TL;DR
GoHighLevel's published pricing as of October 2026: Starter $97 a month (3 sub-accounts), Unlimited $297 (unlimited sub-accounts, rebill phone and email at cost), Agency Pro $497 (SaaS mode, rebill with markup), and an Enterprise tier priced on a call. Annual billing runs $970, $2,970 and $4,970, about two months free. The subscription is the cover charge. Phone numbers ($1.15 a month), texts ($0.00747 a segment plus carrier fees), calls ($0.0166 a minute out, $0.01165 in), email ($0.675 per 1,000) and every AI feature bill on usage through a prepaid wallet. A one-truck contractor on Starter with a normal text and call load lands near $135 to $150 a month before any AI. Add AI Employee at $50 or $97 per sub-account, HIPAA at $297, premium support at $500, and the white-label app at $497 if you are an agency. The part most pricing posts skip: if a marketing agency runs your business "on their platform," there is a real chance it is GoHighLevel resold under their brand, and the rate card below changes that conversation.
Disclosure up front: Skill Mammoth builds custom websites and runs SEO for the trades. We are not a GoHighLevel affiliate, some of our clients run their operations on it happily, and it competes with parts of what we sell, so weigh our take accordingly. Every number here comes from GoHighLevel's pricing page and its own billing documentation, read and screenshotted on October 1, 2026, with the help-center pages linked where a rate lives there.
The three plans
| Plan | Monthly | Annual | What defines it |
|---|---|---|---|
| Starter | $97 | $970 | 3 sub-accounts, unlimited contacts and users, every core feature, 24/7 support |
| Unlimited | $297 | $2,970 | Unlimited sub-accounts, rebill phone and email at cost, basic API |
| Agency Pro | $497 | $4,970 | SaaS mode, automated sub-account creation, rebill with markup, advanced API, agent reporting |
| Enterprise | Quote | Quote | Custom terms for high-volume agencies |
| Verdict | A single business needs Starter. The $297 and $497 tiers scale on sub-accounts and rebilling, which are agency features. The tier ladder tells you what the product is for. | ||
The meter running underneath
Every text, call, email and AI action bills separately through an Agency Wallet that auto-recharges from the card on file when the balance drops below a floor you set. The rates are Twilio's rates with a 10 percent discount on US and Canada numbers, texts and calls, and they are published in GoHighLevel's Phone System pricing guide.
| Usage item | Rate (US) | Note |
|---|---|---|
| Local phone number | $1.15 a month | Toll-free $2.15 |
| SMS, sent or received | $0.00747 a segment | Inbound costs the same as outbound. A segment is 160 characters, so a 200-character text is two. |
| Carrier fees on SMS | $0.0025 to $0.0100 a segment | Added by AT&T, T-Mobile, Verizon on top of the rate; a 5 percent location markup applies to these pass-through fees |
| MMS | $0.022 out, $0.0165 in | Picture texts, plus carrier fees |
| Outbound call | $0.0166 a minute | Billed in full minutes, partial minutes round up |
| Inbound call to the app | $0.01165 a minute | $0.02 a minute if forwarded to your cell, because both legs bill |
| Call recording | $0.0025 a minute | Plus $0.0005 a minute each month to keep the recordings stored |
| Call transcription | $0.024 a minute | The expensive one. Turn it on per line, not globally. |
| $0.675 per 1,000 | Same rate on every plan | |
| Email validation | $2.50 per 1,000 | Optional, before a send |
| A2P registration | $22.50 once, then $1.50 to $10.50 a month | Required to text US customers from a local number at all |
| Premium workflow actions | $0.01 an execution | Or Workflow Pro at $10, $25 or $50 a month for 10,000 to 65,000 executions |
| Verdict | None of these rates is high. The bill surprises people because a review request, a missed-call text-back, two reminders and a follow-up is five texts a job, both directions bill, and the wallet refills itself without asking. | |
What a contractor actually pays in a month
Take a one-truck plumbing or HVAC shop on Starter with one local number, 80 jobs a month, review requests and missed-call text-back switched on, and a monthly email to the customer list.
