Getting Started

GoHighLevel Sub-Account Setup: Complete Platform Onboarding Guide

A complete 27-step guide to configuring a new GoHighLevel sub-account from scratch — phone, email, integrations, workflows, website, and automations. Agency and sub-account owners.

📋 27 steps ⏱ ~81 min 📅 Updated 2026-04-07

What you will learn

This guide walks you through the complete configuration of a new GoHighLevel sub-account from scratch — every setting, integration, and automation in the correct order. It is written for agency owners onboarding a new client, or for sub-account owners setting up their own platform account.

Follow the steps in sequence. Each section builds on the previous one — for example, you cannot configure A2P SMS until you have purchased a phone number, and you cannot run email campaigns until the sending domain is verified. Estimated total completion time is 2–4 hours for a complete setup.

Step-by-step guide

1

Switch into the sub-account

Agency View→Sub-Accounts→Select Client Account

Every configuration step in this guide is completed inside the client's sub-account, not at the Agency level. Always confirm you are in the correct account before making changes.

  1. At the top of the left-hand navigation, click the 'Switch to Sub-Account' button (grid icon).
  2. From the list that appears, click the name of the sub-account you want to configure.
  3. Confirm the sub-account name now appears in the top left — you are now operating inside that account.
💡 All steps below assume you are inside the correct sub-account. If you navigate to a setting and it looks different from this guide, you may be in Agency View by mistake — check the header.
2

Configure general business settings

Settings→Business Profile

The Business Profile is the identity layer of the sub-account. This information populates automated emails, SMS messages, contracts, invoices, and the chat widget. Get it right once and it flows everywhere.

  1. Navigate to Settings → Business Profile.
  2. Upload the business logo in the designated field. Use a PNG with a transparent background for best results.
  3. Fill in all available fields: business name, address, phone number, website URL, and timezone.
  4. After updating each section, click the 'Update Information' button before moving to the next section — changes are not auto-saved.
⚠️ The timezone setting here controls when scheduled workflows fire. Set it to the business's local timezone, not your own.
3

Enable all Labs (Beta) features

Settings→Labs

Labs gives the sub-account access to beta features that have not yet rolled out to all accounts. Enabling everything ensures the account runs on the latest version of the platform.

  1. Navigate to Settings → Labs.
  2. Review the full list of available beta features.
  3. Toggle every feature ON to activate them for this sub-account.
  4. There is no save button — toggles apply immediately.
💡 If a newly enabled feature causes unexpected behavior in a workflow or page, you can return here and toggle it off to revert.
4

Create staff user profiles

Settings→My Staff→Add Employee

User profiles are required before staff members can log in, be assigned conversations, appear on service calendars, or have calls routed to them.

  1. Navigate to Settings → My Staff.
  2. Click the 'Add Employee' button.
  3. Enter the staff member's full name, email address, and role (Admin or User).
  4. In the Calendar assignment field, select the calendar(s) this staff member should appear on for bookings.
  5. Click 'Save'. The staff member will receive an email invitation to set their password.
  6. Repeat for every staff member who needs platform access.
✅ Each staff member must log into their own account and connect their personal Google Calendar under their profile settings to enable availability syncing and prevent double-bookings.
5

Purchase and configure a phone number

Settings→Phone Numbers→Add Number

The platform phone number is used for SMS campaigns, two-way conversations, call tracking, and voicemail drops. Purchase it here before building any automations that involve phone or SMS.

