What is the difference between Klaviyo's Free plan and the paid Email plan?

The Free plan includes up to 250 contacts and 500 email sends per month. Once you exceed these limits, you must upgrade to the Email plan starting at $20/month for 251–500 contacts and 5,000 monthly email sends. Paid plans remove Klaviyo branding from your emails, unlock email support beyond the initial 60 days, and allow you to scale your sending limits as your subscriber list grows.

When do I need to upgrade my Klaviyo plan?

You will need to upgrade when your active contact count exceeds your current plan's limit or when you exceed your monthly email send limit. For example, if you have the Free plan and your list grows to 251 contacts, or you need to send more than 500 emails in a month, you must upgrade to the $20/month Email plan. You should also upgrade to the $35/month Email & SMS plan if you want to integrate SMS marketing into your automated flows.

Does Klaviyo offer an annual billing discount compared to monthly billing?

Klaviyo operates on a flexible monthly billing cycle and does not currently offer standard annual contracts or annual discounts. Because e-commerce list sizes fluctuate due to seasonality, monthly billing ensures you only pay for the exact tier you need. You can easily upgrade or downgrade your plan (like moving between the $20/month Email plan and the $35/month Email & SMS plan) based on your current contact count and marketing needs.

How does Klaviyo's pricing scale as my team and contact list grow?

Klaviyo does not charge per-seat; you can add unlimited team members to your account at no extra cost. Instead, pricing scales strictly based on your total active contacts and send volume. For 251–500 contacts, you will pay $20/month for Email or $35/month for Email & SMS. As your list grows beyond 500 contacts, your monthly price automatically adjusts to the corresponding tier, ensuring you only pay for the audience you actually target.

Does Klaviyo offer special discounts for startups, nonprofits, or students?

Klaviyo does not offer standard discounts for students or nonprofits, but eligible early-stage startups can apply for the Klaviyo for Startups program to receive free credits and resources. For all other businesses, the Free plan (up to 250 contacts and 500 emails/month) is the best way to test the platform. As you grow, you can transition to the $20/month Email plan or the $35/month Email & SMS plan with no long-term commitments.

What are the hidden costs of Klaviyo beyond the subscription price?

Beyond the Klaviyo subscription, organizations typically budget for implementation and data migration, user training and onboarding, premium support tier upgrades, required add-on features, third-party integrations, and annual true-up costs from seat overages. These costs can add 20-80% to the base subscription price depending on team size and deployment complexity.

Does Klaviyo charge for implementation or setup?

Klaviyo may charge for professional services, data migration, and initial configuration, particularly for enterprise deployments. These costs are typically not listed on the public pricing page and are negotiated separately. Request a total cost of ownership estimate before signing.

Is Klaviyo pricing stable or does it change frequently?

Klaviyo pricing has been stable over the last 90 days based on our monitoring. We verify pricing on a rolling 30-day cadence and log all changes in our public changelog.

Klaviyo Pricing Plans and Tiers 2026

Marketing automation platform purpose-built for e-commerce brands

Email MarketingFreemiumPrice verified May 14, 2026From $20/moFree plan ✓

·3 plans·★★★★★4.6/5 G2

Full Review →

Alternatives to Klaviyo →Compare with others →

All Plans & Pricing

Medium confidence· Verified May 21, 2026

Free

Best for: You get 250 contacts, 500 emails/mo, 150 SMS

✓Up to 250 active profiles
✓500 monthly email sends
✓150 SMS/MMS credits
✓Email support for the first 60 days
✓Mobile push notifications
✓Built-in signup forms and popups
✓Standard directory integrations

Get Started Free →

Email

$20/mo

Best for: $20/mo gets you 251-500 contacts, 5000 emails/mo

✓251 to 500 active profiles
✓5,000 monthly email sends
✓Email support
✓Mobile push notifications
✓Automated flows and segmentation
✓A/B testing and personalization
✓Predictive analytics and reporting

Start Plan →

Email & SMS

$35/mo

Best for: $35/mo gets you 251-500 contacts, 5000 emails/mo, 1250 SMS

✓251 to 500 active profiles
✓5,000 monthly email sends
✓1,250 monthly SMS/MMS credits
✓Email and live chat support
✓Mobile push notifications
✓Automated flows and segmentation
✓A/B testing and personalization
✓Predictive analytics and reporting

Start Plan →

Pricing Analysis

Overview

Klaviyo - Marketing automation platform purpose-built for e-commerce brands. The free tier gets you 250 contacts, 500 emails/mo, 150 SMS - a real plan, not a 14-day trial. Upgrading to Email ($20/mo) unlocks 251-500 contacts and 5000 emails/mo. Priced near the $20/mo category average, Klaviyo competes directly with Loops and MailerLite on value.

Cost Per User

Email$20/mo

Flat rate: cost doesn't scale with team size

Email & SMS$35/mo

Flat rate: cost doesn't scale with team size

Which Plan Is Right for You?

FreeFREE

You get 250 contacts, 500 emails/mo, 150 SMS. What's locked behind the paywall: 251-500 contacts, 5000 emails/mo. If those matter, Email at $20/mo is the next step. Good enough for solo use and evaluation.

Email$20/mo

$20/mo gets you 251-500 contacts, 5000 emails/mo. The sweet spot for professionals who've maxed out the free plan and need 251-500 contacts, 5000 emails/mo.

Email & SMS$35/mo

$35/mo gets you 251-500 contacts, 5000 emails/mo, 1250 SMS. 75% more than Email - justified only if you need the extras.

vs. Category Average

Klaviyo$20/mo

Category avg$21/mo

5% below the email marketing average

Our Verdict

Klaviyo scores 4.7/5 and offers a free plan - that's a rare combination. The free tier with 250 contacts and 500 emails/mo is more than enough to validate whether it fits your workflow. Start free. Move to Email ($20/mo) when 251-500 contacts becomes a need, not a want. Also compare against Loops ($49/mo) before deciding.

Is Klaviyo Worth the Price?

Strengths

5 points

1Free plan available
2Competitive pricing from $20/mo
3Highly rated (4.6/5 on G2)
441 key features including Email Marketing and SMS Marketing
5Multiple pricing tiers (3 plans) to match different needs

Ideal For

E-Commerce Email Marketers

Which plan fits you

Free — You get 250 contacts, 500 emails/mo, 150 SMS.

Email — $20/mo gets you 251-500 contacts, 5000 emails/mo.

Email & SMS — $35/mo gets you 251-500 contacts, 5000 emails/mo, 1250 SMS.

Pricing Takeaway

★ 4.6/5

Klaviyo scores 4.7/5 and offers a free plan - that's a rare combination. The free tier with 250 contacts and 500 emails/mo is more than enough to validate whether it fits your workflow. Start free. Move to Email ($20/mo) when 251-500 contacts becomes a need, not a want. Also compare against Loops ($49/mo) before deciding.

5% below category avgCategory avg: $21/mo

Beyond the subscription: what to budget for

List price covers the subscription. Total cost of ownership for Klaviyo typically includes additional line items that don't appear on the pricing page.

Implementation

Setup, data migration, initial configuration

Training

Onboarding, certification, admin enablement

Premium Support

SLA upgrades, dedicated CSM, 24/7 access

Required Add-ons

Features gated behind higher tiers or paid extras

Integrations

Third-party connectors, API usage, custom builds

Annual True-Up

Seat overages, usage spikes, contract reconciliation