You're a small business owner, carefully planning your budget. You land on GoHighLevel's pricing page. It shows three prices: $97, $297, and $497. They make it look like a simple path to digital marketing success. But here's the catch, and it trips up even experienced business owners: that subscription price is just the beginning. What they often don't tell you are the extra charges for SMS, calls, and email. Plus, there's a maze of add-ons for AI, HIPAA compliance, and white-label apps. The truth is, the real cost and value of each plan go way beyond a monthly fee. You need to understand these details before you commit. We've seen many businesses miss these things, leading to unexpected costs later. This guide will break down every cost you'll actually face. It will clarify what each plan truly includes and give you a clear recommendation for your specific situation. All pricing is current as of April 2026, based on our research and hands-on experience with the platform.
This breakdown covers every cost you'll actually encounter. It explains what each plan genuinely includes. We also give a clear recommendation for which tier makes sense for your situation. All pricing is current as of April 2026.
The Three Core Plans
Starter Plan — $97/month ($81/month billed annually)
The Starter plan is GoHighLevel's basic option. They say it's for "smaller businesses and solo marketers." Here's what you get:
| Feature | Included |
|---|---|
| Sub-Accounts | 3 |
| Contacts | Unlimited |
| Users/Team Members | Unlimited |
| CRM & Pipelines | Yes |
| Workflow Automation | Yes |
| Email Marketing | Yes (usage fees apply) |
| SMS Marketing | Yes (usage fees apply) |
| Funnel & Website Builder | Yes |
| Appointment Scheduling | Yes |
| Reputation Management | Yes |
| Social Media Management | Yes |
| Courses & Communities | Yes |
| API Access | Basic |
| Rebilling (Phone & Email) | No |
| White-Label Branding | No |
| 24/7 Support | Yes |
The main limit here is 3 sub-accounts. Each sub-account is a separate business setup. So, if you run your own business on GHL, you have 2 left for client work or testing. For a solo business owner, 3 sub-accounts is plenty. If you're an agency managing 4 or more clients, you'll need to upgrade. Want to know if this platform is the right fit for your business? We've got a guide for that.
Annual savings: Pay yearly and the Starter plan drops to $81/month ($970/year). That saves you $194 compared to paying monthly.
Unlimited Plan — $297/month ($247/month billed annually)
The Unlimited plan is GoHighLevel's most popular choice. They built it for growing agencies. It includes everything in Starter, plus:
| Feature | Starter | Unlimited |
|---|---|---|
| Sub-Accounts | 3 | Unlimited |
| User/Agent Reporting | No | Yes |
| Rebill Phone & Email | No | Yes (no markup) |
| API Access | Basic | Full |
| White-Label Desktop App | No | Yes |
Unlimited sub-accounts is the big selling point. But the white-label desktop app is just as important for agencies. It means your clients log in and see your branding, not GoHighLevel's. Add this to unlimited sub-accounts, and the $297 plan becomes the go-to for agencies managing more than 3 clients.
The rebilling feature at this level lets you charge clients for telecommunications costs at what you pay (no extra charge). If you want to add a markup to those costs and make more money, you'll need the Agency Pro plan. This is a key difference if you're comparing it to HubSpot, for example, which handles billing differently.
Annual savings: $247/month if you pay yearly ($2,964/year). This saves you $600 compared to paying monthly.
Agency Pro (SaaS Mode) — $497/month ($414/month billed annually)
The Agency Pro plan adds SaaS Mode on top of everything in Unlimited. SaaS Mode lets you sell GoHighLevel as your own branded software. It includes automated client billing and account creation. Here are the extra features you get over Unlimited:
| Feature | Unlimited | Agency Pro |
|---|---|---|
| SaaS Mode | No | Yes |
| Automated Sub-Account Creation | No | Yes |
| Rebill Phone & Email with Markup | No (cost only) | Yes |
| API Access | Full | Advanced |
The extra $200/month over Unlimited is worth it if you're building a SaaS business on GoHighLevel. This means selling white-labeled subscriptions to clients and adding a markup to usage costs. If you're not doing that, the Unlimited plan has everything you need. For a deeper look at what the platform can do, check out our GoHighLevel review.
Annual savings: $414/month if you pay yearly ($4,968/year). This saves you $1,044 compared to paying monthly.
The Usage-Based Costs: What You'll Actually Pay
Here's where most pricing breakdowns miss the mark. The subscription fee covers platform access. But every time you send an SMS, make a call, or send an email through GoHighLevel, you pay a separate usage fee. These fees are normal in the industry — Twilio, SendGrid, and other providers charge the same way. But GHL often downplays them in their marketing.
| Service | Approximate Cost |
|---|---|
| Phone number (local) | ~$1.15/month each |
| SMS outbound (per segment) | ~$0.0079 |
| SMS inbound (per segment) | ~$0.0079 |
| Outbound calls (per minute) | ~$0.0210 |
| Inbound calls (per minute) | ~$0.0128 |
| Email (LC-Email, per email) | ~$0.00135 |
| Email verification (per email) | ~$0.003 |
To give you an idea: if you send 1,000 SMS messages a month, that's about $7.90 in usage fees. If you run an outbound calling campaign with 500 minutes of calls, that's about $10.50. For most small businesses, usage fees add $10 to $50 per month to the base subscription. Businesses with high volume can see them add a lot more.