  1. Navigate to Settings → Phone Numbers and click 'Add Number', then select 'Add Phone Number'.
  2. Click 'Filter', enter your desired area code in the middle field, set 'Match To' to First Part of Number, then click 'Apply'.
  3. Browse the available numbers, select one, and click 'Proceed to Buy'.
  4. Once purchased, click the pencil (edit) icon next to the number to open its settings.
  5. In the 'Forward Calls To' field, enter the real business phone number where live calls should forward if unanswered inside the platform.
  6. Check the 'Call Recording' checkbox. In the notification message field, enter the legal disclosure (e.g. "This call may be recorded for quality assurance purposes.").
  7. Click 'Save'.
⚠️ A2P 10DLC registration is mandatory for US SMS sending — see Step 6. Do not run SMS campaigns before completing it or messages will be blocked by carriers.
6

Complete A2P 10DLC registration

Settings→Phone Numbers→Trust Center

A2P (Application-to-Person) 10DLC is a US carrier requirement for all business SMS sending. Without it, messages will be filtered or blocked. This is not optional.

  1. Navigate to Settings → Phone Numbers and click the 'Trust Center' tab at the top of the page.
  2. Click 'Start Registering Now'.
  3. Complete the Brand Registration: enter your legal business name exactly as registered with the IRS, your EIN, business type, industry, and address.
  4. Complete the Campaign Registration: describe your SMS use case (e.g. Marketing, 2FA, Customer Service), write a description of your messaging, and provide two sample messages.
  5. Submit the registration. Approval typically takes 1–5 business days.
  6. Once approved, return to Settings → Phone Numbers → Trust Center to confirm the status shows 'Approved'.
⚠️ Brand and EIN information must match IRS records exactly. Mismatches are the most common cause of rejection. If rejected, correct the information and resubmit.
7

Set up a dedicated email sending domain

Settings→Email Services→Create Dedicated Domain

Sending emails from a dedicated subdomain (e.g. mail.yourbusiness.com) dramatically improves deliverability and protects your main domain reputation. This is required before running email campaigns.

  1. Navigate to Settings → Email Services and click 'Create Dedicated Domain'.
  2. In the 'Enter Domain Name' field, type the sending subdomain you want to use — typically mail.yourdomain.com or inbox.yourdomain.com.
  3. Click 'Add & Verify', then click 'Continue'.
  4. GHL will display a set of DNS records (SPF, DKIM, and CNAME). Log in to your domain registrar (GoDaddy, Cloudflare, Namecheap, etc.) and add each record exactly as shown.
  5. Return to GHL and click 'Verify Domain'. Each record will show a green checkmark when detected.
  6. Once all records are verified, you will be redirected back to Email Services where the domain appears as Active with an SSL certificate issued.
💡 DNS propagation can take a few minutes to a few hours. If verification fails, wait 15 minutes and click 'Verify Domain' again. Do not add duplicate DNS records — check your registrar first.
8

Set up a branded domain for links

Settings→Business Profile→Branded Domain

By default, document links, contract links, calendar booking links, and invoice URLs use the agency-level domain. Setting a Branded Domain replaces this with the business's own subdomain (e.g. link.abccompany.com).

  1. Before touching GHL, log in to your domain registrar and add a new CNAME record: set the Host/Name to your chosen subdomain prefix (e.g. link) and set the Value/Points To field to brand.ludicrous.cloud.
  2. Wait at least 60 seconds for DNS to propagate.
  3. In GHL, navigate to Settings → Business Profile and locate the Branded Domain field under General Information.
  4. Enter the full subdomain URL you configured (e.g. https://link.abccompany.com). This must include a subdomain prefix — never use a root domain.
  5. Click 'Update Information'. A success confirmation will appear in the top right.
⚠️ Add the CNAME record in your registrar before entering it in GHL. If GHL cannot verify the record, you will not see the success confirmation.
9

Connect Facebook Page and Instagram account

Settings→Integrations→Social→Connect

Connecting Facebook and Instagram activates the unified inbox for Facebook Messenger and Instagram DMs, enables Facebook review management, and allows the Social Planner to post to both platforms.

