GoHighLevel (HighLevel, GHL) sells three self-serve plans, $97, $297 and $497 a month, and the headline number is rarely what an agency ends up paying. The add-ons that matter most in 2026, the AI Employee, the branded client portal app, the white-label mobile app, are priced per sub-account or per month on top, and SMS, email, calls and AI usage are metered separately. This guide lays the whole bill out from HighLevel's own pricing page, then works three realistic months so you can see what your version would cost.
Disclosure: AutomateNexus CRM is our product and competes with GoHighLevel for agencies. Every GoHighLevel figure below is quoted from HighLevel's published pricing as of September 2026; verify before you buy, because add-on prices change more often than plan prices.
GoHighLevel plans at a glance
| Plan | Monthly | Annual | What it adds |
|---|---|---|---|
| Starter | $97/mo | $970/yr | 3 sub-accounts, unlimited contacts and users, all core features, 24/7 support |
| Unlimited | $297/mo | $2,970/yr | Unlimited sub-accounts, rebill phone and email to clients at cost, basic API access |
| Agency Pro | $497/mo | $4,970/yr | SaaS mode, automated sub-account creation, rebill phone and email with a markup, user and agent reporting, advanced API access |
| Enterprise | Custom (contact sales) | Dedicated customer success manager, custom development, dedicated Slack channel, premium support, white-label mobile app, HIPAA compliance, quarterly business reviews | |
Annual billing is ten months for the price of twelve on every plan: $970, $2,970 and $4,970 a year, which is a 17% saving against paying monthly. HighLevel's third plan is now called Agency Pro on its pricing page; older guides and most affiliate sites still call it SaaS Pro. Same plan.
What each plan is really for
Starter, $97 a month
Starter is HighLevel for a single business or a consultant with a couple of clients: three sub-accounts, unlimited contacts and users, and the whole feature set (CRM, funnels, email, SMS, calendars, reputation, social planner, courses, memberships). What it lacks is the agency machinery: you cannot rebill usage to clients, and there is no API. Three sub-accounts is the ceiling that pushes agencies up a tier.
Unlimited, $297 a month
Unlimited is the plan most agencies run: unlimited sub-accounts, so every client gets their own workspace, plus the ability to rebill phone and email usage to those clients at cost and basic API access. If you sell done-for-you marketing to more than three clients, this is the entry price.
Agency Pro, $497 a month
Agency Pro is for reselling the software itself. SaaS mode lets you build your own pricing tiers, take payment and have a sub-account provisioned automatically when a client checks out; rebilling can carry a markup, so usage becomes margin; and the API access is the advanced tier. It is the plan for "we sell our own branded CRM", which is the business model HighLevel built its name on.
Enterprise
Custom pricing, with the things a larger operator asks for: a dedicated success manager, custom development, a Slack channel to the team, premium support, quarterly reviews, and the white-label mobile app and HIPAA compliance bundled instead of bought as add-ons.
The add-ons that change the bill
These are the prices HighLevel lists alongside the plans. Several are charged per sub-account, which is the detail that surprises agencies: a $50 add-on across twenty client accounts is $1,000 a month.
- AI Employee (Growth): $50 a month per sub-account.
- AI Employee (Unlimited): $97 a month per sub-account.
- Branded client portal app: $49 a month per sub-account.
- WhatsApp integration: $10 a month per sub-account.
- Dedicated email IP: $59 a month per IP.
- HIPAA compliance: $297 a month.
- Premium support: $500 a month.
- White-label mobile app: $497 a month.
The AI Employee is the one to model carefully. HighLevel's voice agents, conversation AI, content AI and workflow AI live under it, and the Unlimited tier of the add-on removes the usage caps of the Growth tier. On a small book of clients it is a modest line; at agency scale it is often larger than the platform subscription.
Usage costs: SMS, email, calls and AI
Every plan meters SMS, email sending, phone minutes and premium AI features separately from the subscription. On Starter you absorb those costs; on Unlimited you can rebill them to each client at cost; on Agency Pro you can rebill with a markup. HighLevel publishes the per-unit rates inside the app rather than on the pricing page, and they move with the underlying carriers, so treat usage as a variable line that scales with how many texts, emails and calls your clients' campaigns actually send. For an agency running SMS follow-up across many clients, usage is not a rounding error.
