The $97 on HighLevel’s pricing page is a real price. It buys one agency account with room for three clients, and every text, email, phone number and AI reply after that is paid from a prepaid wallet.
GoHighLevel costs $97, $297 or $497 a month for Starter, Unlimited and Agency Pro, or $970, $2,970 and $4,970 a year. Every plan includes unlimited users and contacts. Texts, calls, emails and AI are billed on top by usage, and several add-ons are charged once for every client account.
How GoHighLevel Charges: Per Agency, Per Client and Per Message
Most CRM pricing pages bill by seat, so you multiply one number by the size of your team. GoHighLevel, which now calls itself HighLevel, never charges per user. Its plans include unlimited users, and the bill is built from three other meters.
| Meter | What it counts | Example from HighLevel’s own pages |
|---|---|---|
| The plan | Your agency account | $97, $297 or $497 a month |
| Client accounts | Each sub-account where an add-on is switched on | AI Employee Unlimited at $97 a month per sub-account |
| Usage | Every message, minute and AI action | $0.00747 per text segment, $0.675 per 1,000 emails |
A sub-account is the space HighLevel gives each client, with its own contacts, pipelines, calendars and phone numbers. Starter holds 3 of them and the two plans above it hold an unlimited number.
That is why the usual “price per user” math gives a wrong answer for GoHighLevel. A team of ten pays the same plan fee as a team of one, while an agency with 15 clients can pay more for one add-on than for the plan itself.
Per-seat tools work the other way around. Fluid CRM charges $16 per seat a month and has no client accounts at all, because it is built for an agency’s own sales rather than its clients’ marketing. If that is the job you need done, an agency CRM is priced on a different model.
GoHighLevel Plans and Prices: Starter, Unlimited and Agency Pro
HighLevel sells three self-serve plans and a custom Enterprise plan. All three self-serve plans come with the same core product, and they differ in how many clients you can hold and what you can charge those clients for.
| Plan | Billed monthly | Billed annually | Client sub-accounts | Rebilling usage to clients |
|---|---|---|---|---|
| Starter | $97/month | $970/year | 3 | Not available |
| Unlimited | $297/month | $2,970/year | Unlimited | At cost, no markup |
| Agency Pro | $497/month | $4,970/year | Unlimited | With your own markup |
Enterprise is quoted by HighLevel’s sales team and is built for high-volume agencies.
The annual price is ten times the monthly one, so paying for a year up front gives you two months free. That saves $194 on Starter, $594 on Unlimited and $994 on Agency Pro.
Every plan starts with a 14-day free trial and runs month to month with no long-term contract. Billing starts on its own when the trial ends, and HighLevel’s page says usage fees for phone and other services can apply during the trial.
The core features are the same on all three plans. That list includes the funnel and website builder, CRM and pipelines, workflows, email and SMS marketing, calling, calendars, reputation tools, courses, communities and the HighLevel mobile app. HighLevel’s FAQ also says you can white-label the desktop web app, so clients see your logo when they log in.
Starter to Unlimited: more clients and rebilling
The jump from $97 to $297 buys room for a fourth client and every one after it, plus basic API access.
It also buys rebilling, which lets you pass each client’s phone and email usage on to that client at cost. On Starter there is no rebilling, so the agency pays every text and email its clients send.
Unlimited to Agency Pro: SaaS Mode and markup
Agency Pro adds SaaS Mode, which turns HighLevel into software you sell under your own brand. Clients can buy a subscription from your website and get an account created automatically.
It also lets you rebill usage with a markup and keep the difference. Rebilling AI usage is only possible on this plan, and it adds reporting by user and agent plus advanced API access.
GoHighLevel Usage Fees and Per-Client Add-Ons
Usage is paid from an Agency Wallet. HighLevel charges your card to load it, takes each charge from the balance as it happens and refills it automatically when the balance drops below the minimum you set.
