The short answer
GoHighLevel custom objects let a sub-account store record types beyond contacts and opportunities, such as pets for a groomer, properties for a property manager or vehicles for a repair shop, each with its own fields and links to contacts, companies and opportunities. Since an October 2025 release every plan, Starter, Unlimited and Agency Pro, can create up to 10 custom objects per location, with up to 300,000 records per object. There is no extra fee, though records and files count toward the account's storage quota. Workflows can trigger when a record is created or changed.
| Plans | Every plan, up to 10 custom objects per location |
|---|---|
| Cost | Included; records and files count toward the storage quota |
| Checked | 2026-09-29, against HighLevel's help center and pricing page |
What a custom object is
A custom object is a new kind of record with its own fields and relationships, used when a contact can have several of something. A dog groomer's client may own three dogs, each with a breed, weight and vaccination date; storing those as contact custom fields breaks down at the second dog. Each object has a primary display field, such as Pet Name, set when the object is created and not changeable afterward, so choose it carefully. Objects can have up to 10 unique fields, which can be single-line text, multi-line text, number or phone. Only location-level admins can create or edit custom objects.
Associations
Custom objects connect to other records through associations, which can be one-to-many or many-to-many. A property can link to its owner, its tenants and its maintenance jobs at the same time. Each pair of objects can have up to 10 association labels, such as Owner and Tenant, which describe how the records relate. Opportunities can associate with custom objects too, so a sales pipeline can show which vehicle or property a deal is about. Plan the associations on paper before building, because they decide what staff see when they open a record.
Where they work and where they do not
Custom objects are well connected to data and automation but not yet to outbound messaging. Check this list before promising a feature to a client. A property manager, for example, can capture units through a form and report on them in a dashboard, but cannot yet send an email campaign from the unit records. Current support, per HighLevel's guide:
- Supported: Smart Lists, forms, surveys, dashboards, the API and webhooks
- Workflow triggers: record created, record changed, inbound webhook
- Workflow actions: create, update or clear record fields, custom webhook, Google Sheets
- Not yet supported: email campaigns, the Conversations screen, funnels, scheduling and payments
Reusing them across clients
Agencies that serve one industry can build an object once and reuse it. Custom objects can be created through snapshots, and on September 29, 2026 HighLevel added company and custom object Smart Lists to snapshots, so saved segments travel with the template. The same day HighLevel fixed deleting options from dropdown, multi-select, radio and checkbox fields in custom objects and companies, keeping historical values intact. Because every record and file inside a custom object counts toward storage, keep large files such as inspection photos in a dedicated storage tool if a client will accumulate thousands of them.
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