No Hidden Costs. No Banded Pricing. Just Honesty.
Every CRM charges for sending emails, SMS, and making calls. The difference?
Platforms like HubSpot and MailChimp bake these costs into expensive monthly tiers, so you're paying for 10,000 emails whether you send 500 or 9,000.
We charge exactly what you use, with full visibility. No bands. No surprises.
Every new account starts with £5 of usage credit in the tank. You will not pay a usage charge on day one.
Four Questions, Four Answers
What costs extra?
Messages you send from the CRM (email campaigns, SMS, calls, WhatsApp conversations you start) and AI features, each charged per unit at the rates below. Everything else is included in your plan.
What currency am I charged in?
Usage rates are set in US dollars by the underlying providers, so the exact pounds equivalent moves with the exchange rate. The calculator below gives GBP estimates at $1.25 = £1.
When am I charged?
Each use is deducted from your account wallet at the time you use it. Your card is only charged when the wallet tops up, either automatically at your chosen threshold or manually when you add funds.
Where do I see my balance?
Your wallet balance is visible in your account settings under Billing, any time. Every new account starts with £5 of usage credit included.
What Costs Nothing
Most of what you use daily is included in your monthly plan. No per-use charges for any of these.
Reading & Replying to Emails
Emails from your connected inbox (Gmail, Outlook, etc.) cost nothing. Only bulk sends and campaigns are charged.
Receiving WhatsApp Messages
When customers message you first, those service conversations are completely free. You only pay when you send marketing messages.
No Per-Contact Charges
Your plan includes a generous contact allowance. There are no additional per-contact fees, unlike platforms that charge more as your list grows.
Automations & Workflows
Build as many automations as you like. Workflows run for free, you only pay if they trigger an email or SMS send.
Calendar & Bookings
Scheduling, reminders, and calendar sync are all included. No per-booking fees.
Forms, Surveys & Reviews
Create unlimited forms, collect responses, and request reviews, all included.
Mobile App
Full CRM access on your phone. Manage contacts, respond to leads, check your pipeline, no extra charge.
Reporting & Dashboard
All your analytics, pipeline reports, and performance data, included in every plan.
Social Media Scheduling
Schedule and publish to your social channels. No per-post charges.
Estimate Your Monthly Usage
These charges only apply to messages sent from the CRM, marketing campaigns, automated follow-ups, and bulk sends. Your normal inbox email is not affected.
is roughly what 10,000 emails cost, that's 2 newsletters to a 5,000-person list.
is what most small businesses spend per month on usage charges.
Other Platforms Hide the Cost
Every email platform charges for sending. The question is whether they tell you about it, or bury it inside monthly tiers.
Cost by Emails Sent Per Month
What you'd actually pay just to send emails. MailChimp and Constant Contact charge a flat monthly fee regardless of how many you send.
| Emails/month | MailChimp Essentials | Constant Contact Lite | NotLuck Usage only |
|---|---|---|---|
| 1,000 | £10.40/mo * | £9.60/mo * | £0.83 |
| 2,000 | £10.40/mo * | £9.60/mo * | £1.67 |
| 3,000 | £10.40/mo * | £9.60/mo * | £2.50 |
| 5,000 | £10.40/mo * | £9.60/mo * | £4.17 |
| 10,000 | £21.20/mo ** | £24/mo ** | £8.33 |
* Minimum plan price for 500 contacts, you pay this even if you send nothing. ** Requires 1,000+ contact tier upgrade.
NotLuck prices shown ex VAT. Competitor prices converted at $1.25 = £1.
But It Gets Worse as You Grow
MailChimp and Constant Contact charge more as your contact list grows, even if you send the same number of emails.
| Contact List Size | MailChimp Essentials | Constant Contact Lite | NotLuck |
|---|---|---|---|
| 500 | £10.40/mo | £9.60/mo | Just usage |
| 1,000 | £21.20/mo | £24/mo | Just usage |
| 2,500 | £36/mo | £40/mo | Just usage |
| 5,000 | £60/mo | £64/mo | Just usage |
NotLuck plans include a generous contact allowance. No extra charge per contact stored. You only pay for messages you actually send.
A business with 1,000 contacts sending 2 newsletters per month (2,000 emails):
Competitor prices sourced February 2026 from mailchimp.com and constantcontact.com. All prices converted at $1.25 = £1. MailChimp and Constant Contact are trademarks of their respective owners.
Detailed Rates
All provider rates are set and billed in USD (including VAT), so the pounds equivalent varies with the exchange rate. Use the calculator above for GBP estimates at $1.25 = £1.
