Unlimited vs Agency Pro: when the upgrade pays for itself
Agency Pro ($497 a month) costs $200 more than Unlimited ($297). Both have unlimited sub-accounts, contacts and users. Agency Pro adds SaaS mode, automated sub-account creation, rebilling with your own markup, user/agent reporting and advanced API access. Without SaaS mode, it pays off only when your markup on rebilled usage covers the difference.
Rates verified against 5 official HighLevel pages. Latest change: , Verizon carrier fee for US texts went up. Change log · How we check
The numbers below show when that happens. For the three plans side by side, including Starter, see the agency plan guide; every usage rate and its source is in the full GoHighLevel pricing guide.
What the extra money buys
| Unlimited | Agency Pro | |
|---|---|---|
| Rebill phone & email | At cost | With your markup |
| Rebill AI Employee | No | Yes |
| SaaS mode | No | Yes |
| Automated sub-account creation | No | Yes |
| User/agent reporting | No | Yes |
| API access | Basic | Advanced |
From the official pricing page and AI pricing page (sources at the bottom of this page).
Does a markup cover the difference?
Twenty clients with typical usage (500 SMS segments, 5,000 emails, 60 outbound and 60 inbound call minutes, one local number and one A2P campaign per client per month), billed back to clients:
| Markup | Starter net / month | Unlimited net / month | Agency Pro net / month | Cheapest that fits |
|---|---|---|---|---|
| 0% markup | doesn't fit | $297.00 | $497.00 | Unlimited |
| 10% markup | doesn't fit | doesn't fit | $450.84 | Agency Pro |
| 25% markup | doesn't fit | doesn't fit | $381.60 | Agency Pro |
| 50% markup | doesn't fit | doesn't fit | $266.20 | Agency Pro |
| 100% markup | doesn't fit | doesn't fit | $35.40 | Agency Pro |
At 0% markup, Unlimited is cheaper by the full $200.00: both plans recover the same usage, and Agency Pro just costs more. As the markup rises, Agency Pro recovers more than the usage itself and its net cost falls. At twenty clients the two meet at a markup of about 43.3%. The calculator shows the exact markup for your numbers under the results table.
The deciding questions
- Do you need SaaS mode or automated sub-account creation? If yes, Agency Pro is the only self-serve option, and the comparison stops here. SaaS mode pricing works out your cost per client.
- Will your clients accept a markup on messaging and calls? If not, Agency Pro only makes sense for its other features.
- How much usage do you bill back? The more you bill back, the smaller the markup needed to cover the $200.00.
Rates used
| Item | Price | Official wording | Source |
|---|---|---|---|
| SMS, US/Canada, outbound or inbound Carrier fees are added on top (see below). | $0.00747 / segment | A 10% discount is applied to the $0.0083 list price | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Carrier fee, SMS (highest outbound fee listed: Verizon) The calculator applies this to every segment. It is the highest outbound SMS fee in the official carrier table (Verizon and US Cellular), so estimates for outbound texts err on the high side. Some carriers list higher inbound fees (up to $0.0100). | $0.005 / segment | Verizon: $0.0050 (SMS Out) | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Carrier fee, SMS (AT&T, for comparison) One example from the same table. Not used by the calculator. | $0.0035 / segment | AT&T SMS: $0.0035 (out/in) | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Markup on pass-through charges (e.g. carrier fees) | 5% | A fixed 5% markup is applied to these charges at the location (sub-account) level | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| MMS, US/Canada, outbound | $0.022 / message | Outbound: $0.0220 | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Calls, US/Canada, outbound Billed in full minutes; partial minutes round up. | $0.0166 / minute | Outbound: $0.0166 / minute total | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Calls, US/Canada, inbound | $0.01165 / minute | Inbound: $0.01165 / minute total | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Calls forwarded to a US number | $0.02 / minute | USA Forwarding: $0.02 / minute | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Local phone number | $1.15 / month | Local: $1.15 / month | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Toll-free phone number | $2.15 / month | Toll-Free: $2.15 / month | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| A2P 10DLC registration, one-time (Sole Proprietor or Low Volume campaign) | $22.50 one-time | $22.50 (incl. $3 Fast Track) | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| A2P 10DLC registration, one-time (High Volume campaign) | $64 one-time | $64.00 (incl. $3 Fast Track) | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| A2P campaign fee (upper end) This calculator uses the upper end so it does not understate. | $10.50 / month | Low Volume (LV): $1.50- $10.50/Campaign; High Volume (HV): $10.50/Campaign | LC Phone Pricing & Billing Guide (help center) checked 2026-10-03 |
| Email sending | $0.675 / 1,000 emails | Email usage is $0.675 per 1,000 emails across all plans. | HighLevel Pricing & Billing Guide (help center) checked 2026-10-03 |
| Email validation | $2.50 / 1,000 validations | $2.50 per 1,000 email validations | HighLevel Pricing & Billing Guide (help center) checked 2026-10-03 |
| WhatsApp, per enabled sub-account Conversation and template charges are extra and vary by country. | $10 / month | $10/mo per enabled sub-account | HighLevel Pricing & Billing Guide (help center) checked 2026-10-03 |
Frequently asked questions
What is the main difference between Unlimited and Agency Pro?
SaaS mode and markup. Agency Pro lets you sell HighLevel as your own software and put a markup on the usage you rebill; Unlimited rebills at cost only.
Are sub-accounts unlimited on both plans?
Yes. Both list "Unlimited Sub-Accounts", and contacts and users are unlimited on every plan.
Can I upgrade from Unlimited to Agency Pro later?
Yes. The pricing page says: You can upgrade from Starter to Unlimited (or Pro) as you sign more clients. If you upgrade mid-month, you will only be charged the prorated difference. You can also downgrade if your needs change.
(HighLevel pricing page, checked 2026-10-03)
What markup covers the extra fee?
It depends on how much usage you bill back. With twenty clients at typical usage, about 43.3%. With fewer clients or lighter usage it's higher. Use the calculator above with your own numbers.
Can I rebill AI Employee on Unlimited?
No. The AI pricing page says: Agencies must be on the $497/month plan to rebill AI Employee usage.
(AI Product Pricing (help center), checked 2026-10-03)
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Sources for this page
- HighLevel pricing page: page showed "modified no date shown", checked 2026-10-03
- LC Phone Pricing & Billing Guide (help center): page showed "modified Tue, 29 Sep, 2026 at 7:44 AM", checked 2026-10-03
- HighLevel Pricing & Billing Guide (help center): page showed "modified Sat, 22 Aug, 2026 at 5:09 PM", checked 2026-10-03
- AI Product Pricing (help center): page showed "modified Mon, 28 Sep, 2026 at 9:45 AM", checked 2026-10-03