Klaviyo Pricing in 2026: Email, SMS and What You Pay

Klaviyo is priced on your number of active profiles: the Email plan starts at $20 a month for 500 active profiles and 5,000 emails, and the Marketing plan at $90 a month, according to Klaviyo's pricing page as of October 7, 2026. A free plan covers 250 active profiles and 500 emails a month, and text messages are billed separately at a per-message rate.

This guide reads Klaviyo's pricing page and Help Center as they stood on October 7, 2026, with prices in US dollars: what each plan costs as your list grows, what counts as an active profile, how SMS is billed, what happens when you pass a limit, and what to check before the bill changes automatically.

How much does Klaviyo cost?

Klaviyo's pricing page opens on three plans, with a slider for your number of active profiles. At the first step of the slider, 500 active profiles, it showed:

Source: Klaviyo pricing page, prices displayed in USD as "estimated price per month", as of October 7, 2026.

Two things to know before you read further:

• A promotion was running. The page advertised $19 off the first month of the $20 Email plan, for a limited time. Promotions change, so budget on the standard price.
• Text messages are not in these prices. Mobile messaging (SMS, MMS, WhatsApp and RCS) is added to a plan and billed on its own rates, covered below.

What does Klaviyo cost as your list grows?

The price follows the slider. Here is what the pricing page displayed for a selection of list sizes:

Source: Klaviyo pricing page, slider values read on October 7, 2026.

Three patterns stand out in these numbers:

• The email allowance is ten times the list. At every step we read, the plan included 10 emails per active profile per month. Klaviyo's Help Center confirms that you can spread them as you like: an equal number to everyone, or more to some groups and fewer to others.
• The steps are not even. On the Email plan, going from 10,000 to 10,500 active profiles moved the price from $150 to $175, and from 13,500 to 15,000 from $325 to $350.
• The Marketing plan has thresholds. Its price went from $220 at 10,000 active profiles to $321 at 10,500, and from $575 at 25,000 to $676 at 26,000. If your list sits just under one of these steps, cleaning it before the billing date has a visible effect.

What counts as an active profile in Klaviyo?

This definition drives the whole bill. According to Klaviyo's Help Center, any profile that can be emailed through Klaviyo is an active profile, regardless of consent status. That includes your subscribers, and also people added by general engagement, such as a shopper who shared an email address on your checkout page without opting in.

The same article sets the rules that follow from it:

• Your plan must cover your active profiles. If it doesn't, you are moved to a plan that does at the next billing cycle. To avoid it, bring the count back within your plan's limit at least 24 hours before the cycle renews.
• Suppressed profiles are not billed. Unsubscribed, bounced or manually suppressed profiles stay in your account for reporting but leave the billable count once the suppression is fully processed.
• The count takes time to refresh. After a bulk suppression or deletion, it can take 72 hours for your active profile count to update.
• The free plan does not upgrade by itself. Above the profile limit, a free account isn't upgraded, but it can't send emails until it is back under the limit.

Klaviyo's own pricing page gives the practical advice: follow its guidance on which profiles to suppress, so that you aren't paying for profiles that no longer provide value.

How does Klaviyo bill SMS and MMS?

Text messaging has its own plan, added to your email plan. Klaviyo's Help Center explains that it now shows per-message rates in dollars where it used to count credits (plans that have not changed yet keep the legacy credit pricing). Your rate is the cost of a single message sent to a single recipient, and it varies by channel (SMS, MMS, WhatsApp or RCS), by country and, for SMS in the US and Canada, by number type (toll-free or short code).

On October 7, 2026, the calculator on Klaviyo's pricing page showed these monthly costs for messages sent to the United States from a toll-free number:

Source: mobile messages calculator on the Klaviyo pricing page, as of October 7, 2026. Klaviyo states that the price includes carrier fees where applicable.

