GoHighLevel (also written HighLevel or GHL) is an all-in-one CRM and marketing platform built specifically for marketing agencies. It combines contact management, pipeline tracking, email and SMS marketing, funnel building, appointment scheduling, and reputation management into a single subscription — starting at $97 a month as of October 2026. If you run client accounts and want to stop juggling five or six separate tools, it is worth a serious look. If you are a solo operator who just needs a lightweight CRM, it may be more platform than you need.
What Exactly Is the GoHighLevel CRM?
HighLevel is not a standalone CRM in the traditional sense. The contact database, pipeline, and deal-tracking features sit inside a broader platform that also includes workflow automation, two-way SMS and calling, a funnel and website builder, social media scheduling, and a client-reporting layer. The word "CRM" on the pricing page refers to unlimited contacts and unlimited users on every plan — there is no per-seat tax on team growth, which is the single most significant structural difference from tools like HubSpot.
The platform is designed so agencies can create sub-accounts for each client, white-label the interface under their own brand, and optionally resell the platform itself as a SaaS product. That agency-first architecture is what separates it from general-purpose CRMs.
We run client accounts on HighLevel every day, so our coverage of this platform comes from direct experience rather than spec sheets alone — though every pricing figure below is taken from the official pricing page and help center, checked in October 2026.
The Four Plans and What Each One Actually Unlocks
Starter — $97 a month
The Starter plan costs $97 a month (or $970 billed annually) and includes three sub-accounts, unlimited contacts, and unlimited team users. You get all core features: the CRM, pipelines, email and SMS marketing, funnels, booking calendars, workflow automation, forms, surveys, reputation management, and the HighLevel mobile app. Support is 24/7.
What Starter does not include: you cannot rebill phone or email costs to clients, you are capped at three sub-accounts, and you have no SaaS mode. For a solo freelancer managing two or three clients, this is the right starting point. The moment you have a fourth client or want to pass usage costs through to clients, you will need to upgrade.
Unlimited — $297 a month
The Unlimited plan costs $297 a month (or $2,970 annually) and is the plan most growing agencies land on. The sub-account cap disappears entirely, you get basic API access, and you can rebill phone and email costs to clients — but without adding a markup. That last point matters: you recover your costs at cost, not at a profit.
This plan is a strong pick for agencies billing clients a flat retainer and absorbing usage costs, or for those who prefer the simplicity of not managing per-client usage billing. It is the most popular plan on the pricing page for a reason.
Agency Pro (Founder Plan) — $497 a month
The $497-a-month plan is called "Agency Pro" on the pricing page and "Founder Plan" in HighLevel's Pricing Guide help article (checked October 2026). It adds SaaS Mode, automated sub-account creation, advanced API access, and — critically — the ability to rebill phone and email costs with your own markup. That markup capability is the core engine of the SaaS reseller model: you set your client's per-message rate higher than what HighLevel charges you and keep the difference.
Most add-ons (AI Employee plans, listings management, SEO, WhatsApp, and others) can be resold with your own markup on this plan. If you want HighLevel to be a revenue line, not just an expense line, Agency Pro is where that becomes possible.
Enterprise — No Public Price
Enterprise pricing is custom and requires speaking with the HighLevel team. It adds a dedicated customer success manager and account manager, a dedicated Slack channel, premium support, quarterly business reviews, enterprise reporting, the white-label mobile app, and HIPAA compliance. If you need HIPAA for healthcare clients or a white-label branded mobile app for your agency, confirm the current Enterprise terms directly at gohighlevel.com/pricing.
GoHighLevel CRM Pricing: Side-by-Side Comparison
- Starter: $97/month — 3 sub-accounts, unlimited contacts, unlimited users, all core features, no rebilling
- Unlimited: $297/month — unlimited sub-accounts, rebill phone and email at cost, basic API
- Agency Pro: $497/month — everything in Unlimited, plus SaaS Mode, rebill with markup, automated sub-account creation, advanced API
- Enterprise: Custom pricing — dedicated support, quarterly reviews, white-label mobile app, HIPAA included
- Annual billing: saves roughly 17% on Starter, Unlimited, and Agency Pro
- Free trial: 14 days on any plan; billing starts automatically at the end unless you cancel
- Contract: month-to-month; upgrade, downgrade, or cancel from the dashboard at any time
Prices were verified at gohighlevel.com/pricing in October 2026. Prices change; confirm current rates before you commit.
