Klaviyo Pricing Explained: What You'll Pay From 1,000 to 50,000 Profiles

Klaviyo's email plan is free up to 250 active profiles, then costs about $30/month at 1,000 profiles, $150 at 10,000 and $720 at 50,000. You pay for active profiles, meaning everyone in your account you can reach, whether or not you email them, and your plan moves up automatically as that number grows. Suppressing profiles you no longer email is the main way to bring the bill down. For comparison, Audienceful is free at 1,000 contacts and $79/month billed yearly at 10,000, with unlimited sends on paid plans.

This guide explains how Klaviyo pricing works today: what you're billed on, what's included, and how to keep the number in check. For the story of how Klaviyo moved to this model in 2025 and what it did to existing customers' bills, read our post on the Klaviyo price increase.

We make Audienceful, an email platform for Shopify stores, so we're not neutral. We've kept the Klaviyo sections to what Klaviyo publishes, and pointed out where Audienceful works differently.

How Klaviyo charges

Klaviyo sells three kinds of plan:

• Free: up to 250 active profiles and 500 email sends a month, plus a small allowance of SMS credits. Klaviyo branding appears on your emails and forms.
• Email: priced by your number of active profiles. Each tier includes a monthly email send allowance of roughly 10 times your profiles, so 1,000 profiles comes with about 10,000 sends.
• Email and SMS: the same email tiers, plus a monthly commitment for text messages. SMS and MMS are bought as credits, and the cost per message depends on the message type and the country you send to.

Plans are billed monthly from the day you start paying. If you send more email than your tier allows in a month, Klaviyo's flexible sending bills you up front for the next tier's capacity, and you return to your original plan at the start of the next billing cycle.

What counts as an active profile

An active profile is anyone in your account Klaviyo can message. That includes:

• Subscribers who opted in to your email list.
• Customers who bought or started a checkout but never subscribed. Answers on Klaviyo's community forum confirm that "never subscribed" profiles count toward billing, because they can still receive transactional flows.
• Profiles from old imports, giveaways and integrations you no longer use, if they're still reachable.

What doesn't count: unsubscribed profiles and suppressed profiles. Klaviyo's help center is clear that suppressed profiles don't contribute to your billing count.

This is the part that surprises most stores. Your bill follows the size of your reachable list, not how many people you email or how much they buy.

Audienceful counts only contacts who are subscribed to your email. Checkout customers who never opted in sync in for your segments and order history, but they don't raise your tier.

Klaviyo pricing from 1,000 to 50,000 profiles

Klaviyo email plan list prices as of October 2026, monthly. Check Klaviyo's pricing page for your exact tier, since prices change.

Want a figure for your own list? The Klaviyo pricing calculator shows Klaviyo, Omnisend and Audienceful side by side at any size up to 100,000 contacts.

How your Klaviyo bill grows

Two things move the bill without you choosing a new plan.

Automatic upgrades. When your active profiles pass the limit of your tier, Klaviyo moves you to a plan that fits at the next billing cycle. A store that adds 1,000 profiles a month through checkout and popups climbs through several tiers in a year, even if it sends the same campaigns.

Send overages. Heavy sending months, such as Black Friday and the holidays, can push you past your send allowance. Flexible sending bills the next tier's capacity for that month. Audienceful's paid plans have unlimited sends, so a Black Friday week costs the same as any other.

The result is a bill that tracks list growth. Going from 10,000 to 30,000 profiles takes the email plan from $150 to $500 a month, whether or not those extra 20,000 people ever buy.

How to lower your Klaviyo bill

• Suppress unengaged profiles. Build a segment of people who haven't opened or clicked in 6 to 12 months and haven't bought, then bulk suppress it. Klaviyo lets you suppress a whole list or segment at once.
• Run a sunset flow. Send a last "still want to hear from us?" email to people slipping out of engagement, then suppress anyone who doesn't respond. It keeps the count down every month instead of once a year.
• Clean up old sources. Old imports, giveaway entrants and integrations you've stopped using quietly add reachable profiles.
• Turn on auto downgrade. If you suppress a large group, Klaviyo can move you to a lower tier at the next cycle.