  1. Ensure the Instagram profile is set to a Business account and is connected to the business Facebook Page before starting.
  2. Log in to the Facebook account that manages the business Page in your browser.
  3. In GHL, navigate to Settings → Integrations and click 'Connect' next to the Social option.
  4. Click 'Continue as [Page Name]' to authorize using the logged-in Facebook account.
  5. Select the Facebook Page you want to link to this sub-account from the list.
  6. Click 'Connect Facebook & Instagram'. Both platforms will now appear as connected.
⚠️ Have the Facebook login credentials ready before starting. If you are not the Page admin, you will need to request access from whoever is.
10

Connect Google Business Profile

Settings→Integrations→Sign in with Google

Connecting Google Business Profile activates Google review management, Google Business Messaging in the unified inbox, and call tracking via GHL's hosted phone number.

  1. Confirm the Google Business Profile has been created and verified in Google before proceeding.
  2. Navigate to Settings → Integrations and click 'Sign in with Google'.
  3. Select the Google account associated with the business profile and grant all requested permissions.
  4. From the dropdown, select the specific business location to link to this sub-account.
  5. Check the 'Enable GBP Call Tracking' checkbox to route calls through GHL's hosted number and log them in the platform.
  6. Click 'Connect'.
✅ When call tracking is enabled, the existing phone number in the Google Business Profile is automatically moved to the second phone number field — it is not deleted.
11

Connect Stripe for payments

Settings→Integrations→Stripe→Connect with Stripe

Stripe is required for accepting card payments in the checkout, order forms, invoices, and calendar bookings. Apple Pay and Google Pay are activated automatically once Stripe is connected.

  1. Navigate to Settings → Integrations and locate the Stripe option.
  2. Click 'Connect with Stripe'.
  3. Log in to your Stripe account (or create one) and click 'Allow Access' to authorize GHL.
  4. Return to Settings → Integrations and confirm the Stripe account now shows as Active.
⚠️ Use Live mode keys for production, not test keys. If you see test mode in Stripe, toggle to Live in the Stripe dashboard before connecting.
12

Connect Social Planner networks

Marketing→Social Planner→Add Account

The Social Planner lets you schedule and publish posts across multiple platforms from inside GHL. Connect each relevant social account here before scheduling any content.

  1. Navigate to Marketing → Social Planner.
  2. Click 'Add Account' or follow the on-screen prompts to connect a platform.
  3. Connect each desired platform: Facebook, Instagram, LinkedIn, Google Business Profile, TikTok, X (Twitter).
  4. For each platform, you will be redirected to that platform's login page. Log in and grant all requested permissions.
  5. Repeat for each platform. All connected accounts will appear in the Social Planner sidebar.
⚠️ Have active login credentials for each social account ready before starting. GHL cannot post to platforms you are not logged into.
13

Configure review request templates

Settings→Reputation Management

Review request templates are the pre-written messages sent to customers asking for a Google or Facebook review. Set these up once and they are available for use in bulk actions, quick actions in the mobile app, and automated workflows.

  1. Navigate to Settings → Reputation Management.
  2. Toggle on 'SMS Review Requests' and write a short, personalized SMS message. Example: "Hi {{contact.first_name}}, thanks for choosing us! Could you take 30 seconds to leave us a review? It means a lot: [link]"
  3. Toggle on 'Email Review Requests' and write an email version of the same request.
  4. Under 'Review Link', select Google or Facebook as the destination platform.
  5. If Google is not linked, click 'Custom Link'. To find the review URL: go to developers.google.com/places/place-id, search for the business, copy the Place ID, then build the link in this format: https://search.google.com/local/writereview?placeid=YOURID
  6. Paste the link into 'Setup Your Custom Link'.
  7. Click 'Save'.
14

Activate Review Reply AI

Settings→Reputation Management→Review Reply AI

Review Reply AI ensures every incoming review receives a timely, on-brand reply — improving your local SEO ranking and showing Google you are an engaged business.

