How Much Does GoHighLevel Really Cost?
GoHighLevel (also called HighLevel) charges a flat monthly fee per account — not per user — with three plans: Starter at $97/month, Unlimited at $297/month, and Agency Pro at $497/month. Every plan includes unlimited contacts and unlimited users. The number that actually surprises buyers is what sits on top: usage-based SMS, email, phone, and AI charges, plus add-ons that are priced per sub-account.
The three plans
| Plan | Monthly | Annual (billed yearly) | Sub-accounts | Key inclusions |
|---|---|---|---|---|
| Starter | $97 | $970 | 3 | All core features, unlimited contacts, unlimited users, 24/7 support |
| Unlimited | $297 | $2,970 | Unlimited | Everything in Starter, unlimited sub-accounts, rebill phone & email (no markup), basic API access |
| Agency Pro | $497 | $4,970 | Unlimited | Everything in Unlimited, plus SaaS Mode (sell HighLevel as your own product with automatic client provisioning and rebilling) |
Figures taken directly from gohighlevel.com/pricing on September 26, 2026. Annual billing equals 10 months of monthly billing — effectively two months free.
What "unlimited" actually covers
On all plans you get unlimited contacts and unlimited users (team members). The Starter plan's real limit is 3 sub-accounts — a sub-account is a separate business location or client account. Unlimited and Agency Pro remove that cap. You can upgrade, downgrade, or cancel month-to-month from your dashboard; there is no long-term contract. A 14-day free trial includes full access to the features of the tier you choose.
Add-ons (priced separately)
Several features are billed as optional monthly add-ons. Note that most are priced per sub-account, so the cost multiplies if you run multiple sub-accounts:
- Premium prospecting tool — $29/month per sub-account
- SEO (powered by Search Atlas) — $79/month per sub-account
- Online listings management — $30/month per sub-account
- WhatsApp integration — $10/month
- AI Employee — $97/month per sub-account (Unlimited plan pricing shown)
- Branded client portal app — $49/month per sub-account
- Dedicated email IP — $59/month per IP
- HIPAA compliance — $297/month
- HighLevel certification program — $97/month
Usage fees: the fine print
HighLevel's own pricing FAQ states there are no hidden fees, but confirms usage-based costs for telecommunications and AI services: phone numbers, SMS (text messaging), emails sent, and premium AI usage. Exact per-message rates were not listed on the pricing page itself — not verified; check the official pricing page for current usage rates. On the Unlimited and Pro plans you can rebill these usage costs to clients, optionally with a markup.
True cost: what a 3-person small business pays in year 1
Take a single small business with 3 team members and one location (one sub-account) on the Starter plan:
- Platform, monthly billing: $97 × 12 = $1,164/year
- Platform, annual billing: $970/year (saves $194)
- Onboarding fee: $0 — none is charged
- Extra user seats: $0 — users are unlimited
- Usage (SMS/email/phone/AI): extra, billed on use — not verified on the pricing page; budget separately
Add the premium prospecting tool for your one sub-account ($29/month) and the year-1 total becomes $1,512 on monthly billing ($970 + $348) or $1,318 on annual billing. Running 3 sub-accounts on Starter with the prospecting add-on on each would add $87/month ($1,044/year) on top of the platform fee — this per-sub-account multiplier is the single most important line to model before you buy.
The gotchas, in one place
- Starter's 3-sub-account cap: fine for one business; agencies hit it fast and the next step is $297/month.
- Add-ons multiply per sub-account: $29/month sounds small until it's × 10 client accounts.
- Usage is separate: heavy SMS/email senders should price their expected volume before committing.
- SaaS Mode is Pro-only: reselling HighLevel as your own product requires the $497/month plan.
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Frequently asked questions
Is there a free plan?
No free plan. There is a 14-day free trial with full access to your chosen tier's features, and no long-term contract is required.
Does GoHighLevel charge per user?
No. All plans include unlimited contacts and unlimited users; pricing is per account, limited by sub-accounts (3 on Starter, unlimited above).
Can I white-label it for clients?
Yes — you can connect custom domains and white-label the desktop web app so clients see your branding instead of HighLevel's.
What is the main difference between Starter and Unlimited?
Starter ($97/month) includes 3 sub-accounts and suits a single business; Unlimited ($297/month) includes unlimited sub-accounts plus the ability to rebill phone and email usage to clients.
Is annual billing cheaper?
Yes. Annual billing is $970, $2,970, and $4,970 for the three tiers — 10× the monthly rate, effectively two months free.
Are there any hidden fees?
Per HighLevel's own FAQ: the subscription covers platform features, but phone numbers, SMS, emails sent, and premium AI usage carry standard usage-based charges.
Pricing checked Sep 26, 2026 — sources: https://www.gohighlevel.com/pricing (plan prices, add-ons, usage-fee policy, trial and contract terms all taken from this page).