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].

HighLevel lists no setup fee. It sells an optional Advanced Account Setup, a done-with-you service, 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 ($0.0018–$0.0040 per minute per participant, depending on region) 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: a Voice Engine fee of $0.045 per minute (effective May 20, 2026), plus a text-to-speech charge (for example $0.015 per minute for OpenAI voices, effective April 20, 2026), 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 own investor describes it as software agencies resell under their own branding^[6]. So your account often comes from a marketing agency, under the agency’s name, at the agency’s price, 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].

Nothing we read in HighLevel’s documents caps the markup an agency can add to rebilled usage. 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 long-term 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]; the page we read does not say whether a prepaid year is refundable if you cancel mid-year, so ask before choosing annual. 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: automation history, including past emails and SMS logs, is 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 HighLevel’s strongest area for a contractor running Google Ads, a Google Business Profile or a website. The main gap we found is 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^[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 are documented in a help article updated June 5, 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?

For marketing agencies first, and the businesses they serve second. HighLevel calls itself an "AI-powered business operating system" for capturing, nurturing and closing leads^[20], and its investors describe it as software agencies resell under their own brand^[6]. Founded in 2018 and based in Dallas, it is privately held: PeakEquity Partners led a $60 million-plus investment in 2021, General Atlantic invested in 2024, and the three co-founders remain the largest shareholders^[6][21].

It is not trade-specific. HighLevel markets to agencies and "service-based businesses" and partnered with Jobber for home service scheduling and invoicing^[18]. HighLevel’s pricing page lists booking calendars and payments and invoicing^[1], so it does handle appointments and invoices. What we did not find documented on the pages we read is field-service workflow: dispatching technicians, job costing or crew scheduling. If you need those, check HighLevel directly or pair 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^[23][22]. One home-services reviewer on G2 described a phone outage of about 30 days and the business lost while customers could not get through^[22]. HighLevel’s own phone pricing FAQ answers a customer surprised by a wallet charge^[2]; we have no count of how often this happens.

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^[23]. Trustpilot blocked our checks, so its rating is not shown.

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].
• Ad Manager is now free for all agencies; HighLevel’s pricing guide does not date the change^[3].
• August 3, 2026: HighLevel updated its Reserve with Google instructions for Local Services Ads after Google changed the setup process; the date of Google’s change is not stated^[15].

Should you buy GoHighLevel?

• Buy it if: your 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.
• Skip it on its own if: you need field dispatch, job costing or technician scheduling, which we did not find documented. HighLevel does include booking calendars and invoicing^[1]. Check the field-service tool first, then decide whether HighLevel earns its place beside it.
• Buy direct if: you have the patience to set it up yourself. Starter at $97 a month is enough for one business, and the learning curve is a recurring complaint in the archived G2 and Capterra reviews we read^[22][23].
• Go through an agency if: you want the setup done for you and will pay the agency’s price for it. Ask the six questions above and get the usage markup, account ownership and export terms in writing before you sign.

Frequently asked questions

How much does GoHighLevel cost per month?

Direct from HighLevel on monthly billing, Starter is $97, Unlimited is $297 and Agency Pro is $497; annual billing is $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 says it is month to month with no long-term contract and you can cancel from your dashboard at any time, though it also sells annual prices and its pricing page does not say whether a prepaid year is refundable. 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 automation history, including past emails and SMS logs, 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