The HubSpot App Marketplace, a Listing Guide for SaaS Companies

Listing an app on the HubSpot App Marketplace costs nothing and HubSpot takes no revenue share. What decides when you go live is a rule most teams find late. HubSpot only reviews a listing once the app has three active installs in customer accounts that have no affiliation with your company, so a SaaS team has to line up real customers before it can submit. From November 2, 2026 the app also has to be built on a supported version of HubSpot's developer platform, which rules out the older app model for any new listing.

For a SaaS company, the listing is the visible part of a bigger decision. You are shipping a customer-facing integration that each customer installs in their own HubSpot account, and someone has to keep it working through HubSpot's 2027 platform changes. Appnigma's marketplace apps service covers that case with "a native app, marketplace listing preparation, and review support." For HubSpot that includes "HubSpot listing review and certification support where eligible." If you are a HubSpot customer looking for apps to install, the Marketplace itself is the better starting point.

Updated October 2026. Checked against HubSpot's listing requirements, certification requirements, Technology Partner Program guide and the May and September 2026 developer changelogs. This update corrects which installs count toward listing, the review timeline, the recertification cycle and what certification gives you. It adds the install cap before listing, the platform deadlines and the rules on apps HubSpot won't list, and removes cost estimates and an example that were not based on HubSpot sources.

How big the Marketplace is and who browses it

On October 23, 2026, HubSpot's app explore page showed 2,632 results for apps. HubSpot's own Technology Partner page still rounds this to "2,000+ apps" and says more than 1,600 companies have joined the program. The audience is HubSpot's "306,000+ (and growing) customer base," and the program guide says the Marketplace "sees over 1 million visits per month from prospects and customers."

Those visits matter less than they look for a B2B SaaS company. Most of your installs will come from customers who already use your product and want it connected to HubSpot, and the listing is where their admin checks scopes, shared data and setup docs before clicking install. Appnigma's own marketplace page puts it plainly. "A listing supports discovery and evaluation, but it is not a promise of inbound leads."

Does HubSpot charge to list an app or take a revenue share?

No. HubSpot's certification requirements say "we do not charge you a fee to list or certify your apps in the HubSpot Marketplace, nor a fee for installs generated through the HubSpot Marketplace," and add "There is no revenue sharing." The Technology Program Agreement you accept at listing says "No fees, commissions or other payments will be due or payable under this Agreement."

HubSpot doesn't bill customers for you either. You charge for your product through your own billing, and the listing's Pricing tab only displays up to five plans with a link to your pricing page. HubSpot Payments is a separate tool that HubSpot customers use to collect payments from their own buyers, so it isn't a way to sell your app. The listing requirements add two pricing rules that trip SaaS teams. "The pricing plan in the listing must match the pricing information published on your website," and "If a pricing plan does not support the integration, it should not be included in your listing." If the HubSpot integration only ships on your Pro plan, list only Pro.

How a HubSpot listing compares with Salesforce AgentExchange

SaaS companies that sell into both CRMs usually end up with an app on each, and the two marketplaces put review and revenue in different places. This comparison uses only each platform's own documentation.

The Salesforce rows come from its security review overview, the review process guide and the Checkout revenue share page. The practical difference for planning is order of work. On Salesforce the security work comes before your first public listing, while on HubSpot the first gate is customer installs and the security questionnaire waits for certification.

Listing requirements HubSpot checks before review

HubSpot's listing requirements and the May 2026 changelog set the bar. You build and submit from the Development area of a standard HubSpot account, because the account types page says "all legacy developer accounts were migrated to standard HubSpot accounts" on March 9, 2026. Only a Super Admin can submit.

The listing content itself has rules that read as editorial but are enforced. The listing guide covers seven tabs, an 800 by 800 pixel icon with no text, up to two categories and up to eight screenshots. Copy has to describe the HubSpot integration rather than your product in general. The shared data table must match your scopes, so read and write scopes on an object mean the sync is advertised as bi-directional. Weak listing fields don't get a rejection notice. They "will cause your listing to be set to Draft mode only."

