Reject 100+ Suggested Duplicates in Bulk
Wednesday, November 4, 2026
What it is
You now have the ability to reject more than 50 suggested duplicate pairs at a time from the duplicate management tool, making it easier to focus on more obvious duplicates.
Why it matters
The HubSpot Model surfaces duplicates based on analyzing similarities across a predefined set of properties. By default, it surfaces contacts with a similarity score of 30% or more. As you work through your duplicates, you might realize that duplicates below a specific threshold are in fact not duplicates. This feature will allow you to filter your duplicate database, and take bulk action to reject a broad group of duplicates -- allowing you to focus just on the suggested duplicates you care about.
The Take
It's scary to be like, oh, I got to do this one at a time. I'm never going to do this.
Per the panel, you can now reject more than 50 suggested duplicate pairs at a time from the duplicate management tool. HubSpot's reasoning is that the model surfaces contacts at a 30% similarity score or more by default, and as you work the list you may decide everything below a certain threshold is not a duplicate at all. Filter, then reject that whole group in one action, and the queue shrinks to the pairs you care about.
Zach took this one, and his first reaction was the honest operator one: the queue is big enough to be paralyzing. “It's scary to be like, oh, I got to do this one at a time. I'm never going to do this.” He caught the other side of it too: it is also scary to act on all nine thousand at once. Once it was clear this action only rejects, he settled: that is the safer of the two bulk moves. Casey added the counterpoint from her own portal work, that she has more often wanted to accept in bulk than reject, so this covers the less common half of the job.
Where Zach landed is the part to act on. He tied this to the finer duplicate filters that came out in October: “So if you dial that in for identifying the duplicates better, then you could say, all right, I have a lot more confidence in doing a mass reject or accepting things in bulk.” His read is that the bulk button is only as safe as the filter in front of it.
What to do: if you have Data Hub and a duplicate queue you have been avoiding, open the duplicate management tool and set your filters first, so the pairs you are about to reject share a similarity range you have looked at. Then reject in bulk. If your queue is small, or you do not have Data Hub, skip it. The tape did not cover how the filters and the bulk action are set up in detail, so check the HubSpot product update page for that.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
FAQ
What changed in duplicate management?
Per the panel, you can now reject more than 50 suggested duplicate pairs at a time from the duplicate management tool, so you can focus on the more obvious duplicates.
Who gets it and what is its status?
The record lists the Data hub at Professional and Enterprise, as a public beta.
What is the 30% in the panel?
Per the panel, by default the HubSpot Model surfaces contacts with a similarity score of 30% or more, based on similarities across a predefined set of properties. The new bulk action lets you filter and reject a broad group of the pairs you decide are not duplicates.
Does this accept duplicates in bulk too?
On air, the discussion was that this is rejecting, not accepting. Casey said she has seen more situations where she wants to accept in bulk than reject. The panel describes bulk rejection only.
How should you use it safely?
Zach's take: it makes the most sense alongside the finer duplicate filters that came out in October. Dial in how you identify duplicates first, and then a mass reject carries more confidence.
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