Klaviyo is rolling out some exciting updates starting 18th February 2025, and they’re all about making life easier and pricing smarter.
The email marketing platform said: “These changes reflect our dedication to providing greater value to our customers while integrating valuable feedback from both partners and customers throughout 2024.”
Klaviyo started sharing this news with affected customers on 14th January, so you should expect follow-ups in the lead up to the big day in February.
So, what’s new, and more importantly, what do you need to know to make these changes work for you? Let’s break down the updates:
What’s New? Let’s Break It Down
1. Pricing changes – it’s time to clean up your lists
Klaviyo has said that, come February 18th, they will start charging based on active profiles – that is, anyone engaging with your emails, SMS, or other channels.
So, what should you do? Clean your lists!
- Remove inactive contacts.
- Suppress people who haven’t engaged in a while.
- Focus on your most active and valuable subscribers.
This way, you can cut costs and maintain strong email campaigns.
2. Automatic Upgrades/Downgrades
We know that for many Shopify store owners, email and SMS traffic spikes around busy seasons like Black Friday or Christmas.
The updated Flexible Sending is here to make those peaks stress-free:
- Email Plans: During those high-demand times, your plan will automatically upgrade to handle the extra sending volume. Once things slow down, your plan will downgrade again at the next billing cycle – no reminders or manual adjustments required!
- SMS Plans: If you’re on a plan of $495/month or higher, Flexible Sending works the same way for SMS.
Similarly, if your active profile list is fluctuating, or you are, indeed, cleaning up your profile lists, Klaviyo is introducing automatic plan adjustments for that, too:
- Auto-Downgrade: If your active profile count drops, your email plan will automatically move to a lower tier at the start of your next billing cycle.
- Auto-Upgrade: Got more active profiles? Same sort of thing: your plan will automatically adjust to fit your growing audience.
These changes mean you’ll always be on the right plan, whether you’re scaling up or tidying up your customer base.
3. Appreciation Discount
Worried about how this affects your costs? Don’t: Klaviyo is giving existing customers a special Appreciation Discount to ease the transition.
This discount will limit any email plan price increases to a maximum of 25% (based on your recent usage). Bonus: If you downgrade your plan, the discount adjusts, but if you upgrade, it won’t increase
TL;DR, or in summary
Busy day ahead of you? We got you:
- Starting February 18, 2025, Klaviyo is rolling out flexible email and SMS plans that automatically adjust for seasonal spikes, alongside profile-based auto-upgrades and downgrades to keep businesses on the right plan.
- To ease transitions, a 25% Appreciation Discount will limit price increases for existing customers.
- They will also be charging only for active profiles – so it might be time to clear out inactive subscribers.
- These updates aim to simplify billing, align pricing with customer growth, and provide better value.
- Notifications started January 14, 2025.
Do you need more help with these changes? Or want to talk about how you can integrate Klaviyo with your Shopify store to enhance your email marketing and conversions? Get in contact with us via our website.
We also send out tips and tricks in our newsletter Shopify Insider, which includes advice for both Shopify store owners and Klaviyo users. Sign up to that here so that you don’t miss out on any more expertise in achieving higher conversions.
