Choosing between GoHighLevel Starter vs Unlimited vs Agency Pro can be challenging, especially if you are new to the platform or planning to grow a digital marketing agency. All three plans provide access to GoHighLevel’s core sales and marketing tools, but they differ in account limits, automation for client onboarding, API capabilities, and opportunities to generate recurring revenue by reselling software.
The right plan depends on how you intend to use GoHighLevel. If you manage a single business or are starting with a small number of clients, Starter may be sufficient. If you run a growing marketing agency with multiple clients, Unlimited offers more flexibility. If you want to sell your own branded software, automate account creation, and earn revenue through SaaS subscriptions, Agency Pro is worth considering.
In this guide, we compare GoHighLevel Starter, Unlimited, and Agency Pro by price, features, benefits, limitations, and ideal use cases so you can make an informed buying decision.
GoHighLevel Pricing: Starter vs Unlimited vs Agency Pro
GoHighLevel offers three main subscription plans for individuals, businesses, marketing agencies, and SaaS entrepreneurs.
| Feature | Starter | Unlimited | Agency Pro |
|---|---|---|---|
| Monthly price | $97/month | $297/month | $497/month |
| Annual billing | $970/year | $2,970/year | $4,970/year |
| Sub-accounts | 3 | Unlimited | Unlimited |
| Contacts | Unlimited | Unlimited | Unlimited |
| Users | Unlimited | Unlimited | Unlimited |
| Core CRM and marketing features | Included | Included | Included |
| Basic API access | Not included | Included | Included |
| Advanced API access | Not included | Not included | Included |
| Branded desktop app | Not included as a plan-specific feature | Included | Included |
| SaaS Mode | Not included | Not included | Included |
| Automated sub-account creation | Not included as a Pro feature | Not included as a Pro feature | Included |
| Phone and email rebilling without markup | Not a standard plan feature | Included | Included |
| Phone and email rebilling with markup | Not included | Not included | Included |
| Best for | Small businesses and beginners | Growing agencies | SaaS businesses and scaling agencies |
Pricing and plan features are based on HighLevel’s published pricing information. Annual billing is shown at the listed annual rates. Features, usage charges, and eligibility may change, so verify the current terms before purchasing.
What Is GoHighLevel Starter?
GoHighLevel Starter is the entry-level subscription designed for solo marketers, small businesses, freelancers, and agencies beginning their journey with the platform.
At $97 per month, it gives users access to the core tools needed to manage leads, build landing pages, organize sales pipelines, schedule appointments, and automate marketing activities. Its primary limitation is the maximum of three sub-accounts.
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A sub-account is a separate account environment that can be used for an individual business, client, or location. This matters when you need to keep different clients’ contacts, campaigns, calendars, and workflows separate.
Key Features of GoHighLevel Starter
1. Three sub-accounts
The Starter plan allows you to set up to three sub-accounts. This can be enough for a business owner managing a few business locations or a freelancer serving a small number of clients.
2. CRM and sales pipeline management
Manage leads, organize contacts, track opportunities, and monitor where prospects are in the sales process. This helps businesses create a more structured approach to lead conversion.
3. Marketing automation
Create workflows to automate selected follow-up activities, nurture leads, and reduce repetitive manual tasks. The exact cost of certain premium features or usage-based services may be separate.
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4. Website and funnel builder
Create websites, landing pages, and sales funnels to capture leads and guide visitors toward an action, such as booking a consultation or submitting a form.
5. Appointment scheduling
Set up booking calendars to help customers schedule consultations, appointments, and meetings. Businesses can connect scheduling with their lead management and follow-up processes.
6. Email and SMS marketing
Use supported communication features to engage leads and customers. Actual phone, messaging, and email usage may generate additional charges depending on the service and applicable rates.
7. Unlimited contacts and users
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The Starter plan lists unlimited contacts and users, so its main account-level restriction is not the number of contacts or team members. It is the number of sub-accounts.
Who Should Buy GoHighLevel Starter?
