Braze doesn't publish prices. Every Braze contract is a custom quote built from four parts: a Platform Edition, a number of Monthly Active Users, a pool of Action Credits and CX Services, according to Braze's pricing page. To get a number, you talk to Braze sales.
There's also a new reason to look closely at a Braze contract. On October 20, 2026, Salesforce signed a definitive agreement to acquire Braze for about $5.66 billion in enterprise value. The deal is expected to close in Salesforce's fiscal year 2028, pending approval from Braze shareholders and regulators. The announcement doesn't mention any change to Braze pricing or packaging, and Braze's CEO said the company will keep building as Braze.
Either way, Braze is hard to budget for from the outside. This guide explains what each part of a Braze contract measures, what the four editions add, which features depend on your package, and what to have ready before your first pricing call. It doesn't guess at dollar figures. Braze doesn't publish any, and we'd rather not print numbers nobody can check.
How Does Braze Pricing Work?
Braze pricing works on a contract, not a price list. Braze says each contract combines a Platform Edition tailored to your business, Monthly Active Users and Profiles, an allotment of Action Credits for messaging and AI features, and CX Services for support. You can add extra products from the Braze Data Platform and BrazeAI suite on top as add-on SKUs.
| Contract part | What it measures | What makes it grow |
|---|---|---|
| Platform Edition | The feature set you get: Go, Select, Pro or Enterprise | Needing more governance, AI or scale |
| Monthly Active Users and Profiles | People who record a session on your Braze-connected app or website each month | More active users, or tracking more visitors |
| Action Credits | One shared pool spent on messages and some AI features | More sends, or channels that use more credits per message |
| CX Services | Support and service plans | More hands-on implementation, strategy or support |
| Add-on SKUs | Extra Braze Data Platform and BrazeAI products | Each product you add |
Most email tools charge by the number of contacts on your list. Braze doesn't. Its pricing scales with monthly active users, and messages draw on a separate credit pool. If you're coming from a contact-priced tool, you'll need two numbers to estimate a Braze quote: how many people are active each month, and how many messages you send them on each channel.
Does Braze Have a Free Plan or Free Trial?
Braze doesn't offer a free plan. Its pricing FAQ says companies can explore the platform through trials, startup programs and other tailored entry plans instead. Braze also advertises a 14-day free trial. Braze doesn't publish the terms of its startup programs, so ask your account manager whether one applies to you.
What Do the Four Braze Platform Editions Include?
Braze sells four Platform Editions: Go, Select, Pro and Enterprise. Each edition includes everything in the one below it. Go covers core Braze features for early-stage growth teams. Select adds orchestration and security features, Pro adds predictive AI and personalized recommendations, and Enterprise adds enterprise-grade orchestration, infrastructure and governance.
| Edition | Who Braze builds it for | What it adds |
|---|---|---|
| Braze Go | Early-stage growth teams activating customer data and launching cross-channel messaging | Core Braze features and functionality |
| Braze Select | Companies scaling across more channels and team members | Increased orchestration, enhanced security features and user provisioning |
| Braze Pro | Brands optimizing performance with BrazeAI and personalization | Predictive AI, AI personalized recommendations, expanded dashboard user group administration and Message Prioritization |
| Braze Enterprise | Enterprises running engagement at massive scale | Enterprise-grade orchestration, infrastructure and governance, plus advanced experimentation with BrazeAI Agent Console |
The more useful list is what every edition shares. Braze says every tier includes email, push notifications, SMS, MMS, RCS, WhatsApp, KakaoTalk and LINE. It also includes in-app messages, Banners, Content Cards, landing pages, Campaigns and Canvases, and Cloud Data Ingestion. Security basics come in every tier too, including two-factor authentication and SAML single sign-on.
So the edition decision is mostly about governance, AI and scale. It isn't about which channels you can use. If your shortlist of must-haves is mostly channels, start the conversation at Go and ask what would push you higher.
How Does Braze Count Monthly Active Users?
