GoHighLevel Crm Features: Features, Setup & Practical Guide

GoHighLevel CRM features include contact management, opportunity pipelines, custom fields, companies, Custom Objects, workflow automation, unified conversations, email and SMS, calling, calendars, payments, reporting, forms, websites, funnels, reputation management, AI, and integrations inside one platform. HighLevel currently positions CRM & Pipelines as one part of a broader sales and marketing system rather than as a standalone contact database.

A typical GoHighLevel CRM journey can look like:

Lead Captured → Contact Created → Opportunity Added → Automated Follow-Up → Appointment → Sale → Payment → Review → Reactivation

This is one of the main differences between HighLevel and a traditional CRM that focuses mainly on:

Contact → Deal → Sales Activity

HighLevel connects the customer record with communication, marketing automation, booking, websites, forms, payments, reporting, and AI.

Current HighLevel pricing starts at $97/month for Starter, which includes three sub-accounts, unlimited contacts, unlimited users, 24/7 support, and all core features. Unlimited costs $297/month and adds unlimited sub-accounts and Basic API Access, while Agency Pro costs $497/month and adds SaaS Mode, automated sub-account creation, markup-based phone/email rebilling, User/Agent Reporting, and Advanced API Access.

This guide covers the most important current CRM capabilities, explains how the main objects fit together, and shows how to configure them into practical sales and customer-management workflows.

For a dedicated overview of the platform's CRM capabilities, see our complete GoHighLevel CRM Features guide.

Create a pipeline, capture a real test lead, automate follow-up, book an appointment, and track the contact through the complete sales process.

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GoHighLevel CRM is the customer and sales-management layer inside HighLevel that connects contacts, companies, opportunities, pipelines, conversations, automation, appointments, payments, reporting, and other marketing tools.

The core CRM model can be simplified into several record types:

Contact

The person.

Company

The organization associated with one or more contacts.

Opportunity

The potential sale or deal.

Pipeline

The sales process containing opportunities.

Custom Object

Another business-specific record type such as a property, vehicle, policy, project, pet, subscription, or other entity.

HighLevel's current documentation describes pipelines as the overall sales process, stages as steps inside that process, opportunities as potential deals, and contacts as the people associated with opportunities.

Understanding these objects before building automation prevents many CRM design problems.

Contacts are the foundation of the HighLevel CRM.

A contact can hold standard information such as:

Name
Email
Phone number
Address
Assigned user
Tags
Source

as well as business-specific information through custom fields.

A contact can also be associated with:

Opportunities
Companies
Appointments
Conversations
Tasks
Custom Objects
Workflow activity

This makes the contact record the central place for understanding the relationship with an individual lead or customer.

HighLevel currently includes unlimited contacts across Starter, Unlimited, and Agency Pro.

That means the base platform subscription does not increase simply because the CRM database grows from:

1,000 contacts

to:

10,000 contacts

or:

100,000 contacts.

However, communications sent to those contacts may still create usage charges.

Unlimited contacts should not be interpreted as unlimited free SMS, calls, email delivery, WhatsApp, or AI usage.

HighLevel also currently includes unlimited users across the main public plans.

That can matter for teams with:

Sales representatives
Receptionists
Account managers
Marketing staff
Managers

because adding more employees does not automatically create another base seat charge.

User permissions should still be configured carefully.

Not every employee needs access to every CRM feature.

Custom fields let businesses store information that does not exist in HighLevel's standard contact fields.

Current examples from HighLevel documentation include:

Lead type
Budget range
Preferred contact method
Referral source
Property type
Timeline to close.

A dental practice might create:

Treatment Interest

A real-estate business might create:

Preferred Property Type

A local contractor might create:

Service Required

These fields can then be used for segmentation and automation.

HighLevel currently supports custom fields across areas such as:

Forms
Surveys
Pipelines
Workflows
Automations
Smart Lists
Contact records
Opportunity records.

This means a custom field is not only information stored on a contact.

It can influence what the CRM does next.

For example:

Form Submission → Budget = $10,000+ → Assign Senior Salesperson

or:

Service Type = HVAC Replacement → Add to Replacement Pipeline

Contact fields and Opportunity fields should be used for different types of data.

