Klaviyo Pricing 2026: Profiles, SMS Rates and Overage

Klaviyo pricing looks simple on the first screen and gets harder the moment a store's list grows. The bill follows active profiles rather than subscribers, text messages sit on a separate plan that switched from credits to dollars in July 2026, and the rules for going over a limit differ by product. This guide records what Klaviyo's own pricing page and help centre showed on 16 October 2026, and what that means for a store.

The short answer: Klaviyo email starts at $20 a month, and Arktis is the clear winner for a click-based check on what it earns

Klaviyo is free for up to 250 active profiles and 500 email sends a month, with $5 of mobile messages included. Paid email is priced on active profiles: $20 a month for 500, $30 for 1,000, $100 for 5,000, $150 for 10,000, $720 for 50,000 and $1,955 for 150,000, with each tier including ten times as many monthly email sends as profiles. Above 150,000 the page says talk to sales. Text messages are a separate monthly plan bought in dollars, from $15 a month for 1,000 US toll-free texts. All of this was shown on 16 October 2026 in US dollars when viewed from Sweden, and plans are billed monthly.

Arktis is not an email tool and does not replace Klaviyo. What it is the clear winner for is a click-based cross-check on the revenue Klaviyo reports, counted against the same Shopify orders as your ad clicks. Klaviyo credits opens as well as clicks by default; Arktis sees Klaviyo visits through the UTM tags on the links, next to the ad clicks from Meta and Google, and matches Shopify orders back to a visit where it can, so a matched order is counted once. Arktis costs $49, $149 or $349 a month, and Growth has a 7-day free trial.

Key takeaways

Klaviyo's email price is set by active profiles, which includes anyone who can be emailed, not only people who opted in, so a store pays for checkout emails it collected as well as for subscribers. Since 18 February 2025 a paid plan must cover your active profile count, and Klaviyo moves you up a tier at the next billing cycle if it does not. Text messages began moving from credits to dollar-based rates on 13 July 2026, with carrier fees included in the rate. The cheapest lever on the bill is list hygiene: suppressing profiles you will never email again can drop you a tier.

Klaviyo email pricing by active profiles

The pricing page has a slider for active profiles with 49 priced positions, from 500 to 150,000, and a final position labelled 150,000+ with a talk to sales button. We moved it through every position on 16 October 2026. The table shows a selection; the price per 1,000 profiles is our arithmetic.

The curve is not smooth. From 10,000 to 13,500 profiles the slider climbs $25 for every 500 profiles, so 10,500 costs $175, 13,500 costs $325 and 15,000 costs $350, more than double the price at 10,000. Beyond that the steps flatten again, and 20,000 costs $375. For a store just above 10,000 profiles, each extra profile costs more than anywhere else on the slider.

A promotion ran on the page that day: $19 off the first month of the $20 email plan, so the first month at 500 profiles costs $1. Its terms, updated on 2 September 2026, limit it to accounts that have not held a paid Klaviyo plan in the previous twelve months, run until 30 November 2026, and renew at the standard monthly rate afterwards.

What you pay for is mostly headroom. The comparison table on the page ticks most features for both free and paid accounts, including real-time segments, web forms, templates and product recommendations. Most of the differences it lists are limits: profiles and email sends, Composer usage, mobile messages, and email support, which the free plan offers only for the first 60 days. Three features are paid only: removing the Klaviyo logo from emails, generative AI for segments, content, flows and images, and predictive analytics. Klaviyo's billing article says all plans are billed monthly and renew automatically, and the FAQ says it accepts major credit cards.

What counts as an active profile

This is the definition that decides the bill. Klaviyo's billing article says any profile, regardless of consent status, that can be emailed through Klaviyo is an active profile. That includes subscribers and people added by general engagement, such as a shopper who typed an email address at checkout without opting in. A Shopify store that syncs every customer therefore pays for its order history, not only its newsletter list.

Suppressed, unsubscribed, bounced and deleted profiles do not count once Klaviyo has processed them, which can take up to 72 hours. Your plan does not move down by itself when the count falls: you choose a lower tier in Billing, more than 24 hours before the billing cycle turns over, unless you use the auto-downgrade preference, which is offered with flexible sending.

The Advanced Klaviyo Data Platform is the exception. It is priced on total profiles, which includes suppressions and non-subscribers.

Klaviyo SMS pricing after the July 2026 change

On 13 July 2026 Klaviyo began moving mobile messaging from credits to per-message rates in dollars. New customers and free mobile plans switched that day; existing paid mobile plans switched on their first billing date after 13 August 2026. Klaviyo says it added about 70 plan tiers, now prices US and Canadian toll-free and short code numbers separately, and that some rates rose and some fell.

You still buy a monthly plan upfront, and unused spend does not roll over. The rate is per message, per recipient and per segment: an SMS holds 160 characters, or 70 with an emoji, and a longer message is split and billed as several. Failed deliveries are billed; skipped messages and opt-in confirmations are not. Klaviyo's help centre says carrier fees are built into the rate. The calculator labels each rate as plus carrier fees, but its own footnote says the price includes them.

Those are the monthly plan amounts the calculator showed on 16 October 2026. A text long enough to split into two segments costs twice as much. The short code itself carries an additional cost, and Klaviyo recommends one once you text more than 95,000 people a month. Note how much more a UK text costs than a US one.

The Shopify App Store listing had not caught up on the same day. It still described the free plan as 150 SMS and MMS credits and a $15 plan as up to 1,250 credits, while the pricing page showed $5 of mobile messages. The listing also notes that Klaviyo may bill separately from your Shopify invoice, and showed a rating of 4.7 from 3,389 reviews. Trust the pricing page and your billing screen over the listing.

