November's HubSpot product updates are less about shiny new tools and more about taking the friction out of work your team already does every day. Workflows get more flexible, saved views finally behave the way you'd expect, and Buying Groups become much easier to keep up to date.
On the service side, two-way SMS has gone live in help desk and the conversations inbox, which is a welcome step for teams that have been relying on third-party apps to text customers. Here's what's worth knowing.
HubSpot's new workflows builder in Agent Hub now lets you manually run a workflow for multiple records at once, and there are two ways to do it.
You'll find the builder under Agents > Agent Hub > Workflows.
Use Case: Your sales ops lead has updated the lead qualification process and needs to push 300 open leads, created before the change, through the new logic. Instead of cloning the workflow, tweaking enrolment criteria and remembering to switch it off afterwards, they build a segment of those leads, click Run and process them in one go, at a time that suits the sales team.
Available in: All hubs Professional and Enterprise.
Note: This is a public beta, expected to roll out from 16 November 2026. It applies to the new workflows builder in Agent Hub, as the legacy workflows tool already supports running workflows for multiple records.
If you've ever adjusted the filters on a contacts or deals view only to find your changes gone the next day, this one's for you. CRM views on index pages now auto-save and keep your changes across sessions. Each person works in their own personal layer, so changing columns, sorting or filters won't affect anyone else's view.
Views also come with three new roles.
New and cloned views are private by default, and each view supports one primary visualisation (Board, Gantt, Calendar or Report) alongside the standard table.
Use Case: Your service manager sets up a "Priority tickets this week" view and shares it with the support team as Members. Agents can sort the list however suits them without breaking the filters, and when the manager refines the criteria, they publish once, and everyone gets the update. No more five slightly different copies of the same view cluttering up your account.
Available in: All hubs and tiers.
Note: This is a public beta. If you opt out, any changes made to views while enrolled may not carry over.
Buying Groups and Account Maps help sales and customer success teams see who's involved in a deal and how a group of companies is structured. You can now choose which properties appear on contact cards in Buying Groups and company cards in Account Maps, and edit those properties directly on the card. Set it up once, using the three dots on any card, and the layout applies across all your Buying Groups or Account Maps.
Use Case: Your account managers are preparing a renewal with a large client that has several decision-makers across different regions. By adding properties such as job title, buying role and last engagement date to the contact cards, they can see at a glance who's engaged and who's gone quiet, then update a stakeholder's role straight after a call without opening each contact record.
Available in: Sales Hub and Service Hub, Professional and Enterprise.
Note: This is a public beta. If you can't see the Buying Group or Account Map cards, check that they've been added to your company, deal or contact record views.
While rare, HubSpot occasionally sunsets older tools when their features are integrated into more modern, versatile capabilities. Focusing on a single, enhanced solution enables HubSpot to innovate faster and deliver a better user experience.
HubSpot has now fully retired Classic CRM Cards, the older cards built with the CRM extensions API. The phase-out started on 16 June 2025. From that date, you couldn’t add new Classic CRM Cards to the HubSpot UI, and new App Marketplace apps couldn’t include them. Existing apps were allowed to keep using them until the final sunset date of 31 October 2026.
The replacement is App Cards, which are built with React using HubSpot’s UI extensions. Classic cards were static, sat only in the right sidebar and supported just a few standard objects. App Cards are interactive, work across more CRM objects and give developers far more flexibility in how information is displayed.
What this means for you: If your team uses a custom card or an older integration to pull outside information onto CRM records, such as order history from your ERP or account details from a billing platform, check that it’s still working. If the card has disappeared or stopped updating, it was probably built as a Classic CRM Card and needs rebuilding as an App Card, or the app’s developer needs to release an updated version.
Applies to: All accounts using Classic CRM Cards, including custom-built cards and Marketplace apps that hadn’t yet moved to App Cards.
Note: HubSpot’s developer documentation on UI extensions and App Cards covers the migration. Updates are shared through the HubSpot Developer Changelog. If you’re not sure whether your portal is affected, an audit of your connected apps and custom cards is a good place to start.
This update is out of beta and available now to everyone on the eligible tiers.
You can now send and receive SMS natively in help desk or the conversations inbox. When a customer texts your support number, HubSpot creates a ticket or conversation linked to their record, and your team replies just like any other support request.
You can start conversations over SMS, switch an existing ticket to SMS without losing context, use one number for both calls and texts, and assign Customer Agent as the first responder on your SMS channel. HubSpot also handles STOP and START keywords automatically.
Use Case: A customer emails about a delayed installation, then heads out on site and stops checking their inbox. Your agent switches the same ticket to SMS, sends a quick update and gets a reply within minutes, with the full history still on the ticket for whoever picks it up next.
Available in: Service Hub and Sales Hub, Professional and Enterprise.
Note: Setup provisions a US-based 10DLC phone number, and registration can take six to eight business days. Registration uses the Customer Care campaign type, so the channel is designed for support conversations rather than marketing. You can't send images yet, although customers can send images to you. If most of your customers are outside the US, check whether a US number suits them before planning your rollout.
You can enable public beta features directly within the Product Updates section of HubSpot. Super admins simply need to locate the feature by name and select Join beta. For step-by-step instructions, refer to HubSpot's guide on opting into a public beta feature.
Keep in mind that beta features can change, and access or functionality may be updated before general release. It's worth testing in a sandbox or with a small group before rolling out to your whole team.
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