GoHighLevel costs $97, $297 or $497 a month, depending on whether you want three sub-accounts, unlimited sub-accounts, or the right to resell the platform under your own brand. That is the easy part. The part that decides what you actually pay is everything metered on top: phone numbers, texts, calls, email, AI and premium workflow steps, each billed at rates HighLevel publishes in its help centre and almost nobody reads before signing up.
We run a GoHighLevel agency practice and build on the platform every month. We also build CRMs that businesses own outright for people who have outgrown it. So we have no reason to talk the price up or down. This post lays out the plans, every usage rate with the date HighLevel last updated it, four worked bills, and which plan we would put you on.
HighLevel sells three published plans and a negotiated Enterprise tier. The fee is per agency account. You can add as many users as you like on any of them, which is the single biggest difference from HubSpot or Salesforce, where every seat costs money.
| Plan | Price | What it adds | Built for |
|---|---|---|---|
| Starter | $97 a month, or $970 a year | Three sub-accounts, every core feature, unlimited users and contacts, 24/7 support | One business, or an agency with up to three clients |
| Unlimited | $297 a month, or $2,970 a year | Unlimited sub-accounts, rebilling of phone and email to clients at cost, basic API access | Agencies delivering services inside client accounts |
| Agency Pro | $497 a month, or $4,970 a year | SaaS Mode, rebilling with markup, automated sub-account set-up, agent reporting, advanced API access | Agencies selling GoHighLevel as their own software |
| Enterprise | Custom | Negotiated volume pricing and support | High-volume operators |
“All core features” is a long list: contacts and pipelines, funnel and website builder, calendars and booking, forms and surveys, email and SMS campaigns, workflow automation, reputation management, memberships and courses, and reporting. Starter has all of it. The higher tiers do not unlock features so much as unlock ways of running other people’s accounts and charging them.
Two smaller things worth knowing before the trial. The trial is 14 days on whichever plan you pick, billing starts automatically when it ends, and HighLevel’s own pricing page says usage charges for phone and third-party services can apply during the trial. And annual billing is exactly ten months’ worth, so it is a two-month discount rather than a different price.
HighLevel is honest about this in one sentence on its pricing page: the subscription covers platform features, and telecommunications and AI are billed on usage. The rates live in separate help articles. Here they are together, with the date each article was last updated.
This is the only line most comparison posts talk about. It covers the platform itself: CRM, pipelines, funnels and websites, calendars, forms, workflows, memberships and reporting, with unlimited users and contacts on every tier. Pay annually and you get two months free.
Toll-free numbers are $2.15. To send texts to US mobiles you register your brand with the carriers through HighLevel: about $24.50 one-off for a sole proprietor or low-volume standard brand, $71.91 for high-volume, then $2 to $10 a month per campaign. Nothing texts until it clears.
Inbound texts cost the same as outbound. Carrier fees add $0.003 a segment on AT&T, T-Mobile and Verizon. A text over 160 characters is two segments. Inbound calls are $0.01165 a minute, MMS is $0.022, recording is $0.0025 a minute and transcription $0.024.
Cheap per email, and the one line that stays small unless you run large lists. Verification is $2.50 per 1,000 checks. New sending domains ramp from 250 a day to 10,000 over the first week. A dedicated IP is $59 a month.
Conversation AI bills by model tokens on pay-per-use. Voice AI, since 20 May 2026, is priced in parts: $0.045 a minute for the engine, $0.015 to $0.170 a minute for the voice depending on provider, the model's tokens, and the phone minutes for the call. AI Employee Growth ($50) covers 1,000 responses and 100 voice minutes; Unlimited ($97) removes the caps.
Premium triggers and actions, marketplace apps and Workflow AI steps count; standard steps do not. Tiers: Starter $10 for 10,000 executions, Growth $25 for 30,000, Scale $50 for 65,000, with overage from $0.008 down to $0.004.
Also: branded client portal app $49 a month per sub-account, premium prospecting tool $29, dedicated email IP $59, WordPress hosting from $10 a month per site. HighLevel adds a fixed 5% to LC Phone charges at the sub-account level whether or not you rebill them.
