Sender Subscriber Bands, VAT & True Monthly Cost: 2026 Guide

The sticker is $7 for Standard and $14 for Professional, both at the lowest subscriber band, but those figures exclude VAT. Sender adds tax of 5 to 25 percent depending on where you are billed. So Standard is nearer $8 to $8.75 in a mid-VAT region, and more in a high-VAT one. The prices also climb through 22 subscriber bands as the list grows, and SMS credits are bought separately. So the real cost is the band price for your list plus your local VAT, and any SMS on top. Budget with the tax included, not the headline.

Very, for a free tier. Sender's Free Forever plan covers up to 2,500 subscribers and 15,000 emails a month on a single seat, with automation and transactional email switched on. That send allowance is far higher than most rivals give away, so a small list can run a real program for a long time at no cost. The limits are the single seat and Sender branding on your emails, plus SMS and branding removal being paid features. Because the allowance is so high, it is worth staying on the free plan until either your list grows or you need extra seats.

Yes, on top of the displayed price. Sender quotes its plans without VAT, and the applicable rate runs from 5 to 25 percent depending on the country you are billed in. So the $7 Standard sticker becomes roughly $8 to $8.75 with a mid-range VAT, and a buyer in a high-VAT jurisdiction pays more still. This matters most when you compare Sender against a rival that shows a tax-inclusive price, since an untaxed sticker looks cheaper than it is. Always add your local VAT to Sender's rate before deciding whether it truly undercuts a competitor.

Usually a mix of VAT and the subscriber band. The $7 Standard rate is pre-tax and holds only at the lowest of 22 subscriber bands, so VAT of 5 to 25 percent plus any list growth lifts it. Inactive and unsubscribed subscribers count toward your band until you remove them, so a list that quietly grows re-prices to a higher band on its own. If you bought SMS credits, those are billed separately by country. The way to keep it down is to clear dormant subscribers before your billing date and to expect the tax on top of the sticker.

Not really, beyond a small allowance on Professional. SMS is available across the paid plans, but the messages themselves are bought as credits on top of your subscription. The price depends on the destination country, so the same campaign costs different amounts by region. Professional bundles a modest SMS allowance, but any serious texting volume is a separate line you top up. If SMS is central to your marketing, price your expected volume by country before committing. The metered credits, not the plan fee, are what drive that part of the bill.

Very few, which is consistent with a budget tool. There is no annual plan to take a percentage off, no education or charity rate listed, and no checkout coupon as of July 2026. The real saving is the free plan itself, which carries a small list a long way at no cost. Beyond that, the levers are structural. Keep the subscriber list lean to hold a lower band, buy SMS only when you need it, and factor VAT in so you do not overpay against a rival. Since Sender is self-serve with no sales desk, there is nobody to negotiate a rate with.

The allowance scales with your subscriber count rather than being a flat number. The free plan sends up to 15,000 emails a month to 2,500 subscribers. On Standard, your monthly send allowance is 12 times your subscriber count, and on Professional it is 24 times. So a Standard plan at 5,000 subscribers can send around 60,000 emails a month, while Professional at the same size allows roughly 120,000. Because both the price and the allowance move with your list, the plan you need depends on how many subscribers you have and how often you email them.

For a budget-minded small sender, yes, it is among the cheapest credible options, and the free plan is exceptionally generous. The value holds as long as you account for the two things off the sticker: VAT of 5 to 25 percent, and SMS credits billed separately by country. The subscriber bands also climb as the list grows, though they stay lower than most rivals. For heavy SMS or a large international list, the per-country rates and the tax deserve a closer look. For a straightforward newsletter on a tight budget, Sender is hard to beat on price.