Upfirst is an AI receptionist that connects to HubSpot in two ways: through Custom Actions (live API calls during a call) and through Zapier (writes to HubSpot after the call ends). Together, they keep every inbound call tied to the right HubSpot contact, deal, or ticket.

Does Upfirst integrate with HubSpot?

Yes. Two options:

• Custom Actions let your receptionist call the HubSpot API while a call is happening. Look up a contact by phone, check a deal stage, or pull a ticket status, all without taking a message.
• Zapier handles the post-call work. Every completed call can update a contact, log a note, or create a deal or ticket through a Zap.

Most teams use both. Custom Actions for anything that needs to happen while the caller is on the line, Zapier for everything else.

What HubSpot is

HubSpot is the CRM most small and mid-sized businesses use to keep their contacts, deals, and tickets in one place. Sales tracks deals through pipelines. Service tracks tickets. Marketing runs campaigns against the contact list. Real estate, agencies, law firms, and service businesses all live in HubSpot day to day.

Phone calls are usually the missing piece. Without a connection, calls end as voicemails or sticky notes that never make it into the CRM. Upfirst closes that gap.

What Upfirst can do with HubSpot

Recognize returning contacts when the phone rings

When a call comes in, Upfirst checks HubSpot for a contact with that phone number. If there's a match, the receptionist greets them by name and can mention their owner, their lifecycle stage, or whatever else you want it to know.

Answer questions about deals or tickets without a callback

When a caller asks about an open quote or a support ticket, the receptionist asks for their name, email, deal name, or ticket reference. Upfirst searches HubSpot live and reads back what it finds. Any field HubSpot exposes is fair game, including your custom properties.

Log every call into HubSpot automatically

When the call ends, Upfirst creates or updates the contact, then attaches a note with the call summary and full transcript. You can also create a deal in any pipeline, open a ticket, or assign a follow-up task.

Route the calls that matter to the right people

Upfirst can pull anything out of a call: service needed, urgency, budget, custom fields you define. Use those signals to branch what HubSpot does. Create a high-priority ticket only when the caller says it's an emergency. Assign new leads to the right owner based on territory. Skip the noise.

HubSpot API calls Upfirst can make

• Search contacts by phone, email, name, company, or any property
• Create or update a contact with caller details and custom fields
• Add a note with the call summary and transcript, tied to a contact, deal, or ticket
• Create a deal in any pipeline and stage
• Create a ticket with priority and category
• Create a task for follow-up
• Look up deals, tickets, or companies linked to a contact

Setting up the HubSpot integration

Custom Actions

1. In HubSpot, create a private app and copy the access token. Or set up an OAuth app if you want that flow.
2. In Upfirst, go to Agent > Custom actions and add a new action.
3. Pick when it runs: When call starts for a contact lookup by phone, During call for searches the caller drives, or After call for creating or updating records.
4. Set up the request. For a contact search, POST to https://api.hubapi.com/crm/v3/objects/contacts/search with Authorization: Bearer YOUR_TOKEN and a body that filters on phone. Reference #{{caller_id}} and any variables you've defined.
5. Pick which fields the receptionist gets back. Run a test. Save.

Zapier

1. Create a Zap. Trigger: Upfirst > Call Completed.
2. Pick a HubSpot action: Create or Update Contact, Create Note, Create Deal, Create Ticket.
3. Map the call fields to HubSpot. Pipeline and stage matter for deals. Priority and category matter for tickets.
4. Add filters if you only want certain calls to trigger the workflow.
5. Test with a real call. Turn the Zap on.

If you're starting from scratch, hook up a contact lookup on call start and a Zapier workflow on call end. Layer in mid-call searches once you see where they'd save you a callback.