ActiveCampaign review (2026): features, pros and cons, pricing
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise.
Verdict at a glance
An automation-first email and CRM tool with Starter, Plus, Pro and Enterprise tiers. It suits small and mid-size teams that want automation plus a light CRM, and SMS or WhatsApp can be added at extra cost.
What is ActiveCampaign?
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise. It is built for small and mid-size teams that want automation plus a light CRM and teams that can add SMS or WhatsApp as paid add-ons. ActiveCampaign was founded in 2003 and is based in Chicago, US.
Category: Email Marketing Software, Marketing Automation Software
ActiveCampaign key features
| Feature | What we found |
|---|---|
| CRM integration | Enhanced CRM (pipelines, sales engagement) is an add-on on Plus and Pro, included in Enterprise, not on Starter. |
| Email and multichannel campaigns | Email; SMS and WhatsApp as add-ons. |
| Reporting and attribution | Custom reporting add-on on Starter, Plus, Pro; included in Enterprise. |
ActiveCampaign pricing
ActiveCampaign prices by contact tier and plan. The published figure is Starter at $15 per month for 1,000 contacts billed yearly, with 1 user, 10,000 sends and 500 AI credits. Plus has 1 user and 10,000 sends, Pro has 3 users and 12,000 sends, and Enterprise has 5 users, 15,000 sends and SSO. Prices for Plus, Pro and Enterprise are not shown, and monthly billing is not stated. Add-ons are extra: SMS, WhatsApp, Enhanced CRM, which is not available on Starter, custom reporting and transactional email. Add-on prices are not shown either.
| Plan | Price | Unit | Notes |
|---|---|---|---|
| Starter | $15/mo | 1,000 contacts, billed yearly | 1 user, 10,000 sends, 500 AI credits |
| Plus | 1 user, 10,000 sends; Enhanced CRM add-on | ||
| Pro | 3 users, 12,000 sends | ||
| Enterprise | 5 users, 15,000 sends, SSO included |
14-day free trial, no card. Add-ons: SMS, WhatsApp, Enhanced CRM (not on Starter), custom reporting, transactional email.
Who ActiveCampaign is best for
Best for
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
Not ideal for
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
ActiveCampaign alternatives
HubSpot Marketing HubTeams already on HubSpot CRM that want marketing, forms and reporting in one system.
KeapSmall service businesses wanting CRM, automation and invoicing in one tool.
MailchimpSmall lists that start free and grow into paid tiers.
BrevoEmail, SMS and CRM platform (formerly Sendinblue) with Free, Starter, Standard, Professional and Enterprise plans.
GetResponseSmall teams that want email plus automation and landing pages in one plan.
Campaign MonitorSmall marketing teams and business owners who run their own email.
What ActiveCampaign really costs
- Billing
- Yearly shown for 1,000 contacts; monthly not stated.
- Minimum seats
- Included users: 1 / 1 / 3 / 5 by plan.
Add-ons and extras to budget for
- SMS.
- WhatsApp Messaging.
- Enhanced CRM.
- Custom reporting.
- Transactional email (prices not shown)
Questions to ask about price
- What is the price per user or per unit, and what is the pricing basis (seats, employees, usage)?
- What is the discount for annual billing, and can we start monthly?
- How much can the price rise at renewal, and is the increase capped in the contract?
- Are there one-time costs for implementation, onboarding or data migration?
Is ActiveCampaign worth the price?
Starter at $15 is the easiest entry for small teams with a small list that want automation. It gets expensive in two ways. First, as your contact count rises, you move up tiers. Second, features you may assume are standard, such as Enhanced CRM and custom reporting, are add-ons on lower plans, while Enterprise includes both. A team that needs SSO has to buy Enterprise, since SSO is not offered on other plans. Add up your add-ons before comparing quotes.
Worth it if
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
Look elsewhere if
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
Pricing details most reviews leave out
- SSO is included only on Enterprise.
- Included users: Starter 1, Plus 1, Pro 3, Enterprise 5.
- SMS, WhatsApp, transactional email and (on lower tiers) custom reporting are separate add-ons.
- Pricing is shown for 1,000 contacts billed yearly; monthly billing is not stated.
Our verdict on ActiveCampaign
ActiveCampaign's public pricing starts at $15 per month for the Starter plan, billed annually, for 1,000 contacts. That is only the entry point. Plus, Pro and Enterprise amounts are not shown on the public pricing page, so the real cost depends on your contact tier and plan, which you must get from the vendor. Included users also rise by plan.
Costs rise in several ways: the contact tier, the plan, and paid add-ons for SMS, WhatsApp, Enhanced CRM, custom reporting and transactional email. A 14-day free trial needs no card, but there is no free plan. It is good value for small teams that want automation plus a light CRM, and expensive once add-ons stack up.
ActiveCampaign FAQ
What is ActiveCampaign used for?
An automation-first email and CRM tool with Starter, Plus, Pro and Enterprise tiers. It suits small and mid-size teams that want automation plus a light CRM, and SMS or WhatsApp can be added at extra cost. It suits small and mid-size teams that want automation plus a light CRM.
How much does ActiveCampaign cost?
Starter is $15 per month for 1,000 contacts, billed annually. Plus, Pro and Enterprise amounts are not shown on the public pricing page.
Does ActiveCampaign have a free plan?
No. There is a 14-day free trial with no card.
Which ActiveCampaign features cost extra?
SMS, WhatsApp, transactional email, Enhanced CRM and custom reporting are add-ons. Enhanced CRM is not available on Starter, and custom reporting is included only in Enterprise.
About ActiveCampaign
- Founded
- 2003.
- Headquarters
- Chicago, US.
Listed in: Email Marketing Software, Marketing Automation Software
Sources
Every fact on this page comes from ActiveCampaign's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.