Instantly is an outbound sales platform built around cold email. It was founded in 2021 by Raul Kaevand, Nils Schneider, Reio Suun and Sumit Kumar, and invites visitors to join more than 50,000 sales teams already using it.
Its core is sending at volume without hurting deliverability: Outbound plans connect and warm up unlimited email accounts, and a shared warmup network builds each account’s sending reputation.
From first email to booked meeting
Unibox gathers replies from every connected account into one inbox. SuperSearch finds new leads from a B2B database of hundreds of millions of contacts, and Instantly’s own CRM tracks emails, calls, texts, tasks and LinkedIn connections.
Deliverability tools test where emails land and spot which security gateways a prospect’s company uses.
AI agents
A Copilot helps plan and write campaigns, and since July 2026 it can build automations too. Instantly’s AI agents handle specific jobs: replying to leads, managing deliverability, finding prospects, and in September 2026 several more, including a voice agent.
Assistants outside the app connect through Instantly’s MCP server, which lets Claude and other MCP-compatible tools manage campaigns and leads or pull analytics from the account.
Compliance
Instantly keeps a suppression list so anyone who opts out is never contacted again, and a one-click unsubscribe header can be switched on for each campaign. It has an EU and UK GDPR representative, and its terms include a data processing addendum. Each customer stays responsible for how their own campaigns comply.
Interested replies into HubSpot
Instantly has two HubSpot connections with separate jobs. The older one imports leads from HubSpot into Instantly. The newer one exports SuperSearch leads to HubSpot and works inside Automations.
Automations are where a reply turns into CRM work. A trigger such as a lead replying, or its interest status changing, can create or update the HubSpot contact and attach a note or task to it. The lead’s email is one of the fields mapped across, and a Live Feed shows what each run did.
Automations only fire for events after they’re switched on, so replies that arrived earlier aren’t picked up. The help center also has a Zapier recipe that creates a HubSpot contact when a lead is marked as interested.
Instantly activity in Salesforce
Salesforce connects through OutboundSync, a third-party tool that receives Instantly’s webhooks. It logs Instantly’s activity into Salesforce, replies and lead status changes included, and the workspace chooses which events go across. OutboundSync can feed HubSpot the same way.
API v2
Instantly’s API v2 covers campaigns, leads, lead lists, sending accounts, emails and analytics, and comes with every Outbound plan. Each API key carries its own scopes, and the limits are generous: 100 requests a second, and 6,000 a minute, per workspace. The older v1 API was retired in January 2026.
Webhooks and integrations
Webhooks, on Hyper Growth and above, report every step of a campaign: emails sent, opened and clicked, replies, bounces and unsubscribes, plus lead outcomes such as interested, meeting booked or closed.
Pipedrive connects as an app alongside HubSpot, and Slack, Zapier and Make are supported too.
Where the replies end up
Between its API, webhooks and Automations, Instantly slots into the sales process around it. An interested reply can create the HubSpot contact with its campaign history, a booked meeting can move the deal on, and an unsubscribe can reach every other tool that might email the same person.
Interested replies retyped into a CRM by hand are a cost that hides in plain sight. Several recipes in Instantly’s help center run on Zapier and Make, and the post on outgrowing low-code covers where chains like those need retries and alerts, while costing the manual version shows what automating the reply-to-CRM step is worth.