If you’re wondering whether Klaviyo pricing in 2025 is worth the investment, you’re not alone. With new plan structures and feature updates, many businesses are asking how to get the most value without overspending.
The truth is, Klaviyo offers powerful marketing automation, but its cost can quickly add up if you don’t understand the pricing tiers. By learning how Klaviyo bills, which features are included, and how to optimize your plan, you can unlock significant savings while boosting performance.
In this guide, we’ll break down Klaviyo pricing for 2025, compare the plans, and reveal strategies to help you cut costs without sacrificing results.
Pricing Overview for 2025
Klaviyo has become one of the most popular platforms for email and SMS marketing, especially in the eCommerce space. But just like any fast-growing SaaS tool, its pricing continues to evolve to match new features, customer demands, and industry competition. In 2025, businesses looking to adopt or continue using Klaviyo need to understand how its updated pricing works, what’s changed compared to last year, and how it may affect budgets for small startups, mid-sized brands, and enterprise-level companies.
The biggest change this year is Klaviyo’s push to unify email and SMS into a more streamlined structure, giving businesses better flexibility but also requiring them to carefully monitor contact lists and credit usage. With digital marketing costs rising globally, understanding Klaviyo’s pricing in 2025 is more than just a budgeting task—it’s a strategic decision that impacts ROI, customer retention, and long-term scalability.
To make sense of the updates, let’s break down what’s new in 2025, how Klaviyo structures its plans, and what this means for businesses of different sizes.
What’s new in Klaviyo pricing this year
Klaviyo’s pricing for 2025 brings subtle but important adjustments that businesses need to pay attention to. While the core model of charging based on the number of active contacts and SMS credits remains the same, the platform has introduced refinements to align with customer behavior and marketing trends.
The most notable update is the clearer separation between Email-only plans and Email + SMS bundled plans. Klaviyo now encourages businesses to adopt its all-in-one solution by offering slight per-message discounts on SMS credits when bundled with email. This helps brands running omnichannel campaigns reduce costs compared to paying for separate providers.
Another update is the scaling tiers for smaller businesses. Previously, brands with fewer than 500 contacts often felt squeezed by limited features in the free plan and expensive jumps into paid tiers. In 2025, Klaviyo adjusted pricing increments to be more accessible, offering smoother growth for startups without sudden cost spikes.
For larger businesses, Klaviyo has reinforced its enterprise and custom plan options, which now come with more advanced AI-driven insights, predictive analytics, and priority support. These enhancements make it clear that Klaviyo aims to remain a serious contender for scaling eCommerce brands that need reliability and deep integrations.
To summarize the 2025 changes:
- Bundled Discounts: Email + SMS plan now offers bundled pricing incentives.
- Smoother Tiers: Lower contact brackets introduced for startups and small businesses.
- Enterprise Flexibility: Enhanced features, stronger analytics, and custom pricing structures for high-volume senders.
- Transparency in Credits: SMS credit pricing is more transparent, with clearer regional breakdowns for businesses operating globally.
These updates reflect Klaviyo’s dual mission: helping smaller businesses adopt advanced marketing tools without breaking budgets, while giving enterprise-level users the power to scale campaigns with confidence.
"Understanding Klaviyo pricing in 2025 is the key to maximizing ROI—pay only for what drives growth, and cut unnecessary costs."
How pricing is structured (contacts & SMS credits)
Klaviyo’s pricing in 2025 continues to follow a usage-based model, which means costs are determined by the size of your contact list and the volume of SMS credits you consume. This structure is designed to scale with your business, but it also requires careful list management to avoid overspending.
Email Pricing – Based on Active Contacts
For email marketing, Klaviyo charges according to the number of active contacts in your account. An “active contact” is defined as any email address you’ve added to your list, regardless of whether they open your campaigns. The larger your list, the higher the monthly subscription cost.
