GoHighLevel Pricing UK 2026: What Does HighLevel Really Cost?

If you are considering HighLevel, formerly commonly known as GoHighLevel, one of the first questions you are likely to ask is:

How much does HighLevel cost in the UK?

The simple answer is that HighLevel’s direct plans currently start at $97 per month, but that isn’t necessarily the whole story.

There are several things you need to understand when calculating the real cost of HighLevel:

1. The monthly HighLevel agency platform subscription.
2. Pay-as-you-go services such as email, SMS, phone calls, WhatsApp and AI.
3. The difference between a HighLevel agency account and a client sub-account.
4. Whether you buy and manage HighLevel directly or access it through a white-label HighLevel agency such as MarketerM8.
5. Whether the functionality available in your sub-account is sufficient for your use case.

This guide explains all of these points, including some ways of reducing HighLevel’s usage costs that many prospective users don’t realise are available.

How much does GoHighLevel cost in the UK?

HighLevel currently offers three main plans:

HighLevel plan	Monthly price	Designed primarily for
Starter	$97/month	Agencies starting with a small number of sub-accounts
Unlimited	$297/month	Agencies requiring unlimited sub-accounts
Agency Pro	$497/month	Agencies wanting SaaS Mode, advanced API access and rebilling

These are agency plans.

That distinction is important.

When you buy one of these plans directly from HighLevel, you are buying an agency account. The agency account is the main environment used to create, configure and manage separate client or business environments called sub-accounts.

The Starter plan currently includes up to three sub-accounts, while the $297 Unlimited plan allows unlimited sub-accounts. The $497 Agency Pro plan adds features including SaaS Mode, automated sub-account creation, advanced API access and the ability for agencies to rebill certain services with a markup.

Importantly, HighLevel includes unlimited contacts and unlimited users on its main plans.

What is the difference between a HighLevel agency account and a sub-account?

The terminology can be confusing when you first start researching HighLevel.

An agency account is the main account purchased directly from HighLevel. It is designed for an agency, reseller, consultant or other organisation that wants to create and manage separate HighLevel sub-accounts.

A sub-account, sometimes called a location, is the individual business environment inside that agency account.

A sub-account can contain its own:

• Contacts and CRM records.
• Sales pipelines.
• Websites and funnels.
• Calendars.
• Workflows and automations.
• Email and SMS campaigns.
• Telephone numbers.
• Conversations.
• Reputation management.
• Users and permissions.
• Integrations and reporting.

If you’re running an agency or intend to resell HighLevel, owning and managing the agency account makes sense.

If you simply want HighLevel to market and manage your own business, operating the entire agency environment can be unnecessary complexity.

A white-label HighLevel agency such as MarketerM8 can instead provide your business with its own sub-account while managing the wider HighLevel agency environment for you.

Does every HighLevel sub-account have the same functionality?

No.

The functionality available in a sub-account can depend on the HighLevel agency plan and the way the agency has configured access.

This can be particularly important for:

• Advanced API use.
• SaaS Mode.
• Automated sub-account creation.
• Rebilling.
• White-label functionality.
• Advanced integrations.
• Agency-level controls.

If your business needs to connect HighLevel to another system, build a custom application or use advanced API functionality, you should confirm that the agency environment supporting your sub-account provides the access you require.

Before choosing a HighLevel provider, ask:

• Which HighLevel agency plan supports my sub-account?
• Is advanced API access available?
• Are there any feature restrictions?
• Can I connect my own integrations?
• Can I use my own SMTP provider?
• Can I use my own Twilio account?
• What happens if my requirements become more advanced?

This is especially important if you expect HighLevel to become a central part of your technology stack.

Is GoHighLevel the same as HighLevel?

Yes.

The company is now generally branded as HighLevel, although many people still call the software GoHighLevel, often abbreviated to GHL.

As a result, you will see terms such as GoHighLevel pricing, HighLevel pricing, GHL pricing and GoHighLevel UK used to describe the same platform.

HighLevel’s monthly subscription isn’t necessarily your total cost

HighLevel includes a remarkable number of tools within the platform.

Depending on how you use it, HighLevel can potentially replace or consolidate software for:

• CRM.
• Email marketing.
• SMS marketing.
• Telephone calls.
• Sales pipelines.
• Booking calendars.
• eDocument signing
• Forms and surveys.
• Websites and funnels.
• Workflow automation.
• Social media management.
• Events & Ticketing
• Reputation management.
• Courses and communities.
• Payments and invoicing.
• AI chat.
• Voice AI.
• And more.

However, some services incur additional usage charges.

These are typically services where HighLevel itself incurs a cost when you use them.

Examples include sending an email, sending an SMS, making a telephone call, sending certain WhatsApp messages and using some AI services.

