GoHighLevel Features List: Every Tool, and Which Ones Cost Extra

Most GoHighLevel features lists are a wall of 70-plus bullet points with no prices attached. That is the wrong shape for a buying decision. GoHighLevel’s own pricing page lists 24 core features, and every one of them ships on all three plans. What separates a $97 bill from a $2,900 bill is not the feature list at all.

Bottom line: All three GoHighLevel plans include the same 24 core features. Five of those features meter usage on top of your subscription, and a further 14 add-ons sit outside every plan, most of them billed per enabled sub-account. Read the asterisks, not the bullet count.

Last updated: August 2026

I went through the live pricing page and HighLevel’s published pricing guide in August 2026 and tagged every item by how it actually bills.

What features does GoHighLevel actually include?

GoHighLevel includes 24 core features on all three plans: CRM and Pipelines, Website and Funnel Builder, Workflow Automation, Booking Calendars, Unified Conversations, Courses, Communities, Payments and Invoicing, four AI tools, and API access among them. The Starter plan is explicitly labelled “All Core Features” on the pricing page. For a course-first business the comparison to make is GoHighLevel vs Kajabi.

Here is the full list as HighLevel publishes it, with my billing tag on each.

Core feature	How it bills
CRM & Pipelines	Included
Website & Funnel Builder	Included
Domain Management	Included
Workflow Automation	Included (premium actions meter)
Booking Calendars	Included
Unified Conversations	Included
Forms, Surveys & Quizzes	Included
Custom Dashboards & Reporting	Included
Social Media Management	Included
Online Reputation Management	Included
Payments & Invoicing	Included
Courses	Included
Communities	Included
HighLevel mobile app	Included
Ad Manager	Included, $0/mo to the agency
Prospecting tool	Included (premium tier is an add-on)
Content AI	Included
Funnel AI	Included
API Access	Included, tier depends on plan
Conversation AI	Usage-based
Voice AI	Usage-based
Reviews AI	Usage-based
Email + SMS Marketing	Usage-based
Inbound & outbound calling	Usage-based

Unlimited contacts and unlimited users come with every plan, including the $97 tier. That part is uncapped, and it is the reason growing a list does not raise your bill the way it does on HubSpot or ActiveCampaign. Our GoHighLevel vs HubSpot breakdown covers that contact-tier trap in detail.

Which core features bill on top of your subscription?

Five of the 24 carry an asterisk on the pricing page: Conversation AI, Voice AI, Reviews AI, Email plus SMS Marketing, and inbound and outbound calling. HighLevel’s footnote sends you to two separate help articles for the rates, which is a fair signal of how much detail sits behind that asterisk.

The published rates worth knowing:

Metered item	Rate
Email sending (LC Email)	$0.675 per 1,000 emails
Email validation	$2.50 per 1,000 validations
SMS, calls, phone numbers	Matched to Twilio’s regional rates
Premium workflow actions	$0.01 per execution
AI, pay-per-use	Billed at model token cost

Fifty thousand emails a month is $33.75. A phone number runs about a dollar a month and texts land under a penny each. An agency operator with four years on the platform and 350-plus clients puts the typical all-in usage bill at $20 to $50 a month, and warns that it arrives as a separate charge on your card rather than folded into the subscription. The complaints are about the surprise more than the amount.

Workflow automation deserves its own note. Standard triggers and actions are free, but premium ones bill at a cent per execution, and the free tier covers only 100 executions for the lifetime of the account. Ten thousand premium executions in a month cost $100 on the free tier and nothing extra on the $10 Workflow Pro Starter tier. If you automate at any volume, that $10 tier pays for itself inside a week.

Claim the 30-day extended trial if you want to watch your own usage meter before committing, since the wallet charges show up during the trial too.

What changes between the $97, $297 and $497 plans?

Less than most buyers expect. Across a $400 monthly spread, exactly five things change.

	Starter $97	Unlimited $297	Agency Pro $497
Sub-accounts	3	Unlimited	Unlimited
Core features	All	All	All
Contacts & users	Unlimited	Unlimited	Unlimited
Rebill phone & email	No	Yes, no markup	Yes, with markup
Rebill AI Employee	No	No	Yes
SaaS Mode	No	No	Yes
Automated sub-account creation	No	No	Yes
User/agent reporting	No	No	Yes
API access	Standard	Basic	Advanced

Read that table again if you are a single business rather than an agency. Upgrading buys client capacity and the right to resell, not extra features. A solo operator running one business gets the same funnel builder, the same automation engine and the same AI tools at $97 that an agency gets at $497. That is the honest answer to “which plan do I need”, and it is covered further on our GoHighLevel pricing page.

Dedicated sending IPs at $59 a month are one genuine feature gate: HighLevel’s docs limit them to the $297 and $497 plans. If you are migrating a large email list, that matters more than it sounds.

The 14 add-ons that are not in any plan

The pricing page carries a second list under “Optional Add-ons”. These are not included at any tier. The asterisk on several of them is the part to read closely.

Add-on	Price	Billed
AI Employee Unlimited	$97/mo	Per enabled sub-account
AI Employee Growth	$50/mo	Per enabled sub-account
SEO (powered by Search Atlas)	$79/mo	Per enabled sub-account
Branded Client Portal App	$49/mo	Per enabled sub-account
Online listings management	$30/mo	Per enabled sub-account
Premium prospecting tool	$29/mo	Per enabled sub-account
WhatsApp integration	$10/mo + usage	Per enabled sub-account
Workflow Pro	$10 to $50/mo	Per enabled sub-account
Dedicated email IP	$59/mo	Per IP, $297+ plans only
HighLevel Certification	$97/mo or $970/yr	Agency-wide
HIPAA compliance	$297/mo	Agency-wide
Premium support	$500/mo or $5,000/yr	Agency-wide
White label mobile app	$497/mo or $1,491/qtr	Agency-wide
WordPress hosting	From $10/mo for 1 site	Per plan tier

HighLevel’s help documentation lists a few more that never reach the pricing page, including a $50 a month Whitelabel Zap and a $1,000 Advanced Account Setup service.

