To merge contacts in HubSpot, navigate to CRM > Contacts, select the primary contact you want to keep, and click the “Actions” dropdown to choose “Merge.” Then, search for and select the secondary contact to merge. Click “Merge” to combine the records, and note that the process may take up to 30 minutes. Keep in mind that there is a merge limit—contacts involved in a combined total of over 250 merges cannot be merged further.