GoHighLevel costs $97 a month on Starter, $297 on Unlimited, and $497 on Agency Pro, with a fourth Enterprise tier quoted by sales. Pay annually and the equivalents drop to about $81, $248, and $414 a month, because annual billing is priced at ten months. There is no free plan, only a 14-day free trial. The number that trips people up is not the plan price at all: SMS, email, phone numbers, and AI usage are metered and billed on top of every tier, so the subscription is a floor rather than a total. Plan prices verified on the GoHighLevel pricing page and usage rates verified in GoHighLevel's own LC Phone billing guide on 4 September 2026. Last updated September 2026.
Two questions actually decide what GoHighLevel costs you: how many client sub-accounts you need, and whether you plan to resell the platform under your own brand. Everything else on the pricing page is secondary to those. Here is the full breakdown, including the usage charges that never appear next to the plan price.
GoHighLevel pricing: all plans compared
| Plan | Monthly | Billed annually | Sub-accounts | Users | Key unlock |
|---|---|---|---|---|---|
| Starter | $97 | $81/mo ($970/yr) | 3 | Unlimited | The full CRM and funnel builder |
| Unlimited | $297 | $248/mo ($2,970/yr) | Unlimited | Unlimited | Unlimited sub-accounts, basic API, rebilling at cost |
| Agency Pro | $497 | $414/mo ($4,970/yr) | Unlimited | Unlimited | SaaS Mode, advanced API, rebilling with markup |
| Enterprise | Sales-quoted | Custom | Unlimited | Unlimited | HIPAA, white-label mobile app, success manager |
Annual billing runs at ten months for the price of twelve, so it saves roughly two months a year, about 17 percent, on each of the first three tiers. Unlimited contacts and unlimited users come on every plan, including Starter, which is unusual and genuinely in GoHighLevel's favor. The tiers gate access on sub-accounts and reselling, not on seats.
What actually changes between the tiers
Strip away the marketing and only a few things move as you climb the plans.
| Feature | Starter | Unlimited | Agency Pro |
|---|---|---|---|
| Client sub-accounts | 3 | Unlimited | Unlimited |
| API access | No | Basic | Advanced |
| Rebill usage to clients | No | At cost | With your markup |
| SaaS Mode (resell as your own software) | No | No | Yes |
| Automated sub-account creation | No | No | Yes |
| Agent and user reporting | No | No | Yes |
The Starter cap of 3 sub-accounts is the line most agencies hit first. One of those three is your own agency account, which leaves room for two clients. Take on a third client and you are on Unlimited at $297, whether or not you wanted the rest of what that tier adds. If you have any intention of billing SMS and email back to clients, that starts at Unlimited too, at cost, and only becomes a markup you can profit from at Agency Pro.
The costs the pricing page does not put next to the plan
This is the part worth reading twice. The plan price covers the software. It does not cover the messages the software sends. SMS, email, outbound and inbound phone calls, dedicated phone numbers, and metered AI features are all billed as usage on top of every tier, drawn from a wallet you top up.
Most articles about GoHighLevel pricing quote these rates second hand, and the numbers in circulation are out of date. GoHighLevel does publish a full rate card, just not on the pricing page: it lives in the LC Phone pricing and billing guide in the help portal, which was last updated on 1 September 2026. Here is what it actually says.
| Usage item | Published rate | Notes |
|---|---|---|
| SMS, US and Canada | $0.00747 per segment | Inbound and outbound, after a stated 10 percent discount off a $0.0083 list price |
| Outbound calls | $0.0166 per minute | Discount already applied |
| Inbound calls, web or mobile | $0.01165 per minute | Discount already applied |
| Inbound toll-free calls | $0.0198 per minute | Costs more than an outbound call |
| Local phone number | $1.15 per month | Per number, per sub-account |
| Toll-free phone number | $2.15 per month | Per number, per sub-account |
| Call recording | $0.0025 per minute | On top of the call itself |
| Call transcription | $0.024 per minute | Roughly 1.4x the cost of the outbound call it transcribes |
| Voicemail drops | $0.0180 per minute | |
| Number validation | $0.005 per call | Checks a number before you text it |
| Spam detection | $0.005 per test |
Two of those deserve a second look. Call transcription at $0.024 a minute costs about 1.4 times the outbound call it is transcribing, so switching it on across a call-heavy sub-account more than doubles the phone bill rather than adding a rounding error to it. And an inbound toll-free minute costs more than an outbound one, which inverts the assumption most people budget with.
Email is billed per send from the same wallet. GoHighLevel does not publish a per-thousand email rate in the same guide, and the figure of roughly $0.675 per 1,000 sends that circulates widely does not trace to a GoHighLevel source we could find, so treat it as reported rather than official and confirm it against your own wallet transactions.
