HighLevel Updates: New Features for August 18-22, 2025

The third full week of August 2025 pushed changes into billing, ecommerce, ad attribution and voice automation. Premium workflow actions moved onto tiered pricing, stores gained real shipping, and Instagram direct message conversions became trackable. Here is what shipped between August 18 and August 22, 2025, and why each change matters for agencies and small businesses.

Premium Workflow Actions Move to Four Pricing Tiers

Premium workflow actions moved from a single Pro Plan to four volume-based tiers. Free includes 100 lifetime executions then bills $0.01 each. Starter is $10 a month for 10,000 executions with $0.008 overage, Growth $25 for 30,000 with $0.006, and Scale $50 for 65,000 with $0.004. An execution is one premium action run, covering premium triggers, marketplace apps and LC Apps; standard and external AI model steps do not count.

Reselling works on every tier, agencies default to a 1.2x markup unless a custom multiplier already exists, and current Pro Plan accounts shift to Starter automatically. Predictable bundles make automation retainers far easier to quote, and our MRR calculator helps model the margin.

Instagram DM Conversions Land in Ad Manager

Ad Manager can now create Instagram DM datasets under Meta, then Conversions, where Instagram DM joins Lead Event and Funnel Event as a goal type. In workflows the Facebook Conversion API action is renamed Meta Conversion API and accepts an Instagram DM event type, with fields for connection type, Facebook page, linked Instagram account, dataset ID (formerly pixel ID), event name defaulting to LeadSubmitted, optional value and currency, and custom mapping for IGSID.

Reconnecting the Meta account under integrations is required, since click-to-direct tracking needs new authorization scopes. For anyone buying Instagram DM ads, this closes the attribution gap that kept those conversations out of reporting.

Ecommerce Stores Launch Faster and Ship for Real

Store creation added a Quick Start option under Sites, then Stores, generating a pre-built store already stocked with recent ecommerce features. Store elements also drag into the website builder, where the first cart, collections list or featured products block dropped on a page creates the store, generates its pages and copies the current theme.

Large catalogs gained spreadsheet-style bulk editing. Select products, click Bulk Edit, and a grid opens across titles, media, collections, tax codes, pricing, variants, inventory, shipping and SEO. Column choices persist, invalid cells highlight red and block saving, and title and price amount cannot be blank.

A ShipStation integration also went live in the sub-account app marketplace, connecting more than 50 carriers, syncing order status and showing live rates at checkout with a fallback value. A live API key and secret are required. Together these let a physical-product store launch and fulfill without a second platform.

Subscriptions Can Be Edited Instead of Recreated

Active subscriptions are now editable in place under Payments, then Subscriptions, then Update Subscription. Products can be added or removed when they share a billing frequency and currency, quantities adjust between 1 and 1,000, start dates change on scheduled subscriptions and end dates on anything not cancelled. Charge dates stay fixed and a preview confirms every change before saving, across Stripe, Square, NMI and Authorize.net.

Manual subscription creation with saved cards also reached custom payment provider apps, so clients no longer re-enter card details for each plan. Sub-account users can also cancel their own reselling subscriptions under Settings, then Billing, instead of escalating to the agency.

Default Currency and Safer Product Deletion

A default currency can be set under Settings, then Business Profile, then Currency. It flows through product creation, coupon setup, the Charge Now flow and other checkout configurations, and stays overridable at the point of sale. Accounts that skip it keep inheriting currency from the business country, sparing multi-market agencies a repeated correction.

Product deletion gained guardrails. SaaS products with active or past due subscriptions cannot be removed, calendar and membership products hide the delete control, bulk deletion skips restricted items while clearing eligible ones, and saved prices and variants lock their delete icon. A Calendar tag flags system-generated entries.

Unsubscribe Flows Become Configurable

Email unsubscribes now follow one of three flows chosen under Settings, then Unsubscribe. One-step opts the contact out on a single click and then asks for feedback. Two-step requires email confirmation first. Dynamic detects risky clicks, meaning those from contacts under five minutes old or within an hour of creation, and asks only those for verification while unsubscribing everyone else instantly.

A guided modal explains link customization, and historical records are unaffected. Bots and security scanners have quietly trimmed lists for years, and this stops that without weakening compliance. Our email marketing guide covers the wider setup.

A Pricing Table Element for Funnels and Websites

Funnels and websites gained a pricing table element with four layouts: grid with adjustable column gaps up to 100 pixels and five columns per row, carousel with auto-advance and pause on hover, classic table with horizontal arrow scrolling, and comparison table with a sticky head column.

Pricing models cover fixed, subscription from daily to yearly, price from, price range, per unit, free and custom text, with strikethrough previous prices, discount badges and captions. Buttons can open a URL, trigger a popup, jump to another step or sit inert. Comparison pricing pages stop being a manual assembly of text blocks, which matters on any funnel build.

Voice AI Prompt Scoring and a Rebuilt Voice Picker

Voice AI added a prompt evaluator that reviews an agent prompt on demand and returns specific suggestions. Each can be marked resolved or waived, and prompts can be edited and re-evaluated immediately, turning tuning into a short feedback loop.

Voice selection was redesigned around filters for language, accent and gender, plus search and a play and pause preview toggle. Any language and voice pairing is allowed, so a German voice can front an English-speaking agent. A browser-based voice widget that lets site visitors speak to an agent without a phone call entered private beta. See our voice AI guide and the official voice AI overview.

Smaller Improvements Worth Noting

• Marketplace apps support dynamic usage-based pricing through the Create Wallet Charge API, with a new price parameter and a flat per-unit markup agencies can add when reselling.
• Marketplace OAuth now supports PKCE, protecting authorization codes in browser-based and mobile integrations.
• Communities posts and comments accept channel and event tags typed with #, shown with icons and clickable for direct navigation.
• Direct messaging arrived between members who share a group, with a unified chat inbox and new message notifications.
• QR codes can be shared as a link straight from the builder and tested before creation, with no image download needed.
• Conversations API responses and webhooks now include the chat widget ID, and the media library added screen reader compatibility and keyboard navigation.

Frequently Asked Questions

What happens to accounts already on the Workflows Pro Plan?

They move to the Starter tier at $10 a month with 10,000 premium executions included and no action required. Overage bills at $0.008 per execution, and reselling stays available.

Why does Instagram DM tracking require reconnecting Meta?

Click-to-direct conversion tracking uses authorization scopes the original connection never requested. Reauthorizing the Meta account under sub-account integration settings grants them so events can post to the new dataset.

Which payment providers support editing an active subscription?

Stripe, Square, NMI and Authorize.net. Products can be added or removed when they share a billing frequency and currency, quantities run from 1 to 1,000, and charge dates stay unchanged.

Try These Features Yourself

Automation billing, ecommerce fulfillment, ad attribution, subscription management and voice agents sit inside one account, which is the practical argument for consolidating a stack. Start a free 30-day GoHighLevel trial and put the August releases to work on a live client project. Compare plans on the pricing page or browse our feature overview.