Klaviyo Pricing 2026: Free Tier, Profile Bands and Real Costs
For e-commerce brands that want predictive analytics and segmentation built around order data, Klaviyo is the platform to price first. Its email plan starts at $20 a month for 500 active profiles on monthly billing, and the free plan covers up to 250 profiles and 500 email sends a month. The reason it leads for stores is that the bill follows how many profiles you store, not only how many emails you send, so the cost grows with your customer base. This guide covers plan prices and how they scale. It does not claim which AI features each plan unlocks, so confirm that on Klaviyo's feature list before you commit.
The short version
- Free plan: 250 active profiles and 500 email sends a month, plus $5 of mobile messages.
- Email plan, monthly billing: $20 at 500 profiles, $30 at 1,000, $60 at 2,500, $100 at 5,000, $150 at 10,000 and $400 at 25,000.
- Email+SMS plans are priced on request, so SMS needs a separate quote.
- The main cost risk is stored profiles that never receive mail, not the volume of emails you send.
- Klaviyo fits e-commerce stores with real order volume. SaaS teams with large trial lists should compare send-metered tools first.
Where the money goes
Budget all four meters together. Stores often underestimate SMS and overestimate how many profiles are actually mailable. A list can cross a band boundary during a promotion without a single extra campaign going out.
How this guide was built
Every price on this page comes from a public pricing page: Klaviyo's own page for Klaviyo figures, and the pricing pages of Omnisend, Mailchimp, Drip and Sender for the comparison figures. The prices were checked on 7 October 2026. Where a vendor does not publish a figure for a band, this guide says "pricing on request" and does not estimate one. Prices are monthly list prices unless a row says otherwise, and they exclude taxes and any add-ons. We did not run any platform in a test account for this page, and feature statements are limited to what vendors describe on their own pages.
Who this guide is for
Klaviyo's pricing only makes sense once you know which buying situation you are in. The same profile band can be a bargain for one store and a warning sign for another. Pick your situation before you read the bands.
E-commerce brands with real order volume
Stores where cart, browse and post-purchase flows bring in a measurable share of revenue, and where predictive segments are used every week rather than once.
Teams budgeting email and SMS together
Operators who need one forecast for email profiles and SMS, instead of finding out about the second meter after launch. Because SMS on Klaviyo is priced on request, this group should get a quote before planning.
SaaS teams auditing a profile bill
Subscription businesses that inherited Klaviyo from a commerce playbook and now pay per profile for trial lists that rarely receive mail. This guide includes the exit math as well.
If you sell one-time products online, Klaviyo is a strong category choice and this guide will help you buy it well. If you sell subscriptions or run product-led growth, read the comparison table and the decision table before you renew.
How the meters work together
Klaviyo charges primarily by profiles, which are stored contact records, with an email send allowance attached to each tier. SMS is billed separately and is not included in the email plan prices above. The add-ons, such as reviews or higher support levels, are separate line items again. Four meters run at once, so model them together.
The profile meter is the one that punishes growing lists. Pop-up sign-ups, one-time buyers and dormant trial accounts all sit in the profile count whether or not they ever receive an email. A list that doubles over a quarter can move into a higher band without a single campaign being sent, which is why the profile count is the number to watch every month.
Send allowances rise with each tier, so check the allowance as well as the profile cap. A store with a modest profile count that mails aggressively can reach its volume ceiling first. A cheap band with a high send frequency can cost more than it appears to on the surface, because you may need to step up for volume and not for profiles.
| Meter | What triggers cost | Control lever |
|---|---|---|
| Active profiles | Every stored contact record that counts toward the band | Regular archiving, sunset flows, suppression of non-engagers |
| Email sends | Volume allowance attached to the tier | Segment to engaged contacts and check the allowance before a campaign |
| SMS | Each message consumed, priced on request | Fund SMS only from proven cart and post-purchase flows |
| Add-ons | Reviews, support and mobile options | Buy against a named use case, not a feature list |
Model month-twelve cost using your projected profile count, not today's. Assume unengaged records keep accumulating until a suppression rule removes them. That habit decides whether Klaviyo feels expensive or fair for your business.
