Active Profile: What Exactly Are These

Hello @Legedary Canine,

Welcome back to the Klaviyo Community!

If you haven’t already, I would suggest taking a look at our Understanding active email profiles in Klaviyo Help Center article. In essence, an active profile is anyone who has subscribed to your newsletters and/or added through general engagement. 

In terms of exceeding your profile limit for your plan, there really isn’t too much of a concern. This just means you can’t exceed your plan’s profile limit within a single campaign outreach. In theory, if you want, you can reach out to all your active profiles within your supported plan limit. However, this is highly ill-advised as active profiles are a combination of both subscribers and users with implied consent. 

It’s much more recommended to suppress profiles rather than deleting them to retain their suppression status. This means that if you delete the profile, you would not only lose their historic data, but you would also be deleting their consent status as well. This is further explained in the Keeping vs. deleting suppressed profiles section of our Understanding suppressed email profiles Help Center article. 

I hope this helps!

David