GoHighLevel is a CRM, but you cannot buy only the CRM. Contacts, pipelines, and a unified inbox come with every plan from $97 a month, bundled with texting, booking, and funnels. There is no cap on contacts or users, and no CRM-only price.
If you only need a CRM, it is the expensive way to get one. HubSpot's free plan covers 2 users, and GoHighLevel starts at $97.
- Included on every plan: contacts, pipelines, opportunities, a unified inbox, tasks, calendars, forms, and workflows.
- No cap on: contacts or users. Starter limits you to 3 sub-accounts.
- Custom objects: 10 per sub-account, up to 300,000 records each.
- Where it is thin: custom objects do not work in bulk email, bulk texting, or conversations.
- Skip it if: you want a CRM for 1 to 3 users and nothing else.
What the GoHighLevel CRM Includes
The GoHighLevel CRM covers the standard sales objects plus communication tools that many CRMs sell as add-ons. Contacts are unlimited on every plan. Pipelines, smart lists, a unified inbox, tasks, calendars, and workflows are included from the $97 Starter tier. Custom objects are capped at 10 per sub-account.
Feature | What it does | The catch |
|---|---|---|
Contacts | Stores unlimited contacts and users on every plan, with custom fields, tags, and smart lists | Each sub-account keeps its own contact data |
Pipelines and opportunities | Moves deals through stages. Statuses are Open, Won, Lost, and Abandoned | Stage-based forecasts use the deal values and stage counts you enter |
Unified inbox | Puts SMS, email, Instagram, Facebook, WhatsApp, and live chat in one stream | Texts and calls bill per use, and US texting needs A2P registration |
Tasks and calendars | Assigns tasks to contacts and deals and publishes booking calendars | Calendars cannot use custom object data yet |
Custom objects | Tracks records such as properties, vehicles, or policies, linked to contacts | 10 per sub-account, 300,000 records each, created by admins only |
Workflows | Fires on new opportunities, stage changes, status changes, and custom object events | Premium actions cost $0.01 per execution |
Engagement scoring | Scores contacts by activity with rules you define under Manage Scoring | You build the rules yourself |
Mobile app | Runs the CRM and inbox from a phone on every plan | A white label app costs $497 a month extra |
You can also search contacts and pipelines from an AI assistant. HighLevel's official MCP server lets you connect Claude or ChatGPT to the CRM once you approve its scopes.
What the GoHighLevel CRM Costs
You cannot buy the GoHighLevel CRM alone. The cheapest way in is the $97 Starter plan, which includes unlimited contacts and users plus 3 sub-accounts. Texts, calls, and emails then bill by use. A solo business that texts its leads pays about $116 a month all in.
Operator scenario: Say you run a 4-person home services company with 8,000 contacts. Users and contacts add nothing to a GoHighLevel bill. At 1,000 texts, 200 call minutes, and 5,000 emails a month, you pay about $116.32. Our Starter plan guide shows how that total is built.
The free-CRM comparison cuts both ways. In our GoHighLevel vs HubSpot comparison, an email-only solo business pays $1,024 in year one on GoHighLevel and $240 on HubSpot. Add texting and the gap reverses: $1,977 on GoHighLevel against $17,220 on HubSpot. Texting is what decides it. Our GoHighLevel usage rate card lists every per-use rate.
Where the GoHighLevel CRM Is Weaker
Reviewers find HighLevel broad but hard to learn. G2's summary of 650 reviews counts learning curve as a drawback 140 times and missing features 91 times. Official limits add to that. Custom objects stop at 10 per sub-account, and they do not work in bulk email, bulk texting, or conversations.
HighLevel's help center caps every plan at 10 custom objects per sub-account and 300,000 records per object.
- Learning curve. G2 lists learning curve (140), steep learning curve (89), and not intuitive (56) among its top drawbacks. HighLevel answers with weekly live training and a free Bootcamp class.
- Custom object caps. The limit is 10 objects per sub-account and 300,000 records per object. Only location admins can create or edit them, and their records count toward your storage quota.
- Custom object gaps. They are not supported in email campaigns, bulk email, bulk texting, conversations, funnels and websites, calendars, reputation tools, or payments and invoicing.
