Choosing a software plan for your agency should feel like a confident business decision, not a late-night gamble with your credit card. Yet, many marketing platforms push you into confusing tiers, add-ons, and sneaky upsells—until you’re paying more for tools than you’re actually earning from clients.
GoHighLevel takes a different approach. Its pricing is surprisingly simple: just two main plans — Starter and Unlimited (Agency Pro). The idea is that you begin with one, grow into the other, and eventually scale your agency like a SaaS business.
But what actually separates these plans? Which one gives you the best value? Do you really need Unlimited now… or could Starter support your business just fine?
Let’s break down the pricing, the features, who each plan is for, and how your choice can shape your agency’s growth.
Why GoHighLevel Exists in the First Place
Before we dive into numbers, it helps to understand the mission behind the platform.
GoHighLevel was created because agencies were drowning in tools:
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CRMs that only track leads
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Email marketing tools that don’t manage pipelines
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Funnel builders that do nothing after the opt-in
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Calendar systems that don’t nurture missed appointments
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Reputation tools nobody wants to pay extra for
One client needs a login here, another login there… chaos spreads.
GoHighLevel said “Let’s put everything under one roof.”
Automation. Funnels. Lead management. Reporting. Websites. SMS. Calls. All in one platform.
And instead of charging per user or per client like most SaaS tools, GoHighLevel focused on agency scaling — offering unlimited client accounts, unlimited users, unlimited funnels.
That’s where pricing becomes interesting.
GoHighLevel Pricing Plans at a Glance
Here’s the simplified breakdown:
| Plan | Monthly Cost | Best For | Core Benefits |
|---|---|---|---|
| Starter | Affordable entry-level | Solo marketers or small agencies | Full platform for 1 business |
| Unlimited (Agency Pro) | Larger investment, bigger payoff | Scaling agencies & those selling SaaS | Unlimited accounts + white labeling |
Both give you:
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Funnels & website builder
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Email, SMS, automation workflows
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CRM + pipeline management
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Calendar booking tools
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Two-way messaging (text, email, social)
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Review requests
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Analytics & reporting
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Mobile app access
The difference isn’t features… it’s how much power you have to scale with them.
What You Get with the Starter Plan
Starter is the launchpad. It gives you the entire GoHighLevel toolset, but limited to ONE business account.
Here’s what that means:
🔹 What’s Included
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Build unlimited funnels & websites
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Run automations for one brand
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Manage CRM & pipeline inside one account
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Host a membership area
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Offer bookings and contact forms
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Handle messaging and follow-ups
You can operate your whole marketing workflow without ever needing another software subscription. It’s ideal if:
✔ You’re a solo operator
✔ You only manage one client (or your own business)
✔ You’re still learning the ecosystem
✔ You want to replace ClickFunnels, Calendly, Mailchimp, PipeDrive, etc.
Starter is the safe and smart place to begin. No risk. Plenty of power.
But once you start signing multiple clients, something changes…
What You Get with Unlimited (Agency Pro)
Unlimited is the plan agencies brag about. This is where GoHighLevel goes from tool… to business model.
🔥 Benefits That Transform Your Income
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Unlimited client sub-accounts
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White-label the entire platform
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Your own custom domain + custom branding
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Access to SaaS Mode — sell your own version of the software
Instead of only providing services like ads or social media, you become a tech provider.
You give every client access to their own:
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CRM
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Funnels
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Pipelines
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Messaging
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Reviews
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App
And they pay you monthly for that access.
Imagine earning recurring monthly revenue without doing more work. That’s why agencies upgrade — you’re no longer trading time for money.
Who Unlimited Is Built For:
✔ Agencies onboarding multiple clients
✔ Teams that need separate logins for clients
✔ Marketers selling lead-gen systems
✔ Agencies ready to offer SaaS subscriptions
✔ Anyone tired of managing separate tools for each project
Unlimited doesn’t just scale functionally; it scales your business model.
The Real Difference: Accounts, Branding & Revenue Potential
If Starter gives you the platform, Unlimited gives you ownership of it.
