diff --git a/homeassistant/components/modbus/__init__.py b/homeassistant/components/modbus/__init__.py
index f6cb4fac8a36..74b873eb9e7c 100644
--- a/homeassistant/components/modbus/__init__.py
+++ b/homeassistant/components/modbus/__init__.py
@@ -5,6 +5,7 @@ import logging
 from homeassistant.const import SERVICE_RELOAD
 from homeassistant.core import Event, HomeAssistant, ServiceCall
 from homeassistant.helpers.entity_platform import async_get_platforms
+from homeassistant.helpers.frame import ReportBehavior, report_usage
 from homeassistant.helpers.reload import async_integration_yaml_config
 from homeassistant.helpers.service import async_register_admin_service
 from homeassistant.helpers.typing import ConfigType
@@ -26,7 +27,25 @@ _LOGGER = logging.getLogger(__name__)
 
 
 def get_hub(hass: HomeAssistant, name: str) -> ModbusHub:
-    """Return modbus hub with name."""
+    """Return modbus hub with name.
+
+    Deprecated. Use `async_get_unit` instead, which builds a connection from
+    credentials the integration holds rather than attaching to a hub the user
+    configured in YAML under a name the integration has to be told.
+    """
+    report_usage(
+        "calls `modbus.get_hub`, which is deprecated in favour of "
+        "`modbus.async_get_unit`. Collect the connection details in your own "
+        "config flow and ask for a unit on them",
+        breaks_in_ha_version="2027.10",
+        core_behavior=ReportBehavior.IGNORE,
+        core_integration_behavior=ReportBehavior.IGNORE,
+        custom_integration_behavior=ReportBehavior.LOG,
+        # get_hub is defined here, so its own frame is the first one the stack
+        # walk meets. Without this it reports modbus every time, and the core
+        # behavior above then silences the caller it was meant to name.
+        exclude_integrations={DOMAIN},
+    )
     return hass.data[DATA_MODBUS_HUBS][name]
 
 
diff --git a/tests/components/modbus/test_deprecation.py b/tests/components/modbus/test_deprecation.py
new file mode 100644
index 000000000000..abaecb9a1d7c
--- /dev/null
+++ b/tests/components/modbus/test_deprecation.py
@@ -0,0 +1,91 @@
+"""Test the deprecation of get_hub."""
+
+import importlib.util
+from pathlib import Path
+import sys
+from types import ModuleType
+
+import pytest
+
+from homeassistant.components.modbus import get_hub
+from homeassistant.components.modbus.modbus import DATA_MODBUS_HUBS
+from homeassistant.core import HomeAssistant
+
+
+def _caller_in(root: Path, path: str) -> ModuleType:
+    """Load a module that calls get_hub, from a file at *path*.
+
+    The report names an integration by walking the stack for a file under
+    `custom_components/` or `homeassistant/components/`, so a test of who gets
+    named has to call from a file that actually sits there.
+    """
+    source = root / path / "caller.py"
+    source.parent.mkdir(parents=True, exist_ok=True)
+    source.write_text(
+        "from homeassistant.components.modbus import get_hub\n"
+        "\n"
+        "def call(hass):\n"
+        '    return get_hub(hass, "hub")\n'
+    )
+
+    spec = importlib.util.spec_from_file_location(
+        f"caller_{source.parent.name}", source
+    )
+    assert spec and spec.loader
+    module = importlib.util.module_from_spec(spec)
+    sys.modules[spec.name] = module
+    spec.loader.exec_module(module)
+    return module
+
+
+@pytest.fixture(name="hub")
+def hub_fixture(hass: HomeAssistant) -> object:
+    """Put one hub in place for get_hub to return."""
+    hub = object()
+    hass.data[DATA_MODBUS_HUBS] = {"hub": hub}
+    return hub
+
+
+async def test_a_custom_integration_is_warned(
+    hass: HomeAssistant,
+    hub: object,
+    tmp_path: Path,
+    caplog: pytest.LogCaptureFixture,
+) -> None:
+    """A custom integration has its own config flow to collect details in.
+
+    Called through the real stack, so this also covers the report reaching
+    past modbus's own frame to the caller that asked.
+    """
+    caller = _caller_in(tmp_path, "custom_components/my_integration")
+
+    assert caller.call(hass) is hub
+
+    assert "deprecated" in caplog.text
+    assert "async_get_unit" in caplog.text
+    assert "my_integration" in caplog.text
+    assert "2027.10" in caplog.text
+    assert "modbus" not in caplog.text.split("my_integration")[0]
+
+
+async def test_a_core_integration_is_not_warned(
+    hass: HomeAssistant,
+    hub: object,
+    tmp_path: Path,
+    caplog: pytest.LogCaptureFixture,
+) -> None:
+    """Flexit is the one caller in core, and the user cannot act on it."""
+    caller = _caller_in(tmp_path, "homeassistant/components/flexit")
+
+    assert caller.call(hass) is hub
+
+    assert "deprecated" not in caplog.text
+
+
+async def test_a_caller_outside_any_integration_is_not_warned(
+    hass: HomeAssistant, hub: object, caplog: pytest.LogCaptureFixture
+) -> None:
+    """Nothing to name and nobody to tell, so it stays quiet."""
+    assert get_hub(hass, "hub") is hub
+
+    assert "deprecated" not in caplog.text