February 05, 2026 HubSpot Updates - Customer Agent - 28 Day Free Access

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February 05, 2026 HubSpot Updates - Customer Agent - 28 Day Free Access

Wake Up! Customer Platform - The Unofficial HubSpot Updates Morning Show

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HubSpot Platform Updates: Customer Agent Free Trial, Breeze Property Validations, and Conversation Workflow Enhancements

On February 5th, 2026, HubSpot released nine platform updates spanning AI agent adoption, data quality automation, CRM sync improvements, and conversation routing enhancements. The standout announcement is a 28-day free access period for Customer Agent, removing the credit cost barrier that has kept many teams from testing AI-powered customer interactions in real-world scenarios.

This batch also introduces natural language property creation through Breeze, improved company object sync for HubSpot-Salesforce integrations, and two new workflow actions for conversation-based routing. Together, these updates reflect HubSpot's continued investment in making AI tools more accessible while strengthening the data foundations that make those tools effective.

Platform Updates Detailed

Updated Company Object Sync Between HubSpot and Salesforce

Company object sync between HubSpot and Salesforce now includes deduplication features and new support for merging company objects. This update builds on recently released unmerge capabilities, extending data management options for organizations operating across both platforms.

Why It Matters: Maintaining accurate company records across HubSpot and Salesforce has been a persistent challenge for dual-platform organizations. The addition of merging capabilities addresses one of the most requested improvements for teams managing customer relationships across both CRMs.

For more details, visit: Updated Company Object Sync Between HubSpot and Salesforce

Create Property Validations Using Breeze

Breeze can now create custom properties with validation rules using natural language prompts. Users describe the property they need, including validation and formatting rules, and Breeze generates it automatically. Example prompts include requesting percentage properties constrained between zero and one hundred with two decimal places, or date properties limited to specific years and weekdays only.

Why It Matters: Property misconfiguration is one of the most common sources of dirty CRM data, often resulting from users selecting incorrect property types such as dropdown selects when multi-checkbox fields are needed. Natural language property creation guides users toward the correct property type and validation rules without requiring technical knowledge of HubSpot's data model.

For more details, visit: Create Property Validations Using Breeze

Chrome Extension Now Supports Calling

The HubSpot Chrome extension now supports calling for select third-party calling users in addition to first-party users, expanding availability beyond previous limitations. HubSpot calling users can manage their calling connection through the extension without needing a separate browser window open.

Why It Matters: Previously, users needed to keep a separate calling window open to receive inbound calls or make outbound calls using the dialer. This update removes that friction by maintaining the calling connection seamlessly in the background through the Chrome extension.

For more details, visit: Chrome Extension Calling Support

Participant State Management for Marketing Events

Contact registration and participation status for marketing events can now be updated directly from the contact record in HubSpot. Available statuses include registered, canceled, attended, and no show. Note that participation status cannot be changed once set to Attended, and No Show status is set automatically rather than manually.

Why It Matters: Accurate event participation data is crucial for effective marketing segmentation and follow-up. This update eliminates the need for time-consuming imports to update registration status, enabling teams to segment contacts based on attendance records before, during, and after events while improving the accuracy of marketing and sales reporting.

For more details, visit: Participant State Management for Marketing Events

Never Log Option for Meetings

The never log setting in HubSpot now applies to meeting activities in addition to emails. The never log list excludes both email and meeting activities from appearing in HubSpot for specified email addresses and domains. This setting applies only to meetings created through calendar sync from a connected calendar and does not affect meetings created directly in HubSpot or through scheduling pages. If multiple HubSpot users are on a meeting, the meeting owner's never log settings control the logic for that meeting.

Why It Matters: Calendar sync was previously an all-or-nothing setting. Organizations can now enable calendar sync broadly while excluding specific internal meetings, HR-related conversations, or other sensitive meetings from logging to the CRM. This is particularly relevant as meeting recordings and unstructured data become increasingly integrated with AI tools that surface CRM content.

For more details, visit: Never Log Option for Meetings

Quote Associations to Custom Objects

Quotes can now be associated with custom objects. For example, if an organization creates a car custom object, each quote can be linked to a specific car model or trim, ensuring the quote reflects the correct configuration.

Why It Matters: Linking quotes to custom objects keeps related information centralized, making it easy to reference quotes directly from the custom object record and ensuring accurate reporting across business-specific data structures.

For more details, visit: Quote Associations to Custom Objects

Customer Agent — 28-Day Free Access

A 28-day free access period for Customer Agent is now available, starting when the agent is deployed to a channel. This allows teams to test the agent in real-world scenarios without using paid credits. All customers who have not yet deployed Customer Agent on a channel are eligible for a single trial. Customers actively using Customer Agent and demo portals or accounts created prior to March 5, 2024, that have not migrated to seats-based pricing are not eligible.

Why It Matters: Credit cost has been one of the primary barriers to Customer Agent adoption, with many teams burning through credits during initial testing before understanding configuration best practices. This free access period allows organizations to evaluate the agent's effectiveness, validate its fit for specific use cases, and build confidence before committing to paid usage.

For more details, visit: Customer Agent 28-Day Free Access

Assign Conversation Owner Update — New "No Owner" Option

The existing Assign Conversation Owner workflow action now includes a new No Owner option. This allows teams to automatically clear ownership on a conversation as part of a workflow, returning work to a shared view or resetting ownership based on custom logic.

Why It Matters: Unassigning conversations previously required manual steps or workarounds. This update enables full automation of conversation ownership management within workflow logic, supporting use cases like returning resolved conversations to shared queues or resetting ownership during team transitions.

For more details, visit: Assign Conversation Owner — No Owner Option

Rotate Record to Owner Action in Conversation-Based Workflows

The existing Rotate Owner action now works in conversation-based workflows. This action automatically moves a conversation to another inbox and assigns it to the appropriate person or team based on inbox access permissions. Note that changing assignment on closed conversations will reopen them, and teams using rules-based bots should exclude bot-based chat flows from enrollment criteria.

Why It Matters: Support teams often rely on workflow-based handoffs to move conversations between tiers and specialist groups. This action brings the same structured, automated routing logic available for CRM objects to conversation workflows, resulting in clearer ownership, faster responses, and standardized handoff processes.

For more details, visit: Rotate Record to Owner in Conversation-Based Workflows

Key Takeaways and Next Steps

AI Adoption Barriers Are Being Actively Removed: The 28-day free Customer Agent trial, combined with recent updates like working hours and workflow-based deployment, signals that HubSpot is prioritizing accessible, low-risk entry points for AI adoption rather than expecting organizations to commit upfront.

Data Quality Is Being Addressed at the Source: Both the Breeze property validation feature and the expanded never log controls reflect a shift toward preventing data quality issues before they enter the CRM, rather than relying on cleanup after the fact. Organizations should evaluate where property misconfiguration or unwanted data logging are currently creating downstream problems.

Conversation Routing Is Reaching CRM-Level Sophistication: The two new conversation workflow actions bring structured automation to an area that previously required manual intervention. Teams managing tiered support processes or shared inboxes should assess whether their current routing can be automated with these new capabilities.