New Marketplace Distribution App Install Limits

Developer Support Developer Announcements
1

On September 3rd, 2025, HubSpot launched the new Developer Platform, version 2025.2, which introduced new customer install limits for marketplace distribution apps that are specifically created or migrated to the latest Developer Platform.

Starting on September 22nd, 2025, apps that are created or migrated to version 2025.2 are capped at 25 installs until they are listed on the HubSpot Marketplace. Alternatively, app partners can distribute apps privately via OAuth to up to 10 customers or 100 for Solution Partners.

What’s changing?

Partners leveraging the new Developer Platform features need to plan for these install thresholds. The change affects the app development lifecycle and the HubSpot Marketplace listing process, requiring partners to list their apps sooner in order to scale distribution.

Marketplace Distribution Apps

  • New apps created with the “marketplace” distribution type on the Developer Platform (or public apps migrated to it) are capped at 25 installs until they receive approval for the Marketplace listing.

Private Distribution Apps

  • Partners may distribute apps privately with the “private” distribution type using OAuth.

  • Limits:

    • 10 customers for App Partners
    • 100 customers for Solution Partners

Important Notes: When migrating existing legacy public apps with more than 25 installs to the new Developer Platform, the install limit will be enforced automatically. Therefore, careful strategizing and planning for migration timing, as well as completing the necessary listing requirements, are advised if you choose to proceed.

If you’re approaching these install limits, you have a few options to continue scaling:

  • For privately distributed OAuth apps, you can install into up to 10 customer portals by default, or up to 100 customer portals when the app is created in a Solutions Partner portal (i.e., the developer portal has access to the partner tools).
  • Submit your app for a Marketplace listing to remove the 25‑install cap on marketplace distribution once your listing is approved.
  • Consider leveraging Service Keys for internal or tightly controlled use cases where that authentication model is a better fit.

Note that the Solutions Partner override only applies to OAuth-based private distribution apps — static auth private apps remain capped at a single standard portal regardless of partner status. You can also start with a private distribution project-based app and switch it to marketplace distribution later without interrupting existing installs, which is a good path if you’re validating a private solution now but may want to list it publicly in the future.

Additional documentation is provided to help manage the distribution configuration for your app and the Marketplace listing process and requirements for your review.

When is this happening?

This new limit will be enforced on new or migrated apps with the Developer platform on September 22nd, 2025.

If you have an existing legacy public app with over 25 installs that has migrated to the new Developer Platform and are encountering errors, please submit a support request for appropriate follow-up.

For other questions or comments, join us in the developer forums.

App creation limit
2

Thanks for sharing this update! This is really valuable information for us, as we also have an app listed on the HubSpot Marketplace and are planning some new launches. Understanding the new install limits and distribution rules helps us plan our app rollout and Marketplace listing strategy more effectively.

3

A UI warning about this change would have been great.
The only notice is the limit seat count, buried 4 layers deep in the settings.
Our newly created app went live and some people hit the 25 seat problem.
Now we have no news from support and although we are about to finish our application we know it’s going to take some time until it is reviewed and maybe fixed …
Is there any way we could fast forward this process please? Our launch was heavily handicapped by this.

4

Hi @ACBesid - I’m sorry to hear about this and appreciate the feedback. I sent you a direct message to check in and gather more information. Please feel free to respond when you can. Thank you!

5

Just to clarify our understanding:

We have a single multi national parent organization with ~200 subsidiaries, each running its own instance, and we use a private app purely for internal aggregation. From your guidance, it sounds like this would now require publishing the app to the marketplace so each instance can install it.

Can you confirm whether this is an intentional limitation of private apps, or if there’s an alternative approach we should be considering?

6

Hi @SGPAI and welcome, we are so glad you are here!
Thanks for asking the HubSpot Community!
I’d be happy to clarify this for you!

The installation limits you’re seeing are a built-in part of how private apps work on the developer platform. Here’s how it breaks down:

- Static token apps can be installed in just one standard HubSpot account at a time.
- Privately distributed OAuth apps can be installed in up to 10 allowlisted accounts, or up to 100 if you’re a Solution Partner.
Since you’re looking to support around 200 subsidiaries, you have two main pathways to consider:

- Marketplace Distribution: By setting your app’s distribution to “marketplace” and using OAuth authentication, you can install the app in up to 25 accounts before it’s officially listed. Once your app is live on the HubSpot Marketplace, there’s no limit to how many accounts can install it.
- Private OAuth Distribution with Allowlist: If you prefer to keep your app private, you can stick with private distribution using OAuth authentication. However, in this scenario, you’re limited to 10 allowlisted accounts.
Given your larger scale, leveraging marketplace distribution is likely the best route, even if your goal is simply internal aggregation.
This pathway ensures you can install your app across all your subsidiaries without running into limitations.

