How much does GoHighLevel cost?

GoHighLevel costs $97/month for the Starter plan, $297/month for the Unlimited plan, and $497/month for the Pro/SaaS plan. Annual billing gives you roughly two months free ($970, $2,970, and $4,970 respectively). On top of the subscription, you pay usage-based costs for SMS (~$0.0079 per segment), email (~$0.001 each), phone numbers (~$1.15/month each), and AI features.

What is included in the GoHighLevel Starter plan?

The $97 Starter plan includes the full CRM, unlimited funnels and websites, calendar booking, two-way SMS and email, the workflow automation builder, forms and surveys, reputation management, and up to 3 sub-accounts. It does not include white-labeling, API access, snapshots, or SaaS Mode — those start at the $297 Unlimited plan.

Is the GoHighLevel Unlimited plan worth $297?

If you have three or more clients, almost certainly yes — you get unlimited sub-accounts, white-labeling, and snapshots, and the per-client cost drops below $100 immediately. If you run a single business, the $97 Starter plan does everything you need and the extra $200 buys you nothing you will use.

Are there hidden costs with GoHighLevel?

Not hidden exactly, but easy to miss: SMS, email, voice calls, phone number rentals, A2P 10DLC registration, and all AI features (Conversation AI, Voice AI, Content AI) are billed as usage on top of your plan. A small agency should budget an extra $50–$200/month. There are also premium workflow actions and marketplace apps that carry their own fees.

Does GoHighLevel offer an annual discount?

Yes. Paying annually gives you roughly two months free — about a 17% saving. Starter drops to $970/year, Unlimited to $2,970/year, and Pro to $4,970/year. Do not pay annually until you have run a trial and at least one month of real usage; the platform is a poor fit for some businesses and an annual commitment removes your exit.

Can I change or cancel my GoHighLevel plan?

Yes. Plans are month-to-month by default and you can upgrade, downgrade, or cancel at any time from the agency settings billing page. There is no cancellation fee and no minimum term on monthly billing. Annual plans are prepaid and generally not refunded pro-rata, which is another reason to stay monthly until you are sure.

How much does GoHighLevel SMS cost?

Roughly $0.0079 per SMS segment for both outbound and inbound US messages, plus about $1.15/month to rent each phone number. A 160-character text is one segment; longer messages or messages containing emojis split into multiple segments and cost proportionally more. You also need A2P 10DLC registration ($4–$44 one-time plus about $2/month) before you can legally send SMS in the US at all.

Affiliate disclosure

We earn a commission if you sign up through links on this page, at no extra cost to you. It does not change our verdict.

Pricing

GoHighLevel pricing, with the parts they don't advertise

Three plans: $97, $297, and $497 per month. That is the easy part. The part that catches people out is that SMS, email, phone numbers, and every AI feature are billed as usage on top. Below is the whole picture, including a worked example of what an agency with ten clients actually pays.

Pricing verified against HighLevel's public pricing page on July 12, 2026. Plan prices change; usage rates change more often. Re-check before you commit to client pricing off the back of them.

Do the arithmetic

The GoHighLevel true-cost calculator

Set your plan and your real usage. This does the sum HighLevel's pricing page will not do for you — subscription plus SMS plus email plus phone numbers plus AI — and then tells you what you would have to bill a client to make money on it.

Plan

Starter $97/mo Unlimited $297/mo Pro / SaaS Mode $497/mo

Billing

Monthly Cancel any time. Annual Two months free.

Your monthly usage

Client sub-accounts

How many clients you run inside the account.

Phone numbers rented

One per sub-account is the practical minimum.

Outbound SMS segments / mo

A 160-character text is one segment. Emojis force two or more.

Inbound SMS segments / mo

You are billed for replies too — most people forget this line.

Outbound call minutes / mo

Inbound call minutes / mo

Emails sent / mo

Roughly $1 per 1,000 emails.

Conversation AI messages / mo

Charged per AI reply, not per conversation.

Voice AI minutes / mo

Rate shown is a floor — premium voices cost several times more.

A2P 10DLC registration One-time registration plus a monthly campaign fee. Mandatory before you can send a single SMS in the US.

