Platform

Klaviyo’s new pricing: why we made these changes and what it means for you

Andrew Bialecki, July 18th 2022
Pricing-Updates-klaviyo-2022

Today we’ve announced changes to our pricing, with increases for our largest customers, updates to our SMS pricing model, and the introduction of a new enterprise-grade tier.

Prices will remain the same for the majority of customers. Klaviyo hasn’t increased pricing in close to a decade, even with the significant evolution of our products, and these changes will allow us to continue innovating and better support our customers.

Why are we changing our pricing?

Since the last time pricing changed, Klaviyo’s platform has grown exponentially. Here’s a quick look at just some of the things we’ve shipped and changed between 2014 and 2022:

Klaviyo then and now product updates

And we’re not stopping anytime soon. We are proud that the average Klaviyo email & SMS customer sees tremendous ROI, and we always want our platform to continue delivering outsized value to our customers. Our increase in pricing now is to support further investments that will make that possible—like more enhanced functionality, scale and reliability, and customer support—for years to come.

What’s changing?

Our pricing is now easier to use for omnichannel customers, and allows you to select the package that suits your unique needs.

Email

We are increasing prices on email plans for our higher tiers of active profiles—which essentially means a smaller volume discount for those large tiers. Your monthly email volume is 10x the number of customer profiles you have. For example, if you have 45,000 customer profiles, you can send 450,000 emails per month.

SMS

For SMS, we’re increasing prices to reflect higher carrier costs while also simplifying the way we calculate pricing.

We’ll no longer charge you for SMS consented profiles, on top of email profiles. Instead, you can choose the right SMS sending package for your business based on the number of SMS credits you need per month. We’re also adjusting the international send ratios for SMS and MMS.

Here are a few other important things to note about how we charge for SMS:

  • Our SMS pricing is based on credits. In the US, a plain text SMS counts as 1 credit. An MMS, which contains media like a photo or gif, counts as 3 credits.
  • You’ll have easy access to a dashboard that shows the credits you bought, credits drawn down, and the credits you have remaining at any point in time.
  • We don’t charge for integrations or any set up fees to install SMS on your account.

Klaviyo One

We also introduced a new tier of Klaviyo, called Klaviyo One, designed to support the scale and complexity of larger brands.

Klaviyo One provides a more robust success and support model with future plans for introducing more enterprise-grade features to support the scale and complexity of larger brands.

More value, more flexibility, more features

These packaging and pricing changes align with our platform value, vision, and evolution, and give Klaviyo the resources it needs to continue delivering best-in-class innovation. We’re confident that the best is yet to come.

We’re so excited about what we’re building, including features coming soon like a Google Ads integration, a new version of our APIs, upgraded product recommendations, and machine-learning-based strategic guidance—just to name a few.

For more information on exactly how these pricing changes affect you and your business, read the Community’s detailed FAQ page. For existing customers, please check your email for specific information on how the changes will affect you.

Andrew Bialecki
Andrew Bialecki
Andrew Bialecki is the co-founder and CEO of Klaviyo, a leading unified customer data and marketing automation platform paving the way for entrepreneurs and creators to utilize data and email to form personal, 1:1 connections with their customers at internet scale. Since launching in 2012, Andrew has led the company to serve more than 275,000 brands who rely on the platform to deliver the same personalized customer experience online that is enjoyed in-store. The concept behind Klaviyo came from one of Andrew’s many different side hustles he’s created throughout his career -- a website dedicated to cataloging the dates and locations of local running races. After realizing the site wouldn’t scale, Andrew built a database to collect all of the e-commerce data he noticed was falling through the cracks, which ultimately led to the founding of Klaviyo. Today, Klaviyo is a rapidly growing $10B VC-backed marketing automation platform used by some of the world’s biggest brand names.