The short answer
The GoHighLevel CRM is the database under every sub-account: contacts with custom fields and tags, Smart Lists that update themselves from filters, companies, opportunities in pipelines, and up to 10 custom objects for anything else the business tracks. Every plan includes it with unlimited contacts and unlimited users, so the $97 Starter plan has no contact cap and no per-seat fee. Contacts are created by forms, surveys, CSV imports and incoming conversations, and calls, messages, notes, tasks and appointments collect on the contact record. Deleted contacts can be restored for two months.
| Plans | Every plan, with unlimited contacts and unlimited users |
|---|---|
| Cost | Included; no per-contact or per-seat fee |
| Checked | 2026-09-29, against HighLevel's help center and pricing page |
The contact record
A contact holds standard fields (name, email, phone), any custom fields the business adds, tags, notes, tasks, appointments, opportunities and the full conversation history across channels. Contacts arrive when someone fills in a form or survey, messages the business, or is imported from a CSV file with columns mapped to fields. Deleting a contact removes its conversations, notes, opportunities, tasks, appointments and manual actions, and stops any campaigns and workflows it was in. HighLevel lets you restore deleted contacts within 2 months.
Smart Lists and bulk actions
A Smart List is a saved filter that updates itself as contact data changes, built from tags, custom fields, activity or opportunity stages, with filters combined using AND logic. Lists are private to the user who made them unless shared account-wide, and pages show 20, 50 or 100 contacts. From a Smart List, users can tag, message or delete many contacts at once. HighLevel's Smart List guide says contact Smart Lists cannot be moved between accounts or imported with snapshots, although company and custom object Smart Lists became snapshot-ready on September 29, 2026. Agencies building client templates should recreate contact lists after loading a snapshot.
Duplicates and merging
HighLevel can flag duplicates by email (the recommended default), phone or name, and the Allow Duplicate setting in the business profile controls whether new submissions that match an existing contact create a new record. Up to 10 contacts can be merged at once. The contact chosen as master survives: custom field values from the others only fill fields that are blank on the master, appointments, payments, orders and invoices take the master's values, and tags and notes are combined. If the master is already in a workflow the others were also in, the duplicate run stops. Merges are permanent and cannot be undone, so check the master before confirming.
Beyond contacts
The CRM has more record types than contacts. Companies group contacts from the same business and have their own Smart Lists. Opportunities track deals through pipelines. Custom objects, available on every plan since October 2025, hold up to 10 extra record types per sub-account with up to 300,000 records each, such as properties, vehicles or policies. Standard objects can be renamed to fit the business's own words. For businesses moving from another system, HighLevel publishes migration guides for Salesforce, HubSpot, Pipedrive and Klaviyo, and CSV import covers the rest.
Costs add up differently for every account. Put your numbers into the HighLevel cost calculator, or browse every HighLevel feature.
Cost your account Try HighLevel