HubSpot AI credit limits: what they mean for sales and event teams

The short answer: on 15 October 2026, HubSpot announced new controls for its AI credits: a default spend cap per account, credit limits per feature and action, seat-to-credit swaps, credit packs and pay-as-you-go billing (HubSpot). For sales and event teams, this means you can set a clear budget before AI agents work through a big lead list after a trade show, and the bill will not grow past it by surprise.

Below: what HubSpot announced, what AI work costs in credits, an example for one trade show, and the questions to ask before you let agents loose on event leads. Every fact links to HubSpot's own pages.

What HubSpot announced on 15 October 2026

HubSpot shared the news in a company news post. Jon Dick, HubSpot's Chief Customer Officer, said: "Nobody should have to miss out on getting the most out of AI because they don't know what the bill will be." These are the changes:

The post does not say which plans get each change or when each one goes live in your account. Check your account settings or ask your HubSpot contact.

How much HubSpot AI work costs in credits

HubSpot Credits are used when features and agents finish a task. A credit costs $0.010, and extra capacity packs cost $10 per 1,000 credits. Unused credits expire at the end of each month (HubSpot Credits). These rates matter most for work after an event:

Since April 2026, the Prospecting Agent is priced by outcome: $1.00 per lead that it recommends for outreach, paid as 100 credits (HubSpot). The agent researches accounts, finds the right contacts and drafts personal outreach, and HubSpot says it is available in the Starter, Professional and Enterprise editions of Sales Hub (HubSpot). The rates per plan, and how many credits your plan includes, are in the HubSpot Products & Services Catalog.

Example: budget AI follow-up for one trade show

Say your team comes home with a list of event leads and wants HubSpot agents to help with the work. This is only a sample calculation with the list rates above. Your own plan and included credits change the result.

1. 1

   Step 1: Know your included credits

   Look up how many credits your plan gives each month. Remember that unused credits expire at month end, so plan big follow-ups in the month of the show.

2. 2

   Step 2: Set a limit per agent

   Use the new limits per feature and action. Give the agents that work on event leads their own budget, so one show does not use credits that other teams need.

3. 3

   Step 3: Check the account cap

   The default cap is up to 50% above your monthly credits. Lower it if your finance team wants a hard stop at a smaller number.

4. 4

   Step 4: Clean the list first

   An agent that researches empty rows uses credits and still writes generic emails. Fill in name, company, email, event name and your booth note first. Our guide to importing trade show leads into HubSpot shows how.

5. 5

   Step 5: Keep hot leads human

   Hot leads from the booth should get a personal email from a seller on day one. Test agents on warm and cold leads. Our follow-up email templates help with that first message.

Limits and open questions: data and GDPR

Cost control is one part. For teams in Europe, these points need an answer too. This is a short overview, not legal advice.

• What is not announced yet. HubSpot's post gives no dates per plan, no pack sizes and no prices for credit packs.
• Fully autonomous sending. The Prospecting Agent can send without review if you switch that on (HubSpot). For event leads, start with review on.
• Lawful basis. A badge scan does not mean the visitor agreed to an email series. Read our guide on GDPR for trade show leads before any agent sends emails.
• Contact limits. The new contact tier limit can stop a list from growing. Decide early which event contacts are marketing contacts, so the limit does not block an import after a show.
• Measure the result. Credits are a cost of the event. Add them to your trade show ROI next to booth and travel costs.

Full leads before AI spends a credit

Every AI agent works better, and wastes fewer credits, when each lead already has full details and a real note from the booth. That part starts on the show floor. With Swopi, your team scans badges, business cards and QR codes on their own phones and adds a short note or voice note. Leads without typing. Swopi AI adds missing details from 20+ data providers and drafts the follow-up email from your note. Leads go straight to HubSpot and 5,000+ CRMs and apps. See pricing to try it at your next event.