HighLevel's current documentation distinguishes them clearly.

Contact fields store information about the person.

Examples:

Referral source
Preferred communication method
Birthday
Customer preference

Opportunity fields store information about a specific deal.

Examples:

Budget
Urgency
Projected close date
Product type.

This becomes important when the same contact can have more than one sale.

Consider a customer who requests two services over time.

If you store:

Deal Value

on the contact, it becomes unclear which transaction that value belongs to.

If it is stored on the opportunity, each deal can maintain its own:

Value
Deadline
Service
Status
Priority

This produces a cleaner CRM.

The Company Object lets businesses organize contacts around the organization they belong to.

HighLevel currently describes Companies as the built-in business-level object for organizations such as:

Clients
Agencies
Vendors
Other companies.

For B2B sales, this is useful because several contacts may represent one business.

For example:

Company: Acme Dental

→ Owner
→ Office Manager
→ Marketing Manager

This creates a more realistic B2B CRM structure.

Use a Contact for a person.

Use a Company for an organization.

For example:

Contact

John Smith

Company

Smith & Partners Law Firm

The contact record stores information about John.

The company record represents the broader organization.

This distinction becomes increasingly important as sales teams manage several stakeholders in one account.

An Opportunity represents a potential deal moving through a sales process.

HighLevel currently defines an Opportunity as a potential deal associated with a Contact and moving through a Pipeline.

An Opportunity can contain information such as:

Pipeline
Pipeline stage
Status
Monetary value
Owner
Source
Custom fields

This is the record sales teams move from one stage to another.

A Pipeline represents the overall process a business wants to track.

For example:

New Lead → Contacted → Appointment → Proposal → Won

A plumbing company might use:

New Inquiry → Service Booked → Estimate → Approved → Completed

A marketing agency could use:

New Lead → Qualified → Discovery Call → Proposal → Won

The pipeline should reflect the real business process.

Avoid adding stages that employees cannot clearly define.

Each stage should represent a meaningful point in the sales process.

Useful stages answer questions such as:

Has anyone contacted the lead?

Has the customer booked?

Has the proposal been sent?

Has the opportunity been won?

Poor stages create confusion.

Examples of weak stages include:

Processing
Maybe
Pending 2
Follow-Up Again

unless the business has a precise definition for them.

The visual opportunity board lets sales teams see deals organized by stage.

This can help employees identify:

New leads needing action
Deals waiting for follow-up
Appointments already booked
Opportunities near closing

The board should make the next action obvious.

If employees need a long explanation to understand every column, the pipeline is probably too complicated.

HighLevel also provides list-style opportunity management in addition to the board.

Current Opportunities documentation covers functionality including:

Filtering
Searching
List View
Opportunity ownership
Customized cards
Bulk actions.

This can be useful when teams need to analyze larger opportunity datasets rather than visually move cards.

Opportunity Custom Fields let the CRM store deal-specific information beyond the standard fields.

Current HighLevel documentation supports field types and uses such as:

Sales deadlines
Client preferences
Budgets
Lead sources
Dates
Monetary information.

These fields can also participate in:

Filtering
Reporting
Pipeline customization
Automation.

A salesperson can therefore prioritize deals according to actual business criteria rather than pipeline stage alone.

A CRM becomes more usable when important information is visible without opening every record.

HighLevel's opportunity system supports customizing information displayed on opportunity cards and using custom fields to create more useful sales views.

Useful card information might include:

Deal value
Service
Owner
Expected close date
Priority

Keep cards focused.

Displaying every possible field reduces usability.

Smart Lists provide filtered views of CRM records according to selected criteria.

A business might create:

New Leads This Week
Leads With No Appointment
High-Value Opportunities
Customers From Google Ads
Inactive Customers
Contacts Assigned to Sarah

Smart Lists are useful because teams can work from targeted groups rather than searching the entire database repeatedly.

Custom fields and Custom Objects can also participate in increasingly sophisticated filtering.

Custom Objects are one of the most important newer GoHighLevel CRM features because they let businesses create record types beyond Contacts, Companies, and Opportunities.

