GoHighLevel Unlimited vs Pro: Which Plan is Right for You?

Choosing between the GoHighLevel Unlimited vs Pro plans can be a pivotal decision for your agency or business. GoHighLevel is a rapidly growing all-in-one marketing platform (approaching 60,000 customers across 140 countries as of late 2023 that offers multiple subscription tiers.

In this guide, we’ll break down GoHighLevel Unlimited vs Pro in detail – covering features, pricing, and who each plan is best for. By the end, you’ll have a clear understanding of which plan fits your needs and how it can benefit your growth. Whether you’re a beginner just starting or an established agency looking to scale worldwide, this comparison will help you make an informed choice.

GoHighLevel Unlimited vs Pro: Key Differences at a Glance

To kick things off, let’s summarize the key differences between the GoHighLevel Unlimited and Pro plans. Both plans unlock powerful capabilities, but the Pro plan goes a step further with additional “SaaS mode” features and advanced integrations. Here’s a quick overview:

Unlimited Plan ($297/month)

Geared toward growing agencies, this plan includes unlimited sub-accounts (client accounts) and full access to GoHighLevel’s core features. It offers white-label branding on the desktop app (your logo/domain) and advanced marketing automation tools. However, it lacks some of the monetization and integration features of Pro. Ideal for agencies managing many clients under one roof.

Pro Plan ($497/month)

Designed for larger agencies and SaaS entrepreneurs, the Pro (also known as “Agency Pro” or “SaaS Pro”) plan includes everything in Unlimited plus the ability to resell GoHighLevel as your own SaaS platform. It enables SaaS Mode with features like a branded mobile app, built-in Stripe billing for your clients, and advanced API access This plan is perfect for those who want to offer a fully branded software solution to clients and generate recurring subscription revenue.

In short, GoHighLevel Unlimited vs Pro comes down to scale and branding: Unlimited gives you unlimited client accounts and core features for a flat rate, whereas Pro adds on tools to productize your services (true SaaS model) and deeper customization. Now, let’s dive deeper into each plan’s features and benefits.

Features and Benefits of the GoHighLevel Unlimited Plan

The GoHighLevel Unlimited Plan (priced at $297 per month) is a comprehensive solution for agencies and consultants who need to manage multiple clients without constraints. It includes all the features of the Starter plan, then removes the limits on client accounts and adds more automation capacity Specifically, the Unlimited Plan’s standout features include:

Unlimited Sub-Accounts

You can create separate sub-accounts for each client or project with no limit. This is a game-changer for agencies handling many clients or locations, as it keeps data and assets organized per client. Each sub-account can have its branding, pipelines, and campaigns. For example, a marketing agency could run 25+ client accounts simultaneously on one platform – something not possible on the lower Starter tier.

White-Label Web App

The Unlimited Plan allows you to white-label the GoHighLevel desktop app with your branding. You can use your custom domain and logo, so when clients log in, they see your branded interface. This enhances professionalism and trust, since clients feel they’re using your software. (Keep in mind, though, the mobile app white-label is not included in Unlimited – that’s a Pro plan feature, which we’ll cover later.)

Advanced Automation & Marketing Tools

As an Unlimited user, you unlock GoHighLevel’s advanced workflow automations, AI features, and multi-channel marketing tools. You can build complex email/SMS campaigns, sales funnels, appointment systems, and even AI-powered conversation bots to engage leads. These capabilities let you deliver results for clients at scale with less manual work. Additionally, you get features like shared team inboxes, custom templates, and bulk actions, which significantly streamline agency operations.

Flat Pricing with No Per-Client Charges

The $297/mo fee covers unlimited contacts, users, and sub-accounts. There are no per-contact or per-seat fees, which is a major advantage over many CRM platforms. Consequently, as your client list grows, your software costs remain fixed – improving your margins over time. (You will still pay usage costs for things like sending emails or texts, but those are pay-as-you-go for all plans.).

Who Benefits Most from Unlimited?

This plan is best for small to mid-sized agencies and marketing freelancers who are expanding their client base. If you have more than a couple of clients, the Unlimited Plan quickly pays for itself. It’s also ideal for businesses with multiple brands or locations (e.g. a franchise owner managing marketing for 10 franchisees). You get the full suite of GoHighLevel’s CRM, funnel builder, email marketing, and automation tools – without worrying about outgrowing the account. However, if you don’t need the capability to resell the platform or provide a mobile app, Unlimited might be all you need. It delivers robust value at a lower price point than Pro.