Starter may be the right choice for:
- Freelancers offering marketing and lead-generation services.
- Solo entrepreneurs who need CRM and marketing automation.
- Small businesses managing their own sales pipeline.
- Consultants and coaches who want appointment scheduling and follow-up automation.
- New agencies testing GoHighLevel before expanding their client base.
Pros of GoHighLevel Starter
- Lower starting subscription cost.
- Access to core sales and marketing tools.
- Unlimited contacts and users under the published plan.
- Suitable for testing workflows before scaling.
- Useful for managing a small number of separate business accounts.
Limitations of GoHighLevel Starter
- Limited to three sub-accounts.
- Does not include the Unlimited plan’s basic API access.
- Does not include Agency Pro’s SaaS Mode.
- Does not provide the Pro plan’s agency-markup rebilling capability.
Verdict: Choose Starter if you primarily need GoHighLevel for your own business or only manage a few separate accounts.
What Is GoHighLevel Unlimited?
GoHighLevel Unlimited is the middle-tier subscription designed for growing marketing agencies, consultants, and service providers who manage multiple clients.
At $297 per month, it includes the Starter plan’s core capabilities and removes the three-sub-account limit. This makes it more practical for agencies onboarding new clients without needing to upgrade each time they exceed the Starter account limit.
Unlimited also includes basic API access and supports phone and email rebilling without markup under the published plan terms.
Key Features of GoHighLevel Unlimited
1. Unlimited sub-accounts
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Create separate sub-accounts for your clients without the Starter plan’s three-account restriction. Each account can have its own contacts, pipelines, campaigns, calendars, and workflows.
For agencies serving several local businesses, this is one of the most important reasons to upgrade.
2. Everything included in Starter
Unlimited retains the core CRM, sales pipeline, website and funnel building, appointment scheduling, and marketing tools available in Starter.
3. Basic API access
The plan includes basic API access, which can help connect GoHighLevel with supported external applications and custom workflows. The availability of particular endpoints or integrations depends on the relevant API documentation and permissions.
4. Branded desktop app
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Unlimited includes a branded desktop app capability, allowing agencies to present a more customized experience. Review the plan details to understand the available branding options and any related setup requirements.
5. Phone and email rebilling without markup
Supported phone and email costs can be passed on to client sub-accounts at cost, subject to HighLevel’s current billing requirements. This can help an agency recover communication expenses instead of absorbing them.
6. Easier agency expansion
The ability to manage unlimited sub-accounts makes it easier to standardize services for different clients, reuse workflows, and organize accounts as your agency grows.
Who Should Buy GoHighLevel Unlimited?
Unlimited is a strong fit for:
- Digital marketing agencies managing multiple clients.
- SEO agencies adding CRM and automation services.
- Lead-generation companies serving local businesses.
- Consultants managing separate client environments.
- Agencies that need basic API integrations.
- Businesses that want to recover supported phone and email costs from clients.
Pros of GoHighLevel Unlimited
- Unlimited sub-accounts.
- Includes Starter’s core features.
- Basic API access for supported integrations.
- Branded desktop app capability.
- Phone and email rebilling without markup.
- More room to expand a client service business.
Limitations of GoHighLevel Unlimited
- Costs $200 more per month than Starter at standard monthly pricing.
- Does not include Agency Pro’s full SaaS Mode.
- Does not include the Pro plan’s automated sub-account creation as a plan feature.
- Does not include phone and email rebilling with an agency markup.
Verdict: Choose Unlimited if you already manage multiple clients or expect your agency to expand beyond three sub-accounts and do not yet need the full SaaS resale capabilities of Agency Pro.
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What Is GoHighLevel Agency Pro?
GoHighLevel Agency Pro is the top standard subscription tier of the three plans, priced at $497 per month. It is designed for agencies and entrepreneurs who want to go beyond providing marketing services and build a software-reselling business.
The major difference is SaaS Mode. It allows eligible agencies to offer GoHighLevel-powered software under their own brand, configure subscription offerings, and automate parts of the customer account creation and billing process.
