Pay for the emails you send. Not the ones you might.
Send-based pricing in published tiers, not a metered per-message rate you cannot forecast. Spark from ₹300 / $7 for 6,000 emails; Grow from ₹2,500 / $30 for 50,000, up to 1,000,000 for ₹15,000 / $180.
Bluey prices by emails sent, in fixed tiers rather than a per-message meter — so you know the number before the month starts, and there is no overage bill at the end of it. Spark covers 6,000 to 30,000 emails a month from ₹300 / $7; Grow covers 50,000 to 1,000,000 from ₹2,500 / $30; Business runs to 10,000,000. Contacts are unlimited at every tier. This suits the sending pattern most businesses actually have — a large list contacted in bursts around campaigns, launches and seasons — and it suits high-frequency senders on small lists least.
Two ways to be surprised by an email bill
The first is per-contact billing, where the invoice rises because your database grew, regardless of what you sent. The second is metered per-message pricing, where you cannot know the bill until the month is over — you send a bigger campaign than planned, or a flow fires more than expected, and the overage lands afterwards.
Both make budgeting a guess. The first punishes success at list building; the second punishes any month where marketing did more than usual, which is a strange thing for a marketing tool to do.
Why tiers beat both a meter and a headcount
Tiered send-based pricing takes the useful property from each model and drops the problem. Like a meter, it tracks the work actually done — you pay more in a heavy campaign month and less in a quiet one. Like a flat plan, it is knowable in advance: you pick the tier that covers your volume, and that is the number.
There is no overage rate on a Bluey marketing plan. If you outgrow a tier you move up one, deliberately, rather than discovering a per-thousand charge on the next invoice. That distinction matters more than it sounds — a base-plus-overage model, which is how most transactional providers price, means the plan you chose is not the price you pay.
- Spark — ₹300 / $7 for 6,000 emails, up to ₹1,500 / $36 for 30,000.
- Grow — ₹2,500 / $30 for 50,000, ₹3,000 / $36 for 100,000, ₹15,000 / $180 for 1,000,000.
- Business — from ₹10,500 / $300 for 180,000, to ₹85,000 / $2,500 for 10,000,000.
- Transactional is metered separately from ₹250 / $4 for 15,000, so a busy month of receipts never eats your campaign allowance.
- Unlimited contacts at every tier — the send volume is the only variable.
What a month costs at different volumes
The per-contact column is the typical mid-tier curve used by our cost calculator, anchored on the published figures in our comparison pages. It is an illustration of the model, not a quote for a named platform — real pricing varies by plan, region and contract. Bluey figures are exact.
| Scenario | Per-contact model | Bluey |
|---|---|---|
6,000 emails e.g. 1,500 contacts, weekly | ~$45/mo | $7/mo |
20,000 emails e.g. 5,000 contacts, weekly | ~$100/mo | $23/mo |
50,000 emails e.g. 12,500 contacts, weekly | ~$160/mo | $30/mo |
100,000 emails e.g. 25,000 contacts, weekly | ~$270/mo | $36/mo |
1,000,000 emails e.g. 250,000 contacts, weekly | ~$1,700/mo | $180/mo |
When this is the wrong model for you
Send-based pricing loses in a specific and predictable case, and it is worth checking whether you are in it.
- High cadence on a compact list. A 2,000-person list emailed daily is 60,000 sends a month — you would pay Grow pricing for a list a per-contact platform would charge very little to hold.
- Product-notification-heavy SaaS, where each user might receive twenty messages a month. Tools that bill per contact with unlimited sends, like Loops, genuinely win here.
- Very spiky volume with a hard budget ceiling. Tiers move with your sending, so a launch month costs more.
- Under about 500 contacts and a few thousand sends, where free plans elsewhere cover you entirely.
What you give up
- A single unchanging number. Your bill reflects your sending, which is the point, but it does mean a launch month is more expensive than a quiet one.
- The simplicity of "unlimited sends". Some platforms bill per contact and let you send as much as you like — genuinely better if your cadence is high.
- No always-free tier. Bluey offers a 7-day full-feature trial rather than a permanent free plan, so if a free tier is the deciding factor, several competitors beat us there and we would rather say so.
Questions
What counts as an email sent?
Each individual message delivered to a recipient. A campaign to 10,000 people is 10,000 sends, and automated flow emails count identically. Marketing and transactional are metered separately, so receipts and password resets never consume your campaign allowance.
Is there an overage charge if I exceed my tier?
No per-thousand overage on marketing plans — you move to the tier that covers your volume. This is the main practical difference from most transactional providers, where the base plan covers a small allowance and the real bill is the overage on top.
Can I change tier mid-month?
Yes. Move up when a launch needs the headroom and back down afterwards. Because there is no contract term, the tier is a setting rather than a commitment.
How is this different from Brevo, which also bills by sends?
Structurally it is not — Brevo shares the send-based model, which is why migrating from Brevo is the cleanest of the six migration paths. The differences are price at equivalent volume, and that Brevo reserves several features for higher tiers that Bluey includes on Spark. Brevo also sends SMS and Bluey does not.
Does a big one-off campaign wreck my pricing?
It moves you up a tier for that month. A one-off send to 200,000 people is a 250,000-email month, which is ₹7,000 / $84 on Grow. Then you move back down. There is no annual commitment holding you at the higher tier.
Keep exploring
Check it against your own bill.
Seven days of full access, no credit card. Or put your list size and send volume into the calculator first — it will tell you if switching would not save you anything.