With the Unlimited plan, you can pass these costs to clients at what you pay. With the Agency Pro plan, you can add a markup. This is how many agencies make extra recurring revenue from their GHL setups.
Optional Add-Ons
GoHighLevel offers many optional add-ons. These expand what the platform can do. They aren't part of any subscription plan and cost extra.
| Add-On | Price | Notes |
|---|---|---|
| AI Employee (unlimited AI usage) | $97/month per sub-account | Covers Conversation AI, Voice AI, Reviews AI |
| HIPAA Compliance | $297/month | Required for healthcare businesses |
| White-Label Mobile App | $497/month | Branded iOS/Android app for your clients |
| Branded Client Portal App | $49/month per sub-account | Client-facing portal with your branding |
| Dedicated Email IPs | $59/month per IP | For high-volume senders needing deliverability control |
| SEO (powered by Search Atlas) | $79/month per sub-account | SEO tools integrated into the platform |
| Online Listings Management | $30/month per sub-account | Manages business listings across directories |
| Premium Prospecting Tool | $29/month per sub-account | Advanced lead prospecting features |
| WordPress Hosting | From $10/month per site | Managed WordPress hosting within GHL |
| HighLevel Certification Program | $97/month | Training and certification for GHL admins |
| Premium Support | $500/month | Priority support access |
The AI Employee add-on is worth a closer look. GoHighLevel's AI features—Conversation AI, Voice AI, Reviews AI—are included in the base subscription. But you pay for them based on usage. The AI Employee add-on changes this to a flat $97/month per sub-account for unlimited AI use. For businesses using a lot of AI, this add-on can save money and simplify budgeting. For most businesses, this means predictable monthly spending instead of variable usage charges.
Which Plan Is Right for Your Situation
You're a solo operator or single-location business
Start with the Starter plan at $97/month. You get all the features, unlimited contacts, and 3 sub-accounts. That's more than enough for one business. Only upgrade to Unlimited when you're managing 4 or more client accounts or need the white-label branding.
You're a marketing agency managing multiple clients
The Unlimited plan at $297/month is the usual choice. Unlimited sub-accounts, white-label branding, and full API access cover everything a growing agency needs. The extra $200/month over Starter pays for itself when you're managing more than 3 clients.
You want to sell GHL as your own software product
The Agency Pro plan at $497/month is the only one with SaaS Mode and rebilling with markup. If your business model involves selling white-labeled subscriptions to clients and making money from usage markup, this is the right plan. If you're not building a SaaS business, Unlimited has everything you need for $200/month less.
You're checking out the platform before buying
Most businesses we talk to find that all three plans include a 14-day free trial with full feature access. Start with the Starter plan trial. You can test all the features and upgrade to Unlimited or Agency Pro if you need more sub-accounts or the SaaS features. No credit card is required to sign up.
How GoHighLevel's Pricing Compares
Most businesses we talk to find that the best comparison is against the tools GoHighLevel replaces. A typical local service business using separate tools might pay: HubSpot Starter CRM ($20/month) + Mailchimp Essentials ($20/month) + Twilio for SMS ($30/month) + Calendly Professional ($16/month) + Birdeye for reviews ($300/month) = about $386/month. GoHighLevel's Starter plan at $97/month does all of these things in one subscription.
Against direct competitors: GoHighLevel vs ActiveCampaign shows that ActiveCampaign's similar plan costs $149/month but doesn't include SMS, funnel building, or reputation management. GoHighLevel vs HubSpot shows that HubSpot's Marketing Hub Professional starts at $800/month. GoHighLevel vs Keap shows that Keap (formerly Infusionsoft) starts at $299/month. For the features GoHighLev
el offers, the pricing is genuinely competitive.For a comprehensive look at how GoHighLevel performs across its feature set, see our full GoHighLevel review for 2026. If you're still deciding whether the platform is the right fit for your business type, our breakdown of who should and shouldn't use GoHighLevel addresses that question directly.
Before investing in any CRM or automation platform, run the numbers with the free CRM ROI Calculator to see your projected return based on your current lead volume and close rate.
For a plain-English overview of what each GoHighLevel plan includes and what tools it replaces, see what you actually get with GoHighLevel's $97/month plan.
If you want to quantify how much missed calls are costing your business, the free Missed Call Revenue Calculator gives you a dollar figure based on your actual call volume and close rate.
For an honest assessment of whether GoHighLevel delivers value at each price point, read our full GoHighLevel review. If you are deciding between GoHighLevel and a competitor, our GoHighLevel vs HubSpot comparison and GoHighLevel vs ActiveCampaign comparison cover the most common alternatives.