Agency Pro also includes advanced API access and the ability to rebill supported phone and email usage with a markup, subject to the applicable product and billing terms.
Key Features of GoHighLevel Agency Pro
1. Everything in Unlimited
Agency Pro includes Unlimited’s core platform features, unlimited sub-accounts, basic API capabilities, and supported phone and email rebilling without markup.
2. SaaS Mode
SaaS Mode is designed for agencies that want to package and sell software subscriptions to customers. Instead of only charging for marketing services, an agency can create a recurring software offering with its own branding and pricing structure.
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For example, a marketing agency could offer local businesses a subscription that includes CRM access, lead management, appointment booking, and selected automation tools.
The agency must configure its offering, customer onboarding, billing, and support processes appropriately.
3. Automated sub-account creation
Agency Pro supports automated sub-account creation as part of its SaaS capabilities. This can reduce manual setup when new customers purchase an eligible software subscription.
Automation can be particularly useful when you have a repeatable onboarding process and expect to sign up customers regularly.
4. Phone and email rebilling with markup
Agency Pro supports rebilling for eligible phone and email services with an agency markup. This allows an agency to charge customers more than its underlying eligible cost and retain the difference, according to the applicable terms.
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For instance, if an eligible service costs your agency $10 and you charge a client $15, the $5 difference is gross margin before other business expenses. Actual rates and billable services depend on your configuration and HighLevel’s current rules.
5. Advanced API access
Advanced API access supports more extensive integration possibilities than the basic API access included in Unlimited. It may be valuable for agencies developing custom integrations, connecting systems, or building more sophisticated software experiences.
Always verify the particular endpoint, permissions, and use case against the current API documentation.
6. User and agent reporting
Agency Pro includes user/agent reporting capabilities. These can help eligible agencies monitor activity and gain visibility into team or agent performance.
Who Should Buy GoHighLevel Agency Pro?
Agency Pro is suitable for:
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- Agencies building their own branded SaaS product.
- Entrepreneurs selling software subscriptions to local businesses.
- Agencies that want to automate eligible customer account creation.
- Businesses that need advanced API access.
- Agencies planning to earn revenue from eligible usage rebilling with markup.
- Teams that need additional user or agent reporting capabilities.
Pros of GoHighLevel Agency Pro
- Includes Unlimited’s core features.
- SaaS Mode for a branded software-reselling model.
- Automated sub-account creation.
- Advanced API access.
- Supported phone and email rebilling with markup.
- User and agent reporting capabilities.
- Suitable for a recurring-revenue software business.
Limitations of GoHighLevel Agency Pro
- Highest standard subscription price among these three plans.
- Requires more planning to configure and operate a SaaS offering.
- Software resale revenue is not guaranteed.
- Usage-based communication, AI, and other eligible services may incur additional costs.
- Requires customer support, onboarding, pricing, and retention processes to run a successful SaaS business.
Verdict: Choose Agency Pro if you have a clear plan to sell branded software subscriptions or need its specific SaaS, advanced API, automated account creation, or markup-rebilling capabilities.
GoHighLevel Starter vs Unlimited: What Is the Difference?
The main difference between Starter and Unlimited is the number of sub-accounts and the additional agency capabilities available with Unlimited.
Starter costs $97 per month and supports up to three sub-accounts. Unlimited costs $297 per month and removes that limit, while also adding basic API access, branded desktop app capability, and supported phone and email rebilling without markup.
Which Is Better for a Small Agency?
Starter is often enough if you are starting with your first few clients and want to keep subscription costs low. Unlimited is more appropriate if you need more than three sub-accounts or want its additional agency features.
Consider the additional $200 monthly cost against the value of the capabilities you will actually use. If Unlimited allows you to onboard more clients, standardize service delivery, or integrate required tools, the upgrade may be worthwhile.
However, do not upgrade solely because the plan is called Unlimited. Choose it when the account limit or additional features are genuine constraints.
