Record capacity: what replaced HubSpot marketing contacts

HubSpot record capacity is the limit on how many records your account can hold across all objects on the new pricing: 25,000 on Starter, 250,000 on Professional and 15,000,000 on Enterprise. It replaces separately billed marketing contacts, and extra records cost €5 per 1,000 on Starter and Professional, or €100 per 1,000,000 on Enterprise.

Records are one part of HubSpot's new pricing model for new customers in Europe, the Middle East and Africa. Figures below come from HubSpot's Flexible Seats-and-Credits Pricing supplement, as published on 2 October 2026.

Goodbye marketing contacts, hello records

Under the old HubSpot model, Marketing Hub was priced partly by how many marketing contacts you had. On the new seats-and-credits model, that's gone.

Marketing contacts are no longer billed separately. They count inside record capacity, and record capacity covers all objects in your account, not just contacts.

HubSpot record capacity by edition

There's a hard cap of 50 million records per account.

Buying more records

Our calculator rounds any overage up to the next whole block: 1,000 records on Starter and Professional, 1,000,000 on Enterprise.

For example, a Starter account with 30,000 records is 5,000 over capacity, so it needs 5 blocks of 1,000 at €5 = €25 a month (our calculation). An Enterprise account with 16,000,000 records is 1,000,000 over, so it needs one block at €100 a month (our calculation).

What counts as a record

HubSpot says record capacity covers all objects. In practice, that means you should count everything stored in the CRM, not only contacts. If you use custom objects (a Professional and Enterprise feature, up to 200 definitions), their records count too.

This is a different way of thinking. Under the old model, the billing unit was the marketing contact. Now the unit is every record, whatever object it belongs to.

What to count, object by object

Counting an example database

A small B2B business has 12,000 contacts, 2,000 companies, 1,000 deals and no custom objects. That's 15,000 records in total (our calculation), comfortably inside Starter's 25,000. If it later adds a custom object with 20,000 records, it needs Professional anyway for custom objects, and its 35,000 records sit well inside Professional's 250,000.

When records change your edition

Because Enterprise includes so much more capacity, a large database can make Enterprise cheaper than Professional.

Worked example (our calculation)

A business in Belgium has:

• 3 users needing Core Seats
• 300,000 records
• A need for workflows, so Starter is ruled out

Professional:

• Seats: 3 × €60 = €180.
• Records: 300,000 − 250,000 = 50,000 over capacity. That's 50 blocks of 1,000 at €5 = €250.
• Total: €430 a month.

Enterprise:

• Seats: 3 × €90 = €270.
• Records: 300,000 is well inside 15,000,000. No extra cost.
• Total: €270 a month.

Enterprise costs less, and it adds a standard sandbox, the option of the brands add-on and 3 root domains.

The balance depends on seat count. Every Enterprise Core Seat costs more than a Professional one, so a larger team needs a bigger record overage before Enterprise wins. Run your own numbers rather than assuming.

Records on Free and Starter

The Free edition allows 3,000 records, alongside up to 2 free users and 300 email sends per calendar month. It's a sensible place to test HubSpot, but a growing database will outgrow it quickly.

Starter's 25,000 records go further, and extra blocks are cheap at €5 per 1,000. But record capacity is rarely the only reason to move up. Starter has no workflows, sequences or custom objects, it's capped at 10 paid seats, and it can't buy email or workflow packs. If you need any of those, you're choosing between Professional and Enterprise anyway, and records then help decide which.

Planning for growth

Record capacity is checked against your whole database, so think about where it will be in a year, not just today. A list import, a new integration or a data enrichment project can add thousands of records at once. If a big import would push you well past your edition's capacity, price the next edition up before you run it.

Integrations deserve a special look. A connected billing, support or e-commerce tool can create records on several objects for every customer. Ask what each integration writes into HubSpot before you switch it on.

Tips for managing record capacity

1. Count all objects, not just contacts. Companies, deals and any custom objects all use capacity.
2. Clean before you buy. Duplicates and old records use capacity like any other.
3. Price the next edition up if you're well over capacity. The example above shows how quickly record blocks add up on Professional.
4. Remember the 50 million cap if you're planning a very large database.

How this links to the rest of your bill

Records are one of four parts of the new model, alongside seats, credits and add-ons. Seats cost €20 to €150 per user depending on edition and seat type; see HubSpot Core vs Front Office seats. Credits pay for activity such as email and workflows; see HubSpot Credits explained.

If you're an existing customer still on marketing contact tiers, see what the new pricing means for existing customers.

Price your records in the calculator