HubSpot turns on AI credit limits by default and lets seats become credits

HubSpot turns on AI credit limits by default and lets seats become credits

15 October 2026: HubSpot has switched on spending limits for AI credits by default across customer accounts, setting an account-level ceiling of up to 50% above each customer's monthly credit allowance. In the same announcement on 15 October the CRM company said customers can now swap seats for credits mid-contract without waiting for renewal, cap the marketing contacts tier they pay for, and buy credits either in flat monthly packs or pay as they go.

Not yet independently verified. Single source: HubSpot's own announcement, which gives no rollout schedule, no price per credit and no list of the plans covered. We will add them when HubSpot's pricing and product pages show them. We will update this when it can be confirmed, and remove this note.

Limits on by default

HubSpot's agents and AI features draw on credits, and the cost depends on how much work the AI does. The company says a surprise invoice should not be how a business learns how much an agent has taken on. The default limit leaves headroom for usage to grow while stopping a spike, and customers can raise or lower it at any time. Limits can also be set for individual features and actions, so a team can let one agent run freely while holding another back.

"Nobody should have to miss out on getting the most out of AI because they don't know what the bill will be," said Jon Dick, HubSpot's chief customer officer.

Seats, contacts and how credits are bought

Three further changes affect contracts:

• Seat swaps: customers can move spend from seats to credits, or to another seat type, themselves at any point in the contract term.
• Contacts cap: HubSpot says it will not move a business to a bigger plan because usage grows, and that includes contact lists. Customers can set a limit on their marketing contacts tier and decide, when a list reaches it, whether to upgrade or clean the list.
• Two ways to pay: packs of credits for a flat monthly rate, or Pay-as-You-Go, which bills usage beyond the monthly allowance only when the work is done.

Earlier this year HubSpot moved its Customer Agent and Prospecting Agent to outcome-based pricing, charging only when the agent completes a task.

What an account owner can check now

With limits on by default, an account that relies on an agent for routine work could see it stop once the ceiling is reached, so the first thing to look at is where the default limit sits against last quarter's usage. Accounts with unused seats near the end of a campaign can now convert them rather than carry them to renewal. HubSpot has not published a price per credit, a rollout schedule or the plans covered in this announcement.

We list HubSpot and HubSpot Sales Hub; our marketing automation software category lists eight products and our small business CRM category 14.

Related on TrustList:

• HubSpot cuts about 660 jobs, 7% of its workforce, in a reorganisation
• HubSpot forces TLS 1.2 on legacy domain settings from 14 October

Sources

• HubSpot company news: HubSpot gives customers more control of their AI spend with new spend caps, seat-to-credit swaps, and flex payment options, 15 October 2026