GoHighLevel white label pricing has two real price points: $297/mo on Unlimited puts your brand on the desktop web app, and $497/mo on Agency Pro adds SaaS Mode so you can resell the platform as your own subscription product. The white-label mobile app sits outside both at another $497/mo, and Starter at $97/mo has no white-label desktop app at all.
Which tier you need depends on what “white label” means for your agency. If you want clients to log in to a dashboard with your logo while you handle setup and invoicing yourself, Unlimited covers it. If you want to sell software under your own name, with plans, checkout and automatic account creation, you need Agency Pro.
Which GoHighLevel plan white-labels what
HighLevel sells four agency pricing tiers, with a starting price of $97 per month. All four GoHighLevel pricing plans include unlimited contacts and unlimited users. The white-label line runs through the middle of the price list:
| Plan | Monthly / annual | Sub-accounts | White label | Resale tools |
|---|---|---|---|---|
| Starter | $97 / $970 | 3 | No white-label desktop app | None, no rebilling |
| Unlimited | $297 / $2,970 | Unlimited | Desktop web app + custom domains | Rebill phone and email at cost |
| Agency Pro | $497 / $4,970 | Unlimited | Same as Unlimited | SaaS Mode, rebilling with markup, AI rebilling |
| Enterprise | Custom | Unlimited | Adds the white-label mobile app | Full feature set plus HIPAA |
Prices and plan contents come from HighLevel’s pricing page as of October 2026. Third-party guides often repeat older HighLevel pricing claims, such as the mobile app being part of the $497 plan, so check the date on anything you compare against. Our full GoHighLevel pricing guide covers the plans for small businesses and solo users, so this page sticks to the branding and resale side.
GoHighLevel Starter plan: fine for small businesses, no white-label desktop app
The GoHighLevel Starter plan suits a single business or a freelancer with up to three client accounts. You can connect custom domains to funnels and websites, but the app itself, login screen included, carries HighLevel’s branding. It also can’t rebill usage, so every message and email your clients send comes out of your pocket. For white-label work, skip it.
GoHighLevel Unlimited plan: your brand on the web app
The GoHighLevel Unlimited plan is the cheapest way to white label HighLevel. For $297 per month you get unlimited client sub-accounts, the white-label desktop web app on a domain you own (typically a subdomain such as app.youragency.com, set up in the agency settings), your logo and colors, and basic API access. You can rebill phone and email usage to each client’s wallet, but only at cost.
What Unlimited lacks is resale machinery. There’s no SaaS Mode, so you create client sub-accounts by hand, invoice clients outside the platform and can’t add a margin to usage. That works fine for a done-for-you agency with a manageable roster where the software is part of a retainer. It gets awkward once you want clients to sign up and pay on their own.
Agency Pro plan: SaaS Mode and rebilling with markup
The Agency Pro plan, formerly marketed as SaaS Pro, costs $497 per month and adds what HighLevel calls SaaS Mode. You build your own plans, clients pay you through Stripe, a sub-account is created automatically when they sign up, and phone, email and AI usage is rebilled at a markup you set. Agency Pro is the only plan that can mark up usage or rebill AI at all. It also adds user and agent reporting and advanced API access.
The white-label look is the same as on Unlimited. The extra $200 a month buys billing automation and usage margin.
HighLevel Enterprise
Enterprise is quote-only. HighLevel lists dedicated support, custom development, HIPAA compliance and the white-label mobile app as included. If you were going to buy the mobile app and the $297/mo HIPAA add-on anyway, ask for an Enterprise quote before you stack add-ons on Agency Pro.
Features for agencies on every plan: CRM, AI and integration options
White labeling changes the wrapper. What you resell is the same GoHighLevel platform on every tier: a CRM with pipelines, a funnel and website builder, booking calendars, email marketing and SMS marketing, reviews, courses and memberships, plus the workflow builder that ties them together. That marketing automation is what clients actually pay for, because it lets you automate missed-call text-back, appointment reminders and review requests across every sub-account.
AI follows the same pattern as usage. Conversation AI, Voice AI, Content AI and Reviews AI are available on all plans but billed per use unless a sub-account is on AI Employee Growth ($50/mo) or AI Employee Unlimited ($97/mo, fair use). Only Agency Pro can rebill AI to clients, which matters if you plan to sell AI receptionists or chatbots as part of your package.
Native integrations cover Stripe, Google, Facebook and Instagram, Shopify and Zoom, with Zapier and Make for third-party tools the platform doesn’t connect to directly. The automation capabilities, workflow triggers included, are identical on Unlimited and Agency Pro. The two plans use different pricing logic: one charges you for branding, the other for billing tools.
