HubSpot's chatbot builder is a visual, rule-based bot tool (HubSpot calls the bots chatflows) that comes free with HubSpot's CRM, with the Breeze Customer Agent as a separate AI option. It is built for teams that already keep contacts, tickets and meetings in HubSpot. The builder itself costs nothing; you pay for seats to remove branding and unlock branching, and for HubSpot credits each time the AI agent resolves a conversation.
Bottom line
- Best for: Teams already running sales or support in HubSpot that want a bot writing straight into their CRM
- Not for: Anyone who wants a standalone bot with branching logic or AI answers without buying Professional seats
- Paid plans from: US$20 per seat per month
- The catch: Free and Starter accounts cannot add if/then branches to a bot, so the first tier with real conversation logic is Professional at US$100 per seat per month plus a required one-time US$1,500 onboarding fee.
Score breakdown
HubSpot Chatbot Builder scores 7.7 out of 10 on rubric v1.0. The rubric rates what can be verified from public documentation, not how well a bot built on it performs.
The full price list is public, the metered unit is defined in writing, and the vendor states what happens and what it costs when you pass the allowance.
A permanent free plan, but it cannot run a live bot in practice (no publishing, no AI, or a cap too low for a small site).
Visual flows plus AI answers from your own content, with API calls or webhooks.
Website, WhatsApp and at least one Meta channel, with a built-in inbox or documented help-desk handoff.
A DPA and a stated hosting region, or SOC 2 / ISO 27001, but not both.
Key facts
- Vendor
- HubSpot, Inc. · Cambridge, Massachusetts, USA · founded 2006
- Type of tool
- Bot bundled with a CRM
- Pricing model
- Free tool, paid seats
- Paid plans from
- US$20 per seat per month
- What the bill grows with
- resolutions
- Free plan
- Yes
- Free trial
- Partly
- Self-serve sign-up
- Yes
- Visual flow builder
- Yes
- Extensible with code
- Partly
- Choose or bring your own AI model
- No
- Bot export
- No
- Self-hosting
- No
- Built-in inbox for human handoff
- Yes
- Channels
- Website widget, Messenger, WhatsApp, Email
- Languages
- Not documented · German: Yes · Spanish: Yes
- EU data hosting
- Partly
- Compliance
- SOC 2 Type II, SOC 3, GDPR DPA, HIPAA attestation
- Integrations
- HubSpot CRM, HubSpot Meetings, HubSpot Tickets, HubSpot Workflows, HubSpot Knowledge Base, WordPress
- Named customers
- Synergym, ISSA, Sticos, Sesame HR
What the documentation supports
- The builder is free for up to 2 users with no credit card, and HubSpot's documentation lists no cap on conversations for rule-based bots.
- Bots create tickets, qualify leads and book meetings directly in HubSpot's CRM, and hand chats to people in the built-in conversations inbox.
- The Customer Agent's price is published: US$0.50 per resolved conversation, and previewing or testing the agent does not use credits.
- HubSpot publishes its seat prices, onboarding fees, credit prices and the written definition of a billable resolution.
- HubSpot's Trust Center lists a SOC 2 Type II report, and its data processing agreement is public.
What to watch
- The help centre states that Starter and free users cannot add if/then branches, so paying for Starter removes HubSpot branding but does not add logic.
- Running a code snippet or triggering a webhook from a bot requires a Data Hub Professional or Enterprise subscription, a different product from Service Hub or Sales Hub Professional.
- The Customer Agent needs a Professional or Enterprise seat, and Service Hub Professional carries a required US$1,500 onboarding fee before the first resolution is billed.
- A visitor who leaves without asking for a person after a sourced answer is counted as resolved after 72 hours and billed.
- No bot export and no choice of AI model are documented, and handoff goes only to HubSpot's own inbox.
