Klaviyo Pricing 2026: Every Plan, Cost and What Shopify Brands Actually Pay

What is Klaviyo?

Klaviyo is a marketing automation platform built specifically for ecommerce. It connects directly to your Shopify store, pulling in real-time customer data including purchase history, browsing behavior, and order value to power email campaigns, SMS flows, and automation sequences.

As of 2026, Klaviyo describes itself as "The B2C CRM" rather than simply an email tool. That shift reflects how much the platform has expanded beyond email into SMS, WhatsApp, reviews, customer service tools, and advanced analytics. Over 183,000 businesses use Klaviyo to manage customer relationships, with Shopify being the primary integration.

For Shopify brands, the platform's native integration is a genuine strength. Klaviyo captures checkout data, product views, collection visits, and customer segments without any custom development, which means the data available for segmentation and automation is richer than most alternatives. That depth is also what makes it one of the more expensive options as your store grows, since pricing scales with how many contacts are stored in the system regardless of how actively you email them.

Klaviyo's Current Pricing Plans

Klaviyo currently offers three core plans for email and mobile marketing, plus a range of add-on products. One thing worth flagging for UK brands upfront: Klaviyo bills in US dollars across all markets, including the UK. There is no GBP pricing option.

The three plans are Free, Email, and Email + Mobile (previously called Email + SMS). Here is the high-level breakdown:

All paid tiers include the same core feature set: unified customer profiles, 350+ integrations, predictive analytics, AI-generated segments and content, and standard email support. Paying more does not unlock additional features within the base plan. Your monthly cost increases purely because your active profile count increases.

What Counts as an Active Profile?

This is the most important thing to understand about Klaviyo pricing, and it's where most cost surprises originate.

An active profile is any contact stored in your Klaviyo account that can receive email, regardless of whether they have given explicit marketing consent and regardless of whether you have actually emailed them. According to Klaviyo's official documentation, this includes people who entered their email at checkout without ticking the marketing opt-in box.

In practical terms for a Shopify brand: every customer who completes a purchase, every subscriber from a pop-up form, and every contact you import from another platform counts towards your active profile total. Someone who bought from you two years ago and has never opened an email is still an active profile until you manually suppress them.

What does not count towards your active profile total:

• Contacts you have manually suppressed
• Hard bounced email addresses
• Contacts you have permanently deleted

This distinction matters enormously because a Shopify store with 20,000 total contacts that regularly emails 10,000 of them does not pay based on 10,000. It pays based on all 20,000 unless the other 10,000 have been suppressed. At 20,000 active profiles, the Email plan costs $375 per month. At 10,000 it is $150 per month. That gap is entirely addressable with proper list hygiene.

At Charle, one of the first things we do when taking on a new Klaviyo account is audit the active profile count against the genuinely engaged list. The difference is frequently significant, and addressing it before the next billing cycle is straightforward once you know what to look for.

Email Plan: Every Pricing Tier in 2026

The Email plan is the base paid tier. Every active profile in your account counts toward your monthly cost. Features are identical at every tier. The table below covers every pricing band, verified from Klaviyo's pricing page in May 2026.

Each paid email tier includes roughly ten times your active profile count in monthly email sends. A store at 5,000 profiles gets approximately 50,000 emails per month. If you need to send more volume than your tier allows, you can upgrade your plan or add additional sending capacity independently of your contact tier.

Email + Mobile Plan

The Email + Mobile plan adds SMS, MMS, and WhatsApp capability to your base email plan. At every contact tier, the Email + Mobile plan costs approximately $15 more per month than the Email plan alone for the entry-level mobile credit bundle.

For example, at 1,001 to 1,500 active profiles: the Email plan is $45 per month, and the Email + Mobile plan (with 1,250 mobile messaging credits) is $60 per month. At 10,000 profiles: Email costs $150, Email + Mobile costs $165.

The 1,250 credits included in the base Email + Mobile plan gives you meaningful SMS volume for UK brands. Each SMS sent to a UK number costs 5 credits, so 1,250 credits covers 250 UK SMS messages per month. If you are sending SMS at scale or to international audiences, you will need to purchase additional credits For a deeper look at SMS as a channel, see our guide to SMS marketing for ecommerce.

Mobile credits cover SMS, MMS, and WhatsApp from a shared pool. You can allocate across channels as needed. Credits reset monthly and unused credits do not roll over.

SMS and WhatsApp Pricing

SMS and WhatsApp on Klaviyo both run on a credit system. You buy a monthly credit allocation, and credits are consumed per message sent based on the destination country and message type. All carrier fees are included within the credit price, so there are no additional charges on top of what you purchase.

