Klaviyo Pricing in 2026: What You'll Actually Pay as Your List Grows
Klaviyo bills on active profiles, not emails sent. Here's what that means, what each tier costs, and where store owners get surprised.
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Short answer: Klaviyo is free up to 250 active profiles. The paid Email plan starts at $20/month for 500 profiles and costs $30 at 1,000, $100 at 5,000 and $150 at 10,000 profiles. Text messages are billed per send on top. The number that drives your bill is active profiles – everyone you could email – not how many emails you send.
Prices below come from the plan builder on Klaviyo’s pricing page, checked on October 20, 2026 (monthly billing, USD).
Klaviyo’s plans at a glance
| Plan | What you get | Starting price |
|---|---|---|
| Free | Up to 250 active profiles, 500 email sends/month, $5 of mobile messages/month, email support for the first 60 days | $0 |
| Priced by active profiles; each tier includes 10× its profile count in monthly email sends | $20/month (500 profiles) | |
| Text messages | Pay per send, from $0.01 per SMS plus carrier fees | Usage-based |
Source: Klaviyo pricing page and plan builder.
What each tier costs
| Active profiles | Email plan | Email sends included |
|---|---|---|
| 500 | $20/month | 5,000 |
| 1,000 | $30/month | 10,000 |
| 2,500 | $60/month | 25,000 |
| 5,000 | $100/month | 50,000 |
| 10,000 | $150/month | 100,000 |
| 11,000 | $200/month | 110,000 |
| 15,000 | $350/month | 150,000 |
| 25,000 | $400/month | 250,000 |
| 50,000 | $720/month | 500,000 |
Klaviyo plan builder, monthly billing, checked October 20, 2026. You pay for the tier that covers your profile count, so 5,200 profiles costs more than 5,000.
How “active profiles” billing works
Klaviyo describes active profiles as the people your brand can actually reach by email, SMS or other channels. Unsubscribed and suppressed contacts don’t count. If your active profiles go over your tier, Klaviyo moves your account to the plan that fits at the next billing cycle.
Three things follow from this:
- Your bill tracks list size, not activity. A slow month with few campaigns costs the same as a busy one.
- List hygiene saves money. Suppressing people who haven’t opened or clicked in months lowers your active-profile count – and usually helps deliverability too.
- Junk sign-ups cost real money. In a recent one-star review on the Shopify App Store, a merchant reports their profile count jumping from about 16,000 to 65,000 because of bot sign-ups, pushing their bill above $900. Protecting your sign-up forms (double opt-in, bot protection) is worth doing before you scale.
Where costs jump
- Crossing a tier line. Prices step up in blocks, and not evenly: going from 10,000 to 11,000 profiles takes the plan from $150 to $200 a month. Watch your count as you approach a boundary and clean the list first.
- Adding SMS. Text messages are billed per send (from $0.01 per SMS plus carrier fees) and vary by country and message type, so heavy SMS senders should model their volume, not just the plan price.
- Fast list growth. Giveaways and pop-up discounts can add thousands of profiles in a week. Many of them never buy.
How Klaviyo compares on price
Klaviyo is rarely the cheapest option. For example, Omnisend’s Standard plan starts at $16/month for 500 contacts on its Shopify listing, and Shopify’s own email tool includes 10,000 free emails a month before charging from $1 per 1,000 emails. Klaviyo’s case is depth: detailed Shopify data, segmentation and reporting that larger stores lean on.
If price is your main concern, see our guides to Klaviyo alternatives and Omnisend vs Klaviyo.
Compare Omnisend's pricingHow to keep your Klaviyo bill down
- Suppress unengaged profiles on a regular schedule.
- Use double opt-in or bot protection on high-traffic forms.
- Don’t import old customer lists wholesale – import people who opted in.
- Check your active-profile count before each billing date.
FAQ
Does Klaviyo charge for unsubscribed contacts? No. According to Klaviyo, unsubscribed and suppressed contacts don’t count toward active profiles.
Is there a free trial? There’s a free plan for up to 250 active profiles, which works as an open-ended trial for small lists.
Is Klaviyo worth it for a small store? It can be, especially if you plan to grow and want detailed segmentation early. If you have under 1,000 subscribers and a tight budget, cheaper tools cover the essential automations (welcome, abandoned cart, post-purchase).