GoHighLevel pricing 2026: plans, phone fees and add-ons
2026-10-24 · 8 min read
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It's Tuesday, a little after lunch. You missed four calls this morning while you were on a job, and two of those numbers never called back. A friend who runs a roofing company told you he uses GoHighLevel: every missed call gets a text within seconds, and he answers from his phone when he gets a minute. You open the pricing page, and the first plan says $97 a month. A lot of the features below it have an asterisk.
This post covers GoHighLevel pricing from the owner's side: what each plan costs, what the asterisks mean, what the phone and texting fees come to, and what a small business using it for missed calls would really pay. Every number comes from HighLevel's own pricing page and its phone system pricing guide, both of which I checked on October 24, 2026. HighLevel changes its plans, so look again before you buy.
GoHighLevel pricing at a glance
| Plan | Monthly | Yearly | Sub-accounts | Who the page says it's for |
|---|---|---|---|---|
| Starter | $97 | $970 | 3 | "Smaller businesses and solo marketers" |
| Unlimited | $297 | $2,970 | Unlimited | "Growing agencies" |
| Agency Pro | $497 | $4,970 | Unlimited | Agencies "looking to go SaaS" |
| Enterprise | Not published | Not published | Not stated | Talk to the enterprise team |
Starter lists unlimited contacts and unlimited users. Each plan comes with a 14-day free trial, and per the page, billing starts on its own when the trial ends unless you cancel. Paying yearly costs ten times the monthly price, so you get two months free.
The plan names give it away: HighLevel is built for marketing agencies. A sub-account is one business's workspace, with its own contacts and phone numbers. A single business needs one, which is why Starter is the plan most owners look at. Everything above Starter adds agency features, like unlimited client workspaces, reselling, and API access. A one-location plumber or salon won't need those.
What the asterisks cost
On the pricing page, Conversation AI, Voice AI, Reviews AI, Email and SMS Marketing, and inbound and outbound calling are all marked with an asterisk, and the footnote says "usage based charges apply." The monthly plan price doesn't include texts or calls. Those come out of a prepaid wallet that refills itself when the balance falls below a threshold you set.
The US phone rates on HighLevel's pricing guide (last updated October 12, 2026) are:
| Item | Price |
|---|---|
| Local phone number | $1.15 a month |
| Toll-free number | $2.15 a month |
| Text message, sent or received | $0.00747 per segment |
| Carrier fee on each text | $0.0025 to $0.0100, depending on the carrier and direction |
| Picture message, sent | $0.0220 per segment |
| Outbound call | $0.0166 a minute |
| Inbound call | $0.01165 a minute |
| Call forwarded to a US number | $0.02 a minute |
| Call recording | $0.0025 a minute |
| Call transcription | $0.024 a minute |
Calls are billed in full minutes, and partial minutes round up. Every text that HighLevel tries to deliver gets charged, and undelivered texts aren't refunded.
There's also a one-time cost before you can send a single text from a local number. US carriers require businesses to register for what's called A2P 10DLC. HighLevel lists a one-time fee of $22.50 for sole proprietor and low-volume registrations, then a monthly campaign fee of $1.50 to $10.50 depending on the type. Both charges start when you submit, whether or not the carriers approve you.
The page also lists paid add-ons, including WhatsApp at $10 a month per sub-account and two plans HighLevel calls AI Employee, at $50 and $97 a month per sub-account. The pricing page doesn't print the usage rates for the assistant features with asterisks (Conversation AI, Voice AI, Reviews AI). It points to a separate guide, so price those on their own if you want them.
What missed-call text back actually costs on HighLevel
If missed-call text back is why you're looking at HighLevel, here's the arithmetic using HighLevel's own rates. I made up the volumes, so plug in yours.
Say you miss 150 calls a month, each missed call gets one short text back, and half of those callers reply once.
| Line | Math | Monthly cost |
|---|---|---|
| Starter plan | Monthly billing | $97.00 |
| Local number | One number | $1.15 |
| Texts sent | 150 × $0.00747 | $1.12 |
| Texts received | 75 × $0.00747 | $0.56 |
| Carrier fees | 225 texts × up to $0.01 | Up to $2.25 |
| Campaign fee | Low volume, per HighLevel's range | $1.50 to $10.50 |
| Total | About $103 to $113, plus the $22.50 registration once |
The texting fees barely move the bill. The subscription is most of it. Any calls you take through HighLevel's phone system add their per-minute rates on top. If you'd also use HighLevel for email campaigns and review requests, that $97 covers a lot. If all you want is the missed-call text, you're paying for a full marketing suite to use one feature.
HighLevel also sells to agencies that resell it under their own brand, which is what SaaS mode on the Agency Pro plan is for. That plan also lists "Rebill Phone & Email with Markup," so an agency can charge you more than the rates above for the same texts and minutes. If an agency is offering you HighLevel, ask what it charges per text and per minute, and whether the account and phone number stay in your name if you leave.
How missed-call text back works in HighLevel
HighLevel's help article on the feature lays out the setup and the catches. You turn it on under Settings, then Phone System, then Voice, then Voicemail & Missed Call Text Back, then write your message and send a test.
Three details from that article are worth knowing before you start:
- It texts on every missed call. If the same person calls three times in five minutes, they get three texts. HighLevel suggests editing the workflow behind the feature, for example by adding a wait step, to avoid duplicates.
- The ring timeout decides when a call counts as missed. HighLevel recommends 10 to 20 seconds. Set it longer and the text arrives late. Set it shorter and the system can give up on a call you were about to pick up.
- The text may come from a different number than the one the customer dialed, if that number can't send texts. It also won't send until your number is registered and approved.
Here's a message you can paste into the field while you test it:
Hi, this is [Business name]. Sorry we missed your call. We're on a job right now. What can we help you with? Reply here and we'll get back to you within the hour.
I end on a question so the caller has something to answer, which a plain "thanks for calling" doesn't give them. My guide to how to respond to a missed call by text has versions for new customers, regulars and after-hours calls.
GoHighLevel vs a simpler missed-call setup
| GoHighLevel Starter | Missed-call text back on its own | |
|---|---|---|
| What you get | HighLevel's core features, including texting, calling, email marketing and review tools | The text back, a log of every missed caller, and a note to you |
| Monthly cost | $97 plus usage | Depends on who builds it |
| Who sets it up | You, or an agency | Whoever you hire, or you |
| Best fit | Businesses that will use the email and review tools too | Businesses whose phone line is the problem |
If you're comparing HighLevel with the tools other local businesses use, my Podium pricing breakdown covers the same jobs from a vendor that doesn't publish its prices. If you're thinking about having a person answer instead, see answering service vs missed-call text back.
What stays with a person
Whatever you set up, you still need someone to answer the texts that come back. An automatic text buys you a few minutes and gives the caller a reason not to try the next company on the list. It doesn't quote the job or book the visit. When someone replies "my basement is flooding," a person has to call them.
Someone also has to decide what the text says and who answers it, and check now and then that the system is still sending. A registration gets rejected, a number gets moved, or someone edits a workflow and the text back quietly stops. Keep the account and the number in your name.
If you'd rather have it set up for you
Missed-call text back is one of the things I build for small businesses around Illinois, and you can see how it works on my missed-call text back page. Sometimes HighLevel is the right tool, and I'll say so. When you only need the missed-call text, builds start at $500 one-time, then a flat monthly from $99 after an included run-in period, cancellable. If you want help figuring out which one fits how your phone actually rings, book a free 20 minute process audit.