Here’s how the two plans diverge philosophically:
| Feature | Starter | Unlimited |
|---|---|---|
| Number of client accounts | ❌ 1 only | ✔ Unlimited |
| Custom branding | ❌ GoHighLevel’s branding | ✔ Fully white-label |
| Sell as your own SaaS | ❌ No | ✔ Yes |
| Scale recurring revenue | Limited | Total freedom |
| Agency automation | Basic | Full multi-account automation |
| Client separation | ❌ All in one | ✔ Every client isolated and secure |
There’s nothing “wrong” with Starter. It’s simply the version for operators.
Unlimited? That’s for owners.
The Growth Journey Most Agencies Experience
If you’re worried about choosing wrong, you’re not alone. Almost every successful GoHighLevel user goes through the same stages:
Stage 1: Exploration
You start on Starter to learn the platform — funnels, messaging, dashboards.
Stage 2: Friction
You land more clients. You try to put everyone inside the same account. Chaos erupts. Someone sends a text broadcast to the wrong audience… panic.
Stage 3: Expansion
You upgrade to Unlimited once onboarding becomes routine and you need separate accounts.
Stage 4: Transformation
You sell SaaS. You build recurring revenue. You scale like a startup, not a service provider.
The question isn’t “Will I ever need Unlimited?”
It’s “How soon will I outgrow Starter?”
Hidden Costs Many Agencies Forget to Consider
Most agencies stack a toolset like this:
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$97/month for funnel builder
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$179/month for CRM
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$49/month for calendar/scheduling
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$79/month for email/SMS automation
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$30/month for form tools
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$200+/month for course hosting
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$50+/month reputation management
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$20/month chat widget
Multiply by every client and the wallet regret sets in quickly.
Even Starter eliminates 80–90% of that.
Unlimited eliminates nearly all of it — and then lets you sell it instead of pay for it.
That’s the mindset shift:
You stop being a software consumer.
You become a software provider.
How to Decide in Under 60 Seconds
If you want a quick decision checklist, here it is:
Choose Starter if…
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You’re brand-new
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You only need to manage one business
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You’re still learning automations and workflows
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You want to validate GoHighLevel before committing
Choose Unlimited if…
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You’re onboarding multiple clients
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You need separate logins and pipelines per client
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You want to brand the software as your own
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You want monthly recurring SaaS revenue
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You’re ready to scale past “solo freelancer mode”
Both plans are strong. Only one lets you build your own software business.
What Most Successful Agencies Do (Strategy)
1️⃣ Start with Starter to learn the platform quickly
2️⃣ Build your first funnels, CRM workflows, messaging automations
3️⃣ Land your first or second paying client
4️⃣ Upgrade to Unlimited before onboarding more clients
5️⃣ Launch a white-label SaaS version of HighLevel
6️⃣ Create predictable monthly revenue streams
This path protects your wallet and accelerates your growth.
Real-World Perspective: What “Unlimited” Really Unlocks
When you give clients their own login:
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They feel ownership
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They see leads converting (daily motivation)
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They stay longer
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They rely on your platform — not just your services
Client churn drops dramatically.
Clients leave when they don’t see results.
With HighLevel, they watch their results live.
If you’re tired of one-off project payments, churn, constant acquisition, and revenue spikes that vanish overnight… Unlimited is the escape door.
Final Verdict: Which Plan Is Worth It?
If you’re still on the fence, here’s the distilled truth:
👉 Starter is perfect to begin.
It lets you learn, experiment, and run a full marketing system without wasting money on extra tools.
👉 Unlimited is essential to scale.
It unlocks recurring revenue, professional client management, and a true agency model — not a freelancer hustle.
The smartest agencies treat Starter as a temporary chapter.
As soon as clients become repeatable, Unlimited becomes non-negotiable.
If You’re Ready to Decide: Your First Step
The best way to know whether GoHighLevel is right for you isn’t by reading pricing pages — it’s by using the platform.
Start building real funnels.
Start automating real lead workflows.
Start showing clients real results.
👉 Try GoHighLevel today and experience the difference yourself.
Your future business might depend on the decision you make right here, right now. And this time… you’re choosing a path designed for growth.
Call to Action: Don’t waste another minute sending emails manually. Start your HighLevel free trial today and unlock the power of automated email sequences, multi-channel workflows, and analytics that drive results. Turn your email marketing from time-consuming to revenue-generating—effortlessly.
