How Much Does GoHighLevel Cost in 2026?

What does each GoHighLevel plan cost?

HighLevel pitches Starter at "smaller businesses and solo marketers"^[1]. A contractor buying direct for one company would normally land on Starter; the higher plans exist to run many client accounts and resell them. All plans carry the same note: "Usage based charges apply"^[1].

There is no required setup fee. HighLevel sells an optional Advanced Account Setup for $1,000 one time^[3].

The free trial is not fully free. HighLevel says usage fees for phone and third-party services "may apply during the trial," and billing starts automatically when the 14 days end unless you cancel^[1].

What do texts, calls, email and AI cost on top?

Usage is billed from a wallet that reloads from your card whenever the balance drops below a set threshold. If the balance hits zero, "services may be interrupted or stopped"^[5]. HighLevel’s own FAQ answers a customer who was charged $20 before making a single call: yes, that is expected, because the wallet auto-recharged^[2].

The fine print on the phone rates matters more than the rates:

• Received texts cost the same as sent ones. A customer replying to your appointment reminder is billed^[2].
• Calls are billed in full minutes: "any partial minute rounds up"^[2].
• Every outgoing call starts a conference call as part of the standard call flow, and that conference charge applies even when nobody is transferred^[2].
• Forwarding calls to your cell costs twice: the leg into your HighLevel number and the leg out to your phone are both billed^[2].
• "Refunds will not be provided for undelivered SMS." A text is charged once delivery is attempted^[2].
• Text registration fees start the moment you submit a campaign, "regardless of the review outcome"^[2]. Since February 1, 2026, resubmitting a rejected campaign is free; it used to cost $15^[2].
• Number checks are extra if switched on: $0.005 per number validation, $0.005 per spam test and $0.01 per caller name lookup^[2].

How much does GoHighLevel AI cost?

• AI Employee Unlimited: $97 a month per business account, covering unlimited Conversation AI, Voice AI, Reviews AI and Content AI subject to fair use^[4].
• AI Employee Growth: $50 a month per business account, with 1,000 Conversation AI replies and 100 Voice AI minutes a month; beyond that you pay per use^[4].
• Pay-per-use Voice AI: since May 20, 2026, a Voice Engine fee of $0.045 per minute, plus a text-to-speech charge (for example $0.015 per minute for OpenAI voices), plus AI model token charges, plus the normal phone charges^[4].
• Speech-to-speech voice models are bundled at $0.10 per minute for Google Gemini Live and $0.20 per minute for OpenAI gpt-realtime^[4].
• Reviews AI is $0.01 per review; Content AI is $0.063 per image and $0.0945 per 1,000 words^[4].

Even on the $97 unlimited AI plan, the phone charges still apply to every AI call and text: "Text and call charges are billed separately"^[4]. An AI receptionist answering a busy line runs up per-minute phone costs on top of the flat fee.

Which GoHighLevel add-ons cost extra?

What changes when you buy GoHighLevel through an agency?

HighLevel is built to be resold. Its investor’s announcement describes it as software that lets agencies consolidate their tools in one place and resell it under their own branding^[6]. For a contractor, that usually means the account comes from a marketing agency, often under the agency’s brand name, and the price you pay is the agency’s, not HighLevel’s.

• The agency sets the subscription. On the Agency Pro plan, SaaS mode lets an agency sell subscriptions from its own website: "You set the price, the system handles the setup"^[1].
• The agency can mark up usage. HighLevel’s pricing page says agencies can "rebill" texts, calls, email and AI to clients, "often adding a markup to create your own profit"^[1]. At-cost rebilling needs the $297 or $497 plan; rebilling with a markup needs the $497 plan^[3]. Rebilling AI Employee usage also needs the $497 plan^[3].
• The agency bills you, not HighLevel. With rebilling on, the agency’s Stripe account charges your card to pre-load your wallet, and HighLevel "will never charge a Sub-Account Wallet or Card Directly"^[5].
• There is a 5% HighLevel markup even at zero agency markup. A fixed 5% applies to phone pass-through charges (text registration fees, carrier fees, Verified Caller ID and RCS carrier fees) "regardless of whether agency rebilling is enabled." Any agency markup stacks on top^[7].

HighLevel’s documents we read do not state a maximum markup an agency may apply to rebilled usage. We could not find one, so assume there is no cap unless your agency agrees to one in writing.

What should you ask an agency that resells GoHighLevel?

