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Klaviyo

Email and SMS marketing platform with a free in-admin tier

Overview

Klaviyo was founded in 2012 by Andrew Bialecki and Ed Hallen and is headquartered at 125 Summer Street in Boston.[2] It began as an email tool for online stores and has grown into a customer-data and marketing platform with SMS, MMS, RCS and WhatsApp products; the company reports more than 205,000 paying customers in over 100 countries and more than 2,000 employees.[2][3] Klaviyo reports results publicly, showing third-quarter 2026 revenue of US$387 million, up 25% year on year.[4]

Its SMS product shares the same profiles, segments and flows as email, so an abandoned-cart journey can branch between channels based on a subscriber’s consent and behaviour. Compliance tooling is built in: quiet hours by area code (9 pm to 8 am for other US states), age gating for alcohol brands, separate marketing and transactional consent, and a Compliance Hub with a health score.[3] SMS is available in 23 listed countries across North America, Europe, Australia, New Zealand and Mexico.[3]

Pricing is the main limitation for SMS-heavy senders. Klaviyo’s plan page lists US$5 of mobile messages a month on its plans but does not publish a full per-message rate card, and its own comparison table shows SMS as an add-on for paid plans, which conflicts with the plan list.[1] The SMS product page’s calculator shows US$15 for 1,000 US toll-free messages a month.[3]

Klaviyo features

  • SMS, MMS and RCS from shared customer profiles
  • Automated flows triggered by store events
  • Quiet hours and age gating
  • Compliance Hub with health score
  • SMS in 23 listed countries
  • 400+ integrations
  • E-commerce flows (abandoned cart, post-purchase)
  • Email and SMS/MMS

Klaviyo pricing

Free plan: US$0, up to 250 active profiles, 500 emails a month and US$5 of mobile messages a month. Email: US$20/month. Marketing: US$25/month (promotional US$1 first month on eligible plans, up to 5,000 active profiles). Custom: quote-based above 150,000 active profiles. Calculator example: 1,000 US toll-free messages for US$15/month.

Klaviyo strengths and limitations

Strengths

  • SMS and email share one profile and segment model
  • Detailed US compliance controls
  • Free plan includes some message credit
  • Broad integration catalogue
  • Strong use of e-commerce and purchase data
  • Free plan

Limitations

  • No full per-message rate card on the pricing page
  • Pricing page is inconsistent on whether SMS is included or an add-on
  • Costs scale with active profiles as well as messages
  • Less suited to non-ecommerce senders
  • Costs rise with active profiles
  • Free plan sends only 500 emails a month

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