GoHighLevel and HubSpot are both all-in-one CRM platforms, but they charge and behave very differently. GoHighLevel costs a flat $97, $297 or $497 a month with unlimited users and contacts and bundles funnels, two-way SMS, calling, booking calendars, reviews and client sub-accounts. HubSpot starts free for two users, then charges per seat, with Professional tiers adding one-time onboarding fees.
The quick answer: choose GoHighLevel if you are an agency or an appointment-driven local business that lives on texts, calls and bookings. Choose HubSpot if you are a B2B company that wants to start free and grow into deep marketing, sales and service reporting.
GoHighLevel vs HubSpot at a Glance
| GoHighLevel | HubSpot | |
|---|---|---|
| Built for | Agencies and local service businesses | B2B marketing, sales and service teams |
| Free option | 14-day free trial | Free tools for up to 2 users and 1,000 contacts |
| Entry paid price | $97/mo (Starter) | $20/seat/mo standard Starter (new-customer discounts advertised) |
| Pricing model | Flat monthly, unlimited users and contacts | Per seat; Marketing Hub also tiered by marketing contacts |
| Onboarding fees | None listed | $1,500 to $7,000 one-time on Professional and Enterprise tiers |
| Funnels and websites | Included | Landing pages and website tools across hubs |
| Two-way SMS and calling | Core feature on every plan, usage-based | Depends on tier and add-ons; check before buying |
| Booking calendars | Included | Meeting scheduling tools |
| Reputation and reviews | Included | Not a core focus |
| Client sub-accounts and white label | Yes (white label from $297) | No white-label reselling |
| Reporting depth | Dashboards and custom reports | Advanced, especially on Professional and Enterprise |
| Usage charges | SMS, calls, email, premium AI | HubSpot Credits for AI and some features |
All prices from gohighlevel.com/pricing and hubspot.com/pricing, checked November 9, 2026.
In This Article
- GoHighLevel vs HubSpot at a Glance
- What Is GoHighLevel?
- What Is HubSpot?
- Pricing: Flat Price vs Per Seat
- CRM and Pipelines
- Marketing Automation and Email
- SMS, Calling and Conversations
- AI Features and Their Costs
- Reporting and Analytics
- Funnels, Websites and Booking
- Agencies and White Label
- Ease of Use, Support and Learning
- Integrations
- Pros and Cons
- Moving From HubSpot to GoHighLevel
- Which Should You Choose?
- Our Verdict
- Frequently Asked Questions
What Is GoHighLevel?
GoHighLevel (HighLevel) is an all-in-one sales and marketing platform built around a CRM. One account includes contacts and pipelines, a conversations inbox for SMS, email, calls and social messages, funnels and websites, booking calendars, workflows, payments, reputation management, courses and AI tools. Agencies run each client in its own sub-account and can copy setups with snapshots. Read our full GoHighLevel review.
What Is HubSpot?
HubSpot is a customer platform made of separate hubs (Marketing, Sales, Service and others) on a shared CRM. It is known for its free CRM, inbound marketing tools, reporting and a large app marketplace. Businesses can start on free tools, then buy individual hubs or the full Customer Platform at Starter, Professional or Enterprise level.
Pricing: Flat Price vs Per Seat
This is the biggest practical difference.
GoHighLevel Pricing
| Plan | Monthly Price | Sub-Accounts | Users and Contacts |
|---|---|---|---|
| Starter | $97 ($970/yr annually) | 3 | Unlimited |
| Unlimited | $297 | Unlimited | Unlimited |
| $497 plan (Founder/Pro) | $497 | Unlimited | Unlimited |
Usage is billed on top. HighLevel's rates include about $0.675 per 1,000 emails and $0.00747 per US SMS segment, plus phone numbers, calls and premium AI. Every plan has a 14-day free trial. See our GoHighLevel pricing guide for every add-on.
HubSpot Pricing
| Tier | Listed Price | Seats and Contacts | Onboarding |
|---|---|---|---|
| Free tools | $0 | Up to 2 users, 1,000 contacts | None |
| Starter Customer Platform | $20/seat/mo standard; discounts for new customers | Per seat | Not required |
| Sales Hub Professional | $90 to $100/seat/mo, depending on billing | Per seat | $1,500 one-time |
| Marketing Hub Professional | $800 to $890/mo, depending on billing | 3 core seats, 2,000 marketing contacts | $3,000 one-time |
| Sales Hub Enterprise | From $150/seat/mo | Per seat | $3,500 one-time |
| Marketing Hub Enterprise | From $3,600/mo | 5 core seats, 10,000 marketing contacts | $7,000 one-time |
HubSpot also notes that extra Marketing Hub core seats start at $45 a month on Professional and $75 on Enterprise, that you cannot downgrade a marketing contact tier until renewal, and that HubSpot Credits (used for AI and some features) cost $0.010 each and reset monthly.
