How to Purchase a Phone Number in GoHighLevel
If you’re using GoHighLevel, one of the smartest things you can do early on is purchase a dedicated phone number inside your sub-account. It may sound like a small setup step, but it’s actually a huge part of how GHL becomes your all-in-one communication system.
Whether you're automating follow-ups, running SMS campaigns, handling inbound calls, or tracking conversations across your pipeline, everything becomes far more organized and professional when you use a dedicated number instead of mixing business messages with personal ones.
But here’s where many users get confused: GHL doesn’t directly “own” phone numbers. It uses Twilio behind the scenes, GoHighLevel simply gives you an easier interface to purchase, manage, and use those numbers without ever logging into Twilio. That’s why understanding how phone numbers work in GHL is important before hitting the “buy” button.
Maybe you want a local number to build trust in a specific area, or a toll-free number to look more established. Perhaps you want different numbers for different funnels, tracking sources, or team members. Or maybe you’re just tired of missing leads because calls and texts are scattered everywhere. Purchasing a number inside GoHighLevel solves all of that.
This guide will walk you through everything: the types of numbers available, requirements, step-by-step instructions, pricing, compliance (especially for US numbers), and common issues people face. By the time you finish reading, you’ll know exactly how to set up the right number and make it work smoothly for both calls and SMS.
Let’s get started with the basics, because once your phone system is clean and organized, every other automation becomes ten times easier.
Understanding Phone Numbers Inside GoHighLevel
One thing many new users don’t realize is that GoHighLevel doesn’t technically “provide” phone numbers itself. Instead, it uses Twilio as the backend carrier, which means every number you buy inside GHL is actually a Twilio number—just purchased through a much simpler interface. You don’t need a separate Twilio account, don’t need to manage API keys, and you don’t need to touch any carrier-level configuration. GHL handles all of that for you in the background, which is why the experience feels seamless.
A common question people ask is: “What’s the difference between a GHL number and an external number I port in?”
The short answer: not much in terms of capability, but a big difference in convenience. Numbers purchased directly inside GHL are instantly ready for automations, call routing, tracking, and SMS campaigns. If you import an external number, you still get those features—but the onboarding takes longer, and you may have to go through additional verification steps.
Once your number is set up, you can use it for both calling and texting. This includes two-way SMS, voicemail, call recording, forwarding, workflows, and tracking. It essentially becomes your centralized communication hub.
Choosing the right number type—local, toll-free, or mobile—matters more than most people think. Your area code can influence trust, your toll-free number can impact branding, and your routing setup affects the reliability of your automations.
Understanding these basics upfront will make the entire setup smoother and prevent issues down the line.
Types of Phone Numbers You Can Buy in GHL
When you go to purchase a phone number inside GoHighLevel, you’ll usually see three main options: local numbers, toll-free numbers, and mobile numbers (though availability depends on the country you’re operating in). Understanding the difference helps you choose a number that matches your brand presence and communication style.
Local numbers are the most commonly purchased because they instantly make your business feel present in a specific region. If your clients are mostly local—like real estate, salons, clinics, home services, or local coaching—you’ll notice that people respond more to a number with their area code. It creates familiarity and boosts trust, especially for SMS. I’ve seen conversion rates improve simply by switching to a recognizable area code.
Toll-free numbers, on the other hand, are ideal if you want a more polished, national presence. Businesses that operate across states or countries often choose a toll-free number because it feels more “official.” They’re also great for support lines, onboarding calls, or high-volume SMS campaigns. However, they may sometimes underperform for local cold outreach because they feel less personal.
Mobile numbers (available in select countries) can be helpful if you want your messages to feel personal and “real.” They usually have better SMS deliverability and rarely look like automated or business-generated messages.
The key is to match your number to the purpose:
Local = trust + higher engagement
Toll-free = branding + national presence
Mobile = conversational outreach + better deliverability
Choose based on how you want people to perceive you and how you plan to use the number inside GHL.
Requirements Before Purchasing a Number
Before you click “Buy Number” inside GoHighLevel, there are a few setup steps that many users overlook. These small details often determine whether your number works smoothly from the start—or if you end up facing errors or restrictions.
