Which HighLevel plan do you actually need?

GoHighLevel (HighLevel) is all-in-one sales and marketing software for small businesses and agencies. One login covers a CRM, websites and funnels, email and text marketing, a phone system, calendars, forms, courses, communities, invoices and payments, plus AI that builds for you and AI that talks to your customers. Agencies also use it to run client accounts and resell it under their own brand.

They are the same product. HighLevel is the company and product name. Its website is gohighlevel.com, so most people search for GoHighLevel. You will also see it shortened to GHL.

Yes. LeadConnector is HighLevel's own unbranded name. It shows up on the Zapier app, the phone and email system (LC Phone, LC Email), the mobile and desktop apps and the WordPress plugin, so agencies can show clients a neutral name instead of HighLevel.

Yes, and much more than a CRM. It has contacts, pipelines, opportunities, tasks and conversations from text, email, phone, Facebook, Instagram and WhatsApp in one inbox. Every plan includes unlimited contacts and unlimited users.

Yes. HighLevel is a real, widely used software platform, and its public help center documents every price on this page. For health data it sells a HIPAA package with a signed business associate agreement for $297 a month. Like any software, it is only as safe as your logins, so give each team member their own user.

No. You pay for software and use it to run a business. The affiliate program is optional: HighLevel pays 40% of the monthly bill for customers you refer, and 5% one level down. Nobody has to recruit anyone to use HighLevel. Disclosure: I am a HighLevel affiliate.

It is big, so it can feel like a lot. My advice after six years on it: learn one job at a time. Contacts and pipeline first, then one form, one calendar and one follow-up workflow. AI Studio and the Workflow AI Builder now build pages and automations from a plain sentence, which cuts the learning curve a lot.

HighLevel has three plans: Starter at $97 a month, Unlimited at $297 a month and the Founder plan (formerly Agency Pro) at $497 a month. On top of the plan, texts, emails, phone calls and AI are pay-as-you-go on every plan. Every plan comes with a free trial: start the 30-day free trial through my link.

Yes. Paying yearly costs $970 for Starter, $2,970 for Unlimited and $4,970 for Founder. That is two months free, about 17% off. Usage (texts, emails, calls, AI) is still billed as you go.

All three include websites, funnels, forms, calendars, pipelines, email, SMS, calling, courses, memberships and payments with unlimited contacts and users. Starter ($97) allows up to 3 sub-accounts. Unlimited ($297) adds unlimited sub-accounts, a white-label desktop app and the ability to rebill usage to clients at cost. Founder ($497) adds SaaS mode (clients sign up and pay automatically), rebilling with your own markup, the $20 AI Starter plan to sell and the advanced API.

Pick Starter ($97) if you run one to three businesses of your own. Pick Unlimited ($297) the day you have a fourth client or business, want your own brand on the desktop app, or want to pass texting and email costs to clients. If you plan to sell accounts or apps as a side business, look at Founder ($497) instead.

No. There is no free-forever plan. There is a free trial on every plan, and through my link it is 30 days instead of HighLevel's public 14. Texts, calls and AI used during the trial are still billed.

Yes. Through Nuno Tavares' affiliate link HighLevel gives a 30-day free trial on every plan (HighLevel's public page offers 14 days). The trial has no plan fee. Texts, calls and AI are billed by use, even during the trial. Plan billing starts when the trial ends unless you cancel. Signing up through the link also adds my join bonuses, listed on this page. You can start the 30-day free trial through my link.

Yes. A card is required to start the trial, because texts, calls and AI are billed by use even during the trial. You are not charged the plan fee until the trial ends, and you can cancel before then.

Nothing is hidden, but a lot is easy to miss. Beyond the plan: texts, emails, calls and AI are billed by use; phone numbers are $1.15 a month; US texting needs A2P registration (one-time fees, then $1.50 to $10 a month); WhatsApp is $10 a month per sub-account plus Meta's message rates; HIPAA is $297 a month; your own branded mobile app is $497 a month; Whitelabel Zap is $50 a month; Premium Support is $500 a month; WordPress hosting starts at $10 a month; the certification program is $97 a month.

