GoHighLevel in One Paragraph
GoHighLevel is an all-in-one sales and marketing platform made by HighLevel, Inc. It combines a CRM, funnel and website builder, email and SMS marketing, phone calling, a unified messaging inbox, workflow automation, booking calendars, reputation management, payments, courses, communities and AI assistants. It was built for marketing agencies, which can manage many client accounts from one login and resell the platform under their own brand, but many small businesses use it directly.
How GoHighLevel Is Structured
Understanding two account levels makes the platform much easier to learn:
| Level | What it is | Who uses it |
|---|---|---|
| Agency account | The top level. Controls billing, plans, users, snapshots and SaaS settings. | The agency or business owner |
| Sub-account | A separate workspace for one business or location, with its own contacts, pipelines, funnels, phone numbers and automations. | Each client or business location |
A single business typically uses one sub-account. An agency creates one sub-account per client: three on Starter, unlimited on Unlimited and Agency Pro.
The Customer Journey GoHighLevel Covers
HighLevel organizes its features around five stages of a customer relationship:
| Stage | Main tools |
|---|---|
| Capture | Funnels, websites, forms, surveys, quizzes, chat widget, call tracking, social DMs, QR codes, Ad Manager |
| Nurture | Unified inbox, workflows, pipelines, calendars, reminders, Conversation AI, mobile app |
| Close | Lead scoring, estimates, proposals, invoices, order forms, upsells, Text-2-Pay, Tap-2-Pay, memberships |
| Evangelize | Review requests, review widgets, AI review replies, affiliate manager, communities, loyalty |
| Reactivate | Email, SMS and WhatsApp broadcasts, smart lists, seasonal campaigns, database reactivation templates |
Main Features Explained
CRM and Pipelines
Every lead becomes a contact record with its conversation history, tags, custom fields, notes, tasks and opportunities. Pipelines show where each deal stands.
Funnels and Websites
Pages are built with a drag-and-drop editor and published on your own domain. Funnels can collect leads, take payments and run upsells.
Conversations
Texts, emails, calls, Facebook and Instagram messages, WhatsApp and live chat arrive in a single inbox for each sub-account.
Automation
Workflows run actions automatically when something happens, such as texting a new lead within seconds or sending a review request after a completed appointment.
AI Tools
The AI Employee bundle includes Conversation AI, Voice AI, Reviews AI and Content AI. See the AI Employee guide.
Who Uses GoHighLevel?
HighLevel positions Starter for small businesses and solo marketers, Unlimited for growing agencies and Agency Pro for agencies that want to resell software. Common users include marketing agencies, local-service businesses, real estate teams, medical and aesthetic practices, and coaches. The use cases guide covers each in detail.
How Much Does It Cost?
Plans cost $97, $297 and $497 per month, with usage-based charges for phone, SMS, email and AI. Read the GoHighLevel pricing guide for the full breakdown, or the GoHighLevel review for strengths and drawbacks.
Frequently Asked Questions
What is GoHighLevel used for?
It is used to capture leads, manage contacts and deals, automate follow-up by text and email, book appointments, collect reviews, take payments and run marketing campaigns from one platform.
Who owns GoHighLevel?
GoHighLevel is made by HighLevel, Inc. The company now brands the product as HighLevel.
Is GoHighLevel a CRM?
Yes, it includes a full CRM with pipelines, but it also includes funnels, messaging, automation, booking and payments.
What is a sub-account in GoHighLevel?
A sub-account is a separate workspace for one business or client location with its own contacts, numbers and automations.