What happens when you go over a Klaviyo plan

Profiles and sends follow different rules. If active profiles exceed your plan, Klaviyo does not stop you sending; it notifies you and moves you to a tier that covers the count at the next billing cycle. On the free plan you are not upgraded, but you cannot send until you are back under 250.

For email sends and mobile spend you choose one of three billing preferences. Flexible overage buys the next tier's capacity for the rest of the cycle at your current plan's unit price, then returns you to your plan. Klaviyo's help centre example is an $80 plan with 35,000 emails that needs 10,000 more and flexes to the 50,000 tier, which it prices at $17.10, although $80 for 35,000 emails works out at about $2.29 per 1,000, which would make the 15,000 extra sends about $34. Its billing article says you can check the cost of flexing to the next tier before you send, in the Billing Preferences tab or at checkout. Auto-upgrade moves you to the next tier and keeps you there, charging the difference for the first month. The None option stops sending until the next cycle. For mobile messages, flexible overage is only available on plans of $490 a month or more.

Downgrades normally take effect at the next billing cycle, and Klaviyo does not refund mid-cycle downgrades.

What changed in Klaviyo pricing recently

Four changes shape the current bill. On 18 February 2025 Klaviyo began enforcing that paid plans cover the active profile count, and added flexible sending and auto-downgrade as billing preferences. From 24 October 2025, first purchases and upgrades of Customer Hub, Personalization (formerly Marketing Analytics) and the Advanced Data Platform made mid-cycle are prorated. On 13 July 2026 mobile pricing moved to dollars. And the page now sells Composer, Klaviyo's AI marketing agent, at $20 a month, with $5 of usage a month free and extra usage billed at $10 per 1,000 credits.

What a store actually pays: a worked example

Take a store with 12,000 active profiles that sends 5,000 texts a month to US customers on a toll-free number. Email costs $250 and the mobile plan $70, so $320 a month, or $3,840 over twelve months, before any add-on.

Now suppose 3,000 of those profiles are checkout emails from shoppers who never subscribed and have not opened anything in a year. Suppressing them brings the count to 9,000, which falls in the 10,000 band at $150. That is $100 a month saved, more than the mobile plan costs.

How to judge whether Klaviyo pays for itself

Klaviyo's revenue report is the usual argument for its price, so read it with its rules in mind. For new accounts it uses last touch by default, with a 5-day window for email opens, email clicks and text clicks, and it counts opens that Apple Mail Privacy Protection triggers automatically unless you exclude them. Our guide to Klaviyo attribution explains the settings and how to tighten them.

Arktis gives you the click-side number to set against it. Turn on Klaviyo's setting to add UTM parameters to links automatically, including utm_campaign, and Klaviyo campaigns can appear in the Campaign Performance section of Arktis's Data page, which shows the ten UTM campaigns with the most conversions, and in the Top Campaigns table on the Ads & Attribution page, which lists the ten campaign, source and medium combinations with the most sessions, with sessions, conversions and conversion rate. Shopify orders arrive by webhook and are matched to a visit on email where the store has identified the visitor, otherwise on the UTM source of a session from the previous 24 hours, which can be another visitor's session. Unmatched orders are kept, unattributed. Conversions are counted per UTM campaign and per ad platform, from matched orders and the conversion events the tracker records, next to the Meta spend Arktis syncs per campaign each day. An order counts for an ad platform when the visit it was matched to arrived with that platform's click identifier.

Where Arktis does not fit

Arktis has no Klaviyo integration. It does not read sends, opens or flows, it does not send email or SMS, and it cannot hold part of your list back for a holdout test, which is the most direct way to measure what email causes. An order from someone who read an email and came back later by typing your address is usually not credited to email in Arktis. Visitors are identified per browser, so a click on a phone followed by a purchase on a laptop is not joined. Keep Klaviyo's reports for subject lines and flows, and use Arktis for the cross-channel click count.

Check your email revenue against your orders

To see Klaviyo clicks and ad clicks measured against the same Shopify orders, start the 7-day Growth trial or compare plans on the pricing page. Tag every send with the UTM builder, read UTM parameters best practices, and for the season ahead see our guide to Black Friday email.

Sources

Klaviyo pricing page, free plan limits, every email slider position, mobile message calculator, add-on prices and FAQ, accessed 16 October 2026 from Sweden, shown in US dollars

Klaviyo: $19 off email promotion terms, eligibility, end date and renewal, updated 2 September 2026, accessed 16 October 2026

Klaviyo Help Center: how Klaviyo billing works, monthly billing, active and billable profiles, overage options, proration and downgrades, accessed 16 October 2026

Klaviyo Help Center: FAQ on the 18 February billing changes, profile plan compliance and the flexible sending example, accessed 16 October 2026

Klaviyo Help Center: FAQ on the 13 July mobile messaging update, the move from credits to dollar rates, new tiers and timing, accessed 16 October 2026

Klaviyo Help Center: understand Klaviyo's mobile messaging system, rates, segments, carrier fees and billable messages, accessed 16 October 2026

Klaviyo Help Center: understanding Klaviyo message attribution, last touch model and default 5-day windows, accessed 16 October 2026

Klaviyo Help Center: understanding message conversion tracking, Apple Mail Privacy Protection opens, accessed 16 October 2026

Shopify App Store: Klaviyo listing, plans as listed, separate billing note and rating, accessed 16 October 2026