The news
On 15 October 2026, HubSpot gave customers more control over what they spend on HubSpot Credits, which pay for its AI agents and other usage-based features. Spending limits are now switched on by default, with an account-wide ceiling of up to 50% above the account's monthly credits. Admins can change that ceiling at any time and set separate limits for single features and actions. When a limit is reached, the features that use credits pause until the next reset date.
Customers can now swap seats they do not use for credits, or for another type of seat, without waiting for their contract to renew. Extra credits come as prepaid packs at a flat monthly rate or as pay-as-you-go billing for work beyond the monthly allowance. HubSpot also says it will not move a business to a bigger plan just because its usage grows, and customers can cap their marketing contacts tier so a growing list does not push them up a tier on its own.
The controls arrive two weeks after a pricing change for new customers. Since 1 October, businesses in Europe, the Middle East and Africa that sign up choose one edition for the whole account (Starter, Professional or Enterprise) instead of separate hubs, with seats and a monthly allowance of credits. HubSpot's price catalogue lists 5,000, 10,000 and 15,000 credits a month for the three editions, and in this model marketing emails and workflow actions use credits too.
What it means for you
- If your team uses HubSpot's AI agents, a spending ceiling is now in place. When it is reached, those features stop until the next reset, which can halt work in the middle of a campaign.
- Seats you pay for but do not use can be turned into credits now, not at renewal.
- For new customers in Europe, the Middle East and Africa, marketing emails and workflows draw on the same credits as AI, so your email volume affects which edition you need.
What to do now
- Open the credit settings in your HubSpot account and check the account limit and any feature limits against your monthly budget.
- List the seats nobody uses and swap them for credits.
- Set a limit on your marketing contacts tier and remove contacts you no longer email.
How Didset can help
We build CRMs and integrations, including with HubSpot, and plan automations so paid AI is used only where it saves your team time.
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