Klaviyo Free Plan

What Is the Klaviyo Pricing Plan?

February 2025 brought some unwelcome news for Klaviyo users — they completely rewrote their pricing model. Used to pay based on how many people you actually emailed? Not anymore. Now you’re paying for every active profile in your account, whether you email them or not.

It’s like a restaurant charging you for everyone who ever looked at the menu, even if they never ordered a meal. And honestly? Most businesses are paying more because of it.

The tiers start with Free (250 contacts max), then jump to Email plans at $20/month, with Email + SMS combos at the same base price. They’ve also added this “flexible sending” thing and automatic upgrades that kick in when you exceed limits. The billing changes are complex enough that even longtime users are scratching their heads.

What hasn’t changed is Klaviyo’s laser focus on ecommerce businesses. This isn’t your typical email platform — it’s built specifically for online stores that want to squeeze every possible dollar out of customer data. The pricing reflects that positioning, with advanced segmentation, predictive analytics, and behavioral automation that goes way beyond basic newsletters.

A Quick Overview of Klaviyo and Its Features

When Klaviyo says they’re the ecommerce email marketing platform, they’re not being modest. The depth of their ecommerce integrations is genuinely impressive — they pull in everything from detailed product views to purchase history, browsing patterns, even predictions about customer lifetime value and churn risk.

Their segmentation engine is where things get interesting. You can slice your audience by virtually any behavior imaginable. People who viewed red shoes but didn’t buy? Easy segment. High-value customers showing signs of churn? There’s probably an AI-powered segment for that.

Beyond email, you get SMS marketing, push notifications, and social media advertising sync. The automation flows can trigger based on website behavior, purchase patterns, or predicted customer actions. It’s powerful stuff, though the complexity might overwhelm smaller businesses who just want to send a weekly newsletter.

What Do You Get with the Klaviyo Free Plan?

250 active profiles. 500 monthly email sends. That’s your entire allowance. Plus 150 SMS credits if you want to dip your toes into text marketing. Hit either limit and email sending stops — no grace period, no warnings, just a hard wall until next month or until you upgrade.

But here’s where Klaviyo surprises you: even on the free plan, you get access to advanced segmentation, automation flows, and detailed analytics. Features that other platforms charge $50+ monthly for. The email builder is solid, templates look modern, and those ecommerce integrations work right out of the box.

What’s Actually Free:

• Up to 250 active profiles (including inactive subscribers)
• 500 monthly email sends total
• 150 SMS/MMS credits that expire monthly
• Advanced segmentation capabilities
• Automation flows with behavioral triggers
• Revenue tracking and detailed analytics
• Email support for your first 60 days
• All ecommerce platform integrations

The limitation isn’t the features — it’s the volume. And 500 emails disappear faster than you’d think when you’re running welcome sequences, abandoned cart recovery, and trying to send actual newsletters. Everything counts against that limit. Everything.

Key Features of the Free Plan

Advanced Segmentation and Customer Insights

This is where Klaviyo flexes, even on the free tier. Their segmentation engine lets you slice your audience in ways that would make data scientists jealous. Want customers who bought red shoes in the last 30 days but haven’t opened an email since? Done. Need high-value customers at risk of churning? There’s a segment for that.

The platform tracks individual customer journeys across your website and email interactions. You can see exactly which products someone viewed, how long they lingered on each page, what emails they opened, their complete purchase history. This granular data powers those sophisticated segments.

What You Can Segment By:

• Behavioral patterns from website actions and purchase history
• Predictive metrics like lifetime value and churn probability
• Real-time updates as customer behavior changes
• AI-powered segments you describe in plain English
• Cross-channel data from email, SMS, and website activity

Even with just 250 profiles, you can experiment with targeting strategies that would be impossible on simpler platforms. It’s genuinely impressive for a free plan, though you’ll quickly wish you had more profiles to segment.

Automation Flows and Behavioral Triggers

Klaviyo’s automation capabilities are where the platform really shines. You can build complex, multi-step sequences triggered by specific customer behaviors. Cart abandonment? Automatic recovery sequence kicks in. First-time purchase? Welcome series starts rolling. Customer goes quiet for 60 days? Re-engagement flow begins.

The visual flow builder lets you create branching logic based on customer actions. Open the abandoned cart email? One follow-up path. Ignore it completely? Different sequence entirely. The sophistication rivals marketing automation platforms that cost hundreds monthly.

Automation Options:

• Behavioral triggers from website activity, purchases, email engagement
• Conditional branching creating different paths based on actions
• Smart timing delays for optimal message delivery
• A/B testing within automation sequences
• Cross-channel flows mixing email and SMS

The catch? With only 500 monthly sends, your automation flows will devour that allowance. A simple welcome series plus abandoned cart recovery for 50 new customers could use your entire quota.

Ecommerce Integration and Analytics

Klaviyo’s ecommerce integrations go deep. Connect your Shopify, WooCommerce, or Magento store and the platform immediately starts tracking customer behavior, product performance, revenue attribution. You can see exactly which emails drive sales and how much revenue each campaign generates.