This is an important distinction when comparing HighLevel pricing with other CRM and marketing automation platforms.

HighLevel provides detailed itemised billing

One useful feature of HighLevel’s usage-based model is the level of detail available in billing.

Rather than seeing only a broad monthly charge, usage can be itemised down to individual activities such as emails sent, text messages, telephone calls, telephone numbers and AI usage.

This makes it easier to see exactly where costs are being incurred and identify campaigns or workflows generating unnecessary usage.

The objective isn’t necessarily to minimise every usage charge. It is to understand what generated the cost and whether it produced a worthwhile business result.

Why does HighLevel charge for sending emails?

This sometimes surprises people coming from an email marketing platform where email sending appears to be included within the monthly subscription.

However, there is another way of looking at it.

With many email marketing platforms, the amount you pay each month increases as your contact or marketing database grows.

HighLevel takes a different approach.

The main HighLevel plans include unlimited contacts.

You then pay for email usage when you actually send emails.

For MarketerM8 customers, for example, email sending costs approximately:

£8 per 10,000 emails sent.

There is no monthly bundle of emails that expires if you don’t use it. You pay for what you actually send.

An example: a business with 10,000 contacts

Imagine you have built a database of 10,000 contacts.

Your MarketerM8 subscription remains £97 + VAT per month regardless of whether you have 1,000, 10,000 or substantially more contacts.

If you send one email to all 10,000 contacts:

Approximate email cost: £8

If you don’t send a bulk email the following month:

Bulk email sending cost: £0

Your contacts can remain in your CRM.

What about a database of 50,000 contacts?

The same principle applies.

You could have 50,000 contacts stored within HighLevel.

If you send one email to all 50,000:

Approximate MarketerM8 email cost: £40

If you send nothing:

Bulk email sending cost: £0

The important comparison therefore isn’t simply:

“Does this platform charge me to send an email?”

A better question is:

“What will this platform cost as my database grows?”

A platform that includes email sending but increases its monthly subscription significantly as your contact list grows isn’t necessarily cheaper.

For businesses building a substantial CRM database, HighLevel’s combination of unlimited contacts plus pay-as-you-go sending can make considerable sense.

HighLevel is a CRM, not just an email list

Not every contact in your CRM necessarily needs to receive marketing emails.

A business could have tens of thousands of historical customers, prospects and enquiries that it wants to retain for sales history, reporting and customer service, while only a proportion receive regular marketing emails.

With HighLevel, the size of the CRM database itself doesn’t increase the main subscription price.

You incur email usage costs when you actually send email.

What other pay-as-you-go costs does HighLevel have?

Email isn’t the only usage-based service.

Depending on how you configure and use HighLevel, additional charges can include:

Email

HighLevel’s LeadConnector Email service charges according to the volume of emails sent.

MarketerM8 rebills this usage at approximately £8 per 10,000 emails sent.

SMS

Text messages are usage based.

The exact cost depends on factors including the destination, message type and length. A long SMS may be divided into multiple message segments.

Telephone numbers and calls

Using HighLevel as your business phone system can involve charges for telephone number rental and call usage.

WhatsApp

WhatsApp has its own pricing model, including an integration charge and applicable message charges. Pricing can vary according to message type and country.

AI and Voice AI

HighLevel offers both usage-based AI and AI Employee (Unlimited AI) subscription options.

Voice AI can be used to create AI telephone agents, such as a virtual receptionist answering calls 24 hours a day, qualifying callers and routing them appropriately.

Underlying telephone charges may also apply.

How does MarketerM8’s HighLevel pricing work?

MarketerM8 is a UK-based HighLevel white-label agency.

Rather than purchasing and managing an agency account directly from HighLevel, a business can subscribe to its own HighLevel sub-account through MarketerM8.

The MarketerM8 Starter plan is:

£97 + VAT per month

and includes unlimited contacts and users.

It also includes the wider MarketerM8 support and training environment rather than simply providing access to the software.

The client uses its own sub-account to market and manage its business, while MarketerM8 manages the wider agency environment.

Are MarketerM8’s HighLevel usage charges the same as buying direct?

No, and it is important to be transparent about this.

HighLevel allows agencies on the appropriate plan to rebill usage-based services to their customers and apply a markup.

MarketerM8 applies a 1.5x multiplier to applicable HighLevel usage charges.

For UK customers, VAT is also inclusively charged where applicable. (eg #8/10,000 emails is inclusive of VAT)

This means some pay-as-you-go services can cost more through a MarketerM8 account than purchasing the underlying usage directly.

For many small businesses with modest email, SMS and telephone usage, the difference may be relatively small.

For businesses with very high usage, however, it could become more significant.

Fortunately, HighLevel provides some options that aren’t widely understood.