Here’s a simplified snapshot of how email pricing scales in 2025 (approximate figures):
| Contact List Size | Monthly Email Plan (USD) |
|---|---|
| Up to 500 | Free |
| 501 – 1,000 | $20 – $30 |
| 1,001 – 5,000 | $60 – $100 |
| 5,001 – 10,000 | $150 – $250 |
| 10,001 – 50,000 | $400 – $1,000+ |
| 50,000+ | Custom pricing |
This tiered structure makes Klaviyo predictable but also challenging for brands that don’t clean their lists regularly, since inactive or duplicate contacts can inflate costs.
SMS Pricing – Based on Credits
Unlike email, SMS campaigns are billed per message, and the cost varies by destination country. For example, in the U.S., one SMS typically costs around $0.015 per message, while MMS and international messages are more expensive. Klaviyo sells SMS usage through “credits,” which you can pre-purchase or allocate monthly depending on your plan.
Example of SMS costs in 2025:
- U.S. SMS: ~1 credit ($0.015 per message)
- U.S. MMS: ~3 credits ($0.045 per message)
- International SMS: Varies ($0.05 – $0.10 per message)
Email + SMS Bundled Plans
For businesses using both channels, Klaviyo offers bundled plans that combine email contacts with a set amount of SMS credits at a discounted rate. This option is attractive for eCommerce brands running integrated campaigns across customer touchpoints.
Free vs paid plan comparison
Klaviyo offers both a free plan and multiple paid tiers, giving businesses flexibility depending on their size, budget, and marketing goals. The key difference lies in how many contacts you can manage, how many emails or SMS messages you can send, and the level of advanced features you gain access to. In 2025, Klaviyo has refined its free plan to make it more beginner-friendly while ensuring that serious eCommerce brands will likely need to upgrade to unlock full potential.
Free Plan Highlights (2025)
The free plan is designed for small businesses or startups that are just beginning their email and SMS marketing journey. It includes:
- Up to 250 contacts
- Up to 500 email sends per month
- 50 SMS credits (U.S. only)
- Core features such as signup forms, templates, basic automation flows, and reporting
- Access to the full dashboard and integration tools
While this plan is generous for testing, it comes with clear limitations. Businesses with even a modestly growing customer base will quickly outgrow the contact cap, and the monthly send limits restrict large-scale campaigns.
Paid Plan Highlights (2025)
Once you cross the 250-contact threshold, Klaviyo automatically transitions you into a paid tier. The benefits include:
- Higher contact allowances (scaling with list size)
- Unlimited email sends (relative to list size)
- Larger SMS credit bundles with the option to buy more
- Advanced features such as predictive analytics, AI-powered recommendations, multivariate testing, and enhanced segmentation
- Priority customer support depending on plan level
Comparison Table: Free vs Paid Plan (2025)
| Feature | Free Plan | Paid Plan |
|---|---|---|
| Contacts | Up to 250 | 251+ (scales with pricing tiers) |
| Email Sends | 500/month | Scales with list size (no hard cap) |
| SMS Credits | 50 (U.S. only) | Custom allocation + bundles |
| Templates & Automations | Basic | Full suite + advanced flows |
| Reporting & Analytics | Standard | Predictive + AI-driven insights |
| Support | Community & docs only | Email, chat, and premium support |
Klaviyo Plans Explained
Klaviyo’s 2025 plans are structured to meet the needs of businesses at different stages of growth. Whether you’re just starting out with a small email list or running advanced omnichannel campaigns at scale, there’s a plan tailored for you. Below is a clear explanation of each option.
Free Plan: Features & limitations
The Free Plan is designed for beginners and small businesses dipping their toes into email and SMS marketing. It’s best suited for testing the platform before committing to a paid subscription.
- Contacts: Up to 250
- Email Sends: 500 per month
- SMS Credits: 50 (U.S. only)
- Features: Basic email templates, signup forms, welcome series automations, and standard reporting
- Support: Access to Klaviyo’s help center and community forums
- Limitations: The contact and send limits make it restrictive for brands with active audiences. Support is limited, and advanced tools like predictive analytics and A/B testing are not included.
