> ## Knowledge Base Index
> Fetch the complete knowledge base index at: https://help.empirebydesign.ai/sitemap.xml
> Use this file to discover available pages before exploring further.
> Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash).

# How Does Daily Limits Work?

**HOW DOES THE DAILY USAGE / TOKEN SYSTEM WORK?**

**What are tokens?**

Tokens are the unit of measurement for AI processing — think of them like words. Roughly 1 token = ¾ of a word. So 1,000 tokens is about 750 words.

**Why does each message use more tokens as the conversation gets longer?**

Empire by Design is a full-context AI platform. Every time you send a message, the AI reads back through your entire conversation history so it never forgets what you've told it — your brand, your tone, your goals, everything. This is what makes it so much more powerful than a basic chatbot.
This means:
* Message 1 in a chat might use ~500 tokens
* Message 10 might use ~3,000 tokens
* Message 20 might use ~5,000-7,000 tokens
The conversation context grows with every exchange. This is how all advanced AI platforms work (ChatGPT, Claude, etc.) — the full history is needed so the AI stays smart and remembers you.

**What counts toward my daily usage?**
* Content Studio messages ✓
* Coaching Suite messages ✓

**What is completely FREE and unlimited?**
* Blueprint tab
* Brand Interview
* Brand Vault & document uploads
* Sidebar actions (dashboard, saved outputs, brand profile)

**What is my daily allowance?**
* **Lite plan:** 350,000 tokens per day
* **Unlimited plan:** No daily cap
Your allowance resets at midnight UTC every day.

**Where can I see my usage?**
Your usage bar is visible in the sidebar and at the top of your chat area. It shows your percentage used:
* Green (0–60%) — plenty of room
* Amber (60–85%) — getting there
* Red (85%+) — close to your daily limit

**Tips to make your tokens go further:**

1. **Start a new chat when you switch topics** — shorter conversations use fewer tokens per message because there's less history to read back through
2. **Use Blueprint and Brand Interview freely** — they're completely unlimited and don't count
3. **Save your best outputs** — use the save button so you don't need to regenerate content

**What happens if I hit my daily limit?**

Your typed message stays in the input box — nothing is lost. You'll see when your limit resets. Blueprint, Brand Vault, and your sidebar remain fully accessible. Pick back up after midnight UTC (10am AEST).

**I'm hitting the limit regularly — what should I do?**

If you're consistently hitting the daily cap, you're a power user! The **Unlimited plan** removes the daily limit entirely so you can create as much as you want, back to back, without thinking about it.  You can upgrade