On the flip side, the Unlimited Plan does have a few limitations compared to Pro. It does not include GoHighLevel’s SaaS resale mode or some of the ultra-advanced features. For instance, you cannot automatically bill clients inside the platform (you’d invoice them separately for your services), and you won’t get the branded mobile app experience. If those capabilities sound critical to your business model, you may need to consider the Pro Plan.

Features and Benefits of the GoHighLevel Pro Plan

GoHighLevel’s Pro Plan ($497 per month) is the top-tier offering, often referred to as “Agency Pro” or “SaaS Pro.” It encompasses all Unlimited Plan features and then adds a suite of powerful tools to truly transform your agency into a software-as-a-service provider. The Pro Plan is purpose-built for scaling – it not only lets you serve unlimited clients, but also to sell your platform as a subscription. Here are the key enhancements and benefits in GoHighLevel Pro vs Unlimited:

SaaS Mode & Client Billing

This is the hallmark of the Pro Plan. SaaS mode allows you to resell GoHighLevel under your own brand as if it were your software. You can create your own subscription packages for clients (for example, offering a “Basic”, “Professional”, or “Premium” plan with different feature access) and charge them a monthly fee.

The platform integrates with Stripe for automated billing, so clients can sign up via your custom URL, enter their payment info, and get their own account instantly. Furthermore, Pro gives you a built-in billing dashboard to manage subscriptions.

In contrast, the Unlimited plan doesn’t include these billing automation features – you would have to handle client payments outside the system. If your goal is to generate recurring revenue by having clients pay to use the software (like a true SaaS business), Pro is the way to go.

White-Label Mobile App

With the Pro Plan, you can offer clients a fully branded mobile app experience. GoHighLevel provides a white-label version of their mobile app that you can publish under your own company name (on iOS and Android). This means your clients can download an app from the App Store/Google Play with your agency’s name and icon, and use GoHighLevel’s features through that app.

It’s a huge credibility booster and convenience in today’s mobile-first world. (Note: You’ll need an Apple developer account and a $99/yr fee to publish under your brand, but the app capability itself is included only in Pro.) The Unlimited Plan, however, does not include the white-label mobile app – clients would either use the generic GoHighLevel app or none at all. Additionally, the Pro plan still includes the web app white-labeling, so you get a seamless branded experience across web and mobile.

Advanced API and Integrations

GoHighLevel Pro includes advanced API access and developer tools that are not available or limited on the Unlimited tier. With Pro, you can build custom integrations or connect with external software more deeply, which is crucial for enterprises or tech-savvy agencies. For example, you might use the API to push data between GoHighLevel and a proprietary system, or to develop custom add-ons. This advanced API capability unlocks more flexibility in how you use the platform.

The Unlimited Plan includes basic integration options (and of course, you can use Zapier or native integrations), but Pro’s enhanced API is better suited if you have complex tech requirements.

Analytics and AI Upgrades

Pro users gain access to enhanced reporting and analytics tools for data-driven decision making. You can get deeper insight into campaign performance and client activity, helping you demonstrate ROI to your clients more effectively.

GoHighLevel has been rolling out AI features as well – while both Unlimited and Pro can use AI (like the AI Conversation bots, content AI, etc.), the Pro plan’s higher allowance and priority access to new features can be advantageous for heavy users. Moreover, Pro accounts receive priority support, meaning if you ever need help, your queries may be handled faster, ensuring smoother operations for your business.

Monetization & Rebilling

Another key difference when weighing GoHighLevel Unlimited vs Pro is how you can monetize client usage of certain services. Both plans allow you to resell add-on services like phone minutes (Twilio/LC Phone) and emails (Mailgun/LC Email) to clients by charging them usage fees. However, only the Pro Plan lets you add a markup (profit margin) on those costs.

On Unlimited, you can have clients pay for their usage at cost (via the Agency Rebilling system), but you won’t earn extra on top. Pro enables you to create an additional revenue stream by marking up SMS, email, or AI usage – effectively letting you profit when clients use the platform heavily. This is a subtle feature, but if you have many clients sending thousands of texts or emails, those small margins can add up to significant income because the Pro plan allows full reselling with markup

Who Benefits Most from Pro?

The Pro Plan is ideal for agencies aiming to scale aggressively, SaaS entrepreneurs, or any business that wants to offer a software product. If you plan to have many clients paying you a monthly fee to use the system, Pro gives you the infrastructure to automate that. It’s also suited for large marketing agencies that require more customization – for instance, an agency serving enterprise clients might need the white-label app and advanced integrations that Pro provides. Furthermore, if you want to stand out by providing a mobile app or have the flexibility to integrate GoHighLevel with other enterprise tools, Pro is worth the investment.

Agencies that embrace the Pro plan often turn their service offering into a recurring revenue machine – you’re not just charging for marketing services, but also for software access (which can dramatically increase your revenue per client).

