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Klaviyo Free Plan: What You Get, What You Don't, and When to Upgrade

Klaviyo's free plan is one of the most generous in email marketing. You get 250 contacts, 500 sends, 150 SMS credits, and access to every automation flow - features that competitors like Mailchimp restrict to paid plans. Here is everything you need to know.

Updated 9 April 2026

What the Free Plan Includes

✓Up to 250 active contacts
✓500 email sends per month
✓150 SMS/MMS credits per month
✓All automation flows (abandoned cart, welcome, browse abandonment, etc.)
✓All email templates
✓CRM with full contact profiles
✓All integrations (Shopify, WooCommerce, BigCommerce, etc.)
✓Sign-up forms and pop-ups
✓A/B testing on campaigns
✓Basic segmentation
✓Real-time revenue tracking
✓Pre-built flow templates

What the Free Plan Restricts

✗Klaviyo branding on all emails (cannot remove on free plan)
✗Email-only support for first 60 days, then self-serve only
✗No predictive analytics (LTV, churn risk, RFM)
✗No advanced reporting or custom dashboards
✗No dedicated sending IP
✗No priority support
✗No Klaviyo Reviews add-on
✗Limited to 500 email sends (roughly 2 emails per contact per month)

Free Plan Comparison: Klaviyo vs Mailchimp vs Omnisend

FeatureKlaviyo FreeMailchimp FreeOmnisend Free
Free contacts250500250
Free email sends500/mo1,000/mo500/mo
Free SMS credits150/moNone60/mo
Automation flowsAll included1 flow onlyAll included
A/B testingYesNo (paid only)Yes
TemplatesAll includedBasic onlyAll included
SegmentationBasicBasicBasic
Shopify integrationFull nativeRebuilt (limited)Full native
Branding removedNoNoNo
SupportEmail (60 days)Email (30 days)Email + chat

Klaviyo's free plan stands out for including all automation flows, something Mailchimp restricts to paid plans. Omnisend matches Klaviyo on most features but includes fewer SMS credits (60 vs 150). For a full comparison of paid plans, see our Klaviyo vs Mailchimp and Klaviyo vs Omnisend guides.

When to Upgrade from the Free Plan

The free plan is excellent for getting started, but there are clear signals that it is time to move to a paid tier.

You exceed 250 contacts

This is the most common trigger. As soon as your list grows past 250, Klaviyo automatically upgrades you to the $20/mo tier. There is no way around this - if you need more than 250 contacts, you pay. The good news: $20/mo for 500 contacts with full automation is still excellent value.

You need branding removed

Every email sent from the free plan includes Klaviyo branding in the footer. For professional-looking stores that want clean, branded emails, this is a dealbreaker. Any paid plan removes the branding.

You want predictive analytics

Klaviyo's predictive analytics - including customer lifetime value (LTV), churn risk prediction, and RFM scoring - are only available on paid plans. These features are a major differentiator for Klaviyo and become increasingly valuable as your store scales beyond $500K/yr in revenue.

You need ongoing support

Free plan support is email-only and only available for the first 60 days. After that, you are limited to the help center and community forums. Paid plans include email and chat support with faster response times.

How to Maximize the Free Plan

Even if you plan to upgrade eventually, setting up your core automations while on the free plan means they are ready to generate revenue the moment your list starts growing. Here is what to prioritize:

  1. 1. Abandoned cart flow. This is the highest-revenue automation for any e-commerce store. Set up a 3-email sequence: first email at 1 hour, second at 24 hours, third at 72 hours. Expected recovery rate: 5-15% of abandoned carts.
  2. 2. Welcome series. A 3-4 email welcome sequence that introduces your brand, offers a first-purchase discount, and highlights bestsellers. Expected conversion rate: 30-50% open rate on the first email.
  3. 3. Browse abandonment. Trigger emails to contacts who viewed products but did not add to cart. This requires Shopify integration (included free) and is often overlooked by small stores.
  4. 4. Post-purchase follow-up. A 2-email sequence sent after first purchase: a thank-you email at 2 days and a review request at 7 days. Builds loyalty and generates social proof.
  5. 5. Sign-up forms. Create at least one pop-up form offering a discount code in exchange for email sign-up. Klaviyo's built-in forms are fully available on the free plan.

By the time your list grows past 250 contacts, these automations will already be running and generating revenue, making the $20/mo upgrade an easy decision. For a deeper analysis of whether Klaviyo is the right investment for your store, see our Is It Worth It? guide.

Frequently Asked Questions

How long can I stay on the Klaviyo free plan?
There is no time limit on the Klaviyo free plan. You can use it indefinitely as long as your active profile count stays at or below 250 contacts. Klaviyo does not force you to upgrade after a trial period. The free plan is a permanent tier, not a time-limited trial. Many small stores run successfully on the free plan for months or even years while building their initial subscriber base.
Do I need a credit card to sign up for Klaviyo free?
No, Klaviyo does not require a credit card to create an account or use the free plan. You can sign up with just an email address and start building forms, flows, and campaigns immediately. A payment method is only required if you exceed 250 active profiles or want to purchase additional SMS credits beyond the included 150.
Can I do A/B testing on the Klaviyo free plan?
Yes, A/B testing is fully available on the free plan. You can test subject lines, send times, content variations, and from addresses. This is a significant advantage over competitors like Mailchimp, which restricts A/B testing to paid plans. The main limitation is your small send volume (500/mo), which may not produce statistically significant results for subtle variations.
Does the Klaviyo free plan include SMS?
The free plan includes 150 SMS/MMS credits per month. One domestic SMS costs 1 credit, one MMS costs 3 credits, and international messages cost 3-12 credits. This is enough for basic abandoned cart SMS or a small welcome series. If you need more, additional credit packages start at $15/mo for 1,250 credits.
What happens when I exceed 250 contacts on the free plan?
When your active profile count exceeds 250, Klaviyo automatically upgrades you to the next paid tier at $20/mo for up to 500 contacts. This happens without warning, so you will see the charge on your next billing cycle. To prevent this, regularly review your contact list and suppress inactive or unengaged profiles before they push you over the limit.

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