conversation, an approach we cover in choosing a value metric that scales with adoption.

Areas to improve : bill predictability and the total-profiles trap

1. Decouple the bill from dormant contacts, or make cleanup frictionless

Billing on total active profiles punishes merchants for contacts they never message, which is the root of most “why did my bill jump” frustration and the main lever competitors like Omnisend and Brevo attack. Klaviyo could offer a clearer, in-product “suppress/archive un-engaged profiles” flow tied directly to the billing tier, so buyers can align what they pay for with what they actually use — turning a pricing complaint into a retention feature.

2. Publish an enterprise floor and a bill estimator across the whole stack

Because one slider re-prices four products and SMS/AI credits stack on top, the true monthly cost is hard to forecast before committing — and “Klaviyo One” is fully quote-only. A published enterprise minimum plus a single all-in estimator that sums profiles + channel credits + AI credits would reduce sticker shock and match the transparency of its own self-serve builder — the kind of forecasting clarity we argue for in pricing an AI product with unpredictable costs.

3. Give finance teams a stack-level forecast, not just a slider

Because active profiles, SMS/MMS credits, and AI credits are three independent meters, a CFO can’t easily project next quarter’s Klaviyo spend from usage trends. Exposing a per-meter usage history and a projected-bill view would help finance owners budget and defend the line item — the practice we outline in our guide to usage-based pricing for finance teams.

Key takeaways

1. Klaviyo prices a stack of products off one shared slider. Email, Marketing Analytics, Customer Hub, and Social Marketing all move with the same active-profiles axis, so contact-list growth compounds across several line items at once.
2. Email starts at $45/mo and is included in every paid plan. That’s the 1,001–1,500 active-profile tier with 15,000 email sends; everything else (Analytics, CDP, Service, AI) is an à-la-carte add-on layered on top.
3. The billed unit is total active profiles, not profiles you email. Since February 18, 2025, un-emailed contacts count toward your tier — the change that most affects existing customers’ bills.
4. AI is split: agents metered, analytics bundled. Composer credits and Customer Agent conversations are usage-metered add-ons, while predictive analytics (CLV, churn, RFM) is bundled into the contact-priced tiers.
5. Free plan is real; enterprise is opaque. A permanent free tier covers 250 profiles and 500 sends, but “Klaviyo One” enterprise is quote-only with no published price or minimum.

UBP implications

1. A single shared value metric can re-price a whole product line — powerful but hard to forecast. Klaviyo shows the upside of one axis (contacts) driving multiple products’ revenue, but also the downside: buyers can’t easily predict a bill when one slider moves four line items plus stacked credit meters.
2. Redefining the metered unit is a price increase even when the rate card doesn’t change. The February 2025 shift from emailed-profiles to total-profiles raised bills without altering any per-unit price — a reminder that what you count is as consequential as how much you charge, and needs the same change-management care (Klaviyo used a 25% cap).
3. Outcome-metered AI agents can coexist with bundled AI features. Klaviyo meters generative agents per credit/conversation while giving away predictive analytics inside the base tier — a viable pattern for layering AI monetization onto an existing usage-based product without repricing the core.

Sources

• Klaviyo pricing page (accessed 2026-07-12)
• Klaviyo Composer (AI marketing agent) (accessed 2026-07-12)
• Klaviyo Customer Agent (AI service) (accessed 2026-07-12)
• Klaviyo enterprise (Klaviyo One) (accessed 2026-07-12)
• Klaviyo Help Center — FAQ: Feb 18 billing changes (accessed 2026-07-12)
• Klaviyo Help Center — FAQ: Feb 18 appreciation discount (accessed 2026-07-12)
• Klaviyo blog (accessed 2026-07-12)

Bottom line

Klaviyo prices like a platform, not an email tool: one active-profiles slider quietly re-prices a stack of marketing, analytics, and service products, SMS and AI are separate credit meters, and predictive analytics rides along inside the contact price. Email starts at $45/mo, the free plan is genuinely useful, and AI agents are metered per outcome — but the 2025 shift to billing on total contactable profiles means the headline rarely equals the real bill, so model your whole stack before you commit.

Want to compare Klaviyo against other B2C 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.

Build-your-plan pricing with AI-agent SKUs captured

Jul 2026

Klaviyo's self-serve builder prices Email from $45/mo (1,001–1,500 active profiles), Marketing Analytics from $100/mo, and the CDP from $500/mo (100,000 profiles), plus AI add-ons Composer ($157→$110/mo), Customer Agent ($200→$140/mo), and Helpdesk ($264→$185/mo) on limited-time 30% OFF intro promos. Prices captured in USD from klaviyo.com/pricing.

Active-profile billing enforced for existing customers

Feb 2025

Announced January 14, 2025 and effective February 18, 2025, Klaviyo switched billing from profiles emailed or texted in the prior 90 days to all active profiles in the account, extending the 2024 model to legacy customers. An appreciation discount caps any single email-plan increase at 25% (125% of the pre-announcement price). Source: Klaviyo Help Center 'FAQ: Feb 18 billing changes'.

New-customer accounts moved to active-profile billing

Apr 2024

Klaviyo shifted the metered unit from send volume to total contacts in the account, but applied it only to accounts created on or after April 2, 2024. Legacy accounts kept their prior send-based plans, and an 'appreciation discount' was introduced to cushion the transition (per third-party coverage; Wayback history not independently captured — CDX API returned 403 from this run).