Pricing behavior — Marketing Automation
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Pricing
Pricing for ActiveCampaign
How pricing changes as you scale: upgrade triggers, cost cliffs, and plan structure (not a live price list).
Sources linked — see verification below.
Freshness & verification
Pricing behavior (not a price list)
These points describe when users typically pay more and what usage patterns trigger upgrades.
Actions that trigger upgrades
- Need predictive sending and split automations—requires Professional ($149/mo)
- Need custom objects and advanced CRM features—requires Professional tier
- Site messaging and in-app chat—requires Professional tier
- Contact count beyond 25,000—pricing jumps become significant
- Need advanced attribution reporting—ActiveCampaign's reporting may not be enough; consider HubSpot
What gets expensive first
- API rate limits: 5 requests per second on Lite/Plus; can bottleneck data-heavy integrations
- CRM deal pipeline limited to basic fields on Lite—custom fields need Plus tier
- SMS requires additional credits purchased separately; not included in base pricing
- Transactional email (Postmark) is a separate product—not built into ActiveCampaign
- Migration from other platforms: contact history imports are limited; behavioral data doesn't transfer
- Annual billing required for best pricing—monthly billing is 20–30% more expensive
Plans and variants (structural only)
Grouped by type to show structure, not to rank or recommend SKUs.
Plans
- Lite - $29/mo for 1,000 contacts - Email marketing + automation builder
- Professional - $149/mo for 1,000 contacts - Predictive sending, split automations
Plus
- Plus - $49/mo for 1,000 contacts - CRM, lead scoring, SMS, landing pages
Enterprise
- Enterprise - Custom pricing - Custom objects, dedicated account rep
Next step: constraints + what breaks first
Pricing tells you the cost cliffs; constraints tell you what forces a redesign.
Open the full decision brief →Sources & verification
Pricing and behavioral information comes from public documentation and structured research. When information is incomplete or volatile, we prefer to say so rather than guess.