Credit usage varies significantly by country. Here is how Klaviyo charges for common markets relevant to UK-based brands:

For WhatsApp: Klaviyo moved from per-conversation to per-template billing in 2025, following a change in Meta's pricing structure. Marketing messages, utility messages, and service messages each cost a different number of credits, and rates vary by destination country following Meta's regional pricing. Non-template messages (sent within a 24-hour customer service window) are free.

One important note for UK brands with customers in the United States: Meta does not currently support WhatsApp marketing messages sent to US phone numbers. WhatsApp on Klaviyo is available for international markets only.

To estimate your monthly SMS or WhatsApp spend, use the mobile messaging credit calculator on Klaviyo's pricing page. Enter your destination country, message type, and expected monthly volume to get an accurate credit requirement before purchasing.

Klaviyo Add-Ons: Reviews, Analytics and Service

Beyond the core email and mobile plans, Klaviyo offers a growing range of add-on products. Each is priced separately and billed independently of your email plan. All add-ons require an active email plan to use.

Klaviyo Reviews

Reviews is a product review collection and display tool, priced by monthly order volume rather than contact count. It starts at $25 per month for stores with up to 250 monthly orders and scales to $500 per month at 10,000 orders and $2,000 per month at 100,000 orders.

At up to 50 monthly orders, Reviews is free. For Shopify brands already managing their reviews through a dedicated reviews app like Okendo or Yotpo, the value of switching to Klaviyo Reviews depends on how tightly you want reviews data integrated with your segmentation and campaign logic. Having reviews data inside Klaviyo does make certain automations cleaner, but it is not a necessity for most stores.

Marketing Analytics

Marketing Analytics is the advanced reporting add-on, starting at $100 per month for stores with up to 13,500 active profiles. It unlocks capabilities not available in the standard plan including multi-touch attribution models, customer behavior funnels, cohort reporting, customisable RFM (recency, frequency, monetary) analysis, and custom CLV prediction windows.

The standard Klaviyo plan includes solid built-in reporting dashboards. Marketing Analytics is most valuable for larger stores running complex campaigns where understanding attribution across multiple touchpoints genuinely informs budget decisions. For most growing Shopify brands, the standard reporting is sufficient.

Advanced Klaviyo Data Platform (KDP)

The Advanced KDP is Klaviyo's enterprise-level data layer, starting at $500 per month for accounts with up to 100,000 total profiles. It adds real-time segmentation, data warehouse syncing, no-code data transformations, and a single source of truth across all connected platforms. This is built for larger operations where data architecture across multiple tools is a genuine challenge.

Note that Marketing Analytics and Advanced KDP cannot be used simultaneously. The KDP includes everything Marketing Analytics provides, so they are not stackable.

Klaviyo Service Tools

In 2025 and 2026, Klaviyo launched a suite of customer service products available as add-ons to any email plan. All three are currently available at introductory pricing with a 30% discount. Check Klaviyo's pricing page to confirm whether the introductory pricing is still active when you are evaluating.

• Customer Hub: A self-service portal embedded on your storefront for order tracking, account management, and product discovery. From $20 per month at introductory pricing ($30 standard), with a free 30-day trial.
• Customer Agent: An AI assistant that handles customer queries and product recommendations. From $140 per month at introductory pricing ($200 standard), with the first 50 conversations per month free.
• Helpdesk: Multi-channel ticket management across email, chat, SMS, and WhatsApp. From $185 per month at introductory pricing ($264 standard) for up to 1,000 monthly tickets.

These tools are aimed at brands wanting to consolidate their marketing and customer service stack within a single platform. Whether that consolidation makes commercial sense depends entirely on what you are currently spending on separate point solutions.

The 2025 Billing Change Explained

In January 2025, Klaviyo announced a significant change to how it calculates your monthly bill. This change took effect on 18 February 2025, and it caught a large number of brands off guard because it changed the underlying logic of what you are actually paying for.

Before February 2025, Klaviyo billing was based on the profiles you actively emailed within a given period. A store with 20,000 total contacts but only sending campaigns to 8,000 of them paid based on 8,000.

After February 2025, billing is based on total active profile count, meaning every contactable profile in your account regardless of whether you emailed them. That same store now pays based on all 20,000. At the time of the change, moving from 8,000 to 20,000 active profiles meant jumping from $150 per month to $375 per month, an increase of $225 every month with no change in actual sending behavior.