Add-on costs that change the white-label math
Most “hidden costs” in GoHighLevel white label pricing are add-ons and usage, and HighLevel publishes the add-on prices in its pricing guide:
| Add-on | Price | Notes |
|---|---|---|
| White Label Mobile App | $497/mo or $1,491/quarter | Your own iOS/Android app; included only on Enterprise |
| Branded Client Portal App | $49/mo per sub-account | For clients running communities |
| Whitelabel Zap | $50/mo | Agency-branded Zapier app |
| HIPAA compliance | $297/mo | Account-wide |
| Premium Support | $500/mo or $5,000/yr | Paid support upgrade |
| AI Employee | $50 or $97/mo per sub-account | Growth or Unlimited AI usage plans |
The mobile app is the big one. A fully branded stack (desktop plus your own app in the App Store and Google Play) costs $794/mo on Unlimited or $994/mo on Agency Pro. The alternative is the free LeadConnector app, which works on every plan but shows the LeadConnector name instead of yours. Whether your own app is worth $497 a month depends on how much clients care about seeing your name on their phone, and for most local-business clients the answer is “not much.”
Usage pricing sits outside every plan
Texts, calls, email and AI are metered on top. SMS costs $0.00747 per segment in the US and Canada plus carrier fees, email runs $0.675 per 1,000 sends, and AI features are pay-per-use unless a sub-account is on an AI Employee plan. On Unlimited those charges pass through to clients at cost (with a 5% markup on carrier and A2P fees once rebilling is on). On Agency Pro you can add your own markup, which turns usage into a second revenue line. Our GoHighLevel SMS pricing breakdown shows what a typical client’s texting costs before any markup.
Visual white label vs SaaS Mode: which subscription do agency owners need?
Ask how clients will buy from you, because that decides which pricing options make sense.
If they sign a retainer and you do the work, Unlimited is enough. Clients see your brand when they log in to check leads or reply to messages, you bill them however you already bill, and the $200 a month saved stays in your pocket. Most done-for-you agencies with a modest client roster fit here.
If you want to sell GoHighLevel itself, through a checkout page, a free trial or tiered software plans, you need Agency Pro from day one. SaaS Mode connects your Stripe account, creates the sub-account and starts billing without you touching it. Starting on Unlimited and upgrading later means rebuilding your onboarding once the volume arrives.
There’s a middle case too. Agencies that run retainers but text heavily for clients (missed-call text-back, reminders, review requests) can justify Agency Pro on usage margin alone, provided they’re willing to manage rebilling settings and explain usage charges on client invoices.
Services pricing: how much to charge when you resell GHL
HighLevel doesn’t publish a recommended resale price, and any “standard markup” you read online is someone’s opinion. Build your services pricing from the floor up:
- Platform cost per client. Divide the agency’s plan fee by your client count. Agency Pro at $497 with 10 clients is $49.70 each; at 25 clients it’s $19.88.
- Usage per client. Estimate texts, emails and AI per month, or rebill them so they never touch your margin.
- Add-ons. Spread the mobile app, Premium Support or HIPAA fees across the clients who need them.
- Your time. Onboarding, support and the strategy work clients are really paying for.
Price above that floor based on what the system does for the client. A plumber who books three extra jobs a month from missed-call text-back will pay more for the outcome than for “a CRM with your logo on it.” Agencies that sell software access alone compete with HighLevel’s own Starter plan at $97 per month and with every other reseller, which pushes prices down fast.
A worked example with hypothetical prices: an agency on Agency Pro charges 12 clients $297/mo each and rebills their usage at a markup. Subscription revenue is $3,564 a month against a $497 plan cost, leaving $3,067 before support time, and usage markup sits on top. On Unlimited, the same agency would keep $3,267 of subscription margin but would build and bill those 12 accounts by hand and earn nothing on usage.
Is GoHighLevel worth it as a white-label CRM for a new agency?
For a new agency, start with the 14-day free trial (card on file, auto-bills at the end) and test the white-label desktop setup, sub-account templates and rebilling before you commit to annual billing. Our free trial guide explains the 14-day and 30-day versions.
The plan is worth it when your client count makes the per-client cost trivial and you have an offer clients already want. It isn’t worth it if you’re buying Agency Pro to “resell software” without a niche, a template that works and a way to get clients. The software is the cheap part. If you’re still weighing the platform as a whole, our GoHighLevel review covers the CRM, automation and support quality behind the white-label layer.