Current HighLevel documentation says Custom Objects can model entities such as:

Properties
Pets
Projects
Subscriptions
Policies
Vehicles.

As of the current product rules, Custom Objects are available on all HighLevel subscription tiers, with up to 10 Custom Objects per location.

This significantly expands what the CRM can represent.

Consider a real-estate company.

A traditional contact-only CRM might try to store:

Address
Bedrooms
Listing Status
Price

on the buyer or seller contact.

That quickly becomes messy when one person owns several properties.

A better structure is:

Contact

Jane Smith

associated with:

Property Object

123 Main Street

and:

Property Object

50 Oak Avenue

Each Property maintains its own data.

A veterinary business might use:

Contact

Pet Owner

associated with:

Pet

Dog A

and:

Pet

Cat B

Each Pet can maintain:

Breed
Age
Vaccination status
Other business-specific fields.

The CRM becomes much more closely aligned with the real-world data model.

HighLevel currently supports relationships such as:

One-to-many

and:

Many-to-many

between Custom Objects and supported CRM objects.

This enables structures such as:

One Contact → Multiple Properties

One Policy → Multiple Contacts

Multiple Contacts → One Project

These associations are particularly useful for industries where one customer record is not enough.

Custom Objects currently support workflow triggers and actions.

For example:

New Property Created → Notify Agent

or:

Policy Status Changes → Start Renewal Workflow

or:

Project Created → Create Internal Tasks

This turns Custom Objects from static database records into active parts of CRM automation.

HighLevel also supports Custom Objects inside Forms, Surveys, and Quizzes.

A form can therefore collect information directly into structured business-specific objects instead of forcing every field into a contact record.

That improves data quality.

Custom Object information can also appear in dashboards and reporting.

Current HighLevel dashboard functionality supports Custom Object metrics including:

Count
Sum
Average

with visualizations such as:

Numeric
Table
Bar
Horizontal Bar
Line
Donut.

This lets businesses report on entities unique to their operation rather than only generic CRM contacts and opportunities.

Custom Objects are powerful, but support is not universal.

As of current documentation, they work with:

Contacts/Opportunities associations
Workflows
Forms
Surveys
Quizzes
Smart Lists
Filters
Reporting
APIs
Webhooks
Tasks

but are not yet supported in areas such as:

Bulk Email
Bulk SMS
Conversations UI
Dynamic website/funnel display
Calendars
Reputation
Payments.

Businesses should design around these current limitations rather than assuming Custom Objects work everywhere.

Build a pipeline and add the custom fields your sales process actually needs, then use workflows to automate the repetitive steps between new lead and closed customer.

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Workflow Automation connects CRM data and events with actions so teams do not have to perform every follow-up manually.

HighLevel currently lists Workflow Automation as a core platform feature.

A workflow can start from events such as:

Form submission
Appointment booking
Opportunity changes
Contact changes
Payments
Other supported CRM events

and then perform automated actions.

A simple new-lead workflow could be:

Form Submitted

↓

Create/Update Contact

↓

Create Opportunity

↓

Send SMS

↓

Send Email

↓

Notify Salesperson

↓

Wait

↓

Follow-Up

This creates a repeatable lead-response process.

Pipeline changes can also trigger automation.

For example:

Opportunity → Proposal Sent

could trigger:

Wait two days

↓

Send follow-up email

↓

Create salesperson task

If the opportunity moves to Won:

Stop sales follow-up

↓

Start customer onboarding.

This keeps automation aligned with the actual sales state.

More advanced workflows can use conditions.

For example:

New Lead

If Service = Dental Implant

→ Implant workflow

If Service = Teeth Cleaning

→ General booking workflow

This reduces the need to create a separate CRM manually for every type of lead.

Automation works best for predictable processes.

Good candidates include:

Lead acknowledgement
Appointment reminders
Internal notifications
Review requests
Reactivation
Basic nurture

Human judgment may still be needed for:

Complex proposals
Negotiation
Complaints
Custom pricing
Sensitive customer issues

Automation should support employees rather than create rigid customer experiences.

Unified Conversations gives teams a centralized interface for supported customer communication channels.