These are the US and Canada rates from HighLevel’s own help center.
| Usage | Rate |
|---|---|
| Local phone number | $1.15 a month |
| Toll-free number | $2.15 a month |
| SMS, sent or received | $0.00747 per segment |
| SMS carrier fee, sent | $0.0035 to $0.0050 per message, by carrier |
| MMS, sent | $0.022 per segment |
| Outbound call | $0.0166 a minute |
| Inbound call | $0.01165 a minute |
| Call recording | $0.0025 a minute, plus storage |
| Call transcription | $0.024 a minute |
| $0.675 per 1,000 emails | |
| Email validation | $2.50 per 1,000 checks |
| Premium workflow actions | $0.01 per run |
A few details change the bill more than the rates suggest. Received texts cost the same as sent ones, calls round up to the next full minute and a long text is split into several SMS segments, each charged on its own.
Texting in the US also needs an A2P 10DLC registration for each sending campaign. On low volume that is a one-time $22.50 plus $1.50 to $10.50 a month, and the fee is charged as soon as you submit, whether the carrier approves the campaign or not.
When rebilling is switched on, HighLevel adds a fixed 5% to carrier fees and A2P fees at the sub-account level. That 5% is on top of whatever markup you add yourself.
AI is billed three ways
By default, AI features are pay-per-use at the cost of the AI model’s tokens. A voice AI call on that basis is billed per minute for HighLevel’s voice engine and the text-to-speech voice, plus AI tokens and the normal call charges.
The flat options are per sub-account. AI Employee Growth is $50 a month per client, with 1,000 Conversation AI replies and 100 voice AI minutes, and AI Employee Unlimited is $97 a month per client with unlimited use of the main AI tools under a fair use policy. Phone charges still apply to AI calls on both.
Add-ons priced per client account
| Add-on | Price | Charged per |
|---|---|---|
| AI Employee Growth | $50/month | Sub-account |
| AI Employee Unlimited | $97/month | Sub-account |
| SEO, powered by Search Atlas | $79/month | Sub-account |
| Branded Client Portal App | $49/month | Sub-account |
| Online listings | $30/month | Sub-account |
| Premium prospecting tool | $29/month | Sub-account |
| $10/month, plus message usage | Sub-account | |
| WordPress hosting | From $10/month per site | Site |
Add SEO and WhatsApp to 15 clients and the add-ons alone come to $1,335 a month plus WhatsApp usage. That is more than four times the Unlimited plan.
Add-ons priced once for the agency
| Add-on | Price |
|---|---|
| White label mobile app | $497/month or $1,491/quarter |
| Premium support | $500/month or $5,000/year |
| HIPAA compliance | $297/month, and it can’t be switched off once enabled |
| Dedicated email IP | $59/month per IP, Unlimited and Agency Pro only |
| HighLevel certification | $97/month or $970/year |
| Advanced account setup | $1,000 one time |
What GoHighLevel Costs an Agency With 1, 5 and 15 Clients
Usage depends entirely on what each client does, so the totals below use one assumed client and say so. The assumed client sends 1,000 texts, 5,000 emails and 200 minutes of outbound calls a month from one local number.
At HighLevel’s rates that assumed client costs $7.47 in texts, $3.50 to $5.00 in carrier fees, $3.38 in email, $3.32 in calls and $1.15 for the number. Call it $20 a month, before the texting campaign fee of $1.50 to $10.50.
| Agency | Plan | Plan per month | Usage per month | Total per month | Total per year, plan paid annually |
|---|---|---|---|---|---|
| 1 client | Starter | $97 | $20 | $117 | $1,210 |
| 5 clients | Unlimited | $297 | $100 | $397 | $4,170 |
| 15 clients | Unlimited | $297 | $300 | $597 | $6,570 |
| 15 clients, reselling | Agency Pro | $497 | $300 | $797 | $8,570 |
Five clients already pushes you past Starter, since Starter holds three. From there the plan fee stays flat, so at 15 clients the Unlimited plan fee works out to $19.80 per client a month before usage.
Who pays the usage column depends on the plan. On Starter the agency pays it, on Unlimited you can pass it to each client at cost and on Agency Pro you can pass it on with a markup.
The same agencies with AI on every client
Now give every client AI Employee Unlimited, the flat-rate AI plan. The plan fee stays the same and the add-on grows with the client list.
| Agency | Plan plus usage | AI Employee Unlimited | Total per month |
|---|---|---|---|
| 1 client | $117 | $97 | $214 |
| 5 clients | $397 | $485 | $882 |
| 15 clients | $597 | $1,455 | $2,052 |
At 15 clients the AI add-on is almost five times the plan fee. On Unlimited you also can’t rebill AI usage to clients, since that needs Agency Pro.