Where the three active installs come from

The install rule is where most first listings stall. HubSpot counts only "unique HubSpot production accounts, unaffiliated with your organization" that show successful app activity within the past 30 days. Developer test accounts, sandboxes and your own company's accounts don't count, and HubSpot staff have told developers in a community thread that no separate process substitutes for those installs.

The useful detail is the definition of activity. It means "OAuth-authenticated requests to HubSpot's APIs and signed requests from HubSpot webhook subscriptions and extensions." A pilot customer who installs and then pauses the sync for five weeks drops out of the count, even though the app is still installed. Keep a scheduled job or webhook flowing in every pilot account until review is done.

The app management page gives you room before that point. An unlisted Marketplace app "can be installed in up to 25 accounts (not including developer test accounts)," and the limit lifts once the listing is published. For a SaaS company, that makes a private beta of up to 25 customers the normal route to listing. Pick design partners who already use HubSpot and your product, send them the install link from your product's settings page, and treat their first month of activity as the pilot.

The count also matters after launch. The Technology Program Agreement lets HubSpot end the agreement if you "drop below three (3) installs ninety (90) days after we publish your listing." The Marketplace restrictions add that "When an app hasn't been installed in 180 days, it is considered stale and removed from the HubSpot Marketplace."

Review timing and the calendar to certification

HubSpot reviews listings by hand. The listing requirements say "the HubSpot Ecosystem Quality team will complete an initial review within 10 business days" and "The entire app review and feedback process should take no more than 60 days from the time feedback is shared." You can only have one app in review at a time, and a second submission during review is rejected automatically. Edits to a live listing go back through the same review.

Certification is a separate, optional step that can't start at launch. The certification application page says you can't apply "unless your app has been listed for at least 6 months and has at least 60 active installs." Laid out from HubSpot's published limits, the calendar for a new app looks like this.

The arithmetic gives a SaaS team two planning numbers. The listing date can't come earlier than about 30 days after the third pilot starts syncing, plus HubSpot's review. Certification can't come earlier than six months after that, and only if 57 more customer accounts have installed and stayed active. Anyone promising a listing and certification inside one quarter is describing something HubSpot's rules don't allow.

Platform dates that affect a new or existing listing

HubSpot moved to a projects-based developer platform and date-based API versions in 2026, and its changelogs set dates that decide whether an app can be listed or keep its badge. The September 2026 changelog announced "the end of support for v1-v3 APIs, legacy public apps, and legacy private apps, all with a September 2027 enforcement date."

HubSpot's advice on the API side is direct. "Migrate directly from any legacy version to date-based versioning (DBV). Do not use v3 or v4 as an intermediate step." The changelog also says "detection checks API calls at runtime, not your source code," so an old endpoint called by a rarely used feature still counts. For an app built today, start on 2026.09 with date-based API paths and none of these dates apply until the next version cycle. HubSpot ships a new version "every 6 months in March and September" and marks each unsupported 18 months after it goes live, so plan an upgrade every year or so.

What certification adds, and what it doesn't

Certification is free and optional, and it is a quality review rather than a sales channel. The certification requirements ask you to "Maintain an average success rate above 95% across all activities" and pass a security assessment. You also complete a security questionnaire on "encryption, access controls, and token lifecycle management." That questionnaire arrived in the May 2026 changelog and applies to certification and recertification, not to a first listing. New certification submissions must also support the Uninstall API and include a demo video at least three minutes long.

What you get is listed precisely. A "HubSpot Certified App" badge, "Inclusion in the 'HubSpot Certified App' search filter," eligibility for curated collections and "Favorable consideration in HubSpot's partnership and amplification initiatives." HubSpot's partner guide is candid that "certification does not unlock new go-to-market motions on its own." Losing certification doesn't delist you. The app stays listed "without the certified badge."

Reviews work through the partner tiers rather than certification. Listing your first app puts you in the Technology Partner Program at the Partner tier. The program guide sets Rising at five reviews averaging 3.5 stars and Premier at ten reviews averaging 4.0, alongside attached MRR thresholds. Certification is preferred for Leading and mandatory for Premier, with the full requirements applied from January 1, 2027.

