GoHighLevel has three plans, and the sticker price on each one is not what lands on your card. Messaging, calls, and the AI features are billed separately on usage, so two agencies on the same plan can pay very different amounts. This page covers what each tier costs, what usage adds, and which plan actually fits.
Short version
- Three plans, roughly $97, $297, and $497 a month.
- Starter caps you at three client accounts. Unlimited removes that cap.
- Agency Pro adds SaaS mode, so you resell the platform as your own software.
- SMS, calls, email, and AI are charged on top through a usage wallet.
- Most agencies land on Unlimited, and most single businesses should not be here at all.
The three plans at a glance
Starter
Approximate
- Up to 3 sub accounts
- Full feature set
- Funnels, CRM, calendars
- Automations and workflows
- No unlimited accounts
- No white label app
- No SaaS reselling
One business, or an agency testing the water.
Start free trialUnlimited
Approximate
- Unlimited sub accounts
- Everything in Starter
- White label desktop app
- Your branding on the platform
- API access
- No SaaS reselling
- No client rebilling
Agencies with three or more clients.
Start free trialAgency Pro
Approximate
- Everything in Unlimited
- SaaS mode
- Sell the platform as your own
- Rebill usage to clients
- Your own pricing and billing
- Advanced reporting
Agencies selling software as a product.
Start free trialThe three tiers have held these prices for a long stretch, and GoHighLevel adjusts them from time to time. Check the current pricing page before you budget anything.
Starter, $97 a month
Starter gives you the whole toolset with one meaningful limit, three sub accounts. Funnels, the CRM, calendars, pipelines, workflows, and messaging are all there. Nothing is stripped out.
Three accounts sounds generous until you use one for yourself. Most agencies find it holds them for two clients, then forces a decision. That is the design, and it works as a proving ground rather than a home.
Who it fits. A single business running its own marketing, or an agency with one or two clients who wants to learn the platform before committing to the bigger bill.
Unlimited, $297 a month
This is where most agencies end up, and it is the plan the pricing model is really built around. The sub account cap disappears entirely. Your fourth client and your fortieth cost the same as your first.
You also get white labelling. Your logo, your domain, your branded desktop app. Clients log into something that looks like your software rather than someone else's.
The jump from Starter to Unlimited is the only upgrade that pays for itself the moment you sign a third client.
Run the numbers on that. If a client is worth more than two hundred dollars a month to you, the third client covers the entire upgrade and every client after that is margin.
Agency Pro, $497 a month
Also called SaaS Pro. The extra two hundred dollars buys one capability, the right to sell GoHighLevel as your own software product with your own pricing and your own billing.
You set what clients pay. You collect it. You can rebill their usage at your own rate, which turns SMS costs from an expense into a margin. Clients never see the GoHighLevel name at any point.
The maths is straightforward. Charge five clients a hundred dollars a month for software and the plan has paid for itself with change left over. Charge twenty and software becomes a revenue line rather than a cost.
The honest caveat is that you are now running a software business. Onboarding, support, and churn become your problem. Done properly it changes an agency's economics. Done casually it becomes a support burden on a thin margin.
Pick the tier you would actually buy and try it before you pay.
Cancel any time before the trial ends.Usage fees, the part that surprises people
Your plan covers the software. It does not cover what you send through it. This is the single most common reason a GoHighLevel bill comes in higher than expected.
SMS messages, phone calls, emails, AI features, and phone numbers are billed from a wallet you top up. Each item is fractions of a cent to a few cents. That sounds like nothing until a client base starts running campaigns.
| Billed on usage | How it adds up |
|---|---|
| SMS and MMS | Per message sent and received. The largest line for most agencies. |
| Phone calls | Per minute, inbound and outbound. |
| Email sending | Per email. Cheap individually, noticeable across a list. |
| AI features | Per use, including conversation and content tools. |
| Phone numbers | A small monthly fee for each number you keep active. |
Treat usage as a second line in your budget rather than an extra. A light user might add very little. An agency running SMS campaigns across ten clients can add a meaningful amount every month. On Agency Pro you can rebill that usage to clients at your own rate.
