You change plan from your profile, and there are three signs that your current one has become too small.

• You run out of AI credits before the end of the month. It is the most common sign and the easiest to spot: each plan brings more credits than the one below (see «Plans and advertising spend limits»).
• You want BOOST to act on its own, without approving every step. On Free, Core and Starter, BOOST proposes and you decide; from Pro upwards it can act on its own if you switch that on (see «What each plan automates»).
• You need expert mode. The advanced screens only exist from Pro upwards (see «Switching between guided and expert mode»).

Spending a lot on ads does not by itself force a plan change: no plan caps your advertising spend. What does happen on Pro above €5,000 a month is the fee on the excess, 5% or 6% depending on whether you pay yearly or monthly (see «The fee when you spend heavily on ads»).

If you cancel your subscription, you keep it until the end of the period you already paid for. After that you move to Free: you can sign in and look at your data, but you cannot generate content or create campaigns. To come back, choose a plan from the subscription section of your profile and pay as you did the first time. The free Starter trial is only for someone who has never had a subscription.