HighLevel

HighLevel is an all-in-one sales and marketing platform for agencies, marketers and small businesses, in which email campaigns and newsletters sit alongside SMS, social messaging, funnels, a CRM and a long list of other tools. The homepage calls it "The AI-powered business operating system", with "All the tools you need to capture, nurture and close new leads into bookings, sales, reviews and repeat customers!" The footer names HighLevel LLC, a subsidiary of GoHighLevel Inc., with its corporate HQ in Dallas, Texas. According to the About page, the company was founded in 2018 by Shaun Clark, Varun Vairavan and Robin Alex, and by 2025 it was "Powering 2.2 million businesses. Facilitating 6.9 billion leads and $4.2 billion in sales."

What a sender gets

Broadcasts and newsletters. Under the homepage heading "Get back on their radar", HighLevel lists "Broadcast Campaigns - Email/SMS/Whatsapp/Messenger", "Smart Lists / Segmentation", Automated Birthday Campaigns, Automated Seasonal Campaigns, Database Reactivation Templates, Newsletter Automation and Content AI. So one broadcast can go out as email, text, WhatsApp or Messenger, to a smart list built from the contact data.

The email editor. The platform's own feature lists mention a drag and drop editor "to make it easy to create landing pages and send personalized email marketing campaigns", "The ability to create and save email marketing templates as well as dynamic content", and an auto-responder tool. One of HighLevel's comparison pages sums up its email marketing as "Powerful templates, dynamic content, and automation."

Workflows and automation. "Workflows & Automations" are part of the nurture toolkit, and the homepage says of automation: "Set it up once and let it run." The company describes "nearly limitless automations you can set up to eliminate repetitive and overly tedious tasks", with custom workflows for campaigns and lead nurturing. The About page timeline names Advanced Workflows as a 2025 release. A typical flow, in the company's words, captures a lead through a form, survey, website or landing page (or directly from Facebook Lead Ads), then uses "automated email, SMS, voicemail drops, and call connects to turn leads into bookings without staff having to get involved."

Two-way conversations. HighLevel describes itself as "a true communication platform enabling users to send and reply to text messages, emails, Facebook Messages, Instagram DMs, Google Chats, and Whatsapp", and says you can "automate replies based on keywords/phrases" in conversations. The homepage adds a consolidated conversation stream for SMS, Messenger, Instagram DM, WhatsApp and live chat, plus Conversation AI, appointment reminders, ringless voicemail and missed call text-back.

Lead capture. For getting contacts onto the list, the homepage lists forms, surveys and quizzes; websites, funnels and landing pages; webinar funnels; a chat widget; call tracking; inbound SMS and social DMs; a social planner; QR codes; a prospecting tool; an AI business card scanner; and an ad manager for Google, Facebook and Instagram ads.

Selling and retention. Beyond messaging, the platform carries lead scoring, estimates and proposals, invoicing, payment integrations, order forms with upsells and downsells, memberships and courses with paid content access, text-to-pay, gift cards and loyalty programs. On the review side there is reputation management with automated review requests, review widgets, video review capture, AI review replies and an affiliate manager for referral tracking. Communities round out the list.

Reporting and mobile. The FAQ mentions "built-in reporting dashboards to track performance, predict revenue, and identify bottlenecks", and a mobile app lets you "Run your business from anywhere", including video messages.

Built for agencies

HighLevel's origin is agency software, and it shows. The About page says it was founded "with a mission to transform digital marketing by giving agencies the tools to automate, scale and deliver stronger results for their clients." Agencies can run clients as sub-accounts and white-label the whole platform: "Your clients will see your brand, down to the URL." The company's SaaS Mode (a 2020 milestone on the About page) lets agencies resell it as their own software, and the About page says that in 2021, "1,500+ SaaSPRENEURS generated $32M in direct revenue."

A playbook can also be copied whole. The company says you "can copy everything from custom fields & values, forms, funnel and website pages to workflow automations, email templates, and more from one client to another." For an agency running the same nurture sequence for thirty dentists, that is the feature that matters.

Plans and pricing

The homepage's pricing section lists two plans:

• Starter, $97 /Month, "Perfect for freelancers & solo marketers": 3 Sub-Accounts, Unlimited Contacts, Unlimited Users, 24/7 Support and All Core Features.
• Unlimited, $297 /Month, marked most popular and "Built for growing agencies": everything in Starter plus Unlimited Sub-Accounts, User/Agent Reporting, Rebill Phone & Email (no markup) and Basic API Access.

A comparison table on the company's site also shows a higher tier at $497/mo with unlimited users, contacts and sub-accounts. Contacts are not what drives the bill: the FAQ says "HighLevel offers flat-rate pricing, which means unlimited users and contacts without additional costs as your business grows. However, there are some usage fees and separate fees for some add-on features." Email and SMS are described as sent "for a nominal cost", and the AI features include premium add-ons such as AI-powered answering services.

Both plans start with a 14-day free trial. The trial page says "No charges will be processed today" and that the card on file is charged after 14 days unless you cancel; the FAQ says the trial gives "full access to all features" with "usage surcharges may apply." Plans can be upgraded or changed at any time.

Support and scale

The homepage promises "Award-winning support: Get real help from real people." The company lists 24/7 live chat and email support, live Zoom support, concierge migrations from another platform, onboarding sessions, tutorials, a knowledge base and a free Facebook community. A community Ideas Board lets customers vote on the direction of development. The homepage counts over 7,300,000,000 leads generated, 179,000,000 appointments booked and more than $5,200,000,000 in sales facilitated in 2025, and one comparison page shows a G2 rating of 4.4 and a Capterra rating of 4.5. The 2023 entry on the About page lists multi-language support among that year's releases.

Who it suits

HighLevel fits a marketing agency that wants to run email, SMS and funnels for many clients from one account, and possibly resell the platform under its own brand. It also suits a local service business, coach or course seller that wants its email list, booking calendar, payments and review requests in one system, and a solo marketer can start on Starter with unlimited contacts.

A sender who only needs a newsletter tool will pay for a great deal of software it does not use, and the usage fees for email and SMS sit on top of the flat plan price, so a high-volume sender should model those before committing.