| Item | Rate | HighLevel source, last updated |
|---|---|---|
| Local phone number | $1.15 a month | LC Phone pricing guide, 1 Sept 2026 |
| Toll-free number | $2.15 a month | LC Phone pricing guide |
| SMS sent or received, US and Canada | $0.00747 a segment, plus carrier fees of $0.003 to $0.005 on registered traffic | LC Phone pricing guide; A2P fees guide, 29 Jul 2026 |
| MMS sent | $0.022 a segment | LC Phone pricing guide |
| Outbound call | $0.0166 a minute | LC Phone pricing guide |
| Inbound call | $0.01165 a minute, $0.0198 on toll-free | LC Phone pricing guide |
| Call recording and transcription | $0.0025 and $0.024 a minute | LC Phone pricing guide |
| A2P brand registration, one-off | $24.50 sole proprietor or low-volume standard, $71.91 high-volume standard | A2P fees guide, 29 Jul 2026 |
| A2P campaign fee | $2 a month sole proprietor, $1.50 low-volume mixed, $10 standard | A2P fees guide |
| Email sent | $0.675 per 1,000 | LC Email guide, 20 Aug 2026 |
| Email verification | $2.50 per 1,000 | LC Email guide |
| Premium workflow action | $0.01 each after 100 lifetime free, or $10, $25 and $50 monthly tiers | Workflows premium pricing, 4 Sept 2025 |
| AI Employee | $50 or $97 a month per sub-account, or pay per use | AI product pricing, 2 Sept 2026 |
| Voice AI, pay per use | $0.045 a minute engine, plus $0.015 to $0.170 a minute for the voice, plus model tokens, plus the call | AI product pricing |
| Content AI and Reviews AI, pay per use | $0.0945 per 1,000 words, $0.063 an image, $0.01 a review | AI product pricing |
| Markup on LC Phone charges | 5% at sub-account level, whether or not you rebill | LC Phone pricing guide |
Segments matter more than the rate. A text is one segment up to 160 characters, or 70 if it contains an emoji or a curly apostrophe pasted from a document. A friendly two-sentence appointment reminder with a link is often two segments, so a “500 texts a month” estimate can be 1,000 segments on the bill.
There are three ways to pay for HighLevel’s AI, and since 20 May 2026 the pay-per-use option has been priced in parts. The right one depends on call volume per location, not on the size of your agency.
AI Employee Growth is $50 a month per sub-account and includes 1,000 Conversation AI responses, 100 Voice AI minutes, unlimited Reviews AI and Content AI, and 100 managed agent runs. AI Employee Unlimited is $97 a month per sub-account with no caps on conversation or voice and three times the Ask AI and AI Studio allowance. Pay-per-use bills each component: for Voice AI that is $0.045 a minute for the engine, $0.015 a minute for an OpenAI or Cartesia voice (up to $0.170 for ElevenLabs V3), the model’s tokens at $0.05 to $3.00 per million, and the phone minutes for the call.
Put together, a three-minute inbound call answered by Voice AI with a standard voice comes to roughly 22 cents before tokens and the 5%: $0.135 for the engine, $0.045 for the voice and $0.035 for the call. At that rate the $97 Unlimited plan pays for itself at about 450 such calls a month for one location. Below that, Growth or pay-per-use is cheaper. Above it, buy Unlimited and stop counting.
Rates are only useful once they are multiplied by something. These four are the shapes we see most often, priced at the rates above. Your numbers will differ, but the ratio between the plan fee and the usage is the thing to take away.
One local business on Starter. Starter at $97. One local number, $1.15. Sole-proprietor A2P registration, $24.50 once and $2 a month. 800 texts a month (500 sent, 300 received) at $0.01047 with carrier fees, $8.38. 500 call minutes (300 out, 200 in), $7.31. Five per cent on the phone lines, $0.84. 5,000 emails, $3.38. Usage comes to about $23 a month, so the bill is roughly $120 a month and $1,465 in year one.
A small business that actually uses the phone system, AI and automations, on Starter. Starter at $97. Two numbers, $2.30. Low-volume standard A2P, $24.50 once and $10 a month. 4,500 texts, $47.12. 2,500 call minutes with recording, $42.80. Five per cent on the phone lines, $4.61. 30,000 emails, $20.25. AI Employee Growth, $50. Premium workflow Starter tier, $10. Usage comes to about $187 a month, nearly twice the plan fee, for a bill of roughly $285 a month and $3,435 in year one.
An agency with ten clients on Unlimited. Unlimited at $297. Each client’s usage looks like the first example, around $23 a month, and Unlimited lets the agency rebill it at cost, so the agency’s own bill is the plan fee: $3,564 a year. If the agency absorbs usage instead of rebilling, add about $230 a month and ten A2P registrations, which takes the year to roughly $6,600.
A SaaS-mode agency on Agency Pro with ten clients. Agency Pro at $497. AI Employee Unlimited on every sub-account, $970. The white-label mobile app, $497. That is $1,964 a month and $23,568 a year before any usage, all of it designed to be resold with markup. Whether it pays depends entirely on the SaaS price: at $297 a month per client, the agency bills $35,640 a year against that cost base, and every extra client on the same plan is mostly margin.
