HighLevel pricing explained (2026): plans, usage fees and add-ons

HighLevel's pricing page is short, but the total cost depends on two things the headline numbers don't show: how many client accounts you need, and how many messages you send. This guide covers both, using the figures published on the official pricing page in October 2026.

The three main plans

Every plan includes unlimited contacts and unlimited users, and HighLevel lists a 14-day free trial. Messaging isn't bundled. SMS, email sends, phone minutes and AI features are billed by usage on top of the subscription, so plan for that line item.

Prices as listed on the official HighLevel pricing page in October 2026, in US dollars, before usage-based charges and taxes. 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 and adds a branded desktop app, basic API access and the ability to rebill usage to clients at cost. Once you have a fourth client, it's usually the right plan.

Agency Pro: reselling software

Agency Pro adds SaaS mode, which lets you package HighLevel as your own software, set your own subscription prices for clients, and rebill usage with a markup. It also adds advanced API access. Choose it if software revenue, not just services, is part of your plan.

Usage-based charges

SMS, email sends, phone minutes and AI features are billed by usage through HighLevel's wallet-based billing (LC Phone, LC Email and similar). Rates vary by country and channel and change over time, so check the in-app rate cards. On Unlimited and Agency Pro you can pass these costs through to clients.

Optional add-ons (as listed, October 2026)

Worked examples

These are illustrations, not quotes. Usage varies.

• Single med spa: Starter at $97/month plus a modest monthly SMS and email spend for reminders and review requests.
• Agency with 10 clients: Unlimited at $297/month. Each client's messaging is rebilled to them, so the agency's fixed software cost is about $30 per client.
• Agency reselling software: Agency Pro at $497/month. Clients pay the agency a subscription the agency sets, plus usage with markup.

Monthly vs annual

Annual billing is listed at $970, $2,970 and $4,970, roughly two months free compared with paying monthly. Start monthly while you test, then switch once the setup is 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 →

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. We haven't run a formal hands-on test for this page. When we add hands-on notes, we'll label them.

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

Agency Pro ($497/month as listed) adds SaaS mode, letting an agency package the platform under its own brand and charge clients a subscription, with rebilling that can include a markup. That plan is for agencies with a sales and support process for a software product, not just services.

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

HighLevel lists yearly prices of $970, $2,970 and $4,970 for Starter, Unlimited and Agency Pro, which works out lower than twelve monthly payments. Yearly makes sense once you've completed the trial and are confident in the platform. Start monthly if you're still testing.

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.