Insights
HubSpot Credits Explained: What They Cost and What Uses Them
How HubSpot Credits work under the new pricing: how many you get, what each action costs, what happens when you run out, and the cheapest way to buy more.
Will Andrew
Founder & Lead Consultant
HubSpot Credits pay for email, automation and AI agents under HubSpot's new pricing. Here's how many you get, what each action uses, what happens when you run out, and how to keep the bill predictable.
HubSpot Credits are how you pay for the work HubSpot does for you on its new seats-and-credits pricing. Marketing emails, workflow actions, AI agents and a handful of other features use credits each time they run. Starter includes 5,000 credits a month, Professional 10,000 and Enterprise 15,000. Extra credits cost 0.9p each (€0.01). Credits reset every month and don’t roll over, and if you’ve only got your included credits, the features that use them pause when you run out.
Credits are the least familiar part of HubSpot’s new pricing, and the part that decides whether your bill matches your budget. Below we cover how far the included credits go, what each action costs, what happens when you hit your limit, and the cheapest ways to buy more, all based on HubSpot’s published rate sheet. For the wider picture of editions and seats, see our guide to HubSpot’s new pricing model.
Rates checked October 2026 against HubSpot’s flexible seats-and-credits pricing supplement and knowledge base. Pound prices are HubSpot’s UK prices for October 2026, with HubSpot’s euro price in brackets. The Starter-only Base marketing pack is our estimate, as we haven’t seen a UK price for it. All prices exclude VAT. Rates for beta features can change during the beta, so always check the live rate sheet before you budget.
How far your included credits go
Every paid edition includes a monthly allowance. On their own, the numbers don’t mean much, so here’s roughly what each allowance covers if you spent it all on one thing.
| Starter | Professional | Enterprise |
|---|---|---|---|
Credits included each month | 5,000 | 10,000 | 15,000 |
Marketing emails, if spent on nothing else | About 333 | About 666 | About 1,000 |
Workflow actions, if spent on nothing else | Workflows not included | About 3,333 | About 5,000 |
Customer agent conversations, if spent on nothing else | Not included | 200 | 300 |
In practice you’ll spread credits across several features, so most businesses that send regular marketing email will need more than the included amount. That’s not a trap, it’s how the model is designed: you pay a lower seat price and buy the capacity you actually use.
What uses HubSpot Credits
These are the rates on HubSpot’s credit rate sheet. Email and workflow rates fall as your monthly volume goes up.
Email, messaging and automation
Action | Credits |
|---|---|
Send one email (marketing, automated or transactional), first 10,000 sends a month | 15 |
Send one email, sends 10,001 to 55,000 | 5 |
Send one email, sends 55,001 to 100,000 | 2 |
Send one email, above 100,000 sends | 0.5 |
Run one workflow action, first 10,000 a month | 3 |
Run one workflow action, actions 10,001 to 55,000 | 2 |
Run one workflow action, actions 55,001 to 100,000 | 0.5 |
Run one workflow action, above 100,000 | 0.1 |
Run one Breeze (AI) workflow action | 10 |
Send one templated WhatsApp message | 20 |
One calling minute above your included minutes (inbound or outbound) | 10 |
AI agents
Agent | Action | Credits |
|---|---|---|
Customer agent | Resolve one chat or email conversation | 50 |
Customer agent voice (beta) | One minute of voice conversation | 50 |
Prospecting agent | Recommend outreach for one lead | 100 |
Data agent | Answer one prompt for one record | 10 |
Nurture agent (beta) | Personalise one email | 10 |
Knowledge base agent (beta) | Write one knowledge base article | 200 |
Revenue agent (beta) | Start payment collection outreach for one invoice | 500 |
Content agent (beta) | Generate one piece of content | 1,000 |
Custom agents and Work agents (beta) | One action unit | 1 |
Everything else
Feature | Action | Credits |
|---|---|---|
Quotes | One accepted quote | 100 |
Data Studio (beta) | Each use of a dataset in a workflow, segment, sync or export | 50 to 200, depending on the size of the source |
Intent | Monitor one company for one month | 10 to 50 |
Custom events | 1,000 events above your included capacity | 15 |
Conversational context | One conversation analysed above your included capacity | 1 |
AEO (beta, Professional and Enterprise) | One answer from a tracked prompt | 2 |
What doesn’t use credits
One-to-one emails sent from a connected or hosted inbox, such as emails from a contact record or the conversations inbox.
Branches, delays and go-to actions in workflows. Only the actions that do something use credits.
Using a Data Studio dataset in a report. Credits are only used when a dataset feeds a workflow, segment, sync or export.
Storing contacts. There’s no separate marketing contacts charge any more. Contacts count towards your record limit instead.
Three things that catch people out
Emails sent by workflows are charged twice. A workflow that sends an email uses credits for the email send and again for the workflow action. On a nurture sequence to a large list, that adds up.
Some features charge every month while switched on. HubSpot calls these recurring features. Intent monitoring, for example, uses credits when you turn it on and again every month after that, whether or not anyone looks at the results. Switch off what you’re not using.
Migrations use far more credits than normal months. Data syncs, imports that trigger workflows and testing automations during setup can burn through a month’s credits in days. Set limits before you migrate, and budget for a busier first month or two.
What happens when you run out of credits
This depends on whether you’ve bought any credits beyond your edition’s allowance.