Usage-Based Costs: The Wallet System
The monthly subscription covers the platform. Communications — phone numbers, SMS, MMS, calls, and email sends — are usage-based and paid from a separate Agency Wallet. HighLevel automatically charges your card on file to top up the wallet when the balance drops below your set minimum. This means your real monthly cost is the subscription fee plus actual usage.
LC Phone and LC Email Rates (US, October 2026)
- Local phone number: $1.15 a month
- Toll-free number: $2.15 a month
- Outbound SMS: $0.00747 per segment, plus carrier pass-through fees
- Inbound SMS: $0.00747 per segment
- Outbound MMS: $0.022 per segment
- Outbound calls: $0.0166 per minute total
- Inbound local calls: $0.01165 per minute total
- Call recording: $0.0025 per minute
- Transcription: $0.024 per minute
- Email (LC Email): $0.675 per 1,000 emails on all plans
Rates come from the LC Phone Pricing and Billing Guide (updated October 12, 2026) and the HighLevel Pricing Guide (modified October 27, 2026). Rates vary by region and are subject to change.
A2P 10DLC Registration (US Business Texting)
If you are sending business SMS in the United States, A2P 10DLC registration is required by carriers. HighLevel's current fees, from the A2P 10DLC help article (modified September 24, 2026):
- One-time bundled fee: $22.50 for sole proprietor or low-volume standard brands; $64.00 for high-volume standard
- Monthly campaign fee: $2.00 for sole proprietor; $10.00 for standard use cases
- Additional campaign vetting: $15.00 per campaign
Budget for these registration costs when onboarding any new client who will use SMS. They are not optional if you want reliable message delivery.
Key Add-Ons and What They Cost
HighLevel's base plans are intentionally lean on AI and specialized features so you pay only for what your agency actually uses. The main optional add-ons, priced per sub-account per month unless noted (October 2026):
- AI Employee Growth Plan: $50 per sub-account
- AI Employee Unlimited Plan: $97 per sub-account
- Branded Client Portal App: $49 per sub-account
- Dedicated email IP: $59 per IP
- HIPAA compliance: $297 (available below Enterprise)
- Online listings management: $30 per sub-account
- SEO powered by Search Atlas: $79 per sub-account
- WhatsApp integration: $10 per sub-account
- White-label mobile app: $497 a month (or $1,491 per quarter)
- Premium support: $500 a month
- WordPress hosting: from $10 per site
- HighLevel Certification Program: $97
Most of these can be resold with your own markup on the Agency Pro plan. See the full list at gohighlevel.com/pricing.
White-Labeling and the Agency Experience
White-labeling is a core reason agencies choose HighLevel over a general CRM. On all plans, you can connect a custom domain, apply your logo and brand colors to the desktop web app, and present the platform to clients as your own product. Clients log in and see your brand, not HighLevel's.
The white-label mobile app — a branded iOS and Android app your clients can download — is an add-on at $497 a month. That is a significant extra cost, but if client-facing app access is part of your agency's value proposition, it is the only way to deliver it inside HighLevel. The app is included in the Enterprise plan without an extra charge.
Sub-accounts are how you isolate each client's data, contacts, automations, and settings. On Starter you get three; on Unlimited and above they are unlimited. Each sub-account gets its own phone numbers, pipelines, calendars, and workflows, so there is no risk of one client's data bleeding into another's.
How GoHighLevel CRM Compares With the Main Alternatives
GoHighLevel vs. HubSpot
HubSpot's free CRM is genuinely capable for small teams, and the Starter Customer Platform runs from $7 a month per seat for new customers on an annual commitment (as of October 2026). But scale matters: Marketing Hub Professional starts at $800 a month and carries a mandatory $3,000 onboarding fee. Enterprise starts at $3,600 a month plus a $7,000 onboarding fee. Contacts tier pricing means growing your list raises your bill. HighLevel charges no per-contact or per-seat fee at any plan level. For an agency managing multiple clients, the math typically favors HighLevel at mid-scale. See our deeper look in the GoHighLevel Review 2026.
