ActiveCampaign review (2026): features, pros and cons, and what to check before you buy
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise.
Our take for buyers
ActiveCampaign is an automation-first email and CRM tool with four tiers: Starter, Plus, Pro and Enterprise. It suits small and mid-size teams that want automation plus a light CRM, and teams that can add SMS or WhatsApp as paid add-ons. G2 shows 4.4 out of 5 across 14,709 reviews, a large evidence base. Founded in 2003, it is based in Chicago.
The main governance point is that SSO is included only on Enterprise, so teams that need it must buy the top tier. Included users also rise by plan: 1 on Starter and Plus, 3 on Pro and 5 on Enterprise. Plan prices beyond Starter are not on the public page. Shortlist it if automation is the priority, and clarify admin needs early.
- Best for
- Small and mid-size teams that want automation plus a light CRM.
- Starting price
- $15/month (Starter, 1,000 contacts, billed annually)
- G2 rating
- 4.4 (14,709 reviews)
What is ActiveCampaign?
Automation-first email and CRM tool with four tiers (Starter, Plus, Pro, Enterprise) and SSO only on Enterprise. Teams that want automation first and a light CRM second should shortlist it. Tiers run from Starter at $15 monthly for 1,000 contacts on annual billing up to Enterprise, the only plan with SSO. Higher-tier prices are not public, so request quotes and price SMS or WhatsApp add-ons. ActiveCampaign was founded in 2003 and is based in Chicago, US.
Category: Email Marketing Software, Marketing Automation Software
ActiveCampaign key features
| Criterion | What we found |
|---|---|
| Pricing model and real cost | Contact tier; users and sends rise with plan. |
| CRM integration | Enhanced CRM (pipelines, sales engagement) is an add-on on Plus and Pro, included in Enterprise, not on Starter. |
| Email and multichannel campaigns | Email; SMS and WhatsApp as add-ons. |
| Reporting and attribution | Custom reporting add-on on Starter, Plus, Pro; included in Enterprise. |
ActiveCampaign plans and pricing
| Plan | Price | Unit | Notes |
|---|---|---|---|
| Starter | $15/mo | 1,000 contacts, billed yearly | 1 user, 10,000 sends, 500 AI credits |
| Plus | 1 user, 10,000 sends; Enhanced CRM add-on | ||
| Pro | 3 users, 12,000 sends | ||
| Enterprise | 5 users, 15,000 sends, SSO included |
14-day free trial, no card. Add-ons: SMS, WhatsApp, Enhanced CRM (not on Starter), custom reporting, transactional email.
Who should shortlist ActiveCampaign
A strong fit for
- Small and mid-size teams that want automation plus a light CRM.
- Teams that can add SMS or WhatsApp as paid add-ons.
A weak fit for
- Teams that need SSO without the Enterprise plan.
- Buyers who need plan prices before talking to the vendor: amounts are not shown on the public pricing page.
ActiveCampaign alternatives
HubSpot Marketing HubTeams already on HubSpot CRM that want marketing, forms and reporting in one system.
KeapSmall service businesses wanting CRM, automation and invoicing in one tool.
MailchimpSmall lists that start free and grow into paid tiers.
BrevoEmail, SMS and CRM platform (formerly Sendinblue) with Free, Starter, Standard, Professional and Enterprise plans.
GetResponseSmall teams that want email plus automation and landing pages in one plan.
Campaign MonitorSmall marketing teams and business owners who run their own email.
Security, admin and compliance
SSO is included only on Enterprise. SCIM, audit logs, data residency, DPA terms and security certifications are not published, so request them. Support details are not described. On contract, a 14-day free trial is available, pricing shown is billed yearly for 1,000 contacts, and monthly billing is not stated. Plan prices other than Starter are hidden from the public page. Ask about the DPA, hosting region, audit log availability, renewal terms and what happens to the price as your contact tier grows.
- SAML SSO
- Enterprise only.
Contract and buying terms
- Contract
- 14-day free trial, no card.
- Starting price
- $15/month (Starter, 1,000 contacts, billed annually)
- Pricing model
- Per contact tier + plan.
- Free plan or trial
- Free trial.
What to test in an ActiveCampaign demo or trial
Build one of your real automations end to end and see how it handles your segments. Because the plans cap users at 1, 1, 3 and 5, check how many seats your team needs, since that decides the plan. Test the Enhanced CRM pipelines and sales engagement, which are an add-on on Plus and Pro and not on Starter. Try SMS or WhatsApp if multichannel matters, remembering they are paid add-ons. Review custom reporting, which is also an add-on on lower plans. Use the 14-day trial, which needs no card.
Questions to ask ActiveCampaign before you sign
These are the points ActiveCampaign's public pages leave open. Get the answers in writing before procurement signs off.
- Is SCIM provisioning included, or a paid add-on?
- Which plan includes audit logs, and how long are they kept?
- Where is our data stored, and can we choose the region?
- Can we sign your standard DPA without changes?
- What will the price be at renewal, and is the increase capped?
Things to know before a demo
- SSO is included only on Enterprise.
- Included users: Starter 1, Plus 1, Pro 3, Enterprise 5.
- SMS, WhatsApp, transactional email and (on lower tiers) custom reporting are separate add-ons.
- Pricing is shown for 1,000 contacts billed yearly; monthly billing is not stated.
ActiveCampaign FAQ
What is ActiveCampaign used for?
Teams that want automation first and a light CRM second should shortlist it. Tiers run from Starter at $15 monthly for 1,000 contacts on annual billing up to Enterprise, the only plan with SSO. Higher-tier prices are not public, so request quotes and price SMS or WhatsApp add-ons. It suits small and mid-size teams that want automation plus a light CRM.
Does ActiveCampaign support SSO?
Yes, but only on the Enterprise plan. Other plans do not include SSO.
How many users are included in each ActiveCampaign plan?
Starter and Plus include 1 user, Pro includes 3 and Enterprise includes 5.
Who is ActiveCampaign best for?
Small and mid-size teams that want automation with a light CRM, and teams willing to add SMS or WhatsApp as paid add-ons. It is a weaker fit for teams that need SSO without Enterprise.
Vendor profile
- Founded
- 2003.
- Headquarters
- Chicago, US.
Sources
Every fact on this page comes from ActiveCampaign's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.