Klaviyo Price Hike, January 2025, Klaviyo just got more expensive for many small businesses

by | Jan 20, 2025 | E-commerce News

From Feb 18th, Klaviyo announced that it will be enforcing “profile compliance” on legacy accounts — which means it will be billing customers based on total active profiles in their Klaviyo account, not just contacts they e-mail.

Klaviyo will also be automatically bumping customers to a higher plan if they have more active profiles than the plan allows. They put a 25% cap on the price hike for now to give merchants time to clean their lists, but there's anticipation that they'll remove the cap at some point in the future. 

Previously, there was a loophole merchants could use to pay only for emailed contacts, but now Klaviyo is enforcing billing based on ALL active profiles in the account.

Lou Mintzer explained on LinkedIn: 

This isn't a price increase.

Klaviyo has always had profile limits—they just were not enforced, literally. Confusing? Yes. But this change brings clarity.

The maximum cost increase is 25%. If you’re on top of your data hygiene, you won’t see any price increase.

The new “Flexible Sending” feature now makes it WAY EASIER to handle seasonal spikes without constantly upgrading or downgrading plans.

There has been a lot of confusion and misinformation circulating the web about the “price hike” — and I blame Klaviyo for this. I personally did not receive an e-mail about the price changes (despite being an Admin on multiple Klaviyo accounts) and the company didn't share the e-mail or information about the price hike on its blogcommunity forum, or LinkedIn page

It annoys me beyond belief when companies publicly share every detail in the world about new features, but bury information related to price increases or pricing policy changes in e-mails that get sent out once (and apparently not to everyone). The information should not be this difficult to find!

So forgive me if any of the information above about the price change is incorrect (I'll let you know in a future edition if I'm made aware), but that's the best I could compile after perusing dozens of posts and articles across various networks. 

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