Klaviyo
Email, text and push marketing built on online-store customer data
Klaviyo report card
Fair · out of 4.0 · graded Oct 17, 2026
Best for online stores that market from order data
Klaviyo is the email and text tool online shops reach for, because it knows what each customer browsed and bought and builds segments and flows from that. It's free for 250 profiles and starts at $20 a month after that. The price climbs quickly with your list, and every text message costs extra.
Who Klaviyo is for
- Great if you run a Shopify shop and want emails driven by what people buy
- Handy when you want email and text messages in the same automated flows
- Good for brands that want to see the revenue each campaign brought in
Who Klaviyo is not for
- Pricey if your list grows fast, at $150 a month for 10,000 profiles
- Skip it if you just want a newsletter, as that's a lot of store tool to pay for
- Tight if you stay free, since 500 sends a month is two emails to a 250-person list
Why Klaviyo gets a 2.4
Five grades, each with its reason. The GPA is their average: an A is 4 points, an F is none.
- CValue for money$20 a month for 500 active profiles, at the dearer end of what email tools start at, and $150 a month at 10,000. Texts and other mobile messages are billed per send on top, and the plan moves up by itself as your list grows.
- CFree plan and trialFree for 250 active profiles and 500 email sends a month, with $5 of mobile messages and $5 of Composer AI each month. Fine for setting up a new shop. Go over and sending stops until the next cycle or an upgrade.
- BFeaturesShopper profiles fed by 350+ integrations, flows, campaigns, forms, product picks, SMS, WhatsApp and push, revenue reports and benchmarks. It covers the whole job for a store. Funnels and cohort reports need the Personalization add-on.
- CEase of useNo App Store rating on record. Connecting your store and building flows and segments takes real setup in the web app, though the templates on every plan help.
- BPlatforms and integrationsWeb only, but 350+ integrations including Shopify, WooCommerce and Wix, plus ChatGPT and Claude, and an API. No desktop app is listed.
What these grades rest on. Graded from this listing, whose facts were read from Klaviyo's own pages on 17 October 2026. Not based on using the product, and shorter than our full reviews. How we review and grade.
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<a href="https://toolgpa.com/tools/klaviyo#review"><img src="https://toolgpa.com/badge/klaviyo.svg" alt="Klaviyo: 2.4 GPA on ToolGPA" width="196" height="56"></a>Where Klaviyo stands among email marketing and newsletter tools
Klaviyo's GPA of 2.4 is higher than 5 of the 24 other email marketing and newsletter tools we grade, and level with 9.
It stands best on features (B, above 3 of 24) and worst on ease of use (C, above 1).
Its paid plans start at $20 a month, against a middle price of $13 for the category: 17 of the 22 others that charge start lower.
On features, ease of use and platforms it scores 2.7 out of 4. 3 tools score higher and cost less.
Each grade against the category
Every bar is all 25 email marketing and newsletter tools we grade, cut by the letter each got. Klaviyo’s own letter is outlined.
- CValue for moneyAbove 5 of 24, level with 12
- CFree plan and trialAbove 2 of 24, level with 17
- BFeaturesAbove 3 of 24, level with 21
- CEase of useAbove 1 of 24, level with 20
- BPlatforms and integrationsAbove 0 of 24, level with 24
Price against what you get
Each dot is one of 23 email marketing and newsletter tools. Further left costs less, and higher up scores better on features, ease of use and platforms. Point at a dot to see which tool it is.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Keep Klaviyo, or make your own?
Keep it
To replace Klaviyo you would be making newsletters sent to thousands of people that still reach the inbox. That is not a weekend's work, with an AI app builder or without one.
That makes this kind of software worth paying for, not this one in particular: 10 of the 24 other email marketing and newsletter tools grade higher. It costs $240 a year.
What you could make
- Forms and reports: an app builder makes these well.
What you could not
- Newsletters sent to thousands of people that still reach the inbox.
- Email sent in volume that still reaches the inbox.
- It plugs into other products, Shopify, WooCommerce and Wix among them, and has an API.
- AI features, unless you pay a model provider for each request yourself.
- The depth: we grade its features B, which means it covers the whole job.
What this rests on. Klaviyo’s listing: what it does, where it runs, what it plugs into and what it costs. It is a judgement about the kind of software this is. We have not built a replacement for it, and making your own means looking after it too. How we decide, and every tool’s verdict.
What is Klaviyo?
Klaviyo is a marketing platform for online stores and other consumer brands that sends email, text messages and mobile push from one customer database. It records what shoppers browse and buy, then uses that data for segments, automated flows and revenue reports. Paid email plans are priced by active profiles, meaning the contacts you can market to.
Klaviyo has a free plan. Paid plans start at $20 per month for up to 500 active profiles, billed monthly. See every plan
Good for
- Online stores, especially on Shopify, that market from order data
- Brands sending email and text messages from the same flows
- Teams that want segments and reports built on purchase history
Worth knowing
- The Free plan stops at 250 active profiles and 500 sends a month; sending halts until the next cycle or an upgrade.
- Price follows active profiles, and accounts move automatically to a higher plan as the list grows.
- Text and other mobile messages cost extra per send, priced by destination with carrier fees included.
- Composer usage beyond the plan allowance is billed at $10 per 1,000 credits; paid support packages start at $500 a month.
