Anthropic renames its $100 per month Max 5x plan as Max and the $200 per month Max 20x plan as Ultra, and removes the 5-hour limit for verified Ultra accounts

The Ultra plan now offers unlimited usage, removing a significant cost barrier for power users and enterprises.

Anthropic has renamed its premium AI subscription tiers and removed a usage limit for high-tier subscribers. The "Max 5x" plan, previously priced at $100 per month, is now simply called "Max." The "Max 20x" plan, costing $200 per month, has been renamed "Ultra." For existing subscribers, these changes require no action. Notably, Anthropic has eliminated the 5-hour usage limit for verified "Ultra" accounts, effective immediately for most existing subscribers. This announcement follows recent updates to Claude's mobile apps, the introduction of specialized tools for legal professionals, and expanded offerings for non-profit organizations, including a new plugin and partnerships for discounted plans and training. The company also recently announced the general availability of Claude models on Google Cloud.

The rebranding of Anthropic's top-tier plans from "Max 5x" to "Max" and "Max 20x" to "Ultra" simplifies its product offering, potentially making it more accessible and understandable to a wider audience. The removal of the 5-hour limit for verified "Ultra" accounts is a substantial value add, directly addressing a key constraint for heavy users and signaling a competitive move to attract or retain enterprise-level customers seeking uninterrupted AI access.

This strategic adjustment by Anthropic suggests a focus on driving adoption and value for its highest-paying subscribers, potentially in response to market demands for more flexible and unmetered AI services. By removing the usage cap, Anthropic positions its "Ultra" plan as a more compelling, all-inclusive solution, which could influence competitor pricing and service structures in the premium AI market.