What a Team Really Pays
Because HubSpot charges per seat and GoHighLevel does not, team size changes the answer:
| Scenario | GoHighLevel | HubSpot |
|---|---|---|
| Solo owner, simple CRM | $97/mo plus usage | Free tools may be enough |
| 5-person sales team on a mid tier | $97/mo plus usage | 5 Sales Hub Professional seats (about $450 to $500/mo) plus $1,500 onboarding |
| Agency with 20 clients | $297/mo plus rebillable usage | Each client typically needs its own subscription |
| Marketing team needing Professional automation | $97 to $297/mo plus usage | From $800/mo plus $3,000 onboarding |
The HubSpot figures above use the listed per-seat prices; actual quotes can vary with discounts and billing terms. GoHighLevel's usage costs depend on how many texts, calls and emails you send.
CRM and Pipelines
Both platforms give you contacts, companies, deals or opportunities, pipelines and tasks.
- HubSpot has the deeper sales CRM: richer company and deal records, sequences, forecasting and reporting on higher tiers. Its free CRM is a genuine strength for small teams.
- GoHighLevel keeps the CRM simpler but ties it to everything around it. Forms, calls, texts, bookings, payments and reviews all write to the same contact, which suits service businesses.
Our GoHighLevel CRM guide covers its pipelines, smart lists and reporting in detail.
Marketing Automation and Email
HubSpot Marketing Hub is a mature inbound marketing suite: email, landing pages, forms, lead scoring, campaign reporting and, on Professional and above, advanced automation. Email sending limits scale with your contact tier (5x, 10x or 20x the tier each month, by level).
GoHighLevel includes a visual workflow builder, email campaigns, forms and surveys on every plan. Its workflows mix channels freely: a single automation can text, email, call, move a deal, book an appointment and request a review. Email is billed by usage rather than by contact tier.
| GoHighLevel | HubSpot | |
|---|---|---|
| Automation builder | Every plan | Fuller automation on Professional and above |
| Email cost model | Usage-based | Included up to send limits tied to contact tier |
| Multi-channel steps | SMS, email, calls, social DMs in one workflow | Email-centred, with other channels by tier and add-on |
| Lead scoring | Possible with workflows and fields | A built-in feature in HubSpot's paid tiers |
SMS, Calling and Conversations
This is where GoHighLevel is strongest. Two-way SMS, calling, call tracking, missed-call text back and a unified conversations inbox are core to every plan, running on HighLevel's LC Phone system with usage charges. Texts, emails, calls and social messages land in one thread per contact.
HubSpot's strength is email, chat and service tickets. If your customers reply by text and book by phone, GoHighLevel fits more naturally.
AI Features and Their Costs
Both platforms now meter AI separately from the base plan, so compare the billing model, not only the feature list.
| GoHighLevel | HubSpot | |
|---|---|---|
| How AI is billed | AI Employee plans per sub-account, or usage | HubSpot Credits |
| Listed price | $20, $50 or $97 per sub-account a month | $0.010 per credit |
| Included allowance | Depends on the AI Employee plan | 500, 3,000 or 5,000 credits on the Starter, Professional and Enterprise tiers shown on HubSpot's pricing page |
| Typical uses | Conversation AI replies, Voice AI call answering, workflow and content help | AI assistants and agents across the hubs |
GoHighLevel's AI is aimed at answering leads by text, chat and phone and booking them, which suits service businesses. HubSpot's AI is spread across marketing, sales and service tools. Our GoHighLevel AI guide covers each HighLevel AI product and what it costs.
Reporting and Analytics
HubSpot is the stronger reporting tool for B2B teams. Its higher tiers are built around custom reports, attribution and forecasting across marketing, sales and service, which matters when several teams share one funnel.
GoHighLevel offers custom dashboards and reports covering leads, pipelines, appointments, calls and payments. For a local business or agency, the key advantage is that the form, call, conversation, booking and payment all sit on one contact, so it is easy to see which source produced booked appointments and revenue.
Funnels, Websites and Booking
GoHighLevel includes a funnel builder, websites, forms, booking calendars, order forms, payments, courses and communities. A local business can capture a lead, text it, book it and take payment without another tool.
HubSpot offers landing pages, website tools and meeting scheduling, but it is not designed around sales funnels with upsells or local-service booking flows.
Agencies and White Label
| Agency Need | GoHighLevel | HubSpot |
|---|---|---|
| Separate client accounts | Unlimited sub-accounts from $297 | Separate portal per client |
| Copy a setup to new clients | Snapshots | Manual or with templates |
| Your brand on the software | White-label desktop app from $297 | Not offered |
| Charge clients for usage | Rebilling on $297 and $497 plans | Not applicable |
| Resell as your own software | SaaS mode on the $497 plan | No |
HubSpot works with agencies through its partner ecosystem, but the client usually owns and pays for its own HubSpot. GoHighLevel lets the agency own the platform. Our GoHighLevel for agencies guide explains sub-accounts, white label, rebilling and SaaS mode.
