Recently, Klaviyo made a change in its pricing structure. Previously, charges were based on the volume of emails or SMS messages sent. But now, you have to pay based on the number of contacts in your email or SMS list. For businesses with larger lists, this could mean a big price jump. 

Additionally, Klaviyo offers a tiered pricing system. For instance, you'll pay a flat fee of $60 for 1,001-1,500 active profiles. This means whether you have 1,200 or 1,500 contacts, the cost remains the same. 

The pricing structure can feel unfair for smaller and mid-size businesses with growing or fluctuating contact lists. Many have seen significant cost increases as a result. In this blog post, we break down Klaviyo’s SMS pricing and explore whether  it’s still worth it–or if it’s time to switch. 

Klaviyo SMS pricing breakdown 

Klaviyo's SMS pricing is based on a credit-based system. You can use these SMS credits to send messages, and overall costs depend on the number of contacts and the message volume. 

Here's a breakdown of Klaviyo’s SMS pricing for different plans:

How  Klaviyo SMS credits work

• 1 SMS credit = 1 text message segment (up to 160 characters).
• 1 MMS credit = 1 multimedia message.
• Pricing decreases as you purchase more credits. For example, if you purchase 1,250 credits, the price per SMS will be $0.0120. But if you increase the credits to 12,500, the price per SMS will reduce to $0.0092. Similarly, the price per message decreases as you purchase more credits. 

Klaviyo SMS pricing is based on your contact list and message volume.

• The cost scales with the size of your contact list. For instance, 500 contacts starts at about  $35/month for email and SMS. 
• As your contact list grows, the price increases. For example, an email and SMS plan with up to 1,500 contacts starts at $60/month. 
• Klaviyo also includes carrier fees in their SMS pricing - $0.003. The pricing model is transparent, so there are no surprises or hidden charges.
• Based on where your audience is located—whether in the US, UK, or EU—different credits are allocated for each SMS sent. The longer your message, the more you're charged.

Klaviyo automatically selects a plan for you based on your active number of profiles, matching it with a plan that covers the corresponding number of sends. For example, if you have 100,000 profiles but only 50,000 are actively engaged, you might choose a 60,000 profile plan to account for occasional sends.

The problem? Most brands aren’t aware of this and stick with whatever plan Klaviyo assigns. So, next time you're in your billing section, double-check your plan—choosing the right one could save you thousands of dollars.

Klaviyo free plan

Ideal for: Small businesses owners or startups who want to test out Klaviyo’s SMS features without any financial commitment. 

Plan features:

• Up to 250 contacts for email
• 500 email sends per month
• 150 SMS/MMS credits included
• Free email support for the first 60 days​

500 emails per month isn’t bad for a new brand, but if you hit that limit early, you’re locked out for the rest of the month.

And those 150 SMS credits? They add up quickly. While it only takes one credit to reach a US contact, it could take five for the UK. Plus, some countries don’t support MMS, so you’ll need to be strategic with how and when you use your freebies.

Klaviyo email plan

Ideal for: Mid-sized e-commerce businesses who already have their feet on the ground and who primarily focus on email marketing because this plan  has only 150 free SMS credits. 

Plan features:

• Pricing starts at $20/month for up to 500 contacts.
• Offers 5,000 monthly  email sends and access to Klaviyo’s advanced segmentation and automation tools​. 
• Access to email and chat support
• Includes applicable SMS carrier fees

Klaviyo email and SMS plan

Ideal for: Businesses that want a fully integrated marketing system, including email and SMS. 

Plan features:

• Starts at $35/month for up to 500 contacts.
• You get 5,000 email sends and 150 free SMS credits
• Includes SMS carrier fees
• Access to email and chat support 

How Klaviyo’s SMS pricing adds up

Klaviyo's SMS pricing starts off generously with a free plan so you can test the waters with up to 250 active profiles. You can send 150 SMS/MMS messages per month and manage up to 250 active profiles without any cost. 

But as your contact list grows and exceeds 250 profiles even by one contact, you'll need to switch to a paid plan starting at $35/month for email and SMS.

From here, Klaviyo’s SMS pricing increases based on the number of contacts and the volume of messages. 

Klaviyo SMS pricing estimation:

The email and SMS pricing above is based on 1,250 base SMS/MMS credits a month. On top of these baseline prices, you also need to monitor your SMS credit usage. If you exceed the included number of credits, additional charges may apply.

Is Klaviyo’s price worth it?

Although Klaviyo offers robust email and SMS marketing tools tailored for e-commerce, is its pricing justified? Let’s take a look at the pros and cons of Klaviyo’s SMS pricing structure. 