My take: if you pay for three or more separate tools today, such as a CRM, email marketing, a funnel builder, a scheduler and texting, HighLevel usually costs less and puts everything in one place. If you only need one of those things, a single-purpose tool is cheaper. See my side-by-side cost comparison against Kajabi, ClickFunnels, HubSpot and others.

US and Canada SMS costs $0.00747 per segment sent or received, plus a carrier fee of roughly $0.0035 to $0.005 per message with a 5% pass-through markup. About 1,000 texts costs around $12. Local phone numbers are $1.15 a month. A2P campaign registration is required to text in the US.

Email through HighLevel's built-in email system costs $0.675 per 1,000 emails on every plan. 10,000 emails a month is about $6.75; 50,000 is about $33.75.

Outbound calls in the US and Canada cost about $0.0166 per minute and inbound calls about $0.01165 per minute, billed in full minutes. Call recording adds $0.0025 per minute and transcription $0.024 per minute. Voicemail drops (ringless voicemail) cost $0.018 per minute.

WhatsApp is $10 a month for each sub-account that turns it on, plus Meta's own per-message rates, which depend on the customer's country. HighLevel changed WhatsApp billing in October 2026, so check its WhatsApp pricing page for the current message rates before you quote a client.

HighLevel's pricing guide (27 Oct 2026) lists no platform cut of the sales you take. You connect your own payment processor, such as Stripe, PayPal, Square, Authorize.net or NMI, and that processor charges its normal card fees.

A2P 10DLC is the carrier registration every US business needs before it can send texts from a local number. In HighLevel you do it under Settings, Phone System, Trust Center. As of HighLevel's fee page (29 Jul 2026) brand registration plus campaign vetting is a one-time $24.50 for a sole proprietor or low-volume business ($71.91 high-volume), then $10 a month for a standard campaign or $1.50 for Low Volume Mixed, plus about $0.003 per outbound text in carrier fees. Resubmitting a rejected campaign is free.

HighLevel's rejection list (updated 9 Sep 2026) shows the common causes: a privacy policy without the sentence that mobile information and consent are not shared with third parties for marketing (code 30908, 30932), a consent checkbox that is pre-ticked, missing, or bundled with the terms (30925, 30923), consent text missing frequency, rates, HELP and STOP (30924), sample messages without the brand name or opt-out or using a URL shortener (30893, 30892), a vague use case description (30886), a website that is only a form or needs a login (30920, 30921), and a legal name that does not match the IRS record. Bot protection that blocks the reviewer's fetcher is another silent cause.

It must be unchecked by default, separate from the terms checkbox, and the form must submit without it. The text names the brand, the message types, the frequency, 'Msg & data rates may apply', HELP and STOP, and links to the privacy policy and terms. A Mixed campaign needs two boxes: one for informational messages and one for marketing. The free A2P writer on this site produces the exact wording.

Partly. On every agency plan ($97, $297, $497) the AI helpers that build things, such as Ask AI, AI Studio, Creator Studio and Content AI, are free for agency logins, subject to fair use. Funnel and Website AI, Email AI, Calendar AI, Layout AI, Knowledge Base and the Workflow AI Builder are free for everyone. The AI agents that talk to customers (Conversation AI, Voice AI, Reviews AI, Managed Agents) are always paid, as pay-as-you-go or inside an AI Employee plan. Client logins on a sub-account pay for Ask AI, AI Studio, Creator Studio and Content AI unless the business has an AI plan.

Each client business (a location) pays for AI one of four ways: pay-as-you-go at token cost with no monthly fee; AI Employee Starter at $20 a month (building help only, sold only to agencies on the $497 Founder plan); AI Employee Growth at $50 a month (1,000 Conversation AI replies, 100 Voice AI minutes, unlimited Reviews AI and Content AI); or AI Employee Unlimited at $97 a month with no caps under fair use. Phone minutes used by Voice AI are always billed separately. A good rule: stay pay-as-you-go until a business's AI bill passes $50 a month.

