Klaviyo has launched SMS marketing in Denmark, but according to Peter Kragh Lauritsen, CEO of Texta, there is a long way to go before Danish webshops can really benefit from switching to the new player in the market.
At creative performance agency Texta, Peter Kragh Lauritsen and his colleagues keep their finger on the pulse of everything that is happening in the industry within email and SMS marketing, lead generation, paid advertising, branding and strategic and tactical consulting.
We sat down with the marketing expert to talk about inMobile, Klaviyo and the many opportunities that lie in using SMS in your communication and marketing.
Also read: Klaviyo x inMobile: Your strongest marketing stack in 2025
Price is the deciding factor
SMS is a highly effective form of communication that can boost a campaign and generate additional revenue in a short space of time, and at inMobile, according to the Texta partner, the prices are easy to understand, which makes it easy to work with.
"The price is completely different with inMobile compared to Klaviyo. You pay for what you get and it's easy to read,"
Peter explains, while Klaviyo's billing method gets a few other words.
"Their model is quite complex. The credit system must be upgraded and downgraded every month, and it can be difficult to see how many SMSes you actually have and what the price will ultimately be in the different markets," says Peter Kragh Lauritsen, who believes that Klaviyo's new SMS offer will be challenged by the high price.
"The price is quite a bit higher than similar platforms and gateways. SMS is just one of many products Klaviyo has, and probably not the biggest focus, which is reflected in their offering," says Peter.
Read also: Understand the differences on inMobile & Klaviyo
InMobile's prices per SMS range between 0.259 - 0.279 DKK/SMS in Denmark and you pay for the number of SMS you send, while Klaviyo's pricing structure is somewhat more complex. Here you choose your package on a monthly basis, which includes XX number of credits. These credits are converted to SMS, corresponding to a price of 0.40 DKK to 0.57 DKK in Denmark.
"The fact that it's subscription-based is not optimal, because there can be insane fluctuations in your SMS usage when you go from quiet months to Black Friday, birthday promotions and the like. You don't get your credits refunded or passed on, so you end up paying for unused SMSes, and it's simply too expensive in its current form," explains the Texta partner.
"It's Danish and it's safe"
inMobile has been working with SMS since 2008, and the experience with the Danish and Nordic markets is something that Texta's co-founder and partner, Peter Kragh Lauritsen, emphasises when comparing the different SMS platforms.
"Unlike Klaviyo, inMobile is Danish and has been doing this for many years. It gives you peace of mind that you are one hundred per cent sure that all rules and legislation are complied with in relation to GDPR, for example," explains Peter, who also has good experience with the service level at inMobile.
"inMobile is always easy to talk to. You feel like a bigger fish than you do at Klaviyo, and there's great customer service and support."
Peter Kragh Lauritsen, CEO at Texta
The best product
When it comes to the heart of it all - the product itself - there are still a number of relevant differences worth taking into account, according to the Texta partner. Peter mentions the setup of a virtual phone number, keywords and automatic cancellation of invalid numbers as positive features of inMobile, while Klaviyo has made it easy to implement SMS and track performance.
"inMobile's product is a tad better than Klaviyo's at the moment in terms of technology and functionality, but there are some good things about it. In the long run, it increases competition, but Klaviyo SMS will not be relevant to many in the short term," says Peter Kragh Lauritsen and elaborates:
"If they can't find a price point that's closer to inMobile, I think they'll struggle to take market share," he concludes.