Braze Pricing 2026: Editions, MAU and Action Credits

Search for a Braze price and you'll find plenty of numbers. None of them come from Braze. Its pricing page names four editions, explains the billing units and sends every visitor to a "Get pricing" form. That is normal for enterprise software, but it means the units matter more than any figure you read on a forum, because the units decide the bill. This guide sticks to what Braze documents on its own site, then puts it next to the alternatives that do publish entry prices.

Braze plans at a glance

The ladder is short and the steps are about depth, not access. Every edition already sends email and push. What changes as you climb is orchestration, governance, AI and scale. If your plan depends on predictive scores or AI product recommendations, note that Braze lists those from Pro upward.

What every Braze edition includes

Braze publishes a long "included in every tier" list, and it is the most useful part of the pricing page. It means a Braze Go contract is not a stripped-down trial product. Here is what the list covers as of October 2026:

• BrazeAI: BrazeAI Operator, BrazeAI Agent Console, generative AI, the Intelligence Suite, Personalized Paths and Personalized Variant, Winning Path and Winning Variant, Content Optimizer and BrazeAI Decisioning Studio Go.
• Braze Data Platform: Cloud Data Ingestion, zero-copy segmentation and personalization, custom data and catalogs, data transformation, and data export, reporting and analytics.
• Channels: email, push notifications, SMS, MMS, RCS, WhatsApp, KakaoTalk, LINE, in-app messages, Banners, Content Cards, landing pages, feature flags, Audience Sync, webhooks and message archiving.
• Journey orchestration: Campaigns and Canvases, engagement testing and experimentation, frequency capping and rate limiting, templates and media management, and locations and geofences.
• Trust and infrastructure: two-factor authentication, SAML single sign-on, security settings and event logs, and granular permissions.

One catch. "Included" means the feature is switched on, not that using it is free. Most of the channels on that list draw down Action Credits every time you send, which is where the next section starts.

What drives your Braze bill

Monthly Active Users and profiles

Braze says pricing scales with Monthly Active Users. It defines an MAU as any unique person who records a session on your Braze-connected app or website during a calendar month. The important word is "you": Braze lets you decide who counts. You can track every visitor if anonymous traffic matters to you, or limit tracking to logged-in users. A media site that tracks every anonymous reader and a subscription app that only tracks signed-in members can have very different MAU counts for the same total audience, and therefore very different quotes.

Profiles are the stored records of those people. Braze says every MAU in a plan comes with a large allotment of profiles, because your total customer base is usually bigger than the group active in any one month. In practice, that lets you keep lapsed customers on file for win-back campaigns without counting them as active users.

Action Credits

Instead of buying fixed volumes per channel, a Braze contract includes one pool of Action Credits. Braze lists what they pay for: email, SMS and MMS, RCS, WhatsApp, LINE, KakaoTalk, Content Cards, Banners, message archiving, Audience Sync, webhooks, BrazeAI Agent Console and BrazeAI Decisioning Studio Go. Each action uses a different number of credits. Braze's own example: an SMS may cost 1 credit, while a WhatsApp message may cost 5. The upside is flexibility, since you can move spend from email to Agent Console without signing for a new product. The downside is forecasting. The pricing page gives that one example, not a full rate card, so ask for the credit cost of every action you plan to use. Mobile push and in-app messages are not on the Action Credits list, so ask how they are handled in your contract too.

Services, support and add-ons

The fourth part of a contract is CX Services. Braze offers several support and service plans, up to 24x7x365 customer support, and sells one-time services for onboarding and migration, ongoing management, training, creative, deliverability and project acceleration. On top of that, Braze says it offers add-on SKUs across the Braze Data Platform and the BrazeAI suite. One example to raise early: Decisioning Studio Go is on the every-edition list, while the fully configurable BrazeAI Decisioning Studio Pro is not. Braze has billing and reporting dashboards for tracking usage once you are live. Read the source on Braze pricing.

Free trial, startup access and entry plans

Braze is clear that there is no free plan. It points smaller companies to free trials, startup programs and other tailored entry plans, and positions Braze Go at early-stage growth teams. Its startup page adds one more route: leading investors partner with Braze to give eligible startups free access, and you contact Braze to check whether you qualify. If you are venture-backed, ask about that before you ask about discounts.

Braze vs alternatives on published prices

Most of Braze's direct rivals also sell through sales teams, but a few publish an entry price. Here is what each vendor showed on its own US pricing page in October 2026.

