Braze Pricing (2026): What It Costs
Braze charges by monthly active users (MAUs), not seats or email volume. This model scales with your audience. Companies with 100K MAUs might pay $50K-$80K/year, while those with millions pay significantly more.
Braze pricing starts at ~$50K/year (Annual) for the Growth plan.
Published Pricing
Growth
- Core messaging channels (email, push, SMS)
- Canvas journey builder
- Basic segmentation
- Standard support
Pro
- Advanced analytics and reporting
- Predictive suite (churn, purchase likelihood)
- Content Cards
- Currents data streaming
Enterprise
- Custom integrations
- Dedicated customer success manager
- SLA guarantees
- Advanced security and compliance
How to Negotiate Braze Pricing
Published pricing is rarely the final price for B2B software. Here are tactics that work when negotiating with Braze sales teams.
Time Your Purchase
End of quarter (March, June, September, December) is when sales reps have the most pressure to close deals. Contact Braze in the last two weeks of a quarter and you will almost always get a better offer than the listed price. End of fiscal year is even better.
Get Competing Quotes
Before talking to Braze's sales team, get quotes from at least two competitors. Having a real alternative on the table gives you negotiating power. Mention the competitor and their pricing during your call. Sales reps have authority to match or beat competitor offers.
Negotiate on Terms, Not Just Price
If Braze won't budge on the per-user price, negotiate on other terms. Ask for additional seats at no cost, extended contract length at a lower annual rate, free onboarding or training, or inclusion of add-on features that would normally cost extra.
Start with a Shorter Contract
Annual contracts get better per-month pricing than monthly billing, but avoid multi-year commitments on your first purchase. Sign a one-year deal, prove the tool's value to your organization, and then negotiate a multi-year renewal at a discount once you have internal buy-in.
Ask About Startup or Growth Pricing
Many vendors including Braze offer discounted pricing for startups, non-profits, or companies under a certain revenue threshold. These programs are rarely advertised on the pricing page. Ask directly whether any special pricing programs apply to your company.
Total Cost of Ownership
The subscription price is just one piece of what Braze actually costs. Factor in these additional expenses when building your budget.
Implementation and Onboarding
Getting Braze set up properly takes time and often money. Some vendors charge for professional services, others include basic onboarding. Either way, your team will spend hours configuring the platform, migrating data, and building initial workflows. Budget for 2 to 8 weeks of reduced productivity during rollout.
Training and Adoption
A tool only delivers value if people actually use it. Plan for training sessions, documentation, and the learning curve that comes with any new platform. Under-investing in training is the most common reason B2B software purchases fail to deliver expected ROI.
Integration Costs
Connecting Braze to your CRM, data warehouse, and other tools may require middleware (Workato, Zapier) or custom development. Native integrations are free, but complex data flows between systems can add $200 to $2,000 per month in middleware costs.
Ongoing Administration
Someone on your team needs to own the Braze instance. That means managing users, updating configurations, troubleshooting issues, and staying current with new features. For complex platforms, this can be a part-time or full-time role. For simpler tools, budget a few hours per month.
Switching Costs
If Braze doesn't work out, migrating to another platform has real costs. Data export, re-implementation, retraining, and lost productivity during the transition. Factor in switching costs when deciding between a cheaper option that might not scale and a pricier one that covers your needs long-term.
The Bottom Line
Frequently Asked Questions
How does Braze MAU pricing work?
A monthly active user (MAU) is anyone who opens your app or visits your website in a given month. You pay based on your peak MAU count. If you have 500K users but only 200K are active monthly, you pay for 200K. MAU tiers are negotiated at contract signing.
Is Braze more expensive than Marketo?
It depends on your use case. Braze is priced on MAUs while Marketo is priced on database size (contacts). For companies with large, active user bases, Braze can be more expensive. For B2B companies with smaller contact databases, Marketo is typically comparable or higher per contact.
What channels does Braze pricing include?
Email and push notifications are included in the base platform price. SMS and MMS have per-message costs on top of the platform fee. WhatsApp and other messaging channels have separate pricing. The total cost depends on your channel mix and message volume.