What “unlimited” should mean on a pricing page

August 5, 2026 · The Kemble team

Most pricing pages are hand-written. Someone types the limits into a design tool, an engineer types slightly different limits into a config file, and the two drift apart quietly until a customer hits a ceiling the page said they had headroom under.

Kemble’s pricing page fetches the plan catalogue from the same endpoint the enforcement code reads. Not a copy of it, and not a summary — the same resolved value. If an operator edits a limit, the page shows the new number within a minute, and it is the number the server will actually apply.

Three details that turned out to matter

• Free and Custom are different things. A price of zero renders as “Free”; a price of nothing renders as “Custom”. Coercing one into the other loses real information.
• Unlimited is a real value, not a large number. A missing ceiling renders as “Unlimited”, never as 0 and never as a blank cell.
• A limit is labelled with the interval it is actually enforced on. Our own console once described a per-minute message ceiling as per-month — a hundredfold-wrong label on a live limit.

None of this is clever. It is just the difference between a page that describes the product and a page that reads it.