Your real monthly bill

$363.15

Unlimited plan: $297.00
Usage on top: $66.15
One-time, first month only: $19.00
Month one costs: $382.15
Saved vs monthly, per year: $0.00

Start a free trial

What you'd bill a client to profit

Your markup 100%

Your cost per client: $72.63
Bill each client: $145.26
Your monthly profit: $363.15

You can bill this manually on any plan. But automatic usage rebilling — where GoHighLevel charges each client's card for their own SMS and AI with your margin baked in — only exists on the Pro / SaaS plan.

Line by line, at the rates we used

Your GoHighLevel cost breakdown by line item, with the unit rate used for each
Line item	Unit rate	Quantity	Cost
Phone numbers	$1.15 / number / mo	5 numbers	$5.75
Outbound SMS	$0.0079 / segment	3,000 segments	$23.70
Inbound SMS	$0.0079 / segment	1,000 segments	$7.90
Outbound call minutes	$0.0140 / min	300 min	$4.20
Inbound call minutes	$0.0085 / min	300 min	$2.55
Emails sent	$0.001005 / email	10,000 emails	$10.05
Conversation AI	$0.02 / message	500 messages	$10.00
Voice AI floor	from $0.13 / min	0 min	$0.00
A2P 10DLC campaign fee	$2.00 / mo		$2.00
Usage total			$66.15

Voice AI is a floor, not a price. It meters as stacked charges — voice engine, text-to-speech, and tokens — so a premium voice can cost several times the base rate. Treat that line as the best case.

What this does not include: your domain, Stripe's processing fees on what you bill clients, paid marketplace apps, premium workflow actions, and — the biggest one — your own time.

The plans

The three GoHighLevel plans

Starter

One business. Every core tool.

$97 /month

or $970/year — two months free

Best for: A single local business, or a freelancer running one brand.

Full CRM + smart pipelines
Unlimited funnels, websites & landing pages
Calendar booking + appointment automation
2-way SMS, email, and social inbox
Workflow automation builder
Forms, surveys, and lead capture
Reputation / review requests
Up to 3 sub-accounts
Unlimited sub-accounts
White-label desktop app
SaaS Mode reselling
API access

Try Starter free

Unlimited

The plan most agencies actually buy.

$297 /month

or $2,970/year — two months free

Best for: Agencies with more than two clients. This is the real starting line.

Everything in Starter
Unlimited sub-accounts (one per client)
Unlimited contacts and users
White-label desktop application
Branded custom domain for the app
API access
Snapshots (clone a whole client setup)
Agency-level reporting dashboard
SaaS Mode (rebill clients automatically)
Included AI / rebilling margin controls

Try Unlimited free

Pro / SaaS Mode

Resell HighLevel as your own software.

$497 /month

or $4,970/year — two months free

Best for: Agencies who want recurring software revenue, not just retainers.

Everything in Unlimited
SaaS Mode — sell sub-accounts on your own Stripe plans
Automatic rebilling of SMS / email / AI usage with your margin
Split-testing and advanced analytics
Priority support
Advanced API + webhook access
Affiliate manager for your own resellers

Try Pro / SaaS Mode free

All three plans include a 14-day free trial with full feature access — see how the GoHighLevel free trial works (and how not to waste it) before you start one. Annual billing saves you roughly two months.

Side by side

Full plan comparison

What you get, and what you have to upgrade for.

GoHighLevel plan feature comparison
Feature	Starter — $97	Unlimited — $297	Pro / SaaS — $497
Monthly price	$97	$297	$497
Annual price Two months free	$970	$2,970	$4,970
Sub-accounts	3	Unlimited	Unlimited
Contacts & users	Unlimited	Unlimited	Unlimited
CRM & pipelines	Included	Included	Included
Funnels & websites	Included	Included	Included
Workflow automation	Included	Included	Included
Calendars & booking	Included	Included	Included
SMS & email marketing Usage billed separately	Included	Included	Included
Reputation management	Included	Included	Included
Memberships & courses	Included	Included	Included
White-label desktop app	Not included	Included	Included
Branded custom domain	Not included	Included	Included
API access	Not included	Included	Included
Snapshots	Not included	Included	Included
SaaS Mode (resell it)	Not included	Not included	Included
Automatic usage rebilling Charge clients your margin on SMS/AI	Not included	Not included	Included
Split testing & advanced analytics	Not included	Not included	Included
Priority support	Not included	Not included	Included

The honest part

The costs on top of your subscription

None of this is hidden in the sense of being secret — but almost nobody factors it in before signing up, and it is the number-one source of month-two bill shock.