HighLevel currently lists Unified Conversations alongside email/SMS marketing and inbound/outbound calling in its core platform.

The objective is to reduce fragmentation between:

CRM contact records
Email
SMS
Phone
Messaging conversations

so staff can understand the history of the relationship.

SMS can be used for:

Lead response
Appointment confirmation
Reminders
Short follow-up
Missed-call recovery

Because the SMS activity is connected to the CRM, a team can see the conversation in context.

Phone/SMS charges may apply separately from the base HighLevel plan.

HighLevel also supports two-way email communication within its broader CRM stack.

A salesperson can use email alongside:

Pipeline stages
Workflows
Tasks
Appointments
Contact data

rather than relying on completely separate systems.

For marketing campaigns and high-volume sending, usage and deliverability configuration should be considered separately.

HighLevel currently includes inbound and outbound calling among its core functionality, subject to usage charges.

This is particularly relevant for service businesses and sales teams that rely on phone conversations.

A CRM journey can become:

Lead → Call → Outcome → Opportunity Update → Follow-Up

Phone activity therefore becomes part of the customer record rather than an isolated event.

Booking Calendars connect appointment scheduling directly with the CRM.

HighLevel currently lists Booking Calendars as a core feature.

A customer journey could be:

Lead → Booking Link → Appointment → Reminder → Pipeline Update

This makes the CRM useful not only for conventional B2B sales but also for:

Consultants
Clinics
Home-service businesses
Gyms
Salons
Agencies
Local professionals

where booking is a key conversion event.

Calendar events can influence the sales process.

For example:

Appointment Booked

→ Move Opportunity to Booked

→ Send Confirmation

→ Send Reminder

If appointment completed:

→ Move to Consultation Completed

If canceled:

→ Start rebooking workflow.

The CRM stays synchronized with the appointment journey.

Forms, Surveys, and Quizzes can collect information directly into supported CRM fields and workflows.

HighLevel lists all three among its core features.

A lead form might collect:

Name
Phone
Email
Service interest
Budget
Preferred time

Then:

Submit → Contact → Opportunity → Workflow

This removes manual CRM data entry.

Custom fields allow forms to collect business-specific information.

For example:

Property Type
Vehicle Make
Treatment Interest
Budget
Project Deadline

The collected values can then be used for:

Filtering
Segmentation
Automation
Reporting.

HighLevel includes Website & Funnel Builder in the same core platform.

This means the acquisition layer and CRM can operate together:

Ad → Landing Page → Form → CRM → Workflow

A business may therefore avoid integrating a separate landing-page system for straightforward use cases.

A website chat interaction can also become a CRM conversation.

This can be particularly useful when visitors prefer messaging over form submission.

The process can become:

Visitor → Chat → Contact → Conversation → Appointment

The contact record remains the center of the interaction.

HighLevel includes Payments & Invoicing among its core feature categories.

This connects financial events with customer records and workflows.

For example:

Invoice Paid → Update Opportunity → Customer Onboarding

or:

Deposit Received → Move Deal to Confirmed

This can reduce manual CRM administration after payment.

HighLevel also includes Online Reputation Management.

That lets businesses extend CRM automation beyond the sale:

Customer Completed → Review Request

The customer's relationship with the business therefore does not end when the opportunity moves to Won.

CRM data can also support repeat-business campaigns.

A Smart List might identify:

Customers not seen in six months.

Then a workflow can trigger:

Inactive Customer → Email/SMS → Booking Offer

This is particularly useful for:

Dental recalls
Salon rebooking
Gym reactivation
Home-service maintenance
Previous estimates

A CRM should help businesses generate value from existing customer data, not only store new leads.

Tasks help employees manage work that should not be automated.

Examples:

Call lead
Review proposal
Confirm documents
Follow up after consultation

A practical CRM combines:

Automation for predictable actions

with:

Tasks for human judgment

rather than trying to automate every step.

Assigning ownership makes responsibility clear.

A contact may belong to one salesperson.

An opportunity may have an owner responsible for closing the deal.

HighLevel's Opportunity system also supports separate opportunity ownership behavior rather than requiring every deal to follow the contact owner automatically.

