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60 FPS Animations with GSAP

A deep dive into bypassing standard API limits by building a custom middleware on AWS Lambda for enterprise HubSpot clients.

Authored_By Pratik Chauhan
Image of Pratik Chauhan
Published 10 January, 2026

01. Overview

When working with enterprise-level HubSpot portals, one common bottleneck is the API rate limit. Standard integration methods often hit the 100 requests/10 seconds ceiling, causing data sync failures.

To solve this, we architected a middleware solution using AWS Lambda and SQS (Simple Queue Service). This allows us to buffer requests and process them at a controlled rate, ensuring 100% data integrity.

02. The API Bottleneck

The core issue lies in burst traffic. Marketing campaigns often trigger thousands of contact updates simultaneously. Direct API calls fail under this load.

  • Standard Limit: 150/10s for Professional accounts.
  • Burst Traffic: 500+ requests in 2 seconds during launches.
  • Result: 429 Too Many Requests errors.
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"Retry logic isn't enough. You need a queue to flatten the curve of traffic."

03. Lambda Solution

We decoupled the trigger from the execution. Instead of hitting HubSpot directly, the webhook hits an AWS API Gateway which pushes the payload to SQS.

lambda_handler.py
 
 
 
def lambda_handler(event, context):
    # Parse event
    body = json.loads(event['body'])

    # Push to SQS
    response = sqs.send_message(
        QueueUrl=queue_url,
        MessageBody=json.dumps(body)
    )

    return {
        'statusCode': 200,
        'body': json.dumps('Queued successfully')
    }

A separate worker Lambda function pulls messages from SQS in batches of 10, processes them, and updates HubSpot. If the limit is near, it pauses execution.

04. Final Benchmarks

Post-implementation, we saw a 0% failure rate on a database of 500k contacts during a Black Friday campaign.
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