What is it?

Association limits for paid accounts have increased from 50,000 to 100,000 records per association type. You can now associate up to 100,000 contacts to a single company or 100,000 deals to a single contact across many common object pairs.  

Why does it matter?

Growing businesses often hit the previous 50,000 limit when tracking complex relationships—such as all deals connected to a major client or email interactions tied to a contact. The increased limit lets you capture complete relationship data as your business scales.

How does it work?

The new 100,000 limit is automatically active across HubSpot and includes associations created via API and imports. Associations that previously failed at 50,000 records will now succeed up to 100,000. You can view and manage these associations on record pages and use them in workflows, lists, and reports.   Note:

• Free accounts may create a maximum of 100,000 associated deals per product record. Paid accounts may create a maximum of 1,000,000 associated deals per product record.
• Maximum of 10,000 associated deals per contact
• Maximum of 10,000 associated line items and products per deal
• Maximum of 1,000 associated records of any object type per engagement (e.g., a maximum of 1,000 associated contacts per email)
• Maximum of 1,000 associated contacts, companies, and tickets per deal

Who gets it?

Starter Customer Platform, Professional Customer Platform, Enterprise Customer Platform, Content Hub Starter, Content Hub Professional, Content Hub Enterprise, Marketing Hub Starter, Marketing Hub Professional, Marketing Hub Enterprise, Operations Hub Starter, Operations Hub Professional, Operations Hub Enterprise, Sales Hub Starter, Sales Hub Professional, Sales Hub Enterprise, Service Hub Starter, Service Hub Professional, Service Hub Enterprise, HubSpot Smart CRM