What you really pay each month
Sticker prices are easy to research. Here is what the bill tends to look like in practice, using three realistic setups. Usage figures are estimates to show the shape, not quotes.
Notice what changes between those three. The plan price is predictable. Usage is the variable, and it scales with how much messaging your clients actually do rather than how many clients you have.
Annual pricing
GoHighLevel offers annual billing on all three tiers, and the discount is the usual two months free arrangement, so you pay for ten and get twelve.
Whether that is smart depends on where you are. If you have been running the platform for six months and it is embedded in your business, annual is free money. If you are three weeks past the trial and still learning, monthly is worth the premium until you are certain. Annual commitments are not refundable in the way a monthly cancellation is.
Which plan should you choose?
Four questions settle it in about a minute.
How many client accounts do you need?
More than three, or planning to grow past it?
Do you want clients paying you for software?
Are you a single business with one offer?
The upgrade path most people follow is Starter during the trial and the first couple of clients, Unlimited once the third arrives, then Agency Pro when they decide to sell software rather than just use it. Skipping straight to Unlimited is common and rarely regretted. Skipping to Agency Pro before you have clients to resell to is money spent early.
Hidden fees and what is not included
Nothing here is hidden in a dishonest sense, but these are the costs people do not see on the pricing page.
- Usage for SMS, calls, email, and AI, covered above. This is the big one.
- Your own domain, which you buy and connect yourself.
- A payment processor, since card processing fees are theirs, not GoHighLevel's.
- Third party integrations that carry their own subscriptions.
- Your time. The first two weeks are a real cost even though nothing is charged for them.
How it compares to buying separate tools
The value argument only makes sense against what it replaces. Price a CRM, an email platform, a funnel builder, a scheduling tool, and an SMS service separately and the total usually passes three hundred dollars a month once your list grows past a few thousand contacts.
On Unlimited that whole stack becomes one line, and it does not increase when you add clients, which is the part separate tools cannot match. Most per seat and per contact tools charge you more precisely when you are growing.
The break even is worth calculating for yourself. Add up what you currently pay across those categories. If the total is near three hundred, GoHighLevel pays for itself on cost alone before any of the agency features count.
Full access to whichever tier you pick, including the usage side, so you can see the real bill before committing.
Common questions
How much does GoHighLevel cost?
Three plans at roughly $97, $297, and $497 a month. On top of that, SMS, calls, email, and AI features are billed on usage, so most agencies pay somewhat more than the plan price.
What is the difference between $97 and $297?
Sub accounts. Starter caps you at three, Unlimited removes the cap entirely and adds white labelling. The features are otherwise the same.
Is Agency Pro worth $497?
Only if you intend to resell the platform. SaaS mode lets you charge clients for software under your own brand and rebill their usage. If you are not doing that, Unlimited does everything else.
Are there hidden fees?
Not hidden, but usage fees for SMS, calls, email, and AI sit outside the plan price and catch people out. Budget for them from the start.
Does GoHighLevel offer annual pricing?
Yes, on all three tiers, with the usual two months free discount. Worth taking once you are certain, and worth avoiding while you are still deciding.
Which plan is right for me?
One to three client accounts, Starter. More than three, Unlimited. Reselling software to clients, Agency Pro. A single business with one simple offer should probably look at a lighter platform.
Can I try a plan before paying?
Yes. The standard trial is 14 days and a 30 day version is available through partner links. Pick the tier you would genuinely buy, since the trial runs on whichever plan you choose.
The verdict
GoHighLevel pricing is straightforward once you separate the two parts. The plan is fixed and predictable. Usage is variable and scales with how much messaging you actually do. Budget for both and there are no surprises.
Unlimited at around $297 is the plan most agencies should be on, because removing the sub account cap is the entire point of the pricing model. Starter is a proving ground. Agency Pro earns its price only when clients are paying you for software.
Take the trial on the tier you are considering, send some real messages during the month, and you will see your actual bill rather than the sticker price.
All prices on this page are approximate and were accurate at the time of writing. GoHighLevel sets its own pricing and changes it from time to time. Usage figures are estimates used to show how a bill is built, not quoted rates. Check the current pricing page before budgeting.
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