GoHighLevel Unlimited vs Agency Pro: What Is the Difference?
Unlimited and Agency Pro both support unlimited sub-accounts, but Agency Pro adds capabilities for businesses building a branded software subscription model.
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| Capability | Unlimited | Agency Pro |
|---|---|---|
| Unlimited sub-accounts | Yes | Yes |
| Basic API access | Yes | Yes |
| Advanced API access | No | Yes |
| SaaS Mode | No | Yes |
| Automated sub-account creation as a SaaS feature | No | Yes |
| Supported phone and email rebilling without markup | Yes | Yes |
| Supported phone and email rebilling with markup | No | Yes |
| User/agent reporting | Not listed as a Pro-specific feature | Yes |
| Standard monthly price | $297 | $497 |
The price difference is $200 per month, or $2,400 over 12 months at standard monthly rates. The annual-billing prices listed by HighLevel are $2,970 for Unlimited and $4,970 for Agency Pro, a difference of $2,000 per year.
Agency Pro is worth considering when its additional capabilities support a realistic business model. If you only need unlimited client accounts to deliver SEO, advertising, or marketing automation services, Unlimited may be sufficient.
If you intend to sell software subscriptions under your own brand, automate customer provisioning, or use markup-based rebilling for eligible services, Agency Pro offers more relevant capabilities.
Is GoHighLevel Agency Pro Worth the Extra $200?
Agency Pro costs $200 more per month than Unlimited at standard monthly rates. Whether it is worth the additional expense depends on your revenue model and whether you will use its Pro-specific features.
Consider Agency Pro if you plan to:
- Sell recurring software subscriptions to multiple customers.
- Offer a branded software platform instead of only marketing services.
- Automate account creation for eligible customers.
- Use advanced API capabilities for integrations.
- Earn a margin on eligible rebilled phone and email services.
For example, suppose you develop a software subscription for local businesses and charge 20 customers $99 per month. That would generate $1,980 in monthly subscription revenue before software costs, usage fees, payment processing, support, taxes, refunds, and other operating expenses.
This is an illustrative revenue scenario, not a guarantee of profit. You still need a product customers want, effective acquisition channels, and strong retention.
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If you do not intend to sell SaaS or use the additional Pro capabilities, paying more for Agency Pro may not make financial sense.
How to Choose the Right GoHighLevel Plan for Your Business
Use the following practical guide to identify the most suitable subscription.
Choose Starter if:
- You run one business or a small freelance operation.
- You need no more than three sub-accounts.
- You want CRM, sales pipelines, appointment booking, and marketing automation.
- You are evaluating GoHighLevel before making a larger investment.
- You do not need SaaS Mode or advanced API access.
Choose Unlimited if:
- You manage more than three client accounts.
- Your agency is growing and needs room for additional clients.
- You need basic API access.
- You want supported phone and email rebilling without markup.
- You do not need Agency Pro’s SaaS Mode.
Choose Agency Pro if:
- You want to launch a branded SaaS product.
- You plan to sell software subscriptions to clients.
- You want to automate eligible sub-account creation.
- You need advanced API access.
- You want to rebill eligible phone and email usage with a markup.
Hidden and Additional GoHighLevel Costs to Consider
The monthly subscription is not necessarily your total operating cost. Depending on the features and services you use, your actual expenses may include additional charges.
Phone and SMS usage: Calls, text messages, and related telecommunication services may be charged based on usage and destination.
Email services: Email sending may incur usage-based charges depending on your setup and service.
AI features: Some AI capabilities have separate subscription or usage-based pricing. The cost depends on the product, plan, usage, and applicable billing terms.
Premium workflow features: Certain premium workflow triggers and actions may generate additional charges.
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GoHighLevel is the all-in-one CRM, automation, and funnel platform trusted by 60,000+ agencies. Start your 14-day free trial — no credit card required.
Third-party integrations: External services connected to GoHighLevel may require separate subscriptions or usage fees.
