HighLevel
6.2/10All-in-one CRM and marketing automation platform, sold mainly to agencies that manage and resell software to many client sub-accounts.
Data last updated November 2026 · Our methodology
Overview
HighLevel, often called GoHighLevel, puts a CRM, two-way SMS and email, workflow and campaign builders, funnels and websites, and an app marketplace into one platform. It is built around an agency model: an agency account runs sub-accounts for each client. The higher tiers add white-labelling, rebilling of usage costs to clients, and a SaaS mode that lets agencies resell the platform under their own brand. That makes it a strong fit for marketing agencies and consultants. Single businesses can use it too, but they pay for agency features they may never need. Pricing is a flat monthly fee rather than per seat. Every plan includes unlimited contacts and users. Starter costs $97 a month and covers three sub-accounts. Unlimited costs $297 a month and adds unlimited sub-accounts, API access and rebilling. Founder, also called Pro, costs $497 a month and adds SaaS mode. Enterprise is priced on request. The main drawback is that the list price is only part of the bill. SMS, email, calling, phone numbers and AI features are charged by usage. Paid add-ons such as AI Employee, HIPAA compliance, premium support and a white-label mobile app can push the real monthly cost well above the plan price. Reviewers also often mention a learning curve of several weeks.
Our Rating
Marketing6.2/10
CRM6.2/10
Who HighLevel is best for
Good fit
Sub-accounts, white-labelling, rebilling and SaaS reselling are designed specifically for agencies serving many clients.
HighLevel says the Founder plan is meant for consultants and service providers who want to manage or resell to clients.
SMS, email, funnels and campaign workflows are built in, though reviewers say setup takes real effort.
Less suited
Starter covers one business with unlimited users, but much of the platform is agency tooling, and usage fees add to the cost.
An Enterprise tier offers HIPAA compliance and higher API limits, but reviewers report stability problems and uneven support.
Pros & Cons
Pros
- Flat plan pricing with unlimited contacts and users, so adding team members does not raise the bill.
- Agencies can white-label the platform and rebill usage costs to clients, often with a markup, on the Unlimited and Founder plans.
- SaaS mode on the $497 plan lets agencies resell the software under their own brand as a recurring product.
- Combines CRM, SMS, email, funnels, workflows and calling, replacing several separate tools.
Cons
- Usage fees for SMS, email, calls, phone numbers and AI come on top of the plan price. Reviewers report real bills well above list price.
- Reviewers often cite a learning curve of several weeks before the automation features are productive.
- Reviews describe support quality as inconsistent and mention occasional platform stability issues.
- Key extras such as HIPAA compliance ($297 a month) and premium support ($500 a month) cost extra below Enterprise.
Key Features
HighLevel Pricing
Starter
or $970/year (save 17%)
- 3 sub-accounts
- App Marketplace
- Two-way SMS and email
- Chat and phone support
- Unlimited contacts and users
- Workflow and campaign builders
Unlimited
- Basic API access
- Everything in Starter
- Unlimited sub-accounts
- White-label desktop app
- Rebilling of usage and add-ons to clients
Founder (Pro)
- Project management
- Everything in Unlimited
- Meeting rooms and events
- Ready-made industry solutions
- SaaS mode with unlimited reselling
Enterprise
- HIPAA compliance
- Higher API limits
- Enterprise reporting
- White-label mobile app
- Dedicated Slack channel
- Dedicated customer success manager and account manager
Frequently Asked Questions
No. The pricing page says all plans include unlimited contacts and unlimited users. Plans differ mainly in how many sub-accounts you get and in agency features.
Starter includes 3 sub-accounts. The Unlimited and Founder (Pro) plans include unlimited sub-accounts.
Conversation AI, Voice AI, Reviews AI, email and SMS sending, calling and phone numbers are billed by usage, and these fees can apply even during the free trial. On Unlimited and above you can pass these costs on to clients.
Yes. All plans have a 14-day free trial, and billing starts automatically when it ends unless you cancel.
SaaS mode with unlimited reselling is included in the $497 a month plan, which the pricing page calls both Founder and Pro.
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