Add-ons are billed for each sub-account where they are switched on. So turn them on only for the clients who will use them, and check that list before every renewal.
What SaaS Mode on Agency Pro costs and when it pays back
SaaS Mode costs $200 a month more than Unlimited, or $2,000 a year on annual billing. It pays for itself when the clients pay you enough on top to cover that gap.
There are two ways to get there. You can sell each client a monthly subscription to your branded software, or you can mark up the usage they already generate.
| Clients | What each client must add per month to cover $200 |
|---|---|
| 5 | $40 |
| 10 | $20 |
| 15 | $13.34 |
A client with $20 of usage a month needs a 67% markup on that usage to cover the gap at 15 clients. At 5 clients the same client needs a markup of 200%.
A mobile app under your own brand is not part of SaaS Mode. That is the white label mobile app add-on at another $497 a month, so Agency Pro plus a branded app costs $994 a month before a single client signs up.
When Paying for Client Sub-Accounts Makes Sense
GoHighLevel is a good buy for the agency it was designed for. If your clients log in to their own accounts, your retainers include texting and funnels, or you resell the software under your brand, the numbers above are the cost of a product you sell on.
The cost question changes when nobody but your own team uses it. If you mostly need to see your own 20 to 40 new-business deals, you are paying a plan fee built around client accounts you never use.
Plenty of the clients at Fenixtal, my old outbound agency, were agencies themselves. Their problem was rarely a missing client portal. It was knowing which booked call had turned into a proposal and who was waiting on a reply.
We built Fluid CRM for that problem. It gives you a pipeline of your own deals, a reminder on each one and a daily email of what is due, for $16 per seat a month or $144 per seat a year.
A three-person agency team pays $48 a month or $432 a year, and five seats are $80 a month or $720 a year. Lead capture forms, 8 in-app automations, unlimited pipelines, the API, webhooks and the MCP connector for Claude and ChatGPT are all in that one plan.
Nicolas Virtsonis, who runs a B2B marketing agency, said this about it in his review.
“If you don’t need any of these frills, it is a complete no-brainer. Pricing / ROI is phenomenal, as it is not built for large enterprise applications.”
Two limits matter here. Fluid CRM has no client sub-accounts or white label, so it can’t replace what you resell, and it has no SMS, funnels or landing pages.
If either of those earns you money, Fluid CRM is not the tool for that part. Our list of GoHighLevel alternatives sorts the options by which part of the platform you use. If Keap is the other tool on your list, our Keap alternatives guide prices year one for each option.
If you are comparing per-seat tools for your own team instead, HubSpot pricing and Pipedrive pricing break down what 3 and 5 seats cost. For a shortlist built around agencies of a few people, see the best CRM for small agencies.
GoHighLevel Pricing FAQs
GoHighLevel costs $97 a month for Starter, $297 for Unlimited and $497 for Agency Pro. Paid annually, the same plans cost $970, $2,970 and $4,970 a year. Usage for texts, calls, emails and AI is billed on top from a prepaid wallet.
No. Every GoHighLevel plan includes unlimited users and unlimited contacts. The price depends on the plan, on add-ons that are charged per client sub-account and on usage.
In the US and Canada, GoHighLevel charges $0.00747 per SMS segment, sent or received. Carrier fees of about $0.0035 to $0.0050 are added to each sent message, and texting campaigns need an A2P registration with a one-time fee and a monthly fee.
GoHighLevel has a 14-day free trial on every plan and no free plan. Billing starts automatically when the trial ends unless you cancel, and usage fees can apply during the trial.
SaaS Mode is only on Agency Pro, at $497 a month or $4,970 a year. That is $200 a month more than Unlimited. It lets you sell HighLevel as your own software and rebill usage with a markup.
Which GoHighLevel Plan Fits Your Client Count
Pick the plan by how many clients will have an account and whether they will pay for their own usage.
- Starter at $97 if you serve one to three clients and are fine paying their texting and email yourself.
- Unlimited at $297 from the fourth client, or sooner if you want each client to pay their own usage at cost.
- Agency Pro at $497 once you sell the software under your brand or want a markup on usage and AI.
- None of them if the only accounts you need are for your own team’s deals. An agency CRM like Fluid CRM prices that per seat, with every feature in one plan.
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