Communications
| Service | Rate (USD inc VAT) |
|---|---|
| Phone Calls (Outgoing) | $0.03/minute |
| Phone Calls (Incoming) | $0.02/minute |
| Text Messages (SMS) | $0.02/segment |
| Emails Sent | $0.0015/email |
| Email Verification | $0.0055/verification |
WhatsApp Messaging
UK Rates
| Message Type | Rate |
|---|---|
| Marketing Messages | $0.12/message |
| Utility Messages | $0.05/message |
| Service Messages | Free |
International Rates
| Market | Marketing |
|---|---|
| North America | $0.058 |
| Germany | $0.315 |
| France | $0.331 |
| India | $0.027 |
| Rest of World | Varies |
Contact us for specific destination rates.
AI Employee Unlimited
A bundle that covers unlimited usage of the core AI suite. No per-message, per-minute, or per-response charges for what is included. Available on Silver and Gold CRM Club tiers.
Included unlimited
- Ask AI (the conversational CRM assistant)
- Conversation AI (SMS, web chat, social messages)
- Voice AI (inbound calls only)
- Reviews AI (auto review responses)
- Content AI (text + image generation)
Not included (still pay-as-you-go)
- Voice AI outbound calls
- Website voice chat widget
- Agent Studio (visual AI agent builder)
- Funnel AI
- Workflow AI
- AI Employee Plus features
Fair-use throttling applies on the bundle. For typical business use this never comes into play.
AI Studio
Freeuntil further notice
AI Studio is the no-code builder for websites, funnels, and quizzes from a text prompt. Currently in Labs/beta. Pricing has not been confirmed and could change at any point.
Available on every CRM Club tier. We will update this page as soon as GoHighLevel confirms long-term pricing.
AI Features (pay-as-you-go rates)
These rates apply if you are not on the AI Employee Unlimited bundle, or for features outside the bundle.
| Service | Rate (USD inc VAT) | In Unlimited? |
|---|---|---|
| Ask AI | Token-based | Yes |
| Conversation AI | $0.044/message | Yes |
| Voice AI | $0.29/minute | Inbound only |
| Reviews AI | $0.022/response | Yes |
| Premium Workflow Actions | $0.022/action | No |
Content AI
Included unlimited in the AI Employee Unlimited bundle. Pay-as-you-go rates below apply otherwise.
| Service | Rate (USD inc VAT) |
|---|---|
| Text Generation | $0.20/1000 words |
| Image Generation | $0.13/image |
Advanced AI Tools (always pay-as-you-go)
These features are not covered by the AI Employee Unlimited bundle. They are charged per use on every plan.
Funnel AI
Agent Studio
Workflow AI (Input)
GPT-4o Mini
Workflow AI (Output)
GPT-4o Mini
Other Services
| Service | Rate (USD inc VAT) |
|---|---|
| Domain Registration | $22/domain |
| Address Auto-Complete (Search) | $0.007/result |
| Address Auto-Complete (Selection) | $0.012/selection |
How Charges Work
Wallet System
Your NotLuck CRM account includes a wallet that funds usage-based features. When you send an SMS, make a call, or use an AI feature, the cost comes off your wallet balance at the time of use. Every new account starts with £5 of usage credit included. You can check your balance any time in your account settings under Billing.
Auto Top-Up
We recommend enabling auto top-up to ensure uninterrupted service. When your balance falls below your chosen threshold, your card will be charged automatically.
Manual Top-Up
You can add funds manually at any time through your account settings. Full control over your spending.
What Counts as Usage?
- Phone Calls Charged per minute, rounded up
- SMS Charged per segment (160 characters standard, 70 for Unicode)
- WhatsApp Charged per message based on type and destination
- AI Features Charged per interaction or per minute for voice
- Emails Charged per email sent through the platform
Important Information
- Every new account includes starter usage credit. Once that credit is used, charges are deducted from your wallet balance.
- GBP estimates based on an exchange rate of $1.25 = £1 as of February 2026. Actual charges are processed in USD and may vary with exchange rate fluctuations.
- Provider rates (shown in USD) include VAT where applicable. GBP estimates shown excluding VAT unless stated otherwise.
- These charges can fluctuate slightly and the prices displayed here are averages based on current provider rates.
- Prices may vary depending on region and destination.
- We do our best to keep this page updated with the latest information, but rates are subject to change.
- Usage charges are paid from your wallet balance, which automatically tops up when low.
- Wallet top-ups are non-refundable.
Questions About Pricing?
Our team is here to help you understand exactly what you'll pay. No surprises, no hidden fees.