Comparing the main options
Klaviyo is the commerce-focused option in this group. The others below are offered because readers often compare them against Klaviyo at the same list size. Starting prices and the plan each one refers to are shown so the comparison is like for like.
| Platform | Best for | Starting price (plan, billing) | Key limitation |
|---|---|---|---|
| Klaviyo | E-commerce brands with order data and predictive segments | Free up to 250 profiles; $20/month for 500 profiles (monthly billing) | Cost rises with stored profiles, and SMS is priced on request |
| Omnisend | Small and mid-size online stores wanting email, SMS and web push in one account | Free for 250 contacts; $11.20/month for 500 contacts on the introductory offer rate shown | Contact-based bands step up quickly, and the $11.20 rate is a first-three-month offer |
| Mailchimp | General small businesses that want a broad, familiar email tool | Free for 250 contacts and 500 sends a month; $20/month at 500 contacts (Standard) | Contact bands jump, for example from $20 at 500 contacts to $100 at 2,501–5,000 contacts |
| Drip | Ecommerce and content businesses that send often and want unlimited email sends | $39/month for 1–2,500 people; 14-day free trial with no card required | No ongoing free plan, and pricing scales with active people |
| Sender | Low-volume senders on a tight budget | Free for 2,500 subscribers and 15,000 emails a month; paid from $6.30/month for 6,000 emails | Paid tiers are priced by email volume, so heavy senders must check the band |
Klaviyo: what it does well and where it falls short
Best for: e-commerce brands with real order volume, where cart, browse, welcome and post-purchase flows run on purchase data and predictive analytics help choose which contacts to target.
What it does well for this audience: Klaviyo is built around commerce events. Product, order and browsing data feed segments and flows directly, so a store can trigger a cart reminder or a post-purchase sequence from what a customer actually did. Predictive analytics and segmentation are the features that matter most for stores that already have order history. The free plan is also useful for validation: 250 active profiles and 500 email sends a month is enough to build and test welcome and cart flows before any money is spent.
Where it falls short: the profile meter makes Klaviyo expensive for businesses whose stored records far outnumber the people they mail. Trial lists, one-time sign-ups and dormant contacts all count toward the band. SMS is a separate budget that is priced on request, and add-ons are also separate. For subscription businesses, billing events such as failed payments need custom events or integrations, which adds engineering work compared with a platform built around billing triggers.
Price: free up to 250 active profiles, 500 email sends a month and $5 of mobile messages. Email plans on monthly billing are $20 at 500 profiles, $30 at 1,000, $60 at 2,500, $100 at 5,000, $150 at 10,000 and $400 at 25,000. Email+SMS plans are priced on request. See Klaviyo's pricing page for current figures.
Omnisend: email, SMS and push for smaller stores
Best for: small and mid-size online stores that want email, SMS and web push notifications in a single account and a contact-based price.
What it does well for this audience: Omnisend bundles channels. Its free plan covers 250 contacts with 500 emails and 500 web push notifications a month, which is enough for a new store to set up basic automations. The Pro plan includes unlimited monthly emails and SMS, with SMS priced from $0.007 per message and scaled by country and volume. For a store that wants one tool for several channels, the bundle can be simpler to manage than adding separate SMS and email tools.
Where it falls short: the bands are contact-based, and the Standard price shown for 500 contacts is an introductory offer rate: 30 percent off for the first three months, paid upfront. The price after the offer is the one to plan for. The Standard plan covers 500 contacts, so a store that grows past that point moves to a plan at $41.30 a month for 2,500 contacts. The SMS price per message varies by country, so international stores should check the rate for their own markets.
Price: free for 250 contacts; Standard at $11.20 a month for 500 contacts on the introductory offer rate shown; Pro at $41.30 a month for 2,500 contacts. See Omnisend's pricing page.
Mailchimp: a broad tool with contact-based bands
Best for: general small businesses that want a familiar email tool, a free plan for early lists and a wide set of templates and marketing features.
What it does well for this audience: Mailchimp's free plan covers up to 250 contacts and 500 sends a month, with a daily send limit of 250. It is a practical starting point for a business that is not yet focused on commerce-specific automation. Its contact tiers are easy to understand, and it offers a 14-day Standard trial, so a team can test the paid features before paying.