Key features
- Unified customer profiles
- Each shopper's browsing, order and engagement history sits in one profile, synced from more than 350 integrations and used for real-time segments.
- Flows and campaigns
- Email and flow templates, web sign-up forms and personalized product recommendations are on every plan, including Free.
- Mobile messaging
- SMS, MMS, WhatsApp, RCS and mobile push sit alongside email in the same flows, billed per message on top of the email plan.
- Composer AI agent
- Composer reviews flows, segments and forms and drafts campaigns from a prompt. Free accounts get $5 of usage a month; a $20 monthly add-on gives four times as much.
- Reports and benchmarks
- Dashboards, campaign revenue attribution and peer benchmarks on every plan. Funnels, cohort reports and custom attribution need the Personalization add-on.
- Customer service tools
- Customer Agent answers shopper questions with AI (first 50 resolutions free) and Helpdesk handles tickets, with a 30-day free trial.
Klaviyo pricing
- Starts at
- $20 per month for up to 500 active profiles, billed monthly
- Free plan
- Up to 250 active profiles and 500 email sends a month, $5 of mobile messages and $5 of Composer usage a month, and email support for the first 60 days.
- Free trial
- None listed
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | 250 active profiles, 500 email sends a month, $5 of mobile messages a month. Emails carry the Klaviyo logo. |
| $20per month for up to 500 active profiles, billed monthly | 5,000 sends a month, logo removed, generative AI and predictive analytics. Price rises with the list: $150 a month at 10,000 profiles. | |
| Enterprise | Custom | Standard and Advanced packages priced by active profiles through sales, with sends bought separately by usage. |
Read from klaviyo.com on Oct 17, 2026. Prices change, so confirm with Klaviyo before you buy.
Ways to pay less
- Other savings$19 off the first month of the Email plan
A one-time $19 credit on the first month of the $20 Email plan for accounts with no paid Klaviyo plan in the past 12 months. Valid through November 30, 2026.
Stated on klaviyo.com
Works with
Klaviyo alternatives
- Klaviyo vs Mailchimp
Free plan · from $13/mo
- Klaviyo vs Omnisend
Free plan · from $16/mo
- Klaviyo vs Drip
Free trial · from $39/mo
- Klaviyo vs Brevo
Free plan · from $9/mo
- Klaviyo vs ActiveCampaign
Free trial · from $15/mo
Common questions
Is Klaviyo free?
Klaviyo has a free plan. Up to 250 active profiles and 500 email sends a month, $5 of mobile messages and $5 of Composer usage a month, and email support for the first 60 days. Paid plans start at $20 per month for up to 500 active profiles, billed monthly.
How much does Klaviyo cost?
Klaviyo lists 3 plans. Free: $0. Email: $20 per month for up to 500 active profiles, billed monthly. Enterprise: custom pricing. Prices were read from klaviyo.com on Oct 17, 2026.
What platforms does Klaviyo work on?
Klaviyo is available on Web.
Does Klaviyo offer any discounts?
Klaviyo publicly lists the following: $19 off the first month of the Email plan.
Does Klaviyo have an Android app?
No Android app was listed when its pages were read on Oct 17, 2026. Klaviyo is listed for Web.
Does Klaviyo have an iPhone app?
No iPhone app was listed when its pages were read on Oct 17, 2026. Klaviyo is listed for Web.
Is Klaviyo open source?
Klaviyo is not described as open source on its own site, as read on Oct 17, 2026.
Does Klaviyo have an API?
Yes. Klaviyo offers a public API, according to its own site.
What does Klaviyo integrate with?
Klaviyo's listing names Shopify, WooCommerce, Wix, ChatGPT and Claude. A listing names up to eight integrations, so it may connect to more.
Who makes Klaviyo?
Klaviyo is made by Klaviyo. It dates from 2012.
What are the alternatives to Klaviyo?
The closest alternatives to Klaviyo in our directory are Mailchimp, Omnisend, Drip, Brevo and ActiveCampaign. Each one has a side-by-side comparison with Klaviyo.
How does Klaviyo compare with other email marketing and newsletter tools?
Klaviyo's GPA of 2.4 is higher than 5 of the 24 other email marketing and newsletter tools we grade, and level with 9. It stands best on features (B, above 3 of 24) and worst on ease of use (C, above 1).
Is Klaviyo good value for money?
ToolGPA grades Klaviyo C for value for money. Its paid plans start at $20 a month, against a middle price of $13 for the category: 17 of the 22 others that charge start lower. On features, ease of use and platforms it scores 2.7 out of 4. 3 tools score higher and cost less.
Could I make my own version of Klaviyo?
To replace Klaviyo you would be making newsletters sent to thousands of people that still reach the inbox. That is not a weekend's work, with an AI app builder or without one. That makes this kind of software worth paying for, not this one in particular: 10 of the 24 other email marketing and newsletter tools grade higher. It costs $240 a year. What you could not make: Newsletters sent to thousands of people that still reach the inbox. Email sent in volume that still reaches the inbox. It plugs into other products, Shopify, WooCommerce and Wix among them, and has an API. AI features, unless you pay a model provider for each request yourself. This is a judgement from its listing. We have not built one.
Sources for this page
The prices, plans, platforms and features above were read from these pages on Oct 17, 2026.