How much should you charge to resell a white-label CRM?
Price it as platform cost, plus your service hours, plus capped usage. The margin sits in the service you deliver, not in the software.
The short answer
- An agency should price a white-label CRM as the platform cost per client, plus the service hours that client takes, plus metered usage with a ceiling.
- Wholesale platform costs set the floor: GoHighLevel lists $97, $297 and $497 a month as of September 2026, and SalesCrew runs $299 to $1,200 a month per client instance.
- The margin in CRM reselling comes from setup, cadences, clean data and reporting. A client is paying for a part-time role, not a login.
- AI credits, texts and call minutes need an allowance and an overage rate, or one heavy client erases the margin you made on several quiet ones.
The pricing formula for a resold CRM
Build your price from three costs you can measure. First, the platform cost for that client each month. Second, the hours your team spends on them, times your internal hourly cost. Third, the metered usage they run, such as AI calls or texts. Add them, then add your margin.
Retail price = platform cost + (service hours × your hourly cost) + capped usage + margin. The formula looks obvious, yet most agencies skip the middle term. They copy a price from a forum, then find a demanding client takes 15 hours a month the price never covered.
Your ceiling is the client's alternative. They could buy a CRM directly and pay a freelancer to run it. If your price beats that and saves them the hiring, you're priced right.
What a CRM costs an agency wholesale, per month
| Platform and plan | Monthly cost | What you get for reselling |
|---|---|---|
| GoHighLevel Starter | $97 | 3 sub-accounts; unlimited contacts and users |
| GoHighLevel Unlimited | $297 | Unlimited sub-accounts |
| GoHighLevel Agency Pro | $497 | Unlimited sub-accounts plus SaaS mode for reselling under your brand |
| SalesCrew Core | $299 per client instance | Own database per client, unlimited seats, AI fair-use allowance of about 5,000 model calls, MCP and webhooks |
| SalesCrew Outbound | $699 per client instance | Core plus the outbound pack, about 25,000 AI calls |
| SalesCrew Agency | $1,200 per client instance | Outbound plus marketplaces, the marketing module and all agents, about 60,000 AI calls |
GoHighLevel figures checked on gohighlevel.com/pricing, September 2026; usage for phone, SMS, email and AI is billed on top. SalesCrew figures from salescrew.io/pricing, September 2026.
How to cap metered costs so they don't eat the margin
Metered costs are where agency margin disappears. If the vendor bills you for AI calls, texts or minutes and you charge the client a flat fee with no cap, the busiest client sets your profit. Give every plan an allowance, a posted overage rate, and a stop.
SalesCrew builds that ceiling in. Each tier includes an AI allowance with a soft alert at 80% and a hard stop at 100%, for AI only, so manual work never stops. A top-up costs $10 for 1,000 credits, which you can pass through at your own rate. A client who brings their own Anthropic key adds BYOK for $99 a month, and their AI use stops drawing on the allowance.
What the client gets when you resell SalesCrew
SalesCrew is our product. Each client gets their own instance with their own database, so their data never mixes with another client's. You can apply your name, logo, theme and subdomain to each instance, and clone a proven setup into a new client with a snapshot. Seats are unlimited on every tier, so a client adding staff never changes your cost.
If a client leaves, they get a full export of their data. That is a strong point to price on, because clients who have been locked in before will pay for the exit. See the agency page for the setup and the pricing page for every tier.
A flat fee over an uncapped cost is the classic margin leak
Questions
- What markup should an agency put on a white-label CRM?
- Skip the markup and price the hours. A client paying you monthly for a CRM is paying for setup, cadences, clean data and a monthly report, and those hours set your price. Add the platform cost and any metered usage, then your margin. A bare software markup with no service attached is the hardest version to sell and keep.
- Should AI, SMS or calling costs be built into the flat monthly price?
- Only with a ceiling. Usage swings a lot between clients, and one heavy month can wipe out the margin on a flat fee. Include an allowance, post an overage rate, or pass the cost through at a stated markup. SalesCrew's AI allowance stops at 100% for AI only, which gives you a known ceiling per client.
- Is one platform account for all clients cheaper than one per client?
- A shared account spreads the platform fee, so the software cost per client falls as you add clients. A separate instance per client costs more to run but keeps each client's data in its own database, which is easier to hand over if they leave. Price the separate instance as a premium, since clients who care about data ownership will pay for it.
- Do nonprofits get a lower price on SalesCrew?
- Yes. Registered nonprofits, such as a 501(c)(3) or the local equivalent, get 40% off any SalesCrew tier on an annual term, verified yearly. An agency serving nonprofit clients can pass that saving on or keep it as margin.