What a month really costs: three examples
Illustrative arithmetic from the listed prices, before usage:
| Setup | Plan | Add-ons | Monthly before usage |
|---|---|---|---|
| Consultant with 2 clients | Starter $97 | None | $97 |
| Agency with 12 clients, AI Employee on 4 of them | Unlimited $297 | 4 × $97 AI Employee Unlimited = $388 | $685 |
| SaaS reseller with 25 sub-accounts, branded portal app on 10, WhatsApp on 10, white-label mobile app | Agency Pro $497 | 10 × $49 + 10 × $10 + $497 = $1,087 | $1,584 |
Add SMS, email and call usage on top of each row, or rebill it to clients on Unlimited and Agency Pro. The pattern to notice: the subscription is the floor, and the per-sub-account add-ons are what grow with your client count.
Annual versus monthly
Annual billing saves two months on every plan: $970 instead of $1,164 for Starter, $2,970 instead of $3,564 for Unlimited, $4,970 instead of $5,964 for Agency Pro. It is prepaid for the year, so it suits an agency that already knows HighLevel is its platform, not one still deciding. Add-ons are billed monthly regardless.
How GoHighLevel pricing compares
HighLevel's structure rewards breadth: one subscription covers funnels, courses, memberships, social scheduling, reputation and the CRM, and the SaaS machinery on Agency Pro is more mature than anything comparable. Its structure penalises AI and client-facing extras, which are priced per sub-account.
AutomateNexus CRM is priced the other way round: flat plans from $49 to $597 a month with unlimited contacts, Karrie and all eight AI agents included on every plan with no per-seat or per-sub-account AI fee, white-label branding on every plan, client workspaces on every plan, and reseller rights on the $597 Agency plan. The AI phone receptionist runs on your own Twilio account at Twilio's rates with no per-minute charge from us. It does not have HighLevel's funnel, course and membership builders, so an agency that sells those should weigh that first. Our alternatives guide covers the other options, and the GoHighLevel review goes through the product itself rather than the price list.
Against per-seat CRMs, HighLevel is cheap for teams and expensive for AI: HubSpot's Sales Hub Professional is $90 a seat a month on an annual contract plus a $1,500 onboarding fee, per HubSpot's pricing page, so a ten-person agency pays $900 a month before any add-on, but its AI runs on a credit allowance rather than a per-account fee.
Is GoHighLevel worth it in 2026?
Yes, if you are an agency that sells done-for-you funnels, email and SMS campaigns and wants one platform to run them under your brand across many clients; Unlimited at $297 is genuinely a lot of software for the money. Yes, if your business is reselling software and you want SaaS mode's checkout-to-provisioning flow. Think harder if your clients each need AI on the phone or in the inbox, because the per-sub-account AI Employee pricing changes the economics fast, and if you need HIPAA, premium support or a white-label mobile app, price them in from day one rather than discovering them in month two.
GoHighLevel pricing FAQ
How much does GoHighLevel cost per month?
$97 for Starter, $297 for Unlimited and $497 for Agency Pro when billed monthly, or $970, $2,970 and $4,970 a year on annual billing. Enterprise is custom. Add-ons and usage are extra on every plan.
Does GoHighLevel have a free plan?
No. HighLevel offers a free trial rather than a free tier; after the trial you choose one of the paid plans.
What does the GoHighLevel AI Employee cost?
$50 a month per sub-account for the Growth tier of the add-on and $97 a month per sub-account for the Unlimited tier, billed on top of your plan for each client account you switch it on for.
Is white-label included in GoHighLevel pricing?
Branding the platform for your clients is part of the agency plans, but the white-label mobile app is a separate $497 a month add-on unless you are on Enterprise, and the branded client portal app is $49 a month per sub-account.
Do I pay separately for SMS and email on GoHighLevel?
Yes. SMS, email sending, phone minutes and premium AI usage are metered on every plan. Unlimited lets you rebill that usage to clients at cost; Agency Pro lets you rebill it with a markup.
What is the difference between Unlimited and Agency Pro?
Agency Pro adds SaaS mode, automated sub-account creation when a client pays, rebilling with a markup rather than at cost, user and agent reporting, and advanced rather than basic API access. Everything else in Unlimited is included.
Can I cancel GoHighLevel at any time?
Monthly plans run month to month. Annual plans are prepaid for the year at the discounted rate, so the saving comes with the commitment.