HighLevel power-user tip: you don’t necessarily have to use LC Email

HighLevel and agencies normally provides email sending through the LeadConnector Email service.

However, HighLevel also allows supported third-party email services to be connected.

Depending on the permissions enabled by the HighLevel agency, a sub-account can connect its own provider using SMTP, including services such as:

• Mailgun.
• SendGrid.
• Amazon SES.
• Postmark.
• Gmail.
• Other compatible SMTP services.

This means a higher-volume MarketerM8 customer isn’t necessarily locked into purchasing all of its email sending through MarketerM8.

The business could potentially establish its own account with an email provider, connect it to HighLevel and pay that provider directly.

For most smaller users, approximately £8 per 10,000 emails through MarketerM8 may be inexpensive enough that adding another provider isn’t worthwhile.

At significant sending volumes, however, the option can become valuable.

There is a trade-off. Some HighLevel deliverability tools aren’t available when using third-party SMTP, so using your own provider isn’t automatically the better option simply because the raw sending price may be lower.

Can I use my own Mailgun account with GoHighLevel?

Yes. HighLevel supports third-party SMTP services including Mailgun, SendGrid, Amazon SES and Postmark.

A HighLevel agency can control whether a sub-account has access to add its own email service. For higher-volume senders, connecting your own provider can provide greater control over email infrastructure and potentially reduce sending costs.

HighLevel power-user tip: you can also use your own Twilio account

There is a similar option for telephone and SMS services.

HighLevel locations normally use the LeadConnector Phone system. However, HighLevel also supports moving an individual sub-account or location from LC Phone to Twilio.

A suitable business can therefore potentially use its own Twilio account rather than purchasing all of its phone and SMS usage through its HighLevel agency.

This is particularly interesting for businesses with substantial SMS or telephone usage.

Existing telephone numbers need to be migrated correctly and there can be regulatory requirements, particularly with international numbers, so this isn’t a change that should be made casually.

The important point is:

You aren’t necessarily permanently locked into your agency’s marked-up telephone and SMS usage.

Can I use my own Twilio account with GoHighLevel?

Yes. HighLevel supports moving an individual sub-account or location from LC Phone to Twilio.

This can be useful for businesses wanting greater control over their telecommunications infrastructure or with sufficient SMS and call volume to make purchasing directly from Twilio attractive.

Why does MarketerM8 apply a markup to usage?

MarketerM8 isn’t positioned simply as a reseller of wholesale email credits, SMS messages or telephone minutes.

The £97 + VAT monthly subscription provides access to HighLevel with unlimited contacts and users, alongside the MarketerM8 support and training environment.

Applicable usage services are then charged according to consumption, with MarketerM8 applying a 1.5x multiplier to applicable HighLevel usage charges.

For customers where usage becomes sufficiently high that the markup becomes economically significant, we would rather be transparent about the alternatives available within HighLevel, including connecting your own email infrastructure and, where appropriate, your own Twilio account.

Can HighLevel save money compared with other marketing software?

It can.

The potential saving depends on which systems HighLevel replaces and how much you currently spend on separate CRM, email marketing, automation, booking, telephone, SMS, website, funnel and reputation management tools.

One MarketerM8 client, John Mayfield, saves approximately $900 per month by switching to HighLevel.

Read how John saves approximately $900 per month by moving to HighLevel

The important point is that HighLevel shouldn’t be assessed only as another monthly software subscription.

It may allow you to consolidate several existing systems, reduce duplicated data and simplify your marketing technology.

Check out the MarketerM8 cost saving calendar.

Should I buy HighLevel direct or through MarketerM8?

It depends on what you want.

Buying HighLevel directly may make more sense if:

• You are building a marketing agency, software reseller or HighLevel SaaS business.
• You want to create and manage multiple client sub-accounts.
• You are technically confident and want to manage the agency environment yourself.
• You want direct control over agency settings, billing and configuration.
• You want SaaS Mode and rebilling capabilities.
• You need advanced agency functionality.
• You primarily want the software rather than implementation help.

You will also pay HighLevel’s direct usage rates rather than MarketerM8’s marked-up usage rates.

MarketerM8 may make more sense if:

• You are a UK business wanting HighLevel to market, sell and manage customers rather than becoming a HighLevel agency.
• You want a managed sub-account.
• You want help configuring the platform.
• You value UK-based guidance and support.
• You want access to ongoing HighLevel training.
• You don’t need dozens or hundreds of separate sub-accounts.
• You want help implementing HighLevel rather than simply being given access to another piece of software.

There isn’t one universally correct answer.

Someone who wants a completely DIY HighLevel agency account may be better buying HighLevel directly.

Someone who wants HighLevel combined with implementation guidance and ongoing support has a different calculation to make.

Do I need the $297 or $497 HighLevel plan for my business?

Often, no.

