When you hit a limit

The product has several different walls and they feel identical from the outside. They are not, and the right response differs.

The walls

What you see	What it means	What to do
Out of generations (agency deployment)	The monthly AI allowance is spent	Upgrade your plan, or wait for the reset
Out of AI uses (Free, agency deployment)	Free's one-time AI allowance is spent. It does not reset	Choose a plan
New plans paused for the month	Far more plans were started on this brand than the plan includes	Wait for the reset; finished plans are untouched
Poster layout changed three times	Each plan's poster can be relaid out three times	Keep one, or start a new plan
Today's fair-use limit	An unusual amount of work in one day	It resets at midnight UTC
Plan limit reached (paid plan)	You have made this month's content plans	Wait for the reset, or upgrade
Plan limit reached (Free)	You have used both of your content plans. Free's do not reset	Choose a plan
No usable ideas left	Free's idea allowance is spent	Choose a plan
Feature not on your plan	An entitlement, not a quota	Upgrade: waiting will not help
Platform not in your plan	That network is not included	Upgrade, or publish there manually
Brand or seat cap reached	A structural limit	Remove one, or upgrade
Subscription inactive	Payment lapsed or cancelled	Settings → Billing

Quota versus entitlement

A quota resets. Running out of plans on the 20th means waiting ten days or upgrading. The one exception is Free's content plans: you get two in total, and they do not come back next month. (On the agency deployment, Free's AI uses are one-time too.)

An entitlement does not. Scheduling your own posts, comment to DM automation, Performance, Post Replies, the Inbox and client approvals are either on your plan or they are not, and no amount of waiting changes it.

Reading which kind of wall you have hit saves you from waiting for a reset that was never coming.

Nothing is destroyed at a limit

Hitting any of these leaves your work intact. Scheduled posts keep publishing, automations keep running, drafts stay drafts. What stops is making new AI output.

Moving to a plan without an entitlement keeps your work too. Automations are kept and paused, and send again when you upgrade. Comments keep arriving, and Post Replies opens with all of them.

Where the numbers are

Every figure comes from plans and what's in them, which is generated from the live configuration. If a wall disagrees with something you read elsewhere on this site, that table is the one to trust.

If a wall looks wrong

If you are refused something your plan should include (most commonly straight after an upgrade) sign out and back in, which refreshes the cached entitlement. If it persists, contact support with the exact message you saw.