Drop Funnel

You’re eyeing GoHighLevel (GHL) and trying to figure out which pricing plan won’t leave you broke or stuck with features you don’t need. It’s like picking the right whiskey at a bar—get it wrong, and you’re sipping regret. I’ve been using GHL since 2019, when I set it up for my pal Mike’s gym to fix a lead-chasing disaster—Post-its everywhere, emails lost in the void. Five years later, at 4:05 PM on a Friday in June 2025, I’m still leaning on GHL to keep my hustle tight, and I’ve learned the hard way which plans work and which don’t. This guide’s for newbies wanting to nail the right GHL plan, with no-BS advice from my own bar fights and a few dumb moves, like when I signed up for the wrong plan and ate $200 for nothing. GHL’s like a dive bar toolbox—CRM, funnels, emails, texts, bookings, all in one spot. Let’s break down the three pricing plans, what you get, who they’re for, and how to pick the one that fits your grind, with enough grit to make you feel like you’re in the trenches with me.

What’s GoHighLevel, Quick and Dirty?

GHL’s a cloud-based Software-as-a-Service (SaaS) platform launched in 2018 by Shaun Clark and Varun Vairavan, built for agencies, freelancers, and small businesses. It’s like a Swiss Army knife for marketing and sales—CRM, funnels, emails, SMS, bookings, payments, all in one dashboard. It grabs leads, nurtures them, and turns them into cash with automation that doesn’t make you wanna chuck your laptop. SupplyGem calls it a chaos-killer, and it saved me $100/month by ditching tools like Mailchimp and Calendly. Core features:

• CRM & Pipelines: Tracks leads like a hawk on a rabbit.
• Funnels & Sites: Builds landing pages or websites, no coding bullshit.
• Emails & Texts: Sends campaigns to keep leads from ghosting.
• Bookings: Calendars for appointments without email tag.
• Payments: Grabs cash via Stripe or PayPal.
• White-Labeling: Rebrands as your software to sell.
• AI Tools: Automates chats and bookings like a robot barback.

GHL’s got three main pricing plans: Starter ($97/month), Unlimited ($297/month), and Agency Pro ($497/month). Let’s tear into each one, what you get, who it’s for, and how to choose without screwing yourself.

The Three GHL Pricing Plans: What’s in the Glass?

1. Starter Plan ($97/month or $970/year)

This is GHL’s cheapest shot, like a well whiskey that still gets you buzzed. It’s built for solo entrepreneurs, small businesses, or newbies dipping their toes into marketing automation. At $97/month (or $970/year for a 17% discount), it’s a solid entry point but comes with limits.

What You Get

• Core Features: Full CRM, funnel builder, email marketing, SMS (via Twilio), social media scheduling, calendars, appointment booking, form builder, sales pipelines, email surveys, website chatbots. CampaignRefinery says it’s got “almost everything” on the base plan.
• Unlimited Users & Contacts: Add as many team members or leads as you want—no extra fees.
• Up to 3 Sub-Accounts: Manage three clients or businesses in separate dashboards.
• Basic Integrations: Twilio for SMS, Mailgun for emails, Stripe/PayPal for payments.
• Support: Email and chat support, plus GHL’s YouTube onboarding videos.

Who It’s For

• Solo Entrepreneurs: Coaches, freelancers, or consultants running one business. I used this for a life coach client in 2019, and it handled her CRM, funnels, and bookings like a champ.
• Small Businesses: Local shops (e.g., gyms, salons) needing basic automation. It worked for Mike’s gym, cutting lead follow-up time by 4 hours/week.
• New Agencies: If you’re just starting and have 1-3 clients, this is your jam.

Pros

• Cheap as hell for what you get—$97/month beats juggling Mailchimp ($50) and Calendly ($12).
• Unlimited users and contacts mean no surprise fees as you grow.
• Enough tools to test GHL’s power without going all-in.

Cons

• Only 3 sub-accounts. If you add a fourth client, you’re forced to upgrade to Unlimited ($297/month).
• No white-labeling or API access, so you can’t rebrand it or connect custom tools.
• No advanced AI (e.g., Conversation AI for chats) or SaaS reselling.

Real-World Win

For Mike’s gym, I set up a funnel, CRM pipeline, and SMS campaign on the Starter plan, boosting sign-ups by 15% in a month. Cost: $97 plus $10 for Twilio SMS. With HubSpot, I’d have paid $200 for less.

My Fumble

I stuck with Starter too long for an agency client with four businesses. Hit the 3-sub-account limit and had to upgrade mid-month, costing me an extra $200. Check your client count before committing.

2. Unlimited Plan ($297/month or $2,970/year)

This is the craft beer of GHL plans—pricier but packed with flavor. At $297/month (or $2,970/year for a 17% discount), it’s built for growing agencies or businesses managing multiple clients. HighLevel’s site calls it “boundless scalability.”

What You Get

• Everything in Starter: All core CRM, funnel, email, marketing, booking, and payment tools.
• Unlimited Sub-Accounts: Create as many client dashboards as you need—no cap.
• API Access: Connect GHL to custom apps or third-party tools (e.g., Zapier).
• White-Label Desktop App: Rebrand GHL’s desktop interface as your own (e.g., app.youragency.com).
• Advanced Reporting: Deeper insights into campaigns and pipelines.
• Membership Features: Build branded community or course sites.
• Support: Adds phone support via chat or email.

Who It’s For

• Growing Agencies: If you manage 4+ clients, this is your sweet spot. I use it for six agency clients now.
• Multi- Businesses: Entrepreneurs with multiple brands or locations (e.g., a gym chain).
• Freelancers Scaling Up: If you’re hustling for clients and want branded tools to look pro.

Pros

• Unlimited sub-accounts let you scale without extra fees—huge for agencies.
• White-labeling makes clients think you built a custom platform. I sold mine to a spa for $300/month.
• API access saves $50/month vs. Zapier for integrations.

Cons

• $297/month is a gut punch if you don’t need unlimited sub-accounts.
• No SaaS reselling or mobile app white-labeling—those are Pro-only.
• Learning curve feels like climbing a barstool after shots; menus are a mess.

Real-World Win

For a marketing agency client with five businesses, I set up five sub-accounts, each with funnels and SMS campaigns. They saved 8 hours/week on lead management, and I looked like a genius for $297/month.

My Fumble

I didn’t use API access early on, thinking it was techy nonsense. Later, I hooked GHL to Zapier for a client’s custom CRM, saving $30/month on another tool. Don’t ignore the APIs.

3. Agency Pro Plan ($497/month or $4,970/year)

This is the top-shelf bourbon of GHL plans—smooth, pricey, and not for lightweights. At $497/month (or $4,970/year for a 17% discount), it’s for agencies or nonprofits wanting to resell GHL as their own software. SupplyGem clarifies it’s a standalone plan, not an add-on to Unlimited.

What You Get

• Everything in Unlimited: Unlimited sub-accounts, API access, white-label desktop app, all core features.
• SaaS Mode: Sell GHL as your own white-labeled software with custom pricing.
• White-Label Mobile App: Rebrand the iOS/Android “Lead Connector” app ($25/month extra).
• Rebilling with Markup: Charge clients for SMS, email, calls, or AI with profit margins.
• Advanced AI: Voice AI and Conversation AI for bookings and