Klaviyo Price Increase 2025: What You Need To Know

Klaviyo is, in our opinion, the most powerful email marketing platform out there. But all of its advanced features do come at a cost; for a while now, it’s been more expensive than rivals like Mailchimp.

Well, there’s some bad news. The price gulf between Klaviyo and its rivals is set to grow a little more this year, as the company is introducing a new pricing policy which could see your monthly bill increase by up to 25%. There’s never a good time for a price increase, but with the current economic picture already looking less than rosy here in the UK, this news comes at a particularly challenging time for many businesses.

But before you rush to cancel your subscription and move your email marketing elsewhere, we’re going to take a closer look at why prices are increasing, whether these increases are justified and what you can do to keep your bill as low as possible.

Why is Klaviyo increasing its prices?

Here’s the thing: Klaviyo’s pricing tiers aren’t actually changing. 

Instead, the company is clamping down on a loophole that allowed businesses to pay only for the volume of ‘emailed contacts’ they had, rather than their database of ‘active profiles’. By active profiles, we mean all contacts that are still subscribed, even if they haven’t opened one of your emails in months.

Now, instead of just paying for the number of contacts you email each month, you’ll instead pay based on how many active profiles you have in your account, regardless of whether you’ve sent out any emails to them recently or not.

Essentially, you’ll only have to worry about prices going up if you have a higher number of active profiles than you do emailed contacts. If you send a newsletter to all of your active profiles each month, for instance, you shouldn’t be charged any more than you usually are.

All of this means that Klaviyo’s price increases only impact existing accounts. If you’re not yet signed up with Klaviyo but were considering making the switch, base plan prices aren’t set to increase any time soon.

Price increases are being capped… for now

Here’s another tidbit of positive news. At least for now, Klaviyo is capping the price increase to 25%, which will no doubt come as a relief for brands with a large database of active profiles that only receive occasional emails. 

If you’re one of the affected brands, you’ll have two options. Either retain your current plan and pay a higher price, or downgrade your plan and restrict the amount of active profiles you can store on your account.

There’s no word yet on whether the 25% price cap is a short or long-term one. Some are speculating that this cap will eventually be removed but, until there’s an official statement from Klaviyo to that effect, it remains just that: speculation. 

When is the increase set to take effect?

18 February. That’s the date to put in your calendar. If you want to avoid paying extra, you’ll have until then to make changes to your account. We’ll run through what you can do to keep prices to a minimum below…

How to keep costs as low as possible

If you’re one of the brands affected by Klaviyo’s 2025 price changes, here’s what you can do to keep costs to a minimum.

Do a bit of spring cleaning

We know it’s not quite springtime yet, but it might be worth getting the duster out a little early. 

If you want to keep using Klaviyo without paying any extra, you’ll need to clean up your database and remove as many active profiles as you can – enough to take you below the threshold and prevent your bill from rising.

If you have contacts in your database that aren’t interacting with your content or buying your products, it might be time to wave goodbye. Klaviyo’s analytics tools make it easy to spot which contacts are engaged and which aren’t, so whittling down your list shouldn’t be too difficult (just time-consuming).

It’s always a good idea to sort through your contact list every now and then, anyway. If you’re wasting money sending emails to people that aren’t even looking at them, removing those people from your list is a no-brainer. 

Once you’ve cut down your number of active profiles, you can then downgrade your account plan to pay the same amount you were paying before. Problem solved.

Switch to another platform

If you’re not prepared to trim down your database of active profiles and aren’t willing to pay higher prices, your only other option is to leave Klaviyo behind and switch to a different platform. 

If you’re unsure whether or not to ditch Klaviyo, keep on reading. 

Is Klaviyo still worth the money?

You might think we’re biased. We’re a Klaviyo partner after all, and it’s our email marketing platform of choice. But the thing is, this is only the case because we’ve spent years working with a variety of different platforms and Klaviyo continues to come out on top. 

Some might prefer the friendly appearance and intuitive nature of Mailchimp, but in the right hands, Klaviyo remains untouchable. The company knows this, which is presumably why they feel confident enough to increase their prices.

If you’re getting the most out of Klaviyo’s features and the platform continues to deliver good results for you, the 25% price hike will be justified. Conversely, if you’re just starting out with email marketing and need a cost-effective solution to help you grow, you might want to look elsewhere.

The truth is, Klaviyo has always been a more expensive option. But what matters more than anything is return on investment. If you’re confident that Klaviyo will continue to deliver more of a return than any other platform, why look elsewhere?