GoHighLevel glossary: the confusing words, in plain English
HighLevel uses a lot of its own vocabulary. The essentials: a sub-account is one business’s workspace, the agency account manages them, a pipeline tracks leads through stages, a workflow is an automation, and a snapshot is a reusable template of a setup. This glossary explains 24 terms in plain English, grouped by topic.
On this page
New words were one of the things that made HighLevel hardest for me to get into. Here they are in one place. Jump to a section: account words · contact and sales words · automation words · website and messaging words.
What are the account words?
- Agency account (agency view)
- The top level of HighLevel. It manages billing, users, snapshots and all the sub-accounts underneath. If you run one business, you’ll rarely need to be here after setup.
- Sub-account (location)
- One complete workspace for one business: its own contacts, calendars, phone numbers, pages and automations. Older screens and docs sometimes call it a “location.” Starter includes 3; Unlimited and Agency Pro include unlimited.
- SaaS mode
- An Agency Pro feature that lets an agency sell HighLevel to its own clients under the agency’s brand and set its own prices. Advanced. Not something a beginner needs.
- White label
- Showing your own brand instead of HighLevel’s, for example on the web app’s domain or, as a paid add-on, a mobile app.
- Rebilling
- Passing a client’s phone and email usage costs on to that client. Unlimited rebills at cost; only Agency Pro allows a markup.
What are the contact and sales words?
- Contact
- A person in your CRM, with their details, tags, notes and message history.
- Custom field
- An extra piece of information you store on a contact, like “service interested in.”
- Custom value
- A reusable piece of text, like your business phone number, that you can drop into many pages and messages and update in one place.
- Smart list
- A saved filter of contacts, like “booked but not shown,” that updates itself.
- Pipeline
- A board of stages showing where leads stand, like New → Contacted → Booked → Won.
- Opportunity
- One deal or lead card moving through a pipeline.
- DND (Do Not Disturb)
- A setting on a contact that stops messages on some or all channels. Respect it; it helps you stay compliant.
What are the automation words?
- Workflow
- An automation built from a trigger and a series of actions, such as “when a form is submitted, tag the contact and send a welcome email.”
- Trigger
- The event that starts a workflow: a form submission, a booking, a tag being added, and so on.
- Action
- A step a workflow performs: send a text, wait a day, move a pipeline card. A few premium actions are billed per run.
- Snapshot
- A reusable template of a sub-account’s setup (workflows, funnels, calendars, forms and more) that can be loaded into another sub-account. Contacts and conversations don’t copy over. More on the snapshots page.
- Conversation AI / Voice AI
- AI assistants that reply to messages or answer calls for you. Usage is billed on top of the plan.
What are the website and messaging words?
- Funnel
- A short sequence of pages that guides a visitor toward one action, like booking or buying.
- Website (vs funnel)
- A multi-page site with navigation, for browsing. A funnel is linear, built for one goal. HighLevel builds both.
- LC Phone
- HighLevel’s built-in phone and SMS service (LC stands for LeadConnector). Its pricing guide says rates match Twilio and vary by region.
- LC Email
- HighLevel’s built-in email sending service, billed per email sent.
- A2P 10DLC
- The registration US mobile carriers require before a business can send texts from a regular 10-digit number. It involves submitting business details and waiting for approval. Start it early; texting can be blocked until it’s approved.
- LeadConnector
- A name HighLevel uses for parts of its own platform, including phone, email and mobile apps. Not a separate competitor.
Which terms will I meet first?
| When | Terms |
|---|---|
| Day one | Sub-account, contact, tag, pipeline |
| First week | Workflow, trigger, action, A2P 10DLC, LC Email |
| First month | Funnel, custom field, smart list, DND |
| Later, if ever | Snapshot, rebilling, SaaS mode, white label |
Which terms affect what I pay?
Three of them: sub-accounts (Starter at $97/month (verified Oct 20, 2026) has 3), rebilling (Unlimited and up) and SaaS mode (Agency Pro only). Usage-billed items, like LC Email at $0.675 per 1,000 emails (verified Oct 20, 2026), add to the bill as you send. See pricing explained.
Communication surcharges (texts, calls, emails) may apply during the trial. Source: HighLevel, verified Oct 21, 2026