How much does Klaviyo cost in 2026?

What changed: from plans to a module builder

This is the most important thing to understand about Klaviyo pricing in 2026, and it invalidates most of what is written about it elsewhere.

Klaviyo used to sell bundled tiers. You picked Email, or Email + SMS, at a contact volume, and that was your plan. That model is gone. What replaced it is a plan builder: you start from a base and add priced modules, and the total is assembled from what you switch on.

The catalogue as Klaviyo publishes it:

The free plan: what you actually get

Klaviyo maintains a genuine permanent free tier, not a trial. What it includes:

The 60-day support window is the detail nobody mentions. Free support is not permanent even though the plan is. After two months you are on Klaviyo Academy, the community forum, the help centre and documentation.

What is genuinely unusual is the breadth. The free tier carries the drag-and-drop editor and basic email templates, an AI-powered subject line generator, mobile app marketing, social auto-responses, built-in reporting and dashboards, campaign performance metrics, basic segmentation, list growth tracking, revenue attribution for campaigns, and engagement and click-through rates. On the service side it includes Customer Hub with a basic self-service portal, account management, order tracking and one-click buy again, plus a Helpdesk with basic ticket management, personalised macros, multiple agent support and a shared email inbox.

The ceiling arrives fast though. 500 sends across 250 profiles is two emails per contact per month. One newsletter and one automated flow exhausts it.

The 60-day support cliff

The free plan is permanent. The support attached to it is not. Klaviyo includes email support for the first 60 days, and the pricing page lists that limit alongside permanent benefits, which makes it easy to miss.

After day 60 a free account keeps Klaviyo Academy courses, the community, the help centre and documentation, getting started guides and release notes. What it loses is a human. For a small store that adopted Klaviyo precisely because ecommerce attribution is fiddly to set up, losing support at the two-month mark lands at roughly the moment the difficult questions start.

How to use this rather than be caught by it. Treat the first two months as a supported onboarding window and front-load the hard work into it: integration with your store, profile and event mapping, attribution setup, and the first two or three flows. Those are the tasks where support actually helps. Leave template polishing and campaign cadence for later, when self-service is enough.

Email pricing: the curve that determines your bill

Email is included in every paid plan and priced by active profiles. These figures were read directly from the Klaviyo plan builder in USD.

The send allowance is exactly ten times your profile count, at every tier we sampled. 500 profiles gives 5000 emails, 15 000 profiles gives 150 000. Note that the free tier breaks this rule: 250 profiles gives 500 sends, a multiplier of two, not ten. The jump from free to paid multiplies your send headroom fivefold before you add a single profile.

Where the curve turns against you

Cost per profile does not fall monotonically. It improves, then reverses, and the reversal happens in a band a lot of stores sit in.

Between 5000 and 15 000 profiles, the price triples while the list only triples in name: you pay $250 more per month for 10 000 additional profiles, which is a marginal rate of $0.025 per profile against the $0.020 you were averaging. Growth through that band is more expensive per head than the list you already had.

The per-email view tells the opposite story. Divide price by included sends and the trend is monotonic: $0.0040 per email at 500 profiles, $0.0030 at 1500, $0.0020 at 5000, $0.0023 at 15 000. Both views matter. If you send at full allowance, Klaviyo gets cheaper as you grow. If you hold a large list and send to a fraction of it, you are paying for profiles you do not mail.

How to get your actual price out of the builder

Since the builder is the only place Klaviyo prices exist, operating it properly is part of pricing the platform. Four practical notes from doing exactly that:

Model the modules you actually intend to switch on. The default state shows Email only. Every module you add changes the total, so the number you screenshot on your first visit is almost never the number you will pay. Build the plan you would really buy, then record the total.

Profile hygiene is a pricing lever, not housekeeping

Because Klaviyo bills on active profiles and the marginal rate through the middle of the curve is worse than the average, pruning has an unusually direct financial effect here.

Consider an account at 5200 profiles. It sits above the 5000 tier, where the price is $100/mo. Removing 200 genuinely inactive profiles keeps the account at the efficient point on the curve instead of pushing it into the band where the marginal rate rises to $0.025 per profile.

The same logic applies harder above 5000. Every profile you carry between 5000 and 15 000 costs more than the ones below it, so an unengaged segment you keep out of sentiment is charged at the worst rate on the published curve. On a platform with unlimited sends and flat contact pricing this would be a deliverability question. On Klaviyo it is a line on the invoice.

The other modules and the 30% promotion

Beyond Email, four paid modules can be added. Klaviyo does not publish their prices outside the builder, and we are not going to estimate them.

Why the promotion matters more than it looks. Three of the four add-on modules are discounted simultaneously, which is not how mature pricing behaves. It is how a launch behaves. Klaviyo is pushing adoption of its AI agents and its service product, and the 30% is the incentive. That is fine, but it means the price you model today is not the price you renew at.

Concretely: a module at $100 after 30% off has a list price of about $143. When the promotion ends, your bill for that module rises by 43%, not 30%. Anyone building a twelve-month budget should model the undiscounted figure and treat the discount as a windfall.

Composer credits and mobile message dollars

Klaviyo now meters two things in units that are not the subscription: Composer credits and mobile messages denominated in dollars.