What you can build
The chatflows builder is a visual editor: you pick a template for the bot's goal and edit the conversation step by step. It is rule-based, meaning it follows the paths you draw and does not generate answers (see rule-based vs AI chatbots). According to the help centre, if/then branches, custom conditions and the workflow enrollment action need a Professional or Enterprise subscription, knowledge base lookup needs Service Hub Professional or Enterprise, and the code snippet and webhook actions need Data Hub Professional or Enterprise. AI answers come from the separate Breeze Customer Agent, which the documentation says can answer from your content sources and run actions, configured as API calls to your own systems. A rule-based bot can pass a chat to the agent with the Send to customer agent action, which requires HubSpot credits. HubSpot does not name the AI model behind the agent, and no way to bring your own model key is documented. The documentation describes a preview mode for testing, but no versioning, no separate environments and no way to export a bot. Human handoff is built in: a bot action routes the chat to a team member in HubSpot's conversations inbox, and the agent's documentation describes handoff when it cannot answer, when the visitor asks for a person, or when the agent is paused. No handoff to a third-party help desk is documented.
Pricing
HubSpot's Service Hub pricing page lists free tools at US$0 for up to 2 users. Starter has a list price of US$20 per seat per month; the page currently shows a new-customer promotion from US$7 per seat next to it. Starter removes HubSpot branding from the chat widget and includes 500 HubSpot credits a month, but it does not unlock branching or the Customer Agent. Service Hub Professional is US$100 per seat per month, or US$90 when paid upfront for the year, plus a required one-time onboarding fee of US$1,500; the page labels both options as annual commitments. It includes 3,000 credits a month, which works out to 60 Customer Agent resolutions. Service Hub Enterprise starts at US$150 per seat per month with a US$3,500 onboarding fee and 5,000 credits. Extra credits cost US$10 per 1,000 on the credits page, while the pricing page quotes US$9 per 1,000 when paid annually. HubSpot's German site shows the same numerals in euros, for example €100 per seat, with onboarding at €1,470.
| Plan | Billed monthly | Billed annually | Included each month | Source |
|---|---|---|---|---|
| Free tools | US$0 per seat per month | — | — | Source |
| Starter | US$20 per seat per month | — | 500 credits | Source |
| Service Hub Professional | US$100 per seat per month | US$90 per seat per month | 3,000 credits | Source |
| Service Hub Enterprise | Custom quote | US$150 per seat per month | 5,000 credits | — |
HubSpot Chatbot Builder pricing explained · What counts as a conversation in chatbot pricing?
What the free plan really allows
The free plan does not expire and covers up to 2 users with no credit card. HubSpot's product catalogue limits free bots to three jobs: ticket creation, lead qualification and meeting booking, with no custom branching logic. The chat widget carries HubSpot branding, and the documented free channels are website chat and Facebook Messenger. Excluded from free: if/then branches, custom bots, advanced targeting, the workflow enrollment action, knowledge base lookup, code snippets, webhooks and the Customer Agent, so there are no AI replies on the free plan. The only trial-like offer is for the AI agent: the pricing page says buyers of at least one Service Professional or Enterprise seat can use the Customer Agent free for 14 days. Other free plans are compared on our free chatbot builders list.
Claims and who backs them
| Figure | Source | Who says so |
|---|---|---|
| 70% | HubSpot, Inc. | Vendor claim |
| 85% | Synergym | Named customer |
| 60% | Sesame HR | Named customer |
All performance figures concern the Customer Agent; no claim or independent figure was found for the free rule-based bot. HubSpot's product page claims a 70% average resolution rate and says top teams reach 90%. The number has moved: the April 2026 press release said 65% across more than 8,000 customers, and management said 72% on the Q2 2026 earnings call. Named customers sit on both sides of it: HubSpot's page quotes Synergym at 85% of support requests, and on the earnings call management cited Sesame HR at 60% fully resolved. Every one of these rates uses HubSpot's own definition, which counts a silent visitor as resolved after 72 hours, and all of them come from HubSpot or its customers as quoted by HubSpot. No external audit was found. Our guide to containment rate explains why such definitions matter.
