Think of a Custom Value like a shortcut. You set the value once, for example your company phone number or your calendar booking link, and GoHighLevel lets you reference it anywhere with a merge tag like {{custom_values.booking_link}}. If the phone number changes, you update the Custom Value one time and every email, text, and funnel page that uses it updates automatically.
Custom Values are different from Custom Fields. Custom Fields store data about a specific contact, for example their business name or annual revenue. Custom Values store global information about your business or the sub-account itself.
Agency owners can set Custom Values at the agency level and push them into sub-accounts through a snapshot. This is useful for franchise-style setups where every client sub-account needs the same booking link or branding line but you want to control it centrally.
How Custom Value works
You create a Custom Value in the sub-account or agency settings under the Custom Values tab. You give it a name and a value. GoHighLevel generates a merge tag automatically. You copy that merge tag and paste it into any email template, SMS body, funnel page headline, or workflow message.
At send time, GoHighLevel replaces the merge tag with the actual value. If you update the value later, all future sends use the new value. Past sends are not changed because the replacement happens at send time, not when you create the template.