Ease of Use, Support and Learning
HubSpot is widely seen as polished and approachable, with a large free education library and a clean interface. The trade-off is that features are spread across hubs and tiers, so knowing what you have access to takes some work.
GoHighLevel puts more tools in one account, which means a steeper first few weeks. HighLevel offers 24/7 chat and phone support, a help center, a free live bootcamp and free certification. See our GoHighLevel training guide.
Integrations
HubSpot has a large app marketplace and many native integrations with B2B tools. GoHighLevel's App Marketplace lists more than 1,500 apps, and it connects natively with Stripe, Google Business Profile, Meta lead ads, QuickBooks and Shopify, plus Zapier, Make, n8n and an API available on every plan. HighLevel does not list a native two-way HubSpot sync. Details are in our GoHighLevel integrations guide.
Pros and Cons
GoHighLevel
Pros
- Flat price with unlimited users and contacts
- Two-way SMS, calling and missed-call text back built in
- Funnels, booking, payments and reviews in one account
- Sub-accounts, snapshots, white label and SaaS mode for agencies
- No onboarding fees listed
Cons
- No free plan
- Usage charges for SMS, calls, email and AI
- Steeper learning curve
- Lighter sales reporting and forecasting than HubSpot's upper tiers
HubSpot
Pros
- Free tools for up to two users
- Deep CRM, reporting and inbound marketing
- Polished interface and large free education library
- Scales from small teams to enterprise
- Large integration ecosystem
Cons
- Per-seat pricing grows with your team
- Professional tiers add $1,500 to $7,000 onboarding
- Marketing contact tiers cannot be downgraded mid-term
- No white-label reselling for agencies
- Texting and calling are less central than email and chat
Moving From HubSpot to GoHighLevel
- 1Export contacts, companies and deals from HubSpot to CSV
- 2List the properties you actually use and recreate them as custom fields
- 3Recreate pipelines and stages in GoHighLevel
- 4Import contacts, then opportunities, mapping each column
- 5Rebuild forms, email templates and the key workflows
- 6Connect domain, sending email, phone number and payments
- 7Run both systems briefly, then switch forms and ads to GoHighLevel
Moving the other way works the same, in reverse. In both directions, automation logic does not transfer, so budget time to rebuild sequences and workflows.
Which Should You Choose?
| If You Are... | Choose |
|---|---|
| A marketing agency serving local businesses | GoHighLevel |
| A home service, health or appointment-based business | GoHighLevel |
| A coach or consultant who sells through funnels and calls | GoHighLevel |
| A small B2B team that wants a free CRM to start | HubSpot |
| A growing B2B company with separate marketing and sales teams | HubSpot |
| An enterprise with complex reporting and service needs | HubSpot |
Our Verdict
GoHighLevel and HubSpot are not really competing for the same customer. GoHighLevel wins on price per team, texting and calling, booking, funnels and everything an agency needs to run many clients under its own brand. HubSpot wins on free entry, CRM depth, reporting and inbound marketing for B2B organisations that grow by adding seats and hubs.
If your business runs on conversations and appointments, or you run an agency, GoHighLevel will usually cost less and do more of the job. If you sell B2B with a structured sales team and want to start free, HubSpot is the safer path. For other options, see our GoHighLevel alternatives.
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Frequently Asked Questions
Is GoHighLevel Better than HubSpot?
GoHighLevel is better for agencies and appointment-driven local businesses that want funnels, two-way texting, calling, booking and reviews at a flat price. HubSpot is better for B2B teams that want a free start, deep reporting and separate marketing, sales and service hubs.
Is GoHighLevel Cheaper than HubSpot?
For teams, usually. GoHighLevel costs $97 to $497 a month with unlimited users, plus usage. HubSpot's free tools cost nothing for two users, but paid tiers are priced per seat, and Professional tiers add required onboarding fees of $1,500 to $3,000.
Does HubSpot Have a Free Plan?
Yes. HubSpot's free tools cover up to two users and 1,000 contacts with no credit card. GoHighLevel has no free plan but offers a 14-day free trial on any plan.
Can GoHighLevel Integrate with HubSpot?
HighLevel does not list a native two-way HubSpot sync. You can connect them through Zapier, Make, n8n or webhooks, but most businesses migrate to one platform rather than running two CRMs.
Can I Migrate from HubSpot to GoHighLevel?
Yes. Export contacts, companies and deals from HubSpot to CSV, recreate your fields and pipeline stages in GoHighLevel, import, then rebuild workflows, forms and email templates. Integrations and phone numbers are set up fresh.
Which Is Better for Agencies?
GoHighLevel. It is built around client sub-accounts, snapshots, white label and usage rebilling, with SaaS mode on the $497 plan. HubSpot runs a partner program for agencies, but each client usually needs its own HubSpot subscription.
Which Is Easier to Use?
HubSpot is generally considered more polished and easier for a first CRM, with a large free academy. GoHighLevel covers more tools in one account, so its learning curve is steeper at the start.
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