HubSpot chatbot pricing in 2026: free rule-based bots, the AI Customer Agent, and what each really costs
"HubSpot chatbot" can mean two very different products: the free, button-based bot builder, and the AI Customer Agent that answers on its own. They are priced in completely different ways. This guide, for small businesses already on HubSpot or thinking about it, separates the two and prices both as of October 2026.
Quick answer
HubSpot's rule-based chatbot builder is free with limited features and HubSpot branding, and part of Service Hub Starter at $20 per seat a month. The AI Customer Agent needs Professional ($90 to $100 per seat a month plus a $1,500 onboarding fee) and costs 50 HubSpot Credits, $0.50, per resolved conversation. Professional includes 3,000 credits a month, enough for 60 resolutions.
What are HubSpot's two kinds of chatbot?
HubSpot has a rule-based bot builder, where you design questions and buttons, and an AI Customer Agent that reads questions and answers from your content. The first is free or cheap; the second needs a Professional subscription and is charged per resolution.
Rule-based bots (chatflows)
You script the path: greeting, buttons, questions, routing to a person or booking a meeting. Listed as "limited features" on Free and Starter and with more features on Professional and Enterprise. Good for qualifying website visitors with a few fixed questions.
Customer Agent (AI)
An AI agent that answers customers from your knowledge, on chat, email, forms, WhatsApp, Facebook Messenger and voice. HubSpot says the Professional or Enterprise edition is required. Paid with HubSpot Credits per resolved conversation.
If you only need a bot to collect a name and email before a human replies, you may never pay anything. If you want an assistant that answers "do you deliver on Saturdays?" by itself, you are pricing the second product.
What do HubSpot Service Hub seats cost?
Service Hub is free for up to two users, $20 per seat a month on Starter, $100 per seat a month on Professional ($90 with an annual commitment), and $150 per seat a month on Enterprise. Professional and Enterprise carry a required one-time onboarding fee.
| Edition | Price per seat a month | One-time onboarding | HubSpot Credits a month | Bots |
|---|---|---|---|---|
| Free | $0, up to 2 users | None | None listed | Rule-based, limited, HubSpot branding on live chat |
| Starter | $20 (product catalog list price) | None | 500 | Rule-based, limited |
| Professional | $100 monthly, $90 on annual commitment | $1,500, required | 3,000 | Rule-based plus Customer Agent |
| Enterprise | $150 | $3,500, required | 5,000 | Rule-based plus Customer Agent |
From HubSpot's Service Hub pricing page and its product and services catalog, checked October 2026. The pricing page also showed a lower "starts at" figure of $7 per seat for Starter on annual billing; the catalog lists $20 a month, so check which applies to you at checkout. Professional and Enterprise also offer cheaper "core seats" ($50 and $75 a month) for people who need access but do not work the service inbox.
How is HubSpot's Customer Agent billed?
Customer Agent uses HubSpot Credits: 50 credits per resolved conversation on text channels, which HubSpot prices at $0.50. Voice uses 50 credits per minute. Each edition includes a monthly credit allowance, and you buy more when it runs out.
- Included credits reset monthly and do not roll over: 500 on Starter, 3,000 on Professional, 5,000 on Enterprise.
- Capacity packs add 1,000 credits a month for $10 each, for the rest of your commitment term.
- Pay-as-you-go overage is $0.010 per credit, invoiced in steps of 10 credits.
So Professional's 3,000 included credits cover 60 resolutions a month. Each further 20 resolutions costs a $10 capacity pack. HubSpot moved to this model on 14 April 2026; before that, Customer Agent cost $1.00 per conversation whether or not it resolved anything.
What counts as a resolution?
HubSpot counts a resolution when the agent gives support and the conversation is not passed to a human rep within 72 hours. A conversation where the agent qualifies a lead can also count.
Two practical points follow. Chats the agent hands to a person quickly are not charged, which is fair. But a simple greeting that the customer abandons, or a question the agent answers wrongly and the customer never follows up, may count as resolved. Review a sample of billed resolutions in your first month to see whether the count matches what you would call a real answer.
What an AI agent and a simple bot cost in practice
Hypothetical businesses using HubSpot's catalog prices.
A home services company with an AI agent: 3 seats on Professional
| Line | Working | Per month |
|---|---|---|
| Service Hub Professional, monthly | 3 seats x $100 | $300 |
| Customer Agent resolutions | 400 x 50 credits = 20,000 credits | |
| Less included credits | 20,000 minus 3,000 = 17,000 credits | |
| Capacity packs | 17 packs x $10 | $170 |
| Monthly total | $470 | |
| Onboarding, first year only | Required, one-time | $1,500 |
First-year cost: $470 x 12 + $1,500 = $7,140. With an annual seat commitment at $90, the monthly figure drops to $440.
