GoHighLevel Pricing: The Plan Fee and the Meters
The plan fee is the smallest line on a HighLevel bill. What email, phone, AI and automation actually cost, read from the vendor's own help centre.
HighLevel publishes plans at $97, $297 and $497 a month, but sending, calling, AI and premium automation are metered separately and their rates are in its help centre rather than on the pricing page. Email is $0.675 per 1,000, phone matches Twilio's rates, and premium workflow actions are $0.01 per execution.
Key takeaways
- The plan ladder is $97, $297 and $497 a month, with annual figures of $970, $2,970 and $4,970 published beside them and a 14-day trial on every tier.
- Metered usage is charged to an Agency Wallet that automatically recharges the agency card when the balance falls below a minimum you set, so it is a float rather than a spending cap.
- Email usage is published at $0.675 per 1,000 emails across all plans, phone usage is stated to match Twilio's own rates, and premium workflow actions run $0.01 per execution.
- Passing usage costs to clients at cost begins on the $297 plan, and adding a markup to them is available only on the $497 plan as part of SaaS Mode.
Reviewed and updated September 2, 2026
The entry figure on HighLevel's own pricing page is $97 a month, and for most agencies running the platform properly that is the smallest line on the bill. The platform fee is flat and the delivery is not. Sending, calling, AI and premium automation are all metered, not one of their rates sits on that pricing page as fetched on 2 September 2026, and every one of them is set out in the vendor's own help centre on a different host.
This page reads the meters. The plan ladder is here because you need it to understand the rest, and it is short on purpose.
The subscription ladder, as published
HighLevel's pricing page shows monthly and annual figures side by side on every card under the line "Scale your business without a tax on growth.", so no billing toggle has to be resolved before a rate can be taken from it. Read on 2 September 2026, the cards give:
| Plan | Monthly | Annual | The line that matters |
|---|---|---|---|
| Starter | $97 | $970 | 3 sub-accounts |
| Unlimited | $297 | $2,970 | Unlimited sub-accounts, rebilling at no markup |
| Agency Pro | $497 | $4,970 | SaaS Mode, rebilling with markup |
| Enterprise | Quoted | Quoted | Contact their enterprise team |
That same page headlines "Start with a FREE 14-day trial on any plan below!" and "Unlimited contacts, unlimited Users." above the cards. Its own answers below them say the platform runs month to month with no long-term contract, that you can upgrade, downgrade or cancel from the dashboard, and that a mid-month upgrade is charged as the prorated difference.
The unit the ladder is built from is the sub-account, one client workspace inside one agency workspace, and the Starter card names its allowance as "3 Sub-Accounts". That is the whole shape of the tier decision, and the feature-by-feature comparison against a conventional sales CRM is worked through separately in Pipedrive against GoHighLevel.
The Agency Wallet, which is where the rest of the money goes
Usage does not appear on your subscription invoice. A separate mechanism carries it, and understanding that mechanism is the difference between a predictable bill and a surprising one.
The Agency Wallet is a prepaid balance the agency tops up, and metered services draw down against it. The vendor's own description of the top-up behaviour is worth reading exactly: "If the wallet balance falls below your minimum balance, HighLevel automatically charges the agency card on file to refill the wallet." So the wallet is not a spending cap. It is an auto-replenishing float, and the recharge amount and minimum balance are settings rather than limits.
The same help centre names the services that draw on it, in its own words: "Common wallet-funded services include the Phone System, Email System, Email Validation, AI usage, Autocomplete Addresses, and Workflow Premium Features." Every one of those is a per-unit charge on top of the plan fee.
- Step 1A sub-account uses a service
A client workspace sends an email, places a call, or runs a premium workflow action
- Step 2HighLevel charges the agency
The cost is deducted from the Agency Wallet, not from the client
- Step 3The wallet auto-recharges
If the balance drops below the minimum you set, the agency card on file is charged to refill it
- Step 4The agency charges the sub-account
Only if rebilling is enabled, and only at the tier that permits it
- Step 5Margin, or not
At cost on the mid tier, or with a markup you set on the top tier
What the meters cost
These are the rates that appear nowhere on gohighlevel.com/pricing as fetched on 2 September 2026. Each one below is quoted from HighLevel's help centre on the same date, and the guide's own framing is that the wallet exists because these charges are "based on what is actually used".