First, you need the right access level. Only agency owners or users with admin permissions inside the sub-account can purchase numbers. If you’re working in a client account or don’t have the appropriate role, you won’t see the option at all.
Next, ensure the phone settings inside the sub-account are configured. This includes enabling the phone system, verifying the workspace, and making sure the messaging configuration is active. Sometimes users skip this step and wonder why the system won’t allow number purchases.
Another crucial step is billing. GHL uses a wallet-based system where funds are deducted for calls, SMS, and monthly number charges. You must load credits into your agency or sub-account wallet. If there’s no balance, GHL simply won’t let you purchase a number. It’s a simple step but very commonly missed.
Country availability is another factor people don’t think about. Every country has its own rules for phone numbers, and some require identity verification before purchase. For example, European countries often require ID or business registration. The US requires A2P 10DLC compliance for SMS. Some regions don't allow toll-free or mobile numbers at all.
Lastly, make sure you’re aware of carrier and compliance requirements, especially if you’ll be sending marketing messages. This includes A2P registration, opt-in requirements, and SMS content rules.
If you take these requirements seriously upfront, the entire setup process becomes smoother—and you avoid the frustration of failed purchases or message delivery issues later.
Step-by-Step Process
Purchasing a phone number in GoHighLevel is one of those tasks that looks simple on the surface, but if you’re doing it for the first time, it can feel a bit intimidating.
Over the years, I’ve onboarded many clients inside GHL, and I can tell you—most people don’t struggle because the steps are difficult, but because they don’t know what to expect inside the interface. Some don’t know which number type is best, some forget to set it as default, and others purchase the number but never test it.
So here’s a clean, practical breakdown of the exact process you should follow. If you do these steps in order, you’ll never run into issues.
Step 1: Open the Sub-Account
Log in to your GHL agency dashboard and select the sub-account where the number will be used. Phone numbers in GHL are always tied to one specific sub-account. You cannot share a number across multiple accounts, so make sure you’re inside the right one before buying.
Step 2: Go to Settings → Phone Numbers
Look at the left sidebar, scroll down, and click Settings. Inside the settings menu, you’ll find Phone Numbers. This is where GHL stores every number you’ve purchased along with call logs, SMS logs, and configuration settings.
Step 3: Click “Add Number”
On the top right, click the Add Number button. This opens the purchase interface powered by Twilio.
Step 4: Select the Country
Choose the country where your clients or target audience are located. Some countries require identity documents due to telecom regulations. If a number isn’t available or requires verification, GHL will show the necessary prompts.
Step 5: Choose the Number Type (Local or Toll-Free)
Select between:
Local Numbers – great for local businesses and higher trust.
Toll-Free Numbers – better for national presence and customer support.
Your choice should align with your brand, marketing strategy, and target audience behaviour.
Step 6: Search by Area Code or Location
Enter a specific area code (like 305, 646, 214) or type the city name. GHL will fetch all available numbers from Twilio’s inventory. Availability changes often, so if you don’t find a number you like, check again after a few hours.
Step 7: Review Available Numbers
Look through the list carefully. Try to pick a number that’s easy to read and remember—clean numbers stand out in marketing campaigns and sometimes even help with better reply rates.
Step 8: Purchase & Assign the Number
Click Purchase, and the number will be added instantly to your sub-account’s inventory.
Next, assign the number to the related team members or use cases—whether it’s for outbound calling, automated workflows, or two-way texting.
Step 9: Set as Default for Calls and SMS
Go to Phone Configuration and set the newly purchased number as the default for:
Outbound calls
Outbound SMS
Workflows and campaigns
This ensures everything routes through the correct number.
Step 10: Test Your Number
Always run a quick test:
Send yourself an SMS
Make an outbound call
Check inbound routing
This final step helps you catch setup issues immediately instead of discovering them mid-campaign.
How to Set Up Call Forwarding & Routing After Purchase
Once you’ve purchased your phone number inside GoHighLevel, the next crucial step is configuring how calls should be handled. This setup determines how quickly leads reach the right person, how missed calls are managed, and whether callers feel like they’re communicating with a real, responsive business. Most people only buy the number and assume everything is ready—only to discover later that calls weren’t forwarding properly or routing wasn’t assigned. Setting it up right from the start saves a lot of headaches.
