GHL (GoHighLevel) in Brazil is an all-in-one platform for agencies and info-product creators to automate funnels, email, scheduling, and reviews, plus being white-label and easy to resell. But there is no 'best tool' in isolation: Kommo is unbeatable for consultative sales via WhatsApp, while GHL shines for those who need to orchestrate multiple channels and resell digital solutions. I use both daily and will show who each one is for – and who it is NOT for.
What is GHL (GoHighLevel)? A straightforward answer, no fuss.
GoHighLevel – or simply GHL – is an American platform focused on marketing automation, sales, and operations for digital agencies, info-product creators and teams that want centralize everything (funnel, CRM, email, SMS, WhatsApp, landing pages, scheduling, reviews, payments, automations) all in one place. The biggest advantage: you can resell as white-label and deliver complete portals for clients, with your branding, monthly recurring revenue, and granular control.
GHL was created to solve the chaos of having dozens of disconnected tools. It integrates and automates everything (for real) and allows you to scale your agency or digital operation via SaaS – without relying on a programmer, without manual integrations.
If you want to go straight to the numbers: the most popular plan (SaaS Pro) costs US$ 497/month (about R$ 2,700/month by 2026), with unlimited clients and full features. Has a basic plan starting from US$ 97/month (R$ 530/month), but with limitations.
You can see detailed prices of GoHighLevel here with real conversion to reais.
Why do agencies and info-product creators love GHL?
- Real white-label: you put your brand, set prices, deliver a complete client area.
- Total automation: funnel, CRM, email, WhatsApp, SMS, scheduling, reviews, form, landing page, all channels integrated and automatable without code.
- Easy reselling: allows you to create your own 'CRM platform' for clients, with recurring revenue and no account limits.
- fast ROI: centralizes and reduces costs of multiple tools (Mailchimp, Typeform, Calendly, RD Station, etc.) into a single investment.
- Scalability: ideal for those who want to sell digital packages, marketing franchises, or operate funnels for multiple clients simultaneously.
If you are an agency, digital producer, marketing consultant, SaaS, copywriter wanting to deliver complete journeys for clients, GHL makes sense. If your focus is consultative sales via WhatsApp or an internal sales team, there are better options (I'll show you soon).
Kommo vs GoHighLevel: an honest comparison (no bias, no hype)
I implement Kommo CRM for years (I was the number 1 in Brazil) and run projects in GoHighLevel every day. There is no 'best of all' – there is the best for each scenario. Let's look at the data, not guesswork:
| Criterion | Kommo CRM | GoHighLevel (GHL) |
|---|---|---|
| Focus | Consultative sales via WhatsApp, sales teams, 1:1 support | Agencies, info-product creators, resellers, multi-channel automation |
| WhatsApp Integration | Native, official, multi-agent, Brazilian API | Via Twilio/360Dialog API, requires technical setup, limitations in Brazil |
| Automation | Sales funnel, task automation and follow-up, visual pipeline | Funnel + email, SMS, WhatsApp, scheduling, reviews, payments automation |
| White-label/reseller | Does not support real white-label, each account is separate | Full white-label, multiple clients on the same platform |
| Price (2026) | From R$ 249 to R$ 499/month per user (see Kommo plans) | From US$ 97 to US$ 497/month for unlimited clients (see GHL plans) |
| Implementation | Fast, intuitive, 100% in Portuguese, local support | English, global support, requires a longer learning curve |
| Payments | Does not manage charges natively | Checkout, recurring payments, integrated invoices |
Who is each one for? A simple (and honest) verdict
- Kommo: if you have an internal sales team, work with consultative sales (real estate, clinic, school, franchise, B2B), depend on official WhatsApp, want funnel automation and national integration, go from Kommo. It is the most mature tool for automate sales on WhatsApp and scale consultative support in Brazil.
- GoHighLevel (GHL): if you are a digital agency, info-product creator, consultant, or want to resell systems for multiple clients (with your brand, client area, multi-channel automation, email, funnel, scheduling, reviews, payments, and dashboards) – go from GHL. The cost per client drops sharply and scalability is real. I only do not recommend if your core is large-scale WhatsApp support – in that case, Kommo is unbeatable.
Want practical use examples? Compare here Kommo vs GoHighLevel for real estate agencies and see when each makes sense.
When NO use GHL (GoHighLevel) in Brazil?
- If your business is 90% WhatsApp (consultative support, B2B sales, real estate, clinic): GHL does not deliver the same integration, nor support, nor experience.
- If you need support in Portuguese, guided onboarding, low learning curve: Kommo wins easily.
- If you are not going to resell to other clients and only need CRM for a team, Kommo is simpler, cheaper, and more efficient.
- If your team is averse to technology: GHL requires more training, documentation in English, and technical setup.
Want to know how to choose rationally? See my guide How to choose the ideal automation tool with objective criteria.
GHL and Kommo together: is it possible?
Yes, and many of my clients use both. GHL to orchestrate marketing, funnel, email automation, and reselling; Kommo for the sales team that handles and converts leads via WhatsApp. By integrating, you get the best of each universe. The secret is not trying to use one for what the other does best – a method above improvisation, data above guesswork.
Practical summary: Kommo or GoHighLevel?
- Kommo: WhatsApp, consultative sales, internal teams, personalized customer service, national support.
- GHL: agency, info product creator, white-label, multi-channel, automation, reselling, multiple clients, SaaS, funnel+email+reviews+integrated payments.
There is no miracle or empty hype: the best is what fits your process and delivers ROI. Want to know the real ROI of these automations? Read How to measure the ROI of business automations with practical examples.
Ready to unlock your operation?
If you want to to implement Kommo, GHL, or both to scale sales, automate processes, and move away from improvisation, request a straightforward diagnosis: talk to me here. I will show you, with data, which path delivers the most results for your scenario.