Customer acquisition and support: If you resell software, your operating costs may also include advertising, onboarding, support, payment processing, and customer retention.
Before subscribing, review HighLevel’s current pricing and billing documentation, check which services are included in your intended plan, and calculate the expected cost based on your usage.
Frequently Asked Questions
1. What is the cheapest GoHighLevel plan?
GoHighLevel Starter is the lowest-priced plan among the three standard subscriptions, at $97 per month or $970 per year at the published annual rate. It includes core platform features and up to three sub-accounts.
2. Is GoHighLevel Starter enough for beginners?
Yes. Starter can be suitable for beginners, freelancers, small businesses, and solo marketers who need core CRM and marketing tools without managing more than three sub-accounts.
3. Does GoHighLevel Unlimited include unlimited sub-accounts?
Yes. The Unlimited plan includes unlimited sub-accounts, making it suitable for agencies managing multiple clients.
4. What is the main benefit of GoHighLevel Agency Pro?
Agency Pro includes SaaS Mode, automated sub-account creation, advanced API access, and supported phone and email rebilling with markup. These capabilities are particularly useful for agencies building a branded software-reselling business.
The tool we use for every client.
GoHighLevel is the all-in-one CRM, automation, and funnel platform trusted by 60,000+ agencies. Start your 14-day free trial — no credit card required.
5. Can I sell GoHighLevel as my own software?
Agency Pro includes SaaS Mode, which supports selling a branded software offering. You must configure your product, subscription terms, customer onboarding, and support process, and follow HighLevel’s applicable policies.
6. Can I upgrade from Starter to Unlimited later?
You can review the upgrade options available in your HighLevel account. Before changing plans, confirm the current upgrade terms, billing adjustments, and when the new price will take effect.
7. Does GoHighLevel charge extra for SMS, email, and AI?
Additional charges may apply depending on the services you use, the applicable AI plan, and your usage. Review the current billing documentation rather than assuming all communications or AI activity is covered by the base subscription.
8. Which GoHighLevel plan is best for a digital marketing agency?
Starter can work for a new agency managing up to three sub-accounts. Unlimited is often the more practical option for a growing agency with several clients. Agency Pro is better suited to agencies that need SaaS Mode, advanced API access, or supported markup-based rebilling.
9. Is Agency Pro better than Unlimited?
Not for every business. Agency Pro offers additional capabilities, but Unlimited may provide better value if you primarily deliver services to clients and do not need SaaS Mode or the Pro-specific features.
10. Does GoHighLevel offer annual billing?
Yes. The published annual prices for these plans are $970 for Starter, $2,970 for Unlimited, and $4,970 for Agency Pro. Check the official pricing page for current terms and any promotional offers.
Final Thoughts: Which GoHighLevel Plan Should You Buy?
The best choice in the GoHighLevel Starter vs Unlimited vs Agency Pro comparison depends on your business goals, the number of accounts you manage, and how you intend to generate revenue.
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- Starter — $97/month: Best for small businesses, solo marketers, and beginners who need core tools and up to three sub-accounts.
- Unlimited — $297/month: Best for growing agencies that manage multiple clients and need unlimited sub-accounts.
- Agency Pro — $497/month: Best for agencies and entrepreneurs building a branded SaaS business or needing Pro-specific automation, API, and rebilling capabilities.
If you are unsure, start by listing the features you need today and the ones you expect to use in the next six to twelve months. Compare those requirements against the official plan details, then choose the lowest-cost plan that supports your actual workflow.
Entrepreneur | Digital Growth Strategist | Performance Marketing Expert | GHL Consultant
Ankit Sharma is a results-driven entrepreneur, GoHighLevel (GHL) expert, and digital growth strategist with over 12 years of experience helping businesses scale through performance marketing, automation, and customer acquisition systems.
Throughout his career, Ankit has successfully managed and optimized more than $6 million in advertising spend across Google Ads and Meta Ads, delivering measurable growth and strong ROI for businesses across education, healthcare, e-commerce, technology, and service-based industries.