White-label

What is GoHighLevel Voice AI — and how to white-label it

GoHighLevel Voice AI is an embedded, conversational telephone assistant built into the HighLevel platform.

Madhu Kumari

12 Jan 2026 — 7 min read

GoHighLevel Voice AI is an embedded, conversational telephone assistant built into the HighLevel platform. It lets agencies and service providers automate inbound and outbound voice interactions (receptionist tasks, lead qualification, appointment booking, routing, basic support) using configurable AI agents that speak, listen, and take actions inside your existing HighLevel workflows and CRM. Voice AI agents can be assigned to phone numbers, use configurable speaking voices and prompts, call external APIs during a call, transfer to humans, and trigger automations (SMS, contact updates, workflows) based on caller intent.

This article explains what Voice AI does, how agencies typically use it, and — step-by-step — how to white-label, configure, embed, and resell it so your customers experience it as part of your product offering.

Quick summary (what you’ll learn)

What GoHighLevel Voice AI is and core capabilities.
Technical building blocks (agents, phone numbers, prompts, custom actions/webhooks).
How to white-label Voice AI for your agency (branding, domains, embedding, re-billing).
Practical setup checklist, compliance considerations, and best practices.
Options for deeper customization or multi-vendor voice stacks.

1. Core capabilities — what Voice AI can do

Inbound call handling — answer incoming calls, qualify leads using natural language, populate contact fields, and route to people or next steps.
Outbound calling — run automated outreach campaigns that call contacts with preconfigured scripts, leave messages, or engage in brief two-way conversations. (HighLevel supports both inbound and outbound uses of Voice AI.)
Custom voice and personality — choose or tune the AI voice and agent “persona” so the conversation matches your brand tone. New voice packs are available as the product evolves.
Workflows and actions during calls — use Custom Actions / Webhooks to let the agent check inventory, update a CRM field, create appointments, or hit external APIs in real time. This is what lets Voice AI be decision-capable, not just conversational.
Transfer & escalation — detect high-intent callers and route them to live staff, or create a warm handoff that includes context gathered by the AI.
Embedding as voice chat widget — Voice AI isn’t limited to PSTN; it can also work as a browser voice widget so site visitors talk to the AI via microphone without dialing a number. This is useful for conversational lead capture on web pages.

2. Typical agency use cases

24/7 receptionist / lead qualifier — answer basic inquiries, capture caller contact details, and book a first appointment.
Appointment booking & calendar triage — check available slots and confirm bookings during the call (subject to calendar integration limits).
Sales prospecting at scale — run outbound sequences that call leads, leave tailored messages, and flag interested prospects.
Support triage — collect issue details, open tickets, and escalate critical calls to a human team member.
Ecommerce verification / order status — connect to live data during the call (inventory, pricing) using webhooks to give accurate answers.

3. How Voice AI fits into the HighLevel platform

Voice AI is not a standalone product — it is embedded into HighLevel’s AI suite and tightly integrated with:

Sub-account CRM records and pipelines,
Existing automations (Workflows),
SMS and Email channels, and
Phone number management inside the sub-account.
Because of this integration, Voice AI calls can automatically trigger follow-ups, update contact fields, and appear in the contact activity timeline.

4. White-labeling: what “white-label” means here

When we say “white-label Voice AI,” we mean the following outcomes for your end customers:

They perceive the voice assistant as part of your brand (custom voice persona, messaging, and onboarding), not a third-party product.
The agent behavior, emails/sms follow ups, and report PDFs are branded with your company.
Billing for the Voice AI product and any associated calling minutes can be handled by you (re-billing/reselling) under your commercial terms. Note: GoHighLevel provides re-billing options to agencies under its SaaS/white-label model; you should confirm the exact contract, limits and costs on your account.

5. Step-by-step: how to white-label GoHighLevel Voice AI

Below is a practical end-to-end process you can follow to make Voice AI appear and behave as your own product offering.

Step A — Confirm account & white-label eligibility

Confirm your HighLevel account level supports white-labeling / SaaS mode and Voice AI. (Voice AI features are available under HighLevel’s AI product suite and some features may require specific plan tiers or Labs enablement.)
Review any contractual terms for re-billing or reselling Voice AI (contact HighLevel support or your account rep). Re-billing must be explicitly allowed and enabled for your account.

Step B — Configure brand & appearance (the customer-facing layer)

Brand assets: prepare logo, color palette, brand voice guidelines, and short sample phrases that the agent should use (greeting, transfer phrasing, confirmation language).
Custom domain and login: ensure your white-label domain is set up in HighLevel (so clients log in at your branded URL). HighLevel’s white-label options typically let you present the whole platform under your domain.
Agent persona & voice: create one or more Voice AI agents and configure their persona: greeting, tone, voice pack (accent/age/style), and failover scripting. Keep the persona consistent with your marketing voice.

Step C — Build the functional agent (technical setup)

Create a Voice AI agent in the HighLevel sub-account: Settings → AI Agents → + Create Agent → choose Voice AI. Configure agent name, availability, and soft prompts.
Assign phone number(s): attach the agent to a phone number (or numbers). You may assign different agents to different numbers for specialized workflows.
Train prompts / Agent Goals: author the agent goals and sample prompts it should follow (what to collect, what to verify, how to qualify). Use short, testable intents—then run live calls to iterate.
Add Custom Actions / Webhooks: where the agent needs to check or mutate live data (inventory, pricing, calendars, external CRMs), implement custom actions that call your endpoints or middleware (n8n, Zapier, Make). This is the mechanism that lets your Voice AI act like a real employee.
Set transfer & escalation rules: configure thresholds (intent score or keywords) that trigger transfer to a human. Include pre-transfer brief (context summary) so humans get a warm handoff.