Where it falls short: the contact tiers can jump sharply. Standard at 500 contacts is $20 a month, but the next published band, 2,501–5,000 contacts, is $100 a month, and the 1,501–2,500 range is not listed with a price on the captured pricing page. For commerce-heavy stores the depth of order-based segmentation is usually less than what a dedicated commerce platform offers, so compare the features you need before you assume the price is the whole story.
Price: free for up to 250 contacts; Standard at $20 a month for 500 contacts; $100 a month for 2,501–5,000 contacts; $135 a month for 5,001–10,000 contacts; $230 a month for 10,001–15,000 contacts. Prices for other bands are on request. See Mailchimp's pricing page.
Drip: unlimited sends on people-based pricing
Best for: ecommerce and content businesses that send frequently and prefer to pay for active people rather than for each email.
What it does well for this audience: Drip's plans include unlimited email sends, dynamic segments, onsite campaigns and up to 50 workflows. For a store that mails often to a stable list, the cost does not rise with each campaign. The 14-day free trial needs no credit card, so a team can run its own list through the tool before committing.
Where it falls short: Drip has no ongoing free plan after the trial. Its bands are based on people, so a growing list moves up the price ladder even when the sends stay flat. At larger sizes the gaps between bands are wide, and the largest bands listed at 45,001–50,000 people are priced well above Klaviyo's bands at the same scale, so model the exact size you expect.
Price: $39 a month for 1–2,500 people; $49 for 2,501–3,000; $89 for 4,501–5,000; $154 for 9,001–10,000; $369 for 22,501–25,000; $449 for 27,501–30,000. See Drip's pricing page.
Sender: a free plan for small lists
Best for: low-volume senders on a tight budget who need a free plan that covers a modest list and a monthly email allowance.
What it does well for this audience: the Free Forever plan covers 2,500 subscribers and 15,000 emails a month. For a newsletter or a small store with a short list, that can remove the monthly cost entirely. Paid plans are low-priced for small volumes, starting at $6.30 a month for 6,000 emails.
Where it falls short: paid tiers are priced by email volume, so a campaign that pushes a send count over a band can require an upgrade at short notice. The free plan is the main reason to choose it, so check whether the feature set you need is included before relying on the free tier for a growing commerce business.
Price: Free Forever for 2,500 subscribers and 15,000 emails a month; Standard at $6.30 a month for 6,000 emails; Professional at $10.50 a month for 12,000 emails. See Sender's pricing page.
Cost at realistic list sizes
The table below shows what each platform costs at five list sizes, using monthly list prices. Where a platform does not publish a price for a size, the cell says so. A profile count is not the same as a send count, so also check each tier's email allowance against your planned campaigns.
| Platform | 500 | 2,500 | 5,000 | 10,000 | 25,000 |
|---|---|---|---|---|---|
| Klaviyo (email plan) | $20 (500 profiles) | $60 (2,500 profiles) | $100 (5,000 profiles) | $150 (10,000 profiles) | $400 (25,000 profiles) |
| Omnisend | $11.20 (Standard, introductory offer rate) | $41.30 (Pro) | Pricing on request | Pricing on request | Pricing on request |
| Mailchimp | $20 (Standard) | Pricing on request | $100 (2,501–5,000 contacts) | $135 (5,001–10,000 contacts) | Pricing on request |
| Drip | $39 (1–2,500 people) | $39 (1–2,500 people) | $89 (4,501–5,000 people) | $154 (9,001–10,000 people) | $369 (22,501–25,000 people) |
| Sender | $0 (Free Forever) | $0 (Free Forever) | Pricing on request | Pricing on request | Pricing on request |
Two rows need a note. Omnisend's $11.20 figure is an introductory offer rate, so the first three months are cheaper than the standard price. Drip's free trial is not a plan, so it does not appear in the table. Klaviyo's figures are for the email plan only; SMS and add-ons are extra and priced separately.
The table also shows the gap that matters most for SaaS businesses. At 25,000 profiles, Klaviyo's email plan is $400 a month. If your stored profiles grow to 30,000 while sends stay near 9,000 a month, Klaviyo's price for that band is not listed on this page, and Drip's 27,501–30,000 band is $449 a month. A send-metered tool prices the 9,000 sends that actually go out, so the choice depends on whether your costs come from records or from mail.