GoHighLevel usage-based costs
Item	Typical cost	What to know
Outbound SMS (US)	~$0.0079 per segment	A 160-char text = 1 segment. Emojis can force 2+.
Inbound SMS (US)	~$0.0079 per segment	You pay for replies too.
Outbound voice call	~$0.014 / min	Plus ~$0.0085/min inbound.
Email send	~$0.001005 per email	About $1 per 1,000 emails via LeadConnector/Mailgun.
Phone number rental	~$1.15 / number / month	One per sub-account minimum.
A2P 10DLC registration	$4–$44 one-time + ~$2/mo	Mandatory in the US to send SMS at all.
Conversation AI	~$0.02 per message	Charged per AI reply, not per conversation.
Voice AI	from ~$0.13 per minute	Billed as stacked meters (voice engine + text-to-speech + tokens), so the real rate depends on the voice you pick — premium voices cost several times the base. Adds up fast on high call volume.
Content AI	~$0.09 per 1,000 words	Also ~$0.06 per generated image.
Workflow AI / premium actions	~$0.01–0.03 per execution	Premium triggers (e.g. GPT steps) meter separately.
WhatsApp	Per-conversation Meta pricing	Passed through at cost + margin.

Usage rates are set by HighLevel and its carriers and change periodically. Check your agency billing page for current rates before committing to client pricing.

What "unlimited" actually means

This is the crux of the misunderstanding, and it is worth being precise, because the word is doing an enormous amount of work in HighLevel's marketing.

Unlimited means sub-accounts, contacts, and users. You can add your thirtieth client without the plan price moving. You can hold a million contacts. That is real, and it is genuinely the strongest value proposition in the category — every competitor on the market charges you more as you grow.

Unlimited does not mean messages. Every text, every call minute, every email, and every AI reply is metered and billed on top.

Both statements are true simultaneously. It is not a lie. It is one word doing a lot of work, and it is why month two surprises so many people. Note also that a "segment" is roughly 160 characters — and a single emoji can silently push a message into two segments by changing its encoding, so you pay double for the smiley.

The AI trap

Where the bill genuinely runs away

AI is the one place where costs escape quietly, because the per-unit prices are an order of magnitude higher than SMS and nobody models them before switching the feature on.

Voice AI at roughly $0.13 per minute sounds like nothing. Now put it on a busy med spa's phone line that takes 300 calls a month averaging four minutes each:

300 × 4 × $0.13 ≈ $156/month — from one feature, for one client.

Conversation AI at ~$0.02 per message is gentler, but a chatbot handling a hundred conversations of ten messages each still adds ~$20 per client per month.

None of this is a rip-off. You are buying a receptionist that never sleeps, and $156 is a rounding error against a human wage. But if you sold that client a flat $297/month retainer and did not model the AI, you have just donated your margin to HighLevel. Model AI usage before you enable it — it is the fastest way to turn a profitable client unprofitable.

How to actually reduce the bill

Rebill, if you are an agency. The big one. On Pro/SaaS Mode you pass usage through to clients with your own multiplier, so a cost centre becomes a small profit centre.
Turn off AI you are not really using. It meters whether or not it is earning.
Write shorter SMS. You are billed per ~160-character segment. Trim the boilerplate, drop the emoji, halve the cost.
Stop the seven-message drip. Long sequences to cold leads cost money, generate unsubscribes, and damage the carrier reputation that everything else you send depends on. Two follow-ups and out.
Audit your phone numbers. Every unused number is ~$1.15/month, forever, quietly.
Right-size the plan. One client? You do not need Unlimited. Not reselling? You do not need Pro.
Pay annually — but not yet. Two months free is real. Take it in month three, once you know you are staying.

Worked example

What a real agency bill looks like

Solo operator, one business

Starter plan. Modest SMS volume.

Starter subscription: $97.00
1 phone number: $1.15
A2P 10DLC (amortized): $2.00
~1,500 SMS segments: $11.85
~5,000 emails: $5.03
Realistic monthly total: ~$117

Agency, ten local-business clients

Unlimited plan. Real SMS + some AI.

Unlimited subscription: $297.00
10 phone numbers: $11.50
A2P registration (amortized): $20.00
~25,000 SMS segments: $197.50
~60,000 emails: $60.30
Conversation AI (~2,000 msgs): $40.00
Realistic monthly total: ~$626

This is the argument for the $497 Pro plan. On Pro you rebill that ~$329 of usage to your ten clients with a margin — turning a cost line into a revenue line. The extra $200/month pays for itself the moment your usage exceeds it.

