GoHighLevel’s pricing looks simple, but plan differences, usage-based add-ons, and agency-tier features can catch you off guard. Here’s how the plans and the extra costs break down.
PLAN
PRICE
Starter
$97/month
Unlimited
$297/month
Agency Pro (SaaS Mode)
$497/month
The Starter plan is GoHighLevel’s entry point, and it includes more than most “starter” tiers in software. You get the full CRM, unlimited funnels and landing pages, unlimited contacts and users, email and SMS marketing, a booking calendar, reputation management, membership and course hosting, and the website builder, all in one login.
The main limit is sub-accounts: Starter caps you at three. Each sub-account is an isolated workspace, so think of it as three separate businesses or brands. That is usually enough for a solo operator, a coach, or a single service business running its own marketing. On the annual plan the effective cost drops to roughly $80/month (about $960 up front), which saves a little over $200 a year.
Choose Starter if: you run one to three businesses and want one platform in place of a stack of separate tools.
The Unlimited plan (sometimes called Pro) is where most agencies land. The headline difference is in the name: unlimited sub-accounts. If you manage marketing for clients, this tier pays for itself once you have four or more of them.
Unlimited includes everything in Starter and adds the white-label desktop app, so the platform carries your brand instead of GoHighLevel’s. It also adds a branded client portal, API access, advanced reporting, and the bundled AI tools: content assistant, review responder, and workflow AI. Billed annually, the effective rate falls to about $247/month (roughly $2,964 up front), a saving of nearly $600 a year.
Choose Unlimited if: you are an agency or a multi-brand operator and need more than three workspaces, white-labeling, or API access.
The top tier includes SaaS Mode, which changes your business model as well as your feature list. SaaS Mode lets you resell GoHighLevel to your clients as your own branded software, set your own prices, and bill them automatically. You buy usage wholesale, sell it retail, and keep the margin.
Agency Pro also adds automatic sub-account provisioning (clients can sign up and get set up without you touching anything), priority support, advanced custom dashboards, and the white-label mobile app option. Annually it works out to roughly $414/month (about $4,968 up front), saving close to $1,000 a year.
Choose Agency Pro if: you want recurring software revenue and plan to resell the platform under your own brand.
FEATURE
AVAILABLE ON ALL PLANS?
CRM & Pipelines
Yes
Email Marketing (unlimited sends)
Yes
Funnels & Websites
Yes
Calendar & Booking System
Yes
Automation Workflows
Yes
SMS / Phone (LC Phone)
Yes, usage-based charges apply
Reputation Management
Yes
AI Conversation Employee
Yes (as of 2025 update)
Membership / Course Hosting
Yes
Sub-Accounts
Starter: 3 | Unlimited/Pro: Unlimited
White Label
Branded app & custom domain: Unlimited and Agency Pro. White-label mobile app: Agency Pro.
SaaS Mode (resell GHL)
Agency Pro only
SERVICE
PRICE RANGE
GHL Starter Setup (One-Time)
$997 to $1,497
GHL Growth Build (One-Time)
$2,497 to $3,997
GHL Agency DFY Package
$4,997 to $7,997
Monthly Retainer (Essentials)
$497 to $797/month
Monthly Retainer (Growth)
$997 to $1,497/month
Monthly Retainer (Scale)
$1,997 to $2,997/month
Migration (HubSpot/AC/CF/Keap)
$997 to $2,997 depending on complexity
Messaging, phone, and AI usage are billed separately from your plan, pay-as-you-go, through GoHighLevel’s own LC Phone, LC Email, and AI services. The per-unit rates are small but add up with volume. For agencies in SaaS Mode, they are also a source of markup.
Usage type | Approximate cost |
Phone number (local / toll-free) | ~$1.15 local, ~$2.15 toll-free per month |
Outbound SMS | ~$0.0075 per segment (US) |
Calls | ~$0.017/min outbound, ~$0.012/min inbound (US) |
Email sends | ~$0.675 per 1,000 emails |
Conversation AI | ~$0.02 per message, or ~$97/mo unlimited per sub-account |
Voice AI | ~$0.16 per minute |
A typical small business should expect to add about $10 to $50 a month in usage on top of the plan, depending on how much it texts, calls, and emails. Agencies running high volume or relying on AI features should budget more, and resellers should price usage into their client packages.
US phone rates are from HighLevel’s LC Phone pricing guide (October 2026). Rates vary by country.
GoHighLevel offers a standard 14-day free trial, and some partner links extend that to 30 days. No credit card is required to explore the platform, which makes it easy to test whether the all-in-one approach fits your workflow before committing to a monthly bill.
The decision is simpler than the pricing table suggests. If you run your own marketing for one to three businesses, Starter at $97 gives you the entire toolkit and you will not feel the sub-account limit. Once you manage four or more clients or brands, or need white-labeling and API access, move to Unlimited at $297; the cost per client drops quickly as you add more. If you want recurring software revenue from reselling the platform as your own, Agency Pro at $497 is the only tier that includes it, and SaaS Mode typically covers the upgrade cost with a handful of clients.
Whichever tier you choose, treat the plan fee as the minimum and budget for usage-based messaging and AI on top.
Is GoHighLevel’s pricing per user or per contact?
Neither. All plans include unlimited users and unlimited contacts. You pay a flat plan fee plus usage, not per seat or per record.
Can I switch plans later?
Yes. You can upgrade or downgrade between tiers, and upgrading from Unlimited to Agency Pro is the standard path once you are ready to start reselling.
Does the annual plan really save money?
Yes. Paying annually works out to roughly two months free compared with monthly billing, across all three tiers.
Are there any hidden fees?
Not hidden, but easy to overlook: messaging, phone numbers, email sends, and AI usage are billed separately from your plan. Budget for them from the start.
GoHighLevel’s three plans map to three types of user: the solo operator ($97), the agency ($297), and the reseller ($497). The base prices are competitive for an entire marketing and CRM stack in one place, but the real total includes usage-based messaging and AI. Price those in, match the tier to how many businesses or clients you serve, and start with the free trial before you commit.
Thinking about moving your business onto GoHighLevel, or need help setting it up? Our team can plan the migration, configure your sub-accounts, and help you use the features you are paying for. Get in touch to talk it through.