The short answer
The GoHighLevel Marketplace at marketplace.gohighlevel.com is HighLevel's app store, where apps built on HighLevel's API add integrations and workflow actions to an account. Apps install at agency level, sub-account level or both. HighLevel limits agency-level installs to its $297 and $497 plans, and agencies can restrict which apps their clients see. Each developer sets its own price, paid apps rolled out to sub-accounts charge each sub-account's card, and workflow steps from Marketplace apps count as premium executions at $0.01 each after 100 free.
| Plans | Sub-accounts can browse and install apps by default. Agency-level installation: the $297 and $497 plans only (HighLevel's article calls the $297 plan 'Freelancer'). |
|---|---|
| Cost | Free to browse. Each app sets its own price. Marketplace app workflow steps are premium: $0.01 per execution after 100 free per sub-account. |
| Checked | 2026-09-29, against HighLevel's help center and pricing page |
How apps are installed
Apps come with a distribution type. Agency-only apps install once at agency level, and sub-accounts cannot install them. Agency and sub-account apps can run in both places, but installing and uninstalling them starts at agency level, where an agency owner or admin picks which sub-accounts receive the app. Before installing, you review the permissions the app asks for: read access to view data, write access to create or change it. An Installed Apps page lists everything connected, with separate views for agency and sub-account installs and a filter by status, which helps when auditing what can touch client data.
Controlling what clients can install
By default every Marketplace app is visible to sub-accounts. Agencies that want more control can turn on Show only approved apps to sub-accounts, which limits clients to apps the agency has approved. Apps can be approved or disapproved one at a time or in bulk. Disapproving an app hides it from sub-accounts and also uninstalls it from every sub-account that had it, so check who relies on an app before removing it. Agencies can also stop Ask AI from suggesting Marketplace apps to sub-account admins, while agency admins keep that discovery.
What Marketplace apps cost
Pricing belongs to each developer. When a paid app collects payment inside HighLevel and is installed across sub-accounts, the price is charged to each sub-account's card on file, and a sub-account without a card cannot receive the install until one is added. Separately, workflow steps from Marketplace apps count as premium executions: each sub-account gets 100 free lifetime executions, then $0.01 each, or a Workflow Pro tier from $10 a month for 10,000 executions. When you sell a client a feature that depends on an app, include both the app price and its workflow executions in your fee.
Building your own app
Developers sign up for a developer account at marketplace.gohighlevel.com and build on HighLevel's API v2. A public app is listed in the Marketplace for any account with the right permissions to install. A private app is not listed and needs an invitation or authorization, which suits an agency's internal tool or a build for one client. Apps authenticate with OAuth 2.0, so users grant access without sharing their login, and each app gets its own rate limit of 100 requests per 10 seconds and 200,000 requests a day on every sub-account or agency where it is installed.
Costs add up differently for every account. Put your numbers into the HighLevel cost calculator, or browse every HighLevel feature.
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