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HighLevel AI Agent Contest 2025: Getting Started Guide

Audience: AI Agent Contest participants building Conversation AI or Voice AI agents and publishing them as Marketplace templates.

Outcome: By the end of this guide, you’ll have a working agent (chat or voice), packaged as a reusable template, and a Marketplace listing ready for review and installation.

Watch Demo​

Prerequisites​

  • A HighLevel Agency account. If you do not have a HighLevel agency account, you can create one by signing up on Marketplace Portal. Once logged in, head to the Testing tab to create a sandbox account.

  • Role: If you're using an existing HighLevel account, you must be an Agency Owner or Admin to create Marketplace listings.

  • Developer Portal: You must be signed in to (marketplace.gohighlevel.com) for listing the agent on the marketplace.

  • A clear use case (e.g., lead qualification, appointment booking, call routing, support triage).

Step 1 — Design your agent​

  • Define the job-to-be-done. “Who does this agent help, and how do we measure success?”
  • Map the interaction. Draft happy path + recovery paths (fallback, transfer to human, re-ask, escalate).
  • List required assets. Workflows, calendars, custom fields/values, tags, custom fields, etc.
  • Guardrails & tone. Style, compliance boundaries, PII handling, and off-topic responses.

Pro tip: Draft 6–10 suggested questions you’ll later add to the Marketplace listing so buyers can try-before-install (for chat agents).

Step 2 — Build in HighLevel​

Choose your channel and configure essentials:

Creating Conversation AI Agents (chat & messaging)​

Creating Voice AI Agents (phone)​

New to prompt writing? Check out Prompting 101 for tips on crafting effective prompts.

Step 3 — Test like a buyer​

  • Conversation AI: Run end‑to‑end chats with your suggested questions. Verify outputs, field mapping, workflow triggers, and error messages.
  • Voice AI: Place test calls from multiple devices; review call history (transcript, audio, summary), tune prompts, and confirm transfers/appointments.
  • Edge cases: no‑show calendars, invalid emails, multi‑turn clarifications, rate limits.

Go/No‑Go checklist

  • Agent completes the core task unaided 3× in a row
  • Recovery paths work (re-ask, escalate, or handoff)
  • Workflows, calendars, and custom fields update correctly
  • Clear user feedback on failures + safe fallbacks

Step 4 — Package as a Template and Sell on Marketplace​

  • Convert your single agent or multi‑agent team into a reusable template.
  • In Conversation AI or Voice AI, choose your agent/template and select Sell this Template/Agent on Marketplace.
  • You’ll be redirected to the Developer Portal with a special link representing your package.
  • To update an existing listing later, copy the new Marketplace link from the agent and update it in the Developer Portal.
  • Ensure the template includes its underlying assets (workflows, calendars, custom fields/values, etc.).
  • Do not include restricted assets from IP‑protected snapshots.

Cataloging guidance

  • Title: Clear outcome + audience. Example: “Dental Lead Qualifier & Scheduler (Chat + Voice)”
  • Fill Use cases, Agent description, Available actions (workflows, appointments, transfers, etc.).
  • Add Suggested questions buyers can try in the Marketplace preview (for chat agents).
  • Review non‑editable channels (SMS, email, Instagram, calls) and confirm accuracy.

Step 5 — Complete App Details in the Developer Portal​

Listing polish tips

  • Navigate to Profile > App Profile page to catalog your agent effectively.
  • Lead with the outcome and who benefits.
  • Show videos/screenshots/gifs of the agent in action + first‑run checklist.

Step 6 — Pricing​

Make sure to keep your agent free to be eligible for the Contest duration. For detailed steps, see the App Pricing Setup Guide.

Step 7 — Finalize & Submit for review​

  • Complete Basic Info, App Profile, Pricing, and Support sections.
  • Submit for Marketplace review. Once approved, your listing goes live.