Frequently Asked Questions#

Which records can Dedupify deduplicate?#

Dedupify supports Contacts, Companies, Deals, and Tickets. Each object type is activated and configured independently — you can run Dedupify on Contacts without activating it for Deals, for example.

Merging is within an object type only. Contacts merge with Contacts, Companies with Companies, and so on. Cross-object merging is not supported.

Does Dedupify merge records automatically?#

No, not by default. Every new match rule starts in review-only mode — all candidate pairs require manual approval before anything is merged.

Auto-merge is an opt-in setting available on paid plans for rules that meet the required strength threshold. Enabling it requires a risk acknowledgement. Auto-merge is not available during the free trial.

See Thresholds & Auto-Merge for details.

How is a match score calculated?#

Each property in your match rule produces a similarity score from 0 to 100%. Dedupify combines those field scores into the pair’s final confidence score, weighting strong identifiers (like email and phone) more heavily than supporting signals automatically. A pair must reach your rule’s review threshold to appear in the review queue.

Some fields can also be configured as hard requirements — for example, requiring an exact match on email before the pair is considered at all. If a hard requirement is not met, the pair is not surfaced regardless of the overall score.

See Matching Rules to learn how to configure rules and test specific pairs.

When do scans run?#

On rule activation — when you enable a match rule, Dedupify runs an initial scan over your existing records for that object type.
Near-real-time — as records are created or updated in HubSpot, Dedupify evaluates them against your active rules continuously.
On demand — you can trigger a manual rescan from the settings page at any time, for example after importing a large batch of records or changing your rule configuration.

There is no nightly full sweep. See Scanning for more detail.

Is my data safe? Can I undo a merge?#

Merges use HubSpot’s native merge operation. The winning record retains its timeline and the losing record’s history is merged into it. The losing record is moved to HubSpot’s recycle bin, where it is restorable for 90 days.

To reverse a merge: restore the losing record from HubSpot’s recycle bin for that object type, then dismiss the pair in Dedupify so it is not flagged again. After 90 days, HubSpot removes the record permanently and it cannot be recovered.

To prevent specific records from ever being merged, use Never Merge rules. See Object Settings and Activity, Scans & Audit.

What does it cost, and how is usage counted?#

Dedupify is priced by capacity in 10,000-record buckets:

$10/month per bucket on a monthly plan
$5/month per bucket on an annual plan

Your record count is scoped to the object types you have activated — not your entire HubSpot portal. New installs include a 14-day free trial (payment method required to start).

See Plans, Pricing & Capacity for full details.

What are the trial limits?#

The free trial lasts 14 days and includes:

One object type — Contacts or Companies only. Deals and Tickets are not available during the trial.
Up to 2 field rules per match rule.
Review-only mode — auto-merge cannot be enabled during the trial.

What happens if I go over my plan’s capacity?#

Once per day, Dedupify checks whether your activated record count exceeds your purchased capacity. What happens next depends on the setting you have chosen on the Plan & Billing tab:

If auto-upgrade is off (the default): near-real-time matching pauses — new and updated records are no longer evaluated. Existing candidates in your review queue remain visible and can still be reviewed and merged. A banner on Plan & Billing indicates that matching is paused.

If auto-upgrade is on: Dedupify moves your account to the next bucket tier automatically so matching never pauses. Your bill rises to match usage. If you have a spend cap set, matching pauses instead of upgrading once the cap is reached, and asks you to confirm before spending more.

How do I turn matching back on after it pauses?#

From the Plan & Billing tab, select the option to turn Dedupify back on. A confirmation modal shows the record tier your current usage requires before anything changes. You can also opt into auto-upgrade at that moment so matching does not pause again as your record count grows.

If your subscription is past due or canceled, you must reactivate the subscription first. The Plan & Billing tab shows a notice with instructions.

Can I lower my purchased capacity?#

Yes. From the Plan & Billing tab you can lower your bucket count for the upcoming billing cycle. The change takes effect at renewal — there is no mid-cycle adjustment and no refund for the current period.

If your current usage needs more than the new cap, Dedupify warns you that matching will pause at the start of the next cycle. You can raise the cap again before renewal to avoid the pause.

Will my bill change mid-cycle if I downgrade?#

No. Capacity changes take effect at renewal, not immediately. Your bill for the current period is unchanged. The lower capacity (and any resulting change to your charge) applies starting with the next billing cycle.

Why isn’t a duplicate I expected showing up?#

A few common reasons a pair may not appear in the review queue:

Score below the review threshold — the pair’s confidence score did not reach the threshold you configured on the rule.
Matching property not populated — if the key property (such as email or phone) is blank on one or both records, Dedupify has nothing to compare.
Pair was dismissed — if someone previously dismissed the pair, Dedupify will not resurface it unless one of the records is updated.
Rule is not enabled — check that the match rule for that object type is active in settings.

Use the Test pair feature in the rule editor to check how a specific pair scores against your rule. See Matching Rules.

What happens if I uninstall Dedupify?#

Your HubSpot data is not affected — no records, properties, or merges are reversed. Uninstalling disconnects Dedupify and stops all scanning and matching. Your saved configuration (match rules, thresholds, object settings) is retained, so reinstalling restores your rules where you left off.