What the price does not include
- Profile ceilings are the real cliffs. Bands depend on stored profile count, so a promotion that collects thousands of sign-ups can push you into a higher band while many of those records never open an email.
- Dormant profiles still count. Unsubscribed, bounced and chronically unengaged records can inflate the bill until you archive or suppress them. Hygiene is a billing task as well as a deliverability task.
- Send allowances are separate from profile bands. Profile headroom does not mean send headroom, so check the allowance before a high-frequency campaign.
- SMS is a second bill. On Klaviyo, Email+SMS plans are priced on request. On Omnisend, SMS is priced per message and varies by country. Set a monthly SMS budget before you turn on broadcasts.
- Add-ons stack. Reviews, support upgrades and mobile options attach to paid plans. Model them as line items, not inclusions.
- Introductory rates end. Omnisend's $11.20 is an offer rate for the first three months. Plan for the standard price from month four.
- Migration out takes time. Export flows, segments and consent records before you need them. Heavy commerce accounts often find the exit is harder than the entry.
Decision table: which platform for which need
Use this table to narrow the field before you request quotes. Each row names a need, the platform that fits it best, and the reason. The reasons come from the plan structures and features described above, not from any test.
| If you need | Pick | Because |
|---|---|---|
| Predictive segments and flows built on order data | Klaviyo | Commerce events drive segments and flows directly, and the free plan lets you validate before paying |
| Email, SMS and web push in one account at a small size | Omnisend | Channels are bundled, and the contact-based plans are low at 500 contacts |
| A free starting point for a small, general business | Mailchimp | The free plan covers 250 contacts with 500 sends a month and a trial is available for paid features |
| Unlimited sends for a frequently mailing team | Drip | Email sends are unlimited on every plan, so cost follows active people, not campaign volume |
| A free plan for a small newsletter or list | Sender | Free Forever covers 2,500 subscribers and 15,000 emails a month |
| Predictable cost at a large profile count with no SMS | Compare Klaviyo and Drip | Both publish bands at 25,000 profiles or close to it, so the two prices can be compared directly |
How to choose
Start with the business you run, not the feature list. A store that sells physical goods and earns most of its revenue from carts and repeat orders is the profile of a Klaviyo buyer. A subscription business whose revenue comes from plan upgrades and failed payments has a different set of triggers, and its list may include many trial users who never buy. Those two businesses should not be judged on the same price per profile.
Next, count the people you will actually mail, not the people you have ever collected. Divide your list into active, engaged and dormant records. Price the platform against the active count and the total count, and decide which number you can afford to pay for. If the gap between the two is large, your first project is list hygiene, not a platform change.
Then check the send allowance and the SMS plan. A platform can look affordable at your profile count and still cost more than expected when you add the volume of campaigns you want to send or the texts you plan to send. Price the full month, not the headline band.
Finally, test the cost against your own growth curve. Plot your list growth for the next twelve months and see which band you enter, and when. A plan that fits today can become expensive within two quarters if your sign-up rate is high and your engagement is low.
Setup and migration checklist
Whether you start fresh or move from another tool, the order of work matters. The table below covers the steps that most affect the first bill and the first month of results.
| Step | What to do | Why it matters for the bill |
|---|---|---|
| 1. Count profiles | Export your full contact list and split it into active, engaged and dormant records | Shows which band you will enter on the actual record count |
| 2. Clean the list | Remove hard bounces, unconfirmed sign-ups and long-term non-openers before import | Lowers the profile count before the platform starts billing for it |
| 3. Import consent | Bring in consent timestamps and suppression lists with every record | Stops suppressed contacts from re-entering the mailable count |
| 4. Connect your store or product data | Sync catalog, carts and order history before building flows | Flows and segments depend on clean event data, and a failed sync can waste sends |
| 5. Authenticate sending domains | Set up sending authentication and warm up with recent purchasers and engaged contacts | Protects deliverability, so the same list needs fewer sends to reach the same people |
| 6. Rebuild core flows | Build cart, browse, welcome, post-purchase and win-back in that order of revenue | Sets SMS and add-on spend against the flows that earn the most |
| 7. Run a parallel period | Keep old flows suppressed against the new platform's flows for about two weeks | Avoids double sends, which add to send volume and cost |
When you leave a platform, reverse the process. Export flows, segments, suppression lists and consent records first, then verify the export opens in another tool. Keep a copy of the profile count at the time you leave so you can compare bills after the move.