Forwarding Calls to Your Mobile
Inside your sub-account, navigate to Phone → Call Settings. Here you can forward calls directly to your mobile or any external number. This is perfect for small businesses or solo operators who want instant access to leads without needing a full call team.
Assigning Call Routing to Team Members
For agencies or growing businesses, you can assign call routing to specific team members. For example:
Sales calls → Sales team
Support calls → Support staff
After-hours → Voicemail or answering service
Smart routing ensures leads never slip through the cracks.
Enabling Voicemail & Call Recording
You can activate voicemail, set custom greetings, and enable call recording from the same settings. Recordings are extremely useful for quality control, sales coaching, or resolving disputes.
Best Practices for Business Call Flows
Always set a fallback action (voicemail, IVR, or SMS reply).
Keep routing rules simple to avoid confusion.
Use missed-call text back automation—it dramatically improves conversions.
Regularly check call logs to ensure smooth performance.
Proper routing makes your number not just functional, but operationally effective.
How to Enable SMS & MMS for the Number
Once your new GHL number is purchased, you’ll want to enable texting capabilities so you can run campaigns, send reminders, and maintain two-way communication. Enabling SMS/MMS is simple, but a few configuration steps ensure deliverability and compliance.
Verifying Sender IDs (For Some Countries)
Certain countries require sender ID registration for SMS to work reliably. If you’re targeting markets like the UK, Australia, or parts of Asia, sender ID verification might be mandatory. GHL will prompt you if your region requires it.
MMS Compatibility
Not all numbers—especially toll-free numbers—support MMS. Inside the SMS settings, you can check whether your purchased number supports image, video, or file-based messaging. If MMS is essential for your business (real estate, salon marketing, car dealerships), always choose a number with MMS support.
Enabling Tracking & Reporting
GHL automatically tracks outbound and inbound messages, but you can enable additional reporting inside Marketing → Reports. This helps you analyse delivery rates, failed attempts, and response patterns.
Avoiding Carrier Filtering
SMS filtering has increased globally, and carriers block messages that appear spammy or use banned keywords. To avoid filtering:
Keep messages conversational.
Include your business name.
Avoid excessive links or promotional keywords.
Register for 10DLC compliance (US-based requirement).
Once everything is configured, your number becomes a fully functional communication hub—ready for automations, campaigns, reminders, and lead nurturing.
A2P 10DLC Compliance (USA Users Only)
If you’re using GoHighLevel in the United States, A2P 10DLC registration is no longer optional—it’s mandatory for SMS delivery. A2P (Application-to-Person) 10DLC is the system mobile carriers use to filter and control business text messaging. Its purpose is simple: reduce spam and ensure consumers receive legitimate messages.
What A2P 10DLC Means
It’s a regulated messaging standard that allows businesses to send text messages from standard 10-digit local numbers. Unlike traditional SMS, 10DLC requires businesses to verify who they are and what type of messages they send.
Why Registration Is Mandatory
If you don’t register, your messages will:
Fail to deliver
Get heavily filtered
Be blocked entirely by carriers
Registered businesses enjoy better deliverability, higher throughput, and more consistent performance in campaigns.
Steps to Register Inside GHL
Go to Settings → Phone System → Trust Center.
Complete “Business Profile” verification.
Submit your A2P Brand Registration.
Register a Messaging Campaign that explains your use case (e.g., appointment reminders, marketing messages).
Assign your purchased number to the campaign.
Expected Approval Timelines
Business Profile: 1–24 hours
Brand Registration: 24–48 hours
Campaign Approval: 1–3 days
Once approved, your number becomes fully compliant, and your SMS deliverability improves dramatically.
Pricing Breakdown
GoHighLevel uses Twilio-based pricing, which means your cost depends on the type of number you purchase and how much you text or call. Understanding this pricing helps you forecast monthly expenses accurately.
Cost of Local vs Toll-Free Numbers
Local Numbers: $1–$3 per month
Toll-Free Numbers: $2–$5 per month
Prices may vary depending on availability and region.