Let me know if you have any other questions or if you’d like some guidance on next steps!
Have a lovely day!
Bérangère
This post was created with the assistance of AI tools

7

Thanks for this, yes the Marketplace is an excellent distribution channel, however if i understand your response to use it the integration will be publicly accessible to everyone in the marketplace and not private?

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Hi @SGPAI, You’re absolutely right, if you opt for Marketplace distribution, your app will be accessible to everyone on the HubSpot App Marketplace.

If you prefer to keep things private, HubSpot offers flexible options:

- Private OAuth apps: Set the distribution to “private” with OAuth authentication. This lets you install the app in up to 10 allowlisted accounts (or up to 100 for Solution Partners).
- Static auth apps: Set distribution to “private” with type “static,” which allows installation in a single account at a time.
Here’s a quick summary of the install limits:

- Marketplace apps (unlisted): Up to 25 installs until your app is listed
- Marketplace apps (listed): Unlimited installs
- Private OAuth apps: Up to 10 accounts (or 100 for Solution Partners)
- Static auth apps: 1 standard account plus up to 10 developer test accounts
To set up private distribution, simply configure your app-hsmeta.json with “distribution”: “private” and select the appropriate authentication type.
I hope this helps!
Bérangère
This post was created with the assistance of AI tools

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Hi @SGPAI - I followed up with you via a direct message with more information. Please feel free to respond there if you need additional support. Thank you!

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Hi HubSpot Developer Support Team,

I am the Product Manager for VoiceStack. I am joining this thread following a recommendation from the community moderation team regarding our current installation cap.

The Situation:
Our integration is already live and actively serving clients. However, we have reached the “extended cap,” and new clients are currently unable to complete their integration. This has become a direct blocker for our onboarding process, and our customers are currently unable to connect their voice workflows to HubSpot.

Our Commitment to the Marketplace:
We are currently in the process of making the VoiceStack app Public. We are finalizing the documentation and security requirements to submit our official Marketplace listing. However, because the review process takes time, we need an immediate extension to prevent further disruption to our active client base.

Request: Could you please manually extend our installation limit to 100 installs for the following App ID? This will provide the necessary bridge for our customers while we complete the public listing process.

  • App Name: VoiceStack
  • App ID: (redacted)
  • Developer Portal ID: (redacted)
  • Primary Contact: Aloysius J Kolapran (redacted)

We strictly adhere to HubSpot’s OAuth guidelines and only use necessary scopes. Please let us know if any further verification is required to lift this cap immediately so we can resume onboarding our mutual clients.

Best regards,

Aloysius J Kolapran
Product Manager, VoiceStack

11

Hi @AloysiusJK,
I will look into this with the developer team and get back to you!
I will keep you updated via DM :slightly_smiling_face:
Cassie, Community Manager

12

Hello HubSpot Developer Team:

We have several customers using MonetizeNow HubSpot App in production and today we faced “app install limit” error.

We have finished migrating the legacy cards to the new experience and will be submitting for publishing by Friday this week but we need a temporary extension to help onboarding clients this week.

Can you kindly increase the limit temporarily for us?

Our AppID: 1351635

Here’s our email: solutions@monetizenow.io if you have any questions.

Thank you for your prompt attention in this matter,

13

To set expectations clearly: we don’t grant manual exceptions or temporary increases to the documented install limits for marketplace or private distribution apps. This applies in all cases, including active migrations and onboarding a burst of new customers.
If you’re approaching these install limits, you have two main options to continue scaling:
– Submit your app for a Marketplace listing, which removes the 25-install cap once your listing is approved.
– Explore leveraging Service Keys for internal or tightly controlled use cases where that authentication model is a better fit

Cassie, Community Manager

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Hi Cassie, Thank you for your reply. Its been more than 2 weeks since we submitted the app for review. Please let us know if we can do anything to expedite the review. We have existing HubSpot customers who are waiting for the app to be available. Thank you,

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Hi @mnuser,
As mentioned in this post, we do not grant manual exceptions or temporary increases. The team that reviews new listings shared feedback via email to the user who submitted the app for review. As soon as your team acts on that feedback, your resubmission will be prioritized regardless of the position in the queue (which is standard process for app listing resubmissions). In general, the best way to avoid hitting install limits is to submit your app for listing early and ensure that your submission meets all of the listing requirements outlined here. With standard queue volume, the team is able to review most app listing submissions within 10 business days.
Cassie, Community Manager