The rules that change what a campaign really costs:

• Carrier fees are built in. Klaviyo bundles carrier fees into the plan rate, with no separate carrier line on the invoice. When you compare providers, check whether their quoted rate includes them.
• Long messages count several times. An SMS holds 160 characters, or 70 when it contains an emoji or a special character. Beyond that, the message is split into segments of 153 characters and billed per segment. The total cost of a send is the rate × the recipients × the message segments.
• MMS costs more. An MMS carries an image or a GIF and holds 1,600 characters.
• Failed messages are billable. Campaigns, flows and outbound conversation messages count toward your spend, including messages that fail to deliver. Inbound messages, opt-in confirmations and STOP or HELP replies do not.
• Unused spend does not roll over. You have a set amount of plan spend each month. Klaviyo suggests downgrading ahead of a quiet month.
• A short code is extra. Klaviyo recommends moving from the complimentary toll-free number to a short code when you text more than 95,000 people a month, and says the short code comes at an additional cost.

The same calculator lists WhatsApp marketing, WhatsApp transactional and RCS messages, each with a rate by country.

What happens when you exceed your Klaviyo plan?

Klaviyo treats the size of your list and the volume you send differently.

Profiles. When you exceed your plan's active profile limit, Klaviyo does not stop you from sending: you are notified and moved to a higher tier at your next billing cycle. This is not a setting you can turn off.

Messages. When you reach your email or mobile sending limit, your billing upgrade preference decides between three behaviors:

Source: Klaviyo Help Center, as of October 7, 2026.

What to keep in mind:

• Automatic upgrade is the default. When you first buy an Email or Mobile Messaging plan, it is toggled on.
• You get warnings. Klaviyo notifies the account owner when usage approaches the limit, for example at the 75% and 90% marks.
• Flexing costs more than upgrading. Klaviyo says so itself, and recommends flexible overages for occasional peaks, not for steady growth.
• Nothing brings you back down automatically, unless you turn on the option to downgrade based on profile count. A downgrade takes effect at the next billing cycle, and Klaviyo does not refund mid-cycle downgrades.
• You pay in advance. Plans renew monthly and are billed for the cycle ahead.

What do Klaviyo's add-ons cost?

The plan builder on the pricing page and the Help Center give these starting points:

Sources: Klaviyo pricing page and How Klaviyo billing works, as of October 7, 2026.

Customer Hub is included in the Marketing plan. Bought separately, it follows your active profile count, like Marketing Analytics, so both move when your list moves.

How do you keep a Klaviyo bill under control?

1. Suppress what you don't market to. Inactive leads, bounced addresses and contacts you never email count as active profiles until you suppress them.
2. Clean before the billing date. Allow 72 hours for the count to refresh, and finish at least 24 hours before your cycle renews.
3. Choose your billing preference on purpose. Automatic upgrade suits a list that grows steadily. Flexible overages suit one seasonal peak. "None" suits a fixed budget, at the cost of paused sends.
4. Check the character count of every SMS. One emoji moves the limit from 160 to 70 characters and can double the cost of a send.
5. Price your real size. Read the slider at your own number of active profiles, and at the size you expect in twelve months.

If the result does not fit your budget, our comparison of Klaviyo alternatives covers tools that bill on other bases, and our rankings of the best Shopify email marketing apps and the best Shopify SMS apps compare them app by app. Shopify's own email tool is priced per email sent: the numbers are in our guide to Shopify pricing.

Where does WhatsApp fit next to Klaviyo?

Klaviyo's calculator lists WhatsApp among its mobile channels. If you prefer to run WhatsApp in a dedicated tool, Kanal, our WhatsApp marketing app for Shopify, integrates with Klaviyo: your Klaviyo segments sync to Kanal, and WhatsApp messages are triggered from Klaviyo flows, while email and SMS stay in Klaviyo. Our Klaviyo and WhatsApp integration guide walks through the setup.

Klaviyo pricing at a glance

Klaviyo's price is set by the size of your active list, and the bill changes automatically when that list grows or when you send more than your plan allows, depending on your settings. Read the slider at your real number of active profiles, add text messages at your real volume, set your billing preference before a peak season, and suppress the profiles you no longer market to.