Klaviyo Pricing Explained: What Will You Really Pay?

If you’re trying to figure out what Klaviyo will actually cost your business — beyond the vague “starting at $0/month” headlines — this guide is for you.

We’ve helped hundreds of companies run email and SMS campaigns through Klaviyo. And we’ve seen it all: the surprise fees, the steep jumps in pricing, the real-world ROI, and the moments it truly pays off. Whether you’re running an eCommerce store or a retail chain, we’re going to break this down in plain language, using real examples, and show you how to make sense of Klaviyo’s pricing model — and whether it’s worth it.

What is Klaviyo and Who Is It For?

Klaviyo is best for B2C brands — especially those selling physical products. Think online retailers, in-store brands, and hybrid businesses with a customer list and a product catalog.

If you’re an eCommerce business using Shopify, Klaviyo is a no-brainer. The native integration is seamless, the automation tools are powerful, and the setup is straightforward even for small teams.

But Klaviyo isn’t for everyone. If you’re in B2B or a service-based business, you might be better off with platforms like HubSpot or ActiveCampaign, which are built more around sales pipelines and CRM workflows.

That said, we’ve seen great results using Klaviyo with brick-and-mortar retailers, especially those who have large in-store customer lists but need a way to activate them via email or SMS. A two-location retailer in Pennsylvania used Klaviyo-to-POS integration for email and SMS marketing. By leveraging Klaviyo’s capabilities, they generated $158,272 in revenue over a 90-day period.

How Does Klaviyo’s Pricing Work?

Klaviyo pricing comes down to two things:

1. Your number of active profiles (contacts)
   
   
   

2. The number of email and SMS messages you send
   
   
   

Here’s a quick overview:

• Email Pricing is based on how many active profiles you have. Each tier gives you up to 10x sends per profile (i.e., 5,000 profiles = up to 50,000 email sends).
  
  

• SMS Pricing is based on credits.
  
  

• 1 SMS = 1 credit
  
  

• 1 MMS (image or emoji) = 3 credits
  
  
  
  

Let’s look at a real-world scenario:

Business Example:

• 30,000 profiles
  
  

• 8 email sends per month
  
  

• 5,000 SMS subscribers
  
  

• 4 SMS sends (2 with images)
  
  
  

Estimated Monthly Cost:

• Email: $500/month
  
  

• SMS: $360/month (≈40,000 credits)
  Total: $860/month
  
  
  

One of our pet food clients pays just $240/month for Klaviyo—and brings in over $159,000 in monthly revenue. With 9,459 email subscribers and over 3,000 SMS contacts, that’s an incredible return on investment. Now that’s what we call ROI!

How Much Does Klaviyo Cost Per Month?

Here’s a snapshot based on real business tiers:

Small Business

• 5,000 Profiles
  
  

• 5 email sends
  
  

• 1,000 SMS subscribers, 4 SMS sends (all basic SMS)
  Cost: ~$145/month
  
  

Mid-Sized Business

• 200,000 Profiles
  

• 10 email sends
  
  

• 50,000 SMS subscribers, 10 SMS sends
  Cost: ~$6,550/month
  
  

Enterprise Brand

• 2,000,000 Profiles
  
  

• 20 email sends
  
  

• 250,000 SMS subscribers, 15 SMS sends
  Cost: ~$47,510/month
  
  

Yes, that’s a wide range. But it scales with your business.

What Do You Get at Each Pricing Tier?

Every plan includes the basics:

• Core automations
  
  

• Pre-built templates
  
  

• Analytics dashboards
  
  

• Native integrations with eCom platforms (Shopify, BigCommerce, Magento, Wix, Salesforce)
  
  

• Integrations with Meta, Google, TikTok, Pinterest, and more
  
  
  

The difference is how many contacts and messages you can send. Want to send 12 emails to your 10,000-person list? You’ll need to be on a plan that allows 120,000 monthly sends.

Pro Tip: Be careful with emojis or pictures in texts. Each emoji = MMS = 3–4x the credit usage. 

Klaviyo Email vs. Klaviyo SMS: What’s the Real Cost Difference?

Email is cheaper per send, but SMS often delivers stronger ROI. Text messages have near-100% open rates — they cut through the noise.

So which should you use?

• If you have phone numbers and compliance in place, SMS should absolutely be part of your strategy.
  
  
  

• If you’ve only got emails, start there and build SMS opt-ins slowly.
  
  
  

Whether you are a DTC company or an in-store company, SMS is the highest ROI marketing you can do.

What Hidden Fees or Overages Should You Expect?

There are very few “gotchas” — but here’s one to watch:

• Auto-Upgrade: By default, Klaviyo may automatically bump you to the next tier as your list grows. If you want to avoid unexpected charges, turn this setting off.
  
  
  

Otherwise, no surprise charges — but do keep an eye on message volume, especially during promos or holidays. If you send 15 texts in a month instead of your usual 3, remember to manually downgrade your plan the following month. Klaviyo will auto-upgrade your account—but they won’t auto-downgrade it.

When Does Klaviyo Become Expensive (or Not Worth It)?

It becomes expensive if you don’t use it. Simple as that.

If you’re not sending campaigns, not automating flows, or not leveraging segmentation — you’re wasting money. Klaviyo isn’t just an email sender. It’s a revenue-generating machine if you work it.

However, if you’re only looking for basic email marketing with no SMS, flows, or integrations — Mailchimp may be more cost-effective.

Klaviyo Features Worth Highlighting

Here are a few underutilized tools inside Klaviyo we recommend to every client:

Flows

• Abandoned Cart
  
  
  

• Welcome Series
  
  
  

• Dormant Customers

Segmentation Ideas

• Lapsed Customers (e.g., no purchases in 6 months)
  
  
  
  

• Brand Enthusiasts (e.g., Hoka buyers)
  
  
  
  

• VIP Shoppers (e.g., 3+ orders in past 90 days)
  
  
  
  

• Location-Based (e.g., customers within 50 miles of store)
  
  
  
  

These let you create smarter, personalized campaigns — which boosts open rates and drives real revenue.

CDP-Like Data Views

Klaviyo shows lifetime value, order history, email engagement, and even product-level insights. It's not a full-blown CDP, but it gets close.

Final Thoughts: Is Klaviyo Worth the Investment?

If you want a platform that integrates easily with your eCom stack, lets you own your customer data, and gives you both power and simplicity — Klaviyo is it.

Yes, it’s an investment. But it’s one that scales with your growth, works for small shops and large enterprises, and when used correctly, delivers a real, measurable ROI.

One of our clients was previously using Constant Contact, which wasn’t connected to their POS system. After switching to Klaviyo—gaining access to automation, segmentation, and a more feature-rich platform—they generated $288,124 in revenue attributed to email campaigns in just 90 days.

Ready to See If Klaviyo Is Right for Your Business?

If you’re still unsure how Klaviyo’s pricing fits your business, or whether it’s worth switching from your current provider — let’s talk.

Schedule a Discovery Call with Our Team

We’ll walk you through a customized pricing breakdown based on your actual list, show you what features you’d use, and map out an ROI plan.