MoEngage is the closest match in how it sells: two plans, Growth and Enterprise, both behind a "Let's Talk" button. It bills on Monthly Tracked Users, defined as unique profiles that perform at least one session or a defined event in a calendar month, and its FAQ states a minimum commitment of one year. Our Braze vs MoEngage comparison goes through both side by side.

CleverTap lists its Core plan at $85 a month for up to 5,000 monthly active users, with taxes and add-ons extra and billing starting after a 30-day trial; Pro and Ultimate show a demo button instead of a price. Customer.io publishes Essentials from $100 a month billed monthly for 5,000 profiles and 1 million emails a month, and Premium from $1,000 a month billed yearly. OneSignal has a free plan and a Growth plan from $19 a month plus usage, with Professional and Enterprise on custom pricing. For head-to-heads, see Braze vs CleverTap, Customer.io vs Braze and Braze vs OneSignal.

One more that doesn't publish: Iterable. Its pricing address opens the homepage, which offers a demo and no plans. An entry price is also not the same as your price. A 5,000-user plan says little about what 2 million active users will cost on any of these platforms, so compare quotes at your real volume.

How to get an accurate Braze quote

A Braze quote is only as good as the numbers you bring. Do this homework first, then ask the questions the pricing page leaves open:

1. Decide who should count as an MAU (all visitors, or logged-in users only) and bring your monthly active counts for the last 12 months.
2. Forecast message volume per channel for a year: email, SMS, WhatsApp, RCS and any regional channels such as LINE or KakaoTalk. Then ask for the credit cost of each action.
3. List the features you need and ask which edition holds each one. Predictive AI and AI recommendations start at Braze Pro.
4. Ask how overages are billed if you exceed your contracted MAU or Action Credits, and whether unused credits carry over. The pricing page does not say.
5. Ask which add-on SKUs and which CX Services or support plan are in the quote, and whether onboarding or migration services are extra.
6. Ask for the contract length, renewal terms and any price protection at renewal, since none are published.
7. If you are an early-stage company, ask about the free trial, startup programs and VC partner access before negotiating price.

Is Braze worth the price?

It depends on the shape of your business more than its size. Braze's pricing model rewards companies whose customers are active in an app or on a site and who message them on several channels: one credit pool across email, SMS, WhatsApp and in-product surfaces is genuinely useful when your channel mix shifts every quarter. It suits a B2B team sending a weekly newsletter much less well, because you would be paying for real-time, multi-channel machinery you won't use. A tool with published per-profile pricing is usually the cleaner start there.

The practical move: get at least two quotes built on the same MAU count and the same channel forecast, and compare the totals over the full contract term, not the first year. If you are still deciding whether Braze is the right category at all, our guide to Braze alternatives for omnichannel marketing covers the wider field.

Frequently Asked Questions

How much does Braze cost?
Braze does not publish prices; every contract is quoted by its sales team. Braze says a contract is made of a Platform Edition (Braze Go, Select, Pro or Enterprise), a number of Monthly Active Users and profiles, an allotment of Action Credits that pays for messaging and some AI features, and CX Services, with optional add-ons across the Braze Data Platform and BrazeAI. Your quote depends on your active audience and your message volume by channel.

Does Braze have a free plan?
No. Braze says it does not offer a free plan at this time. You can explore it through a free trial, startup programs and other tailored entry plans, and its startup page says some VC partners give the startups they back free access to the platform.

What counts as a Monthly Active User in Braze?
Braze counts 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 is tracked: every visitor, including anonymous traffic, or only logged-in users. Each MAU in a plan comes with a large allotment of stored profiles, so customers who did not visit that month stay in Braze.

What are Braze Action Credits?
Action Credits are one pool of credits bought with your contract and spent across email, SMS and MMS, RCS, WhatsApp, LINE, KakaoTalk, Content Cards, Banners, Message Archiving, Audience Sync, webhooks, BrazeAI Agent Console and BrazeAI Decisioning Studio Go. Each action uses a different number of credits; Braze gives the example of an SMS costing 1 credit and a WhatsApp message costing 5.

Is Braze more expensive than MoEngage or CleverTap?
There is no published Braze or MoEngage price to compare, so the only fair test is two quotes at the same audience size and message volume. CleverTap does publish an entry price: its Core plan is listed at $85 a month for up to 5,000 monthly active users, excluding taxes and add-ons, as of October 2026.

What should I ask Braze sales before signing?
Ask how MAU will be counted for your app and site, the credit cost of every action you plan to use, which edition holds the features you need, how overages on MAU or credits are billed, which add-ons and CX Services are in the quote, and the contract length and renewal terms. None of those terms are published on the pricing page.