HighLevel pricing explained: plans, usage fees and add-ons

HighLevel's headline price is not the whole bill. The total depends on how many sub-accounts you need and how many messages you send. The monthly figures below were read on the official pricing page on 6 November 2026. October 2026 copy on this site called the $497 plan Agency Pro. The cards now say Founder, while the FAQ still says Pro.

The three main plans

Starter’s annual price on the same page is $970. Unlimited and Founder have an annual toggle too. The yearly amounts sitting in the page markup beside those two cards ($4,970 beside Unlimited and $2,970 beside Founder) do not follow Starter’s pattern of about ten times the monthly price, so this guide does not treat them as confirmed annual totals. Read the annual toggle before you pay yearly.

Every plan lists unlimited contacts and unlimited users, plus a 14-day trial. The page says billing starts when the trial ends unless you cancel, and that usage fees can apply during the trial. SMS, email, calls and some AI features are priced by usage.

Monthly plan prices rechecked on the official HighLevel pricing page on 6 November 2026, in US dollars, before usage charges and taxes. The pricing link is an affiliate link. Confirm on gohighlevel.com/pricing before you buy.

What each plan is really for

Starter: one business or a small agency

Starter includes the full core platform: CRM, pipelines, the conversations inbox, funnels and websites, calendars, forms, surveys, workflows and reputation tools. The limit is up to three sub-accounts. A single business that wants everything in one place, or a freelancer with a couple of clients, rarely needs more.

Unlimited: the agency workhorse

Unlimited removes the sub-account cap. The 6 November card also lists a white-label desktop app, basic API access, and pass-through billing for usage and add-ons. The FAQ says rebilling can include a markup. Once you have a fourth sub-account, this is the plan the page points you toward.

Founder ($497): the plan that lists SaaS mode

On 6 November 2026 the $497 card was labeled Founder and marked most popular. Its text says it includes everything in Unlimited, plus SaaS mode. The FAQ, lower on the same page, still calls this “SaaS Mode on the Pro Plan ($497/mo)” and describes selling subscriptions and rebilling usage. We did not see a separate card still named Agency Pro. If you need advanced API access, which our October notes tied to Agency Pro, confirm that line on the current feature list rather than assuming the rename kept every old bullet.

Usage-based charges

The pricing page says phone numbers, SMS, emails and premium AI are usage-priced, and that Unlimited and Pro can rebill those costs. Rates depend on country and channel. We are not reprinting per-message rates because they were not in a stable table on the page we read.

Add-ons read on 6 November 2026

Enterprise's own blurb says the white-label mobile app and HIPAA compliance are included with that purchase. That is a different claim from the add-on prices above. If you are quoted Enterprise, ask which of these lines are actually inside the quote.

Worked examples

These illustrations use only the monthly platform prices. They are not quotes, and they leave usage out on purpose.

• One local business: Starter at $97 a month, plus whatever SMS and email the wallet bills.
• Agency with more than three sub-accounts: Unlimited at $297 a month before usage. Dividing $297 by 10 clients is about $30 of platform fee per client, only if you actually have 10 clients and you rebill usage separately.
• Reselling the software: Founder at $497 a month before usage. What you charge clients is your price, not HighLevel's.

Monthly versus annual

Starter is listed at $970 a year, which is ten monthly payments rather than twelve. Do not assume Unlimited and Founder follow the same pattern. The yearly figures in the markup do not line up that way, so confirm the annual toggle on the pricing page. Start monthly until the account is actually in use.

Free trial

HighLevel lists a 14-day free trial. Use it to import a small set of contacts, connect one phone number and build a single end-to-end workflow before you commit.

See current HighLevel pricing →Affiliate link

Related: Best CRM and marketing automation · HighLevel review · HubSpot review · Best CRM for agencies

How this page was made: from each provider's official product and pricing pages and its public documentation, read on the date named in the page. We have not run a hands-on test, lab benchmark, or paid user study for this page. A step-by-step section describes the vendor's published flow. It is not a test we performed.

Worked examples: which plan fits

A single local business

A dental practice, roofer or real estate team running one brand usually fits the Starter plan ($97/month as listed October 2026). It covers the CRM, pipelines, funnels and websites, calendars and two-way messaging, with up to three sub-accounts. The extra cost to plan for is messaging usage: every text, email send and call minute is billed on top.

A growing agency

Once an agency manages more than a few clients, the Unlimited plan ($297/month as listed) removes the sub-account cap and adds a branded desktop app and usage rebilling at cost, which means you can pass messaging charges through to each client.

An agency reselling software

The $497 plan, labeled Founder on the pricing cards on 6 November 2026, is the one that lists SaaS mode. The FAQ still calls it Pro. That is the plan for an agency that wants to package the platform under its own brand. It needs a sales and support process, not just services. We did not reconfirm every October feature bullet under the new name.

