GoHighLevel is an all in one CRM, texting, funnel, booking and automation platform built for marketing agencies that serve local businesses. At $97 a month with unlimited users and contacts it can replace several tools, but usage fees are on top and the setup takes real time, so it suits agencies and text heavy local businesses more than someone who wants an easy CRM.
What GoHighLevel is
GoHighLevel, also called HighLevel or GHL, is a marketing and sales platform. Its core features include a CRM with pipelines, a website and funnel builder, email and SMS marketing, inbound and outbound calling, booking calendars, reviews AI, conversation AI and voice AI, workflow automation, and payments and invoicing GoHighLevel pricing ↗.
It is designed around agencies. Each client gets a sub account, and the agency manages them all from one login GoHighLevel pricing ↗. A single business can also use it on its own, since the entry plan includes the core features GoHighLevel pricing ↗.
Softr's 2026 comparison sums up the positioning: GoHighLevel suits agencies managing many client accounts with white label branding Softr ↗. Hands on testing is in progress, and we will update this review with our results.
What it does well
The flat price scales well. Every plan includes unlimited contacts and unlimited users GoHighLevel pricing ↗. Per seat CRMs get expensive as a team grows; here, adding staff does not change the subscription.
It replaces a stack of tools. Texting, email, a funnel builder, calendars, reviews and payments in one bill can replace several separate subscriptions for a local business GoHighLevel pricing ↗.
Texting is built in. Local customers often reply to texts faster than email, and GoHighLevel includes SMS marketing and two way conversations, billed by usage GoHighLevel pricing ↗.
Agencies get real tools. The $297 plan includes unlimited client sub accounts, and Agency Pro adds SaaS mode, automated sub account creation and the ability to mark up phone and email costs, so an agency can resell the platform under its own brand GoHighLevel pricing ↗.
AI is available for front line work. Conversation AI and voice AI are core features, and an AI Employee add on costs $50 or $97 a month per sub account GoHighLevel pricing ↗.
Where it falls short
The bill is not fully predictable. Usage based charges apply to phone numbers, SMS, emails sent and premium AI, and the pricing page does not list the per unit rates GoHighLevel pricing ↗. Usage fees may also apply during the trial GoHighLevel pricing ↗.
It takes time to learn. Softr found GoHighLevel has a somewhat steep learning curve and fewer training resources than HubSpot Softr ↗. Budget a few weeks for setup, or hire someone who knows it.
Add ons add up. HIPAA compliance is $297 a month, the white label mobile app is $497 a month, and WhatsApp is $10 a month per sub account GoHighLevel pricing ↗.
Integrations are narrower than the biggest CRMs. Softr counts roughly 500 native integrations for GoHighLevel, against more than 2,000 apps in HubSpot's marketplace Softr ↗ HubSpot free CRM ↗.
There is no free plan, only a 14 day trial GoHighLevel pricing ↗.
Pricing and plans
Starter: $97 a month or $970 a year, with 3 sub accounts and all core features GoHighLevel pricing ↗. Unlimited: $297 a month or $2,970 a year, adding unlimited sub accounts, phone and email rebilling at cost and basic API access GoHighLevel pricing ↗. Agency Pro: $497 a month or $4,970 a year, adding SaaS mode, automated sub account creation, rebilling with markup, agent reporting and advanced API access GoHighLevel pricing ↗. Enterprise: custom, with a dedicated success manager, white label mobile app and HIPAA compliance included GoHighLevel pricing ↗.
Every plan includes unlimited contacts and users, and every plan has a 14 day free trial; billing starts automatically when it ends unless you cancel GoHighLevel pricing ↗. Usage fees for phone, SMS, email and AI are extra GoHighLevel pricing ↗.
Add ons include AI Employee at $50 or $97 a month per sub account, WhatsApp at $10, a branded client portal app at $49, listings at $30 and SEO at $79, each per sub account per month; dedicated email IPs at $59 a month each; HIPAA at $297 a month; and premium support at $500 a month GoHighLevel pricing ↗.
Who should (and shouldn't) use it
- Good fit: marketing agencies that run campaigns for many local business clients GoHighLevel pricing ↗ Softr ↗.
- Good fit: local businesses that want texting, funnels, calendars, reviews and payments in one bill with unlimited users GoHighLevel pricing ↗.
- Skip it if: you want a free, simple CRM with a gentle learning curve; HubSpot's free plan fits better Softr ↗ HubSpot free CRM ↗.
- Skip it if: you need a fixed monthly cost with no usage fees GoHighLevel pricing ↗.
Alternatives worth a look
- HubSpot: free CRM for up to 2 users and 1,000 contacts, with a cleaner, beginner friendly interface Softr ↗ HubSpot free CRM ↗.
- HubSpot Sales Hub: per seat paid plans from $20 a seat a month billed monthly, with calling minutes included HubSpot Sales pricing ↗.
What’s good
- Flat price with unlimited users and contacts
- Replaces several separate marketing tools
- Unlimited client sub accounts from $297/month
What to know
- Usage fees for phone, SMS, email and AI not listed on pricing page
- Steeper learning curve than HubSpot, per Softr
Key features
- CRM and pipelines with unlimited contacts and users
- Website and funnel builder
- Email and SMS marketing, inbound and outbound calling (usage based)
- Booking calendars, reviews AI, conversation and voice AI
- Workflow automation, payments and invoicing
- Client sub accounts; SaaS mode on Agency Pro
Works with
Questions people ask
How much does GoHighLevel cost?
Starter is $97 a month, Unlimited $297 and Agency Pro $497, or $970, $2,970 and $4,970 a year. Usage fees for phone, SMS, email and AI are extra GoHighLevel pricing ↗.
Does GoHighLevel have a free trial?
Yes, 14 days on any plan. Usage fees may apply during the trial GoHighLevel pricing ↗.
Is GoHighLevel hard to learn?
Softr describes a somewhat steep learning curve with fewer training resources than HubSpot Softr ↗.
Is GoHighLevel HIPAA compliant?
HIPAA compliance is a $297 a month add on and is included on Enterprise GoHighLevel pricing ↗.
Where this comes from
Checked Oct 9, 2026. Vendor pages describe their own products; independent sources add outside views. Hands on testing is in progress.
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