Step D — Integrate with your product flows

Workflows & follow-ups: connect the agent outcomes to HighLevel Workflows: create tasks, send SMS confirmations, attach tags, or create invoices after a call.
Website widget: if you’re using the Voice AI Chat Widget, embed it on client websites so visitors can speak to the agent via browser mic (no phone number required). This widens adoption and keeps the experience under your brand.

Step E — Branding the user experience

White-label UI assets: ensure any email receipts, transcripts, or PDF reports produced after calls carry your logo and domain.
Documentation & onboarding: create branded setup guides and short videos explaining how clients use the voice receptionist. Branded documentation improves perceived product ownership.

Step F — Billing & commercial model

Decide whether you’ll bundle Voice AI into service packages, charge a monthly SaaS fee, or meter usage (per calling minute). Confirm how calling minutes and AI usage are billed by HighLevel and whether you can set margins.
If you plan to resell, enable re-billing / SaaS mode in HighLevel and ensure your billing system (Stripe, Recurly, etc.) is connected to manage subscriptions.

6. Example configuration: an appointment-booking Voice AI

A minimal, production-ready agent might:

Greet: “Hi — you’ve reached [Your Brand]. How can I help?”
Ask intent: “Are you calling to book an appointment, check status, or speak with support?”
If booking: ask for service type, preferred date/time, and phone/email.
Check calendar (Custom Action webhook) and confirm a slot.
Create the appointment and send confirmation SMS.
If high intent (e.g., “want to buy now”), transfer to sales rep with a warm summary.

This flow uses prompts + one or two custom webhooks to check availability and push the booking into HighLevel calendars or Google Calendar.

7. Testing, optimization & monitoring

Testing approach

Start with a small pilot (one phone number, one agent, limited hours).
Run live calls, collect transcripts, and review failure cases.
Improve prompts and add training examples where the agent failed to capture intent.

Metrics to monitor

Answer rate and % handled by AI vs. human
Conversion rate of AI-qualified leads
Appointment booking success rate
Average handle time and fallbacks to human
Caller satisfaction (sample follow-up survey)

Optimization tips

Keep agent prompts short and directive.
Use slot filling for required data (name, phone, preferred time).
Add suppression rules for fragile edge cases (e.g., payments, disputes).
Iterate voice, speech rate, and confirmation phrasing to reduce repeat confirmations.

8. Compliance, privacy & legal considerations

When deploying Voice AI you must treat voice data as sensitive:

Consent & recording notices: comply with single-party or two-party recording laws in caller jurisdictions. Provide a brief notice at the start of the call if required.
Data retention & export: document how long recordings and transcripts are retained and provide export/erase options for clients.
Security: ensure webhooks and custom actions use authenticated connections (signed webhooks, HTTPS, token rotation).
GDPR / regional laws: if you process EU data, ensure you have lawful basis and data processing agreements where necessary.
PCI & sensitive transactions: avoid collecting full payment card data over AI calls; route sensitive operations to secure payment flows.

9. When to use native Voice AI vs a multi-vendor approach

Use native GoHighLevel Voice AI when:

You want rapid deployment tightly integrated with HighLevel workflows and CRM.
The majority of your client needs are standard receptionist, booking, and qualification flows.

Consider a multi-vendor white-label voice stack when:

You need specialized voice technology (language coverage, specific TTS/NLU providers) or unlimited calling minutes beyond native caps.
You want to arbitrage voice provider pricing (connect to ElevenLabs, Vapi, Retell or others) or add features not yet in HighLevel. There are wrapper services that help integrate external voice engines into HighLevel.

10. Common limitations & trade-offs

Calendar & booking limitations: some agents may initially support booking a single calendar or limited appointment types; complex resource routing may need custom engineering.
Vendor dependency: you rely on HighLevel for core updates and voice improvements — plan for export/migration strategies.
Edge-case conversations: AI can mishandle nuanced complaints or regulated dialogs — design safe fallback paths.
Cost: outbound minute costs and AI compute may impact margins; model your pricing carefully.

11. Pricing & commercial notes (action items)

Don’t assume flat pricing—check your account’s AI and calling plans. Voice AI usage, TTS voices, outbound minutes, and advanced features (webhooks, premium voices) may incur additional charges. Always confirm current terms and any reseller pricing with HighLevel.

12. Launch checklist (copy this into your onboarding playbook)

Before launch

Confirm white-label / SaaS mode & re-billing settings with HighLevel.
Prepare brand assets and voice-style guide.
Build at least one agent using a staging number.
Create custom actions/webhooks for live data checks.
Draft scripts for compliance / recording notices.

Pilot (2–4 weeks)

Run 100–500 calls, collect transcripts.
Monitor handoffs, booking success, and caller friction.
Tune prompts, voice selection, and transfer thresholds.

Go-live

Update client-facing documentation and training.
Configure billing and subscriptions.
Roll out to first 5–10 clients, monitor metrics.

13. Final recommendations (best practice)

Start small and instrument heavily. Voice AI introduces new failure modes; detect and measure them early.
Design graceful fallbacks. Let humans intervene easily and ensure the AI hands off context.
Brand the whole journey. Beyond the voice, make sure confirmations, emails, and reports are your brand.
Price to include uncertainty. Build a margin buffer for minutes and incremental feature costs.
Keep compliance top of mind. Voice data is sensitive; plan for explicit consent and data portability.