A consultant who only wants a lead-capture bot: Starter
One Starter seat at the catalog price of $20 a month. A rule-based chatflow asks three qualifying questions on the website and books a meeting or hands over to the consultant. No AI agent and no credits used. Total: $20 a month, or $0 on the free tools if HubSpot branding and limited bot features are acceptable. Our guide to chatbots for lead generation covers what to ask in those questions.
Can HubSpot's chatbot answer on WhatsApp?
Customer Agent lists WhatsApp among its channels, but connecting WhatsApp to HubSpot's inbox needs Marketing Hub or Service Hub Professional or Enterprise, according to HubSpot's knowledge base. It uses a WhatsApp Business Account on the official API, so Meta's per-message fees apply; HubSpot says it does not charge for free entry point conversations from click-to-WhatsApp ads.
Since 1 October 2026, Meta charges for service replies after the first 1,000 per number each month. For a full picture of HubSpot's WhatsApp route, see ReplyKit vs HubSpot for WhatsApp and our WhatsApp Business API pricing explainer.
Is HubSpot's chatbot worth the price?
The free rule-based bot is excellent value for capturing leads into a CRM you already use. The AI Customer Agent is worth it for businesses already paying for Professional, where the agent sits on top of tickets, contacts and the knowledge base they have built. Buying Professional mainly to get the AI agent is a large step for a small business: $1,500 before the first message, and seat prices from $90.
Its strengths are real: the agent works across channels from one CRM, every chat lands on a contact record, the pricing is published down to the credit, and you only pay for resolutions rather than every conversation.
We make ReplyKit, a competing product, so weigh this part accordingly. ReplyKit is a stand-alone AI agent for WhatsApp and website chat that answers from your own content, qualifies leads and books appointments, at $29, $49 or $99 a month with 1,000, 5,000 or 20,000 AI replies included and no onboarding fee. It is not a CRM: leads export as CSV, with no HubSpot integration. Its WhatsApp connection is a QR code scan that links your number as a device, which is unofficial, not the WhatsApp Business API and not sanctioned by Meta, so a number can be restricted; read will WhatsApp ban my number for automation? first. For other options, see Zendesk vs HubSpot, Intercom Fin pricing and Freshdesk pricing, compare ReplyKit's plans, or start a 7-day free trial.
Frequently asked questions
Is the HubSpot chatbot free?
The rule-based chatbot builder is available in HubSpot's free tools with limited features, and live chat on the free plan includes HubSpot branding. The AI Customer Agent is not free: it needs Professional or Enterprise and uses credits per resolution.
How much does HubSpot's Customer Agent cost?
50 HubSpot Credits per resolved conversation on text channels, which HubSpot prices at $0.50. Professional includes 3,000 credits a month, and extra capacity is $10 per 1,000 credits a month.
Does HubSpot charge for every chatbot conversation?
Not for Customer Agent since 14 April 2026. You pay per resolved conversation, meaning the agent gave support and no human took over within 72 hours, or it qualified a lead.
Which HubSpot plan do I need for an AI chatbot?
Customer Agent requires the Professional or Enterprise edition. Service Hub Professional is $100 per seat a month, or $90 with an annual commitment, plus a required $1,500 onboarding fee.
Can HubSpot's AI agent reply on WhatsApp?
Customer Agent lists WhatsApp as a channel, and connecting WhatsApp to HubSpot needs Marketing Hub or Service Hub Professional or Enterprise. Meta's per-message fees apply.
Do unused HubSpot Credits roll over?
No. Included credits reset each month and do not carry over. Capacity packs add credits every month for the rest of your commitment term.
Want an AI agent without a Professional subscription?
ReplyKit answers WhatsApp and website enquiries from $29 a month, with replies included and no onboarding fee. Start a 7-day free trial with 300 AI replies, no credit card.
Sources and further reading
- HubSpot, Service Hub pricing · editions, seat prices, onboarding fees, included credits, free tools, checked October 2026
- HubSpot, Product and services catalog · seat list prices, included credits, $10 capacity packs, $0.010 per credit, 50 credits per resolution
- HubSpot, Customer Agent · $0.50 per resolution, channels including WhatsApp, definition of a resolution, Professional or Enterprise required
- HubSpot, Customer Agent now you pay when the task is complete (April 2026) · change from $1.00 per conversation to $0.50 per resolved conversation from 14 April 2026
- HubSpot Knowledge Base, Connect WhatsApp to the conversations inbox · subscriptions required for WhatsApp, no HubSpot charge for free entry point conversations
- Meta, WhatsApp Business Platform pricing · service message charges after 1,000 free per number from 1 October 2026
ReplyKit is an independent product and is not affiliated with or endorsed by Meta or WhatsApp. Prices for other vendors are taken from their public pricing pages as checked in October 2026 and may change. This article is general guidance, not financial advice.