They are not the $97, $297 and $497 HighLevel plans. They are an extra you add to one client business each month. AI Starter ($20) covers AI helpers that build things. AI Growth ($50) adds a small crew of AI workers: 1,000 chat replies and 100 phone minutes a month. AI Unlimited ($97) removes the caps on chat, phone and reviews, subject to fair use. Helpers build for you; workers talk to your customers.

Yes. Voice AI answers and makes phone calls, books appointments and takes messages, and Conversation AI replies to texts, chat, email and social messages. Agent Studio builds custom agents. These AI workers are paid: pay-as-you-go, or inside the $50 Growth or $97 Unlimited AI plan per business.

Free on every plan, subject to fair use: Funnel and Website AI, Email AI, Calendar AI, Layout AI, Knowledge Base, Workflow AI Builder and Generate with AI inside workflows. Visual Edits in AI Studio use no AI tokens. Workflow AI premium actions cost $0.01 per execution, and Agent Studio is always pay-as-you-go.

AI Studio is usage-based. HighLevel's own published examples: a one-page yoga landing page with a lead form cost $0.60, an image-heavy fashion landing page cost $1.30 and a 7-page travel website with a blog cost $1.10. On AI Employee Growth this usage is included in 5-hour windows; AI Employee Unlimited includes five times the base allowance.

Ask AI, AI Studio and Creator Studio are measured in rolling 5-hour windows, and room comes back as older use ages out. Conversation AI replies, Voice AI minutes, prompt-optimizer messages and Managed Agent runs on AI Growth are counted per month. Anything marked unlimited is subject to fair use. When an allowance is used up, AI pauses by default and nothing is charged; turn on Extra Usage in AI Suite to keep going at pay-as-you-go rates.

It depends on the product. Conversation AI and Voice AI on AI Employee Growth bill the extra at pay-per-use rates once the 1,000 replies or 100 minutes are used. Ask AI and AI Studio pause until their 5-hour window rolls forward and charge nothing. Reviews AI and Content AI are unlimited under fair use. Agencies can also set a spending limit per sub-account and choose between keep AI running and notify (the default) or block AI at the limit.

Yes. HighLevel runs an official MCP server, so AI assistants such as Claude can read and update your CRM: contacts, conversations, calendars, opportunities and more. HighLevel added multi-account support for Claude, so one connection can work across several sub-accounts. HighLevel's AI agents can also connect out to other MCP servers.

Yes. Websites, funnels, landing pages, blogs, forms, surveys and online stores are built and hosted inside every plan at no extra hosting fee. AI Studio and Funnel AI can draft pages from a sentence. If you need WordPress, HighLevel also sells WordPress hosting from $10 a month.

Yes. Email campaigns, newsletters and automated follow-up sequences are built in, with a drag-and-drop builder and Email AI. Sending through HighLevel's own email system costs $0.675 per 1,000 emails.

Yes. You can call from the browser, the desktop app or the mobile app, use a power dialer, record calls ($0.0025 per minute) and transcribe them ($0.024 per minute). Calls are billed per minute: about $0.0166 outbound and $0.01165 inbound in the US and Canada.

Yes. The HighLevel / LeadConnector app is free for iPhone and Android, with conversations, contacts, calendars, calls and payments. Agencies that want the app under their own name and logo can buy a white-label mobile app for $497 a month or $1,491 a quarter.

Yes. HighLevel has a public API, and its pricing guide splits it into Basic and Advanced access. The Advanced API, which lets software create sub-accounts and load templates automatically, comes with the $497 Founder plan.

Yes. In Zapier, search for LeadConnector, which is the official HighLevel app, and log in with your HighLevel login. HighLevel also sells Whitelabel Zap for $50 a month if you want the Zapier app under your own brand.

