Contact data doesn’t go stale on a schedule a rep can see. A record updated in January looks identical to one updated last week — same fields filled in, same confidence on the surface. The decay is invisible until the touch fails. This prompt makes the decay visible before the touch, which is the only point where finding it still saves the touch.
The check is binary on every field. The person is at the company or they aren’t. The title matches or it doesn’t. A real refresh doesn’t hedge with “probably moved on” — it confirms the record or returns the correction. Reps trust a list more when the unverifiable rows are pulled out and labeled, not quietly left in to fail later. Being clear about what couldn’t be confirmed is what makes the rest of the list workable.
The corrections come back as old → new, so updating the CRM is a copy job, not a second round of research. A title change isn’t just flagged — the current title is returned. A stale email isn’t just marked bad — the verified one replaces it. The prompt closes the loop it opens, which is the difference between a list that gets cleaned and a list that gets a to-do attached to it.
The departed-contact path is where a refresh earns its keep. A contact who left isn’t a dead end — it’s a routing problem with an answer. Lusha surfaces the replacement in seat, verified, so the record gets re-pointed instead of retired. The list doesn’t shrink by one; it gets corrected by one. That’s the gap between data that decays and data that stays callable.
Data drawn from 290M+ verified contacts, sourced and processed under GDPR, CCPA, SOC 2 Type II, ISO 27001, ISO 27701, and TRUSTe Responsible AI. Full detail in the Trust Center and privacy notice.
FAQ
How often should I refresh CRM contact records?
Tie it to the touch rather than the calendar. Any list about to be worked is worth a refresh regardless of when it was last updated, because decay isn’t visible from the record. As a baseline, contact-level records benefit from a quarterly pass, and anything older than six months should be treated as unverified until checked. Firmographics move slower and rarely need more than an annual refresh.
How many credits does refreshing a CRM list cost?
1 credit per batch of up to 25 records, so a 200-record refresh costs 8. Revealing a corrected email costs 1 credit per contact, and only for rows that actually changed. A corrected phone number costs 5. The cost scales with how much has decayed rather than with list size, which is why running it before every push is affordable.
What counts as stale enough to re-verify?
Anything you’re about to spend a touch on. The practical answer is that a record’s age tells you less than its role: a VP-level contact in a fast-growing company can decay in three months, while a mid-level contact at a stable one holds for two years. If the list is going into a sequence, verify it. If it’s going into a report, age matters less.
Does it update my CRM automatically?
No, and that’s deliberate. The prompt returns corrections as old → new so you can review before writing anything back. Automatic overwrites are how a bad match propagates into a system of record. If you want automation, run this first, confirm the corrections look right, then push through a connector or import.
What if Lusha can’t verify a record?
It returns UNVERIFIED rather than guessing. Treat that as a signal to check your input first — an abbreviated or misspelled company name can prevent a match, or worse, match a different organisation entirely. If the input is right and the result is still UNVERIFIED, keep the record out of the working list rather than sending to an unconfirmed address.
Is a departed contact a dead record?
No, it’s a routing problem with an answer. The prompt surfaces the replacement in seat where one is available, so the record gets re-pointed rather than retired. A departure is also a signal about the account: if the person who owned your relationship left, the rest of your records at that company are likely stale too, and re-mapping the account is more useful than patching one row.
How is this different from enriching a new list?
Enrichment adds fields you don’t have. A refresh checks fields you already have and corrects them. The distinction matters for cost: enrichment reveals contact details on records you’re seeing for the first time, while a refresh only pays to reveal what has actually changed. On a healthy list that’s a small fraction of the rows.
