You clicked ＋ New brand and Yaplet told you there is no room, or a plan change was refused because you have too many brands. Neither message explains the rule behind it, so here it is: a brand and a chat widget are the same slot, and your plan gives you a fixed number of them.
What a brand is, from a billing point of view
A brand is one public identity. It owns a public web address, the knowledge your AI reads, the products it can talk about, a chat widget and an AI agent. Everything a visitor can see and everything the AI can answer from belongs to a brand. Every account is created with one already in it — a brand is not something you set up, it is something you already have.
A brand and a chat widget share one slot
Your plan does not have a separate "brands" number. It has one number that covers chat widgets, brands and AI agents together. On the free plan and on Starter that number is 1; on Growth it is 5. So a free account's single brand comes with its single widget and its single AI agent, and there is nothing left over for a second of anything.
What a brand holds inside is not part of that number. Every brand comes with its own allowance of up to five knowledge bases and five documentation spaces on any paid plan (one of each on the free plan) — the same on Starter, Growth and custom plans alike, so adding a brand is also what gets you room for more of those.
This is why "upgrade to add a brand" and "upgrade to add a widget" are the same upgrade. If you want a second brand, you are raising the same allowance you would raise for a second widget.
What the ＋ New brand dialog checks
The dialog asks which companions to create alongside the brand, and it checks each one against your plan before anything is created rather than failing on the final click. Anything you have no room for is disabled with the note "Your plan has no room for another one." The companions are:
- A chat widget — the bubble you install on your site
- A knowledge base — the brand's public help articles
- Documentation — the longer-form space, which is a paid module
- A Vex AI bot — the brand's AI agent
At the bottom the dialog states your remaining headroom in plain words — "Your plan allows 1 more brand", or with none left, "Your plan has no room for another brand. Upgrade, or delete one you no longer use."
The two messages you may hit
- "The free plan includes 1 brand. Upgrade to add more." — you are on the free plan and its single slot is taken.
- "Limit reached: your plan allows up to N brands. Please delete an existing one or upgrade your plan." — you are on a paid plan and have filled it.
Both are refusals, not warnings: nothing was created and nothing was charged.
Downgrading while you hold too many brands
Moving to a smaller plan is blocked while you have more brands than the target plan allows. The refusal names the count, in the form "Brands: 3 current / 1 allowed", and you have to delete brands down to that number before the change goes through.
Two things that are deliberately not enforced. If your organisation already held more brands than its plan allows on the day brands were introduced, you were grandfathered — nothing was deleted and nothing will be, you simply cannot create more until there is room. And if a payment fails and your plan is dropped for you, brands are never removed automatically, because that would destroy written content without anyone agreeing to it. Other things can be, though, and it is worth knowing which. Nothing goes automatically, but if the smaller plan leaves you over its limits, everyone in the organisation gets a notice giving you 24 hours to reduce; after that Yaplet can remove the excess by hand — extra team members, extra chat widgets and the conversations in them, extra Vex AI agents, extra knowledge bases and their articles, extra documentation spaces and their pages, contacts over the cap, and email automations. Brands are the one thing that never goes.
Freeing a slot means deleting a brand
This is a serious step and there is no undo and no recycle bin. Deleting a brand destroys:
- Its knowledge bases and every article in them, and its documentation and every page in it
- Its uploaded files, the website pages read for it, and its question-and-answer entries
- Its products and its API tools
- Its Vex AI agent, its voice agents and its chat workflows
- Its social-posting autopilot — past posts and connected Facebook and Instagram pages are released rather than deleted
You get there from the Danger zone in Brand settings, whether or not the brand still has a chat widget. The widget goes with it — it is listed first, with the number of conversations that die with it, and the chat bubble disappears from every page it is installed on. The dialog counts what will actually be destroyed and makes you type the brand's name to confirm.
One thing survives that people expect to disappear: the brand's phone numbers. They stay with the organisation, unassigned and ringing nothing, and they keep charging their monthly rental until somebody deliberately releases them — see Phone number fees.
Where to go next
- Plans & pricing — how a subscription is put together
- Free plan limits — every free-plan ceiling in one table
- Switch plans — how to raise the allowance