diff --git a/homeassistant/components/smartthings/__init__.py b/homeassistant/components/smartthings/__init__.py
index 4e694556598..22856bdb05b 100644
--- a/homeassistant/components/smartthings/__init__.py
+++ b/homeassistant/components/smartthings/__init__.py
@@ -58,7 +58,7 @@ CONFIG_SCHEMA = cv.config_entry_only_config_schema(DOMAIN)
 
 async def async_setup(hass: HomeAssistant, config: ConfigType) -> bool:
     """Initialize the SmartThings platform."""
-    await setup_smartapp_endpoint(hass)
+    await setup_smartapp_endpoint(hass, False)
     return True
 
 
diff --git a/homeassistant/components/smartthings/config_flow.py b/homeassistant/components/smartthings/config_flow.py
index 0328c3a7f8e..5e3451dfbce 100644
--- a/homeassistant/components/smartthings/config_flow.py
+++ b/homeassistant/components/smartthings/config_flow.py
@@ -50,6 +50,7 @@ class SmartThingsFlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
         self.installed_app_id = None
         self.refresh_token = None
         self.location_id = None
+        self.endpoints_initialized = False
 
     async def async_step_import(self, user_input=None):
         """Occurs when a previously entry setup fails and is re-initiated."""
@@ -57,7 +58,11 @@ class SmartThingsFlowHandler(config_entries.ConfigFlow, domain=DOMAIN):
 
     async def async_step_user(self, user_input=None):
         """Validate and confirm webhook setup."""
-        await setup_smartapp_endpoint(self.hass)
+        if not self.endpoints_initialized:
+            self.endpoints_initialized = True
+            await setup_smartapp_endpoint(
+                self.hass, len(self._async_current_entries()) == 0
+            )
         webhook_url = get_webhook_url(self.hass)
 
         # Abort if the webhook is invalid
diff --git a/homeassistant/components/smartthings/smartapp.py b/homeassistant/components/smartthings/smartapp.py
index 9b17034ab3b..78c0bfa86b1 100644
--- a/homeassistant/components/smartthings/smartapp.py
+++ b/homeassistant/components/smartthings/smartapp.py
@@ -197,7 +197,7 @@ def setup_smartapp(hass, app):
     return smartapp
 
 
-async def setup_smartapp_endpoint(hass: HomeAssistant):
+async def setup_smartapp_endpoint(hass: HomeAssistant, fresh_install: bool):
     """Configure the SmartApp webhook in hass.
 
     SmartApps are an extension point within the SmartThings ecosystem and
@@ -205,11 +205,16 @@ async def setup_smartapp_endpoint(hass: HomeAssistant):
     """
     if hass.data.get(DOMAIN):
         # already setup
-        return
+        if not fresh_install:
+            return
+
+        # We're doing a fresh install, clean up
+        await unload_smartapp_endpoint(hass)
 
     # Get/create config to store a unique id for this hass instance.
     store = Store[dict[str, Any]](hass, STORAGE_VERSION, STORAGE_KEY)
-    if not (config := await store.async_load()):
+
+    if fresh_install or not (config := await store.async_load()):
         # Create config
         config = {
             CONF_INSTANCE_ID: str(uuid4()),
diff --git a/tests/components/smartthings/test_config_flow.py b/tests/components/smartthings/test_config_flow.py
index 5c44a5af2e9..168756b0dfe 100644
--- a/tests/components/smartthings/test_config_flow.py
+++ b/tests/components/smartthings/test_config_flow.py
@@ -187,6 +187,7 @@ async def test_entry_created_existing_app_new_oauth_client(
     smartthings_mock.apps.return_value = [app]
     smartthings_mock.generate_app_oauth.return_value = app_oauth_client
     smartthings_mock.locations.return_value = [location]
+    smartthings_mock.create_app = AsyncMock(return_value=(app, app_oauth_client))
     request = Mock()
     request.installed_app_id = installed_app_id
     request.auth_token = token
@@ -366,7 +367,7 @@ async def test_entry_created_with_cloudhook(
         "async_create_cloudhook",
         AsyncMock(return_value="http://cloud.test"),
     ) as mock_create_cloudhook:
-        await smartapp.setup_smartapp_endpoint(hass)
+        await smartapp.setup_smartapp_endpoint(hass, True)
 
         # Webhook confirmation shown
         result = await hass.config_entries.flow.async_init(
@@ -377,7 +378,8 @@ async def test_entry_created_with_cloudhook(
         assert result["description_placeholders"][
             "webhook_url"
         ] == smartapp.get_webhook_url(hass)
-        assert mock_create_cloudhook.call_count == 1
+        # One is done by app fixture, one done by new config entry
+        assert mock_create_cloudhook.call_count == 2
 
         # Advance to PAT screen
         result = await hass.config_entries.flow.async_configure(result["flow_id"], {})