This can be useful when different teams manage different opportunities for the same contact.

Custom Dashboards & Reporting are currently included among HighLevel's core feature categories.

A sales dashboard might track:

New leads
Open opportunities
Pipeline value
Won revenue
Appointments
Conversion rates

An agency dashboard may prioritize:

Leads
Bookings
Cost per lead
Opportunities
Revenue outcomes

The dashboard should answer operational questions rather than display every available metric.

Opportunity custom fields can participate in reporting.

This makes it possible to analyze results by business-specific dimensions.

For example:

Revenue by Service Type

Deals by Lead Source

Average Opportunity Value by Salesperson

This produces more useful reporting than a generic total deal count.

Custom Object widgets further extend this model.

A real-estate business could report:

Number of Properties
Average Listing Value

A subscription business might track:

Active Subscriptions
Average Subscription Value

HighLevel currently supports Count, Sum, and Average metrics for Custom Object dashboard widgets.

Segmentation can use combinations of:

Tags
Custom fields
Opportunity information
Source
Assigned user
Other CRM criteria

This enables more relevant follow-up.

For example:

Lead Source = Facebook

and:

Service = Implant

and:

Appointment = Not Booked

could form a targeted follow-up segment.

Good CRM segmentation prevents every contact from receiving the same campaign.

Tags can be useful for lightweight categorization.

Examples:

VIP
Webinar Lead
Past Customer
Needs Follow-Up

However, avoid creating hundreds of uncontrolled tags.

Use structured fields when data has a defined business meaning.

For example:

Lead Source

is usually better as a structured field than twenty inconsistent tags.

A useful rule is:

Use a field when the information has a clear value.

Examples:

Budget = $5,000–$10,000

Service = HVAC

Use a tag when it represents a flexible state or category.

Example:

VIP

Both can coexist.

A clean CRM uses each for the appropriate purpose.

AI has become increasingly integrated into HighLevel's CRM and surrounding tools.

The current core pricing page lists:

Conversation AI
Voice AI
Content AI
Funnel AI
Reviews AI.

Some AI products have separate usage-based or subscription pricing.

Businesses should evaluate AI feature-by-feature rather than assume all AI usage is included without additional cost.

Conversation AI can automate parts of customer communication and interact with CRM processes.

Potential use cases include:

FAQ responses
Lead qualification
Appointment booking
Information collection
Conversation routing

The objective is to move conversations toward a business outcome rather than simply produce automated text.

HighLevel expanded Conversation AI in 2026 to work with supported messaging apps installed from the HighLevel App Marketplace through Custom Conversation Providers.

This is currently a Labs-controlled capability.

It lets businesses choose additional supported messaging channels beyond HighLevel's built-in channels.

This shows how the CRM conversation layer is becoming more extensible.

HighLevel also supports granular permissions around Conversation AI management.

Admins can control who can manage:

Bots
Goals
Training
Other AI configuration.

This matters because AI behavior should not be editable by every user in a larger organization.

HighLevel's September 2026 Custom Field documentation also describes Ask AI support for fields associated with:

Contacts
Opportunities
Custom Objects.

For example, Ask AI can identify a custom field by name and manage supported field values.

This can reduce the amount of manual navigation required for certain CRM updates.

HighLevel connects with external systems through included integrations, Marketplace apps, APIs, and webhooks.

The current pricing page lists integrations among the core platform capabilities and differentiates API access by plan.

Unlimited currently adds Basic API Access.

Agency Pro adds Advanced API Access.

For businesses integrating custom systems, verify the exact API capability required rather than assuming every endpoint is available on every plan.

Custom Objects currently support both APIs and webhooks.

This makes it possible to integrate industry-specific data models with external software.

For example:

External Property System → Property Custom Object

or:

External Policy System → Policy Record

This significantly expands HighLevel beyond a simple contact CRM.

A clean HighLevel CRM might use:

Contact

Who is the person?

Company

Which organization do they belong to?

Opportunity

What are they potentially buying?

Custom Object

What other real-world entity needs its own record?

Workflow

What should happen automatically?

Task

What needs human action?

