HighLevel

What is HighLevel?

HighLevel is a CRM and marketing platform that bundles pipelines, websites and funnels, forms, booking calendars, SMS and email campaigns, a unified inbox for SMS, Messenger, Instagram, WhatsApp and live chat, invoicing and payments, and reputation management. Conversation AI and Voice AI answer leads by chat and phone. Agencies create a sub-account for each client, and on Agency Pro they can resell the platform under their own brand in SaaS Mode.

Who is it for?

Digital marketing agencies and solo marketers who manage lead generation for local businesses and want one tool per client. It also fits small businesses that want a CRM plus funnels and texting in one account. B2B sales teams that need deep forecasting or a classic per-seat CRM should look at HubSpot, Pipedrive or Attio.

Pricing

• Starter: $97/mo or $970/yr, 3 sub-accounts, CRM and pipelines, email and SMS marketing, website and funnel builder, booking calendars.
• Unlimited: $297/mo or $2,970/yr, unlimited sub-accounts, rebilling of phone and email at cost, basic API, social planner, ad manager.
• Agency Pro: $497/mo or $4,970/yr, SaaS Mode for white-label resale, automated sub-account creation, rebilling with markup, advanced API.
• Enterprise: custom pricing, dedicated customer success manager, white-label mobile app, HIPAA compliance.

Every plan includes unlimited users and contacts. Phone numbers, SMS, emails and premium AI are billed by usage. Add-ons include AI Employee at $50 or $97/mo per sub-account, WhatsApp at $10/mo per sub-account, HIPAA at $297/mo, a white-label mobile app at $497/mo and premium support at $500/mo. There is a 14-day trial and no long-term contract. Prices checked on 6 October 2026.

Strengths

• Flat agency pricing: unlimited users and contacts on every plan, so cost does not grow with seats.
• Many tools in one account: funnels, websites, calendars, SMS, email, payments and reviews replace separate subscriptions.
• White-label resale: Agency Pro lets an agency sell the platform under its own name and mark up usage.
• AI agents: Conversation AI and Voice AI reply to leads and book appointments.
• Public changelog: product updates ship and are posted several times a week.

What to consider

• Usage fees for calls, SMS, email and AI come on top of the plan price and vary with volume.
• Starter allows only 3 sub-accounts; an agency with more clients needs Unlimited at $297/mo.
• SaaS Mode and markup on rebilling need Agency Pro at $497/mo.
• HIPAA compliance costs $297/mo extra, which matters for healthcare clients.
• Unlimited includes only basic API access; the advanced API needs Agency Pro.

Bottom line

Shortlist HighLevel if you are an agency that runs funnels, texting and booking for local-business clients and wants one bill for all of them. Before buying, estimate monthly SMS, call and AI usage per client, since that sits on top of the plan price.