For one business, Starter. The three sub-account limit only bites if you run separate brands or locations that need their own numbers and pipelines, and even then the second and third are included. There is nothing in Unlimited a single business needs.
For an agency, Unlimited as soon as you have a fourth client. The maths is not subtle: $297 with unlimited accounts against $97 with three. Rebilling at cost matters more than it sounds, because a client who sends 4,000 texts a month is otherwise spending your margin.
Agency Pro is for reselling, full stop. If you intend to sell GoHighLevel to clients as your own software, with your own plans and checkout, you need SaaS Mode and the markup rebilling, and the extra $200 a month is trivial next to the revenue. If you deliver services and simply want more accounts, you do not need it, and the reporting alone is an expensive reason to pay the difference.
For an agency that uses most of the platform, GoHighLevel is cheap. Ten client accounts with pipelines, funnels, calendars, texting and automation for $297 a month, with no per-user charge, is not something HubSpot or Salesforce can match; five seats of HubSpot Sales Hub Professional alone come to about $17,700 over three years at 2026 list prices, as we worked through in our post on building your own CRM.
For a single business the picture is different, and it is the one we are asked about most. Take the first worked bill. Three years on Starter is about $4,350 for a rented account, most of which is buying a phone system, a funnel builder, a course platform and a reputation tool. If the business uses all of that, it is a bargain. If it uses one pipeline, one form and a booking calendar, the plan fee is shelf space, and the usage line, the part that does the work, would cost roughly the same on any provider.
That is the point at which we stop recommending a plan and ask what the business is actually running. Sometimes the answer is a two-day tidy-up on the account they have, and our GHL team does that. Sometimes, particularly for businesses that quote with options and need their accounts software in sync, the answer is a system built around their workflow with no platform fee at all. We say which in writing, with the three-year numbers beside each option.
Send us what you use it for. You get a written recommendation to stay and fix it, switch, or build something you own, with the costs of each beside it.
Get a Straight AnswerThree plans: Starter at $97 a month, Unlimited at $297 and Agency Pro at $497, or ten times that if you pay annually. The fee is per agency account, not per user, and every plan has unlimited users and contacts. Phone numbers, texts, calls, email sending, AI and premium workflow actions are metered on top.
There is no free plan. HighLevel offers a 14-day free trial on the plan you choose, billing starts automatically when it ends, and usage charges for phone or email can apply during the trial.
Both have unlimited sub-accounts. Unlimited lets you rebill phone and email usage to clients at cost and gives basic API access. Agency Pro adds SaaS Mode, which lets you sell sub-accounts under your own brand with automated set-up, rebilling with a markup you keep, user and agent reporting, and advanced API access.
Through LC Phone, a text costs $0.00747 a segment to send or receive in the US and Canada, plus carrier fees of $0.003 to $0.005 a segment on registered traffic, plus 5% that HighLevel adds to phone charges at sub-account level. Before you can text US numbers you also pay a one-off A2P registration of about $24.50 and a campaign fee of $2 to $10 a month.
Per sub-account, AI Employee Growth is $50 a month for 1,000 conversation responses and 100 voice minutes, and AI Employee Unlimited is $97 a month. On pay-per-use, Voice AI is $0.045 a minute for the engine plus $0.015 to $0.170 a minute for the voice, plus model tokens and the call minutes themselves.
On licence cost, usually yes once you have more than a couple of users, because GoHighLevel does not charge per seat and HubSpot Sales Hub Professional lists at $90 a seat a month. GoHighLevel charges for usage instead, so a business that sends a lot of texts and calls can close the gap. They are different products: GHL bundles a phone system, funnels and courses that HubSpot does not.
Sources: HighLevel pricing page (plans, add-ons, trial terms); LC Phone Pricing & Billing Guide, updated 1 September 2026 (numbers, SMS, calls, recording, the 5% markup); A2P 10DLC Messaging Fees, updated 29 July 2026; What is LC Email, updated 20 August 2026; AI Product Pricing, updated 2 September 2026; Workflows premium execution pricing, updated 4 September 2025; HighLevel Pricing & Billing guide, updated 22 August 2026 (wallet, rebilling, add-on prices); HubSpot Sales Hub pricing. All rates checked on 4 September 2026 and shown in US dollars before promotions. Worked bills use the usage volumes stated in each example, carrier fees of $0.003 a segment, and the 5% markup on LC Phone charges only.
As CEO and Founder of Apexure, Waseem Bashir's decade-old experience in building high-converting landing pages extends to collaborations with Fortune 500 leaders and over 1000 clients from SaaS, B2B, and B2C domains. Waseem brings a unique blend of technical expertise and a deep understanding of business needs to boost conversion rates for SaaS Sales Funnels and Landing pages. Read more
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