Email Plan: Best for email-first businesses
The Email Plan focuses entirely on email marketing. It’s ideal for businesses that primarily engage customers via email and do not rely heavily on SMS.
- Pricing: Starts around $20/month for up to 500 contacts, scaling upward as lists grow
- Features: Unlimited monthly sends (relative to contact size), advanced automations, segmentation tools, and reporting
- Strengths: Predictable pricing, strong ROI for email-driven businesses, integration with eCommerce platforms like Shopify and WooCommerce
- Who should use it: Brands running newsletters, product updates, seasonal promotions, and customer lifecycle emails without needing SMS integration
Email & SMS Plan: All-in-one solution
The Email & SMS Plan combines both communication channels under one subscription, offering discounts on SMS credits compared to standalone purchase. This makes it a popular choice for omnichannel marketing.
- Pricing: Scales with contact size + bundled SMS credits
- Features:
Enterprise/Custom Plan: When scaling beyond limits
For large-scale businesses, Klaviyo offers custom plans tailored to high-volume sending, specialized needs, and advanced integrations.
- Pricing: Negotiated based on contact size and SMS volume
- Features:
Cost Optimization Tips
Klaviyo is one of the most powerful marketing platforms available, but its usage-based pricing means costs can escalate quickly if not managed carefully. In 2025, with rising advertising expenses and tighter marketing budgets, businesses must be strategic in how they use Klaviyo to maximize ROI. Here are proven ways to optimize your costs without sacrificing campaign performance.
Reducing inactive subscribers
One of the most effective ways to lower your Klaviyo bill is by trimming inactive contacts. Since pricing scales with the number of active contacts, a bloated list of people who never open your emails can drain your budget.
Steps to optimize:
- Run engagement reports to identify subscribers who haven’t opened emails in 90–180 days.
- Set up a re-engagement campaign to win them back.
- If they remain inactive, move them to a suppression list or remove them entirely.
This ensures you’re paying only for subscribers who bring value, while improving deliverability rates.
Leveraging segmentation for efficiency
Sending every campaign to your entire list is costly and often counterproductive. Instead, use Klaviyo’s advanced segmentation to target the right audience with the right message.
Examples:
- Send product launch emails only to high-engagement customers.
- Segment by purchase history to cross-sell or upsell effectively.
- Create VIP segments for loyal buyers and limit discounts to them, reducing wasted promotions.
By narrowing campaigns to the most relevant subscribers, you reduce unnecessary sends and improve conversion rates.
Combining email + SMS for better ROI
Running email and SMS together can feel like doubling costs, but Klaviyo’s bundled plans actually make this strategy more cost-efficient. SMS has higher engagement rates, while email is cheaper per send. By combining both strategically, you can stretch your budget.
Example campaign flow:
- Send an email to announce a sale.
- Follow up with an SMS reminder only to high-value or engaged contacts.
- Use email for nurturing, SMS for urgency.
This balances reach and cost while ensuring your most engaged customers get timely reminders.
Alternatives & integrations that save money
If you find Klaviyo’s built-in features too costly for certain functions, consider pairing it with complementary tools. For example:
- Use a lower-cost A/B testing tool for landing pages instead of relying only on Klaviyo’s advanced testing.
- Integrate with a helpdesk or CRM to manage customer service, reducing reliance on Klaviyo automation for non-marketing tasks.
- Sync with your eCommerce platform to automatically suppress refunded or inactive customers, preventing wasted contacts.
By using integrations smartly, you can keep Klaviyo focused on what it does best: email and SMS marketing.
Who Should Use Klaviyo in 2025?
Klaviyo remains one of the most trusted platforms for email and SMS marketing, but it isn’t a one-size-fits-all solution. Its pricing model and advanced features make it more suitable for certain businesses, while others may find alternatives more cost-effective. Here’s a breakdown of who should consider Klaviyo in 2025.
