GoHighLevel costs $97/mo for Starter, $297/mo for Unlimited, and $497/mo for Agency Pro. All three plans include unlimited contacts and unlimited users — the tier difference is how many client sub-accounts you get and whether you can white-label the platform. Annual billing saves about two months on every plan.
If you run an agency: the plan that makes money is Agency Pro. SaaS Mode lets you rebrand GoHighLevel as your own software, set client pricing, and automate billing through Stripe. Your $497/mo platform cost turns into $1,500-$3,000/mo in software MRR once you have 6-8 clients paying $197-$397/mo on your white-label.
Here's the full breakdown, the usage fees most reviews skip, and what operators actually charge on top.
The 3 plans, in plain terms
Starter — $97/mo ($970/yr)
All core GoHighLevel features: CRM with pipelines, funnel and website builder, email and SMS automation workflows, calendar booking, reputation management (automated review requests), and payment collection. Unlimited contacts. Unlimited users.
The hard limit: 3 sub-accounts. One sub-account = one client or one business location. Hit 4 clients and Starter is done.
No white-labeling. No SaaS Mode. No rebilling. API access is location-level only.
Best for: a solopreneur using GHL for their own business, or a new agency with 1-2 clients validating the model before committing to Unlimited.
Unlimited — $297/mo ($2,970/yr)
Removes the 3-sub-account ceiling and switches to agency-level API access. Add as many client sub-accounts as you want — client #4 and client #40 cost exactly the same on your platform bill.
Best for: any agency with more than 3 active clients. At client #4 the math is obvious. At 10 clients you're paying $29.70/client/mo in platform cost, which you should be billing back at a 3-5× multiple. That's the whole upgrade.
One thing Unlimited still doesn't include: SaaS Mode. Clients logging into their sub-account can see they're in GoHighLevel. If white-labeling matters to your positioning — and for most serious agencies it eventually does — that's what Agency Pro solves.
Agency Pro — $497/mo ($4,970/yr)
Agency Pro adds two capabilities: SaaS Mode and rebilling.
SaaS Mode means you build subscription plans under your own brand — your name, your domain, your pricing. When a client signs up, they get a sub-account auto-provisioned, an onboarding sequence fires, and Stripe handles billing automatically. Clients log into your platform. GoHighLevel is invisible.
Rebilling means you resell clients' SMS, email sends, outbound calls, and other usage at a markup. You pay GoHighLevel's LC (LeadConnector) wholesale rate; you charge the client whatever you want. The spread is passive income layered on top of any service fee.
Best for: agencies with 5+ clients ready to productize. The pitch changes when you have SaaS Mode: you're selling software, not services. That reframe supports higher pricing and lower churn.
What's included across all plans
All three tiers ship with:
- CRM with pipelines, tags, and unlimited contacts
- Funnel and website builder with templates
- Email and SMS automation with visual workflow builder
- Calendar and appointment booking
- Reputation management (review requests with routing to prevent public negatives)
- Voicemail drops and call tracking
- Payment collection and invoicing
- Reporting dashboards
The features themselves don't change between plans. What changes is how many clients you can hold and whether you can sell the platform as your own.
The usage fees most reviews skip
GoHighLevel's monthly plan is the access fee. Actual usage bills separately at LC (LeadConnector) rates on top of your plan:
- SMS: ~$0.008/segment outbound (160 characters = 1 segment)
- Outbound calls: ~$0.013/min
- Email sends: ~$0.001/email
- AI tools (conversational AI, content AI): credit-based, rates vary by feature
- Phone numbers: ~$1.15/mo per number
A moderately active client sending 500 SMS/mo and logging 100 minutes of outbound calls runs you about $10-$15/mo in usage. On Agency Pro, you rebill that at a markup. Charge them a $30-$50/mo "platform fee" on top of their base sub-account charge and pocket the spread.
These fees apply per sub-account and scale with client activity, not just with client count. Factor them into your pricing before you sign the first client.
What agencies charge on top
The plan price is your cost structure. Here's what the revenue side looks like in practice:
Software resale: $97-$297/mo per client sub-account, billed as your branded platform, plus a $1,000-$3,000 setup fee for the initial build and configuration. At 10 clients paying $197/mo on your white-label, that's $1,970/mo recurring against $497/mo platform cost — roughly 75% margin before any service work.
Full-service retainer: Add a service layer on top of the software — missed-call text-back, lead follow-up sequences, reputation automation — and charge $1,500-$3,000/mo per client all-in. The software fee covers the platform; the retainer is service margin on top.
Done-for-you build: Build out a client's sub-account with niche-specific automations and snapshot configuration for a $1,500-$3,000 project fee, then hand it off. Lower recurring revenue, but faster close cycles for clients who don't want ongoing retainers.
For the voice layer — AI receptionist, missed-call voice agent, appointment booking by phone — pair GHL with Retell AI at $0.07-$0.09/min all-in. GHL handles the CRM and automations; Retell handles the voice. That combination is what most AI agency operators run for local business clients.
See the full agency lead generation stack for how GHL fits as the CRM backbone, and how to start an AI automation agency for the operating model around it.
Which plan to pick
Start on Unlimited ($297/mo) unless you have zero clients and are genuinely testing whether GHL fits your workflow. Starter's 3-sub-account cap is a ceiling you'll hit in weeks. The $200/mo difference from Unlimited is less than what one client pays for a mediocre service package.
Move to Agency Pro ($497/mo) when you have 5+ clients and are ready to pitch white-label software instead of a service line item. The SaaS Mode shift — where clients are paying for your platform rather than your hours — is the biggest pricing lever in the agency business.
Annual billing makes sense once GHL is your confirmed operating platform: you save $994/yr on Agency Pro ($4,970 vs. $5,964 monthly). Stay month-to-month until you're past the validation stage.
FAQ
Can I get GoHighLevel free?
There's a 14-day free trial on all plans, no credit card required. There's no permanent free tier.
Is there a per-seat or per-contact charge?
No. All plans include unlimited contacts and unlimited users. The only variable costs are usage: SMS, calls, email, and AI features billed at LC rates per sub-account.
Does Starter include white-label?
No. Starter clients can see they're logged into GoHighLevel. Unlimited also has no white-labeling. SaaS Mode — full rebrand with your domain, your pricing, and automated Stripe billing — requires Agency Pro at $497/mo.
What's the GoHighLevel affiliate commission?
40% recurring on all plans, plus 5% tier-2 on sub-affiliates. One Agency Pro referral earns $198.80/mo recurring for as long as they're a subscriber. It's one of the strongest recurring affiliate structures in SaaS. Program at gohighlevel.com/joinaffiliate.
Is annual billing worth it?
At Agency Pro: yes. $4,970/yr vs. $5,964/yr saves $994 — nearly two free months. If GHL is your core operating platform with 5+ clients, commit annually. If you're still in validation mode, stay month-to-month.
What tools pair well with GoHighLevel?
Retell AI for voice agents and AI receptionist. ManyChat for inbound social DM capture and WhatsApp automation. Retell + GHL is the most common local-business AI agency stack in 2026.