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Klaviyo Suppression Lists

Klaviyo uses the concept of profiles which are complete records of contacts for each contact in your account. A single profile exists for every one of your contacts regardless of the number of lists to which they're assigned.

  • Active profiles: Profiles in Klaviyo that can be messaged and who are not suppressed.
  • Suppressed profiles: Profiles in Klaviyo who can no longer be emailed. A contact can become suppressed because they unsubscribed or marked an email as spam, an email sent to them hard bounced or soft bounced more than seven times, they were suppressed in a previous email service provider, or you manually suppressed them

Suppression Types

  • Consent status
    • Contact subscribed and will receive communications.
    • Contact unsubscribed and will not receive communications (UNSUBSCRIBE)
    • Manual suppression (USER_SUPPRESSED)
  • Deliverability suppression
    • Contact marked as spam (SPAM_REPORT)
    • Hard Bounce (HARD_BOUNCE)
    • Soft bounce (undeliverable more than 7 consecutive times)
    • Invalid emails - Malformed email addresses that cannot be delivered (INVALID_EMAIL)

Suppressed Profiles and Pricing

Klaviyo's pricing tiers are based on the total number of active profiles in your account. An active profile is any profile that isn't suppressed for email. Klaviyo does not charge for suppressed profiles.

Supported Suppression Lists

  • Global unsubscribes If you have Klaviyo's global unsubscribe feature enabled, which is highly recommended, profiles will become globally suppressed in your account after unsubscribing from any email. This means that when someone unsubscribes, they will be suppressed from any further sends.
  • List-specific unsubscribes By default when a recipient unsubscribes from an email you send, they will be suppressed for all future emails.
    If you have a paid Klaviyo plan, you can adjust this behavior on the account-level or for specific lists. 
    When the global unsubscribe setting is disabled, those who unsubscribe from a list-based send will only be suppressed from the list (or lists) that message was sent to, and may still receive messages sent to other lists they have subscribed to.

Profile Subscription and Suppression API Actions

  • Subscribe Profiles

    • Subscribe one or more profiles to email marketing, SMS marketing, or both.
    • Will remove any UNSUBSCRIBE, SPAM_REPORT or USER_SUPPRESSED suppression reasons from the provided profiles.
    • If a profile is not found, one will be created and immediately subscribed
    • API Permission Scopes:  _list:write_,  profiles:write,  subscriptions:write

  • Unsubscribe Profiles

    • Unsubscribe one or more profiles to email marketing, SMS marketing, or both.
    • If a profile is not found, one will be created and immediately unsubscribed
    • API Permission Scopes:  list:write,  profiles:write,  subscriptions:write

  • Suppress Profiles

    • Manually suppress one or more profiles with USER_SUPPRESSED as their suppression reason.
    • Supports email only
    • If a profile is not found, one will be created and immediately suppressed
    • API Permission Scopes:  profiles:write, subscriptions:write

  • Unsuppress Profiles

    • Unsuppress one or more profiles, removing USER_SUPPRESSED suppression reason.
    • Supports email only
    • If a profile is not found, no action will be taken
    • API Permission Scopes:  subscriptions:write