Only included credits: when they run out, HubSpot pauses every feature that uses credits until your next monthly reset. Marketing emails stop sending and credit-based workflow actions stop running. You can start them again sooner by buying more credits.
You’ve bought extra credits: HubSpot lets you keep going and invoices the overage monthly in arrears at 0.9p a credit (€0.01), in blocks of 10. Your limit then returns to normal the following month rather than staying at the higher level.
Accounts with extra credits also get an account-wide spending cap, set by default at 50% above your monthly credits. For example, an Enterprise account with 166,000 monthly credits has a default cap of 249,000. Once you reach it, credit features pause until the reset. You can raise or lower the cap at any time.
Super Admins and billing contacts get banner and email notifications at 75%, 85% and 90% of usage, and again when you go over.
The pause is the part to plan around. If a monthly newsletter is due near the end of your credit month, it’s better to find out from a 75% warning than from a newsletter that didn’t send.
How to buy more credits
There are several ways to add capacity, and they suit different patterns of use.
Option | Price | What it gives you | Best for |
|---|---|---|---|
Pay-as-You-Go | 0.9p per credit (€0.01), billed monthly in arrears | Overage above your limit, once you’ve bought extra credits | Occasional peaks |
Credit capacity pack | £9 a month per 1,000 credits (€10) | Raises your monthly limit for the rest of your contract term | A steady need for a few thousand more credits |
Agents packs | £22 (€25) for 2,500 credits, £350 (€400) for 40,000 or £1,310 (€1,500) for 150,000, a month | A flat monthly block of credits for AI agents and features | A fixed monthly AI budget |
Email sends packs (Professional and Enterprise) | From £175 (€200) a month for 2,000 sends | Email sends that don’t use credits at all | Regular marketing email |
Workflow actions packs (Professional and Enterprise) | £135 (€150) a month for 500,000 actions, or £790 (€900) for 500 million | Workflow actions that don’t use credits | Heavy automation |
Marketing packs | About £135 (€150, Starter only), £1,140 (€1,300) or £4,350 (€5,000) a month | Email sends, workflow actions and credits together | Marketing teams that want one predictable figure |
The important detail: credits barely get cheaper in bulk. Pay-as-You-Go and capacity packs both cost 0.9p (€0.01) a credit. Agents packs work out very slightly cheaper in pounds, about 0.88p a credit, and the same in euros. Packs make spending predictable, but they don’t cut the bill much.
The real savings come from the email and workflow packs, because they take that usage off credits altogether. Paid in credits, a marketing email costs about 13.5p (€0.15) for your first 10,000 sends a month. The 2,000 and 10,000 email sends packs bring that to under 9p (€0.10), and the 100,000 pack to about 2.6p (€0.03). The Growth workflow actions pack covers 500,000 actions for £135 (€150), which would cost over £1,600 (€1,800) a month paid in credits.
Two cautions. Capacity packs run for the rest of your term, and cancelling or downgrading one only takes effect at your next term. And extra credits bought mid-month are charged pro rata for the rest of the billing period. So size packs on a normal month and cover peaks with Pay-as-You-Go.
Working out what you’ll use: an example
Take a business on Professional with a typical month like this:
Usage | Volume | Credits |
|---|---|---|
Marketing emails | 2,000 | 30,000 |
Workflow actions | 2,000 | 6,000 |
Customer agent conversations | 100 | 5,000 |
Data agent prompts | 200 | 2,000 |
Total |
| 43,000 |
Against 10,000 included credits, that’s 33,000 short, or about £297 (€330) a month if paid in credits.
Add the 2,000 email sends pack at £175 (€200) a month and the emails no longer use credits. The rest comes to 13,000 credits, 3,000 above the allowance, which three capacity packs cover for £27 (€30). That’s about £202 (€230) a month instead of £297 (€330), with the emails on a fixed price. Most of the saving comes from getting email off credits, and it grows quickly as your list does.
How to keep credit use under control
HubSpot gives you three levels of control, all in Account & Billing > HubSpot Credits:
An account-level limit on the most credits your account can use in a month.
Feature-level limits on how many credits one tool, such as the customer agent, can use in a month. These are caps, not allocations, so setting one doesn’t reserve credits for that feature.
Action-level limits, which currently only apply to buyer intent.
The same screen shows your usage this month, a breakdown by feature, historical usage and a pause control for each feature.
Beyond the settings, the best ways to use fewer credits are:
Clean your lists. Every marketing email costs credits, so emailing people who never open is now a direct cost. Suppress unengaged contacts.
Build leaner workflows. Combine steps where you can. Branches and delays are free, so use them rather than separate workflows.
Send sales emails from the inbox. One-to-one emails from a connected inbox don’t use credits.
Pilot one AI agent at a time, with a feature limit, and measure the results before turning on the next.
Check the usage dashboard weekly for the first couple of months, until you know what normal looks like.
Getting your credits right from day one
Credits make HubSpot’s pricing fairer, because you pay for what you use. They also make it easier to overspend, or to have emails stop mid-campaign, if nobody’s watching the limits. How your account is set up now decides a large part of your bill.
We’re a HubSpot agency working hands-on in our clients’ accounts. If you’re moving to HubSpot on the new pricing, we’ll size your seats, packs and credit limits around how your teams actually work, and as an accredited partner we can onboard you so HubSpot’s onboarding fee is waived. To see what your own usage would cost, try our free HubSpot pricing calculator, or book a discovery call and we’ll work it out with you.
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