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Klaviyo pricing explained: Is it still worth it?

By Stacy Kimbell

Last update: March 18, 2024

Klaviyo is one of the most popular email marketing and automation platforms. It has a 135,000+ customer base and a 4.1-star rating on Shopify.

However, choosing the right Klaviyo pricing plan for your business can be challenging for many. The platform has a forever-free plan and two paid plans with distinct features that businesses can use to enhance their marketing efforts. 

Many would ask if Klaviyo is still worth it after the previous price adjustments. Not to worry; this current review discusses the different Klaviyo pricing plans. We’ve comprehensively analyzed their key features to help you understand Klaviyo pricing. 

From our review, you can decide which Klaviyo pricing plan offers the most value. You can also choose which pricing plan best aligns with your email and SMS marketing goals.

Let’s go!

Klaviyo pricing plans

Klaviyo has three different pricing plans with distinct features. They include the following:

Free plan

With the free plan, you can send up to 500 emails monthly to a list size of up to 250 contacts. You also get 150 free monthly SMS/MMS credits with applicable carrier fees.

The Klaviyo free plan allows you to access industry-standard features like segmentation, automation, and data analytics.

However, you only get email support for your first 60 days. Likewise, Klaviyo’s free plan doesn’t come with all advanced features. For instance, this plan doesn’t offer customer data platform features (CDP), reviews, and mobile push notifications.

Email plan

The Email plan caters to brands looking to enhance their email marketing efforts. It provides a simple, personalized solution that is scalable.

This plan provides 10x the size of your contact list in monthly email sends. It also provides a contact list allowance of over 250,000 contacts. For instance, a 10,000 subscriber contact list gives you 100,000 monthly email sends.

The Email plan allows you access to all Klaviyo features but limits your SMS and MMS capabilities. Irrespective of how extensive your contact list is, you only get 150 free SMS/MMS monthly credits. 

So, if you’re looking for additional Klaviyo SMS credits and flexibility, upgrade to the third plan.

Email and SMS plan

The Email and SMS plan is suitable for businesses looking to implement an omnichannel approach. It’s ideal for brands looking to reach customers through email and SMS.

The Email and SMS plan has the same features as the Email plan. However, the difference is that it has the added benefits of SMS and MMS marketing allowances. On this plan, the size of your contact list determines the fees you will pay.

For instance, 5,000 SMS/MMS credits cost an extra $45 monthly. In comparison, 50,000 credits cost $450. The total cost of SMS/MMS credits combined with the Email plan cost equals the Email and SMS plan prices.

Email vs Email and SMS plan: Klaviyo pricing plans comparison

We find Klaviyo too advanced and too expensive for ecommerce and email marketing beginners. There are many more simplistic and affordable tools in the market, for example, tinyEmail, Mailerlite, Flodesk, Omnisend, etc. 

In our opinion, the Klaviyo Free plan is primarily intended for established businesses that are trying out the platform before making a financial commitment.

So you can take a small batch of your subscribers and move them to Klaviyo to test the platform.

The Email plan scales with your contact list and doesn’t differ from the other plans, except for SMS quotas. So, if you don’t have your customers’ phone numbers and aren’t engaged in SMS marketing, an Email plan is right for you.

If SMS marketing is an area of your interest, the Email and SMS plan excels. The Email and SMS plan is the most comprehensive and flexible option. However, it has the highest cost and variable SMS credits we’ve seen.

How much is Klaviyo? To help you understand Klaviyo’s pricing, we’ve created a table summarizing each plan’s main limits and costs. This will help you make a well-informed decision on the plan that provides the best value for your business.

Number of contacts
Up to 500 contacts
Up to 2,500 contacts
Up to 5,000 contacts
Up to 10,000 contacts
Up to 50,000 contacts
Up to 100,000 contacts
Number of contacts
Paid email plan
SMS/MMS Credits
Paid email and SMS plan
Up to 500 contacts
$20/mo for 5,000 emails
+ 1,250 credits
Up to 2,500 contacts
$60/mo for 25,000 emails
+ 2,500 credits
Up to 5,000 contacts
$100/mo for 50,000 emails
+ 5,000 credits
Up to 10,000 contacts
$150/mo for 100,000 emails
+ 10,000 credits
Up to 50,000 contacts
$720/mo for 500,000 emails
+ 50,000 credits
Up to 100,000 contacts
$1,380/mo for 1000,000 emails
+ 100,000 credits

This table outlines the key differences between the Email vs the Email and SMS plans. It highlights how Klaviyo SMS pricing influences the overall cost. 

Other Klaviyo costs are uniform across the board. For instance, expect to pay a minimum of $25 monthly for reviews. On both plans, you’ll pay a minimum of $500 for every 100,000 profiles on CDP per month.

Understanding the differences in pricing plans is essential for effectively employing Klaviyo’s marketing tool.

Klaviyo SMS and MMS pricing

Klaviyo’s SMS and MMS pricing is structured to accommodate businesses of all sizes. The pricing structure ensures that you only pay for what you use.

Klaviyo prices its SMSes using a credit-based system. Each message costs a certain number of credits. However, the credits you receive depend on the recipient’s country and the type of message you intend to send.

That said, the price for each Klaviyo SMS credit ranges from $0.0085 to $0.012.

This table shows the number of credits required for each SMS and MMS message. The listed credits depend on the countries where Klaviyo has SMS and MMS available.

Credits per SMS
Credits per MMS
New Zealand

Wrap up: Best Klaviyo pricing plan for your needs

Understanding Klaviyo pricing plans might be challenging for beginners. However, this in-depth breakdown of all Klaviyo costs should provide some clarity for you.

The main takeaways:

  • Klaviyo is an advanced and quite expensive platform that is best for well-established ecommerce businesses. 
  • The best Klaviyo pricing plan for your business mainly depends on your outlined marketing goals and customer data you own; whether you are ready or not for SMS marketing.
  • All Klaviyo pricing plans offer very similar features and, unlike Mailchimp, you don’t have to pay for the most expensive plan for ecommerce features. 
Don’t feel like paying for Klaviyo? Check out Klaviyo alternatives.

More related picks for you

A complete Omnisend vs Klaviyo comparison.
A complete tinyEmail vs Klaviyo comparison.
A complete Flodesk vs Klaviyo comparison.
A complete Klaviyo vs Mailchimp comparison.
A complete Sendlane vs Klaviyo comparison.
A complete Privy vs Klaviyo comparison.
A complete Klaviyo vs GetResponse comparison.
A complete Drip vs Klaviyo comparison.

Our team strives to be accurate and unbiased in reviewing email tools. However, we recognize that mistakes can happen, and it’s essential for us to stay up to date. If you come across any errors or things that need to be reviewed again, please let us know.

Stacy Kimbell
Stacy Kimbell
Co-founder & Chief Editor
Stacy Kimbell has nine years of experience in email marketing. She's worked with different email platforms and created many successful email campaigns for online and offline, well-established as well as family businesses. Stacy is excited to share her expertise with readers.