GoHighLevel Pricing Explained: Which Plan Is Right for You?

GoHighLevel (also called HighLevel or GHL) is one of the most popular all-in-one platforms for agencies and small businesses. It replaces a long list of separate tools: CRM, funnel builder, website builder, email and SMS marketing, booking calendars, forms, reputation management and automation. But the first question almost everyone asks is simple: how much does GoHighLevel actually cost?

The answer is not just one number. There are three main plans, a custom Enterprise tier, optional add-ons and usage-based fees for things like SMS and email. In this guide we explain every part of GoHighLevel pricing in plain words, show what you really pay each month, and help you pick the right plan for your business.

Prices in this article were checked on the official HighLevel pricing page in November 2026. HighLevel changes its pricing from time to time, so always confirm on gohighlevel.com/pricing before you buy.

GoHighLevel Pricing at a Glance

A few things are the same on every plan:

• 14-day free trial. Billing starts automatically when the trial ends, unless you cancel. Usage fees (SMS, email, calls) can apply during the trial.
• Unlimited contacts and unlimited users. Unlike many CRMs, GoHighLevel does not charge more as your contact list or team grows.
• No long-term contract. Plans are month to month, and upgrades in the middle of a month are prorated.
• Yearly billing saves about two months. You pay 10 months instead of 12.

What Is a “Sub-Account”?

This is the most important word for understanding GoHighLevel pricing. A sub-account (once called a “location”) is one separate business workspace inside GoHighLevel. Each sub-account has its own contacts, pipelines, funnels, calendars, phone numbers and automations.

• If you are a business owner with one company, you only need one sub-account.
• If you are an agency, every client usually gets their own sub-account.

So the real question is: how many businesses will you run inside GoHighLevel? That number decides your plan more than anything else.

Starter Plan – $97 per Month

The Starter plan gives you the full core toolkit for up to three sub-accounts. For most single businesses, this is all you will ever need.

What you get

• CRM with sales pipelines and a two-way inbox (email, SMS, Facebook, Instagram and more)
• Funnel builder and website builder
• Workflow automation
• Booking calendars, forms and surveys
• Payments and invoicing
• Courses and communities
• The HighLevel mobile app
• 24/7 support

Who should choose Starter

• A local business (dentist, salon, gym, real estate agent, coach) using GHL for itself
• A freelancer or new agency with one to three clients
• Anyone who wants to test GoHighLevel before committing to a bigger plan

Limitation to know: once you need a fourth sub-account, you must upgrade. Starter also does not let you rebill phone and email costs to your clients.

Unlimited Plan – $297 per Month

The Unlimited plan is marked “Most Popular” for a reason. It includes everything in Starter, with three big additions:

• Unlimited sub-accounts. Add as many clients as you want at no extra base cost.
• Rebilling at cost. You can pass the SMS, call and email usage costs to each client, so those fees do not come out of your pocket.
• Basic API access for connecting GoHighLevel to other tools and custom software.

Who should choose Unlimited

• Agencies with more than three clients, or that plan to grow past three soon
• Businesses with several brands or locations

Simple maths: if you charge each client even $100 per month for their GHL account, the Unlimited plan pays for itself with just three clients. Every client after that is profit.

Agency Pro Plan – $497 per Month

This plan (also known as Agency Pro or SaaS Pro, and shown as “Founder” on the current pricing page) is built for agencies that want to sell GoHighLevel as their own software product. It includes everything in Unlimited, plus:

• SaaS mode. Put GoHighLevel under your own brand, create your own pricing plans and let clients sign up and pay you automatically.
• Rebilling with markup. Charge clients more than your cost for SMS, calls, email and AI usage, and keep the difference.
• Extra AI features, Founders Club access and access to the HighLevel Partner Network.

Who should choose Agency Pro

• Agencies that want recurring software income, not only service income
• Agencies with many clients where usage markup adds up to real profit

If you are not planning to resell the software or mark up usage, the Unlimited plan is usually enough.

Enterprise Plan – Custom Pricing

Enterprise is for large organisations. It adds a dedicated customer success manager and account manager, custom development, a private Slack channel, premium support, higher API limits, quarterly business reviews, enterprise reporting, a white-label mobile app and HIPAA compliance. You need to contact HighLevel sales for a price.