The analytics go way beyond open rates and clicks. You get revenue tracking, customer lifetime value calculations, predictive metrics that help identify your most valuable customers. The dashboard shows real-time performance data and attributes sales back to specific emails or automation flows.

Analytics Features:

• Revenue attribution showing which emails actually drive sales
• Customer lifetime value predictions and tracking
• Product performance metrics and purchase recommendations
• Cohort analysis revealing customer behavior patterns over time
• Real-time dashboards with customizable business metrics

For a free plan, this level of analytics depth is remarkable. Most platforms charge extra for revenue tracking, but Klaviyo treats it as table stakes.

What’s Missing in the Klaviyo Free Plan?

That 500 email limit is brutal if you’re serious about email marketing. Think about it — run a welcome series (3 emails), abandoned cart sequence (2 emails), monthly newsletter. That’s potentially 6 emails per new customer. With 250 contacts, you’ll hit your limit if anyone actually engages with your content.

Email support vanishes after 60 days, leaving you with community forums and help articles. For a platform this complex, losing human support feels particularly harsh. The learning curve isn’t gentle, and troubleshooting automation flows without assistance can be genuinely frustrating.

Restricted or Limited Features

SMS Barely Counts: Those 150 SMS credits are enough to test the feature, not use it meaningfully. Each text message eats one credit, MMS costs more. Want to run actual SMS campaigns? You’ll need to buy credits or upgrade.

No Phone Support: Even paid plans don’t get phone support until enterprise level. Everything goes through email and chat, which can be painfully slow for urgent issues.

Branding Stays Put: Free accounts include Klaviyo branding in emails and hosted pages. Not a deal-breaker, but it affects that professional look you’re probably going for.

Solo Operation Only: One user account. Any team collaboration means upgrading to paid plans with multi-user access.

Hidden Costs and Limitations

SMS Credits Expire: Use those 150 SMS credits monthly or lose them. No rollover, no exceptions. Additional credits cost extra across all plans, making multichannel marketing pricier than the base pricing suggests.

Automatic Upgrades: Klaviyo’s billing system automatically upgrades your account when you exceed limits. Cross 250 contacts or try sending email #501? You’re suddenly on a paid plan. No grace period.

Profile Counting Gets Tricky: Klaviyo counts all non-suppressed profiles, including people who never confirmed their email or haven’t engaged in months. Your “250 contact” limit includes subscribers you can’t actually email.

Everything Counts: Those 500 monthly emails cover campaigns, automation flows, transactional emails. Welcome sequences, cart recovery, newsletters — it all hits the same limit.

Who’s the Klaviyo Free Plan Perfect For?

Ecommerce startups testing the email marketing waters before committing real budget. If you’re launching a new online store and want to understand what advanced segmentation and automation can actually do, the free plan gives you genuine insight into Klaviyo’s capabilities.

The plan works particularly well for high-ticket, low-volume businesses. Selling expensive products to a small, highly targeted audience? 250 contacts and 500 monthly emails might actually suffice. Think jewelry designers, consultants, or B2B services with carefully curated customer bases.

Good Matches:

• New ecommerce stores with under 200 customers
• High-ticket B2B businesses with small prospect lists
• Consultants testing advanced automation before scaling
• Marketing teams evaluating Klaviyo against competitors
• Anyone wanting to learn sophisticated segmentation techniques

Wrong Fit: Content creators, bloggers, businesses focused on growing large email lists quickly. The 250 contact limit makes list building nearly impossible, and the 500 email cap prevents consistent newsletter publishing.

For businesses needing more generous limits without the complexity, Sender offers 15,000 monthly emails with 2,500 contacts and full automation features — probably better for growth-focused strategies.

How Does the Klaviyo Free Plan Compare to Paid Plans?

Jump to Email plans ($20/month) and the main change is volume — you get 500+ contacts and unlimited email sends. All those advanced features stay the same. You’re essentially paying twenty bucks monthly to remove the artificial constraints that make the free plan impractical for real businesses.

Email + SMS plans (same base price) add robust text messaging with advanced SMS automation. Considering that brands using email + SMS see 19% higher growth rates according to Klaviyo’s data, the multichannel approach often justifies the cost.

Feature Comparison

Free vs. Email Plan: The difference is purely about limits. Segmentation, automation, analytics — all identical. You’re paying to breathe room, basically.

Email vs. Email + SMS: SMS transforms your marketing capability. You can create flows that start with email and follow up via text, or vice versa. SMS open rates typically hit 90%+ compared to 20-25% for email, making it a powerful engagement channel.

Enterprise Territory: Custom pricing includes dedicated account management, advanced security, custom integrations, priority support. Most SMBs won’t need these unless they’re handling sensitive data or require extensive customization.

When It Makes Sense to Upgrade

Immediate Triggers:

• You’re approaching 200+ contacts (getting close to that 250 ceiling)
• Multiple automation flows are eating through your 500 email quota
• You need customer support beyond the 60-day free window
• SMS marketing with meaningful volume becomes appealing
• Any significant campaigns or seasonal pushes are planned