Introduction
If you’re a digital marketing agency or small business owner looking to simplify your tech stack, you’ve likely come across GoHighLevel (also called GHL). But the question many people ask is: “Is GoHighLevel a CRM software?”
In this article, we’ll explore that question in depth, break down its features, analyze pricing, discuss automation and affiliate programs, and compare it to other popular tools.
By the end, you’ll know exactly whether GoHighLevel can serve as your CRM—and if it’s the right fit for your business.
Table of Contents
What Is a CRM Software?
Before we evaluate GoHighLevel, let’s clarify what CRM (Customer Relationship Management) software does.
A CRM is a system that helps businesses:
- Store and manage customer and lead data
- Track interactions (calls, emails, meetings)
- Manage pipelines and sales processes
- Automate follow-ups and reminders
- Analyze performance and customer behavior
Essentially, a CRM centralizes customer information so you can nurture relationships, increase conversions, and deliver better service.
Now, let’s see how GoHighLevel compares to these standards.
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Is GoHighLevel a CRM Software?
Short answer: Yes, GoHighLevel is a CRM software—but it’s more than just that.
GoHighLevel was built primarily for digital marketing agencies, but it’s equally useful for small businesses looking to combine marketing, sales, and customer management into one platform.
Unlike traditional CRMs like HubSpot or Pipedrive, which mainly focus on customer relationship management, GoHighLevel integrates marketing automation, funnels, email campaigns, SMS communication, booking calendars, and white-label SaaS tools—all under one roof.
So while it functions as a CRM at its core, it’s really an all-in-one marketing and sales platform.
GoHighLevel Features Breakdown
Here’s a detailed look at the key features that make GoHighLevel stand out:
1. Contact & Lead Management
GoHighLevel allows you to store unlimited contacts, categorize them with tags, create custom fields, and track every interaction.
You can also assign leads to team members, log activities, and automate follow-ups—all in one place.
2. Pipeline Management
The visual pipeline lets you move leads through different stages—from “New Lead” to “Closed Sale.”
You can customize stages, monitor conversion rates, and automate actions when leads progress through the funnel.
3. Multi-Channel Communication
GoHighLevel combines SMS, email, and phone integration so you can reach customers from one platform.
This unified inbox helps you manage conversations without jumping between different apps.
4. Automations & Workflows
Automation is where GoHighLevel shines. You can build workflows that trigger actions—like sending emails, creating tasks, or updating lead stages—based on customer behavior.
For example:
- Send a follow-up SMS after a missed call
- Trigger an email sequence when a form is submitted
- Automatically assign leads to team members
This saves time and ensures consistent communication.
5. Landing Pages & Funnels
GoHighLevel includes a drag-and-drop funnel and website builder, so you can create high-converting pages without needing external tools like ClickFunnels or WordPress.
You can capture leads, book appointments, and track conversions directly in your CRM.
6. Appointment Booking & Calendar Integration
Service-based businesses love GoHighLevel’s built-in booking calendar.
It integrates with Google Calendar and allows leads to book directly from your website or funnel—reducing back-and-forth communication.
7. Email & SMS Marketing
With built-in email templates and SMS marketing tools, you can nurture leads easily.
You can run mass campaigns, set up auto-responders, and even track open and click rates.
8. Sub-Accounts & Client Management
Agencies can create unlimited client accounts within GoHighLevel.
Each client gets their own CRM dashboard, allowing you to manage multiple businesses efficiently from one login.
9. White-Label & SaaS Mode
You can completely remove GoHighLevel branding and replace it with your own.
In SaaS Mode, you can even resell GoHighLevel as your own software, set pricing for clients, and bill them automatically.
This transforms GoHighLevel into a profit-generating product, not just a tool.
10. Analytics & Reporting
GoHighLevel includes lead source tracking, conversion reports, call analytics, and campaign performance dashboards.
While not as detailed as enterprise-level CRMs, it’s more than sufficient for agencies and small businesses.
GoHighLevel Pricing (2025 Overview)
GoHighLevel offers three main pricing tiers:
| Plan | Monthly Price | Best For | Key Features |
|---|---|---|---|
| Starter Plan | $97/month | Small businesses or solo entrepreneurs | Core CRM features, pipelines, funnels, automation, booking tools |
| Unlimited Plan | $297/month | Marketing agencies managing multiple clients | Everything in Starter + unlimited sub-accounts, API access, branded desktop app |
| SaaS/Pro Plan | $497/month | Agencies offering white-label SaaS solutions | Includes SaaS mode, white-label mobile app, rebilling tools, client billing |
Additional Costs
While the base plans are straightforward, there are some usage-based charges:
- SMS and phone calls are billed separately based on usage.
- White-label mobile apps may require an extra fee.
- Some email sending tools use credits depending on volume.
Value for Money
GoHighLevel replaces multiple tools—like CRM, funnel builder, email automation, booking calendar, and SMS tools.
If you add up the cost of separate tools, GoHighLevel often turns out cheaper and more efficient.
GoHighLevel Affiliate Program
GoHighLevel also offers an attractive affiliate program that pays recurring commissions.
Here’s how it works:
- You promote GoHighLevel through your unique referral link.
- When someone signs up using your link, you earn a recurring monthly commission.