GoHighLevel vs. Keap
Keap starts at $299 a month (October 2026) for two users, with required onboarding services at an additional cost not listed publicly. It targets small businesses rather than agencies, and there is no native sub-account or white-label structure. The annual contract carries a $299 early-termination fee. For an agency, the absence of client isolation features is a meaningful gap.
GoHighLevel vs. ActiveCampaign
ActiveCampaign's Starter plan includes one user at 1,000 contacts; Pro includes three users. Dollar prices were not readable from the pricing page at time of research — confirm current pricing at activecampaign.com/pricing. ActiveCampaign is a strong email-marketing-first platform, but it lacks native sub-accounts and the full phone/SMS stack that HighLevel provides out of the box.
GoHighLevel vs. Vendasta
Vendasta is another agency-first white-label platform. Its Starter tier is a $99-a-month minimum spend (month-to-month), Professional is a $499 minimum on a one-year contract, and Premium is $999 on a one-year contract. Vendasta's model is built around a reseller marketplace for third-party products, where HighLevel's model is built around a single integrated toolset. The right choice depends on whether you want a marketplace of services or a tightly integrated platform.
Who Should Use GoHighLevel CRM?
Strong fits
- Digital marketing agencies managing multiple client accounts who want one dashboard rather than separate CRM, email, SMS, and funnel tools
- Agencies that want to white-label a platform under their own brand without custom development
- Agency owners who want to resell HighLevel as a SaaS product to their own clients (requires Agency Pro)
- Agencies with active phone and SMS campaigns who want calling and texting built into their CRM workflow
Poor fits
- Solo consultants or freelancers who only need basic contact management — the platform's depth becomes overhead
- E-commerce businesses needing deep inventory or native Shopify-style product management
- Enterprise in-house marketing teams that already have HubSpot or Salesforce embedded across departments
- Anyone who needs HIPAA compliance and cannot budget for Enterprise or the standalone $297-a-month HIPAA add-on
Getting Started: Trial and Onboarding
Every plan includes a 14-day free trial with full access to the features of your chosen tier. No credit card details are disclosed as required upfront, but the official pricing page states billing begins automatically when the trial ends unless you cancel — confirm the current trial terms before you start. Usage-based fees (phone, SMS, email) can apply during the trial.
The setup process involves creating your agency account, connecting a custom domain, configuring your Agency Wallet with a payment method, and building your first sub-account for a client. HighLevel provides extensive help documentation and 24/7 support on all plans. If you want a structured walkthrough before committing, their account management team can schedule a call — the link is on the pricing page.
For a detailed breakdown of what the entry plan includes, see our article on the GoHighLevel Starter Plan. For a full plan-by-plan breakdown including annual savings, visit our GoHighLevel Pricing 2026 guide.
Common Mistakes Agencies Make With GoHighLevel
- Underestimating usage costs: The subscription is predictable; phone, SMS, and AI costs are not. Build a usage estimate before promising clients a flat-fee package.
- Starting on Starter and hitting the three-sub-account wall: If you have four or more active clients, start on Unlimited. Upgrading mid-month is charged the prorated difference, but it disrupts setup momentum.
- Skipping A2P 10DLC registration: Sending business SMS without proper registration leads to carrier filtering and poor deliverability. Register before you send your first campaign.
- Paying for the white-label mobile app before clients ask for it: At $497 a month, this add-on has a real cost. Validate client demand first.
- Assuming rebilling with markup is on the Unlimited plan: It is not. Markup requires Agency Pro ($497/month). Rebilling at cost is on Unlimited ($297/month).
