Klaviyo review (2026): features, pros and cons, and what to check before you buy
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles.
Our take for buyers
Klaviyo, founded in 2012 and based in Boston, is an email and SMS platform positioned for ecommerce brands that want messaging driven by store data. For a buyer, the strongest published signals are its security badges and a 4.6 out of 5 G2 rating from 1,298 reviews. The weak spot is transparency: paid pricing, seats and contract terms are not on the vendor pricing page.
Shortlist Klaviyo if you run an online store and want email and SMS in one place. Treat it with caution if your procurement process needs published plan limits, SSO details or contract terms up front, because you will have to request each of them from sales, and you should get the answers in writing.
- Best for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
- Starting price
- $0 (Free, 250 active profiles, 500 emails/month)
- G2 rating
- 4.6 (1,298 reviews)
What is Klaviyo?
Ecommerce-focused email and SMS platform billed on active profiles, with a free tier capped at 250 profiles. Store owners who want campaigns driven by shop data should test it, with billing based on active profiles instead of total contacts. The free tier stops at 250 profiles and 500 emails monthly. Full price lists are not public, so get a quote at your profile count. Klaviyo was founded in 2012 and is based in Boston, US.
Category: Email Marketing Software, Marketing Automation Software
Klaviyo key features
| Criterion | What we found |
|---|---|
| Pricing model and real cost | Active profiles (contacts who can receive marketing email) plus monthly email volume. |
| Email and multichannel campaigns | Email, SMS/mobile messaging. |
Klaviyo plans and pricing
| Plan | Price | Unit | Notes |
|---|---|---|---|
| Free | $0 | up to 250 active profiles | 500 emails/mo, $5 mobile messaging allowance, email support for first 60 days |
| Marketing / Data + Analytics / Service | Not published on the vendor pricing page | active profiles | Solution-based pricing; amounts not published |
| Composer | $5/month | usage | AI agent product; vendor shows $ in the FAQ and EUR in the feature list |
| Enterprise / Professional Services | Sales-led |
The vendor pricing page publishes only the Free tier terms and Composer; paid tier amounts are not published. Exceeding limits may restrict sending.
Who should shortlist Klaviyo
A strong fit for
- Ecommerce brands that want email and SMS driven by store data (vendor positioning)
A weak fit for
- Buyers who need a published price list: only the Free tier and a $5 Composer line are public on the vendor pricing page.
Klaviyo alternatives
OmnisendEcommerce stores on Shopify, WooCommerce or BigCommerce.
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.
DripEcommerce-focused email and automation platform.
HubSpot Marketing HubTeams already on HubSpot CRM that want marketing, forms and reporting in one system.
ActiveCampaignSmall and mid-size teams that want automation plus a light CRM.
Security, admin and compliance
The trust page shows SOC 2, ISO 27001, ISO 27017 and PCI DSS badges, with reports downloadable from the Trust Center. A DPA is referenced there with a link to the Legal Hub, but the sign-up process is not described. SSO, SCIM, audit logs and data residency are not published. Contract length and renewal terms are not listed on the pricing page, and neither are seats or annual discounts, so request all of them in writing.
- Public DPA
- Referenced on trust page with link to Legal Hub; sign-up process not described.
- Certifications
- SOC 2 (badge on trust page), ISO 27001, ISO 27017, PCI DSS.
Contract and buying terms
- Starting price
- $0 (Free, 250 active profiles, 500 emails/month)
- Pricing model
- Per active profile + monthly email volume.
- Free plan or trial
- Free plan.
What to test in a Klaviyo demo or trial
Start on the Free tier with a sample of your real customer data and check how active profiles are counted, since billing depends on contacts who can receive marketing email. Test an email and an SMS flow end to end, and confirm what happens when you exceed 250 profiles or 500 emails, because exceeding limits may restrict sending. Ask for the paid tier price at your expected profile count and email volume, and ask exactly when support starts costing money after the first 60 days.
Questions to ask Klaviyo before you sign
These are the points Klaviyo's public pages leave open. Get the answers in writing before procurement signs off.
- Which plan includes SAML SSO, and what does it cost for our seat count?
- 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?
- Is there a monthly option, and what are the cancellation and renewal terms?
- What will the price be at renewal, and is the increase capped?
Things to know before a demo
- Billing basis is active profiles that can receive marketing email, not total contacts.
- Free tier includes email support only for the first 60 days.
- Trust page shows SOC, ISO 27001, ISO 27017 and PCI DSS badges; reports downloadable from the Trust Center.
- The vendor pricing page does not list seats, SSO or annual discounts.
Head-to-head comparisons
Klaviyo FAQ
What is Klaviyo used for?
Store owners who want campaigns driven by shop data should test it, with billing based on active profiles instead of total contacts. The free tier stops at 250 profiles and 500 emails monthly. Full price lists are not public, so get a quote at your profile count. It suits ecommerce brands that want email and SMS driven by store data (vendor positioning).
What security certifications does Klaviyo show?
Its trust page shows SOC 2, ISO 27001, ISO 27017 and PCI DSS badges. Reports can be downloaded from the Trust Center.
Does Klaviyo publish SSO details?
No. The vendor pricing page does not list seats or SSO, and SCIM and audit logs are not published either. Ask sales which plan includes each.
Who is Klaviyo best for?
Ecommerce brands that want email and SMS driven by store data. It is a weaker fit for buyers who need a published price list.
Vendor profile
- Founded
- 2012.
- Headquarters
- Boston, US.
- Employees
- 2368.
Sources
Every fact on this page comes from Klaviyo's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.