HubSpot pop-ups are no more: What should you do now? 

HubSpot has begun the process to ‘sunset’ its pop-up forms tool. So if you’ve been using this functionality to encourage visitors to subscribe to your blog, take advantage of a special offer or give feedback, then you’ll need to adjust your approach. 

What’s changing? 

To help streamline their marketing tools and improve website user experience, HubSpot has decided to say goodbye to the pop-up forms tool. The ‘sunsetting’ process has been as follows: 

• Since 4th June, users (including those with new accounts) haven’t been able to create, edit or clone these forms. Existing forms could still be unpublished and visitors could make submissions through them.
• From the 17th July, pop-up forms couldn’t be created or cloned by any users.
• As of 15th August 2025, pop-up forms will be automatically unpublished and not appear on your website. Any submissions will be removed from contacts’ activity records and will be deleted to fall in line with HubSpot data retention policies

Once this process has been completed, if users want to create a pop-up form, they will need to use the Call-To-Action (CTA) tool. 

What do users need to do? 

Before your pop-up forms and any associated submissions are removed on 15th August, you should do a full audit of where you’re using this functionality. This should give you a complete picture of what pop-up forms you’re using on which pages and which contacts have made submissions through these forms.

Your first urgent action after audit should be to check if your pop-ups form part of any workflows or automations. If so, you’ll need to adapt these so the automations don’t break once the forms are removed.

You should also consider the following: 

• Do you want to keep all of the pop-up forms, including variations for different contact segments? Any you do want to keep you’ll need to recreate in the CTA tool.
• Do you need to keep a record of all the contact submissions? If so, you will need to update each contact with a note or custom property.
• Any data submitted through these forms will be deleted, so do you need to export and reimport data to avoid any information loss? 

This will help you pull together an action plan so you don’t lose any UX or data as a result of this sunsetting process. 

How can Pod help? 

To make sure you don’t lose any data or functionality after the pop-up forms tool is removed, our HubSpot experts can run an impact assessment, put together an action plan and deliver it. 

An assessment and audit will give you a full picture of what pop-up forms exist, and where and how they’re being used, alongside any data that’s been collected through them. We’ll talk you through our findings and create a recommended action plan based on your business’ needs. 

Once agreed, we’ll deliver this action plan, including recreating any pop-up forms you want to keep, updating contact records and refiguring workflows or automations to get you ready for the August switchover. This will help you enjoy a smooth transition through this update with no problems.