SMS / MMS Cost Per Segment
Typical US rates:
SMS Outbound: ~$0.0075–$0.01 per segment
SMS Inbound: ~$0.0075–$0.01
MMS: ~$0.02–$0.03 per segment
Keep in mind: long messages split into multiple segments.
Call Cost Per Minute
Outbound Calls: ~$0.013–$0.03 per minute
Inbound Calls: ~$0.0085–$0.02 per minute, International rates vary.
Monthly Subscription Details
You pay only for what you use—there is no mandatory bundled plan for phone services inside GHL.
Additional Fees for High-Volume Messaging
Businesses sending thousands of messages per day may incur:
Higher throughput fees
Campaign renewal fees
A2P 10DLC verification fees
Overall, GHL’s phone system remains cost-effective for both small and high-volume businesses.
Common Issues & How to Fix Them
Even though purchasing a phone number in GoHighLevel is usually straightforward, users often run into small issues that disrupt calls or messaging. Over time, we’ve seen the same problems pop up repeatedly — and most of them have quick fixes.
Number Not Appearing
If you purchased a number but don’t see it inside the sub-account, it’s often because the number was added at the agency level by mistake. Double-check that you were inside the correct sub-account before purchasing. Refresh the page or clear cache if needed.
SMS Not Sending
This usually happens due to:
Missing A2P 10DLC registration
Incorrect sender ID
Trying to send SMS from a toll-free number that isn’t verified
Restricted keywords triggering filters
Check your Trust Centre, ensure your campaign is approved, and test with a simple message.
Call Routing Failures
Most routing issues stem from misconfigured workflows. Make sure your number is assigned as the default outbound number, and verify your call forwarding settings. Also test the receiving number — sometimes the destination number has its own issues.
Area Code Unavailability
Some high-demand area codes like 212, 310, or 415 run out frequently. If you can’t find numbers in your preferred area code, try nearby locations or expand your search radius.
A2P Rejection Errors
A2P campaigns get rejected when:
The use case is unclear
You include promotional keywords without proper explanation
Your business details don’t match official records
Re-submit with clear messaging examples and ensure your EIN/LLC details are accurate.
Once you know what causes these issues, fixing them becomes simple and quick.
Best Practices for Choosing the Right Phone Number
Choosing a phone number isn’t just a technical step — it affects branding, trust, call pickup rates, SMS deliverability, and even campaign performance. Here are the best practices we always follow when helping clients pick the right number inside GoHighLevel.
Local Presence Strategy
If your business targets a specific city or community, always choose a local number. People are far more likely to answer calls from area codes they recognize.
Brand-Friendly Toll-Free Numbers
For brands operating nationwide, toll-free numbers (like 800 or 888) create a more professional and established image. Great for customer support or corporate communication.
Multi-Number Strategy for Tracking
Marketing-focused businesses often purchase multiple numbers to track performance across:
Funnels
Ads
Landing pages
Sales reps
Dedicated Numbers for Automations
Never mix your sales team’s number with automation campaigns. Automated workflows (reminders, follow-ups, etc.) should have their own dedicated number to avoid congestion and confusion.
Avoiding Spam Triggers
Certain area codes or recycled numbers may carry spam history. Always test deliverability early — send a few SMS to ensure messages arrive cleanly and numbers aren’t previously flagged.
Choosing the right number on day one sets you up for smooth operations and reliable communication for years ahead.
Purchasing and setting up a phone number in GoHighLevel is more than just a technical task—it’s the backbone of your communication system. From calls and SMS to automations and follow-ups, everything relies on that number working flawlessly behind the scenes. Once you understand how GHL connects with Twilio, how number types differ, and how routing, A2P, and pricing come together, the entire process becomes much more intuitive. With the right setup, you avoid missed leads, broken automations, failed SMS delivery, and the unnecessary frustration nearly every new GHL user faces.
Your phone number becomes your business’s voice. It’s the first point of contact for leads, the lifeline for customers, and the engine powering your workflows and reminders. Setting it up correctly from day one leads to a more professional presence, smoother operations, and higher conversion rates.
And if you ever feel stuck or simply prefer having experts handle everything for you, GHL Hero is here to help. We specialize in flawless setup, routing optimization, A2P compliance, workflow building, and full communication management inside GoHighLevel.
