I see people constantly overthinking the decision of which GoHighLevel pricing plan to choose.
The truth is, your choice comes down to three simple questions: How many clients do you manage? Do you need white-label branding? Are you ready to resell software?
Let me walk you through exactly how to choose the plan that fits your situation without overpaying for features you won’t use.
Understanding the Three GoHighLevel Pricing Options
GoHighLevel offers three pricing plans. The Starter plan at $97/month, Unlimited at $297/month, and Agency Pro at $497/month. Each plan builds on the previous one, adding specific capabilities rather than limiting core features.
For a detailed breakdown of what each plan includes, check out this comprehensive GoHighLevel pricing guide here. It covers every feature and cost.
The important thing to understand is that all three plans include the same powerful core tools, such as CRM, email and SMS marketing, funnel builder, calendar scheduling, workflows, and automation. The differences come down to how many clients you can manage and how you can brand the platform.
Start With Your Client Count
This is the biggest decision factor. The Starter plan caps you at three sub-accounts. If you’re managing your own business plus maybe one or two clients, Starter works perfectly fine.
The moment you need to manage a third client, you’re forced to upgrade to Unlimited. There’s no way around it. So if you’re an agency actively acquiring clients, you’ll hit this ceiling fast.
I started with Starter because I was just testing the platform with my own business and one client. Within four months, I had signed three more clients and had to upgrade anyway. Looking back, I wish I’d just started with Unlimited and saved myself the migration hassle.
If you’re running a solo business with no plans to take on client work, Starter makes sense. If you’re an agency or consultant planning to grow, go straight to Unlimited and save yourself the inevitable upgrade costs.
Consider White-Label Requirements
Both Unlimited and Agency Pro offer white-label capabilities, but they differ in scope.
Unlimited gives you the white-label desktop app. Your clients log in through your branded domain and see your logo instead of GoHighLevel. This works great if your clients primarily access the platform through computers or web browsers.
Agency Pro adds the white-label mobile app. Your clients download a fully branded iOS and Android app from the app stores with your company name. This matters if your clients need mobile access or if having a mobile app strengthens your positioning as a software provider.
If clients rarely log into the system because you’re doing all the work for them, white-labeling doesn’t matter much. But if clients actively use the platform daily, seeing your branding instead of GoHighLevel’s significantly increases your perceived value and strengthens client retention.
Evaluate Your Software Reselling Goals
This is where Agency Pro becomes necessary. The $497/month plan unlocks SaaS Mode, which lets you create custom pricing tiers and resell GoHighLevel as your own software with automated Stripe billing.
Without SaaS Mode, you can manage unlimited clients and deliver services, but you can’t charge them separately for software subscriptions. You’re providing services, not selling software.
With SaaS Mode, you can charge clients $197/month for “your platform” while paying GoHighLevel $497. Get just three clients at that price, and you’ve covered your platform cost. Every client beyond that is a profit.
But here’s the reality check: building a software business is different from running a service agency. You need to market software, position yourself as a tech company, and commit to supporting clients who depend on your platform for their business operations.
If you’re not ready for that shift, don’t pay for Agency Pro just because it sounds impressive. Start with Unlimited, validate that clients will actually pay for software subscriptions, then upgrade when you’re ready to launch your SaaS offering.
Factor in Your Current Revenue
Let’s talk about affordability because that matters too.
If $97/month feels like a stretch for your current budget, you’re probably too early in your business journey for GoHighLevel. You’d be better served by simpler, cheaper tools until you’ve built consistent revenue.
If you can comfortably afford $97-297 monthly but $497 feels risky, that’s a sign you should stick with Starter or Unlimited until your revenue increases.
The Agency Pro plan makes financial sense when you’re already generating $5,000+ monthly revenue and can see a clear path to recouping the $497 investment through software subscriptions or increased client capacity.
Don’t stretch your budget for features you “might use eventually.” Choose what fits your current situation and upgrade when the ROI becomes obvious.
Usage Costs Apply Regardless
Every plan charges usage fees for SMS, phone calls, emails, and AI features beyond your base subscription. These costs are the same whether you’re on Starter or Agency Pro.
SMS runs about $0.0079 per message, calls cost $0.014-0.018 per minute, and emails are $0.675 per 1,000 sent. If you’re texting and calling leads heavily, budget an extra $50-200 monthly, depending on volume.
The difference is that Unlimited and Agency Pro let you rebill these costs to clients with markups. Starter users absorb these costs themselves, which can add up quickly if you’re managing active campaigns for multiple clients.
Decision Framework
Here’s how I’d make this choice if I were starting today:
Choose Starter if:
- You’re managing 3 or fewer total accounts (including your own)
- Budget is tight, and you need to prove ROI first
- You’re using GoHighLevel primarily for your own business
- Clients don’t need to log into the system regularly
- You’re not ready to position yourself as a software provider
Choose Unlimited if:
- You’re managing or plan to manage 3+ clients
- You want to brand the platform as your own
- You need API access for custom integrations
- You’re building a sustainable agency business
- You can afford the investment based on current revenue
Choose Agency Pro if:
- You’re ready to sell software subscriptions, not just services
- You have validated demand for your software offering
- Your clients need branded mobile app access
- You want to maximize profit through automated rebilling
- You’re generating $5,000+ monthly and can absorb the cost
The Trial Strategy
Both Starter and Unlimited typically offer 14-day trials through the main GoHighLevel website, though many partner links extend this to 30 days.
My recommendation: trial the highest plan you’re considering, even if you think you’ll downgrade. If you’re torn between Starter and Unlimited, trial Unlimited. If you’re deciding between Unlimited and Pro, trial Pro.
This lets you experience all the features before committing. Downgrading after your trial is easy. Upgrading mid-trial doesn’t extend your trial period, so starting high gives you maximum exploration time.
Use your trial to build actual campaigns, not just click around. Set up a real funnel, create some automation workflows, import contacts, and see how the platform fits your actual work. Theory doesn’t matter, hands-on experience does.
You Can Always Change Later
Don’t stress too much about making the “perfect” choice right now. Upgrading or downgrading happens easily from your account settings, and all your data migrates seamlessly.
I’ve switched plans three times over three years as my business evolved. Started with Starter, upgraded to Unlimited after four months, then moved to Agency Pro after eighteen months when I launched my SaaS offering.
Each transition was smooth, nothing broke, and clients never noticed. The flexibility to scale your plan alongside your business growth is one of GoHighLevel’s strengths.
Start with what makes sense today based on your actual situation, not what you hope your business will become. Upgrade when you have a clear reason, not just because you “might need it someday.”
The Bottom Line: Which GoHighLevel Plan Should I Choose?
Most people should start with either Starter or Unlimited. Agency Pro makes sense only when you’re specifically building a software reselling business and have validated demand.
If you’re managing a couple of clients and budget matters, Starter delivers excellent value. If you’re running an agency with growth plans, Unlimited gives you room to scale without hitting limits.
Don’t overthink this. Pick the plan that fits your current client count and budget, use the trial period to validate it works for your needs, and adjust later if your situation changes. The “right” plan is simply the one that matches where your business is today, not where you hope it’ll be in two years.