There are three billing mechanics introduced with this change that every Klaviyo user needs to understand:

Auto-upgrade (automatic, no opt-out): If your active profile count exceeds your current tier, Klaviyo automatically upgrades your plan at the start of the next billing cycle. You will receive notification emails as you approach your limit.

Auto-downgrade (off by default): If your list shrinks, your plan does not automatically step down. You have to enable this manually under Settings, Billing, Preferences. Many brands never do this and overpay during quiet months as a result.

90-day suppression lock: Once you unsuppress a contact, you cannot suppress them again for 90 days. If you reactivate a dormant contact who still does not engage, they remain in your active profile count and on your bill for three billing cycles before you can remove them.

Existing accounts created before April 2024 received a permanent Appreciation Discount to partially offset the change. This discount remains in place as long as you stay on an eligible plan. New accounts signed up after that date are on the current billing model from the start with no discount applied.

How to Control Your Klaviyo Costs

The good news is that for most brands, Klaviyo costs are manageable with the right account hygiene. These are the actions that have the most direct impact on your monthly bill.

Enable auto-downgrade. Go to Settings, Billing, Preferences and switch this on. It takes 30 seconds and ensures your plan steps down automatically in any month your list shrinks. It is off by default and costs real money every month it stays that way.

Run a sunset flow before suppressing. Before bulk suppressing inactive contacts, send a two or three-email re-engagement sequence to anyone inactive for 120 or more days. Contacts who re-engage are worth keeping. Contacts who do not can be suppressed confidently. This process protects list quality while reducing your billable profile count.

Suppress before your billing date. Find your billing date in Klaviyo's Billing Overview. Two or three days before renewal, run a segment for contacts inactive for 180 or more days and suppress them. They exit your active profile count for the next billing cycle. Given the 90-day suppression lock, be deliberate about what you suppress because you cannot reverse it for three months without consequences.

Be selective with imports. Every contact imported from a previous platform, a CSV export, or a legacy migration inflates your active profile count from day one. Only import contacts you have a genuine plan to market to. Clean the list before importing, not after.

Audit add-ons quarterly. Reviews, Marketing Analytics, Customer Agent, Helpdesk, and Customer Hub each bill separately even when not actively used. If an add-on is not generating measurable return, cancel it. The saving is immediate and recurring.

At Charle, when we take over an existing Klaviyo account we almost always find meaningful cost reduction opportunity in the active profile count. In our experience, a well-maintained list delivers better deliverability, higher open rates, and lower platform costs simultaneously. The hygiene work pays for itself quickly.

Is Klaviyo Worth It for Shopify Brands?

The honest answer is that it depends on how the account is managed. Klaviyo is genuinely excellent technology. The Shopify integration is deep, the segmentation capabilities are powerful, and the automation builder gives you flexibility that most alternatives cannot match. We use it for our own clients and have seen it drive significant revenue when set up and managed properly.

The caveat is that Klaviyo rewards brands with lean, well-managed contact lists and penalises brands that accumulate contacts without a clear strategy for engaging them. Under the current billing model, you pay for every contactable profile in your account whether you ever market to them or not. For a growing Shopify brand with organic customer acquisition, that list will grow naturally over time, and so will the bill.

Where the platform delivers clear ROI is in automation. Welcome flows, abandoned cart sequences, post-purchase upsells, browse abandonment, and win-back campaigns, when built properly and continuously optimized, generate revenue on autopilot against a fixed monthly cost. Our ecommerce email marketing strategy guide covers how to build and continuously optimise those flows. The brands that struggle with Klaviyo ROI are typically those that install it, set up a basic welcome email, and leave the rest untouched. The platform's value is in the ongoing strategy layer, not the setup.

For smaller Shopify stores with fewer than 1,000 active profiles, the cost is low enough that the automation capability easily justifies it. At $30 per month, a single additional abandoned cart recovery flow covers the subscription many times over. At 50,000 profiles and $720 per month, the maths requires a more rigorous look at what the platform is actually attributing to your bottom line.

The expanding suite of add-ons, Reviews, Analytics, Service tools, reflects Klaviyo's ambition to become the central operating layer for ecommerce brands rather than just an email tool. That ambition is worthwhile for brands at scale with the team to take advantage of it. For most brands, the email and mobile plans remain the core product and where the real value sits.

If you are evaluating Klaviyo for your Shopify store, or if you are using it already and want to understand whether you are getting the return you should be, our email marketing team at our Klaviyo agency can help. We work with Shopify brands across a range of sectors and list sizes, and we have a clear view of what good looks like at every stage of growth. Get in touch to talk through your situation.