Plans
GoHighLevel Unlimited plan: what $297 buys over $97
The $297 Unlimited plan removes the three sub-account limit and adds white labelling, so clients see your domain, logo and colours rather than HighLevel's. It also adds rebilling, but only at cost. Marking usage up for margin needs the $497 Agency Pro tier. Annually it is $2,970, which is two months free.
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The short version
- Unlimited client sub-accounts. This is the tier most working agencies land on.
- White labelling starts here, not at $497. Most articles get that wrong.
- Rebilling at cost only. You recover usage, you do not profit on it.
- The platform itself is identical to the $97 plan. You are buying capacity.
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What $297 adds over $97
| Capability | Starter $97 | Unlimited $297 |
|---|---|---|
| Sub-accounts | Three | Unlimited |
| Your domain, logo and colours | No | Yes |
| Rebill phone and email | No | At cost only |
| API access | Basic | Full |
| Contacts, users, workflows | Unlimited | Unlimited |
| Mark usage up for margin | No | No |
| SaaS mode and self-serve signup | No | No |
Note the bottom two rows. Unlimited is not the reselling tier, and this is where people overspend in the wrong direction. It is the tier for an agency that runs client accounts under its own brand and bills those clients for services. The moment you want to bill them for software, you are looking at $497.
The rebilling catch
Rebilling on this tier means a client's SMS and email costs land on their bill instead of yours. That is worth having, because absorbing a heavy-SMS client's usage on a $297 plan is how agencies quietly lose money.
What it is not is a revenue line. If a client burns $200 of messaging, you recover $200. On Agency Pro you would set the markup and keep the difference, which across a dozen active clients is usually worth more than the $200 tier gap. That maths is on the SaaS mode page.
When to move up, and when not to
| If you | Verdict | Why |
|---|---|---|
| Have four or more clients | Yes | You are past the Starter ceiling. There is no tier between, so this is forced anyway. |
| Need clients to see your brand | Yes | White labelling starts here. On $97 they see HighLevel throughout. |
| Have a client generating heavy SMS volume | Yes | Rebilling at cost stops you absorbing usage that can exceed the plan fee. |
| Want to sell software access to clients | Go to $497 | Unlimited cannot charge for the platform or mark up usage. You would upgrade twice. |
| Run one or two businesses of your own | Stay on $97 | You would pay $2,400 a year for capacity and branding you do not need. |
Most working agencies land here
If you are past three clients and not reselling the software itself, this is the tier. Once you are certain, annual takes $594 a year off it.
See plans and annual pricingAnnual is $2,970, two months free. We earn a commission if you subscribe, at no extra cost to you.
If the jump to $297 is where you hesitate
The $297 tier is bought for sub-accounts and white label. If neither is why you are here, the whole ladder is the wrong ladder. Systeme.io's top tier is $97 with unlimited contacts and no sub-account machinery to pay for.
Start free on Systeme.ioAffiliate link to Systeme.io. We earn a commission if you later upgrade, at no extra cost to you. No card required, and the free plan does not expire.
The cheaper ceiling
ClickFunnels tops out at $297 too, but its entry plan at $97 already gives unlimited funnels and pages. What you buy going up is contacts and email volume, not agency features.
Start the ClickFunnels trialAffiliate link. We earn a commission if you subscribe, at no extra cost to you. 14 day trial, then $97 a month with a 30 day money-back guarantee.
Common questions
How much is the GoHighLevel Unlimited plan?
$297 a month, or $2,970 paid annually, which is two months free. Phone, email and AI usage bill separately on top, out of an agency wallet.
How many sub-accounts does the Unlimited plan include?
Unlimited. That is the main reason to move up from Starter, which caps you at three with no tier in between.
Can you white label on the $297 plan?
Yes. Your own domain, logo and colours are included at this tier. Most articles say white labelling costs $497, which is wrong. What $497 adds is the ability to charge clients for access, not the branding.
What is the difference between Unlimited and Agency Pro?
Agency Pro at $497 adds SaaS mode, self-serve client signup, and rebilling with a markup you set. Unlimited can only pass usage through at cost. If you are selling software access, you want the higher tier.
Is the Unlimited plan worth it for two clients?
Usually not. At two clients the $97 Starter plan covers you and you would be paying $2,400 a year for capacity you are not using. The exception is if you need white labelling or full API access, both of which start at this tier.
Compare with the $97 Starter plan and the $497 Agency Pro tier. Once you are past a handful of client accounts, repeatable setup matters more than seat count, which is what snapshots are for. Paying yearly at this tier keeps $594, and whether that is the right call is on annual pricing.
Last reviewed September 3, 2026