Brevo
An email-first customer engagement platform covering SMS, WhatsApp, CRM, and automation from a single dashboard.
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Brevo is the clearest choice for small businesses and solo operators who want email marketing, transactional messaging, and basic CRM without paying per contact. The jump from Standard ($18/month) to Professional ($499/month) is steep, and teams needing more than three marketing seats will hit that wall fast. If you run a large list with heavy automation needs, Klaviyo or ActiveCampaign will serve you better, even at higher cost.
What is Brevo?
Brevo is a customer engagement platform built around volume-based email pricing, meaning businesses pay based on how many emails they send rather than how many contacts they store. Core capabilities include email campaign creation with a drag-and-drop editor, transactional email and SMS via API and SMTP, marketing automation, A/B testing, advanced segmentation, and a built-in CRM with deal pipelines. The platform connects with over 150 third-party tools including Shopify, WordPress, Stripe, and Zapier.
Brevo serves entrepreneurs, small businesses, and mid-market teams across web, iOS, and Android. AI features under the Aura AI label include a content generator, send-time optimization, and an AI Data Analyst. Additional channels such as WhatsApp, mobile push notifications, and a customer loyalty program are available on higher-tier plans. Developers can access a full API, SDKs, and SMTP relay for custom integrations and transactional workflows.
How we scored Brevo
Capability scores well because Brevo genuinely covers email, SMS, transactional messaging, automation, CRM, and emerging AI features like MCP integration with ChatGPT and Claude, all in one platform. Ease of use reflects a well-documented drag-and-drop editor, email support on every plan including free, and a clean onboarding path for solo users, though the add-on complexity (logo removal, SMS credits, Sales Essentials) adds friction. Value is strong at the free and Standard tiers given the contact-storage model, but the $499/month Professional floor with no mid-tier option is a genuine penalty for growing teams, pulling the value score down from what the entry pricing alone would suggest. Delivery lands at 15 because the advertised plan prices routinely understate real cost: logo removal costs extra on Starter, SMS is never bundled, and the CRM is a separate purchase, a pattern that multiple independent reviewers flag as a gap between what the pricing page implies and what buyers actually pay.
Pros and cons
What we liked
- Volume-based pricing lets businesses store up to 100,000 contacts on the free plan and up to 500,000 on Starter and Standard, without paying per contact.
- AI content generation, MCP integration with ChatGPT and Claude, and AI send-time optimization are available below the $499/month Professional tier.
- Transactional email via API and SMTP is included on every plan, including free, with unlimited log retention and webhook support.
Where it falls short
- The gap between Standard ($18/month) and Professional ($499/month) is the sharpest pricing cliff in the category: there is no mid-tier, so a team needing a fourth marketing seat or WhatsApp access faces a 27x price increase.
- SMS credits are sold separately on every plan and are not bundled, so the advertised plan price understates real cost for any business using SMS regularly.
- The Brevo logo removal on Starter costs an additional $9/month as a paid add-on, meaning the effective cost of a logo-free Starter plan is $18/month, the same as Standard.
Key features
Brevo pricing
Free plan allows 300 emails per day to up to 100,000 contacts with no time limit. Starter starts at $9/month for 5,000 emails/month. Standard starts at $18/month for 5,000 emails/month and adds marketing automation, A/B testing, and one landing page. Professional starts at $499/month for 150,000 emails and enables WhatsApp, mobile push, 10 seats, and phone support. Enterprise is custom-priced. SMS credits are sold separately on every plan. Annual billing saves roughly 10%.
| Plan | Price | Who it is for |
|---|---|---|
| Free | $0 | 300 emails per day, up to 100,000 contacts, drag-and-drop editor, basic templates, email and SMS campaigns, automation for up to 2,000 contacts, 1 user seat, Brevo branding on all emails. |
| Starter | $9/month | From 5,000 emails per month (scales up to 100,000), up to 500,000 contacts, no daily sending cap, advanced segmentation, forms, basic reporting, email support in 6 languages. Brevo logo removal is a $9/month add-on. SMS credits sold separately. |
| Standard | $18/month | From 5,000 emails per month (scales up to 500,000), up to 500,000 contacts, everything in Starter plus unlimited marketing automation, A/B testing, advanced email reporting with click heatmaps, AI send-time optimization, web and event tracking, 1 landing page, no Brevo logo, up to 3 user seats. SMS credits sold separately. |
| Professional | $499/month | From 150,000 emails per month (scales up to 10 million), up to 2 million contacts, everything in Standard plus WhatsApp campaigns, popups, web and mobile push, contact scoring, advanced ecommerce features, AI segmentation, AI Data Analyst, 10 user seats, 10 landing pages, phone support, deliverability specialist support. |
| Enterprise | Custom | Custom email volume, unlimited contacts, dedicated IP, SSO, multi-account management, loyalty engine, custom integrations, SLA, dedicated account manager. |
Pricing reflects what we saw at time of review (2026-11). Always confirm current pricing on the tool's own site.
Who should use Brevo?
Brevo fits solo operators and small business owners who maintain large contact lists but send campaigns infrequently or in moderate volume. A Shopify store owner with 50,000 subscribers who sends two newsletters a month and needs abandoned-cart automation will get genuine value from the Standard plan at $18/month. The free plan's 100,000-contact ceiling with no time limit is also a realistic option for early-stage businesses that are still building their list.
Developers building transactional email into web apps will find the API and SMTP relay on every plan useful, and the pricing model rewards high-contact, lower-frequency senders in a way that contact-based tools do not. Teams of four or more marketing users, businesses that need WhatsApp campaigns without committing to $499/month, or organizations that want advanced ecommerce automation without a Professional plan should look elsewhere. LaspiPro is worth considering for very small teams that prioritize content creation across channels over campaign volume, while SmartLinks fits mobile-first growth teams that need deep linking and ASO alongside their marketing stack.
Skip it if: Teams needing multi-seat marketing access below the $499/month Professional tier, or businesses requiring WhatsApp and mobile push without enterprise spend.
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Frequently asked questions
Does Brevo charge based on the number of contacts I store?+
No. Brevo charges based on how many emails you send per month, not how many contacts you store. The free plan holds up to 100,000 contacts at no cost; Starter and Standard hold up to 500,000 contacts.
Is SMS included in the plan price?+
No. SMS credits are sold separately on every Brevo plan, including paid ones. US SMS starts at roughly $0.0109 per message credit. WhatsApp campaigns require the Professional plan at $499/month minimum.
Can I remove the Brevo logo from emails on the Starter plan?+
Yes, but it costs an extra $9/month as a paid add-on on Starter. The Standard plan includes logo removal in its base price of $18/month, making the effective cost of a logo-free Starter the same as Standard.
How many user seats do I get on each plan?+
Free and Starter plans include 1 seat. Standard includes up to 3 marketing user seats. Professional includes 10 seats. A team needing a fourth seat must jump from $18/month to $499/month.
Does Brevo offer a discount for annual billing?+
Yes. Annual billing saves approximately 10% across paid plans. The Starter plan drops from $9/month to roughly $8.08/month billed annually; Standard drops from $18/month to roughly $16.17/month.
Is the CRM included in the standard marketing plans?+
No. Brevo's CRM and sales pipeline tools are sold as a separate add-on called Sales Essentials and are not bundled into the Free, Starter, Standard, or Professional marketing plans.
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