- Commissions continue as long as the customer stays active.
This is especially beneficial for marketing agencies, coaches, and content creators who already serve an audience interested in automation or CRM tools.
In addition, if you use SaaS mode, you can generate even more revenue by reselling the software under your own brand.
GoHighLevel Automation Capabilities
Automation is one of GoHighLevel’s strongest selling points.
With its visual workflow builder, you can automate almost every customer touchpoint.
Here are a few popular automation examples:
- Send a welcome email after someone fills out a lead form.
- Trigger a text reminder 1 hour before an appointment.
- Move a lead to “Won” when an invoice is paid.
- Add tags, update fields, or trigger next-step campaigns automatically.
These workflows can be customized to match your sales funnel, making GoHighLevel both a CRM and a marketing automation powerhouse.
GoHighLevel SaaS Mode & White-Label Options
For agencies looking to expand revenue, GoHighLevel’s SaaS mode and white-label features are game-changers.
SaaS Mode
With SaaS mode, you can:
- Sell GoHighLevel as your own branded software
- Set your own monthly pricing
- Automate client billing and credit usage
- Rebill communication costs (SMS, email, calls) to your clients
Essentially, you can turn GoHighLevel into your own SaaS business.
White-Labeling
You can rebrand GoHighLevel completely:
- Use your own domain name
- Replace the logo and colors
- Offer your clients a branded mobile app (on higher plans)
This helps agencies build brand authority and increase client retention.
Pros and Cons of GoHighLevel
Here’s an honest look at the advantages and potential drawbacks of using GoHighLevel as your CRM.
Pros
✅ All-in-one solution – Combines CRM, automation, funnels, and communication.
✅ Unlimited contacts – No limit on the number of leads or clients you can manage.
✅ Automation power – Build workflows to handle repetitive tasks automatically.
✅ White-label & SaaS options – Resell as your own branded software.
✅ Great for agencies – Manage multiple clients under one login.
✅ Cost-effective – Replaces several expensive tools.
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Cons
❌ Steep learning curve – Takes time to master due to its wide range of features.
❌ Overkill for small businesses – Some may find it too complex if they just need a basic CRM.
❌ Additional costs – SMS, phone calls, and white-label apps can add up.
❌ Interface improvements – The dashboard could be more intuitive for beginners.
❌ No free plan – Only paid tiers, though a trial is usually available.
How GoHighLevel Compares to Other CRMs
| Feature | GoHighLevel | HubSpot | Pipedrive | ActiveCampaign |
|---|---|---|---|---|
| Contact Management | ✅ | ✅ | ✅ | ✅ |
| Sales Pipeline | ✅ | ✅ | ✅ | ✅ |
| Email & SMS Automation | ✅ | Limited (SMS add-on) | ❌ | ✅ |
| Funnel Builder | ✅ | ❌ | ❌ | ❌ |
| Booking Calendar | ✅ | ❌ | ❌ | ❌ |
| White-Label / SaaS Mode | ✅ | ❌ | ❌ | ❌ |
| Affiliate Program | ✅ | ✅ | ❌ | ✅ |
| Price (Starting) | $97/mo | $50/mo | $20/mo | $49/mo |
Verdict:
If you only need basic CRM functionality, alternatives like HubSpot or Pipedrive may be simpler.
But if you want a single platform that combines CRM + marketing + automation + SaaS potential, GoHighLevel offers unmatched value.
FAQs
1. Can GoHighLevel be used only as a CRM?
Yes. You can use GoHighLevel purely as a CRM—manage leads, track pipelines, and store customer information—without using the extra marketing features.
2. Is GoHighLevel suitable for small businesses?
Absolutely. Even small businesses can benefit from its CRM, automation, and booking tools. However, the full feature set may be more useful for growing agencies.
3. Are there any hidden costs?
Some. While the main subscription covers most features, SMS and phone usage are billed separately. White-label mobile apps can also add extra cost.
4. Does GoHighLevel offer a free plan?
There’s no permanent free plan, but a free trial (usually 14 days) is often available for testing.
5. How does SaaS mode help agencies?
SaaS mode lets agencies resell GoHighLevel under their own brand, set custom pricing, and earn monthly recurring revenue—effectively turning their agency into a software business.
6. How difficult is GoHighLevel to learn?
The platform has a learning curve, but once set up, it becomes extremely efficient. There are training tutorials, templates, and a supportive community to help new users.
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Conclusion
So, is GoHighLevel a CRM software?
Yes — and much more.
GoHighLevel is a powerful, all-in-one platform that combines CRM, sales automation, marketing, and client management into one unified system. It’s designed specifically for agencies and ambitious small businesses that want to streamline operations, scale faster, and even create new revenue streams through SaaS reselling.
If you’re tired of juggling multiple tools for CRM, email marketing, automation, and scheduling, GoHighLevel can simplify your workflow and centralize everything.
Call to Action
If you’re ready to experience GoHighLevel yourself:
✅ Start a free trial and explore its CRM and automation tools.
✅ Test workflows, pipelines, and booking systems with real leads.
✅ See how it can transform your agency or business into a streamlined, automated powerhouse.
Take the next step and find out firsthand whether GoHighLevel is the CRM solution your business has been missing.
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