  1. Navigate to Settings → Reputation Management.
  2. At the top of the screen, choose your preferred mode:
    • Suggestive — AI drafts a reply that a team member reviews and approves before sending. Recommended for businesses that want control.
    • Auto Responses — AI sends replies automatically without manual approval. Best for high review volume businesses.
  3. Select the mode and save your preference.
✅ Start with Suggestive mode until you are confident the AI responses match the business voice. You can switch to Auto Responses at any time.
15

Create products in the payments catalog

Payments→Products→Create Product

Products created here are available for use across order forms, funnels, invoices, and the eCommerce store. Create all products before building checkout pages or order forms.

  1. Navigate to Payments → Products and click 'Create Product'.
  2. Enter the product name, write a description, and set the price.
  3. Set the Billing Type: one-time (single payment) or recurring (subscription with interval).
  4. To import products from a connected Stripe account, click 'Import from Stripe'.
  5. To import via CSV, click 'Import as CSV' → download the sample template → fill in your data → upload the file.
  6. Click 'Save'.
16

Configure the sales pipeline

Opportunities→Pipelines

Pipelines give you a visual Kanban-style view of where every lead is in the sales process. The snapshot includes a default pipeline — customize the stages to match the actual sales journey for this business.

  1. Navigate to Opportunities → Pipelines.
  2. Find the Marketing Pipeline and click the pencil (edit) icon.
  3. Review the existing stages. To rename a stage, click it and type the new name. To add a stage, click '+ Add Stage'. To remove a stage, hover over it and click the trash icon.
  4. Suggested stages for a typical service business: New Lead → Contacted → Proposal Sent → Follow Up → Closed Won → Closed Lost
  5. Click 'Save' when finished.
17

Set up Custom Values

Settings→Custom Values

Custom Values are reusable variables that appear throughout funnels, email templates, workflows, and websites. Update them once here and they propagate everywhere they are referenced — no editing 40 places individually.

  1. Navigate to Settings → Custom Values.
  2. Review all pre-added Custom Values from the snapshot.
  3. Click the three-dots icon next to each value and select 'Edit Custom Value'.
  4. Leave the Name field unchanged — this is the internal reference key. Update the Value field with the actual business-specific data (e.g. real phone number, business name, booking page URL).
  5. Click 'Update' after each edit. Repeat for all values in the list.
✅ Key Custom Values to update first: business name, phone number, website URL, booking page URL, and offer/promotion name. These appear in the most automations.
18

Create SMS and email snippet templates

Marketing→Templates (Snippets)→Add Template

Snippets are pre-written message templates that staff can insert with one click in conversations — both on desktop and the mobile app. They ensure consistent, fast replies to common questions.

  1. Navigate to Marketing → Templates (Snippets) and click 'Add Template'.
  2. Choose 'Add Text Template (Snippet)' for SMS/chat or 'Add Email Template (Snippet)' for email replies.
  3. Give the template an intuitive name (e.g. 'FAQ - Business Hours', 'Quote Request Reply', 'Review Request Follow-Up').
  4. Write the message body. Use Custom Values (merge fields) to personalize automatically — click the {{}} icon in the toolbar to insert them (e.g. {{contact.first_name}}).
  5. Optionally attach a file if relevant.
  6. Click 'Save'. Repeat for all common interaction types.
19

Configure calendars

Settings→Calendars→Edit

Calendars control when clients can book appointments and which team members are available. The snapshot includes pre-built calendars — review and customize each one before going live.

  1. Navigate to Settings → Calendars.
  2. Click the three-dots icon next to each calendar and select 'Edit'.
  3. Update: calendar name, description, availability hours, appointment duration (e.g. 30 min, 60 min), buffer time between appointments, and confirmation/reminder settings.
  4. For Service Calendars: under Service Details, assign the relevant team member(s) who will fulfil that service.
  5. To sync an external calendar and prevent double-bookings, click the 'Calendar Sync' option and connect Google Calendar, Outlook, or iCal.
  6. Click 'Save'. Repeat for each calendar.
⚠️ Each staff member must connect their personal Google Calendar from within their own user account — not from the admin — for it to sync correctly.
20

Review and activate pre-built workflows

Automation→Workflows→Marketing Workflows folder

The snapshot includes six pre-built workflows covering lead nurture, appointment reminders, and review requests. Two require content updates before they can be activated.

