HighLevel add-ons

Updated 2026-09-19

HighLevel sells its add-ons per sub-account, and a single business on Starter can run for months without buying any of them. An agency should read every add-on price as that figure multiplied by the number of client accounts it applies to, which is where the add-on line turns into real money. Buy an add-on when a specific, measured need exists, not because a list of features looks useful on day one.

The add-on list, as at September 2026

• AI Employee, Growth: $50/month per location. Conversation AI or Voice AI on a modest volume.
• AI Employee, Unlimited: $97/month per location. For a business running AI on calls and chats every day.
• Branded Client Portal App: $49/month. A membership or coaching business that wants its own branded portal rather than the standard client experience.
• Dedicated Email IP: $59/month per IP. For a high-volume sender; not something a new account needs before its sending domain is warm.
• Premium Prospecting Tool: $29/month. Built for agencies prospecting local businesses.
• WhatsApp Integration: $10/month per sub-account. For a business whose customers message on WhatsApp rather than SMS.
• SEO (Search Atlas): $79/month. For agencies selling SEO as a service.
• Premium Support: $500/month, discounted on annual billing. A named support lane for an agency running many sub-accounts.
• White Label Mobile App: $497/month, requires the Agency Pro plan, billed quarterly or annually. Puts the mobile app under an agency's own name.
• WordPress Hosting: from $10/month per site, with an add-on of $12/month per 25GB of extra disk space. For anyone moving a WordPress site onto the platform.

A separate HIPAA Compliance add-on exists at $297 a month, billed account-wide rather than per sub-account, and it is permanent once purchased: it cannot be canceled or refunded after the business associate agreement is signed, because the encrypted health data it protects cannot be reverted to unencrypted. That add-on is covered in full on the HIPAA page, because it is a compliance decision first and a cost decision second.

Which add-ons are per sub-account

Most of the list above, AI Employee, the client portal app, the dedicated IP, prospecting, WhatsApp, SEO and WordPress hosting, applies per sub-account. An agency running ten client accounts that all want WhatsApp is paying ten times $10 a month, not $10 once. Premium Support and the White Label Mobile App are priced at the agency level rather than per client, which is a meaningfully different kind of cost to plan for.

Buy on a named need, not a feature list

AI Employee pays for itself when it is answering the calls or chats a business would otherwise miss; it is a cost with no return when nobody has defined which conversations it should handle. WhatsApp is worth its $10 only when clients are actually messaging there already. The dedicated email IP is built for volume a mailing list has already reached, not a fix for deliverability problems on a brand-new, unwarmed sending domain, which the phone and SMS and usage fees pages cover separately. Premium Support is worth its $500 when the cost of waiting on standard support, measured in hours a team loses, is higher than the fee; for a single-business account on standard support, that math rarely favors buying it in the first month.

The trap: reaching for an add-on before the basics are set

We have advised owners who bought the dedicated email IP to try to fix a drop in replies and opens that a warm-up schedule would have fixed on its own, which cost a monthly fee without addressing the actual cause. The general rule: do not buy any add-on in the first 30 days. Get the plan's core features running with a real customer first, then add only the pieces that a real, named gap justifies.

Add-ons are separate from usage fees

Add-ons are optional and priced flat per month. Usage fees, email, SMS, phone minutes and per-use AI, are neither optional nor flat; they are billed on what the account actually sends and receives, on every plan, whether or not any add-on is purchased. The usage fees page covers that line in full, including the arithmetic for estimating your own monthly volume before you commit to a plan.

Where add-ons fit in the whole bill

Add-ons sit alongside the subscription, usage and setup labor as the four lines described on the cost hub. For most single businesses, add-ons are the line most likely to be zero in month one. For an agency, they are frequently the fastest-growing line, because each new client sub-account can multiply several of them at once. If you are deciding on AI specifically, the AI features page covers what each tier actually does in practice, separate from what it costs.

Questions people ask

What add-ons does HighLevel charge for?

A list covering AI response tiers, a branded client portal, a dedicated sending IP, a prospecting tool, WhatsApp, SEO, premium support, a white-label mobile app and WordPress hosting, each priced separately as at September 2026.

Do I need any add-ons to start?

No. The core plan covers CRM, calendars, funnels, workflows, courses and payments without any add-on. Most single businesses can run for months on the plan alone.

Is the AI an add-on?

Yes, in its subscription form: AI Employee is a per-location add-on at $50 or $97 a month. HighLevel also bills some AI usage per use rather than through the add-on tiers.

What does the WhatsApp add-on cost?

$10 a month per sub-account as at September 2026, which for an agency means that figure multiplied by every client account it is turned on for.

Are add-ons per account or per client?

Most are billed per sub-account, so an agency pays the listed price once for each client account it applies to. Premium Support and the White Label Mobile App are billed at the agency level instead.