January 27, 2026 HubSpot Updates - Customer Agent Message Insights

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January 27, 2026 HubSpot Updates - Customer Agent Message Insights

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HubSpot Platform Updates: AI Transparency, Help Desk Improvements, and Workflow Enhancements

On January 27, 2026, HubSpot released eleven platform updates spanning customer agent capabilities, Help Desk functionality, workflow automation, and CRM visualization tools. The updates include new transparency features for AI agent actions, long-requested Help Desk workflow improvements, and enhanced team collaboration capabilities.

The release includes features in various stages of availability: live updates ready for immediate use, public beta features accessible through join requests, private beta updates requiring specific access approval, and one feature currently in development. Several updates address user experience friction points in Help Desk operations, while others expand AI agent deployment options and workflow automation capabilities.

Platform Updates Detailed

Customer Agent Message Insights: See How Your Agent Updates Records & Qualifies Leads

When the customer agent generates a response or performs actions like identifying customers or discovering leads, an audit card now displays what specific actions the agent took. Within the tester experience, this audit card shows when the agent has identified, matched, and updated customer records in the CRM system, displaying which specific properties were modified. The audit card also surfaces if the agent determined a visitor's lead qualification status as qualified, partially qualified, or unqualified based on predefined criteria and the qualification properties collected during the conversation. This feature is live.

Why It Matters: Users can verify that agents actually performed the CRM updates they requested, building confidence in agent capabilities. Sales teams can immediately understand why a lead was categorized with a specific qualification status. The audit card shows which specific properties were collected that influenced the qualification decision, helping teams refine their qualification criteria by seeing what data points are being captured. This transparency ensures email collection requirements are met for secure lead qualification processes and provides data protection visibility.

For more details, visit: Customer Agent Message Insights

Map Visualization for CRM Index Pages

Map view allows users to visualize contacts and companies on an interactive map, helping teams uncover location-based insights and make smarter decisions. The feature is currently in private beta for Enterprise users. Users should review the knowledge base article for current functionality, limitations, and restrictions.

Why It Matters: Location data often lives in spreadsheets or requires exporting to external mapping tools, making it difficult to connect geographic patterns to sales and marketing activities. Map view brings location context directly into CRM workflows, enabling targeted outreach to identify contacts near event locations, territory optimization to understand customer concentration patterns and identify coverage gaps, and regional analysis to filter and analyze data by geographic region. The visual interface makes geographic data accessible to team members who may not be comfortable with traditional CRM reporting tools.

Request beta: Map Visualization for CRM Index Pages

HubSpot MCP Server (Remote)

Users can now build and manage their own AI connectors to the HubSpot Remote MCP (Model Context Protocol) server through a streamlined self-service interface, allowing teams to bring HubSpot context wherever they work. The beta MCP Auth apps UI makes it easier to get started and manage integrations between agentic platforms and HubSpot. End users' permissions are managed automatically, providing customers with flexibility to choose the data they want to share via the MCP server while eliminating the need for partners to manually configure access. Apps now only request scopes actively supported by the remote MCP tools, ensuring least privilege access and reducing permission bloat. This feature is in public beta.

Why It Matters: Partners and developers need streamlined ways to create and manage AI connectors independently, enabling them to access their HubSpot context across the surfaces where they already work. The updated scope management reduces security risk by requesting only necessary permissions, helping organizations maintain data governance while extending HubSpot's reach into other platforms. This infrastructure enables seamless context sharing between HubSpot and AI tools without requiring deep technical configuration knowledge.

Join beta: HubSpot MCP Server Remote

Run Agent Workflows Action

The new Run Agent workflow action lets users trigger an agent directly within a HubSpot workflow. Teams can configure which agent to run, what information it receives as context, and how its output feeds back into the HubSpot ecosystem, whether that's updating a record, triggering a follow-up, or informing another step in automation. Users can now use any workflow trigger to deploy agents, orchestrate multiple agents together, pass outputs from an agent to any subsequent agent or automation action, and easily update CRM data with the help of agents. This feature is in private beta.