| Line | Volume | Cost |
|---|---|---|
| Starter plan | 1 sub-account | $97.00 |
| Local number | 1 | $1.15 |
| Texts, both directions | 2,000 segments | $14.94 plus about $8 in carrier fees |
| Calls through the platform | 300 minutes, half inbound | $4.24, plus $0.75 if recorded |
| 5,000 sends | $3.38 | |
| A2P campaign fee | Low volume | $1.50 to $10.50 |
| Premium workflow actions | 500 executions | $5.00 |
| Reviews AI, pay per use | 40 replies sent | $0.40 |
| Total | About $136 to $146 a month. Double the text volume and it is $160. Add AI Employee Growth and it is $190. The $97 headline is two thirds of the real number for a shop that uses the automations it bought the software for. | |
One number worth holding onto: that shop sends about 2,000 segments a month. A 180-character review request is two segments, and the inbound "thanks" counts too. Shorten the templates under 160 characters and the text line drops by a third, which is the cheapest optimization in the whole platform.
The AI pricing, which now has its own rate card
GoHighLevel's AI features used to be a single $97 add-on. In 2026 there are three ways to pay, documented in the AI product pricing article: pay per use at token cost, AI Employee Growth at $50 a month per sub-account with monthly allowances, and AI Employee Unlimited at $97 a month per sub-account with no ceiling on the four main tools, subject to fair use.
| AI tool | Pay per use | Growth, $50 | Unlimited, $97 |
|---|---|---|---|
| Conversation AI (text replies) | Token cost, roughly $0.01 to $0.04 a conversation on GPT-5 Mini | 1,000 agent responses a month | Unlimited |
| Voice AI (answers the phone) | $0.045 a minute engine, plus $0.015 to $0.17 a minute for the voice, plus tokens, plus the phone minute | 100 minutes a month | Unlimited minutes; phone charges still apply |
| Reviews AI | $0.01 per reply sent | Unlimited | Unlimited |
| Content AI | $0.063 an image, $0.0945 per 1,000 words | Unlimited | Unlimited |
| Funnel, Workflow and Email AI | Free | Free | Free |
| Agent Studio and Managed Agents | Token cost on every plan | 100 runs a month | 1,000 runs a month |
| Verdict | Voice AI decides it. At pay-per-use rates a plain five-minute AI-answered call costs about $0.35 to $0.40 all in. Growth covers 100 minutes, so 20 of those calls. Unlimited at $97 beats pay per use once you pass roughly 1,500 AI minutes a month, which is a shop missing 300 calls, not 30. Below that, pay per use is cheaper and most owners never find out. | ||
Two traps in that table. Voice AI minutes on Unlimited are unlimited, but the phone minute underneath them is not; the call still bills at $0.01165 a minute inbound. And "unlimited" is explicitly subject to fair use, which GoHighLevel reserves the right to throttle or terminate without notice. For a contractor that means AI Employee is a per-location add-on of $50 to $97 on top of everything above, and the only way to know which tier pays is to run a month on pay per use first and read the wallet transactions.
What you are actually buying
GoHighLevel bundles a CRM, pipelines, text and email automation, funnel and website builders, calendars, review management, call tracking, invoicing and now a stack of AI agents into one login, replacing a set of tools that priced separately could run several hundred dollars a month. That consolidation is the honest pitch and it is real. The tradeoffs are also real: each module is a solid seven out of ten rather than best in class, the learning curve is famous, and the website builder produces templated pages that rarely compete in organic search against purpose-built sites. For a contractor it overlaps confusingly with field service tools. GoHighLevel has no dispatching, job costing or trade invoicing workflow built for the trades, which is what Jobber ($49 to $699) and Housecall Pro ($79 to $329) are for. Plenty of shops run one of those for operations and GoHighLevel for marketing automation, which is coherent but two subscriptions and two meters.