These questions apply to any agency, including ours. Get the answers in writing before you sign.

1. Do you mark up texts, calls, email or AI usage? If so, by how much, and can I see the rate card next to HighLevel’s published rates?
2. Who owns the account? Is my business a sub-account under your agency, and what happens to it, my phone numbers and my data if I leave?
3. Can I export my contacts myself at any time, and will you help move my phone numbers if I switch?
4. What is the wallet auto-recharge amount and threshold, and who gets notified when it reloads?
5. Is AI billed at the flat monthly rate or per use, and at what rate?
6. Is there a contract term or cancellation fee on your side? HighLevel itself is month to month, but an agency agreement can add its own terms.

HighLevel does not publish what agencies charge contractors; every agency sets its own price. Compare two or three quotes on the same basis: monthly fee, usage markup and exit terms.

Is there a GoHighLevel contract, and can you cancel?

Direct from HighLevel, no contract: "HighLevel operates on a month-to-month basis. There are no long-term contracts, and you can upgrade, downgrade, or cancel your account at any time directly from your dashboard"^[1]. Yearly billing is offered on the three published plans^[1]. One add-on is permanent: HIPAA compliance cannot be deactivated once enabled^[3].

Through an agency, the terms are whatever the agency’s agreement says. HighLevel’s month-to-month policy covers the agency’s own subscription, not the contract between you and the agency.

Can you get your data out of GoHighLevel if you leave?

Contacts export to a CSV file, but only account admins can run the export, and the download link stays available for 30 days^[8]. The export has gaps: conversation and automation history are not included, and "only the latest note of up to 255 characters" comes with each contact^[8].

If you keep job details in contact notes, a CSV export will not carry them out. Ask for admin access to your own account now, and export on a schedule, not on your way out.

How does GoHighLevel track where leads come from?

Lead-source tracking is where HighLevel is strongest for a contractor running Google Ads, a Google Business Profile or a website, with one real gap: Google Local Services Ads.

• UTM and click IDs: HighLevel stores both the first and the latest attribution source on every contact, including UTM parameters and the Google click ID, and you can filter dashboards by them^[9].
• Call tracking: native number pools swap the phone number shown on landing pages so calls are attributed to the page and campaign^[10]. Each pool needs at least four numbers, and each one is billed as a regular number^[10]. At $1.15 per local number, that is at least $4.60 a month per pool before minutes (our arithmetic on HighLevel’s rates)^[2].
• Website forms and booking calendars: HighLevel forms and calendars embed as iframes served from api.leadconnectorhq.com^[11]. For forms built in other tools, an External Tracking script captures page views and form submissions from non-HighLevel sites^[12].
• Google Business Profile: the native integration pulls new Google reviews into the Conversations inbox so you can reply from HighLevel, and offers GBP call tracking^[13]. Google’s own business chat was shut down in July 2024; you can attach a text or WhatsApp number to the profile instead^[13].
• Review requests: sent by text or email from a quick action, the Reputation tab, or automatically inside a workflow^[14].
• Google Local Services Ads: HighLevel connects to LSA only for bookings, through Reserve with Google. As of 2026 you must set up Google Organic Booking in HighLevel and link the right Google Business Profile to your LSA account^[15]. HighLevel does not document any import of LSA leads or their status.
• Zapier and API: HighLevel’s Zapier app runs under its white-label name, LeadConnector^[16]. API access differs by plan: basic on lower plans, advanced (agency keys and OAuth) on Agency Pro^[17].
• Other contractor software: a native Jobber integration launched September 19, 2025 at no extra cost^[18], and native HubSpot workflow triggers and actions for contacts were added in 2026^[19].

Where leads lose their source: External Tracking does not capture "forms embedded through iframes or third-party widgets"^[12]. If your site uses another vendor’s iframe booking widget or quote form, those leads arrive in HighLevel without their ad or UTM source unless the other tool passes it through.

Conflicting information on the Starter plan: HighLevel’s API help article says basic API access is included on Starter and Unlimited^[17], but the pricing page lists "Basic API Access" only under Unlimited^[1]. If a Zapier or custom integration matters to you, confirm with HighLevel before buying Starter.

Before turning on Reserve with Google, check which tool already owns the booking button on your Google Business Profile and your LSA listing. Two tools competing for the same booking link is a common way to lose track of where bookings came from.

Who is GoHighLevel built for?