Why It Matters: Until now, automating an agent was only possible through triggers in Breeze Studio, which was powerful but limited in flexibility. The new workflow action brings agent automation seamlessly into the Workflows app, enabling more sophisticated orchestration. Teams can deploy agents based on any workflow trigger, create multi-step agent processes, and integrate agent outputs directly into existing automation logic. This makes agents significantly more useful by connecting them to the full workflow automation capabilities rather than keeping them isolated in their own system.

Request beta: Run Agent Workflows Action

Business Days Support for Workflow Delays

The delay action in workflows now includes an option to exclude weekends. When enabled, delays count only Monday through Friday. For example, if a contact enters a one-day delay on a Friday with weekends excluded, the next action will run on the following Monday. This feature is in beta with the join button now live.

Why It Matters: This update aligns workflow timing with normal business operations, preventing emails from sending on weekends when teams are unavailable to respond and ensuring follow-ups happen on workdays. Teams can now maintain professional, predictable communication cadences without the manual workarounds previously required to approximate business day timing. This addresses a long-standing workflow timing challenge that required complex branching logic or third-party solutions to solve.

Join beta: Business Days Support for Workflow Delays

Breeze Assistant: Your Loop Marketing Expert

Breeze Assistant now has access to all of HubSpot Academy's content, including the ability to show clipped Academy videos inline related to a user's question. The assistant can display website analytics as a data source, allowing marketers to query their traffic and conversion data directly. Breeze Assistant now includes persona awareness to tailor responses based on whether the user is a marketer, and has access to a comprehensive Loop marketing playbook for how-to marketing questions. This feature is live.

Why It Matters: Breeze Assistant previously lacked the context and data sources that marketers need to make it useful, resulting in low engagement. These quality improvements position Breeze Assistant as a more practical resource for marketers in HubSpot, with Academy content, website data, and Loop marketing best practices all accessible through a single interface. The inline video clips provide immediate visual guidance without requiring users to navigate away from their work, and the persona awareness ensures responses are relevant to marketing use cases rather than generic platform guidance.

For more details, visit: Breeze Assistant Your Loop Marketing Expert

Enable Call Recording Settings by Call Direction

Users can now choose to record calls based on the call direction, either inbound or outbound. In Settings, teams can navigate to Call Setup and the Call Configurations tab to locate call recording options (enabled by default for new HubSpot accounts) and choose to record all calls, or select only inbound or outbound calls. This feature is available for HubSpot Customer Platform Starter, Professional, and Enterprise; Sales Hub Starter, Professional, and Enterprise; and Service Hub Starter, Professional, and Enterprise.

Why It Matters: Call recording often requires compliance with specific regulations that vary by jurisdiction and use case. This feature allows organizations to selectively record calls, helping them adhere to legal requirements while still capturing important conversations. For example, teams can choose to record only inbound support calls for quality assurance purposes, or limit recording to outbound sales calls for training scenarios. The directional control gives organizations flexibility to balance compliance requirements with operational needs without requiring separate phone systems or complex routing logic.

For more details, visit: Enable Call Recording Settings by Call Direction

Tagging Team in Notes & Other Engagements

Users will soon be able to @mention Teams directly in notes, other engagements like calls and meetings, and comments. Instead of tagging individual users one by one, users can mention a Team to notify an entire group at once. To use this feature once available, users will open or create an engagement or comment on a record page activity timeline, type @ and select a Team from the list, then save the engagement or comment. Members of the mentioned Team will receive notifications, just like they would for a user @mention. This feature is in development and not yet available.

Why It Matters: Work in the CRM is rarely owned by a single person. Whether looping in a sales team on a deal update, notifying a management group about an escalation, or flagging a ticket to the support team for follow-up, tagging individuals is slow and easy to get wrong, especially when team membership changes. Team @mentions will make collaboration faster and more reliable by letting users notify the right group in one step without needing to worry about who needs to be included or whether ownership has changed. This addresses a community request that has collected significant votes over multiple years.

For more details, visit: Tagging Team in Notes and Other Engagements

Block and Unblock in Help Desk

Users can now block and unblock senders directly in Help Desk. Blocking a sender ensures that all future outreach from that contact will go to spam automatically, and that restriction can be lifted later if needed. This feature is live.