  1. Navigate to Automation → Workflows and open the 'Marketing Workflows' folder.
  2. Open the 'New Lead Nurture (Fast 5) - Claim Offer' workflow.
  3. Click each Email action to open its settings. Update the subject line, body copy, and any images to match the business's offer and voice. Click 'Save Action'.
  4. Click each SMS action and update the message content. Click 'Save Action'.
  5. For the Voicemail action, click it and upload a custom audio file (MP3 or WAV) via the action's settings panel.
  6. Once all actions are updated, toggle the switch at the top right from 'Draft' to 'Published'. Click 'Save'.
  7. Repeat for the 'Long Term Nurture' workflow.
  8. Review the remaining four workflows to understand what they do — activate those relevant to the business.
⚠️ Never publish a workflow without updating the content first. Publishing a draft with placeholder text will send that placeholder text to real leads.
21

Configure the website

Sites→Websites→Edit

The snapshot includes a templated website. Customize it to reflect the actual business before publishing or pointing a domain at it.

  1. Navigate to Sites → Websites and click on the website included in the snapshot.
  2. On the Home page, click 'Edit'. Update the Services section: service names, descriptions, and images. Click 'Save'.
  3. Still on the Home page, scroll to the FAQ section and update the questions and answers to reflect the business's actual most common inquiries.
  4. On every page, review and update all navigation links, button links, and social media icons to point to the correct destinations.
  5. To enable the Chat Widget on the website, go to the website Settings tab and toggle 'Chat Widget' to Enabled.
  6. Update the SEO Meta Data on each page: click the 'SEO Meta Data' button in the top left of the page editor and fill in page title, description, and keywords.
  7. Click 'Publish' when ready to go live.
⚠️ Pages linked with the 'Go To Page' feature break by default in a new sub-account. Reassign these links manually since the domain differs per account.
22

Configure the sales funnel

Sites→Funnels→Edit

The snapshot includes a lead capture funnel with an opt-in page and appointment booking page. Update all content before running ads or sending traffic to it.

  1. Navigate to Sites → Funnels and open the funnel from the snapshot.
  2. For each Step (page), click 'Edit' to open the page builder.
  3. Update all text, images, headlines, and calls-to-action to reflect the business's actual offer.
  4. Click 'Save' before exiting each page.
  5. Update SEO Meta Data: click the 'SEO Meta Data' button in the top left of the page builder. Edit the title, description, and keywords for each page. Click 'Update SEO Metadata' then 'Save'.
  6. Click 'Publish' on each step once edits are complete.
23

Connect a live domain

Settings→Domains→Add & Verify

Once the website and funnel are ready, connect a real domain so customers can find the business online.

  1. Navigate to Settings → Domains.
  2. Enter your domain or subdomain in the 'Enter Domain Name' field (e.g. yourdomain.com or sub.yourdomain.com).
  3. Click 'Add & Verify', then 'Continue'.
  4. Depending on your registrar, you will either be walked through automatic DNS setup (for GoDaddy/Cloudflare) or prompted to add DNS records manually in your registrar's DNS panel.
  5. Click 'Verify Domain'. DNS propagation can take minutes to hours — click Verify multiple times until all records are confirmed.
  6. Once verified, select the website and set the default homepage for this domain.
✅ SSL certificates are generated automatically once the domain is verified. No separate purchase is needed.
24

Configure the live chat widget

Sites→Chat Widget

The chat widget converts website visitors into leads by capturing their contact info directly into the GHL CRM. Configure it in Live Chat mode while A2P registration is pending, then switch to SMS mode after approval.