There is one more charge that never appears in any comparison table. GoHighLevel applies a fixed 5 percent markup at the sub-account level to A2P registration, carrier fees, and verified caller ID charges. If you then switch on rebilling, your own multiplier is applied after that markup, not to the raw carrier cost. So the number your client sees has been marked up twice: once by GoHighLevel, once by you. Agencies that set a deliberately thin margin to stay competitive are quietly charging more than they think they are, and agencies reconciling a client dispute over a pass-through fee are looking for a discrepancy that is working exactly as designed.
For a single agency running modest campaigns, reviewers commonly report this adding somewhere between $20 and $150 a month. For an agency pushing high SMS volume across many client sub-accounts, it can dwarf the subscription. That is the real reason two agencies on the same $297 plan can have wildly different bills, and it is why "GoHighLevel pricing" is a question the sticker price does not answer. The rebilling feature exists precisely because these costs are variable: on Unlimited you can pass them to clients at cost, and on Agency Pro you can add a margin and turn usage into revenue.
GoHighLevel add-on pricing: HIPAA, AI, API, SMS, and email
The add-ons are where two agencies on the same plan end up with bills that differ by hundreds of dollars. GoHighLevel publishes fourteen of them. Most write-ups list three or four, so here is the complete set as it stands on the pricing page on 4 September 2026, with the charging unit spelled out, because the unit matters more than the price.
| Add-on | Price | How it is charged |
|---|---|---|
| Premium support | $500/mo | Flat, agency level |
| White label mobile app | $497/mo | Flat, agency level |
| HIPAA compliance | $297/mo | Flat, on top of any plan |
| AI Employee Unlimited | $97/mo | Per sub-account |
| HighLevel Certification Program | $97/mo | Flat, agency level |
| SEO, powered by Search Atlas | $79/mo | Per sub-account |
| Dedicated email IPs | $59/mo | Per IP |
| AI Employee Growth | $50/mo | Per sub-account |
| Branded client portal app | $49/mo | Per sub-account |
| Online listings management | $30/mo | Per sub-account |
| Premium prospecting tool | $29/mo | Per sub-account |
| WhatsApp integration | $10/mo | Per sub-account |
| WordPress hosting | From $10/mo | Per site |
| Domain purchasing | No price published | Described only as market leading prices |
| SMS, email, phone, AI usage | Metered | Wallet you top up |
Two rows in that table cost as much as GoHighLevel's most expensive plan. Premium support is $500 a month and the white label mobile app is $497, so either one on its own costs more than, or the same as, the entire $497 Agency Pro subscription it sits on top of. An agency that wants its own branded app and a support line it can rely on is not paying $497 a month for GoHighLevel, it is paying $1,494.
The bigger trap is the charging unit. Seven of the fourteen add-ons are priced per sub-account, which is the exact number the Unlimited plan encourages you to grow without limit. The plan fee stops rising at $297 and the add-ons never stop rising. Switch on SEO, the branded client portal, listings management, and the prospecting tool for ten clients and you have added $1,870 a month to a $297 plan, from four toggles.
Read the AI Employee rows carefully, because the pricing unit is the sub-account, not the agency. An agency running ten client sub-accounts on the $297 Unlimited plan and switching AI Employee Unlimited on for all of them adds $970 a month. That is more than three times the platform fee, from a toggle. It is the single largest budget surprise in the GoHighLevel add-on list, and it scales with exactly the thing you are trying to grow.
How much does GoHighLevel HIPAA compliance cost?
The HIPAA add-on is $297 a month, published on GoHighLevel's own pricing page, and it applies on top of whatever plan you are on. That means a healthcare client on the $97 Starter tier takes your bill to $394, and the add-on alone costs the same as the entire Unlimited plan. Confirm the cancellation terms with GoHighLevel before enabling it, as reports suggest it cannot simply be switched off.
What does GoHighLevel Conversation AI cost?
Conversation AI is billed by usage rather than as a flat monthly fee, priced per message with token-based rates that vary by model and volume. GoHighLevel publishes phone and messaging rates in its billing guide but does not publish a per-message Conversation AI rate alongside them, so this is the one usage line you cannot model in advance. The predictable route is the AI Employee bundle, and note it has two tiers, not one: Growth at $50 a month per sub-account and Unlimited at $97 a month per sub-account. Most write-ups quote only the $97 figure, which overstates the entry price by nearly double.
What are GoHighLevel premium actions and what do they cost?
Premium actions are specific workflow steps, mostly the ones calling external services or AI, that are billed per execution rather than included in your plan. Third-party sources report roughly $0.01 per execution, which we are labelling reported because GoHighLevel does not publish the rate on its pricing page. A single automation firing across a few thousand contacts a month turns that into a real line item.