How We Research HighLevel
Agency Tools Review is written from inside an agency: we run client accounts on HighLevel every day, so our HighLevel coverage reflects direct platform experience. Every pricing figure, plan detail, and fee in this article is sourced from gohighlevel.com/pricing and the HighLevel help center, both checked in October 2026. We do not invent test results or fabricate reviews. You can read more about our process on our How we research page. Some links on this site pay us a commission — see our affiliate disclosure.
Frequently Asked Questions
Does GoHighLevel have a free plan?
No. HighLevel does not offer a permanent free plan. The entry point is a 14-day free trial on any paid plan, starting at $97 a month for Starter. Billing begins automatically at the end of the trial unless you cancel. There are no usage restrictions during the trial, but usage-based fees for phone, SMS, and email may apply. Confirm current trial terms at gohighlevel.com/pricing.
How many contacts and users does GoHighLevel allow?
Every HighLevel plan — Starter, Unlimited, and Agency Pro — includes unlimited contacts and unlimited users (team members). There is no per-seat charge and no contact tier that raises your subscription fee as your list grows. This is explicitly stated on the pricing page header: "Unlimited contacts, unlimited Users." (gohighlevel.com/pricing, October 2026.)
Can I white-label GoHighLevel for my clients?
Yes. All plans allow you to white-label the desktop web app with your own logo and branding, and connect custom domains for funnels and websites. A branded white-label mobile app (iOS and Android) is an add-on at $497 a month or $1,491 per quarter, and is included in the Enterprise plan. The white-label desktop experience is available at every plan level including Starter.
What is SaaS Mode and which plan does it require?
SaaS Mode lets you resell HighLevel as your own branded software product to clients. It includes automated sub-account creation, the ability to set subscription prices for your clients, and rebilling with your own markup on phone and email costs. SaaS Mode is only available on the Agency Pro plan at $497 a month or on Enterprise. It is not included on Starter or Unlimited.
Is there a long-term contract with GoHighLevel?
No. HighLevel operates month-to-month on all public plans. You can upgrade, downgrade, or cancel at any time directly from your dashboard. A mid-month upgrade is charged the prorated difference. Annual billing is available and saves roughly 17% on Starter, Unlimited, and Agency Pro, but is not required.
What are the extra costs beyond the monthly subscription?
Usage-based costs are billed from an Agency Wallet and cover phone numbers, SMS, MMS, calls, email sends, AI usage, and certain workflow features. Key US rates as of October 2026: outbound SMS $0.00747 per segment, outbound calls $0.0166 per minute, LC Email $0.675 per 1,000 emails. A2P 10DLC registration for US business texting carries one-time and monthly fees. Optional add-ons like AI Employee plans, listings management, and the white-label mobile app are additional monthly charges.
How does GoHighLevel compare with HubSpot for agencies?
HubSpot's Marketing Hub Professional starts at $800 a month with a mandatory $3,000 onboarding fee, and scales by contact tier and seat count. HighLevel charges no per-contact or per-seat fee. For an agency managing multiple clients, HighLevel's flat-rate unlimited model is typically more cost-effective at mid-scale. HubSpot is generally stronger for in-house enterprise marketing teams with complex multi-department workflows and a need for deep CRM customization beyond what HighLevel offers.
The Bottom Line
The GoHighLevel CRM is one of the strongest all-in-one platforms available for marketing agencies in 2026 — not because it is the most polished tool in any single category, but because it combines CRM, email, SMS, calling, funnels, automation, and white-label client management in a single subscription at a flat-rate price structure that does not penalize growth.
If you are a growing agency with three or more clients: The Unlimited plan at $297 a month is the right starting point. Unlimited sub-accounts, no contact or user limits, and cost-pass-through rebilling cover most agency needs without the complexity of SaaS Mode. Start your trial at gohighlevel.com.
If you want to resell HighLevel as your own SaaS product: Agency Pro at $497 a month is what you need. SaaS Mode with markup rebilling is the only way to turn your platform spend into a revenue stream.
If you are just starting out with one or two clients: The Starter plan at $97 a month gives you the full feature set with a three-sub-account cap. It is a reasonable starting point, but plan your upgrade path early. Read our full GoHighLevel Review 2026 and the detailed GoHighLevel Pricing 2026 guide before you decide.