App Marketplace Policy Update: Private App Installation Limits
Thank you for all your comments and feedback regarding the Private App install limits. We've reviewed them carefully and want to address the key points below.
Why are we making this change?
Unrestricted API access poses serious data security, privacy, and business risks for HighLevel customers, especially at our growth rate.
As the platform enabling API access, the Marketplace has a responsibility to implement security safeguards before vulnerabilities can impact hundreds or thousands of agencies.
Limiting installations on private apps is a standard security practice across the SaaS marketplace industry and we have chosen to align ourselves there.
Clarifying the release
Private App Install Limits
Private apps can now be installed by up to five agencies.
There are no limits on sub-account installations, so trusted apps remain free to scale freely as their agencies grow.
Applicability
To avoid disrupting existing developers, this policy only applies to private apps created after November 18, 2025.
Addressing developer concerns
We remain fully committed to growing the Marketplace ecosystem while protecting customers from potential security threats.
This is the solution that we’ll roll out very soon: If your private app needs to serve more than five agencies, you may submit it for a security review using a new form available in the developer console. [Wireframes attached below].
Once approved, your app will remain private without any installation restrictions.
Next steps
We’ll be hosting an AMA session this coming Tuesday, November 25, 2025 at to discuss these changes and answer your questions. Please click here to register.
For any urgent issues, please reach out to us at [email protected]