Pros of Klaviyo’s pricing: 

1. A free plan: Klaviyo provides a free plan that helps smaller businesses try out SMS marketing without the risk of loss. 
2. All-in-one solution: You get email, SMS, and MMS marketing in one platform so it’s easy to manage customer interactions across channels. (Source)
3. Scalable: Klaviyo SMS pricing grows with your business so you can start with the free plan and upgrade as needed. 
4. Advanced segmentation and analytics: In paid plans, you get Klaviyo's ability to offer highly detailed audience segmentation and comprehensive analytics. So, you can tailor marketing campaigns to specific audiences and drive higher conversion rates​ which drives a higher ROI. (Source)

Cons of Klaviyo’s pricing:

• High learning curve: Although Klaviyo is powerful, some users feel that it has a steeper learning curve due to the range of features and integrations, which may require additional resources to master. (Source) 
• Confusing price structure: Pricing structure is confusing for some users. The plan auto upgrades after hitting a certain amount of sends, but then users are also charged based on the number of active profiles. Charging per send would be easier for most customers to manage. (Source)
• Pricing is higher for some regions: Credits for brands outside of the US are about 2x more expensive which may not be suitable for global businesses. (Source)
• More affordable options available: Klaviyo’s SMS pricing isn’t the most competitive. For new e-commerce brands, there are better options out there.  (Source)
• Customer support and onboarding: Some G2 users feel Klaviyo’s customer service team is not very responsive and offers limited support even during emergencies. (Source)  

How Klaviyo pricing compares to Plivo CX Engage’s pricing

Klaviyo and Plivo CX Engage share many of the same SMS marketing capabilities, but their pricing structures differ based on usage, features, and audience size. 

Here’s a detailed comparison to help you decide which might be a better fit for your business.

Plivo CX SMS pricing overview

Plivo CX offers a pay-as-you-go model.  Plivo CX Engage’s pricing for SMS is based on a per-message rate rather than a tiered contact list size like Klaviyo. So, you pay for a set number of messages and avoid overpaying for unused credits.

This way, you know exactly how much you're paying per message, providing clarity and control over your budget.

It works well for businesses that want to scale their SMS marketing based on real-time demand. For example, if you have 500 active profiles today, you pay for those. Your payment only increases if your contacts increase. 

Here’s a breakdown of Plivo CX’s SMS pricing:

• Pricing: Plivo CX charges $0.0065 per SMS in the US, and $0.0380 per SMS in the UK. 

• Carrier fees: Similar to Klaviyo, Plivo CX also includes carrier fees in its pricing, which keeps things transparent. But, Plivo CX does not offer bundled SMS credits as Klaviyo does in its plans. 

Here’s a table explaining how Klaviyo's pricing differs from Plivo CX’s pricing:

Additional benefits you get over Klaviyo

1. Premium carrier network 

Plivo CX leverages a premium carrier network by Plivo that lets you send personalized messages to 220+ countries and territories. These networks can effortlessly handle large volumes of messages, reducing the likelihood of failed message deliveries. 

Plivo CX Engage can help you reduce your SMS marketing costs by up to 70%, and you get a 100% secure network to handle sensitive conversations. 

2. Journeys

Using the Journeys feature in Plivo CX, you can trigger personalized and time-sensitive messages to the right customer at the right time based on a customer’s activity. 

For example, if someone abandons their cart, it triggers an abandoned cart message. If someone makes a purchase for the first time, it triggers a “Thank You” message. 

With Journeys, you’re in control of when you want to trigger these messages. For example, you set a “Thank You” message trigger for 7 days after fulfilment is created. 

The best part? You can build these Journeys easily with a no-code workflow builder and send the messages to the right customer at the right time. 

3.Reports

Plivo CX provides insightful performance reports for each of your campaigns. You get information about key metrics such as messages sent, delivered, opened, clicked, and converted. With these reports, you can easily measure the ROI of your SMS marketing campaigns. 

4. AI engine

In Plivo CX, you get access to Copywriter AI that helps you craft personalized messages for your customers. All you have to do is mention your goals, parameters, tone, urgency, and timing of the message and the AI tool creates impactful messages instantly for various customer segments. 

You also get 3-4 options of SMS copy to choose from. So, you can pick the best one and fine-tune it based on your preference.    

5. One-click migration from major competitors

If you’re using another SMS marketing platform right now, you can easily switch to Plivo CX in one click.

Plivo CX: A better alternative to Klaviyo 

Klaviyo's switch to per-contact pricing has made it less appealing for many businesses, especially those with large email lists. Although it still offers strong features, the costs can quickly add up as your list expands.

Plivo CX offers a compelling alternative to Klaviyo in terms of pricing and benefits. First, you get a per-message pricing model that’s  transparent and fits the needs of any e-commerce business–big or small. 

The platform's pay-as-you-go model offers more flexibility for businesses with fluctuating SMS volumes.

With its premium carrier network, Plivo CX ensures high deliverability rates and global reach. In addition, Plivo CX’s robust suite of tools helps you automate your whole SMS marketing workflow. You get:

• Audiences: Sync your Shopify contacts with Plivo and segment them based on static and dynamic lists and unlimited rules. 
• Journeys: Trigger messages based on events and customer actions so each message is personalized. 
• Copywriter AI:  Craft  engaging messages for the right customer at the right time, tailored to your goals, brand tone, or urgency level 
• Campaigns: Easily manage and execute large-scale SMS campaigns with Plivo CX’s user-friendly interface
• Channels: Reach customers on their preferred channels, including SMS, MMS, and email, so that your brand stays top of mind and customers are more likely to convert.

While Klaviyo has its strengths, Plivo CX's reliable infrastructure and scalable pricing is not only affordable but also provides 3X ROI on your SMS marketing campaigns.

‍Sign up to Plivo CX today to learn more.