Klaviyo's Email plan starts at $20/month for up to 500 contacts and scales from there: roughly $100/month at 5,000 contacts, $150/month at 10,000, and $400/month at 25,000. Email + SMS adds a separate messaging-credit charge on top. Since February 2025, Klaviyo bills for every active profile in your account, not just the ones you actually email, which is the detail that catches most stores off guard.
The Actual Pricing Table
Pricing scales with your active profile count, not a flat tier. Here's what the Email plan looks like at common list sizes:
| Active Profiles | Email Plan | Email + SMS |
|---|---|---|
| Free (up to 250) | $0/month | 150 SMS credits included |
| 500 | $20/month | $35/month |
| 5,000 | $100/month | $115/month |
| 10,000 | $150/month | $165/month |
| 25,000 | $400/month | $415/month |
The free plan supports up to 250 active profiles, a 500-email monthly send cap, and 150 SMS credits, with Klaviyo branding on emails and forms and email support limited to the first 60 days.
The Billing Change Most Stores Haven't Adjusted For
As of February 2025, Klaviyo shifted to billing on active profiles, meaning every contact that can be emailed through your account, whether or not you're actually sending to them. A store with a large dormant list, old subscribers who haven't opened an email in years, ends up paying to store and bill for people who aren't generating any revenue back.
If your Klaviyo bill has crept up without your list actually growing in engaged subscribers, a dormant-profile problem is the most likely reason, not a pricing increase on Klaviyo's end.
What Actually Brings the Bill Down
Suppressing genuinely dead profiles, people who haven't opened, clicked, or purchased in a long stretch, removes them from the active-profile count that drives your price. This isn't the same as deleting them; suppressed profiles can be reactivated later if they come back. It's a maintenance task most stores simply haven't done since the billing model changed.
Where SMS Fits In
SMS runs on a separate credit system rather than a flat monthly add-on, with credits shared across SMS, MMS, and WhatsApp, and rates that vary by country and destination. The Email + SMS tier requires a minimum monthly credit purchase on top of the email plan price, so the "+SMS" number in the table above is a starting point, not a hard cap.
Not sure if your plan actually fits your list?
I'll look at your account's profile count, engagement, and current plan, and tell you honestly if you're overpaying.
Is the Cost Worth It?
The plan price is only half the equation. A $150/month plan running six well-built flows and a real campaign calendar can generate a large multiple of that in monthly revenue; the same $150/month plan running a default welcome flow and nothing else is mostly just a bill. The cost question that actually matters isn't "what does Klaviyo charge," it's "what is the account actually doing for that price."