The Hidden Costs: Usage Fees

This is the part many people miss. The plan price covers the software, but sending messages and making calls costs extra. These fees are taken from a wallet in your account. Approximate rates at the time of writing (US):

• Email: about $0.675 per 1,000 emails
• SMS: just under 1 cent per message segment, plus carrier fees
• Calls: roughly 1 to 2 cents per minute
• Phone numbers: about $1.15 per month for a local number
• Premium AI usage: billed separately based on how much you use

For a small business sending a few thousand emails and a few hundred texts a month, this is usually only $10 to $50 extra. For an agency with many busy clients, it can be much more, which is why the rebilling feature on Unlimited and Agency Pro matters so much.

Tip for US businesses: before you can send SMS in the US, your number must be registered for A2P 10DLC. We explain this step in our guide to GoHighLevel A2P 10DLC compliance.

Optional Add-Ons and Their Prices

You do not need any of these to get started, but they are useful to know when planning your budget:

The AI Employee is the add-on most businesses ask us about. It gives you AI that can answer chats, reply to reviews, book appointments and answer calls for you. For a busy business it can replace hours of manual work every week.

What Will You Really Pay? Three Examples

Example 1: A local dental clinic

• Starter plan: $97
• Usage (email reminders, a few hundred texts, one phone number): about $25
• Total: around $120 per month

Example 2: A small agency with 8 clients

• Unlimited plan: $297
• Usage: rebilled to clients, so $0 for the agency
• If each client pays $150 per month, income is $1,200
• Profit on software alone: around $900 per month

Example 3: A SaaS agency with 40 clients

• Agency Pro plan: $497
• Clients sign up to the agency’s own branded software at $97 to $297 each
• Usage is rebilled with markup, which adds extra profit every month
• The plan cost becomes a small part of a recurring software business

How to Choose the Right Plan

1. One business, or fewer than four clients? Choose Starter ($97).
2. An agency with four or more clients, or growing fast? Choose Unlimited ($297).
3. Want to sell GHL under your own brand and earn from usage markup? Choose Agency Pro ($497).
4. Need HIPAA, a dedicated manager or custom development? Talk to HighLevel about Enterprise.

Not sure yet? Start with Starter. You can upgrade at any time and the cost is prorated, so you never lose money by starting small.

Is GoHighLevel Worth the Money?

Compare it with the tools it replaces. A typical small business might pay for a CRM, an email marketing tool, a funnel builder, a scheduling app, a website builder, a reputation tool and an automation tool separately. Together these often cost $300 to $800 or more per month, and they do not talk to each other well.

GoHighLevel puts all of this in one place from $97 per month. The real value is not only the lower cost. It is the fact that your leads, messages, bookings and follow-ups all work together in one system. To see how these pieces connect, read our guide on capturing and managing leads with GoHighLevel.

The one thing to keep in mind: GoHighLevel is powerful, but it takes time to set up properly. A badly set up account with broken workflows can cost you leads. Many businesses save time and money by having an expert build the funnels, pipelines and automations for them from day one.

Frequently Asked Questions

Does GoHighLevel have a free plan?

No. There is no free plan, but every plan comes with a 14-day free trial. Remember to cancel before the trial ends if you do not want to continue.

Can I change my plan later?

Yes. You can upgrade at any time and the price difference is prorated for the rest of the month.

Are contacts or users limited?

No. All three main plans include unlimited contacts and unlimited users.

Do I have to pay for SMS and email separately?

Yes. Email, SMS, calls and premium AI are paid per use from your account wallet. On the Unlimited and Agency Pro plans, agencies can pass these costs on to their clients.

Is the yearly plan worth it?

If you are sure you will use GoHighLevel for a full year, yes. You save the cost of about two months. If you are still testing, start monthly.

Final Thoughts

GoHighLevel pricing is simple once you understand sub-accounts and usage fees. Single businesses rarely need more than the $97 Starter plan. Agencies get the best value from the $297 Unlimited plan. And the $497 Agency Pro plan is for agencies ready to turn GoHighLevel into their own software business.

Pick the plan that matches where you are today, not where you hope to be in two years. You can always upgrade when you grow.

At Ninja Coding Pro, we set up and manage GoHighLevel accounts for businesses and agencies: funnels, pipelines, workflows, AI Employee setup, A2P registration and integrations. Want your GHL account built the right way from day one? Visit our GoHighLevel development page or get in touch with our team.