Verdict
Pick HubSpot's chatbot builder if your team already works in HubSpot and wants a bot that books meetings, opens tickets and qualifies leads straight into the CRM at no extra cost. Expect to need Professional seats as soon as you want branching logic or the AI agent, and budget for the US$1,500 onboarding fee on top of US$100 per seat per month. If you do not use HubSpot, it makes little sense as a standalone bot, because the free and Starter tiers cannot branch and nothing you build can be exported. Buyers who need EU hosting should confirm their account's data centre before building, because the region is set at sign-up.
Related pages
Frequently asked questions
Is the HubSpot chatbot builder free?
Yes. HubSpot's chatbot builder is included in HubSpot's free tools for up to 2 users, with no credit card required. Free bots are limited to ticket creation, lead qualification and meeting booking, cannot use if/then branches, and show HubSpot branding on the chat widget. AI replies are not part of the free plan.
How much does HubSpot's chatbot cost?
The HubSpot chatbot builder itself is free. Starter seats, which remove HubSpot branding, list at US$20 per seat per month. Branching logic and the Breeze Customer Agent need a Professional seat at US$100 per seat per month plus a one-time US$1,500 onboarding fee, and the agent then costs US$0.50 per resolved conversation.
Does the HubSpot chatbot work with WhatsApp?
Only the AI option does. HubSpot's documentation lists WhatsApp, Facebook, live chat, forms and email among the channels for the Breeze Customer Agent, which requires a Professional or Enterprise subscription. The free rule-based HubSpot bots are documented for website chat and Facebook Messenger.
Does HubSpot host chatbot data in the EU?
It can, but you do not choose freely. HubSpot runs a data centre in Germany, and its hosting FAQ says an account is assigned a data centre based on the location of your IP address at sign-up. Accounts on HubSpot's free tools must upgrade to a paid subscription before they can change data centre.
Can I export my bot from HubSpot?
No export is documented. HubSpot's help centre does not describe a way to export a chatflow or a Breeze Customer Agent setup in a reusable format, and handoff works only with HubSpot's own inbox. A bot built in HubSpot should be treated as tied to HubSpot.
Sources
- Service Hub pricing — HubSpot · 18 September 2026
- Service Hub Preise (EUR list) — HubSpot · 18 September 2026
- Marketing Hub pricing — HubSpot · 18 September 2026
- HubSpot Credits — HubSpot · 18 September 2026
- HubSpot Product and Services Catalog — HubSpot · 18 September 2026
- Understand the customer agent — HubSpot Knowledge Base · 18 September 2026
- Create a bot — HubSpot Knowledge Base · 18 September 2026
- A guide to bot actions — HubSpot Knowledge Base · 18 September 2026
- HubSpot cloud infrastructure and data hosting: frequently asked questions — HubSpot Knowledge Base · 18 September 2026
- Free chatbot builder software — HubSpot · 18 September 2026
- Breeze Customer Agent — HubSpot · 18 September 2026
- Deploy the customer agent to channels — HubSpot Knowledge Base · 18 September 2026
- Set up and customize the customer agent's handoff process — HubSpot Knowledge Base · 18 September 2026
- Set up actions for the customer agent — HubSpot Knowledge Base · 18 September 2026
- Set up the customer agent — HubSpot Knowledge Base · 18 September 2026
- Security and compliance — HubSpot · 18 September 2026
- HubSpot Trust Center — HubSpot · 18 September 2026
- HubSpot's Customer Agent and Prospecting Agent: now you pay when the task is complete — HubSpot · 18 September 2026
- HubSpot (HUBS) Q2 2026 earnings call transcript — The Motley Fool · 18 September 2026
Researched and drafted with AI assistance from the sources listed on this page. We have not built or tested bots on these platforms yet. Method: How we review