One caution: a suppressed profile stays suppressed even if that person later starts a checkout or buys. They won't receive your marketing until they resubscribe or you remove the suppression. Suppress the truly inactive, not everyone who's quiet this quarter.

Is Klaviyo worth it?

It depends on what your flows earn against what you pay. Klaviyo's flow builder and Shopify integration are excellent, and plenty of stores make many times their bill back. A simple test: take the revenue Klaviyo attributes to email over the last three months, divide by what you paid, and see how that ratio changes as your list grows.

If the ratio is falling, you're paying more for profiles that aren't buying. That's usually the point to suppress harder or compare what the same list costs elsewhere. On Audienceful, the 30,000 profiles that cost $500 a month on Klaviyo cost $196 billed yearly ($245 monthly). Our list of Klaviyo alternatives compares eight options for Shopify stores at 1,000, 10,000 and 50,000 contacts.

The alternative: Audienceful

Audienceful is an email marketing app for Shopify stores, built for the ones priced out of Klaviyo. It bills only on subscribed contacts, with unlimited sends on paid plans, so there's no send allowance to go over at Black Friday. At 10,000 contacts it's $79/month billed yearly ($99 monthly), against $150 for Klaviyo. At 50,000 it's $272 billed yearly ($320 monthly), against $720.

• Install from the Shopify App Store. Your account is created from your store and the plan is billed on your Shopify invoice. Customers, orders, carts and products sync in, with a one-time import of your history.
• The flows you run today, ready-made. Eleven Shopify flow templates cover welcome, browse and checkout recovery, post-purchase, review request, replenishment, VIP, win-back, holiday countdown and birthday, with triggers set and emails written.
• Revenue per email. Orders are credited to the campaign or flow that drove them, with refunds netted out. See how revenue attribution works.
• An AI agent on every plan. It builds audiences, flows and emails from a brief and waits for your approval.

See the full Klaviyo vs Audienceful comparison, or read how to migrate from Klaviyo without losing flow revenue.

Audienceful is free up to 1,000 contacts, then paid plans start at $32/month billed yearly ($37.50 monthly) for 3,000 contacts. Install it on your Shopify store and see what your list costs without the Klaviyo bill.

FAQs

How much does Klaviyo cost per month?

Klaviyo's email plan is free up to 250 active profiles, then about $30/month at 1,000 profiles, $150 at 10,000, $500 at 30,000 and $720 at 50,000, at list prices as of October 2026. The email and SMS plan adds a monthly SMS commitment on top.

How does Klaviyo active profiles billing work?

Since February 2025, Klaviyo bills on active profiles: everyone in your account it can message, including customers who never subscribed. Unsubscribed and suppressed profiles don't count. If your count passes your tier, your plan upgrades at the next billing cycle.

Does Klaviyo charge for unsubscribed contacts?

No. Unsubscribed and suppressed profiles don't count toward your active profiles. Profiles that never subscribed but can still be reached, such as checkout customers, do count. Audienceful doesn't count those either: you pay only for subscribed contacts.

How can I reduce my Klaviyo cost?

Suppress profiles that haven't engaged in 6 to 12 months, run a sunset flow, clean out old imports and turn on auto downgrade. Suppressed profiles stay suppressed even if they buy later, so choose the cutoff carefully.

Is there a cheaper alternative to Klaviyo for Shopify?

Yes. Audienceful installs from the Shopify App Store and costs $79/month billed yearly ($99 monthly) at 10,000 contacts, against $150 for Klaviyo. Compare any list size in the Klaviyo pricing calculator.

Sources

• Klaviyo: How Klaviyo pricing works
• Klaviyo Help Center: active profiles and suppression
• Klaviyo Help Center: How to bulk delete or suppress contacts
• Klaviyo Community: suppressed and never-subscribed profiles in billing
• SendX: Klaviyo pricing plans and costs 2026 (free plan limits and send allowances)