Braze and Klaviyo both send email, SMS, push and WhatsApp from one dashboard. Braze began as Appboy in 2011, built for mobile app engagement, and sells quoted contracts to mid-market and enterprise brands. Klaviyo began as email marketing for online stores, reads store orders and product catalogs out of the box, and publishes self-serve plans.
Where Braze and Klaviyo differ
Short answer
| If you need | Choose |
|---|---|
| Your store runs on Shopify and email drives most of its revenue |  Klaviyo |
| You want to start on a free plan and price the next tier yourself | Klaviyo |
| A small marketing team with no engineer will run the messaging | Klaviyo |
| Your product is a mobile app and in-app messages drive retention |  Braze |
| Journeys need experiment paths, a holdout group and many branches | Braze |
| You message users on LINE or KakaoTalk | Braze |
| You need more automation than a campaign tool gives |  SuprSend |
Need a deeper, more automated notification system than a campaign tool gives? Choose SuprSend
SuprSend is an agentic notification platform for product alerts and customer engagement messages, across email, SMS, push, WhatsApp, Slack, Microsoft Teams and an in-app inbox, with tenants, translations and preferences built in. Its workflows batch events into digests, fall back to a second provider when delivery isn’t confirmed, and check each user’s channel choice per category, with every step logged. AI agents build and change them. G2 reviewers rate its setup 9.4 out of 10, against 8.5 for Klaviyo and 7.6 for Braze.
| SuprSend | Braze | Klaviyo | |
|---|---|---|---|
| Digest of product events | Batch window or a schedule the user picks | One message per event | One message per event |
| Provider fallback | Second provider when delivery isn’t confirmed | Braze’s own delivery | Klaviyo’s own delivery |
| User preferences | Channels per category | Subscription groups | Preference page per list |
| What AI agents can do | Build and change workflows and templates, send, read logs | Read analytics; create templates | Create flows and campaigns; send |
| G2 rating | 4.8 from 129 reviews | 4.5 from 1,746 | 4.6 from 1,362 |
| G2 ease of setup | 9.4 from 72 reviews | 7.6 | 8.5 |
Feature by feature
From both pricing pages, both documentation sites and G2’s compare page, September 2026. Where a feature depends on the plan, the cell names the plan.
Basics
| Capability | Braze | Klaviyo |
|---|---|---|
| Billing unit | Monthly active users, plus Action Credits for channels and some AI products | Active profiles, every contact that can be emailed, plus a monthly send allowance |
| G2 rating | 4.5 from 1,746 reviews | 4.6 from 1,362 reviews |
| Largest reviewer segment | Mid-market, 55.2 percent | Small business, 82.1 percent |
| G2 ease of setup | 7.6 out of 10 | 8.5 out of 10 |
Channels
| Capability | Braze | Klaviyo |
|---|---|---|
| YESPlus a separate API-triggered transactional email channel | YES | |
| Mobile push | YES | YES |
| SMS, MMS and RCS | YES | YES |
| YES | YES | |
| LINE and KakaoTalk | YES | NO |
| In-app messages | YES | YESIn-app forms as pop-up, full page or flyout |
| Lasting in-app feed | YESContent Cards and Banners | NOIn-app forms close once dismissed |
Journeys, segments and testing
| Capability | Braze | Klaviyo |
|---|---|---|
| Journey builder | Canvas with action, audience and experiment paths, decision splits, agent steps and version history | Flows with trigger and conditional splits, time delays and A/B tests |
| Segments | Segments, plus SQL Segment Extensions on warehouse data | Segments on profile, event and catalog data, with predicted lifetime value and churn risk |
| Warehouse data in and out | Cloud Data Ingestion in, Currents streaming out | Import and export on Advanced KDP, a paid add-on |
| A/B testing | Multivariate, experiment paths and a global control group | A/B tests in campaigns and flows |
| Preferences | Subscription groups and a preference centre | Preference page, account-wide or per list |
| Transactional messages | Separate transactional email channel, sent by API | Flow emails marked one by one, each approved by Klaviyo within one business day; an edit removes the status |
Developers and agents
| Capability | Braze | Klaviyo |
|---|---|---|
| API sends | API-triggered campaigns and Canvases | Events sent by API trigger flows |
| Webhook step in journeys | Webhook messages in campaigns and Canvas | Webhook actions in flows |
| MCP server | Beta: reads analytics and segments, creates templates and content blocks, no user-level data | Over 260 tools: creates flows, campaigns, templates and segments, sends campaigns |
| CLI | No CLI | Calls every API operation; its file-based workflow is retired |
| Built-in AI | BrazeAI Operator, Agent Console and Decisioning Studio | Composer creates flows and campaigns from a prompt; Customer Agent answers shoppers |
Pricing
A worked example: a store with 60,000 contacts it can email, of whom 12,000 use its site or app in a month. Klaviyo sizes the plan on all 60,000 active profiles. Braze sizes the contract on the 12,000 monthly active users, five times fewer, and draws each email and SMS from an Action Credit pool. Klaviyo shows that tier’s price on its pricing page; Braze gives it in a quote.
| Capability | Braze | Klaviyo |
|---|---|---|
| Entry plan | Braze Go, price on request | Free: up to 250 active profiles, 500 emails and $5 of mobile messages a month |
| Paid plans | Go, Select, Pro and Enterprise, quote only | Email, and Email plus mobile messages, priced by active-profile tier and billed monthly |
| How to start | Free trial, then a quote | Free plan, then self-serve |
FAQ
Is Braze better than Klaviyo?
BrazeBraze is better for an app-first brand that needs Canvas journeys with experiment paths, a lasting in-app feed, and messaging apps such as LINE and KakaoTalk, and can support a quoted contract and a longer setup.
KlaviyoKlaviyo is better for an online store whose revenue runs through email and SMS, that wants store data connected without code, a free plan to start on and prices it can read before talking to sales.
Which is cheaper, Braze or Klaviyo?
They bill on different units. Klaviyo charges on every contact it can email, so a large list costs the same whether you email it or not. Braze charges on monthly active users plus Action Credits, so a large database with few active users costs less than its size suggests. Klaviyo is cheaper to start and the one you can price without a sales call.
Can I use Braze and Klaviyo together?
Some brands run Klaviyo for store email and Braze for the app. Each keeps its own profiles, subscriptions and opt-outs, so a user who unsubscribes in one still receives messages from the other unless you sync the two.
What moves when switching from Klaviyo to Braze?
Profiles move by email or external ID, profile properties become custom attributes, events keep their names, and catalogs move to Braze catalogs. Lists and segments are rebuilt, flows are rebuilt as Canvases, and templates move from Klaviyo’s template tags to Liquid. The store connects through Braze’s Shopify integration, and the app adds the Braze SDK.
What if we need more than a campaign tool gives?
SuprSend runs product alerts and campaigns from workflows that digest events, fall back between providers and follow each user’s channel choices.