GoHighLevel Pricing: Every Plan, Hidden Cost and Add-On Explained

GoHighLevel pricing is one of the most common questions from agencies and marketers evaluating the platform. The good news is that GoHighLevel keeps it simple - three plans, transparent pricing, and no long-term contracts.

This guide covers every plan in detail, including the features you actually get, usage-based costs to budget for, optional add-ons, and how to calculate your return on investment.

Try GoHighLevel free for 30 days here.

GoHighLevel's Three Plans at a Glance

GoHighLevel uses a clean, three-tier pricing structure. Unlike many CRM and marketing platforms that charge per user, per contact, or per email send, GoHighLevel's base plans are flat-fee - one monthly price regardless of how many people are on your team or how many contacts are in your database.

Each plan includes all core marketing tools. The differentiation is about scale, branding, and rebilling capabilities.

---

Starter - $97/Month

The Starter plan at $97 per month gives you access to all core features with 3 sub-accounts. Despite the name, it is not a stripped-down version - you get the full GoHighLevel platform.

What Starter Includes

• CRM: Unlimited contacts, visual pipeline management, contact records, smart lists, tagging, and custom fields
• Email marketing: Drag-and-drop email builder, broadcast campaigns, automated sequences, and email templates
• SMS marketing: Two-way SMS, MMS, automated SMS sequences, and SMS broadcasts (usage fees apply)
• Funnel builder: Multi-step funnels, landing pages, order forms, upsells, and A/B testing
• Website builder: Full multi-page website builder with blog functionality and custom domains
• Calendar and booking: Appointment scheduling, booking pages, and automated reminders
• Workflow automation: Full access to the visual workflow builder for multi-channel automation sequences
• Reputation management: Google and Facebook review request automation and monitoring dashboard
• Social media scheduler: Post scheduling and management for major social platforms
• Reporting: Pipeline reports, campaign performance, and conversion tracking
• Unlimited users: No per-seat charges - your entire team can access the platform

Who Should Choose Starter

The Starter plan is best for:

• A single business or brand using GHL for internal operations
• An agency with 1-3 clients who need sub-accounts
• Freelancers, solopreneurs, and small teams
• Anyone testing the platform before committing to a higher plan

Starter vs. What It Replaces

At $97 per month, GoHighLevel Starter typically replaces:

• Email marketing platform (Mailchimp, ActiveCampaign): $50-$150/month
• SMS service (SimpleTexting, Twilio): $75-$200/month
• Funnel builder (ClickFunnels): $97-$297/month
• Booking system (Calendly Pro): $12-$20/month
• Reputation management (Podium, Birdeye): $200-$400/month
• CRM (Zoho, Pipedrive): $30-$75/month

Total stack value replaced: $464-$1,142/month

---

Unlimited - $297/Month

The Unlimited plan is where GoHighLevel becomes transformative for agencies. Everything in Starter, plus the tools to manage clients at scale.

What Unlimited Adds

• Unlimited sub-accounts: Every client gets their own isolated environment - their own CRM, pipelines, automations, funnels, and reporting. Clients never see each other's data.
• White-label desktop app: Replace the GoHighLevel branding with your own logo, colours, and domain. When clients log in, they see your brand, not GoHighLevel.
• Full API access: Complete API access for custom integrations and development workflows
• Phone/email rebilling (no markup): Pass through phone, SMS, and email usage costs directly to client sub-accounts
• Full snapshot library: Access to the complete library of GHL snapshots (pre-built automation and funnel templates) for faster client setup

Who Should Choose Unlimited

The Unlimited plan makes financial sense the moment you have more than 3 clients who each need their own GHL environment. At $297 per month, you can manage 10 clients at $30 each, 50 clients at $6 each, or 100 clients at $3 each - the economics improve dramatically with scale.

The white-label desktop app turns a $297 per month subscription into a branded software product you can charge clients $197 to $497 per month to access. With 10 clients at $200 per month, you generate $2,000 in monthly recurring revenue against a $297 cost. That is a 6.7x return.

Unlimited is perfect for: marketing agencies with 4+ clients, businesses that want to offer a branded client portal, and anyone who needs to manage multiple brands from one account.

For more detail on white-labelling, read our GoHighLevel white-label guide.

---

Agency Pro - $497/Month

The Agency Pro plan is built for agencies that want to turn GoHighLevel into their own software company. It includes everything in Unlimited plus SaaS-specific tools.

What Agency Pro Adds

• SaaS mode: Create tiered pricing plans for your clients, manage subscriptions, and control which features each plan tier can access. You are running your own SaaS business on GoHighLevel's infrastructure.
• Rebilling with markup: Mark up GoHighLevel's usage-based services (SMS, email, AI) and charge clients at your pricing, keeping the margin. Unlimited only passes through at cost.
• Automated sub-account creation: Clients self-onboard by selecting a plan, entering payment details, and getting their own sub-account automatically provisioned under your brand.
• AI Employee rebilling: Rebill AI Employee usage to client sub-accounts (requires Agency Pro).
• Voice AI included: Voice AI is bundled into the plan rather than requiring a separate add-on.
• Priority support: Faster support response compared to Starter and Unlimited.

The SaaS Revenue Math

A typical Agency Pro user builds a model like this:

• Cost: $497/month (Agency Pro) + usage costs
• Revenue: 20 clients at $197/month each = $3,940/month
• Gross margin: $3,443/month before support and operational costs

With 50 clients at $197 per month, gross revenue is $9,850 per month on a $497 platform cost. The economics of building a white-label SaaS business on top of GHL are compelling for agencies with an existing client base.

