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Mobile phone number format in HubSpot

If you are using HubSpot to store WhatsApp numbers (for example, to send WhatsApp templates via Flowella workflows), it’s important that your phone numbers are saved in a consistent, international format. This avoids failed sends, duplicate contacts, and the classic “why is this number missing a digit” mystery.

Use E.164 format (recommended)

HubSpot phone numbers should be stored in E.164 format:

  • A plus sign +

  • Country code

  • Full national number (without the leading trunk 0)

Example (UK): +442079460958
Example (UK mobile): +447700900123

Avoid spaces and punctuation if you can. HubSpot will display formatting nicely anyway, but integrations are happiest with plain E.164.

How to confirm the number is valid in HubSpot

When you click into a phone field on a contact record (for example Mobile phone number), HubSpot will show a status under the input.

You want it to show Validated (as in your screenshot). If it does not:

  • Check the number includes + and the correct country code

  • Check there is no leading 0 after the country code (for example +4407… is wrong)

  • Use HubSpot’s Remove number formatting option if you pasted something messy, then re-save

CSV/Excel import tips (so HubSpot doesn’t mangle it)

Keep phone numbers as text

Excel loves “helping” by removing the + or converting long numbers into scientific notation.

Before importing:

  • Format the phone column as Text (Home → Number format → Text), then paste values

  • Or prefix values with an apostrophe in Excel: '+447700900123 (the apostrophe won’t import into HubSpot, it just forces text handling)

  • In CSV files, wrapping values in quotes is also helpful: "+447700900123"

Don’t import spaces or brackets

HubSpot can often normalise formatting, but you’ll get the most consistent results if you import clean E.164 values.

Excel formula: UK numbers to E.164 (+44)

Your formula is strong, but there’s one common scenario it does not fully handle:

  • Numbers written as +44 (0)7… become digits like 4407…

  • Your current logic strips the 44, but can leave the extra 0, producing +4407… (invalid)

Here’s a revised version that stays close to your approach, remains robust, and fixes the “+44 (0)” case by removing the trunk 0 after stripping the country prefix.

Recommended Excel 365 formula (UK only)

=LET(
  cc,"44",
  s,LOWER(TRIM(G2&"")),
  d,TEXTJOIN("",,IFERROR(MID(s,SEQUENCE(LEN(s)),1)*1,"")),
  p,LEN(cc),
  a,IF(LEFT(d,2)="00",MID(d,3,999),d),
  b,IF(LEFT(a,1)="0",MID(a,2,999),a),
  c,IF(LEFT(b,p)=cc,MID(b,p+1,999),b),
  nsn,IF(LEFT(c,1)="0",MID(c,2,999),c),
  IF(OR(s="",s="null",nsn=""),"","+"&cc&nsn)
)

What it does

  • Strips everything that isn’t a digit

  • Normalises the start by removing any of: 0044, 044, 44

  • Removes a leading trunk 0 after that normalisation (covers +44 (0)…)

  • Prepends +44 exactly once

  • Returns blank for empty or NULL

Important note

This formula is UK-specific. For other countries, you’ll want to change:

  • The prefix logic (replace 44 with the country code)

Quick troubleshooting checklist

If your WhatsApp sends fail later on:

  • Confirm the HubSpot property contains E.164 format

  • Confirm the field shows Validated

  • Make sure the number includes the country code and no leading 0 after it

  • Ensure you’re using the correct HubSpot property in your workflow action (the one that actually contains the WhatsApp number)