Every plan caps how many messages and AI tokens its clients can use each month, and shows you the most that usage could cost you. You set these caps in the Limits tab of the plan editor.
What You Can Limit
Messages and AI Tokens
Under Monthly Limits you set Monthly SMS, Monthly Email and Monthly WhatsApp (each from 0 to 999,999) and Monthly AI Tokens (at least 10,000), the tokens consumed whenever a client uses an AI feature. SMS are counted per part: a message long enough, or with enough emoji and special characters, to be split into several parts uses several units of the SMS limit.
Limits Apply per Location
These limits are given to each location of a client, not shared across the whole client account. A client with three locations on the plan gets the full allowance three times.
Monthly Reset
Usage restarts every month: clients see in their own Limits section that each value resets on the 1st of the month.
A Warning for Low AI Limits
If you save a plan with fewer than 30,000 AI tokens a month, the AI Token Limit Too Low dialog recommends raising it so AI features can run without interruptions. Click Continue to save anyway, or Cancel to go back and change it.
Monthly Limits vs. Trial Limits
Two Sets of Limits
The tab has a second section, Trial Limits (Trial Monthly SMS, Trial Monthly Email, Trial Monthly WhatsApp, Trial Monthly AI Tokens). Trial limits apply to clients whose status is Trialing; every other client on the plan uses the Monthly Limits.
On a paid plan that's a client in a free trial. On a free plan it's a client you've manually set to Trialing with Change Status (see the Manage Free Client article). The split lets you keep trial usage minimal, so a trial doesn't turn into a significant cost for you. When a trial ends and the client becomes Active, the monthly limits apply.
Location Limit on Free Plans
Locations
Free plans have a third section, Locations, where the Limit field sets how many locations a client on the plan can add (from 1 to 999). You can't set it below the number of locations a client on the plan already has. On paid plans the number of locations comes from the pricing model instead — see the Paid Plans article.
Understanding the Spending Cap
What the Cap Shows
As you type, each limit shows its own spending cap below the field, in the form "Spending cap: $X (1 SMS = $Y)". The section also shows a Total spending cap: the most each location on this plan can cost you in a month if it uses every message and AI token allotted.
SMS and WhatsApp are priced at the rates of your Preferred Destination country, emails cost $0, and AI tokens are shown at a planning rate of $6.60 per 1 million.
Where the Cost Is Paid
Every message and AI token your clients use is deducted from your Agency Balance. The spending cap shows you the worst case, and that's what you should base your pricing on. The Agency Balance article explains the rates in detail.
Pricing From the Cap
We recommend pricing a plan at at least 10 times its total spending cap per location. For example, if a plan's total spending cap is $5, price it at $50/month per location or more, so you keep a healthy margin even in the worst case. On a Package Price plan, remember that the cap applies to every location in the package.
Estimating AI Token Usage
AI Pricing
Next to the AI tokens spending cap, click AI Pricing to see roughly how many tokens each AI feature consumes, in both tokens and dollars. These are estimates based on historical usage, not the exact cost of every action.
Simulator
In the AI Pricing popup, open Simulator to model a real scenario: how many AI review replies, social captions, blog posts and chat messages you expect per location, optionally including AI Ranking and AI Sentiment Analysis. The Usage simulator returns an estimated monthly token total, which helps you decide what limit to set.
Changing Limits Later
Existing Clients Are Updated
When you change a plan's limits and save, the new values are applied straight away to the locations of every client already on the plan: the monthly limits to clients who aren't trialing, the trial limits to those who are.