Klaviyo

Klaviyo is a B2C CRM that combines real-time customer data, marketing automation, analytics, customer service, and AI agents for consumer brands. Its marketing stack spans email, SMS, WhatsApp, mobile push, web experiences, reviews, and newer social-engagement workflows.

1. Customer data: Klaviyo Data Platform builds unified, continuously updated customer profiles from behavioral, transactional, marketing, service, and other first-party data. More than 350 prebuilt integrations and flexible APIs connect ecommerce platforms, POS systems, loyalty tools, support software, warehouses, and other sources, while profiles support real-time segmentation, personalization, attribution, and predictive properties such as churn risk and expected next purchase.
2. Marketing and journey automation: teams create campaigns and event-triggered flows across email, SMS, WhatsApp, mobile push, and web experiences using customer actions and profile attributes. Klaviyo Social Marketing, launched in July 2026, additionally brings Instagram comments, DMs, mentions, follower information, and user-generated content into customer profiles so social behavior can create subscribers, update segments, and trigger downstream journeys.
3. AI agents and service: K:AI is Klaviyo's intelligence layer. Composer, its AI marketing agent, analyzes customer data, campaigns, flows, segments, and performance to identify opportunities and build launch-ready campaigns while keeping final approval with the marketer. Customer Agent handles service interactions across web chat, email, SMS, and WhatsApp, including product questions, recommendations, order tracking, returns, exchanges, subscriptions, and human escalation.
4. Commercial considerations: marketing pricing scales primarily with active profiles and sending volume, while mobile-message usage and products such as Service, advanced data capabilities, AI agents, and Social Marketing can affect total cost. The current free plan supports up to 250 active profiles, 500 email sends per month, $5 of mobile messages per month, and 10,000 Composer credits.

Klaviyo is most relevant to B2C brands that want customer profiles, lifecycle marketing, analytics, service interactions, and AI-assisted campaign execution to work from the same real-time customer-data foundation.