Two of these deserve a warning. SEO is not a native HighLevel capability, it is Search Atlas resold at $79 per sub-account, so any features list showing SEO tools as bundled is describing a paid bolt-on. And HIPAA compliance carries a line in the docs that nobody quotes: once purchased and enabled, it cannot be deactivated. At $297 a month, permanently, that is a decision to make slowly.

Why “per sub-account” is the phrase that matters

That asterisk multiplies. It is the single largest gap between GoHighLevel’s sticker price and a real agency invoice, and no competing features list I found spells it out.

Take a ten-client agency on the $297 Unlimited plan that switches on the five most-marketed per-sub-account extras for every client:

Line item	Monthly
Unlimited plan	$297
AI Employee Unlimited, 10 × $97	$970
SEO, 10 × $79	$790
Branded Client Portal, 10 × $49	$490
Online listings, 10 × $30	$300
WhatsApp, 10 × $10	$100
Total	$2,947

That is 9.9 times the advertised $297, before a single text message or AI minute. None of that is hidden. HighLevel publishes every one of those prices, but the pages ranking for feature queries never add them up.

The counterweight is that on the right plan you can pass those costs to clients, which is what should decide your tier.

When does the $497 plan pay for itself?

The gap between Unlimited and Agency Pro is $200 a month. Rebilling is what closes it.

On the $297 plan you can rebill phone and email at cost. You cannot rebill AI Employee at all. On the $497 plan you can rebill phone and email with a markup, and AI Employee rebilling unlocks.

So the breakeven is arithmetic. AI Employee Unlimited costs $97 per enabled sub-account. Recovering that on three clients returns $291 against a $200 upgrade cost. Two clients returns $194 and leaves you short.

Three AI-enabled sub-accounts is the point where Agency Pro pays for itself on AI rebilling alone. On the cheaper $50 Growth tier the same crossover lands at four sub-accounts, at exactly $200. Every markup you add on phone and email after that is margin. Our white label guide works through what the $497 tier unlocks beyond rebilling, and the AI pricing breakdown covers the pay-per-use rates behind these plans.

Compare the plans on the current pricing page before you pick a tier, since the promo pricing moves.

Which features are genuinely free?

Worth saying plainly, because the metering above can read as if everything costs money. Several things do not.

• Ad Manager is $0 per month to the agency, with no platform fee, and you can resell it at any price you choose.
• Unlimited contacts and unlimited users on every plan, including Starter.
• Standard workflow triggers and actions, which covers the majority of what most businesses automate.
• Content AI and Funnel AI, neither of which carries a usage asterisk.
• 24/7 support on all plans, including the live Zoom screen-share sessions that reviewers rate as the best part of the support experience.

Month-to-month billing with no contract is the other quiet one. You cancel from account settings, no retention call, and upgrades are prorated.

What the features list will not tell you

Feature bullets describe capability, not the work between switching something on and it producing revenue. Four gaps come up in nearly every honest user account.

US SMS needs A2P 10DLC registration first. EIN, business address, website, carrier review. It is paperwork that takes days to weeks, and campaigns will not deliver reliably until it clears. No features list mentions it.

Email needs a warm-up. LC Email works out of the box, but migrating an established list without a dedicated sending domain and SPF, DKIM and DMARC records is the most documented failure mode on the platform. One published case saw open rates fall from the high thirties to nine percent after a 20,000-subscriber migration.

The AI output is a draft. A reviewer who walked the full AI suite in July 2026 described prompt-generated funnels and websites as doing “80 to 90 percent of the work”, with wrong dates and off-brand colours to fix afterwards. He also flagged that AI Studio takes five to ten minutes to render each revision, which makes iteration slow even when the output is good.

Every module is good rather than best. This is the most consistent theme in user feedback. The page builder is less polished than ClickFunnels, CRM reporting is thinner than HubSpot’s, the email editor is plainer than Klaviyo’s, and course creators keep saying Kajabi is nicer. If you need one function to be excellent, a specialist tool wins. If you need two dozen functions to be adequate in one login, that is the trade GoHighLevel is offering. Our alternatives roundup covers the specialists worth considering.

The learning curve is real and widely reported: 20-plus menu categories on first login, one to three weeks to feel comfortable, longer to master. The most useful reframe comes from an operator who has run 350-plus clients on it, who argues you should not buy it for features at all. Build one system end to end, then add. People who tour the feature list get overwhelmed and quit.

How to read this list before you buy

Take the 24 core features as the baseline you get at $97. Ignore plan-tier feature comparisons, because there mostly are not any. Then do three things.

1. Count your sub-accounts. Three or fewer and Starter is the plan. More than three and you are on $297 whether you like it or not.
2. List the add-ons you actually intend to enable, then multiply by client count. That number, not the plan price, is your software cost.
3. Check whether you can rebill what you turn on. If AI Employee is central to your offer, the $497 tier is a revenue decision, not an expense.

The trial is the honest test here, because usage charges appear during it. Fourteen days is the standard length on the public signup; partner links extend it to 30, which is what our free trial guide walks through step by step. Our full GoHighLevel review covers whether the platform is the right call in the first place.

Start the 30-day free trial and switch on one add-on at a time. The feature list looks very different once you can see the wallet.