Email. The help centre states that "Email usage is $0.675 per 1,000 emails across all plans". The Email System, which it calls LC Email, works out of the box for every sub-account and removes the need to connect a separate provider. The rate does not change by tier; what changes by tier is whether you can pass it on.
Phone. The help centre states that "The pricing for LC Phone System is precisely the same amount as Twilio." That is an unusually clean disclosure, because it means the rate is knowable from a third party's published rate card rather than being opaque, and it varies by region and product exactly as Twilio's does. Numbers, SMS, MMS and calls all sit here.
AI. There are two ways to buy it and they price differently. HighLevel's AI pricing article sets out a pay-per-use column charging token cost only, with named per-unit exceptions: its rows read "Reviews AI $0.01/ review" and "Content AI $0.063/image and $0.0945/1,000 words", under the line "All prices are in USD.". The subscription route is the AI Employee, and the pricing guide publishes it at $50 a month per enabled location on the Growth plan and $97 a month per enabled location on the Unlimited plan, the second covering unlimited Conversation AI, Voice AI, Reviews AI and Content AI subject to fair use.
One line in that section deserves highlighting because it is the kind of thing that produces an unexpected invoice: "Phone System charges still apply to phone calls, even when Voice AI (Inbound) is covered under the AI Employee Unlimited subscription." Buying unlimited voice AI does not buy the telephony it runs on.
Automation. The pricing guide charges premium workflow triggers and actions at $0.01 per execution, and states that the agency is charged only for premium steps in sub-accounts beneath it rather than for free ones. It publishes a volume plan on top of that as a full ladder with its own overage rates:
| Workflow Pro tier, as the help centre publishes it | Monthly | Included executions | Overage |
|---|---|---|---|
| Free | $0 | 100 free lifetime executions | $0.01 per execution |
| Starter | $10 | 10,000 | $0.008 per execution |
| Growth | $25 | 30,000 | $0.006 per execution |
| Scale | $50 | 65,000 | $0.004 per execution |
That table is the pricing guide's own, and it adds that "Workflow Pro does not include ChatGPT or Workflow AI" executions, which stay pay as you go.
Rebilling, reselling, and the tier that decides your margin
The two words HighLevel uses for passing costs on are not interchangeable, and the tier gates differ.
Rebilling covers ongoing usage. The vendor states that "Rebilling without markup is available on the $297/mo Unlimited plan and $497/mo Agency Pro plan" and that "Rebilling with agency markup is available on the $497/mo Agency Pro plan and is part of SAAS mode." Read against the published ladder, that means the Starter agency absorbs every metered cost with no mechanism to pass it on at all, the middle agency passes costs through at cost, and only the top agency earns a margin on them. The same guide calls out AI Employee rebilling separately as requiring that top plan.
Reselling covers services packaged as a product rather than as usage. The help centre publishes them as a rate table, and its rows read "Branded Client Portal App $49/mo", "Dedicated IP Address $59/mo", "Email Validation $2.50 per 1,000 validations", "Online Listings $30/mo", "Premium Prospecting Tool $29/mo", SEO powered by Search Atlas at $79 a month, WhatsApp integration at $10 a month, "Ad Manager $0/mo", and domain purchases at a rate the guide says varies by domain and top-level domain. The same guide says the agency is charged the HighLevel price per sub-account with the feature enabled, and can recover it at that price or above.
WordPress hosting is sold as its own three-tier ladder that the guide says the agency must select before clients can use it, and it publishes the rows as "Standard: $10/mo for 1 WordPress site", "Utility: $220/mo for 25 WordPress sites" and "Truly Unlimited : $497/mo for unlimited WordPress sites", each with an annual figure beside it.
- Used for phone, email and AI consumption
- Charged to the Agency Wallet first, then to the sub-account
- Available at cost from the middle tier
- A markup is possible only on the top tier, as part of SaaS Mode
- Used for listings, the client portal, WhatsApp and hosting
- Charged per sub-account with the feature enabled
- Configured in the agency reselling settings
- The agency sets its own client-facing price
The agency-level add-ons
A last group sits outside both mechanisms because the agency buys it for itself rather than for a client. The help centre's add-on table publishes "Premium Support $500/mo or $5000/yr", "Whitelabel Mobile App $497/mo or $1491/quarter", "Whitelabel Zap $50/mo", "HL Certificate Program $97/mo or $970/yr", "Advanced Account Setup $1000" and "HIPAA Compliance $297/mo".
