The short answer
GoHighLevel vs Keap comes down to what you need to run. Keap is the better fit for A single small business that wants CRM, email, texting, payments and automation from one vendor with guided setup. HighLevel is the better fit for agencies serving several clients, and businesses that want unlimited contacts, full websites and courses at a lower monthly price. Keap's Keap, billed monthly plan is $299/month; HighLevel starts at $97 a month with usage billed on top.
Keap is a CRM and marketing automation platform for small businesses, now part of Thryv. It sells one plan with the whole platform: CRM and sales pipeline, email marketing, landing pages and multi-page sales funnels, appointments, invoicing and payments, Google review requests and AI writing assistants. Pricing starts at $299 a month, or $2,988 a year on annual billing, for 1,500 contacts and 2 users, and the pricing page lists implementation services as required. For US users, text marketing with a toll-free number and voice minutes is included.
Independent comparison. We are a HighLevel affiliate, not HighLevel or Keap, and we do not speak for either company. Prices come from each vendor's own website, checked 2026-09-29.
At a glance
| Feature | HighLevel | Keap |
|---|---|---|
| Starting price | $97/mo (Starter) | $299/month (Keap, billed monthly) |
| Pricing model | Flat plan plus usage for texts, calls, email and AI | Keap prices the whole platform as one plan that rises with contact count from a 1,500-contact base, and its pricing page lists implementation services as required without showing their price. |
| CRM and pipelines | Yes | Yes |
| Funnels | Yes | Yes |
| Websites | Yes | Not listed |
| Email marketing | Yes | Yes |
| Two-way texting | Yes | Yes |
| Calling | Yes | Yes |
| AI voice agent | Yes, billed by use | Not listed |
| Review requests | Yes | Yes |
| Courses and memberships | Yes | Not listed |
| White label for agencies | Yes, from Unlimited | Not listed |
Keap pricing
| Plan | Price | Notes |
|---|---|---|
| Keap, billed monthly | $299/month | 1,500 contacts and 2 users; extra users $39/month each |
| Keap, billed annually | $2,988/year | About $249/month; $299 early termination fee on annual contracts |
Where Keap is stronger
Keap advantages
- One plan includes every feature, so there is no tier ladder to work through.
- Text marketing includes 500 messages and 100 voice minutes a month with a toll-free number for US users.
- Invoicing, payments and automatic Google review requests sit next to the CRM and automation builder.
- The pricing page lists US-based phone support and 24/7 chat support.
Where Keap falls short
- At $299 a month billed monthly, the entry price is about three times HighLevel Starter, and it covers 1,500 contacts instead of unlimited.
- Implementation services are required, and annual contracts carry a $299 early termination fee.
- Only 2 users are included and each extra user costs $39 a month, while HighLevel does not charge per user.
- No website builder, course hosting or white-label option is listed.
Where HighLevel is stronger
HighLevel puts CRM, funnels, websites, two-way texting, calling, review requests, courses and an AI phone agent in one login, and agencies can put their own brand on it from the Unlimited plan. The trade-off is a steeper learning curve and usage charges on top of the plan, which our cost calculator adds up. For the full picture read our GoHighLevel review.
Who should pick which
| Choose Keap | A single small business that wants CRM, email, texting, payments and automation from one vendor with guided setup. |
|---|---|
| Choose HighLevel | Agencies serving several clients, and businesses that want unlimited contacts, full websites and courses at a lower monthly price. |
Switching
Keap and HighLevel cover similar ground, so most of the effort goes into rebuilding automations. Export contacts with their tags, import them into HighLevel, and recreate the tags so your segments still work. Campaigns from Keap's automation builder, landing pages and invoice templates do not transfer. Check your annual contract end date first, because Keap lists a $299 early termination fee, and plan how your texting number will move.
Verdict
Keap and HighLevel compete for the same small business owner who wants marketing automation and a CRM in one place. Keap sells one all-inclusive plan with required implementation, which suits an owner who wants a guided start, bundled texting minutes and US phone support. HighLevel is cheaper at list price, from $97 a month with unlimited contacts and users, and adds full websites, courses, AI phone agents and client sub-accounts. An agency, or a business with a large contact list, will usually find HighLevel's pricing easier to live with. A single business that values hands-on onboarding may still prefer Keap.
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