This is an important distinction between businesses wanting to use HighLevel and businesses wanting to sell HighLevel.

The $297 and $497 plans become particularly relevant to agencies because they provide capabilities such as unlimited sub-accounts, rebilling and SaaS Mode.

A normal UK business wanting a CRM, email marketing, automation, calendars, pipelines, websites, AI and the other HighLevel tools may not need to operate its own HighLevel agency.

That is one of the reasons white-label HighLevel agencies exist.

What if I want to become a HighLevel reseller?

If you want to sell HighLevel sub-accounts to clients, you need to think like an agency or reseller rather than simply like a software user.

You may need to choose the appropriate agency plan, create and manage client sub-accounts, configure SaaS Mode, establish pricing, manage billing and provide onboarding and support.

MarketerM8 helps people interested in this route through its HighLevel SaaS Entrepreneur Programme.

What will HighLevel actually cost my business each month?

There isn’t one answer because it depends heavily on usage.

A business might pay its monthly platform or sub-account subscription and use only a few pounds of email, SMS and telephone services.

Another company might send hundreds of thousands of emails, thousands of SMS messages, make substantial numbers of calls and operate several AI agents.

The useful way to think about HighLevel pricing is:

Platform or sub-account cost + actual usage + optional services

If you buy directly, also consider the management cost of operating the agency account. That may be measured in staff time, technical work, configuration and administration rather than appearing on your HighLevel invoice.

Is HighLevel expensive for email marketing?

Not necessarily. HighLevel includes unlimited contacts on its main plans and charges for email sending according to usage.

For example, MarketerM8 charges approximately £8 per 10,000 emails sent. A customer with 50,000 contacts could retain those contacts in its CRM without moving onto a more expensive contact tier. Sending one email to all 50,000 would cost approximately £40.

For high-volume senders, HighLevel can also support third-party email providers.

The right comparison is therefore the total cost of maintaining your database and communicating with it, not simply whether email sending is included.

Does HighLevel charge based on the number of contacts?

HighLevel’s main plans currently include unlimited contacts.

This can be particularly attractive to businesses with growing CRM databases because adding contacts doesn’t automatically move the account onto a higher contact-based subscription tier.

Usage services such as email and SMS are charged separately when they are used.

Does HighLevel charge for SMS?

Yes. SMS is usage based.

The amount you pay depends on factors including country, message length and telecommunications configuration.

Businesses with substantial SMS usage can also investigate whether using their own Twilio account rather than LC Phone is appropriate.

Does HighLevel charge for WhatsApp?

Yes. WhatsApp has separate integration and usage pricing.

Charges can vary according to country and message type. If WhatsApp will be an important part of your HighLevel implementation, include it when calculating your likely monthly cost.

Does HighLevel charge extra for AI?

Some HighLevel AI functionality is usage based.

HighLevel currently offers pay-per-use AI as well as AI Employee subscription options. Voice AI can also involve underlying telephone charges.

Because AI pricing changes relatively quickly, current pricing should always be checked before making a purchasing decision.

Is HighLevel worth the money?

That depends less on how many HighLevel features exist and more on how many you will actually use.

A business using HighLevel only to send an occasional newsletter probably isn’t taking advantage of the platform.

A business using it as its CRM, sales pipeline, email platform, SMS platform, booking system, automation platform, review system, website chat, telephone system and AI layer has a very different calculation.

The financial argument for HighLevel is often consolidation.

Instead of asking:

“Is £97 per month expensive for a CRM?”

ask:

“What would it cost me to buy all the systems HighLevel is replacing separately?”

The bottom line on GoHighLevel pricing in the UK

HighLevel’s direct pricing currently starts at $97 per month, with $297 and $497 agency plans available for businesses wanting additional agency and SaaS capabilities.

These are agency plans. If you buy one directly, you are responsible for managing the agency environment and its sub-accounts.

Alternatively, a white-label agency such as MarketerM8 can provide a business with its own managed HighLevel sub-account.

HighLevel includes unlimited contacts and users on its main plans, while services such as email, SMS, calls, WhatsApp and some AI functionality are usage based.

MarketerM8’s Starter plan costs £97 + VAT per month, with applicable HighLevel usage charges rebilled at a 1.5x multiplier.

When comparing your options, consider:

• Whether you need an agency account or a managed sub-account.
• Who will manage your HighLevel environment.
• How many contacts you will store.
• How much email, SMS and telephone usage you expect.
• Whether you will use WhatsApp or AI.
• Whether you require advanced integrations or API access.
• Whether you want to implement HighLevel yourself or want help.
• Which existing software HighLevel could replace.

And if your email, SMS or telephone volumes become particularly high, remember that HighLevel provides options for using your own email infrastructure and, in appropriate circumstances, your own Twilio account.