This model creates a much more scalable CRM than storing everything on the contact.

Before configuring HighLevel, write down the actual sales process.

For example:

New Lead → Qualified → Consultation → Proposal → Won

Do not start by copying a generic CRM pipeline.

The CRM should represent reality.

Create the minimum stages needed.

HighLevel's current getting-started guide recommends defining the sales process first and then building the corresponding pipeline and stages.

Test whether every employee understands when a deal moves from one stage to another.

Create only fields the business will actually use.

Examples:

Lead Source
Primary Service
Preferred Contact Method

Avoid collecting information simply because it might be useful someday.

Unused fields clutter records.

Move deal-specific data out of Contact fields.

Examples:

Expected Close Date
Budget
Deal Type
Project Value

This keeps multiple opportunities for the same person clean.

B2B businesses should consider Company records.

A simple B2C business may not need them.

Do not add structural complexity without a real purpose.

Use a Custom Object when the entity:

Has its own lifecycle.

Needs its own fields.

Can exist several times for one contact.

Needs relationships with other records.

Examples:

Property
Vehicle
Project
Policy

Do not create Custom Objects just because they are available.

Connect the CRM with:

Forms
Surveys
Funnels
Website pages
Chat

as appropriate.

The goal is:

Lead Submitted → CRM Automatically Updated

Manual copy-and-paste should be minimized.

Start simple.

New Lead → Create Opportunity → Immediate Confirmation → Notify Salesperson

Test it fully.

Only then add nurture sequences and more complicated conditions.

Add the main appointment calendar.

Then connect booking activity with the pipeline.

For example:

Appointment Booked → Move to Booked

This reduces manual pipeline management.

After a deal becomes Won:

Start onboarding.

Or:

Send payment instructions.

Or:

Request a review later.

The CRM should support the customer after conversion rather than stop at the sale.

A local service business might use:

Contact Fields

Service Requested
Service Area

Pipeline

New Lead → Booked → Estimate → Won

Workflow

Lead → SMS → Booking

Calendar

Estimate Appointment

Post-Sale

Payment → Review Request

This is a relatively simple but useful CRM.

An agency could use:

Contact

Business owner.

Company

Client company.

Opportunity

Marketing retainer.

Pipeline

New Lead → Discovery → Proposal → Won

Workflow

Lead → Discovery Call → Proposal Follow-Up

Custom Object

Project or Campaign if the agency needs a separate structured lifecycle.

This creates a stronger B2B data model.

A real-estate implementation could use:

Contact

Buyer or seller.

Opportunity

Potential transaction.

Property Custom Object

Specific property.

Pipeline

New Inquiry → Showing → Offer → Closing

This avoids forcing property-specific information onto the person record.

An insurance business might use:

Contact

Policyholder.

Opportunity

New sale or renewal.

Policy Custom Object

Specific insurance policy.

Workflow

Policy Renewal Date Approaching → Reminder Sequence

This is exactly the type of scenario Custom Objects were designed to support.

An automotive business could use:

Contact

Vehicle owner.

Vehicle Custom Object

Car information.

Opportunity

Repair or sale.

One customer can then have several vehicles without duplicating the person's record.

Good CRM automation depends on clean data.

Create clear rules for:

Required fields
Duplicate records
Tag naming
Pipeline stages
Opportunity ownership
Source tracking

A CRM full of duplicate contacts and inconsistent fields produces poor automation and unreliable reporting.

Custom fields are useful, but excessive fields create friction.

Before creating one, ask:

Will employees use it?

Will it influence automation?

Will it appear in reporting?

Will it help segmentation?

If the answer is no, the field may not be necessary.

This is one of the most common CRM-design mistakes.

A contact can have several opportunities.

Deal-specific information belongs on the Opportunity whenever possible.

HighLevel's current Opportunity Custom Fields exist specifically to support this structure.

Custom Objects now make it unnecessary to force every business entity into the Contact record.

If one customer owns:

Five properties

or:

Three vehicles

or:

Several policies,

create the appropriate record structure.

This makes automation and reporting much cleaner.

More stages do not mean better CRM management.

