Today’s customers expect more than ever. They want to reach your business on their preferred channel and terms —through chat, email, voice, or social—and they expect you to know who they are, the moment they do.
For developers and partners helping B2B companies scale sales and support, that expectation presents a clear challenge: how do you build seamless, personalized experiences across every channel without stitching together disparate integrations and siloed tools.
At HubSpot, we’re solving this by making omnichannel practical and scalable—on a platform built with developers in mind. Here’s a behind-the-scenes look at how we’re building an ecosystem that empowers businesses to meet customers where they are, with full context.
From Channels to Customer Context: The Real Opportunity
Adding channels is easy. What’s hard is stitching and integrating them together in a way that gives teams a complete view of the customer while making it easy to take action in the moment.
A few challenges still remain for business across:
- Fragmented customer data across different tools.
- Heavy configurations that slow teams down.
- A lack of insight into the unstructured data across various apps and tools hidden in conversations, calls, and notes.
We believe the future is different:
- Easy and fast: Channels of your preference can be added without headaches. We're offering extensibility and exposing that data through flexible APIs, robust SDKs, and extensibility hooks—so you can build intelligent, real-time experiences that feel native, not stitched-on.
- Unified: We’re building HubSpot’s omnichannel ecosystem around a unified CRM core, where conversations, tickets, activities, and customer signals live in one place. All your customer data, structured and unstructured, in one place.
- AI-powered: Unstructured data becomes fuel for insights and personalization
Moreover, for our customers we’re taking the complexity out of this work by providing out-of-the-box channels like SMS, Calling, and WhatsApp in our HubSpot Marketplace, while also giving developers the power to extend messaging, voice and contact center channels across Sales Hub and Service Hub.
Extend with Custom Channels
Not every business uses the same mix of channels, which is why we’ve built a Custom Channels API and Conversations API (available in beta) that allow developers to bring third-party channels directly into the HubSpot’s Help Desk for support teams along with Inbox for smaller teams - where sales and service teams work every day
With HubSpot’s Custom Channels API, you can:
- Create integrated messaging experiences with third-party apps (think WhatsApp, SMS providers, or industry-specific chat apps).
- Sync messages into HubSpot’s unified HelpDesk and inbox with contextual CRM data.
- Leverage HubSpot workflows for routing, follow-ups, and handoffs between sales and service without losing context.
Explore our guide on creating Custom Channels to start building your integration.
Additionally, for partners who have used the Custom Channels API to publish apps, the Messaging Apps Collection showcases these integrations in Help Desk, making it easy for customers to add new channels without complex setup.
Bringing Calling and Contact Centers Into Omnichannel
Voice remains one of the most high-value, high-context channels in customer experience—but historically, it’s been the hardest to integrate. Call logs live in separate tools. Transcripts get lost across tools.
By bringing voice directly into the HubSpot CRM, Calling works just like any other channel—and developers can build with it just as easily.
- Using HubSpot’s Calling Extensions SDK, partners can integrate voice seamlessly into HubSpot workflows - across CRM, Help Desk (Service Hub) and Sales Workspace(Sales Hub) ensuring reps can automatically log calls, recordings, and transcripts tied to CRM.
- For Support teams: Calling in help desk (BETA) unlocks integration of Calling Apps with Help Desk seamless integrating inbound calls on any channel directly into tickets.
- Capture call recordings from any voice channels and transcribe in HubSpot as structured, searchable data with our Recording & Transcript API. This enables AI to extract insights, trends, and next-best actions from calls.
Partners using our Calling SDK and APIs have published apps customers can easily explore and add in HubSpot through the Calling Apps Collection, enabling businesses to expand their omnichannel reach with voice while keeping interactions tied back to the CRM.
This is just the beginning. As AI and automation continue to evolve, the developers who can capture and connect omnichannel signals will define the future of customer experience.
Let’s Build the Future of Omnichannel Sales and Support Together
If you’re looking to build or expand integrations that bring critical channels and workflows into Help Desk while supporting sales teams in CRM and Sales Workspace, now is the time.
Start here:
- Messaging Channels:
- Calling:
- Omnichannel Apps Collection
- Calling Apps Collection
Together, we can redefine what customer connection looks like for upmarket businesses, delivering a seamless experience for customers—and a scalable, integrated workflow for the teams who serve them.
Join Us
If you're building for modern support and sales teams, this is your platform. Get started by exploring the dev docs.