The free plan makes both visible: 10 000 Composer credits and $5 of mobile messages per month. Note the phrasing on the second one. Klaviyo does not give you a number of texts, it gives you a dollar balance to spend on them, because SMS and WhatsApp rates vary by country and message type.

Composer credits behave the same way: 10 000 credits is only meaningful if you know what one generation costs. Klaviyo does not publish a credit consumption rate.

Budgeting against a dollar allowance

A dollar-denominated messaging allowance is harder to plan against than a per-message rate, and the difficulty is worth spelling out because it affects how you compare Klaviyo to anything else.

If a competitor charges $0.02 per SMS segment, you multiply by your volume and you have a number. Klaviyo gives you a balance instead. To turn $5 into a message count you need three things Klaviyo does not put on the pricing page: the rate for your destination country, the rate for your message type, and how multi-segment messages are counted.

The one useful thing about the dollar model. It fails safe. A balance cannot overrun into a surprise invoice the way an uncapped per-message meter can, because you are spending against a known amount. For a team nervous about SMS cost control, that is a real advantage over providers that bill after the fact.

The same reasoning applies to Composer credits, with one difference: 10 000 credits has no dollar equivalent published either, so it is a balance in a unit whose value is undefined until you ask.

What you cannot price in advance

Klaviyo publishes less hard pricing than any platform we have documented. Five variables a buyer cannot determine from the public site.

• Intermediate profile tiers. The builder reveals prices as you drag. There is no list, so you cannot compare tiers side by side without operating the widget.
• Module prices. Data + Analytics, Service, Composer and Customer Agent are priced inside the builder only.
• List price behind the 30% badge. The discounted figure is shown; the underlying rate is not.
• Mobile message rates. Denominated in dollars, not cents per message, with no published per-message rate by country.
• Composer credit consumption. You are given a credit balance without a stated burn rate.

Two more that matter and are not stated anywhere public: what happens when you exceed the included send allowance, and whether an annual billing discount exists at all. On the old plan structure Klaviyo offered no annual discount. Whether that carries into the module model is not documented, so ask.

Common misconceptions

“Klaviyo has no free plan.” It does, and it is permanent: 250 active profiles, 500 emails per month, $5 of mobile messages and 10 000 Composer credits. The confusion comes from the 60-day support window, which is time-limited even though the plan is not.

“The free plan send limit is 10x profiles like the paid tiers.” No. Free gives 500 sends on 250 profiles, a multiplier of two. Paid tiers move to ten.

“The 30% off is a standing discount.” Klaviyo describes the Composer rate as special introductory pricing available for a limited time. Treat all three discounted modules as promotional.

How Klaviyo compares on price

Compared at 5000 contacts or profiles, the tier where the ecommerce decision is usually made. Klaviyo figures are the Email module alone, with no add-on modules.

Klaviyo is the most expensive option on this table and the gap is not small. At 5000 profiles it costs more than double Moosend annual and roughly a third more than Mailchimp Standard, while including a lower send multiplier than three of the four competitors.

On a pure cost-per-email basis Klaviyo loses to everything here. The case for paying it has never been the price and is not now: it is ecommerce revenue attribution, product-triggered flows and the depth of the Shopify and WooCommerce data model. If those move your revenue by more than the price gap, Klaviyo wins. If you are sending newsletters, you are paying a large premium for machinery you will not use.

One genuine structural advantage: unlike Mailchimp, Klaviyo does not bill the same person twice for appearing in two audiences. And the free tier includes revenue attribution, which none of the others do.

If you are already a Klaviyo customer

A restructure of this size raises an obvious question for anyone already paying, and Klaviyo does not answer it on the pricing page.

The public site describes the new module model as if every visitor is new. It says nothing about what happens to accounts on the previous Email or Email + SMS tiers: whether they are grandfathered, migrated automatically, migrated at renewal, or repriced. We are not going to guess. There is no published transition policy we can cite, and inventing one on a page that people use to plan budgets would be worse than saying nothing.

That third question is the one that matters. In the new structure, Service, Data + Analytics and the AI agents are priced separately from Email. If capabilities that were bundled into your old tier now sit behind those modules, your renewal is not a price change, it is an unbundling. That is exactly the pattern Moosend ran in 2024 when it moved transactional email, dedicated IPs and SSO out of its base plan and into quote-only add-ons.

The practical advice. Get your renewal terms in writing before the promotional window on Service, Composer and Customer Agent closes. If your renewal lands after the discount ends and your old bundle maps onto discounted modules, you face the price change and the promotional unwind at the same time.

What lift does the premium actually require?

Saying Klaviyo is worth it for ecommerce is easy. Putting a number on it is more useful, and the arithmetic is simple enough to do for your own account.

At 5000 profiles the Email module costs $100/mo against Moosend Pro at $38/mo on annual billing. The delta is $62/mo, or $744 a year. That is what the attribution and flow machinery has to earn back.

The honest reading. Below roughly $3000 a month of email-attributed revenue, the premium is hard to justify on arithmetic alone and you are buying it on conviction. Above $10 000, the subscription is a rounding error against the programme it manages and the only sensible question is whether the tooling is better, not whether it is cheaper. Substitute your own margin, since 30% is a placeholder and yours is the number that matters.

Who should pay for what

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