  1. Navigate to Sites → Chat Widget.
  2. Update the Chat Bubble settings: icon style, bubble color, and screen position (bottom right is standard).
  3. Under 'Chat Type', select 'Live Chat' — this uses browser-based messaging and does not require a phone number.
  4. Update the Widget Window: greeting message, team member name, profile photo, and online/offline status messages.
  5. Update Acknowledgement Settings: what the contact sees after submitting a message.
  6. Click 'Save'.
  7. After A2P approval: return here and change Chat Type to 'SMS or Email Chat' so conversations are delivered as real text messages. Click 'Save'.
✅ The widget must also be enabled on your website. Go to Sites → Websites → your website → Settings tab → toggle Chat Widget ON.
25

Set up Voice AI to handle missed calls

Settings→Voice AI Agents→Create New Agent

Over 50% of calls to local businesses go unanswered. Voice AI automatically answers those calls, handles FAQs, captures lead information, and can book appointments — even at 2am.

  1. Navigate to Settings → Voice AI Agents and click 'Create New Agent'.
  2. On the Agent Details screen: enter the agent name and write an initial greeting message (e.g. "Thanks for calling [Business Name]. I'm [AI Name] — how can I help you today?"). Click 'Next'.
  3. On the Agent Goals screen: define what the agent should accomplish — answer FAQs, collect name/email/phone, book an appointment. If the snapshot includes a Voice AI Prompt, switch to Advanced Mode and paste the prompt. Click 'Next'.
  4. Select the phone number you want this agent to answer. Configure activation: Always On, After Hours Only, or When Missed.
  5. Use the built-in testing feature to place a test call and verify the responses before going live.
⚠️ Always test your Voice AI agent thoroughly before assigning it to a live phone number. An untested agent can create a poor first impression.
26

Update the website post-launch with Custom Values

Settings→Custom Values

Now that the website is live on a real domain, you have real page URLs to store as Custom Values. These are referenced in automated emails and workflows — update them so links point to the correct live pages.

  1. Navigate to Settings → Custom Values.
  2. Find and edit 'Promotion Name' — update the Value to the actual promotion or offer being advertised.
  3. Find and edit 'Marketing - New Booking Thank You Page URL' — paste in the full live URL of the Thank You page.
  4. Find and edit 'Marketing - Website Booking Page URL' — paste in the full live URL of the appointment booking page.
  5. Click 'Update' after each edit.
27

Add Link-in-Bio page to social media profiles

Sites→Websites→Link in Bio page→Preview Link

The snapshot includes a Link-in-Bio page — a simple page with clear CTAs for customers coming from social media. Add its URL to every social media bio so followers can take action.

  1. Navigate to Sites → Websites and click on the website that contains the Link in Bio page.
  2. Locate the 'Link in Bio' page tile and click the 'Preview Link' button in the lower right of that tile.
  3. The page will open in a new browser tab. Copy the full URL from the address bar.
  4. Log in to each social media platform — Instagram, TikTok, Facebook, LinkedIn, X — and paste this URL into the bio/website field of each profile.

Frequently asked questions

What is the difference between Agency View and Sub-Account View in GoHighLevel?

Agency View is the top-level admin panel where you manage all sub-accounts, billing, and agency-level settings. Sub-Account View is where you configure and operate individual client accounts — their CRM, workflows, funnels, and communications. This guide is completed entirely in Sub-Account View.

How long does A2P 10DLC registration take?

Brand registration is typically approved within 1 business day. Campaign registration takes 1–5 business days depending on carrier review queues. You can configure everything else in the platform while waiting, but do not launch SMS campaigns until you receive approval confirmation.

Do I need to complete every step in this guide?

The core steps (1–12) are required for the platform to function properly. The remaining steps are highly recommended but can be completed in phases. Steps 19–27 are labelled as Quick Wins and can be done in any order after the foundation is in place.

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