How much does Klaviyo cost?

What does Klaviyo actually cost at each tier?

All figures verified against Klaviyo’s own pricing calculator on 20 July 2026, in US dollars. GBP conversions use an exchange rate of 0.744 on that date and are indicative only.

Read the left column as the top of a band, not a tier name. The $100 price covers 3,501 to 5,000 profiles, so 5,000 costs $100 but 5,001 costs $110.

Active profiles (band ceiling)	Emails included	Per month	Approx GBP
250	500	Free	Free
500	5,000	$20	£15
1,000	10,000	$30	£22
5,000	50,000	$100	£74
10,000	100,000	$150	£112
25,000	250,000	$400	£298
50,000	500,000	$720	£536
100,000	1,000,000	$1,380	£1,027
250,000	2,000,000	$2,300	£1,711

Above 250,000 profiles Klaviyo does not publish pricing and directs you to sales. On paid plans, email sends are capped at ten times your profile allowance up to 150,000 profiles, after which the ratio tightens: the 250,000 band includes 2,000,000 sends rather than 2,500,000.

One structural point that most guides get wrong: Klaviyo no longer sells an “Email plan” and an “Email + SMS plan” as parallel ladders. As of July 2026 email is included in every plan, and mobile messaging, Composer, Reviews, Social Marketing, Customer Hub, Helpdesk, Customer Agent, Analytics and the data platform are priced as separate add-ons that scale independently. Klaviyo calls the base line item Email on its pricing page and the profiles and email plan in its help documentation. Of the nine competing pricing guides reviewed for this article, all nine still present the old two-plan structure, so cross-check any comparison table you find against Klaviyo’s live calculator.

What is an active profile, and what counts?

This is where the bill actually comes from, and Klaviyo’s definition is broader than most brands expect. An active profile is any profile that can be emailed, regardless of consent status. That explicitly includes people who never opted in but left an email address during checkout.

What does not count: suppressed profiles, unsubscribed profiles, and deleted profiles. Klaviyo states it plainly: “Suppressed, unsubscribed, and deleted profiles don’t count.”

So your bill is not driven by how many people you email. It is driven by how many people you could email. A brand emailing 10,000 people from a database of 25,000 pays for 25,000.

What changed on 18 February 2025?

Klaviyo introduced profile plan compliance: your plan must now match or exceed your active profile count. Before that, a brand could sit on a plan smaller than its actual list and simply send to a subset. That is no longer possible, and it is why a lot of brands saw a step change in cost through 2025.

Two things came with it: flexible sending, and an auto-downgrade setting. On the profiles and email plan that setting is opt-in, and Klaviyo’s own wording is that “you will need to proactively select the new billing preferences”. It behaves differently on some add-ons, where Klaviyo states auto-downgrade is always on for Marketing Analytics and Customer Hub plans.

Worth checking the date on anything else you read, because some guides and AI-generated summaries place this change in 2026. Klaviyo’s own documentation says 18 February 2025 consistently.

How much does Klaviyo cost in the UK, and do you pay VAT?

Klaviyo does not offer GBP-denominated plans. UK brands are billed in US dollars, so your real cost includes whatever your card provider charges on a non-sterling transaction.

VAT is the part nobody covers. Klaviyo began collecting UK VAT on 1 October 2024. If you are VAT-registered and have added your VAT number, the VAT appears on your invoice as an exempt amount under the reverse charge, and you account for it to HMRC yourself. If you are not VAT-registered, Klaviyo adds it, so your true cost is 20% above the headline price.

If your business is VAT-registered, which most established DTC brands are, the reverse charge applies and the headline dollar price is the number that matters. If it is not, the 20% UK standard rate lands on top, and that changes the comparison against alternatives billed in sterling.

How much does Klaviyo SMS cost in the UK?

Klaviyo has moved mobile messaging from credits to a monthly dollar spend. You buy a spend plan, unused funds do not roll over, and carrier fees are bundled into the rate. Klaviyo still publishes a legacy credit pricing table for accounts that have not migrated, which is why most guides still quote SMS in credits.

