GoHighLevel has so many features that most accounts use only a fraction of them. This is a complete, practical list of GoHighLevel features by category: what each one does, which plan or add-on you need, and the ones I see businesses miss most often.
1. Which features are on which plan?
Almost every feature below is included on every plan (Starter $97, Unlimited $297, Agency Pro $497). The plans mainly differ in the number of sub-accounts, rebilling, API level and SaaS mode. A few things are paid add-ons or usage-based, marked below. Details in GoHighLevel pricing.
2. CRM and sales
| Feature | What it does |
|---|---|
| Contacts | Every lead and customer, with tags, custom fields, notes, tasks and full history |
| Smart Lists | Saved filtered views (for example "leads not contacted in 24 hours") |
| Companies | Group contacts under a business, useful for B2B |
| Pipelines and opportunities | Visual deal stages with values and owners |
| Tasks | To-dos for your team, created manually or by automation |
| Custom objects | Track things beyond contacts, such as properties, vehicles or policies |
3. Conversations and communication
| Feature | What it does |
|---|---|
| Unified inbox | SMS, email, calls, Facebook, Instagram, WhatsApp, Google Business messages and web chat in one place |
| Phone system | Local numbers, call recording, call tracking, IVR and number pools (usage-based) |
| Two-way SMS | Text leads and customers (usage-based; US needs A2P 10DLC) |
| One-to-one email and campaigns with your own sending domain | |
| Official WhatsApp Business integration ($10/month per sub-account plus Meta fees). See the WhatsApp guide | |
| Web chat widget | Chat on your website that lands in the inbox |
| Mobile app | Answer messages, calls and manage contacts from your phone |
4. Marketing
- Email marketing: campaigns, templates and newsletters.
- SMS and WhatsApp campaigns.
- Social Planner: schedule posts to Facebook, Instagram, LinkedIn, Google Business and more.
- Ad reporting and ad management for Facebook and Google.
- Affiliate manager: run your own referral or affiliate program.
- Trigger links and attribution: track clicks and which source each lead came from. See UTM tracking.
5. Sites, funnels and forms
- Funnel builder: landing pages, opt-ins, sales and booking funnels.
- Website builder and blog. See GoHighLevel website vs custom.
- Forms, surveys and quizzes that feed contacts and trigger workflows.
- WordPress hosting (add-on, from $10 per site).
- AI Studio: build apps and sites with AI, including payments.
- Templates and snapshots. See templates and snapshots.
6. Booking and calendars
- Calendars: personal, round-robin, class, service and collective calendars.
- Online booking with availability, buffers and booking limits.
- Confirmations and reminders by SMS, email and WhatsApp.
- Google and Outlook calendar sync.
- Payments at booking for deposits or paid sessions.
7. Automation
- Workflows: visual automations with triggers, actions, waits, if/else branches and goals.
- Triggers for almost everything: forms, tags, bookings, missed calls, payments, pipeline changes, replies.
- Webhooks and custom code to connect other tools. See custom code and webhooks.
- Missed-call text-back, one of the most valuable automations. See speed to lead.
If you only build three, make them instant lead reply, appointment reminders and review requests. More in 10 GoHighLevel automations.
8. AI features (AI Employee)
Mostly part of the AI Employee add-on (about $50–$97 per sub-account per month):
- Conversation AI: answers texts and chats, books appointments. See setup guide.
- Voice AI: answers and makes calls. See Voice AI guide.
- Reviews AI: drafts or posts review replies.
- Content AI: writes emails, posts and page copy.
- Agent Studio: build custom AI agents. See Agent Studio guide.
- MCP server: connect Claude or ChatGPT to your account. See MCP guide.
9. Reputation and reviews
- Review requests by SMS and email, manually or from workflows.
- Review monitoring and replies for Google and Facebook in one place.
- Review widgets for your website.
- Listings management (add-on) to keep your business details consistent online.
Setup: Google review automation.
10. Payments and selling
- Invoices and estimates, including recurring invoices.
- Products, subscriptions and checkout (Stripe, PayPal and others).
- Text-to-pay links.
- Coupons, order forms and upsells.
- Gift cards and a simple store.
11. Memberships, courses and communities
- Courses with lessons, drip content and quizzes.
- Communities (groups) for clients or customers.
- Client portal where customers log in to their courses, bookings and more.
12. Reporting
- Dashboards with custom widgets.
- Attribution and lead source reports.
- Call, appointment and conversation reports.
- Agent and team reporting (higher plans).
13. Agency features
- Sub-accounts: one per client, all from one login (3 on Starter, unlimited above).
- Snapshots: copy proven setups between accounts. See the snapshots guide.
- White label: your domain and branding; branded mobile app as an add-on.
- SaaS mode (Agency Pro): sell GoHighLevel under your brand with automatic sign-up and billing.
- Rebilling of usage to clients (Unlimited at cost, Agency Pro with markup).
- Sub-account transfers. See moving a sub-account.
- API and marketplace apps. See the API guide.
14. Compliance features
- A2P 10DLC registration in the Trust Center, plus call trust settings (SHAKEN/STIR, CNAM).
- Consent and opt-out handling (DND by channel, STOP handling).
- HIPAA add-on ($297/month) for US healthcare. See HIPAA guide.
- Audit logs and user permissions.
15. The features most businesses miss
- Missed-call text-back: recovers leads you're already paying for.
- Number pools with ad labels: see which ads make the phone ring (new in October 2026; see GoHighLevel updates).
- Review requests after every job, not just occasionally.
- Recall and reactivation: bringing past customers back. See automated recall.
- Text-to-pay for faster payments.
- Smart Lists to see who needs follow-up today.
Want these features actually working?
Having features isn't the same as using them. I'm Arslan Mumtaz, a software engineer who sets up GoHighLevel so the right features run your follow-up, booking and reviews. See 13 case studies or pricing.
Frequently asked questions
Is there a limit on contacts or users in GoHighLevel?
No. Every plan includes unlimited contacts and unlimited users. What grows with use is messaging and calling, which are charged per text, minute and email.
Does GoHighLevel work in languages other than English?
Your customer-facing content (forms, funnels, websites, emails, texts and chat replies) can be in any language, and the app interface offers several languages in user settings.
How often does GoHighLevel add new features?
Very often, usually several releases a week. The official changelog is at ideas.gohighlevel.com/changelog, and I summarise the important ones each month in my GoHighLevel updates article.