Why It Matters: Block and unblock is an important tool that helps support teams stay safe, focused, organized, and efficient. Without blocking, spam tickets can overwhelm a team's triage process and affect response times for real customers. The feature is critical for preventing reps from being exposed to phishing and unsafe messages. Blocking keeps the queue organized, protects the team from malicious actors who target support channels with junk or harmful content, and lets teams focus on important customer problems. It also saves reps time by preventing recurring non-customer inquiries like sales pitches or bots, reducing time spent individually flagging those inquiries and manually marking them as spam each time. Spam and unwanted tickets can skew support reports, inflating ticket volume and distorting first response or time-to-first response metrics, so blocking helps ensure metrics reflect real support demand without spam noise.

For more details, visit: Block and Unblock in Help Desk

Updates to Starting & Viewing Multiple Conversations on a Ticket in Help Desk

This set of updates includes two changes: an updated tab pattern for displaying multiple conversations on a single ticket in help desk, and the option to start new conversations on an existing ticket in help desk. If there are multiple conversations associated with a single ticket, they now appear as tabs under the main ticket header, and users can click between these tabs to switch conversations. To start a new conversation on an existing ticket, users can open the Actions menu in the upper right and click "Start new conversation," then draft and send an email. This feature is in beta.

Why It Matters: Previously, support reps navigated multiple conversations on a single ticket through a dropdown option in the right sidebar. HubSpot received consistent feedback that this dropdown was hard to find and felt out-of-place. The tab pattern makes it easier for reps to stay organized and maintain visibility across various communication threads. Additionally, support reps previously could not start additional conversations on existing tickets in help desk without opening the ticket record and navigating away from the workspace. This functionality helps reps save time when looping in third parties, vendors, or other stakeholders on a support issue by allowing them to start new conversations on an existing ticket without leaving help desk.

Join beta: Updates to Starting and Viewing Multiple Conversations on a Ticket in Help Desk

Persist Reply Editor Tab Selection in Help Desk

The help desk reply editor will now stay on the tab that the user selects as they navigate between tickets. If a rep selects the Note tab in help desk, the reply editor will stay on the Notes tab and not revert back to the composer. Similarly if they select the composer, they will stay on the composer tab until they switch over to a note. This feature is in beta.

Why It Matters: Speed is a crucial part of any support rep's workflow, and it's important that their tools are responsive and intuitive. Needing to manually click back to the Notes tab every time they pull up a new ticket is frustrating and time-consuming. This update saves support teams time by removing a repetitive click, persisting the user's tab selection within the reply editor of help desk. For reps who prefer to always start a ticket by leaving a Note, they now just need to select the Note tab once, and every new ticket they navigate to will show the Notes tab instead of the reply editor.

Join beta: Persist Reply Editor Tab Selection in Help Desk

Key Takeaways and Next Steps

Help Desk Workflow Maturation: Four of the eleven updates focus on Help Desk improvements, signaling continued investment in support team workflows. The combination of conversation management updates, reply editor persistence, and blocking functionality addresses friction points that slow down support operations and affect team adoption of Help Desk over legacy ticket systems.

AI Agent Infrastructure Expansion: The combination of customer agent message insights, run agent workflow actions, and MCP server updates demonstrates HubSpot's focus on building comprehensive AI agent infrastructure rather than isolated features. These updates address trust (through audit trails), flexibility (through workflow integration), and extensibility (through developer tools), creating a more complete agent ecosystem.

Quality-of-Life Automation Wins: Business days support for workflow delays and call recording by direction represent the type of practical automation improvements that affect daily workflows for broad user bases. These features eliminate workarounds that teams have built using complex branching logic or third-party tools, streamlining common automation scenarios.

Team Collaboration Infrastructure: The upcoming team @mention capability, map visualization for location-based insights, and multi-conversation management in Help Desk all strengthen team collaboration within HubSpot. These updates reduce coordination friction and make it easier for distributed teams to work effectively within the CRM without relying on external communication tools.

Organizations should evaluate which updates address current workflow pain points and consider testing beta features that align with their operational needs. Several features remain in private or public beta with opportunities to request early access through the links provided above. The concentration of Help Desk updates suggests teams currently using legacy ticket systems should reassess Help Desk capabilities, as the workspace continues to gain functionality that addresses historical adoption barriers.