Two facts about that last one belong in a buying decision rather than in a footnote. The help centre states that "HighLevel accounts are not HIPAA compliant by default." And it states that "Once purchased and enabled, HIPAA Compliance cannot be deactivated." An add-on you cannot switch off is a permanent addition to the monthly floor, so it is worth deciding before rather than after.
- Depends: Do you intend to pass usage costs to clients, and does that put your floor at the middle or the top tier
- No: Have you estimated monthly email volume against the published per-thousand rate
- No: Have you checked the current Twilio rates for your regions, since phone is stated to match them
- Depends: Will you buy AI per use or per location, and have you counted the locations rather than the seats
- Depends: Do your workflows use premium actions often enough to justify a Workflow Pro tier over per-execution billing
- Depends: Which resold services will be enabled per sub-account, since most of them are priced that way
- Yes: Do you need HIPAA compliance, which is an account-wide charge that cannot be turned off once enabled
Reading it as a sales team rather than an agency
The ladder is built from sub-accounts and reselling, which is a precise statement about who the product is for. A company with no clients buys a three-workspace platform to use one workspace, and the features it will lean on hardest are the marketing ones rather than the pipeline ones. That does not make the platform bad and it does make the published price misleading in one specific direction: the $97 entry point buys a platform whose value is proportional to the number of client workspaces you run, and a single company has one.
The mechanics of running it as a resold product, including what an agency actually owes its clients when it puts its own logo on somebody else's software, are covered in white label SaaS reselling and the seams where white-label email marketing breaks. The metering patterns across AI agent products, which is where this category is heading, sit in white label AI agents.
One boundary is worth stating plainly because an all-in-one platform makes it easy to cross. A platform with email and SMS built in invites you to run cold prospecting from the same sending identity that carries client work and commercial correspondence. Cold sending belongs on separate domains and separate warmed mailboxes, isolated so that a bad week in prospecting cannot damage the deliverability of anything else, and the layers that need to be yours rather than a vendor's are set out in cold email infrastructure. Our own position is documented policy rather than a claim about results: we run email and LinkedIn, on our own sending infrastructure, one message per campaign, with no bumps and no thread replies.
The short version
The plan fee is the part you can read in ten seconds and the smallest variable in the decision. The metered layer sits on a different host, in a help centre, and it prices email per thousand, phone at a third party's published rates, AI per unit or per location, and premium automation per execution against an auto-recharging wallet. Which tier you need is decided less by features than by whether you intend to pass those costs on, because the vendor puts the at-cost mechanism on the middle plan and the margin mechanism on the top one.
If you are pricing this platform because the pipeline is thin rather than because the tooling is wrong, the sequencing question comes first. See what a campaign built for your market produces before buying a platform to run one in.
Pricing verified against HighLevel's own pricing page and its own help centre as of 2 September 2026. The metered rates sit on a different surface from the plan ladder and both move; verify current terms with the vendor before relying on them.
Sources: HighLevel pricing, HighLevel pricing guide, HighLevel AI product pricing
Frequently asked questions.
Frequently asked questions- How much does GoHighLevel actually cost per month?
- The published plans are $97, $297 and $497 a month, or $970, $2,970 and $4,970 a year, plus a quoted Enterprise tier. That is the platform fee only. Email, phone, AI and premium automation are metered on top and billed to a separate Agency Wallet, so the real monthly figure depends on how much your client workspaces actually send and call.
- What is the Agency Wallet and can it cap my spend?
- It is a prepaid balance that metered services draw down against, and it is not a cap. HighLevel's help centre states that when the balance falls below the minimum you set, it automatically charges the agency card on file to refill the wallet. The recharge amount and the minimum are settings rather than limits, so usage does not stop when the balance runs low.
- Which plan do I need to charge clients for their usage?
- Passing usage through at cost starts on the $297 Unlimited plan. Adding your own markup requires the $497 Agency Pro plan and is part of SaaS Mode, and AI Employee rebilling is called out as needing that same tier. On the $97 Starter plan there is no rebilling mechanism at all, so the agency absorbs every metered cost itself.
- Are there charges that cannot be reversed later?
- One. HIPAA compliance is an account-wide add-on at $297 a month, and the help centre states that accounts are not HIPAA compliant by default and that once purchased and enabled it cannot be deactivated. That makes it a permanent addition to your monthly floor, so it is worth deciding before you enable it rather than after.
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