Best fit for eCommerce
Klaviyo was built with eCommerce in mind. Its deep integrations with platforms like Shopify, WooCommerce, BigCommerce, and Magento make it the go-to tool for online stores. Features such as abandoned cart flows, product recommendations, and purchase-triggered emails are designed to directly boost revenue.
Why eCommerce brands love Klaviyo:
- Seamless product and customer data sync with online stores
- Revenue attribution for campaigns, showing exact ROI
- Advanced segmentation based on browsing and purchase behavior
- Automated flows like post-purchase upsells and review requests
If your business sells products online, Klaviyo provides unmatched functionality to engage, convert, and retain customers.
Suitability for startups vs mid-size businesses
Startups: Klaviyo’s free plan gives startups a chance to test the platform with minimal risk. However, costs can rise quickly as lists grow. For very small teams with tight budgets, simpler tools may be a better starting point.
Mid-size businesses: Klaviyo shines for brands that have already validated their business model and want to scale. Its automation, predictive analytics, and reporting help mid-size businesses compete with larger players without needing a massive marketing team.
When to consider alternatives
Klaviyo may not be the best fit for every situation. Businesses should evaluate alternatives if:
- Budget is extremely tight: Competing tools like MailerLite or Moosend may offer cheaper entry-level options.
- Non-eCommerce focus: If your business model is service-based, B2B, or content-driven, other platforms like HubSpot or ConvertKit may offer more tailored features.
- Simple needs: If all you require is a newsletter platform with basic automation, Klaviyo may feel like overkill.
Unlocking ROI with Smarter List Management: How Brands Avoid Overspending in 2025
Marketing platforms like Klaviyo can deliver incredible results, but their usage-based pricing means businesses often spend more than necessary if they don’t manage contacts carefully. The good news? By applying smarter list management strategies, many brands are discovering that they can cut costs while actually improving campaign performance.
Case Study: [Situation → Problem → Steps → Results]
- Situation: A mid-sized fashion eCommerce brand entered 2025 with 65,000 contacts in Klaviyo. Despite high traffic, sales conversion rates were flat.
- Problem: Their monthly Klaviyo bill ballooned to over $900, largely because 25% of their list hadn’t engaged in more than six months. These inactive subscribers inflated costs without contributing revenue.
- Steps:
- Ran a re-engagement campaign targeting dormant subscribers with a “win back” offer.
- Segmented customers by purchase recency and engagement score.
- Suppressed or deleted subscribers who didn’t respond after 3 months.
- Results: The brand reduced its active contacts to 48,000, saving nearly $250 per month in subscription costs. Even better, open rates improved by 22% and revenue per send increased because the remaining list was highly engaged.
Data: Industry Insights for 2025
- According to recent 2025 eCommerce benchmarks, 20–30% of marketing email lists are inactive subscribers that increase costs without delivering ROI.
- Klaviyo reports that businesses using segmentation effectively see an average of 3.2x higher revenue per recipient compared to blanket campaigns.
- SMS open rates remain above 90%, but excessive use without segmentation leads to rising credit costs, often consuming up to 40% of smaller brands’ monthly budgets if unmanaged.
Perspective: Perception vs Reality
What people think: Many businesses assume a bigger contact list always equals more revenue. They believe pruning subscribers means losing potential buyers.
Reality: Inactive subscribers hurt deliverability, inflate costs, and lower engagement metrics. Focusing on quality over quantity almost always yields better ROI.
Why: Modern inbox algorithms reward engagement. Smaller, cleaner lists ensure emails reach primary inboxes, increasing open rates and sales conversions.
Summary & Implications
The takeaway is simple: paying for unengaged subscribers is like renting an empty billboard. Brands that invest time in cleaning lists, segmenting audiences, and balancing email with SMS spend less while earning more. For 2025, the smartest Klaviyo users are not those with the biggest lists, but those with the most engaged audiences.
FAQs
Before committing to Klaviyo in 2025, many businesses have common questions about how pricing works, whether it’s worth the investment, and how it compares to other marketing tools. Below are direct answers to the most frequently asked questions.