Braze defines a Monthly Active User as any unique person who records a session on your Braze-connected app or website during a calendar month. You decide who counts. You can track every visitor, including anonymous traffic, or limit tracking to logged-in users. Each MAU in your plan comes with an allotment of Profiles for storing user data.
A Profile is the stored record of one person. It holds the traits and behaviors you use to personalize messages. Braze says every MAU includes a large allotment of Profiles, because your total user base is usually bigger than your monthly active audience. That lets you keep data on people who haven't visited in a while without paying for them as active users.
The tracking choice is the lever you control. Tracking anonymous visitors gives you behavior data from before people sign up, and it also adds those visitors to your MAU count. Tracking only logged-in users keeps the count lower, but you lose that pre-signup behavior.
Decide which you need before you ask for a quote. It changes the number Braze prices against, and it's much easier to settle up front than to renegotiate later.
How Do Braze Action Credits Work?
Action Credits are a single pool of credits you buy as part of a Braze contract. You spend them across channels and some AI features, and each action uses a different number of credits. Braze's own example is that an SMS may cost 1 credit while a WhatsApp message may cost 5. Spend can move between channels without a new contract.
Think of it like a prepaid transit card. You load one balance, and each ride deducts a different fare depending on the line you take. Braze lists these features as covered by Action Credits:
- SMS, MMS and RCS
- WhatsApp, LINE and KakaoTalk
- Content Cards and Banners
- Message Archiving, Audience Sync and Webhooks
- BrazeAI Agent Console and BrazeAI Decisioning Studio Go
Push notifications and in-app messages aren't on that list. Braze includes both channels in every edition, but its Action Credits FAQ doesn't say how they're counted. If your app depends on push or in-app messages, ask your Braze rep how that usage affects your contract.
To size a credit pool, list your monthly volume per channel. A program that's mostly email draws on the pool differently from one heavy on WhatsApp, and those volumes are what your allotment has to cover. Braze says its reporting and billing dashboards let you monitor usage throughout your contract.
Which Braze Features Depend on Your Package?
Some Braze features depend on your package instead of coming with every contract. Braze's docs say transactional email is only available in select packages, and a Currents connector is included in many pro and enterprise-level packages. Landing page limits depend on your plan. Braze also sells add-on SKUs across its Data Platform and BrazeAI products.
| Feature | What Braze's docs say | What to ask |
|---|---|---|
| Transactional email | Available only as part of select Braze packages | Is it in my package, and how is it counted? |
| Currents | A real-time stream of engagement events to a data warehouse or analytics partner. A connector is included in many pro and enterprise-level packages | How many connectors and which event types are included? |
| Landing pages | The free tier allows 5 published pages and 1 custom domain per company. The pro tier adds 20 pages and 5 domains, plus Liquid personalization and prefilled form fields | Which landing page tier is in my quote? |
| Add-on SKUs | Extra products across the Braze Data Platform and BrazeAI suite | Which features in my demo are add-ons? |
| CX Services | Support and service plans, including 24x7x365 support | Which support plan is quoted? |
The pattern to watch is a demo that shows everything Braze can do while the quote covers less. Ask your rep to mark which features in the demo come with your edition and which are add-ons or package-dependent. It's easier to settle that before you sign than after.
How Should You Prepare for a Braze Pricing Call?
Prepare six answers before a Braze pricing call. You'll need your monthly active users, total profiles, monthly volume per channel, must-have edition features, package-dependent features and the support you want. Each one maps to a part of the Braze contract, so having them ready means the quote you get back reflects your actual program.
- Count your monthly active users, and decide whether anonymous visitors should count.
- Count your total profiles, including people who haven't been active recently.
- List monthly volume by channel: email, SMS, WhatsApp, push and in-app.
- Check your must-have features against the edition table. Predictive AI and Message Prioritization sit in Pro, and user provisioning sits in Select.
- Name the package-dependent features you need, such as transactional email, Currents or extra landing pages.
- Pick the support and implementation help you want from CX Services.
Bring the same list to every vendor you're comparing. A cross-channel platform and an email tool price different things, and the list shows you which of those things you'll actually use.
Is Braze or SendX the Better Fit for Your Budget?