Apps HubSpot won't list, and why it matters for embedded integrations

The Marketplace restrictions start from one principle. "Apps must deliver standalone value directly to end users." Three architectures are not eligible. Credential and token brokering, developer-only infrastructure, and "White-label integration infrastructure," which HubSpot describes as "apps with a HubSpot integration designed to be embedded invisibly into another party's product."

That rule decides how a SaaS company should get its HubSpot integration built. The listing has to be your own branded app, with your own app ID and OAuth client, delivering value to your customers inside HubSpot. If the integration runs through a third-party embedded integration layer, check that its install flow supports HubSpot's install button and that the app ID on every request is yours. HubSpot also asks that "Apps with similar functionality and use the same APIs should be consolidated into a single app," so one well-scoped app usually beats several narrow ones. Restricted industries such as cryptocurrency, gambling and list brokers can't be listed at all.

Mistakes that delay a first listing

• Counting sandbox, test or agency accounts as installs. HubSpot excludes them, so the submission waits for real customers.
• Letting a pilot account go quiet. An install with no API calls or signed webhook requests in 30 days isn't active.
• Requesting scopes for features only some plans use. Unused required scopes get flagged, so move them to optional.
• Listing pricing plans that don't include the integration, or prices that differ from your website.
• Blocking HubSpot's crawler on the setup or privacy page. The URL check fails and the listing goes back to draft.
• Submitting a second app while the first is in review. HubSpot rejects it automatically.
• Starting a new build on a legacy public app. From November 2, 2026 it can't be listed.

For the build itself, see our guide on how to build a HubSpot app on the developer platform, and for the certification step, HubSpot app certification requirements.

Frequently Asked Questions

How many apps are on the HubSpot App Marketplace?

HubSpot's app explore page showed 2,632 results on October 23, 2026. HubSpot's partner pages round it to "2,000+ apps" and the count changes daily.

Do sandbox or test account installs count toward the three installs?

No. Only production HubSpot accounts unaffiliated with your company, with successful app activity in the past 30 days, count toward listing.

How long does HubSpot take to review a Marketplace listing?

HubSpot completes an initial review within 10 business days and says the whole feedback process should take no more than 60 days from when feedback is shared.

Does HubSpot take a revenue share from Marketplace apps?

No. HubSpot charges no fee to list, certify or install an app and states "There is no revenue sharing," so you bill customers through your own billing.

Can Appnigma build and list our HubSpot app?

Yes. Appnigma's marketplace apps service delivers a native HubSpot app with listing preparation and review support, including certification support where eligible. HubSpot controls approval and timing, and ongoing maintenance can run on a separate retainer or through done-for-you delivery.

About the author

Sunny Chauhan is the co-founder and CEO of Appnigma AI, which builds and maintains customer integrations and native Salesforce and HubSpot apps for B2B SaaS teams. Before Appnigma, he was on Salesforce's AppExchange team, where he worked with more than 300 SaaS partners. He has spent close to a decade on the Salesforce platform, including work at Zennify, and holds Salesforce certifications including Platform Developer II, Platform App Builder, Administrator, Data Cloud Consultant, and AI Associate.

Related Articles

• How to build a HubSpot app
• HubSpot app certification requirements
• How to become a HubSpot App Partner
• HubSpot partner programs explained
• HubSpot integration providers and services
• HubSpot app development and listing support

Sources

1. App Marketplace listing requirements and Listing your app, HubSpot Developers
2. Marketplace restrictions, HubSpot Developers
3. Certification requirements and Applying for app certification, HubSpot Developers
4. Manage apps in HubSpot and Account types, HubSpot Developers
5. App listing and app certification requirement updates for May 2026, HubSpot Developer Changelog
6. Legacy APIs and legacy apps, what's going unsupported and when, HubSpot Developer Changelog
7. Developer platform versioning, HubSpot Developers
8. Technology Program Agreement, HubSpot Legal
9. Technology Partner Program and Technology Partner Program guide (PDF), HubSpot
10. AgentExchange security review overview, How the security review works and Revenue share in AgentExchange Checkout, Salesforce Developers