How Braze prices
Captured September 19, 2026 at 1440px wide.
How does Braze pricing work?
The value metric is the active customer. 'Pricing scales with your Monthly Active Users (MAU), the customers who actively interact with your brand across your digital experiences.' Braze stores the full audience and aligns spend to active users 'so you get full context without paying for dormant profiles'. On top of the MAU base sit Action Credits, 'a flexible credit-based model that works across every channel and certain BrazeAI™ products', usable across email, SMS, in-product messaging and BrazeAI Agent Console. Packaging is four Platform Editions, each 'Everything in' the edition below plus a step up: Select adds orchestration and security, Pro adds predictive AI and recommendations, Enterprise adds enterprise-grade infrastructure and governance.
The motion is sales-led with a product-led door. The hero pairs 'Get pricing' with 'Start a free trial', and the close pairs 'Talk to an expert' with 'Try Braze for free'. Each edition is priced in a conversation, which gives the sales team room to fit MAU volume, credit pools and contract terms to each brand. The page runs from 'Explore pricing and packaging options and get started with Braze' through the four edition cards, a 'Features included in every tier' panel of about 30 capabilities, sections explaining MAU and Action Credits, a services and community block, and an eight-question FAQ that covers contract shape, MAU versus profile, and how credits work.
Under the hood this is a contact-scaled platform subscription with a consumption pool on top. MAU sets the size of the platform, and Action Credits meter what the brand sends and runs, with a single currency standing in for a per-channel rate card. The three credit cards make the strategy explicit: 'Unlock cross-product agility', 'Move faster', and 'Experiment with less risk'. A brand can shift spend between channels, or try a new one, inside the pool it already holds. A broad common floor of features in every tier, from WhatsApp to SSO, means editions separate on orchestration depth, AI and governance. Pairing an audience metric with a fungible credit pool is a model worth borrowing for any multi-channel product.
What does Braze's pricing page do well?
- The MAU rationale is explicit: store the full audience, align spend to active users, and pay nothing for dormant profiles
- Action Credits work across email, SMS, in-product messaging and BrazeAI Agent Console, so channel mix can change inside one pool
- 'Features included in every tier' lists about 30 capabilities, including 2FA, SSO, SMS, WhatsApp and Cloud Data Ingestion, as the shared floor
- Editions are named and described by company stage, from 'early-stage growth teams' to 'engagement at massive scale', so a buyer self-selects on maturity
- 'Start a free trial' in the hero and 'Try Braze for free' in the close give practitioners a product-led path beside the sales path
What does Braze's pricing page reveal about its pricing strategy?
- Two meters with two jobs: MAU sizes the platform, and Action Credits meter channel and AI consumption
- A single credit currency across channels lets a brand reallocate spend or launch a channel without a new commercial agreement
- Editions stack 'Everything in' the one below and separate on orchestration, AI and governance, which places the cost of advanced capability in the higher editions
- Quote-based editions give the sales team room to set MAU bands, credit volumes and terms for each contract
- Letting customers 'Choose when and where to start tracking users' gives them a hand in how their own MAU count is defined
Learn with Orb
- ProductPrepaid credits Action Credits are one pooled currency spent across email, SMS, in-product messaging and BrazeAI; Orb's page covers how credit rates and the credit model shape where value is captured.
- GuideAn expert's guide to enterprise pricing for SaaS All four Platform Editions are priced in a conversation sized by MAU and credit volume; Orb's guide covers enterprise models and what to weigh when prices are set deal by deal.
Questions about Braze pricing
How much does Braze cost?
Braze prices its plans through its sales team, so the pricing page lists no starting price. The page shows 4 plans.
What pricing model does Braze use?
Braze prices by audience size, the number of contacts, subscribers or profiles, combined with credits and usage-based pricing. The page is built around talking to the sales team. Its plans are aimed mainly at enterprises.
Does Braze have a free plan?
Braze has no free plan, but its paid plans offer a free trial. Plans are priced through the sales team.
Does Braze offer an annual discount?
Braze's pricing page shows a single billing period. Terms for the plans priced through sales are set with the sales team.
How is Braze's pricing page laid out?
The page shows 4 plans and includes an FAQ. The breakdown above marks 14 points on it: 7 things it does well and 7 insights into the pricing.
How do Braze Action Credits work?
Action Credits are "a flexible credit-based model that works across every channel and certain BrazeAI™ products." Brands can use credits across any combination of email, SMS, in-product messaging, BrazeAI Agent Console™ and more, focusing spend where it delivers the strongest results. The same pool lets a brand launch new channels and evolve its strategy at any time. Teams can also "Adjust volumes based on performance" as customer needs evolve.
What counts as a Monthly Active User in Braze pricing?
Braze defines Monthly Active Users as "the customers who actively interact with your brand across your digital experiences" and scales pricing with that count. Brands store a complete view of their audience in Braze while aligning spend to active users. This gives full context "without paying for dormant profiles" across the whole audience. Customers also "Choose when and where to start tracking users" on their website or app.
What features are included in every Braze tier?
Braze lists a shared set of "Features included in every tier" across all four Platform Editions. It covers BrazeAI Operator™, BrazeAI Agent Console™, Cloud Data Ingestion, zero-copy segmentation, and Campaigns & Canvases. Every tier also includes channels such as Email, Push Notifications, SMS, MMS, RCS, WhatsApp, KakaoTalk and LINE, plus Two-Factor Authentication (2FA) and SAML & Single-Sign On (SSO).
From the page as captured September 19, 2026. Current prices are on braze.com
Customer.io
$100/mo for 5k profilesCustomer.io meters on profiles, people plus objects, and starts at '$100 per month / billed monthly for 5k profiles' with a profile selector built into the entry card. Seats are unlimited on every plan, and the Usage + Billing block prints the marginal rates: $0.009 per additional profile, $0.12 per additional 1,000 emails and $10 / 100K AI credits. From Premium up, profile and email volume are priced per customer, which is where the sales team shapes each deal.
ActiveCampaign
$15/moActiveCampaign prices four plans by contact band, each with a printed starting price and a 'Choose' button, and now adds AI credits as a second meter: every plan includes 500, with more available from checkout or the account. A single contact selector sits above the cards, and each card translates its plan into concrete numbers, from '15,000 email sends / month' to '1 user seat included'. Email sends still scale as a multiple of the contact limit, from '10x' to '15x'.
Klaviyo
FreeKlaviyo's pricing page opens on 'Klaviyo pricing: Start with a free plan' and presents a single plan in depth: Free, with 'Up to 250 active profiles', '500 email sends/month' and dollar allowances of '$5 of mobile messages/month' and '$5 of Composer usage/month'. A Platform sidebar routes paid pricing to product pages for Marketing, Data + Analytics, Service, Composer and Customer Agent, and a 'Build a plan' button opens the composable path.