> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/settings/your-plan.md).

# Your plan

Primer's plan tiers, active audience slots, the anti-ICP trial, and where to see pricing.

Your plan tier, active audience slots, and upgrades are managed under **Settings → Your Plan**.

## Plan tiers

Primer has three families of plan:

* **Free**
* **Grow** (levels 1–2)
* **Scale** (levels 1–6)

Some capabilities are plan-gated — for example [DV360](/primer/connections/integrations/connecting-a-destination/dv360.md) requires a Scale plan. For current tier names and prices, see Primer's pricing page: [sayprimer.com/pricing](https://www.sayprimer.com/pricing).

## Active audience slots

Your plan also sets how many audiences you can have active at once. An audience counts against this slot limit while it's in a working state — **Matching**, **Ready**, **Incomplete** or **Running**. Drafts and [archived](/primer/audiences/duplicating-and-archiving.md) audiences don't count.

When you hit the limit, archive an audience you no longer need to free a slot, or purchase extra slots. Because slots come from your subscription, the count varies by plan.

## Anti-ICP trial

The anti-ICP (exclusion audience) trial runs **45 days** and starts with **1 slot**. See [Exclusion audiences](/primer/audiences/exclusion-audiences.md) for what these audiences do.

## Upgrading, trials and agencies

To change plans or add slots, use the billing screen in Primer, or contact <support@sayprimer.com>. See [Invoices](/primer/settings/invoices.md) for what your current billing state means.

Anything that isn't self-serve is handled by support rather than a setting in the app — **extending a trial**, an **agency or partner arrangement**, rebilling client organizations, or applying a **discount code**.

Note that Primer bills for your **subscription**, not your ad spend: what you spend running the campaigns is set and capped on the ad platform, not in Primer.


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