What is it?

We're increasing the limit on the number of duplicates surfaced by the HubSpot Model. The list below reflects the change in limits across all plans that have access to the duplicate management tool. All limits reflect the number of duplicates surfaced per object.

Data Hub Starter - 2K → 10K

Data Hub Professional – 5K → 30K

Data Hub Enterprise – 10K → 100K

Platform Starter - 1K

Platform Pro - 2K → 10K

Platform Ent - 2K → 10K

Note: the limit on the recently released custom duplicate detection rules is still 10K duplicates per object.

Why does it matter?

Higher limits mean greater visibility into duplicate records, helping teams clean up their data more effectively. Previously, customers may have been unaware of duplicates beyond their existing limits, leading to incomplete data hygiene efforts. By surfacing more duplicates, businesses can improve data accuracy, reduce redundancy, and enhance operational efficiency. This ensures that teams work with cleaner, more reliable data.

How does it work?

These new limits are auto-enabled in the Manage Duplicates tool, so you may notice an increase in the total number of duplicates detected.

Who gets it?

Sales Hub Enterprise, Service Hub Professional, Marketing Hub Professional, Content Hub Professional, Service Hub Enterprise, Marketing Hub Enterprise, Sales Hub Professional, Content Hub Enterprise