The UK premium is substantial. Measured on Klaviyo’s calculator:

SMS per month	US toll-free	UK
500	$15	$35
1,000	$15	$70
5,000	$70	$295
10,000	$125	$575

At any meaningful volume that is roughly four and a half times the US cost. The 500-message row is the exception, because $15 is the floor price in both markets, so the gap there is only about 2.3 times. MMS is not available on UK numbers at all.

Two things to hold onto if you are modelling this. Klaviyo bills per segment, and a segment is 160 characters or only 70 once you include an emoji, so a long UK message can cost double what the table implies. And if you are building forecasts off US benchmarks or US case studies, the economics simply do not transfer, which is something Everboost has had to correct more than once on UK SMS plans built from American numbers.

Why does the bill jump just over 10,000 profiles?

Because the tier bands are wildly uneven, and this is the most useful thing in this article.

Everything from 6,501 to 10,000 profiles costs $150. Cross to 10,001 and you move to $175. Each further 500 profiles adds another $25 until you reach 13,500.

Between 10,000 and 15,000 active profiles, Klaviyo’s price more than doubles, from $150 to $350, while your list grows by only half.

Measured as cost per profile at each band ceiling, 10,000 profiles is the best value on this stretch of the ladder at $0.0150 each. It gets worse immediately: $0.0233 at 15,000 and $0.0188 at 20,000, and does not beat the 10,000 rate again until 25,000 ($0.0160) and 50,000 ($0.0144). Just above 10,000 is the single worst place to sit.

So a brand at 10,400 profiles pays $175. Suppressing 400 genuinely disengaged profiles takes them to $150, a 14% saving for removing under 4% of the list.

The bands are all on Klaviyo’s public calculator, but almost nobody reads them as a curve, and checking where a client sits against the nearest band edge is the first thing Everboost does when someone asks why their Klaviyo bill went up.

Does suppressing profiles lower your bill?

Not on its own, and this is the most expensive misunderstanding in Klaviyo billing.

Klaviyo’s documentation is unambiguous: “Deleting or suppressing profiles will not automatically change the Email subscription plan on your account. To change the subscription plan, your account must be manually downgraded.” The only exception is an account with auto-downgrade switched on, and that setting is off by default.

So the sequence matters:

1. Build the segment of genuinely disengaged profiles.
2. Suppress them.
3. Wait for the billable count to update, which Klaviyo does several times a day.
4. Manually select the lower tier in your billing settings.

Skip step four and you have cleaned your list for free and kept paying the old price. Do it at least 24 hours before your billing date, or the change lands a cycle late. Also note that a profile you suppress manually cannot be suppressed again within 90 days if it gets unsuppressed, though that rule is inactive for the first 30 days after a new account is created. This is not a lever you can pull casually every month.

Be careful what you read on this. Several of the pages currently ranking for Klaviyo pricing state that Klaviyo will automatically move you to a lower tier when your list shrinks. It will not, unless you have turned auto-downgrade on. Following that advice means doing the work and never seeing the saving.

Should you clean your list just to cut the bill?

Here is where Everboost’s answer differs from every other pricing guide, because suppression is a retention decision before it is a billing decision.

The advice you will read everywhere is to purge non-openers and drop a tier. The problem is that a profile is only worth removing if it was never coming back. Cut someone who would have bought in month four and you have saved a few dollars of platform cost and lost an order. For a brand where the average customer takes two to three months to reorder, an aggressive 90-day purge removes people who were behaving completely normally.

Klaviyo warns about this itself, noting that suppressing profiles too early “can lead to potential revenue loss for your brand as you will be unable to nurture them towards a conversion”.

The sequence that respects both concerns is straightforward. Define disengagement against your actual repurchase cycle rather than a round number: if your median time to second order is 60 days, someone at 90 days is not dormant. Run a sunset flow that gives them a genuine reason to re-engage before you suppress anything. Then suppress only those who ignored it, and downgrade.

Everboost’s job is turning one-time buyers into repeat customers, so we treat a list-cleaning exercise as a last-chance campaign rather than a spreadsheet operation. The brands that get this wrong usually save $50 a month and lose considerably more in orders they never see, which never appears on the invoice they were trying to reduce.

If your Klaviyo bill feels high relative to what the programme returns, the bill is rarely the real problem. A list where most people never buy again is expensive at any platform price.