A pipeline with:

14 unclear stages

is usually harder to manage than:

5 meaningful stages.

Every stage should trigger a clear business interpretation.

HighLevel's current opportunity setup guide explicitly supports creating opportunities automatically through workflows.

For example:

Qualified Form Submission → Create Opportunity

This reduces the chance that a lead exists in Contacts but never appears in the sales pipeline.

Do not automate a workflow simply because the software allows it.

First make sure the underlying process works manually.

Then automate repetitive steps.

Automation makes a good process faster.

It also makes a bad process fail faster.

Start with a small set of metrics.

For example:

New leads
Appointments
Open opportunities
Pipeline value
Won deals
Conversion rate

Then add business-specific reporting.

Do not create 50 dashboard widgets on day one.

Large teams should control access.

A salesperson may need:

Contacts
Opportunities
Conversations
Tasks

but not:

Billing
Domain configuration
AI training
Advanced workflows

Use role and permission controls to protect critical CRM configuration.

HighLevel includes its mobile application among the core platform features.

Mobile access can help employees manage:

Contacts
Conversations
Appointments
Tasks
Other supported CRM activity

away from their desks.

This is useful for service teams, salespeople, and business owners working in the field.

HighLevel currently offers:

3 sub-accounts
Unlimited contacts
Unlimited users
All core features

Everything in Starter
Unlimited sub-accounts
Phone/email rebilling without markup
Basic API Access

Everything in Unlimited
SaaS Mode
Automated sub-account creation
Phone/email rebilling with markup
User/Agent Reporting
Advanced API Access.

Annual pricing is currently:

$970
$2,970
$4,970

respectively.

HighLevel's core CRM is available beginning with Starter.

Starter already includes CRM & Pipelines as part of all core features.

Businesses do not need Agency Pro merely to create contacts, pipelines, workflows, calendars, or Custom Objects.

Custom Objects are also currently available on all main subscription tiers, up to 10 per location.

Unlimited becomes more relevant when:

An agency needs more than three sub-accounts.

The business needs Basic API Access.

The agency wants a branded desktop experience.

It currently costs $297/month.

Agency Pro is primarily relevant when the business model involves:

SaaS Mode
Automated client provisioning
Markup rebilling
Advanced API Access
Additional agency reporting

rather than ordinary CRM use.

The current price is $497/month.

Certain HighLevel features are usage-based.

The current pricing page specifically marks categories including:

Conversation AI
Voice AI
Reviews AI
Email/SMS
Calling

as potentially subject to usage charges.

Calculate total operating cost rather than assuming the platform subscription covers unlimited consumption.

The main GoHighLevel CRM features include contacts, companies, opportunities, pipelines, custom fields, Custom Objects, workflows, conversations, email/SMS, calling, calendars, forms, reporting, payments, AI, reputation management, websites, funnels, and integrations.

Yes. HighLevel's core platform includes CRM & Pipelines, contact records, opportunities, workflows, conversations, dashboards, and other customer-management functionality.

An Opportunity is a potential deal associated with a Contact and moving through a sales pipeline.

A Pipeline represents the overall sales process, while individual stages represent the steps through which Opportunities move.

Yes. Opportunities can be created through workflows in addition to manual or bulk creation.

Yes. Custom fields can store business-specific information for Contacts, Opportunities, and supported Custom Objects.

Contact custom fields describe the person, while Opportunity custom fields describe a particular deal, such as budget, urgency, or expected close date.

Yes. The Company Object represents business-level entities and can associate multiple contacts with an organization.

Custom Objects are user-defined CRM record types for entities that do not fit naturally into Contacts, Companies, or Opportunities, such as properties, vehicles, policies, pets, projects, or subscriptions.

Yes. HighLevel currently makes Custom Objects available on every main plan, with up to 10 Custom Objects per location.

Yes. Custom Objects currently support workflow triggers and actions.

Yes. They currently support reporting and dashboard widgets, including Count, Sum, and Average metrics.

Not yet according to current documentation. Dynamic Custom Object data in Funnels & Websites remains unsupported in the present availability matrix.

Yes. Workflow Automation is part of HighLevel's current core feature set.

