Understanding Custom Objects and Their Limits
What Are Custom Objects?
Custom Objects allow you to define new record types tailored to your business needs, extending beyond standard CRM entities like contacts or opportunities. You can create objects such as Properties, Vehicles, Policies, or Patients, each with its own custom fields, relationships, and automation capabilities. This flexibility helps you model complex data structures directly within your CRM.
Key Benefits
Custom Objects offer several advantages:
- Adapt to any business model by tracking specialized entities or processes.
- Establish powerful many-to-many relationships between objects or link them to contacts.
- Trigger workflows, emails, texts, or webhooks based on object events.
- Organize and analyze data using SmartLists, advanced filters, and customizable list views.
- Maintain data integrity with detailed audit logs for every creation, update, or deletion.
Plan Access and Limits
As of October 2025, Custom Objects are available across all subscription tiers—Starter, Unlimited, and Pro. Each location can create up to 10 Custom Objects. Additional limits include:
- Up to 300,000 records per object.
- Up to 10 unique labels between any two objects.
Custom Object Functions
Associations
Define how records relate to one another—for example, linking a Vehicle to an Owner. You can create one-to-one, one-to-many, or many-to-many associations and use them in filters, SmartLists, and workflows for clear data relationships.
Custom Fields
Each Custom Object supports various field types, including text, numbers, dates, and dropdowns, enabling you to capture the specific data your business requires.
Workflow Automation
Automate actions when a Custom Object is created, updated, or deleted. Common uses include sending notifications, updating related objects, triggering webhooks, or adding data to external tools like Google Sheets.
SmartLists and List Views
Create shareable SmartLists, customize column sizes, and switch between saved views to display the exact data your team needs. Combined with sorting and column selection features, Custom Objects function like a purpose-built database.
Advanced Filters and Reporting
Apply AND/OR logic across any object or custom field to identify precise record sets, ideal for specialized reporting or one-time exports.
Audit Logs
Track every change—including creations, updates, deletions, and association modifications—for full data governance and accountability.
Supported Features
Custom Objects integrate with:
- Contacts and Opportunities (via associations)
- Workflows (triggers and actions)
- Forms, Surveys, and Quizzes
- Dashboards and Reporting
- APIs and Webhooks
- Custom Fields (all types within objects)
- Tasks
Unsupported Features
Custom Objects are not yet supported in:
- Email Campaigns
- Bulk Email or Bulk SMS
- Conversations (viewing or using data)
- Funnels and Websites (dynamic data display)
- Calendars and Scheduling
- Reputation Management or Reviews
- Payments and Invoicing
Coming Soon
Planned support includes:
- Notes integration
- Dynamic data binding and display in Funnels and Websites
- AI Knowledgebase integration for fetching and referencing data
- Sending emails to contacts associated with Custom Object records via workflows
Frequently Asked Questions
Do I need the Pro plan to use Custom Objects?
No. As of October 2025, Custom Objects are available on all plans: Starter, Unlimited, and Pro.
How many objects can I create?
Up to 10 per location across all plans.
Can I upgrade beyond 10 objects?
Currently, the limit is fixed at 10. For larger needs, submit a feature request through your CRM’s ideas portal.
Will my existing workflows break if I add more objects?
No. Workflows automatically recognize new objects; you can add relevant triggers or actions as needed.
Can I import/export Custom Objects via Snapshots?
Yes. Objects, including their fields and associations, are included when creating or restoring a Snapshot, subject to the object limits in the target account.
Are there API endpoints for Custom Objects?
Yes. The REST API supports create, read, update, and delete operations on objects and records. Refer to the API documentation for schema details.
Who can edit or delete a Custom Object?
Only location-level admins have create, update, or delete permissions. Regular users have read-only access.
Is object data counted toward my account storage?
Yes. Each record and file stored in a Custom Object contributes to your overall storage quota.