- Sales depth. Our HubSpot comparison found HubSpot stronger for B2B teams that need email sequences and multi-touch attribution. GoHighLevel is built around follow-up speed.
- Usage bills. Texts, calls, and AI bill by use, so a busy month can cost more than the plan fee.
Moving Your Contacts In
HighLevel publishes 8 migration guides for people switching from other tools. They cover Zoho, HubSpot, Keap, ActiveCampaign, ClickFunnels, Wix, Calendly, and Skool. Contacts move by CSV. Dates must use the YYYY-MM-DD format, and files must use UTF-8 encoding. The Zoho guide has you rebuild calendars, automations, and sites by hand.
- Export your contacts with an email address or phone number on every row.
- Clean the CSV: dates as YYYY-MM-DD, UTF-8 encoding, and no line breaks or emojis.
- Recreate your custom fields under Contacts, Settings, Custom Fields in HighLevel.
- Import the file, map each column, and tag the batch with its source, such as the old tool's name.
- Rebuild your smart lists from the migration tags, then check a sample against the old CRM.
Who Should Use the GoHighLevel CRM
3 variables decide this choice: whether you text leads, whether you serve client accounts, and how many users need seats. Texting or client work favors GoHighLevel. A small email-only team favors a free CRM. A B2B sales team with long deals favors a sales-first CRM.
- Choose GoHighLevel if: you text leads, run client accounts, or want funnels, booking, and reviews in one login. See what GoHighLevel includes.
- Choose a free CRM if: you have 1 to 3 users and only need contacts and deals. HubSpot's free plan covers 2 users.
- Choose a sales-first CRM if: you run a B2B team with several reps, long deals, and forecasting needs. Our GoHighLevel alternatives guide matches each case to a tool.
HighLevel's CRM page says a credit card is required for the 14-day trial and that billing starts automatically when it ends. Our free trial guide shows how to get 30 days instead.
Frequently Asked Questions
Is GoHighLevel a CRM?
Yes. GoHighLevel includes a full CRM with contacts, pipelines, and a unified inbox. HighLevel calls itself an AI-powered sales, marketing, and automation platform, and G2 lists it under CRM software. You cannot buy the CRM alone, because every plan also includes texting, booking, and funnels.
Is GoHighLevel a good CRM?
It is a good CRM for agencies and businesses that follow up by text, and a poor fit for CRM-only buyers. G2 rates it 4.6 from 650 reviews, and Trustpilot shows 4.9 from 15,111. G2's top drawbacks are learning curve (140 mentions), missing features (91), and steep learning curve (89).
Does GoHighLevel have a free CRM?
No. HighLevel has no free plan. Its 14-day trial needs a credit card and bills automatically when it ends, and the Bootcamp signup offers 30 days. HubSpot's free plan covers 2 users if you only need a basic CRM.
How much does the GoHighLevel CRM cost?
From $97 a month, with no extra charge for contacts or users. Starter holds 3 sub-accounts, Unlimited costs $297, and Agency Pro costs $497. Texts, calls, and emails bill by use on top of the plan.
Is there a contact limit?
No. Contacts and users are unlimited on every plan. The cap that matters is sub-accounts: 3 on Starter and unlimited from $297. Each sub-account keeps its own contact data.
How many custom objects can I create?
Up to 10 per sub-account on every plan, with 300,000 records per object. Only location admins can create or edit them. They do not work in bulk email, bulk texting, conversations, calendars, or payments.
Can I move contacts from another CRM?
Yes, by CSV import. HighLevel publishes migration guides for Zoho, HubSpot, Keap, ActiveCampaign, ClickFunnels, Wix, Calendly, and Skool. Clean dates to YYYY-MM-DD, save the file as UTF-8, and tag each batch with its source.
Does GoHighLevel have a mobile CRM app?
Yes. The HighLevel mobile app is a core feature on every plan. A white label mobile app under your own brand is a separate $497 a month add-on. Our white label and SaaS Mode guide covers what that costs.
How do I log in to the GoHighLevel CRM?
Use app.gohighlevel.com unless your agency gave you its own login address. Agencies can put their own domain on the login page, such as app.theiragency.com. Sign in with the email on your HighLevel user account.