Estimating usage costs

Usage is the line item most buyers underestimate. To estimate it honestly, count last month's outbound texts, emails and call minutes across the business, then apply the current rates shown inside HighLevel's billing settings and help docs. Rates vary by country and channel and can change, so we don't reproduce them here. Add a margin for growth, and set usage alerts or wallet limits so a broken automation can't run up a surprise bill.

Monthly versus yearly billing

Starter is listed at $970 a year. That is the only annual price on the 6 November page that lines up cleanly with its monthly price. The yearly amounts embedded beside Unlimited and Founder do not follow the same pattern, so this page does not repeat them. Start on the monthly price until the trial has proved the setup.

What isn't in the subscription

• Messaging and calling usage, as above.
• Phone numbers and carrier registration fees where applicable.
• Optional add-ons and AI features that are billed separately.
• Your own time or paid help to build funnels, automations and snapshots.

Ready to test it? See HighLevel's current plans and start the 14-day trial.

Questions to ask before you sign

Sales pages are optimistic by design. These questions, asked in a demo or support chat, get you the facts you need.

1. Which features in the demo are included in the plan I'm buying, and which are add-ons?
2. What usage is billed separately (texts, email sends, calls, AI, extra contacts or seats)?
3. What happens to my price when my contact count or team grows?
4. Is there a contract term, and how do I cancel?
5. Can I export all my data, including notes and activity history, if I leave?
6. What onboarding help is included, and is there a fee for it?
7. Which integrations are native and which require a third-party connector?
8. Where is my data hosted, and what security and privacy documentation can you share?

Write down the answers and keep them with your purchase records.

Integration checklist

Before committing, confirm the platform connects cleanly to the systems you already depend on:

• Website and forms: embed codes or plugins for your site builder.
• Calendar: two-way sync with the calendar your team actually uses.
• Payments: a supported payment processor for invoices, deposits or product sales.
• Accounting: whether invoices and payments sync or need export.
• Ads platforms: lead form syncing and conversion reporting back to ad accounts.
• Phone: whether calls and texts run inside the platform or through a separate provider.
• Automation connectors: availability of an API, webhooks, or connector apps for anything that isn't native.

Test at least the top two integrations during a trial rather than relying on a logo on the integrations page.

Designing a pipeline that reflects reality

Pipelines go wrong when stages describe moods instead of events. A useful stage is something that either happened or didn't. For a service business that might be: New lead, Contacted, Appointment booked, Appointment held, Proposal sent, Won, Lost. For a B2B sale: Qualified, Discovery held, Demo held, Proposal sent, Negotiation, Closed won, Closed lost.

Keep it to roughly five to eight stages. Give each stage an exit rule ("moves forward when the proposal is emailed"), and attach an automation or task to the stages where things tend to stall, such as a reminder two days after a proposal is sent. Record a lost reason every time. After a quarter you'll have the most valuable report in the system: where and why deals die.

A note on AI features

Most marketing platforms now advertise AI: drafting emails, summarising conversations, answering chats, or suggesting next steps. These can save time, but treat them as assistants rather than autopilots. Review AI-written messages before they go to customers, especially anything that mentions prices, guarantees or policies. Check whether AI features are included in your plan or billed separately by usage, and read the vendor's documentation on how your data is used. Start with low-risk uses, such as drafting internal notes or first drafts of newsletters, before letting AI reply to customers directly.

Getting your team to actually use it

The most common reason a CRM purchase fails isn't missing features. It's that people keep working in spreadsheets, inboxes and sticky notes. A few practices help.

• Make it the only source of truth. If a lead isn't in the CRM, it doesn't count for commission or reporting.
• Install the mobile app for anyone who works in the field, and set up notifications they won't ignore.
• Keep the first version small. Fewer fields and stages mean less friction.
• Show the payoff. Use the dashboard in your weekly meeting, so people see their work reflected.
• Assign an owner. One person should be responsible for the setup, training and monthly cleanup.

Consent and compliance basics

Marketing software makes it easy to send a lot of messages, which makes consent important. This isn't legal advice, but the basics apply widely.

• Email: only email people who opted in or have a clear existing relationship, include your physical address and an unsubscribe link, and honour opt-outs promptly.
• Text messaging: in the US, business texting generally requires express consent and, on most platforms, registration of your business and messaging use case with carriers before sending. Expect that registration step during setup.
• Calls: rules on automated calling and calling hours vary by jurisdiction.
• Data: store only what you need, restrict user access by role, and know how to delete a contact's data on request.

Check your platform's compliance documentation, and talk to a qualified advisor if your industry is regulated.