HighLevel was founded in 2018 and is based in Dallas^[20][6]. It calls itself an "AI-powered business operating system" for capturing, nurturing and closing leads^[21], and it is built first for marketing agencies that resell it under their own brand^[6]. It is privately held; PeakEquity Partners led a $60 million-plus investment in 2021 and General Atlantic invested in 2024, with the three co-founders still the largest shareholders^[6][20].

It is not trade-specific. HighLevel markets to agencies and "service-based businesses" and partnered with Jobber for home service scheduling and invoicing^[18]. That is the honest shape of it: HighLevel is a marketing and communication system (texts, calls, email, forms, reviews, pipeline, automations), not field-service software. A contractor who needs dispatch, job costing or technician scheduling pairs it with a field tool such as Jobber.

What do users complain about most?

The recurring complaints are a steep learning curve (automations, pipelines, permissions and sub-accounts are hard to set up), bugs and glitches, support tickets that go quiet after they are opened, and a limited landing page builder^[24][23]. One home-services reviewer on G2 described a phone outage of about 30 days and the business lost while customers could not get through^[23]. Surprise wallet charges are common enough that HighLevel answers them in its own phone pricing FAQ^[2].

The recurring praise is breadth, with one platform replacing several tools, and how easy it is to set up appointment reminders from the built-in calendar^[24]. Most visible Trustpilot reviews praise individual support reps by name^[22].

What changed at GoHighLevel in 2025 and 2026?

• September 19, 2025: native Jobber integration, included at no extra cost^[18].
• February 1, 2026: text campaign resubmissions became free; they had cost $15^[2].
• May 20, 2026: pay-per-use Voice AI was repriced into separate charges, a $0.045-per-minute Voice Engine fee plus voice and token charges. Usage before that date shows the older bundled pricing^[4].
• 2026: Ad Manager became free for agencies^[3].
• 2026: native HubSpot workflow triggers and actions (help article updated June 5, 2026)^[19].
• August 2026: Google changed the Reserve with Google setup for Local Services Ads, and HighLevel updated its instructions (article updated August 3, 2026)^[15].
• September 2026: HighLevel’s help article on the fixed 5% markup on phone pass-through charges was last updated September 9, 2026^[7].

Should you buy GoHighLevel?

• Likely a fit: a contractor whose problem is leads, not dispatch. Missed calls, slow follow-up, no review requests, no idea which ads produce calls. HighLevel covers texting, call tracking, forms, reviews and attribution in one place.
• Likely not, on its own: a shop that needs scheduling, dispatch and invoicing. Pair it with a field-service tool, or buy the field tool first.
• Buying direct: Starter at $97 a month is enough for one business, but you do the setup yourself, and the learning curve is the most common complaint.
• Buying through an agency: you get the setup done for you. Ask the six questions above, and get the usage markup, account ownership and export terms in writing.

Frequently asked questions

How much does GoHighLevel cost per month?

Direct from HighLevel, Starter is $97 a month, Unlimited is $297 and Agency Pro is $497, or $970, $2,970 and $4,970 a year. Enterprise is priced by sales. Usage for texts, calls, email and AI is billed on top from a prepaid wallet.

Does GoHighLevel require a contract?

Not when you buy direct. HighLevel is month to month and you can cancel from your dashboard at any time. If you get GoHighLevel through an agency, the agency’s own agreement sets the terms, so read it separately.

Do agencies mark up GoHighLevel usage fees?

They can. On the $497 Agency Pro plan, agencies can rebill texts, calls, email and AI to clients with a markup, and HighLevel adds a fixed 5% to certain phone pass-through fees even when there is no agency markup. Ask any agency for its usage rates in writing.

Does GoHighLevel charge for incoming texts?

Yes. HighLevel bills $0.00747 per text segment in the US and Canada for both sent and received messages, plus carrier fees. Undelivered texts are not refunded.

Does GoHighLevel integrate with Google Local Services Ads?

Only for bookings. HighLevel connects to Local Services Ads through Reserve with Google, which now requires Google Organic Booking set up and the right Google Business Profile linked to the LSA account. It does not document importing LSA leads or their status.

Can I export my data from GoHighLevel?

Admins can export contacts to a CSV file. The export leaves out conversation and automation history and includes only the latest note per contact, cut to 255 characters.

Related reading

• Best CRM for contractors
• HubSpot pricing
• Jobber pricing
• ServiceTitan pricing
• Speed to lead: why contractors lose jobs in the first 5 minutes
• Google LSA vs Google Ads for contractors