How to keep the profile meter under control
- Run a quarterly archive pass: suppress non-openers over 120 days, remove hard bounces and delete unconfirmed records.
- Forecast the profile count before each promotion, so you know which band the new list will land in before you launch.
- Fund SMS only from flows that already pay for themselves, such as cart recovery and post-purchase messages, not from broadcasts.
- Track revenue per recipient each week. A higher band is easier to justify when the revenue from each recipient covers the monthly cost with room to spare.
- Review your plan each year against the bands on the current pricing pages, and ask for a negotiated rate if your profile count is large.
Switch signals: when Klaviyo is the wrong tool
Honest boundaries matter more than feature checklists. Three patterns show that the profile meter is setting the budget and not your send strategy. A fourth shows that the commerce model may not match the business at all.
| Pattern | What it means | Next step |
|---|---|---|
| Cart and browse flows bring in a large share of email revenue | The platform is earning its band | Keep it and archive quarterly |
| Profiles grow much faster than sends | You are paying for stored records | Suppress first, then review the band |
| Revenue comes mainly from subscriptions and plan upgrades | The lifecycle model may not suit a commerce platform | Compare platforms built around billing events |
| SMS spend exceeds the revenue it recovers | The second meter is out of control | Limit SMS to proven flows |
If the third pattern applies to you, list hygiene will not fix the fit problem. The platform is built around commerce events, not billing events, and every quarter you wait adds more stored profiles to the migration.
Check your profile band before renewal
Export your profile count, run the archive pass and identify the band you actually need. Then compare that band with the cost at the same list size on the other platforms in the table above.
Current Klaviyo pricing · Omnisend pricing · Mailchimp pricing
Related guides
FAQs
What does the Klaviyo free plan include?
The free plan includes 250 active profiles, 500 email sends a month and $5 of mobile messages. It is enough to build and check welcome, cart and post-purchase flows before you pay for a band.
What does Klaviyo's email plan cost?
On monthly billing, the email plan is $20 a month for 500 profiles, $30 for 1,000, $60 for 2,500, $100 for 5,000, $150 for 10,000 and $400 for 25,000. SMS and Email+SMS plans are priced on request, so get a quote if you plan to use SMS.
Why did my Klaviyo bill go up?
The most common cause is profile growth rather than more sends. Pop-up sign-ups, one-time buyers and dormant records all add to the profile count and can push you into a higher band. Quarterly archiving, sunset flows and suppression of chronic non-openers control this without cutting revenue from active customers.
Is Klaviyo a good choice for a SaaS business?
It can work, but it is usually a weaker fit for the core lifecycle. Billing events such as failed payments and plan upgrades often need custom events or integrations, and profile-based pricing charges for trial users who never buy. SaaS teams should compare send-metered and billing-focused platforms before choosing, and use the cost table above to test the numbers at their own list size.
How many profiles can I have before I must upgrade?
You must upgrade once active profiles exceed the cap of your current band, and the free plan stops at 250. Check the live profile bands before a promotion rather than after it, because a campaign can change your profile count in a few days.
Do archived or unsubscribed profiles still count toward my plan?
Records you have not removed or suppressed can still occupy the profile count. Treat suppression and archiving as billing tasks, import consent timestamps with every cleanup, and never re-import a record without permission evidence attached.
How does the cost compare with Omnisend, Mailchimp, Drip and Sender at 5,000 profiles?
At 5,000 contacts or profiles, Klaviyo's email plan is $100 a month, Mailchimp's 2,501–5,000 band is $100 a month, and Drip's 4,501–5,000 band is $89 a month. Omnisend does not list a price at that size on the captured page, and Sender's paid tiers are on request at that count. Compare the emails allowed in each band as well as the price.