How much does GoHighLevel SMS and email cost?
Both are metered from a wallet you top up rather than included in the subscription. GoHighLevel's own billing guide puts SMS at $0.00747 per segment for the US and Canada, where a long text counts as more than one segment, and outbound calls at $0.0166 per minute, plus $1.15 a month for a local number or $2.15 for a toll-free one. The widely repeated $0.0079 per segment and $0.014 per minute figures are stale. Email is billed per send from the same wallet, and GoHighLevel does not publish a per-thousand rate for it.
Which GoHighLevel plan includes API access?
Basic API access starts on the $297 Unlimited plan, and advanced API access starts on the $497 Agency Pro plan. The $97 Starter plan does not include it. If your build depends on GoHighLevel talking to anything outside itself, price the integration at $297 rather than $97, and check whether the endpoints you need sit in the basic or the advanced set before committing.
What is SaaS Mode, and do you need to pay for it?
SaaS Mode is the feature that justifies the jump to the $497 Agency Pro tier, and most agencies do not need it. It lets you resell GoHighLevel to your clients as your own branded software, set your own prices, and bill them through Stripe, so the platform becomes a product line rather than a tool you use to deliver services. If recurring software revenue is a business you want to be in, SaaS Mode is the whole point of GoHighLevel and $497 is cheap for it. If you sell marketing services and just use the platform to deliver them, the $97 or $297 tiers cover the work and SaaS Mode is $200 a month for a capability you will not use.
One warning if you are pricing a reselling business on this tier. The $497 buys the mechanism, not the finished product: a branded mobile app is a separate $497 a month add-on, client portals are $49 a month per sub-account, and the default rebilling multiplier is set to cover Stripe fees rather than to make you a margin. We work through the full arithmetic in GoHighLevel white label pricing.
Which GoHighLevel plan do you actually need?
Starter ($97/mo) fits a solo marketer or a new agency with one or two clients who wants the CRM, funnels, and automation in one place and does not need API access. It is a fair deal for that, as long as you stay under three sub-accounts.
Unlimited ($297/mo) is where most working agencies land, because the third client, basic API access, and the ability to rebill usage all sit behind this tier. If you are comparing GoHighLevel to anything else as an agency, compare at $297, not $97.
Agency Pro ($497/mo) earns its price only if you resell the platform through SaaS Mode or need advanced API access and agent reporting. For a services agency that is not reselling software, it is overkill.
Enterprise (quoted) is for high-volume agencies, and it is the one tier you can sanity-check without a sales call. GoHighLevel lists what Enterprise bundles: premium support, the white label mobile app, and HIPAA compliance all included in the purchase, plus a dedicated Slack channel, raised API limits, quarterly business reviews, and Enterprise reporting. Priced individually on Agency Pro, those first three add-ons alone are $500, $497, and $297 a month, so $1,294 a month of add-ons sitting on a $497 plan. That gives you a floor of roughly $1,791 a month to compare any Enterprise quote against. If the quote comes in near that number and you genuinely need all three, it is fair. If you need one of the three, buy the add-on and stay on Agency Pro.
Is GoHighLevel expensive?
Only relative to what it replaces, and for an agency the replacement stack is large. Price it against a separate CRM, a funnel and page builder, an SMS platform, an email service, a scheduling tool, and a client-reporting tool, all reconciled across six logins per client, and $97 to $297 a month for one login starts to look cheap. That is the comparison the bundle is designed to win, and for a multi-client agency it usually does. It is why so many agencies who complain about GoHighLevel are still on it a year later.
The math inverts if you do not need the bundle. If you already run a CRM you like, do not send SMS, and are not managing client sub-accounts, you are paying $97 a month for a funnel builder and a pile of modules you never open. That is expensive for what you use, and it is the most common reason people search for a cheaper option. Our comparison of GoHighLevel alternatives maps out what to swap in for each module, and the ClickFunnels alternatives page covers the funnel-builder half specifically.
How GoHighLevel compares on entry price
| Tool | Entry price | What you get for it |
|---|---|---|
| GoHighLevel | $97/mo | CRM, funnels, SMS, email, calendars, 3 sub-accounts |
| ClickFunnels | $97/mo | Funnels, pages, email, courses, checkout |
| HubSpot | Free to $$$ | CRM and marketing, priced by contacts and seats |
| Systeme.io | Free tier | Funnels, email, courses, cheaper and lighter |
| Converto | $19/mo | Audits a live page and writes the variants, no builder |
These are not equivalent products, and treating them as one price comparison is how people buy the wrong thing. GoHighLevel and ClickFunnels give you somewhere to build funnels and run an agency. An audit tool assumes the pages already exist and tells you what is wrong with them. If your client pages are live and simply are not converting, adding another platform does not diagnose anything, which is the case for pairing rather than switching. Our page on GoHighLevel funnel optimization covers auditing funnels you already built in the platform, including the snapshot templates that replicate one weak headline across every client sub-account.