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The question to ask your marketing agency
Here is the section that makes this post worth bookmarking. GoHighLevel's growth engine is agencies. Unlimited and Agency Pro exist so an agency can spin up a sub-account per client, white-label the whole thing and resell it as "our proprietary platform," often at $200 to $500 a month per client. On Agency Pro the agency can also rebill your texts, calls, email and AI usage with a markup of its choosing, set in a configurator; rebilling with markup is a literal line on the pricing page. On top of that, GoHighLevel itself adds a fixed 5 percent location-level markup to carrier fees and A2P registration before the agency's multiplier is applied, so a $10 carrier charge can reach you as $21 at a 2x resell setting, per GoHighLevel's own worked example.
There is nothing wrong with the model when it is disclosed. The agency does real setup work, and $300 a month for a configured system plus support can be fair value. The problem is when you think you are renting custom software and you are actually renting a $97 seat with a logo swap, with your contacts, your automations, your funnel pages and sometimes your phone number living in the agency's account. Ask two questions before signing: is this built on GoHighLevel or something like it, and what exactly do I keep if we part ways? Then ask a third that the rate card above makes possible: what is your usage markup? A good agency answers all three without flinching. We wrote up the fuller ownership comparison in Skill Mammoth vs GoHighLevel, and the same rent-versus-own logic runs through our contractor SEO guide.
If the usage fees have pushed the bill past what the platform is worth to you, our GoHighLevel alternatives guide splits the options by whether you are an agency reselling sub-accounts or a contractor who inherited an account from a marketing company. Those two need entirely different replacements.
Frequently asked questions
How much does GoHighLevel cost per month?
Published October 2026 pricing: Starter $97, Unlimited $297, Agency Pro $497, with annual billing at $970, $2,970 and $4,970. Texts, calls, email and AI bill separately on usage through a prepaid wallet, so a single business using the automations typically lands at $135 to $150 a month on Starter before any AI add-on. All plans start with a 14-day free trial.
What are GoHighLevel's usage fees?
US rates are Twilio's with a 10 percent discount: $1.15 a month per local number, $0.00747 per text segment sent or received plus carrier fees, $0.0166 a minute for outbound calls and $0.01165 inbound, $0.675 per 1,000 emails, and $0.01 per premium workflow execution. A2P registration to text from a local number is $22.50 once plus $1.50 to $10.50 a month.
How much does GoHighLevel AI cost?
Three ways to pay per sub-account: pay per use at token cost, AI Employee Growth at $50 a month with 1,000 chat responses and 100 voice minutes, or AI Employee Unlimited at $97 a month with no ceiling on Conversation, Voice, Reviews and Content AI, subject to fair use. Agent Studio bills at token cost on every plan, and phone minutes under Voice AI still bill separately.
Is there a free version of GoHighLevel?
No free tier, just the 14-day trial with full features. Usage fees for texts and calls can apply during the trial, and billing starts automatically when it ends unless you cancel. Two weeks is enough to build a pipeline and not enough to feel the wallet at real volume, so estimate your monthly text and call counts against the rates above before committing.
Which GoHighLevel plan should a small business pick?
Starter at $97, almost without exception. The $297 and $497 tiers scale on sub-accounts, rebilling and SaaS mode, which only matter if you are an agency reselling the platform to clients. A single business upgrading past Starter is paying $200 a month for API access it will not use.
Is my marketing agency just reselling GoHighLevel?
Possibly. White-labeling GoHighLevel as a branded "all-in-one platform" is one of the most common agency models in local marketing, and rebilling usage with markup is a built-in Agency Pro feature. It can still be good value with real setup and support behind it. Ask directly what the platform is, what you keep (contacts, automations, pages, phone numbers) if you leave, and what the usage markup is.
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