Agency Pro is perfect for: agencies building a scalable SaaS revenue stream, entrepreneurs creating niche software products, and businesses that need usage rebilling with markup. Check out our SaaS mode deep dive for a complete walkthrough.

---

Annual Pricing Discount

GoHighLevel offers a 17% discount for annual subscriptions:

• Starter: $970/year (equivalent to ~$81/month)
• Unlimited: $2,970/year (equivalent to ~$248/month)
• Agency Pro: $4,970/year (equivalent to ~$414/month)

The annual plan makes sense for businesses that have tested GHL and are committed to the platform long-term. There is no annual option during the trial period - you switch to annual billing from account settings after subscribing.

---

Usage-Based Costs: What's Extra

Beyond the monthly subscription, GoHighLevel has usage-based costs for services that depend on external carriers and providers. These are not included in the base subscription price.

SMS and MMS

• SMS: ~$0.01-$0.02 per message sent (varies by carrier and country)
• MMS: ~$0.02-$0.03 per message sent
• Inbound SMS: Often free or fractional carrier cost

A business sending 5,000 SMS per month typically pays $50-$100 in SMS usage on top of the base subscription.

Phone Calls

• Outbound calls: ~$0.02-$0.04 per minute
• Inbound calls: ~$0.01-$0.03 per minute
• Phone numbers: ~$1-$3/month per dedicated number

Email Sending (LC Email)

GoHighLevel's native email infrastructure (LC Email) is billed at $0.675 per 1,000 emails. For most users sending under 50,000 emails per month, this adds a modest cost. Mailgun integration is also available for high-volume senders.

AI Features

GoHighLevel's AI tools are available as add-ons or usage-based credits:

• AI Employee Unlimited: $97/month per enabled sub-account
• Conversation AI: Charged per conversation or included in higher plans
• Content AI: Charged per generation (copywriting, email drafts, social captions)
• Voice AI: Charged per minute of AI-handled phone calls (included on Agency Pro, add-on on Starter/Unlimited)
• AI Employee rebilling: Requires the $497/month Agency Pro plan

---

Optional Add-Ons

GoHighLevel offers several paid add-ons that extend the platform:

Add-On	Price
Branded Client Portal App	$49/mo per sub-account
Dedicated Email IP	$59/mo per IP
Online Listings	$30/mo
Premium Prospecting Tool	$29/mo per sub-account
SEO (powered by Search Atlas)	$79/mo per sub-account
WhatsApp	$10/mo per sub-account + usage
HIPAA Compliance	$297/mo
White-Label Mobile App	$497/mo

These are entirely optional. Most agencies start with the base plan and add features as client needs justify the cost.

---

GoHighLevel Pricing vs. Competitors

The pricing comparison reveals GHL's value proposition clearly: at $97 per month with unlimited users, built-in SMS, built-in funnels, and a full CRM, it undercuts what most agencies pay for an equivalent multi-tool stack by 60-80%.

---

Which Plan Should You Choose?

Choose Starter if:

• You are a single business (not an agency) using GHL for your own marketing
• You have 1-3 clients and do not need white-label capabilities
• You want to test the platform before committing to a higher plan

Choose Unlimited if:

• You are an agency managing 4+ clients in separate sub-accounts
• You want to white-label the platform with your brand
• You need to pass through usage costs to clients (rebilling at cost)
• You need full API access for custom integrations

Choose Agency Pro if:

• You want to build a recurring SaaS revenue stream by reselling GHL
• You need rebilling with markup (charge clients more than your cost)
• You have an existing client base to whom you can sell branded marketing software
• You want AI Employee rebilling and Voice AI included

---

How Do You Get the Best Deal on GoHighLevel?

The standard GoHighLevel trial is 14 days. Through GoHighLevel.ai, you get an exclusive extended 30-day free trial - double the standard time to test every feature before committing.

During the trial, you have full access to all platform features. Use those 30 days strategically:

• Week 1: Set up your CRM, import contacts, configure your pipeline
• Week 2: Build your first funnel and automation workflow
• Week 3: Test SMS campaigns, set up reputation management, configure calendar
• Week 4: Evaluate results, calculate ROI, decide on your plan

There are no annual contracts on any plan. You can start with Starter and upgrade to Unlimited whenever you are ready. Downgrades are also possible at any time through account settings.

Is GoHighLevel Worth the Price?

For agencies managing three or more clients, GoHighLevel pays for itself instantly. The Unlimited plan at $297 per month gives you a complete platform that would cost $1,500+ assembled from individual tools. White-labelling alone generates revenue that exceeds the subscription cost.

For solo businesses, the Starter plan at $97 per month with 3 sub-accounts competes favourably with any CRM plus email plus automation stack on the market. If you are currently paying for separate tools that GoHighLevel can consolidate, the switch will almost certainly save you money.

The only scenario where GoHighLevel may not be worth it is if you only need one specific tool - like pure email marketing - and do not need CRM, funnels, SMS, or automations. In that case, a dedicated platform may offer a better focused experience. But for anyone using three or more marketing tools, the value is undeniable.

For an honest analysis with specific use cases, read Is GoHighLevel worth it?.

For the 30-day free trial (double the standard 14 days), see our GoHighLevel free trial guide.

Related Articles

• GoHighLevel Free Trial
• GoHighLevel SaaS Mode