Klaviyo review (2026): features, pros and cons, pricing
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles.
Verdict at a glance
An email and SMS platform for ecommerce brands, billed on active profiles. It offers a free tier for 250 active profiles and 500 emails per month, and it uses store data to drive messages.
What is Klaviyo?
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles. It is built for ecommerce brands that want email and SMS driven by store data (vendor positioning). Klaviyo was founded in 2012 and is based in Boston, US.
Category: Email Marketing Software, Marketing Automation Software
Klaviyo key features
| Feature | What we found |
|---|---|
| Email and multichannel campaigns | Email, SMS/mobile messaging. |
Klaviyo pricing
Klaviyo bills on active profiles, meaning contacts who can receive marketing email, not total contacts, plus monthly email volume. Free covers up to 250 active profiles and 500 emails a month, with a $5 mobile messaging allowance and email support for the first 60 days. Marketing, Data and Analytics, and Service are priced by solution and active profile count, and the amounts are not published. Composer, an AI agent product, is $5 a month. Enterprise and Professional Services are sales-led. Exceeding plan limits may restrict sending, so growth in your list directly changes the bill.
| Plan | Price | Unit | Notes |
|---|---|---|---|
| Free | $0 | up to 250 active profiles | 500 emails/mo, $5 mobile messaging allowance, email support for first 60 days |
| Marketing / Data + Analytics / Service | Not published on the vendor pricing page | active profiles | Solution-based pricing; amounts not published |
| Composer | $5/month | usage | AI agent product; vendor shows $ in the FAQ and EUR in the feature list |
| Enterprise / Professional Services | Sales-led |
The vendor pricing page publishes only the Free tier terms and Composer; paid tier amounts are not published. Exceeding limits may restrict sending.
Who Klaviyo is best for
Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Not ideal for
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Klaviyo alternatives
OmnisendEcommerce stores on Shopify, WooCommerce or BigCommerce.
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.
DripEcommerce-focused email and automation platform.
HubSpot Marketing HubTeams already on HubSpot CRM that want marketing, forms and reporting in one system.
ActiveCampaignSmall and mid-size teams that want automation plus a light CRM.
What Klaviyo really costs
Klaviyo publishes no price list, so the real cost depends on the quote. Use the questions below to turn a sales conversation into a number you can compare.
Questions to ask about price
- What is the price per user or per unit, and what is the pricing basis (seats, employees, usage)?
- Is there a minimum number of seats or a minimum annual spend?
- What is the discount for annual billing, and can we start monthly?
- Which features we need sit in add-ons or a higher plan, and what do they cost?
- 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 Klaviyo worth the price?
Klaviyo is good value if you are small enough to live inside the Free tier of 250 active profiles, or if you are an ecommerce brand that will pay for store-driven email and SMS and can get a quote that fits. It is awkward for buyers who need a published price list to plan a budget, and for anyone who treats email support as important, since it is included on Free only for the first 60 days.
Worth it if
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
Look elsewhere if
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Pricing details most reviews leave out
- Billing basis is active profiles that can receive marketing email, not total contacts.
- Free tier includes email support only for the first 60 days.
- Trust page shows SOC, ISO 27001, ISO 27017 and PCI DSS badges; reports downloadable from the Trust Center.
- The vendor pricing page does not list seats, SSO or annual discounts.
Klaviyo compared
Our verdict on Klaviyo
Klaviyo is an ecommerce-focused email and SMS platform, and its cost is hard to pin down from the public pricing page. Only the Free tier and a $5 a month Composer line show prices. Paid tiers are billed on active profiles plus monthly email volume, but the amounts are not published. You can start at no cost, but you cannot budget the paid step without asking the vendor for a quote.
G2 lists 4.6 out of 5 from 1,298 reviews. For a store that wants email and SMS driven by store data, that rating suggests buyers are satisfied, but the price is a question mark. The pricing page does not list seats, SSO or annual discounts either, so every one of those points needs an answer in writing before you commit.
Klaviyo FAQ
What is Klaviyo used for?
An email and SMS platform for ecommerce brands, billed on active profiles. It offers a free tier for 250 active profiles and 500 emails per month, and it uses store data to drive messages. It suits ecommerce brands that want email and SMS driven by store data (vendor positioning).
Does Klaviyo have a free plan?
Yes. Free covers up to 250 active profiles and 500 emails a month, plus a $5 mobile messaging allowance. Email support is included for the first 60 days.
What does Klaviyo charge for?
Billing is based on active profiles, meaning contacts who can receive marketing email, together with monthly email volume. It is not based on total contacts.
How much do Klaviyo's paid plans cost?
Klaviyo does not publish paid tier amounts on its pricing page. Only the Free tier and the $5 a month Composer product show prices, so a quote is needed.
About Klaviyo
- Founded
- 2012.
- Headquarters
- Boston, US.
- Employees
- 2368.
Listed in: Email Marketing Software, Marketing Automation Software
Sources
Every fact on this page comes from Klaviyo's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.