Illustrative estimates using the published rates above. Your actual usage will differ — SMS volume is the dominant variable and it scales with how aggressively you follow up.

Which one

How to choose without overthinking it

Choose Starter ($97) if…

You run one business, or you are a freelancer with one brand. Three sub-accounts is plenty and you will never touch white-labeling or the API. Everything that makes GoHighLevel good at capturing and converting leads is on this plan. Do not pay more out of aspiration.

Choose Unlimited ($297) if…

You have three or more clients, or you intend to within 90 days. Three clients is the break-even: beyond that, unlimited sub-accounts plus snapshots plus white-labeling turn a three-day client onboarding into a one-hour one. This is where most working agencies land, and it is the plan we would default to for anyone who says the word "clients" out loud.

Choose Pro / SaaS ($497) if…

You want recurring software revenue, not just retainers — or your monthly usage bill has crossed roughly $200, at which point rebilling alone recoups the upgrade. SaaS Mode lets you sell sub-accounts on your own Stripe pricing and automatically pass through SMS, email, and AI usage with your margin on top. That is a genuinely different business model, and it is why this plan exists.

Do not pay annually yet

Two months free is a real saving and you should take it — eventually. But not in month one. GoHighLevel is a bad fit for a meaningful minority of businesses, and you will not know which you are until you have run real traffic through it. Stay monthly through the trial and at least one full billing cycle. If it is still the right tool in month three, switch to annual and pocket the discount then.

Frequently asked questions

How much does GoHighLevel cost?: GoHighLevel costs $97/month for the Starter plan, $297/month for the Unlimited plan, and $497/month for the Pro/SaaS plan. Annual billing gives you roughly two months free ($970, $2,970, and $4,970 respectively). On top of the subscription, you pay usage-based costs for SMS (~$0.0079 per segment), email (~$0.001 each), phone numbers (~$1.15/month each), and AI features.
What is included in the GoHighLevel Starter plan?: The $97 Starter plan includes the full CRM, unlimited funnels and websites, calendar booking, two-way SMS and email, the workflow automation builder, forms and surveys, reputation management, and up to 3 sub-accounts. It does not include white-labeling, API access, snapshots, or SaaS Mode — those start at the $297 Unlimited plan.
Is the GoHighLevel Unlimited plan worth $297?: If you have three or more clients, almost certainly yes — you get unlimited sub-accounts, white-labeling, and snapshots, and the per-client cost drops below $100 immediately. If you run a single business, the $97 Starter plan does everything you need and the extra $200 buys you nothing you will use.
Are there hidden costs with GoHighLevel?: Not hidden exactly, but easy to miss: SMS, email, voice calls, phone number rentals, A2P 10DLC registration, and all AI features (Conversation AI, Voice AI, Content AI) are billed as usage on top of your plan. A small agency should budget an extra $50–$200/month. There are also premium workflow actions and marketplace apps that carry their own fees.
Does GoHighLevel offer an annual discount?: Yes. Paying annually gives you roughly two months free — about a 17% saving. Starter drops to $970/year, Unlimited to $2,970/year, and Pro to $4,970/year. Do not pay annually until you have run a trial and at least one month of real usage; the platform is a poor fit for some businesses and an annual commitment removes your exit.
Can I change or cancel my GoHighLevel plan?: Yes. Plans are month-to-month by default and you can upgrade, downgrade, or cancel at any time from the agency settings billing page. There is no cancellation fee and no minimum term on monthly billing. Annual plans are prepaid and generally not refunded pro-rata, which is another reason to stay monthly until you are sure.
How much does GoHighLevel SMS cost?: Roughly $0.0079 per SMS segment for both outbound and inbound US messages, plus about $1.15/month to rent each phone number. A 160-character text is one segment; longer messages or messages containing emojis split into multiple segments and cost proportionally more. You also need A2P 10DLC registration ($4–$44 one-time plus about $2/month) before you can legally send SMS in the US at all.

Trial it before you decide

Every plan includes a 14-day free trial with full feature access. Start on the plan you think you need — you can change it at any time, and nothing is charged if you cancel inside the trial.

Start your free trial

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