GoHighLevel Plans Compared: Starter, Unlimited or Founder (Formerly Agency Pro)

Most GoHighLevel plan comparisons were written for US agencies and still list a plan called Agency Pro. Two things have changed since: the $497 plan is now called Founder, and plenty of buyers are outside the US, paying in dollars with a local card and running client conversations on WhatsApp rather than SMS.

This guide compares the three GoHighLevel plans side by side, explains what actually changes between them and shows which one fits a single business, a small agency, a growing agency and a reseller. Everything below was checked against HighLevel’s official pages on November 4, 2026.

What changed: Agency Pro is now Founder

HighLevel’s help center article, updated on October 27, 2026, describes the Founder plan as the former $497 Agency Pro plan. The price is the same, the existing features stay, and new tools are added on top.

• Price: still $497 per month or $4,970 per year.
• Existing Agency Pro accounts became Founder accounts automatically.
• SaaS Mode and rebilling with markup remain on this plan.

If you read an older review that mentions Agency Pro, it is the same plan.

The three plans side by side

Every plan includes unlimited contacts, unlimited users and the core features: CRM, funnels, websites, calendars, workflows, a unified inbox and email. The differences sit on top of that.

A sub-account is one separate business inside the platform, with its own contacts, funnels, calendars and phone numbers. A business owner needs one. An agency usually gives one to each client.

Starter ($97): one business or a very small agency

Starter gives you up to 3 sub-accounts, unlimited contacts and users, 24/7 support and all core features. HighLevel positions it for smaller businesses and solo marketers.

Pick Starter if you run the platform for your own company, you are an agency with up to 3 clients, or you want to prove the process before committing to a higher bill.

Watch out for: usage costs. On Starter, SMS, calls, email and WhatsApp messages for every sub-account come out of your wallet. There is no built-in way to pass them on.

Unlimited ($297): the growing agency

Unlimited adds unlimited sub-accounts, phone and email rebilling at cost and basic API access. HighLevel labels it the most popular plan.

Rebilling at cost means each client pays exactly what they use, so heavy senders stop eating into your margin. You do not earn on usage, but you no longer lose on it either.

Pick Unlimited if you serve 4 or more clients, want clients to cover their own messaging costs, or need to connect HighLevel to another system through the API. The price is the same with 4 sub-accounts or 40.

Founder ($497): resellers and power users

Founder includes everything in Unlimited plus what HighLevel calls an exclusive Founder feature set. The parts that usually decide the purchase:

• SaaS Mode: build your own plans and prices, sell them from your site, and new sub-accounts are created automatically when clients subscribe. See our guide to GoHighLevel SaaS Mode outside the US.
• Rebilling with markup on usage costs.
• Advanced API access.
• More AI included: HighLevel says Founder has the most free AI, and the help center mentions access to advanced Creator Studio models. The $20 AI Employee Starter plan is only available to Founder agencies.
• Extra tools listed on the Founder page, such as user reports, workflow maps, project management, ticketing and loyalty programs.
• Founders Club and HL Partner Network access (the partner network is optional).

Skip Founder if you only use the platform for your own business. SaaS Mode and markup rebilling have no use there.

Which plan should you choose?

When in doubt, start with the smallest plan that fits today. Upgrading is quick; downgrading takes more care.

What it means outside the US

The plan you choose matters less than three things that apply to every plan when you buy from abroad:

1. Billing is in US dollars by card. HighLevel’s billing article says it accepts credit cards and does not accept PayPal or checks for the subscription. Your bank applies its own exchange rate and may add a foreign transaction fee or local taxes on digital services.
2. Usage is extra on every plan. SMS, calls, email, WhatsApp messages and premium AI are billed on top. WhatsApp costs $10 per month per sub-account plus Meta’s per-message rates, which vary by country. Our GoHighLevel WhatsApp guide covers the setup.
3. Rebilling decides who pays that usage. On Starter you always pay. On Unlimited your clients can pay at cost. On Founder they can pay with your markup. For agencies with many WhatsApp-heavy clients, this often matters more than the base price.

Changing plans later

• Upgrade: applies immediately. HighLevel is prepaid, so unused time on the lower plan becomes a credit and you pay the prorated difference.
• Downgrade: you see the new price and effective date before confirming. You lose the higher plan’s exclusive features, and add-ons, phone numbers and Marketplace apps are not cancelled automatically.
• Yearly to monthly: not available in the platform; you need to contact support.

Monthly or yearly

The yearly plan costs the same as 10 months, so you save two months a year: $194 on Starter, $594 on Unlimited and $994 on Founder. You pay it in one charge, and moving back to monthly needs support. Take the yearly plan only after the trial has shown you will keep using the platform.

Try before you decide

Any plan can be tested for free: 14 days on the standard trial, or 30 days through HighLevel’s official Bootcamp, which includes a live one-hour Zoom class that is not recorded. Both ask for a credit card and only charge the subscription when the trial ends; small usage charges such as SMS can apply during the trial. Details are in our 30-day free trial guide.

Pros and cons of the plan structure

What works well

• Unlimited contacts and users on every plan.
• Core features are the same on Starter and Founder.
• Unlimited costs the same for 4 clients or 100.
• Upgrades are immediate and prorated.

What needs attention

• A big jump from $97 to $297 for an agency with exactly 4 clients.
• Dollar billing, with exchange rates and bank fees outside the US.
• Usage costs sit outside every plan.
• Yearly billing is one large charge that is hard to reverse.

Verdict

Most single businesses are well served by Starter. Agencies should move to Unlimited from the fourth client. Founder, the former Agency Pro, pays off only if you resell the platform under your brand or need the advanced API and extra AI. For the full picture of the platform, start with our complete GoHighLevel guide.