Non‐precious‐metal‐catalyzed reactions are of increasing importance in chemistry due to the outstanding ecological and economic properties of these metals. In the subfield of metal‐catalyzed direct C−H functionalization reactions, recent years have shown an increasing number of publications dedicated to this topic. Nickel, cobalt, and last but not least iron, have started to enter a field which was long dominated by precious metals such as palladium, rhodium, ruthenium, and iridium. The present review article summarizes the development of iron‐, nickel‐, and cobalt‐catalyzed C−H functionalization reactions until the end of 2016, and discusses the scope and limitations of these transformations.