Yes. The QuickBooks integration creates customers and invoices in QuickBooks from HighLevel and can import old invoices. There is a Xero integration too. The Shopify integration imports and syncs products, collections, contacts, orders and transactions, and supports abandoned-checkout follow-up.

Yes. HighLevel works with Stripe, PayPal, Square, Authorize.net, NMI and Razorpay, plus Apple Pay and Google Pay through Stripe. PayPal works on order forms, invoices, payment links, courses, communities and the store, but not in SaaS mode, and Stripe and PayPal cannot show on the same checkout.

Yes. HighLevel is used worldwide and prices are in US dollars. Phone numbers are available in many countries, but most countries outside the US and Canada need a regulatory bundle or business address before you can buy a number. Text and call rates differ by country, so check HighLevel's phone pricing for yours.

Not by default. HIPAA compliance is a paid add-on at $297 a month, available on any plan, and includes a signed business associate agreement (BAA). Once turned on it covers every sub-account in your agency and cannot be turned off.

Yes. You can put your own brand, domain and logo on the platform so clients never see HighLevel. The white-label desktop app comes with the $297 and $497 plans. A white-label mobile app is an extra $497 a month (or $1,491 a quarter), and Whitelabel Zap is $50 a month.

SaaS mode lets clients sign up on your website, pick a plan you designed and get their own account automatically, while you bill them every month. It comes with the $497 Founder plan; there is no separate SaaS mode fee. You also set your own markup on their texts, emails, calls and AI.

Rebilling lets an agency pass usage costs for texts, emails, calls and AI on to the client sub-account that generated them. On the $297 Unlimited plan you can rebill at cost. On the $497 Founder plan you can rebill with your own markup and keep the difference.

Rebilling passes AI usage charges to a client as they happen, with a markup or a fixed per-message or per-minute rate, and needs the $497 plan (Agency view, AI Suite, Plans and Limits, three-dot menu, Configure Rebilling). Reselling offers AI Employee Growth ($50) or Unlimited ($97) to a client as a recurring subscription at a price you set (set the offer under Agency view, Reselling, Subscriptions, AI Employee; then turn it on per client under Agency view, Sub-Accounts, Manage Client, Reselling, AI Employee).

Yes. On the $297 and $497 plans you can give each client their own sub-account and charge them a monthly fee. On $497 you also mark up their usage and resold add-ons. Example: 10 clients at $297 a month with $80 of usage each and a 1.5x markup keeps about $2,873 a month on Founder after the plan cost. That is an example, not a promise of income.

HighLevel pays affiliates 40% of the monthly subscription for every customer they refer, every month the customer stays, plus 5% on customers referred by affiliates you brought in. Disclosure: the links on this site are my affiliate link.

No. The HighLevel Certified Admin program costs $97 a month or $970 a year, with coursework and an exam. HighLevel's help center, YouTube channel and community are free, and plenty of people learn the platform well without certification.

In agency view, open Settings, then Billing, click Want to Modify/Cancel Your Subscription?, follow the steps and confirm with I am sure I want to cancel. If you bought HighLevel through another agency, that agency has to cancel it for you.

Cancel the same way as a paid plan: agency view, Settings, Billing, Want to Modify/Cancel Your Subscription?. Do it before the trial ends so the plan fee is never charged. Usage you already ran, such as texts and calls, is still billed.

Yes. The Pause Account plan costs $27 a month and keeps your contacts, conversations, funnels, workflows, calendars, media and snapshots. Nobody can log in while paused, published pages and workflows go to draft, phone numbers and A2P registrations are deleted after 14 days, and SaaS, reselling and marketplace subscriptions are canceled.

If you reactivate within 90 days, your agency, sub-accounts and data come back. After 90 days without reactivation, HighLevel permanently deletes the agency account, all sub-accounts and their data. Export what you need, or use the $27 Pause Account plan, before you cancel.