Braze fits teams that need cross-channel engagement across an app and a website, including push, in-app messages and SMS, and that are ready for a contract-based quote. SendX fits teams whose main channel is email and who want published prices. SendX plans start at $10 a month for 1,000 contacts, with a 14-day free trial and no credit card.
| Braze | SendX | |
|---|---|---|
| How you're billed | Monthly active users plus a pool of Action Credits | Number of contacts |
| Published prices | No, quote only | Yes, on the pricing page |
| Free plan | No | No |
| Free trial | 14 days | 14 days, no credit card |
| Channels | Email, push, in-app, SMS, MMS, RCS, WhatsApp, LINE, KakaoTalk, Content Cards, Banners and landing pages | Email, with forms, pop-ups and landing pages. SMS in workflows is in beta |
| Best fit | App-centered brands running cross-channel journeys | Email-first teams that want to start without a sales call |
Braze is the right choice if mobile push, in-app messaging or cross-channel journeys from one platform are central to your plan. It's also the stronger fit if you want predictive models like churn prediction built in. It's the wrong choice if email is most of what you send and you'd rather not size MAU counts and credit pools to get a price.
If you're in that second group, SendX pricing is published by contact count. Core starts at $10 a month for 1,000 contacts, Professional starts at $233 a month for 20,000 contacts, and annual billing takes 25% off. You don't pay per seat, and marketing emails aren't charged per send. Visual workflows, forms and landing pages come with every plan, and so does one-time list cleaning for your contacts.
For a feature-by-feature view, see our Braze vs SendX comparison. If you're also weighing Klaviyo, our Klaviyo pricing guide covers that side, and the rest of our email tool pricing guides cover the other common options.
If the Salesforce announcement has you reviewing a Braze renewal, the six-step list above works for any vendor. Run it against your current contract and against SendX, then compare what you use with what you pay for.
SendX has sent more than 4.4 billion emails for over 3,000 businesses. You can start a 14-day free trial with no credit card and send your first campaign before you talk to anyone.
FAQs
Is Salesforce buying Braze?
Salesforce announced a definitive agreement to acquire Braze on October 20, 2026, for about $5.66 billion in enterprise value. The deal is expected to close in Salesforce's fiscal year 2028, subject to approval by Braze shareholders and regulators. The announcement doesn't mention changes to Braze pricing or packaging.
Does Braze charge for users who aren't active in a given month?
Braze prices on monthly active users, and each MAU includes an allotment of Profiles for storing data on everyone else. Braze says this gives you a full view of your audience without paying for dormant profiles. Ask Braze how many profiles your MAU tier includes.
Are push notifications paid for with Action Credits?
Braze's Action Credits FAQ lists email, SMS, MMS, RCS, WhatsApp, LINE, KakaoTalk, Content Cards, Banners, Message Archiving, Audience Sync, Webhooks and two BrazeAI products. Push notifications and in-app messages aren't on that list, though both are included in every edition. Ask Braze how they're counted in your contract.
Does Braze offer startup discounts?
Braze says companies can explore the platform through trials, startup programs and other tailored entry plans. It doesn't publish eligibility rules or terms on its pricing page, so ask Braze directly.
Is single sign-on extra on Braze?
No. Braze lists two-factor authentication, SAML and single sign-on, security settings and event logs, and granular permissions among the features included in every tier. Braze Select adds enhanced security features and user provisioning on top.
How can I track Braze usage during my contract?
Braze says it provides reporting and billing dashboards for monitoring usage throughout your contract. Check credit use by channel early, because moving volume toward channels that use more credits per message draws the pool down faster.
What does SendX cost compared with Braze?
SendX publishes its prices. Core starts at $10 a month for 1,000 contacts and Professional at $233 a month for 20,000 contacts, with 25% off annual billing. Braze doesn't publish prices, so a direct comparison needs a Braze quote for your MAU, channels and edition.
Does SendX support mobile push or in-app messages?
No. SendX is built for email, with forms, pop-ups and landing pages, and SMS in workflows is in beta. If push or in-app messaging is central to your plan, Braze or another cross-channel platform is the better fit.
