On Thursday, February 19, 2026, the Wake Up Customer Platform show covered seven HubSpot product updates spanning developer tooling, meeting intelligence, admin permissions, form security, and workflow approvals. Today's batch addresses several long-standing friction points for admins and developers while continuing to expand HubSpot's AI-powered meeting capabilities.
Highlights include the HubSpot Developer MCP Server reaching general availability, multiple Meeting Notetaker enhancements based on beta feedback, and a significant change to how permission sets and seats interact. The show also covered a status change for one previously announced feature and new approval notification options for enterprise teams.
The HubSpot Developer MCP (Model Context Protocol) Server is now generally available, providing developers a production-ready, fully supported path to build HubSpot integrations and CMS experiences using natural language workflows. Installed locally via the HubSpot CLI, the developer MCP server enables teams to build, test, and deploy apps and content on the HubSpot developer platform using AI-powered coding clients. Supported clients include VS Code, Cursor, Claude Code, Gemini CLI, Codex CLI, and Windsurf.
Why It Matters: The MCP server handles repetitive, context-heavy development tasks, allowing developers to focus on higher-value work. Use cases include building and iterating on apps, creating and managing CMS content, managing serverless functions, accessing app analytics, and troubleshooting with context. The move from beta to general availability signals that this is now a stable, supported tool for production workflows.
For more details, visit: HubSpot Developer MCP Server (Local)
HubSpot has released several updates to the Meeting Notetaker based on beta feedback. The Notetaker now supports rescheduled meetings, joining those meetings as expected rather than missing them. The join timing has been adjusted so the Notetaker arrives at the meeting start time instead of two minutes prior, and it will wait up to five minutes for the host to join. Additionally, speaker mapping is now available, displaying speaker names and identification in the post-meeting transcript experience. This feature is in public beta.
Why It Matters: These improvements address the practical reliability concerns that often prevent teams from adopting new meeting tools. Rescheduled meeting support eliminates a common gap where meetings could be missed entirely, and speaker identification makes transcripts significantly more useful for follow-up, coaching, and CRM context.
For more details, visit: Meeting Notetaker
Smart Deal Progression uses meeting transcripts and deal history to automate post-call tasks for sales and customer success teams. After every meeting, HubSpot analyzes the conversation to suggest CRM updates, draft follow-up emails, and surface high-value next steps such as sending a proposal or booking a follow-up. Reps can review and confirm suggestions before they take effect. This feature is available via request beta. In addition to the feature details, users in the beta also receive email summaries with suggested next steps directly in their inbox after meetings.
Why It Matters: Reps spend significant time on manual post-call work including writing follow-up emails, creating tasks, and updating CRM records. Smart Deal Progression automates that work using actual conversation context, helping teams follow up faster and keeping pipeline data clean. The email notification component adds an additional touchpoint that makes acting on next steps easier even outside of HubSpot.
For more details, visit: Meeting Notetaker with Smart Deal Progression
HubSpot has decoupled permission sets from seats, allowing admins to assign any user to any permission set regardless of seat type. The system automatically grants the maximum access allowed based on a user's permission set and their seat, with clear indicators showing whether a user has no, partial, or full access within a permission set. This feature is in private beta.
Why It Matters: Previously, the tight linkage between permission sets and seats led to errors when assigning users, unexpected blocking or removal after seat changes, and confusing situations where users in the same permission set had different access with no clear explanation. This update gives admins more flexibility to match permissions to real-world business needs, prevents disruptive user removals, and makes it transparent why a user does or does not have certain permissions. In most organizations, team members wear multiple hats, and this change allows the permissions structure to reflect that reality.
For more details, visit: Permission Sets and Seats Are Now Decoupled
HubSpot's Forms tool now supports Google reCAPTCHA v3, providing invisible bot protection without showing a visible challenge to visitors. Admins can tune spam sensitivity with a global spam threshold setting, and reCAPTCHA can be enabled for individual forms in both the updated and legacy form editors. Users can choose between v2 (visible challenge) and v3 (background protection). Each interaction receives a risk score from 0.0 to 1.0 to separate likely bots from real submissions. This feature is in private beta, initially rolling out to countries not governed by GDPR to ensure compliance with regional privacy regulations.
Why It Matters: Forms are among the most heavily used tools in a marketing stack, and spam submissions erode trust in reports, automation, and CRM data. reCAPTCHA v3 protects conversion rates by removing the friction of visible challenges, provides more precise spam filtering through risk scoring, and gives admins adjustable controls to tighten or loosen protection as needed. This builds on HubSpot's existing spam prevention tools to provide a more comprehensive defense against bot submissions.
For more details, visit: Add reCAPTCHA v3 to Forms
HubSpot has made the decision to discontinue development of conditionally required associations, a Smart CRM feature previously shared as in development. This feature will not be released.
Why It Matters: Teams that were anticipating this feature for enforcing association requirements based on conditions should explore alternative approaches. Additional context on the reasoning behind this decision is available in the full update details.
For more details, visit: Conditionally Required Associations Status Change
HubSpot is adding approvals notifications to its Slack and Microsoft Teams integrations, allowing approvers to receive real-time notifications when something needs their review without relying solely on email. This feature is available at the Enterprise level.
Why It Matters: Approvals often stall because approvers miss or overlook email notifications, especially in fast-moving teams. Bringing approval notifications into Slack and Teams keeps reviewers in the tools they are already using, reducing turnaround time and preventing work from getting stuck in approval queues.
For more details, visit: Approvals Notifications in Slack and Teams
Admin Flexibility Is Expanding: The permission sets decoupling and approvals notification updates both reflect HubSpot's continued investment in making platform administration match how organizations actually operate. Teams where people wear multiple hats and communicate across different tools can now configure HubSpot to fit those workflows rather than forcing workarounds.
Meeting Intelligence Is Maturing: Between the Notetaker's reliability improvements and Smart Deal Progression's post-call automation, HubSpot is building a meeting workflow that goes beyond recording. The progression from transcript to suggested CRM updates to drafted follow-ups represents a significant reduction in manual post-call effort for teams willing to test the beta.
Data Quality Tools Are Getting Smarter: The reCAPTCHA v3 addition to forms continues a pattern of giving users more granular control over data entering their CRM. Combined with the risk scoring system and adjustable sensitivity thresholds, teams now have more sophisticated tools to balance lead capture with data integrity. Note the GDPR rollout limitation for planning purposes if your organization operates in affected regions.