Klaviyo Review
Email and SMS marketing platform built around ecommerce customer data
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Looking for a Klaviyo alternative? See our ranked comparison.→What is Klaviyo?
Klaviyo is an email and SMS marketing platform built for ecommerce brands. It pulls order history, browsing behavior, and other store data straight from your ecommerce platform (Shopify, BigCommerce, and others) so you can segment and automate messages around what customers actually buy and do, not just whether they opened an email.
Its core pricing is unusual for the category: every Email or Email+SMS plan tier gets the same feature set, and you pay more only because your active profile count goes up. Beyond that core plan, Klaviyo now sells a growing set of separately priced add-ons (Customer Hub, Helpdesk, Customer Agent, Marketing Analytics, and the Composer AI agent), reflecting its push from an email tool into a broader ecommerce CRM.
Klaviyo screenshots
Who it's for
- ✓ Ecommerce brands that want email and SMS automation tied directly to store data like purchases, browsing, and cart activity
- ✓ Teams that want one platform to run campaigns, flows, and a lightweight helpdesk without stitching together separate tools
Who should look elsewhere
- ✗ Non-ecommerce businesses or B2B teams without a store integration, since most of Klaviyo's automation value comes from commerce data
- ✗ Budget-conscious teams with a large but low-engagement contact list, since Klaviyo bills on total active profiles rather than only the contacts you actually email
Pros
- + Deep, native integrations with Shopify and other ecommerce platforms, so segments and flows use real purchase and browsing data
- + Same core features at every Email/Email+SMS tier, so upgrading is mostly about list size, not unlocking functionality
- + Free plan is usable for very small lists (up to 250 profiles) before you need a card
Cons
- – Price is based on total active profiles, not just people you actively email, so a large stale list costs more even if you rarely message most of it
- – Newer products like Customer Hub, Helpdesk, Customer Agent, and Marketing Analytics are billed as separate add-ons on top of the core email plan, each with its own pricing basis (profiles, tickets, or conversations)
- – Composer and full Enterprise/Advanced Data Platform pricing are usage-based or quote-only, so real total cost beyond the published add-on starting prices isn't fully public
Klaviyo pricing
At about $20/month to start, it sits mid-pack on price in Email Marketing & Automation.
| Plan | Price | Highlights |
|---|---|---|
| Free | Free | Up to 250 active profiles · 500 emails per month · 150 SMS/MMS credits per month · 10,000 Composer AI credits per month · Email support for the first 60 days only |
| $20/mo | Starts at $20/month for 251-500 active profiles · Price rises with your active profile count · Same core email features at every tier | |
| Email + SMS | $35/mo | Starts at $35/month for 251-500 active profiles (bundles email and SMS/MMS credits) · Extra SMS/MMS beyond what's included is billed as credits, priced by subscriber country, message type, and message segments |
| Customer Hub | $20/mo | Add-on priced by active profiles, starting at $20/month for up to 10,000 active profiles · Self-service order tracking and 'buy again' storefront widget |
| Helpdesk | $10/mo | Add-on priced by tickets, starting at $10/month for up to 50 shopper-initiated tickets · Shared inbox across email, chat, SMS, and WhatsApp |
| Customer Agent | $50/mo | Add-on priced by resolved conversations, starting at $50/month for up to 75 conversations · AI agent handles shopper support end-to-end across chat and email |
| Marketing Analytics | $100/mo | Add-on priced by active profiles, starting at $100/month for up to 13,500 active profiles · Cross-channel revenue and performance reporting |
| Composer | Custom | Klaviyo's AI marketing agent, currently in beta · Billed on usage-based AI credits rather than a flat monthly fee; the Free plan includes 10,000 credits/month |
| Enterprise | Custom | Quote-only, sold through sales · Covers large-scale needs like the Advanced Klaviyo Data Platform and custom contract terms |
Klaviyo bills its core Email and Email+SMS plans monthly by active profile count (any contact that can be emailed through your account, whether or not you've emailed them recently), with no self-serve annual discount. The Free plan covers up to 250 active profiles, 500 emails/month, 150 SMS/MMS credits/month, and 10,000 Composer AI credits/month, with email support only for your first 60 days. The Email plan starts at $20/month for 251-500 active profiles; choosing the combined Email + SMS plan instead starts at $35/month for the same range, with extra SMS/MMS billed as credits priced by country and message type. Beyond the core plan, Klaviyo sells separately priced add-ons: Customer Hub (from $20/month, by active profiles), Helpdesk (from $10/month, by ticket volume), Customer Agent (from $50/month, by resolved conversations), and Marketing Analytics (from $100/month, by active profiles). Composer is billed on usage-based AI credits rather than a flat fee. Enterprise-scale needs, including the Advanced Klaviyo Data Platform, are quote-only. Since February 18, 2025, billing has been based on total active profiles rather than only recently emailed contacts; legacy customers automatically get an 'appreciation discount' that caps any resulting price increase at 25% of their prior plan cost.
Pricing verified July 7, 2026 · source
How Klaviyo's pricing compares
Klaviyo next to its closest alternatives on entry price, billing, and whether pricing is public.
| Tool | Starting price | Billing | Free option | Pricing disclosed |
|---|---|---|---|---|
| Klaviyo | $20/mo | tiered | Yes | Partly public |
| Brevo | $9/mo | tiered | Yes | Partly public |
| ActiveCampaign | $15/seat/mo | tiered | Trial (14 days, no credit card required) | Public |
| Mailchimp | $13/mo | tiered | Yes | Public |
| Customer.io | $100/mo | tiered | No | Partly public |
| MailerLite | $12/seat/mo | tiered | Yes | Partly public |
| Kit (ConvertKit) | $39/seat/mo | per-seat | Yes | Public |
Is Klaviyo still actively developed?
Last significant update: June 2026. Klaviyo launched Composer (currently in beta), an always-on AI marketing agent that analyzes account performance, audits flows and campaigns, and drafts messages grounded in your real account data.
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Klaviyo FAQ
Is Klaviyo free?+
Yes. The Free plan covers up to 250 active profiles, 500 emails a month, 150 SMS/MMS credits a month, and 10,000 Composer AI credits a month, with email support only for your first 60 days.
How does Klaviyo pricing scale as my list grows?+
Price is set by your total active profile count, starting at $20/month at 251-500 profiles and rising from there. Core email features are the same at every tier, so you're paying for list size, not new functionality.
Is SMS included in the Email plan price?+
You can pick an Email-only plan or a combined Email + SMS plan; the combined plan starts at $35/month for 251-500 active profiles versus $20/month for email alone. SMS/MMS beyond what's bundled is billed as credits, priced by the subscriber's country, the message type, and the number of segments the message uses.
Does Klaviyo charge for contacts I don't actively email?+
Yes. Since February 18, 2025, billing has been based on active profiles, meaning any contact that can be emailed through your account, not only the contacts you've recently messaged. Legacy customers automatically get an 'appreciation discount' that caps any resulting price increase at 25% of their prior plan cost.