The ClickFunnels row in that table is the comparison people ask about most, and the two are less alike than the matching $97 suggests: one meters sub-accounts and the other meters contacts. We take that apart in GoHighLevel vs ClickFunnels. If you are weighing the wider field, the GoHighLevel alternatives roundup compares eight platforms on the tier that unlocks white-label reselling rather than the tier they advertise, which is the number that actually decides an agency budget. If you are shopping the funnel-platform half of the field instead, the ClickFunnels alternatives roundup prices eight of them on the percentage each one takes from your sales, which is where the cheap-looking options stop being cheap.
Frequently asked questions about GoHighLevel pricing
Does GoHighLevel have a free plan?
No. GoHighLevel has no free tier. It offers a 14-day free trial that requires a card. If free is a hard requirement, Systeme.io has a genuine free plan for funnels and email, and HubSpot has a free CRM, though both are narrower than GoHighLevel's agency bundle. Keeping the client pages you already have and improving them is the other zero-subscription option.
How much does GoHighLevel cost per year?
Billed annually, Starter is $970 a year, Unlimited is $2,970, and Agency Pro is $4,970, because annual pricing charges ten months instead of twelve. Paying month to month raises those to $1,164, $3,564, and $5,964. On top of any plan, usage for SMS, email, phone, and AI is billed separately from a wallet you top up, so your real annual cost depends on message volume.
Why is my GoHighLevel bill higher than the plan price?
Because SMS, email, phone numbers, and AI features are metered and charged on top of the subscription from a prepaid wallet that auto-recharges your card when it runs low. GoHighLevel's published rates are $0.00747 per SMS segment, $0.0166 per outbound call minute, and $1.15 a month per local number. Add a fixed 5 percent markup on carrier and A2P registration fees at the sub-account level. Check the per-sub-account add-ons too, because seven of the fourteen are billed per client rather than per agency. Rebilling on the Unlimited and Agency Pro tiers lets you pass usage back to clients.
Do I need the $497 Agency Pro plan?
Only if you plan to resell GoHighLevel as your own branded software through SaaS Mode, or you need advanced API access and agent-level reporting. If you sell marketing services and use the platform to deliver them rather than to resell it, the $97 or $297 tiers cover the work. SaaS Mode is the single reason to pay the extra $200 a month.
Is GoHighLevel worth it for a small agency?
It is worth it once you are managing more than two clients and would otherwise pay for a separate CRM, page builder, SMS tool, email platform, and scheduler. If the question is whether to buy software or hire help, our comparison of a CRO agency versus a CRO tool frames the same trade-off. The bundle wins on price at volume. It is poor value for a solo operator who only needs one or two of those modules, since you are funding an entire agency platform to use a slice of it.
Before you commit to any platform
The order that wastes the least money is the unglamorous one. Work out what your current client pages actually do wrong, fix that, then decide whether you need a new platform to host them. Most agencies do the reverse: migrate everything into sub-accounts first, rebuild the same weak headline in a nicer editor, and conclude the client's market just does not convert. If that sounds familiar, our diagnostic on why a landing page is not converting is the cheaper first step.
It is also worth checking whether you need the agency platform at all. GoHighLevel bundles a CRM, pipelines, calendars, and SMS around its page builder, and if pages are the only part you will use, a dedicated tool costs a fraction of it. Our comparison of landing page builders puts Unbounce, Instapage, Leadpages, and Landingi side by side on what each really charges once A/B testing is turned on. If you want the agency-platform field rather than the page-builder field, the alternatives to GoHighLevel comparison covers Systeme.io, Kartra, Vendasta, Keap, and the rest on what reselling really costs.
Agency software is also where margins quietly leak, since usage-metered tools make the monthly total hard to predict, and it helps to be watching what your whole stack of subscriptions actually costs each month before you add another one with a variable bill. Our breakdown of what conversion rate optimization actually costs runs the same question across tools, agencies, and in-house work, and the agency landing page audits page shows how to turn a page review into a client deliverable.
If you want to know what is weak on a client page before you spend $97 a month on somewhere new to host it, paste the URL into Converto. It reads the copy, layout, CTAs, speed, and AI-readability of that specific page and hands back the rewritten version, with nothing to install and no sub-account to build. Suggestions are data-informed, not guarantees.
Paste your page and see what is leaking
Drop in any live URL and Converto audits the copy, layout, CTAs, speed, and AI-readability of the page you already have, then hands you ready-to-ship variants to lift signups and sales. Suggestions are data-informed, not guarantees.