Yes. Email + SMS Marketing is included in the core feature list, although messaging usage charges apply.

Yes. HighLevel currently includes inbound and outbound calling, subject to relevant usage charges.

Yes. Booking Calendars are included among HighLevel's core features.

Yes. Forms, Surveys & Quizzes are currently core features and can feed customer information into CRM and workflow processes.

Yes. Custom Dashboards & Reporting are included in the current core platform.

Yes. Payments & Invoicing are included among the current core features.

Yes. The current core feature list includes Conversation AI, Voice AI, Content AI, Funnel AI, and Reviews AI, though some AI usage is separately billed.

HighLevel's current Labs functionality allows Conversation AI to use supported Custom Conversation Providers installed through the App Marketplace.

Yes. Current September 2026 documentation states that Ask AI can work with supported custom fields associated with Contacts, Opportunities, and Custom Objects.

Yes. The current Starter, Unlimited, and Agency Pro plans all include unlimited contacts.

Yes. All three main public plans currently include unlimited users.

Current pricing is $97/month for Starter, $297/month for Unlimited, and $497/month for Agency Pro. Annual pricing is $970, $2,970, and $4,970 respectively.

HighLevel's standard pricing page currently advertises a 14-day trial. HighLevel also maintains official promotional pages offering an extended 30-Day Free Trial on eligible signup routes.

GoHighLevel CRM Features now extend well beyond basic contact management and sales pipelines. The platform combines structured CRM data, communication, automation, scheduling, payments, marketing, reporting, and increasingly flexible business-specific data models inside one ecosystem.

The foundation remains simple:

Contact → Opportunity → Pipeline

A Contact represents the person.

An Opportunity represents a potential sale.

A Pipeline represents the process through which that sale moves.

From there, businesses can customize the CRM using Contact and Opportunity fields.

Contact fields answer questions such as:

Who is this person?

What service are they interested in?

How did they find us?

Opportunity fields answer:

What is this particular deal worth?

When might it close?

How urgent is it?

What product or service is involved?

For B2B use cases, the Company Object adds another layer by grouping contacts around organizations.

For more specialized data models, Custom Objects now allow up to 10 user-defined record types per location across all main plans. A business can therefore model properties, vehicles, projects, policies, subscriptions, pets, or other industry-specific entities without forcing everything into the Contact record.

Those records can then participate in supported Workflows, Forms, APIs, Smart Lists, filters, Tasks, and Reporting.

Automation is what turns the CRM from a database into an operational system.

A practical Go High Level CRM process might be:

Lead → Contact → Opportunity → Automated Follow-Up → Appointment → Sale → Payment → Review

Workflow Automation handles predictable tasks.

Unified Conversations keeps customer communication connected to CRM records.

Calendars manage appointments.

Payments connect transactions with customer workflows.

Reporting shows what is moving through the pipeline.

AI can assist with conversations, calls, content, reviews, workflows, and other supported tasks.

For most businesses, the best implementation is not the one using every available feature.

Start with:

One clean pipeline

Essential contact fields

Essential opportunity fields

One reliable new-lead workflow

One booking process

Clear ownership

A small number of meaningful dashboard metrics

Then expand.

Add Company records when B2B structure requires them.

Add Custom Objects when the business genuinely needs separate entities.

Add AI where it removes repetitive work.

Add more sophisticated reporting after the underlying CRM data is clean.

HighLevel's current Starter plan already includes the core CRM stack, unlimited contacts, unlimited users, and up to three sub-accounts for $97/month. More expensive plans are primarily needed for agency scale, APIs, client-account volume, rebilling, and SaaS functionality—not simply to access ordinary CRM features.

That makes the most important CRM question not:

"How many HighLevel features can I turn on?"

but:

"How should contacts, companies, opportunities, custom data, communication, and automation work together to represent the way this business actually sells?"

Answer that correctly first, and the rest of the GHL CRM becomes significantly easier to configure and maintain.

Create your contact structure, pipeline, opportunity fields, workflows, calendar, and reporting dashboard, then test the complete lead-to-customer journey using real CRM events.

Start Your GoHighLevel 30-Day Free Trial →