Claude is Changing the Rules of the Game: Rebranding and Removing Limits for Ultra Users
If you work with Claude intensively throughout the day, you have probably encountered the frustrating message about reaching your usage limit more than once. Anthropic understands that its heavy users need more breathing room, and today it is rolling out a significant update to its subscription structure that simplifies naming and removes technical barriers for its highest-paying users.
What is Changing with Subscription Names?
Anthropic is cleaning up the branding mess of the Max plans. While until now we knew the subscriptions under technical names like "Max 5x" and "Max 20x", the company is moving to more intuitive names:
- •Max Subscription: What was known as Max 5x remains at a price of $100 per month.
- •Ultra Subscription: What was known as Max 20x remains at a price of $200 per month.
It is important to emphasize: for existing subscribers, this is purely a cosmetic change. There is no need to take any action on your account, and the terms and prices remain as they were. The goal here is mainly to make the product hierarchy clearer for new users.
The Real News: Removing the 5-Hour Limit
Beyond the name changes, the most interesting update concerns usage limits. Anthropic is starting to roll out a significant update today for verified Ultra subscribers: the removal of the five-hour limit.
Until now, even the most expensive subscribers were subject to a quota that reset every five hours, which created a "bottleneck" for developers and professionals working with Claude continuously. Removing this limit allows for smoother, more continuous work, without the need to "save" messages or wait for the system to reset. This is a critical step for those who use Claude as a primary daily work tool, especially when combined with capabilities like Claude Code or working on complex projects.
Why Does This Matter?
Competition in the AI market has long been measured not just by model quality, but by the ability to provide a stable work experience. For heavy users, limits were the main barrier to a full transition to Claude. By removing the limit in the Ultra plan, Anthropic is signaling that it is ready to support "non-stop" intensive usage, which makes the expensive subscription much more worthwhile for teams and freelancers.
Summary and Conclusions
These changes are proof that Anthropic listens to feedback from its professional users. While the new branding helps bring order, the removal of the 5-hour limit is a technical improvement that changes the game for power users. If you are considering upgrading your work package, it is worth checking Claude's updated pricing page to see how these changes impact your workflow.
For more information on the limits and capabilities of the different subscriptions, you can browse the Claude Help Center.