Yes, but with conditions. For small businesses, especially eCommerce startups, Klaviyo’s free plan provides a solid testing ground with access to powerful features. However, as your list grows, costs rise quickly. If your business is serious about scaling online sales, Klaviyo is worth the investment. If you only need basic newsletters, a simpler and cheaper platform may be more practical.
Klaviyo calculates pricing based on two main factors:
- Active Contacts – The total number of email subscribers in your account determines your base monthly fee.
- SMS Credits – Costs are based on the number of text messages sent, with regional pricing differences (e.g., U.S. SMS ~ $0.015 per message).
Your monthly bill scales with usage, so maintaining a clean, engaged list is critical to keeping costs under control.
The free plan includes up to 250 contacts, 500 monthly email sends, and 50 SMS credits (U.S. only). It’s perfect for experimenting but comes with limits on scalability and advanced features. Paid plans remove these restrictions, unlock predictive analytics, advanced segmentation, unlimited automations, and offer larger email and SMS allowances.
For many businesses, yes. Klaviyo can fully replace tools like Mailchimp or Constant Contact, particularly for eCommerce companies. It offers superior automation, segmentation, and revenue attribution. However, for non-eCommerce or content-focused businesses, tools like ConvertKit or HubSpot may offer better alignment with their needs.
Review: Klaviyo Pricing 2025
For businesses evaluating Klaviyo in 2025, it’s important to weigh not just the pricing but also the overall value of the platform. Below is a breakdown of key areas, rated on a 5-star scale, with detailed insights.
Ease of Use: ★★★★★
Klaviyo’s interface remains one of the most user-friendly in the marketing automation space. Even beginners can set up campaigns, design emails, and launch automation flows with minimal training. The drag-and-drop editor, clear navigation, and pre-built templates reduce the learning curve significantly.
Features & Functionality: ★★★★★
Few competitors match Klaviyo’s depth of features for eCommerce. Advanced segmentation, predictive analytics, AI-driven recommendations, and strong integrations with platforms like Shopify and WooCommerce make it a powerhouse. In 2025, the platform has further refined its predictive tools, helping brands forecast churn, lifetime value, and buying behavior with remarkable accuracy.
Pricing Flexibility: ★★★★★
The pricing scales predictably with your contact list and SMS usage, offering flexibility for businesses of all sizes. However, this flexibility comes with responsibility—failure to manage inactive subscribers or SMS usage can quickly inflate costs. For those who optimize usage, Klaviyo remains fairly priced compared to the ROI it delivers.
Support & Resources: ★★★★★
Klaviyo provides extensive documentation, a vibrant community, on-demand webinars, and responsive customer support. Paid tiers offer faster support options, while enterprise plans include dedicated account managers. The learning resources make it easy to master even the platform’s most advanced features.
Overall Value: ★★★★★
Klaviyo’s value in 2025 is undeniable for businesses that actively leverage email and SMS marketing. While its pricing is higher than entry-level competitors, the advanced functionality, strong ROI, and ability to scale campaigns effectively make it one of the best investments for eCommerce-focused brands.
Conclusion
Klaviyo pricing in 2025 is built around three key realities: it scales with your active contacts, it requires smart management of SMS credits, and it delivers unmatched value for eCommerce-focused businesses.
For startups, the free plan offers a low-risk way to test the waters, but growing brands will almost certainly need to move into paid tiers. Mid-size businesses gain the most value by leveraging Klaviyo’s segmentation, automation, and predictive analytics to drive consistent ROI. Enterprises benefit from custom scalability and advanced insights that few competitors can match.
Tips for success:
- Regularly clean inactive contacts to prevent wasted spend.
- Use segmentation to target the right audience with the right message.
- Combine email and SMS for a balanced, cost-effective engagement strategy.
In short, Klaviyo remains one of the most powerful marketing platforms in 2025. While its pricing requires careful monitoring, the return on investment is well worth it for businesses that optimize their usage.
If you found this breakdown helpful, share this post with your network so more businesses can make smarter decisions about their marketing strategy in 2025.