Of course, the higher cost of the Pro plan (approximately $200 more per month than Unlimited) means it’s most justified when you can leverage those extra features for ROI. If you’re not ready to sell software access or you only manage a handful of clients manually, you may not immediately use all of Pro’s capabilities.

In that case, Unlimited might be the smarter choice until you grow a bit more. Additionally, beginners might find the Pro features unnecessary at first – many start with Unlimited and upgrade later once they develop a clear SaaS resale strategy.

GoHighLevel Unlimited vs Pro: Comparison Table

GoHighLevel Unlimited vs Pro: Which Plan Should You Choose?

Now comes the big question: Which GoHighLevel plan is right for you – Unlimited or Pro? The answer depends on your specific situation, but here are some guideline scenarios to help you decide:

• Choose GoHighLevel Unlimited if you are a new or growing agency that primarily offers done-for-you marketing services. It’s perfect for digital marketers, freelancers, or consultants managing multiple clients’ campaigns.

You get unlimited capacity and all the important features to deliver results (funnels, automation, CRM, etc.) without paying extra for each client. If your focus is on providing services and you don’t immediately need to sell software access, Unlimited gives you the best bang for your buck. Many agencies worldwide start with this $297 plan and find it covers everything they need to streamline operations and scale their client base. In summary, stick with Unlimited if you want powerful agency software, but do not yet require custom client billing or a mobile app under your own brand.

• Choose GoHighLevel Pro if you have a vision to productize your services or build a SaaS business on top of GoHighLevel. This plan is ideal for those who say, “I want to offer my own software to clients”. If you’re an established agency with a large client list, Pro enables you to automate onboarding and billing, saving you time as you scale. It’s also the go-to choice for entrepreneurs building a white-label SaaS – for example, launching a niche CRM for real estate agents or gym owners powered by GHL’s platform.Furthermore, larger agencies handling high-value clients may opt for Pro to deliver a premium, fully-branded experience (web and mobile) and to utilize advanced integrations. GoHighLevel Pro is an investment that can pay off significantly if you leverage its features to generate recurring revenue (monthly subscriptions, usage fees) from your client base. In other words, choose Pro when you’re ready to turn your agency into a scalable software business, or when the lack of any Pro-only feature is holding your growth back.

If you’re still on the fence, one approach is to start with Unlimited and upgrade to Pro once you clearly need those extra features. Because both plans are part of the same ecosystem, all your data and accounts remain intact when upgrading. Some agencies do this: they migrate to Pro after they’ve signed on a few clients who are ready to use a self-service SaaS model. Additionally, consider trying the free trial with Pro features enabled so you can experience SaaS mode first-hand.

For more insights, you might check out our in-depth guides on related topics. For instance, we’ve covered how to start a SaaS business with GoHighLevel – including costs and strategies – in our detailed post How to Start a SaaS Business with GoHighLevel. This can give you a sense of what leveraging the Pro plan entails. Likewise, if you’re an agency owner, you may benefit from our guide on starting a digital marketing agency in 2025 which highlights the role of automation and systems (like GoHighLevel) in scaling your services.

Conclusion: Making the Right Choice and Next Steps

In the GoHighLevel Unlimited vs Pro debate, the “best” plan truly comes down to your business model and growth goals. To recap, the Unlimited Plan offers a complete all-in-one solution for marketing agencies with unlimited client accounts and advanced automation – it’s often the sweet spot for agencies that need power and flexibility without extra frills. The Pro Plan, on the other hand, is tailor-made for those who want to build a branded SaaS platform on top of GoHighLevel, with features like client self-signup, a white-label mobile app, and the ability to profit from reselling the software.

Ask yourself: Do I simply need a great tool to deliver marketing services, or do I want to offer a software service myself? Answering that question will point you in the right direction. Additionally, factor in how quickly you’re scaling, what your clients expect, and your budget tolerance at this stage of business. Both plans have proven successful for thousands of users, from beginners to enterprise-level agencies, across the globe.

Finally, remember that you’re not locked in stone – you can upgrade from Unlimited to Pro as your needs evolve. GoHighLevel’s team even provides resources (like the SaaSpreneur program and community support) to help agencies succeed in SaaS mode.

We hope this detailed comparison has clarified the differences and benefits of GoHighLevel Unlimited vs Pro. If you found it helpful or have experience with these plans, we’d love to hear your thoughts! Please leave a comment below with your questions or which plan you’re leaning towards. Furthermore, feel free to share this post with others who might be weighing their options. Good luck on your GoHighLevel journey, and here’s to your business growth and success!