The three plans
GoHighLevel has three plans. All of them include the core platform: CRM, pipelines, two-way SMS and email, funnels and websites, booking and calendars, and review management. What changes between plans is the number of accounts you can manage, white-labeling options and access to SaaS features.
Usage costs nobody mentions
Every GHL plan charges usage fees on top of the monthly subscription for SMS messages, phone calls, email sends, AI conversation credits and premium triggers in workflows. These are powered by Twilio and Mailgun in the background. Typical usage costs run $20 to $100 a month for an active business, though high-volume operations can spend more.
Before you start, go to your GHL account, add a payment method for usage, and set a spending cap so you do not get surprised. Most small businesses stay well under $50 a month in usage fees.
Starter plan at $97 a month: who it is for
The Starter plan gives you one business location and all the core tools. It is right for: a single business owner who manages their own CRM, a contractor, coach or real estate agent who just needs automation and follow-up, and anyone switching from multiple tools who wants everything in one place.
What Starter does not include: you cannot manage multiple client accounts or business locations, there is no white-label option, and you cannot use GHL as an agency to serve clients under your own brand. If you need any of those things, you need Unlimited.
Agency Unlimited plan at $297 a month: who it is for
Unlimited is the plan that makes GHL genuinely powerful for agencies. You get unlimited sub-accounts, meaning you can add one client account or one hundred at the same monthly cost. Each client gets their own CRM, automations, funnels and contacts, all isolated from each other.
You also get white-label options: your own domain, your own logo, and a branded desktop app. Clients never see the GHL name. This is how agencies build recurring software revenue without building software.
Unlimited is right for: agencies managing multiple clients, businesses with multiple locations, and anyone who wants to resell GHL under their own brand to earn extra recurring revenue from clients.
SaaS Pro plan at $497 a month: who it is for
SaaS Pro unlocks SaaS Mode, which is a completely different business model layered on top of GHL. In SaaS mode you set your own pricing tiers, clients sign up directly through your website, GHL handles their account creation automatically, and billing runs through Stripe on autopilot.
You also get the white-label mobile app, so clients can download an app from the App Store with your branding.
SaaS Pro is right for agencies that want to build a recurring software product. If you are just getting started with GHL or managing clients, start on Unlimited and upgrade later.
Annual vs monthly
GHL offers annual billing at a discount of around 17%. On the Starter plan that saves about $200 a year. On Unlimited it saves around $600 a year. Only switch to annual once you are sure the platform fits your needs. The free trial and first month or two on monthly billing is worth the extra cost to confirm it works for you before committing.
The annual plans link is available here if you are ready to save on your subscription.
Which plan should you start with?
Start on Starter if you are one person managing one business and just want CRM, automation and reviews. Start on Unlimited if you manage clients, multiple locations or plan to resell GHL to other businesses. Do not start on SaaS Pro unless you are specifically building a white-label SaaS product.
All plans include the same 30-day free trial when you sign up through BuildOnAuto. Start at whatever level makes sense and you can upgrade later from inside your account.
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